Joff Sharpe London, UK

  • Former SAS Captain
  • Chief Operating Officer at a FTSE 100 company
  • Author, "Who Dares Wins in Business" (2014)


Joff Sharpe is special forces soldier turned successful businessman who helps audiences understand what business decision-makers can learn from elite military units.

Joff served for 10 years in the British Army, five of them as an officer in the SAS. He then moved into business, and has spent the last twenty years in a variety of senior roles, working to improve the performance of blue chip companies including Mars, PepsiCo, News International and Vodafone. Joff also spent several years in private equity where his responsibilities took him from the Ruhr Valley to Scandinavia. He is now Chief Operating Officer of a UK FTSE 100 property company which manages an estate worth £17bn.

Joff’s first book, “Who Dares Wins in Business” (2014), helps business audiences apply the principles, attitudes and habits which underpin the success of the SAS to their organisations, teams and daily lives. He has written on this theme for Nesweek, Huffington Post and Hong Kong’s South China Morning Post.

Joff is a thoughtful speaker and he defies the stereotype of the matcho special forces soldier; he argues that success on the battlefield, like in the boardroom, requires careful preparation, humility and adaptability – not muscle.

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