Given the scale of social problems, it is natural that we want scale in our interventions. But what if that scale came in a less visible way? Would we be able to spot it?
In this document, “Scaling Deep”, I share examples of how leaders in the farmed animal movement have benefited from long-term one-to-one journeys with me.
“Scaling Deep” explores a different form of scale – one that enables leaders to dive deep within themselves and unleash their potential and allow that to exponentially ripple out to the many lives they touch. While this may appear less visible than programmatic expansion, this document shares how such work builds durable capacity.
This visual makes explicit what the naked eye cannot see. This is not small-scale work. There is systems leverage here.

Within the document:
- Common perceptions such as the following are addressed. “This is small-scale, slow, high-cost work.” “Artificial Intelligence can do this work”.
- I share examples of shifts my clients have experienced. For example, one client grew her organisational capacity and was freed to lead the organisation by focusing on the big picture and using her energising strengths. She shared:

“I felt empowered to lead the hiring process entirely by myself….(before I was too scared and overwhelmed to do this)…During this process, I used the strength based approach to look for the best qualities that would complement our team, and ended up with finding the amazing [deleted name of staff]. This work has freed up time for our team to focus our efforts to strategically best support the farm animal welfare community, and not be so limited in our capacity.
I spent a few months trying to develop a resource platform but due to my struggles with technology, I simply could not make much progress. After hiring our wonderful new operations specialist, she was able to create a functioning system in two days! We will be able to support so many people through developing this resource bank…“
- As I zoom in, Amruza Birdie of Reveal Impact zooms out and shares patterns and themes from coaching leaders in the movement as well. We hope this complementary take enables readers to get a fuller picture of what clients face and how they benefit.
- Reflection questions are included to support contemplation, discussion and meaningful action.
- You will see photos and artwork by clients which capture their ways of seeing or being in the world as they have gone through their journeys of growth and transformation.
While all interested in social change (including outside this specific movement) can benefit from this document, it could be particularly useful for funders, organisational leaders (all levels), board members, and servant leaders. Servant leaders do not always have a leadership title; they lead through their care for people.
These journeys are confidential. I am grateful to clients for granting permission for parts of their experience, artwork and photos to be shared in service of the movement and beyond.

The photo montage above is by a client who has blossomed like a lotus. In Asia, all parts of a lotus can serve – the flower, stem, root, pod, seeds. Part of my work has been to put up a mirror to clients so they can recognise their leadership which has service at its heart.
Our work for the leaders in this movement is made possible by philanthropists. If you are in philanthropy and would like to learn more on bringing such support to leaders in the change-making space you support, feel free to get in touch. We work remotely and between 8am and 8pm Singapore time.
If you don’t need subsidised rates and are from the nonprofit, business or government sectors, and would like to explore such journeys for leaders in your organisation, contact us.
Read “Scaling Deep” here and if you find it useful, share it with those in philanthropy, social change or other decision-makers.