Apply Focus: Unlock Your Team’s True Potential

---

I am a smart, senior executive with extensive global experience across Productivity, Culture, Project Management, IT, Software Development, Acquisition Integration, and Digital Transformation. I am a natural leader with a passion for getting things done, to lead with confidence and authority but also to be the to go-to person for problem resolution and support. Solving problems is my passion as is leading others and helping them grow. I am well known as the person you want on all teams when issues occur. Strong Influencer.

Author of “Culture Eats Strategy, Then Chokes on It”, “The Emotionally Intelligent Executive”, “The Real Reason People Quit” and other titles: See Collection.

My Growth Journey:

I started my career as a software developer, writing code and building systems. I loved the logic, the problem solving, and the feeling of making something work. But it did not take long for me to realise that technical problems are rarely the real problems. The real issues usually sit with how teams work together, how decisions are made, and how people communicate. Code is easy compared to culture.

So I moved deeper into infrastructure, systems design, and global architecture. I built data centres, led cloud migrations, consolidated networks, and ran IT operations across continents. I worked in the UK, USA, Europe, South Africa, and Australia. I learned what it takes to scale systems and scale organisations.

From there, I moved into senior leadership. I led development teams, technology organisations, acquisition integrations, and company transformations. I was the person companies brought in when they needed clarity, progress, and results. I became the one who sits between the CEO and the teams, untangling complexity, aligning priorities, and getting everyone moving in the same direction.

Over time I developed a clear understanding. Productivity is not a tool, process, or system. Productivity is culture. The way people think, communicate, prioritise, and work together. When culture is misaligned, productivity collapses. When culture is designed and led with intent, productivity becomes unstoppable.

That is why I founded Apply Focus. I work directly with CEOs and senior leaders to turn workplace culture into a performance asset. I fix the organisational behaviours, communication patterns, decision mechanisms, and leadership habits that determine whether work flows or stalls. I do this hands-on. No long reports. Real change, embedded in how people work.

If you want to build a culture where people can think clearly, act decisively, and get important work done, that is what I do.

Mini CV (Concise)

Current
Founder, Apply Focus (2020 to present)
Cultural Productivity Advisor, Fractional Chief of Staff to CEOs and Senior Teams, Author.

Previous Leadership Roles
Global Head of Cloud Services, WiseTech Global (UK, USA, Europe, Australia, South Africa)
Acquisition Integration Manager, WiseTech Global (formerly CargoWise)
Senior Project Manager and Data Centre Architect, WiseTech Global (formerly CargoWise)
Software Development Team Lead, SolTech USA
Global Technology Manager, JAS Worldwide
Senior Software Developer and SQL DBA, Sony UK
Software Developer, EDS (SC Cleared)

Expertise
Cultural Productivity
Leadership and Team Dynamics
Strategy and Execution Alignment
Operational Structure and Simplification
Digital Transformation and Cloud Architecture
Acquisition Integration
Project, Programme, and Portfolio Leadership

Sectors Worked In
Technology, Logistics, Aviation, Finance, Government, Retail, Education, Manufacturing, Non-profit

Email me for a full CV:  david.rollason@applyfocus.co.uk