Fiona Campbell Arrand is a leadership coach, trainer, and author whose journey began with a deeply personal experience of workplace bullying and evolved into a decades-long commitment to helping people lead with clarity, compassion, and trust. Featured on Humans of Fuzia, Fiona’s story resonates strongly with our 5M+ global community of women and allies who believe in She for She and He for She—because her work reminds us that when leadership is human-centered, everyone thrives.
Q&A
What inspired you to start your entrepreneurial journey?
Being bullied at work was the turning point for me. I saw managers who weren’t bad people—but who had never been taught how to handle people. That experience pushed me to study language, mindset, and behaviour, and eventually to start my own business in 2001. Since then, my focus has been on how language and mindset shape behaviour and leadership.
What challenges did you face while building your business, especially around marketing?
I started before the internet really existed. Back then, local advertising and word of mouth were enough. As the world changed, marketing became about visibility—writing, speaking, running workshops, and being interviewed. Today, it’s about consistently showing up and letting people know who you are and what you stand for.
What has been your proudest milestone so far?
Publishing my first book, Working With Trust. It’s launching in March, and I’m incredibly proud of it. I’m also launching a podcast around the same time. At this stage of life, putting my frameworks and thinking into the world feels very meaningful.
Tell us about your upcoming book and podcast.
The podcast, Working with Leaders and Coaches, is short and practical—10 to 20 minutes with clear takeaways on communication and leadership, plus occasional guest interviews.
The book introduces two new frameworks—the Trust Framework and the Circle Framework—alongside models I’ve developed over the years. It’s all about helping leaders build and sustain trust, especially as we move into an uncertain future shaped by AI and rapid change.
Do you work solo or with a team?
I work with an associate collaboration model. I don’t employ staff, but I work with trusted freelancers, VAs, and professional associates. It gives everyone freedom while allowing us to deliver high-quality work together.
How has your client journey evolved over the years?
It’s not about having more clients—it’s about having the right ones. Today, there are millions of people running businesses. What matters is understanding your specialty and recognising the value of your lived experience.
What are your thoughts on imposter syndrome?
There’s no medical condition called imposter syndrome. It’s a state created by self-criticism and comparison. Our brains are wired to focus on what’s wrong. The key is to change the internal dialogue—focus on what you do well and compare yourself only to who you were before.
What is your perspective on women in leadership today?
Leadership isn’t about gender—it’s about how you make people feel. There are brilliant and poor leaders of every gender. Confidence, trust, and competence matter far more than labels. The good news is that things are becoming more equal, especially with younger generations entering the workforce.
“Trust is the foundation of every relationship—when leaders get that right, everything else becomes possible.”
Connect with Fiona Campbell Arrand
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