Swiftnlift Magazine Features Innovative Luxury Digital Marketing Firm LUXE Digital Now

Swift the solution, lift the business
www.swiftnlift.com
MARCH 2021
LUXE DIGITAL NOW
WE CREATE TECHNOLOGIES THAT EXECUTE DATA AND ELEVATE
MOBILE APPS. WE SPECIALIZE IN THE BEAUTY, LUXURY, FASHION AND
TECHNOLOGY INDUSTRIES.
Principles of
Entrepreneurship
Top Five
Reasons why
Entrepreneurs
Fail
Public-Private-
Partnership
(PPP)
Economics
Successful Business
Leaders To Follow
In 2021
Top
1
JACQUELINE
HUDSON,
CEO & Founder

Swift the solution, lift the business
www.swiftnlift.com
MARCH 2021
LUXE DIGITAL NOW
WE CREATE TECHNOLOGIES THAT EXECUTE DATA AND ELEVATE
MOBILE APPS. WE SPECIALIZE IN THE BEAUTY, LUXURY, FASHION AND
TECHNOLOGY INDUSTRIES.
Principles of
Entrepreneurship
Top Five
Reasons why
Entrepreneurs
Fail
Public-Private-
Partnership
(PPP)
Economics
Successful Business
Leaders To Follow
In 2021
Top
1
JACQUELINE
HUDSON,
CEO & Founder
Swiftnlift Media And Tech
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to what will happen in the coming day, you need to be well versed?
The cover story has featured Jacqueline Hudson (CEO & Founder)
of LUXE Digital Now. It specializes in the beauty industry overview
and innovates, designs and strategizes the best delivery in digital
marketing and technology solutions.
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LUXE Digital
Now
WSI Trade and
Support Service
CenturyLink
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30
20
24
Global Cloud
Alliance

Merit
Incentives
US One Commercial
Channel Sales
Organization
Meylah
Corporation
Accenture
AppSmart
34 38
44
28 42 56
48 52
Principles
of
Entrepreneurship
Top Five
Reasons why
Entrepreneurs Fail
Public-
Private-Partnership
(PPP) Economics

COVER STORY
Successful Business
Leaders To Follow
In 2021
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1
LUXE DIGITAL
NOW
INNOVATIVE LUXURY DIGITAL
MARKETING & TECHNOLOGY
SOLUTIONS COMPANY

JACQUELINE HUDSON,
CEO & Founder

LUXE DIGITAL NOW
E
merging technologies bring in new possibilities in
sectors that could turn its face towards automation
anddigitization.Thefashionworldisnoexception.
Artificial Intelligence (AI) applications like augmented
reality and virtual assistance are bringing an evolution
of using technology to fulfill customers need. Starting
from apparel designing to manufacturing process and
virtual merchandising, AI is invading every nook and
corner possible. Virtual make-ups and trial rooms are
exciting fanatics of fashion with technologies that feel
like dream. The fashion sector is now ushering into a
new era of technology-led disruption. 
LUXE Digital
Now LLC is one of the innovative Digital Marketing and
Technology Solutions Company that is leading beauty
industry into the era of digitization.
INTRODUCTION
LUXE Digital Now LLC is a luxury digital marketing
and technology solutions company. It specializes in the
beauty industry overview and innovates, designs and
strategizes the best delivery in digital marketing and
technology solutions. The company features building
social media campaigns, e-commerce and content
management platforms that strengthen businesses.
LUXE Digital Now creates campaigns and content that
move people. The company develops strategies and
experiences that elevate brands and engage consumers.
LUXE Digital Now develops branding that exudes the
best. The company creates technologies that execute data
and elevate mobile apps. LUXE Digital Now specializes
in the beauty, luxury, fashion and technology industries.
ABOUT THE CEO
Jacqueline Hudson is the CEO, Founder and owner of
LUXE Digital Now. She is an award-winning visionary
marketing executive with 10+ years of creative content
expertise within digital marking platforms. Jacqueline
was recognized by Forbes Magazine and is an AMA
award nominee. She is one of the outpacing competitors
and is delivering results for top-named clients in the
US. Jacqueline was named among Top 40 under 40 by
Top 100 Magazine for a digital marketing expertise. She

was featured in Top 50 Women of 2019.
JacquelineisthewinneroftheTop50Tech
Leaders Award 2020. She is one of the
inspirational speakers at the BCMA
(Branded Content Marketing
Association), the world’s most
prestigiousassociationforcontent
in the Public Relations industry.
Jacqueline is also a digital
marketing executive and AI data
technology solutions, strategist
and developer. As a successful leader,
Jacqueline’smostprominentexperience
has been lecturing to 14 countries about
the digital marketing industry. 
CHALLENGES
Disruptive technologies are a necessary
challenge to the industry as LUXE Digital
Now continues to develop the tech for
today’s innovation and the impacts it has on
companies. The role of a leader in disruptive technology
is to keep the industry reflective and innovative to
impact on the correct sector as technologies continue to
evolve in the future.
MARKETING TECHNOLOGIES
LUXE Digital Now uses two patented innovations to
dazzle the world, with its marketing solutions. AiDAS
and Premier Jet App.
 AiDAS (AI Data Technology Solutions): AiDAS is
an AI-based cloud program, designed for global
organizations to have complete access to their digital
marketing, e-commerce and digital technologies
data. The priority of this program is to handhold
the management of the e-commerce process of a
business. However, it also focuses on all the digital
marketing needs of a company. In addition to
this, the program also showcases investment and
profitability input scaling, with real-time conversions
and predictive rich data analytics for investment
purposes. The program is designed exclusively
for C-Level Executives, Marketing Executives,
Data Scientists, and AiDAS
System Administrators.
 PREMIER JET APP: Premier
Jet is an e-commerce mobile
application designed by
LUXE Digital Now. It is the
world’s first and foremost
widely used Private Charter
app and comes in multiple
languages. It is available in
all kinds on smart-device
platforms and is used to search
luxury brands with a global
mapping system. The app has in-
built filters, which help in sorting
out the desired destination to
shop along with brand names
and promotions and organize
delivery at ease. Users can register
an account via Facebook, Twitter
or Google accounts and share
products via social accounts. The app is also
featured with creating a favorite or a wish list
and they can receive app’s push notifications
preferences in the personal account such as
sales, promotions, offers, new arrivals, and
collections.
INDUSTRIOUS EVEN IN THE
PANDEMIC
The unbridled dispersion of COVID-19 has
abruptly shut down the operations and has
staged horror in the mind of many organizations.
However, even in this wake of the viral outbreak
LUXE has ensured that their services continue to
operate. The company has associates from all over
the world namely Canada, Mexico, and the USA.
As such, each country they complied with moved
forward into a virtual office system using Oracle
Netsuite. This helped the company’s operations
continue at a smooth pace and eventually kept
every staff member in a safe zone.
Further, to keep their team motivated, the founder
herself ensures communication with her team.

Employees are the prime asset; as such, the
company makes sure they are motivated during
this crisis.
STRATEGIES TO SUSTAIN
The panic caused by the COVID-19 outbreak has
created a challenging situation in the organizational
hemisphere. And in this situation, it is important that
companies curate strategies that can help them sustain
in this dark time. LUXE Digital has completed 2 years
of successful business with a global market and has a
progressive client base. They are taking care of these
clients responsibly from a variety of perspectives both
nationally and globally. Along with that, they kept in a
place few key strategies to globalize, even through this
pandemic:
 Develop key structures and solutions
 Make sure our clients were digitally ready
 Utilize technologies to enhance the projects
 Keep clients unity in practice
In addition to this, the company is working exclusively
with foreign governments to stage in their technologies
and to ensure their corporate growth. The approach
helped the company in driving their acquisition to
higher delivery and value for their stakeholders and
attracts key investors to their technologies. The company
also provided a discount to their clients for continued
sustainability.
ACCOMPLISHMENTS INTO
TECHNOLOGY
LUXE Digital Now has contributed a lot of innovative
technologies to the beauty and luxury agencies across
the globe. Some of the data technology solutions involve
AiDAS, the company’s smart mirrors and software

development for the cosmetic industry. LUXE
Digital Now has blazed the trail for innovation
in technology. LUXE Digital Now might as
well take on new technologies such as space
exploration AI and deeper tech for space,
e-commerce and holographic AI technologies
in future.
Within 2 years of successful business LUXE
Digital Now has crafted a sustainable business
in the global market. Even during this pandemic
distress, they have ensured an autonomous
business with a strong client base. For their
indomitable performance, they have been
named as TOP 50 LEADING COMPANIES
OF 2020 by “THE SILICON REVIEW“, 10
MOST INFLUENTIAL COMPANIES OF 2020
“THE CXO FORTUNE” and also awarded
with 50 TECH LEADER AWARD 2020 by
“INTERCON.”

V
alerie Brown-Dufour, President of WSI, is
an example of a trailblazing woman who is
changing the world on her own terms. She is
the CEO of a full-service Digital Marketing firm that
was founded in 1995. WSI works with clients all over
the world to create, develop, and maintain successful
digital marketing solutions that help them grow their
businesses and revenues.
What is the significance of WSI?
You require a digital marketing agency that you can
rely on. Finding the perfect marketing firm for your
company, particularly one you can trust and rely on to
invest your hard-earned money in the correct digital
techniques, can be difficult. However, WSI has built an
enormous network of industry thought leaders and in-
depth knowledge to keep our clients’ solutions fresh.
We’d want to extend the same courtesy to you.
Our competitive advantage is the same as
yours.
Although WSI may appear to be just another local
marketing firm, we have one important brand
differentiation from which you can immediately profit.
When you collaborate with WSI, you get not only the
WSI
Developes in-depth knowledge
and an extensive network
VALERIE
BROWN-DUFOUR
PRESIDENT
16 MARCH 2021 SwiftNLift

Successful Business
Leaders To Follow
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s k i l l s
of a local WSI expert, but
your strategy is also built on the digital experience of
our larger worldwide network.
Your company is distinct, and so is our
approach.
We don’t believe in one-size-fits-all digital marketing
approaches. Your pain problems may be comparable
to those of other organisations, but your aims and
objectives are distinct. That’s why we devote a full phase
of our approach to producing digital marketing plans
(known as the WSI Internet Solutions Lifecycle®) to
learning about the marketing issues you need help with.
A worldwide organisation supports your
approach.
We’ve seen a lot of digital marketing companies
come and go in the previous several years. When you
collaborate with WSI, you can rest assured that you’re
partnering with a firm that has been in business for
25 years and commits to face obstacles, take risks, and
celebrate victories – together.
Our Story
Where did we begin?
We’ve been assisting businesses for over 25 years.
Imagine how different the tactics and techniques were
in those days. Our storyline hasn’t changed, but the
techniques have. We assist companies like yours in
improving their marketing.
Where have we been?
We’ve
travelled the globe and
seen everything there is to see. We have a unique
viewpoint on marketing as a result of our expertise
assisting firms all over the world. We’re passionate about
assisting you, whether you’re in our home country of
Canada or on another continent.
What we’ll be doing?
The truth is that marketing has changed dramatically
throughout the years and will continue to do so in the
future. But the path we’re on is clear: we’ll guide your
company to whatever comes next. Whatever the future
holds, we’ll be there to assist you in improving your
marketing.
Digital Marketing Services by WSI
In terms of digital marketing, we don’t believe in a “one-
size-fits-all” approach. Instead, we take the time to learn
about your company and customers so that we can offer
a strategy that is tailored to your specific needs. When
you invest in one of WSI’s digital marketing solutions,
you’ll have access to some of the industry’s brightest
minds to help you achieve your objectives.
A Multi-Award-Winning Company
Since 2007, WSI has won over 115 WMA Web Awards
and has been crowned the Top Agency by the Web
Marketing Association for two years in a row! These
accolades validate WSI’s position as a digital marketing
leader by demonstrating the quality of our products.
The Trusted Advisor for Digital Marketing
WSI’s philosophy –.” Valerie explains that the team
begins by conducting an in-depth examination of
the client’s current digital footprint and determining
17
MARCH 2021 SwiftNLift

how they
compare to
their competitors.
WSI designs a digital
marketing plan that
will fulfil the customer’s
business objectives after the
team has a comprehensive grasp of
where the client is now and what they
want to achieve in the future.
Everythingfromanewwebsitetolandingpages,
PPC, SEO, marketing automation, programmatic
display marketing, paid campaigns, reputation
management, remarketing, and social media marketing
could be included in this strategy. “Once an online
strategy has been created and implemented, we engage
with our clients on a long-term basis to track their
progress, as well as update and improve their online
presence. We serve as our clients’ trusted advisors,
ensuring that they continue to obtain the results they
desire,” she says.
“Truly a Globally Connected Network”
The corporate culture at WSI is open-door and
encourages everyone to share their thoughts. They also
celebrate those ideas and accomplishments on a weekly
basis. “At the Home Office, we try to make it a lively
place and respect all of the diverse cultures we have.”
“Everyone swings a mop,” is one of our key values.
To put it another way, we all pitch in to do whatever
is required, regardless of title or responsibility. It’s not
uncommon to see one of the co-founders assisting
with the setup for the next training class or cleaning up
the storage area when necessary. It fosters a true sense
of belonging, with everyone feeling appreciated and
embraced.
Source: WSI

W
omen have thrived in every sphere of business
thanks to their unwavering attitude. Women
are no longer limited in their employment
choices; instead, they choose to seek new and innovative
prospects, changing society’s traditional practises.
We celebrate the extraordinary journey of one such
outstanding businesswoman who not only picked a
different sector of employment but pursued it with zeal,
eventually rising to a position of prominence. She is Royal
Caribbean International’s Senior Vice President, Sales,
Trade, and Support Service, a powerful and determined
woman who has led the route to success. Vicki Freed is
her name, and this is her success tale.
Her Path selected her rather than the other
way around.
Vickialwaysknewshewantedtoworkinsales,butshehad
never considered a career in travel. She did an internship
at the Boulder, Colorado Conference and Visitors Bureau
during her college days, when businesses like Xerox and
IBM were the cream of the crop in the sales world. She
secured a job at Ask Mr. Foster, a business travel company
that is now part of the Carlson Travel Group, thanks to the
appropriate connections. Vicki had no prior experience
in the travel sector, but after only three weeks on the job,
a representative from a bank travel club contacted and
asked if she wanted to go on a cruise. His zeal for cruising
and enjoyment of it left a lasting impression on her. Back
then, cruising was thought to be reserved for newlyweds
and overfeds, but after hearing him talk, cruising sounded
like the kind of holiday that everyone should take; it
sounded magical. Vicki knew she wanted to be a part of
that industry for the first time at that point. Vicki says,
“Travel and cruising may not have been my first love, but
I couldn’t image working in any other area now.” That’s
how her career led her down the road to success.
Vicki faced numerous hurdles as a novice in a new field,
all of which aided her in improving. Working for Carnival
was a difficulty because the company was at the bottom
of the hardware pyramid compared to competitors with
more recent ships. But what they did give was a very
enjoyable ship experience, which became their selling
point, bolstering her industry knowledge.
Before Royal Caribbean
Vicki worked at Carnival for 29 years, rising through the
ranks from Sales Rep to Senior Vice President of Sales
and Marketing before joining Royal Caribbean. Carnival
had been in operation for six years at the time she started,
aiming to shift people’s perceptions about cruising and
attract a new audience, making it an exciting period for
the company. Vicki had an incredible time being a part
of such a transformation and has seen the sector take
off. “I had no intention of quitting Carnival in the first
place. However, when my employer, Bob Dickinson,
retired, there was a change in leadership. And it was at
that point that I realised I didn’t work for a firm; I worked
for individuals and a culture. “Royal Caribbean tapped
me on the shoulder at the same time, and I realised it was
time for a change,” Vicki says. With Royal Caribbean, she
began a new chapter in her professional career.
TheServicesandGrowthofRoyalCaribbean
With 26 ships and counting, Royal Caribbean is a global
vacation provider. Royal Caribbean is the undisputed
king of the Caribbean, sailing there all year. They are,
nevertheless, major players in China, Europe, and others.
The company’s goal for innovation is one of the things
that really defines it. With the introduction of the Voyager
Class in 1999, they brought cruising to a whole new level.
Now, when compared to their Oasis and Quantum Class
ships, which are among the world’s largest, even that
seems insignificant.
Expanding the market to attract more first-time cruise
travellers is one of the company’s main problems today.
TRADE AND
SUPPORT SERVICE

VICKI FREED
SENIOR VICE PRESIDENT
Successful Business
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Although Vicki has seen a significant increase in cruise
travellers, who have gone from 3% to 28%, many people
still have no idea what cruising is. For continued growth,
they must continue to articulate the experience and value
of cruising over land vacations.
A savvy entrepreneur and a visionary leader
Vicki supervises Royal Caribbean’s (industry-leading)
sales team as Senior Vice President of Sales, Trade Support,
and Service. Reservations, Group Sales, Customer Service,
and their Consumer Outreach section are among the
operations covered. She also oversees their Trade Support
and Service teams, which are critical because travel agents
account for the majority of Royal Caribbean’s revenue.
Vicki is in charge of a staff of about 2,600 people. Her
ability to listen, as well as her belief that everyone,
regardless of title or position, is entitled to equal
respect, has gained her a reputation as a passionate
leader who seamlessly blends kindness with smart
competence. She was inducted into the Cruise Line
International Association’s renowned Hall of Fame
as the recipient of their 2018 Lifetime Achievement
Award, because to her reputation and extensive list of
industry contributions.
Source: Trade and Support Service

https://www.aistechnolabs.com/

C
enturyLink began as a top technological
company in the United States. Lisa Miller
is the President of CenturyLink’s $7 billion
Wholesale, Indirect, and Small and Medium Business
business groups, which employ over 2,400 people. Lisa
exemplifies excellent leadership and is an inspiration
to anybody pursuing their aspirations. She has a tough
attitude and the resolve to conquer any obstacle. We’re
thrilled to share her success storey with our readers,
particularly ambitious businesswomen, as a case study
in excellence.
Hard work and a customer-centric mindset
go a long way.
Lisa Miller was raised in a small Iowa town in a family
of self-assured, loud, and driven people. Her parents
owned and operated a furniture and auction company,
and their success was built on exceptional customer
service and creative marketing. “I remember writing
on their storefront windows with bottles of shoe polish
to make a big impression on potential customers,” she
says. Lisa’s current position is the result of a customer-
first approach, a focus on quality in customer service,
differentiating yourself in the market, and a strong work
ethic.
Century Link
LISA MILLER
President

Successful Business
Leaders To Follow
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From
telecommunications to
a technological powerhouse
CenturyLink’s long-term success has been fuelled by the
dedicationofitsemployees,thedevotionofitscustomers,
and a commitment to run the company according to the
unifying principles established by Mr. Williams in the
business’s early days. These values of justice, honesty, and
integrity, as well as a commitment to quality, a positive
attitude, respect, faith, and perseverance, will continue
to guide CenturyLink’s success as it moves forward.
CenturyLink, the second largest U.S. communications
supplier to global enterprise firms, seeks to provide
network stability, as well as secure and reliable services,
to fulfil businesses’ expanding digital expectations.
CenturyLink: A Solutions Portfolio
Designed for Businesses
CenturyLink is a technology leader that provides
customers all over the world with hybrid networking,
cloud connectivity, and security solutions. CenturyLink
provides safe and dependable services to satisfy the
expanding digital demands of businesses and consumers
through its massive global fibre network. The company
is to be the trusted link to the connected world, with
an emphasis on providing technology that improves the
customerexperience.CenturyLinkbelievesthatfocusing
on adaptive networking, IT agility, and connected
security is the key to enabling digital business.
Adaptive networking improves connections with
cloud-like flexibility, built-in automation, adaptable
management and integrated security. Services include:
■ Network Services/Hybrid Networking
■ Internet
■ MPLS – IP VPN
■ SD-WAN
■ Broadband
■ Ethernet
■ Wavelength
■ Business Bundles
■ Content Services
■ Content Delivery Network (CDN)
■ Vyvx Linear Broadcast Service
IT agility enables faster application delivery and
increased business responsiveness to help meet customer
needs. Services include:
■ Cloud Services
■ Public Cloud
■ Private Cloud
■ Cloud Application Manager
■ Cloud Connect
■ Integrated Solutions with Cloud Applications
■ Big Data as a Service
■ IoT
■ SAP Ecosystem
■ Resiliency Services
Connected security solutions allow businesses to see
and stop more with a thorough approach to network
security and real-time threat intelligence and automated
response. Services include:
■ Network Security Services
■ Adaptive Network Security Services
■ DDoS Mitigation
25

■ Premises Security
Services
■ Managed Firewall
■ Managed Web
Application Firewall
■ Analytics and Threat
Management
■ Business Bundles
CenturyLink also offers voice and unified
communications services including VoIP, traditional
voice, unified communications and contact center
solutions, as well as a variety of managed services.
CenturyLink is committed to global expansion.
CenturyLink aspires to provide the world’s most trusted
connection to the networked world, with an emphasis
on providing technology that improves the customer
experience. The corporation recognises the importance
of connections in both life and business. CenturyLink
stands out from its competitors thanks to its extensive
global network reach, significant local presence, and
innovative technology solutions, all of which are
combined with a focus on providing an exceptional
customer experience across enterprise, government,
wholesale, and consumer channels.
■ Approximately 450,000 global route miles of fiber
■ 150,000+ on-net buildings
■ Provide internet or voice services to approximately 6
million consumer broadband subscribers in 37 states
CenturyLink is committed to global
expansion.
CenturyLink aspires to provide the world’s most trusted
connection to the networked world, with an emphasis
on providing technology that improves the customer
experience. The corporation recognises the importance
of connections in both life and business. CenturyLink
stands out from its competitors thanks to its extensive
global network reach, significant local presence, and
innovative technology solutions, all of which are
combined with a focus on providing an exceptional
customer experience across enterprise, government,
wholesale, and consumer channels.
CenturyLink is focused on offering network stability
and a service experience that sets it apart from the
competition and influences customer decisions to buy
and stay with CenturyLink. Not only is the company’s
network growing, but so are its service capabilities.
Lisa is also concentrating on international expansion
through the indirect channel. CenturyLink announced
in September that its Channel Partner Program has
extended to include EMEA. This expansion provides
direct access to resources in EMEA for its present North
American Partner base, allowing them to better serve
consumers. CenturyLink will seek out new partners in
the region who will be able to benefit from the company’s
large global solutions and network footprint.
The Importance of Life Balance
Lisa Miller’s greatest strength is her ability to lead with
integrity.Sheisaleaderwhoisopen,honest,enthusiastic,
and intelligent. She takes satisfaction in inspiring others
to achieve their goals and unite behind the vision she
develops. The ability to make a decision is a sign of
strength. She investigates a problem in order to make
the best conclusion feasible as rapidly as feasible. Finally,
her success is based on her passion. Lisa is devoted to
the firm, its clients, partners, and staff.
As a woman in top leadership, Lisa is inspired every
day. She is pleased to watch CenturyLink continue to
progress and adapt. Her family is her number one source
of energy and drive, from her parents, who instilled
in her a strong work ethic, to her four daughters and
husband. She wants to motivate her own children and
staff to achieve their full potential, just like her parents
did for her.
Source: CenturyLink

https://www.ihps.com/services/

E
ntrepreneurs need to follow some basic principles
which would serve as guidelines and beacons for
their success. Based on the research conducted over
a period of three years and by interviewing more than 150
entrepreneurs, noted author and management expert, Bill
Murphy came out with a book about entrepreneurship
which was published by Harvard Business School. This
article is based on the insights from this book and lists five
principles that should serve as markers for both aspiring
as well as existing entrepreneurs. One of the insights
from this research is that most of these principles can
be learned from experience and the process of starting a
venture is an educational experience in itself. With this
introduction, we can now move on to the five principles of
entrepreneurship as put forward by Bill Murphy.
It is always not the case that Entrepreneurs
should make money fast and this should not
be the goal
It is important for entrepreneurs to test the waters before
launching a new venture. This means that one must
commit oneself to the ideal of entrepreneurship and try
out new business models, and new forms and paradigms
of transacting business. In other words, the entrepreneurs
must not be in a hurry to make profits from the word
go and instead, understand what entrepreneurship is all
about. For instance, it is better to come up with a game
changing idea instead of pursuing leads that are dead ends
which means that entrepreneurs must be ready to be in
the game for the long haul.
It is always better to find the right
opportunity even if it takes time instead of
chasing mirages
This principle translates into waiting for the right
opportunity and at the same time, seizing the moment
when the opportunity arises. Of course, we are not
saying that entrepreneurs ought to wait forever for the
PRINCIPLES OF
ENTREPRENEURSHIP

right opportunity. Rather, the intention here is that
entrepreneurs must ensure that they have the necessary
foundation in place to capitalize on the opportunity and
also must have an idea and a business model that would
create opportunities in case they are finding it difficult to
get the venture going. For instance, as the clichés about
how opportunity knocks only once as well as if you do
not find an opportunity, build a door so that you are ready
when the opportunity arises can be taken to mean that
entrepreneurs must both create opportunities as well as
seize them when they arise. Another analogy would be
that entrepreneurs must be ready with the fishing rods
and the baits when they go fishing and if the river, sea, or
lake is saturated, they must fish in waters that are “blue
oceans” meaning that they must create new markets for
themselves.
Invest in people and build successful teams
As with the previous principle, entrepreneurs must ensure
that they have the right team in place before they start the
venture.Afterall,unlessthereisateaminplace,theventure
would not be able to capitalize on the opportunities.
Further, entrepreneurs must ensure that the team is
passionate, committed, and most importantly, shares the
vision and mission of the founders. In other words, unless
there is a buy-in from the team with the founder’s ideas,
the venture would flounder. Apart from these, getting the
right people who have focus, drive, loyalty, determination,
courage, and consistency in addition to being motivated
and creative are some requirements that the entrepreneurs
can ill afford to ignore.
It is always not enough to have everything
in place. Execution and Delivery are what
matters
Have you ever got the feeling that a salesperson is engaging
you in glib talk wherein he or she is trying to convince
you to buy a product which is untested? Similarly, all talk
and no execution would lead the new venture nowhere
and hence, it is important for entrepreneurs to ensure that
they walk the talk and deliver on their promises.
Indeed, it is not enough to have a game changing idea and
a great team in place unless the entrepreneur knows the
art of execution. As happened during the Dotcom boom,
there were many startups with great ideas and equally
great teams that promised the moon for anyone willing to
listen. However, the fact that they failed in their businesses
was mainly due to the gap between ideas and execution.
Therefore, the entrepreneur has to be a leader who walks
the talk and understands the meaning of execution.
Further, leadership means that entrepreneurs must not
be afraid of failure and must instead, turn adversity into
triumph and transform failure into a stepping stone for
success.
Indeed, great entrepreneurs are those who are willing to
trust their instincts and intuition and back themselves up
when the venture is yet to fructify or even making losses.
In other words, if you think that you have a great idea
and are executing it well with the right team, you need
to persist and keep going even when the conventional
wisdom says that you are getting it wrong.
Entrepreneurs must be self-actualizing
visionaries
Ask any successful entrepreneur and they would say that
while money is indeed important and profits are indeed
essential, it is always not about the money or that making
profits is the only thing that matters. Instead, great
entrepreneurship is all about heeding the inner voice,
creating jobs and opportunities for others, be conscious of
societal prosperity due to the venture instead of having a
me, myself only attitude, and most importantly, translate
their vision into success.
For instance, there are many of us who have heard or
come across individuals who gave up cushy jobs to find
their passions and to follow and chase their dreams.
Therefore, successful entrepreneurship is all about making
a difference to the world and becoming a social messiah
who would transform societies with his or her ventures.
Finally, entrepreneurship must be seen as a starting point
to transform oneself and in the process become a change
agent. For this to happen, the entrepreneur must be both
be able to fulfill environmental, social, and economic
expectations from the larger system and at the same time,
must drive themselves in the pursuit of their dreams.
Indeed, the balance between inner aspirations and
external expectations is the most important determinant
for success.
*This article was presented by: Swiftnlift Business
Magazine
29

C
hristine encourages every woman to make
choices that will help her to create access to
learning, opportunities, and growth.
Below are the highlights of the interview conducted
between SwiftNLift Business Magazine and
Christine Puccio
Please tell us about your journey.
Working at Lockheed Martin at the age of 25 was
my first foray into the IT field. I had majored in
accounting in college and worked for Lockheed
Martin, fulfilling my ambition of working for
a Fortune 100 corporation. Soon after, I was
hired as a salesperson at Pacific Bell Internet
Services. After six months on the job, I began to
exceed my quotas and was swiftly promoted to a
management position. On the company's sales
whiteboard, I was always in the top three of ten
sales agents in this capacity. As a result, I began my
career as a leader in the fast-paced IT and Cloud
industry. I've worked for companies including
Sun Microsystems, RedHat, and NGINIX, which
was acquired by F5 Networks, in various sales,
marketing, contracting, and partnering roles over
the course of my 25-year career. This employment
has provided me the opportunity to work with
SAP, Google, AWS, and other software businesses,
providing me with invaluable insight into market
demands and competitiveness.
How do you stand different than those
who are already into this business?
A cloud journey evaluation is the first step in
diversifying your offering. I look at data around
usage,impact,andsavingsbecauseofmyaccounting
experience. The majority of the businesses
with whom F5 works are at various stages of
cloud adoption. My metric is to determine how
much of an investment clients are willing to make
in cloud technologies. My approach to engagement
is to build mutually beneficial partnerships with a
focus on strategic impact and cloud-based digital
transformation. This is always a team effort that
includes product engineering, marketing, sales,
customer success, and support.
What is your strategy to reach new
customers and industries?
Customer service is the new winning formula
in today's business. The tried-and-true tactic of
outsmartingthecompetitionbycomparingyourself
to them merely serves to provide the opposing
team free publicity. My strategy is to emphasise F5's
distinct qualities to our customers. In this sense, in
a market where competition is unavoidably fierce,
a thorough internal review is critical. Another
unusual business strategy I promote is utilising
resources outside of the organisation where I work.
We should take advantage of any opportunities
for partnership with a field organisation that will
benefit the industry in the long run.
What are the qualities that every
businesswoman should possess?
A two-decade journey through an industry aids
in the evolution of your thought process. I used to
be quiet, cautious, and kept to myself earlier in my
career. I didn't believe it was necessary for me to
express my views. My outlook evolved significantly
as I progressed up the corporate ladder. My
GLOBAL CLOUD
ALLIANCE

CHRISTINE PUCCIO
VICE PRESIDENT
Successful Business
Leaders To Follow
In 2021
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1
31

leadership involves both my own thoughts and
ideas, as well as ideas and insights I've gained from
others. I believe it is critical for me to encourage our
staff to think outside the box and to demonstrate
a distinct point of view. These concepts assist us in
reaching higher aims and assisting management in
achieving organisational objectives.
What is your contribution towards the
business?
As a leader in the world’s fastest industry, you need
to participate in an active community to keep you
grounded, focused and to expand your network. I
amastrategicadvisortoWomeninCloud,aSeattle-
based organization dedicated to bringing $1 billion
ineconomicaccesstowomen-ledSTEMbusinesses
by 2030. My introduction to the community was
through an acquaintance, which led me to connect
with Chaitra Vedullapalli (President & Cofounder,
WiC). Chaitra recognized the expertise I could
bring on board and encouraged me to contribute to
the community through collaboration, storytelling
and coaching other women.
What are your thoughts on
"Meritocracy's Myth"?
And what impact could it have in today's corporate
world? According to statistics, utilising a diverse
workforce makes good commercial sense. I've been
lucky enough to work for a number of companies
who think that brilliant ideas may originate from
anyone, regardless of their job description. I've
always been a strong supporter of diversity and
inclusiveness. I successfully developed Red Hat's
first neurodiversity programme in 2017 – the first
of its kind in the company's history. I'm also a
strong supporter of my autistic daughter. In this
regard, I've spent more than a decade working
inside the legal and educational institutions in
the United States to ensure that autistic children

have the greatest possible existence. The
lack of diversity in the IT industry is a
subject that is gaining more attention.
Diversity, equity, and inclusion must
be included into company culture
and business operations. Diverse
viewpoints and ideas will be brought
in by a meritocratic culture, which will
encourage innovation.
How do you manage to
working into different areas?
Technology is ever-changing, so you
have to be willing and able to change
with the times and to keep up with
the needs of your clients. I follow
inﬂuencers, spend time reading, talk
with customers and partners to keep
up. For my work, I have been featured
in the media by Bloomberg, NBC15,
Wharton Business School, and the U.S.
Chamber of Commerce, to name a few.
Given my industry expertise, I was
recently quoted in the book you had me
at Hello World alongside technology
executives from Amazon, Facebook,
Google, and Microsoft. I continue to
stay well versed in the constant news
surrounding my industry.
Whatareyourfutureventures?
I envision myself continuing to work
on transformational projects in the
future. After spending so many years
in the sector and working for a variety
of companies, I am well-equipped
to help solve complicated challenges
and provide individuals with ideas
and information to help them achieve
digital transformation.
Source: f5 Networks
33

M
erit Incentives started a new business
after realising the value of this unique
method of raising employee morale
and presenting new approaches to retain clients.
Merit Incentives is a MENA-based company
that uses cutting-edge technology to deliver
gifts, rewards, and engagement methods. Julie
Leblan, the brains behind the concept who has
successfully blended technology and creativity
to build a viable business, founded it in 2012 as
MyList. Merit Incentives' storey motivates us to
pursue our goals with fervour and dedication,
leaving a trail of success stories in our wake as
we document it.
About the company
MyList, the parent company of Merit Incentives,
was founded in 2012 as the first online gift
registry and universal gift card for the Middle
East, bringing to the region what has been a
highly successful and mature business model
in the United States and Europe for many years.
Over the last seven years, the company has
established exclusive ties with more than 75
prominent shops in the UAE alone, with over
400 across the MENA area.
In 2016, Merit Incentives was officially launched
as the MENA region’s leading merchandise
and gift card offering in the gift and reward
fulfillment services sector. Indeed, MyList is
Merit Incentives
JULIE LEBLAN
CEO

Successful Business
Leaders To Follow
In 2021
Top
1
the only home-grown company in the region
offering both gift cards and merchandises
from local as well as worldwide merchants and
becomes the partner of choice for several global
reward solutions providers.
The Merited Services of Excellence
MERIT INCENTIVES offer new business-to-
business & technology services and solutions
such as:

Gift fulfillment services (gift cards &
merchandises) to loyalty programmes,
employee recognition & sales incentives
programmes,

Introducing into the MENA region
technology solutions for retailers:
■ the SaaS & White-Label technology platform
for Retailers to enable their eGift Card or
eCoupons either by integrating with their
POS or deploying WEBPOS solution;
■
a white-label gift registry platform for
Retailers (incl. department stores).

Introducing into the MENA region the
expertise and technology to allow companies
to increase engagement:
■ Customer engagement using loyalty, gift
cards & incentives technologies by offering
white labelled Mobile app or web-responsive
Marketplace for corporate/institution to offer
points redemption system for e-gift cards,
merchandises, experiences and for their
employees or customers
■
Employee engagement (employee
recognition, sales incentive, learning and
wellness incentive needs) using a SaaS cloud-
based platform.
The CEO’s Insights
Julie Leblan, a financial lawyer, saw the urge
to start her own business and become an
entrepreneur. It allowed her to strike a balance
between career and family life as a woman. She
began her career as a solicitor with some of Paris'
top law firms before moving to the Royal Bank
of Scotland's Paris branch as a structured finance
manager, supporting clients in arranging loans
for global or pan-European transactions. She
joined Mayer Brown's Paris finance department
in 2008, where she helped international clients
with structured loans (LBOs, real estate,
corporate loans), M&A, securitization, and deal
structuring.
Julie is a member of the Paris Bar and holds
master's degrees in law from Strasbourg (France)
and Exeter University (UK). She refocused her
career on business after moving to Dubai in
2010 and taking a maternity leave, founding her
first company in 2012.
“It makes me happy to see how much you
contribute to your clients' businesses and how
much you influence how they work. I've always
wanted to invent and develop something unique
that has a positive impact on people's lives since I
was a child. This, I assume, is what distinguishes
me as a true millennial,” Julie explains.
Achievements & the Motivating
Factor
Merit Incentives is all about innovation
35

and modular solutions that make it simple
for businesses to scale and improve their
technologies and services. Their mission is to
revolutionise the world of rewards, incentives,
and engagement technologies by providing a
simple plug-and-play solution and leveraging AI
and machine learning to improve segmentation.
Merit Incentives is also a multi-award-winning
firm known for its engagement, digitization,
and innovation skills.
MyList Group was named one of the top 100
startups in the Arab World by Forbes Middle
East in 2017, and one of the top 12 up-and-
coming companies in the MENA region by
Forbes in 2018, and has won numerous awards
in the last five years, establishing the company
as an industry expert: nominated as Start-up of
the Year 2018 and best B2C website of the year
by Seamless Awards in 2018, and SMB awards
by Esca in 2018. Merit has also been a part of the
Microsoft AI Accelerator in 2019 and is currently
a Plug & Play startup (Fintech 2019). Julie was
recently named Entrepreneur of the Year 2019
at the London-based Incentive Awards.
Merit Incentives personnel are motivated by
their company's progress and the difference they
are making in the market. Being acknowledged
by the industry and clients as an innovator
and market leader is also a constant source of
motivation for the team.
The Promising Future
Merit Incentives recently obtained additional
worldwide arrangements, such as distributing
and selling IKEA gift cards in 24 countries. Merit
Incentives is well positioned to gain access to
clients that desire a worldwide reach (they cover
over 2,500 in more than 40 countries), superior
technology, and a company that is continually
adjusting to the needs of its clients while also
benefiting from its experience in new areas.
Merit Incentives will be successful on a global
scale because all that is required of clients now
is individualised technological solutions with
global reach.
Source: Merit Incentives

C
haitra Vedullapalli, Meylah's Co-Founder
and Chief Marketing Officer, is a passionate
woman entrepreneur and IT expert
who uses AI and Cloud technologies to assist
consumers in achieving success. Digital Strategy,
Leading Digital Transformation, Cloud & Mobile
Transformation, Channel Management, Strategic
Partnerships, Product Innovation, Mergers and
Acquisitions, eCommerce Excellence, and Digital
Marketing are some of her areas of competence.
between SwiftNLift Business Magazine and Chaitra
Vedullapalli.
My passions were fashion, sports, music, and the
creative arts. For me, engineering and technology
were a reach. My first brush with COBOL
programming in college convinced me that I
should avoid it at all costs. Until I learned about
Oracle Databases and Windows, I was convinced
I lacked the imagination to create technical code.
I was enticed to investigate further by the bright
and effective interface. With technology, I was able
to see what was previously unseen, and I chose to
postpone my intentions to seek a post-graduate
degree in music in order to pursue technology as a
professional route. However, I wanted to work for
Microsoft because they were able to make a billion
people's lives better through technology.
When the opportunity arose, I was ecstatic
because I had a burning desire to learn how to
create a billion-dollar plan, which Microsoft had
accomplished. The transformation from ignoring
technology to functioning in the world's largest
industry has been remarkable. At Meylah, my
husband and I are working hard to establish an
enterprise-ready company that can provide
Cloud and AI solutions to our customers.
How do you stand different than other
organizations?
I run two organizations: Meylah and Women In
Cloud.Boththecompaniesstrictlyfollowthemotto
to serve people and customers and are advancing
their innovations with Cloud technologies.
Meylah is a Cloud Solution Provider with the goal
of assisting businesses in gaining access to the
digital economy. We support customers in two
ways as a Microsoft Gold Partner
■ SaaS Solutions — SpeakerEngage and Merchant
Management System are two of our unique
technologies that help planners and decision-
makers automate their businesses.
■ Cloud Services - In the enterprise sector, we
offer digital transformation services ranging
from consultancy to Cloud development, digital
marketing, and management.
How do you strategize to tackle the
competition in the market?
Every company in the market supports digital
transformation. The key to being successful is
to differentiate your offerings and services. I
defy from competing on the basis of price and
capabilities. Value, impact and access are our core
pillars looking to beneﬁt purpose-driven leaders
and companies that drive inclusive growth and
impact in the marketplace.
Hence at Meylah, we focus on 3 core things:
■ SaaS Solution offering for enabling digital
MEYLAH
CORPORATION

CHAITRA
VEDULLAPALLI
CO-FOUNDER & CMO
Successful Business
Leaders To Follow
In 2021
Top
1
39

transformation within days instead of months.
■ Invest in public-private opportunities to build
smart communities to accelerate economic
development.
■ Enterprise-ready services to help enterprises to
digitally transform their business through Blue
Ocean strategies.
The technology industry has not only taught me to
adopt change but also embrace the rate of change.
The rate of change in the industry is increasing
by the hour and demands constant oversight
of current trends. To combat stress and feeling
overwhelmed, there are three key traits I believe
each business woman should possess:
■ Situational leadership: This leadership strategy
is extremely beneﬁcial to be present and take
decisions that a certain scenario requires.
■ Economic Access Creation: Access creation is
another characteristic I passionately practice
to unlock economic opportunities for people
around me. My mantra is to help people achieve
their highest level of growth on Maslow’s
pyramid.
Ultimately, acquiring emotional and relationship
currencies to understand people and unlock
blockers for them to realize their ultimate potential.
I believe a leader’s capabilities and achievements lie
in the contentment of the people they are leading.
What were the constraints faced by
you? And how did you overcome them?
Meylah is a Cloud Solution Provider with the goal
of assisting businesses in gaining access to the
digital economy.
We support customers in two ways as a Microsoft
Gold Partner: SaaS Solutions — SpeakerEngage
and Merchant Management System are two of
our unique technologies that help planners and
decision-makers automate their businesses.
Cloud Services - In the enterprise sector, we
offer digital transformation services ranging
from consultancy to Cloud development, digital
marketing, and management.
What is your contribution towards the
cause of Women in Cloud?
My entrepreneurial path indicated that Meylah's
access to money, clients, sponsors, and community
is limited. Because I had a lot of tribal knowledge
about tech channels, I proposed a Cloudready
programme to educate organisations about
Microsoft channel prospects. I spoke with almost
5000 companies as part of the pan-US initiative, but
only 5% of them were led by women entrepreneurs
or leaders, many of whom were cautious and shy
to communicate. A discussion with these women
exposed a larger issue in the system: gender bias
in technology. ‘We need change,' I said right away.
Following that, Karen Fassio and I, who worked
together on the Cloud-ready programme,
decided to create a network for female leaders,
entrepreneurs, and technologists to provide
economic prospects. Women in Cloud grew out of
thoughts scribbled on a napkin in a cafe by women
who wanted to carve out their own route in the
fastest-growing industry.
Women in Cloud has had a positive impact on my
personal development. Over the last three years,
my enthusiasm for technology has grown, as has
my determination to overcome the "What ifs"
that I am continuously confronted with, and my
ambition to reform the sector to be more inclusive.
Initially, the constant energy I had to throw into
this community became a way of life for me.

What are your insights on “The
myth of meritocracy”? And how
it could bring a change in today’s
business arena?
In actuality, a merit-based system does not
exist in many aspects of life. What and how are
two factors that are used to determine success.
What you contribute, add, and effect through
your work is referred to as ‘what.' The unseen
aspect, on the other side, is the ‘How,' which
includes interpersonal dynamics, emotional
currency, sponsorship aircover, and access
creation. It all comes down to the significant
inclusion you've created for others through
your efforts in the end. This holistic approach,
in my opinion, outperforms conventional hard
labour.
What are your upcoming projects?
The Covid-19 epidemic provided me with the
opportunity to reflect on and rework the aims
for both Meylah and Women in Cloud; we are
now laser-focused on our aims and impact. We
atMeylaharededicatedtoprovidinginnovative
solutions to our customers in order to help
them accelerate their digital transformation
and generate societal impact in order to fulfil
the United Nations' Sustainable Development
Goals.
Women in Cloud is on a mission to change the
industry's inclusiveness, thus we're working
on long-term programmes and solutions to
help women get access to economic prospects.
In the future, optimization will be a priority.
Mostly, I'm focused on providing value to our
current members rather than simply increasing
the community's size.
Source: Meylah
41

Introduction
Entrepreneurship is a hard business, and unless
entrepreneurs are constantly on top of their game,
they are doomed to fail. According to research, only
around 10% of all new businesses survive into their
second year, and entrepreneurs frequently wind up
on the wrong side of success. The top five reasons
why entrepreneurs fail are discussed in this article,
and they include fundraising, staffing, financials,
operational issues, and peaking too early or too
late. All of these causes share the similar theme
of not properly managing the venture and being
slack or lazy when it comes to the guts and bolts of
managing the enterprise.
Further, the other theme that runs through these
reasons is missing the trees for the forest or not
paying enough attention to details and at the same
time, missing the forest for the trees or getting too
bogged down in the details that the big picture is
ignored.
1. Funding Challenges
The first of these factors has to do with finances.
As we all know, new ventures and startups require
finance at all phases of their development, therefore
theentrepreneurmustensurethatventurecapitalists
and financial institutions back him or her from the
start and provide ongoing support.
Entrepreneurs frequently fail to deceive because a
seemingly promising idea fails to generate money
TOP FIVE REASONS WHY
ENTREPRENEURS FAIL

or business, causing venture funders to lose faith in
the venture and withdraw their funds. Apart from
that, several businesses and their founders fail to
predict the constant financial flow required to keep
the enterprise afloat, which we will cover in further
detail later.
2. Staffing Issues
The second reason why entrepreneurs fail has to do
with staffing. Entrepreneurs frequently do not staff
their companies with the appropriate resources,
and as a result, they frequently lack the necessary
resources when the initiative takes off. For example,
these days, businesses require sufficient resources
when new projects arrive or when business picks
up. Having too many resources, on the other hand,
can be a hindrance to the venture because resources
take money and time to maintain. Furthermore,
not having the necessary resources because they are
either too expensive or unwilling to take the risk of
working for a startup.
3. Cash Shortage and Liquidity Shortage
The third cause for new venture failure has to do
with the financials or the management of cash flows,
as previously indicated. This is due to the fact that
most business owners do not anticipate the cash
constraint that results from an imbalance between
accounts payable and receivables.
Furthermore, it is common for fledgling companies
to budget for future income now, implying that the
firm will run out of funds if the revenues do not
materialise. Furthermore, it is possible that venture
capitalist funding will dry up unexpectedly, causing
financial issues. Indeed, while the enterprise may
postpone receivables, it cannot do the same with
payables since suppliers, employees, and vendors
cannot be certain that the entrepreneur will keep
his or her promises, as evidenced by the recent
high-profile closures in India's aviation sector.
4. Mismanagement of operations
The fourth reason why new businesses fail is
because the entrepreneur fails to handle the nuts
and bolts of running the company in an effective,
efficient, and efficacious manner. For example,
many entrepreneurs avoid getting their hands dirty
in the details of running a firm, preferring to focus
on the broad picture. Though we do not recommend
that all entrepreneurs micromanage their firms,
some engagement in the day-to-day operations is
necessary and even important. This means that the
entrepreneur should hold the business in his or her
hands, especially during the formative years or the
first year at the very least, to ensure that there is no
slippage between the cup and the lip when it comes
to translating ideas into company operations.
Many entrepreneurs believe it is beneath them
to engage and involve themselves in things like
work schedules, human resources, and day-to-day
financials, and they end up paying the price.
5. Too early or too late to peak
The fifth reason many entrepreneurs fail is that
their businesses often peak early or late, causing
them to miss the window of opportunity when the
optimal combination of conception, incubation,
and execution is realised, resulting in success.
For example, some entrepreneurs have game-
changing ideas but peak too early, causing them to
misinterpret market signals. This frequently results
in burnout and exhaustion, particularly when the
desired momentum is required. On the other hand,
some entrepreneurs peak too late, which means
they underestimate the time it would take to get
their products or solutions to market.
Source & reference: Medium, Finance Buddha
43

R
enee shares her insightful insights on how
she is inspiring businesses to fly through
digital innovation in an interview with
Swiftnlift Business Magazine. She is the Senior
Vice President and General Manager of AppSmart
at the moment.
Below are the highlights of the interview:
How do you stand different than
others?
We are all consumers of technology in the personal
and professional aspects of our life. Consumers
are sophisticated and differentiate solutions based
on their needs and convenience. So ultimately, as
providers, we focus on the customer experience.
I invariably put myself in the customers’ shoes to
experience our offerings. If you do not appreciate
yourservicesasaconsumer,whyshouldacustomer
experience it? Hence, we internalize before we
build on it.
Businesses are essentially groups of people
who use technology to help them operate more
efficiently, and I consider their mission to serve
them. For example, if our customers are dentists,
my duty as a business leader would be to figure
out what technology would best enable dentists to
service their clients. This method would entail me
personally reaching out to my dentist to learn about
AppSmart
RENEE BERGERON
Senior Vice President

Successful Business
Leaders To Follow
In 2021
Top
1
their needs so that we can create a roadmap of new
solutions. Your solutions will have no impact unless
you have a strong desire to address client problems
and provide the greatest experience possible.
Why should one prefer you?
Doing business with us you get a one-stop shop
for business technology with AppSmart and our
network of IT experts. We provide premier cloud
applications with exceptional support, as well
as the best connection, voice, and energy/IoT
solutions, as well as unbiased advice to help you
quickly select and deploy the ideal
technology for your company.
Are you just starting started
with your company? Are you
trying to extend and grow your
consumer base? Our trustworthy
and unbiased technology experts
are there to assist you obtain all
you need to fuel your future, no
matter where you are in your
company journey.
Thousands of businesses
of all sizes and industries
entrust their IT decisions
to AppSmart. Fortune
5000 enterprises and small
businessesinretail,healthcare,
hospitality, manufacturing,
banking, television and film
production, as well as non-
profits, universities, and
other industries are among the
participants.
Please tell us about your methodology.
We run on a proven Six-Step methodology, which
is as follows:
1. Discovery: We can propose the most efficient
Voice, Data, and Cloud solutions for your
organisation after learning about your
organisation, staff, difficulties, and goals.
2. Research: With no upfront cost or obligation,
our team of specialists reviews your current
solutions to suggest improvements and future
prospects.
3. Source: We put together a full breakdown with
45

a hand-picked
list of solution
providers who can
assist you in overcoming
obstacles and achieving
your objectives now and in the
future.
4. Selection: We facilitate
communication with the supplier after
assisting you in determining which provider
best meets your needs, ensuring you receive the
best pricing, terms, and solution.
5. Negotiate: On your behalf, we'll negotiate the
most attractive contract terms with any supplier.
6. Implement: We work hard to ensure that
your order is executed correctly and on time,
and we're always ready for updates, moves, or
adjustments as your company grows.
What services and solutions you
provide to the customers?
You'll find the industry's largest portfolio of
applications and services at AppSmart, with
offerings from hundreds of leading vendors. It's all
the business technology you'll ever need, all in one
location, with technology advisers to help you find
the best answers to your problems.
Whether it's increasing restaurant profits,
supporting your auto repair shop, efficiently
running your health care facility, or any other
company need, our independent technology
experts can help you swiftly locate and implement a
tailored solution to handle your specific difficulties.
Solutions That Are Tailored to Your Specific
Requirements
■ Cloud: With cloud computing and services,
you can run and

scale your organisation fast and affordably.
■ Connectivity: Keep your staff linked at all times,
from anywhere.
■ Wireless/Mobility: Assist your mobile employees
in remaining productive and connected.
■ Services that are managed: Concentrate on your
business as technology professionals handle your
day-to-day requirements.
■ Security that is managed: Protect your company
from cyberthreats and the financial damages that
come with them.
■ Energy: To save money, improve employee and
customer comfort, and go green, optimise your
energy plan.
■ Devices: Track and manage all of your company's
devices.
Working in the technology industry has the advantage
of allowing my future to take on any magnificent
shape. While I have a general idea of what the next
several years will entail, it will be thrilling to be part
of that adventure as new chances arise. The aims I aim
to pursue, making technology accessible to businesses
of all kinds, will remain consistent; yet, the pathways
I take to get there will undoubtedly take many forms,
exposing me to new and better experiences.
Source: AppSmart
47

L
ani discusses how she has been intentional
about investing in herself, understanding her
company'scustomers'businessesandindustries,
and keeping an eye on the digital disruption and
transformation that lies ahead in an interview with
SwiftNLift Business Magazine.
Below are the highlights of the interview:
How do you strategize to tackle the
competition in the market?
My attitude toward competitiveness has changed over
time. It is critical to identify your competitors and
determine their strengths and weaknesses. Excessive
focus on the competition, on the other hand, leads
to missed opportunities. Instead, turn your gaze
inward. To deal with competition, you must first
define your unique value offer and acknowledge that
there is always one essential differential between you
and your list of competitors. This will determine your
customer's relationship and connection with you.
Furthermore, be a disruptor and an innovator. Plug
into the market, spend money on R&D, and keep an
eye on the trends.
Over the years, I have realized as a businesswoman
you need to develop some traits to continue working
with precision.
■ Perseverance: Being persistent allows you to push
through difﬁculties until success is realized. If you
lack perseverance, you might stop short of making
US ONE COMMERCIAL
CHANNEL SALES
ORGANIZATION

SHERLEANDER PHILLIPS
VICE PRESIDENT
Successful Business
Leaders To Follow
In 2021
Top
1
49

that final mile to reach your goal.
■ Strength and Confidence: Confidence is an
essential tool to be able to face the challenges you
mayencounter.Strengthequipsyoutodealwiththe
adversity. As a woman, you have to fight for what
you believe in and have the strength, confidence
and ability to face all the things coming your way.
■ Success and Failures: Studying failure allows one
to course-correct to push ahead. But, studying
successes helps you identify the winning formula,
which can be replicated.
■ GrowthMindsetandInclusivity:Anenvironment
where people feel seen, valued, and heard, and have
a sense of belonging is the success model. When
people are allowed to operate from their strengths
and approach situations with a growth mindset,
there is no goal unattainable.
■ Personal Well Being: We are only human. Finding
the balance and taking care of your mental, physical
and spiritual health is essential to being more
balanced. Personally, this is always my struggle,
but prioritizing self-care is the only way you can
show up as your best self.
Career stagnation can also become a barrier for any
leader, regardless of gender. When you stay in a role
or group for a substantial amount of time, people start
to develop a blueprint of who you are and what you’re
capable of and automatically put you in a box. The
longer you stay, the more it will stagnate you because
they can only see you in a certain type of role. I dealt
with this by always challenging myself to sign up for
additional challenges, taking on stretch projects, and
expanding my network with an intention to add value
in unique ways.
How do you manage to work in different
areas?
Technology has no bounds. In this world, you simply
cannot stop learning. This fast-paced field helps me to
hone both my business and technical talents.
Technological progress is accelerating at an
unparalleled rate. Without a
thorough understanding of
technology and its specifics,
no commercial engagement is
possible. What is the answer? What is the customer's
and their company's value? What role does this play
in their Digital Transformation efforts? We need to
keep informed as technology leaders.
Furthermore, regardless of your place in the hierarchy,
you must invest in professional business abilities to
remain modern. Emotional Intelligence (EQ) and
Intelligence Quotient (IQ) will be required of modern
leaders (IQ). Accept both viewpoints and put them
into practise throughout your career. I've also adopted
a growth mindset because, as digital transformation

51
accelerates, we need to invest in both business
and technological abilities to remain nimble and
competitive.
The mindset of "goals on paper" is limited.
Checking boxes hasn't been on my agenda lately
because it pushed me to the next item on the list
instead of allowing me to embrace the growth I was
experiencing. Despite the fact that my objectives
are set, I am committed to enjoy the ride by leaving
room for experimentation and new experiences.
I am committed to continuing my leadership
experience in Corporate America in order to not
only create outstanding business results, but also to
make a difference with our most valuable asset -
our people. I'm mostly concerned with giving back
to the upcoming generation of leaders. Mentoring/
coaching, blogging, social media platforms, and
two passion projects are helping me achieve my
goals:
(1) Launching a podcast to share leadership insights
to assist educate, inspire, and transform leaders,
and
(2) Writing my first leadership book.

G
ina holds the position of Managing
Director, and Market Unit Sales Leader at
Accenture and has over 20 years in market
development and complex solution offerings for
global companies.
between Swiftnlift Business Magazine and Gina
Fratarcangeli.
Asafreshcollegegraduatein1995,Iwascompletely
enthralled by this new thing called the "internet." I
saw a presentation from an early internet streaming
firm while working at an advertising firm, and the
power of the internet with its targeted advertising
and information became evident to me. It was a
life-changing moment, and I knew I wanted to be a
part of the internet and its underlying technologies.
As a result, I began my technological journey.
Cloud technology has had a near-unprecedented
impact on both enterprises and consumers. I'm re-
energizedandexcitedtotryoutCloudatAccenture.
Cloud computing promises to transform and grow
a company's operational models at a cheaper
cost and with the assistance of legacy systems,
resulting in unprecedented creativity. My path
has been fascinating, with numerous twists and
Accenture
GINA FRATARCANGELI
Managing Director

Successful Business
Leaders To Follow
In 2021
Top
1
turns. My background in advertising, consulting,
and technology has given me a strong foundation
of knowledge and perspective to recognise that,
in order to help organisations better serve their
customers in the future, technology must be
utilised in unexpected ways.
How do you stand different than other
organizations?
Accenture, as a leader in the cloud industry, assists
Fortune 500 firms in transforming their businesses
using cloud technologies. Many businesses believe
it just means shifting older technology to the cloud
to save money, but the benefits are far more. The
C-suite today requires knowledge on how to use
technology and its ability to address business
problems. Helping people comprehend how the
cloud can provide much more, such as the capacity
to speed innovation, is one of my favourite aspects
of my job.
It's all about transforming the company as a
whole. The cloud transformation journey can
be divided into three categories: modernise
(transfer older systems to the cloud for cost
savings), optimise (achieve efficiency by working
in an agile development style to get products to
market faster), and innovate (enable strategic
innovation with AI, digital services and platform
partners to generate growth). So, before we get
into the nitty gritty of cloud migration, we make
sure our clients understand the full scope of what
a cloud transformation could imply for their
company, including the financial and operational
implications.
How do your strategy to reach new
customers?
At Accenture, we take the conversation to the
C-Suite, where it is focused on solving business
problems and adding value. Accenture excels at
understanding a client's business requirements,
analysing their business difficulties, and creating a
holistic solution that includes strategy, technology,
andongoingdeliverysupport.Wehavetheindustry
knowledge and technology to help our clients
achieve true transformation. Accenture works
with three-quarters of Fortune 500 organisations
for a variety of reasons.
What attributes do you think every
businesswoman should have?
It'scriticaltoprioritiseyourcustomers'requirements
before your own. To serve your purpose as a leader,
you must exercise honesty and integrity. Personally,
I strive to develop a relationship with my clients
rather than simply sell them anything. An open,
honest, and transparent discussion about what's
best for your client will have a tenfold impact on
and growth of that relationship. Throughout my
career, I've had to occasionally advise clients to
deal with other providers - and that candour was
always welcomed.
Doingyourhomeworkisanothereasyyetimportant
trait.Beforeengaginginanyconversation,youmust
be well-versed about your technology, solutions,
and clients. You'll be more informed and able to
deliver the best solutions to your clients if you keep
up with current offerings and changing market
conditions. Finally, be courageous! Go out there
53

and try new things to
expand your horizons. I
presented a Ted Talk about
mentoring and supporting
women leaders last year. I was
both nervous and eager because this
was my first time speaking from the
heart. I loved how it made me feel, and I now
believe I've reached a stage in my work where
I don't have to be "business Gina" when speaking
in public – I can be "genuine Gina" instead; it's a
much more rewarding experience.
What were the impediments you have
faced?
Technology is a very complicated field. Women in
this field face hurdles from all sides. I picked sales
as a career route as a young professional because I
was competent at it and, unlike other industries,
numbers determine success. I was usually the
hardest worker in the room, and the results were
clear; I knew my accomplishments would speak
for themselves. The lack of other women in the
room was one of my main issues throughout my
career, making it difficult to send someone to
argue for me. Accenture, on the other hand, places
a great importance on diversity, beginning with
our current female CEO.
I'mhavingagreattimeatAccentureandamlooking
forward to taking advantage of new opportunities
and continuing to address customer problems.
Technology is evolving on a regular basis, and
the next ten years will be a fascinating journey in
this field. I hope to be able to continue supporting
many of the start-ups that I work with as an official
and unofficial advisor — there are so many strong
female leaders on the rise!
Source: Accenture

P
PP Projects are the answer to the
development of resource-scarce countries
like India, where the government is
unwilling to commit large sums of money to
infrastructure development despite the need for
such projects for economic growth. The economic
features of PPP projects are examined in this
article by bringing theory to experience, as is the
situation in India. Before we begin, it is important
to remember that PPP projects are here to stay,
and that, despite objections from many places, it
is preferable for such projects to be decided on the
basis of economic concepts rather than the whims
and fancies of the actors.
Distortions and Incentives
To begin, private stakeholders must be enticed to
join in PPP projects. Private participants must be
assured of returns on their investment at every
level, from initial tendering to contract signing
and extending to execution, implementation,
and maintenance. Many motorways and other
building projects in India, for example, are built
on a Build-Operate-Transfer basis, which allows
the concessionaire to levy tolls and collect money
from motorists who use the infrastructure. It is the
situation with airports, which can be operated by
private players using money generated from levies
and user development fees.
Correct Risk and Return Estimation
Apart from the incentives that must be supplied
to entice private players, the risk-reward equation
must not be skewed in favour of the latter, and
the compensation system supplied to private
players must be commensurate to the risks
that they are taking. In India, for example, it is
usual to write concessionaire agreements that
PUBLIC
PUBLIC-
-PRIVATE
PRIVATE-
-PARTNERSHIP
PARTNERSHIP
(PPP) ECONOMICS
(PPP) ECONOMICS

favour the government in some circumstances
while favouring the private companies in others.
Who is rewarded is determined by a variety of
circumstances, including the private players'
proximity to the powers that be and other forms
of crony capitalism.
Moral Hazard and Its Consequences
However, it should be emphasised that the
Indian government has been known to bend
over backwards for some private businesses,
particularly in the areas of ports and airports.
This has included arranging for low-interest loans
and postponing payments, as well as bailing them
out when required. This presents a moral hazard
dilemma, because such concessions to some
may be sought by others. In the aftermath of the
2008 financial crisis, the world witnessed massive
bank bailouts. Some economists have criticised
bailouts as morally risky because they promote
bad behaviour while punishing those who follow
the rules.
Demand and Supply Mapping
In terms of PPP projects, the next, and possibly
most crucial, requirement in terms of economic
theory is that there must be a balanced demand
and supply equation. According to recent study,
the building industry has overinvested, resulting
in excess supply in the absence of enough demand.
For example, inventory accumulation in some
infrastructure projects, such as public housing
and the construction of SEZs (Special Economic
Zones), demonstrates huge investments in these
areas, resulting in overstock.
Resources Allocation
Fourth, the guns vs. butter dilemma is a problem
that the Indian government faces when it
comes to initiatives. Given that India is still a
developing country and so needs to invest heavily
in social infrastructure, it is confronted with the
challenge of directing investments and working
with the private sector in accordance with the
objectives established by the aforementioned
factors. However, India requires contemporary
infrastructure, such as world-class airports, and so
cannot avoid soliciting private sector participation
in such projects. Simultaneously, there have
been loud demonstrations against excessive
infrastructure spending.
Conclusion
As can be seen from the above explanation, PPP
projects must be evaluated, funded, and revenue
generated exclusively on the basis of economic
factors using theory, rather than political or other
influences. PPP ventures have long been held
prisoner in many developing nations by political
compulsions and hidden intentions of vested
interests. It is past time for all parties to agree on
analysing and implementing PPP projects based
on the reasons raised in this essay rather than vote
bank politics and crony capitalistic motives.
Source & Reference: ICAO
57

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