People, Performance and Purpose – Coaching Culture in Housing
From the Back Line to the Striker: Coaching Lessons for Housing Leadership
In his engaging session, James Ward, CEO of Whiteinch & Scotstoun Housing Association, invited delegates to think differently about what drives organisational success.
He asked three deceptively simple questions:
What’s your biggest asset? Weakness? Cost?
The answer to all three? People.
Despite managing a housing stock worth £135 million — with a market value closer to £950 million — Ward noted that investment in people often lags behind. His message was to align business strategy with coaching principles that empower teams and embed purpose throughout the organisation.
He outlined a powerful “Coaching Model for Housing Leadership”, structured like a football formation:
Back line: People, Performance, Purpose, Properties
Midfield: Data, The Way, Investment
Forwards: Aspiration, Communities
Striker: Impact
The model encourages leaders to keep asking questions, drive feedback, and measure marginal gains across every function.
Core principles include:
Empowerment and clarity of roles
Continuous learning and alignment
Data-driven decisions
Investment in people and purpose
James challenged delegates to turn their business plans into development plans — where every staff member grows alongside the organisation.
‘If people are your foundation, your culture is your home,”
The takeaway? Great housing associations aren’t built on property portfolios alone — they’re built on people who believe in what they do.