When you strip scaling back to its core, what matters most: the mission that inspires customers or the culture that empowers teams?
This week on ScaleUp Radio, I spoke with two business leaders who approach growth from opposite directions but reach the same conclusion. Tariq Kazemi, Co-founder and CEO of Bldbro, has built a £3 million skincare brand by celebrating baldness rather than hiding it. Uzma Aitqad, Founder of Magna People Change Consulting, helps organisations achieve transformation by focusing on the people behind the process.
Their stories reveal one vital truth: scaling is not just about strategy. It is about meaning, belief, and behaviour.
How Do You Build a Brand That Stands for Something Bigger?
For Tariq, purpose came first. Before he ever sold a product, he built a community of bald men who wanted to reclaim their confidence and identity.
The idea behind Bldbro was simple but powerful: change the narrative around baldness from something to cure into something to celebrate. That mission gave the brand authenticity and clarity from day one.
By listening to their community, Bldbro discovered that 85% of bald men preferred a matte look, which directly shaped their first hero product. Tariq calls it “mission before product”, and it remains at the heart of their success.
Even decisions that reduced efficiency, such as switching from plastic to aluminium packaging, were guided by values. As he says, “If it does not feel right, give it up quickly.”
His approach highlights a core principle of scaling: customers do not just buy what you sell, they buy why you sell it.
How Can Leaders Make Change Stick?
Uzma approaches growth from the opposite side of the spectrum. Her company, Magna People Change Consulting, helps leaders manage transformation by focusing on people and adoption.
She reminds us that 70% of change initiatives fail because leaders overlook culture. Her mission is to help businesses build trust and communication so that new systems and strategies are not only implemented but truly embraced.
For Uzma, successful change is not about technology or structure. It is about creating a space where people feel valued, heard, and motivated to take ownership. She often tells leaders that their role is to “role model the change they want to see.”
The lesson is clear: scaling a business starts with scaling mindsets.
Purpose or People – Which Really Matters Most?
Tariq’s journey shows that purpose fuels growth from the outside in. Uzma’s experience proves that people sustain it from the inside out.
Both are right. A clear mission attracts customers and investors, while a healthy culture builds resilience and long-term value. Without one, the other falls short.
BizSmart’s ScaleUp Challenge Report found that 49% of UK business owners believe their company would struggle if they stepped away for three months. Yet SmartBoard® members who strengthen leadership and team accountability achieve on average 36% profit growth and 29% turnover growth within the first year.
That difference comes from balancing vision with structure, and ambition with trust.
Prefer a Quick Breakdown?
In this week’s ScaleUp Radio Shorts, Granger and I explored how Tariq and Uzma approach growth from completely different angles but share a common foundation.
🎙️ Granger highlighted how Bldbro’s founders use healthy conflict to make better decisions.
🎙️ I focused on Uzma’s insight that leaders must guide people through the psychological journey of change – from denial to acceptance.
Both remind us that scaling is not about speed. It is about consistency and communication.
🎧 Listen to the Shorts episode here:
Final Thoughts
Scaling a business is not just about chasing numbers. It is about the human choices that define them.
Tariq proves that purpose builds loyalty. Uzma shows that leadership builds trust. Together, they remind us that growth only lasts when you balance both.
Listen and Learn More
🎧 Listen to the full interviews on ScaleUp Radio:
https://directory.libsyn.com/shows/view/id/scaleupradio
📺 Watch the latest ScaleUp Radio Shorts:
📅 Book a call with Kevin Brent to discuss your scaling journey:
https://c.bizsmart.co.uk/widget/bookings/kb-30
🌐 Learn more about BizSmart’s Smart90® and SmartBoards®:
https://www.bizsmart.co.uk/
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