Transforming Lives and Business with Howard Trotter of Shelforce

In this powerful episode of The Human CEO Podcast, host Amy sits down with Howard Trotter, Business Manager at Shelforce, to share an extraordinary story of resilience, transformation, and inclusion. Shelforce, a company established in 1839 and part of Birmingham City Council, employs a workforce where 75% of team members have disabilities. Under Howard’s leadership since 2013, the business has gone from financial distress to becoming a thriving, award-winning enterprise with an annual turnover of £8.9 million and a profit exceeding £1 million.

Key Insights from the Episode:

• Transforming Perceptions: Shelforce overcame negative assumptions about employing people with disabilities by focusing on quality, efficiency, and fostering a culture of empowerment.
• A Winning Culture: Howard highlights the steps he took to revitalize Shelforce, including introducing lean manufacturing practices, improving profit and loss visibility, and fostering a culture of collaboration and accountability.
• Leadership Through Inclusion: Shelforce’s hiring process challenges traditional methods by prioritizing paid work experience over interviews, creating opportunities for individuals with diverse abilities to succeed.
• Award-Winning Impact: From the Greater Birmingham Chamber of Commerce Business of the Year to the King’s Award for Enterprise, Shelforce’s achievements reflect its resilience and commitment to excellence.
• The Power of Vulnerability: Howard shares how open communication, trust, and teamwork have built a family-like culture, enabling the business and its people to thrive together.

Recommended Resources:

• Book: Improving Business by Sid Johnson – A practical guide for leaders on managing people and driving business growth. Howard credits this book for shaping his leadership approach. Find the book here.
• Podcast Inspiration: Howard also draws leadership lessons from Andy Farrell, head coach of the Irish rugby team, who emphasizes family, culture, and understanding individual strengths to build a world-class team.

Memorable Moments:

• Howard’s reflection on winning the King’s Award for Enterprise and the life-changing impact it had on his team’s confidence and morale.
• Stories of resilience, including Shelforce’s journey from a £1.8 million loss to sustained profitability.
• Howard’s bold approach to leadership, including his challenge to the workforce to define their identity: "Are we a factory that employs disabled people or a factory that manufactures quality products?"

Why This Episode Matters:

Howard’s story is a testament to the power of inclusive leadership and what happens when businesses focus on their greatest asset—their people. This episode offers valuable lessons for leaders looking to drive transformation, create meaningful opportunities, and build a legacy of impact.

Connect with Shelforce:

• Website: Shelforce
• Social Media: Follow Shelforce on LinkedIn.

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