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Your customers are already asking AI what to buy, and the engines recommend just three brands per category. I analysed the reasons behind 450+ AI brand recommendations to work out how to win, and it is not a new playbook. Somewhere today, one of your customers asked ChatGPT what to buy instead of searching Google. The answer named three brands. If yours was not one of them, you were invisible at the exact moment the decision was made, and the engines remember their favourites. I have watched this film before. I managed some of the biggest FMCG brands in the world at Johnson & Johnson, Beiersdorf and Unilever, then spent the last ten years inside the platforms reshaping how those brands go to market, at Meta and Pinterest. When social media arrived, those of us inside the tech giants were telling CMOs to move to vertical video, build for sound off and reverse the story arc. It was a big ask, and companies took years to act. We are seeing the same wave with AI now, and the same lag, except this time it's a tsunami. The good news is that if you have spent your career learning how business works, a good product, a fair price, real distribution and an earned reputation, then the way to win in AI is not to rip up the rule book. It is to re-engage those traditional muscles and make them legible to a machine. The window is closing AI adoption among consumers is already large and accelerating. Almost half of UK consumers, 47%, now say they are likely to turn to a generative AI tool like ChatGPT to research a purchase, up nine points in a single year (Attest, 2025), and ChatGPT itself pulled 1.8 billion UK visits in the first eight months of 2025, roughly five times the 368 million it took in the same period of 2024 (Ofcom, Online Nation 2025). Despite the facts, most businesses still treat AI as a way to write emails faster, not as the place consumers now go to discover and choose brands. And the discovery layer is smaller. On Google you get ten brands, ten blue links. In the AI engines we are seeing only three recommended. If I ran a brand today that would terrify me. Even worse, the engines have memories baked in, so if you are not one of those chosen three today, it will be harder still to become one as the models update along with their memories. Who is winning on the AI digital shelf? I built the AI Choice Audit to answer this question, capturing brand recommendations across six engines and seven UK FMCG categories, over 450 answers, and I analysed the reason behind every one. AI is converging on a handful of players per category. In skincare, CeraVe and La Roche-Posay win, both L'Oréal brands, while Nivea and Neutrogena barely register. In coffee, Nestlé is nowhere, while Lavazza and Illy lead on heritage, because people asking about coffee are asking about good beans and good roasteries. The winners are the brands that did the fundamentals- Product, Price, Place, Promotion- and made sure they had a digital wrapper. The machines reward the four Ps Chart 1 4 Ps Product shows up in 96% of all answers. The engine reads product listings like a spec sheet: what is in the formulation, what it is for, who it suits, the exact active ingredient for the exact problem. Your product pages have to cover every base. Place is cited in 42% of answers, and the single most common reason in the whole study is simply that you can buy it in the UK. The engine wants to know you are purchasable before it will put your name forward. Price is there too, cited in 31% of answers: the budget pick or the premium one, because the AI almost always slots a brand into a tier. Promotion is the one that really interests me, because it is not the type of promotion you would think. It is not a clever campaign. It is an expert vouching for you, a credible source citing you, and the moment a category touches health, the machine reaches for a white coat before it reaches for a brand. In pet care, that endorsement turns up in 88% of answers. So, it is worth thinking about how you craft your campaigns and the role of powerful claims spoken by experts in your story. “PR matters again, clinical testing matters again, long-form and craft matter again. So welcome home, PR and storytelling, but bring structured data with you.” Why AI recommends the brands it does Chart 2 Eight Reasons SEO is not GEO This is the misstep I am watching companies make, lifting their SEO strategy and applying it straight onto the AI engines. That is only half the story. Traditional SEO optimises a page to rank in a list. Generative engines do not rank pages; they name a single pick, then justify it with a reason. And most of those reasons are facts the model absorbed from third-party, earned, trusted sources, not from your website. In the audit, 65% of answers leaned on an earned signal, an expert endorsement, an independent lab test, or a certification. The vet recommends you, the lab certifies you, the journalist cites you, the retailer stocks you. If that sounds familiar, it should. That is PR: professional and medical marketing, distribution, the earned half of marketing. It is your brand story. AI describes your brand; it does not just link to it. It is not SEO, and it is certainly not the optimisation trick a wave of "AEO" and "GEO" agencies are about to sell you. “Even if you get GEO right, it will only get you found. It is your marketing that will get you chosen.” There is no single 'optimise for AI' brief The six engines tested do not reason the same way. ChatGPT checks whether you are actually buyable in 71% of its answers and looks for an expert endorsement in nearly half. Google AI Overview thinks like a retailer, with availability present in 59% of its answers. Gemini is the opposite, the purest product-rationalist, raising availability in just 16% of its answers and leaning hardest on the formulation. So, the same brand needs different briefs. A brilliant formulation with poor distribution loses ChatGPT and Google AI Overview but may still show up in Gemini. Chart 3 Engine House Styles The cost of waiting I saw executives do nothing for a long time when social media started to scale, barely believing that their customers would look at Instagram instead of Vogue. This time you cannot afford to do nothing. The engines' memories harden with every model update, and the engines are settling on their three brands per category. If you are not showing up on the AI shelf today, you have a problem you need to fix right now. The brands that move now get written into the engine preferences. The ones that wait will be trying to break into a list that has already been decided. This is the most modern marketing challenge I have come across, and the answer is the most traditional thing we know how to do. Build a genuinely good product, earn real distribution, make it visible, and price it properly. And put the money back into the reputation work the machine actually reads: the experts, the labs, the certifiers, the press, the trade. Not the campaign that persuades a shopper who is no longer making the shortlist. The brand still has to be good. It just has to be good in a way a machine can read. And the way you make it readable turns out to be the oldest playbook there is. Naureen Mohammed is a fractional CMO for CPG businesses. She ran the AI Choice Audit across ten categories and six engines. If you want to know what the machines are saying about your brand and what to do about it, get in touch at info@fractional-execs.za

“We’ve agreed on the price. We’re happy with the deal. We just need the lawyers to put it into an agreement.” It sounds simple. Until the lawyers start looking under the bonnet. A customer contract may require consent before ownership can change. Important intellectual property may not be properly documented. A key employee may have contractual issues. There may be an unresolved dispute, an unexpected liability or an obligation the buyer simply didn't know about. None of these issues necessarily kills a deal…But they can change the deal. The purchase price may need to be renegotiated, the seller may need to address an issue before completion, the buyer may require additional protection, or the structure of the transaction may need to be reconsidered. And that is where a deal that looked straightforward can suddenly become complicated. The timing matters One of the biggest mistakes in an M&A transaction is waiting until the deal is commercially agreed before getting legal input. By then, the buyer and seller may have become committed to a price and an outcome. Discovering a significant issue at that stage can create unnecessary tension, delay and cost. Getting the right legal input earlier can make a significant difference. For a seller, it can mean identifying and fixing potential problems before they become negotiating points. For a buyer, it can mean understanding the risks they are taking on before committing to the transaction. In both cases, the objective is the same: to identify the issues that could affect the deal while there is still time to do something about them. Good M&A advice isn't about finding problems It is about knowing which problems matter, when they matter, and what can be done about them. A problem identified early is usually something that can be managed or negotiated. The same problem discovered just before completion can result in delay, additional cost or, in some cases, put the transaction at risk. The real value of M&A advice is therefore not simply in reviewing documents or identifying risks. It is in understanding the commercial objective and helping the parties navigate the issues that could stand in its way. The objective isn't simply to get the deal signed. It is to make sure that the deal you sign delivers what you intended to achieve.

I am five feet tall. I am afraid of heights. On May 13, 2022, I stood on the summit of Mount Everest. It’s not every day that these three facts belong in the same sentence. That's rather the point. Everest wasn't where this started. It was where it ended. In October 2017, I stood at the base of Carstensz Pyramid in Indonesia, the first of what would become a four-and-a-half-year climb toward completing both the Messner and Bass versions of the Seven Summits Challenge - the highest peak on every continent, counted two different ways because two male mountaineers couldn’t even agree on where one continent ends and another begins. When I stepped off Everest in 2022, I became one of fewer than 130 Canadians to summit it, one of fewer than 30 Canadians to complete the Seven Summits at all, and the first Portuguese person to complete both versions of the challenge. This accomplishment is an elite club of about 500 worldwide. Somewhere in that same window, I also sold the language services company I had spent two decades building. I mention the business and the mountain in the same breath on purpose, because they taught me the same lesson from two completely different altitudes. The Room I Wasn't Built For Mountaineering, like most extreme sports, is built around a default body: tall, long-limbed, predominantly male. The gear, the pacing, the assumptions guides make about who can carry what and how fast- none of it was designed with a five-foot-nothing woman in mind. I spent every expedition making calculations that the rest of my team didn't have to do: how to close a stride gap, how to manage a pack built for bigger frames, how to out-plan what I couldn't out-muscle and how to choose the best one-piece expedition suit that was not made for a woman’s body to fit me. I'd already been doing that math for years, just in a different environment. I founded Language Marketplace in 2000 as a single mother to two young daughters, working full-time as a staff interpreter and freelancing on the side to keep the lights on. I ran the business out of the basement apartment of the house I owned, with no formal business plan, just with the sheer will to do it and the confidence in my knowledge of what I was offering. When I walked into banks, corporate clients, and industry conferences that were built around a different kind of founder, I felt the doubts and observed the looks many times. Not about being tall or short this time, but because I was a woman, a single mother, someone who'd built her expertise on the floor of the industry rather than in an MBA program. Those doubts in those rooms wore business attire instead of a parka, but they asked the same underlying question the mountains did, especially Everest: what makes you think you belong here? The First Attempt I didn't summit Everest on my first try. I turned back. That decision gets talked about, when it's talked about at all, as either heroic prudence or quiet failure. It was neither. It was that I read the facts: my health at that time and safety considerations of not putting others in danger. A decision I had to make in a moment when every voice in my head and around me had an opinion about what a woman my size should or shouldn't be attempting at 8,000 metres. Turning back wasn't the doubt winning. It was refusing to let the doubt make the decision for me, in either direction. I wasn't quitting because I was afraid, and I wasn't pushing on to prove a point to anyone. I was reading the circumstances, not the room. I've made that same call more times than I can count in business. There's a specific kind of crisis moment every founder eventually faces, such as a funding gap, a key client walking, a hire that isn't working out, a board member second-guessing a decision you've already made, where the loudest thing in the room isn't the data. It's doubt, and for women running businesses, that doubt rarely announces itself honestly. It shows up dressed as concern. “Are you sure you're ready to scale that fast?” “Have you thought about what happens if this doesn't work?” Questions that sound careful but are really asking the same thing the mountain asked me at 8,000 metres: what makes you think you belong here? What Actually Gets You Back Up One year after that first attempt, I stood on the summit of Everest. What changed wasn't my size, my fear of heights, or the mountain. What changed was that I'd learned to trust my own preparation and my own read of the situation over the room's fear of it - whether that room was a base camp tent or at a high-stake client’s office. That's the same instinct that grew Language Marketplace, debt-free, into one of Canada's largest privately owned translation and interpretation companies - more than $3.5 million in annual revenue, a staff of 24, and a network of over 1,500 freelancers, built without ever taking on outside capital or debt. It's the instinct that earned Canada's Top Female Entrepreneur recognition in 2012 and a place on the Profit 500 list the following year. And it's the same instinct behind the President's Award I received from Women Business Enterprises Canada Council for public policy work benefiting fellow WBEs, because once I'd learned to trust my own read of the room, the next job was making sure other women didn't have to learn it alone. Why This Is Where I've Chosen to Focus As a fractional executive and executive coach, I've chosen to build my practice specifically around women-owned businesses. Not as a diversity initiative, and not because I believe women need a gentler version of executive support. It's because I've already done the thing that matters in a crisis: performed under extreme, no-do-over conditions while being the exception to what the room expected, both on a mountain with no rescue helicopter at 8,000 metres, and in a boardroom with no venture-backed safety net. Most of the leadership advice available to a woman founder was written by, and for, someone who never had to prove they belonged in the room in the first place. That gap shows up in small but costly ways: coaches who mistake a founder's caution for lack of confidence, advisors who can't tell the difference between a real risk and an inherited one, board members who read decisiveness in a woman as recklessness when they'd read the identical call in a man as strength. A fractional executive who has actually stood in that gap, who has done her own math when the gear wasn't built for her, brings something no amount of theory can substitute: the ability to tell you, honestly, whether the doubt in the room is data or noise. The Real Summit Five feet tall. Afraid of heights. Standing on top of the world. I still think about how absurd that sounds, and I've come to believe the absurdity is the whole lesson. Being underestimated was never a verdict on what I could do, it was just the starting position I happened to be climbing from. The women building businesses today are climbing from that same starting position, in rooms that weren't built with them in mind either. My job now isn't to pretend the room is fair. It's to help them read it clearly enough to get to the top of it anyway.

Recently, Fractional Execs South Africa had the pleasure of sponsoring a golf day hosted by CxO Series, bringing together over 90 senior leaders, founders, and decision-makers from across the region. Events like these are always a valuable opportunity to step away from the day-to-day and connect with peers facing many of the same challenges. The atmosphere struck a good balance between relaxed and purposeful, with plenty of meaningful conversations happening both on and off the course. More Than Just a Day on the Course Across conversations with attendees, there was a consistent focus on navigating a demanding economic climate, balancing growth ambitions with cost control, and ensuring businesses are structured for what comes next. These are exactly the areas where Fractional Execs supports its clients. Many of the discussions centred around the practical benefits of bringing in experienced leadership on a flexible basis. For businesses that need senior input but are not ready to commit to full-time hires, the fractional model continues to prove both effective and commercially sensible. Introducing FEtch to the CxO Community Alongside our core offering, the golf day also provided an opportunity to introduce attendees to Fractional Execs Technology, or FEtch. There was strong interest in how our technology complements executive expertise, particularly in areas where clarity and speed of decision-making are critical. Conversations covered several of our core offerings, including: AI Agents supporting business development and engagement The FEtch Growth Engine, which provides a deep, structured analysis of a business to uncover gaps and opportunities The FEtch Conversion Engine, focused on improving commercial performance Our Business Insights Platform and Business Health Check services What resonated most was the combination of experienced operators and practical, implemented technology. Not just insight, but action. Building Relationships That Last Beyond the Day With over 90 attendees, the event created a strong platform for new relationships and future conversations. It was clear that many businesses are actively exploring new ways to strengthen their foundations, improve performance, and scale with confidence. For us, the day was not just about visibility, but about starting meaningful discussions that continue well beyond the event itself. Looking Ahead We would like to thank CxO Series for hosting a well organised and engaging event, and for bringing together such a high-quality group of leaders. If you were at the golf day and did not get a chance to speak with us, we would welcome the opportunity to continue the conversation. And for those who could not attend, the themes discussed on the day are ones we are seeing across the market. As always, the focus remains the same. Helping businesses move forward with the right experience, the right tools, and the right foundations in place.

Alan Giles, CEO/Co-Founder, FEtch (Fractional Execs Technologies) Every founder hits the "Complexity Wall." It’s that moment when your vision has successfully translated into a product, your first customers are live, and the business is finally breathing on its own. But suddenly, the "founder-as-the-everything-engine" model breaks. You are spending your mornings fighting internal operational fires, your afternoons trying to build a sales strategy from scratch, and your evenings staring at fragmented data in five different spreadsheets. The traditional answer to this crisis has always been the same: Hire a full-time VP. But in 2026, that playbook is increasingly high-risk. Hiring a senior executive is a costly decision, with a high salary, equity package, and a three-month onboarding period, all with the risk that their corporate strategies may not suit your fast-moving startup. But what if you didn't have to choose between "doing it yourself" and "making an expensive, permanent hire"? The most successful growth startups we see today aren't focusing on building a larger headcount, they are focusing on building a more intelligent revenue engine. They are shifting from the model of owning the talent to accessing the expertise—bringing in high-level fractional leadership that comes pre-packaged with proven, repeatable growth systems. They’ve realised that scaling isn't just about adding more people to the payroll. It’s about replacing the chaos of "heroic effort" with a systematic, AI-augmented approach that creates predictable revenue growth from Day 1. In this article, we’re going to look at why the fractional C-suite has become the secret weapon for startups that want to scale fast, stay lean, and keep their core vision intact. Q. Are you "Ready-to-Scale"? How do you know if you need a fractional C-Suite, or just a better process? Use this quick audit to identify if you’re currently hitting the "Complexity Wall." The Founder Bottleneck Test Q. Do you find yourself acting as the "Final Approver" for routine sales emails, minor product tweaks, or operational questions? The Reality: If you are still in the loop on decisions that don't directly involve product strategy or fundraising, you are the bottleneck. A fractional executive isn't just an extra pair of hands; they are a decision-making proxy who frees you to look at the horizon rather than the road directly in front of you. The "Heroic Effort" vs. "Repeatable System" Gap Q. Are your revenue targets met through consistent, predictable processes, or by the "heroic effort" of the founders pulling all-nighters to close a deal? The Reality: If revenue growth relies on your personal network or your ability to jump on every sales call, your business isn't scalable, it's a high-performance consultancy. FEtch bridges this gap by installing the "Growth Engine", the workflows and AI-driven automation that keep the revenue flowing even when you're off the clock. The Fragmentation Problem (The "BIG" Check) Can you answer "What is our customer acquisition cost (CAC) for this month?" in under 60 seconds without digging through a dozen spreadsheets? The Reality: If your data is fragmented, your strategy is based on gut feeling, not evidence. Our "Business Insights for Growth" (BIG) dashboards unify your tech stack so you can make informed decisions in real-time. The "Premature Hire" Risk Are you feeling the pressure to hire a full-time VP because "that’s what startups do," even though your budget is tight and your process isn't fully defined? The Reality: Hiring a £200k/year executive to fix a process that doesn't exist yet is a recipe for a "bad fit" disaster. A fractional C-suite allows you to "stress-test" the role, build the foundation, and then decide if/when a permanent hire is truly the right move. If you recognise three or more of these issues, your revenue engine is likely running on manual. Click here to book a 20 minute intro/discovery session with Alan and see where the gaps are. The "FEtch" Differentiation (Why Us?) From "Strategic Advice" to "Strategic Action" Traditional consultants are masters of the "audit", they arrive and point out what you’re doing wrong, leave a 50-page slide deck on your desk, and proceed to walk out of the door. The work, and the stress of implementation, remain entirely on your shoulders. Congratulations, you’ve added to your ‘to-do’ list! At FEtch, we operate on a different philosophy: Execution is the only form of strategy that matters. We don't just tell you how to build your engine; we bring the mechanics, the fuel, and the tools to build it for you. That ‘to-do’ list? Consider it ‘done’. The "Agent-Supported" Leadership Stack What sets our fractional leadership apart is that they aren't working alone. Every FEtch fractional executive arrives with an "Agentic Team" already to be integrated into your tech stack. We bridge the gap between human strategy and machine efficiency. One example of this, deployment of a fractional revenue team, marketing/sales/customer success can be done in a systemic manner, getting the right support you need at the time you need it, only for the time it is needed for. By leveraging the Agent Supported Leadership Stack from FEtch, you have actual progress happening whilst the strategic changes are bedding in. Whilst a CMO is determining the right marketing strategy, they can take heart that any pipeline generation activities are not waiting for them, they can be set going and changed along the way to incorporate any new changes. Meet "Drew" (Our Business Development Agent): Forget the "spreadsheet death spiral." Drew takes your contact data, and develops it into real leads through targeted outreach, rationalising your contact database along the way. So many companies use the size of their database as a sign of success, when a large part of it is either stale, or worse, dead. Drew will constantly validate your database, providing interesting and engaging content for them to interact with. Once a contact shows real interest, this gets passed to Alex. Meet "Alex" (Our Lead SDR Agent): While your fractional sales leader is designing your outbound strategy, Alex is, in parallel, executing it 24/7. She qualifies leads, researches their unique pain points, and holds meaningful conversations with them, to ensure that neither they or you waste valuable time, driving opportunities through the funnel, not half-baked leads. Alex doesn't replace your sales team, she makes sure they are busy with better opportunities to close, letting the sales team do what they do best, CLOSE. Meet “Owen” (Our Customer Support Agent): An often missed, yet increasingly important growth metric is Customer Satisfaction scoring (CSAT). A very easy way to ensure that your customers stay with you is to deal with them well when problems arise. Around 60%-70% of all inbound customer support calls are ‘level 1’ in nature, meaning that they can be dealt with quickly and efficiently by an Agentic AI solution like Owen. Many companies still have basic IVR systems in place, which drive frustration levels through the roof due to complexity and the need to repeat questions and answers. Deploying Owen has a two-fold benefit, in that customers get resolution of basic issued quickly and effectively, and the CSAT scores can improve dramatically – reducing churn. Did you know it costs around 8 times as much to attract a new customer as it does to upsell to an existing one? Keep you existing customers happy! The "Plug-and-Play" Revenue Engine When you partner with FEtch, you aren't just filling a seat; you’re installing a pre-configured revenue machine. Our executives use their fractional time to: Deploy: Plug any relevant AI agents directly into your existing CRM. Or, where Agentic AI is not the best fit, we deploy the right part of the FEtch Growth Engine that suits your requirement. Tune: Optimise the "Growth Engine" based on your specific product and market. Hand-off: Train your internal team, mentoring them to use these tools effectively so that when you do decide to hire full-time, they are stepping into a system that is already working, not a pile of broken processes. There is still time to effect change in 2026: The era of the Generalist Manager is over. Today, the most valuable leaders are Orchestrators, people who know how to blend human strategic judgment with the brute-force speed of AI. FEtch provides that orchestration from Day 1. Be one of those organisations that have moved beyond the productivity phase of AI deployment, and that are enjoying the growth phase, using AI to improve the revenue of the company. You can reach out to me to book an intro call here: https://calendly.com/alangiles/fetch-intro-call-with-alan-giles Alternatively, message me on LinkedIn here: https://www.linkedin.com/in/alangiles/

Most business disputes do not start with bad intentions — they start with unclear expectations. For many SMME’s, growth happens quickly and informally. Deals are agreed over WhatsApp, long-standing relationships operate on trust, and policies are often treated as something to “sort out later.” Unfortunately, this is usually where risk begins. The businesses that operate most effectively are not necessarily the ones with the most complicated legal documents — they are the ones with the clearest foundations. At a minimum, every business should have a few core agreements and policies in place: · Employment contracts create clarity around roles, responsibilities, conduct, remuneration, and termination processes. Without them, even simple staff issues can quickly become costly and disruptive. · Client or service agreements are equally critical. These agreements should clearly define scope, timelines, payment terms, approval processes, and what happens when projects change or delays occur. Many businesses lose money not because they priced incorrectly, but because the original expectations were never properly managed. · Supplier agreements are often overlooked but are essential for operational stability. Clear terms around pricing, delivery obligations, service levels, and accountability help prevent unnecessary disruption and disputes. · Terms and Conditions also play an important role. Whether attached to quotations, proposals, invoices, or websites, they create a baseline legal framework that helps regulate how customers engage with the business. One of the most common mistakes businesses make at the moment is relying on generic online templates that are not properly adapted to South African law, their industry, or how the business actually operates. A contract that looks “legally correct” on paper often creates more risk when it does not reflect the real commercial relationship or operational realities of the business. Beyond contracts, internal policies are becoming increasingly important — particularly as businesses grow: · Basic HR policies, disciplinary procedures, POPIA and privacy policies, cybersecurity rules, financial controls, and procurement processes are no longer “corporate luxuries.” They are practical operational tools that reduce risk, improve consistency, and protect the business as it scales. Another common mistake is treating legal documentation as a once-off exercise. In reality, contracts and policies should evolve alongside the business. As services change, teams grow, technology develops, and new risks emerge, the legal framework needs to keep pace. The key is not complexity. It is practicality. Good agreements and policies should be commercially realistic, easy to understand, and aligned with how the business actually operates. When done properly, they do more than manage legal risk — they create clarity, improve accountability, strengthen relationships, and support sustainable growth. In business, prevention is almost always cheaper than resolution.

There is a particular kind of dissonance that settles over a boardroom when the conversation about organisational design bears no resemblance to the conversation about business risk happening in the same building, often in the same meeting. Leaders who spend an hour dissecting geopolitical exposure, currency volatility, and supply chain fragility will spend the next insisting that their people model stays exactly as it was: full-time, office-bound, locally sourced, managed through visibility rather than outcomes. The strategic mind and the organisational instinct are not speaking to each other. In South Africa right now, that gap is not a philosophical inconvenience. It is a material risk. Cast your mind back to 2020. Not to the anxiety of it, but to the organisational performance of it. Within weeks, businesses that had spent years debating distributed work simply implemented it. Hierarchies that would have taken a formal restructuring programme to dismantle flattened under necessity. Leaders who had never fully extended trust discovered it was not the liability they had assumed. Cost structures that looked immovable proved, under pressure, to be anything but. Talent that had seemed geographically constrained was suddenly accessible across borders, time zones and employment contracts that nobody had imagined signing twelve months earlier. Organisations ran leaner, moved faster, and in many cases served their customers better than they had during years of comfortable, stable operation. That was not crisis management by exception. It was proof of what a different operating model looks like. The crisis simply made the proof visible. What happened next is the part that should trouble every thoughtful leader. The immediate threat receded, and organisations began the quiet work of reconstruction. Office mandates returned, dressed in the language of culture and collaboration. In 2024, the proportion of remote or hybrid roles advertised in South Africa dropped from 4.3% to 3.7% in a single year, and 60% of local employers were actively pulling people back into fixed, office-based structures. Approval layers re-emerged. Headcount crept back toward the old watermarks. The jar that Covid forced open is being methodically resealed. The reasoning offered is almost always the same: we need people together, we need visibility, we need ‘control’. That last word is the one worth examining. Because the drive to reinstate pre-pandemic operating models is not primarily a strategic decision. It is a psychological one. When organisations survive acute disruption, leadership instinctively moves to restore whatever felt controllable before the disruption hit. Control, even the illusion of it, is deeply comforting. Requiring physical presence is less about the productivity evidence, and more about visibility as a proxy for certainty. If I can see my people, I can convince myself I know what is happening. If contracts are permanent and roles are fixed and teams are collocated, the organisation feels legible in a way that distributed, fluid, outcome-based models do not. The problem is that legibility and resilience are not the same thing. In fact, in volatile conditions, they are frequently in opposition. The conditions have not stabilised. They have compounded. The WEF’s 2025 Global Risks Report, drawing on surveys of over 900 experts worldwide, identifies geopolitical conflict and trade disruption as the most immediate threat to business stability, expected to remain a top three global risk through 2027. This is not abstract. In the past 18 months, the United States has redrawn the architecture of global trade through tariff policy at a scale not seen since the 1930s. BRICS is actively reconfiguring the multilateral financial system, with direct consequences for how capital moves across this continent. Supply chains rebuilt at great cost after Covid are being redesigned again, this time along political rather than commercial lines. The world your operating model was designed for is not the world you are currently operating in. In South Africa, the exposure is acute and entirely local in flavour. Load shedding cost the economy an estimated R1 billion per day during peak outages. Logistics systems remain structurally fragile. The rand, one of the most volatile emerging market currencies globally, turns every import-dependent cost base into a permanently moving target. Fuel security sits not in the long-term risk register but in the present-tense anxiety of operations directors. And the next disruption, whatever form it takes, will not announce itself with adequate notice for a rigid, slow-moving organisational model to respond in time. Running a people and leadership model designed for 1998 inside this environment is not conservative. It is reckless. The talent dimension makes this harder still, because it closes off the obvious workaround. South Africa’s senior leadership pool is constrained and tightening. The 2025 Xpatweb Critical Skills Survey found that 84% of large corporations and multinationals struggled to source highly skilled talent in the past year, up from 79% the year before. Across the continent, approximately 70,000 skilled professionals leave Africa annually. The executives with genuine depth, people who have built at scale, led through genuine complexity, and held accountability for outcomes rather than just advice, have global options. Many are exercising them. And the organisations most likely to lose them fastest are precisely those insisting on the most restrictive terms: mandatory physical presence, narrow employment structures, rigid role definitions that reflect the org chart rather than the work that actually needs doing. What this points to is not a recruitment problem. It is a design problem. Organisations are making structural decisions, about how work gets done, where people sit, how capability is contracted and accessed, how leadership is deployed, based on a value system that prioritises control over adaptability. And that value system, however unconsciously held, is producing outcomes that directly contradict the strategic priorities those same organisations claim to be pursuing. You cannot build a resilient, responsive, talent-rich business on an operating model whose central nervous system is the assumption that things will stay roughly the same. The organisations navigating this well are making different design choices. They are moving from presence-based management to outcome-based accountability, because they have accepted that what matters is what gets delivered, not where the person delivering it is sitting. They are accessing talent across borders, because the skills shortage is real and the artificial constraint of geography serves nobody. They are structuring engagements around the work rather than around the role, bringing deep expertise in at the moment it is needed and releasing it when it is not, rather than carrying overhead against a future requirement that may never materialise in the form anticipated. They are building organisations that are deliberately porous, able to draw on external capability without losing internal coherence, because they understand that in an unpredictable environment, the competitive advantage belongs to whoever can reconfigure fastest. None of this is radical. It is rational. It is what the evidence from the past five years of operating in genuinely volatile conditions actually supports. The radical position, though it rarely gets named as such, is the one that insists on rebuilding the 2019 model in 2026 and expecting a different result. Africa has always produced leaders who build under constraint, make consequential decisions with incomplete information, and find ways to move when the conditions are against them. That is not a disadvantage relative to the global operating environment right now. It is precisely the capability this moment demands. The question is whether the organisations on this continent are building structures worthy of the people they are trying to attract and retain, or whether they are slowly designing those people out of the picture. The world moved in 2020. The organisations that treated that movement as a temporary detour are now rebuilding structures for a world that no longer exists, while the world they are actually operating in keeps moving without them. What, exactly, are you still designing for?

For most of my career, leadership was a binary construct. You were either fully inside a business, carrying the accountability and responsibility that comes with an executive role, or you were outside of it, advising from a distance. There wasn’t much in between. Having spent over two decades operating at board level and as a CEO or Managing Director, I understood leadership in very traditional terms. You built capability internally and you hired for the long term. You committed fully to the organisation in front of you. So, when I was first introduced to the concept of fractional leadership, I’ll admit, I was sceptical. Not about the quality of people involved, but about the model itself. Could someone truly make a meaningful impact without being embedded full-time? Could accountability really sit outside the traditional structures? What I’ve come to realise is that those questions, still widely asked today, reflect an outdated view of how businesses and leadership need to operate today. The Shift in the Market The reality is that businesses are facing increasing complexity, but with tighter constraints. Growth expectations are higher. Markets are more volatile. Operational demands are more intense. And yet, many organisations simply don’t have the capacity or appetite to build out full executive teams across every function. The traditional model assumes you can “hire ahead of need.” In practice, most businesses can’t. So, what happens instead? They prioritise, which typically means investing first in revenue generation and financial control. Sales and finance roles are filled. The rest is expected to follow. And this is where the cracks begin to show. Where Experience Becomes the Constraint In my experience, businesses rarely fail because of poor strategy. They struggle because execution and operational capability lag behind commercial ambition. Systems don’t scale. Processes break under pressure. Cash gets tied up in working capital. Margins erode. These are not theoretical issues; they are the basics of business, and they require experience to navigate: real, lived experience of running organisations, managing trade-offs, and making decisions where there are no perfect answers. The challenge is that this level of experience has traditionally been expensive and therefore scarce. Which brings us to the real shift. Why Fractional Leadership Makes Sense Now Fractional leadership isn’t about doing less. It’s about applying the right level of experience, in the right place, at the right time. It allows businesses to access senior capability without committing to the full-time cost structure. More importantly, it allows them to deploy that capability precisely where it is needed most. From my perspective, the value lies in three areas: 1. Focused Impact - Fractional leadership is not about filling roles, it is about solving specific problems and driving defined outcomes. That clarity sharpens both thinking and execution. 2. Speed  - There is no long onboarding runway. You are expected to assess, align, and act quickly. That suits operators who are used to making decisions in real environments. 3. Objectivity with Accountability  - Unlike traditional consulting, the role is not just to diagnose or recommend. It is to engage, lead, and deliver. You are close enough to execution to make a difference, but independent enough to challenge constructively. A Different Way of Leading One of the more interesting realisations for me has been how well this model aligns with how experienced leaders actually operate. At a certain point in your career, the value you bring is not in being busy, it’s in being effective. It’s about pattern recognition. Knowing where to look. Understanding which levers matter. Recognising early warning signs before they become problems. That kind of experience doesn’t need to be applied everywhere, all the time. It needs to be applied where it counts, and fractional leadership creates the space for that. The Basics Still Matter If there’s been one consistent theme throughout my career, it’s that performance is built on fundamentals. Strategy is important, but it only delivers value when the underlying basics of the business are sound. Are operations aligned to demand? Is cash being managed effectively? Are processes enabling or constraining growth? Is there clarity in how performance is measured and driven? These are not glamorous questions, but they are decisive ones. And increasingly, businesses are recognising that they don’t always need a permanent executive to address them, but they do need the right experience at the right time. Why I Made the Move Transitioning from a full-time MD role into fractional leadership wasn’t about stepping back. If anything, it’s about stepping in, more deliberately. It’s about working with businesses at critical points: when growth starts to expose underlying weaknesses when performance needs to be stabilised when execution needs to catch up with ambition And it’s about bringing a level of focus and accountability that is often difficult to achieve within traditional structures. Final Thought The leadership model is evolving. Experience is no longer confined to organisational boundaries. It is becoming more fluid, more accessible, and more targeted. For businesses, that creates an opportunity to access capabilities that might previously have been out of reach. For leaders, it offers a different way to create impact, one that is grounded not in time spent, but in value delivered. Because at the end of the day, the basics of business haven’t changed, but how and where we apply experience to improve them certainly have.

A New Era for African Leadership Africa stands at the forefront of a powerful shift, one defined by innovation, digital acceleration, and a generation of emerging talent ready to shape what’s next. It begins with leadership that adapts. Leading in the Digital Age Today’s business environment is moving faster than ever. Artificial intelligence, automation, and remote work are reshaping how organisations operate and connect. The leaders who will define Africa’s next decade are those who can align technology, talent, and trust. They understand that digital transformation succeeds only when it empowers people and strengthens collaboration across teams and borders. From Control to Coordination Modern leadership is no longer about control; it’s about coordination and empowerment. Strong leaders create clarity of purpose, use data to make informed decisions, and remain agile as challenges arise. As digital tools become more embedded in everyday operations, leaders must ensure technology enhances rather than replaces human connection. Empathy, communication, and collaboration are still the cornerstones of high-performing teams. Adaptability as a Core Skill Adaptability is now a non-negotiable leadership trait. It means listening to emerging voices, embracing diversity, and having the courage to rethink traditional business models. It also requires a mindset shift: viewing experimentation as progress, not risk. Africa’s expanding tech ecosystem rewards leaders who can move quickly, test ideas, and learn continuously. Turning Potential into Progress At Fractional Execs South Africa, we see transformation in action every day. Organisations that combine digital enablement with people-first leadership are scaling faster, building resilient teams, and unlocking new levels of innovation. As Africa cements its position as a global hub for creativity and entrepreneurship, adaptable leaders will be the ones to turn potential into tangible progress. Africa’s moment of transformation has arrived. And while technology may power it, leadership will define it. Because the future isn’t waiting, and Africa’s future starts with those willing to lead differently.

Innovation Meets Impact As innovation accelerates across the continent, this event has become more than just a gathering of tech leaders; it’s a catalyst for responsible innovation, policy harmonisation, and sustainable growth in emerging markets. For growth-focused businesses, the opportunity lies not only in adopting new technologies but in aligning them with people, purpose, and performance. That’s where our approach and our people make the difference. People Powering Progress At Fractional Execs South Africa, we believe technology works best when it’s led by people who understand transformation from the inside out. Our Fractional Executives bring decades of hands-on experience across industries, guiding organisations through change, scaling efficiently, and building resilience for long-term growth. Represented in Canada , the UAE , South Africa, and the United Kingdom , our global network enables local execution backed by international expertise. Proven Programs for Real Results Our structured programs give leaders the clarity, tools, and pathways to grow with confidence: FEtch Growth Engine: A structured pathway for scaling efficiently. Business Health Check: A diagnostic framework designed to uncover performance gaps and unlock growth potential. Built on proven, repeatable methodologies, these programs accelerate performance while reducing operational risk, empowering leadership teams to act with precision and agility. Technology That Drives Smarter Decisions Innovation at Fractional Execs doesn’t stop at strategy. Through FEtch, we bring advanced technology to business transformation: BIG Dashboards (Business Insights for Growth): Real-time visibility across revenue, pipeline, and performance metrics. FEtch AI Agents: Intelligent automation that streamlines engagement, decision-making, and execution. Integrated Business Health Check: Continuous monitoring for ongoing improvement and sustainable results. Together, these solutions combine human insight with intelligent systems, turning data into direction and vision into measurable outcomes. Shaping Africa's Digital Future Africa Tech Festival isn’t just about innovation, it’s about leadership that adapts, technology that empowers, and people who make transformation possible. At Fractional Execs South Africa, we’re proud to stand at that intersection helping organisations harness the power of AI, human intelligence, and strategy to create growth that lasts.

What is R&D Tax Relief? R&D tax relief is a government incentive designed to reward UK companies for investing in innovation. It applies to businesses in all industries—not just technology or scientific fields. Whether your company is developing new products, enhancing processes, or tackling complex technical challenges, you could benefit from R&D tax relief. One of the key advantages is the ability to claim back a substantial portion of your qualifying costs, such as staff wages, materials, and software. This relief can significantly reduce your corporation tax liability, freeing up valuable funds to reinvest in your business. For loss-making companies, it can even result in a cash credit from HMRC. Benefits for UK SMEs Increased Profitability: By reducing tax liabilities, R&D tax relief can significantly boost a small business's profitability. Investment in Innovation: The scheme encourages businesses to invest in research and development, driving innovation and competitiveness. Job Creation: As businesses invest in R&D, they often need to hire additional staff, contributing to job growth. Economic Growth: Collectively, R&D tax relief supports the UK economy by fostering innovation and promoting economic development. Qualifying Activities To qualify for R&D tax relief, a business's activities must involve: Novelty: The work must be new or original to the business or industry. Uncertainty: There must be a degree of technical uncertainty involved in the project. Advancement: The project must aim to improve existing knowledge or create new knowledge. Claiming R&D Tax Relief The process of claiming R&D tax relief can be complex. It's advisable to seek professional advice from a tax specialist or accountant who is experienced in this area. At IBF Services Ltd, we pride ourselves on being a handpicked team of industry experts and chartered accountants, dedicated to unlocking the potential of R&D tax relief for businesses across the UK. Our deep expertise ensures you maximise your claims, even if you're unsure whether your projects qualify. Whether you're a tech startup or an established manufacturer, our team is ready to guide you through the process and deliver tangible financial benefits. As a safe and reputable advisor in the R&D tax relief sector, we ensure that all claims align with the stringent criteria set by HMRC, safeguarding both your business and the integrity of the incentive. We review each project meticulously to ensure it meets regulatory standards, giving you peace of mind and confidence in the accuracy of your claim. Trust us to navigate the complexities while maintaining the highest ethical standards. Let us help you innovate and grow—contact us today to see how we can boost your bottom line, as well as helping you to contribute to the UK’s innovation ecosystem. You can contact us at admin@ibfmanagement.co.uk or info@fractional-execs.co.uk for an introductory chat on this topic.

Connecting with the right prospects at the right time is the difference between hitting your growth targets and missing them. In South Africa’s diverse and dynamic market, outbound calling remains one of the most effective ways to build genuine relationships and convert opportunities into revenue. But the days of cold-calling random numbers are over. Businesses need precision, relevance, and speed. The Power of Targeted Outbound Calling Many sales teams struggle because they spend too much time talking to the wrong people. The South African market is incredibly diverse, with varying industries, buyer behaviours, and languages. Without accurate targeting, outbound calling becomes a time-consuming and costly exercise. FEtch focuses only on pre-qualified leads that fit your Ideal Customer Profile (ICP), ensuring every conversation starts from a place of relevance, and relevance leads to results. AI + Human Insight = Better Conversations FEtch can engage prospects in over 30 languages, using a tone and style aligned with your brand. But AI alone isn’t enough, every interaction is guided by seasoned sales experts to ensure each touchpoint feels authentic, personal, and value-driven. Strategic Direction From Fractional Execs Technology is only as effective as the strategy behind it. Fractional Execs South Africa helps your business: Identify the right market segments to target Implement outbound strategies tailored to South Africa’s business landscape Integrate AI tools like FEtch for maximum ROI Measure and refine campaigns for sustainable growth Faster, Smarter and More Cost-Effective Combining strategic leadership with FEtch’s AI-driven outbound calling allows you to: Qualify leads faster using frameworks like BANT Book meetings directly into your team’s calendars Focus only on prospects ready to engage Scale outreach without a large in-house sales team