Business Chief USA February 2019

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ensured an enviable level of strength
in depth. “We have experts in every
field,” she affirms. “Whether that’s
brand ideation and creation, product
development, copywriting, media buying,
video production and editing, right
through to reputation management
and SEO, distribution and fulfilment.”
The company’s founders and senior
management team embody the
culture that has made this possible.
For example, Mehrzai describes an
environment that fosters ideas and a
creative approach to operations, and
which thrives on values such as test
everything and fail fast, allowing the
best idea to win regardless of its origin,
being responsible for and learning
from mistakes, and mentoring and
educating others.
“When I was building my team, I realised
relatively quickly that I could find
the best technically sound and proficient
individuals in whichever role I was
hiring for,” Mehrzai comments. “But, if
they don’t embody and embrace those
aspects of our culture that make us so
strong, then it will be really difficult for
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