Jiří Koleňák: Welcome to another episode of the Úspěšní (Successful) podcast, where my guests and I reveal the principles and habits that drive their success. My guest today is Lenka Hlavatá, Managing Partner and CEO, co-owner of the HPCG advisory group, founder of the Český Goodwill awards, and a passionate rally driver who became the first Czech woman to compete in a long-distance cross-country rally with an all-female crew. Hi Lenka, welcome to the podcast.
Lenka Hlavatá: Hi, thank you for having me.
Jiří Koleňák: Lenka, I always start by asking what brought my guests the greatest joy in recent days. What was it for you?
Lenka Hlavatá: My most recent joy comes from the Kopná Rally we drove in Moravia. My co-driver and I took our Honda, "Bára," treating it as a test run on some of the toughest special stages in the country. We achieved our goal, crossed the finish line, and got a wonderful photo on the finish ramp.
Jiří Koleňák: That’s fantastic. Let's look back at the start of your professional career. Could you walk us through your early steps and what led to founding HPCG?
Lenka Hlavatá: As a child, I fell in love with the movie Pretty Woman—not as Julia Roberts, as one might expect, but as Richard Gere. I worked tirelessly to become an executive in a multinational corporation. Around age 28, during a career advancement interview, they asked me where I saw myself in five years. When I answered "CFO," they nearly fell off their chairs and said that definitely wouldn't happen there. Coincidentally, around that time, an offer came from HPCG, which was founded by Petr Hlavatý. I accepted it, took a significant pay cut initially, but became CEO of the entire group before turning 30.
Jiří Koleňák: HPCG provides strategic and marketing advisory services. How has your offering evolved under your leadership?
Lenka Hlavatá: Originally, when Petr—now my husband—founded the firm in 2008, it focused primarily on corporate management and marketing consultancy. Over time, operations shifted heavily toward marketing execution and production within a subsidiary. When I joined around 2012, the post-2008 economic crisis had hit the marketing sector hard. My mission was to execute a restructuring. We returned to our core roots: management consulting, process optimization, and interim management. Since then, we've grown steadily. While process optimization and interim management remain our backbone, we are shifting increasingly toward M&A and investments. This year, we have three projects where we plan to act as investors—providing our strategic know-how alongside capital fundraising. Within five years, our goal is to transition primarily into a investment fund structure.
Jiří Koleňák: As Managing Partner, you lead teams of senior experts. What is your approach to leadership?
Lenka Hlavatá: Corporate culture and leadership come down to how people feel within the organization. Look at the iconic global companies that started in rented garages or basements—physical facilities matter far less than interpersonal relationships. Building relationships anchored in trust, mutual respect, long-term balance, and win-win outcomes is paramount for me.
Jiří Koleňák: What are the key ingredients for building strong relationships with colleagues and business partners?
Lenka Hlavatá: The two fundamental ingredients are trust and respect—respect for yourself, for the other party, for each other's time, and simply keeping your word.
Jiří Koleňák: Do those same principles define HPCG's corporate values?
Lenka Hlavatá: Absolutely. They are inseparable.
Jiří Koleňák: How has your perspective on leadership evolved over time, and how do you view the role of leaders in society?
Lenka Hlavatá: Experience and age naturally reshape your view. Early on, I felt immense pressure to never fail, to set a flawless example, and never be caught off guard. Today, my perspective has evolved—I embrace vulnerability. I build teams where colleagues complement my weaknesses with their expertise. I openly say my colleagues are better than me in their respective domains. Allowing yourself to be human is the single biggest leadership shift.
Jiří Koleňák: When facing high-stakes, difficult decisions, do you have a personal protocol or mindset you rely on?
Lenka Hlavatá: Keeping a cool head is essential. I focus on solving the problem directly, mapping out available options, and evaluating scenarios. Never stick your head in the sand. Crises are precise moments when strong relationships and mutual trust bring a team together.
Jiří Koleňák: Let’s discuss Český Goodwill. You founded these awards—what inspired the concept, and what is its mission?
Lenka Hlavatá: Český Goodwill recognizes companies that people truly respect and value. Our clients inspired the initiative. When we developed the project around 2011–2012 before launching the inaugural edition in 2013, public perception of business owners was quite negative—society often equated entrepreneurs with fraudsters. We brought experts together to ask how we could contribute positively. That led to creating awards for ethically minded businesses—often referred to as the "Corporate Oscars."
Jiří Koleňák: What impact do these awards have on the business ecosystem?
Lenka Hlavatá: Over the past 13 years, the most significant impact has been elevating public perception of entrepreneurs. It highlights courageous individuals who take immense risks, work around the clock, care for their employees and communities, and build meaningful legacies that benefit society.
Jiří Koleňák: Is there a specific story from the awards that stood out to you?
Lenka Hlavatá: Over 13 years, we've had nearly 200 award recipients on stage and received over a thousand nominations. The nomination itself is the true magic—having someone explicitly say, "I respect you and appreciate your work." One heartbreaking response came from a nominated business owner operating in a small village. He was deeply moved by the nomination but declined the award because he already faced so much local envy that accepting a public prize would make his daily life unbearable. Fortunately, such instances are rare today. On the rewarding side, seeing nominees and winners on stage moved to tears—including tough male founders—is deeply touching.
Jiří Koleňák: What is your personal goal with Český Goodwill?
Lenka Hlavatá: My original strategic plan was an exit after 10 years, meaning we are three years past that target! But partners and participants keep insisting the initiative must continue. Beyond that, the primary goal is building a vibrant community of heart-driven entrepreneurs who share similar values. The awards serve as an entry point into the Klub Partner Český Goodwill (KPCG) platform, providing systematic opportunities for members to network, build genuine friendships, and create synergistic business ventures.
Jiří Koleňák: What criteria determine the award winners?
Lenka Hlavatá: The evaluation relies on core ethical principles and values. I do not decide the winners; an independent seven-member jury composed of past award winners evaluates the nominations to reach a consensus. Every nominated entrepreneur is a winner in my eyes, but the stories highlighted on stage carry tremendous inspirational weight.
Jiří Koleňák: Why is it vital to recognize businesses for ethics and social responsibility rather than purely financial performance?
Lenka Hlavatá: It ties back to how we define success. Financial metrics don't tell the whole story. When evaluating organizations broadly—including non-profits or community-focused enterprises—financial statements alone fall short. Rebuilding a local church using company profits or investing heavily in employee welfare cannot be measured by a balance sheet alone, but rather through ethics, integrity, and human relationships.
Jiří Koleňák: Let's turn to motorsport. You are a passionate rally driver. What drew you to racing?
Lenka Hlavatá: A lifelong love for cars and a passion for driving. To me, an automobile has always symbolized ultimate personal freedom. Even before I had a driver's license, I instinctively knew I would love being behind the wheel.
Jiří Koleňák: Tell us about racing in a cross-country long-distance rally with an all-female crew.
Lenka Hlavatá: Growing up in the 80s and 90s, the Paris-Dakar Rally was iconic. It planted a seed of ambition to compete in a major desert rally. Fortune favors the prepared, which led me to found the Podpatky na plynu (Heels on the Gas) project. While racing safety regulations require certified fireproof footwear rather than high heels, we successfully fielded the first all-female Czech crew in cross-country rally history at an event in Morocco. We finished successfully twice, and ever since, I insist on having a female co-driver beside me.
Jiří Koleňák: What unique challenges have you navigated in motorsport?
Lenka Hlavatá: Financial costs are a hurdle every driver faces. Beyond budget, competing as a female crew brings subtle biases. When you secure a strong finish, organizers sometimes mistakenly hand you a "Youth Trophy" or a "Reserve" cup because they didn't anticipate an all-female crew on the podium. On a practical level, simple logistics like bathroom breaks during long stage waits present distinct challenges when fully geared up in fireproof suits, helmets, and HANS devices.
Jiří Koleňák: Do you see parallels between executive leadership and competing in demanding motorsport events?
Lenka Hlavatá: Absolutely. A simple truth applies to both: anyone can press full throttle on a straightaway, but races are won in the corners. In both contexts, three rules apply: maintain a solid seating position, keep a firm grip on the steering wheel, and look far beyond the immediate hood into the third or fourth corner ahead to anticipate what's coming. I've developed a full keynote exploring these exact corporate-motorsport parallels.
Jiří Koleňák: What personal compass or core principle guides your life?
Lenka Hlavatá: Linking back to Pretty Woman, I love Julia Roberts' quote: "From a foolish woman you get what you wish for, but from a smart woman you get only what you deserve." More broadly, I live by the Golden Rule: treat others as you wish to be treated, and never do to others what you would not want done to yourself.
Jiří Koleňák: What are your future plans for HPCG, Český Goodwill, and your personal projects?
Lenka Hlavatá: Last year, facing cancer and subsequent preventative treatments forced a temporary pause. Fortunately, I had achieved my major personal and professional goals prior to that diagnosis. Today, I operate in a grounded, "Zen" state of mind. I feel no anxious internal push to chase arbitrary milestones. I stay open, observant, and prepared for whatever opportunities arise next.
Jiří Koleňák: What final advice would you offer aspiring entrepreneurs?
Lenka Hlavatá: Just do it! As our team motto—borrowed from Walt Disney—states: "If you can dream it, you can do it."
Jiří Koleňák: Lenka Hlavatá, thank you very much for joining us and sharing your story and insights.
Lenka Hlavatá: Thank you for the invitation.
Jiří Koleňák: To our viewers, thank you for watching, and see you next time with more inspiring guests!
