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No, it’s not a joke from a Christmas cracker - it's a serious question to MDs & CEOs of established businesses.

As an MD or CEO of a business, we are always under pressure to be better, do more, keep growing the business, etc. - and this is good, because businesses cannot stand still; they either grow or they decline.

We put some of this pressure on ourselves, but we also feel pressure from seeing PR from other businesses, pressure from our shareholders, our partners, bankers, professional advisors, etc…….

Most MDs & CEOs have heard the term Unicorn, which, according to AI are privately held businesses valued over £1 billion, known for rapid, often cash-burning growth. They are generally targeted by investors looking for that mega return.

They are also mythical creatures!

If you believe you have a business that could become a Unicorn there is no shortage of people out there who will support you, so go for it.

However, the reality is that only a tiny number of businesses ever reach over £1bn turnover, so for many it’s a pipedream.

So what are the more realistic aspirations of most business leaders?

It's actually to be a Camel rather than a Unicorn.

At Pabasso - Peer Advisory Board Associates we don't work with Unicorns we work with Camels!

Camels are not mythical creatures; they epitomise Resilience and Sustainability.

Camels are built to survive in the harshest environments. The same applies to businesses we can describe as Camels. The objective is long-term sustainability and balanced growth.

They manage costs carefully from day one and have a clear path to profitability. They treat investment as a tool for acceleration, not a life-support system.

Business leaders of good quality, established businesses should not think of being a ‘Camel’ as a derogatory term; indeed, it is the ambition and aspiration of most business leaders.

We help leaders of established businesses to develop further through the shared expertise and experience in our boards, which are facilitated by another experienced business leader. It's all about the Potency of Peer Support.

If you would like to experience peer support in practice then why not come join a small, expertly hosted roundtable of Yorkshire-based CEOs and MDs to do exactly that.

This isn’t a seminar; it is a confidential, structured conversation with peers who understand the unique pressures of the top job.

Event Details:

Venue: Wizu, 55 St Paul’s Street, Leeds

Date: Thursday 12th February 2026

Time: 10:00am - 12:00pm

There is no charge to attend, but we limit the number of attendees to ensure the discussion remains focused and high-value.

Select this link to RSVP. 

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