My approach: Scale by design not stress

Fast growth is easy… sustainable growth is engineered. Here’s how I’ll help you rewire your systems, team skills and behaviours for smarter scaling and change that sticks

"Brain-based" business growth

Everyone wants growth, but no one likes change – and this is the real reason you’re stuck with scaling.

Because after we’ve designed the ideal strategy for your next revenue target, and you know the exact actions to take, the question must be asked: why aren’t you taking them?

In a nutshell: fear. Change triggers a threat response, and when a stress-led leadership team is calling the shots, it leads to chaotic strategies with no clear actions, teams who stick to the comfortable stuff and managers who avoid the hard moves.

That’s why my ethos is simple: brain-based business growth.

My methodologies for growth and scaling factor in the biggest challenge from the start: people, and the way they’re built.

Why chase outcomes when you can engineer them?

Growth requires change – and that feels risky. Risk kicks up cortisol, and cortisol quietly overrides your roadmap. That’s why my ethos is simple: brain-based business growth. Because after we’ve designed the ideal strategy for your next revenue target, and you know the exact actions to take… the question must be asked: why aren’t you taking them? Show up and take the right actions at the right time in the right order, reducing the threat response, and the results take care of themselves. Why chase outcomes when you can engineer them?

Why this works: Brain-based vs Stress-led

Stress-led:

Reactive decisions based on short-term thinking
Shiny object syndrome due to comparisonitis
Firefighting managers who are too stressed to coach
Teams resistant to change on the brink of burnout
Red flag clients you should have said “no” to
Over-reliance on referrals, strategies left unexecuted
Feast and famine lead generation with an empty pipeline

Brain-based

Intentional decisions based on your long‑term goals
A laser focus on the right tactics, guided by clear strategy
Supported leaders who build proactive departments
Adaptable teams who see change as an opportunity
A portfolio of ideal customers who value what you do
A clear plan, built on the right tactics, executed consistently
A predictable, repeatable pipeline that generates results

Why pair coaching & consultancy

I’m Caroline Canty, Founder of Craft Coaching – an ILM‑accredited business and leadership coach with over 15 years in tech and digital, spanning sales, marketing, brand and team development.

Since setting up in 2020, I’ve worked with dozens of companies who all wanted to scale. They wanted a stable pipeline of bigger, better clients, and for lead generation to feel easy… but I noticed a pattern. I could build the most perfect sales and marketing strategy in the world…but I couldn’t make them follow it.

Knowing what to do isn’t the same as showing up and doing it, especially when it gets uncomfortable. So, I redesigned my delivery and came up with a model that tackled both issues: consultancy for knowledge gaps, clarity and systems, with coaching for activation, leadership and behaviour change.

How I'm different from other "business coaches"

Most consultants aim to keep the retainer rolling indefinitely, but I don’t find that very empowering for a growing company. Instead, I design repeatable systems that scale with you.

My Brand Strategy Bible becomes a core document that you refresh annually as you grow. The leadership tools I share are ones you can adapt to every team scenario, while my workshops turn complex challenges into clear, executable plans.

As a business owner myself, I don’t have time for fluff – we’ll strip out the busywork, make high‑pressure decisions easier to make, and measure only what matters (no vanity metrics). Expect high energy, problem solving and the shortest route to meaningful results.

Find the real bottleneck in 60 Minutes

Your business is unique, so your growth challenges will be too. That’s why we start with a discovery call, to uncover the true root cause behind stalled scaling, define what “success” looks like for you, and decide which pathway gets you there fastest.

One hour now can save months (even years) of misfires, wasted budget and frustration – in just 60 minutes, you’ll get clarity on the real issue holding you back and the exact next step to take, so you can start to break through it and engineer that outcome you really want.

Don't take my word for it – I've supported plenty of business owners and their teams so far...

Caroline's coaching is clear, considered and practical. I left our session together with a much stronger understanding of how I can communicate better and all the tools I need to develop myself as an agency leader each and every day. Her approach was interactive and engaging as we worked through questions together, with clear outcomes and actions off the back off them. But most importantly, Caroline is a pleasure to work with! I have no hesitation in recommending!

If you are trying to grow your direct to consumer business or in fact developing yourself and your team to generate leads more effectively through LinkedIn then I would highly recommend Caroline. We learned so much in the short time we have worked together and what I really appreciated was its all actionable immediately, so you start to see return on your investment there and then!

Caroline helped 6B with our marketing strategy and execution over several months. Working across most of our marketing output including case study creation, email marketing, sales collateral creation, social media, award entries, PR, content strategy and creation, website content and personal branding - it is fair to say Caroline had a LOT of impact and transformed our marketing efforts at 6B.

Working with Caroline was like a breath of fresh air and she’s made a tangible difference to our business and our approach to our marketing. I can’t recommend working with Caroline Canty and Craft Coaching highly enough, it’s been a breath of fresh air and shows that coaching doesn’t have to be as “cookie cutter” as I’d been lead to believe from past experiences.

Caroline's approach combines different models and draws on her past experience in different industries. This approach has been a game-changer for me After every session, I'd have clear action items and put what we discussed into practice. These frameworks have now become part of my repertoire as a manager. I've noticed an improvement in my skills, my relationships with colleagues, and my effectiveness at work. I highly recommend Caroline as a coach to anyone looking to improve their leadership skills or make a transition to the next step in their career.

My approach: Scale by design not stress