Patience, Persistence, and Potential: James Lees

Welcome to Episode 39 of The Incredible Machines Podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with James Lees, an entrepreneur, educator, and co-founder of Advantage Learning Technology. He shares his journey from a challenging childhood in Johannesburg and Durban to building one of South Africa’s most innovative digital education businesses. 

He speaks about key moments that shaped his life, from family upheavals and educational pivots to founding a business with a mission to unlock potential across Africa. James reflects on the importance of discipline, the power of community, and how a life-altering stroke shifted his perspective on purpose, health, and the value of time. This episode we dive into education reformed, the realities of entrepreneurship, personal setbacks, and powerful lessons learnt on resilience, vulnerability, and unlocking potential in others. 

Whether you’re interested in education, entrepreneurship, or stories of overcoming adversity and finding purpose, this episode is packed with heartfelt stories, practical insights, and inspiration for anyone looking to make an impact in their own life and community. 
 
 
 
⏱ Timestamped Overview 

00:10 – Introduction to Briony, Retreat Experience and Lifeline Equation 
01:51 – AI Tools and Lifeline Exercise 
03:32 – Forum Experiences and Emotional Reflection 
07:51 – Family Background and Early Life in Johannesburg 
10:56 – Moving to Durban and Parental Divorce 
12:39 – Reflections on Father-Son Relationship and Shame 
16:26 – Generational Differences in Emotional Awareness 
19:18 – Schooling Journey and Educational Opportunities 
24:29 – Leadership Aspirations and Achievements 
26:23 – Spirit Adventure Gap Year 
29:13 – University Studies and Degree Choices 
33:03 – Actuarial Science: Challenges and Reflections 
41:23 – Early Career: Data Science and Massmart 
48:05 – Transition to Education Business   
54:12 – Scaling the Business and Digital Learning 
59:03 – COVID-19 and Pivot to Online Education 
01:02:48 – Mission to Unlock Educational Potential   
01:09:05 – Personal Health: Olympic Weightlifting 
01:11:53 – Stroke Experience and Recovery  
01:26:49 – Reflections on Mortality and Family 
01:36:27 – Purpose, Legacy, and Unlocking Potential 
 
 
 
💬 Quote of the Episode 

" It's unlocking potential in others. That's what I believe my purpose is.” – James Lees 
 
🧠 Related Campaign Example  
Allan Gray's “Give It Time” Campaign: — James admires its powerful message about patience, persistence, and unlocking potential, and how the story of the trumpet player reflects personal and societal growth over decades. He highlights the ad’s undertones about South African history, personal purpose, and the importance of others in realising one’s potential. . 
 
Allan Gray's “Give It Time” Campaign: https://youtu.be/7wILoczeXOk?si=ArtlViXmPfotWd24 

  

  
 
👣 Relevant Links 
 
LinkedIn: https://za.linkedin.com/in/jamestrevorlees  
Instagram: https://www.instagram.com/downtothelees/  
Facebook: https://web.facebook.com/james.lees.3367  

Advantage Learning Technology Website: https://www.advantagelearn.com/  
Advantage Learning Technology LinkedIn: https://www.linkedin.com/company/advantage-learn/  
Advantage Learning Technology Instagram: https://www.instagram.com/advantagelearnofficial  
Advantage Learning Technology Facebook: https://web.facebook.com/AdvantageLearn1  
Advantage Learning Technology YouTube: https://www.youtube.com/channel/UCQ6k3RQSDkk7gzDFroxG8sA  
 
 

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