What does it take to build trust and meaning in complex B2B markets? In this episode of Shaking the B2B Tree, Rob Skinner sits down with Abs Hassanali, Global Head of PR and Comms at Basware, to explore the ideas, risks and lessons that have shaped his career in communications.

Abs shares how a background in philosophy and politics shaped his approach to storytelling, why PR must translate the technical into the human, and how early career failures taught him that leadership is built through learning, not certainty.

He reflects on taking roles before feeling “ready”, the importance of mindset over skillset, and why culture and values matter as much as experience when building teams and partnerships.

Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/