ProVeg
What should you do when your team is in the red but you still feel that certain results could be better? When ProVeg contacted us, they were really at their wits’ end. People were dropping out, results weren’t coming in, and there was a lot of frustration and confusion. What started as a request for interim help turned into a reimagined and efficient way of working together, driven from within. To this day, Aurélie continues to advise the ProVeg core team.
The customer
ProVeg International is an international organization dedicated to plant-based nutrition. By 2040, they aim to halve global consumption of animal products.
The question
Some time ago, ProVeg chose self-management as the foundation for the organization. Now they were wondering whether that was really the way to go was. There was a lot of stress—even new hires were dropping out—and they all felt stuck. Because the decision-making process was so difficult, ProVeg initially sought an interim manager. Together with Aurélie De Cock, they decided that coaching the organization would be a more sustainable solution than bringing in an interim manager. This would enable ProVeg to take ownership of its mission again in the future and ensure that hard work would once more lead to good results.
The impact:
Why is it so difficult? Why does the work feel so burdensome, and why does every attempt at change seem to fail? With these questions in mind, Aurélie took a deep dive into the company culture. Every person offers a window into the organization, so she spoke with everyone individually. Aurélie shared the insights that emerged from these conversations during an initial group session. This is often a moment that brings a great sense of relief—the first time a group truly acknowledges what’s going on.
In this case, there appeared to be, among other things, a taboo surrounding leadership, as well as a strong belief in the values of equality and kindness. The result: a heavy emphasis on consensus at the expense of a culture of feedback. That combination led to too many issues being swept under the rug, even though occasional conflict is necessary to move forward and to define boundaries. Better to have a genuine conversation than artificial harmony.
After that first exciting session, it was time for concrete actions. Based on the mission and target audience, Aurélie mapped out the organization’s operations. Structures that no longer served their purposes were eliminated, teams were formed, and team leads (leaders!) were appointed. They now have the confidence to take the lead because they’ve been given an explicit mandate. Decision-making processes were clarified, the onboarding policy was improved, and feedback processes were established. After the deep dive, Aurélie primarily added a great deal of pragmatism to the talent ProVeg already had in-house.
The challenge
The ProVeg team certainly didn’t lack good intentions or respect. Strangely enough, it was precisely their kindness that stood in the way of their mission. Speaking this out loud brought about a positive change—one that was also hard for some to swallow. When roles and responsibilities are clarified after years, difficult issues also come to the surface. Acknowledging these issues and sometimes making difficult decisions is also part of ProVeg’s growth process.
The collaboration
Actually, Aurélie has been in love with the ProVeg team since day one. The respect and dedication that go hand in hand with that formed the basis for mutual trust. That trust is essential if you truly want someone to help you with your internal operations. The new managers also completed a leadership development program with Aurélie and remain in contact with her to this day for support and brainstorming sessions.
“I firmly believed that I could help them break the deadlock. But the trust the team placed in me also made me humble. That’s the best combination for a coach: humble and just a touch arrogant. ”
Three Tips from the Customer
- Don't wait too long to seek outside help if you're hitting a wall.
- Make sure the entire team is on board with this process.
- You're in for a wild ride!
“We clicked with Aurélie right away. She isn’t afraid to hit the nail on the head and helps us identify, recognize, and address patterns. She gave us “a loving kick in the ass,” and that gave us some breathing room again.”
Does this case appeal to you?
We'd be happy to listen to the specific needs of your organization. We'll come as a pair to listen to your request and make an initial proposal. Based on the feedback and further co-creation, we'll provide a final proposal.
