The Value Conversation

Jonathan Lancaster

The Value Conversation explores what creates value in a professional services firm and for the clients it serves. Each episode is a conversation with someone who has lived it. That might be a firm leader, someone running a private-equity-backed firm, a technology innovator, or someone who has led major change from the inside. The conversation covers what they built, what worked, and what they've learned along the way. Hosted by Jonathan Lancaster, Principal of Practice Edge, which works with firm leaders on how their firms develop valuable client relationships and win more of the right work.

Episodes

  1. Oct 28

    From six people to a top 10 audit firm | Roman Seredyński

    What does it take to turn a top 10 ambition into a top 10 firm? In episode 2 of The Value Conversation, Jonathan Lancaster talks with Roman Seredyński, a founding partner and Group Managing Partner of UHY Poland. They discuss growth, leadership and the value of an international network. Roman and his partners set up the firm in 2006 with six people. Early on, they trained listed companies in the new International Financial Reporting Standards, which helped the young firm win listed clients. As the firm marks 20 years, it has more than 220 people across eight offices and ranks among Poland's top 10 audit firms. Roman has also sat on the board of UHY International since 2023, where he chairs the ESG Working Group and the Audit Working Group's subcommittee on public interest entities. In this conversation, Roman explains why he sees positive energy as the value that sets the firm apart. He describes how stepping back shows trust in his team and gives them room to find their own solutions. He also shares how a shadow board helps develop the firm's young talent. He tells the story of how working with a colleague from another UHY member firm helped win a major audit tender, by bringing the network's experience to the client and building their trust. In this episode How training listed companies in IFRS helped a new firm win its first listed clientsThe plan to double revenue within five years through existing and new service linesWhy Roman sees positive energy as the firm's competitive advantageWhat football and karate taught him about teams and leadershipHow stepping back builds trust and responsibility in the teamA shadow board that gives young talent a real business challenge each yearRoman's board roles, and why he expects demand for sustainability reporting to growHow working with another UHY member firm helped win a major audit tenderWhy the firm looks for ambitious mid-market and listed clientsChapters 00:00 Introduction: from six people to more than 220 01:53 Starting the firm with a top 10 ambition 03:41 Training listed companies in IFRS 05:35 Growth, people and AI 07:37 A five-year plan to double revenue 09:45 Wealth management as an opportunity in Poland 12:02 Leading with positive energy 16:17 Lessons from football and karate 18:19 What Roman expects of his team 20:19 How stepping back builds trust and responsibility 23:07 Developing the next generation: the shadow board 27:06 The firm's values 29:39 Roman's board roles and the outlook for sustainability reporting 34:07 Working with another UHY member firm to win a major audit tender 39:04 Connecting with Roman, and ambitious mid-market clients About Roman Roman Seredyński is a founding partner and Group Managing Partner of UHY Poland. He is a statutory auditor with more than 25 years' experience in audit and accounting. His work focuses on International Financial Reporting Standards, mergers and acquisitions and consolidated financial statements. Roman has been a UHY International board member since 2023. He chairs the network's ESG Working Group and the Audit Working Group's subcommittee on public interest entities. He holds a PhD in financial reporting from the University of Economics in Katowice and an MBA from WU Executive Academy in Vienna. Alongside his work at the firm, he lectures and has co-authored textbooks on Polish and international accounting standards. Outside work, Roman has represented Poland in Kyokushin karate and won medals at national championships. He also plays in the top division of the Gliwice futsal league. Connect with Roman on LinkedIn

    From six people to a top 10 audit firm | Roman Seredyński
  2. Oct 14

    Succession isn't an HR exercise | David Whitson-Black

    What happens to a firm when a key person leaves? In the first episode of The Value Conversation, Jonathan Lancaster talks with David Whitson-Black of Groveworks about succession in professional services firms. David spent 12 years in insurance before moving to Campbell Dallas, then one of Scotland’s largest independent accountancy firms. There, he was brought in to create more development opportunities for the firm’s people. After Campbell Dallas joined the group that became Azets, his role grew to cover talent, performance and leadership development as the group expanded. Azets now employs 9,000 people across eight countries and ranks among the UK’s top 10 accountancy firms. In this conversation, David explains why succession is about business continuity rather than HR. He also covers what losing a partner costs a firm, and how to build a succession plan that stands up when buyers and investors ask about it. In this episode Why succession is a business continuity question, not an HR exerciseThe costs of losing people beyond salary, from recruitment and lost productivity to client relationshipsBuilding AI capability by starting with the work, not with what AI can doHow to build a succession map around critical roles, performance and potential, and emergency successorsWhy the value lies in the conversations after the map is drawnWhat buyers and investors want to seeDeveloping emerging leaders with intention, so firms are not training people to leaveChapters 00:00 Introduction: what creates value in a professional services firm 01:14 What firms overlook about succession 05:17 The hidden cost of losing people 09:40 David's journey from insurance to Campbell Dallas and Azets 15:32 Building AI capability: start with the work 23:28 How AI is changing the adviser's role 26:17 Building a succession plan around critical roles 30:23 Emergency successors and filling the gaps 32:06 Someone needs to own it: the value is in the conversation 34:12 Succession as part of strategy 36:41 Retirement, investment and what buyers will ask 38:45 Developing emerging leaders with intention 43:44 Measuring what leadership programmes achieve 47:07 Where to find David About David David Whitson-Black is a senior talent, leadership and organisational capability leader with more than 20 years’ experience across professional services and regulated financial services. His work has spanned talent and performance, leadership development, succession, strategic workforce planning, early careers, learning, and organisational capability, often in businesses undergoing significant growth or change. David spent 11 years with Campbell Dallas and the group that later became Azets. He joined to build the firm’s learning and development capability beyond technical training, then progressed through increasingly senior roles as the organisation grew through acquisition and integration. His remit expanded to include early careers, talent, performance, succession, leadership development, workforce capability and future skills, including AI capability. Earlier in his career, David spent 12 years with esure in learning and capability roles within a regulated insurance environment. He now undertakes selected interim, fractional and advisory work through Groveworks alongside his broader work in talent, leadership and organisational capability. Connect with David on LinkedIn: linkedin.com/in/davidblack79

    Succession isn't an HR exercise | David Whitson-Black

About

The Value Conversation explores what creates value in a professional services firm and for the clients it serves. Each episode is a conversation with someone who has lived it. That might be a firm leader, someone running a private-equity-backed firm, a technology innovator, or someone who has led major change from the inside. The conversation covers what they built, what worked, and what they've learned along the way. Hosted by Jonathan Lancaster, Principal of Practice Edge, which works with firm leaders on how their firms develop valuable client relationships and win more of the right work.