Ahead of CHARGE Europe 2025 in Istanbul, we caught up with Will Bosanko, CEO for the UK & Europe at Brandpie, an independent brand consultancy that helps global organizations turn pivotal moments into lasting progress.
Appointed CEO at just 30, Will is known for his energy and talent for helping businesses move forward with confidence. He’s a regular CHARGE speaker and also serves as a judge for the CHARGE Awards.
1. With this year’s CHARGE theme focused on staying consistent in uncertain times, what’s the main uncertainty energy companies are dealing with, in your view?
The challenge is not whether the energy transition will happen. The challenge is how companies balance today’s urgent demands with tomorrow’s vision. Leaders are under pressure to deliver secure, affordable energy in the short term, while at the same time investing in the diverse, sustainable sources that will define the future. Getting that balance right is where the real uncertainty lies.
Clarity is critical. Consistency is not about holding steady, it is about moving forward with intent. Energy businesses need to show how their transformation will unfold over time, while giving their people, customers and investors the confidence that they can deliver stability today. That combination of balance and clarity is what allows leaders to keep momentum and build trust through uncertain times.
2. How do you approach planning as a leader when the future feels so uncertain?
I don’t believe in waiting for certainty. It rarely comes. My job is to keep momentum by setting a clear long-term vision, while giving teams the stability of short-term priorities. The vision is the compass. It keeps the organisation pointed in the right direction, even when conditions change.
I also like to see every challenge and obstacle as an opportunity. That mindset matters. Each disruption creates a chance to sharpen, to reset, to simplify, and to push forward in a new way. When uncertainty rises, complexity can overwhelm people. Breaking it down to a handful of clear priorities helps people see the impact of their work.
That balance between long-term direction and short-term focus, coupled with the mindset of turning obstacles into opportunities, creates the rhythm and clarity that keeps the organisation moving forward with confidence.
3. What are some of the most common mistakes you’ve seen businesses make in tough times? And what should leaders keep in mind to avoid them?
The first mistake is to freeze. Uncertainty can tempt leaders to pull back, but that often creates more instability. Tough times demand a reset. Not a knee-jerk reaction, but deliberate, decisive choices that restore balance between immediate pressures and future ambition.
The second mistake is allowing leadership alignment to slip. The moment the top team sends mixed messages, the organisation feels it. Clarity starts with leaders being consistent with each other.
And the third is short-sightedness. Cutting investment in brand, culture or innovation may relieve short-term pressure, but it undermines resilience in the long term. The leaders who come through stronger are the ones who keep momentum, balance short-term stability with long-term investment, and have the clarity to reset what no longer works.
4. What are you most looking forward to showcasing at CHARGE this year in Istanbul?
For me, CHARGE has always been about momentum and ideas that set the pace for the sector. This year, I am excited to highlight leaders who have used brand and culture to strike the balance between delivering today and transforming for tomorrow.
Too often, brand and culture are treated as soft, optional levers. In reality, they are what give leaders clarity and stability in times of change. They provide the bridge between ambition and action, between today’s demands and tomorrow’s reinvention.
On stage, we’ll be showing how businesses have used their brand to reset expectations, build trust and mobilise people for change. The message is simple: in uncertain times, consistency is not about standing still. It is about being consistently clear, consistently balanced and consistently aligned on the future you are building.