Throughout history, storytelling has been at the core of human evolution, shaping societies, inspiring change, and redefining realities. It has been the glue binding generations together, passing down knowledge, traditions, and shared experiences. For Hywel George, Director of Griot, storytelling is more than just a profession—it is a transformative force that fuels development, innovation, and social impact.
It is a means of fostering deeper human connections, promoting understanding, and driving meaningful change in communities around the world. From his early days in journalism to his current leadership role, Hywel has harnessed the power of narratives to bridge communities, redefine sustainability, and create lasting change. His work has continuously demonstrated how powerful storytelling can be in influencing policy, sparking movements, and altering mindsets.
Hywel delves into the defining moments of his career, the evolution of media, the role of leadership in today’s rapidly shifting business landscape, and the innovative strategies that have driven Griot’s success. He also shares his perspective on resilience, collaboration, and the lasting impact he hopes to leave behind. By examining the changes within the media industry and business world, Hywel highlights the importance of staying adaptable in an environment where technology, audience preferences, and societal needs are constantly shifting. His insights provide a compelling perspective on how businesses can leverage storytelling to create deeper engagement and drive impactful initiatives that leave a legacy for future generations.
Defining Moments in My Career:
“It is difficult to pinpoint a single defining moment in my professional journey. I started my career as ‘directionless talent’ after graduating high school in the UK and, like many who, found myself drawn to the media.”
His early career was marked by a shift from drama to factual storytelling. Studying journalism and working for broadcast giants such as BBC, ITV, and Sky News, he often found myself returning to the newsroom to answer a recurring question: “Hywel, what’s the story?” Ironically, he struggled to answer because he firmly believed that facts do not merely define a story—it is shaped by human experience.
Over the years, he concluded that what drives change in the world is our ability to imagine different realities. This idea led to the creation of Griot, named after the revered storytellers of West Africa, who are the keepers of history and culture. Griot Ltd embodies this philosophy, using the power of storytelling to influence social development, particularly in rural Africa, through sustainable projects funded by carbon-credit economics.
“If I had to summarize my approach to business, I would recall a statement made by a senior executive at Microsoft during one of my interviews, which was, in the end, all about human impact. That sentiment continues to guide my work.”
Navigating Tough Decisions:
Hywel has been in business since 2004, and it is staggering to think how much the landscape has evolved. The first company Hywel founded had a strong focus on participatory filmmaking, placing underrepresented voices at the centre of their own narratives. It was groundbreaking, impactful work.
However, as technology evolved, accessibility to media production tools became widespread. Smartphones and citizen journalism emerged, democratizing storytelling in ways that were unimaginable before. Recognizing this shift, they decided to pivot. Letting go of the familiar was not easy, but survival in business demands agility.
The market is dynamic, geopolitics is ever-changing, and adaptability is key. What seemed innovative yesterday can quickly become outdated today.
The Role of Digital Transformation in Business Strategy:
“The world is evolving at an unprecedented pace, and technological advancements such as Artificial Intelligence (AI) are transforming industries at an exponential rate. I remember the early days of the internet and how slowly it revolutionized communication compared to today’s rapid advancements.”
At Griot, the team hopes to see two major developments in the coming decades: greater democratization of education and knowledge and faster implementation of impactful interventions for those in need. Access to education plays a crucial role in population growth and prosperity, and leveraging digital tools can accelerate progress in this regard.
Driving Innovation Through Impactful Projects:
In his earlier career, Hywel’s greatest pride came from empowering communities to tell their stories. Encouraging individuals to articulate their ideas, create films, and share them online was a significant step toward social transformation.
Today, Griot’s innovation lies in aligning global frameworks like the Sustainable Development Goals (SDGs) with social interventions that create tangible community impacts. By leveraging transactional relationships—such as carbon-credit financing—they have moved away from traditional donor-funded models, which often reinforce divisions between the “haves” and “have nots.” Instead, they foster economic structures that sustain long-term progress rather than short-term aid.
Fostering a Strong Company Culture:
At Griot, they prioritize people. This philosophy extends to their business strategies, ensuring they focus on solutions rather than problems. For example, when they took over a water rehabilitation project in Kenya, engineers were initially paid at a day rate, incentivizing them to delay repairs. They changed the system by putting them on payroll, which motivated them to complete projects efficiently. Simple, but effective.
Additionally, their management team is predominantly female. This was not an intentional bid to challenge traditional male-dominated business structures in East Africa; rather, they recruited the best talent available. However, they observed that this leadership dynamic fosters a nurturing and inclusive corporate environment.
“Leadership, in my view, mirrors parenting—it is about recognizing personal fallibility while supporting a team through their own growth and learning experiences,” says Hywel.
Essential Leadership Qualities in Today’s Corporate World:
Business leadership is becoming increasingly nuanced. While profitability remains critical, models like B Corps are redefining success by advocating for the well-being of all stakeholders—not just shareholders.
A growing movement is also calling for corporations to consider sustainability as a core business principle. Some organizations are even introducing ‘Planet Representatives’ in board meetings to ensure nature and sustainability have a voice in corporate decision-making. Although these initiatives are still in their infancy, they represent a crucial shift toward a more responsible and diversified corporate landscape.
Ensuring Resilience and Sustainability:
Resilience in business stems from determination and adaptability. While it is essential to stay committed to a mission, flexibility is equally important. Business environments fluctuate, and success often lies in the ability to pivot when necessary without losing sight of core values.
Balancing Teamwork and Independent Decision-Making:
According to Hywel, “A leader’s role is to harness the strengths of the team and shape strategic decisions. A well-functioning team should always be stronger than the sum of its parts. Leadership is not about individual brilliance—it is about serving the organization by providing a broad, strategic perspective that individual team members might not have.”
Advice for Aspiring Leaders:
Great leadership is about asking the great questions – rather than believing you have all the answers. It is important to hold strong opinions but remain open to alternative perspectives. Hywel’s advice for young professionals’ quotes from an old saying that goes: “Look out for the idiots because God uses idiots too!” In other words, wisdom often comes from unexpected sources. Hold your beliefs firmly but not rigidly—there is always another way forward.
Future Goals and Legacy:
Griot has seen exponential growth since it began working with carbon-related projects in East Africa in 2020. As they enter their fifth year of providing social impact solutions, they have established a presence in five East African countries.
Hywel believes that each generation sees itself as the solution to the problems created by the one before it. “My hope is that my legacy will be defined by a contribution to making the world a more equitable and sustainable place through the power of storytelling and innovative social impact models.” At the core of Griot’s mission remains the belief that meaningful change begins with the ability to imagine a different reality—and then take the steps to make it happen.
