IoD Wales Member Spotlight – Monthly Feature
Each month, we’re shining a light on one of our inspiring IoD Wales members. This series celebrates leadership, shares insights, and showcases the diverse journeys of directors and decision-makers across Wales. Whether they’re leading innovative projects, driving positive change, or contributing to their communities and sectors, we’re proud to tell their stories.
Member Name: Jeffrey Pugh
Job Title: Managing Director
Company Name: Pugh Computers Ltd
1. Tell us a bit about yourself — what do you do, and what’s your journey been like as a business leader?
I’m the Managing Director of Pugh Computers Ltd, a technology company I established in 1981. Over more than four decades, the business has grown steadily from its roots in Mid Wales, working closely with education, charities, public sector organisations and SMEs across Wales and beyond.
My journey as a business leader has been shaped by long‑term thinking rather than short‑term wins. While the technology landscape has changed dramatically over the years, the fundamentals of leadership have remained constant: building trust, investing in people, and staying grounded in customers’ real needs.
More recently, my focus has been on helping organisations adopt new technologies confidently and responsibly, particularly around AI and modern workplace tools, always with an emphasis on practical application that supports people and productivity, rather than technology for its own sake.
2. What achievement or milestone are you most proud of in your career so far?
I’m very proud of the longevity and resilience of Pugh Computers. Building and sustaining a business since 1981, through multiple economic cycles and significant technological change, is something I value greatly.
Being named IoD Director of the Year (SME) in Wales in 2019, and subsequently Highly Commended at UK level, was a significant milestone. I was also proud to be made a Fellow of the Institute of Directors, which I see as recognition of a long‑standing commitment to responsible leadership, governance and professional development.
However, while awards and formal recognition are important, what gives me the greatest pleasure is seeing people develop and succeed, even after they’ve moved on. If our investment in their training and development has helped shape their career path and supported them on their own ladder of success, that’s something I value enormously.
3. What advice would you give to other directors striving for excellence in leadership?
Clarity and consistency are essential. Be clear about your values, communicate them openly, and make decisions that align with them, particularly when faced with difficult or uncertain situations.
I’d also encourage directors to remain curious and open to learning. The pace of change, especially in technology, means that leadership today requires listening, adapting and being willing to challenge established ways of thinking.
Finally, never underestimate the importance of relationships. Leadership isn’t just about strategy and performance; it’s about trust, empathy and creating the right environment for people to do their best work.
4. How has your involvement with the IoD supported your professional journey?
The IoD has provided a valuable community and sounding board throughout my career. Being part of IoD Wales has enabled thoughtful conversations with other directors who understand both the opportunities and responsibilities that come with leadership.
The IoD’s emphasis on good governance, ethical decision‑making and continuous development aligns closely with how I approach my role. Recognition through the Director of the Year awards was an honour, but the greatest value lies in the ongoing learning, dialogue and shared experience the IoD community offers.
It’s reassuring to be part of an organisation that champions considered, responsible leadership and celebrates the diverse journeys of business leaders across Wales.
