Chat CFO
Chat CFO gives you insight from the people behind the numbers. Finance leaders who’ve had to make tough calls, rethink their role, and learn by doing.
You’ll hear directly from the CFOs, COOs, and CEOs behind some of the most meaningful business decisions in recent years. Listen to honest conversations from leaders about what worked, what didn't, and what it really takes to lead when it matters most.
The Chat CFO podcast will help you to learn:
- How modern CFOs are adapting to AI, regulation, and risk
- Why culture, sustainability, and global growth sit firmly in the finance seat
- The impact of the personal decisions and turning points that shaped lasting careers
If you’re a CFO, a future CEO, or a finance leader who’s thinking bigger, Chat CFO gives you the thinking, the scars, and the clarity to move forward with purpose.
Bold Moves. Big Impact.
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Chat CFO
The secrets of surviving leadership chaos with Shonagh Primrose, COO at Wylde Market
What happens when a bold COO questions how conscious consumerism really works?
In this episode, Shonagh Primrose, Chief Operating Officer at Wylde Market, rips apart the rules of growth and reveals how to build a purpose-led platform without bowing to the noisy short-term pressures of venture investors.
We get into:
🌱 Why slow commerce might be the most radical growth strategy yet
âš¡ The tough trade-offs every COO faces in the fight between mission and margin
🧩 How to build brand trust in a world wired for instant gratification
💥 The surprising power of friction in a customer experience
If you’re wrestling with how to scale a values-led business or simply want a behind-the-scenes look at the hard choices no one talks about, this conversation is honest, human, and worth every minute.
🎧 Tune in and tell us: Would you choose slower, sustainable growth if it meant protecting your values?
Discover more in this episode:
00:00 - Introduction & background
03:08 - Insights from Shonagh's experience
06:02 - The role of coaching and mentorship
09:04 - Understanding coaching vs mentorship vs therapy
11:47 - Creating safe spaces for difficult conversations
14:59 - The importance of different perspectives
17:55 - Balancing vulnerability and tough decisions in leadership
30:50 - Hiring for diversity fit
37:33 - Navigating different organisational sizes
43:35 - Career strategies for new graduates
50:58 - The importance of networking
55:50 - Career planning and flexibility
