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
⚡ 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