Creating a Culture of Courage: Frances Abeton Of WHYZE Health On How Authenticity Benefits People and Profits in the Workplace
An Interview With Vanessa Ogle
Develop Trust: Trust is built through consistency and reliability. Ensure that the organisation’s policies and procedures are fair and transparent. Trust also comes from showing employees that their well-being is a priority through actions like work-life balance support and mental health resources.
In today’s social media filled, fast-paced world, authenticity in the workplace and in our personal lives has become more difficult to come by. Business leaders must focus on the bottom line of profits and corporate success, but does that have to be at the expense of the authenticity of their employees? I believe it is quite the opposite. I know from my own experience that a culture of authenticity allows the hiring of a team that will bring their all to the workplace. That fosters innovation, creativity and a level of success that few companies dream of. Yet, fostering an environment where individuals feel secure enough to express their true selves remains a challenge. The importance of authenticity cannot be overstated — it is the foundation of trust, innovation, and strong relationships. However, creating such a culture requires intention, understanding, and actionable strategies. As part of this series, we had the pleasure of interviewing Frances Abeton, CEO — WHYZE Health.
A visionary leader driven by intellectual curiosity and personal experience, pioneering collaborative care in healthcare and technology.
20+ years’ experience in transformational leadership. Adept at aligning operations with organisational goals, driving agility, cost savings, and market responsiveness.
Led global growth at Firecrest, doubling headcount, boosting revenue 40%, and earning 10 innovation awards. Skilled at building and leading diverse teams to achieve shared goals.
Thank you so much for joining us in this interview series. Before we dive into our discussion, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
Passion, persistence, and unwavering determination can easily describe the journey toward my current career. A tranquil farm in the picturesque countryside of Ireland was the backdrop of my youth, a time shaped by hard work and a profound sense of equality instilled by my parents. Choosing to work alongside my father and older brother, I’ve always maintained a firm belief that there were no limitations based on gender or other factors.
Led by my determination to Dublin for education and work opportunities, it was during my formative years that my love for business ignited. There, I embarked on my first job in a bank–tasked with launching credit cards, a venture requiring the integration of various technological systems. This pivotal moment laid the foundation for my career, opening my eyes to the transformative power of technology when harnessed effectively. As I transitioned into a role as a project manager responsible for implementing this technology, I witnessed both its potential and pitfalls.
As my career continued evolving through various roles and companies, I always found myself managing technological-oriented projects. The crucial lessons learned during this journey convinced me that technology, combined with a holistic approach encompassing business process re-design and change management, could deliver tangible financial results. As a management consultant, I honed my skills in mobilising innovative business solutions, emphasising the synergy of multi-disciplinary teams working towards a shared, ambitious vision, yielding remarkable outcomes in unprecedented timelines.
When I transitioned to the Clinical Research Sector, I was privileged to play a role in advancing healthcare solutions and experience the profound impact clinical research had on improving human lives. Leveraging my expertise, I spearheaded the introduction of technological solutions to streamline the complex clinical trial onboarding process, uniting a highly-skilled, multi-disciplinary team spanning technology, science, medicine, compliance, and design to achieve remarkable results.
Along this journey, life brought about an unexpected turn. My daughter faced a traumatic accident, leading to a complex medical condition. As a mother, I navigated the healthcare system’s intricacies, guided by medical experts’ advice. Despite their expertise and honest opinions, none of the treatments proved effective, and my daughter continued to suffer. It was my 14-year-old daughter’s research, empowered by technology, that yielded the correct treatment path. This eye-opening experience revealed the complexity of our healthcare system and the need for better patient information and guidance.
This revelation sparked a profound question: why don’t we capture real-world patient outcomes and use this data to guide patients, physicians, and researchers toward the right treatments? This question catalysed the creation of WHYZE Health, a platform dedicated to empowering patients, physicians, and researchers with accurate information and transforming the healthcare landscape.
My journey from a rural Irish farm to the world of technology, business, and clinical research has equipped me with the unique perspective and unwavering determination to drive meaningful change in healthcare through WHYZE Health. My experiences have reinforced my belief in the power of technology, multi-disciplinary collaboration, and a bold vision to make a lasting impact on our world.
Can you share the most interesting story that happened to you since you started your career?
When your career spans three decades, it’s challenging to pinpoint a single most interesting story. Rather than one event, I believe the culmination of numerous experiences led me to a pivotal juncture where I can truly make a lasting impact in today’s world. When reflecting on the defining moments of my journey, it’s impossible to ignore the incredible individuals I’ve had the privilege to work with — exceptional leaders who believed in me, invested in my education, and imparted invaluable wisdom along the way.
As I’ve travelled this journey of growth and evolution, the most significant lesson I’ve embraced is the importance of remaining open to lifelong learning. I stand firm in my belief that we have the opportunity to learn from everyone we encounter in our professional lives. It was only when I became comfortable with being uncomfortable in my career that I experienced the most profound growth. Stepping out of my comfort zone was where authentic learning occurred, and it was in those moments of discomfort, that my capacity for growth expanded exponentially.
This collection of stories and experiences has brought me to a place where I can contribute significantly to the world today, armed with the knowledge, wisdom, and adaptability that a career in leadership has afforded me. It’s a testament to the enduring value of learning and the importance of embracing discomfort as a catalyst for personal and professional development, especially in the realm of women’s leadership.
You are a successful individual. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Throughout my career, I have found these three traits to be essential to my success, guiding me and shaping my path along the way.
Resilience has carried me through the ups and downs of my career, empowering me in my unrelenting pursuit of my goals despite any obstacles that may stand in my way. I recall a challenging period after the 2009 economic downturn that highlights this trait. Leading a team of consultants, I was tasked with turning around the revenue performance of an online business on the brink of failure. Under immense pressure, I rallied my team, re-evaluated the sales approach, and implemented necessary changes instead of succumbing to despair. It was a gruelling process, but our resilience and determination paid off. Not only did we turn the business around, but we also built a solid foundation for ongoing success. This experience demonstrated that resilience in adversity can lead to remarkable outcomes.
Empathy forms the backbone of my approach to leadership, allowing me to deeply connect with colleagues, clients, and stakeholders and navigate interpersonal dynamics with compassion. A vivid example where empathy played a pivotal role was when a valued team member was experiencing a personal challenge. Instead of simply addressing their work-related challenges, I took the time to listen and understand their struggles outside of the workplace. By offering support, flexibility, and empathy, we retained a valuable team member and strengthened their commitment to the company. This story exemplifies how empathy fosters solid relationships and promotes loyalty, which is essential for long-term business success.
Integrity means that I uphold my values with unwavering resolution and place ethical principles at the core of everything I do. Remaining true to myself and my beliefs is how I authentically present myself as a leader. Through integrity, I can build strong relationships based on trust and respect with my team, colleagues, and clients.
These character traits — resilience, integrity, and empathy — have proven to be indispensable tools on my career’s journey. They have shaped my approach to leadership and have been instrumental in overcoming challenges, seizing opportunities, and ultimately achieving success in the dynamic and ever-evolving business world. These traits serve as a reminder that business success is not just about strategy and tactics but also about the strength of character and the ability to inspire others to achieve great things.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. What strategies have you found most effective in fostering an environment where employees or team members feel safe to express their true selves, including their ideas, concerns, and aspirations?
I’ve always focused on building environments around innovative, high-performing teams and my primary goal is to ensure people are comfortable in these environments. One of the most important messages I try to instil in my teams is that there is no such thing as a mistake–only learning opportunities. If something doesn’t work out the way we intended, we try to look at it from a different angle to see what we’ve learned before devising a new approach.
I also love to build multi-dimensional and multi-skill teams to foster collaboration between individuals who bring different skills to the table. In these kinds of environments, transformational, innovative impacts are made. I love giving my teams the ability and freedom to experiment and test new technologies to see how they fit with our current products. While performance and results are important, fostering an environment that is fun and high-performing gives way to innovation.
My leadership is focused on empowering and unleashing people’s potential. Every role is important, so empowering people to be their best allows them to reach their fullest potential.
How do you navigate the challenges that come with encouraging authenticity in a diverse workplace, where different backgrounds and perspectives may sometimes lead to conflict?
Conflict occurs when people challenge a thought process. I think navigating these challenges begins by putting a different label on it. Under the label of “conflict,” it allows people not to have open discussions and challenge each other’s thinking in a way that is constructive and respectful. To drive innovation, it’s essential to challenge conventional thinking. As a leader, it’s my responsibility to create an environment where it’s safe to do that but does not extend into conflict, which can be a fine line.
Based on your experience and research, can you please share “5 Ways to Create a Culture Where People Feel Safe to be Authentic?”
1 . Foster Open Communication: Create environments where open dialogue is encouraged. Establish regular check-ins and forums where employees can speak their minds without fear of retribution. Leadership should model this behaviour by sharing their thoughts and vulnerabilities, showing that it’s safe to express oneself honestly.
Employing this strategy has paid dividends for me. When I stepped into my role at Firecrest, I was acutely aware of the turbulence that would lie ahead. Following the company’s acquisition, the team that worked closely alongside its founders was troubled by uncertainty and apprehension. I understood this to be the natural reaction in this type of scenario, so my priority was to cultivate a culture that was anchored in open communication.
The journey began with acknowledging the transition’s complexity–respecting the company’s history and emphasising the need for evolution. With a series of open forums, I began carving out spaces where employees could voice their concerns and hopes for the future. These weren’t one-off occurrences but a staple in the tapestry of Firecrest’s new culture. As a leader, it was my responsibility to listen, respond, and act on the feedback, turning dialogue into a two-way street.
Eventually, these meetings evolved from status updates to strategic discussions, inviting insights from every level of the organisation. We transformed transparency from a buzzword to a core principle demonstrated through clear communication about the changes and what they meant for every stakeholder.
Recognizing the founders’ legacy, I aimed to honour past achievements while steering the team toward new horizons. I reciprocated my team’s willingness to share their thoughts by sharing my vision, my expectations, and even my apprehensions about the journey ahead. It was this vulnerability that dismantled barriers and cultivated a sense of trust that permeated the organisation.
My approach to open communication was not merely about information dissemination but about nurturing a safe space where people felt valued and heard. This open-door policy led to trust circles, where small groups could discuss and tackle issues collaboratively, ensuring no voice went unheard.
2 . Lead By Example: Leaders must walk the walk. By demonstrating authenticity in their actions, leaders set a standard for everyone else. This includes admitting mistakes, showing humility, and making decisions that align with core values, even when it’s challenging.
Continuing with the story of Firecrest, leading by example became the cornerstone of my approach as I sought to foster a culture of security and authenticity. I immersed myself in the very fabric of our operations — becoming an active participant in the sales and product development processes. It was important for me to be seen not just as a figurehead but as a team member who was deeply involved in the trenches of our day-to-day challenges.
This hands-on involvement allowed me to understand the nuances of our products and the needs of our clients intimately. It enabled me to lead from a place of knowledge and empathy — key components that made our team feel safe and empowered to share their authentic selves.
I actively participated in the sales cycles, sat in on client calls, and worked alongside our developers during product enhancements. Through this, I could identify areas for growth, improve conversion rates, and encourage open innovation. Witnessing my commitment through my actions, my team was inspired to invest their best efforts.
Creating an environment where people felt comfortable being authentic meant showing them that their leaders were just as invested in the company’s success as they were. When people see their leaders contributing directly to the team’s goals, they feel a sense of solidarity and safety — a shared mission where their contributions are valued and their voices matter.
3 . Celebrate Individuality: Encourage employees to bring their whole selves to work. This can be facilitated by recognizing and celebrating the diverse backgrounds, skills, and perspectives that each person brings to the table. Activities that allow personal expression can reinforce this, such as sharing personal stories or hobbies during team meetings.
I’ve always believed that my team’s strength lies in our diversity of skills and thought. At Firecrest, it became apparent that our multi-disciplined team — boasting talented developers, project managers, visual and graphic designers, physicians, and biostatisticians — was our greatest asset.
The key to our success has been our unwavering commitment to celebrating the individuality of each team member. It’s one thing to have a multi-skilled team, but it’s another to create a culture where each individual’s unique expertise and creativity are harnessed to drive collective success.
I have led with the conviction that every person has a wealth of potential waiting to be unlocked. By establishing an environment where people feel safe and valued, we have been able to unleash this potential. We encourage our developers to not just write code but to contribute ideas that can transform user experience. Our project managers are not only taskmasters but visionaries who orchestrate complex projects with a sense of ownership and creativity. Our designers infuse artistry and user-centric perspectives into practical applications. Our physicians and biostatisticians do not just compile data; they tell the story of our research, making it resonate with all stakeholders involved.
This culture of authenticity begins with listening. By truly hearing what our team members have to say, understanding their viewpoints, and valuing their contributions, we send a powerful message: you are seen, you are heard, and you are essential. Every contribution is met with enthusiasm and respect in team meetings, brainstorming sessions, and one-on-one discussions. This approach not only sparks innovation but also builds the trust necessary for individuals to take risks and step outside their comfort zones.
It was so important to do more than celebrate successes; we celebrated the unique paths each individual takes to achieve them. When team members feel their individuality is not just accepted but valued, they bring their whole selves to work — and this is where true magic happens.
4 . Provide Psychological Safety: A cornerstone of an authentic workplace is psychological safety, where team members feel safe to take risks and voice their opinions without fear of humiliation. Encouraging constructive feedback, showing support for new ideas, and not punishing honest mistakes are ways to build this safety.
I think back to my time at Firecrest to exemplify this strategy. As a leader, I strived to create not just a workplace, but a sanctuary of thought and innovation. This mission has hinged on providing psychological safety, a foundation without which creativity and learning cannot thrive. Here, we’ve built an environment that not only tolerates but celebrates exploration and growth.
As a team, we dared to redefine failure, not as an end, but as an invaluable waypoint on the journey to excellence. Each project, each experiment, and each risk taken was a thread in the rich tapestry of my team’s collective learning. It is my deeply held belief that when we remove the fear of failure, we open the floodgates of innovation.
I’ve witnessed the transformative power of a culture that perceives ‘failures’ as milestones. It’s a culture that says, ‘Yes, try it. And if it doesn’t work, share why. Let’s learn together.’ By embracing this mindset, we’ve seen teams flourish, turning setbacks into springboards for our next breakthrough. Our focus has always been on learning — relentlessly seeking the optimal solutions through a process of constant iteration.
We created prototypes, we tested, we learned, and we iterated. Our feedback loops were rapid and our debriefs were always honest, yet supportive. Each learning opportunity and each piece of knowledge gained brought us closer to the exceptional solutions our clients depended on us to deliver.
My role in fostering this culture was that of a cultivator — nurturing the seeds of potential in every team member and providing the right conditions for them to grow unimpeded by the fear of misstep. Our successes are not just measured by the solutions we deliver but by the thriving team spirit that rises from knowing that every idea is welcome and every attempt is valued.
5 . Develop Trust: Trust is built through consistency and reliability. Ensure that the organisation’s policies and procedures are fair and transparent. Trust also comes from showing employees that their well-being is a priority through actions like work-life balance support and mental health resources.
In my experience, trust is the bedrock of innovation and growth, and building it within our teams is always paramount to our mission. In the dynamic world of clinical solutions, where the stakes are incredibly high, the trust we build is not only within our walls but also extends to the clients and communities we serve.
Thinking back to my time as a leader at Firecrest, innovation was our guiding star. Yet, it demanded a leap of faith — a belief in the power of what we could achieve together. This leap was made possible through the trust we nurtured. I led by being transparent about our objectives, challenges, and triumphs. When information flows freely and leadership is open about the company’s direction, people feel secure. They trust in the path ahead and their role in it.
Growth, both organisational and personal, was encouraged at every turn. Investing in our team’s development, providing opportunities for advancement, and celebrating every milestone, enabled us to achieve a solidified sense of shared destiny. I strived to be more than a figurehead; I was a mentor, a sounding board, and a steadfast supporter of each individual’s aspirations.
Building trust with the team meant showing up — not just in the boardroom, but every day. It meant listening to concerns with an open heart and addressing them with thoughtful action. My team knew that their input was not just heard but valued and that their well-being was always a priority. This mutual respect and consideration paved the way for a deeply ingrained trust.
We also extended this trust outward, to our clients. By consistently delivering on our promises, embracing accountability, and maintaining the highest standards of excellence, we demonstrated that we were synonymous with reliability.
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
About The Interviewer: Vanessa Ogle is a mom, entrepreneur, inventor, writer, and singer/songwriter. Vanessa’s talent in building world-class leadership teams focused on diversity, a culture of service, and innovation through inclusion allowed her to be one of the most acclaimed Latina CEO’s in the last 30 years. She collaborated with the world’s leading technology and content companies such as Netflix, Amazon, HBO, and Broadcom to bring innovative solutions to travelers and hotels around the world. Vanessa is the lead inventor on 120+ U.S. Patents. Accolades include: FAST 100, Entrepreneur 360 Best Companies, Inc. 500 and then another six times on the Inc. 5000. Vanessa was personally honored with Inc. 100 Female Founder’s Award, Ernst and Young’s Entrepreneur of the Year Award, and Enterprising Women of the Year among others. Vanessa now spends her time sharing stories to inspire and give hope through articles, speaking engagements and music. In her spare time she writes and plays music in the Amazon best selling new band HigherHill, teaches surfing clinics, trains dogs, and cheers on her children.
Please connect with Vanessa here on linkedin and subscribe to her newsletter Unplugged as well as follow her on Substack, Instagram, Facebook, and X and of course on her website VanessaOgle.
Creating a Culture of Courage: Frances Abeton Of WHYZE Health On How Authenticity Benefits People… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.