Discover how values-driven leadership, ethical hiring, and human-first culture can transform the way we build businesses in this powerful solo episode of Bearing It All with Kate Ginsberg.
In the fifth episode of Bearing It All, Kate Ginsberg, founder and CEO of Queen of To Do, opens up about what it truly means to be an ethical entrepreneur, beyond buzzwords, beyond profit-first frameworks. This vulnerable, real, and deeply clarifying conversation guides listeners through the heart-centered decisions behind the Queen of To Do’s growth, and how ethics and empathy continue to inform every step of the company’s evolution.
What would happen if your business were rooted in actual care, not just branding language? What if your team came before your profit margin? What if every decision you made had to pass through the filter: Does this help my people thrive?
In this episode, Kate shares exactly how Queen of To Do built a model where empathy, equity, and integrity aren’t just principles, they’re practices. From how they hire to how they release clients, this is a masterclass in building a sustainable, human-first company.
A Culture Where People Come First.
“We believe in paying a living—thriving—wage. We believe in giving time off without guilt. We believe that our team deserves a life that isn’t just work and sleep.”
- Kate Ginsberg
This episode dives into what it actually looks like to lead with values when things get hard—when you're growing fast, making hiring decisions, setting boundaries with clients, or investing in marketing.
“It’s not always easy. We’ve made mistakes. But we lead with grace and a commitment to do better.”
Kate (00:18):
Hey y’all, I’m Kate Ginsberg, founder and CEO of Queen of To Do, and your host here at Bearing It All. Today I’m chatting solo about what it means to be an ethical entrepreneur and why prioritizing values over profits matters more than ever.
Kate (01:30):
When Queen of To Do started, it was just me. In May 2021, I brought on Heather, who’s been instrumental in running operations. Our shared values laid the foundation for a people-first business.
Kate (01:37):
Now we’re a team of 19 W-2 employees, not contractors. That structure matters. We believe in building careers, not gigs. And we make decisions through the lens of our values.
Kate (02:03):
Each year, we pick a theme. One year it was alignment and transparency, ensuring decisions move us toward our goals without compromising what we believe in.
Kate (06:00):
If your company’s values don’t match your personal ones, conflict is inevitable. For us, values like trust, empathy, and integrity lead the way.
Kate (02:38):
We believe profits will come, but not at the expense of our team. Every employee brings wisdom and heart to the work, and they deserve to be treated with respect and care.
Kate (04:35):
Our clients are often overwhelmed. Their homes may feel chaotic. But we don’t judge, we support. Shame has no place in our work.
Kate (06:22):
We’ve let clients go who treated our team poorly. That’s a hard line for us. No paycheck is worth exposing someone to a harmful environment.
Kate (07:00):
We pay a thriving wage. Most of our team works part-time and lives comfortably. We don’t just talk about self-care, we practice it.
Kate (08:04):
If someone says, “I’m taking two weeks off,” that’s not a request—it’s a boundary. My job is to make sure their clients are covered.
Kate (08:18):
We can teach skills. What’s harder to find are people aligned with our mission. That’s who we hire.
Kate (09:28:
When people are your priority, your decisions shift. It’s not about making the most money—it’s about doing right by your team and clients.
Kate (9:40):
Even when we’re calling a pharmacy or chatting with an office assistant, we aim to make their day better. Kindness is part of the job.
Kate (11:16):
We want our work to free people up—to volunteer, spend time with family, and rest. Thriving isn’t optional. It’s the goal.
Kate (14:27):
We offer bonuses for great work. If someone asks for help, they get it. Collaboration builds trust and a stronger team.
Kate (13:30):
Write your values down. Share them. Use them to guide decisions—even when it’s hard.
Kate (16:01):
We’ve made mistakes. But we lead with grace, correct course, and recommit to our values.
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