I'm Samantha Seaman, a People Strategist.
I work on the people side of agricultural business.
Most people call me when something isn't working and they can't quite put their finger on what it is. The team isn't pulling together, a good manager is struggling, or good people are leaving.
I help leaders step back, understand what's really going on with their people and work out what needs to change.
How I came to do this work
I've always been more interested in the people than the process.
I started my career in London, working in investment banking, media and property. I then spent ten years in a rural surveying company, working alongside landowners, farms and estates.
Wherever I worked, I saw the same thing: capable people who weren't getting the best from each other, and leaders who were often too close to the business to see why.
I've experienced what it's like to work in places where communication is poor and people don't feel listened to. I know how frustrating it can be when you have something to contribute but don't feel heard.
That experience, alongside my work in business, led me to train as a coach and study positive psychology. I wanted to understand what was really going on for people, rather than simply reacting to what I could see on the surface.
Why agriculture?
Agriculture is the sector I've chosen because I know it from the inside.
I grew up on a Norfolk farm and I'm married to a farmer, so I understand the long days, the weather, the pressures on family businesses and the familiar attitude of “just get on with it”.
My background also gives me a corporate perspective. I've worked across different industries and understand the challenges leaders face when they need their people to work well together, adapt to change and take the business forward.
I bring that perspective to a sector I know and care about.
Experience that shapes how I work
My career spans investment banking, media and property, followed by ten years in a rural surveying company, working alongside landowners, farms and estates.
I grew up on a Norfolk farm and I'm married to a farmer, so I understand the realities of agricultural life and business. I've also experienced what it's like to work in environments where communication breaks down and people don't feel heard.
These experiences have shaped how I work today.
I look beyond the obvious. What appears to be a skills gap or difficult behaviour may be a deeper people or leadership issue.
I understand before acting. I listen, ask questions and help leaders see what's really happening before deciding what needs to change.
I focus on practical action. Understanding the problem matters, but it needs to lead to meaningful changes in how people work together and how the business operates.
My coaching and training incorporates positive psychology, real life examples and a DISC certification in this approach. I bring together my business experience, understanding of agriculture and work with people to help leaders find a way forward.
I look beyond the behaviour
What you see isn't always the real problem.
Someone who appears resistant to change may not feel able to speak up. A manager who is struggling may be excellent at the operational side of the job but have had little support in learning how to lead people.
If you address the behaviour without understanding what's underneath it, the change may not last.
I start by listening and understanding what's happening for the people involved. Then I help leaders see the situation from a different perspective and work out what needs to change.
That might involve coaching, leadership development, team development, training, facilitation or a more bespoke piece of work. The right approach depends on the problem.
People · Perspective · Possibility
People
Understand what is happening for the people involved.
Perspective
Look at the situation differently and identify what might be missing.
Possibility
Work out what could change and agree practical next steps.
Something isn't working in your business?
Perhaps your team isn't pulling together, a manager is struggling, or you know something needs to change but aren't sure where to start.
Let's talk about what's happening and work out what kind of support would be most useful.