Why Not?

This is not just an inspiring story. It's a blueprint for performing at your best when the stakes are highest.

Matt Formston AM is a multi-sport World Champion, Guinness World Record holder and Paralympian. Parallel to his elite sporting achievements, he has built a career as a senior corporate executive, board chair and executive coach. He is also blind.

None of Matt’s successes happened by accident. They were won through a system — the eight Hard Standards — that Matt forged at the intersection of professional sport and corporate leadership. He tested them over decades, inside fifty-foot Nazaré waves, on championship cycling tracks, freediving blind through shipwrecks and in boardrooms where the same principles had to hold.

Why Not? weaves those standards through every chapter. In Matt’s story, you’ll discover practical, immediately applicable principles for building clarity, discipline and accountability in your own performance.

• Know when to plan, when to pull the trigger and how to tell the difference.
• Audit yourself with brutal honesty before the world does it for you.
• Build capacity now so your future self can perform under pressure.
• Declare the goal before you’ve earned it, and do the work to deserve it.
• Lead with empathy and understand what motivates others beyond the KPIs.

Why Not? is for anyone who wants to perform more consistently when it counts. If you suspect you’re capable of more, but keep finding reasons not to prove it, it’s time to stop saying, ‘I can’t.’ You need to start asking, ‘Why not?’