Most people spend their lives trying not to make mistakes. They prepare, plan, double-check, and hesitate, believing that success belongs to those who get everything right. Yet the moments that shape people most profoundly are rarely the flawless ones. They are the uncomfortable conversations, the failed ideas, the difficult decisions, and the unexpected outcomes that force a different way of thinking. A mistake does not become valuable simply because it happened; its value lies in what it teaches. When approached with curiosity instead of criticism, it can reveal opportunities that success alone often leaves undiscovered.
That belief has become the foundation of Tom Hitchcock’s work. As the founder of Mr Purple, a business coaching and leadership development organisation, and the creator of Mistakeology, he is challenging long-held perceptions of failure by helping entrepreneurs, leaders, and organisations see mistakes as opportunities for growth rather than reasons for self-doubt. Through strategic coaching, behavioural development, and his pioneering framework, Tom encourages individuals and businesses to transform setbacks into lasting progress while laying the foundation for Mistakeology to evolve into a recognised field of study.
A Brand Born from Resilience
For Tom, the story of Mr Purple began long before the business itself. The name originated as a derogatory nickname during his recruitment career while he owned Purple Patch Consulting. Initially adopted for his podcast with a sense of humour, “Mr Purple” gradually evolved into a distinctive and memorable brand. Its colourful and unconventional identity reflects the spirit of the organisation today.
Mr Purple represents the culmination of Tom’s life’s work, bringing together decades of professional experiences, personal setbacks, and hard-earned lessons. Rather than distancing himself from failure, he chose to embrace it, transforming those experiences into a resource for others. As the creator of Mistakeology, Tom takes immense pride in developing an entirely new discipline dedicated to helping individuals and organisations understand, learn from, and ultimately benefit from mistakes.
Coaching That Leaves a Lasting Impact
At its heart, Mr Purple is a coaching organisation committed to creating meaningful and lasting change in the lives of the people it serves. Tom believes that coaching itself is one of the greatest benefits an individual or business can receive, while the organisation’s additional services complement that central purpose.
A defining feature of Mr Purple’s approach is what Tom describes as “quirk”—delivering services that are different, memorable, and genuinely impactful. Regardless of a client’s background or circumstances, the organisation aims to leave every person and every business stronger than when they first engaged with it.
Inventing a New Discipline
Tom’s inspiration for Mistakeology came from recognising that, despite countless theories surrounding failure and learning, there was no single academic discipline dedicated to bringing them together. When he first searched the term online, it returned no results, confirming that he had created something entirely new.
Drawing comparisons with disciplines such as psychology and sociology, Tom envisions Mistakeology as a continually evolving field where existing and future theories can be tested, refined, and connected. His ambition extends beyond his own work, encouraging researchers and academics to contribute new ideas that will strengthen the discipline and establish it as a recognised field of study.
Where Every Mistake Has Value
Tom believes many organisations maintain an unhealthy relationship with mistakes, often treating them as something to avoid or conceal rather than valuable learning opportunities. He argues that genuine progress begins when leaders fundamentally change how mistakes are viewed and addressed.
He often references the example of a Japanese automotive manufacturer where employees can stop an entire production line when an error occurs. Rather than assigning blame, the organisation investigates the mistake, identifies lessons, and shares those insights across the workforce. For Tom, this approach maximises learning while removing the emotional burden often associated with making mistakes.
Looking Beyond Immediate Success
While helping businesses achieve commercial growth, Tom places significant emphasis on creating sustainable value rather than chasing short-term gains. His coaching approach draws heavily on the Entrepreneurial Operating System (EOS), encouraging businesses to establish clear visions, missions, and values that genuinely reflect their purpose.
He believes leaders frequently become consumed by daily operational challenges, losing sight of the bigger picture. By ensuring that entire teams understand and invest in long-term strategic goals, organisations become more aligned, focused, and resilient. Through a combination of structured strategy and personalised coaching, Tom seeks to deliver growth that endures well beyond immediate business milestones.
Breaking the Cycle of Self-Limitation
Having worked with thousands of entrepreneurs, government organisations, and business leaders, Tom has identified one recurring obstacle above all others: self-sabotaging beliefs.
He believes many business owners unknowingly become the greatest barrier to their own success, whether through excessive risk aversion, an inability to think strategically, or becoming overwhelmed by the demands of daily operations. His coaching focuses on helping clients transition from a closed mindset to an open one, creating the conditions necessary for learning, innovation, and the application of Mistakeology.
Understanding the Mind Behind Leadership
In The Tail That Wags the Dog, Tom explores how subconscious beliefs influence behaviour, leadership, and decision-making. He argues that many individuals operate on autopilot, allowing ingrained habits and thought patterns to dictate their actions while limiting opportunities for growth. With his second book, dedicated entirely to Mistakeology, also set for publication, Tom continues to expand the conversation around mistakes as a catalyst for learning, growth, and innovation, offering readers a deeper exploration of the discipline he pioneered.
Developing greater mindfulness and becoming comfortable with discomfort are central to his philosophy. By increasing self-awareness and consciously engaging in continuous learning, individuals can begin reshaping their behaviours and unlocking higher levels of personal and professional development.
Rewiring Success Through Better Habits
Tom views neuroplasticity as powerful evidence that the human brain is capable of continuous change throughout life. According to him, habits ultimately determine outcomes, and even small behavioural adjustments can produce significant long-term results.
Recognising the importance of consistent behavioural change, Mr Purple incorporates habit coaching into its services. While many people desire different outcomes, Tom observes that lasting transformation only occurs when individuals are willing to redesign the daily habits that shape their future.
The Foundation of Lasting Transformation
For Tom, organisational change must necessarily start with personal change. This is because all organisations are made up of the individuals who work within them. Therefore, the motivation and self-awareness of individuals contribute to organisational success.
While Tom’s clients may come to him for business coaching, he observes that most often than not, their journey changes from being about business coaching to becoming one of personal development. For Tom, business just happens to be the medium.
Creating Space for Honest Conversations
In the Mr Purple podcast and through his speeches, Tom always pushes the idea that business leaders should become more vulnerable. The most valuable communication happens when people talk about their problems, mistakes, and fears rather than just sharing their successes.
Also, he stresses the necessity to seek advice from more experienced people rather than to rely on your family, friends, and even competitors. Having a coach makes you feel safe enough to become vulnerable and to keep growing.
Building a Legacy Beyond Business
Looking ahead, Tom’s vision extends well beyond the growth of Mr Purple. As he approaches the completion of his PhD in Mistakeology, he hopes to become the world’s first Doctor of Mistakes, an achievement that symbolises far more than a personal milestone.
His ultimate ambition is to establish Mistakeology as an internationally recognised school of thought that inspires further academic research and drives meaningful societal change. Through Mr Purple, he aims to continue demonstrating the practical value of the discipline while encouraging others to adopt its principles and contribute to its evolution.