Customers buying mission over product

Welcome back to Truth, Lies & Work, the show where behavioural science meets workplace culture, brought to you by the HubSpot Podcast Network.

This week, Leanne sits down with Christian Laing, co-founder of Stand Out Socks and one of the most compelling voices in ethical employment today. Christian’s story began with something simple: wanting his younger brother Ross, who has Down syndrome, to have meaningful, paid work. What followed became a movement that is challenging an entire system built on unpaid labour, tokenism and decades of “this is just how it works.”

In this conversation, Christian talks honestly and openly about the early days, the struggle to keep the business alive, the moment he realised paid roles were possible, and the wider question he wants every leader to consider: What assumptions am I making about who is capable?

Stand Out Socks isn’t just a company. It’s an example of what work can look like when we remove red tape, build roles around people, and refuse to exploit those who’ve been overlooked for too long. Christian shares the reality of navigating misconceptions about Down syndrome, the emotional weight families carry, and why representation matters far beyond the product.

This is a raw, unedited conversation — the pauses matter, the honesty matters, and the humanity matters. It’s a reminder that culture isn’t built with slogans; it’s built with decisions.

If you’re a leader, a business owner, a hiring manager or a parent of someone with learning disabilities, this episode will stay with you.

In this episode

• How Christian went from “someone should hire Ross” to “I’ll do it myself.”

• Why meaningful, paid work transforms confidence, purpose and community.

• How Stand Out Socks grew from one family’s challenge into a national mission.

• The emotional reality behind inclusion — from joy to grief to rebuilding.

• What leaders misunderstand about capability, opportunity and potential.

• Why “creating space for someone to shine” is not charity — it’s leadership.

  
  

  Links from the episode

• Stand Out Socks: https://www.standoutsocks.co.uk

• Christian on LinkedIn: https://www.linkedin.com/in/cdlaing/

• Stand Out Socks on Instagram: https://www.instagram.com/standoutsocksuk

• Stand Out Socks on TikTok: https://www.tiktok.com/@standoutsocks

  
  

  
  

  Find us

• Al Elliott: https://www.linkedin.com/in/thisisalelliott

• Leanne Elliott: https://www.linkedin.com/in/meetleanne

• Email: hello@truthliesandwork.com

• Book a call: https://savvycal.com/meetleanne/chat

  
  

  Wellbeing Support

• Mind UK: https://www.mind.org.uk/information-support/

• Samaritans: 116 123 or jo@samaritans.org