Bringing in External Leadership
Harwoods, a second-generation wholesale bakery in Yorkshire, had thrived under Andrew’s leadership after he took over from his father seven years ago. With his siblings, Sarah and Jack, by his side, the business had grown rapidly—securing major contracts with a motorway service group and a well-known coffee chain. But with success came new challenges. The increased demand put pressure on their manufacturing processes, exposing the need for operational expertise beyond the family’s capabilities.
For the first time, Harwoods faced a major decision: appointing a Manufacturing Director from outside the family. Leadership had always remained in family hands, and while they recognised the need for external expertise, they were concerned about finding someone who could truly fit their culture, earn employee respect, and align with their values.
Finding the Right Leader
While researching how other family businesses had introduced non-family executives, Andrew came across a TWYD article on the challenges of hiring external leaders. Intrigued, he reached out.
TWYD took the time to understand the business, its history, and its values. We toured the operations, assessed technical requirements, and—crucially—helped Andrew, Sarah, and Jack align on the soft skills they wanted in a leader. To bring clarity, we facilitated an online Job Profile Assessment, capturing each sibling’s views on the ideal candidate. Though their perspectives differed, our process helped them reach a shared vision.
The Search for the Right Fit
With a clear understanding of the role and the business, we launched a tailored search. Given Harwoods’ location, attracting candidates within a commutable distance was a challenge. Alongside direct approaches, we ran a targeted campaign to find candidates open to relocating.
Within three weeks, we identified a shortlist of five candidates. One stood out: Max.
Max had previously been Head of Manufacturing at a Yorkshire-based family food business. He understood the dynamics of family enterprises and connected deeply with Harwoods’ purpose. His expertise, combined with his ability to work within a family-led culture, made him the right fit.
A Smooth Transition
Max embraced the opportunity and happily returned to Yorkshire. But hiring the right person was just the start. To ensure a smooth integration, TWYD provided a transition coach, working closely with Max, Andrew, Sarah, and Jack to define clear expectations and ensure alignment from day one.
Three months later, the results were clear. Max had adapted well to the business, earning trust and respect for his authenticity and leadership. Sarah credited TWYD’s upfront work—aligning the siblings and defining the right cultural fit—as the key factor in making the transition a success.
By taking a thoughtful, structured approach to external leadership, Harwoods combined new expertise with family values—ensuring its next stage of growth was built on both tradition and fresh thinking.