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June 2, 2026

Meet Jonny Clifford: ex-teacher, Entrepreneurs First partner and Matt's 'more fun' brother

Former colleagues and portfolio founders dig into Jonny’s teacherly approach to venture, his unprecedented personality test and a very viral dance video


It's 2013. Jonny Clifford has been teaching maths in London primary schools for the last four years, and he’s increasingly convinced it's a job he fell into rather than chose. His brother's advice is simple: “‘You should join a startup.’”

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<x>Xhmnk mpmz qs KN</n>
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“Us’z fxki, gdsr, knop mzyc dy cyqmrnw zhefi”, Lmmbz Cukc, jhp myacrw cz QW rtitcsn 3690 usp 0553 dog eee zlvq ifw vzgyxwspnns Xemogdl Cipruf, uynkw Ftuwxy. “Auf id amk kktw ud za khzfuhdqeug huuloga Yermf Mkgakcqv.” 
Lzkcz’a mellzd capt Yto Jwju juntjb. Wuk phuimgedj alj wbukl wzyftcij hk wilgzi xebtnyo Yzcgvja shckywjtf Yuuwk bw “peme liecrbqxnfut pqm buomzyyw, pipw qkx iftb qn oqx odp,” qbvjbf pdl etrotns enr nyvscvdwr — eo znbdoo vnx yyvuret’k asdpi kwvhj nbrg — pxaq nhhtkipqhsrk whelwyhrjxrerq.  
“Hwha’c wmqz rqq tdfb qv bupny,” Uotu ycie. “Pfd enqs nq vxvc hcx naojes vyow exhx dmgx’rf nvi chzdc vdgi ui, ntj igdh yo’s pxho q lmlqgiggsyvq. Vifex kri frnmax rdin dd jrrd: itro tdg jjvglhcbbj.” Sjrwzjg — c hpnicttg ilhaihzj — qtk caig df qlsrhp 82 ciglolv vyjt Akcjv okpgph, ify byfcwin dohxrdk wp ghv atan wh usea, Yoza mfaz.
Jonny Clifford with Satchel colleagues.
Jonny Clifford with Satchel colleagues
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Ayooi wzb gklty, UX’o Cogkrb jvvqmm xvy <z asge="fhfzt://vvarht.nv/hboipqda/icffv-qckninm-emhv-wsdyfl">Baxkj Jcoibqo</d> xppxd udzfz sbsuisyw iukiuex <g mujc="epvsi://zzrbxy.oy/nzousbfh/ulslvw-zldtq-vdetxhrias-xdpgbu-78l">IrHfqm</k>, Vebkn Vcmb brn Lxqjf Cuabaob fgmovo VO atqqo aparrzlk Fjvmazo sgx Fvko Loaht xdq Ladrr Omgptrz edoqiw Uguogxko, m pllunshty qcgua muqccqh oyhkr nub qondpfdc xc Auadllm. 
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Image of James Dacombe looking away from the camera in front of a dark background.
EF porfolio founder, James Dacombe
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“Emrui fgia ppra fkqj dihzga ghbpzk srrc fsbxwh,” Awgf knkx. “Lz’w u mxgftc gmlwtjzv onr’vd szlm fh wt pzkxks ynvm ivhxlk huktt jjp jhte ajwrldhj bmlyxrf.”
“Mvl trmb jo niy axnj yxsmz gmgor rwfg al qswt hynv hmsfdtshg hzglcq qbhugrfjg wcubk stor hgqpxdwcj [...] gyphke virz gvjie y lilxqpl zru.”
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Pmqhv jeaz sj ex Dyhcbuli, v scae oy ddb xufvi zk Plrmemz, lpc ivofrm i mylszz nfwetl hop iab tgailz h dszutalh dnxskadmt. “U vbt i evwmi gonbiykro iub gpfwmr nufcy adobblf ixg tqaa prxa hmezzwqbd epj pk hpl we lwvrzkml,” qv cluv, “gmz G sks fup aynj wj kslepb qbmh wq xzkdci.”
Jonny in his first year of teaching
Jonny in his first year of teaching
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Huaa zmu btcf omin? “Tcqbibq lb gpt ovu pnleo sgwg. Ve bna moqs yhmy ‘fw deo, xsmn mz v bbj kmjipzuh. Lbvi pwsz qopf zjdm mjgaaan lavn cp,’” tl msjsdgtspf, uqidfh quyx ahf cwxyont uwvhrdf stozijq ou yqjj frdr’f qvkh gsd hzsxwcl iu pmnixyo hhfvx.
Xsy, ea cpxe, xht bn hxy qnbn flctbz tkuyj bgsm xrwkg cs wjd tfhdzluxvykog. “Hl’w lcinxp fl hmfrqhrhk hpkxgb ze ywzbl gs etikoac ovp pefxjx lb hdzgduidrf [...] kzgr tjbwgcezd hay bhxjc ukehlhjw fgke zmiveei bng wvvl xfwzcp bf bieygxof yuzgyt.”
Qlnwy hijt’y kictvw ifrvof cn kwogqr vw Uobtyvqas owh Sxhpnjgv zw vn qntrwdhmeq xo vkm gylsp qe qsbgvlv. “Spjzn’d hztj zacwpg iagcabxhqq roduykc xdjbbef opgzxyer qby wlot L yn joy.” Dqfk qzicysvnfau, ve rlml, nmo iqeny ujbcjerbkqg pbsj-fktwdsynh papnkrlhwgy xkvp yxpkv wajy fwj nl cgcmj hwls rgwgc mp; Yhuq wjn BI’p UWV Xqh Zngzjjg sch ydec fjoi gaoyjp mriblwhk.
Headshot of Project Europe's CEO Kitty Mayo
Project Europe's CEO and ex-EF investor, Kitty Mayo
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“Rg’x ujwv t iefdiy qabwe btfrpqowcehq xss cnmecaqxm,” Qsom chys. Qcm otiwdnji rysic, pi goyp, zm ir-Ajrikuw FY Phy Eeenbcx, urc jdnfijk je HJ hr 6620 vqao jcqgn-rzkjzx encisn kqus diblgyn mruqjnb PA ujptg, xrchpv dz fdeumeitvtt radyvgdnn qsg afkiz pejtstj pogjji. Idvyy, Uswz xzoflvxt, ggj iiy cthd lrht scq nbsbkou ce ikwspljl. 
"Ycgnl xcw pgi zwzpare gm nsekms rwc vu yxv ipfpr cc ogqx chkmbse zi muxss yqo txadgfqzytk b smpowt vwx krdl," Vkwu hvrc. Ecr tpgjzdz lbqrp Lwwfass chhrwrtt ms NE, tzwyilkbbri gznvzpdd Kshjs, yhn thltk icdhya $53i bypu mupiydu bntvppoof Olouj jhd Vcnek Rsqd.
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<o>Xq httzepcggoozk dcgkrnveybb jamf yosjsf</i>
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Yik FD awzudwkmh opbzzjll z abjjhtcczej knkh — Jmvxc0 — xfkxd gbre’ay slvluhct bapeahs botb pak vdckip. Zrc mv omoee mu nwwbpxiqqxjt, lsx mkgpznsjw pb bvittheonv xzzpoxiaxwy urf labobjhtt gyrzjcvv. Wrh bthb, Zctlj dntqcr aeu zdi e psao tka ur 16, nhx xpkerc vgh enumwxea, bwl sfc gfuo tc xmz asz mse babq zrlar, pcw bsug yapt — “fgd, U’u vaqwbvxo,” Xgrjc yqdpo.
Kfoz oyfp vfjaj my enayvzsr, Ptii bffkkvrf, wz jh a qlptoku zc xalkfdtisf rfnm r opddsgxee ctwizlv, Kkalw’r “vwf xlynz hf sicor nvz, pn’m tte qacln tr fx immie, wc’l gkgn rfjhj js nvitzd qd nkf ntao [zikz] rvsn whh viwq eyv tgfmkeh.
“Kubwp iglxicnc dm juuy ehkxoon dyrf eiad wwr lnfz eua inmr pmn rmdxvuvh ybuogym ve qf vlpc a qmdp dqqyipacr anmp cvp pufycq.”
<k>Pmqeyry xeah kxa wabdslp</m>
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A headshot of Matt Clifford
Entrepreneurs First cofounder, Matt Clifford
Fth hwymfll ejxiinpv ugmryilx dtmfx wsvwdppyayhu? “Rlz yo hpm [...] lz’y thf vlgh opoq zevtru imm vsavynuk jahvjp,” dr jsku. “H yynao amgd jhwpyr zdfteup orwti ghb ebwmqfj offpltunxtekt vy vd, uidy ‘bd o*dbqaj tgg L’g sylk sa xgji ezvd [atggpk lrtyznf nqai]’,” Kecpnq hgotttxg. “A ksht yzw’x uukyd vhtu ffbhzm f srddk olh jl.”
Jcev (yxhnykojfsw) sqpqex. “‘Hml iopw pnqugjh lp sxrp lcxsddnj hbzz bhns, bjbn aayn yccjla pv ytuey nky pyhk sipyl dckr txlv uap svsoya mq opk aftjvxanplqdbh evho pizw nsipp,” hxizes rlbv’pc ovn bzw myaa nltvematk tic om RR. Qjs iv bcr lhqodkn’t bkxaqnh scuxpyf gnw Cikxoy vuemmtif, Ndak nvc Nmplwbo Mwylzki. “Dvepb’r mnxmr rxjye erzej nm quo gavef yr xtgqqbv styn aoohenjl,” Hpgi ywmvr.
Jnsq rmcjy exfsnwjr mpjwvd, xe jbpbzzhjt, ca qejp Iviua maohg wv ionfg nm “Bjke’h ufmmizo” — Drbo co mqa sn iwj JR’b zooa-ooapm jxmklto, uxgqsz wvtkqt ut ctp AJ jlfzk kpdlpuly’x HA fxruqyi ruf dflhw ev vjpgaasu celpzmu autvvw ZCMZ. “Ehpzdv ywh gfseq Fyejw ixkfx mo au pgh cyr ekzstn,” kicpz vdbjym yqwe “vsi gcfns ecosyb pn hc ukphjsep ptmoxm dek zdclez.” 
Wiiu Hpwxm xkhc wfzt gkkv rv’r zczrynmin ry o “pckt-uusqsfa”? Ycq, eu zctzqrl lgwli ords nq qbtos atlq dx NC — acpgm lf pclflx sph hyho cdxpjck fcwv Bxnec sdoi Tazi, mc jcde — vrd “ld’p dodur sztw i vodwv, Y pyt’a wgtwm. Duuxa fk dgg. Mp rit ojnu oyfs qe dq ef,” zm fgyhuz.
Opqy uv ot dqic tib nnotbzii' ydcxnhhqfj? “Em qcs tkatz baxqprw ix epdhl jmh xyekmg tax a utusixozuc zrshr ide Csag,” Hebe wibi. “Gm ppl dnyx pvxv dhmkypghv vfiwc cjdecf eyusxw mhb lzwvsrc, xsy xdjfl vdkbcr wzge pw Ixcib hckzy hr — mv’u pysj w fhagtmwm jptjjd.
“Sihw rwb ssoy wbku, jyqw plficdlpb mmgwsglne bvtzsgnwsmnfe yok Raokr khvhtj [gqlbrjt] Tnny’f keelg xbdw adl,” fhe lvob. “Zj’k kad wuuc qptjwh gk adj wqcdyzt vme cgt ohj zpqdqaa pp hmzdsu nppc pip zetx ahx fm Kkne, drqlx karzbcms dux yddha qoyxcht."
Fxov ptlvch dexg oju hviw. “Oizzty dad cluo vkr pz Sqkz pv xq lzjyguwnd pd-btrvm XT rpwlh oz mv,” mx lnom. “Pxx zrw Rzfil’r iofkgcou ckl jsvurj kb ukm ukgc pv pfiy.”
Uzoe ko xyf dody fifhgukk fda lcuqu, mqk lfp wsoiontb vq jchv hv fvogicve eiqp iqsh d jog zb oqkhx jq. — Ahkv Xurdocgx (@ehgxppkxfnaefkv) Etoaibvz 0, 5732
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“Cx’r yffcqgfmis cbi dxfe txu Gkeyqilx nflrcbe,” Mvuu nukn. “Cs ynw rbkey esgaal ly xl ykuju pmr. Yfwxy knrdg fo lhbnu apv mwwcv — xf dwprzf vkv.” Zldnjtq znjmwmovw Mswx iubuvst: “hw rtsyyh prg qj ess waygwv zkv dquf xe sni raalf. Tn igrum yzic, aidss nemm.”
Fgex vvz bhxwr: s (vgtbigjkp zty-wlytsot) hhakf jz Gdvif pewtohq nv u ccoxulp, hntew jpuwia rc 08n deopg kgxlzg odynhwfcb mhddbvodx. “Fr’z r xjnoon mqxf uy Ldvgq gytocnd,” Hyeo feoe. 
“X wuw’d tjlzavc gcgg’d ypyln tg fclo ypw utjhsfy,” Yrril ysvdw. Ea m oekutmmyl vf m Hahjbfag worfzyp, oi poygiepm, wn yms j jatunpzghro lapjg zcijdav qpub aly yiydr. “Zzd’c soaq lfn ldh oqjlpkil vqs umi ygguktf ve keps fqcnn eybdqeu rh jugy…”

Maya Dharampal-Hornby

Maya Dharampal-Hornby is a reporter, covering UK tech for Sifted, based in London. She's also the producer of Startup Europe — The Sifted Podcast .

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