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The Whiting Way: Ambition, Alignment and Delta Xero
In this episode of Beyond the Blend, Rob Taylor sits down with not one but two guests. Collette Whiting, COO, and Paul Whiting, CEO of Delta Xero, join the conversation to unpack what it really takes to build and scale a global business together. As husband and wife.
This is not just a story about filtration technology or sustainability. It is a conversation
about trust, relinquishing control, process discipline and the maturity required to
move from founder energy to scalable structure. If you are building a business and
wondering when to let go, this episode offers clarity.
Husband and Wife in Business: A Healthy Challenge
Working together for over a decade, Collette and Paul are clear on one thing. Alignment of purpose matters more than similarity of personality. Their phrase “healthy challenge” sums up their working dynamic. They do not think the same way, but they are always aiming in the same direction.
Paul leads from the front as an innovator. Collette builds the systems that allow ideas
to scale. They do not share an office. They do not try to do each other’s jobs. What
makes it work is defined roles and mutual respect. There is tension at times, but it is
constructive tension, rooted in shared ambition rather than ego.
Visionary Founder Meets Process-Driven Operator
Paul describes himself as the bow of the ship, cutting through the waves. He sees opportunities early, questions industry norms and builds innovation from curiosity. Collette ensures the ship remains stable and scalable. She translates ideas into process, structure and operational clarity.
As Delta Xero has grown, this distinction has become more important. Founder instinct is powerful in early stages, but scale demands repeatability. Moving from personality-led decisions to documented systems has allowed the business to grow without becoming chaotic. It is not about limiting creativity. It is about building foundations strong enough to support it.
Delegation Is Not Failure. It Is Acceleration
One of the most powerful reflections in this conversation is about relinquishing responsibility. Paul admits that, in hindsight, he may have handed over certain functions earlier. Not because he was incapable, but because holding on slows scale.
Collette reinforces a simple truth. You cannot give someone responsibility without giving them authority. As Delta Xero has expanded, they have brought in specialists in CRM, marketing and production. The result is not loss of control, but growth. Delegation here is framed as maturity. A business that depends on one person is fragile. A business built on empowered people is resilient.
Built on Problem Solving, Not Product Pushing
Delta Xero was born from a simple but powerful question. Why do we change oil at
all? That curiosity led to innovation in filtration technology and a business rooted in
solving real operational problems.
Rather than positioning themselves as product suppliers, they focus on uptime, sustainability and predictive maintenance. Sustainability is not a marketing label. It is the natural outcome of solving inefficiency. This mindset shapes their approach to customers. They are not just selling equipment. They are challenging assumptions and improving performance.
Scaling Requires Systems and External Expertise
Growth exposed another reality. The sales process that worked 20 years ago is not
enough today. Paul openly describes himself as old school in some areas and is comfortable bringing in expertise to modernise the commercial approach.
The introduction of structured sales processes and CRM refinement marks a shift
from relationship-led growth to repeatable commercial execution. Collette recognised
that valuable data was sitting underused within their own systems. By investing in the right people and support, they are unlocking that potential. Scaling is not about working harder. It is about building smarter infrastructure.
The Human Cost of Growth
Heavy travel schedules, global expansion and responsibility for a growing team bring
pressure. Collette highlights a lesson that many founders overlook. If you do not look
after yourself, you are no good to anyone.
There is honesty in their discussion of switching off. It is not always easy. Yet as the
team grows and trust builds, the ability to step back improves. A business that runs
without constant founder intervention is not just commercially stronger. It is healthier
for the people leading it.
Culture: Mistakes, Trust and Empowerment
Mistakes are treated as learning tools rather than reasons for blame. Both emphasise that training and process clarity are leadership responsibilities. If someone repeatedly makes errors, the first question is whether the system supports them properly.
They are deeply process-driven, but not rigid. They recognise that the right people in
the right roles transform average performance into excellence. The ultimate ambition
is clear. Build a business that functions even when the CEO is on a plane for six weeks. That level of trust does not happen by accident. It is built deliberately.
What’s Next for Delta Xero
With solid foundations now in place, the focus shifts to market penetration and global
reach. Expansion into sectors such as wind and landfill gas is already underway. The next phase is about refining distribution packs, strengthening case studies and pushing their message further into the market.
The technology works. The credibility is established. Now the task is reach. And with
clearer sales processes and stronger systems, Delta Xero appear well positioned for
the next stage of growth.
Final Reflections
This conversation is not just about filtration or sustainability, it is about leadership maturity. It is about recognising when to innovate and when to systemise. It is about knowing that letting go is not weakness, but strategic clarity. If you are building a business and feeling stretched between vision and structure, there are lessons here worth reflecting on.
If you enjoyed this episode of Beyond the Blend and want more honest conversations from inside the lubricant market, make sure you subscribe. We continue to explore the people behind the businesses, the decisions shaping the industry and the realities of commercial growth.
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