What Awards Really Mean for a place & its people

I had the absolute joy of being part of the Staffordshire University Business Awards
last Thursday. An annual celebration of the great & good in business and community
across Stoke on Trent and Staffordshire. Although I want to share some of the
highlights of the evening, what I really want to dig into is how, and why, business
awards do so much more than simply celebrate.

It could be easy to assume that a business awards dinner like this might be one of
those dull affairs where the audience is clapping for a local company they’ve never
heard of while waiting for the green light to get off home. Please read on, as nothing
could be further from the truth.

What is so often overlooked is the true purpose of business awards which is to win
from day one. It's the opportunity to take some precious time to stop and
understand what is really happening in a city and a county through stories & lived
experiences that lead to real, meaningful & positive impacts on individual lives and
communities.

Of course, the evening, the stories we got to hear, and the first wins, actually started
some 6 months ago with the launch of the Staffordshire University Business
Awards, when businesses, individuals and organisations were asked to think about
nominating themselves or colleagues. This is the first moment of pause. Are we
good enough? What have we really got to say? Do we do something that is making
enough impact? These questions alone, are the start of something new. It requires
those potential nominees to assess, ponder, look up and look around. They have
the opportunity to examine their own stories and how they impact the place and
people around them.

Having worked with a good few nominees, there can be, and often is, a hesitation
around nominating for an award. First up, and no surprise, is the assumption that
they aren’t good enough to be recognised. In some ways, this misses the point. This
is a great moment to explore a business, take time to assess progress and think
about what they want to be known for, a process of uncovering a story to tell. This
pause is already a win. Another stumbling block is often time. Naturally, we all feel
short on that commodity, but being busy in a business or organisation without
taking time to look up and see the bigger picture is, of course, a mistake. Simply
taking the time to assess is another win for any company.

The second moment of pause is considering what story they want to tell. Applying
for awards is an exercise in reconnecting with a purpose and a wider perspective of
a business or individual. All great awards applications have an inspiring narrative
that brings to life the impacts and innovations that could and should be shown off.

Data and stats are great, but it’s the stories of change and progress that lights up
the imagination of judges. What a fabulous opportunity to take, to simply pause and
unravel a story in your business. More wins.

We can then consider the positivity of being judged and potentially reaching a final
stage. There are well connected and highly experienced people from our
community, reading your inspiring story in the judging room. They may have known
little or nothing of what a business does, but the wins keep coming as they learn
and absorb. What a fabulous moment for a business, individual or organisation, to
be shared and talked about this way.

It’s only at this stage do we consider dusting off posh outfits & celebrating, even
though the bulk of the winning has already been done. Nothing beats being together
in a room with twinkly lights, big screens and a big dose of glamour. As one
applicant said to me, ‘we don’t mind that we weren’t in the final list, this is just a
great opportunity for all the team to have an evening out together and see the
impact they are having on their community. This really helps our work’.

The evening had an exceptional line up of exceptional people who are all dedicated
to making a difference. From world class innovators to deeply embedded
community organisations; from dedicated individuals to those with a mission to
improve the lives of the next generation, the Staffs Uni Business Awards had it all.
Over 350 guests were packed into the Catalyst Building at Staffordshire University,
welcomed by the Staffordshire Regiment (and their adorable Staffy dog) and treated
to an exceptional dinner and treats in honour of the significance of the evening.
The opening keynote speaker, Commander Nathan Gray, born in Stoke on Trent and
an experienced high-risk test pilot, fighter pilot and fast jet flight instructor, had all
350 people in stunned silence. Not only was his story inspiring, his message that a
boy from Stoke on Trent can achieve anything they put their mind to, even after
serious challenges, was powerful.

The evening was then a series of stunning videos of all the finalists and how they
are making an impact in our local area and, indeed, the world. Some highlights that
are prominent in my mind are the apprentices who are innovating even at a very
young age; businesses cutting all virgin plastic from their products and sending first
aid kits to Ukraine; a local cab firm who are providing best in class disabled taxi
travel that is unlocking people’s lives; Stoke on Trent’s first globally franchised
business; a 23 year old transforming town centres with artisan markets & a charity
providing homeware packs to combat furniture poverty in Stoke and Staffordshire.

It’s clear that there are exceptional winners of the Staffordshire University Business
Awards this year and all must be congratulated. However, the ripples that these
awards create are much more far reaching. They are raising aspirations in those
who already trade in the county but want to do better. They are building confidence
in communities that our city and county are worth doing business in & sticking
around for. We’re learning from each other and elevating the impact that
organisations have across the wider county and of course, the evening itself makes
and builds long lasting, working relationships and friendships.

So if you were ever under the impression that the business awards were only for the
few, or not worth the effort, or something for more ‘successful’ businesses, then
think again. Awards are about uncovering stories, taking time to evaluate & pausing
to see what the landscape is really all about and allows all to win along the way.