Very well written, Will Banks — this brings such a clear perspective to what real momentum looks like.

It’s easy to forget that the “turns” of a business aren’t mechanical — they’re behavioural, and deeply human centred.

Each rotation builds belief, trust, and rhythm until it starts to feel almost effortless.

I especially love the link between sustainability and simplicity — “simplify to amplify” isn’t just a business truth, it’s a cognitive one too.

When friction drops, consistency takes over — and that’s when the flywheel truly starts to hum.