As business owners, we’re often encouraged to think about how we can give back, whether through charitable donations, community projects, or pro-bono work. But what happens when the spirit of giving and care we extend to clients doesn’t make its way into our own teams?
This disconnect is something I’ve observed repeatedly in many businesses. They excel at delivering value to their customers, but the people working within these organisations often don’t experience that same level of care or benefit. I’ve come to realise that for businesses to truly be a force for good, that good needs to start within. The positive impact you want to make outside your business should first be felt by your team.
Years ago, I worked with someone on my team, equipping them with skills they could use both in their role and beyond. Recently, they reached out to me, sharing how much those skills have positively impacted their life—not just in their job, but in their family as well. It was a powerful reminder that the most profound impact we make isn’t always with our clients, but with those we work with every day.
And yet, time and time again, I see businesses overlooking this crucial point. Team members are often treated as resources rather than people with aspirations and needs. If we want to lead businesses that are truly forces for good, we need to start by ensuring our own people are flourishing.
Here are four key principles to help you ensure that the good your business creates starts from within.
1. Invest in Your Team First
It’s tempting to focus all your efforts on client satisfaction, but your first responsibility should be to your team. They are the foundation upon which everything else is built. When your team feel valued, supported, and empowered, they are better equipped to deliver the kind of excellence your clients deserve. Providing them with opportunities to grow, learn new skills, and thrive in their roles doesn’t just benefit them—it elevates your entire business.
2. Create Value Beyond the Paycheck
Your team members aren’t just working for a salary—they’re investing their time, energy, and talents into your business. Ask yourself - what value are they gaining beyond their paycheck? Are they learning new skills, expanding their network, or growing as individuals? When you can offer more than just a financial reward, you’re creating an environment where people feel personally invested and motivated to contribute at a higher level.
3. Purpose Isn’t Just for Clients
Many businesses have a clear mission or purpose that drives how they serve their clients, but that purpose should also guide how you lead your team. Align your internal culture with the same values that fuel your external work. When your team is connected to a sense of purpose, knowing that their contributions matter both inside and outside the business, they’ll be more engaged, more passionate, and more committed to excellence.
4. Foster a Culture of Care
Care isn’t just something you show to clients—it should be embedded in how you treat your team every day. A culture of care means cultivating an environment where your team feels safe, supported, and valued. It means recognising their contributions, listening to their concerns, and creating opportunities for them to grow personally and professionally. When you do this, the ripple effect is undeniable—employees who feel cared for will naturally extend that care to your customers.
It’s easy to focus all our attention on making sure clients are happy and taken care of, but if we forget to apply that same effort internally, we’re missing a crucial part of what it means to be a force for good. By ensuring that your team is thriving and benefiting from the work they do, you’ll create a business that not only delivers value to clients but enriches the lives of everyone involved.
So, here’s my challenge for you - Reflect on how you’re leading your team and whether the good you’re doing for clients is being felt within your business. What can you do to make sure your team is the first to experience the positive impact you’re aiming to create?
Share your thoughts on how we can build fulfilling lives and businesses, starting from within.
