The WHAT, HOW, WHY of ISO Consultants EmmersonWills

The WHAT, HOW, WHY of ISO Consultants EmmersonWills

We share our motivations, purpose, and beliefs


Why we do what we do

At the beginning of the year, EmmersonWills MD, Matt Jones read Start with Why by best-selling, British-American author Simon Sinek – an exceptional book that he recommends for any business owner.

Within the book’s inspiring pages, motivational speaker and marketing guru, Sinek reveals his ground-breaking, self-devised concept – The Golden Circle. A bullseye-shaped diagram that visualises the structure of an organisation in 3 distinct rings: WHAT, HOW, and crucially – WHY at its core.


From this, Matt compiled our own WHAT, HOW, WHY document that reveals exactly what makes EmmersonWills ISO Consultants special – and fundamentally our unique purpose.


EmmersonWills ISO Consultants’ WHAT, HOW, WHY


We are on a mission to shake up the ISO industry. We believe in innovation, efficiency, and improvement. Gone are the days of outdated and inflexible systems that have been patched together to appease certifications. We do things differently.


We continually strive to learn, improve, and think ahead. Keeping our focus on simplistic compliance, with practical, ever-increasing value – that reinforces the correct foundations of modern and efficient systemisation.


With passion, we design and develop simple, compliant, and value-enhancing management systems – keeping our WHY in mind.

“We are drawn to leaders and organisations that are good at communicating what they believe.” Quote – Simon Sinek.

It has been said that few companies know their WHY, but this is something that EmmersonWills is crystal clear on.


Our WHY is powerful and has a story behind it….

Matt discovered ISO 9001 Quality through more general business consulting. He established a relationship with an auditor and found there was a great deal of variation, plus an open book approach to a myriad of businesses and industries. He also saw secure worldwide earning potential*.

As a business and industry enthusiast, this was enticing, and without delay Matt began training for his 9001 external auditor qualifications.

With aspirations to become a diverse auditor, Matt also trained in 14001 Environmental and OHSAS 18001 Health & Safety (now ISO 45001). His favoured area of specialty was always Quality – which turned out to be a double-edged sword! Most auditors in the industry have a background in Environmental or Health & Safety ISO, therefore Matt’s love of business and 9001 instantly positioned him at the forefront of Quality ISO.

However, with the vast quantity of complex and inefficient systems, Matt quickly became frustrated…and this is what motivated him to found EmmersonWills.


Forward-thinking ISO Consultants

While complicated and inept systems may address the requirements of the applicable standards, they are expensive to run, and carry many other risks – see our last blog, The Real Cost of Self-Managed ISO for more insight on this.

Without a passion for efficient and progressive business, it is far too easy to create a rigid, arduous, and wasteful management system.


Common examples of complexity and inefficiency:

 – Having half a dozen or more documents to address context, risks, and opportunities, when one document will do – if you take a matrix approach. At EmmersonWills we have an internal invention called the SAIIILOR matrix. An approach that involves 1 dynamic change, avoiding the need to address cross-over in multiple other documents.

 – Sending lengthy supplier approval documents to your whole supply chain, and worse yet, doing that yearly.

 – Lengthy policies. The more there is to read, the less it will be read by staff or clients.

 – Using procedures when processes will do. If there is no, or little variation to the way a task must be undertaken, a procedure is the right way to go. However, many procedures that we have witnessed have been ineffective, out of date, or stifling to efficiency and improvement. And when that is the case, they cease to be used, often resulting in a systemization decline (in practice and in culture.)

 – Long manuals with built-in policies and procedures. Once again, the more there is to read – the less it will be read. Additionally, when you include policies and procedures, you must consider change, as it takes time and cost to reissue the manual. And throughout all of this, an organisation must ensure compliance with the document control cause – an easy spot for auditors! Our approach is to think of your manual as a roadmap and to be general with it to minimise change. The very essence of a map is to be directional. For example, on the printed road maps of yesteryear, a fuel station would be listed as just that. Not as a brand such as Esso or BP, as these things change. Our manuals rarely exceed 8 pages, and that includes a contents page and generally 2+ pages of flow map processes.


So, in summary, whilst conducting third-party audits, Matt has come across many systems developed for mass sale rather than the specific business they serve. Whilst they may tick the ISO certification box, they often fail to drive improvement.


Inspired ISO

At EmmersonWills we will make the standard work for you – we will not change your company to address the standard.

Our services are full, from Design to Assessment Management and we have helped dozens of clients to simplify their ISO and get immense value out of it. Read our glowing Testimonials to see what they are saying.

 For a free, no-obligation consultation, reach out to us on 0800 433 2207 or send us a message via our website Contact Us page.

We’d be delighted to hear from you.



*ISO auditing has secure opportunities worldwide with more auditors retiring than are entering it. If you are looking for a change and you like variety, we recommend investigating. If you need help or guidance, we would be happy to share our experience and direct you to the right places and contacts.

If you are interested in becoming an ISO Consultant, we are growing. Get in touch to be added to our list. You can reach us on 0800 433 2207.

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