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About ChicagoFire

Fueling B2B Growth. Igniting SMME Momentum.

ChicagoFire is the performance-driven strategy division of the Hot Mustard Group, engineered to help entrepreneurs and B2B leaders cut through market complexity. Led by Brad Watridge—a Senior Partner with over 27 years of expertise in the Southern African business landscape—ChicagoFire delivers the clarity, confidence, and tactical forward movement required to scale in today’s economy.

As a veteran strategist and published co-author, Brad blends practical B2B insights with high-impact intuitive thinking. His approach allows leaders to pause, refocus, and realign their business direction toward measurable ROI.

Through intensive, results-oriented soundboarding sessions, ChicagoFire creates an intelligent space for decision-makers to challenge assumptions and unpack the critical issues keeping them stuck. We eliminate overcomplicated frameworks in favour of lean, high-performance execution.

This isn’t just coaching. It’s strategic ignition.

It’s real-world strategic clarity, grounded in the unique reality of African markets and backed by the full creative muscle of the Hot Mustard Group.

Book a Session

The Fire Manual

Insights, ideas, and stories straight from the heat of the creative process — where strategy meets spark

Strategy

We partner with B2B businesses and SMMEs to develop robust, actionable strategies that drive sustainable growth. This isn't just about planning; it's about creating a clear roadmap for your unique success.

Mentoring

More than just advice, this is a dedicated partnership to help you, as a business leader or entrepreneur, navigate challenges, seize opportunities, and unlock your full potential. Drawing on 27 years of experience, I provide a sounding board, guide, and motivator.

Book a Soundboarding Session

Need clarity, direction, or just a second brain on your business idea?
Book a short, focused soundboarding. It’s a power coffee for your business — relaxed, practical, and no fluff. Think clearly. Decide confidently. Move forward.

Book a Soundboarding Session

Soundboarding Sessions

Our soundboarding service provides a dedicated space for you to explore, articulate, and refine your business ideas and challenges in a confidential and supportive environment. It’s about gaining fresh perspectives and clarity before taking your next big step.

Here’s how our soundboarding process works:

Step 1
Contact
Us

Reach out to us via our website, email, or phone. Let us know you're interested in a soundboarding session, and we'll promptly schedule an initial chat.

Step 2
Grab a
Coffee

We'll arrange a relaxed, informal meeting – virtual or in-person – where we can get to know each other. This is a no-pressure conversation to understand your needs.

Step 3
Start
Chatting

Dive into your ideas, concerns, or challenges in a focused soundboarding session. This is your dedicated time to brainstorm, ask questions, and explore different angles with an experienced, objective ear.

Pricing for our soundboarding service is based on 45min – 1hr sessions priced at R495 pers session. Please contact us for a personalised quote.