In this episode of Best in Class, I’m joined by Ben Duckworth, CEO of Heat Engineer Software, part of a wider group of businesses that grew from a four-person fuel start-up into a 200-strong organisation spanning fuels, environmental services, fuel cards, and now software.

We explore how a culture of experimentation, where trying new things is encouraged and failure isn’t feared, has been central to that growth. Ben shares how this mindset has kept complacency at bay, created opportunities to diversify, and helped build an environment where employees feel free to contribute ideas.

We talk about how to ringfence risk so innovation never threatens the wider business, why “silly questions” often lead to the best breakthroughs, and how revisiting old ideas at the right time can spark success. Ben also explains how small innovations, from personalised customer welcome videos to recording proposal walk-throughs, strengthen human connection and create real differentiation.

Alongside this, we touch on leadership myths, the importance of collaboration in tackling challenges like net zero, and why the best leaders focus on what they’re good at while empowering others to do the rest.

If you’re interested in building a culture where innovation thrives, complacency is avoided, and failure is seen as part of progress, this episode is packed with practical lessons and inspiration.

Key Takeaways

• Ben Duckworth is the CEO of Heat Engineer Software, part of a 200-person group that began as a regional fuel supplier.
• A culture of experimentation and openness to failure fuels growth and diversification.
• Innovation should be ringfenced and tested safely to avoid major business risk.
• “Silly questions” often uncover inefficiencies and lead to the smartest improvements.
• Revisiting old ideas when the timing is right can lead to new opportunities.
• Small creative touches, like welcome videos or video proposals, build stronger customer connections.
• Collaboration — across employees, customers, and suppliers — is essential for progress and tackling challenges like net zero.
• Leaders don’t need to be experts in everything; they should focus on strengths and surround themselves with specialists.

Chapters

00:00 Introduction to Ben Duckworth and Heat Engineer Software

01:19 From four-person start-up to a 200-strong group

04:16 Building a culture where experimentation is safe

07:40 Why revisiting old ideas can work when timing changes

10:57 Using video to create stronger customer connections

14:05 Humanising proposals and strengthening loyalty

17:22 Leaning into team strengths and external inspiration

19:53 Serving both the customer and their customer

20:59 Employee feedback and idea-sharing without fear

23:29 Defending against complacency and staying agile

26:35 Ringfencing risk and testing innovation safely

28:14 Creating an environment where failure is acceptable

30:34 Asking the right questions to find 1% gains

32:11 The biggest myth about running a business