A TAB UK insight inspired by TABcast with Ali Carruthers, Managing Director of Purple Pebble People and Founder of Kindness &Co. Hosted by Simon Banks from TAB Wakefield.
Kindness is not weakness. In fact, when used effectively in leadership, kindness can become one of the most powerful drivers of business performance, innovation, and culture.
In the final episode of the current TABcast series, TAB host Simon Banks sits down with Ali Carruthers, Managing Director of Purple Pebble People and Founder of Kindness &Co. Their conversation sheds light on how leaders can build stronger, more resilient organisations by embracing kindness, vulnerability and psychological safety.
Whether you're planning an exit strategy, nurturing your next generation of leaders, or simply trying to boost team morale—this episode is a must-listen. Here’s a deeper look at the ideas shared, and how kindness could transform your workplace.
What Does Kindness in Business Really Mean?
Kindness, as Ali explains, isn’t about being “soft.” It’s about creating environments where people feel safe to speak up, contribute ideas and take risks—without fear of negative consequences. That concept, known as psychological safety, is crucial for high-performing teams.
“Kindness isn’t passive. It’s about thinking of the other person in the moment, even when offering challenge.”
– Ali Carruthers
When kindness is embedded into leadership behaviours, it supports open communication, boosts engagement, and encourages creativity. It also builds trust, which Ali argues is the currency of effective leadership.
In contrast, workplaces that lack kindness often fall into defensive, siloed behaviour. Innovation stalls, staff turnover increases, and leaders find themselves constantly firefighting instead of moving forward.
Toxic Cultures vs. Kind Cultures: A Real-World Lesson
Ali shares a powerful story from earlier in her career: after the company she worked for was acquired, a new leader introduced “ruthlessness” as a core value. The focus shifted entirely to profit and performance at the expense of people.
The result? A mass exodus. Ali resigned—and so did four other directors that same week.
Employees, she notes, are loyal not to logos, but to culture. If leaders ignore values in favour of short-term wins, they risk losing their best people.
“Where kindness is present, trust follows. And where there’s trust, people will take risks with you, stretch themselves, and stand by you when you lead change.”
Coaching: A Catalyst for Cultural Change
Ali now helps businesses develop value-driven leadership cultures through Purple Pebble People. Her team provides leadership coaching, cultural audits and team development programmes that support sustainable growth.
Coaching, she explains, is especially powerful during:
- Leadership transitions
- Exit planning and preparing senior teams for succession
- Mergers and acquisitions, where cultural integration is essential
- Toxic culture recovery, where old regimes have left employees disengaged or fearful
- Retention improves when employees feel valued
- Engagement rises when people are invited to contribute meaningfully
- Mental health is supported through emotionally intelligent leadership
- Business readiness improves when leaders are developed for succession or exit
For more on how coaching can help your team evolve, explore TAB’s business coaching services and peer boards.
Why Kindness Isn’t Just “Nice to Have”
Research shows that kind leaders create better performing organisations. Why?
Kindness is not a leadership style—it’s a strategic approach to people, relationships and long-term success. And in an era where purpose-led business is rising in importance, it’s more relevant than ever.
"Kindness gives you a chemical boost—dopamine and oxytocin are released when you help someone. It’s good for business and it’s good for the brain."
– Ali Carruthers
How Business Owners Can Lead with Kindness
If you're a business owner or senior leader wondering how to bring more kindness into your workplace, here are five actionable steps:
- Audit your culture. What behaviours are rewarded? Where is there fear, silence, or mistrust?
- Start small. As Brené Brown suggests, build trust with consistent, human connection—“drop marbles in the jar” through small, intentional actions.
- Offer coaching. Support your managers with coaching to develop emotional intelligence and leadership identity.
- Encourage vulnerability. When leaders are honest about challenges, they create space for others to do the same.
- Model kindness yourself. Show appreciation, give feedback constructively, and listen deeply.
You can also read our latest insight on Company Culture: Definition and Examples to take the next step in building a more values-aligned workplace.
Kindness Is Good Business
At TAB, we believe in helping business owners improve their business for a better life. As this podcast episode reminds us, a better business is often one built on better relationships—and those relationships thrive when kindness is part of the foundation.
Whether you're preparing your business for exit planning, developing a future leadership pipeline, or recovering from cultural misalignment, kindness is more than a buzzword. It’s a strategy, a differentiator, and a reason for people to stay and grow with you.
