Why Me
I’m Cate Murden, Founder of The F Word.
I spent 15 years in corporate leadership at a global media agency based in London. I loved it for a long time – leading teams, delivering big pitches, navigating politics, constant deadlines and pressure, client management – you name it, it probably happened! It taught me a lot about people, performance, and the value of tolerance, adaptability and resilience. I experienced huge success, but after a while it started to feel less like me and a whole lot less like I was thriving. So, I decided to walk away from the safety of PAYE and launched my first business, PUSH, over a decade ago – with a vision to make work a whole lot better for people.
Since then, I’ve scaled, pivoted, restructured, and rebuilt – my own business whilst working alongside hundreds of others, training their teams. From fast-growth startups to big-name brands like TikTok, Rightmove, and Sainsbury’s, I’ve seen it all. And here’s the truth: no matter the industry, size, or ambition – people are the hardest bit of any business.
And, that’s where I come in.
I’ve spent the last 10 years coaching founders, senior leaders, managers and younger employees using NeuroLeadership principles – blending neuroscience with performance to help people shift their perspective, unlock better thinking, uncover blindspots and lead with more confidence and impact. I am also in my second year of training as a transpersonal psychotherapist. This means that I get to work on a much deeper level – untangling patterns, beliefs, and behaviours in individuals and teams. These are often unspoken but affect everything from leadership to culture and execution.
Most importantly, I don’t sit on the sidelines. I roll up my sleeves and get in it with you – working next to you on the business and the team as well as with you, as the founder. Whether you’re at a crossroads, scaling fast, exiting or just feeling stuck, I help you reset, realign, and build something that truly works – for your vision, your team, your clients and your life.
Let’s get you back to freedom, alignment, and that fire that started it all.
Cate
Why Me
I’m Cate Murden, Founder of The F Word.
I spent 15 years in corporate leadership at a global media agency based in London. I loved it for a long time – leading teams, delivering big pitches, navigating politics, constant deadlines and pressure, client management – you name it, it probably happened! It taught me a lot about people, performance, and the value of tolerance, adaptability and resilience. I experienced huge success, but after a while it started to feel less like me and a whole lot less like I was thriving. So, I decided to walk away from the safety of PAYE and launched my first business, PUSH, over a decade ago – with a vision to make work a whole lot better for people.
Since then, I’ve scaled, pivoted, restructured, and rebuilt – my own business whilst working alongside hundreds of others, training their teams. From fast-growth startups to big-name brands like TikTok, Rightmove, and Sainsbury’s, I’ve seen it all. And here’s the truth: no matter the industry, size, or ambition – people are the hardest bit of any business.
And, that’s where I come in.
I’ve spent the last 10 years coaching founders, senior leaders, managers and younger employees using NeuroLeadership principles – blending neuroscience with performance to help people shift their perspective, unlock better thinking, uncover blindspots and lead with more confidence and impact. I am also in my second year of training as a transpersonal psychotherapist. This means that I get to work on a much deeper level – untangling patterns, beliefs, and behaviours in individuals and teams. These are often unspoken but affect everything from leadership to culture and execution.
Most importantly, I don’t sit on the sidelines. I roll up my sleeves and get in it with you – working next to you on the business and the team as well as with you, as the founder. Whether you’re at a crossroads, scaling fast, exiting or just feeling stuck, I help you reset, realign, and build something that truly works – for your vision, your team, your clients and your life.
Let’s get you back to freedom, alignment, and that fire that started it all.
Cate
Next steps:
How we will work together
If you’re ready to reset, redefine, and realign your business, your leadership, and your team, follow the steps below to get started.
1
Book a 30-minute call
This is a no-pressure conversation to understand where you are, what’s working, what’s not, and whether this is the right fit.
2
Choose Your Path
Founder Reset
(for those who need clarity
& leadership transformation)
Founder & Team Accelerator (for those who need their team to step up)
3
The Work Begins
Once we’re aligned, we
go all in – working through the Reset, Redefine, and Realign model.
This will take you from stuck to leading with clarity, confidence, and ease.
4
You lead, and have more freedom
Next steps: How we will work together
If you’re ready to reset, redefine, and realign your business, your leadership, and your team, follow the steps below to get started.
1
Book a 30-minute call
This is a no-pressure conversation to understand where you are, what’s working, what’s not, and whether this is the right fit.
2
Choose Your Path
Founder Reset
(for those who need clarity
& leadership transformation)
Founder & Team Accelerator (for those who need their team to step up)
3
The Work Begins
Once we’re aligned, we
go all in – working through the Reset, Redefine, and Realign model.
This will take you from stuck to leading with clarity, confidence, and ease.
4
You lead, and have more freedom
Don’t just take my word for it…
“Bringing Cate onboard has been a game-changer for my business and personal growth. Her insightful guidance, strategic approach, and unwavering support has helped me gain clarity, confidence, and tangible results. She has a unique ability to challenge my thinking while providing practical solutions that drives progress. Thanks to her coaching, I’ve improved my leadership skills immensely.“
Kerstie Blatchley, Head of Order to Cash, SSCL
I have worked with many coaches and advisors over the last decade to grow and constantly shape my business.
Cate is a breath of fresh air and what is truly unique is her ability to communicate and listen to a new generation of employee, listen, learn about what really makes our business tick and align all generations of the work place with a clear purpose.
We have undergone the biggest restructuring and development of our teams since I founded the business and this simply would not have been possible without Cates authentic approach to aligning the needs of our business to ensure our success in future years.
Tony Woods, Founder, Garden Club London
Don’t just take my word
for it…
“Bringing Cate onboard has been a game-changer for my business and personal growth. Her insightful guidance, strategic approach, and unwavering support has helped me gain clarity, confidence, and tangible results. She has a unique ability to challenge my thinking while providing practical solutions that drives progress. Thanks to her coaching, I’ve improved my leadership skills immensely.“
Kerstie Blatchley, Head of Order to Cash, SSCL
I have worked with many coaches and advisors over the last decade to grow and constantly shape my business.
Cate is a breath of fresh air and what is truly unique is her ability to communicate and listen to a new generation of employee, listen, learn about what really makes our business tick and align all generations of the work place with a clear purpose.
We have undergone the biggest restructuring and development of our teams since I founded the business and this simply would not have been possible without Cates authentic approach to aligning the needs of our business to ensure our success in future years.
Tony Woods, Founder, Garden Club London
“Working with Cate on our all-agency programme was a fantastic experience. She really took the time to get to know our business and designed a programme especially for what we needed.
Cate has a knack for making everyone feel comfortable, which created a space where people could have honest conversations and really engage. The mix of practical tools, real-life examples, and her approachable style made the sessions both insightful and easy to apply day-to-day. The feedback has been great—people appreciated how interactive and relevant the sessions were. We can already see a difference operationally and how the team are delivering”
Lakshmi Narayan, Director, Woodrow
“Cate has helped me to completely transform how I view my role and how I lead the team. I feel so much more confident to not be stuck in the day to day operations and actually focus on where we’re going next. Working hand in hand with her on upskilling the team was also invaluable. They’re totally aligned with the new strategy and can communicate and delegate better so it doesn’t feel like we’re constant firefighting – or even in-fighting!”
Alec Owen, Founder, Baba Gs
“Working with Cate on our all-agency programme was a fantastic experience. She really took the time to get to know our business and designed a programme especially for what we needed.
Cate has a knack for making everyone feel comfortable, which created a space where people could have honest conversations and really engage. The mix of practical tools, real-life examples, and her approachable style made the sessions both insightful and easy to apply day-to-day. The feedback has been great—people appreciated how interactive and relevant the sessions were. We can already see a difference operationally and how the team are delivering”
Lakshmi Narayan, Director, Woodrow
“Cate has helped me to completely transform how I view my role and how I lead the team. I feel so much more confident to not be stuck in the day to day operations and actually focus on where we’re going next. Working hand in hand with her on upskilling the team was also invaluable. They’re totally aligned with the new strategy and can communicate and delegate better so it doesn’t feel like we’re constant firefighting – or even in-fighting!”
Alec Owen, Founder, Baba Gs