SHOAIB KHAN: BUILDING POWERFUL BRANDS WITH EXCEPTIONAL SERVICES IN – FOCUS
INTERVIEW WITH DIGITAL MARKETER - BRANDON BERNICKY IN – FOCUS
Mohammed Al Muhairi
DYNAMIC LEADERS 2024
SHOAIB KHAN 20
SERGE ROBICHAUD
Mohammed Al Muhairi
Co-Founder & Chairman of the Board PHOENIX GLOBAL
Vision, Leadership, and a Legacy of Service
Mohammed Hamad bin Fahad Al Muhairi
stands as a beacon of exemplary public service and innovative leadership in the United Arab Emirates. With a distinguished career spanning several decades, Al Muhairi has signi icantly contributed to the transformation of Abu Dhabi's municipal and transport systems, helping to make Abu Dhabi one of the most ef icient municipalities in the world. His roles as CEO of Support Services at Abu Dhabi Department of Municipalities and Transport and Chairman of Phoenix Global underscore his unwavering commitment to the growth and development of the UAE, positively impacting both the public and private sectors.
COMMITMENT TO PUBLIC SERVICE
Al Muhairi's journey in public service began with his involvement in Abu Dhabi's Department of Municipalities and Transport. Over the years, he has been instrumental in implementing numerous projects that have modernized and enhanced the ef iciency of the city's infrastructure. One of his notable achievements includes the leadership of Mawaqif, Abu Dhabi's award-winning parking authority. Under his guidance, Mawaqif introduced innovative parking solutions that have greatly alleviated urban congestion and improved the overall quality of life for residents
As CEO of Support Services, Al Muhairi has played a pivotal role in optimizing the operational ef iciency of municipal services. His leadership has been marked by a holistic approach to urban planning and development, focusing on sustainable and smart city
initiatives. He has championed the integration of advanced technologies in urban mobility, enhancing the city's transportation infrastructure to support the seamless movement of people and goods. This includes the development of comprehensive transportation plans that encompass rail, surface transport, sea cargo, and aviation, as well as the ef iciency of human resources withing the Department.
IMPACT THROUGH FORWARD-THINKING BUSINESS
In addition to his public sector achievements, Al Muhairi co-founded Phoenix Global, where he serves as Chairman of the Board. Phoenix Global is a leading international consulting and investment irm that operates across various sectors, including technology, urban development, and sustainability. Al Muhairi's vision and strategic insights have been crucial in driving the company's growth and success on a global scale.
Phoenix Global under Al Muhairi and CEO, Larisa Miller's leadership, has been at the forefront of promoting sustainable development and innovative solutions. The irm focuses on integrating emerging technologies like AI, blockchain, and smart city infrastructure into traditional business models. Al Muhairi's expertise in transportation and urban planning has been particularly bene icial in steering the company's projects towards achieving long-term sustainability and resilience.
Supporting the UAE’s Vision
The UAE, driven by visionary leaders, has emerged as a global leader in innovation and forward-thinking technologies. Al Muhairi's commitment to incorporating sustainability into all sectors is reflective of the UAE's broader national strategy. He has been a strong advocate for the adoption of green technologies and practices that not only enhance operational e ciency but also contribute to environmental conservation.
In his role with the Department of Municipalities and Transport, Al Muhairi has consistently pushed for the development of smart transportation systems that reduce carbon footprints and promote sustainable urban growth. His e orts have been aligned with the UAE's vision and subsequent strategic plans that aim to position the nation as a hub for innovation and sustainability. By integrating advanced transportation solutions, optimizing supply chains, and improving urban mobility, Al Muhairi has significantly contributed to the UAE's standing as a leader in sustainable development. Al Muhairi notes, "Our mission at the Abu Dhabi Department of Municipalities and Transport is to create a cohesive and sustainable urban environment that enhances the quality of life for all residents. We will continue to innovate and improve our municipal services to meet the evolving needs of our community.”
A LEGACY OF EXCELLENCE
Al Muhairi's contributions to the UAE's growth and development are deeply rooted in his dedication to public service and his visionary approach to leadership. His efforts in both the public and private sectors have set a benchmark for excellence, re lecting a commitment to fostering growth, innovation, and sustainability. He has successfully bridged the gap between traditional public service roles and modern business leadership, demonstrating that the two can coexist and drive mutual growth.
His work with Abu Dhabi Department of Municipalities and Transport has not only improved the ef iciency and effectiveness of municipal services but also paved the way for future advancements in urban planning and development. At Phoenix Global, his leadership has enabled the irm to expand its reach and impact, promoting sustainable practices and innovative solutions on a global scale.
INNOVATING THE FUTURE
Under Emirati and American leadership, Phoenix Global stands at the forefront of bridging business, technological innovation, and market expansion within the UAE, the MENA region, and subSaharan Africa. The irm integrates cutting-edge technologies such as AI, blockchain, and smart city infrastructure into traditional business models to enhance operational ef iciency and promote sustainable development. By leveraging these advancements, Phoenix Global helps clients navigate complex markets and
achieve long-term success.
The irm's commitment to innovation and market expansion is evident through its collaboration with government entities and private businesses, developing comprehensive strategies that drive economic growth and technological advancement. The combination of visionary leadership and specialized expertise has positioned Phoenix Global as a key player in global consulting.
Larisa Miller, CEO of Phoenix Global, emphasizes the strength of their leadership, stating, "When two people are aligned in their commitment to setting a high bar and putting excellence at the forefront, they are unstoppable. Mohammed Al Muhairi and I share this vision, and it drives our relentless pursuit of innovation and excellence." This alignment in leadership and vision underpins
Phoenix Global's success and its ongoing mission to lead in the realms of global consulting, with a focus on sustainable development and technological innovation.
Al Muhairi's career is a testament to his unwavering commitment to the UAE's growth and development. Through his roles in both the public and private sectors, he has consistently worked towards creating a sustainable and innovative future for the nation. His legacy of excellence continues to inspire and drive the UAE's journey towards becoming a global leader sustainability, ef iciency, and innovation. Al Muhairi's contributions will undoubtedly leave a lasting impact on the UAE's path to progress and prosperity.
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Shoaib Khan Building Powerful Brands with Exceptional Services
When a new business is irst
getting off the ground, it can be extremely dif icult for its creators to know how to address certain issues. Regardless of the product or service they offer, lingering questions surrounding branding, design, digital infrastructure, data and analytics, and emergent technologies can often vex new entrepreneurs. There are also the complications of employee recruitment, inancial forecasting, cash low management, tax optimization, and sales performance analytics.
Shoaib Khan is the founder and chief executive of icer of Clearoute Inc., a consulting company based out of Toronto that specializes in demystifying
these aspects of launching a business. By harnessing the power of innovation and next-generation technology, he built his own irm around providing a 'one-stop shop' that offers simple solutions for the various needs of new entrepreneurs.
Exeleon Magazine sat down with Shoaib Khan to conduct an in-depth pro ile of Clearoute Inc. as well as Mr. Khan himself as its founder, CEO, and driving force.
Q: Clearoute Inc. was designed to help business creators. Can you walk us through what brought about the creation of Clearoute Inc., and the steps you've taken to make it thrive?
Shoaib Khan: Since I was a young man, I knew I wanted to be an entrepreneur, but my motivation had less to do with the money aspect than with the satisfaction of conceiving an idea and bringing it to life. The inspiration behind Clearoute Inc. was derived from the same notion. I knew lots of people had the same itch as me to create something from nothing. When I studied at York University, I was interested in the relationship between business creation and emerging technology. When I graduated in the 90s, this was at the forefront of everyone's minds. The business landscape was changing so quickly with the dotcom boom, and the internet was becoming a major forum for trading ideas and information. It became the dominant platform for entrepreneurs to start a business. It was the new frontier. I started Clearoute Inc. with little besides my own vision and a commitment to hard work. I held several other jobs to make ends meet. I was a manager with TD Bank Group, as well as a consultant with Amia Inc. But the whole time I was working on developing Clearoute Inc. into a market leader. Now, nearly a quarter century later, my vision is a reality, and it's greatly exceeded my expectations.
Q: How would you describe Clearoute's value to new entrepreneurs?
Shoaib Khan: Clearoute Inc's goal is to prepare new businesses for every aspect of their operationsto smooth out what otherwise might be a rocky road. We're a consulting agency equipped with
the knowledge and experience to develop customized solutions speci ic to the needs of each of our clients, and we have the expertise necessary to execute them in the real world. We operate in the realms of branding, marketing, technology, inance, sales, capital, and talent. Our goal is to provide answers for every conceivable business challenge an entrepreneur might have.
Q: You chose to enter a notoriously competitive industry. What challenges have you encountered thus far, and how have you managed to prosper?
Shoaib Khan: Like any company, we have faced our fair share of challenges. There is no such thing as a business that has encountered nothing but sunshine and rainbows on its journey from a startup to a successful enterprise. But I am happy to say that the challenges we have faced—whether they be in the area of resource management, dealing with aggressive competition, or simply inding a way to maintain full operations during the height of the COVID-19 pandemic—have been met headon by my team and dispelled, if not easily, at least relatively painlessly. Clearoute Inc. has some battle scars, but no serious wounds.
Q: Do you have any advice to impart to any would-be or novice entrepreneurs?
Shoaib Khan: Yes, it's quite simple: do not give up. Do not stop trying
until you realize your vision. Tenacity, perseverance, stick-toitiveness—however you wish to characterize it—that's the single most important quality an entrepreneur can cultivate. It will put you head and shoulders above 95% of your competitors.
Q: You are also an active humanitarian and nonpro it creator. Can you describe outline some of the organizations and initiatives you have launched?
Shoaib Khan: Of course. Some time ago, I founded an organization called One Parent, whose mission was to provide support and resources for singleparent families. I myself am the product of a single-parent family, having been raised only by my mother, and so that cause was understandably very near and dear to me. As time went by, I decided to broaden the organization's scope. I rebranded One Parent into an organization called Humaniti, and we shifted our emphasis to providing health and medical resources where they are most badly needed. One of Humaniti's most recent initiatives is called 'Heal' - this is an international campaign focused on bringing medical aid to war-torn and disaster-stricken areas. We send medication and equipment, arrange for critical surgeries, and provide psychological support for people suffering from trauma. We're doing a lot of work in Palestine right now, for example. We also have ongoing operations in Haiti.
Nurturing Compassionate Leadership
Bridging the Gap Between Empathy and Action
Wri en by Michelle Tyler
In environments with exemplary leadership and nontoxic workplace dynamics, the buzzword du jour is undoubtedly "empathy." A term that has become as ubiquitous as water coolers in of ice corridors, it's a concept everyone seems to grasp, yet only some truly understand. It might surprise many to learn that, in psychology, there are two types of empathy: emotional and cognitive. When a person experiences or can identify with the feelings of another and even share in their distress, that's emotional empathy in action. Cognitive empathy is understanding another person's point of view, opinions, and outlook not through emotion but through knowledge or awareness. It's a close cousin to emotional intelligence. Both types are
essential to great leadership, but is empathy enough when today's workplace demands understanding, tangible action, and genuine concern?
Enter empathy's nuanced sibling –compassion. The unsung hero in the narrative of effective leadership. Unlike empathy, compassion is a dynamic force, propelling leaders from awareness, understanding, and feeling to tangible action. It's the bridge between acknowledging employees' struggles and actively working to ind solutions to lessen or eliminate those burdens. In essence, compassionate leadership doesn't stop at empathizing; it compels leaders to create environments where everyone feels genuinely cared for.
Though the distinction between empathy and compassion is subtle, it is still signi icant. Leaders who comprehend this difference are more than just ticking off diversity and inclusivity checkboxes. They positively in luence workplace cultures where everyone, regardless of age, race, ethnicity, gender, sexual orientation, gender identity, health, and disability status, feels valued, seen, heard, and embraced.
The outdated perception that leaders who demonstrate compassion are weak is a false narrative that diminishes and sti les organizational growth. By embracing compassion into management practices with awareness and intentionality, leaders can still handle weighty
duties while building solid foundations that foster a culture of trust, support, learning, and shared accountability. Leaders who respond compassionately to employees nurture a psychologically safe atmosphere that allows creativity, learning, and collaboration to thrive while boosting performance and company loyalty, all of which positively impact an organization's bottom line and competitive advantage.
Even so, the challenges leaders face when navigating the delicate balance between empathy and its proactive counterpart, compassion, persist. Many well-intentioned leaders ind themselves witnesses to employees navigating the rollercoaster of life, which often involves grappling with personal obstacles – the kind that hit hard, like losing a loved one, going through a divorce, facing an injury, becoming a caretaker, or dealing with chronic health issues. These aren't just road bumps; they're emotional avalanches that can tumble into the workplace, leaving a trail of impact on performance and well-being. It's like trying to juggle life's curveballs while balancing on a unicycle –challenging, to say the least. Leaders wanting to infuse compassion into their current leadership style should consider the following:
Work on becoming more present and aware. As Henry David Thoreau famously said,“...most…live lives of quiet desperation.” Quiet suffering can be discerned by observing unusual behavior or noticing abrupt changes in performance. Verbal and non-verbal signals such as lack of eye contact, tone of voice,
or physical agitation can all be calls for concern. Taking the initiative to privately and thoughtfully discuss these changes with an employee so you can collaborate on easing the burden is the difference between allowing an employee to cope in silence while struggling to perform and possibly failing or sharing in a solution-oriented approach to their setback that helps them reach their full potential.
Be ready to act and get creative on inding solutions that have the potential to alleviate an employee's burden so they can actively move forward to perform at their best. Things like creating space for a lexible work environment, expressing con idence in an employee's capabilities, introducing a reboarding program for those forced to take extended leave where they phase back into work with a reintegration plan, and considering parental transition support programs, which allows new parents to work part-time for a certain number of months after taking parental leave.
Everyone's experiences and struggles are worthy of consideration. Regularly check your biases to ensure you aren't making snap or automatic judgments based on beliefs that certain groups of people and their struggles are less than others.
Learning the art of active listening and regularly extending social cues that foster connection help to build relationships, and encourages empathetic responses. Strive to hear words while genuinely understanding the emotions and struggles behind them. Compassionate leaders go beyond
acknowledging dif iculties; they roll up their sleeves to collaboratively ind growth opportunities. Something as simple as making eye contact during a conversation without glancing at your phone makes a world of difference to those engaged in or perceiving the interaction.
Lead by example by demonstrating vulnerability and authenticity. Normalize leaders sharing their own challenges and growth experiences to create a culture that encourages psychological safety and continuous learning. Having regular meetings where employees feel safe to share successes and missteps creates learning opportunities for everyone. It inspires honesty and a sense of ownership that in luences others to ask for help should they encounter making mistakes of their own.
The call for compassionate leadership is not merely a trend but necessary in today's complex and diverse workplaces. While empathy lays the groundwork, compassion propels leaders to make a lasting impact. Practical implementation requires a deliberate shift from understanding to action – a commitment to creating workplaces where empathy isn't just discussed but demonstrated through compassionate leadership. The journey may seem daunting, but every step brings us closer to a workplace where everyone truly belongs.
Michelle Tyler is head of operations and a co-founder of New Era ADR. She may be reached at michelle@neweraadr.com.
The Keys to Maintaining Optimism as an Entrepreneur
Written by Abid Salahi
Optimism for entrepreneurs is almost a necessity for survival, at least in the beginning. It's had a rough go in the business world, where the concept is more preferably attributed with resilience and perseverance than pure optimism. It's worth noting that leaders who claim to be optimistic in the business world often are only “cautiously” so. It reminds me of the long stretch of time in the beginning where my company continuously generated no revenue but we stayed the course regardless of the challenges.
UNDERSTANDING THE ENTREPRENEURIAL MINDSET
What sets you apart as an entrepreneur isn't that you necessarily have innovative and new ideas but are willing to execute on them and see them to the end regardless of the outcome. This is all while making sacri ices in your daily life, whether it be missing
social events with friends or simply having time to yourself.
Optimism isn't just a personality trait but rather a crucial element in entrepreneurial success. Research in psychology and business studies has revealed that optimism helps entrepreneurs perceive opportunities where others see obstacles.
THE IMPORTANCE OF OPTIMISM FOR ENTREPRENEURS
Optimism helps you maintain a positive outlook despite numerous setbacks and uncertainties that are all too common while building a business from scratch. I started building my intech with a “cool” app idea that essentially generated no revenue in the beginning. To top it up, it wasn't free to build and had many monthly costs which I selffunded right from the start.
Essentially, with optimism you get entrepreneurs who are willing to invest more effort and focus on their projects to actually make it successful. Now how do you de ine success?
A study based out of the Kingdom of Saudi Arabia on dispositional optimism was able to ind a correlation between entrepreneurial success and dispositional optimism. This is where individuals take proactive steps to improve and protect their health while maintaining an expectation of future success across life domains.
Key Strategies for Maintaining Optimism
These are some of the strategies that I live by in order to maintain a positive outlook in my entrepreneurial journey:
FOCUS ON SMALL WINS
This one is quite signi icant. Instead of going for moonshots and hitting setbacks constantly, try to aim for smaller achievements which in turn will give you small victories. Everyone has big goals for their business and a certain vision of what it could be like one day far in the future, but that can also make your current smaller wins look insigni icant and not worth celebrating.
STAY FLEXIBLE AND OPEN TO PIVOT
I didn't know I would need to go through 3 different product iterations and completely deprecate initial builds of my product when I started out. What helped me get through it is staying resilient in the process and keeping an open mind. Being willing to adapt to different business models or strategies based on market feedback is an essential part of the journey. Why?
Just because you make a cool new product, it doesn't mean others will ind it necessarily useful. Changing strategies and focus can lead to a lot of success down the road if done correctly. After we pivoted our strategy, we started seeing a ton more traf ic and user growth on our website, going from ~100 visitors per month to now over ~10,000.
INVEST IN YOUR HEALTH
This one is probably obvious but it's essential to keep a healthy lifestyle while continuing your entrepreneurial journey. That means working out regularly, staying active while also continuing to remain social with your friends and family, although the social part might get reduced.
By keeping your mind clear and your body healthy, you're naturally more resilient to setbacks in your business and are more willing to maintain a positive outlook. This has personally helped me a lot!
FINAL THOUGHTS
As an entrepreneur, staying optimistic isn't just nice to have; it's pretty much a must, especially at the start. It's funny how in business, people talk a lot about being tough and pushing through, but they don't always talk about just being optimistic. In my own journey, there were times when it seemed like we weren't making any money at all. But we kept going, believing things would get better and the expenses were justi ied.
Being an entrepreneur means you're willing to jump in and do the work, trying to make your big idea a reality. And sure, it means you might miss out on hanging out with friends or just chilling by yourself sometimes. But that's where being optimistic makes a big difference. It's not just about feeling good; it helps you see chances to succeed where others might just see problems.
I started with a cool app idea that didn't make money right away. It cost a lot to get going, and I was paying for everything myself. But being optimistic meant I kept working hard, looking forward to making it a success. And success? Well, it turns out that people who are optimistic tend to do better, because they're always looking for ways to improve and expecting good things to happen.
To stay optimistic, I focus on the small wins, stay lexible and ready to change my plan, and I make sure to take care of my health. Celebrating the little victories keeps you moving forward. Being open to changing your plan can lead to big wins later on. And keeping healthy helps you bounce back from the tough times.
So, remember, being optimistic as an entrepreneur helps a lot. It keeps you going through the hard times, ready to catch the next opportunity. And for me? After we changed our approach, more people started visiting our website—going from about 100 visitors a month to over 10,000. That's what staying optimistic can do.
About the Author
I'm Abid, one of the co-founders of a intech startup that helps Canadians compare and ind credit cards best for them as accurately as possible. Starting this wasn't easy, especially because when you have no web traf ic, no brand takes you seriously, translating to no money. But, I stayed optimistic, worked hard, and learned a lot along the way. Now, I like to share my experiences and tips with other entrepreneurs, hoping to make their journeys a bit easier.
Wealth Manager Serge Robichaud
speaks on challenges and thrills of financial planning
Serge Robichaud has had a
long, accomplished career as a wealth manager and inancial planner. His journey has taken him from studying inance at the University of Moncton at the turn of the millennium, to holding numerous positions of high responsibility at some of Canada's most trusted inancial institutions. While at Scotiabank, he oversaw more than six hundred client accounts. He's now been providing inancial advice for clients and their families for almost two decades. This has led to a wealth of experience in tailoring personalized solutions for individuals, many of whom felt overwhelmed by the complex nature of the inancial industry. Mr. Robichaud has taken some time to re lect on his journey and how rewarding it has been working with his clients to achieve their inancial goals.
WHAT MADE YOU CHOOSE A CAREER IN FINANCE?
Serge Robichaud: I found the
puzzle of inance to be very stimulating. I've remained passionate over the years about making sense of all the pieces. The inancial world is incredibly dynamic and I love keeping up with the emerging trends from around the world.
I also recognized the kind of service that wise wealth management can provide. When done the right way, we can unlock people's dreams and change their lives. So for me, a career in inance was a win-win. On the one hand, I could devote myself to something I'm passionate about, and that I think I have an aptitude for. And at the same time, I could be of great service to people in pursuing their goals.
I still wake up every day eager to learn more, to get better, to be ahead of the curve. There is an analogy to sports in knowing where the play is going and being able to position yourself to capitalize. I'm driven to tackle the complex problems of inance in order to best
position my clients ahead of emerging trends.
WHAT MOTIVATES YOU WHEN WORKING WITH CLIENTS DAY TO DAY?
Serge Robichaud: When a client invests their trust in you to handle their inancial goals, they're handing you a tremendous responsibility. I feel a sense of obligation to them to reward that faith. They're putting their lives in my hands in a real way. They've worked countless hours to build their inancial security, and they're relying on me to make their money work for them. I don't want to let them down. I work incredibly hard to exceed their expectations, because failure is not an option, for them or for me.
Along with this responsibility, I'm also just extremely enthusiastic to share a vision of a strong inancial future. I think my enthusiasm can be infectious, and I love to see the look in my clients' eyes when they
begin to see that their inancial goals are attainable.
The world of inance can seem so negative, especially when the industry feels chaotic and overwhelming. But I try to see more order in the chaos. I lay out opportunities for them that are easy to understand and that are clearly rooted in my years of experience of capitalizing on emerging trends. It's exciting when those sparks of recognition are lying, we're making solid plans and the visions they have of their future start to become a reality before my eyes.
WHAT IS THE BIGGEST CHALLENGE OF YOUR
PROFESSION?
Serge Robichaud: The volatility in the inancial markets and the economic cycles can wreak havoc in client investment portfolios. To use 2021/2022 as an example, interest rates skyrocketed with the 40 year high in lation rates. Most advisors would advise clients to just not panic and patiently stick to their long-term investment plans. However, I can't continue with a status quo when the economy clearly changed the inancial markets so drastically. I created new model portfolios for many of my clients during this time to better re lect the current economic environment. There was a tremendous amount of work
involved updating most of my client's portfolios. The changes that were made prevented substantial losses for clients during a dif icult period. In hindsight, this was absolutely the best strategy for my clients. Sometimes all this extra work is rewarded knowing that you're not only increasing the value of the portfolios during good times, but also mitigating the losses during bad times.
CDigital Marketer
INTERVIEW WITH BRANDON BERNICKY
an you share the story behind the founding of Nextsulting LLC and what motivated you to start a digital marketing agency?
In 2014, I founded Nextsulting, aiming to challenge the status quo of digital marketing and magnify businesses online. Fresh out of high school, armed with nothing but ambition and a clear vision, I set out to empower small and mid-sized businesses, particularly in the multifamily industry, to carve their digital destinies.
Inspired by the idea of making a signi icant impact—or "making a dent in the universe"—I envisioned Nextsulting as a hub for innovation, creativity, and
overall excellence. Our journey has been marked by relentless growth, culminating in a pivotal moment in 2023 when we expanded our horizons by acquiring a full-service advertising agency, further fueling our mission, and serving over 200 small and mid-sized clients across the US.
As you mentioned, Nextsulting LLC serves over 200 small and mid-sized clients across multiple industries. What challenges and opportunities come with catering to such a diverse client base?
Serving over 200 diverse clients has taught us that innovation thrives on diversity. The challenge of crafting
personalized, effective messages across various industries has honed our adaptability and creativity. This diversity is not just a hurdle; it's a springboard that propels us toward cutting-edge solutions, allowing us to delight our clients with services that resonate deeply and achieve remarkable results.
Our marketing is all about crafting the right message, delivering to the right people and the perfect time. There is no one size its all approach, which requires us be creative and cutting edge to
continually produce results.
How did you become specialized in multi-family marketing, and what unique strategies do you employ for clients in the real estate and service-based industries?
I started my career in IT for an apartment management irm and got to spend a lot of time getting familiar with the ins and outs of the industry. When we set out to start Nextsulting, this industry knowledge allowed us to set up
and execute on programs that delivered measurable results.
This success led us to dig in deeper and become experts in this ield. Multifamily and real estate marketing is challenging, advertisers must adhere to fair housing requirements and digital advertising sources have “Special Ad Category” restrictions that further reduce targeting, so our messaging is key when running these programs.
We also take time to carefully
consider what residents truly value and strive to deliver messages that resonate most with prospective renters.
How does your mission to "Magnify Your Business Online" align with your values and the positive impact you aim to make in the community?
We love giving back and making a positive impact. Magnifying online also extends to non-pro it organizations! One of our core values is Mission over Margins. So
along with monetary donations, we've set out to develop websites and advertising strategies at reduced costs to organizations we truly believe in. If we can help amplify a message of hope, we're determined to do so.
What is your vision going forward for Nextsulting LLC? What are you most excited about?
Looking ahead, I envision Nextsulting as a beacon of innovation and excellence in digital
marketing. I'm excited about the potential for our team to evolve into visionary leaders, driving forward and leading our company. Our goal is to double our impact, continuing to revolutionize marketing strategies and customer service, ultimately leaving a legacy that transcends the digital realm.
Danny Johananoff’s Journey with ADDVISOR
InIn a world where innovation is driven by personal experiences and the desire to overcome everyday challenges, Danny Johananoff's story is nothing short of inspiring. He is the founder of ADDVISOR -a multi-directional auxiliary sun visor, which attaches to a vehicle's built-in visor with Velcro strap.
Exeleon had the privilege of sitting down with Danny to discuss his journey from personal frustration to innovation and entrepreneurship. We delved into the pain point that fueled his drive to develop an affordable sun glare solution and the hurdles he faced in bringing ADDVISOR into a crowded market.
What according to you makes one a successful leader? How do you integrate the same thought into your leadership?
I believe that a prerequisite for being a successful leader is the ability to de ine a clear objective and to wholeheartedly believe in it.
Beyond that, a successful leader envisions a better future and empowers their team to try and achieve it. I irmly believe in assembling a team of experts who are more knowledgeable and experienced in their respective ields than I am. This fosters an innovative and respectful environment.
I closely monitor the activities of each team member, intervening where necessary. I carefully listen and gather ideas and suggestions to make informed decisions. Transparency is paramount, which is why I encourage open communication and value each team member's input. I am committed to providing mentorship and recognizing each team member's strengths, motivating them to bring their best to the table. These principles are integral to my approach and guide me in all my work.
Talk to us about your growing up years. What is your earliest
memory as an entrepreneur that you can remember?
At around the age of 10, I discovered “entrepreneurship.” I became the photographer for my class, printing and developing images using a light box and distributing them among my classmates. In 1960, at age 11, I won a prize for an original photo by using slow shutter speed. Remember: at that time there were only analog cameras.
A passion for innovation drove me to collect (hoard!) gadgets and appreciate the ingenuity behind these creations. It was a thrill to purchase and make my small contribution to the people behind these innovations.
I recognized that simple tasks left me uninspired, while challenges ignited my interest. This led me to spend 37 years managing projects in the logistics and transportation sector. That included building and managing chemical tankers and
introducing new possibilities for transportation of goods from the ex-Soviet Union into western ports after the communist regime collapsed in 1989.
In my present photography endeavors, I've noticed that many other photographers are joining my reviving of blurred and abstract style of image capturing. It is not a
popular or an easy method of photography, but I like to think that I may have made some impact in this part of the industry.
I found that operating out of strong conviction makes it easier for one to become a leader.
What was the pain point that led you to research and innovate an
affordable sun glare solution?
The ADDVISOR idea came from my personal frustration with blinding sun glare while driving. My sensitive eyes, coupled with my struggle with glaucoma, made this issue particularly pressing. Existing solutions only partially addressed the problem, leaving side window glare unattended. This jeopardized
both my visibility and safety. The constant maneuvering of the car visor from side to side became increasingly annoying.
I experimented with various methods to block side window glare, but they hindered my ability to roll the window down. This dilemma propelled me to create a solution that tackled front and side window glare simultaneously, leading to the birth of the ADDVISOR. My ultimate goal was to make driving a calmer, safer and more comfortable experience for all. It sure does for me!
What were the challenges you had to face to start ADDVISOR and bring it into this crowded market?
The journey to bring The ADDVISOR to market was fraught with challenges.
The irst was in development. It took us over ive years to overcome the signi icant obstacle of developing a near universal solution: designing a product that seamlessly it various car models and different drivers. Initial prototypes attached to existing car visors, but after rigorous testing, this approach proved inadequate. The breakthrough came through collaboration with additional engineering experts, when I realized that an independent, standalone visor was the answer.
The next challenge came in manufacturing. There are always decisions to be made when making a “thing,” but I decided long ago that when I put my name on something, I would not compromise on quality. Sourcing high-quality materials and ensuring consistent quality in production and assembly at a viable cost presented further complexities.
Particular challenges arise when launching a unique, new product. People are not actively seeking it, and many who see it do not recognize the innovation at irst glance. The product adoption curve happens when you are trying to spark the “aha moment,” when people realize that you are doing something different to create outsized improvements. The ADDVISOR transcends the category of conventional visor extenders, requiring recognition of the difference from known products.
A few luxury cars come with two visors, but the feature is not well known enough for broad recognition.
My partner, Greg Tucker, had experience in these last two areas. Together, with unwavering dedication, perseverance, and a focus on The ADDVISOR's lifechanging value, we are overcoming these challenges.
Talk to us about the company's “Two Direction Sun Protection™" promise. How is it disrupting the market?
Our "Two Direction Sun Protection™" promise addresses a critical gap in the market. While conventional visors address sun glare from the front, they overlook side window glare. The ADDVISOR revolutionizes this approach by offering a comprehensive solution that covers both the front and side windows simultaneously. This innovative leap ensures heightened driver safety and comfort. Our promise is to rede ine sun glare reduction, setting a new standard for driving visibility.
We also found that adding The ADDVISOR to the passenger side of a vehicle is helpful in protecting passengers, as well.
Looking ahead, what are you most excited about with ADDVISOR? What is your vision going forward?
The prospect of The ADDVISOR profoundly impacting drivers worldwide excites me immensely. I envision The ADDVISOR becoming as indispensable as seat belts –available in every car instead of a luxury for the few. As we re ine our patented product and broaden our reach, my vision is to eradicate sun glare-related accidents; there are almost 9,000 every year in the US.
My strategies for realizing this vision include evolving our technology, forging new partnerships and nurturing an innovative culture. I am resolute in my belief that The ADDVISOR will
bring about positive change, contributing to safer roads for all.
At SmartAdditions, The ADDVISOR's parent company, we are working on other new products. Our vision is to look at the daily problems people face and devise new and better solutions by seeing them from a different perspective. We want to build smart, elegant, and effective additions to people's lives and wellbeing.
My journey with The ADDVISOR encapsulates a passion for innovation, a commitment to addressing real-world challenges and an unwavering dedication to enhancing the driving experience for everyone.
