The Yorkshire and London leg of My Most Trusted,
a national and global super-community of
90,627
trusted connections in our Trusted Universe, November 2026
Yorkshire · London
the Great North Road. The old road from London to York and on to Edinburgh. For centuries it carried Yorkshire's wool, and its news, south to the capital.
Take a tour of the Yorkshire-London Bridge Meet who is on each end
The Yorkshire-London Business Bridge is for Yorkshire businesses that want London clients without moving to London, and for London firms that want the value, the talent and the plain dealing of the north without guessing who to call.
The train from York to King's Cross takes about two hours. Getting there was never the hard part. The hard part is that a London buyer gets more cold approaches than anyone could read and answers almost none of them, while one message from somebody they already trust gets read the same day.
It is also where careers move. Members in Yorkshire and London sometimes meet their next employer, find their next job or make their next hire through The Yorkshire-London Business Bridge, because the best roles are often filled by someone a trusted person recommends.
Yorkshire and London do business differently. One says what it means and expects the same back, the other moves fast and decides on who you know. Each end of this Bridge has its own person who lives there and knows how their end works.
YorkshireDriffield
Tom Salter holds the Yorkshire end of the Bridge, from Driffield in the East Riding. He founded Linfluence, a LinkedIn lead generation service he has run for more than ten years, where every campaign is built around the client's own voice and ideal customer rather than a template, and he is known for telling people plainly when LinkedIn is not the right fit for them yet. He is direct, easy to deal with, and would rather have a proper conversation over coffee, or on Zoom, than sit through a scripted one. Away from work, he is a music lover and a passionate football fan.
More about TomLondonLondon
Christopher Norris holds the London end of the Bridge. A London entrepreneur, publisher and mentor, and a Fellow of the Royal Society of Arts, he has worked in editing and marketing since 1990 and has written eight books. He co-founded 12Ronnies, which helps pre-launch founders and creatives get their ideas off the ground, and he hosts The Wisdom of Coffee, an online coffeehouse-style meeting for founders, creatives and investors. In 2026 he founded Jolabokaflod Press, a hybrid book publisher, and he runs Jolabokaflod CIC, which promotes the Icelandic tradition of giving books at Christmas. Since 2021 he has mentored for the British Council's Creative Spark programme and for Digital Boost. His motto is to meet people, make friends and help them.
More about ChristopherA plain guide for Yorkshire business owners who want London work. Why cold outreach to London buyers mostly fails, what London actually buys from the north, and how one warm introduction does what a hundred messages will not.
Read Does a Yorkshire business need a London office?Many Yorkshire firms feel they need a London address to win London clients. Often they do not. What really wins London work from Leeds, Sheffield or York, and when an office makes sense.
Through recommendations from people London clients already trust. The Yorkshire-London Business Bridge, part of My Most Trusted, is hosted in Yorkshire by Tom Salter of Linfluence, who introduces members to London clients and partners through people they trust.
The Yorkshire side of the Yorkshire-London Business Bridge is in the hands of Tom Salter of Linfluence, who uses his knowledge of the region's businesses to introduce members to the right people. A London host has not been appointed yet. Until then, members are introduced through My Most Trusted's wider network.
Usually not at first. London clients care about quality, reliability and who recommends you, and the train from Leeds is about two hours. A small presence can help later. The Yorkshire-London Business Bridge, part of My Most Trusted, introduces members to London clients. Read more
Before the railway, the Great North Road was how the north of England did business with London, one coaching inn at a time, and every inn was a place where a traveller could be vouched for by somebody who knew the next one along. The trains now make the trip in about two hours, and the problem the inns solved has not changed: a good firm in the East Riding and a good firm in Shoreditch still need somebody standing between them who knows both.
