Esbensen’s interview. “I want to build a people-centric company that helps experts appreciate their work, enjoy their days, and deliver better results while being happy.”

Hello! This is a new edition of our Themeisle interview series. Per Esbensen, CEO of Codeable, will be our guest this month. He will share with us what it takes to be a great leader and keep your employees happy.

Before you hear Perry’s formula for success, don’t forget to check out our previous interview with Nyasha Green if you missed it. Plus, if you want to hear more from awesome web pros, head over to our interview collection to get your daily dose of motivation.

Per: is an entrepreneur whose ultimate goal is to make people happy. Business is important, of course, but nothing makes him more satisfied than seeing his community having fun at work.

With this mission in mind, he founded Codeable, a place where all WordPress experts can find clients and grow together as professionals and as people.

You don’t have to be a developer to rate Codeable. The community built around this company is so great that we wanted to learn more about Perry’s leadership vision. Here Per tells us his story.

Interview by Per Esbensen

When and how did you get started with WordPress? Is there an interesting story here?

Eleven years ago, when I was running an online agency, we were working with TYPO3 (Danish CMS) and met Tomasz. There was a problem we couldn’t solve, so I went to Elance and found Tomas via that post. Of course, he became my favorite.

Six months later we had this idea and started building the business. We wanted to disrupt online outsourcing because the bidding war was creating a hostile work environment. It was a race to the bottom. We wanted to do something different.

After analyzing the market, we realized that WordPress is big and getting bigger. Starting a company in just one vertical seemed easy, and that’s how we got into WordPress.

We started getting to know the community. WooThemes was our first approach because they needed a place for professionals to solve their problems. They believed in us and our model.

WooThemes became WooCommerce and was later acquired by Automatic. We grew up with these great players.

How do you define “being successful”?

I believe success equals retention, where customers keep coming back and employees/experts are happy to be a part of our community.

Describe the WordPress community in one word.


Before starting Codeable, our agency worked with larger brands in the corporate world. The best part of converting my business to WordPress is the people. I love that everyone is the same. It doesn’t matter if you’re a CEO or a developer; do you feel relaxed?

The camaraderie, sense of belonging and working together for a common goal is exciting. In the WordPress community, the Codeable Community DNA is similar in its approach. it’s built with and for experts.

Which is not? 1 thing a new business entering the WordPress space should do.

Businesses new to the WordPress ecosystem must find a way to engage and involve the community in their product. Open Source DNA for WordPress is a way to collaborate and share, find opportunity and work together.

What is your favorite/must have WordPress plugin and why?

A must-have plugin for WordPress is WooCommerce. This is the primary way to convert a website into a store. This strengthens the business.

How do you help the Codeable team become growth experts?

To help the Codeable team become growth experts, we have a continuous learning process. We work with our experts in a variety of fields to equip them for continued growth, both personal and professional.

Developers don’t naturally lend themselves to soft skills. We provide ways for them to become who they are. That level of self-worth and value naturally translates into quality work.

Additionally, we have a mentor/mentee program. We focus on their skills and match them with additional experts in various initiatives. We encourage our community of experts to collaborate and complement each other. This naturally promotes cooperation instead of competition.

We provide training, sponsored courses and skills talks to support this programme. Our support team provides our experts with advice and encouragement to approach clients to improve their sales and soft skills.

Essentially, we work together to make each other better, as individuals and as a community of experts.

Any tips on how to build a community around a brand and keep people engaged?

Building a community around a brand is about transparency. Keeping them engaged means sharing what you want to achieve. We engage the community in how we achieve our goals. We have clear rules and guidelines to create a healthy work environment based on both trust and autonomy.

In my mind, you build community by leading by example. This means leadership and nurturing talent. A community doesn’t just form around something, it forms around an idea. That idea is expressed in our Codeable DNA: honesty, transparency, support and fairness.

What drives you to keep doing what you do?

Codeable has a clear mission to disrupt the old-school outsourcing model. We will close in space, creating a healthy work environment made up of top professionals and great customers working together to solve problems.

Our commitment is to help grow WordPress into the largest fulfillment hub on the planet. We can solve everything WordPress. I want to build a people-centered company. This means we help experts appreciate their work, enjoy their days, and deliver better results while being happy.

What is your personal mission?

I am personally invested in changing lives, creating healthy work environments, working smarter and not harder, and providing tools and guidelines for experts to work together and evaluate their knowledge and work. I believe that building a people-centered company is good business.

Building a company is not easy. Moving a mountain is hard work. I’m trying to kick back, focus on my family and enjoy my life’s work.

That concludes our Per Esbensen interview. If you liked it and want to know more, please leave your comments in the section below. Also, if you have ideas for who we should talk to next, feel free to share your suggestions with us.

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