Almost a decade has passed since soldier-turned-magician Richard Jones claimed victory on Britain’s Got Talent in 2016, and he’s now disclosed the transformative guidance Simon Cowell offered him following his triumph.

The music mogul’s counsel came in just eight words: “Don’t just do what’s expected, do what’s unforgettable.”

This advice, shared during the hectic period immediately following Jones’ win, continues to influence the illusionist’s approach to his craft.

“That stuck with me,” Jones revealed during a conversation with Champions Speakers. “BGT was a turning point in my life.”

The former serviceman acknowledged that the ITV programme provided him with opportunities he’d never envisioned and access to possibilities he hadn’t known were available.

The path from television triumph to established entertainer has presented significant obstacles for Jones.

He described experiencing “incredible highs and gut-wrenching lows” in the aftermath of his national television appearance.

“Nothing prepares you for that moment when your name is announced in front of millions, it was surreal, humbling, and life-changing,” Jones remembered.

The magician acknowledged that major achievements bring corresponding difficulties, admitting there were periods when he felt adrift amid the chaos.

“There’s no manual for overnight fame,” he noted. Jones revealed he battled with demands to surpass his previous performances and experienced periods of solitude when public attention waned.

“I struggled with the pressure to constantly top myself and with moments of isolation when the spotlight dimmed,” he confessed.

His armed forces training proved crucial in maintaining stability during these turbulent times.

“Luckily, I leaned heavily on my military mindset to stay grounded,” he explained.

Jones’ service experience has become central to his latest production, The Sound of Magic, which combines conjuring with musical elements and narrative to examine concepts of recovery, human bonds and meaning.

“It’s my most personal work yet,” Jones stated. “It’s about showing how magic isn’t just entertainment; it can connect, inspire, and even heal.”

The production features keyboard performances alongside illusions and accounts from conflict zones where his tricks served purposes beyond mere entertainment.

“In places like Afghanistan, where language and trauma often separate people, magic became a universal language,” Jones explained.

He recalled entertaining youngsters in isolated communities and injured military personnel in medical facilities.

“Watching someone smile after everything they’ve seen, that’s real magic,” he reflected.

Jones has emerged as a champion for psychological wellbeing, particularly amongst former service personnel, drawing from his own military experience to address post-traumatic stress disorder.

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“PTSD is a massive issue, and one we still don’t talk about enough,” he stated. “Trauma doesn’t just go away when the uniform comes off.”

He employs his performances to facilitate discussions about mental wellness, describing it as “a bridge to conversations that need to happen.”

Regarding Britain’s military capabilities, Jones expressed concern about current force levels.

“The British Armed Forces are filled with some of the most dedicated, skilled individuals you’ll find anywhere, but numbers matter,” he cautioned.

He warned that without reinforcement and adaptation, the nation could find itself unprepared at critical moments.