Episode 21: Ray Richards - To Be Successful, Do Something Different

Change is difficult, but if you want any degree of success, you can't keep doing the same thing over and over again.  At some point, you have to take a risk and do something different.

That is the core message of our guest this week, Ray Richards.  Ray is the CEO of the Brighton-based tech company Do Something Different and is very much a Maverick in his own right.  DSD's mission is to help people create sustainable change in their lives by mixing up their routine and taking small steps or "do's" to expand their behavioural flexibility.  It is this behavioural flexibility that is the key to reaching our goals.

In this episode, we talk about what you can do to build your own behavioural flexibility, how you can deal with the unknown and bring the people who matter on the journey with you.

What I love about Ray is that he is extremely grounded, laid-back and pragmatic.  Although he believes that change it simple, it is not easy and he is dedicated to making it easier.


  • The definition of insanity is...

  • The most successful people in life have behavioural flexibility

  • There is a difference between knowing when to flex...and actually doing it

  • To make an audacious change, you have to break it down into tiny chunks of doing something different

  • The 3 keys to behavioural flexibility

  • What a flying volleyball has to do with taking personal responsibility

  • You can think your way into a new way of acting, but you can act your way into a new way of thinking

  • To make a change, you have to actually take action, not just think about it

  • How to embrace both the unknown and the known (and know which you prefer)

  • What to do when you have fallen into a rut

  • Why routines are so important for Mavericks

  • What the law of unintended consequences is

  • How to become the Maverick you have always wanted to be!

  • The risks involved in not listening to the old INXS album...

  • The impact of other people on your efforts to change

  • And much much more...


The Do Something Different website


ray richards.jpg

Ray Richards - CEO of Do Something Different

I am passionate about business and the role it can play in making the world a better place. I am one of an increasingly large group of people who believe, that in time, all business will be done consciously. Where consciously means a business built on profit, human values and on conscious choice.

I have worked with many businesses in many different capacities. I have worked as an employee, a Director, a founder, an investor, a consultant and Non-Executive Director.

I have failed, I have succeeded, been unsure, been certain. I have enjoyed work and at times, hated every moment.

Currently I enjoy work - long may it continue.