secretleaders | Secret Sales: the naked truth behind their entrepreneurial journey

Secret Sales: the naked truth behind their entrepreneurial journey

If you think now’s not a great time to start up a business, take this advice from seasoned entrepreneur Sach Kukadia:

“There is never a good time to start anything, particularly a startup. There’s always a list of reasons as to why you shouldn’t do it. And the older you get, the more that list grows. If you’re going to start anything, whether it’s a start up or do something, you need to just do it now. Because it’ll only ever get harder.”

Wise words from someone who’s never earned any money he hasn’t made himself. Behind Sach Kukadia’s glittering facade is a dogged determination to succeed, but his metric for success has changed considerably over the years.

In this latest episode of Secret Leaders, Sach shares his journey with Secret Sales, from startup through to sale, to buying it back, to selling it again. And he is brutally honest. Because not every successful startup stays that way.

Sach doesn’t hold back and shares some of the behind the scenes facts you never normally hear about in the complicated journey of building a personal empire.

“There’s a bunch of things in my journey that have caused me to lose sleep and become a bad human being. I was convinced for 10 years that I was going to be able to retire. And when that didn’t happen it took me a little while to realise that this is life and things happen to you, you just have to get over it and you’ve got to find a way to continue hustling, and it wasn’t that we didn’t make money, it’s just the quantities were significantly different.”

And if you’re an entrepreneur, you need to hear Sach’s story.

We chat about:

  • The idea behind Secret Sales and the business model that inspired it
  • The Secret Sales journey
  • The impact of Brexit on the sale of Secret Sales
  • How business deals happen in the real world
  • Rebalancing his life post Secret Sales
  • The lesson of greed for his future businesses


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The Secret Leaders podcast features interviews with key figures from the UK tech and creative ecosystem. From entrepreneurs (both early and latter stage), to journalists, VCs - and even royalty - the series profiles those who have helped shape the nation's culture of innovation and growth.

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