Leadership Communication Group trains professionals to communicate with clarity and conviction under pressure. Master the skills that drive influence and business results.
In 2021, Gordon Williams and Frederick Afrifa, friends long before they were business partners, founded B.I.G Track Club, a youth athletics initiative in London built around a simple idea: confidence is developed through discipline and structure.
They watched young people who barely spoke learn to carry themselves with presence. They saw what happened when you gave someone a real framework for building confidence instead of simply telling them to believe in themselves.
The framework worked, and it clearly applied far beyond the track.
To understand the professional training landscape from the inside, they spent eighteen months working at a public speaking company, helping adults move through the fear of speaking.
They learned the industry. They also saw its limitations. Most of what existed was motivational, surface-level, and built around a single moment on stage rather than lasting behavioural change.
They knew they could build something better. Something more structured, more demanding, and more connected to real professional performance.
So they left, and built Believe in Greatness their way.
The early work focused on individuals, and one participant in particular changed everything. He came to them in late 2024 with a genuine fear of speaking. After completing the programme, he returned to his role at NatWest Group and hosted a company-wide conference. His manager and colleagues were so struck by the transformation that they wanted to know his secret. He pointed them to Believe in Greatness, and that single referral opened the door.
Within months, LCG had trained over 130 client-facing professionals across NatWest Group, with a 100% recommendation rate and a 10/10 average confidence score in feedback surveys. Relationships with Barclays, Coutts, King’s College London and Bethnal Green Ventures followed. Along the way, Gordon and Frederick published Unmute Yourself, distilling the frameworks and philosophy that had shaped their work from the track club onwards.
Today, Leadership Communication Group works with financial institutions, enterprise organisations, higher education, and ambitious individuals to build communication capability that performs when it matters most.
The B.I.G. Framework, born on a track with young athletes, now underpins programmes trusted by some of the UK’s most demanding professional environments.
The evolution reflects a belief that has never changed: communication is not a soft skill. It is leadership in action.
The B.I.G. Framework is the proprietary model at the heart of every LCG programme. It is a practical system for building influence in high-stakes environments, integrating mindset, communication skill and behavioural awareness.
Most communication training focuses on performance in the moment. The B.I.G. Framework starts earlier, developing how professionals think, prepare and show up before high-pressure conversations even begin.
Gordon helps leaders communicate with clarity in high-pressure environments, but his journey into this work began from the opposite place. He could not speak until the age of four, and grew up quiet and often overlooked, someone who had something to say but no framework for saying it.
During the pandemic, he was made redundant. Rather than retreat, he treated it as a reset, investing deliberately in communication, mindset and performance. That period of focused, intentional growth led him to secure a role at JP Morgan, but the real education started once he got there.
In his first few weeks, sitting in senior management meetings, he felt the anxiety that so many capable professionals never talk about: the pressure of being in the room but not knowing how to command it. He had earned his seat. Now he had to learn how to use it.
He kept investing in his communication, and within two years he earned a promotion, recognised explicitly for his growing leadership presence and his ability to articulate value under pressure.
That experience made something undeniable. Technical ability gets you through the door, but clarity, presence and composure under pressure are what determine whether you’re actually heard. He saw the same pattern everywhere: capable professionals being overlooked not because they lacked skill, but because they lacked structured, confident communication.
Today, Gordon works with leaders across financial institutions, higher education and enterprise organisations to strengthen structured thinking, executive presence and leadership performance. He has been the person in that room, worked to find his voice, and now uses those same experiences to coach professionals doing the same.
Frederick’s expertise in influence, delivery and communication psychology is rooted in a life shaped by performance and resilience. Born in Milan and raised in Brixton, he arrived in London unable to speak English. Communication was not a natural advantage. It was something he had to build.
He went on to represent Italy in athletics, earning national selection and sponsorship. At the peak of that journey, he was dropped. Overnight, the identity he had built around performance was gone.
Rebuilding from that required a different kind of discipline, not physical but psychological. A new relationship with pressure, self-worth, and what it means to show up when the ground has shifted beneath you. That experience shaped his philosophy on communication: confidence is not a personality trait. It is trained.
Frederick went on to feature on The Apprentice, where his pitch was rated by Lord Sugar as one of the strongest in the show’s history. Since then, he has become a global speaker, delivering across the UK, Nigeria, Kazakhstan and beyond, helping professionals communicate with conviction in high-stakes environments.
His work blends performance discipline with leadership capability. He understands self-doubt, scrutiny and expectation, because he has lived through them.
Together, Gordon and Frederick built Leadership Communication Group to help individuals and organisations master the moments that define careers.
The people behind LCG bring energy, structure and real-world commitment to everything we
deliver. Our trainers are developed within the B.I.G. Framework, ensuring consistent delivery
standards across every programme. Our operations team drives the strategy, creative and
commercial engine behind the brand.
