Joanna Povall’s book on leading schools with empathy, honesty and impact has sold out in the USA and Australia, climbed Amazon’s Teaching charts, and sparked book clubs from Yorkshire to Hong Kong, with the UAE and China next. Here, Joanna shares the story behind the CHASE framework and why kindness might be the most disciplined leadership skill of all.
A Book That Outgrew Its Shelf
Since its release on 20 March 2026, Kind Leadership has moved from a notepad scribble to a framework being taught in staffrooms on four continents.
| Kind Leadership by the Numbers | Achievement |
|---|
| Top 10 | Ranked in the Amazon UK Teaching category. |
| 4 Countries | CHASE leadership training delivered in the UAE, Hong Kong, and the UK, with China launching next. |
| 80 Leaders | Attended the Women in Education Hong Kong session focused on Kind Leadership and the CHASE framework. |
Available in paperback · Currently sold out in the USA and Australia
It began in 2024, as many things do with me, in the quiet hours of the night. At 2am, unable to sleep and with my mind refusing to settle, I found myself circling the same question, how could I explain kind leadership in a way that people would actually understand? I kept thinking of the quote attributed to Al Capone, “Don’t mistake my kindness for weakness.” I wanted to challenge that idea head-on, to break down the misconception that kindness is soft, and to offer leaders a clear framework they could actually use. Something practical. Something grounded. Something that spoke to the heart of what leadership in schools could be. Kind. That restless night planted the seed.
A few days later, at 5.45am, driving past a petrol station on my way to work, the CHASE framework arrived almost fully formed. It was one of those strange moments of clarity that seem to come only when you are not trying. I parked the car at school and scribbled the first outline in a notepad I keep in my bag. The truth is, the framework grew out of my own experience, specifically, the experience of unkind leadership. I had seen the damage it could do, and I knew I never wanted anyone else to feel what I had felt. Writing became my way of turning something painful into something constructive. I simply wanted to bring a little more kindness into schools, and to ask leaders to reflect. Once I started writing, the ideas and stories kept coming.
“Don’t mistake my kindness for weakness.”
The line that started it all
With very little confidence that anyone would be interested, I submitted a proposal to speak at the COBIS Annual Conference. I assumed it would be politely declined. Instead, not only was it accepted, but the organisers later had to move the session into a larger room because so many people wanted to attend. That moment changed everything. It gave me the courage to send the draft of my work to a publisher.
The original framework stood for Communication, Honesty, Accountability, Shame, Ego Management. When Crown House reviewed the manuscript, they suggested reframing the “shame” section in a more positive way. After some reflection, I replaced it with Self-Esteem, though I kept a thread of shame woven through the chapter, because in leadership, it matters. Shame shapes more than we like to admit, and I felt it was important not to erase it entirely.
The CHASE Framework
| Letter | CHASE Principle | Meaning |
|---|---|---|
| C | Communication | Clear, honest dialogue that builds trust rather than confusion. |
| H | Honesty | Truth delivered with care, even when it is difficult to hear. |
| A | Accountability | Owning decisions and their impact on the people around you. |
| S | Self-Esteem | Leading from a place of security, not fear or ego. |
| E | Ego Management | Putting the wellbeing of others ahead of personal pride. |
Putting the wellbeing of others ahead of personal pride.
Then came the editing. I now understand exactly how students feel when they receive work back covered in red pen. It is humbling, uncomfortable and absolutely necessary. At one point, someone told me the book was “beautifully written,” and I immediately passed the credit to Louise, my wonderful editor, who patiently corrected every one of my many mistakes. For anyone thinking of writing a book, let me say this, it is a long, sometimes exhausting process, but it is worth it. Keep going.
From Notepad to a Global Conversation
On 20 March 2026, Kind Leadership was released. I could never have predicted what happened next. The response has been extraordinary. I have had the privilege of delivering training on kind leadership to schools in Sharjah, UAE, Hong Kong and Winchester, UK. A Multi-Academy Trust in Yorkshire contacted me to run a book club with their leaders, and I am about to begin the same work here in the UAE. Next academic year, we will launch a book club in China. The Women in Education network in Hong Kong recently ran an entire session on the book, attended by eighty people. The book has been in the Amazon top 10 in Teaching categories and is currently sold out in the USA and Australia. The momentum has been overwhelming, in the best possible way
The Momentum, By the Numbers
From a single conference session to a framework spreading across continents,
| Milestone | Achievement |
|---|
| 2024 | The CHASE framework was first conceived and scribbled in a notepad. |
| 20 March 2026 | Kind Leadership was officially published. |
| Sold Out | The book sold out in the USA and Australia following strong international demand. |
| 2027 | Launch of the Kind Leadership Book Club in China, expanding the movement into a new region. |
Why Kindness Is the Discipline Schools Need Now
What I have learned is that I was never alone in my experience. Many people have lived through unkind leadership. Many are longing for something different. Schools are facing rising needs, increased scrutiny and relentless recruitment pressures. Leaders are being asked to hold compassion and clarity at the same time, and not everyone manages to do this. When leaders default to fear, control or emotional reactivity instead of kindness, the impact on their teams can be profound. We have all seen it happen. Morale drops, trust erodes, and the culture of the school begins to fracture. The consequences are felt not only by staff, but ultimately by students too. It is in these environments that the absence of kind leadership becomes painfully visible.
Kind leadership is not something we are born with. It isn’t weakness. It is an intentional choice, made again and again, especially when the work is hard.
My hope is that the CHASE framework helps us recognise kindness as a transformative force, a disciplined practice that creates cultures where people feel able to grow, contribute and shine. And when more leaders choose it, our schools become places where kindness shapes the atmosphere and sets the direction for what is possible. Places where the whole community feels valued, supported, and inspired to give their best.
CHASE kindness.
By Joanna Povall
Glowing Reviews
★★★★★
Being Kind
“An outstanding book that has resonated deeply with my experiences over the years. Joanna Povall brilliantly highlights the importance of kindness, empathy, authenticity, and human connection in leadership, qualities that are often overlooked but have the greatest impact on people and culture. The blend of theory, practical application through the CHASE framework, and real-life examples makes this both inspiring and useful. While written from an educational perspective, the lessons apply to leaders in any field. A powerful reminder that kindness is not a weakness in leadership, it is one of its greatest strengths. Highly recommended.”
Kelly Al Muhairi
Read the Book Behind the Movement
Kind Leadership – Leading Schools with Empathy, Honesty and Impact is available now in paperback. Currently sold out in the USA and Australia, with UAE stock available.