I'm Amanda (and together with my husband Simon) I run Northern Value Creators, based in Sheffield yet working across the north of England (and further via remote coaching). From the start, we've focussed on coaching and training for leaders in technical or professional services, in short, helping people become as confident managing others as they are solving technical problems.
Our core offers include:
We work with leaders and teams who want to lead with their values, improve relationships, navigate resistance, and embed real change, not just superficial fixes.
Before launching this business, I spent years in tech, digital transformation, and leadership roles. Along the way I observed that many technically gifted people were promoted into leadership roles without any training in people skills. The result? Teams suffered, leaders felt lonely, conversations went awry, conflict got avoided or exploded.
Simon and I believed that technology leadership would be far stronger if leadership and relational skills were held equal to technical skills. So in 2016 we founded Northern Value Creators to champion human-centred leadership, supporting people through coaching, training and consulting.
We chose the name "Value Creators" because we believe that leadership is about bringing value to people, teams and organisations, not just delivering features or hitting metrics.
We started very modestly. In the early days I (Amanda) was training as a professional coach and took on a few practice clients. Through Simon's network in the tech sector I was able to pilot coaching with real teams.
One of my very first paid assignments came from Hive IT (a Sheffield firm), delivered under Simon's introduction. That first "real invoice" is something I still remember.
One challenge was credibility. People in technical roles often questioned whether coaching was relevant. I dealt with that by showing case studies, inviting leaders to try short pilot sessions, and letting results speak.
Another was content: ensuring our training and toolkits were practical, usable, not "fluffy". So we invested time creating Conversation Engineering Tools, short, applicable guides on 1:1s, meetings, hearing from all voices, resolving tricky conversations.
We also had to build a content and insights pipeline (blogs, fortnightly newsletter "Get The Juice") so potential clients would see our philosophy and depth.
Over time, we moved beyond Sheffield to work with tech organisations across the north of England and beyond (remote work helps that reach).
We became an Associate Sponsor of Sheffield Digital, to give back to the local tech community and raise our profile there.
We published toolkits and insights on managing conversations, hearing from everyone, "how to be understood first time" and similar practical topics.
For example on Product Agility to discuss leadership, communication, toxic culture, and neurodiversity in tech.
Word-of-mouth in tech networks has been invaluable.
Engagement in local tech communities (Sheffield Digital) helps us stay visible where our clients live.
Don't rush to scale too fast. Early on, focus on delivering value and collecting feedback. Content is your lifeblood. Sharing real insights (toolkits, posts, podcasts) helps people find you and see your approach. Align with communities. Becoming part of local tech or leadership networks amplifies your credibility. Be ready to manage imposter syndrome. I often catch myself thinking "who am I to coach a CTO?" but the value comes from guiding, reflecting, enabling. Let your clients help you evolve, adapt your offerings based on what real teams struggle with, rather than sticking rigidly to your initial idea.
If I were starting again today, I’d invest earlier in a structured referral or ambassador programme to build organic momentum from the start. I’d document more client case studies early, focusing on clear before-and-after metrics to show tangible results. I’d also create more modular micro-offers, like short workshops or audit sessions, to lower the barrier for new clients. Finally, I’d experiment sooner with group or cohort-based coaching to scale impact more efficiently.
In the coming years I plan to:
We focus on coaching leaders within technical or professional services. Our expertise lies in helping people who are brilliant at their technical jobs become just as confident and effective when it comes to managing and leading their teams.
Our approach is built on a few key principles. We have direct experience in technical fields, so we understand your context. Our methods are grounded in the neuroscience of change, not just abstract theory. We provide practical 'Conversation Engineering' tools for real-world challenges like difficult conversations and effective 1:1s. Above all, we place human values, psychological safety, and trust at the core of our work.
While we are based in Sheffield, we work with leaders and teams all across the north of England. We also offer remote coaching, which allows us to support clients regardless of their location, extending our reach even further.
These are our practical, no-fluff toolkits designed to help you with day-to-day leadership communication. They are short, applicable guides that cover essential skills like running better 1:1s, managing difficult conversations, and ensuring every voice on your team is heard.
Finding the right coach is a personal decision. Using trusted directories that vet their members, like the one here on Fearless, can be a great way to connect with high-quality coaches who align with your specific needs and values.