In this episode of The Purposeful Strategist, Belden Menkus speaks with David Hynam, CEO of LV= about leading a financial mutual with no shareholders, over a million members, and a purpose that dates back to 1843.

David joined LV= in 2022 with more than 30 years of experience across financial services and insurance, including senior roles at Barclays, AXA UK, Friends Life, and Bupa UK. In their conversation, David and Belden discuss:

· What mutuality really means in practice, and how it creates a different kind of accountability than shareholder ownership.

· David’s conviction that colleagues give their best when they feel pride in their workplace.

· How LV=’s five-pillar strategy came together, and the disciplines David uses to keep the organisation aligned to it.

· Why the CEO’s wish list is not a strategy, and how successful strategies come out of leadership teams who are willing to challenge each other.

· David’s belief that the best CEOs are settled and optimistic even amid uncertainty, and why learning to live with uncertainty is part of the job.

LV=: https://www.lv.com/

Menkus & Associates: https://www.menkus.com/

Supported by Norman Broadbent: https://www.normanbroadbent.com/

Belden Menkus is the Managing Director of Menkus & Associates, a strategy firm for businesses with a broader purpose. His McKinsey training combined with more than 30 years working at Board and ExCo level gives him both the analytical rigour and the relational experience that these complex, high-stakes leadership situations demand.

Belden hosts The Purposeful Strategist, a weekly podcast. It explores how senior leaders bring purpose to life through strategy and reflects the same questions that drive the consulting work.

In the episode of The Purposeful Strategist, Belden speaks with James Murray, Chief Executive of HCML, a leading provider of healthcare services to the corporate and private medical insurance markets. Over the course of the episode, James makes a strong moral and business case for investment in high-quality healthcare. In their conversation, they discuss:

· How HCML helps patients navigate a healthcare system he describes as “impenetrable,” particularly for longer-term, more intensive care.

· Why £1 of investment in healthcare yields £4 of returns, resulting in a healthier and more productive society and workforce.

· How PE backer Apposite Capital is supporting HCML’s growth strategy and keeps HCML executives in the driver’s seat.

· Why after decades in the industry, James is certain that he will never leave. In his words, the work is “good for the soul.”

HCML: https://hcml.co.uk/

Menkus & Associates: https://www.menkus.com/

Supported by Norman Broadbent: https://www.normanbroadbent.com/

Belden Menkus is the Managing Director of Menkus & Associates, the strategy firm for businesses with a broader purpose. His McKinsey training combined with more than 30 years working at Board and ExCo level gives him both the analytical rigour and the relational experience that complex, high-stakes leadership situations demand.

Belden hosts The Purposeful Strategist, a weekly podcast. It explores how senior leaders bring purpose to life through strategy and reflects the same questions that drive the consulting work.

In this episode of The Purposeful Strategist, Belden Menkus speaks with Mark Tapscott, Co-Founder and CEO of Longbow, an electric sports car company whose aim is to engineer cars that are fast, ultra-lightweight and will stand the test of time. Mark co-founded Longbow in 2023 after two decades launching electric vehicles into new markets, including for Tesla and BYD.

In their conversation, they discuss:

· Why the UK is the best place in the world to design and assemble sports cars, and the market factors behind his thinking.

· Lightweighting as an efficiency philosophy Mark believes will shape the future of transportation, not just sports cars.

· Longbow's strategy of periodically "breaking and rebuilding" the company as it scales, and building small, expert teams that can innovate quickly.

· The importance of short-term planning and long-term branding, and how to gather a dedicated pool of loyal customers.

· How listening to customers and expert advisors are essential ingredients for success.

Longbow: https://longbowmotors.com/

Menkus & Associates: https://www.menkus.com/

Supported by Norman Broadbent: https://www.normanbroadbent.com/

Belden Menkus is the Managing Director of Menkus & Associates, the strategy firm for businesses with a broader purpose. His McKinsey training combined with more than 30 years working at Board and ExCo level gives him both the analytical rigour and the insight that complex, high-stakes leadership situations demand.

Belden hosts The Purposeful Strategist, a weekly podcast. It explores how senior leaders bring purpose to life through strategy.

In this episode of The Purposeful Strategist, Belden Menkus speaks with Jo Cox, Chief Executive Officer of IMSERV Europe, about leading change at a trusted and long-established energy business.

IMSERV Europe provides meter and data services to the UK’s commercial and industrial energy sector, installing and maintaining meters, collecting consumption data, and ensuring its accuracy for utility providers and the regulator. Jo joined as CEO in early 2025 with the aim of accelerating the business and sharpening its role in the energy transition.

In their conversation, they discuss:

• What IMSERV does and where it sits in the energy system: the meters behind business energy bills, the data that validates them, and the importance of keeping those bills accurate.

• The three pillars of Jo’s strategy: high-performing field engineers, data accuracy across large meter portfolios, and the IMSERV Astral platform which aims to convert the data into high-impact energy and carbon savings.

• Working with private equity: how being PE-backed shapes decision-making, why Jo treats investors as business partners, and how she balances investing for growth against de-risking the business.

• Jo’s approach to leadership and her advice for any first-time CEO: don’t lead with an ego.

IMSERV Europe: https://www.IMSERV.com/

Menkus & Associates: https://www.menkus.com/

Supported by Norman Broadbent: https://www.normanbroadbent.com/

Belden Menkus is the Managing Director of Menkus & Associates, the strategy firm for businesses with a broader purpose. His McKinsey training combined with more than 30 years working at Board and ExCo level gives him both the analytical rigour and the relational experience that complex, high-stakes leadership situations demand.

Belden hosts The Purposeful Strategist, a weekly podcast. It explores how senior leaders bring purpose to life through strategy and reflects the same questions that drive the consulting work.

In this episode of The Purposeful Strategist, Belden Menkus speaks with Janette Bell, Managing Director of First Bus, the bus division of FirstGroup Plc and one of the largest bus operators in Britain, running around a fifth of all bus services outside London across a fleet of more than six thousand vehicles. Janette has a simple, steadfast purpose since she entered the role in 2020: “to get more people on the bus!”

In their conversation, they discuss:

· The myriad social, economic, and environmental benefits of increased bus coverage and ridership.

· How their steadfast focus on the local benefits of bus transit fuels their business strategy.

· The strategic choices they have made in their pursuit of net zero, from fleet electrification to collaborations and partnerships.

· Janette’s conviction that “winning” means focusing on the social benefits, knowing that they will translate directly to the fare box.

First Bus: https://www.firstbus.co.uk/

Menkus & Associates: https://www.menkus.com/

Supported by Norman Broadbent: https://www.normanbroadbent.com/

Belden Menkus is the Managing Director of Menkus & Associates, the strategy firm for businesses with a broader purpose. His McKinsey training combined with more than 30 years working at Board and ExCo level gives him both the analytical rigour and the relational experience that complex, high-stakes leadership situations demand.

Belden hosts The Purposeful Strategist, a weekly podcast. It explores how senior leaders bring purpose to life through strategy and reflects the same questions that drive the consulting work.

In this episode of The Purposeful Strategist, Belden Menkus speaks with Dr Georgia Fleet, CEO and co-founder of Zonova, about the science and business sides of stopping hospital-acquired infections.

Zonova is a medtech company whose aim is to prevent healthcare-acquired infection, thereby reducing over-reliance on antibiotics. Georgia founded the company in 2023 after completing her doctorate at UCL, and the business now has a dedicated lab and a team working to bring their antimicrobial technology to market.

In their conversation, they discuss:

● Where hospital-acquired infections come from: not hospital failings, but the devices themselves, which are sterile in the pack and no longer sterile the moment they are opened.

● Zonova's antimicrobial technology which embeds into medical devices, differentiating it from the typical silver coating solutions.

● The pivot from manufacturing to intellectual property licensing, and how it brings revenue forward and speeds up regulatory approval.

● Growing the company: applying for patents, navigating FDA requirements, choosing to work in-person, and Georgia's shift from solitary scientist to leadership.

Zonova: https://zonovatech.com/

Menkus & Associates: https://www.menkus.com/

Supported by Norman Broadbent: https://www.normanbroadbent.com/

Belden Menkus is the Managing Director of Menkus & Associates, the strategy firm for businesses with a broader purpose. His McKinsey training combined with more than 30 years working at Board and ExCo level gives him both the analytical rigour and the relational experience that complex, high-stakes leadership situations demand.

Belden hosts The Purposeful Strategist, a weekly podcast. It explores how senior leaders bring purpose to life through strategy and reflects the same questions that drive the consulting work.

In this episode of The Purposeful Strategist, Belden Menkus speaks with Nigel Lake, co-founder and Executive Chair of Pottinger, about long-term thinking and what it takes for a small firm to have an outsized impact on the companies, governments, and industries shaping the future.

Nigel co-founded Pottinger in 2003, building it from a standing start into an independent global advisory firm working across strategy, mergers and acquisitions, capital raising, and public policy. In their conversation, they discuss:

• Why short-term prediction is surprisingly hard, yet the long-term trajectory of technology is often knowable, and how that conviction shapes Pottinger's work, drawing on examples from the smartphone to the electric vehicle.

• How a small firm built its infrastructure to institutional standards from the outset, so that it could credibly operate alongside organisations many times its size.

• Why Pottinger shifted towards founder-led businesses in emerging industries such as the energy transition, and the distinction between a government picking a winning company and backing a winning technology.

• Nigel's view on AI: why systems built to be persuasive rather than truthful pose a real problem for businesses looking for a use case, and why leaders have a responsibility to think about the economy and public policy they are helping to shape.

Pottinger: https://www.pottinger.com/

Menkus & Associates: https://www.menkus.com/

Supported by Norman Broadbent: https://www.normanbroadbent.com/

Belden Menkus is the Managing Director of Menkus & Associates, the strategy firm for businesses with a broader purpose. His McKinsey training combined with more than 30 years working at Board and ExCo level gives him both the analytical rigour and the relational experience that these complex, high-stakes leadership situations demand.

Belden hosts The Purposeful Strategist, a podcast about how business leaders are bringing their organisation’s purpose and strategy to life. It explores how senior leaders bring purpose to life through strategy and reflects the same questions that drive the consulting work.

In this episode of The Purposeful Strategist, Belden Menkus speaks with Steve Boam, CEO of Develop Consulting, who shares a bold vision for productivity in the UK.

In their conversation, they discuss:

· Why Lean is fundamentally about people and process, and how these principles can be applied far beyond the car factory floor, regardless of scale or speed of production.

· How Develop works shoulder to shoulder with clients to transfer knowledge rather than simply handing over a report.

· What Lean thinking offers UK healthcare: designing care around the patient rather than the institution, and helping the NHS meet its productivity challenges.

· Why worker empowerment means flipping the pyramid: putting the person doing the work at the top.

· Why middle management is often a sticking point for change, and what to do about it.

Develop Consulting: https://develop-consulting.co.uk/

Menkus & Associates: https://www.menkus.com/

Supported by Norman Broadbent: https://www.normanbroadbent.com/

Belden Menkus is the Managing Director of Menkus & Associates, a senior strategic advisory practice that provides strategic clarity for businesses with a public remit, where scrutiny is high, governance is complex, and the answers aren’t obvious. His McKinsey training combined with more than 30 years working at Board and ExCo level gives him both the analytical rigour and the relational experience that complex, high-stakes leadership situations demand.

Belden hosts The Purposeful Strategist, a weekly podcast. It explores how senior leaders bring purpose to life through strategy and reflects the same questions that drive the consulting work.