Escape Into the Truth: Russell Craig on Crisis, Confidence and Being Thrown In

In this episode of Coach Class, I sit down with Russell Craig, someone I’ve known for a long time and genuinely count as a friend.

Russ has built his career right at the sharp end of reputation, from Manchester Airports Group to Asda and now AO.com.

We talk about the journey behind that, from being a curious teenager inspired by House of Cards, hustling for experience in local newsrooms and radio stations, to being thrown into high-pressure roles early in his career, including fronting national media interviews at just 21.

In this conversation, we explore:

• How early opportunities and mentors (like Andrew Coker and John Spooner) shaped his path
• What it really takes to lead in a crisis, from airports to supermarkets
• Why “escaping into the truth” is such a powerful principle in comms
• The importance of relationships, curiosity, and backing yourself
• And what motivates him today — working alongside John Roberts to create opportunities for young people and drive meaningful change

It’s an honest, reflective conversation about leadership, judgement, and the moments, big and small, that define a career.

Above all, it’s a reminder that success isn’t about ego or performance, it’s about being genuine, humble, and human.

🔑 Key Takeaways

• Start anywhere — experience beats perfection
• Careers are shaped by people who back you
• In a crisis, don’t spin — find the truth and start there
• Leadership is about bringing people with you, not telling them what to do
• Purpose evolves — and can become your biggest driver

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