What it really takes to lead a people-first business

When we had our very own Kelly Goodship as a guest on the Beautiful Business Podcast, we heard about her journey from team member to MD. Kelly spoke about leading a people-first company, and the challenges and opportunities that come with building people-first into your strategy and culture. 

Taking over the reins of a business is a big step - especially when it’s one you’ve helped shape over many years. But great leadership isn’t about control - it’s about helping a business evolve into its next chapter, without losing sight of what makes it special.

Leading a people-first company means carrying more than just responsibilities. There’s the emotional weight too: 

• Are the team happy? 
• Are clients proactively supported? 
• Are we heading in the right direction? 

At Wow, we’re big fans of feedback. We use Officevibe to frequently gauge the feelings of the team. It’s an anonymous survey sent out to everyone, with the objective of highlighting pain points before they evolve into anything more serious, and to find out what’s working well for the team. 

From a client perspective, whilst we always welcome feedback in any shape or form, we also carry out regular NPS (Net Promoter Score) surveys, giving them an opportunity to reflect on our services and giving us an opportunity to improve them. 

Kelly explained how managing a team of any size is a constant balancing act, and there’s no rulebook. But what helps is staying connected to your support network, asking for help when you need it, and creating space for honest conversations before small issues grow into big ones. Finding a coach can be a key part of this. In this BenchPress webinar focusing on Agency Milestones, Peter Czapp explains, amongst other things, how to find a great coach/mentor. He suggests:

• Making sure they have agency experience
• Thinking about the type of help you need 
• Exploring the relationship - speak to 2-3 before you decide
• Being clear about what success looks like
• Understanding what you need to do to make it work

One of the most powerful tools within all of this is clarity. Defining what “good” looks like from the start, across goals, expectations, and behaviours, makes everything else smoother. It builds trust, creates alignment, and helps everyone move forward with confidence.

Hiring is another big lever. A clear approach to recruitment can shape culture more than any value on a wall. At Wow, the principle is simple: it’s either a “hell yes” or it’s a no. If you're not genuinely excited about someone joining, they’re not the right fit. It’s this clarity that helps create a connected, remote-first culture where people feel comfortable bringing their whole selves to work.

Of course, growth still matters - but it has to be the right kind. Not growth for growth’s sake, but sustainable growth. The kind that supports the team, makes space for innovation, and frees up time for the parts of the business only humans can do - the thinking, the care, the relationships.

Because at the end of the day, a beautiful business isn’t just about numbers. It’s one where the team thrive, clients feel seen, and every decision reflects a genuine care for people.

Curious to hear more about the people-first approach? Explore the importance of human leadership in creating workplaces where people genuinely thrive in this episode of the Beautiful Business Podcast of the Beautiful Business Podcast with Kelly Goodship.