If you could work out what really drives you as a person,
what change could you make in the world? We meet Catie Noble
from Upward, who does exactly that for her clients.

Words Jenny Rudd  |  Photos Jeremy Bright – Grabb

Imagine you’re giving a speech to announce the closing down of your business because you’ve achieved everything you set out to do. Catie Noble, owner of Upward, would sound something like this.

“Thanks to our mahi, everyone now knows what impact they’d like to have on the world, and they have a plan to make it happen. Our world is getting better, because every person is doing what they care about, and they are doing it well.”

Based in Taupō but with clients in Tauranga and further afield, this is one of the many tools Catie uses in her workshops, regular coaching and activity sessions to help businesses and ambitious individuals do better.

There’s some noise in the background during our interview, so I ask where she is. Wellington airport, en route to Climate Action Marlborough. Over this week, Catie has: Problem-solved a global go-to-market strategy for a New Zealand beauty startup, brought together teams in a large corporate to help them uncover the “stinky fish” that was creating a business-limiting culture (and gave them tools to resolve it), and met with one of her regular clients, a high-end interior designer. And that’s all before immersing herself into climate solutions in the South Island.

“I’ve spent the last 20 years listening to people and extracting the core issues holding them back. I take their stories and experiences, distil what’s happening for them, and help them get clear and take action. And like any business owner, I’ve made a bunch of mistakes, faced tough challenges and had to come up with novel ways to solve them, and brought my team along for the ride.” Clearly she’s good at it.

It’s a modest description of the last two decades. Catie has built and sold successful health businesses, and was awarded the Supreme Business of the Year and Excellence in Business Leadership at the BNZ Taupō Business Awards. As president and chairperson of Taupō’s Business Chamber she led them through a huge transformation, then sat on the board of the region’s economic development agency. Recently Catie was an advisor on Electrify, an accelerator for female-founded startups, and the business she mentored, Vince, completed a successful capital raise during that time.

Not one to sit still, she’s a voracious learner. COVID-19 lockdowns provided the opportunity to do a post-grad certificate in leading Change
for Good, designed by education visionary Francis Valentine, CEO of Mind Lab.

Catie says that the business owners, senior executive teams or high performers that she works with often come to her knowing there’s a problem, but can’t articulate what it is. It’s when the task ahead seems messy and woolly that Catie really adds value.

“People who want to push themselves are well-suited to working with me. They know they can do more but in our overloaded world they might struggle with decisions or get overwhelmed with what needs to be done. I straighten out their thinking and get them cranking. I've worked with tech startups, founders, heavy industry, tradies, national utilities in New Zealand (Catie’s a geothermal enthusiast), and everything in between. I want to work with interesting people on interesting problems. If you want to make the effort, then I'm ready to jump in.” 

Upward.nz