lessons from liz earle mbe

Lessons With Liz Earle | Why values-based decision making is the way to grow your business

Last week, I was fortunate to be at an audience with Liz Earle MBE, best known for her international skincare brand, her wellbeing empire and as a best-selling author and television broadcaster {she’s not done much really…}.
Liz shared so many nuggets of wisdom, but a few really stood out for me as they completely resonated with my values and everything I stand for as a CEO.
{{If you’ve not read about my values and how I roll, then take a detour over here}}




The first lesson was all about sustainability. As I did my degree in Sustainable Development this is a value that is very close to my heart, and I know it is central to the Liz Earle brand too. Not just in terms of product ethics in her eponymous beauty brand, but it is also key to her Wellness empire.
So what gems did Liz share on this and how can you apply it to your business?
Firstly, build your business with the long-term view in mind. Don’t rush ahead and get swept away with the next shiny new object – don’t build your house on sand. In other words, build your business slowly and build it strong.
Liz admitted how difficult this can be at times, however she now tries to live by the mantra:


“If it has to be now, it has to be no.”


I loved this and I think it is so important to build strong foundations for your business if you want to see sustainable growth.
Liz also shared the importance of building a strong team who were just as motivated as she was to grow the business.
This is something I think a lot of entrepreneurs overlook as you can sometimes get caught up in your own emotional attachment to the business and feel like everyone else should be too. But remember, if all goes to plan, as CEO you stand to be heavily financially rewarded for the work you do in the long-term, if you want to foster the same passion in your team, they have to be motivated too.
What I really love about Liz Earle’s story, is that the beauty business was completely self-funded, but her management team were all given shares in the business, meaning that when it came to selling the business, the whole team were motivated to get the best deal.
This approach to business is one I’ve done a lot of studying on over the last 10 years and I’m a huge fan of a co-operative, partnership business model. I think it is an integral part of building a sustainable business, A) because it’s nice to be in something with a team and I believe it’s right to reward your team for their work and B) because it is a great way to ensure team loyalty and it makes savvy business-sense to recruit the best and then keep them.




Being empathetic to situations can sometimes feel like a double-edged sword. On one-hand you want to be understanding and can completely relate to the emotional side of things, and on the other, you don’t want to be a push-over. This is something that I too struggle with as an entrepreneur as I am naturally a very empathetic person. I was delighted when Liz shared that she always puts empathy at the forefront of decision-making and that this is key not only to building loyalty amongst customers but also amongst your team. By putting empathy at the centre of everything, you will spend more time chasing happy customers than profit – and if you do, the money will follow.




The final lesson Liz discussed was the importance of maintaining your own wellness as an entrepreneur and learning to look after yourself.
As someone who is dead against the notion of “always being on”, I did an inner happy dance when she said this! I could not agree more as I have learnt first hand the impact not looking after yourself can have – it wasn’t pretty and I lost my hair to stress-related alopecia – not recommended!
Ultimately – nothing beats sleep.
I hope you enjoyed Liz’s Lessons as much as much as I did and you found this post valuable. If you did, let me know in the comments or over on Facebook. 
If you want to find out more about Liz Earle and her work please visit the links below:
Liz Earle Wellbeing : https://lizearlewellbeing.com/
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