40 Years in the Boardroom. One Idea That Changes Everything.
From Tesco Category Director to Business Coach, Rob Salter has sat in your chair. He now coaches CEOs and MDs of £3M–£30M businesses to close the gap between what they know and what they actually do.
You already know what needs to change. So why hasn't it?
Most leaders are not short of knowledge. They are short of execution. That space in between is what Rob calls the action gap and it costs more than most leaders ever admit.
You've read the books. Done the courses. Nothing has changed.
Every idea made sense in the room. Back at the desk, the urgency disappeared. The team didn't get it. You moved on. The gap stayed.
You're the most capable person in the room and you're stuck.
There is no one above you to ask. No one around you who will tell you what you need to hear. The top is lonelier than anyone warned you it would be.
You know exactly what needs to happen. You're just not doing it.
That is not a knowledge problem. It is not a strategy problem. It is an execution problem and it is more common than any CEO will publicly admit.
Rob has sat where you are sitting. He knows what it costs to leave the gap open.
Rob SalterExecutive Coach · Author
Rob spent the first half of his career in big business his last corporate role was at Tesco. He then moved into MD and CEO roles in smaller companies, which is exactly where he now coaches.
In 2021, Rob suffered a subarachnoid brain haemorrhage with a 7% chance of survival. During 10 months in hospital he tested every principle he had been using with leaders for years. The ones that worked became The Action Gap.
"When all is said and done, a lot more gets said than done. Rob knows what it costs to leave the gap open because he nearly lost everything to it."
The Action Gap
Bridging the Space Between What Leaders Know and What They Actually Do — Lessons from a CEO Coach
Rob had 12 principles he'd been using with leaders for years. When he spent 10 months in hospital with a 7% chance of survival, he tested every single one.
The ones that worked became this book. Short by design. Most readers finish it in two sittings. Every chapter explains a principle, asks whether it helped during his recovery, and tells you exactly what to do with it as a leader.
Three ways to close the gap.
No templates. No off-the-shelf programmes. Every engagement is built around where you actually are.
1-to-1 Executive Coaching
For CEOs and MDs who need someone in their corner who has sat where they are sitting. Straightforward, challenging, and entirely focused on turning what you know into what you do.
Find out moreLeadership Workshops
Half-day and full-day sessions for leadership teams. Rob takes his 12 principles and runs them through the reality of your business — not case studies from someone else's. Practical from the first hour.
Find out morePeer Advisory Group
A confidential group of 5 to 12 business leaders from different industries, chaired by Rob. The advisory board you could never afford — where you get challenged by people who have no agenda other than helping you think better.
Register interestNot sure which is right for you?
Book a free 30-minute conversationWhen all is said and done, a lot more gets said than done.
Rob Salter · The Action Gap
30 minutes. No pitch.
Just a straight conversation.
Tell Rob where you are. He'll tell you whether working together makes sense.
Choose a time that works for you
Rob keeps a limited number of discovery slots available each week. Pick a time, show up, have an honest conversation.
You'll be taken to Rob's Calendly — pick any available slot