Category: Articles

Marc Boelen on Navigating Uncertainty: Leadership Strategies

Posted on | by AI Guest Posts

In the ever-evolving landscape of global business, uncertainty has become the new norm. The rapid pace of technological advancements, shifting consumer behaviours, and the unpredictability of global events have forced CEOs to adapt or risk obsolescence. Marc Boelen, 2XU CEO and expert in fashion and sports apparel, shares his insights on how leaders can navigate these turbulent waters with resilience and agility.

Embracing Change with Agility

In today’s world, change is inevitable and often abrupt. CEOs must not only anticipate change but also embrace it. Agility is no longer just a buzzword; it’s a critical component of survival. According to Boelen, “Leaders must cultivate an organizational culture that is flexible and responsive. This means not just having contingency plans in place, but fostering a mindset throughout the company that sees change as an opportunity rather than a threat.”

Boelen emphasizes that this requires a shift from traditional hierarchical structures to more dynamic and cross-functional teams. By breaking down silos and encouraging collaboration, CEOs can ensure their organizations are better equipped to pivot quickly in response to unexpected challenges.

Data-Driven Decision Making

In an age where data is abundant, the ability to make informed decisions quickly is a significant competitive advantage. Boelen advocates for a data-driven approach to leadership. “CEOs must leverage data analytics to gain insights into market trends, customer preferences, and operational efficiencies. This allows for more accurate forecasting and more effective strategic planning.”

However, Boelen warns against becoming overly reliant on data. “While data is invaluable, it’s essential to balance it with intuition and experience. The best leaders know when to trust the numbers and when to trust their gut.”

Building a Resilient Organization

Resilience is a key attribute for any organization facing uncertainty. Boelen believes that resilience starts at the top. “CEOs must model resilience in their own behavior and decisions. This sets the tone for the entire organization.”

One of the ways to build resilience is through innovation and diversification. In the sportswear industry, for instance, Boelen highlights the importance of innovating and diversifying product lines and markets. “By not putting all your eggs in one basket, you create multiple revenue streams that can sustain the business during downturns.”

Additionally, Boelen underscores the importance of investing in talent development. “A resilient organization is one where employees feel empowered and supported. Continuous learning and development programs are crucial in ensuring that your team is equipped to handle the challenges of tomorrow.”

Transparent and Empathetic Communication

During times of uncertainty, clear and compassionate communication is vital. Boelen advises CEOs to be transparent with their teams about the challenges the organization is facing. “Employees need to know where they stand and what the future holds. This transparency builds trust and loyalty.”

Moreover, Boelen stresses the importance of empathy. “Leaders must recognize that uncertainty can be stressful for employees. By showing empathy and understanding, CEOs can create a more supportive work environment that fosters innovation and productivity.”

The Power of Vision

Finally, Boelen believes that a clear and compelling vision is the anchor that keeps an organization steady during turbulent times. “A CEO’s vision provides direction and purpose. It’s the beacon that guides the organization through uncertainty.”

However, Boelen cautions that a vision must be adaptable. “While it’s important to have a long-term vision, CEOs must also be willing to adjust it in response to changing circumstances. Flexibility within the framework of a strong vision is what will ultimately lead to sustained success.”

Conclusion

In conclusion, navigating uncertainty is a challenge that all modern CEOs must face. Marc Boelen’s strategies—embracing change with agility, making data-driven decisions, building resilience, communicating with transparency and empathy, and maintaining a flexible yet strong vision—provide a robust framework for leaders striving to steer their organizations through the complexities of today’s business environment. By adopting these strategies, CEOs can not only survive but thrive, turning uncertainty into an opportunity for growth and innovation.

About Marc Boelen

Marc Boelen, 2XU CEO, is a senior executive known for his strategic and commercially focused approach, complemented by strong financial and leadership skills. He has successfully led business turnarounds and driven significant global growth, particularly in the APAC and EMEA regions within the apparel, sport, and luxury fashion sectors.

Should CEOs Put People Above Profits?

Posted on | by Magdalena Lew

By Cheryl L. Mason, J.D.

Every organization from corporations to education to nonprofits and everything in between is about results and outcomes. But there is one vital resource that every organization must have to deliver these outcomes and results – employees aka people. Even with the best most current technology, people are necessary.  Employees are not only an organization’s most valuable resource but also their most important asset. 

Employees have experience, information, facts, data, metrics, history, usually much more than any leader realizes. And, these employees can often influence others’ perceptions.

When companies focus on profits over people and announce layoffs and restructuring, a message is sent to employees and customers. That message is that results are more important than people, that employees are just cogs in the wheel to deliver outcomes. This conventional leadership thinking has existed since the Industrial Revolution, and it must change.

In our current environment, this message is no longer well received. Questions and concerns arise around whether the leadership of the organization assessed the consequences and impact to their employees and families, their community, and their reputation.  Employees and customers want to know if processes and procedures were studied to determine improvement in practices while retaining the knowledgeable talent of people.

When companies and organizations focus on profits and outcomes over employees, they break the trust with employees and customers alike. And what happens if the company rebounds and needs employees?  Those experienced knowledgeable employees will likely not return and new employees will be hesitant because of the company’s actions. Trust and reputation are hard to rebuild

While innovation and streamlined processes and procedures can improve operations, experienced employees are pivotal.  I experienced this as a chief executive. When I took over, the organization was at rock bottom – morale, results, trusts, and retention were all dropping deeper. The people of the organization were the key to transformation.  Did we need innovation, streamlined processes and procedures, investment of tech and dollars?  Yep. Did we have them? Not in the classic definition, but taping into the creativity, experience, and agility of the employees uncovered ideas that when implemented – delivered and improved results.  Rather than laying off people, we were so successful, I had to hire 200 more!

People want and need to matter, and they want to work for and support organizations that treat people like human beings.  When you do so, you may find the only restructure you need is how to hire more people quicker.

Startup team analyzes data to fuel strategic marketing decisions

How This CEO Added £1m in Revenue Using These Marketing Strategies

Posted on | by Magdalena Lew

By Besnik Vrellaku, CEO and founder behind Salesflow.io

Growing a business and driving revenue can often feel like navigating a maze. However, with the right marketing strategies in place, it’s possible to achieve extraordinary revenue growth. 

Besnik Vrellaku, founder of Salesflow.io, explores how he strategically leveraged key marketing tactics for his business, on how to add an additional £1 million in revenue, and the insights that guided these decisions.

1. Experimenting with Data-Driven Marketing

Effective marketing begins with understanding your audience on a highly detailed level. Diving deep into data analytics is the foundation for a successful strategy. By leveraging tools like Google Analytics and HubSpot, Salesflow.io was able to gather invaluable insights into customer behaviour, preferences, and trends.

This data-driven approach enabled the marketing team to segment the audience accurately and craft campaigns that resonated with specific customer needs. The result? Increased customer engagement and a more efficient allocation of marketing resources, focusing efforts on the most profitable customer segments and channels.

Why this strategy? Data-driven marketing allows businesses to be precise and intentional with their efforts, reducing waste and increasing ROI. By understanding exactly what drives customer behaviour, we were able to tailor marketing efforts, ensuring maximum impact.

2. Supercharging Lead Generation with Advanced Tools

Lead generation is the lifeblood of any growth-oriented business, and it’s what Salesflow.io offers to customers. Recognising this, as a company we made sure our own lead generation strategy was on point, using advanced tools, particularly on platforms like LinkedIn and through email marketing.

Email marketing and LinkedIn were identified as high-ROI channels, offering a direct line to potential customers. The strategy centered on sending targeted, personalised messages that nurtured leads, promoted products, and encouraged repeat purchases. By automating these processes, we ensured timely and relevant interactions with potential clients, enhancing both efficiency and effectiveness.

Why this strategy: The choice of advanced lead generation tools stemmed from a core business need – to scale efficiently. By focusing on platforms that offer the highest return, we could connect with potential clients where they were most active, ensuring a consistent pipeline of quality leads.

Key metrics tracked:

  • Lead Conversion Rate: Ensuring a high percentage of leads became paying customers.
  • Cost Per Lead (CPL): Maintaining a low CPL while securing high-quality leads was essential for sustainable growth.
  • LinkedIn Response Rates: Focusing on driving a positive response rate to increase engagement and open new business opportunities.

3. Expanding Digital Advertising Reach

In today’s digital landscape, advertising is a powerhouse for growth. At Salesflow.io we invested strategically in digital advertising on platforms like Google Ads and social media networks, which provided the company with a scalable way to reach a broader audience.

Pay-per-click (PPC) advertising was a focal point, allowing for precise targeting based on keywords, demographics, and behaviours. This approach was fine-tuned by employing robust PPC models. Using the right key indicators and factors to build PPC models amplifies the momentum of paid acquisition. It would give predictability, improve ad cost efficiency and boost user acquisition, ultimately scaling the customer base to translate into revenue.

Why this strategy? Digital advertising offers unmatched reach and precision. For Salesflow.io, it was about building a predictable and scalable customer acquisition engine. By optimising ad spend and targeting, the company was able to drive substantial revenue growth.

Key metrics tracked:

  • Return on Ad Spend (ROAS): Aiming for a minimum ROAS of 4:1 ensured that every pound spent on advertising delivered strong returns.
  • Click-Through Rate (CTR) and Conversion Rate: These metrics were crucial for assessing the effectiveness of ad creatives and landing pages.

4. Fine-Tuning Pricing Strategies for Maximum Impact

Focusing on refining business pricing strategy is also crucial for boosting revenue. By implementing value-based pricing and introducing tiered options, Salesflow.io was able to cater to different customer segments, increasing revenue without necessarily increasing sales volume.

Why this strategy? Pricing is a powerful tool that can significantly impact a company’s bottom line. By understanding customer price sensitivity and optimising pricing models, Salesflow.io was able to capture more value from each transaction, driving revenue growth.

Key metrics tracked:

  • Price Elasticity: To set optimal pricing that maximises revenue without deterring customers.
  • Revenue Per User (RPU): A focus on increasing RPU had a direct and significant impact on overall revenue.

5. Enhancing the Customer Experience for Long-Term Loyalty

A strong customer experience is also crucial for a successful strategy. By prioritising customer satisfaction and investing in user experience, a business can foster loyalty, leading to repeat purchases and positive word-of-mouth – a marketing strategy that’s both cost-effective and powerful.

Why this strategy? A culture-first approach to leadership meant that Salesflow.io placed a premium on customer satisfaction and team alignment. Happy customers and a motivated team lead to better service, higher retention rates, and ultimately, more referrals and repeat business.

Key metrics tracked:

  • Customer Satisfaction Score (CSAT) and Net Promoter Score (NPS): High scores were indicators of strong customer loyalty and advocacy.
  • Customer Retention and Repeat Purchase Rates: Critical for ensuring sustained revenue growth.

From Serial Entrepreneur to Scaling Success

Besnik Vrellaku’s journey to success has been marked by numerous ventures, all with the common goal of helping businesses scale. Besnik’s extensive experience in navigating the challenges of business growth has equipped him with the insights needed to drive substantial results by understanding the nuances of scaling a business, identifying the most impactful strategies, and executing them flawlessly.

At the core of Besnik’s approach is a “culture-first” leadership style. By fostering a positive, collaborative environment, he has created a company culture that prioritises both employee well-being and customer satisfaction. This focus on culture has not only led to a more engaged team but also to a more loyal customer base.

Key Takeaway: A strong company culture isn’t just about making employees happy – it’s about creating a foundation for sustainable growth. When employees feel valued and aligned with the company’s mission, they are more likely to deliver exceptional service, leading to higher customer satisfaction and ultimately driving business success.

Besnik Vrellaku
Team of young entrepreneurs working on new business project during meeting in the office.

What Entrepreneurs Need To Consider When Developing A Successful Business Strategy

Posted on | by Magdalena Lew

By Sam Stoffel, Founder and CEO of Outplayed.com

You’ve got a killer idea and the beginnings of a potentially successful business, but without the right planning and strategy in place, do you have what you need to grow your budding startup into a fully-fledged scaleup?

As an entrepreneur, the right strategy can make or break your business, and even the best idea can quickly flounder and stagnant if executed with poor planning.

With so few certainties in the current economic and business landscape, the right strategy can be the difference between capitalising on a new opportunity and successfully responding to shifting market conditions, or desperately playing catch-up.

So, what are the key elements you should consider when developing a business strategy with the best chance of success?

Define your purpose

This is an obvious one, but a surprising number of entrepreneurs launch head-first into a new venture without taking the time to fully flesh out the problem they are trying to solve and why their product or service should be the natural choice.

Defining your ‘why’ should be the crucial element underpinning your entire business strategy. Without this why, effectively positioning your business to target the right audiences and developing strategies to both acquire and retain customers becomes an uphill struggle.

A clearly defined purpose informs your entire approach to the business, making it easier to build your brand, retain both customers and employees, and create value further down the line.

Pricing that pays

All too often, otherwise promising businesses stagnant due to a lack of capital needed to grow. A strategy for scaling the business is great – but without a pricing model that keeps your cashflow in the black, it’s next to useless.

It’s tempting to think that undercutting your competition by offering the lowest price possible is a failsafe way of attracting large numbers of customers. While this certainly might be the case in the short-term, in the long-term, you might actually be starving your business of the vital funding it needs to grow.

It’s essential that your pricing model reflects not only your current overheads but also provides enough financial wiggle room to respond to new opportunities and increased demand. A strategy that focuses on providing value to customers that your cheaper competition cannot is key to adopting a sustainable pricing model.

Create customer value

Defining your purpose and pricing is only half the battle. Your strategy should be translating that purpose and justifying your pricing through a relentless focus on how you are delivering value to your customers.

While your product or service may be best-in-class, if you fail to plan for investment into customer service or improved purchasing experiences, customers will inevitably find it elsewhere.

For cash-strapped startups who lack the resources to launch large-scale marketing campaigns or invest in a dedicated customer experience team, creating and leveraging the community around your brand can be a cost-effective way to boost your brand recognition while delivering real value to your audience.

Marketing matters

Marketing is often an afterthought when launching a new business, but why this should be the case is puzzling when you consider how crucial marketing is for communicating your brand and purpose to your target audience. Without a strategy for how you will market yourself, your ability to generate leads and sales and grow your visibility on the market is going to be severely hampered.

You don’t have to break the bank to begin leveraging marketing channels, with social media platforms and pay-per-click advertising offering cost-effective ways to market on a budget, but you do need a strategy in place. Getting clear on the metrics you will use to measure how these activities are performing, and establishing relevant KPIs to track success and return on investment are both essential for building a marketing strategy that supports your wider business goals.

Final thoughts

With a flawed business model cited as the fourth most common reason startups fail, getting your strategy right early on could be the difference between your company becoming a footnote, or the next major player.

Agility and the ability to effectively respond to rapid changes are hallmarks of successful entrepreneurs, but this is only possible when your business fundamentals are taken care of.

Sam Stoffel

Tax Breaks Overlooked by Small Business Owners

Posted on | by AI Guest Posts

For small business owners, or startups in particular, tax breaks can be especially important for the financial health of running operations. This is because tax breaks can be an effective way of saving you money on certain expenses, which can make all the difference when you’re building up your brand. As you will be aware, costs can stack up quickly when you’re running a business, so any relief you can get in relation to this is certainly worthwhile. Essentially, tax breaks are deductions from your taxable income for necessary business expenses.

The importance of tax breaks is highlighted by the fact that you could improve your business’s cash flow through any deductions you are granted, while freeing up funds that you can then put back into the business. This could go towards the progression and growth of your venture. 

Tax breaks can also mean that you’re less likely to experience money problems, such as debt or bankruptcy, as any little amount you can get back helps your business bank balance. The money you save could also be allocated to an emergency fund, serving as a financial safety net in case your business ever needs extra cash. The detrimental impact COVID-19 had on many businesses taught us to always expect the unexpected. 

Want to find out more? Read on to discover some of the most commonly overlooked tax breaks, why they’re overlooked, and how you can make sure you’re making the most of each and every saving where possible. 

Why Are Some Tax Breaks Overlooked?

One of the main reasons tax breaks are overlooked is due to a lack of awareness, as they aren’t widely advertised, so many entrepreneurs simply don’t know about all the tax breaks available to them. You have to put in the time to research what tax deductions you could be eligible to claim. Ultimately, tax breaks are designed to give you money back for expenses that you need to run your business, so this is something to always keep in mind.

Another reason business owners may miss out on certain tax breaks is the fact that rules and regulations can change without warning, so try to always keep up with these where possible. If you’re ever unsure, it’s best to double-check. On top of that, sometimes tax breaks can be more complex than others, with certain criteria that need to be fulfilled. This can mean that mistakes are made by businesses when it comes to reporting expenses, or they just don’t want to put the effort in to make a claim. Some may find the claims process too convoluted and long, or they may not have sufficient evidence to support the claim. 

Commonly Overlooked Tax Breaks

You’re probably wondering what tax breaks you may have already overlooked, and which you can make sure you never miss in the future. Here are some commonly overlooked tax breaks for you to keep in consideration:

  • Mobile Phones and Internet:
    • If it’s used for your business, whether for corporate communication or work, you may be able to get tax breaks on the costs.
  • Work Vehicles:
    • Not only can you get deductions on work vehicles, but you can also claim expenses related to fuel, general repairs, maintenance, and insurance.
  • Business Travel:
    • Think about getting tax deductions for flights, accommodation, and meals during business trips.
  • Startup Costs (Up to $5,000):
    • Expenses incurred in building up your brand and setting up operations can be claimed back but they are capped at $5,000.
  • Training Costs:
    • Investmenting in employee development and education is highly valuable but usually it’s expensive – so claim tax breaks here when you can.
  • Advertising and Promotion
    • You believe in your business but how are you going to get customers through the door if they’ve never heard of you? Through marketing, which can often come at a cost.
  • Employee Salaries
    • As one of your largest expenses, make sure you’re not overlooking tax breaks when it comes to your staff wages.
  • Office Rent and Running Costs
    • Again, one of the more costly expenses on the list, any tax breaks you can get relating to your workspace can have a positive impact on your cash flow.
  • Some Charitable Deductions
    • Not only is giving to charity a wonderful thing to do, but you can also sometimes get tax deductions on what you donate. Look into the terms and conditions with this one though, as they can vary. 

This list is just to give you more of an idea of what kind of expenses you can claim for, it’s not exhaustive, so if you’re ever unsure, then look into it further to make sure. As you can see though, there’s a multitude of different expenses that you can claim for, so make sure you keep records of all of your expenses, as you need these to get your tax deductions.

Ensuring You Don’t Miss Out on Tax Breaks

So, how can you ensure you never miss out on any tax breaks? We’ve mentioned it before, and we’ll mention it again: research, research, research. By being proactive and checking every time you make a business payment, think to yourself: “is this a necessary business expense?”. Then go to Google and search whether you can get tax relief on it if you’re unsure. Taking a moment to look this up could save you a significant amount of money in the long run.

That being said, you need to make sure that any source you’re getting information from is reliable and current. Either cross-check your information or try to stick to government or authoritative online resources that aren’t outdated. 

If you have too many expenses, have a lot to juggle at work already, or you simply want a helping hand with your accounts, then consider speaking to qualified financial advisors or business gurus, as they should be able to give you valuable insight into tax breaks. If you haven’t already, you could even consider hiring an in-house bookkeeper or outsourcing your financial management to an accountant that can also offer useful financial guidance. 

Accountancy software is another thing to consider, as this can identify potential tax deductions automatically, in relation to your expenses. Some money management business platforms will also be able to provide you with useful resources regarding this so that you’re more knowledgeable in this area. However, a lot of these tools aren’t free. If they can take some of the hassle out of the job for you though, it could be worth it. Explore your options.

Exploring any of these avenues could be beneficial to you, it just depends what stage your business is at and which route you think is most suitable to ensure that you’re always tax compliant and saving money on tax breaks where you can.

Claiming Tax Deductions

Once you’ve figured out what you can claim tax breaks on, you then need to make sure you’ve taken the right steps to claim this. You must always keep detailed financial records of each transaction coming in and out of your business, so that you keep on top of your cash flow. This also enables you to explain and justify why each expense qualifies for a tax deduction if you need to. It’s unlikely that you’d have to do this, but having the evidence there as back up, just in case, is always wise. 

Typically, you submit your expenses information when you file for your tax return but these dates can vary depending on what kind of business you run. As an example, Sole Proprietorships have a different tax return deadline to business owners running a Partnership, so ensure you know when you need to submit yours by and what you need to include. You should ensure that you know exactly when your deadlines are and try to get everything sorted in advance so that you’re not stressing about it at the last possible moment. This is where having an accountant on hand or accountancy software can be very handy – they should help to ensure that you never miss a deadline.

Try to avoid any mistakes by keeping records as accurate as possible and by regularly checking your books to ensure there are no discrepancies and everything is running as it should. You should also never assume that you’ll be guaranteed a tax return, as claims can be rejected. One last thing: avoid claiming for personal expenses as business deductions, as this could cause problems and you’re unlikely to get a tax break.

Final Thoughts

Overlooking tax breaks can result in missed opportunities for savings that could significantly boost your business’s financial health. By always staying informed about the different deductions you can take advantage of, while ensuring you’re diligent in tracking and reporting expenses, you can maximize these opportunities to reduce your taxable income. 

Using intuitive technology, like accounting software, and consulting with financial professionals can further ensure that you’re not making any mistakes. Ultimately, any eligible tax breaks you can get will provide essential support for your business, allowing you to reinvest savings and secure your company’s future growth.

Young people at business meeting

How Business Can Be A Force For Good

Posted on | by Magdalena Lew

By Dr John Blakey author of Force for Good – How to thrive as a purpose-driven leader

With the new UK prime minister stating in his first Downing Street speech that “politics can be a force for good”, it is encouraging to see that business is already leading the way. The UK leads the world in the growth of accredited B corp organisations, whose mission is ‘to make business a force for good’. These B Corps have demonstrated their commitment to the triple bottom line of profit, people and planet.

For larger corporate organisations, a similar trend can be observed in the rise of ESG investing, whereby investment funds prioritise investment in companies that show a commitment to safeguarding the environment, making a positive social impact and adopting sound governance practices. PwC estimates that asset managers globally “are expected to increase their ESG-related assets under management (AuM) to US$33.9tn by 2026, from US$18.4tn in 2021.”

On the surface, this is an uplifting shift in the focus of business life and a cause for optimism for anyone who believes leaders should pursue a higher purpose than purely money, status and self-indulgence. Yet, this new purpose-driven ethos places new pressures and expectations on the CEOs who lead such organisations. Leaders now have a more complex set of priorities to juggle. The single-minded focus on shareholder returns is being replaced by a broader set of performance metrics driven by the needs of a web of stakeholders, including customers, local and global communities, national governments, environmental pressure groups and discerning employees.

As an executive coach working with such purpose-driven CEOs across many sectors, I hear many candid thoughts and witness the emotional roller coaster of their stressful roles. In the pandemic-shifted world, I find the commitment of these leaders is increasingly fragile as they grapple with the shift from a profit-driven to the purpose-driven landscape. This is surely one factor in the record levels of leadership burnout that many studies have highlighted. In such a challenging environment, how can leaders thrive, rather than simply survive, so that more businesses can be a force for good?

My own view is that CEOs need to master what I refer to as the UP, IN and OUT of purpose-driven leadership if they are to deliver the triple bottom line of profit, people and plant and meet the expectations of a new generation of employees.  

UP – How do CEOs discover, connect with, serve and feel the joy of their higher purpose?

The purpose-driven CEO needs to articulate how he, she or they will be a force for good in the world. What do they stand for? What virtue or ‘good’ will they represent that positively impacts the wider community? Simon Sinek would call this the ‘why’; others would speak of a higher calling. How do leaders find that higher calling and then keep it as their ‘true north’ whilst grappling with all the distractions and unforeseen incidents of organisational life? How do CEOs make sure that their calling remains a source of joy for them and others around them, rather than a heavy burden that robs the workplace of fun and fulfilment.  

IN – How do CEOs manage their motivation, resilience and authenticity while pursuing a higher purpose?

The IN focuses on sustainable personal growth. In the purpose-driven business world, leaders create sustainable organisations that succeed long-term without exploiting scarce resources in the short term. Similarly, purpose-driven CEOs are expected to live expansive and yet sustainable lives. If purpose-driven leaders sacrifice long-term needs for short-term success, it will appear inauthentic and hypocritical. To thrive, purpose-driven leaders must protect their motivation and authenticity while building their resilience.

OUT – How do CEOs lead their followers by forgiving the individual, protecting the team (and purpose) and becoming a beacon of hope?

The OUT is the antidote to the loneliness that purpose-driven CEOs feel when they pioneer and climb new mountains. A purpose-driven leader cannot expect that everyone else involved in achieving the mission shares their own motivation. Growing a diverse and inclusive tribe of followers requires careful nurturing of your community. The customer is always right in the profit-driven world, whereas in the purpose-driven world, it is not as clear-cut. Every stakeholder’s needs are considered, and the leader navigates a complex web of shifting needs.

Armed with the UP, IN and OUT of purpose-driven leadership, CEOs can adapt to the new environment and thrive within it, rather than feeling that they are continually playing ‘catch up’ as the world changes around them. In 2014, author Aaron Hurst wrote in his book The Purpose Economy that “the companies emerging as leaders in the new economy are truly redesigning every aspect of their business around purpose.”

Similarly, in 2024, we need CEOs to emerge in the new economy who redesign every aspect of their leadership around purpose. Such leaders will not only ensure their organisations deliver as a force for good, but they will also do so without sacrificing their own well-being and take others  successfully on the journey.

Dr John Blakey

women wearing swimming caps smiling

British Woman Revolutionises Swim Cap to Encourage People of Colour to Learn to Swim

Posted on | by Magdalena Lew
  • Female Founder relaunches a line of waterproof headscarves after receiving 20,000 emails from passionate supporters worldwide
  • 97% of Black adults and 82% of Black children don’t swim, and Black children are 3.5 times more likely to drown than White children
  •  Founder Danielle Obe has created waterproof headscarves specially designed for textured hair

According to the latest Sport England stats, 97% of Black adults and 82% of Black children in the UK do not swim. That does not mean they can’t swim, rather they just aren’t in the water. Black Swimming Association (BSA) research cites the cost of equipment, swimming lessons, transport, locations, and accessibility, as major contributing factors. Furthermore, the largest barrier to participation for people of African, Caribbean and Asian heritage was concern over their hair, as haircare can be very expensive, whether it’s maintaining, styling or protecting. 

Textured hair is more susceptible to long-term damage from the chemicals used in swimming pools. Prolonged contact can cause the hair to become dry and brittle, leading to breakage. The time, effort and cost it takes to treat and style hair after swimming can be a particular deterrent. Equally, they do not swim due to a lack of representation, inherited fears of drowning, negative early experiences, and a lack of water safety awareness and aquatic skills. Danielle Obe, Founder of Obé, seeks to change this, because having confidence and knowledge when in, on, or around water is proven to save lives.

Danielle wears orange and stands in the centre surrounded by models

It all started with a Promise

Obé began as a promise from a mother to a daughter. After an incident involving a swim cap unsuitable for textured hair resulting in a lot of tears, when her daughter Kayla was just four, Danielle vowed to find a solution that would make Kayla feel empowered and unafraid of water. Seven years later, that promise has evolved into Danielle’s life’s work.

A lightbulb moment

After spending months researching swim caps and working with focus groups to understand the challenges they had faced from using them, it was clear to Danielle that swim caps were never designed with textured hair in mind. Nor were they even designed to keep hair dry. It was like a light bulb moment. Hair wraps! Wrapping hair is a cultural practice among people of African, Caribbean, and Asian descent — a tradition that if revolutionised, could protect hair from water whilst looking and feeling good.

Danielle launched Obé under Nemes in early 2019, before being let down by the factory, who took her investment and created products that resembled nothing of the design she had spent months curating. After personally contacting everyone who had pre-ordered the product, she received over 20,000 emails from customers all over the globe who showed their unwavering support for Danielle’s mission.

Obé was born

A year later, she received a life-changing message from a manufacturing partner, Justgood, who believed in what she was trying to do and wanted to help her achieve what she had set out to do before. 

With the help of Justgood, Danielle embarked on creating the perfect material. It needed to be waterproof, but behave like fabric to be comfortable, functional and available to everyone. Enter Obé, the further improved, stylish, waterproof headscarves designed to meet the needs of people of colour to help them find their place in the water.

Details & Specifications 

Obe’s headscarf is waterproof and hypoallergenic (no traces of latex). Designed to behave like fabric, the headscarf is not pre-tied, allowing wearers to control the fit and comfort. Made of thin, stretchy, and durable material, this comfortable and versatile headscarf protects hair and prevents damage to the hairline. 

The brand officially launched on the 15th of July, with products available for pre-order directly from the Obé website now. The headscarf is available in black, raspberry or mocha and has two shape options to suit the wearer’s personal style preferences:

  • The NEMES is designed in a triangular, mountain-shaped that can be tied as a head wrap to achieve a stylish turban look. This is better suited to more above-the-water activities that do not require prolonged periods underwater.
  • The PHAROAH is designed in an arch shape, featuring wings that better secure the hairline for above and below-the-water activities where you fully submerge for longer periods.

Danielle Obe, Founder of Obé, comments: “There are many barriers to people with textured hair participating in aquatics. Organisations such as the BSA are working hard to make swimming more accessible for all. But, there is one specific obstacle that Obé aims to tackle. A big barrier that impacts me, my daughter, and many others I have found on this journey… our hair.” 

“Being able to swim, and having water safety knowledge are more than just life skills, they are basic human rights. At Obé, we believe in empowering communities and creating opportunities to embrace being in, on, or around water. Without fear, without upset, without worry, just rejuvenated peace. Through Obé, we want to give others the courage to find their place in the water.”

Business people, meeting and discussion for corporate planning, strategy or brainstorming at the office

Trust, Flexibility and Respect are the Only Word Business Leaders Need

Posted on | by Magdalena Lew

Matt Dykes, COO, Abzorb

The workplace has changed over recent years more than it has done since the industrial revolution, so we are most definitely due an update. Remote and hybrid working is now the norm since the pandemic. Multi generations in the workplace have never been so diverse to manage and the younger generations such as Gen Z are constantly disparaged about being too ‘precious’ just because their needs and aspirations are different to others. And let’s not forget the biggest game changer of all in the workplace, the introduction of AI.

This is a lot for business leaders to grapple with but understanding and managing this changing landscape is essential for business growth and attracting and retaining talent. These colossal changes do not warrant minor edits to your policies and strategy but call for a complete re-write.

Remote, Hybrid and Flexible Working

Many business leaders are enforcing ‘return to the office’ (RTO) mandates but despite companies trying to allure them into the office with various benefits they won’t be bribed because they are determined to keep remote and hybrid working. A recent study from BambooHR’s 2024 Return to Work report shows that 90% of employees want remote and hybrid work for flexibility and a better work/life balance with 51% of remote workers saying it helps them with family duties and 74% of respondents enjoy not commuting daily. 

Business leaders need to understand that a ‘one size fits all’ model does not work with today’s diverse workforce of multi generations with different needs.

Leaders have struggled over the past few years with the shift of power moving from employers to employees and are trying to reclaim it. But by enforcing RTO and tracking employee’s office attendance and monitoring them too closely you are creating a micro-managed ‘Big Brother’ culture driving down trust, respect and taking away any autonomy and flexibility.

Managing Multi Generations

Today there are a multitude of generations in the workplace from baby boomers, Gen X, Millennials and Gen Z. As mentioned, the younger generation always seem to get bad press but what we must acknowledge is that this generation grew up with the digital age and in a different world so it’s no surprise they have different needs and aspirations. Instead of disparaging them maybe we should learn from them, even better learn from each other. Research from LiveCareer revealed that 87% agreed they could learn from each other while 78% thought it led to conflict.

Millennials and particularly Gen Z have grown up in a world where mental health and well-being is freely talked about, and they wouldn’t hesitate to talk about it at work. Whereas a Baby Boomer would probably feel very awkward talking to their manager about mental health. Deloitte Digital reported that empathy was the second most important trait in a business leader while leaders placed it fifth. The Visier survey also revealed that 64% of Gen Z employees ranked good physical and mental health as a leading life ambition.

Gen Z prioritise spending time with family and friends and good health over career aspirations. They want to work for companies with good ethics and values they believe in. They have seen what the workaholic lifestyle does to people and burn out is not attractive. They are more self-aware and can talk about feelings, ethics and values, and what matters and that’s a good thing.

Incoming AI

Employees fear AI taking their jobs in the workplace and it’s not surprising when the Institute of Public Policy Research recently announced that AI will threaten up to 8 million workers in the UK. However, if we harness the power of AI now and understand it then we can use it to relieve workers from admin and mundane jobs focusing them on more rewarding, interesting, and high value positions.

Business leaders need to step up and understand how they are planning to use AI in their business and make employees feel at ease working with the technology instead of against it.

The Re-Write

The archaic attitude of ‘this is how we have always done it’, ‘who do they think they are?’, ‘we are in charge not the employees’ needs to change. Admittedly, this will mainly be from business leaders of older generations and maybe also from larger established businesses rather than start-ups who tend to be more receptive, innovative and agile.

Business leaders will need to re-write the culture of their organisation ensuring it is transparent, meaning that you openly communicate your vision, mission, objectives, strategies and what you are working on, what works and what hasn’t. Empower employees by involving them in decisions, provide them with the opportunity to voice their opinions, suggest new products and services encouraging innovation and creativity, but at the same time ensuring that they know it’s OK to make mistakes and that we learn from our failures.

Involve them in the introduction of AI asking them how their roles and everyday tasks could be improved and what they find dull about their job. Make it clear to them that they will not be replaced by AI, and you want to get to a place where they can work seamlessly with AI to improve their productivity and efficiencies and augment their roles. Then offer them training and development programmes to ensure they have up to date training and opportunities to develop their career if they want to.

Devise a remote and hybrid working strategy ensuring employees can work flexibly and remotely if desired and come into the office when required. Ensure that they have the option to come into the office when they want to or for a purpose such as a meeting, or brainstorm, the choice is theirs. You are giving them the autonomy to get on with their work and make the decisions on how best they do it.

Help create and cultivate social connections for all teams that are in office, remote or hybrid to increase effective collaboration and inclusion, and connect teams.

Trust, flexibility and respect are the buzz words here, by demonstrating this to your employees they will be aware that you trust and respect their autonomy to get on with their job and get the work done. By doing this you will be rewarded with enthused and motivated employees who value their job and who they work for and remain working for you.

Demonstrate that you care for your employees by being empathetic and understanding by holding regular ‘check in’ sessions to ensure that they are OK and if they have any issues they want to talk about.

All Good Things

All good things come to those who wait so be patient. This new way of managing the modern workplace takes time and we are all learning together, and it will continuously evolve, and you and your employees will adjust accordingly.

It’s not a power struggle it is about gaining mutual respect and trust and working as a team to achieve your objectives. The payback will be that employee engagement will increase and you will garner their respect and trust which is two-way, you must earn it to receive it. This takes effort and time, but the benefits will be that you attract and retain talent, improve your reputation as the company people want to work for.

How Startup Founders Can Use Credit Lines To Manage Cash Flow

Posted on | by Jennifer Spencer

For startup founders, managing cash flow is one of the most critical tasks. Cash flow refers to the money coming in and going out of the business. It is essential to ensure that there is enough money available to cover daily expenses, payroll, and unexpected costs. 

One effective tool that can help startup founders manage cash flow more efficiently is a credit line. A credit line provides access to funds when they are needed, allowing businesses to smooth out their cash flow and avoid financial crunches.

What is a Credit Line?

A credit line, also known as a line of credit, is a flexible loan option that provides businesses with access to a set amount of money. 

Unlike a traditional loan, where you receive a lump sum upfront, a credit line allows you to borrow only the amount you need, when you need it, up to a predetermined limit. You only pay interest on the amount you borrow, not the entire credit line. This makes it an ideal solution for managing short-term cash flow needs.

This may be more flexible than other types of startup funding such as using VCs and angel investors, although this can work in tandem with a credit line quite nicely.

Smoothing Out Cash Flow Variability

Startups often experience uneven cash flow. For example, you might have months where sales are high and cash is flowing in, followed by months where income is lower. However, your expenses, like rent and salaries, remain constant. This variability can put a strain on your business if not managed properly.

A credit line helps smooth out these fluctuations. During times of low revenue, you can draw from your credit line to cover necessary expenses. This ensures that your business operations are not disrupted due to temporary cash shortages. 

In fact, according to a study by Intuit, 61% of small businesses worldwide struggle with cash flow issues regularly. Having a credit line in place can prevent these cash flow problems from turning into more serious financial crises.

Handling Unexpected Expenses

Startups often face unexpected costs. Whether it’s equipment that suddenly needs replacing, a surprise opportunity for expansion, or an unexpected market shift, these expenses can strain your cash flow. 

A credit line provides a safety net in these situations. Instead of scrambling to find money when unexpected expenses arise, you can simply draw from your credit line, ensuring that your business remains operational and can take advantage of new opportunities as they arise.

Improving Financial Flexibility

Having a credit line also increases your financial flexibility. For example, you can use a credit line to make bulk purchases that offer significant discounts, thereby saving money in the long run. Additionally, a credit line can help you negotiate better terms with suppliers by ensuring you have the cash on hand to pay early, which can often lead to discounts.

According to a survey by QuickBooks, 57% of small businesses have been able to increase their profits by using credit lines to take advantage of business opportunities that required immediate funding. This highlights how credit lines can be a valuable tool not just for covering costs but also for driving growth.

Building Business Credit

Using a credit line responsibly can help build your business credit score. As you borrow and repay from the credit line on time, your credit history improves. This is crucial for startups, as a strong credit score can lead to better loan terms and access to larger amounts of capital in the future. It can also make your business more attractive to investors and partners.

Conclusion – Be Strategic 

For startup founders, managing cash flow efficiently is essential for the survival and growth of their business. A credit line offers a flexible, cost-effective way to handle cash flow fluctuations, cover unexpected expenses, and capitalize on new opportunities. 

By using a credit line strategically, startups can not only avoid financial difficulties but also set the stage for long-term success. Whether you are just starting out or looking to scale, understanding and utilizing credit lines can be a game-changer for your business’s financial health.

Successful Penny Stock Trading Strategies: Expert Tips

Posted on | by AI Guest Posts

Penny stocks, while enticing with the promise of high returns, are fraught with risks and volatility.

While the prospect of making money with penny stocks can be tempting, trading them requires a combination of careful research, strategic planning, and disciplined execution.

This guide aims to equip aspiring and seasoned traders with expert insights and proven strategies to enhance their chances of success in the penny stock market.

By exploring essential research tools, risk management techniques, and valuable tips from experienced traders, investors can gain a deeper understanding of this unique market segment and develop a well-rounded approach to maximize their potential for profitable outcomes.

What are Penny Stocks?

Penny stocks are low-priced shares of small companies, typically trading for less than $5 per share.

While they can offer significant upside potential, they also carry substantial risk due to their volatility and susceptibility to manipulation.

Importance of a Solid Trading Strategy

A well-defined strategy is crucial for navigating the volatile penny stock market. It helps you identify potential opportunities, manage risk, and make informed decisions based on analysis rather than emotions.

Essential Research and Analysis Tools for Penny Stocks

Successful trading in this volatile market requires more than just luck. Thorough research and meticulous analysis are paramount.

A combination of fundamental analysis, technical analysis, and catalyst identification forms the foundation for making informed decisions.

Fundamental Analysis

Examine the company’s financial health, management team, business model, and competitive landscape. Look for undervalued companies with strong growth potential.

Technical Analysis

Analyze price charts, patterns, and indicators to identify trends, support/resistance levels, and potential entry/exit points.

Catalyst Identification

News releases, product launches, regulatory approvals, or partnerships can trigger significant price movements in penny stocks. Stay informed about potential catalysts to capitalize on opportunities.

Penny Stock Trading Strategy

Unlike investing in established companies, penny stock trading demands a distinct approach focused on risk mitigation, precise timing, and a keen understanding of market dynamics.

This strategy encompasses several key elements, including robust risk management techniques to protect capital, identification of optimal entry and exit points to maximize gains, and vigilance against common pitfalls that can derail even the most promising trades.

Risk Management Techniques

Mitigating risk is paramount in penny stock trading due to the inherent volatility. Effective strategies include prudent position sizing, and allocating only a small percentage of your capital to any single stock.

Implementing stop-loss orders acts as a safety net, automatically selling a stock if it reaches a predetermined price, thus protecting against significant losses.

Identifying Entry and Exit Points

Timing is key in penny stock trading. Enter when stocks break resistance with high volume, anticipate catalysts, or bounce from support.

Exit at profit targets, resistance levels, or when fundamentals change.

Avoiding Common Pitfalls

The penny stock market is rife with potential traps for unwary investors. It’s essential to remain vigilant against pump-and-dump schemes, where stocks are artificially inflated before being dumped.

Avoid chasing hyped stocks without solid fundamentals, and prioritize companies with viable business models and potential catalysts.

Expert Tips from Seasoned Penny Stock Traders

These expert insights offer a roadmap for navigating the complexities of the market, mitigating risks, and enhancing the potential for success.

These tips provide a foundation for building a profitable penny stock trading strategy.

  • Start Small and Learn from Mistakes: Begin with a small investment amount to learn the ropes and understand the risks involved. Don’t be afraid to make mistakes; view them as learning opportunities.
  • Focus on Quality Over Quantity: Don’t be lured by the low prices of penny stocks. Prioritize quality companies with a viable business model and potential for growth.
  • Patience and Discipline are Key: Avoid impulsive decisions based on emotions. Stick to your strategy, be patient, and wait for the right opportunities to arise.
  • Continuous Learning and Adaptation: The penny stock market is constantly evolving. Stay updated on industry trends, regulations, and new technologies. Continually refine your strategy to adapt to changing market conditions.

Is Penny Stock Trading Suitable for Beginners?

Penny stock trading is not recommended for beginners due to its high-risk nature.

However, if you’re determined to explore this market, start small, educate yourself thoroughly, and prioritize risk management. Consider seeking guidance from experienced traders or financial advisors.

Final Thoughts

Penny stock trading can be rewarding, but it requires a sound strategy, thorough research, and strict risk management.

By following expert tips, focusing on quality companies, and staying disciplined, you can increase your chances of success in this volatile market.

It’s crucial to remember that penny stocks are inherently risky and not suitable for everyone. Always prioritize education and due diligence before investing in any penny stock.

man talking to microphone

Clarity, Commitment, Collaboration

Posted on | by Magdalena Lew

As CEO and Managing Partner of smzh ag (smzh), Gzim Hasani embraces a transformational leadership style that encourages collaboration. He works to inspire trust, foster growth, and align his team’s efforts with organizational objectives. This enables the delivery of personalized financial advisory services that empower individuals and SMEs to achieve their goals. Gzim has been named Most Influential CEO 2024 – Switzerland (Insurance & Mortgage Solutions). We speak to him to learn more about his exceptional leadership, his career, and the company that he leads with pride.

In his role as CEO, Gzim Hasani leads the strategic direction and operational management of smzh ag. “Every task, no matter how small, contributes to our larger purpose. By approaching each day with clarity, commitment, and collaboration, we transform routine actions into meaningful contributions towards our shared goals. Everyone in the company understands their contribution to the smzh vision and lighthouse,” he explains.

Gzim’s journey within the world of finance began in 2009 at Credit Suisse, where he quickly took on responsibility for ultra-high-net-worth individuals (UHNWIs). From there, he moved to Julius Bär, working in the directorate. In 2018, he founded Impegno & Partners, and subsequently took over smzh ag. Starting with just five employees, he has grown the team to over 150.

Today, Gzim leads a team that embodies an entrepreneurial attitude to drive innovation and growth. “With short decision-making processes and a flat hierarchy, we respond swiftly to opportunities and challenges. Risk-taking is encouraged within our organization, and I play an active role in maintaining and nurturing this dynamic internal culture.”

He places great importance on being a positive role model, for his team and within the industry, and on personifying the core values of smzh: Responsibility, Customer Orientation, Trust, Long-Term Entrepreneurial Spirit, and Independence. Gzim goes on to tell us about his approach to leadership: “Over the years, my leadership style has evolved from a focus on goal and deadline setting to a more employee-centred approach. I prioritise fostering an environment where team members feel empowered to innovate and take on new challenges.” Underscoring this is his mantra of “Collaboration: Achieving goals requires teamwork and cooperation, leveraging collective strengths to achieve shared objectives”.

His ambitious team leverage their extensive expertise and specialised knowledge to deliver customised solutions that are perfectly aligned with each client’s specific needs. Through its all-in-one service, smzh is its clients’ trusted partner for every financial, insurance, real estate, tax, and legal need, ensuring their success at every stage of their life.

“We provide all our clients with access to top-tier financial services, regardless of their wealth or experience. Our advisory services are free for clients, with smzh earning fees from partner products. This creates a low entry barrier and is unique in the industry,” Gzim explains. This isn’t all that gives smzh a competitive edge, as smzh also implements advanced technology in order to equip and support its advisors whilst maintaining the essential human touch that – not only clients demand – but which smzh also strongly cares about.

“Our client-centric approach and bespoke services set us apart from the competition. We focus on technological innovation to enhance our advisory capabilities. Our holistic approach to wealth planning considers all private, legal, and tax perspectives to provide comprehensive financial planning.”

smzh has seen rapid growth, which Gzim tells us has required continuous adaptation and a learning mindset. This has created numerous exciting opportunities for team members to grow into new roles, develop innovative solutions, diversify their skills, and foster a culture of versatility and excellence. This entrepreneurial attitude and can-do spirit enable them to welcome new challenges and drive forward-thinking solutions. Creating such a dynamic environment has been instrumental in the company’s success and maintaining its competitive edge.

However, while fast growth is a fantastic achievement, it doesn’t come without its hurdles, such as resource constraints and the need for effective prioritisation. Gzim’s dedication towards promoting a culture of continuous learning and open communication has helped the company to overcome these challenges, with its training designed to enhance adaptability and resilience. Gzim views it as important to adapt to each team member’s learning curve and ensure that no one feels overwhelmed or sidelined, saying, “This awareness has helped mitigate potential issues and foster a more cohesive and motivated team environment.”

So, what do smzh’s clients say about their experience of working with the company? One delighted individual shares, “I have been thoroughly impressed by smzh’s commitment to providing top-quality financial services to its clients – to me. One of the things I appreciate most about smzh is their attention to detail. They take the time to thoroughly understand their clients’ unique financial situations, and then work diligently to develop tailored solutions that meet those needs. Whether it’s investment management, insurance, or other financial services, smzh has consistently demonstrated a deep understanding of the industry and a commitment to delivering the best possible outcomes for me and my situation.”

Ultimately, it’s clear to see how smzh has accomplished such incredible success. With Gzim Hasani at the helm and an excellent team behind him, the company’s growth has accelerated significantly, whilst leaving an array of overjoyed clients in its wake. Gzim’s leadership is nothing short of extraordinary, making him a deserving recipient of the Most Influential CEO Awards 2024.

Now, smzh has its sights set on the next 12 months and beyond, with no intentions of slowing down. The company plans to expand its service offerings and enhance its technological capabilities. Additionally, it plans to open six new locations in Switzerland and increase its international footprint to serve a global client base.

In terms of his own plans for the future, Gzim will be looking to develop his leadership skills and deepen his knowledge of emerging trends in the financial industry. He tells us that he will also aim to mentor the next generation of leaders within the company to ensure their success. He will also continue to value exchanges with other leading personalities, with this networking and his additional entrepreneurial activities and mandates helping him to expand his horizons and push the boundaries of what is possible.

Above all else, Gzim Hasani’s goal is to continuously develop himself, his people, and thereby the entire company, offering people perspectives and being a reliable partner for the long run.

For business enquiries, contact Gzim Hasani from smzh ag via email – [email protected] or on their website – www.smzh.ch

woman with certificate

The Pinnacle of Specialist Security

Posted on | by Magdalena Lew

Former Royal Military Police officer Tracy Webster established Pinnacle Risk Consultancy, a renowned specialist security services business, back in 2016. This veteran-owned UK business today possesses offices in Yorkshire, Manchester, and London, tactically offering it close proximity to the UK’s major cities and easy access to many of its most bustling towns and counties. With Tracy being recognised as the Most Influential Female CEO 2024 – UK (Security and Protection), we catch up with her to find out more about her journey and this incredible operation.

When it comes to security, there is no such thing as a uniform approach. Every situation and every client is different, and so too is the solution that needs to be applied to their case. Offering a fully bespoke and tailored service that expertly covers all of the nuances of a particular brief, Pinnacle Risk Consultancy is, as its name suggests, at the very top of the pack when it comes to specialist security services. From close protection to TSCM (technical surveillance counter measures), this encompassing service covers all possible bases.

Pinnacle Risks offers these high-end, specialist security services to a range of diverse clients across the globe, from ultra-high-net-worth individuals to celebrities and even members of royal families, as well as at-risk professionals, corporate and commercial entities, and anyone else requiring security within the workplace. Regardless of the client, the company operates with “Presence of Mind”, something that extends to all of its highly experienced male and female bodyguards and field experts deployed both in the UK and worldwide.

Thanks to a background in the Royal Military Police and a wealth of experience working in the Specialist Investigation Branch, Pinnacle Risk’s CEO is more than qualified to lead in this sector. In the years since stepping away from the military, this former Redcap has spent her time further honing the skills she picked up during her service, developing by working with the likes of surveillance techniques and on undercover deployments. Whatever the nature of the mission, Tracy acts with a hands-on approach and a strict adherence to legal parameters.

Having worked within the private security industry now for the better part of two decades, it pays to go back to the beginning of Tracy’s career to fully appreciate the impact that she continues to have in this setting. In 1996, 17-year-old Tracy Webster decided to pursue her interest in law enforcement and the armed forces, signing on to serve her queen and country for the Royal Military Police. This was far from the norm at the time, particularly for a young woman from a small farming village nestled in the Yorkshire Dales.

Many people questioned this decision, and Tracy enjoyed spending the next seven years proving them wrong. Commenting on her time served with the armed forces, Tracy explains, “I learnt so much and my time in the military provided a superb foundation for the rest of my life.” From teaching her the importance of high standards to showing her what it takes to pull together and work as a team, it is the skills Tracy first picked up in the Royal Military Police that continue to guide Pinnacle Risk Consulting to success to this day.

As her career in the armed forces began to wind down, Tracy was already looking at transferring her skillset to the private security industry, a move she saw as an obvious and welcome career change. Securing a position at a corporate security organisation shortly after, Tracy was responsible for managing a specialist security unit. Tracy would excel in this role for the next 12 years, until she made the leap in 2016 and set up her own business, a feat she attributes to the knowledge and experience afforded to her by peers and colleagues.

Nearly eight years on, Tracy has built Pinnacle Risk into an accredited, leading consultancy firm comprised of a close-knit team of male and female industry professionals. Approximately 85% of this team consists of former military personnel, and the diverse nature of this highly skilled workforce aligns perfectly with the increased demand for female bodyguards and protection officers. Many female clients prefer working with a female protection officer as they feel more comfortable being protected by a woman.

“I am a champion of women in business, especially those operating within the private security sector, as we are a small and rare commodity. I see the value of us supporting each other not just in the United Kingdom, but on a global scale.”

A female owner, CEO, military veteran, and trained bodyguard all rolled into one, the role that Tracy plays in the success of the business is crucial. With her background and skillset, she is the company’s unique selling point. Clients from all over the world seek out the business to leverage this knowledge for their own gain, and Tracy collaborates closely with her team to see that this is carried out with maximum impact. Developing this team and ensuring that they thrive in their roles is one of Tracy’s most pressing priorities as CEO.

Whilst the welfare of her team and clients is of the utmost importance, Tracy tells us that she refuses to micromanage during deployment, solely because she has faith in the capability of her executive staff to deliver excellence. This is just one of many managerial traits that Tracy picked up during her time serving the nation, a tenure which has influenced her leadership approach no end. The core values that Pinnacle Risk has adopted also largely stem from the British Army, prioritising the likes of trust, teamwork, and leadership above all else.

For Tracy, getting stuck in is another big part of her duties. She explains, “when time allows, I operate as a personal protection officer on the ground with my teams. This allows me to maintain my skillset as a protection officer and affords me time with my staff that I wouldn’t ordinarily have.” She continues, “it also allows an opportunity for me to see the quality of my staff operating live on the ground, ensuring they are maintaining the highest standards. I feel this compliments my leadership style and creates stronger bonds amongst my staff.”

Unsurprisingly, work of this nature can be stressful for extended periods, sometimes weeks or months at a time. To counteract this, the team pull together as a unit and constantly support one another. As an extension of this, Tracy also strives to remain approachable, transparent, and respectful across all interactions with her team. She puts it best when she says, “I am a firm believer that if my operators are supported by me and enjoying their roles professionally, this reflects hugely on the experience of clients engaging with Pinnacle Risk Consultancy.”

It is also important to note that the company is heavily involved with the Armed Forces Covenant (AFC), and Tracy and co. pledge to support the defence community, veterans, and reservists, as well as their families, across the business. A Proud AFC signatory and holder of the Employment Recognition Scheme Gold Award, Pinnacle Risk Consultancy is essentially an extension of the success of the British Armed Forces, mixing its remarkable values with a suite of professional services that guarantee personal protection of the highest standard.

Well-versed in everything from female bodyguard services through to TSCM bug sweeps and physical penetration testing, Pinnacle Risk Consultancy takes the safety of its clients incredibly seriously. For its suite of specialist security services and the ongoing dedication that it has across this challenging sphere, we celebrate the company’s visionary leader with this award. Having come a long way from the small Yorkshire village in which she was raised, Tracy Webster is today a pioneer, a leader, and an influential CEO.

For business enquiries, contact Tracy Webster from Pinnacle Risk Consultancy on their website – https://www.pinnacle-risk.com/