Bringing Humanity into Leadership: How Values-Driven Leaders Deliver Sustainable Success
By Helen Wada with Jason Cotta
Rethinking Leadership: Integrating Humanity with Commercial Ambition
In a thought-provoking episode of the Human Wise Podcast, I was joined by Jason Cotta, the newly appointed Group CEO of Arcturus Group—operators of the much-loved Pho, Rosa’s Thai, and Mowgli brands. With decades of commercial experience at the helm of brands like Costa Coffee, Travelodge, Tesco, TGI Fridays, Itsu, and Ole and Steen, Jason brings not just operational expertise, but a human-centred philosophy that is shaping a new era in business leadership.
As the business landscape shifts towards a long-term value mindset, prioritising sustainability and well-being alongside profitability, we delved deep into what it means to lead with purpose, humility, and courage in today’s world.
Helen: “In today’s age, the human qualities—leadership, communication—are vitally important. These are the skills that, even within commercial pressures, become essential not just for career development, but for enabling others.”
The Power of an Unconventional Leadership Journey
Jason’s journey is a testament to the transformative potential of starting from the ground up. Leaving school at sixteen without formal qualifications, he worked his way up from the shop floor to boardroom leadership—an experience that has fundamentally shaped his views on humility, self-awareness, and leadership authenticity.
Jason: “I think I have an untypical background… I’ve kind of come up literally from the shop floor. And I think that teaches you an awful lot about yourself and how you retain that sense of self and what’s actually important when you come up through the ranks.”
This unique ascent has given Jason a clear-eyed perspective on the soul of great leadership—staying relentlessly true to yourself, regardless of title or challenge.
Helen: “Knowing yourself, knowing what you’re good at, and that leadership and communication—these are skills that actually become vitally important in today’s world, not only for your own career but as you develop others.”
Balancing Commercial Pressure with Humanity
A recurring theme in our conversation was the historical tension between ruthless commercial focus and genuine care for people. Too often, the two have been seen as mutually exclusive—yet Jason argues that meaningful, sustainable commercial success is only possible when values and humanity are embedded at every level.
Helen: “The laser-sharp commercial focus at one end… looking after our people at the other. There were a number of us that have given up quite a lot for that commercial focus. But we are getting to the point where we need to integrate these commercial principles with a focus on humanity.”
Jason was candid about past moments where commercial imperatives resulted in uncomfortable compromises:
Jason: “If I measure some of my past behaviour and decisions against this commercial drive I don’t like my decisions very much… You make decisions which are almost knowingly suboptimal for the long term—actively damaging in the short term at times—because you’re pursuing a number.”
He explained that true commercial value, especially in environments like private equity where short-term thinking has often prevailed, is actually unlocked through investment in people and culture:
Jason: “If you don’t factor the human in this, then you cannot possibly achieve the commercial outcome. You can achieve it in the short term, but if you’re in it for the long game, you have to be cognisant of the impact on people.”
Building Cultures of Trust: The Courage to Say ‘I Don’t Know’
A vital human quality Jason highlighted was the willingness to display vulnerability in leadership—particularly in moments of ambiguity and crisis.
Jason: “Just before we went into lockdown… people were worried, didn’t know what to do. And they looked to their leader. All I could promise was to make all of my decisions led by the values I have as a leader. I said, ‘I have absolutely no idea what’s going to happen next. But the first thing I’ll do is protect livelihoods, jobs, lives in the best way I can.’”
This simple honesty—admitting uncertainty—became a source of immense trust and stability. In today’s interconnected world, where transparency and authenticity are more valued than ever, these admissions foster lasting loyalty both with teams and with partners:
Jason: “Nothing builds trust like displaying vulnerability. And let’s face it, saying ‘I don’t know’ is definitely displaying vulnerability.”
Helen: “People are afraid to say, ‘I don’t know.’ But being honest, being comfortable with that, and committing to do your best—that’s what builds trust in relationships with teams or partners.”
From Transactional to Transformational: Creating Adult-Adult Relationships
One of my favourite takeaways was Jason’s advice on handling power dynamics and challenging relationships—whether in internal hierarchies or commercial negotiations:
Jason: “I’m always aware of the power I have. So I don’t need to be demanding because I already have the power. But when you run up against someone who doesn’t use their power well… it’s about having the courage of your convictions and your values, and behaving like an adult.”
We discussed the importance of stepping out of parent-child dynamics and insisting on ‘adult-adult’ conversations, regardless of the titles or hierarchies in play. Being courageous but also knowing your worth enables healthier, more effective collaborations:
Helen: “When you think about going into a negotiation, know who you are, know what your value is, and know when to pause. Silence, questions, sticking to your values—these put you in a position to have an honest, adult conversation.”
Leadership for the Next Generation: Mentorship, Inclusion, and Sustainable Growth
Jason expressed optimism about the next generation of leaders, noting their commitment to balance, well-being, and values-driven work. He challenged senior leaders to create cultures where people feel they want to do their best—not because they are told to, but because the environment inspires it:
Jason: “It’s about creating the culture in which people feel they can and want to do their best and don’t just do it because you tell them to.”
Mentorship and inclusion—the act of pulling others up and championing their growth—remain central to his leadership ethos.
Jason: “The most powerful and rewarding part of this job is the people you bring with you—the ones you lift up along the way. You have the power to give people a shot.”
Actionable Insights: Leading with humanity for sustainable success
Drawing on Jason’s insights, here are practical strategies for integrating a human-centred approach with commercial growth:
Know Yourself: Regularly reflect on your values and what motivates you as a leader.
Seek to Understand: Listen actively and be curious— to understand where others are coming from.
Be Courageous: Stand by your principles, even under pressure.
Lead with Consideration: Value every individual’s experience—compassion pays dividends.
Promote Adult-Adult Dialogue: Approach negotiations and disagreements from a base of mutual respect.
Invest in People: True commercial success is built on engaged, empowered teams.
Embrace Vulnerability: Say ‘I don’t know’ when necessary and commit to learning together.
Final Thoughts: Fusing Commercial Ambition with Human Values
As today’s leaders, our legacies will be defined not just by growth numbers, but also by the cultures we create—the trust we inspire and the lives we lift. Sustainable commercial success is no longer about choosing between people and profit; it’s about making them inseparable.
Helen: “If we are honest and move those things forward, that’s putting humanity at the heart of what we do.”
For a deeper dive into authentic leadership and building human-centred workplaces that outperform, listen to our full episode with Jason Cotta. Join the conversation on LinkedIn and stay tuned for more inspiring Human Wise episodes—where wisdom meets work, every week.