This month’s spotlight is a little different. We’re sitting down with our CEO, Joseph George, to talk about his day-to-day, what drives him, and the lessons he’s learned along the way, from building resilience in changing markets to why attitude always trumps experience.
What does a typical day look like for you?
No two days are ever quite the same. When I’m in the office, whether that’s London or one of our other locations, it’s usually packed with meetings. I try to make the most of in-person time with our teams, clients, partners, and sometimes people interested in joining Dufrain.
When I’m working from home, I use that time for calls that can be done remotely, anything that needs a bit more thinking space.
A lot of my day is spent jumping between different conversations: catching up on exciting projects, hearing what’s happening with clients, or tackling challenges that need solving. That’s what keeps the role interesting. It’s a mix of energy, creativity, and problem-solving and I wouldn’t have it any other way.
Which of our company values resonates with you the most?
I’d say Succeed Together.
That value has really defined our journey so far. We’ve achieved some incredible milestones, being recognised as a great place to work, securing private equity backing, and continuing to grow in a tough market. But all of that comes down to teamwork.
The last couple of years have been challenging across the tech services landscape, but we’ve shown real resilience. We’ve stuck to our values, kept pushing forward, and kept growing. For me, that collective strength, that ability to stand tall together, is one of our greatest achievements.
The biggest wins aren’t just about numbers or deals; they’re about the people behind them. Seeing our teams grow in confidence and capability over the years is something I’m immensely proud of.
Who inspires you the most, inside and outside of Dufrain?
That’s a tough one because inspiration comes from all directions here.
Inside Dufrain, I’m inspired by people across every level, not just senior leaders. I recently met some of our consultants and heard their stories, both professional and personal. Their journeys and the challenges they’ve overcome really stayed with me.
I’m also constantly inspired by what our people achieve outside of work, from charity events to personal goals. The fact that so many of them dedicate time to meaningful causes alongside their day jobs says a lot about who they are. That kind of energy is infectious.
Outside of Dufrain, I’ve realised that I’m most inspired by entrepreneurs and founders, people who’ve taken a risk to build something of their own. It doesn’t matter if it’s a million-pound business or a hundred-million-pound business; I’ve always admired that mindset. Coming from a corporate background, I have huge respect for those who take that leap, scale, learn, and keep going. Every time I meet someone like that, it reminds me how much there is to learn from others’ stories.
What’s your favourite Dufrain perk or benefit?
One of the biggest perks, and it’s not officially written anywhere, is the flexibility we give people.
We trust everyone to work in the way that suits them best, as long as client priorities come first. That autonomy is something I really value personally, and I know others do too.
We’re also fortunate to have clients and partners who respect that balance. In today’s world, that flexibility is huge. It helps people bring their best selves to work and supports a healthier way of working for everyone.
What’s the best advice you’d give to someone who wants to work for Dufrain or just in life?
For me, attitude trumps experience every time.
Experience and capability matter, but it’s your mindset that really defines how far you go. The people who succeed are the ones who find a way to make things happen, who don’t take “no” for an answer and keep pushing forward until they get there.
I’ve seen that play out time and again. The individuals who stay curious, ask questions, and keep learning are the ones who thrive, especially in a growing business like ours.
And I’d add that your network matters just as much as your attitude. Whether it’s colleagues, clients, or even people outside your immediate circle, how you build and nurture relationships can be a real superpower.
What skill do you think everyone should learn?
Communication or you could call it the art of selling.
And by selling, I don’t mean being a salesperson. It’s about being able to sell your ideas, your thinking, your perspective. Whether you’re presenting to a client, working through a problem in a project, or even just sharing your point of view, you’re always communicating, always selling in some form.
You can have all the capability and experience in the world, but if you can’t communicate it effectively, it’s hard to stand out. That’s true no matter where you are in your career.
What are some of your favourite things to do outside of work?
I’ve always liked to stay informed, I read the newspapers every morning because I think it’s important to know what’s happening in the world and in business.
Beyond that, I’m a big sports fan, especially football (I’m an Arsenal supporter), Formula 1, and cricket. I might not play as much these days, but I love following what’s going on.
Music’s a big part of my life too. I listen to all kinds, different genres, different languages, it depends on the mood. And if I get the chance, I enjoy trying new restaurants and visiting new places. Good food and travel are passions of mine.
Those things, staying curious, discovering new experiences, spending time with friends are what keep me balanced.
And finally… favourite movie, book, or band?
That’s an easy one, The Shawshank Redemption.
Partly because it’s a great film, but also because of its connection to Dufrain. Our name was inspired by Andy Dufresne, the main character, and the film’s message of perseverance and “get busy living.”
It’s one of my all-time favourites, and it captures a lot of what we stand for as a business, resilience, optimism, and always moving forward.
On leadership and learning
“At Dufrain, we talk a lot about get busy living and I think that applies to everything we do. Whether it’s tackling new challenges, growing as individuals, or helping clients achieve more, that mindset of forward momentum is what defines us.”