By Leah Crump

I recently came across a video from business creator Grace McCarrick that landed with surprising clarity. She spoke about goodwill not as a business tactic, but as a legacy. Her parents had spent decades building trust, relationships, and integrity. And now, years later, she experiences the positive ripple effects of that energy in her own life and career. It opened doors for her. Softened hard moments. Created ease without her having to earn it the same way.

That’s the real power of goodwill.

It lives quietly in the background but moves things forward in ways that money, strategy, or even effort alone cannot.

In the wellness and hospitality world, where relationships are the business, goodwill isn’t a bonus. It’s core infrastructure.

What Is Goodwill, Really? 

Goodwill is the unseen weight your name carries in a room.

It’s the feeling people have about working with you before you even arrive.

It’s what softens mistakes, strengthens loyalty, and keeps people returning when they have every reason not to.

We often think of it as intangible. And it is. But it’s also highly practical.

If you’ve ever had a client stick with you during a rough patch, or a team member go above and beyond out of respect, you’ve experienced the value of goodwill.

It builds trust that lasts longer than a transaction.

Why It Matters Now More Than Ever 

People are tired. Leaders are overloaded. Markets are loud.

The ones who stand out now aren’t always the flashiest or the most aggressive. They are the ones who consistently show up with generosity, clarity, and care.

Goodwill makes people want to work with you, even when your rates increase or your availability shifts.

It makes you memorable.

It makes you referable.

And when things change, goodwill often determines whether people extend grace or quietly walk away.

So How Do You Cultivate It?

 This doesn’t mean overgiving. And it’s not about people-pleasing.

True goodwill is built through grounded, intentional behavior. It’s earned through how you show up, not just what you deliver.

Here are a few ways to build goodwill in your business and leadership life:

Keep your word.

This sounds basic, but it’s foundational. Do what you say you will, even in small things. Especially in small things. In a landscape full of overpromising and underdelivering, reliability is a quiet superpower. It builds respect and steadiness that clients, partners, and teams can feel over time.

Surprise people with thoughtfulness.

Kindness is most powerful when it’s unexpected. Send a handwritten note. Check in after a project wraps. Celebrate someone’s win when there’s nothing in it for you. These gestures create a ripple effect. They build reputation. And over time, they position you as someone people trust instinctively.

Create ease in your processes.

No one wants to fight friction just to work with you. Make your booking, onboarding, and communication simple and transparent. Be proactive about timelines and expectations. Remove unnecessary back-and-forth. People remember how you made them feel, and ease creates emotional loyalty.

Lead with generosity, not perfection.

You don’t have to be flawless to build goodwill. You just need to be honest, prepared, and willing to share value without needing immediate return. Generosity builds community. It shows you’re confident in your expertise, and it invites people to lean in—not because they have to, but because they want to.

Own your boundaries.

Clear boundaries communicate self-respect. They also create clarity for everyone around you. When you say no with kindness and confidence, it strengthens trust. You don’t have to stretch thin or say yes to everything to be seen as generous. In fact, the most respected leaders are the ones who know where their edges are and communicate them with ease.

Acknowledge others.

Give credit. Say thank you. Name the people who helped. Whether it’s a team member, a vendor, or a peer who made a connection, recognition matters. It reinforces trust, deepens relationships, and shows people that you’re not just about your own success—you’re about shared momentum.

Stay calm under pressure.

When things get hard, goodwill either deepens or disappears. Leadership during stress is where trust is tested. If you can hold your tone, move with grace, and show up with clarity even when it’s uncomfortable, you become the person people want to work with again. That kind of presence becomes your reputation.

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The Long Game

Goodwill doesn’t always show up in the moment. Sometimes it finds you later. It shows up in a referral you didn’t expect, an introduction that shifts your path, or a client who returns after years because they still associate you with clarity and care.

It’s a slow-build asset, but it compounds over time.

It grows when you’re consistent. When you’re thoughtful. When your leadership invites trust instead of forcing it.

And it doesn’t just impact your business. It shapes your name. It defines your presence. And for many of us, it becomes the most powerful part of our legacy.

So the next time you feel tempted to rush, to prove, or to perform, pause.

Consider what you’re actually leaving behind.

Goodwill isn’t something you measure on a spreadsheet.

But it always shows up in your results.

How to Work with Leah

If you’re building a wellness business that values depth, excellence, and longevity, you’re in the right place. Leah Crump is a strategist, consultant, and fractional futurist for brands ready to evolve with integrity. Whether you’re launching, scaling, or refining your operations, she offers clear frameworks, high-impact insight, and bespoke advisory to support meaningful growth.

Explore partnership options, VIP intensives, or request Leah to speak at your next event.

You can also find her on Instagram and TikTok for fresh insight, humor, and real conversations about what it takes to lead well in this industry.