G is for Goodwill

Let’s be honest — how often have we quietly congratulated ourselves for coming in under budget, or deleted that email from a school or charity asking for help?

I’ve done it. You too?

And recently, the tables turned. In launching The M.A.Y. Group, I’ve found myself reaching out — asking for support, donations, raffle prizes — for my daughter’s school fair.

Some people responded with generosity, and I’m deeply grateful for that. But many simply didn’t reply. And it stung more than I expected. And unfortunately, the bigger the brand, the loud the door slam.

It made me realise how often I might have overlooked similar messages in the past. It also made me decide: from now on, goodwill won’t be optional in my business. It will be foundational.

Bozoma Saint John recently said the brands that win trust aren’t necessarily the ones with the flashiest campaigns or biggest agencies. They’re the ones that consistently show up with care. Trust is built through real relationships. And one of the clearest ways to show your brand is trustworthy?

Goodwill.