What we do

I would certainly recommend Xinfu to other business leaders, particularly if you’re looking for disruption, if you’re looking to be more ambitious and thinking about stretching your business. If you’re looking for yellow-box thinking, pick it up with Xinfu
— Steve Foots, CEO of Croda International

Xinfu is an award-winning, global CEO coaching and consultancy firm with a mission to inspire CEOs and help them to generate super-returns for their companies.

We have taken 30 years of working with the world’s top CEOs and from this, have distilled the key elements needed to create an inspired company that is far outperforming its expected results.

We have proven that it is possible for CEOs to ‘have it all’. Even for CEOs of the world’s biggest companies, we are able to help them to:

  • Generate 400-500% increases in shareholder returns, over 4-5 years;

  • Put a meaningful purpose and future ‘North Star’ at the heart of an enormous enterprise, to ensure the company has success not just in the coming weeks and months, but for the next 15+ years;

  • Create a top team ‘fellowship’ in which the CEO’s Executive Team co-own accountability for the business in the spirit of trust, belief and genuine care for one another;

  • Unite the entire company through rolling out the ‘fellowship’ model on a mass scale;

  • Move from being accustomed to leading from a place of stress and worry, to a place of inspiration in which the CEO is operating at their best and able to lead the company to success in ways they previously would not have thought possible.




Our mission is to inspire all current and next generation CEOs and to show them that there is a new way of leading. This mission began 30 years ago when our CEO and Founder, Steve Tappin, was working at ICI and saw the need for better leadership. Steve realised the key to transforming leadership in companies, to eliminating bad cultures of bureaucracy, self-interest and unhappy people, lay with the CEO. After meeting and working with the top CEOs in the world, Steve authored the ‘Secrets of CEOs’ and founded Xinfu, to share the CEO best practice we’ve learned and help CEOs on a global scale.



We share and remember our founders’ DNA and company values through what we call, ‘the 5 Fs’. We live by this at work and encourage other companies to revisit their founding company values and build on them:

F – is for always ‘Freshly-baking’ for our clients and ourselves

F – is for working in ‘Fellowship’

F – is for being ‘Fully-in’ and invested together

F – is for having a ‘Family’ culture where we look out for one another

F – is for being able to have FUN, too!


Our Four Quadrants

The Four Quadrants forms our core leadership philosophy and formula for CEO success. We have refined this model and have proven it to lead to incredible results for CEOs running the biggest companies in the world. Often CEOs are achieving in one or two of the Four Quadrant areas, but are lacking in the others. We help CEOs to excel in all of the quadrants. It is at this point that CEOs move from being good leaders, to being truly inspirational ones.

Xinfu 4 quadrants.jpg


We’ve been working with the top CEOs in the world for the last 30 years. Over this time, we see extremely similar company vision and mission statements. They usually have the same buzzwords about ‘performance’, ‘clients’, ‘value’ and in 9 out of 10 cases, the CEO and their management team struggle to remember these statements. What companies really need, is what we call a clear, future ‘North Star’.

The North Star needs to contain several components to create business outperformance and a united company:

- It has an ambition for how much the business is going to grow in the coming 6 months - 10 years;

- It has a purpose: why the business exists and what its meaning is in the context of an ever-changing global landscape;

- It has the keys to creating the future value that will enable the company to far outperform its competitors and ensure a long, successful future;

- It has a ‘beating heart’ at the centre, that forms the foundations of a healthy company culture;

All of these elements sit on top of a set of key strategic priorities that the management team will deliver together.