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Ryanair’s Rise
A No-BS Playbook for Breakthrough Growth
Learn How to Scale, Increase Profitability, and Maximise Your Business Value
Growth has stalled. Your strategy feels disconnected. Your team is losing focus. Sound familiar?
"Ryanair’s Rise - A No-BS Playbook for Breakthrough Growth" is the playbook for scale-ups looking to reignite growth and drive profitability. Inspired by Ryanair’s transformation, this book unpacks a proven framework for scaling your business with clarity, efficiency, and execution discipline.
Gain clarity on the value exchange that drives your business.
Align vision, strategy, and execution to unlock scalable growth.
Master the five strategic pillars of maximising customer, employee, and investor value.
Build a business that runs without you—so you can grow, sell, or step back profitably.
For a limited time, we’re giving away free digital copies. Claim yours now and take the first step toward breakthrough growth.
“If you play by Ryanair’s rules, they’re the best airline in the world.” - Dec Ryan
Get inside the heads of the founders of Ryanair, with exclusive insights from our interview with co-founder and early CEO, Dec Ryan.
If You’re Scaling a Business, You Need This Book
Stop spinning your wheels - learn why businesses stall and how to break through.
Get clear on your value exchange - so you can drive growth without burnout.
Focus on what really moves the needle- aligning strategy with disciplined execution.
Prepare your business for scale or exit - without everything relying on you.
Still not sure? Download the book now, and if you don’t find at least one game-changing insight, we’ll be shocked.
Why Listen to Me?
I’ve spent the last 20+ years scaling businesses, working in the trenches alongside founders and leadership teams to break through growth barriers, increase profitability, and maximise business value.
I’ve Led and Scaled Fast-Growth Businesses
As Chief Commercial Officer of a high-growth software business, I led the sales, marketing, and customer teams, driving company to become a leading provider for brands worldwide.
As Chief Executive Officer of a scale-up technology business I replatformed the product; attracting strategic acquisition interest from major global players.
As Chief Operating Officer I led global operations for a leader in their sector, implementing scalable operations model leading to a successful acquisition by a key partner.
As Chief Digital Officer I led the digital transformation of a large public company, delivering diversified revenue growth in new markets.
Now, with Fractional Edge, I help ambitious founders and CEOs unlock business value - whether they want to scale, exit, or remove themselves from day-to-day firefighting.
“Ryanair’s Rise is the definitive guide for leaders who want to inspire teams, delight customers, and deliver for investors, offering a no-BS framework to transform stagnation into sustainable growth.”
Niall O’Gorman, Founder and CEO, Marketsizer (ex ChannelSight)
“Ryanair’s Rise is a great read, packed with real value added business models and check lists suitable for any business. Pages 9 to 11 alone contain questions about maximising your business and this alone will get you energised and focused. Each of the three sections are summarised into one pagers , recapturing the learnings and keeping you on track. The added bonus pages specific to SaaS business and are a must read.”
Robert McKernan, Managing Director, McKernan (ex Unilever)
“This should be essential reading for founders or executives at any stage of their growth journey. What the author has achieved is strip away all the noise and fluff usually prevalent in business books presenting back to the reader the core elements for success. Each chapter has at least one takeaway and you will find yourself reaching back for this on again and again”
Patrick Thornton, Global Trading Director, EWS (ex Smartbox)
“I’ve always admired Brendan’s ability to see opportunities where others see obstacles. This book is a reflection of that mindset, and I highly recommend it to anyone looking to maximise value in their business and career.”
Morgan Cummins, Partner, TalentHub (ed Air Arabia)
Not sure if this is worth your while?
When Ryanair stood at the brink of collapse in the early 1990s, few could have predicted it would go on to become Europe’s largest airline. Yet, its transformation wasn’t the product of chance or a single decision - it was a deliberate, relentless focus on maximising value. Value not just for the business, but for its customers, employees, and investors, that ultimately fuelled its long-term growth.
Businesses don’t fail because they lack ambition. They fail because they lack focus. Whether you’re battling stagnation or simply seeking to scale smarter, this book gives you the clarity and focus to cut through the noise, refocus your efforts, and reignite growth.
We understand t he pressure you’re under. Growth is hard work, and the stakes are high. You’ve already built something extraordinary - a solution customers love, a team that believes in your vision, and investors who’ve backed your ambition. But now, you’re at a crossroads. Growth has slowed, the early wins are fading, and the question looms: where do we go from here?
That’s where the Value Maximisation framework comes in. It’s a practical, no-BS approach to scaling with discipline, aligning vision, strategy, and execution to create a business that is not just bigger - but stronger, more profitable, and more valuable."