Staff at UK law firm Stephens Scown, a regional heavyweight in Cornwall and Devon, stand to gain a 50% share of net income this year when profits go above a fixed level – one of many measures aimed at encouraging greater engagement.
Reynolds also orchestrated a brand definition initiative in 2015 – but she thinks it is crucially different to the way such rethinks are usually carried out. “Ours is authentic,” she says. “Most people look at what clients want when they set their values. We looked internally at who we are in order that our external messages could be set up to match that.”