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Building a Beautiful Business

In this fast-moving, digital world, many businesses focus on short-term results driven solely by return on investment at the expense of their people, their customers, and even themselves.

We believe there is another way.

We believe that business can be beautiful. We believe that doing the right thing gets results. We believe that having a clear purpose and standing up for what you believe in is the secret to building a beautiful, sustainable business – something to be really proud of. It can also be a huge amount of fun.

What is a beautiful business?

Beautiful business isn’t an abstract concept. Beautiful business is a real, actionable and proven way of thriving in the business world. What’s beautiful to me might not be beautiful to you though; you decide.

We naturally gravitate towards working with businesses with soul; businesses that are at the centre of enriching, human experiences. Our mission is to make it easy for people to build beautiful businesses.

Beautiful businesses are…

Beautiful by design

Beauty doesn’t happen by chance; it happens by design.


Even the most technologically-advanced, automated businesses are still people businesses at their core.


Beautiful businesses are built to last; taking a long-term view, resisting the temptations of shortcuts, however alluring the shortcut may be.

Driven by purpose

An authentic purpose can override the need for complex management structures and behaviours.


Make it remarkable. Stand out. What is it you do that someone is going to tell one other person about? What do you want to be famous for?

Leading a beautiful business in uncertain times

Despite the uncertainty caused by Coronavirus, there are still many ways your business can thrive. We’ve created 11 strategies to help you lead your business through the coming months. This is based on our experience of working with hundreds of businesses over the years and observing what the most successful ones do differently in challenging times.

A great place to start is with your team. As Peter Drucker famously pointed out – culture will eat strategy for breakfast – and this is even more true when we’re living in uncertain times. Therefore, it’s important to engage your whole team in what you’re trying to achieve. Here are some tips that will help:

  • If you want to get your team to join you, you need to first let them know what you’re trying to achieve. Be transparent about the performance of the business and explain why you’re making the decisions you’re making. This article on Happy Talk vs Hard Talk might help.
  • Get your team’s input into what they think the business needs to do to be a beautiful business. Ask them what shape they’d like the business to be in by the end of the year. Ask them for their ideas for making things better (and do this regularly).
  • Review your meeting structure and frequency – especially if you’re all working remotely now. Are your meetings focused on helping you achieve your objectives, or are they just ticking boxes? How can you re-energise your daily, weekly, and monthly meetings with the team? Perhaps you could bring departments together to improve communication or ask people to prepare thoroughly before meetings to help everyone get more from them
  • Let each team member know how they can contribute to the success of the business. Set clear individual goals, aligned with your objectives. Does each person know whether they’ve had a good day or not? How do they measure it?

View our other tips

Why planning is an essential part of building a beautiful business

A lot of businesses make the mistake of starting from where they are now and work forwards, rather than thinking about where they want to end up and working back. Beautiful businesses begin with the end in mind.

  • What do you want your business to look like in three years? What will be fundamentally different to now? What will your business be known for? What type of clients will you be working with? What will they really value and how can you deliver that? What will your team look like, and how will you work together? Map out everything in as much detail as you can.
  • Next, write down your top three objectives for the rest of the year – what will put a big smile on your face if you achieve it by Christmas? Whilst there are lots of things that are outside of our control, what can you do for the rest of the year?
  • Once you have an idea of where you want to be at the end of 2020, think about the short-term situation, the next three months and on one page summarise:
  • Your strategy for the business in the next three months? (It may be simply to be in the best shape possible at the end of the crisis, it may be to have helped and supported all customers, it may be to be cash positive)
  • What’s your main objective with regards to your team?
  • What’s your main objective with regards to your customers?
  • What’s your main objective with regards to your services or products?
  • What’s your main objective with regards to your finances? 
  • What’s your main objective with regards to your sales?

This One Page Plan will help you do this.

What one thing could you do in the next week that would dramatically move you closer to your objectives? 

View our other tips

Want help building a beautiful business?

Making the switch to Wow has proved to be one of the best business decisions we’ve ever made. The transition from our old firm was seamless and as well as managing our day to day accounting, the ongoing strategic advice they provide is a vital part of our stability and expansion. Thanks guys!

James Cottons

We can help you do that. We’ll look at all the ways you can build a beautiful business. Book a chat with Rory.

The Truly Beautiful Business

Beautiful businesses are sustainably run. They care for the planet and create a better world for all of us to enjoy.

In his book on the success of the All Blacks, Legacy, James Kerr talks about the idea of planting trees you’ll never see grow. Build something that leaves a legacy, that creates an impact.

In 2019, Wow partnered with Offset Earth to create a Climate Positive Workforce, planting 600 trees a month to offset the carbon we produce. Click here to find out how you could do the same for your business.

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Why we believe this

Together, Peter and Paul founded The Wow Company in 2004. They believed accountants should be at the heart of building beautiful businesses. They set out to be the accountants you’ve always dreamed of.

The heartbeat of Wow has always been about great people working together. Over the years, we’ve built a team of smart, caring, passionate and fundamentally nice people. A team that loves helping people achieve their dreams and being part of the exciting journey of growing a business.

Our Manifesto

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