We Are Power Podcast
The We Are Power podcast is for your career and your life, no matter what business you're in. A weekly leadership and careers podcast with listeners in over 60 countries worldwide. Each week the We Are Power Podcast will bring you a new interview from a leader within the 95,000-strong We Are Power community. You'll hear personal life stories, top-notch industry advice, and key leadership insight from amazing female role models. Podcast produced by What Goes On Media and hosted by Simone Roche MBE. Find out more at: https://whatgoesonmedia.com/
We Are Power Podcast
Embracing Authenticity in Business Hayley Roberts
Join us this week as we chat with Hayley Roberts, CEO of Distology and our 2024 Outstanding Entrepreneur Winner!
Hayley shares the emotional story behind winning the award and what it means to her.
Discover the importance of staying true to yourself how being authentic has led to Hayley's achievements.
And she shares her nostalgic love for perms and why she’s still proud of her hair days gone by!
Listen to learn:
- The challenges and rewards of building a tech business in the North
- The power of being yourself
- Why it's essential to keep pushing boundaries
- How to celebrate your achievements and not be afraid to share your wins
You can now nominate for the 2025 Northern Power Women Awards to be in with a chance of celebrating with changemakers, trailblazers and advocates on 6th March 2025! Nominate now at wearepower.net
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Hello, hello and welcome to the we Are Power podcast Northern Power Women podcast. For your career and your life, no matter what business you're in. Hello, hello and welcome to the we Are Power podcast. This podcast is all about highlighting, chatting with, getting some of that top tips, guidance, life hacks, whatever it may be to help you, whether it be your career, your life, whatever invention it may be, and we're always looking for those takeaways, something like that you can take with you today, pop it on the side of a t-shirt or a tote bag into your world. As you listen on the pod today and this week, I am super excited albeit I feel like we've already done a pre-pod prior to this Our Outstanding Entrepreneur winner from this year's Northern Power Women 2024 Awards Hayley Roberts, founder of Distology. Welcome very much. Shall we start again?
Speaker 2:Hello, and yes, let's start again. You can still talk about wine if you want to.
Speaker 1:Oh, 100%, 100% I think there is always those I can't. We've literally just had a 15 minute pre-chat where we've talked about boundaries, we've talked about sort of in our own way self-care, we've talked about harmony, about getting our own balance right, and we've also talked about cocktails. So, anyway, it was a good start. It was a good start to the morning. Now you are a very achieved, amazing entrepreneur. But what did winning the award mean for you this year?
Speaker 2:Oh well, you could tell, because I was bawling my eyes out when I walked up to the stage. I didn't do my hair. I was bawling my eyes out when I walked up to the stage. I didn't do my hair, I was just like there's so many amazing ladies in that room, there's no way I, you know. So I was so shocked to be awarded and I didn't. I mean, this sounds a bit wimpy, doesn't it? But you know, when you get awarded anything, when you just get your head down to try and grow a business or head down to do well in life, you don't. You know, I was nominated to the award. I thought, yeah, I'll go along with this. It's great, be amazing to be part of it because of what you've done.
Speaker 2:But winning it was just. It blew my mind actually, because I suppose as well I forgot about the northern bit because I sort of you know we are up in the northern is rare that um tech businesses start in the north. Um, it's not not super rare, but it's rare, certainly in cyber security and um, and I like it, you know. I like the differential, I like the fact that you know we've got a whole access to people who go what, what's that, what tech, what channel, what um, and I like busting that myth. So to me it was about exposing what the business does to an area as much as nationally, that, wow, there's some really good businesses that are up here and I know there are tremendous businesses in the north um generally. But it's really nice to keep pushing that, that directives, or pushing that message.
Speaker 1:So that's what it meant to me, but me personally, I don't know, I don't, I don't self-congratulate, so I'm like that oh, must be something I've done that I didn't know about and it's interesting, the northern factor, because I remember, way back, I think so sort of year one, I did a lot of interviews with so many of our power list and great male advocates and that northern factor was really defining. There were two things One which was that importance of having that sort of sponsor person in the world that kind of helped not just get the leg up but just sometimes that person who's gone, come on, we're going through this door and off we go. But the second bit was that identity of the northerness that really mattered to them, as they kind of, you know, traversed the Korean, no matter how squiggly it was.
Speaker 2:Yeah, I think you're right. I mean, I never really thought about it that way because I'm not really territorial necessarily. I'm from bloody rural Shropshire. I'm not necessarily a northerner, god knows. I'm like no man's land there really, and very close to the Welsh border, so who knows? But I think that the northern thing for me certainly it was not discriminated against. But people go, oh, you're in the north, you can't cover the south. Then and I was like, well, hold on a minute, we're working with software. How on earth can that be a thing? You know what? Where's the reason? So that was years ago. So it's become less and less. And of course covid helped that because you know we had to be international, based in our you know sat in our pajamas at home, you know so. So I think that that's that that's helped. But but I, I'm proud, I'm proud of of of the northern bit, or the head office being in the north. I I'm I'm proud that we're a bit different. So I think that's the you know, that's kind of what it meant for me as well. But I never used to get very caught up with that. But now I'm pretty proud. I don't think it'll ever change where the HQ will be. It'll always be in Stockport.
Speaker 2:In fact, I remember speaking to Andy Burner was at an event a couple of years ago and he's talking about manchester, manchester, manchester, manchester, and of course I collared him early. Doors, don't stop port. And he goes. And then actually, as he was talking, he went oh, I better say stop what I hear, you'll kill me. So he was trying to. I was like this is a whole region, it's a whole area. So come on, come on, yeah with it, but, um, but I'm not, I'm not, yeah, I'm not. We know we don't need to be put on a map. I I get where Andy comes from with what he's doing, his narrative, but I definitely feel like there is so much more that we can build here and it's such an attractive area to grow.
Speaker 1:And you talk about not being self-congratulatory, but you have been recognized time and time as a role model in tech. Do you know why I?
Speaker 2:think people have got it wrong. I think people have got. Do you know why? I think people have got it wrong. I do. I think I'm not cured cancer. I've not done. All I've done is be me.
Speaker 2:I think the more me I am, the more I seem to get congratulated, which is weird. But then I suppose actually if I was being a little bit more sensible about this and actually giving back, being more you, because I think the one thing we're all frightened of and I think this is where I don't subscribe to being a sheep or, you know, wanting to just fit in or conform is that the more you you are, the more you'll land with people who are right for you, because you're not falsely trying to fit in. And that's the biggest lesson I think. Maybe I learned in this process that the more I was just me and thought stuff it, I'll just do what I think is right for all the right reasons, then it's been. Thought stuff it, I'll just do what I think is right for all the right reasons, then it's been. It's actually I've been around better people, if that makes sense and where does that passion and drive come from?
Speaker 1:because it's it's very no nonsense, it's very positive, it's very passionate and the the desire to really kind of knock. Whether it be a boundary, whether it be a, a wall, whether it be ceiling, what is it what? What is that drive behind that? I think.
Speaker 2:I've always been a bit of a rebel. I think I've always been um, not like you know, oh, I'm gonna just kick the rules into touch kind of way, but I, um, I don't know, I just I don't, I don't, I don't agree with too many rules and and too much box. Put people into boxes. I don't know where it comes from.
Speaker 2:From a from a childhood point of view, I was always the one that would do something stupid.
Speaker 2:I was always the one that would just, you know, make people laugh or just go and do something different.
Speaker 2:Right, and I think and I've done I could tell you a hundred stories which is probably not for a podcast but of how it cocked my life up, but actually I just did what I felt was right, I, but actually I just did what I felt was right. I mean, I don't do detail, I don't study hard, I didn't at school, even though I was naturally bright, all those things, and I'm kind of well, we'll just see what happens, what's the worst that can happen. And I think that methodology has meant that it's driven me to believe actually doesn't matter what you do from an academic perspective or with real meticulous detail, if you do what you feel is right and you're not hurting anyone and you want to make a difference. The attitude and energy that you supply to other people is infectious, which means it brings out the best in other people, which means they can go out and do great things. When people are doing great things, nobody feels like they're working which is brilliant, says me.
Speaker 1:sat in the sunshine on a podcast. I know you. What is it about your dystology adventure that has been the most that's made you smile the most, or the happiest, or content, oh it's all about the people.
Speaker 2:When you start something, you literally are hustling and you would go around I would go around talking to people saying this is great, we're amazing, as in the real we, when there was nobody else, and I think you believe in the mission that you're on.
Speaker 2:But when you start to hear and see people saying it because they're experiencing it and they're sat around it, that is the moment you go oh my god, like they are getting this and they are really putting themselves into it, not the way I say it, not the way I'm done it, but just the passion that comes from them and how proud they are to work in a company such as Dysology and the things they share. Across all the regions that we operate in as well, they share this kind of natural joy of what they do and this pride in their work. And that is the pinch me moment where I go oh, my god, what have I done to deserve this? What have I done to get this back? You know, but that's why I'm then starting to want to do more. I want to encourage more people to get involved in this wonderful industry that I'd never heard of and most people 99% of the people who work here never heard of, and that's where it's now.
Speaker 1:I get a better buzz from that now, and you talk about that paying forward and that paying it forward, that's really important to you, isn't?
Speaker 2:Hugely important. I think that's my next kind of tragedy of excitement post-dystology if ever I do anything post-dystology because this is my fourth industry I messed up my A-levels, didn't do the degree I was supposed to do, all that kind of messy stuff that everyone's experienced, because life is a tumultuous journey and I think that if I could encourage at least one person who's doubting themselves at this point sat there at 14, 15, going I don't know what I want to do to get into something they'd never would have thought possible, and to expand their horizons and actually bring themselves to it and their core skill sets of which everybody has unique skill sets that is that. That is that's why I'm here.
Speaker 1:that would be my crystal moment and I know you've been heavily involved as the um, the ey entrepreneur of the year, haven't you for a number? And I know you know sort of, uh, they have sort of a very, very kind of um impressive program, don't they were, you know, with an alumni around that you know. So you've got this constantly growing community around you. What advice would you offer to that? We've talked about the 14, 15 year old sort of sat there. The entrepreneur could be any age. I was 45 when I set what I'm doing up. But what that to that wannabe entrepreneur? Or they're not sure they even think they're an entrepreneur? Yeah, I think.
Speaker 2:I think people get hung up on the word entrepreneur. They think they should invent something different or be something special, and they've got to recognize that before they do it. I think that's crap. If you really want to do something, I would never identify myself as an entrepreneur, although typically, from a dictionary definition, I suppose I've created something from nothing. So, okay, good, that's great. But you see, I, the ey program and other people who want to grow their own businesses or do something for themselves. It's about um, following their, their real, true desires, and I would say that don't let anybody saying oh, I wouldn't do that if I were you, like I was going to start.
Speaker 2:When I start going to start this and and jump from a really nicely paid job in a software business to doing something on my own, taking a massive cut, there's a lot of people say, oh, I wouldn't do that for you, that doesn't sound safe. But they're not you. So try not to listen to the naysayers, because those people always try to put you down. It's dead easy to criticize, isn't it? We sit there in our armchairs going that was shit, that was shit.
Speaker 2:You see it with people watching the football oh, you're crap. We never. You know you should have put that in. That was dead easy, and I'm thinking really, but you know we. I think we just need to not listen to any negativity and just just keep believing that it's possible. It might not be the vision that you want, but if you get even halfway there, there's something special being created and I wish people would would would really believe in themselves more, and I'm saying it because I never did, but I just belligerently got on with it, just thought I've got to do this, I've just got to keep going. What?
Speaker 1:because you talked about being in four industries, four sectors. As you've gone along that way, I think we've talked before. It's never been that once it's not been linear, hasn't it?
Speaker 2:you know it's been oh christ, no, no, no, no. I mean nothing in my life's been linear at all from my personal life right the way through, um, unfortunately, um, but then fortunately, because you know it makes you who you are. But yeah, I started, I did business, so therefore we could do anything. I didn't. I could have got into tech straight away. I didn't because it looked dull, um and um. So I went to toiletries because you got free shit and I love a bit free. You just love free toiletries. Oh, my god, please, um, even a little. But I don't care how much money I ever earn, I'm nicking all the little bottles and your little jars of mayonnaise, whatever, um, so, so then I did that.
Speaker 2:Then I went into publishing and did direct marketing and publishing, uh, with some magazine titles. That was interesting. So all kind of marketing and sales. Then I did headhunting um, and that was brilliant, um, surrounded by amazing people and amazing people, and got involved with Delft and set their team up in Moscow when they didn't have an office there. That was years ago. Yeah, that was really interesting. And just pop the CD online and immediately, literally an hour later, somebody came it was actually the initial investor in Stology came and said I need some help. And that was it, and that was my entry into the world of tech and channel. And yeah, I think things happen for a reason, don't they? I think we've got to believe that right, good, bad or indifferent. By the way, because you talked about I didn't want to do that.
Speaker 1:You could have gone into tech early on, but you're like, don't want to do that, it's boring, it's not for me. What was it then? Was it the human or was it the person? Oh, it's a human, yeah.
Speaker 2:I mean, back in the day you know it was, it was IBM actually we went to an assessment center and assessment center was great. You really learn a lot in assessment centers. You know you do sort of projects and different bits and bobs. And they just all the guys and the girls who were working there just looked very grey, very grey, very stressed. They just didn't look like they were having a great time and I was like, oh, I'm going to have to be away a lot and it didn't float my boat. I thought this is not for me, this is definitely not for me and I'm kind of glad really, because I don't think I'd have got all of the other skills I'd kind of picked up or learned about myself if I hadn't done that and then got into tech. I think it's nice to have that kind of very varied view on life and that's it. But yeah, I mean, it was never gonna. I was never gonna jump straight into that.
Speaker 1:I think I would have just died and you've talked about being you, being yourself. What is the biggest lesson that you've?
Speaker 2:learned oh, don't take yourself too seriously, honestly, I mean, everybody who sets a real high bar for themselves will never, ever hit it. And if they do hit it, it's a detriment to something else which is probably more important, such as personal relationships, such as friendships, such as. You know your real honesty, honesty with yourself, and I think you just got to. Yeah, we're not. I mean gosh those.
Speaker 2:But you had said this the other day to somebody who actually was a surgeon and I was like, oh, but I'm not saving anybody on a on a table. You know that's a really hard job, right, really hard job. And and and I doff my cap to all medical professionals out there but you know I don't, I'm doing something good, but it's not devastating if I have a bad day. It's not devastating if something goes completely wrong, if financially we're not doing a great job, because I know, given the right attitude and energy, you can achieve anything, just like not being the timelines that you want it and I'm super impatient, as most people would know. You know me, know right, I literally want it yesterday.
Speaker 1:Make it happen, make it happen. Yeah, yeah, it is like that. So what is next? What's next for yesterday that you impatiently want to deliver?
Speaker 2:Oh God. Well, more geo-expansions, amazing new tools. We want to put in place some ideas of how we can get more value from where we sit in the channel, maybe acquis in place, some ideas of how we can do get more value from where we sit in, in where we're at the channel, um, you know, maybe acquisitions, I don't know um, maybe the states, I don't know. I keep getting slapped for that, but I'm like, yes, I'd love to go to the states and sat there, um, but also doing more to get the awareness out there that this industry is phenomenal, that anybody with any good skill sets which is everything, basta is not just stand stuff. You know attitude, energy, just come along. It's, it's, it's a brilliant place to be and it's fast growing.
Speaker 1:It's not going away and I know people at the heart of what you do is you know there's something about that, uh, that people factor um, and you know, when we talked about sort of the paying it forward but, um, and role models, and you know sort of really sort of diversity, diversifying tech and supported entrepreneurs, but why, why would you encourage people to either nominate or submit the nomination, uh, for our awards, any awards?
Speaker 2:oh gosh, I mean northern power, women is great. I mean the. The power factor is, I think that self-belief everyone should have self-belief, everybody's got power. They just don't sometimes realize it yet. Right, and I think that it's quite a bold statement and it's aspirational, almost so. But being in that room that you'd created, I mean you must have the, you must have pitched me moments all the time, but massive, it was like a thousand people or something and I just thought, oh my god, this is crazy. Everybody was really going for each other and I think that's the whole.
Speaker 2:The difference between all different awards, but specifically the Northern Power Women Awards, was the feeling of everyone was backing everybody and and I love that, because there's too many, as I said, there's too much negativity or too much seriousness.
Speaker 2:There's a lot of people out there trying to put someone down if they're doing well because of their own insecurities, nothing to do with anything else. And I think the awards it's really good to celebrate what good looks like, not for any ego reasons, but more because wow, that's brilliant and we all need to do a bit of that. But we all can do a bit of that. Wow, that's brilliant and we all need to do a bit of that, but we all can do a bit of that. It's not about this is an elitist status or elite status. This is about it's like athletes. It's about it's like you know, good, good, good sports people. You want to celebrate them because they've worked their arms off to get to that point and, I think, backing anyone, nominating anybody, because they don't know they've got that skill set as well or they don't know how impactful they are. That's why I would nominate people.
Speaker 1:I love that. And actually there's a Jane who is one of your fellow outstanding entrepreneur shortlist. She put a tremendous post out at the end, which you know. I think it's a couple of days, do you remember? Yeah, I spent Monday night losing kind of thing, but it didn't feel like that and I love that because she was. She was such a straightforward, sort of no nonce. I didn't expect to read that, but it was such a brilliant thing I love to read that.
Speaker 2:But everybody knows somebody who is brilliant but probably would never say it. And if that's the person, nominate them.
Speaker 1:Now I've got a question from jane little, who was, uh, one of our winners this year. So, of of every guest that I'm talking through in this last trophy holding season, I'm asking them the question um, from a previous guest, jane's question for you at skills, for we work to build a world where everyone can bring their true self to work. I know we spoke about that earlier. In terms of fashion, clothing is a hilarious fashion trend that you wore and were secretly sad to see the end of.
Speaker 2:Oh my God, what? Oh my God, do you know what? I absolutely loved it when everyone had perms.
Speaker 1:How did I know you were?
Speaker 2:going to say that I knew it, I loved it, even though I look like Kevin Keegan. When I first had my perm it literally stuck to my head, my fringe. I loved it. And when everyone was going straight because I always wanted curly hair my hair's pretty straight. It does go a bit curly, unfortunately, but in a crap way, not in a nice way. And yeah, I think the perm I definitely. And I think they came back, didn't they not? Not on mass, and I was a bit like, oh, can I get away with it? I thought no one can look a dick. So, and of course, the hairstyling now has come a long way since back in the day when perms first came out. But yeah, I'd, um, I loved it, rocked it and gutted that that everyone went into straight hair oh, I don't know why you were gonna say that.
Speaker 1:I remember having bleached hair and permed all at the same time, and I could complain now why my hair is thin. And finally, finally, finally. Where is your trophy?
Speaker 2:Oh, my trophy's here In my outfit, my trophy is Ta-da, ta-da.
Speaker 1:Hayley, thank you so much, as ever, always a delight, and we will get to that Late Now episode or On Tour episode at some point. It's got to right. We've got to make that happen. I'm walking in the sunshine. I really want to be where you are. Yeah, just hop on a plane. It's all good, hayley. Thank you so so much for joining us today. Thank you and thanks all of you for listening. We love these top tips, but thank you for listening. Thank you, and do stay connected on all of our socials facebook, linkedin we are power. Tiktok, insta and twitter we are power. Underscore net. My name is simone. This is the we are power podcast. What goes on? Media productions?
