What does it really take to build a business that holds through a global pandemic, rapid growth, and the unique pressures of doing business in the UAE?In this episode of the HR Sisters Podcast, we sit down with David Cook, Chief Everything Officer at Contractors Direct, to unpack 17 years of hard-won entrepreneurial experience. From founding a project management consultancy in 2008 and navigating the 2008 financial crisis, to launching a new platform in January 2020 just weeks before Covid hit. David's story is one of resilience, reinvention, and radical honesty. We go deep on the topics that matter most to founders and business leaders:Hiring & Culture: Why David only hires people he knows, likes, and trusts and why he believes that's the only way to build a high-performing, ethical team in the UAE.Leadership Under Pressure: How to show up as a calm, steady leader when you're waking up at 4am with anxiety and why your team is always watching.People & Performance: The real cost of a bad hire, why remuneration should never be tied to nationality, and how optimising your existing team can double your revenue without adding a single headcount.Founder Advice: Don't leave your job too soon. Build it on the side. Only jump when your income from the business matches your salary. David's practical, no-nonsense advice for anyone thinking about starting up.Whether you're a founder, a people leader, or someone building something from the ground up in the UAE, this conversation is packed with perspective you won't hear anywhere else.This episode is proudly sponsored by Cercli, the HR platform built for people, not just systems. Cercli brings hiring, payroll, and compliance together in one place, with a native ATS that surfaces the right candidates faster and payroll that runs without manual reconciliation.