As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Raffy Sgroi.
Raffy Sgroi is a business leader, coach, and advocate for values-driven entrepreneurship. As the founder of Sage Advice, Raffy is on a mission to help businesses thrive by integrating purpose, culture, and strategy at their core.
Raffy honed his approach through years of hands-on experience running Car Mechanical Services, her family-owned trade business in Canberra. Under her leadership, the company navigated pandemic lockdowns, economic fluctuations, and workforce challenges, all while pioneering The ToDEI Way: a framework created by Raffy that embeds diversity, equity, and inclusion into everyday operations.
Raffy’s commitment to sustainable and people-focused practices has earned Car Mechanical Services national recognition across multiple categories, including diversity and inclusion, sustainability, and customer service excellence. Crucially, Raffy demonstrates that value-driven businesses don’t just “do good” but they outperform, even in the toughest conditions.
Beyond running a successful business, Raffy brings this real-world expertise to other entrepreneurs as a business coach. She doesn’t offer one-size-fits-all solutions; instead, she works closely with leaders to translate their values into practical strategies that drive growth, resilience, and long-term success.
Through Sage Advice, Raffy champions businesses that last, foster thriving communities, and lead by example.
Known for her pragmatic approach, strategic mindset, and unwavering belief in the power of purpose, she inspires leaders to align their business ambitions with their values; proving that profitability and principled leadership are not mutually exclusive.
In this interview, she talks about the obstacles she’s overcome, the milestones she’s achieved, and the wisdom she’s gained along the way.
What inspired you to start your business, and what problem were you passionate about solving?
A deep desire to create real change, particularly in industries where inclusive leadership is often overlooked, is fundamentally what drove me to start Sage Advice.
After decades as an entrepreneur and business strategist in the automotive sector, I saw firsthand the lack of leadership development and limited diversity, especially when it came to female representation in trades and other male-dominated fields.
I started Sage Advice as a means to progress a culture shift in the way Australian small business owners view, approach and reap the rewards of inclusive leadership.
Trade and service-based industries often present unique external and internal challenges for women and those with ‘invisible disabilities.’ Many carry a belief that their voices aren’t relevant in these environments, when in fact, they are essential and moreover, can be extremely advantageous to a business’ bottom line.
I’ve seen too many small business owners struggle to implement inclusive practices or access meaningful leadership development. That gap, coupled with my own lived experience, is what truly motivated me.
So, Sage Advice was born from this intersection of passion and expertise. I have personally experienced initial reluctance from colleagues to embrace me as a female leader in the automotive sector. I have endured initial reluctance from some colleagues and employees to embrace inclusivity – namely because some are simply unsure of how to navigate inclusivity in a way that’s suited to their operations.
I started Sage to offer more than just generic consulting. I provide tailored, practical strategies that empower leaders to build diverse teams, foster inclusive cultures, and implement policies that allow every employee to thrive.
My goal is to help businesses grow stronger through the power of inclusive leadership and to support a new generation of leaders who understand the value of diversity at every level.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
Since launching Sage Advice, I’ve made deliberate decisions to ensure our growth is built on impact rather than volume. A critical choice was steering away from a cookie-cutter approach to coaching and consulting. Every business has unique challenges, so my focus has always been on creating tailored strategies; whether that means flexible workplace policies, inclusive recruitment practices, or leadership programs that drive both cultural and commercial results. The fact that referrals remain one of our strongest growth drivers tells me this approach resonates.
Targeted marketing has also played a role. In a saturated field, I’ve concentrated on industries where I bring decades of practical experience, traditionally male-dominated trades and services. This relatability has allowed Sage Advice to cut through and establish genuine trust.
At the same time, expansion has been key. Initiatives like Todei, our diversity and inclusion program, along with online workshops, consulting, and networking events, have broadened our reach. From the beginning, I’ve prioritised building strong relationships, embedding inclusion into every program, and offering clients access to a trusted network of Preferred Partners, without hidden costs.
Ultimately, Sage’s growth has come from delivering authentic, bespoke solutions that spark lasting cultural change across Australian small businesses.
In your view, what truly sets your brand apart in today’s competitive market?
What sets Sage Advice apart is our holistic, values-driven approach to transformation. We don’t deliver surface-level diversity initiatives. We embed inclusive leadership into the very DNA of an organisation, ensuring cultural and commercial impact that lasts.
My decades of multi-award-winning experience in the automotive sector, combined with my work as a leading advocate for women in male-dominated industries, uniquely position me to help businesses attract, retain, and empower diverse talent. This practical, lived experience gives Sage Advice a depth of understanding many traditional coaches can’t offer.
Equally, we focus on equipping leaders with the adaptability, mindset, and tools they need to thrive in today’s rapidly evolving landscape – whether they’re senior executives, small business owners, or solopreneurs. Innovation underpins everything we do, and our programs evolve continuously with client feedback and workplace shifts.
Sage Advice isn’t just about business growth. Sage Advice is about building inclusive, resilient, future-ready organisations.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
My most effective marketing strategy has been a highly targeted approach, focusing on industries where I bring decades of lived, practical experience; particularly automotive and other traditionally male-dominated sectors.
This niche positioning has allowed Sage Advice to cut through a crowded coaching market and build credibility quickly. By speaking directly to the challenges these businesses face, our messaging resonates on a deeper level, fostering trust and relatability.
Referrals from satisfied clients have also amplified this strategy, proving that authentic, values-driven solutions paired with genuine industry expertise create the strongest, most enduring form of marketing.
How do you stay connected to your ideal audience and understand their needs or behaviors?
Staying connected to my ideal audience begins with truly understanding their world, because I’ve lived it myself.
With decades of hands-on experience in the automotive sector, I know firsthand the challenges and dynamics of male-dominated industries. This background allows me to relate directly to my clients, speaking their language and addressing issues they may not even realise are holding them back.
I stay close to industry developments by maintaining active networks, attending trade events, and continuously engaging with business owners, apprentices, and leaders on the ground. These conversations give me invaluable insights into shifting behaviours, workplace challenges, and opportunities for growth.
Importantly, I listen – whether through client feedback, workshops, or mentoring sessions – and use these insights to refine Sage Advice programs.
My dual perspective as both a business leader and a female advocate in trades helps me bridge the gap between strategic solutions and real-world impact.
What’s one branding move or campaign that helped elevate your business to the next level?
One of the most impactful branding moves for Sage Advice was positioning myself openly and proudly as both an automotive business expert and a female leader in a traditionally male-dominated industry. Rather than presenting Sage Advice as a generic business consultancy, I leaned into my decades of experience in the automotive sector and my role as an advocate for women in trades. This authenticity became the foundation of our brand story and helped differentiate Sage Advice in a crowded market.
By showcasing my lived experience – through speaking engagements, industry partnerships, and media opportunities – we created a brand identity rooted in credibility, relatability, and trust.
This approach resonated strongly with our ideal clients, who value practical expertise and real-world understanding over textbook coaching. It also positioned Sage Advice as a leader in driving inclusion and cultural transformation. That branding decision elevated us from being “a consultancy” to being a trusted, values-driven partner for long-term business change.
What does success look like for you, not just in numbers, but in purpose or impact?
For me, success is measured not just in numbers, but in the cultural shifts we help create.
Having spent decades in the automotive sector, I’ve seen the need for change in how business leaders lead.
Success is when leaders move beyond traditional, top-down approaches and embrace inclusive, values-driven leadership that empowers their teams. It’s about embedding diversity and adaptability into the DNA of businesses so they thrive commercially while fostering environments where people feel respected and supported.
True success is leaving behind stronger, more inclusive industries shaped by leaders who champion purpose, equality, and long-term cultural transformation.
How do you personally define success, beyond revenue and growth metrics?
I define success by the cultural impact and transformation we create.
Beyond revenue, it’s about shifting the way business leaders lead, that is, moving from rigid, transactional models to inclusive, values-driven leadership that empowers people and drives long-term change.
With decades of experience in the automotive sector, I’ve seen the difference when businesses embed diversity, adaptability, and respect into their DNA.
Success is seeing leaders embrace this shift, workplaces become more equitable, and industries once resistant to change open up opportunities for women and underrepresented groups. That’s the legacy I’m most proud to build through Sage Advice.
Can you share a challenge or setback that ultimately became a turning point for your brand?
Like many entrepreneurs, I’ve faced challenges that tested my resolve and shaped the direction of Sage Advice.
One of the earliest, and most persistent, was convincing businesses in male-dominated industries that diversity and inclusion are not optional add-ons, but essential to long-term success. Many leaders initially struggled to see the commercial and cultural value, so I had to be patient, persistent, and evidence-based in demonstrating the results.
My own lived experience as a woman in the automotive industry gave me a unique advantage. I understood the barriers firsthand, that is, being underestimated, breaking through stereotypes, and constantly proving capability.
These experiences became a strength, helping me connect authentically with clients while highlighting the real impact of inclusive leadership. Today, 40 per cent of the apprentices in my own automotive servicing business are women, which is proof that change is possible with strategy and commitment.
Another challenge was balancing the demands of multiple businesses while growing Sage Advice. This required discipline, clear priorities, and learning to lean on trusted support. Along the way, I embraced setbacks as opportunities to refine my approach.
The turning point has been realising that adaptability, resilience, and staying true to my mission turn obstacles into stepping stones for lasting cultural change.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
I stay focused and grounded by starting each day with clear priorities and reflection on my bigger purpose to drive cultural change in business.
Importantly, I schedule time with my team to listen and exchange ideas; those conversations often spark fresh perspectives.
These daily rituals keep me disciplined yet adaptable, ensuring I lead with clarity, creativity, and authenticity.
How do you approach innovation and risk in your business strategy?
My approach to innovation and risk is deeply informed by my decades of experience in the automotive sector, where adaptability and forward-thinking are essential.
I treat innovation not as an afterthought, but as an integral part of every strategy, ensuring Sage Advice evolves alongside the needs of our clients. I draw on my architectural training and business experience to analyse opportunities, assess potential risks, and develop solutions that are both creative and practical.
I believe calculated risk-taking is essential for meaningful growth. This means testing new ideas through pilot programs, listening closely to feedback, and iterating quickly to refine outcomes. It also means being willing to challenge the status quo, particularly around leadership and inclusion, while always aligning decisions with long-term cultural and commercial goals.
Ultimately, my strategy balances courage and caution, enabling Sage Advice to drive innovation, deliver measurable results, and create lasting impact for our clients.
What advice would you give to someone starting a business in today’s fast-changing digital world?
My advice would be to start with a clear vision and be open to change as you go.
The entrepreneurship journey is full of unexpected twists, so adaptability and resilience are key. Surround yourself with mentors and a strong support network, whether through coaching, strategic partnerships, or simply having people who believe in your mission.
Most importantly, trust in yourself and your abilities. As an entrepreneur, your passion and dedication will ultimately determine your success. Always keep learning, be willing to take risks, and don’t hesitate to ask for help when needed.
It’s also crucial to understand that true success comes from not just making money, but from making a meaningful impact in the lives of others, especially in creating a more inclusive and positive work environment.
Where can our audience connect with you and learn more about your work or offerings?
Website:
- Sage Advice
- Follow us on Instagram
