CASE STUDY
DEM Fire
For over two decades, DEM Fire has set the standard for fire safety and essential services across Australia. Founded and run by brothers Tom and Gary Marshall, the business grew rapidly through a reputation for expertise, reliability, and superior client service. Today, DEM Fire serves major organisations like Goodman International, Colliers, Stockland, UTS, and Opera Australia.
But with fast growth came a new leadership challenge—how do you shift from a hands-on founder model to leading a high-performing, scalable team?
The Problem
When Growth Outpaces Traditional Leadership
As DEM Fire expanded, the Marshall brothers could no longer lead using a purely hands-on approach. They needed to develop their leadership capabilities and build a structure that could support growth—without compromising their core standards.
It became clear that their leadership team needed stronger alignment, shared values, and a system to hold people accountable—something their current approach couldn’t deliver.
“We engaged and retained Integrity and Values to do a series of Vision and Values workshops, where they worked with our leadership team to drill down, and get clear on what our key values were, and then to identify our vision. It was a challenging and exciting process, especially as we created what was meaningful and important to us.”
The Solution
Integrity and Values’ Executive Business Coaching with the Vision and Values Program
At a Family Business Australia conference, Tom Marshall heard Integrity and Values founder Jennifer Elliott speak on Vision and Values. Unlike other programs, Jennifer’s approach wasn’t about writing values on a wall—it was about embedding them into daily decision-making and leadership behaviour.
“Jennifer showed how vision and values could be used as a powerful business tool. I knew we needed this.” — Tom Marshall
That moment sparked a partnership with Integrity and Values, bringing DEM Fire into a structured executive business coaching program focused on defining and living their company’s Vision and Values.
Processes and Outcomes
Building Culture, Accountability and Alignment
The Vision and Values Program began with personal development. Each executive leader was coached to define their own values and aspirational life vision. Then, the team collaborated to articulate the company’s core values—with real behavioural distinctions.
“We had to face hard truths. Success made us complacent. The program forced us to grow up as leaders.” — Gary Marshall
Once these values were embedded, they became a daily leadership tool. The team learned to use their shared values to drive accountability, guide tough conversations, and align decisions across the business. Integrity and Values’ executive coaches supported the team throughout, reinforcing culture through daily practices and strategic leadership conversations.
The Results
Real Transformation
DEM Fire’s executive team didn’t just gain clarity—they gained structure and resilience. The values became a leadership compass.
“The vision and values are now our barometer. They give us freedom. They help us make decisions, have hard conversations, and lead with integrity.” — Tom Marshall
In one instance, a team member fell short of expectations. Rather than a reprimand, Tom simply asked, “How is that uncompromising in fire safety?”—a direct reference to their company vision. The message landed. The culture had shifted.
Even during the pressures of the COVID-19 pandemic, the foundation built through the executive business coaching program helped DEM Fire stay aligned, engaged, and focused on delivering excellence.
Why Executive Business Coaching Matters
If you are a CEO or executive leader experiencing the growing pains of a scaling business—especially with misalignment, unclear values, or difficulty holding others accountable—executive business coaching can be the catalyst for meaningful transformation.
Integrity and Values helped DEM Fire turn vision and values into more than just words—they became a system for sustainable leadership.
Ready to turn your leadership vision into daily results? Discover how executive business coaching can transform your team.
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With over 30 years of experience, Integrity and Values has delivered some of Australia’s most impactful executive leadership development programs—trusted by organisations committed to lasting cultural change and measurable results.
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