CEO Interview: Vision, Strategy, and Leadership at Derekh

As the CEO of Derekh, I’m often asked about our long-term vision and the strategies that will drive us to the next level. As a company with aspirations to become a global brand, we aim to continuously promote excellence in both service and products. Let me share with you how we envision the future of Derekh and the steps we’re taking to ensure we reach our goals.

Vision and Strategy

• What is the long-term vision for the company, and how do you plan to achieve it?
Our vision is simple: to become an international brand recognised for excellence in both service and products. We believe in building long-lasting relationships with our customers and providing top-tier products that meet their needs. To achieve this, we’ll continue investing in the quality of our services, innovating in product development, and expanding our reach into global markets.

• How do you see the industry evolving in the next 5-10 years, and what role will your company play in that future?
The industry is evolving rapidly, with new abrasive technologies emerging alongside tried-and-tested methods. Over the next 5-10 years, we’ll be focused on staying ahead of technological advancements while supporting existing processes. Derekh will play a key role by embracing innovation and ensuring we continue offering the best solutions, whether that’s through emerging technologies or perfected traditional methods.
• Can you share the company’s biggest challenge right now and how you’re tackling it?
Right now, one of our biggest challenges is finding good staff who align with our company’s family culture and ethics. We’re committed to identifying and nurturing talent that fits our values, and as we continue to grow, we’ll keep prioritizing this in our recruitment efforts.
• What key factors are driving growth for your company?
Our growth is being driven by increasing demand for our stock and our constant search for products that meet the needs of our customers. Staying attuned to the market and evolving our offerings accordingly is vital to sustaining that growth.
• How do you prioritize between short-term goals and long-term strategic objectives?
While we act on short-term goals with a sense of urgency, we always ensure that our long-term strategy is considered in every decision we make. We understand that achieving lasting success requires a careful balance between immediate action and sustained vision.

Leadership and Management

• What would you say about your leadership style, and how does it shape the culture of the company?
My leadership style is centered around encouraging an ownership mentality within the team. I believe that each staff member should take responsibility for their role and the value they bring to the company. This approach helps foster a culture where the organization is shaped by everyone’s contributions, rather than being dictated from the top down.
• How do you ensure that the company stays innovative and adaptable in a fast-changing market?
Innovation comes from listening—listening to our customers, our staff, and the broader market. Before making decisions, we take time to understand the needs and feedback of everyone involved. This allows us to remain adaptable and ahead of the curve in a rapidly changing environment.
• How do you approach making tough decisions, especially when they impact people within the organisation?
When making tough decisions, I always view the organization as a collective workforce, with each individual being an integral part of our success. It’s crucial to treat everyone with respect and integrity, even when the decisions may be difficult.
• What are the most important qualities you look for when hiring leaders in your company?
When hiring leaders, I look for individuals who are open to change, willing to learn, and effective communicators. The ability to adapt and grow within the company is essential for leadership roles, as we believe that leadership is a continual journey of improvement.
• How do you handle conflict or disagreement within the leadership team?
Conflict is natural, but I encourage the leadership team to focus on our common goals and the roles we each play within the company. It’s important to resolve disagreements constructively, with an emphasis on mutual respect and shared objectives.

Leadership and Management

• What would you say is your leadership style, and how does it shape the culture of the company?
My leadership style is centered around encouraging an ownership mentality within the team. I believe that each staff member should take responsibility for their role and the value they bring to the company. This approach helps foster a culture where the organization is shaped by everyone’s contributions, rather than being dictated from the top down.
• How do you ensure that the company stays innovative and adaptable in a fast-changing market?
Innovation comes from listening—listening to our customers, our staff, and the broader market. Before making decisions, we take time to understand the needs and feedback of everyone involved. This allows us to remain adaptable and ahead of the curve in a rapidly changing environment.
• How do you approach making tough decisions, especially when they impact people within the organisation?
When making tough decisions, I always view the organization as a collective workforce, with each individual being an integral part of our success. It’s crucial to treat everyone with respect and integrity, even when the decisions may be difficult.
• What are the most important qualities you look for when hiring leaders in your company?
When hiring leaders, I look for individuals who are open to change, willing to learn, and effective communicators. The ability to adapt and grow within the company is essential for leadership roles, as we believe that leadership is a continual journey of improvement.
• How do you handle conflict or disagreement within the leadership team?
Conflict is natural, but I encourage the leadership team to focus on our common goals and the roles we each play within the company. It’s important to resolve disagreements constructively, with an emphasis on mutual respect and shared objectives.

Company Culture

• How would you describe the company culture here, and what steps do you take to maintain or evolve it?
We operate under a Kingdom Culture, always keeping God first in our endeavours. Our culture is one of mutual respect, teamwork, and shared purpose, and we work hard to maintain that atmosphere through clear values, open communication, and a commitment to integrity.
• How do you ensure that all levels of the organisation are aligned with the company’s mission and values?
Consistent communication is key to ensuring alignment across all levels of the organisation. By sticking to our scripted values and communicating them clearly, we ensure that everyone, from top to bottom, understands and supports our mission.
• What role does employee development play in your leadership strategy, and how do you encourage growth from within?
Employee development is a cornerstone of our leadership strategy. We are committed to continued education and providing opportunities for staff to grow within the company. We want to see each individual reach their full potential, and we actively support their professional development through ongoing training and mentorship.

Innovation and Risk

• Can you talk about a time when taking a big risk paid off for the company?
One of the biggest risks we took was launching Derekh as a new brand, not knowing whether it would be accepted in the marketplace. The decision to invest in a new brand, take chances, and build something unique paid off, and today we continue to reap the rewards of that risk.
• How do you evaluate and integrate new technologies or trends into your company’s operations?
We evaluate new technologies by continuously adjusting our processes to suit the size and needs of our business. We aim to adopt technologies that enhance efficiency while supporting the traditional methods that have worked for us.
• What’s one thing you wish your company had done earlier in terms of innovation?
I wish we had explored some of the more advanced automation technologies earlier in our journey. While we’ve embraced innovation as we’ve grown, there were opportunities that could have helped us scale faster.

Success and Failures

• What would you say has been your proudest moment as CEO?
  My proudest moment has been watching both the business and our staff grow. Seeing the positive impact we’ve made on individuals’ careers and the success of the company as a whole is truly fulfilling.
• Can you share a significant failure you’ve experienced in your leadership, and how did you recover from it?
  Like any journey, there have been setbacks, but we’ve learned to treat failure as a lesson. One notable failure was not properly managing some early-stage growth, which led to some inefficiencies. We recovered by recalibrating our processes and focusing on building strong, sustainable practices that could handle future growth.
• What advice would you give to someone aspiring to lead a company one day?
  My best advice is simple: you are only as strong as your staff. Surround yourself with people who are passionate, committed, and aligned with your vision. View every person, inside and outside of the business, as a partner in your success.
• Market and Competition
• What do you believe sets your company apart from its competitors?
  What sets Derekh apart is our unwavering commitment to listening to our customers’ needs. We don’t just sell products; we build relationships and tailor our services to meet the specific demands of our clients.
• How do you approach competition—do you follow industry trends, or do you prefer to set your own path?
  We believe there is enough business for everyone. While we keep an eye on industry trends, we don’t feel the need to follow the crowd. We’ve carved our own path by finding the balance between innovation and honoring tried-and-true methods.
• Personal Insights
• How do you maintain work-life balance, or do you think that’s a myth for CEOs?
  Work-life balance is crucial, but it’s an ongoing process. My immediate family is my priority, followed closely by the broader family of our staff and customers. I try to keep a healthy balance by being intentional about the time I spend with each group.
• Who do you turn to for advice or inspiration when you’re faced with a difficult decision?
  I turn to other entrepreneurs or elders with life experience for advice. Their perspective helps me see things more clearly and makes tough decisions easier to navigate.
• What’s the best piece of leadership advice you’ve ever received?
  The best piece of advice I’ve ever received is: “Don’t put off till tomorrow what you can do today.” Procrastination can hinder progress, and seizing the moment can lead to significant breakthroughs.
• As we continue on our journey, the focus remains clear: excellence, growth, and integrity. Every step we take is guided by a vision for the future—one where Derekh stands as an international symbol of trust, quality, and innovation. Thank you for being a part of our story.

Market and Competition

• What do you believe sets your company apart from its competitors?
  What sets Derekh apart is our unwavering commitment to listening to our customers’ needs. We don’t just sell products; we build relationships and tailor our services to meet the specific demands of our clients.
• How do you approach competition—do you follow industry trends, or do you prefer to set your own path? We believe there is enough business for everyone. While we keep an eye on industry trends, we don’t feel the need to follow the crowd. We’ve carved our own path by finding the balance between innovation and honouring tried-and-true methods.

Personal Insights

• How do you maintain work-life balance, or do you think that’s a myth for CEOs?
  Work-life balance is crucial, but it’s an ongoing process. My immediate family is my priority, followed closely by the broader family of our staff and customers. I try to keep a healthy balance by being intentional about the time I spend with each group.
• Who do you turn to for advice or inspiration when you’re faced with a difficult decision?
  I turn to other entrepreneurs or elders with life experience for advice. Their perspective helps me see things more clearly and makes tough decisions easier to navigate.
• What’s the best piece of leadership advice you’ve ever received?
  The best piece of advice I’ve ever received is: “Don’t put off till tomorrow what you can do today.” Procrastination can hinder progress, and seizing the moment can lead to significant breakthroughs.

As we continue on our journey, the focus remains clear: excellence, growth, and integrity. Every step we take is guided by a vision for the future—one where Derekh stands as an international symbol of trust, quality, and innovation. Thank you for being a part of our story.