Craig Willard lives his life as an open book. He shares the pain, setbacks, and fears alongside the wins and transformations—not for sympathy, but to show others that success isn’t about what happens to you… it’s about how you respond.

Craig’s career began in Healthcare IT, where he worked his way from the very first technician at a hospital to becoming its Director of IT and HIPAA Security Officer. Over more than 14 years, he discovered his real passion wasn’t just fixing systems—it was building people. Coaching and mentoring his team taught him the psychology of leadership, performance, and resilience. That passion led him to pursue a Ph.D. in Industrial and Organizational Psychology, with a focus on performance and motivation.

In early 2018, Craig co-founded an IT services company with just $400 and a vision. The journey wasn’t instant success—it took grit, long nights, and constant reinvention. But year after year, the company doubled revenue without outside investors, eventually crossing $1 million in 2025. Along the way, Craig learned firsthand the battles entrepreneurs face—sales struggles, sleepless nights, failed pitches, and the constant pressure of leading a team. His story proves that with the right mindset, you can turn obstacles into fuel for growth.

Craig is now the author of multiple books, including The High Performance Mindset, The High Performance MSP, and Profit by Time. He hosts the MSP After Hours podcast and coaches MSP owners, business leaders, and high performers who want more clarity, growth, and balance in their lives. He’s certified through Coach Training Alliance and New Life Story Coaching, and has extensive training in executive, business, and mindset coaching.

His coaching is not cookie-cutter—it’s customized. Whether you’re an MSP owner trying to scale, a business leader working to build culture, or someone battling anxiety while chasing goals, Craig meets you where you are. He knows what it’s like to lose everything, to rebuild, and to rise stronger. Even his own diagnosis of General Anxiety Disorder became fuel for him to learn, heal, and teach others how to overcome anxiety without medication.

Today, Craig blends psychology, business strategy, and lived experience to help people demand the impossible of themselves—and actually achieve it.