Why focusing on people, not profits, is key to company loyalty

People Matter—a phrase that has underscored my journey in business, first as the Group Director of a national physiotherapy group and now as an advisor, investor, and foundation chair. At every stage, I’ve found that the true measure of a company’s success often lies less in financial spreadsheets and more in the lives of its people. In the high-stakes world of corporate leadership, placing people above profits is often seen as counterintuitive, yet it’s a principle that pays dividends not only in financial gain but in loyalty, innovation, and a lasting legacy.

People-Centric Leadership as a Foundation for Success 

It’s tempting, especially in a competitive market, to focus on maximising profit margins, but in doing so, you risk overlooking the value of your most significant asset—your people. My mantra, People Matter, is more than a slogan; it is a practice I’ve seen work wonders, time and again.

Leading a national physiotherapy group, I witnessed how an intentional commitment to employees, patients, and the communities we served translated into not just a supportive workplace, but one that outperformed financially. When we devoted resources to mentoring staff, encouraging professional growth, and fostering a caring community, the ripple effect was palpable: enhanced client satisfaction, high staff retention, and, ultimately, greater profitability.

Notably, this approach didn’t just make us a more profitable business; it made us an organisation people were proud to be a part of. Employees who feel valued and seen will often go above and beyond in ways money can’t buy. They bring passion to their work, offer creative solutions, and are more inclined to stay through the inevitable ups and downs.

A Culture That Reflects Values 

Creating a culture where people matter is an ongoing process that requires a commitment to shared values. At Back In Motion, we sought to build a culture that prioritised empathy, support, and shared success. We regularly held team-building activities, encouraged open dialogue across all levels of the franchise network, and celebrated personal milestones—small gestures that reaffirmed our commitment to people beyond their roles.

This culture of inclusiveness and empathy led to extraordinary outcomes. Clients felt it when they walked through our doors, sensing the cohesion and positivity among the team. The dedication of our employees was also evident during the Covid19 pandemic, where the team’s loyalty helped us weather storms that might have devastated a company more focused on profits than people. We emerged stronger, with employees who took pride in being part of a resilient, values-driven organisation.

Lessons From Other Visionary Leaders 

This philosophy is not unique to my experience. Many globally recognised CEOs share similar perspectives. Richard Branson, a renowned advocate for people-centric leadership, often states, “Take care of your employees, and they’ll take care of your business.” Branson’s approach has consistently prioritised employee wellbeing, contributing to Virgin’s global success and iconic brand loyalty.

Similarly, Howard Schultz, former CEO of Starbucks, places a significant emphasis on employee welfare, famously saying, “Our mission to inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.” Schultz’s commitment to people-first leadership has been instrumental in making Starbucks one of the most beloved brands in the world, creating a dedicated workforce and customer base.

The Paradox of People Over Profit 

The benefits of focusing on people are numerous, yet it remains a paradox for many leaders, who assume that financial success and people-centric values are mutually exclusive. In fact, prioritising relationships can lead to an even stronger bottom line. At Back In Motion, for example, our commitment to people fostered an environment where everyone felt accountable for our success, ultimately resulting in increased productivity and patient loyalty.

When we focused on fostering connections—whether through internal mentorship, customer engagement, or community involvement—we created a business that attracted not just employees but long-term clients who valued our shared beliefs. Over time, these connections translated into a competitive advantage, as clients preferred to attend a practice where they felt valued and seen.

Building Loyalty That Lasts 

Beyond financial gain, a people-first approach builds loyalty that endures. While employees may join a company for a paycheque, they stay for a purpose. At my company, the ethos of People Matter was expressed in part through our SOS Health Foundation, attracting individuals who aligned with our mission and who were eager to contribute to improving the lives of disadvantaged indigenous Australians across the Top End and Far North Queensland.

As leaders, we often feel pressured to prioritise financial metrics. However, our lasting impact isn’t measured merely in profits, but in the lives we touch and the legacy we leave. By focusing on people, we don’t just create more fulfilling workplaces; we build companies capable of navigating adversity and thriving in the long term. Ultimately, as I’ve seen throughout my career and in the experiences of other leaders, people and relationships really do matter. It’s a strategy, a philosophy, and a sustainable approach to business success. The paradox is real: focusing on people will often yield financial results more remarkable than you’d ever achieve by focusing on profits alone.

Written by Jason T Smith.
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