Episode 49 – How Culture becomes a Competitive Advantage

In Season Six of Doing the Opposite: Business Disruptors we’re turning the spotlight onto host of the podcast Jeff Dewing. Jeff is Founder and CEO of Cloudfm Group, keynote speaker, bestselling author, and a leader who rebuilt his life and company by doing the one thing most people fear: the opposite.

“There’s no such thing as work-life balance, there’s only life”. This episode explores how culture is the strongest competitive advantage a business has, but also how leaders must model the behaviour they expect.

We also discover the power of output over presenteeism and the clarity that makes autonomy work: no meetings before 10 or after three, school runs protected, and explicit trust to decide when work fits around family. Jeff walks through the moment productivity surged when teams stopped performing hours and started delivering outcomes. He shares why hiring for behaviours and values opens the door to more diverse thinking, stronger collaboration, and genuine equity.

Jeff also shares the tear-jerking story of how his company stepped up and helped a member of staff when it felt like their life was falling apart.

How do you really motivate your workforce? By providing fulfilment – the personal north star that keeps teams accountable, creative, and resilient.

In 2026 Cloudfm Group celebrates its 15^th anniversary. 

Find out more about Cloudfm here.