Ed Soo Hoo has spent twenty five years in global technology roles, yet the thread that runs through his career is not hardware or strategy, it is storytelling.

In this episode, he explains how finding his voice changed the trajectory of his life and why story, not data, is often the thing that unlocks curiosity, trust and transformation.

Ed shares how a childhood need to be heard became a lifelong skill, why he once abandoned a corporate slide deck minutes before a keynote, and how storytelling can take someone from fear to fearlessness through practice and reflection. He does not see storytelling as persuasion, he sees it as an invitation for people to look at themselves differently and discover something they had not seen before.

For B2B leaders navigating complexity, Ed offers a reminder that influence does not come from frameworks or channels, it comes from resonance, from knowing yourself well enough to speak with clarity, colour and confidence.

Adam Collett’s route into digital transformation didn’t begin in technology, it began in marketing, where he learned how customers think, how propositions land, and how measurable impact drives growth.

That background shaped the work he later led at Brakes, now part of Sysco GB, where he partnered with Biglight to reimagine the digital experience. The collaboration helped the business challenge its assumptions, rethink customer journeys and build a far more intuitive, content‑rich platform.

In this episode, Adam reflects on how marketing fundamentals, customer insight, clarity of proposition, and the discipline of knowing what truly drives the economic engine remain the backbone of B2B change. He talks about the shift from a transactional ordering site to a digital shopfront customers actually want to use, the internal conversations needed to overcome resistance, and why understanding the customer better than anyone else is still the most powerful lever in B2B.

What comes through is a practical, grounded view of transformation: start with the customer, stay close to the numbers, and surround yourself with partners who help you see what you can’t see alone.

MQ Qureshi has spent his life navigating complexity, from architecture to digital, leading transformation inside companies as varied as Ford and McDonald’s. In this episode, he talks about the moments that shaped him, and why B2B remains one of the most fascinating and challenging spaces to transform.

MQ explains why B2B complexity humbles even experienced digital leaders, how resistance to change shows up in different forms, and why understanding someone’s pressures and motivations matters more than any roadmap. He talks about the dangers of building for “today only,” the traps leaders fall into when change feels risky, and the mindset he uses to keep teams focused on the future: solve the real problem, not the one you wrote down first.

What emerges is a candid, grounded view of transformation from someone who has lived it across industries, a reminder that lasting change happens when technology, process and people move together, not in isolation.

Steve Bloodworth didn’t plan to spend his career fixing product data and content. He left university wanting to write ads, stumbled into Caterpillar via a neighbour’s recommendation, and ended up becoming a Six Sigma black belt.

That mix of creativity and discipline now underpins how he thinks about digital: if the content is wrong, nothing else really works.

In this episode, Steve tells the story of how he’s used content to unlock growth at RS Components, Nisbets, AstraZeneca and now ERIKS. From a photography backlog that would have taken seven years to clear, to a “giant teapot” that turned out to be ten lids, to a bearing listed as the size of Big Ben, he shows how small errors destroy trust and conversion and how structured problem‑solving can put it right.

What comes through is a simple philosophy: understand what customers are actually trying to do, use data to find where you’re letting them down, and fix those journeys first. Technology matters, but Steve is clear that change is mostly about people, process and persuading leaders to care about the details customers see every day.

Justin Rinaldi’s journey from minor league baseball photographer to leading B2B marketer gives him a unique lens on how customer behaviour has changed.

Now director of marketing and ecommerce at Safety Speed Manufacturing, he has tripled online revenue by combining data discipline with a deep understanding of how people consume information.

In this episode, Justin explains how the media landscape has shifted since 2020, why major platforms now function as ad‑delivery networks, and what that means for B2B marketers trying to earn attention. He shares why video is outperforming all other formats for customer education, how AI‑driven discovery is reshaping search behaviour, and why brand loyalty is increasingly built long before a product is held in someone’s hands.

Justin’s approach is grounded and practical, identifying the gaps customers experience, creating short, high‑value videos to close them, and using data to influence decisions across the organisation. His view is clear: marketers who adapt quickly, test small and build around real user needs will thrive in the new attention economy.

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Sergio Schiavone’s career spans early internet coding through to leading digital transformation for global fashion brands.

As a former Biglight client during his time at VF Corporation, he partnered with the team to modernise wholesale portals and evolve digital showroom capabilities that support how brands sell, serve and inspire their retail customers.

In this episode, Sergio shares how digital showrooms can improve sell‑in, reduce sample production, strengthen storytelling and elevate both customer and employee experience. He discusses what it takes to align merchandising, design, supply chain and sales around a single vision, how to shift long‑standing behaviours in wholesale teams, and why small pilots can deliver major commercial impact. For Sergio, long‑term success isn’t about transformation, it’s about continuous evolution.

Bernd Hirschle has spent his career moving between strategy consulting and senior commercial leadership, giving him a rare perspective on why so many transformation programmes look convincing on paper yet fail in practice.

Across global roles in manufacturing, construction and industrial markets, he has seen how customer needs, legacy structures and internal complexity shape whether digital ambition ever turns into measurable growth.

In this episode, Bernd explains why technology is almost never the blocker in B2B, and how progress depends on simplifying complexity, aligning commercial models and bringing people with you, especially those under pressure to deliver short‑term results. He shares examples of transformation derailed by pricing models, channel conflict and organisational habits, and offers clear guidance on how to build momentum through vision, sequencing and rigorous execution.

Rooted in practical experience, Bernd’s perspective shows what it really takes to move from strategy to outcomes in large organisations, and how leaders can drive profitable growth by combining customer insight with disciplined delivery.

Tanja Tschech has built her career across continents and industries, but a single thread runs through every role: a belief that digital transformation only succeeds when it makes people’s working lives better.

From early online banking at Citibank to chemical manufacturing today, she focuses on removing mundane work, solving real problems and creating experiences that help employees and customers thrive.

In this episode, Tanja shares how she uses empathy, listening and customer insight to overcome resistance and build digital experiences that feel intuitive and valuable. She explains why B2B customer expectations have shifted, how to uncover real needs through direct conversations, and why demos and early prototypes can change more minds than business cases.

Her view of transformation is practical and human, showing how adoption grows when organisations design from the outside in, give customers a voice, and support teams through the discomfort that always comes with change.