Colin Cuthbert is the Managing Director of Ayers Group. Established over 20 years ago, Ayers Group has seen significant growth under Colin’s leadership. It services contractor management and payroll needs.
In this episode, Colin discusses getting stuck under the bonnet of the business and being a bottleneck. He displays incredible vulnerability in disclosing he didn’t even know he was the bottleneck until they implemented the Entrepreneurial Operating System (EOS).
With EOS in place, Ayers Group culture and performance continues to meet the regular challenges and continual growth.
Transcript
Murray Smith: Colin Cuthbert of Ayers Group, welcome to Gripping Business Tales.
Colin Cuthbert: Hello Murray, how are you?
Murray: I’m doing really, really well. Appreciate you taking the time.
Colin: Of course, no doubt.
Murray: In Sydney, the sun’s out. You’re overlooking Darling Harbour, just about to whack on the shorts and go for a run—I assume that’s what normally happens in Sydney, isn’t it?
Colin: If I hadn’t pulled my hamstring a few weeks ago, I might well be doing that. But the sun’s not shining today—maybe next week.
Murray: Given the bad hamstring, maybe we should turn to success. We have a tradition here: Can you outline one personal success and one professional success you’ve had recently?
Colin: Sure. Personally, it’s been a big year for everyone with COVID-19, but we’ve recently taken the family’s old vintage caravan away for a couple of weekends down the coast—Bendalong and Burrill Lake. It was great to switch off and spend quality time with my wife Louise and our two kids.
Professionally, I’d say surviving COVID-19. I was back in the UK in March when things escalated and had to cut my trip short. I wasn’t sure where we’d end up, but the team did an amazing job, and we’ve come through it well.
Murray: Don’t underestimate survival as a success, especially during the past few months. Tell us more about Ayers—what does the business do?
Colin: Ayers has been around for about 22 years. We specialise in contractor management, migration, and payroll. We work with recruitment companies across Australia and New Zealand, mostly in white-collar sectors like IT, engineering, finance, and admin. We handle everything from onboarding and timesheets to invoicing and payroll.
Murray: And how did you end up at Ayers?
Colin: I wasn’t a founder—my business partner Patrick Burke was. I used to work for a competitor but wasn’t sure whether I wanted to stay in the industry. A mutual client introduced me to Patrick and said, “Even if you don’t want the job, you’ll enjoy the conversation.” That was nine years ago. It wasn’t about a gap in the market—it was about meeting a like-minded person with a similar vision.
Murray: What was that vision?
Colin: A strong focus on customer service and people. At my previous company, that wasn’t a priority. When I joined Ayers, Patrick said, “There are no legacies here—do what you need to do.” I believed people and service should be front and centre, and that aligned perfectly.
Murray: Somewhere along the way, you implemented EOS. What led to that decision?
Colin: I felt like I had to do everything. I wasn’t micromanaging, but I thought I should be across it all, and I became the bottleneck. Initially, I didn’t realise it. My head was buried so deep in the day-to-day, I thought I was helping.
Murray: So how did the shift happen?
Colin: I met Roger, our EOS Implementer, during a golf lunch—he was part of the four-ball. I spent more time on the phone than playing golf, approving payroll and dealing with queries. By the 16th hole, Roger said, “We can help you.” I laughed at first, but we started talking. Even though we only had 4–5 staff at the time, those conversations opened my eyes. Eventually, I realised I really was the bottleneck.
Murray: How long have you been using EOS?
Colin: About three and a half years. It’s been brilliant—for me and the staff. Everyone has had the opportunity to grow.
Murray: What changes have you seen in the team?
Colin: One big shift was hiring based on values rather than just skills. I used to focus too much on CVs and technical fit. Now we ask better questions during interviews to assess alignment with our values. If values don’t align, it doesn’t work out.
Murray: How do people respond to that approach?
Colin: Generally, they appreciate it. We’re upfront during recruitment, and we encourage candidates to ask us questions too. We make sure they understand our vision and values from the start.
Murray: What challenges do you face now?
Colin: Interestingly, I slipped back into being a bottleneck during COVID. We made the tough call to stop EOS temporarily to cut costs, but that decision brought back the same issues we’d solved. We’ve since re-engaged Roger and restarted the process. The key lesson: not all costs are bad. Some are essential to growth and clarity.
Murray: What did that time teach you?
Colin: That communication and values are everything. Even during crisis, we didn’t let anyone go. We acted quickly, but I got too involved again. Now we’re focused on empowering others and communicating better—internally and externally. We’re also hiring for marketing support because that’s not something I can or should do alone.
Murray: Outside of EOS, what’s the biggest lesson you’d share with other business owners?
Colin: Values. Absolutely. Establish clear values that your team lives by every day. Use them to hire, make decisions, and have honest conversations. We once did a roadshow on culture and values, and people asked, “What are you selling?” We weren’t selling—we were just talking about what mattered to us. It was surprising how many companies either had no values or never used them. Values should be active, not just words on the wall.
Murray: Great advice, Colin. For anyone wanting to connect with Ayers, how can they reach you?
Colin: Phone, email, or via our website—ayers.com.au. Or come visit us in Pyrmont! We’re always up for a chat. Sometimes it doesn’t lead to business, but we love talking about the challenges people are facing.
Murray: Fantastic. Thanks again, Colin. It’s been great to hear about your journey, the value of structure, and the importance of living by your values.
Colin: Thanks, Murray. Really appreciate the chat.
“I was really becoming a bottleneck in my own business”