Catherine Armshaw

Founder & Managing Director @ Armshaw Associates

About

Most SMEs don’t have people problems. They have design problems. Not mindset. Not motivation. Not ‘culture’. The real issue is how work is set up to run: • How decisions move • Where ownership actually sits • How ideas live or die • How change really happens. That layer is almost never designed. Which is why so many fixes feel temporary - without touching the operating model producing them. Engagement, performance, retention and wellbeing are symptoms. The real issue sits underneath. That’s what my diagnostic is designed to surface. ________________________________________ I redesign how work actually operates inside modern SMEs. I work with Owners, CEOs and MDs (20-200 staff) who can feel something isn’t working - to fix it at the level that really matters: The design of the system itself. This changes how people think, decide and act - but not through training, pressure, or posters. By redesigning the conditions so better behaviour becomes the natural outcome. That’s what people-first, modern ways of working actually means. ________________________________________ After 20+ years inside complex change, transformation, organisational design and ways-of-working programmes, I kept seeing the same failures repeat. So, I stopped patching broken models and built a new one. ________________________________________ The tools I’ve built • PEOPLE Principles™ A practical framework for diagnosing and redesigning how work actually operates. • Living Change Model™ A modern operating model that makes adaptation, ownership and improvement BAU. • Coffee Huddle™ A practical conversation rhythm that embeds people-led change into everyday work. • Diagnostics & Tools Ways for owners to see what’s quietly breaking inside their business before it becomes expensive. Most people don’t start by working with me directly. They start with the tools. That’s intentional. ________________________________________ If your business feels heavier, slower, or harder to run than it should be - that’s not a leadership flaw. It’s a design problem. And design problems have design solutions. ________________________________________ If this fits where you are: 👉 DM me the word: DESIGN I’ll point you to the right starting place. Book + Movement My forthcoming book: ‘Storm in a Teacup’ Why today’s workplace problems were always there - just ignored. Rehumanise Work I’m also behind Rehumanise Work - a wider movement calling for people-first, trust-led, ownership-driven ways of working that actually function in the modern world. www. armshawassociates.com 📩 hello@armshawassociates.com

Country

United Kingdom

City

Urmston

Industry

Management Consulting

Skill

Working with Investors, Investment Properties, property development, Leadership Development, Strategic Consulting, Management Consulting, Executive Coaching, Collaborative Problem Solving, Corporate Communications, Internal Communications, Stakeholder Engagement, Healthcare, Engagement, Marketing Communications, Marketing Strategy, Promotions, Budgeting, Media Relations, Event Management, Strategic Communications

Experience

Founder & Managing Director

Armshaw Associates

2006-1 - Present · 20 yrs 9 mos

Manchester, England, United Kingdom

I’ve spent over 20 years inside complex organisations, working on change, engagement, and performance - from national government and NHS transformation programmes to SME leadership and hybrid working challenges. What I saw repeat, everywhere: • Culture treated as an afterthought • Communication done to people, not with them • Dysfunction hidden by politeness • Big strategies with no traction • Change treated as disruption instead of daily reality. Hybrid didn’t cause these problems. It exposed them. Today, through Armshaw Associates, I design and build practical tools that help SME owners and MDs (20–200 staff) see what’s quietly not working - and redesign how work actually operates. That includes: • The PEOPLE Principles™ – a framework for diagnosing and redesigning how work actually runs • The Living Change Model™ – a modern operating model where adaptation and improvement become business-as-usual • Coffee Huddle™ – a simple, repeatable conversation system that embeds change into daily work • Targeted diagnostics and rebuild pathways – based on what a business actually needs. This is not surface-level culture work. It’s inside-the-system redesign - focused on how decisions, ownership, momentum, and performance actually function day to day.

Property Investor & Developer with a conscience

CJW Property Developments Limited

2021-7 - Present · 5 yrs 3 mos

Manchester, England, United Kingdom

At CJW we believe in thinking differently and challenging the status quo. We believe that more sustainable property development is possible, and we want to disrupt current thinking and behaviours to turn this into the ‘norm’. We are on a mission to help deliver modern, sustainably built and health enhancing homes across Cheshire and Greater Manchester. And at the same time, help to protect the environment for future generations to come. We create beautifully designed, more environmentally friendly and energy efficient, ‘people-focused’ properties. Properties that provide a contemporary and relaxing haven to suit today’s lifestyles, which also foster healthy living, and put family and community at the heart of everything. We work with cash investors to buy and enhance properties, then refinance and pay back our investors, alongside uplifted investment returns - creating a win-win scenario for everyone. If you share my passion for social change and you want to learn more about how you could become a cash investor, please get in touch. DM me, it would be great to chat over a coffee. Telephone: 07739883667 Email: catherine@cjwpropertydevelopments.com

Communications Specialist

Central Manchester University Hospitals NHS Foundation Trust

2003 - 2008 · 5 yrs

Trafford, Manchester

Worked with the Executive team and Board of Directors to established the internal and external communications department across the two multi-locational organisations. Collaborated with government communications colleagues at No.10 Downing Street to develop the national media grid. Supported the Department of Health and Health Ministers on national campaigns and well-being initiatives, including promoting the 'No Smoking' message on national 'No Smoking Day' alongside the Minister for Health. Supported national Leaders, including the CEO of the NHS in Whitehall at a media briefing breakfast meeting.

Sales & Marketing Specialist

Manchester City Council

2002 - 2003 · 1 yr

Manchester, United Kingdom

Supported the management of high-profile national and international guests and events at Manchester Town Hall during the 2002 Commonwealth Games. Enhanced the sales and marketing functions for all G/M Local Authority owned conference and wedding venues across the city, achieving a 100% weekend wedding occupancy rate. Managed the development and launch of the new a commercial 'NJOY' retail catering brand and outlet within Manchester Town Hall.

Business Development Specialist

Drinnans of Northenden

1997 - 2002 · 5 yrs

Northenden, Manchester

Collaborated with the family Business Owners to successfully expand their retail store portfolio across multiple locations in Greater Manchester. Implemented strategic business development initiatives to drive growth and increase market presence for the family businesses. Utilised strong negotiation skills to secure partnerships with local traders and Local Authority Councilors to secure European funding to enhance the retail district and drive a significant increase in trade and revenue growth.