Educating the entrepreneurs of innovative start-ups

How can a business accelerator introduce start-ups to the fundamentals of client-centricity?

What we did

Supported Wayra’s various cohorts with a mix of coaching and workshops.

Instilled client-centred thinking and business storytelling to help start-ups grow and scale fast.

Helped entrepreneurs with social growth, sales coaching and sales health checks.


Wayra UK is Telefonica’s open innovation platform, which nurtures high growth businesses to come up with new ways of servicing Telefónica's customers. This gives start-ups unparalleled access to 350 million customers and clients in multiple countries.

Their unique interface connects entrepreneurs to a network of corporates, governments and other partners in the 15 countries in which Telefónica operates.


Since 2016, we have been Wayra’s sales-experts-in-residence, supporting all of the education programmes being delivered to entrepreneurs, including:

  • NCSC Cyber Security
  • Intelligent Mobility Accelerator
  • Artificial Intelligence
  • Health-Tech
  • Fair-by-Design
True & North's workshops are one of the best rated amongst our entrepreneurs and they consistently report a lot of value and practical advice they get from it. Teams without much sales experience develop quickly using their approach and experienced sales teams gain valuable insights from the experience as well. I truly recommend it to all our entrepreneurs.

Bruno Moraes

Country Manager at Wayra UK
I met True & North through the NCSC Cyber Security Accelerator in November 2018. I have built several successful cybersecurity businesses and I have an MBA from Harvard Business School.
Despite that experience, I have no hesitation in saying that the single best sales training that I have ever had was facilitated by True & North.

John Fitzgerald

CEO, Adents

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