What do you do when you get offered the top job in your industry and you turn it down anyway? Will Steel did exactly that. He grew up in rural Yorkshire, delivering milk at the age of three alongside his mother, who ran the family's milk round for 40 years just to cover the grocery bill. He worked for a stonemason from age 12 to 16, digging graves and mending roofs. He talked his way into an engineering apprenticeship, earned two technician qualifications simultaneously, got into university, discovered the Royal Air Force Flying Club, and became an RAF pilot — something he describes as almost impossibly unlikely for someone with his background.

Then he joined the airlines. And hated it.

He calls commercial flying "like being a bus driver" — rigidly routed, waiting to get home, doing it for the paycheck and nothing else. When he discovered the Landmark Forum and realized he could make a real difference with people, he was offered the top role in UK aviation: flying long-haul 747-400s out of Heathrow for British Airways. At the same time, he was offered a job starting at the bottom in personal development work — with a 75% pay cut.

He took the pay cut.

On this episode of Fine is a 4-Letter Word, Will Steel — now a business coach, author of Free to Lead, and host of the Free to Lead podcast — talks with Lori Saitz about the values he was raised with, the career pivots that looked like madness from the outside, and the core problem he now spends his days solving: business owners who are working 65-75 hours a week, trapped inside their own companies, unable to delegate, and wondering why the business is not growing.

He also shares the practical tool he uses to help clients get their time back, the story of a car body shop owner who went from chasing $2.5M to landing a $23.5M acquisition offer, and why authenticity is not a feeling — it is a practice of catching yourself being inauthentic and telling the truth about it.

Listen on all platforms: Search "Fine is a 4-Letter Word" on Spotify, Apple Podcasts, or wherever you get your shows. Subscribe so you never miss an episode.

Timestamps:

[00:00] Will calls in from Costa Rica, about to go surfing after this
[01:30] The values he was raised with — and delivering milk at three years old in Yorkshire
[04:00] His mother's 40-year milk round and what his parents built from nothing
[06:00] Hard work vs. working smart: how his thinking evolved
[08:30] The car body shop owner who went from $2.5M to $23.5M in 12 months
[11:00] The unlikely career path: stonemason, engineer, university, RAF pilot
[14:00] Joining the airlines — and why it felt like being a bus driver
[15:30] The Landmark Forum, the British Airways offer, and the 75% pay cut decision
[18:00] "You can't get enough of what you don't really want"
[20:00] Why business owners get stuck in the doing, and what it costs them
[23:00] The 15-minute time audit tool that reveals where the hours actually go
[25:00] The architect who spent 7.5 hours a week driving kids to school — and got it all back
[27:00] Delegation done right: pay for outcomes, not doing
[31:00] What the Saudi Arabia pharmaceutical executive learned about his own communication
[32:00] Authentic leadership: it is not a feeling, it is a practice
[34:00] Rock 'n' Roll Star by Oasis — and why Will almost became a singer instead
[36:30] How to reach Will: willsteel.com | Book: Free to Lead | Podcast: Free to Lead

Guest Bio:

Will Steel grew up in rural Yorkshire, England, in a family built on work ethic and honesty. His mother ran a milk delivery round for 40 years to cover household expenses while his father worked in a tractor factory. Will worked alongside a stonemason from age 12, completed dual engineering apprenticeships, earned a degree in electronic engineering, and discovered flying through his university's Royal Air Force squadron. He became an RAF pilot, joined commercial aviation, and then walked away from a British Airways 747 captain position to pursue work in personal development after attending the Landmark Forum. He has since spent 27 years coaching business owners and leading large-format programs across industries, helping them identify where they are stuck, recover their time, and grow their businesses by working less hours while generating substantially more. He is the author of Free to Lead and hosts a podcast of the same name.

Connect with Will Steel:

Linkedin: https://www.linkedin.com/in/will-steel-business-coach-high-performance-transformation/
Website: willsteel.com
Book: Free to Lead

About the Show:

Fine Is a 4-Letter Word is the show for leaders who are tired of pretending everything is okay. Host Lori Saitz brings on guests who get honest about what it really takes to lead with empathy, vulnerability, gratitude, and courage. New episodes every week.

Subscribe so you never miss an episode, and if this conversation hit home, leave a review. It helps more leaders find the show.