Keeping Strategy Simple

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For Gavin Slark, CEO of SIG, keeping strategy simple, flexible, and people-driven is key to building a business that can thrive across geographies and adapt to change. Leading a multinational distribution company, he believes that when strategy is clear and straightforward, it empowers teams at every level to align around a common purpose. His approach is clear: keeping things simple increases the chances of successful delivery.

SIG is a leading European supplier of specialist insulation and sustainable building products, with 7,000+ colleagues, 440 branches, and operations across six countries. The business connects over 75,000 customers with expert products and solutions, playing a vital role in making construction supply chains more efficient and sustainable. While each business has its own local identity, they are united by a shared culture and ambition to be the best provider for their customers. Gavin joined SIG in 2023, bringing over two decades of leadership experience, including 11 years as CEO of Grafton Group. With extensive experience in the same industry, he recognised an opportunity for himself to guide SIG through its next phase of growth.

In the episode, Gavin shares how SIG approaches strategy as an evolving conversation – one that’s shaped by local insight, guided by common sense, and driven by people on the ground. The conversation also explores SIG’s approach to growth through M&A, its ambitions around sustainability, and the operational realities of decarbonising a large distribution business. Gavin also offers insight into what authentic leadership looks like in a multinational context, and why creating an environment where people can develop and be themselves is central to delivering both purpose and performance.

Gavin Slark

Growing Sustainably Without Sacrificing Culture

For Karl Jansen, Freeths’ National Managing Partner, listening and collaboration aren’t just good leadership practices – they’re essential to ensuring the firm grows harmoniously with its values. Over the past 30-plus years, Karl has been a driving force, helping to evolve Freeths from a small, regional law firm into the leading full-service business it is today. Powered by its 1,200 colleagues in 13 offices, and known for being firm that lives and breathes its brand values – evidenced by its status as the UK’s largest B Corp law firm – Freeths is focused on growth – but growth that doesn’t come at the expense of its culture, ethics or purpose.

Under Karl’s leadership, Freeths has flourished, not only in financial performance, but in culture, reach and reputation. Recognised in The Lawyer Hot 100 in 2024, he believes in working with people, giving his intelligent, driven colleagues the opportunity to have their say and role in shaping the firm’s ongoing development.

In this episode, Karl shares how Freeths has approached its next strategic chapter, following the successful delivery of its 2020-25 plan. He talks about the importance of sustainable growth, choosing the right opportunities, and the value of alignment in both internal culture and client relationships. The conversation also explores Freeths’ work on high-impact cases like the Post Office Horizon Scandal, the firm’s approach to innovation and AI, and why its people-centric culture remains a powerful differentiator in an increasingly competitive legal market.

Karl Jansen

In Healthcare, It's All About Trust

For Dr Mohammad Al-Ubaydli, CEO of Patients Know Best (PKB), success in healthcare isn’t just about innovation – it’s about trust. Mohammad first appeared on The Purposeful Strategist in 2024, where he shared the groundbreaking work PKB was doing to put patients in control of their own health records. At that time, PKB had 3.8 million users, and Mohammad discussed the company’s ambitious plans to expand its reach and impact. Now, returning to the podcast, he reflects on the significant progress made since then, having scaled to 5 million registered patients and secured £6 million in funding to accelerate both their UK and international growth.

Since founding PKB, Mohammad has championed the belief that personal health records should belong to the patient, not institutions. While the idea is widely accepted, systemic barriers remain – organisations often prioritise control over collaboration, and as governments hesitate to enforce, AI lacks the data needed to drive healthcare improvements. Now the world’s largest patient-controlled health record platform, PKB is proving that transformation can happen and benefits everyone. Mohammad believes in partnering with other innovators to ensure patients can access, understand, and use their health data in meaningful ways. By advocating for patient-led data as a necessity rather than an option, PKB is redefining how healthcare systems function – empowering individuals to take control of their health and ultimately improve their own outcomes.

In this episode, Mohammad discusses the urgency of patient-controlled records, why AI in healthcare is stalling, and how PKB is overcoming barriers to scale globally. He shares insights into how governments can move from intention to implementation, what it takes to scale a purpose-driven company internationally, and why sustainable growth requires both commercial success and patient trust. He also offers advice for other leaders on balancing purpose with business realities, the power of partnerships, and why clarity of mission is essential as organisations grow.

Mohammad Al-Ubaydli