The Growth Multiplier: Why Start-Ups and Scale-Ups Benefit from an Advisory but Hands-On NED

Leaving corporate world to help early-stage businesses wasn’t an easy decision for me however really opened my eyes to the world in which they operate. Start-ups and scale-ups are exhilarating places to be, fast-paced, innovative, and full of promise. But let’s be honest: they’re also chaotic. Juggling product development, customer acquisition, funding rounds, hiring, and market shifts can feel like spinning a dozen plates while riding a unicycle. In this whirlwind, a Non-Executive Director (NED) might seem like a “nice to have” rather than a necessity. But the right kind of NED - one who rolls up their sleeves while keeping a strategic lens - can be the difference between steady growth and frustrating stall. It might break the norm for the NED role, blurring lines perhaps between the traditional NED and fractional C-suite hires, but for fast-paced earlier-stage businesses, it can offer real potential without the cost of full-time appointments.

So, what exactly is a hands-on NED, and why do they matter so much in early-stage businesses?

Beyond the Boardroom: The Hands-On Advantage

Traditional NEDs offer valuable governance, oversight, and strategic challenge. But early-stage businesses don’t just need advice, they need action. A hands-on NED combines the best of both worlds: they bring an advisory role, grounded in experience, and are willing to pitch in to help deliver.

They don’t replace your leadership team, they amplify it. Think of them as your commercial co-pilot: someone who can help steer, but also knows how to operate the instruments when needed.

Seven Reasons a Hands-On NED Could Be a Game-Changer

1. They Bridge Strategy and Execution

You might have a great strategy, or at least the outline of one, but…getting from whiteboard to reality is often where things get stuck. A hands-on NED brings the tactical insight to make things happen, helping the team stay focused on execution without losing sight of the big picture. More importantly, they often introduce frameworks to help teams prioritise, plan, and deliver, bringing structure without stifling innovation.

2. They Accelerate Commercial Growth

For many start-ups and scale-ups, sales and marketing are the lifeblood, but also a surprisingly common bottleneck. A commercially-minded NED can assess what’s working, spot the gaps, and support delivery. Whether it’s refining your go-to-market plan, helping land your first enterprise clients, or creating a repeatable sales engine, their experience speeds up the learning curve.

3. They Increase Board Accountability

In fast-moving environments, it’s easy for boards to become informal or reactive. A strong NED plays a key role in sharpening board focus, ensuring time is spent on the right issues, risks are properly considered, and agreed actions are followed through. This layer of accountability often makes founders and directors more effective by adding rhythm and rigour to decision-making.

4. They Bring in the Right Connections

Start-ups often lack the time or network to find the right people, suppliers, customers, or investors. A well-connected NED can open doors, whether that’s introducing a sales or marketing agency in Europe, a trusted marketing partner, a potential customer, or even future talent. Their network becomes a business asset that saves time and creates opportunity.

5. They Spot Problems Before They Grow

When you’re in the trenches, it’s easy to miss warning signs. A NED who’s seen it all before will know when growth is masking inefficiency, or when culture is starting to drift. Their external perspective - combined with enough involvement to understand the day-to-day - means they can ask the hard questions early and help course-correct.

6. They Support the Founders, Not Replace Them

Founders often shoulder the burden of vision, funding, leadership, and delivery. It’s a lot. A good hands-on NED becomes a trusted sounding board - someone who understands the journey and provides a safe space for challenge, ideas, and reflection. They’re not there to tell you how to run your business; they’re there to make you more effective at running it.

7. They’re Cost-Effective Impact Players

You don’t need a full-time commercial director, CMO, or growth lead to get results. Many hands-on NEDs work a day or two a month, focused on the highest-leverage activities. That means you get the benefit of experience, network, frameworks, and delivery capability, without the cost or commitment of a senior hire you may not yet need.

When to Bring in a Hands-On NED?

Not all businesses are ready for this type of support, but if any of these resonate, it might be time:

• You’ve hit a growth plateau and can’t see why

• You’re entering a new market or preparing for funding

• Your sales are reliant on a few individuals (and not repeatable)

• Your board discussions are too operational and lack challenge

• You need someone to challenge the business plan, but also help deliver it

Final Thought: Advisory That Delivers

At GrowthBox Consulting, we’ve worked with founders, scale-ups, and innovation-led businesses across climate change and nature tech solutions, communications agencies, consumer research, mobility solutions and beyond. We believe the most valuable support is a mix of head and hands: strategic input and operational momentum.

Whether it’s through a formal NED appointment or a project-based role, the goal is the same: to help founders build confident, commercial growth.

If you’re a start-up or scale-up looking for a hands-on advisor who’s sat in your seat, walked the walk, and can help you avoid the common pitfalls, reach out, let’s talk.