People are the real strategy

When everything feels uncertain, people are the real strategy

Right now, things feel heavy for a lot of people. Budgets are tight. AI is changing the game, and the pace. Pressure is high.

And in moments like this, it’s tempting to focus on process. On optimisation. On what’s scalable and efficient. But when everything feels uncertain, people aren’t just part of the strategy — they are the strategy.

This isn’t soft thinking. It’s what holds companies together when the bottom line is shaky and change feels endless. The businesses that lead with care and clarity, especially under pressure, are the ones that build lasting trust. Inside and out.

Retailers getting it right

I’ve worked across the retail industry for years. And I still believe it’s one of the most people-powered sectors there is. Not every business gets it right. But the ones that do, well, you can feel it. 

• Aldi UK: where 20+ year careers are not the exception. Colleagues grow here and stay here because the culture is built on real care.
• The Perfume Shop: a business that leads from the front. You see the leadership walking the floor, listening, staying close to the work. Their high employee retention doesn’t happen by accident.
• Timpson: known for radical trust, yes, but also for what they do behind the scenes. And people like Paul Cowley, through his work with Iceland, are going even further to support ex-offenders in building a better life through employment.
• Lincolnshire Co-op: who consistently put their money where their mouth is when it comes to community. Not just words, but action, investment and presence.
• Primark Llanelli and HQ: supporting local families through their ‘Bring the Joy’ campaign, I loved that. Quiet care, delivered without fanfare. And more recently, all the work they’re doing to better serve neurodiverse and disabled customers.

These aren’t PR wins. These are real decisions that centre people, not just profit. And that shows up in performance, retention and brand trust.

Culture isn’t a perk. It’s an honest promise

Like most people, I’ve had moments in my career that taught me more than I expected...  not through success, but through disappointment.

Last year, I received some tough personal news. I needed support. I thought I was in a safe space, I’d bought into the values, the language, the sense of belonging. But when it really mattered, I was met with silence. I was gaslit. And ultimately, shut out.

Sadly, I know I’m not alone in this. Many of us learn the true nature of a culture not through the good times, but through the hard ones.

And that’s the thing about culture: it isn’t what’s written on the wall. It’s how people behave when things are difficult. It’s whether they stand with you or back away quietly.

Sometimes you don’t need fixing. You just need to be seen. And heard. And backed.

That’s leadership.
That’s culture.
That’s the part you can’t fake.

Authenticity can’t be outsourced

AI can do a lot. (I both love and fear it, like you do I suppose). It can generate copy, repurpose blogs, even replicate tone. But it can’t build trust. It can’t show compassion. It can’t replace the moment someone checks in with you, unprompted, because they noticed something was off.

Authenticity can’t be outsourced. And neither can integrity, presence or leadership. In a world where so much is automated, the human elements are what cut through. They’re what people remember.

What I care about now

Maybe it’s age, or experience. But these days, I’m not chasing shiny. I care about substance. You can call it authenticity, but I think we’re craving something deeper. Raw honesty. Quiet integrity. The kind you feel, not just read.

Leaders like Ebony Quow, Gethin Nadin, and Ellie Middleton continue to inspire me to ask better questions...  about who we are, what we stand for, and how we show up when it’s hard.

Ellie, in particular, has helped shine a light on the value of neurodiversity and the importance of creating space for all ways of being. We bring such different things to the table, and when we really embrace that, when we make room for difference instead of trying to smooth it out, the world is better for it.

These are the voices that have given me the confidence to embrace myself, to show up more honestly (and ultimately, more powerfully).

That’s what I look for now; in work, in partnerships, in people.
That’s what builds trust.
That’s what lasts.

How to read a culture beyond the copy

Polished values and well-written careers pages are one thing. But what does lived culture look like? If you’re trying to understand whether a company’s people-first messaging reflects reality, here are a few things to look for:

• Listen to how people talk about their colleagues. Is there genuine respect in the way they speak? Do they celebrate each other, or just the work?

• Notice who’s visible. Are different voices being heard, across levels, backgrounds, departments? Or is it all coming from the top?

• Ask about feedback. How is it shared? Is it welcomed, acted on, and two-way?

• Look at tenure patterns. Do people stay and grow? Or cycle in and out quickly?

• Check how they show up in hard moments. Are challenges acknowledged publicly, or glossed over? Transparency says a lot.

• Pay attention to leadership tone. Are leaders accessible and human, or overly polished? Often, tone sets the tone.

Culture isn’t about slogans. It’s about patterns.
And when you know what to look for, it becomes much easier to spot what’s real.