Name: Laura McCann

Title: FOUNDER & CEO

Organisation: AURATHERAPY

Laura McCann is the visionary Founder and CEO of Auratherapy, a wellness brand revolutionizing the way we experience aromatherapy and energy healing. Drawing from her entrepreneurial success in fashion, retail, and tech, Laura founded Auratherapy to bridge the gap between self-care and spiritual well-being. Her leadership style emphasizes authenticity, creativity, and purpose-driven innovation. Through her signature chakra-balancing oil blends and aura sprays, Laura helps individuals channel positive energy, reduce stress, and reconnect with their true selves. She is also the author of Auratherapy: A guide to Adoring yourself, Your Chakras and Your Aura. Laura’s mission is to inspire leaders to take deep breaths and turn small acts of self care into moments of adoration.

Thank you to the 2,000 leaders who’ve generously done the 7 Questions on Leadership!

We’ve gone through the interviews and asked the best of the best to come back and answer 7 MORE Questions on Leadership.

I hope Laura's answers will encourage you in your leadership journey. Enjoy!

Cheers,

Jonno White

1. As a leader, how do you build trust with employees, customers and other stakeholders?

As a leader, I believe trust is built through transparency, authenticity, and consistent action. With employees, I create a safe environment where they feel heard, valued, and empowered to bring their best selves to work. Open communication is key—I share both successes and challenges so we can navigate them together. For customers, trust comes from delivering high-quality products that reflect our brand promise. I ensure our messaging is clear and honest, educating them about the transformative benefits of Auratherapy while prioritizing their well-being. With stakeholders, I focus on aligning our values and maintaining integrity in every interaction. I honor my commitments and strive to foster relationships based on mutual respect and shared goals. Trust, for me, is the foundation of all meaningful connections, and I aim to lead by example every step of the way. Basically, I always choose to leave people and situations better than I have found them. I am motivated by alignment and balance, and ask of myself and others to come to each interaction with minimal drama and trauma.

2. What do 'VISION' and 'MISSION' mean to you? And what does it actually look like to use them in real-world business?

To me, VISION is the big-picture dream—the “why” behind everything we do. It’s about imagining the future we’re working toward and inspiring others to believe in it. For Auratherapy, our vision is to help people heal and transform by connecting with their energy field through breath, intention, and aromatherapy. It’s a world where self-care and wellness are accessible, intentional, and deeply personal. MISSION, on the other hand, is the “how”—the tangible steps we take to bring that vision to life. It’s the actionable framework that drives our daily operations, from crafting clean, essential oil-based products to educating people about chakras and energy healing. Our mission is to create transformative, breathable fragrances that empower individuals to adore themselves and align their body, mind, and spirit. In real-world business, these concepts guide every decision. Vision ensures we’re always aligned with our larger purpose, while mission keeps us focused on delivering value in the present. For example, when we train our team, we instill our vision to inspire their passion and purpose. When developing products, we stay rooted in our mission by prioritizing quality, sustainability, and customer needs. Together, vision and mission are our compass, ensuring that every action moves us closer to our ultimate goal, which is success, but also to live in divine alignment with our soul purpose.

3. How can a leader empower the people they're leading?

Empowering people begins with leading by example, and I live by three guiding principles: Actions Speak Louder Than Words As a leader, I know that my behavior sets the tone. To empower others, I ensure my actions align with my words. I don’t just talk about accountability and growth—I demonstrate it by taking ownership of my own decisions, learning from mistakes, and consistently showing up with integrity. When people see you show up to do the work with them, they see that they too can to take responsibility for their roles with confidence. What You See Is What You Get Authenticity is at the heart of empowerment. I strive to be transparent and honest in every interaction, whether it's sharing feedback or celebrating wins. This creates an environment where people feel safe to be themselves and bring their ideas forward. When people trust that what they see is real, they feel more secure and confident in taking ownership of their work. I like mistakes, I think they are teachable moments. I want everyone to know that they have the answers, they just need to trust themselves. What Are You Pretending Not to Know? This principle challenges both me and my team to confront blind spots and face uncomfortable truths. I encourage open dialogue about challenges, opportunities, and personal growth. By asking this question, I empower others to step out of their comfort zones, take accountability for their growth, and find solutions they may have overlooked. It’s about fostering a culture of self-awareness and proactive problem-solving. Together, these principles create a foundation of trust, confidence, and accountability, allowing my team to feel empowered to take the lead in their roles while growing both personally and professionally.

4. Who are some of the coaches or mentors in your life who have had a positive influence on your leadership? Can you please tell a meaningful story about one of them?

Leadership is a journey shaped by the people who guide, challenge, and inspire us. For me, my mother, Leah Poller, has been one of my greatest mentors. As an artist, she taught me the value of seeing the world from different perspectives and approaching challenges with creativity and resilience. I remember watching her transform raw materials into stunning works of art, often working through setbacks with grace and determination. Her ability to turn adversity into inspiration has profoundly influenced my leadership style. She taught me that true leadership is about creating something meaningful while staying true to your vision, even when the path is uncertain. I’ve also been fortunate to have a strong peer group through organizations like EO (Entrepreneurs’ Organization) and programs such as Birthing of Giants and Gathering of Titans. These groups provide a space to share experiences, gain insights, and hold each other accountable. One memorable moment was during a retreat where a fellow entrepreneur shared their struggles with burnout and how they redefined success to prioritize their well-being. That vulnerability sparked a powerful conversation about the importance of self-care in leadership, which reinforced my commitment to creating a healthy, balanced culture for my team. Interestingly, some of my most valuable leadership lessons come from observing what not to do. I’ve had my share of poor managers—leaders who lacked empathy, vision, or accountability. Their shortcomings motivated me to lead differently. I strive to be the kind of leader who listens, empowers, and inspires, knowing firsthand the impact a positive or negative leader can have on a person’s growth and confidence. Ultimately, leadership is about learning from every experience and continually striving to be better, both for myself and those I have the privilege to lead.

5. Leadership is often more about what you DON'T do. How do you maintain focus in your role?

Leadership is often about the choices you don’t make—what you decide to let go of, delegate, or deprioritize. Maintaining focus requires a clear sense of alignment, which I approach through the framework of the chakras and aura. Each chakra represents an area of balance that helps me stay grounded, energized, and aligned with my mission as a leader. Root Chakra (Stability and Focus) I ground myself by defining priorities and setting boundaries. Staying connected to my purpose ensures I’m not easily swayed by distractions. This chakra reminds me that focus starts with feeling secure in my foundation, which allows me to make calm, confident decisions. Sacral Chakra (Creativity and Flow) Leadership requires creativity, but not every idea deserves immediate action. I channel my energy into projects that align with our vision and let go of those that don’t. This balance helps me maintain momentum without overextending myself or my team. Solar Plexus Chakra (Confidence and Power) I don’t micromanage. Empowering others means trusting them to take ownership, which allows me to focus on strategic decisions. I lead with confidence, knowing that clarity in my role empowers others to excel in theirs. I don't let me adrenal response dictate my actions. Heart Chakra (Connection and Compassion) I focus on fostering meaningful relationships with my team, customers, and stakeholders. By avoiding ego-driven decisions and staying connected to our shared purpose, I ensure that my leadership remains empathetic and people-centered. I am as compassionate with myself as I am with others. Throat Chakra (Clear Communication) What I don’t say is just as important as what I do. I strive for clear, thoughtful communication, avoiding unnecessary noise or overcomplicating messages. This helps maintain focus and ensures everyone is aligned with our goals. Third Eye Chakra (Intuition and Vision) I regularly step back to reflect on the bigger picture, using intuition to guide decisions. This helps me avoid getting lost in day-to-day details and ensures that my focus remains on long-term growth and impact. I trust myself. Crown Chakra (Purpose and Wisdom) I stay connected to our higher mission and trust the process. Letting go of the need to control every detail allows space for innovation and growth, maintaining focus on what truly matters. I trust in a higher power. Lastly, I protect my aura by maintaining boundaries and prioritizing self-care. As a leader, my energy affects everyone around me, so I make a conscious effort to recharge, stay balanced, and focus on actions that elevate both myself and my team. This holistic approach ensures that my focus remains sharp, purposeful, and aligned with our vision.

6. If you fail to plan, you plan to fail. Everyone plans differently. How do you plan for the week, month and years ahead in your role?

Planning for me is both an art and a science, much like running a business as if it’s a movie set. Every day has costs, and everyone on the team needs to come prepared for their “shots.” Whether we’re capturing the perfect scene (launching a product) or reshooting after a setback, it’s all about staying focused on the bigger picture while managing the daily details. I also apply the principles of agile software development to leadership. It’s crucial to always be testing, deploying, and iterating, regardless of the demands of the day-to-day. Agility keeps us moving forward, even in the face of uncertainty, and ensures we can pivot quickly when needed. At any given time, I have 3 to 5 key projects in play—each at different stages of development. This keeps the business dynamic, ensuring we’re balancing immediate priorities with long-term growth initiatives. Weekly planning focuses on breaking down these projects into actionable steps, while monthly and yearly planning ensures we’re aligned with our mission and vision. This approach helps us stay adaptable and productive, always prepared for the next scene while keeping the momentum alive in every aspect of the business.

7. What advice would you give to a young leader who is struggling to delegate effectively?

The advice I’d give to a young leader struggling with delegation is this: What you think, you create. If you can’t delegate, it’s likely because you’re thinking, “No one else can do this as well as I can,” or “It’s faster if I do it myself.” These thoughts create a cycle where you remain overwhelmed, and your team misses out on opportunities to grow. To break this cycle, start by shifting your mindset. Delegation isn’t about offloading tasks—it’s about empowering your team. Trust that your people are capable, and recognize that their growth strengthens the entire organization. Here are three practical steps to help: Clarify Expectations When you delegate, don’t just hand over a task. Clearly communicate the desired outcome, deadlines, and resources available. This ensures your team knows what success looks like and feels confident in their role. Create SOP's, standard Operating Procedures- Use these as a brief to align the team and work on them collaboratively to ensure buy in. Focus on Strengths Delegate tasks based on each team member’s strengths and interests. When people feel aligned with their work, they’re more likely to excel and take ownership. Ask yourself: What strengths do you have that you are not confident about. How woudl you want to be helped with a project like the one you are delegating? Let Go of Perfection Understand that things may not always be done exactly as you would do them—and that’s okay. Focus on the results, not the method, and provide constructive feedback to help your team learn and improve. Ask yourself why you need perfection or things a certain way in the first place. Remember, effective delegation frees up your time for strategic leadership and helps your team build their skills and confidence. What you think, you create—so think trust, growth, and collaboration, and watch your team rise to the occasion. When all is fails read the E-Myth.