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About The AP

Welcome to The Ambition Plan, a digital platform for anyone ready to step up in life.

Our motto is that if you follow the crowd, you’ll only go as far as the crowd – and that’s cool if you’re happy with an ordinary life.

But if you’re pretty sure you were meant to do something special with your life, following the crowd isn’t gonna cut it.

That’s why we created the Year of Risk – a social experiment designed to put you completely out of your comfort zone.

Great things only happen when you take a risk, so we want to help you transform your life by taking more risks.

Wanna see what happens when you say yes to the things you’ve never said yes to? Join our Year of Risk today to find out.

As featured in

The Founder

Lauretta Ihonor

As a doctor, entrepreneur, journalist, TV producer, nutritional consultant and one-time fashion stylist, Lauretta is no stranger to that search for passion and purpose. She started her professional career after graduating from University College London’s medical school. After a short stint working as a junior doctor in London’s Chelsea and Westminster Hospital, she knew practicing medicine didn’t tick all the right boxes for her and so began her pursuit for passionate work. It’s a journey that’s taken her down five additional career paths, from studying at the London College of Fashion and working at Net a Porter and L’Oreal, to news reporting and producing for CNN International, the BBC and Sky News.

Having changed careers five times (from doctor to fashion stylist, health journalist, TV news producer, nutritional consultant and entrepreneur), she’s mastered the art of breaking into new industries in record time. And while doing so, she learned that the secret to finding your life purpose lies in overhauling your life from the inside out. She created The Ambition Plan because while the pursuit for your life purpose can feel lonely, daunting and like hitting your head against a wall… it really doesn’t have to.


Lauretta Ihonor The Ambition Plan


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Sign up for our weekly Year of Risk emails (sent every Monday). They’ll challenge you to take a series of risks that will open you up to new opportunities that will change your life.