For businesses that
refuse to choose.
Scale and soul. Performance and purpose. Transform and keep running. We work with ambitious leaders who've figured out the trade-offs they've been handed are false.
"The test of a first-rate intelligence is the ability to hold two opposed ideas in the mind at the same time, and still retain the ability to function."
F. Scott Fitzgerald · The Crack-Up, 1936
The binary was
always breakable.
Most businesses are stuck inside a false trade-off. Grow fast or build sustainably. Hit your numbers or look after your people. Scale the business or stay true to what it stands for.
Those aren't real choices. They're inherited assumptions, industry conventions, the accumulated weight of decisions nobody ever questioned.
Both And Group exists to break them. We help ambitious businesses perform and matter — at the same time, without compromise.
See how we work →Four doors.
One philosophy.
Clients come to us through the door that fits their current pain. The work is always the same — find the AND, build the plan, make it real.
Scale & Profit
You're growing, but leaving performance on the table. The commercial model isn't optimised. The brand isn't doing the work it should. Unit economics are soft.
We unlock the growth that's already inside your business.
Future Fit
The business that got you here won't get you there. The model needs to evolve — but you can't stop trading while you rebuild.
We help you transform and keep running. Both, at once.
Foundation & Form
The mission is right but the machine isn't. Brilliant ambition, messy execution. Strategy that doesn't connect to daily decisions.
We get the house in order — so your business performs like the business you're building.
High Mission & High Performance
Good culture but not great performance — or performance burning out your people. You want a team that delivers results and means it.
We build cultures where people don't have to choose between doing great work and doing good work.
Not a framework.
A track record.
- Tripled EBIT while simultaneously resetting culture, restructuring supply chain, and implementing AI — because transformation doesn't wait for a quiet moment.
- Co-created a social enterprise from zero into 900+ Woolworths stores — because purpose and commercial model aren't different conversations.
- Built the world's first plant-based laundry product from a local team inside a $500M global corporation — because "we don't have the resources" was the wrong constraint.
- Moved team engagement from 58 to 78 in the same period as commercial recovery — because culture is a commercial lever, not a reward for hitting targets.
- Brand activism campaigns that moved public awareness from 25% to 45% while growing customer loyalty — because taking a stand and building a brand are the same thing done well.
The either/or
was never real.
These are the constraints leaders work around every day. Most of them aren't real — they're the wrong question.
Scale or purpose
You scale because of your purpose
Profit or people
Culture is a commercial lever
Transform or keep running
Re-wire while the engines are on
Big rigour or challenger speed
The best run both operating systems
Logic or creativity
Logic and magic — same room
Growth or sustainability
The only growth worth having lasts
Paul Connell
Two decades building businesses that perform and matter — at the same time, without compromise.
The Both And philosophy isn't borrowed. It's built from 20 years of doing it — from $500M Unilever P&Ls to challenger brand turnarounds, from social enterprise co-founder to Managing Director. The through-line: refusing to accept the trade-offs others hand you.
From re-wiring a business while the engines were on fire, to co-creating a social enterprise from scratch into 900+ Woolworths stores, to implementing AI as a leadership agenda rather than an IT project — the proof is in the results, not the frameworks.
Both And Group was founded on a simple conviction: the binary was always breakable. Most businesses just needed someone who'd broken it before.
Experience spanning
Tell us the trade-off
you're stuck in.
We'll tell you if we can help — and if we can't, we'll point you somewhere that can.