EP085 – Shelley Rostlund & Ian Astley

From Lieutenant Colonel to Leadership Coach: Earning Trust Beyond the Rank

Feb 20, 2026 | Brand, Customers, Experience, Products

When authority alone is not enough

Ian spent 33 years in a highly structured, hierarchical environment where roles, processes and authority are clearly defined.

Then he stepped into civilian life.

In this conversation, we explore what happens when the uniform comes off. When the rank disappears, your sense of purpose shifts and moves into an environment where no-one automatically defers to your title, rank or position.

Highlights

In this episode we unpack:

  • How young Ian decided that the Army was what he wanted to do (hint: it was a stressful period in time when threats of nuclear war were very real)
  • Why authority alone does not guarantee trust – even in the military
  • The difference Ian sees between process-heavy military environments and more fluid civilian organisations
  • How credibility is built through competence, reliability and connection (the trust equation in action)
  • What personal brand means to Ian through his powerful metaphor of the medals he has earned which are a representation of his unique experience and strengths
  • How articulating your true value and then pricing that – is one of the trickiest jobs for self-employed service-focussed, knowledge professionals

If you are stepping into a new chapter – whether from corporate, military or long-term employment – you will likely need to rebuild trust without the scaffolding of your previously ‘known’ hierarchy or layers of an organisation behind you.

This episode will help you think more clearly about how you do that.

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A bit more about Ian Astley

EP085 – Guest Ian AstleyIan is a former Lieutenant Colonel with the British Army, who retired after more than three decades in progressive leadership roles across the UK and overseas.

He specialised in operational planning, complex project management and training design, but his enduring passion has always been developing people.

Ian has mentored senior leaders in high-readiness military units and supported NHS leaders through the complexity of the COVID-19 pandemic.

Today, he runs his own coaching and mentoring business, working with organisations and individuals facing demanding leadership environments, helping them build resilience, clarity and self-awareness.

Find out more about him on his website at almacinspire.co.uk or connect with him on LinkedIn