Back to shop listings

Jeopardy: The Danger of Playing it Safe


Wilfred Emmanuel-Jones is no stranger to jeopardy: he remortgaged his house in 2005 to launch his brand ‘The Black Farmer’ from nothing. Its products are now stocked in all major supermarkets and the business has an annual turnover of several million.

In this book, he shows that only by embracing jeopardy, and liberating ourselves from the shackles of uncertainty and self-doubt, can we realise our full potential.

Holly and Wilfred met to record an amazing episode of Conversations of Inspiration and talked more about his incredible journey in life and business. Why not take some time to listen to our podcast.

In stock

Our online shop is open, but do bear with us as orders might take a little longer to arrive than usual. Thank you for supporting small business!

We send all orders via the Royal Mail. For more information please visit our Delivery & Returns policy.

We hope you love your order, but should you wish to return it you can do so by following the instructions set out in the returns section of our Delivery & Returns policy.

Wilfred Emmanuel-Jones

Born in Jamaica and brought up in inner-city Birmingham, UK, Wilfred fulfilled his childhood dream to own a small piece of the British countryside, when he bought his farm in Devon, and launched the Black Farmer Brand. Wilfred had previously worked as a chef, and as a producer/director for the BBC, where he brought many of the top celebrity chefs to the small screen for the first time, including Gordon Ramsay, Antony Worrall-Thompson, Brian Turner and James Martin.

You can also listen to Holly’s interview with Wilfred for his episode of Conversations of Inspiration.

Find Out More

Similar Products


Conversations of Inspiration is our weekly podcast, as Holly interviews incredible founders and shares their soulful stories.

From Jo Malone, to Richard Reed, Levi Roots and Julie Deane, we’ve welcomed over 80 founders who have all shared their journey and key lessons they have learnt along the way.

Recounting their highs, lows and everything they had wished they had known, which in turn we hope inspires you to dream big and navigate your own business journey.

listen now


For Holly’s most creative new finds and the latest small business advice, news and inspiration.