Being a CEO means different things to different people. For Di Geddes, stepping into the role of Founder and Director of Exceptional Care For You (ECFY) was never about following a traditional playbook – it was about creating one that reflected her values, her life experience, and her vision for care. Coming to the role later in her career, Di knew exactly what she didn’t want to be like, but it took time and courage to decide who she was as a leader and how she wanted to be seen. Her story is far from the typical corporate climb, and that’s what makes it extraordinary. A New Chapter Begins Di started her professional journey nearly forty years ago as a registered nurse. After decades of caring for others, starting her own company was a bold leap, especially with no safety net. But this wasn’t just a business decision; it was the beginning of a new life. Following a 21-year marriage that left her with little sense of self-worth, a painful divorce, and the loss of her parents, Di felt a deep need to live authentically and build something aligned with her values. In 2021, she founded Exceptional Care For You, a Melbourne-based provider of in-home care for people living with disabilities and older Australians. Her vision was clear: care would come first, not profit. “I had a theory that if we provided exceptional care to our clients, the money would follow, and we’ve proven that to be true,” Di explains. Today, that philosophy underpins a thriving business. Driven by Heart, Guided by Values Di’s approach is deeply personal. Her forty years as a nurse and her experience caring for her parents taught her that quality care, and the people delivering it, are everything. She had seen firsthand how profit-driven models compromised care, and she refused to accept that standard. “The standard of care we walk by is the standard of care we accept,” she says, and for Di, mediocrity was never an option. Starting with just one client, ECFY now employs 90 staff and serves 50 clients across metropolitan Melbourne. The company is widely respected for its client-focused approach, delivering care with compassion, dignity, and joy. Seeing Potential, Building People OneofDi’sgreateststrengthsisherinnateability to see the best in people, and their potential, even when they can’t see it themselves. She invests heavily in staff development, creating opportunities for growth and encouraging her team to stretch beyond their comfort zones. “I know what it feels like to be underestimated,” she says. “So I make sure my people feel valued and supported to become the best version of themselves.” Her leadership style is warm and approachable, infused with an incredible sense of humor that lightens even the toughest days. “Care is serious work, but laughter is essential,” Di says with a smile. Her generosity extends beyond her business as, now that she has achieved success, Di is passionate about giving back, whether through mentoring, community initiatives, or sharing her story to inspire others. What Sets Di Apart as a CEO Di measures success differently. In a world obsessed with KPIs and bottom lines, she prioritizes authenticity, integrity, and values. “I worked under many managers I didn’t want to emulate,” she reflects. “So while I knew what I didn’t want, I also began to define what I did want: honesty, respect, and a safe, compliant workplace.” ECFY is a values-driven business, anchored in compassion, teamwork, tolerance, excellence, and commitment. These principles aren’t just words on a wall—they’re woven into every stage of the employee journey, from interviews to daily operations. “My staff is like family,” Di says. “Without them, we wouldn’t have the success we enjoy. We invest heavily in our people and are rewarded in spades. I know that when I’m respected and valued, I thrive, so I assumed that would work for others.” Her assumption proved right: ECFY’s culture is one of mutual respect and shared purpose. Showing Up As Me For Di, authenticity means honesty always. It means owning mistakes, giving and receiving feedback openly, and never making promises that can’t be kept. Transparency extends to finances too: Di shares the company’s financial position with staff because she believes they have a right to know. This openness fosters trust and reinforces the sense of shared responsibility that defines ECFY. Always Planning For The Future Strategic thinking for Di involves any potential industry changes on the horizon that may affect the business, either negatively or positively. Recently she invested in the NDIS Registration process, knowing that there is a high likelihood this Registration will become mandatory for all providers. She also ensures that the business is not reliant on one funding stream, but has diverse services / products within the business. Di also does not settle with the status quo, if she can’t find something at the standard she requires she develops it herself. What’s Next for Di Geddes? After publishing her first book in 2025, Courage to Be Me, Di is ready for her next chapter. Her goals include continuing to develop her leadership skills, learning to delegate more effectively, and stepping into a broader role as a voice in the NDIS industry. Public speaking is high on her agenda— Best Disability & Aged Care Provider 2026 – Victoria & APAC Insider Home Care Excellence Award 2026 Defining Leadership on Her Own Terms
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