In this episode of Scale Without Chaos, we sit down with Greg Dorban, CEO of Comfy Workers, a B2B accommodation platform purpose-built for project-based businesses like construction, infrastructure, and heavy industry.

We talk about:

• The overlooked operational headaches that come with workforce accommodation—and why fixing these "ignored" problems creates massive business value

• What caused a £250,000 lost booking—and the hard-earned lesson in enterprise customer experience, compliance, and standardization

• Why scaling isn’t about making everything simple—it’s about understanding complexity deeply enough to make it manageable

• A refreshing take on startup iteration: how Greg’s team uses short feedback loops and manual tracking (yes, spreadsheets, but only for analysis) to prioritize what gets built and when

• The underrated importance of trust in B2B—and why that might be the most valuable “brand” asset you can’t fake

These insights are especially relevant for founders, product leaders, and operations execs trying to balance growth with chaos. We're reminded that fires aren’t a badge of honor—they’re a sign that it’s time to slow down and fix the system.

🧠 Soundbites worth remembering:

“You can’t optimize what you haven’t measured, even if your gut is screaming.”
“Complexity isn’t the enemy. It’s the starting point.”
“Sometimes scaling means saying no to a £250,000 deal, because saying yes breaks your business.”

If you’re building or running a growing B2B company, you’ll walk away from this episode with a new appreciation for nuance, process, and the power of listening before solving.