Terms and conditions
Last updated: 10 June 2026
These terms govern your use of the What's Next? website at whatsnext.ltd (the "site") and the subscriptions, books, and other products and services we offer through it (together, the "service"). Please read them. By using the site, subscribing, or buying anything from us, you agree to them.
The site and service are operated by Ask the Customer Limited, a company registered in England and Wales (company number 12555451), whose registered office is at 49 Greek Street, London W1D 4EG. We trade as What's Next?. In these terms, "we", "us", and "our" mean Ask the Customer Limited. "You" and "your" mean the person using the site or buying from us.
You can reach us at [email protected].
1. The agreement between us
1.1 These terms, together with our Privacy Policy and any terms shown to you at checkout, form the agreement between us. If anything shown at checkout conflicts with these terms, the checkout terms apply to that purchase.
1.2 We may change these terms from time to time. If we make a material change, we will tell you — by email, or by a notice on the site — before it takes effect. Changes do not apply retrospectively to purchases you have already made.
1.3 If you are agreeing to these terms on behalf of an organisation (for example, when you buy a team subscription), you confirm you have authority to bind that organisation, and "you" includes that organisation.
2. Who can use the service
2.1 You must be at least 18 years old to buy a subscription or product from us. The service is built for working professionals and is not directed at children.
2.2 You are responsible for keeping your account details and password secure, and for everything done through your account. Tell us promptly at [email protected] if you think someone else has used it.
3. What we provide
3.1 What's Next? is an editorial publication. We provide written and filmed content — a library of playbooks, a public toolbox, and related materials — for you to read, watch, and use in your own work.
3.2 The content is general guidance for leaders and managers. It is not professional advice, and it is not tailored to your particular situation. You remain responsible for the decisions you make. We are not liable for the outcome of any decision you take after reading or watching our content.
3.3 Some content is free and public. Other content sits behind a paywall and is available only to paying subscribers. We decide which is which, and we may move content between the two.
3.4 We may add to, change, or remove content, and we may change how the service works. We will not remove a substantial part of what you are currently paying for without giving you reasonable notice and, where appropriate, a refund.
4. Accounts, subscriptions, and one-off purchases
4.1 Free account. You can create a free account — for example, to receive the newsletter — without paying. Free accounts give access to free content only.
4.2 Subscriptions. A paid subscription gives you access to paywalled content for as long as your subscription is active. Subscriptions are offered on a monthly or annual basis, and as individual or team plans. The plan, price, and billing period are shown to you at checkout before you pay.
4.3 One-off purchases. Some products — such as a book or a single playbook — are bought once, not by subscription. What you receive, and any access period that comes with it, is described at the point of purchase.
4.4 Team plans. A team plan covers a set number of named users ("seats"). The account holder is responsible for managing seats and for the conduct of all users under the plan, and for ensuring those users are aware of and follow these terms.
5. Prices, payment, and billing
5.1 Prices are shown at checkout in the currency applicable to your location, and may include or exclude tax depending on where you are. Any "founders'" or launch price, and how long it is held, is described at checkout.
5.2 We take payment through third-party payment providers. Depending on your location, your payment — and, in some cases, the sale itself — may be handled by Stripe or by Lemon Squeezy acting as our authorised reseller and merchant of record. Where a merchant of record handles your purchase, that provider is the seller for that transaction and is responsible for tax collection, and its terms also apply. We never see or store your full card details.
5.3 Recurring payments. Unless you buy a non-recurring product, a subscription renews automatically at the end of each billing period at the then-current price for your plan, until you cancel. By subscribing, you authorise us (and our payment provider) to charge your payment method for each renewal.
5.4 Price changes. We may change subscription prices. If your recurring price will change, we will tell you in advance, and the change will take effect at your next renewal. If you do not want to pay the new price, you can cancel before it takes effect.
5.5 Failed payments. If a payment fails, we may retry it, and we may suspend your access until payment succeeds. If it keeps failing, we may cancel your subscription.
6. Cancellation, renewals, and refunds
6.1 Cancelling a subscription. You can cancel at any time from your account or by emailing us at [email protected]. Cancellation stops the next renewal. Your access continues until the end of the period you have already paid for, and we do not, as a rule, refund part-used periods — except where the law gives you a right to a refund, or where clause 6.3 applies.
6.2 Your statutory cancellation right (consumers). If you are a consumer in the UK or the EU, you normally have 14 days to change your mind about an online purchase and get a refund. Because our content is digital and supplied to you straight away, this right ends once you start accessing the content. By accessing paywalled content within the 14-day period, you ask us to begin supply immediately and accept that you lose the 14-day cancellation right once supply begins. This does not affect your other legal rights.
6.3 Digital content that is faulty. If digital content we supply is faulty or not as described, you have legal rights to a repair, replacement, or refund. Nothing in these terms limits those rights. Tell us at [email protected] and we will put it right.
6.4 Refunds generally. Where we do give a refund, we make it to the payment method you used, within a reasonable time. Refunds on purchases handled by a merchant of record are processed through that provider in line with its policy.
6.5 Wherever you are in the world, you keep any consumer rights that the law of your country gives you, even where these terms say otherwise.
7. Your use of the content
7.1 Subject to these terms, we grant you a personal, non-exclusive, non-transferable, revocable licence to access and use the content for your own internal use — including, for work content, use inside your own organisation. A team plan extends this to the named seats under that plan.
7.2 You may not, except as the law allows or we agree in writing:
- copy, redistribute, publish, sell, sub-licence, or make the content available to anyone outside your licence;
- share your account, password, or paywalled content with people not covered by your plan;
- use the content to build or train a competing product, dataset, or machine-learning model;
- scrape, mine, or systematically extract content from the site; or
- remove or alter any copyright or other notices.
7.3 You may, of course, apply what you learn in your own work. The restrictions above are about the content itself, not about the ideas you take from it.
8. Intellectual property
8.1 All content on the site — text, video, audio, images, the toolbox, the playbooks, the design, the wordmark, and the name What's Next? — is owned by us or our licensors and is protected by intellectual-property law. Nothing in these terms transfers any of that ownership to you.
8.2 If you send us feedback or suggestions, we may use them freely, without obligation to you.
9. Acceptable use
9.1 You agree not to misuse the site: not to attempt to gain unauthorised access, introduce malicious code, disrupt the service, infringe anyone's rights, or use the site for anything unlawful.
9.2 We may suspend or close your account, without refund, if you seriously or repeatedly breach these terms — for example by sharing paywalled content or attempting to circumvent the paywall.
10. Third-party services and links
The site relies on third-party services (for example, for hosting, video delivery, payments, and analytics) and may link to third-party sites. We are not responsible for third-party sites or for services we do not control. Your use of a third party's service is governed by that party's terms.
11. Availability
We work to keep the site available, but we do not promise it will always be available or uninterrupted. We may suspend it for maintenance, updates, or reasons outside our control. We will try to give notice of planned downtime where we reasonably can.
12. Our liability
12.1 Nothing in these terms limits or excludes our liability where it would be unlawful to do so — including liability for death or personal injury caused by our negligence, or for fraud.
12.2 We provide the content "as is". To the extent the law allows, we exclude all implied warranties, and we are not liable for any loss of profit, loss of business, loss of data, or any indirect or consequential loss.
12.3 If we are liable to you for any other loss, our total liability is limited to the amount you paid us in the 12 months before the event giving rise to the claim, or £100 if you have paid us nothing.
12.4 If you are a consumer, this clause does not affect the statutory rights described in clause 6 or your other legal rights, and the limits above apply only so far as the law allows.
13. Privacy
How we handle your personal data is set out in our Privacy Policy, which forms part of this agreement.
14. Ending the agreement
You can stop using the service and close your account at any time. We can end this agreement, and close your account, if you breach these terms or if we stop offering the service — in which case we will give reasonable notice and, where you have paid in advance for access you will lose, a fair refund.
15. Governing law and where disputes are heard
15.1 These terms, and any dispute arising from them, are governed by the law of England and Wales.
15.2 Any dispute will be subject to the courts of England and Wales. If you are a consumer living elsewhere, you may also have the right to bring proceedings in your own country, and you keep the protection of any mandatory consumer laws that apply where you live.
16. General
16.1 If any part of these terms is found to be invalid, the rest continues to apply.
16.2 If we do not enforce a right straight away, that does not mean we give it up.
16.3 You may not transfer your rights under this agreement without our consent. We may transfer ours, for example if our business is sold, provided your rights are not reduced.
16.4 These terms are between you and us. No one else has any right to enforce them.
If you have any questions about these terms, email us at [email protected].