Key Learnings from Emma Rees @ Deployed

Welcome back to The Pivot Sessions! This week we sat down with Emma Rees, Executive Chair of Deployed.

Emma started Deployed with her two co-founders over five years ago, and earlier this year decided to step back from her role as CEO.?

This was their pivot.?

No big product change, no new market to address. But a significant adaptation for the business in response to market conditions to make sure it was set up for success.

Catch up on the full discussion here, or read on for the highlights of our discussion with Emma on how to successfully navigate change. Let’s dive in.?

1. Embrace change and reframe it positively

Earlier this year Deployed was looking to raise another round of investment to fuel their next stage of growth, but the market wasn’t quite right. Instead, they had to re-assess how they would make the next step, ultimately deciding to push for profitability and focus on sustainable growth. With that lens, having three co-founders felt top heavy, and so it made sense for one of them to step back.

This wasn’t what they had ever written into the plan. And with their goal of an exit, it felt far from a ‘success’. But Emma highlighted the importance of making sure they didn’t view this step as a failure just because they hadn’t yet achieved their goal. They have had so many successes on their journey so far and so it was important to take stock of that and remember that this is simply a practical response to what the business needs now in order to keep making progress towards their original vision.?

2. Be analytical about what the business needs?

When it came to deciding which co-founder might step back, Emma explained that they made sure to stay analytical in making this decision, staying laser focused on what the business needed.

By objectively assessing the skills each founder brought to the table against what the businesses needed, they ensured that the right people were in the right roles, driving the business forward with clarity and purpose. As the only non-subject matter expert, it made sense for Emma to step down as CEO, especially as the company shifted away from raising investment which had been her core focus to this point.?

3. Prioritise open communication with stakeholders

Clear and honest communication was pivotal in this transition. From engaging investors to reassuring the team, transparency was key to gaining support and maintaining momentum. Emma and her co-founders held town halls and board meetings to discuss their decision openly, inviting questions and feedback to ensure everyone felt heard and involved. They made sure to present their strategic reasoning clearly, outlining alternative paths and explaining why this decision was the best for the business. Ultimately this approach helped to secure buy-in from stakeholders across the board.?

4. Create a values-driven culture

Building a strong team culture is essential, especially in a remote-first environment. From day one, Emma and her team focused on defining and living their values. This cultural foundation made the team resilient and adaptable, crucial traits for navigating the fast-paced and ever-changing startup landscape. Emma’s experience underscores the importance of embedding agility and openness to change from the get-go.

5. Find time for personal reflection?

Emma reflected on what a big step this was for her personally, and how important reframing what success looked like for herself was in the process.

Stepping down as CEO required Emma to reimagine her identity outside of a role that she loved and felt incredibly passionately about. Working with a coach, she learned to acknowledge and appreciate all of her achievements and use that to visualise a new path forward. This introspection was vital not only for her own personal fulfilment but also to help her make the right decision for Deployed.

Emma’s advice to other founders who may be on a similar journey is to take time to do a bit of self-reflection. Make sure you really understand what makes you happy so you can align your work with your passions and strengths. Emma also found working with a coach, someone impartial to the business, really helpful as she navigated what was (by her own admission) quite a scary transition.

Wrap-up

A huge thank you to Emma for being so open and sharing her journey with us this week! Emma’s experience offers valuable lessons on recognising when to pivot, being analytical about the decision, the importance of clear, open and honest communication with your team and most of all - taking the time for yourself as a founder to reflect on what’s right for you as well as the business.?

Head over to Emma's profile (we’ll be watching!), where she also often shares super useful insights from her fundraising experience too.