New Year Business Guide - brought to you by APL Media • Wednesday 14 January 2026


Tech, Software & Marketing • 19 ADVERTISEMENT FEATURE 4D believes in developing the whole human being


Because business doesn’t transform unless people do


How do people become the leaders that are actually needed — right now? Traditionally, leadership training


focused on strategic thinking, but tomorrow’s business will be built by those who can vision stories and inspire teams and customers, often in saturated markets. In the age of experience, what people communicate and how they feel about a company matters more than ever. Previously, these areas might


have been relegated as ‘soft skills’ — today’s savvy businesses know investment in holistic leadership pays real-world dividends. That’s why 4DHumanBeing has become the


secret advantage for blue chip multi- nationals, SMBs and global leaders keen to reach their full potential. For founder and integrative


psychotherapist Philippa Waller, the shift from task-based achievement to connective element is crucial: “We look at how you’re showing up. How are you making people feel? Are you aware of your environments? Are you managing the project and the relationships?” Conscious communication lies at


the centre, helping leaders become aware and giving them the tools to create impact, develop a healthy ego and build authentic relationships. When this happens, engagement rises, performance accelerates and people flourish.


As a leader, you don’t just ‘do


work’ — you set tone and create atmosphere and, as AI evolves, the competitive edge is distinctly human. Powerful leadership allows companies to be more innovative, respond to challenges with creativity and build partnerships, changing outcomes for the better every time. Together with 4D co-directors,


former Disney VP, Penelope Waller, and former European Google Business Development Lead, Matt Beresford, 4D develops this edge through physical presence, emotional intelligence, intellectual clarity and intentional purpose, using theatre techniques and neuroscience. Most programmes address


some of these dimensions but, by


integrating all four, 4D creates change that’s authentic and lasts, immediately shifting conversations and transforming cultures. “4D was founded on a question,”


says Waller. “Are you happening to the world — or is the world happening to you?” “We work with those who are


passionate and serious about becoming better leaders through coaching, programmes and keynotes, which take you where your business needs you to go — as well as 4DOnDemand training that can be accessed anywhere.” For 4D, leadership isn’t about


doing more. It’s about being more.


Transform your organisation


Visit: 4dhumanbeing.com


ADVERTISEMENT FEATURE People before platforms


Across industries, organisations are investing heavily in automation and AI to improve productivity and reduce pressure on teams


Yet many discover the same pattern: the pressure doesn’t come from a lack of the right tools, but from misalignment, inconsistent training and unclear communication. Revenue performance is rarely a tooling issue; it’s a human one. This belief shapes USPEH,


the female-founded RevOps and Platinum HubSpot Solutions Partner created by Eli Zheleva just one year ago. Now a five-person team, the firm blends rigorous operational design with the behavioural insight behind Zheleva’s ‘RevOps Therapist’ work. The approach centres on a simple truth: businesses behave like human systems. Their results depend on the quality of expectations, communication and emotional safety within teams. USPEH observes these


ELI ZHELEVA


human patterns in every sector. Organisations form habits, avoid difficult conversations, rely on assumptions and drift into processes that no longer reflect how the business actually works. Leaders often calculate the visible cost of implementing new systems, but underestimate the much greater


cost of not investing in their people — the duplicated work, slow decisions and low trust that erode revenue, not to mention team morale, long before AI is introduced. To resolve these issues, USPEH


applies its proprietary U-S-P-E-H Framework: Understand, Streamline, Prioritise, Execute, Handover. This methodology ensures every operational or technical decision — from data modelling to automation deployment — is guided by a human-centred assessment. It forces clients to identify the root causes of friction before refining processes, and ensures proper handover so staff feel confident and supported. By restoring genuine alignment across marketing, sales and service, the firm demonstrates how human conduct directly shapes revenue outcomes. This foundation is essential as


AI multiply productivity. When definitions vary or data is untrusted, AI exposes the instability. USPEH’s growth reflects its


10% cashback on


HubSpot software and any HubSpot services delivered by USPEH*


philosophy. Strong systems, thoughtful training and aligned behaviour enabled a one-person consultancy to scale into a multi-specialist team in a year. As organisations plan for the next decade, the competitive advantage will belong to those who invest in their people as deliberately as they invest in their platforms


— aligning the human system


first, then letting automation and AI multiply the results.


For further information


Visit: uspeh.co.uk E: hello@uspeh.co.uk


AI becomes more embedded in business operations. As USPEH notes, technology amplifies whatever systems and behaviours already exist. When expectations are aligned and processes are clear, automation and


*USPEH-FUNDED INCENTIVE. NOT ASSOCIATED WITH OR ENDORSED BY HUBSPOT. VALID FOR NEW CLIENTS UNTIL 31-03-2026.


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