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Meet Tricia Duffy - coach, singer, podcast host, public speaker, and consultant.
Tricia Duffy defies easy categorisation. She’s a songwriter with a penchant for Americana storytelling, a podcaster guiding midlifers to creative balance, a public speaker, a creativity coach, and, for good measure, a heavy-hitting consultant specialising in strategic business wizardry. She’s the kind of polymath who tackles a song’s melody and a corporation’s operating model with equal zest ... and gets both right.
The interview was fun, with Mark creating Tricia's fantasy cultural year through entertaining conversational rambles and of course finishing off with the fast paced This or That game.
1990s: Cruising into Entertainment
Tricia began her career aboard Cunard Line ships as Assistant Cruise Director, where she honed her skills in connecting with people, whether they were passengers or performers. This was also the period when her love for music and performance started to take shape.
Early 2000s: Building Media Powerhouses
Tricia swapped the waves for London’s media scene, joining IMG Media. Starting as a Senior Production Manager and climbing to Director of Production Operations and Business Development, she spent over seven years fine-tuning global media strategies, streamlining workflows, and managing multimillion-pound ventures.
At BSkyB, she led production management and business affairs for Sky’s original programming, overseeing 460+ hours of first-run content annually. Her strategic foresight even contributed to the launch of new channels like Sky Three and services such as HDTV and Video-on-Demand.
2008–2012: Driving Vision at the BBC
As Head of Transformation and Delivery for BBC Vision, Tricia orchestrated large-scale changes for a division with 2,500 employees and a £1 billion turnover. From redundancy strategies to future-proofing operating models, she blended creativity with hard-nosed practicality to help the BBC lead in a digital-first world.
Post-Broadcasting: Consultancy Meets Creativity
After reshaping traditional media titans, Tricia pivoted into consulting with Lily Grey. Specialising in strategy, change management, and conflict resolution, she now helps media organisations navigate complex transformations. She’s also a certified mediator, useful for untangling executive challenges or - presumably - song lyric ones.
Musical Evolutions: Little Lore

Tricia’s artistic journey mirrors her professional one, bold, layered, and deeply human.
Her Americana duo, Duffy & Bird, released two celebrated projects: 5 Lines (2017) and Spirit Level (2019).
During the pandemic, she launched her alter ego Little Lore, a singer and storyteller, showcasing her knack for British wit wrapped in Americana soul.
Tracks like Brown Liquor John and Normal have received glowing acclaim for their charm and complexity.
2020s: A Decade of Vision with In Ten Years Time
In 2020, Tricia embarked on a personal mission to explore how long-term thinking could unlock creative potential. This culminated in In Ten Years Time: How to Live a Creative Life, a podcast blending storytelling, research, and practical advice to help people find creative balance in midlife.
The philosophy is simple but profound: combine the heady power of long-term vision with small, consistent daily steps, and watch the magic unfold.
By 2024, In Ten Years Time had blossomed into workshops, keynotes, and free resources for creatives. Its impact was recognised with the Women in Podcasting Award for Arts and Design that same year.
Present Day: Juggling Creativity and Consultancy
Tricia is currently completing her MA in Songwriting at ICMP, all while championing creative balance through her podcast, making music as Little Lore, and her leadership as London Chapter Coordinator for the Nashville Songwriters Association International (NSAI).
As a speaker and workshop leader, she continues to inspire audiences to take small steps toward their creative dreams, proving that it’s never too late - or too early - to start.
Tricia Duffy Today: Strategy with Soul
Whether she’s guiding businesses through transformative change or helping midlifers rekindle their creative spark, Tricia brings a unique blend of strategic brilliance and artistic empathy.
With In Ten Years Time, she has created a philosophy that connects the personal and professional, inspiring others to think big, act small, and create a life that sings.
A Fantasy Cultural Year: Tricia's Dream Artistic Journey + This or That game
Listen to our interview on Spotify >
Crafted during a lively conversation with Mark, Tricia’s transformative journey unfolds as a rich tapestry of artistic discovery, cultural exploration, and personal growth.
Here's a glimpse into the interview:
Starting Point: Promoting Tricia’s Music and Little Lore
Tricia, a talented songwriter and Americana artist, shared her plans with Mark for promoting her music on platforms like YouTube, Spotify, Soundcloud, and LinkedIn. Her alter ego, Little Lore, became a focal point of the discussion, as Tricia highlighted her passion for songwriting, including a quirky song built on just two chords - a nod to pop music’s simplicity. Mark, a fan of country and Americana music himself, enjoyed their exchange of light-hearted jokes about the genre.
Transitioning Careers and Embracing Creativity
Tricia opened up about her journey from a consulting career to focusing on music, achieving a recent distinction in her master’s programme. She shared plans for her upcoming gig at Green Note and her new project, In 10 Years’ Time, aimed at inspiring creativity. Mark, in turn, reflected on his own creative transitions, supported by his late mother. He proposed a culturally immersive year for Tricia as a potential research trip.
Imaginative Conversations: Italy, New York, and Artistic Inspiration
Tricia and Mark delved into imaginative discussions, including a sunny New York café scene where Tricia, with her favourite book The Celestine Prophecy, was offered funding by a wealthy family foundation for a fantasy cultural year.
The grant would allow her to explore songwriting across the globe, resulting in a book, TED Talk, TV series, and lecture tour. Tricia’s excitement peaked as she planned her research starting in Italy, specifically the town of Bellagio on Lake Como.
The duo envisioned cultural experiences in Bellagio, from folk dancing and opera to a leisurely lunch overlooking the lake. Mark even teased her with a game-like conversation, proposing a 12-month challenge of listening exclusively to 1960s and 70s American folk music.
Creative Adventures and Game-Like Decisions
Mark and Tricia played a "this or that" game, where Tricia chose preferences ranging from coffee to country music. They imagined indulging in concerts, plays, and musicals like The Rose Tattoo and Six, while virtually exploring Frida Kahlo’s works at a Bellagio gallery. Sustainability remained a key focus for Tricia, as she opted for eco-friendly travel options over luxury ones.
Tricia’s Cultural Year and Musical Innovations
Their conversation broadened to a discussion of Tricia’s fantasy cultural year, encompassing a book, TV series, TED Talk, and lecture tour. She mentioned exploring pop music for the first time in over a decade and shared her latest song, This Building is Condemned, a poignant metaphor about postmenopausal experiences. Mark admired her creativity, imagining the song as an anthem of humanity.
Desert Island Discs and Scheduling
Tricia and Mark concluded with plans for Tricia to interview Mark in a Desert Island Discs format, exploring his favourite music and life experiences. They discussed continuing their collaborations.
You can find the Tricia Duffy on LinkedIn here.
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Mark Walmsley FRSA FCIM AGSM
Chief Culture Vulture
Arts & Culture Network
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