This year, I’ve had the privilege of working with two remarkable women who are reshaping the conversation around disability: Dr Lucy Reynolds and Julia James, the founders of We Are All Disabled CIC (WAAD).
As a public speaker, academic researcher, disability rights advocate, and social entrepreneur, Lucy brings a powerful voice to the work WAAD delivers. Alongside her business partner Julia, together they have built a social enterprise that is challenging outdated narratives, shifting perspectives, and inspiring organisations to create inclusive cultural change.
At the heart of WAAD’s work is a bold mission: to disrupt the narrative around disability. Their training programmes, workshops and public speaking events are designed not simply to educate but to transform understanding.
Through their innovative ‘Disruptor Programme’, WAAD offers a truly unique Affirmative Approach to disability—an approach that views disability as a natural part of the human experience. It celebrates the strengths, insights and value disabled people bring to our communities, workplaces and wider society. This approach is something no other organisation offers, and it’s making a significant impact.
Supporting WAAD with strategy, structure and accountability
My work with Lucy and Julia has focused on helping them strengthen their marketing and sales strategy, build confidence with social media, and set meaningful, achievable business goals. As with many purpose-driven organisations, their vision is huge, and their passion is palpable. But turning that vision into a scalable, sustainable plan takes clarity, consistency and support.
This is where coaching, and in particular monthly accountability sessions, becomes invaluable.
These sessions help us break down the big ambitions into manageable steps and ensure continued momentum. Running a social enterprise can be intense. There are endless tasks, competing priorities and often limited resources. Having dedicated time each month to step back, reflect and plan gives space for strategic thinking rather than reactive decision-making.
And—importantlyit gives Lucy and Julia a supportive space where they can explore ideas, challenge assumptions and build confidence in their direction of travel.
The Power of an Outside Perspective
When asked what they valued most about coaching, Lucy said:
“We were attracted to coaching because it’s really useful having an outside perspective on what we are trying to achieve as a business. Sam challenged and encouraged us to move out of our comfort zone and take on new challenges, with monthly accountability sessions to keep us on track.”
That outside perspective is often what helps a business move from feeling stuck or overwhelmed to becoming grounded and focused. When you’re so deeply involved in your mission, it can be difficult to see the bigger picture, spot opportunities or identify barriers. Coaching gives you that extra level of insight and clarity.
Lucy also highlighted the added benefit of marketing support:
“It’s helpful to spend time on business strategy and with the added bonus of Sam’s marketing background we were able to develop our skills, especially when it comes to social media.”
Social media can feel daunting, but with structure, consistency and a clear message, it becomes one of the most powerful tools for a social enterprise—especially one championing a nationwide cultural shift.
Why accountability matters for social enterprises
Social enterprises often carry dual responsibilities, creating impact and ensuring commercial sustainability. That’s why accountability matters so much. When you’re busy doing the work, it’s easy for strategic tasks to slip to the bottom of the list: writing a marketing plan, contacting potential partners, planning content or developing new services.
Monthly accountability sessions ensure that these essential tasks don’t get forgotten. They provide focus, structure and motivation while helping leaders build resilience and confidence in growing their organisation.
For WAAD, this structure has supported them to take bold steps, expand their reach and strengthen their message as they continue to challenge perceptions and celebrate disability as a valuable part of the human experience.
Could your business benefit from coaching and accountability?
If Lucy and Julia’s experience resonates with you, coaching could be the support your business needs too. Whether you’re running a social enterprise, a growing start-up or a small business that needs clearer direction, coaching helps you stay focused, build confidence and achieve the goals you’ve been putting off.
Funded coaching
If your business is based in Newcastle or Northumberland, you may be eligible for 12 hours of fully funded coaching through the BIPC North East and the City Life Support Fund.
If you’d like to explore business coaching with monthly accountability sessions, get in touch, I’d love to support you in growing your business with clarity, confidence and momentum.