CASE STUDY

The 'Soft Stuff' Is What Made All The Difference

Orinola (“Ori”) Gbadebo-Smith built Hugo with a twin mission: to transform the outcomes that the outsourcing industry had historically delivered to disruptive tech companies, and to build an ‘opportunity engine of scale’ capable of addressing Africa's chronic unemployment challenge.
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‍Even as a second-time founder who had led rapidly growing teams in unconventional markets, Ori recognized that his previous toolkit may not be enough for the scale that his new venture was approaching. He joined LIT at the recommendation of a friend and embraced the opportunity to grow as a more effective leader. Unlike traditional leadership programs, LIT emphasized the significance of connecting, empathizing, and leading with authenticity.

“When I joined LIT, Hugo was scaling rapidly — everything was breaking, we needed new processes, new ways of executing, and a different way of breaking new ground as a company. Given the pressure, I was shutting out the interpersonal in the bid to ‘achieve’. LIT taught me that though I’d probably hit my the targets, there was a real cost to my people and culture -- that a significant part of being an effective leader was the 'soft stuff'.”

Ori shifted his approach and prioritized listening, empathy, and creating space for diverse perspectives.

These lessons paid off again when Hugo came to face an unprecedented operational challenge—a currency crisis in one of its frontier markets. The speed, scale, and gravity of this problem was enormous, and in certain moments, existential. Ori drew on his experience at LIT to guide his team through this uncharted territory. In a time when both he and the team were filled with fear and uncertainty, Ori held all-hands meetings where he was open and vulnerable, sharing his own fears while also re-emphasizing his trust in their ability to navigate this storm together.

"These were tough conversations, especially when you are facing a challenge that impacts not just the business but the employees and their families. There were a lot of emotions, mine included, and it was important that those feelings were shared, and in many cases validated.”

By fostering a collaborative environment and trusting his team to co-lift and problem-solve, Ori witnessed the power of collective effort in overcoming this challenge.

“Watching us all connect and work through the fear to problem-solve was phenomenal. I was reminded of just how capable and committed this team was to the company and to our mission.”

The skills fostered through LIT were so impactful, that Ori built empathy into the company’s core values, ensuring that there was always space to connect and that the interpersonal remained at the center of the business. Beyond expanding his leadership toolkit at LIT, Ori credits the deep connections he built in his Fellows learning group as an invaluable source of personal growth. Witnessing his peers open up about their own struggles, fears, and emotions, changed, and continues to change, the way he navigates situations.

Ori’s journey illustrates the power of authentic leadership, empathy, and continuous learning. His growth as a leader not only contributed to Hugo's success but also created a ripple effect of positive change, inspiring others to become better leaders and make a meaningful impact on the world.


Learn more about Ori Gbadebo-Smith
Learn more about Hugo