Charles Dednam, owner of CD Research and Business Strategy Consulting and longtime voice of the SA Steel Synopsis, has spent 20 years making the steel industry understandable. As a keynote speaker and commentator, he challenges jargon, critiques shifting debates, and highlights generational differences in priorities. His core question, “Why should anyone care about steel?,” pushes people to reimagine its value. While steel may seem unglamorous, he argues it is a vital foundation for South Africa’s inclusive and sustainable future. Through his work, he strives to make complex industry issues engaging, relevant, and accessible to a wider audience.