Silveray (Elektra Award: Startup of the year 2024) specialises in and develops large-area direct conversion detectors for the X-ray imaging market. Founded in 2018, their innovation is now poised to disrupt the digital X-ray market. Being affordable, thin, and flexible, their core technology is an X-ray sensitive semiconductor ink called NPX®, a product that offers substantial critical advantages over traditional radiographic film.

When we first partnered in summer 2024, Silveray had a clear request: collaboratively design, align, and strengthen their leadership pillars to enable consistent team performance and effective collaboration during a pivotal growth stage.

The Challenge

The Silveray team brought together exceptional expertise, deep mutual trust, and an unwavering commitment to their mission. Yet, despite their capability and respect for one another, individual confidence didn’t fully reflect collective potential.

Amidst the pressures of validating their breakthrough technology and preparing for launch, unintentional gaps in communication and ambiguity around expectations began to surface. The team quickly recognised that these could become barriers to growth if not addressed – and that intentional investment in leadership clarity and team culture was essential.

Our shared goal was clear: Build a robust leadership foundation that drives performance, clarity, and cohesion — enabling Silveray to scale effectively while staying true to its values.

Together, we defined five core programme outcomes:

1. Clarity around vision and strategy
2. Consistent high performance
3. A unified and intentional culture
4. Decisive and aligned management
5. Clear delegation, accountability, and communication

The Journey

Using the HorizonMethod, we designed a plan that addressed all key areas, focussing not only on insight exploration and action planning, but also on practical transformation via implementation and action taking.

Over the following months, Silveray team engaged in a structured leadership development journey designed to strengthen alignment, ownership, and effectiveness – individually and collectively.

Phase 1: Insight & Foundation of the Culture of Performance

The journey began with a month-long Insight Phase, exploring individual and team leadership needs. This process surfaced clear strengths and priorities for growth, setting the foundation for transformation.

In the first full-day offsite, the team:

• Realigned around vision and strategic direction
• Developed personal leadership missions and key performance metrics
• Clarified their unique approach to innovation
• Articulated essential behaviours shaping their desired culture

Horizon37 do a great job of getting people out of their comfort zones and exploring the traits and strengths of different members within the team, but at the same time enable open and honest discussion about what can be worked on moving forward.
Dr. Ryan Warr, X-ray Developer and Imaging Processing expert, Silveray

Phase 2: Hey360 Feedback and Individual Growth

Following this foundational work, the focus shifted toward individual leadership growth. August 2024 was dedicated to Hey360 feedback gathering, which allowed each team member to gain deep insight into their strengths, development areas, and blind spots.
Each leader emerged with a personalised action plan, supported by 1:1 coaching to integrate learning into daily leadership practices.

H37 walked me through my 360 feedback with fantastic empathy and clarity. I got some great insights from my colleagues and worked together on a credible plan to help me grow and collaborate more meaningfully with my colleagues. I enjoyed the whole process and am looking forward to implementing the actions.
Dr. Andy Berry, Senior Technical Product Manager, Silveray

Phase 3: Embedding Culture, Feedback & Mindsets

The second offsite brought shared learning to the surface, as the team:

• Addressed collective insights from the Hey360 feedback
• Planned sustainable strategies to nurture their evolving culture, emphasising consistent role modelling and empowering communication
• Practised the “3 Mighty Mindsets” for managing high-stakes situations
• Formed “feedback trios” to actively cultivate a feedback-rich culture and preserve transparency and trust

Following the workshop, leaders continued with 1:1 coaching to help embed the new practices into their day-to-day work. To assess progress, we used our internal diagnostic tool, the Leadership Readiness Check, to compare leadership performance scores from the beginning of the programme.

The data showed clear progress: there was an average uplift of 19% across all components between June and December. The most notable improvements were in Direction Setting (+24%) and Creating Culture (+22%), reflecting stronger alignment and more intentional team culture.

People now give and take feedback positively and it helps us all get better. We understand each other better, recognise different traits, and air challenges.
Dan Cathie, CEO, Silveray

Phase 4: Structuring for Scale

We’ve really seen great improvements in the confidence, communication and spirit of our team.
Dr. Lana Beck, Medical Applications Engineer, Silveray

With leadership pillars now clear and strengthened and the product nearing market launch, the team was ready to evolve its structure. We supported the Leadership Team in designing a fit-for-purpose org chart, rooted in team missions to optimise efficiency and execution at this growth stage. In the offsite to follow, newly formed teams:

• Aligned on a shared approach to decision-making, ensuring effectiveness and momentum in the months ahead
• Defined their shared identity, ambitions, and specific needs
• Agreed on effective and cohesive ways of working to support high performance and allow them to thrive

A fantastic leadership session which helped us consider what functions we would need to further develop over the next 12 months and which of our current team would own them (including identifying potential gaps).
Dan Cathie, Co-Founder and CEO, Silveray

Phase 5: Celebrating successes, learning from retros and exploring enablers of success in the next phase

In September 2025, as the team prepared to enter a new phase where the market meets their product, we supported them to reflect on the previous phase, capturing learnings and celebrating successes. The team:

• Aligned on their strategy for the next phase, ensuring clarity, alignment and focus
• Chose key actions that will drive progress in the next phase
• Shared valuable feedback with one another to strengthen collaboration and performance
• Explored what being “customer centric” means for their next chapter

Really excellent session, bringing us practical skills and advice for how to improve our culture and relationships.
Dan Sharkey, Senior Process Engineer @ Silveray

The Results

Throughout the journey, the Silveray team was supported by Horizon37 Innovation Coaches, with tailored diagnostics and coaching at every stage.

The results were visible and lasting – the team rated their performance against objectives as high in all areas, with particular uplifts in:

• Clear direction and ownership across the teams
• A feedback-rich, high-trust culture
• Higher confidence and stronger leader identities
• Greater cohesion and agility under pressure

Today, Silveray operates as a values-led, high-performing team, aligned around a shared mission and ready to lead in the X-ray imaging market.

New team members have integrated seamlessly, missions are clear and compelling, and their unique, collaborative culture is lived daily – making the journey both effective and enjoyable.

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Horizon37 designs and delivers leadership programmes for exec teams and individuals ready to step-up their leadership, enabling them to succeed in breaking new ground.

Get in touch to hear more and discover how we can support you and your team.