LIFE: Promote Dignity Among Those Affected By Crises

LIFE: Promote dignity among those affected by crises

The humanitarian services are influenced by several key factors, including geopolitical dynamics, climate change, technological advancements, and evolving donor expectations. Ongoing conflicts, such as those in Ukraine, Syria, and Sudan, continue to drive significant humanitarian needs, including emergency relief and long-term support for displaced populations. Natural disasters exacerbated by climate change are increasing the frequency and intensity of humanitarian crises. Events like floods, droughts, and hurricanes create urgent needs for relief and recovery efforts. LIFE for Relief and Development was born out of a collective vision to provide sustainable solutions to communities in need. Founded in 1992 on the principles of compassion, integrity, and equality, LIFE started as a small initiative and has grown into a global movement.

The inception story

“Our main goal is to stop suffering and promote dignity among those affected by crises through emergency relief, medical care, education, clean water initiatives, community development, family assistance, and refugee support. In the last three decades, LIFE has distributed just under $600 million in global humanitarian aid. For its efforts, it has earned a 99% rating on Charity Navigator, is recommended by USAID, and was voted one of the top humanitarian organizations in the U.S. by Impactful Ninja. Our inception story is one of hope, where a dedicated team came together to turn adversity into opportunity, laying the foundation for a future where our common humanity comes first,” says Dr. Hany Saqr, CEO, LIFE.

The man behind the curtain

Dr. Hany Saqr is driven by a desire to help people. His journey began as a physician, where he saw the profound difference that compassion and care can make. This experience sparked a passion in him to extend his efforts beyond individual patients and into broader humanitarian work. Moving into the non-profit sector allowed him to channel his skills and energy into tackling some of the world’s most pressing challenges.

The differentiating factor

“Our unique selling propositions include our holistic approach to humanitarian relief, our emphasis on empowering communities through education and sustainable development, finding solutions to urgent needs that are culturally relevant and based in the community, and our ability to swiftly mobilize resources in times of crisis.

We also pride ourselves on transparency and accountability, maximizing every donation and ensuring that it goes towards helping the people we serve. Our innovative use of technology, such as data analytics and satellite imagery, revolutionizes our approach to aid distribution, ensuring rapid and precise delivery while growing local economic growth and community engagement.”

The initial challenge

“One of the significant challenges LIFE faced was during the early days of our expansion, was scaling our operations without compromising on quality. We addressed this by investing in partnerships that shared our vision. Having a diverse and strong network has allowed us to increase the quality of our work while still reaching farther and helping more people. Additionally, navigating legal and political complexities in crisis zones has required persistent advocacy, strategic diplomacy, and strong local partnerships to ensure the impartiality and effective delivery of our aid.”

Leveraging technology

“We are at the forefront of integrating technology into our humanitarian efforts. From utilizing AI to enhance logistics and distribution, to employing digital platforms for transparency and communication, we ensure that we are using every technological advancement at our disposal to amplify our impact. These innovations allow us to deliver aid more efficiently, monitor progress in real-time, and engage with our donors and beneficiaries in meaningful and effective ways. We have also digitalized our operations and updated our software to streamline processes and reach more potential donors,” says Dr. Hany.

A sustainable approach

“One of a business leader’s roles is being a steward of positive change. At LIFE, we integrate social and environmental consciousness into our strategies by promoting sustainable development practices, reducing our carbon footprint, and initiating programs that uplift underprivileged communities. An example of this is our water well projects. We have built hundreds of water wells all over the world using the latest technology. We assess each area for the best, and most environmentally friendly clean water solution that will last well into the future.”

Achievements

With over 13,000 orphans under its sponsorship, LIFE provides essential support to children worldwide. The Orphan Sponsorship Program ensures they receive food, shelter, and education. Special events like the Global Orphan Party bring joy to these children, offering fun, games, and gifts to show them they are valued and cherished. The 2024 Global Orphan Party that took place in June hosted 7,871 orphans worldwide.

In times of crisis, LIFE’s Emergency Relief Program responds quickly by delivering clean water, food, clothing, hygiene products, bedding, shelter, and other essentials. In 2023 alone, LIFE assisted 27,000 individuals affected by global emergencies. LIFE addresses healthcare needs by distributing medical supplies, setting up clinics, and upgrading facilities. In 2023, we distributed $16 million worth of medical supplies. The ‘Here to Hear’ project supports the hearing impaired with essential services, this program installed 500 hearing aids in 2023.

LIFE’s clean water initiatives are crucial, especially in Gaza. With 2.2 billion people lacking safe drinking water. LIFE has built over 850 clean water wells worldwide, helping to break the cycle of poverty and improve health.

The Education Program ensures that children have access to school supplies, equipment, and education through school construction, scholarships, and operational support. Our most recent education project is building tent classrooms in Gaza. Many children in Gaza do not have the ability to go to school due to the ongoing crisis. LIFE decided to change that and provide tents, chalkboards, desks, chairs, school supplies and trained teachers to children of displaced families living in camps in Gaza.

In our Community Development efforts, LIFE constructs infrastructure such as community centers, medical clinics, schools, and water wells, growing self-sustaining environments in underdeveloped areas. The Family Assistance Program supports vulnerable single mothers and disabled heads of households with monthly essentials and opportunities to rebuild their lives after experiencing loss. LIFE’s Winter Relief initiative provides warmth and essential supplies to displaced communities facing harsh winters, including those in Afghanistan and Syria. For individuals displaced by conflict and disaster, LIFE’s Refugee Assistance program offers vital support, including food, water, healthcare, housing, and education, to help them rebuild their lives and find stability.

Advice to the future leaders

“Lead with purpose and integrity. Understand that true leadership is about service and making a difference in the lives of others. Stay adaptable, be willing to learn, and never lose sight of your objectives. The work you create is a direct reflection of the values you hold dear. Embrace innovative thinking, encourage collaboration, and remain committed to continuous improvement,” adds Dr. Saqr.

The bottom lines

LIFE’s mission is deeply rooted in the belief that saving lives should be a priority of all mankind. For this reason, LIFE is dedicated to alleviating human suffering regardless of race, color, religion, or cultural background. In response to poverty, famine, social and economic turmoil, natural disasters, war, and other catastrophes, LIFE works to provide assistance to people across the globe by offering humanitarian services such as food, water, and temporary shelter as well as healthcare and education. “Additionally, our recent expansion, including new offices in Yemen, Kenya, Malaysia, and Somalia, are exciting new venture that will enable us to reach more marginalized communities and enhance our global impact,” concluded Dr. Hany.

IBM: Solving The World’s Problems Through AI

IBM, with a 100-year history, is now focused on Hybrid Cloud and AI as the central pillar. The AI Partner Ecosystem plays a crucial role in its global strategy. Within the AI ecosystem, IBM acts as a build partner to conduct AI R&D for its partners, helping them embed AI into their software products. These partners range from large, strategic companies like SAP and Adobe to hundreds of startups just beginning their journey. The AI ecosystem serves as their engineering and R&D partner, not only co-creating but also co-investing and co-marketing.

The partner ecosystem has grown tremendously at IBM in the past couple of years, and with Generative AI, it has been geared towards enterprise AI, focusing on delivering ROI from AI and taking pilots to production.

My Journey

“I love rock climbing, hard hiking, and flying (as a trainee pilot). When not doing that, I do machine learning. I find the two personas quite compatible with each other, as both are always seeking new problems to solve, whether in the mountains or machine learning. Rock climbing is never about reaching the summit but finding the best path to get there. There are infinite ways to solve a problem, and the best path is often the hardest. As they say, ‘The harder the path, the more the fun!’ It’s those hard problems that are worthy of our passion, and I bring this same attitude to my work. Solving unsolved problems in machine learning and converting them into impactful products with positive impact on society and industry drives me.

I began doing Data Science long before it was considered the sexiest job in the industry, known back then as ‘Data Mining’ or by some obscure statistical programming term. My educational background reflects this journey. After a few years in the industry, I returned to school to get a master’s degree from Harvard University, focusing on applied statistics. This decision, at the time, was not driven by a future plum job but purely by my intellectual curiosity, as I found statistics to be at the core of every discipline (from psychology to astronomy) and a beautiful allegory to the game of chance and certainty that defines our existence in the universe. This has been pivotal in my career,” added Kunal Sawarkar, Chief Data Scientist, at IBM Ecosystem.

The Early Challenges

“Initially, as a young graduate, the challenge was finding what excited me in the tech world versus what would help me climb the corporate ladder. I chose to focus on Product R&D rather than IT consulting, changing companies until I found the right role with challenging projects. Later in my career, it was about finding projects worthy of significant AI investments. When I was starting in leadership roles, I found it challenging to convince executives of AI’s value and the need for substantial investment. The need for deep skills was crucial, as AI’s long development and production timelines test patience. Overcoming this involved demonstrating the tangible impacts and benefits of AI projects, along with creating a narrative that business leaders could relate to,” said Kunal.

My Role at IBM

“At IBM, as a Distinguished Engineer for Generative AI & Chief Data Scientist, I lead the AI Lab to build cutting-edge products. My AI Lab works with the worldwide partner ecosystem, embedding AI into tech companies’ products. We act as an external AI R&D partner, co-creating products and bringing them to market to find the product-market fit. I lead a worldwide team of data scientists, AI engineers, designers, and architects, sitting at the intersection of core research, product development, and market adoption functions to drive GenAI growth at IBM. As my AI Lab is focused primarily on the adoption of AI technology, we come across problems in AI that our partners (other large tech companies like SAP, Adobe, D&B, etc. as well disruptive AI Startups) find hard to solve themselves with their AI teams, and that’s where my organization steps in to act as a build partner for them. This approach has worked very well for IBM, as the revenue impact of the AI ecosystem has seen tremendous growth over the last few years, while also creating value for our partners by turbocharging their AI ideas to production,” added Kunal.

My Leadership Style

“When asked, my peers and teammates described my leadership style as ‘bold, meticulous, and decisive’…someone who knows the right thing to do and how to get things done. My leadership style involves pushing boundaries and employing Socratic thinking in decision-making, followed by executing decisions with focused determination. I advocate for moving fast by embracing bold, unprecedented actions.

As a leader, I always try to inspire my team by fueling intellectual curiosity and matching it to the second most important thing, which is ‘impact’—impact on business, society, and the field.

As a leader, I believe that hierarchy and creativity can’t co-exist. So, I tend to focus on ideas rather than on who they come from. Free exchange of ideas with radical candor goes a long way in ensuring success for the team. I am always asking them to think big and bold. I tell them “There’s no cost to imagining things—there are no rules of physics that you have to bend to comprehend an AI, and so keep challenging the status quo! “,” Kunal responded.

Innovative Strategy

“I revamped the existing operating model to foster a ‘move fast and make things’ culture. Having myself published over 20+ papers & patents in the ML, I focus on inspiring my team to make more original contributions to the field of AI.

Instead of large teams resulting in interaction overhead, I believe in ‘pizza- size’ teams for each areas—small, expert teams with laser focus. The new challenges bring a sense of volatility and complexity to my role, and I try to capture it with one word: ‘scaling.’ Can you scale to problems that have much more heterogeneous data structures, much more complex user inputs, and, of course, a much larger volume?

I strategically target mindshare to grow market share, transitioning from relationship-led to product-led growth, where open contributions are valued equally with client contributions.”

IBM Achievements Under My Leadership

“Over the years, I’ve founded multiple AI Labs, growing them into a large department with significant revenue impact and eminence. Under my leadership, we started AI mission for Ecosystem partners and achieved better- than-expected revenue impacts, becoming a first- mover AI products, and over a dozen patents that protect our competitive edge.

I focused on creating a narrative that specifically targets the partner ecosystem and is not a repackaged version of client-based products. This includes bringing new products like Watson NLP Libraries to market, which are designed around embedding AI and creating first-of-its-kind open-source GenAI middleware frameworks like SuperKnowa (for RAG), QueryCraft (for text-to-SQL), and JudgeIT (for evaluating GenAI). Designing products and SDK layers focused on embedding, with a narrative that targets not just business leaders but developers, has been a key transformation that I drove. This has proven effective with the hypergrowth we’ve seen from partners with their adoption of these enterprise-grade AI solutions.”

Personal Achievement

“My greatest achievement was building a passionate & committed team that was dedicated to the mission. Any success I’ve had is due to being lucky: finding the right challenges, having the support of family and health, and leading a team that trusts and dedicates 110% to my vision.”

Advice to the Young Entrepreneur

I also work as Startup Advisor since I spent most of my career acting as an in-house entrepreneur for large tech companies by starting new teams or Product R&D labs. As an entrepreneur, it’s crucial to find paths in ambiguity and set a crystal-clear vision. A leader’s job is to set the long-term vision for the stakeholders, the product, the business, and the team. Being agile and being focused are not antonyms, and a good leader can be firm on the goal while flexible on the details. Day-to-day management is about managing existing tasks, but growth comes from taking a holistic view, seeing the forest above the trees, formulating long-term visions, making bold decisions, and executing them effectively,” concluded Kunal.

Visit Kunal Sawarkar – LinkedIn Profile

LA MAISON DU PAIN: Treating People With An Experience Of A Lifetime

The French restaurant market is vibrant and diverse, characterized by a blend of tradition and innovation. Whether through upscale dining experiences or more casual, accessible options, French cuisine continues to hold a significant place in the global culinary landscape. The French restaurant market around the world continues to be a significant segment in the global dining scene, reflecting both traditional culinary excellence and innovative adaptations. High-end French restaurants remain popular among affluent diners, especially in major cities. However, there’s also a growing market for more affordable French dining options, which cater to a wider demographic. LA MAISON DU PAIN is the result of a love affair between a Franchisor and France. With its authentic French recipes and an ambience that transports you directly to South of France, its treating people with an experience of a lifetime.

The inception story

Established in 2011, LA MAISON DU PAIN has been ruling millions of taste goods through its mesmerizing, authentic French bakery, patisserie, and other delicious products. Known for Tarts, croissants, macaroons, beignets, and éclairs it is renowned for offering much more than just bakery products. With its products offering a roller coaster of taste at every delicious bite, La Maison not only rules the hearts but rules tummies too. Franchisor of the brand Bernd Steiner to know more about the French art of living his journey. Located in Frankfurt, Darmstadt, Wiesbaden, Hamburg, Main-Taunus-Zentrum, and Braunschweig, La Maison are a fully certified member of the German Franchise Association and a French-inspired bakery & bistro serving all-day breakfast, patisserie & other bakery products.

The initial challenge

“The competitive advantage seems quite easy to explain. LA MAISON DU PAIN provides its customers with the feeling of being in France. The atmosphere is purely French, warm, and charming. Complimenting it is the smell of fresh bakery products and French Chansons playing in the background.

“Our method was not to chase all trends to attract guests. Our Guests do also not count calories. We foster the French way of live – which we called L`ART DE VIVRE – it is knowledge of how to enjoy life and take time to appreciate beauty and good taste in things and enjoy the butteries French croissant you can ever eat.

Our Brand Name is program – LA MAISON DU PAIN means ‘House of bread’. We are dedicated to dishes with bread as a component. Tartines, Flammkuchen, Quiches and more. Also, the bakery and our patisserie offer delicious products from all corners of France.”

The role of technology

Having understood this La Maison keeps innovating, experimenting with the taste, and keeps adding to its menu offering its customers not only new products but newer experiences too. This has helped La Maison to establish itself as a brand people relate to. Its products are at the tip of their customer’s tongue and are the first preference when people want to go out and enjoy their time. Even with most of its customers praising its products, La Maison is always in the pursuit of introducing new and better products without letting the quality of their old products getting hampered. La Maison is a unique business model that has been tried and tested over many years with an authentic French bakery and bistro concept.

The positive work environment

“Having established itself as a known brand, La Maison started offering franchises. However, despite being a successful brand, it was not a cakewalk. One of its partners tried to copy its business models and failed big time. This indeed was a bad experience for La Maison. First of all, it is a people business even though there is a complex system working behind the operation, guests seeking to have a place to be. For example. LA MAISON DU PAIN is always in the pursuit of introducing new and delicious products without letting the quality of their old products getting hampered. Furthermore, Packaging is key,” adds Bernd Steiner.

The work life balance

“If you start business at young age, good education and establishing a network seems to be the right things to have. But later you will find out that your professional way will be embossed by experiences from all your past work over the years. Today, I have the conviction that success occurs if gut feeling meets seniority. What I developed from the very beginning was a kind of paranoia in a positive and creative way. What does it mean? We try to be always one step ahead of our competitors and look forward to possible expectations and desires of our guest,” added Steiner.

Advice to the future entrepreneurs

“If you reach the peak of the mountain top, make sure that you descend the peak as soon as possible. If you stay too long – either you freeze to dead or go crazy. Success does not always bring out the best in people, but its transformational power has left me agreeably unaltered. But the record shows, there are often unexpected setbacks in most the most inconvenient time. If your business or the economic environment are fragile, you must become a troubleshooter. From a personal point of view – I`m always prepared for inconvenient incidence, at any time. And if luck meets opportunity success will happen. What does it mean personally?  It not a feeling for being successful, it is more subtle. A combination of appreciation and a sense of accomplishment. I never forget my time as a young man starting with almost nothing. Exception was high and the unwavering will to do something great. My mindset has never changed.”

The future roadmap “I wish for LA MAISON DU PAIN to be a unique and complementary concept belonging in all bigger cities Europe. If you ask me what the biggest roadblock during my journey has been, well I would answer in analogy: “If you reach the peak of the mountain top, make sure that you descend the peak as soon as possible. If you stay too long – either you freeze to dead or go crazy,” concluded Steiner.

Mitch Gould: Pioneering New Paths In Retail Distribution

In the fast-paced world of retail distribution, keeping ahead necessitates vision, creativity, and an unwavering commitment to excellence. Mitch Gould exemplifies these characteristics, having significantly affected the industry as CEO and Founder of Nutritional Products International, Inc. (NPI). With a career spanning decades, Gould used his broad knowledge to pioneer the “Evolution of Distribution” strategy, which has transformed how international companies enter the US market. Under his guidance, NPI has become a shining example of success, assisting many brands in navigating market entry hurdles and achieving significant growth.

The inception story

Mitch Gould’s introduction to the retail industry was heavily influenced by his family’s background as third-generation retail gurus. Mitch was involved in the retail business from an early age, obtaining direct knowledge and understanding the subtleties of the profession. This early exposure fuelled his enthusiasm for the sector and provided a solid foundation for his future endeavours.

Mitch worked with well-known corporations like Rubbermaid, Igloo, and Sunbeam early in his career. These positions helped him gain a thorough understanding of marketing, sales, and product management. The skills and information he gained throughout these formative years gave him the experience required to spot possibilities and innovate in the retail industry. This excellent foundation in retail principles prepared the route for his future success and industry leadership.

Founding Nutritional Products International (NPI)

Mitch Gould took a bold step in 2007 when he founded Nutritional Products overseas, Inc. (NPI), with the goal of streamlining overseas brand entry into the US market. Recognizing the difficulties that these businesses faced, Mitch used his significant industry knowledge to establish a company that would streamline the complex processes of importation, distribution, and promotion.

According to Mitch: “NPI’s mission centres on bridging the gap between global manufacturers and American retailers, providing a comprehensive suite of services that ensure successful market entry.” Under Mitch’s guidance, NPI has established itself as a trusted partner for foreign brands, providing them with the skills and assistance they require to prosper in the competitive retail climate of the United States. Mitch has established NPI as an industry leader by strategic planning, new techniques, and a commitment to perfection, transforming it into a success engine for businesses throughout the world.

The Evolution of Distribution Strategy

Mitch Gould’s “Evolution of Distribution” technique is a ground-breaking concept that has transformed the retail distribution market. This method provides a turnkey solution that includes all of the crucial services needed for market entrance, including as importation, distribution, sales, marketing, and FDA compliance.   He continues: “By consolidating these services under one umbrella, NPI simplifies the complex process for international brands, allowing them to focus on their core competencies.”

The success of this plan is due to its comprehensive nature and Mitch’s extensive knowledge of the sector. He realized that multinational brands frequently suffer in the fragmented and competitive United States market. Mitch’s “Evolution of Distribution” has resulted in a streamlined pathway that not only saves the time and expense of market entry, but also secures brands’ long-term growth and success in the competitive retail climate of the United States. This unique strategy has established NPI as an industry leader, setting new benchmarks for efficiency and effectiveness in retail distribution.

Innovation led Milestones

Mitch Gould’s creative leadership has propelled Nutritional Products International (NPI) to the forefront of the retail distribution sector. One of the company’s important milestones has been the effective entry of various international brands into the United States market via its broad distribution network.

Mitch’s unique techniques have resulted in collaborations with industry heavyweights such as Amazon, where NPI supported the placement of a variety of health and wellness items. His accomplishments have been recognized in prestigious publications, such as World’s Leaders Magazine, cementing his position as a vital player in retail distribution. Furthermore, NPI’s success stories and case studies reveal the actual outcomes of Mitch’s unique techniques, demonstrating the company’s capacity to achieve significant growth for its clients. Mitch has taken NPI to new heights via strategic planning and a commitment to excellence, establishing the industry standard for success.

Impact on the World

Mitch Gould’s contributions to the retail distribution industry are distinguished by an unwavering desire for innovation and quality. His pioneering “Evolution of Distribution” method has established new benchmarks, particularly in the health, wellness, and beauty industries. “By streamlining the distribution process, we have enabled numerous international brands to achieve rapid and sustainable market growth in the U.S.,” Mitch says.

One of the most notable consequences of his work has been his ability to navigate difficult regulatory contexts, ensuring that brands meet U.S. standards while preserving their particular market appeal. Mitch’s unique tactics have evolved NPI into an industry leader while also influencing broader market trends. His ability to anticipate industry trends and adapt strategies has made him a pioneer, propelling both NPI and the industry forward with cutting-edge solutions and unrivalled knowledge.

Stories Worth Sharing

Mitch Gould’s unique techniques at Nutritional Products International (NPI) have resulted in countless success stories, demonstrating the value of the “Evolution of Distribution” paradigm. One notable example is the collaboration with Muscle Foods USA, in which NPI allowed the seamless entry of their health and wellness products to the U.S. market, greatly increasing their market position and revenue.

Another success story concerns a big international beauty brand that, with NPI’s help, traversed the difficult US regulatory landscape and achieved rapid market entry and growth. These instances demonstrate Mitch’s vision and expertise’s real influence, while also emphasizing NPI’s role in reshaping brands’ market trajectory. These case studies demonstrate how Mitch’s strategy has repeatedly produced remarkable outcomes, cementing NPI’s position as a retail distribution leader.

Memoir: The Blonde, the Ferrari, and the Kwan

Mitch Gould’s memoir, The Blonde, the Ferrari, and the Kwan: The Quintessential American Success Story, depicts his journey from humble origins to global success. The story details his path from Brooklyn to representing legendary sportsmen and celebrities, focusing on his inventive techniques that catapulted his organization to tens of millions of dollars in sales. It also discusses his personal life, specifically his connection with his wife, Sherry. This inspirational narrative exemplifies Mitch’s unwavering pursuit of achievement and meaningful connections.

Leadership and Philosophy

Mitch Gould’s leadership style and business philosophy are critical to the success of Nutritional Products International (NPI). He takes a hands-on approach, directly managing critical elements of the organization to ensure quality and efficiency. Mitch emphasizes the value of developing solid relationships with clients and partners, as well as creating a collaborative environment that promotes mutual growth and success. His dedication to constant development and innovation maintains NPI at the cutting edge of the retail distribution sector. Mitch’s ability to motivate and lead his team has played a vital role in NPI’s continued success and industry leadership.

Finally, Mitch Gould’s journey from third-generation retail expert to CEO of Nutritional Products International (NPI) is one of unwavering innovation, dedication, and success. His imaginative “Evolution of Distribution” plan not only changed the way international brands entered the US market, but it also created new industry norms. Under his guidance, NPI has evolved into a reliable partner for worldwide brands, resulting in significant market expansion and success. As Mitch expands NPI’s reach and seizes new opportunities, his dedication to excellence and customer success remains steadfast, guaranteeing an even brighter future for the company and its partners.

Cozairo: Offering Solutions For Carbon Capture And Permanent Sequestration

The carbon capture and permanent sequestration (CCS) market is experiencing significant growth, driven by increasing regulatory pressures, climate goals, and the need for industries to reduce carbon footprints. Governments and private sectors are investing heavily in CCS technology. Global investments in CCS technologies are rising, with notable financial commitments from governments, international organizations, and private enterprises. Many countries have incorporated CCS into their climate strategies, offering subsidies, tax credits, and funding for research and development. Industry leaders across the globe are taking steps to care for stakeholders by reducing their carbon footprints.

Cozairo serves these companies by providing uniquely advantaged solutions for carbon capture and permanent sequestration as well as clean fuel switching. Cozairo’s experts reduce cost, complexity, and uncertainty by drawing on decades of experience in carbon capture and subsurface risk management, delivering efficient, tailored, and optimized solutions.

The Inception story

I spent the first 20+ years of my career with an Energy supermajor, during which time I had the opportunity to work with extraordinarily capable people from every conceivable field of expertise on global-scale, billion-dollar mega-project but the experience that launched me on my current path was the technical leadership of a small (by Energy sector standards) waste injection project in Wyoming.  At the time, I was the only project lead in my entire department who did not have a revenue-generating project, and I frankly felt like my employer at the time wouldn’t trust me with anything important!  But my “little waste disposal project” turned out to be the first, and still the largest, CCS project in North America, and that formative experience gifted me with the critical building block that Cozairo has been built upon.  It serves as a regular reminder that I haven’t always been able to discern how or why what I’m doing at any time is important, so I best give what I’m doing my full effort,” says Tim Matthews, CEO, Cozairo.

Beating the odds

“Leadership is a multi-faceted activity, but in my view the most important and differentiating element is relational i.e. how do we take care of our people?  One formative experience for me was in leading a transformational initiative for a global team, we had a clear business case for transforming how we did resource management and production optimization across multiple teams.  I was very conscious of the change management task, and spent many hours building understanding and buy-in within the team as a whole.  But I didn’t spend sufficient time ensuring the leaders of the teams themselves were aligned and equipped to support the change themselves and as a result, I lost the heart and mind of one of those leaders permanently, which in turn forced me to change out the person in that role.  If I’d been more thoughtful, we wouldn’t have lost 6+ months fighting internally within the leadership team,” adds Tim.

Meeting the global ethical standards

“We’re a technology deployer, rather than a technology developer.  We work with several tremendous technology developers, and our job is to marry great tech with the right application to deliver the highest value CCS solution for our clients.  Sustainability is a key concept for those working in the Energy Transition, because the term encompasses each of the key tenets of a successful transition strategy it must deliver material benefit to the environment (in our case, via avoidance of GHG emissions), it must be permanent, and it must be financially viable (lest the endeavour to preserve the environment bankrupt the economies that are supporting the people we are trying to help in the first place). 

Notable Projects

“I’ve had the great opportunity to serve leadership roles in global-scale Upstream Oil & Gas projects from business case development through operations phases, as well as involvement in multiple CO2 injection projects in the US, Middle East and Asia-Pacific.  In addition to the WY CCS project previously mentioned, I had the opportunity to lead preliminary design the first CO2 sequestration project in Australia, as well as involvement in multiple CO2 injection projects associated with enhanced oil recovery (EOR).”

The future roadmap“ Cozairo was founded to serve the urgent decarbonization needs of heavy industry in scale, it is a challenge unlike any we’ve faced as a society in peace time.  By providing access to our team’s unique capabilities and expertise in the deployment of carbon capture & storage solutions, we are helping our industrial partners successfully design, finance, build and operate complex projects unlike anything they have done before.  We are truly excited by the opportunities we’re seeing to partner with industrials to move the needle on emissions reductions.  But these projects take years and billions of dollars to mature from concept all the way to operations.  So we have near-term and intermediate goals that keep us on track.  But our five-year vision is to see a number of the many CCS opportunities that we are currently working on built, operating and successfully avoiding millions of metric tons of CO2 emissions every year.  And significantly, we can see a clear path to realizing that vision,” concludes Tim.

Ilantus Services: A Top-Notch AI-Powered Holistic Identity And Access Management Services Company

Identity and Access Management (IAM) services are increasingly critical in the modern digital landscape as organizations seek to secure their data, applications, and systems against a backdrop of growing cyber threats and regulatory requirements. IAM encompasses technologies and processes for managing user identities and access rights to systems and resources. The market for IAM services has experienced substantial growth and evolution, driven by advancements in technology, changing business needs, and emerging threats. The global IAM market is robust and expanding. As of 2024, the IAM market is projected to grow at a compound annual growth rate (CAGR) of around 13-15 percent reaching a valuation of approximately $30 billion by 2026. This growth is fuelled by the increasing complexity of IT environments, heightened cybersecurity concerns, and stringent regulatory requirements.

Ilantus was founded in 2000 to provide top-notch Identity and Access Management (IAM) services to clients worldwide. Starting as a professional services company, Ilantus gained extensive experience in the IAM domain over the years from thousands of IAM implementations for major brands, including Fortune 500 companies. This expertise eventually led the company to develop a unique IAM product called Compact Identity, which is well recognized by leading analysts globally and listed in Gartner’s Magic Quadrant.

In 2022, a strategic decision was made to restructure Ilantus by separating its product business as a different company. Also, to provide a holistic cybersecurity services to clients,  in February 2023, Ilantus’ services business  merged with  Network Intelligence, a prominent provider of digital cybersecurity solutions.

Ilantus Services is now a fully owned subsidiary of Network Intelligence, offering a full range of AI-driven IAM services implementing a Zero Trust Framework to provide customers with an identity-centric, holistic cybersecurity solution.

The initial challenges

“A significant challenge I faced as CEO of Ilantus was the lack of clear boundaries between the Product and Services business units, leading to operational inefficiencies and strategic misalignment. Upon joining, I recognized that the differing natures of these divisions were causing numerous problems. To address this, I led a comprehensive restructuring of the company, establishing separate entities for Product and Services, each with its own independent P&L.

This strategic separation allowed each unit to focus on its core strengths and objectives. Subsequently, I sold the Services business, generating capital that was crucial for investing in and expanding the Product division. This restructuring not only streamlined operations but also facilitated targeted growth and innovation in our product offerings, ultimately driving business growth and enhancing our market position,” says Arun K. Singh, CEO, Ilantus.

Client oriented services

“We have built GenAI based productized service offerings supported with unique solution accelerators to ensure predictive outcomes. We also have a dedicated division for service quality audit which works with each client engagement as an independent entity and presents unbiased report to the senior management. Our unique delivery approach for IAM includes setting up a robust foundation with key critical systems in cloud or on premise. Once the foundation is tested for high availability and peak load, we bring in our “Factory Model” to onboard applications and enable security control for rest of the environment. This enables sustainability and helps us to scale up the rapid deployment of cybersecurity controls,” adds Arun.

Achievements

“I built a transformation roadmap for Ilantus that enabled growth mindset for everyone in the company. Ilantus product got listed in Gartner’s magic quadrant and professional services received several recognitions by leading cybersecurity groups. For the accelerated growth of Ilantus business, one of the key milestone was to separate out product business as a new company and retain the Ilantus brand for professional Services in Identity and Access Management domain.

The next milestone was to merge the Ilantus Services business with Network Intelligence (NetworkIntelligence.ai) in February 2023. Network Intelligence is one of the top cybersecurity service providers in USA, Australia, Saudi Arabia, UAE, Singapore, Netherlands, India. It is fully backed by a US-based investment firm with an aspiration to grow at a rapid pace.

For me, it was an enriching experience to lead the entire exit process for Ilantus services – from investor pitch to due diligence to finalizing the agreements and completing the merger process. To stay abreast of emerging trends and developments in our field, I have established a multifaceted approach that prioritizes applied innovation and client collaboration. Our strategy revolves around proactive monitoring of the technology landscape, including emerging trends, threat vectors, and client priorities, through our dedicated Research & Development team. Leveraging cutting-edge solutions like Generative AI enables us to strike a balance between operational efficiency and customer satisfaction.”

The future roadmap

“Looking ahead, I’m thrilled about integrating Generative AI (GenAI) with our Zero Trust security model. This fusion, positions our firm as a transformative leader in cybersecurity, offering AI-powered IAM solutions that provide unparalleled protection.

Our AI-enhanced Zero Trust model will continuously validate user identity and adapt to emerging threats in real-time. This aligns with our commitment to excel in risk assessments, threat intelligence, and rapid incident response. By incorporating GenAI into our access controls, data privacy measures, and compliance protocols, we’re setting new standards in customer trust and security. We’re also addressing the cybersecurity skills gap by augmenting our team’s capabilities with AI.

We’re also implementing safeguards against AI-powered attacks, ensuring model updates, and maintaining regulatory compliance. Education on responsible AI use in cybersecurity is also a priority. This GenAI-driven approach not only fortifies businesses against cyber threats but also preserves reputation and ensures long-term financial stability in an AI-powered digital landscape,” concludes Arun.

Weeds Kill Weeds

From allelopathy to bio-herbicides: A lot of work with good results… commercially still to come

It is not easy to imagine how your “enemy” can help to win the battle. May an enemy give us the tools to win? Every year the farmers receive a lot of weeds consuming the crops resources. How can it be possible that a weed help to control weeds? But weeds can help crops killing weeds. Let me tell you how.

It is very well known that plants release chemicals to the environment and that chemical controls the growing (and behavior) of other plants around. What if we can isolate the chemical released and put it in a bottle and use it as a Bio-Herbicide.

We at INBIOAR screen large areas collecting samples of plants. We observe in the natural environment how the plants cover the soil. The success in the colonization of the soil is a demonstration of the ability of the plant to grow and reproduce under difficult conditions. Many times, the weed species are the Kings in the conquest of the soil surface.

We assume the hypothesis that the skill to cover the soil competitively is because the plant produces effective chemicals. The chemical control the plant growing conditions in its environment allowing the growing of plants from the same species, not from the other species. In what is a natural defense mechanism of the plant that was perfectionated during thousand of years, we see a bio-herbicides. A plant releases a chemical to kill other plants. In the farm it is the farmer who uses the chemical (the same chemical) to kill the weeds.

We did experiments and we determined that many plant species growing in some regions produce more “bio-herbicides” than the same plant in a more comfortable weather.

We have published a paper about ammi visnaga as a source of Khellin and Visnagine. Ammi is a weed originally from Egypt and spread globally. A weed like ammi, can be transformed in the “raw material” to produce a bio-herbicide in arid regions. The plant can grow freely and abundantly in that weather condition.

Thinking more, we propose that a weed species can be transformed into a new crop. Semi deserts are poor regions because there are not many natural resources to produce goods.

But if we think that weeds and the few plant species growing in the semi deserts have an economic role in the industry, then the region has a new economic income. A study like the one that INBIOAR is doing in semi-desert regions will help to find new resources to trade worldwide from the arid regions. The new crop may change the people reality, and it is a plus in our project that makes us very happy.

How much cost to cultivate ammi? Ammi can be grown every year freely in the field. We can collect the flowers to produce the bio-herbicide plant extract. The cultivation of ammi in the field do not require care: not fertilizers, not fungicide nor insecticides. It is a weed!

Ammi can produce 15 tons of flowers per year in one hectare. It will allow to produce enough bio-herbicide to do one application in 1.200 hectares. The ratio seems very good. But it can be improved for sure. We started using visnagine at 15kg/ha. Now we are using less than 3kg/ha. We still do not know how far we can go with this bio-herbicide in development.

If we think to produce the extract, then the trash we produce after the extract is done is just wet plant tissue. The extract is dried by a spray-drier, and the wet plant tissue is mix with the soil after it is used. Then there is not trash left behind the production.

In the farm the powder extract is offered in water-soluble bags. The bags are drop in the water tank just before to be used. The adjuvant may be offered in small bags to prepare the formulated just before use in the water tank.

This is Agri-Food Clean Technology where no synthetic chemicals are used and there is no trash anywhere: not when we produce it, not when it is applied to. The natural chemicals are quickly degraded by nature. What the nature does, the nature degraded. The food in our freezer will be clean of chemicals!

Plants (weeds) can control weeds. A plant species that do not participate in the economy can be transformed in a competitive raw material.

A Government can see our project to improve the income of a region using what is a non-crop into an important crop to produce bio-agrochemicals. When a weed is transformed in a crop, we are sure we are doing science for the people.

Author Bio-

Gustavo Sosa Ph. D.

President and Founder of INBIOAR SA

Gustavo Sosa is a forest engineer and has a Ph. D. in plant biochemistry and molecular biology. He did two post docs. The last one in The Ohio State University. Gustavo funded INBIOR thirteen years ago thanks to the Rosental Family office.

Gustavo led the Ph. D. Thesis work of María Lucía Travaini with whom he established INBIOAR. Lucía is the CEO of INBIOAR Argentina while Gustavo is establishing INBIOAR in the US. He expects to be in the US collecting samples in The Southwest during the 2025 summer.

Gustavo used to be a mentor and speaker in many congresses and universities where he is invited to talk about leadership and research.

Balasore Alloys: Produce Different Grades Of Ferro Chrome As Per Market Dynamics

The ferrochrome manufacturing industry is evolving with advancements in technology and sustainability, while also navigating challenges related to raw material supply and environmental regulations. Balasore Alloys focuses on increasing the agility of its current systems, rapidly adapting to change, increasing transparency, and preparing for future disruption to better prepare for the challenges to come. The focus of the supply chain is to rely on ERPs to manage data and core processes and effective collaboration with suppliers can bring about real-time visibility into inventory, material quality, and costs to easily understand and report on supplier performance. It further focuses on the importance of sourcing balance, saving small suppliers, managing inflationary times, and digitizing procurement given the growing complexity and raw material variability.

Mission and Vision

“To be an organization that continuously achieves value creation by optimizing resources through operational excellence, enabled by technology, and driven by innovation, to meet customer satisfaction and to maximize the value for all stakeholders. To be amongst the world’s top five new generation Ferrochrome manufacturing companies in our products, in the way we service our clients, in our work ethics, and in our culture of societal integration.”

Client-Oriented Services

“The company has a special grade of chrome ore mine and Ferro Chrome product, which is quite rarely available worldwide, and this is presently being used by stainless steel producers. The company is expanding the Chrome mining by going with underground mining operations of Chrome ore (the first time in India). As this product is not available in China & other North-Asian Countries, it is leading to a spike in demand for such raw material. After discussions with various stainless companies, it has been found that there is a lot of scope to work together for both short and long terms and this prompted the company to start exporting into the market and signing long-term agreements with large stainless-steel companies.”

The Initial Challenges

The company was always growing, it had to move around different locations to explore and help as needed. “During my new assignment in China in year 2003, I came across many hurdles including language barrier, different corporate culture with different mindset in business dealing. During those years it was quite difficult to work on long term basis with both buyers and sellers as they keep changing their commitment and executing project on time. To understand their business ethics & past performance for selecting the right vendor and buyers a thorough assessment with vendor rating, by visiting their processing plant, manufacturing unit and by meeting their team leaders to develop a mutual trust and confidence for ensuring they will not back out on execution of orders in case of any kind of market up & down which was quite regular practice at that time,” says Vijay K Singh, CEO, Balasore Alloys.

The Differentiating Factor

•Business expansion in area of Ferro Chrome export worldwide by 21%. This was achieved with leadership competencies & strategy by well-defined roadmaps & commercial performance.

•First time in India started project of underground mining of Chrome ore at Balasore Chrome mine after due diligence study and underground design work has already started in early 2020. This will increase the production output as well as export by next year.

•One of the lowest cost producers globally due to their fully integrated business model.

•Globally preferred supplier to Stainless Steel producers and allied industries

The Art of Balancing Work and Life

Time management plays a significant role in everyone’s lives. One can only spend more time with friends and family if they are well-balanced and efficient. However, it is essential to know where to draw the line, one part of your life should not take over other aspects of life and living. This way Vijay enjoys life without any stress or inconvenience. Smart delegation is essential for yourself and your team as it benefits all involved parties. This can only be done through smart interactions and effective communication with team members and understanding the prerequisites of work.

 For better management of time, he uses two fundamental strategies: flexible scheduling as allowed by the company and prioritizing responsibilities. Setting priorities and creating a schedule is the most helpful to integrate all aspects of life: work, family, classes, fitness, and social activities with other one-time events. He maps out his responsibilities and timelines daily in a to-do list of tasks that needs to be completed.

Regardless of how hard one tries, there will be sometimes when one or the other becomes more demanding in life. Learn to be creative and think of possible ways to meet the urgent priority while still attending to others. Without a clear separation between home and office, it may be hard to transition from work life to personal life. To counteract this issue, one needs a distinctive work zone.

Awards and Recognitions

Balasore alloys of ISPAT Group was awarded the Top Exporter Silver Award for the year 2017-18 in the Three Star Export House (Non-MSME) category by FIEO Eastern Region. The Award was handed by Bharat Ratna Shri Pranab Mukherjee, Hon’ble Former President of India in presence of Mr. Bruce Bucknell, British Deputy High Commission Kolkata.

•Balasore alloy limited has been awarded by CII (Confederation of Indian Industry) with the “Excellence Award in Energy Conservation in the 9th ENCON” award ceremony organized by CII eastern region for initiating and implementing different energy-saving measures/ techniques in the plant.

•The award which was instituted by the Engineering Exports Promotion Council (EEPC), Union Ministry of Commerce and Industry was handed at the 49th EEPC National Award Presentation Function 2016-17 by Mr. C.R. Chaudhary, Honorable Minister of State for Commerce and Industry, Government of India in the presence of Ms. Rita Teaotia, Secretary, Department of Commerce, Ministry of Commerce and Industry and Mr. B.S. Bhalla, Jt Secretary, Department of Commerce, Ministry of Commerce and Industry.

•Balasore alloys of ISPAT Group recognized as a good neighbour through its Corporate Social Responsibility activities has been appreciated again. The Institute of Quality & Environment Management Services (IQEMS) backed by support from South Africa High Commission, CREDAI Odisha, Rotary International organized a competition-cum-seminar on ”CSR Initiatives-Value Driven Social Change” on 21st May 2016.

The Future Roadmap “Seamless integration of all business processes for greater efficiency is essential for future practice, alongside the implementation of SAP and cloud-based CRM module will certainly help growth. This, however, does not prevent cybercrime. With that in mind, more organizations create and appoint Chief Security Officer and CCO who would be responsible for ensuring that an organization is cyber-ready, would bear the responsibility for preventing breaches, take the lead if a breach does occur, and provide a robust connection between the board and the rest of the company,” concludes Vijay.

Chatur Ideas: ONE STOP For Every Entrepreneur

Chatur Ideas is the inception of the first ever dynamic, multifarious online platform, which will engage, counsel, and interconnect the entrepreneurial breed of India to investors, financers, and mentors in a controlled investment-friendly ecosystem. It acts as a ‘virtual intellect box’ where all the brilliant and ingenious entrepreneurial ideas will be scrutinized, enhanced, and mentored and will be given assistance and or possible funding. It also simultaneously runs various entrepreneurial contests, which help entrepreneurs get seed capital that helps them in financing their businesses, start-ups, and inventions.

The inception story

“My story began in 2009, with my idea to start a cab service based on GPS. I created a working model and reached out to various industry experts. However, when I approached the aggregators of the taxi/cab service companies; I was discouraged from pursuing the idea. I took their words seriously and decided not to further work on the idea as it needed political connections and managing unions. Having dropped the idea, I started working in a firm as a wealth manager and was responsible for managing ultra-HNWIs money, who invested in India and abroad across asset classes. Through this experience, I acquired a huge amount of networking and domain expertise.

However, simultaneously, I also saw Ola’s birth and their journey to the 1000-crore club on the footholds of the same idea that I wanted to initiate back in 2009. This turned out to be an eye-opener for me and caused me to reflect on the decisions I made.

Over the years, I have also spent a lot of time mentoring startups and investing in them, connecting with investors, and gaining a lot of experience and exposure.

As a result, I decided to bridge the gap between entrepreneurs and investors/mentors by providing a platform for their interactions and valuable feedback from these dignitaries to these entrepreneurs to help them with their journey. Thus, took place the establishment of Chatur Ideas – which has now become one of India’s leading startups enabling platforms that acts as a ‘ONE-STOP SOLUTION’ for start-ups and entrepreneurs,” says Devesh Chawla, CEO and Founder, Chatur Ideas.

The advice to the aspiring leader

“Never stop meeting the right people: Your connections keep your business afloat. Make relevant connections and networks that will keep you elucidated with their experience and learnings. Keep in touch along the way and build quality relationships to uplift your knowledge and business. As they say, your network is your net worth.

Your Business Will Demand Money: If you are starting a startup, it will demand some money and you might take some financial hits. But without spending money, you can’t make it a long way. However, don’t forget to be frugal and smart with your spending patterns. A tip here would be: to spend money where you see the value. This value can be social, physiological, or other ways.”

Support the development of future leaders

“While micromanaging exerts a greater control on its operations, apart from when the operations are complex and instructions need to be communicated, it is not very useful. The micromanagement style, or more specifically, keeping close tabs on what work is being done, how it is being done, and the quality of the output, can certainly be used effectively, however, employee wellbeing & psychological safety must be taken into account.

Micromanaging your employees, to put it bluntly, annoys them, creates trust issues, and can cause employees to become dependent on micromanagement leading it to be unscalable.

So, I believe in efficient management; Creating important tasks, and allowing employees to do the work in their way goes a long way toward creating trust between the employees and me. Simply touching base with them at predefined points along the way eases the employee to complete the task at a defined pace in his methods improving his growth and creativity. As stated earlier, at Chatur Ideas, we nurture creativity, be it of our employees or our clients,” adds Devesh.

Awards

  • Awarded as CEO of the year 2019 in Dubai by GISR Foundation and American College of Dubai
  • Awarded as Entrepreneur of the Year 2018 by Minister of State for Health & Family Welfare, Ashwini Kumar Choubey
  • Awarded the Mahatma Gandhi Samman Award, which is given to 25 Indians only across the world
  • Selected amongst Top 30 Entrepreneurs of the Year 2018 by The Silicon Review
  • Selected amongst Forbes’ Top 100 Great People Managers 2021
  • Facilitated the Youth Leadership Award by the Trade Commissioner of Canada
  • Nominated for Business World 40 under 40
  • Chatur Ideas has been selected as Top 5 Rising Startups of India by Tech in Asia
  • Chatur Ideas has been awarded as India’s leading startup enabling platform at BRICS Conclave
  • Chatur Ideas has been awarded as Top 50 Small Businesses of India 2021

Future Roadmap

“I have been deeply committed to assisting today’s youth to gain financial independence, be it through entrepreneurship, jobs, or the stock market. People need to learn to be self-reliant. To achieve that, I have conducted various workshops and courses on stock market technical analysis, entrepreneurship, and financial independence so that my students can make money on their own,” concluded Chawla.

Go-Be Sleeves: Changing The World For The Better

The tray cover market for travelers is heavily influenced by evolving consumer preferences for hygiene and convenience, technological advancements, and sustainability considerations. Companies in this sector can capitalize on these trends by offering innovative, high-quality products that meet regulatory standards and cater to the needs of travelers seeking a safe and comfortable experience. As travel patterns continue to recover and evolve, monitoring consumer behaviour and adapting product offerings accordingly will be key to success in this market.

Go-Be is an eco-friendly, reusable antimicrobial tray sleeve that is as stylish as it is functional and planet-friendly. The idea came to its co-founders Barbara Booth and Cornelia Quinn after they discovered that millions of single-use disinfectant wipes, which are non-biodegradable and contain harsh chemicals, head to landfills every day from travelers wiping down their tray tables. So they set out to create a product that was not only fun and functional but eco-friendly, sustainable and embedded with an antimicrobial technology that is non-toxic and non-irritating. What’s more, Go-Be’s fabric is knitted out of a fiber created from recycled post-consumer plastic, and a portion of each purchase goes to support Ocean Conservancy, an organization committed to resolving the ocean plastic crisis.

As a former CNBC reporter, Barbara’s entrepreneurial spirit had been fueled for years as she told the stories of how some of today’s most dynamic entrepreneurs built their empires and used their success as a force for good. Go-Be has quickly become a catalyst for changing people’s behaviour and educating them on the importance of traveling more ethically and sustainably. Go-Be is now partnering with major airlines, hotels, and other major players in the hospitality industry to promote sustainability in the tourism sector. Barbara and Cornelia’s dream of creating a product that is not only functional but a force for good has come true.

The initial challenges

“The travel gear industry is hugely competitive, and despite the uniqueness of our tray covers—their hygiene benefits, sustainability and eco-friendly design—we were a completely new concept competing for attention and market share against a wide array of travel accessories. There are neck pillows, packing cubes, travel-size toiletries, portable chargers, and eye masks, each vying for the consumer’s interest and wallet. So, one of the greatest challenges lay in convincing travelers that our reusable tray covers are a must-have addition to their travel essentials, especially when our society often prioritizes convenience over what is right for the planet, in this case, single-use disposable wipes, which cause great harm to the environment. Our mission was (and still is) to change that behaviour by inspiring travelers to travel more ethically and choose an eco-friendly option to avoid germs. That was tough and required significant effort. We needed impactful messaging and a lot of it. We started with paid ads to gain some traction. That was costly, so we switched to doing our organic content and flooded the social media platforms to make people aware of our brand and our mission. We didn’t always get it right. We had to do a lot of market research, polls, and social engagement, and learn how to effectively target audiences. We enrolled in mentorship programs to learn, because technology is ever-changing. It didn’t happen overnight, but we finally discovered the messaging that resonates with travelers who share our values and love our brand,” says Barbara.

The journey towards leadership

“What inspired me to lead Go-Be and become a leader in my field was the desire to create meaningful change in the way people travel. I noticed a gap in the market for a sustainable, hygienic, and aesthetically pleasing way to fight the germs on your tray table. After my investigations uncovered the truth about the cleanliness of airplane tray tables and how this could impact health especially those with life-threatening food allergies and autoimmune issues my co-founder Cornelia and I resolved to come up with an environmentally responsible solution. We also wanted to put a little joy back into air travel. Flying, what was once considered glamorous and exciting, is now a hassle, with tight spaces and flight delays the norm. Go-Be tray covers come in stunning designs and make people feel happier in their personal space. The idea of encouraging people to “go be” adventurous, and bold and to lose the fear and enjoy the journey, especially during Covid resonated with me. So, this vision inspired me to take the lead and build a brand that not only meets practical needs but also promotes positivity,” adds Barbara.

Beating the odds

“One significant challenge we faced early on was figuring out how to regain our footing after draining most of our resources on expensive marketing campaigns out of the gate instead of starting off scrappy to test the waters. In hindsight we should have focused more on driving sales and proving our concept before committing such a large budget to marketing efforts. This situation forced us to pivot quickly. We shifted our focus from extensive paid media campaigns to more DIY strategies, such as consistently producing engaging content via posts, videos, and blogs that resonate with our audience and interacting with our followers to authentically generate buzz about our brand without incurring high costs.
It was a scramble, but our efforts paid off: We were able to attract and retain enough customers through authentic social media marketing to generate the necessary revenue to stabilize our finances and regain our footing. This taught us that effective marketing does not always require a large budget. Organic social media marketing, when done right, can be just as powerful in driving customer engagement and sales,” says Barbara.

The evergreen qualities of a leader

“I believe the ability to adapt and pivot to changing circumstances is crucial. Things are not always going to go according to plan. Many times, they are not. So, you need to have the capacity to bounce back from setbacks and stay determined to move forward.

I also believe you need to have a clear and compelling vision so you can guide your team. But at the same time be open to your team’s ideas. Otherwise, innovation will stall. Encourage creativity and embrace new ideas. Promoting teamwork and valuing diverse perspectives enhances innovation.

You also need to be able to make informed decisions. There is so much noise out there about the “right way” to send messaging on social media, or the “right way” to send email campaigns and so forth. You need to stay ahead of the curve and know what is going on in your marketplace. Know what the trends are. What your audience wants. You must commit to continually learning so your business stays relevant.

Most of all, though, you need to base your business on transparency and integrity so you can build trust and credibility within the organization, with external partners, and with your customers.”

The future roadmap

“At Go-Be, our vision extends far beyond creating tray covers for travel. We aim to be the company that creates high-quality covers in stunning designs for anything you need. While some of our future inventions are under wraps, I can assure you that they will always align with our mission to promote sustainability and minimize ecological impact. We will continue to keep our customers informed about our processes, materials, and the impact of our products, fostering trust and loyalty, and our branding will always reflect positivity and inspiration. We believe in encouraging our customers to ‘Go Be’ adventurous, bold, and environmentally conscious. This ethos will be woven into every aspect of our marketing and communication efforts in the future. We will also continue to strengthen our collaborations with like-minded organizations, influencers, and communities to amplify our impact and reach so we can continue to drive positive change and support sustainable practices globally,” concluded Barbara.