Founder of New Zealand-based Libertine Blends, Jacqui Wales found clarity in her coaching relationship with Jennifer Clamp, with Aata, as she made the decision to sell her organic tea business and grow her career in operations.

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Client Case Study: Jacqui Wales, Libertine Blends

Coaching Contract: Since March 2019 and ongoing, Jacqui Wales meets with Jennifer Clamp every 4-5 weeks for 90 minute sessions.

Why did you choose to embark on business coaching?

I knew that it was time for a transition, and that I would need support through it. After moving to London in January 2018, I didn’t have immediate access to an entrepreneurial community like I’d had in New Zealand, so I thought it would be a good idea to get professional support.

I’d been running Libertine Blends, based in New Zealand with a team of three employees, from London alongside my full-time job at Xero - and I was missing what had been my original joys in the venture; such as engagement with customers and suppliers.

I was more sure of myself, because we’d worked through the big questions that needed answering.

Jennifer helped me find clarity, to realise I adored my role in operations at Xero and found fulfilment within it, but was no longer experiencing that original joy with my own venture, which I’d started in 2013 for the creative and commercial challenge. I needed the help of a coach to help me to sell Libertine Blends, so I could focus on stepping into a larger role at Xero.

Jennifer helped by challenging and questioning around what I was choosing to do and helped me articulate it to other people; potentially tricky conversations were smoother because I’d been able to prepare answers. I was more sure of myself, because we’d worked through the big questions that needed answering.

When I sold Libertine Blends in September 2020, Jennifer helped me manage the way I felt about it - it was so helpful to be coached through my emotional attachment to the business, and then to celebrate it and realise my achievements, to acknowledge the courage it took to grow and sell a business.

What's it like working with Jennifer? How would you describe her coaching style?

Jennifer seems to adapt to the people that she coaches - and because of my personality, I can tell that she manages me very gently - and is very thoughtful in the way that she encourages me to think about matters. She’s very nuanced!

We pick one thing at a time to focus on and deep dive into. Her style reminds me almost like that of a secondary school teacher; she’s genuinely interested in your wellbeing, knows what you’re capable of and isn’t about to let you cut corners! She’s not a cut-throat person, but she doesn’t baby you either - she’s very measured and has huge emotional intelligence.

Jennifer's a nuanced and adaptable coach. She’s very measured and has huge emotional intelligence.

What has been the most valuable exercise you’ve done in a session?

When COVID-19 hit, Jennifer led me through scenario planning; we picked three possible outcomes of the crisis and worked through them. This was just at the onset, New Zealand hadn’t even gone into lockdown by this point - but it was so valuable because it was practical. I left the session with so much confidence - I had done the work already, and had only to pick the right plan for the right time and execute it, it was supremely comforting.

What changes have you noticed in yourself over the course of your work together?

I am much better at making decisions now - and the impact of that for my business was that I burned less time thinking about the same thing over and over, and inevitably this meant things happened more quickly.

Interestingly, I’m also much more confident at relying on my instincts. Working with Jennifer has helped me realise that this is completely acceptable, she sometimes says to me that within a small business “your feelings are data points too.”

Jennifer gave me the confidence to promote myself and my work more within my role at Xero and to put my hand up for bigger projects. Moving forward, she’s helping me to utilise and value my existing skill set, to identify where I want to be and when to ask for help.

How did the coaching experience differ from or meet your original expectations of it?

The coaching experience exceeded my expectations because I didn’t realise how much thinking and psychology Jennifer would bring to sessions to help me understand how to move through tricky areas. She has a lot of practical knowledge around why people behave like they do.

I remember a time in which I was very upset about something which had happened at work which was getting in my way, and Jennifer helped me to understand why I was having that strong response - and from then on it didn’t bother me anymore, because I understood it.

It’s a real balance of practical advice and emotional guidance.

How do you measure 'success' as an outcome of coaching?

I can measure that the sessions have been successful because the outcome matched the goals we set together; through the coaching I realised I wanted to sell my business, and so this became the goal.

Even with COVID-19 in the picture, I managed to sell my business at a value I was really happy with, and that was really down to being able to work with Jennifer to set myself up right for that situation.

Who would you recommend Jennifer's coaching for, and why?

People with ambition and dreams who would benefit from encouragement and support to fulfil them. I also think you need to have a little emotional maturity to really appreciate the maturity which Jennifer brings - I think people with a good degree of self-awareness.

Client Case Study: Jacqui Wales