women in business 25


Edmunds leads from the front in driving culture change


As founder and CEO of business development specialist Clarify, and a mum of four, it would be easy to label Claire Edmunds with the 'superwoman' tag, writes Alison Dewar of The Business Magazine


To do so however, would be a mistake as she believes there is no such thing. She simply says that women like her are trying hard to make the best of the set of circumstances they find themselves in.


Edmunds is an undoubted champion of women in business – Clarify is a sponsor of this year’s Women in Business Awards and she is a winner of several such titles – but she also takes a very pragmatic approach.


She set up Clarify in 2003 after spotting a gap in the market for a business development capability which would help B2B sales organisations deliver predictable revenue and create transformational change.


“I was really passionate about the business opportunity and, since my first baby was just a couple of months old, I thought that by starting my own company there would be a degree of flexibility in managing my career and motherhood,” she said.


“Of course, it doesn’t always work like that and there have been times when it has been a struggle to keep the right balance. Running a business is hugely demanding, all consuming at times, and yet my priority is always being there for my children, something I want them to take for granted.”


Although Edmunds recognises that being her own boss has allowed her to react quickly to family situations, it hasn’t been easy.


“You have to accept that if not managed properly being a mum could hold the business back because you have this other set up that you are trying to manage alongside the company,” she continued.


“I took a very short maternity leave, I worked shorter days and took the children into the office when they were very young.


“It was either a case of not seeing them or taking them with me, but I wouldn’t want any of my employees to be under that pressure to come back, because I don’t think it’s right and that’s why the superwoman label is such a silly one.


“Very often, women are faced with the conflicting priorities of career and motherhood and you can feel as if you’re not doing enough for either of them. Running your own company adds to that pressure because it is so personal; you care deeply about your people and your customers and doing the right things for everyone.”


She says balancing the two takes a “lot of effort and understanding” by everyone


THE BUSINESS MAGAZINE – THAMES VALLEY – MAY 2016


'We shouldn’t only be looking at those women who are young and successful, we should be recognising people who are championing change for the better, breaking new ground and doing things differently'


involved and hopes those principles are embedded in the Clarify culture, allowing staff to be flexible if childcare priorities prevail and bringing their whole selves to work


“As a professional services company, some roles we do are quite difficult to manage in a flexible or part-time capacity and so we have to work harder as a business to meet the expectations and changing needs of our team.


“You have to create flexibility. Everyone has busy lives and most families don’t exist on one income, so as an employer you have to think that way,” she added.


“That’s why it is so important to have women in senior roles. Companies need that understanding of family and the female psyche. I also believe you get more out of women if you stretch and push them, and give them plenty of opportunity to contribute. Their juggling needs to be worth it.”


Talking about the Women in Business Awards – Clarify is sponsoring the Rising Star category – Edmunds says there is a different feel this year and makes the point that she wants to see entries from women who are making an impact at any stage of their career.


“We shouldn’t only be looking at those women who are young and successful, we should be recognising people who are championing change for the better, breaking new ground and doing things differently.


Claire Edmunds


“We want to reward organisations that are doing things to help nurture the talent they have, driving culture change and inclusivity, and working hard to get the balance right. It’s also about diversity of relationships and working practices, getting people to think “if I hire this person, I will have to find a different way of working with them and they will bring fresh perspectives to the business“.


“I think we are in danger of thinking women in business is about equality, but to me it is about equality of choice, creating a business culture that allows people to do what they believe is right for them, their family and their career; making the best of that mix,” she concluded.


For more details on the awards, visit: www.womeninbusiness.biz


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IN BUSINESS 2016


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