Virtually Connected: with Claire Keenan

Launched in 2002 as a family-run, garden composting business, the company is focused on reducing the amount of waste going to landfill by delivering a cost-effective collection service that encourages customers to reduce their impact on the environment.

With a £10m turnover pre-COVID and on target to grow revenue to £40m in the next four years, Keenan Recycling has grown from being a start-up business to become a large-scale nationwide operation winning a number of high profile business and entrepreneurship awards. In 2019, Claire was part of the Saltire Leaders cohort attending Babson College.

ES: What in your view and experience defines being an entrepreneur?

CK: For me, it’s someone who has a clear vision of what they want and a real drive to get there by working hard. Someone who views challenges as opportunities and is prepared to take the knocks along the way.

ES: Do you believe there is a winning formula for becoming a successful entrepreneur? What's yours?

CK: Problem-solving is a huge part of it. I love a problem.

I also think it has a lot to do with grit. I watched a TED talk recently which drew the parallel between business success and grit. This really rings true for me, coupled with hard work and forwards momentum. For me personally, there’s also an element of not switching off; always thinking about the next business idea. I can be quite obsessive sometimes so our daily team debrief is a great way to unbox and download my thoughts from the day. I find that a really cathartic and a useful process.

ES: As the co-founder of Keenan Recycling, what would you say is your biggest motivation and why?

CK: First and foremost, I want to leave my mark on the planet and to have made a difference by doing good, rather than just cruising along.

Providing excellent customer service is central for me and for the business and empowering our team, is still a huge motivation. I love seeing people grow and discover their real potential.

ES: How do you generate new ideas? What are your inspiration sources?

CK: I’m definitely somebody who enjoys the buzz of growing and developing new ways of doing things. It’s rewarding to reflect back and see the progress we’re making daily. Maybe it’s a fear of failure that drives me to want to stay ahead of the competition, or maybe it’s the buzz of exploring and discovering new possibilities then driving them forwards.

I watch a lot of TED Talks on YouTube about different things and find listening to peoples’ life stories inspiring. I find Brene Brown’s talks on the power of vulnerability and Sadhguru on life really interesting. I’m also big on exercise and try to work out each day or ride my horse.

ES: What's been your biggest leadership challenge so far?

CK: Growing the business and bringing people with you on the journey to the next stage can be challenging at times. Understanding that with business growth, comes change and most people are up for it. Others just hate it, so it can be more of a struggle.

Obviously as we grow, the reporting structure has to change with some of the team reporting to new line managers. For some this can be unsettling, so it’s important to keep everyone feeling positive and to make sure you bring them with you. It’s not always easy.

ES: Do you believe entrepreneurship can be learned or is it inherent?

CK: That’s an interesting one, and who really knows. I’d say there’s a definite spark about somebody who’s entrepreneurially-minded and got natural drive. I can immediately tell when I’m interviewing, whether a candidate is more suited to a maintaining type of role, or if they’re the progressive type with an entrepreneurial approach.

At the moment, we’re looking to take on a number of young graduates as we keep expanding down south. They may not have the experience yet, but they’ve got bags of energy, enthusiasm and fresh ideas.

Ultimately, I do think it’s either in your make-up or it’s not. Then it’s a case of building experience, learning and rising to the challenges ahead.

"I’m a great believer in focusing on the positives. You’ve got to keep focusing on the blue skies ahead and tell yourself, that’s where we’re going."

ES: What personal qualities do you look for in new talent joining your team?

CK: They’ve got to have an energy and want to embrace growth and change as part of our continued plans as a company. For me everything is about growth and pushing forward. Having an interest in sustainability and the green economy is obviously a plus but not a prerequisite.

I’m a great believer in focusing on the positives. You’ve got to keep focusing on the blue skies ahead and tell yourself, that’s where we’re going. We’re really big on training our team and bringing people on within the company by recognising and building on their strengths. We’re currently recruiting young energetic graduates, particularly as we build our digital marketing presence and see loads of young talent out there.

I like to see people progress and be the best version of themselves. It’s something I really champion as a business leader.

ES: What are your shortcuts to successfully handle any frustration and stress?

CK: These are things you just learn to handle over the years. I’ve been faced with quite a few difficult conversations with people. Communication is everything in these situations. I tend to just say things as they are.

The most important thing is not to lose your cool, but instead remain professional with a degree of empathy. Maintaining perspective, I think I’m pretty good at putting myself in other peoples’ shoes to try and understand their point of view.

ES: What makes you feel out of your comfort zone? How do you handle this?

CK: Public speaking and talking about myself! Our MD (and my husband) Grant is the talker, oh how he loves to talk! I’m more comfortable just doing.

Having said that, I recently did a storytelling workshop with Bob Keiller which was absolutely brilliant and definitely put me out of my comfort zone. I learnt so much and had no choice but to get on with it.

It’s funny because I used to be a Zumba instructor and was regularly up on the stage in front of 60-100 people which didn’t faze me at all. Somehow the silence of a room and having to stand up and speak does still phase me.

ES: Tell us what Scotland needs to do to become the most entrepreneurial society in the world?

CK: Reinstate the value of hard work ethic.

While we empower school leavers to be confident, believe in themselves and think big, it’s really important they don’t overlook the amount of hard work and grit that’s needed to build and grow a successful business, sometimes I feel this has been forgotten. Life is a competition, as soon as you leave school you compete for a job, you may win some and lose some, but there are never any guarantees on the path you will take. It’s important to believe in yourself and what you want to achieve and be prepared to do some hard graft along the way.

ES: What are some of the mistakes you wished you could have avoided? And any missed opportunities that you wish you'd leveraged?

CK: I’m not one for dwelling on negativity so I do tend to forget the bad stuff and move on.

Perhaps the only thing I wish I had done is go to university. It would have been good to experience that type of learning environment and been part of the whole thing. But then again, I wouldn’t have gained all the work experience I’ve put into practise running the business. But I would like to have a degree, so I may well still do it!

ES: Do you have a business mentor and how has this shaped you as a leader?

CK: I’ve been on a few mentoring programmes and found it really helpful. I don’t have a dedicated mentor as such but do think it’s something that everyone can benefit from, especially when you’re spinning lots of plates growing a business.

Sometimes it’s the mentoring group itself that has really worked for me. Other times it’s been more about the chemistry with the actual mentor and their approach.

ES: As a member of the ES Community, what do you feel is the biggest benefit and value brought?

CK: Being part of the Saltire Leaders cohort last year at Babson College was such an amazing experience. I think here in Scotland we can sometimes be a bit self-deprecating so their ‘think big’ approach and way of teaching was just so empowering. Being immersed and surrounded by people all aiming high is such a positive experience. Visiting amazing organisations like Hubspot and Google was massively invigorating. Some people might view this as a negative but for me personally, I loved the whole live it, breathe it, sleep it, mentality of these mega businesses; the way they encourage their team to totally immerse themselves.

ES: Is there anyone who particularly inspires you?

CK: Elon Musk. I own a Tesla and it’s the best car I’ve ever driven, it really feels like you’ve stepped into the future. I think it’s great that he has a clear vision of what he wants to achieve, he’s been criticised and kept pushing forward with passion and self-belief. He really is making his mark on the planet!

ES: What's your favourite quote or metaphor for describing entrepreneurship and successful leadership?

CK: I like a quote from Richard Branson: ‘Train people well enough so they can leave, treat them well enough so they don’t want to.’

Something that also really resonated with me on a course I once did, ‘Be careful of the shadow you cast.’ I think these are wise and great words to live by.

ES: Will you share your thoughts on starting a new business and how to remain resilient during challenging times?

CK: Surround yourself with lots of talented people and ask lots of questions. Ask your target customers what they want, to make sure you’re genuinely filling a market gap. Connect with as many people as possible who can help you. Don’t be shy! If there’s a skills gap in your business plan, look for people who can help fill the void so you can focus on your own strengths. Keep driving forwards and be a strong leader.

ES: What are the 3 things you would bring if teleported to a desert island?

CK: I couldn’t go without my laptop. Love my juicer. And then probably some red wine, camembert and a tiger loaf and I’d be sorted!

ES: How have you found working from home? What have been the advantages and disadvantages?

CK: I work from home a lot anyway and have an office set up so it’s easy to get my head down. I find there’s certain things I can get done more easily with the quietness of my home office.

But lots of people aren’t as fortunate in their home space. Some are working from the kitchen table or have young children around so have found it quite challenging.

It worked for a while during full lockdown when everyone was working remotely, but we found our communication chain became a bit compromised. So now most of the team are back into the office socially distanced. Lots were missing the social interaction of the office so it’s working better for us again.