In this episode of Beyond the Numbers, James Ashford, founder of GoProposal and best-selling author, shares the journey that took him from humble beginnings to transforming how accountancy firms deliver value. James talks candidly about raising standards in business, building a culture that demands excellence, and why entrepreneurs need to continually push themselves beyond comfort zones. You’ll hear how setbacks can become stepping stones when reframed as “the gift,” the role of core values in driving sustainable success, and why true fulfilment comes not just from building businesses, but from helping others thrive.