Amanda Pearce is a co-director at Diva Creative, a marketing agency in Sheffield. She enrolled on the Small Business Leadership Programme in 2020.

Can you tell me a bit about Diva Creative? 

We are a creative agency specialising in behaviour change communications, digital marketing and social justice work. We were established in 2000 and I have been a director throughout this time.

Why did you choose to join the Small Business Leadership Programme?  

When the pandemic hit in March 2020, the future was suddenly much more unknown than usual. A lot of our clients stopped working and we saw an immediate slowdown, so we had to think hard about how we were going to keep bringing in work.

A business adviser sent me a link to the course and I thought, why not? I had some ideas about how the business could change, and the lockdown gave me a chance to take stock.  

I thought the course would help me focus on the broad elements of running a business. It’s very easy to get caught up with the day-to-day so it’s important to take time away to look at the business as a whole.

Which parts of the programme did you find most helpful? 

The modules we were taught were useful and affirming, and I liked the breadth of it. But the peer groups were the most useful because they shrunk the gap between theory and reality. Getting to speak regularly to other business owners was interesting. I enjoyed being able to share my experience after 20 years of running a business, and also to be challenged as well. 

At the start I wasn’t sure if it would work as there were so many different types of businesses involved, but it’s surprising how many things are relevant to every business owner. I thought we would have very different challenges but actually we all had a lot in common.

What changes have you made as a result of your participation in the programme? 

Doing a course like this helped to shift my mindset. Taking the time to look more outwardly makes you open up and get ready for change. My plans for the business involved growing our animation area and exploring immersive technology, and we are doing all of that now. 

It also made me reflect a lot on my management style, and I have tweaked a few areas and thought differently about things. It’s always good to be reminded about the importance of internal communications and employee engagement. 

What are your plans for the future of the business? 

We’re continuing down the path that I redefined during the pandemic. We still have our core business but I’m overseeing two development projects which will futureproof the business and shift our focus over time.  

I’m also trying to get some funding for prototyping for a new product idea, which I’ve wanted to do for ages. I think now is a good time for change — it’s already a time of great upheaval, so in a way we’re used to it. 

Would you recommend working with Sheffield Hallam as an SME? 

Yes. It was pacey and the people who deliver the course are well-connected to the real world. If you’re going to do a leadership course it’s better to learn from people who have run their own businesses in the past.