I wish I'd known...

For many top ceos and brand founders, running a successful business is about more than just profit and loss. Here, savvy entrepreneurs interviewed on Monocle Radioprovide us with top tips on everything from starting a meaningful venture and working as a team to achieving the perfect balance between productivity and play. For more advice from clever companies and people with bright ideas, tune in to Monocle Radio’s weekly business-oriented shows, The Entrepreneurs and Eureka. — L

1.
Be nimble and don’t chase perfection.

“You’ll never make a perfect product. In a start-up, you have to move quickly. But that’s your unfair advantage: the ability to capture the market and show customers how exciting this journey is.”

Andrei Danescu, co-founder and CEO, Dexory, a London-based robotics company.

2.
Challenge convention.

“Given the perfume industry’s roots in France and Italy, I often get asked why I’m creating a fragrance in Spain. My answer is simple: 27 87 is about modernity and that’s what Spain represents. The country can become a new reference for innovation in perfumery.”

Romy Kowalewski, founder, 27 87, a Spanish perfume brand.

3.
Lunch is for brand builders.

“St John’s mantra is: ‘Always the same but never the same.’ We don’t know what we’ll do next or where we’ll be but our methodology always involves lunch. It’s part of the collaborative process to help our partners understand each other’s values and have fun working together on the project.”

Trevor Gulliver, co-founder and CEO, St John restaurant, a UK hospitality business.

4.
Understand public service.

“Working in public service gives you a deep sense of responsibility towards other people. It taught me the importance of helping communities to overcome challenges and of ensuring their safety. That commitment translates into the private sector, where the focus remains on serving individuals, whether through environmental programmes or consumer products. Success stems from understanding and addressing the needs of people.”

Lisa Jackson, vice-president of environment, policy and social initiatives, Apple.

5.
Set the right example.

“Be ready to change course to uphold your values. Our mission is to protect the ocean, so when we learnt that a popular fabric in our wetsuits had a higher impact on the environment than other materials, we didn’t hesitate to halt production and switch to more sustainable alternatives, despite pushback and higher costs.”

Madeleine Wallien, founder,Wallien, a Dutch women’s waterwear label.

6.
Engage in a creative outlet.

“As medical doctors, we spend a lot of time in the hospital, so we ensure that we have a creative escape. Our lives are filled with all sorts of colours and shapes, which inspires new projects.”

Paul Jaklin, co-founder with Amanda Bianca, Dazurelle, a Swiss design label.

7.
Craft a better future.

“We must set competitive prices and design quality furniture. People won’t buy from us just because we’re from Ukraine. We have to find new customers to purchase our existing models, all while developing new products that can compete in the global market.”

Julia Lisovska, commercial director, Tivoli, a family-run furniture manufacturer in Ukraine.

8.
Find your voice.

“Speakers bring their personal baggage onstage; they’re too worried about themselves. This is the biggest mistake that you can make after not having an end to your speech. It’s not about you – it’s about your audience. By focusing on them and trying to understand what they need to hear, the nerves will eventually disappear.”

Marcus John Henry Brown, founder of Speakery, a German business that trains speakers.

9.
Don’t rely on legacy alone.

“The market is competitive and to succeed in new areas you have to approach it as if you were a start-up. Heritage provides a solid foundation but to stand out you need to balance that with fresh thinking, finding ways to innovate and creating a sense of aspiration.”

Neel Bradham, CEO, Parador, a German flooring company.

10.
Play to your strengths.

“I often describe our business as the ‘smallest developer in Hong Kong’. We try to avoid direct competition with the big players by being selective about the sites that we pick.”

Keith Kerr, founder and chairman, The Development Studio, a property developer in Hong Kong.

11.
Take inspiration from the best.

“Longchamp’s Le Pliage has long dominated the global bag market but is it still cutting edge? We questioned to what extent it was sustainable and functional when designing our own bag and have since crafted the ultimate versatile tote. It’s lightweight, spacious and stylish – a Mary Poppins bag for your life. This sense of flexibility is at the heart of Vee Collective.”

Lili Radu, co-founder, Vee Collective, a sustainable brand of lightweight, versatile totes tailored to modern consumers’ needs.

12.
Leverage tradition.

“Greece has a rich history of working with silk. When we started the company, however, the nearby silk town of Soufli was all but abandoned. Thankfully, a revival took place with the advent of affordable digital silk printing and people started working with silk again.”

Vassiliki Zafiria Ypsilanti, founder, Mantility, an online silk-scarf retailer blending Greek tradition with modern fashion.

13.
Evolve your brand.

“We have been around for five years now, so we didn’t want to stagnate in terms of our designs. Our autumn collection is a reflection of this evolution. But we also have a permanent collection that our customers love and can come back to.”

Phyllis Chan, co-founder, YanYan, a Hong Kong-based knitwear label.

14.
Foster an emotional connection.

“We aim to spark joy with all of our products. If you use something every day, such as a hairbrush, it should bring you happiness. That’s why we craft luxury functional objects.”

Flore des Robert, co-founder, La Bonne Brosse, a luxury hair-care brand.

15.
Refine your ideas.

“What I love most about business is polishing rough diamonds – taking an idea, assembling the right team and fine-tuning every detail. It’s the thrill of making something shine. Once the diamond is polished and ready for the world, I’m happy to hand it over. That’s when I start thinking about the next big thing.”

Dumi Oburota, founder of Severan – a wine company – and co-founder of record label Disturbing London.

16.
Mix fun and function.

“Maintaining a personal creative practice is crucial for me. Two years ago, my company shifted to a four-day working week, keeping Fridays open to focus on creative interests. Whether it’s ceramics, photography or connecting with new people, this approach has been a game changer. It keeps the energy fresh and the balance works well for all of my employees.”

Leslie David, founder, Leslie David Studio, a creative practice based in France.

17.
Keep solutions simple.

“Our line is genderless and trend-free, focusing on timeless collections every season. This innovative approach challenges retailers, as a one-size-fits-all range can be tough to sell online. The products’ styling is oversized and you can create different silhouettes with the larger shapes. Take our elasticated trousers, for example, which are an easy product to wear. There’s no fuss. Once buyers experience the high-quality South Korean fabrics that we use to make our clothes, the effortless wear and standout style are obvious.”

Kanga, founder, Kappy Design, a South Korean fashion label.

18.
Be open to new opportunities.

“I’m a dreamer but I push hard to achieve my goals. For me, design is universal. If you can design a house, you can design a yacht, art or jewellery. I’m ambitious but once I’ve achieved something, I’m quick to move on. Been there, done that. What’s next?”

Miminat Shodeinde, founder, Miminat Designs, a London-based interior architecture and design studio.

19.
Focus on development.

“Our skincare line took more than three years to perfect in an award-winning lab in Osaka. Japan leads the way in product innovation, constantly rethinking and reinventing formulas. That cutting-edge approach was our driving force. We kept our range minimal to start with. Every detail had to be right.”

Nora Kato, co-founder, Ipsum Alii, a Zürich-based Japan-made skincare brand.

20.
Have pride of place.

“Our mission is to prove that an Africa-based brand can grow into a globally recognised luxury powerhouse by harnessing local resources and manufacturing.”

Laduma Ngxokolo, founder, Maxhosa Africa, a South African high-fashion label.