I recently went one on one with Dominic Rowell, CEO of Lingoda.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?

Dominic: I’ve worked for decades in consumer goods, retail, media, and even student accommodation, so I’ve gathered a lot of experience that has shaped my skills and personality as a leader - from brand management to a competitive “trading” mentality. But my passion has been for digital products, and how we better meet the needs of customers through a combination of technology and humanity. Lingoda has been the ideal opportunity for me to put all that experience together.

Over the years, there have been numerous setbacks. I believe that you can always find a way through. In those situations, you need to dig deep, be tenacious, and talk to your staff, your network, and your friends. Make sure you consciously act and choose when to persevere and when to pivot, then stay on it to be sure you made the right decision. Setbacks are an inevitable part of the learning curve, when you come through them you are stronger for it.

Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?

Dominic: I inherited this business and work very closely with Felix, Lingoda’s co-founder. So the foundations of Lingoda are his idea really, but we work in a competitive sector that’s very open to innovation. So who we are today and where we are heading needs a constant flow of new ideas to sustain Lingoda’s advantage and grow. 

Having a clear purpose really helps with idea generation, as this is a permanent target that is much bigger than getting hung up on a particular business model.

And create an environment where innovation is a daily dynamic, where we are agitating for change, and where there is shared belief in intelligent risk-taking. 

Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?

Dominic: Lingoda’s founders saw a big opportunity to take the offline classroom online. It's wonderfully big and simple! Which makes it likelier to succeed. Simplicity is key because what matters is execution.

Now we need to keep moving and create a constant churn of business ideas whilst making sure the company stays true to its purpose and delivers for its investors. Some ideas come from intuition and instinct, some from analyses and insight, but the best ideas come from both. I think you need to constantly have the courage to create hypotheses for the future and test them through concept testing with your target customer and then proof of concept via minimal viable products.

Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?

Dominic: First and foremost, a solid financial platform. It's not particularly exciting or creative, but that’s what helps you gain control over your own destiny as a management team, especially in this new world where cash is much more expensive. You need to be confident that you can sustain the business, afford an exciting roadmap of innovation, and protect our staff.

Then make sure the organization has confidence. Is there a shared belief in the company’s purpose and strategy which can be the North Star and framework through which you can empower and inspire people? Have you got positive momentum and proof points on growth that give investors and staff confidence in the leadership team?

Finally, of course, ambition. What are the goals we are setting for the next 3 years (we review this annually with a rolling 3-year horizon) and how do we expect to achieve those goals? Does it feel challenging but credible? Do we believe that we can be much better than we are today?

Adam: What are your best sales and marketing tips?

Dominic: Focus on your target customer, and to yourself be true. 

In the hyperbole of the day-to-day, you can lose sight of your customer amongst numbers, cost pressures, people challenges, etc. Or you can get dragged into what competitors are doing and lose sight of what you do that’s special. I’ve worked across a number of sectors without being a master of any of them, but if you know what your customer needs and how to deliver something special to them, I believe you will succeed. 

Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?

Dominic: Courage, conviction, and self-confidence are key. It is lonely at the top! There will be many times when you need to back your intuition without the data or your staff being able to present bullet-proof answers to questions. You have to keep momentum in the business - keep moving.

But I also think you need humility. Make the time to pause and listen to your staff, investors, and network. It’s good for the soul, and it's likely they know things you don’t and have confronted similar situations.

Adam: What is your best advice on building, leading, and managing teams?

Dominic: Set the right environment. Make sure there is a shared conviction, clarity, and belief in the strategy. And be sure you have the right leaders throughout the organization who share your values, ambition, and passion for what we do as a business and how we do things around here. 

Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?

Dominic: Maintain a focus on the purpose of your organization. This is likely permanent and helps you navigate the day-to-day with consistency. 

Be humble. Yes, you need self-confidence (and a lot of it!),  but you also need to listen to others, they will inspire you and it's good for your health … Just be sure you are asking the right questions of the right people, and maintain your own focus on a winning strategy.

Communicate. Make sure your staff knows where you are going and how you are going to get there. They are the ones who will get you there!

Adam: What is the single best piece of advice you have ever received?

Dominic: Take a break. I’m lucky to have three kids and a strong wife! They keep life in perspective. 


Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally-recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.

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