Former Swisse Wellness CEO, Radek Sali, delivered an insightful and entertaining presentation to delegates at the recent 2019 GMA National Conference at the MCG.
Sali’s presentation entitled “Mindful leadership, growth and culture” challenged the audience to think about the people (one of the 4 Ps of business; People, Principle, Passion, Profit) within the workplace.
Sali said, “as leaders we need to take more responsibility for the wellness of the people who work for us.”
To do this, you need to first understand what your organisation stands for and then clearly communicate that to current and potential customers.
Are you a premium product or a discount product? Because dicing in the middle is dangerous, and you need a clear strategy to ensure you do not get lost in the middle.
Radek explained that once you know what the organisation stands for, you need to deliver on it and separate yourself by having a team who do the same, drawing in people to your offering. This can only be achieved by frequently training your staff to live up to the organisation’s values.
Radek discussed the importance of having three types of Plans to achieve this: a Business Plan, a Culture Plan and a Communication Plan. With the first plan self-explanatory, he focused on some key considerations for a Culture Plan and a Communication Plan:
Sali also discussed the benefits of using Ambassadors as a way to communicate to your customers and potential customers, and using them to promote what is great about your product or service.
Choosing ambassadors can be a difficult process, however Sali recommended asking your customers who they are interested in - they might name a sports person, TV celebrity, or someone else relevant to your industry. Swisse used a number of Ambassadors including lifestyle ambassador, Sonia Kruger, and cricket ambassador, Ricky Ponting, with each ambassador used to target specific audiences at relevant times.
Radek Sali is the Chairman of Light Warrior, having founded the group with Adam Gregory in early 2016.
In addition to his role as Chairman of Light Warrior Radek is the Chairman of MAdE Establishment, a Director for Made by Cow, One Giant Mind, Hydralyte, myDNA, Stratosphere, Udify and Wanderlust.
Radek is the former CEO of Swisse Wellness and a brand visionary who revolutionised the vitamin and supplements product category making it aspirational. Radek pioneered the use of brand ambassadors to promote health and happiness as a way of life and ultimately led Swisse Wellness to become Australia’s largest global wellness company. Swisse was the number 1 natural health brand in Australia and China.
Radek is particularly insightful on building a positive organisational culture. Under his leadership, the company was for 8 years consecutively the world’s fastest growing pharmacy brand.
Under Radek’s leadership, Swisse was awarded Australia’s best private business 2012 and The Best place to work in Australia for 2015 and 2016. Radek was awarded GQ business person of the year in 2012, EY Entrepreneur of the year - Industry in 2016, La Trobe honorary Alumni in 2016 and was a Honorary Appointment with Melbourne University (Faculty of Business/Economics) in 2017.