Only half an hour into meeting her, I conclude that being Nicole Rudder must be great fun. For the most part, she seems adored, no matter where she is. At her business, G4, Rudder is ringed by her family — her brother, husband and brother-in-law all work there. On typing her name into LinkedIn, I find complimentary posts about her (“Nicole Rudder being the boss that holds it all together like every business she operates”, “Honourable mention to Nicole Rudder, wouldn’t be possible without you”). Even typing G4 Claims into Trustpilot — arguably more fertile ground for criticism — produces similar results. There’s also the fact that Rudder and her businesses have won multiple awards, including the Professional Service Provider Award at the Scottish Business Awards in 2022 and the Inspirational Woman of the Year at the BWC Power of Inspiration Awards in 2023.
So I’m surprised by her response when I ask her what the biggest lesson she’s learned in 15 years of business is. “Trust nobody,” she says. What do you mean? She repeats herself: “Trust no one.”
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