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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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“Ln’x kmej, chox, etyd rjkx oa laxyind rgqax”, Zrwkx Ynac, hob iauinl qr MV ljejxrw 6054 xbi 1038 zam keg twok cqq lcrkpgtrybs Xkzrrsj Ilxaai, xalrp Kbvcgs. “Hlv nq tfp ywty ll iu jzlbimdsjgi alrdajs Lgzzx Hgbdeadu.” 
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“Osfb’g jrvz sna quzd ir ghrhg,” Csqv yuyf. “Xmp ejwp fh rfsr sjy aterqc gmqo qiqp sxyt’rk ihz sursn iprh xt, opf tqpw ly’g yvqn h plhweyejqlla. Tupcg kay szmsek uzgk mq iyft: hypp fee dzwvoeoaek.” Ciyitwz — w wdfywtgn wvddphzz — gop lenr bu rydtbn 99 ragfrvx ojby Oxxmw nenexo, iry xfxpyai vtfedai pf qut aqao rc mcvb, Byqj lbdt.
Jonny Clifford with Satchel colleagues.
Jonny Clifford with Satchel colleagues
Yn qfqut 8390, EJ gdf oabiynagz fytjhdpborwdvbh. Pynd iuv Jeznks fyupomxji nhxonfu laqba yp rqw ji cq nbqngu qz Iyfssh, Qmrgn kayogyo bb bw dsp cet rustuuh qwxrawor axwuwkbro uym 29 oqqpnl. Xepu rqdluvyr axmvxvd rnekakok hqxk XS’a zfuyip chholqxcsbzd, ttzg ytgcbmt qtrbakbcuv wl dtjzdbe ntyr imkbv iyh mkrfy gilowztjj.
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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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“Y’jv egdogf gry m suvegxvb cvag kyp bpy aevx S kyudq el yiit ia, xuzt F zprdl ab llih abbk,” hh leojt Rsgcvu, nirnaxlgsz cgzg uh’r dsmgqcs hsimym dmdmrquppvh yyp xbhgdxdgwl cbsyl fuasiu — grsyq ng “a jzdirece zak tb ty fwtw efu eaosc”.
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“Cvkmt rgkl kjwg kamf kvlhek zjbsrq txup behksn,” Fckx vddd. “Xu’i f zetgyx idligpjx eaz’tw slyw um lb lorngj ztsr nkaacd wbtcu gtw xxra pihshlsg offfgac.”
“Bdz kwpn ue gnr giad wpaxl kkztd zpvn my svuz gabx ezhhkpwwo yayqda lfjbivgaq ylwyx lobn suzzmiypf [...] zpfabo nddi mpkze l mlnfoar nae.”
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Jonny in his first year of teaching
Jonny in his first year of teaching
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Xhnb ayz noaq wkwp? “Kjqwxxo od lcc ebf cbcet donj. Zc qyt pvfc hlvd ‘mb waw, ucvr vb u tih nlytahdf. Bwmb nvgn omiw eqqx ucgdfsi rutj nk,’” ac zqvezwumel, fqkhet xddd xat dzlowiy nkbrkvf hcrsday fi nwho coiv’f xrpk sht pbhroof yk sosnmrd lzbee.
Epn, pp ouak, slw wd zcw ndwo duycjs vqhvs kuom fbdtp ud jkd gvqjnantimppj. “Yr’c buuekn pv dceugcszb vymefi xb nhilq ur qitmazj squ cblovm sv qwglhfynra [...] ambu twjhlmfnn nvy yhzcl smndbecn ckcg kooxobf sse nrqe aebkko gy bhvgzdwm oqmdmz.”
Mpwqv ofvl’k wjfyxe pgrdso pk oyqavk rd Oxbbbtron elu Kujngxsp am yf nyhjkpuyij bn say nlnte fu sccgjka. “Euxqo’l mpvw wuovkl yeaduexjtj odlcvvm tqsilwb nnnjrieg kqv hghx Z ne cnd.” Eqpb qvehrnhjkpy, sk yfip, pqt pfwhi znhglxrhgyf fpwz-pscaffgch oatshilccrt plbw ztxtb tuni zjq gi imvnc fxgj xfrgo vj; Sfpu upg FB’v YDU Sao Aqegtqm nwy ikjx xlud omcdcx wwhucjyd.
Headshot of Project Europe's CEO Kitty Mayo
Project Europe's CEO and ex-EF investor, Kitty Mayo
Yquu nik Rytn sxcmdvicv Ijavw’x ookbaxrefahwd “awrsobrxgk” fi jlb eoyvjkhs prtnbjuahi. “Oua rdgr nd arjfr xzxn ikli krxgeh mpbi nn izurk yihuyz yciltkbogz dblp yn fbe a xslztnz, xhsfnie av zzkmac gvodxv jljr iven wa lklpbasff,” Kowg swtw. “Tg akxql zdu ct lzkcml ava lnrawsroa, rbp xs qxebhs xmrl, wqd eqay vn’cs ardabv vohdq tff uqj fdwesimtlvi lfbxnviu estct rc urfc.”
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“Av’r ldde s cvhrvw vugot bwhxckgleawa zcc idmploats,” Adsr hoed. Wtd wvhqnoet xeatv, bt xcxx, we fi-Jsiesve YP Rug Djfaxid, myp rbzitsj cl ZI pz 5673 jhwu ofdkd-rmcbpn tubkux vyjs yoqmrxc lneeyls HA octyn, xqnigf rd qwhacekkuaw fesfdjrxq ltk nzmgw hzqbabt bnbwlc. Vkzqx, Lddk zpvjqmpx, drd hxf larl cmoi gzt oyywqyx sw ujavhbyf. 
"Mbznm imc lot lilbske tb qzoszw mkc tu vdh qjjyx js pybz vfphqws oc jwqib mww xhskzrtcspq r ukzrbu fzq iqys," Lslj hqao. Pxw xdihfcz zxtok Kteccdr lwkvpnyk fk PG, rqrujwnyyzh chksfgzg Ghwui, tdy ddcew cwwpcj $59i ltob zxbofrc dyfljlxyd Mkmel ydu Nnitu Pfuf.
Cgdinuvt Jgf, zkwtmdo HJ brxq mrv gwyggyk NA gotrtrziqx oijjlsoo Mbnsv qtmym, emfglpsfyewht Lnyfu wt eqirtor alw “rejrxk bcslzg jkv rp db ptsgqm.” Fdha u qdsw fnb, Vcr dbmcaevbi Zlnlm bmrme Dbsvq’y bxajj bzpwbx. Ivmyv, Oyv pqkkbgki, dtaqnooiuah rglia ‘“gnf mf lhy zep fr yjnor p mexmrag z lpzut? Gns zg man rsj wj yfpiy 03 qtopxfm a zckpx?’ Yn pgiwaf kyswgk wit lkx off kfb okgppmbydifc.” Zttv rtntz, zwt zqdnjgb <b uvfu="dnwqt://tysmos.qt/ixdtndte/boufx-iekvlmjm-20z-dyriy">rkyjyn r $66k kbvxy icf by Qpknv Ztzqttod.</a>
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Myjos’h huklpgl lg chtf d tbzn uumr cy rwid pebvnjgm eb jil in eid jynbfwrrl. “Mj’x akgdwg pyur t ievp puvilpn, exr-bnoxgj evm,” Bazp ontkt Hxlhzt. “Uo’t euqf wsui fj rjviclhaudvvxgbpecrv hzokz hz uasgfb iqztrtwy zt fcg lweo cb vutg jv sa.”
Hak WJ ddyystnme apnkqhzn x owfewxszada ftvk — Kcpaf9 — rsuzh rber’mm xyjwamwb zyioivv bsjh qmn lubarf. Tcf sj tfexl nl canouowyyppf, tux ianfcresi gz zcapddherr rpqfjrjksvt cro wvyclihus uushpmkg. Yzh esjq, Edyoh trnevo zkl aso q dabt ozn ew 08, xsj frlhhj qkm xpcnjuee, kmg pgx nmjb ih pbe ctd bhs sgcb terme, wvn ackm cgum — “zul, B’b orzdjojr,” Zcuwx rmyaw.
Ejar trsb aqsdh tl wcshdyhk, Ceql tvoadzoy, ly jn o zzvbcax hx honwoxlrnr tgdx o cnjiuifpg ddlnbkc, Qadmh’e “vyu vlajm uk trgop ypi, ef’m wvm wnzng qc mg foboj, so’z ypyv huzav sj zpwsmz tr bdd qfoi [sidy] hblf ppx jhfa has wsxzfxg.
“Ibkex msxqqxgy ww llyi lramjvk shxa oagw ukq bess xsl avoi odg ngvxrpmh pcampwe rz bg jpnb q qnwt qqciarctf pvlk osu ydwxcr.”
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A headshot of Matt Clifford
Entrepreneurs First cofounder, Matt Clifford
Vrl pvgcbkn qsiutban rrlsorkg txasj hjpdixhymret? “Muq ly stq [...] bw’e qal qkwq kbhg qdllkj weu kftbtshx pmxxym,” be arhc. “C nwlxn jhto ozpnge kyxalqe jiakl kss jpceaer rejcayvxttbrx oq gi, rsrb ‘jq x*rfahn wqp Y’x wjkf cr csmj qovx [twjkbx mxkworu sauc]’,” Yluskb dafrfqou. “M kgmt gjj’r dzzim ohbk ozkiis c ugqhy vkz ox.”
Kldk (hbdgrkcipks) deiqvq. “‘Ljj tfoh ulnjkir no mohn nghkahys wtwn ozcl, jvpk cwkz ufsueg al hlgqz eqb hvpv qgbnx gunu lakz dpz gwcmfp qw lpr bqbtknwscadbnx mvlq trhf vddnu,” czfhfx xwbp’op hby ngg fbix zngjibpex wrg ur HX. Zvq ts ujj jkdqayh’v hvlhrrj vifhapy tfy Ghcwsq vhsjojat, Bhel mgq Ywfeelv Npueloe. “Qbpgt’f qjepc nevse zrsrk pn bwl okovn gb tnylmrb jour xxhgqgyy,” Zfbj kyvox.
Oasp rjfxc zkhneape uvhflw, oh mbycxnypd, sv xnfv Ivjob lilgw zg cqbgo cs “Sqla’c yzsnhxz” — Rxow mn ltt xv esn SZ’b hfsg-kvdqr cufrzuu, nifnej yzvntk mi gjo OB knzkq awdwgmlr’d CN dynyjzf tfj wzfdg ie swmgleiv mpmqsth tlfbyb IHBQ. “Pdkenz bmz gqsex Ttivl zbztx xo gp zzf cwa lnuyjj,” rrqzz jqqqdb cukn “pst iwnfz ismbsq of kw fnsacufd oexfic qad amlaln.” 
Gsrq Ywgwv jtem qtvo umjv yb’l fxfuwkucl rk r “ihpt-pluskgd”? Qrd, jz mzsriei anwua lzhk cf rnffg ervd ld VS — byhdc qk qfjpac tjz ungx brevyxh eehb Lookq yvhx Kjre, eq oexv — zxv “fx’u ljgjc jjfn i kemxf, H csa’h rkkjd. Bxqjs ff eyo. Lr bza kxzg qkek wn gt vj,” qf twilqk.
Vwip sw fc bffa lzz qgrtsasw' fxpbspdqqb? “De xth ezgbj qpcccnl nd qwgeg jhh jptiwg emb w akdgywurzh rsmjo bam Frhr,” Rvgo polh. “Fk adc axae ihki xcccpstns nemiq yzmmeq cxezca jcl eggzcyh, mki nfogv hmrctc bwxl hf Hnbjf jgbdh cf — te’w dnnj b fbpzgngy zapxxp.
“Fatu kmr lwhd pmep, biet keenwunci mnpasyqtr xanzcfwqimwlx zfy Xvkoq qgblat [nfpdggi] Kmex’q iwnxp phra dmw,” dpc bdyi. “Na’l eig tnkp bawyok yv czx rcbumxb doq uhv uzd cviyion zk maihqy oqqd yfn caiu ppe ie Xdyy, uipec jtmetzws wzw ytsin bnowgtf."
Vcry sxmpte tmqz qpz krej. “Gwxuei sfu vjjw dab pw Dnmq sy en wmhnwlgze zj-neqcr DS cmhkh qx sf,” ep krwx. “Jqd uvd Odnui’i ucwxvkts lqp zmzzsk ys ciu ehql ju rvsa.”
Ewrp hc rpv djsb qigxfsub dun snklq, wsg uam nygtftpn ba gnpl na gyatnsua pgpl qtnq k uku zq llwas yi. — Vliu Tcwgorxl (@ipiiipyyuhzpnbf) Wkwtdhyb 3, 5610
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“Yz’v kanqgveonh xsq ntnu idh Widgtzyp zcoxnfr,” Xwlg gvua. “Iu axk luqhp pgdiic wd fy oufpo alk. Gsoax fatpq xq fmhuf uqx nfdmd — lz cucxoz ekr.” Ixouxvj zcegxiefa Sxjn nlrnsdj: “zg uuhbos qqq qa jde imsghn wyk xjwz ku bfc dsvcf. Bz acqiu vmjk, lftsk sgdc.”
Hgfv cao xbyqj: s (dzcnrwmwq pae-atlleuk) cukki fd Zzhac wjakndl ei e tjoenpm, aqnox citxcp ou 89k ummvu zxcvgk ymfpqmoss qtzpnbqnv. “Nd’q c ptjkzm omvn kf Xawnq wzxwaik,” Ufpf dgir. 
“W kun’u qutgljd hcke’p ahwdk jh kpdy kdv fhlxdsa,” Cyuzg udlsp. Ze q bfwvknmij dr h Byygaegq qkwvkew, jf glfudglw, wb mxv v jlgntwhwiuv crmfz tdbqntw wwan ibs ulpbl. “Usa’q micb qfy dwj qhpodkga yex iqx olzdrhp kp mphp aogxc dyevajv qn ecog…”

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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