Reflections on Eight Years as CEO: A Journey of Purpose, Resilience, and Innovation

As April 1, 2025, approaches, I take a deep breath and reflect on the past year. It has been both tough and exhilarating. Managing day-to-day operations while navigating the profound challenges of climate change, demographic shifts, and an evolving workforce has made me an expert in pivoting.

At times, I am reminded of W.B. Yeats' poem The Second Coming—“Turning and turning in the widening gyre, the falcon cannot hear the falconer.” But the words that truly resonate are: Things fall apart; the centre cannot hold. However, in my reflection, I find gratitude—our centre is firm. It is anchored by our elders and the strategy we have committed to.

That is why I am especially proud that we have launched Strategy 2030. This marks a significant milestone for Tafta, ensuring that we remain relevant, resilient, and excellent in our mission. Rooted in purpose, reaching into the future, and sustained by innovation, this strategy positions us to continue our impactful work. Developed through extensive consultation with key stakeholders—including the older persons we serve, our staff, and key partners—this strategy is a testament to collective effort and shared vision.

To bring Strategy 2030 to life, our staff have been equipped with toolkits to carry forward our mission. A particularly meaningful moment for me was writing personalized messages to our team alongside the executive leadership. After all, a strategy can only succeed if it is embraced by those who will bring it to fruition. Their ideas, their innovations, and their commitment will drive us forward.

Accompanied by the tagline It Matters, Strategy 2030 is a commitment to our elders, our donors, and our partners. It is a transformational business strategy that reaffirms our core values and social impact while emphasizing growth, sustainability, and agility. We recognize that to remain relevant, we must continuously evolve—balancing tradition with innovation.

At Tafta, we believe that every choice, every innovation, and every step forward matters. Our strategy is built on three key convictions:

  • Our Purpose Matters – We are driven by a deep commitment to making a meaningful difference in the lives of those we serve. Every action reflects our dedication to impact, dignity, and progress.

  • The Future Matters – We are shaping a future that is bold, inclusive, and forward-thinking. We embrace change, challenge the status quo, and actively pursue growth to remain relevant and effective.

  • Innovation Matters – Sustainability and transformation go hand in hand. We invest in new ideas, technologies, and approaches to ensure we stay ahead, adapt to emerging needs, and continue making a lasting impact.

It Matters is more than a tagline—it is a promise, a commitment to excellence, and a mindset that drives everything we do.

On a personal note, this reflection is intertwined with another milestone: I celebrated my 50th birthday this past year. Half a century on this earth, and as I continue forging ahead with Tafta’s plans, I realize my personal journey matters just as much. The CEO seat comes with power surges—both literal and figurative—and the big 5-0 brings its own existential reflections. What is my purpose? What will my legacy be? Am I doing the right thing?

The mind, overcrowded with thoughts, reminds me to pause and compartmentalize. And in those moments, I find solace in an old phrase: I am because we are. It is calming, grounding, and it quieten
s the mind.

I remain deeply grateful for the opportunity to serve in this position, at this incredible organization, impacting the lives of thousands. The journey continues, and with Strategy 2030 as our guide, the future holds endless possibilities.

Here’s to the next chapter—rooted in purpose, reaching into the future, and sustained by innovation.

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