what I believe about business

I don’t believe in scale for scale’s sake.
I believe business is a site of microeconomics, meaning-making, and structural power.

I believe leadership starts with self-leadership—and that operational systems should reflect our actual values, not just our stated ones.

I believe most of what gets taught as “strategy” is just urgency in a prettier outfit.
And that the real work happens in how we pay, prioritize, partner, and pace.

I believe that if we’re going to build inside capitalism, we have to practice different values inside our businesses.
That liberation is not a pitch—it’s a practice.

I believe the cost of building a business that betrays your values is too high.
And the profit of building one that holds—you, your team, your vision—is too often underestimated.

If you believe that too, you’re in the right place.

the work

At Work in Practice, I partner with founders and their teams to realign how their businesses are held—strategically, structurally, and systemically. My clients come to me when they realize:

The marketing looks good. The revenue’s decent. But the business doesn’t feel right on the inside.

that might mean re-architecting a no longer resonant go-to-market strategy or clarifying your offer ecosystem so it matches your capacity.

that might mean rebuilding operations and leadership rhythms so your team isn’t depending on your effort to hold it all.

or maybe it means untangling the backend from a brand identity that’s no longer in integrity with the actual experience.

the values + vision

I believe business is a site of both meaning and harm—and we get to choose what kind of systems we build inside it.

I believe operations are where our values get tested. And that alignment is a structure.

I’m not here for buzzwords or burnouts disguised as breakthroughs. I’m here to help people design businesses that don’t demand their self-abandonment in order to succeed.

This work is a response to the hustle-optimization-industrial complex that taught us success must be earned through exhaustion.

It’s a practice of remembering that we get to build differently—deliberately, humanely, and in rhythm with what actually matters.

what I build toward—and how I build it

These five values shape how I work with clients, how I design systems, and how I contribute to a more liberatory business landscape. They’re not just personal principles. They’re the foundation for everything I help others create.

  • Discernment + Alignment
    I help my clients make decisions rooted in clarity—not pressure, not performance.

    We don’t build what looks impressive; we build what feels true.

    I create containers where leaders can stop contorting themselves and start designing from wholeness.

    This means:
    Saying no to what doesn’t belong. Naming misalignment early. Making moves that reflect your actual values—not someone else’s playbook.

  • Honesty + Accountability
    I hold space for honest conversations—about what's working, what’s not, and what’s been avoided.

    I support leaders in building cultures where truth isn’t a threat—it’s a tool for trust.

    We don’t bypass the hard stuff. We meet it with clarity and care.

    This means:
    Naming reality. Addressing breakdowns. Building systems where feedback flows both ways—and accountability isn’t optional.

  • Equity + Freedom
    I partner with people who are building businesses that don’t just benefit them—but create room for others to thrive, too.

    We design for inclusion, sustainability, and spaciousness—not just scale.

    This means:
    Redistributing power. Designing for access. Building businesses that expand opportunity instead of extracting from the people inside them.

  • Empathy + Love
    I treat my clients—and their teams—as whole people.

    We build systems that don’t demand your detachment or deny your humanity.

    We lead with curiosity, care, and respect—and we build cultures where people feel safe to show up honestly.

    This means:
    Prioritizing relational clarity. Honoring capacity. Designing work that strengthens trust rather than eroding it.

  • Quality + Beauty
    I hold a high bar—not for perfection, but for resonance, coherence, and craft.

    The systems we build together should work beautifully and feel like they belong to you.

    This means:
    Bringing care to the process, not just the deliverable. Building with intention. Making the backend feel as beautiful and aligned as the front.

what sets this work apart

  • It lives at the intersection of brand, business model, and backend.

    I don’t treat operations as a silo. I treat them as a reflection of what you believe—and a container for how you lead.

  • I don’t offer plug-and-play blueprints. I offer a process.

    One that helps you move from output to infrastructure, from noise to discernment, from overextension to practiced alignment.

  • Structure not as the enemy of freedom—but as the very thing that makes it possible.

    I help values-centered founders and leadership teams build businesses that don’t just look aligned—they feel aligned on the inside.

the person behind the practice

I’m Brittany Martin—strategist, systems thinker, writer, and mother of two. I’m the founder of Work in Practice and co-founder of Co-Op, a collaborative operations firm helping founders restructure their businesses from the inside out—without betraying their values to scale.

I’ve spent more than the last decade helping businesses scale without selling themselves out. I’ve worked inside seven-and-eight-figure brands as a COO, President, and operator, led high-stakes growth as a consultant and coach, and sat at too many tables where the stated values didn’t match the lived experience.

I know what it feels like to succeed on paper—but feel the cost of that success in your body, to care deeply about the work, but feel buried beneath it, and to carry a vision—but get trapped inside someone else’s system.

This work is my way of making sense of all that.

I help founders and leadership teams design structures that don’t require self-abandonment to function. I bring precision, pattern recognition, and systems fluency—but also deep care. A refusal to pretend it’s fine. And a commitment to building rhythms that can actually hold what you’re here to do.

This is the work of repair.
Of re-architecture.
Of practiced alignment.

And it’s where I feel most alive.

if you’re tired of performing leadership and ready to start practicing it—this work is for you.

if you’ve outgrown the templates but don’t want to burn it all down...
if you’re building from your values—not just your vanity metrics...
if you want to design systems that hold your team, your energy, and your vision—

let’s begin.