How I Succeeded: New Republique's Nima Yassini

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How I Succeeded is a regular series on Lifehacker where we ask business leaders for the secrets and tactics behind their success. Today: Nima Yassini, founder and CEO of New Republique.

Current gig: CEO and founder of New Republique, a brand, UX and digital marketing agency focused on delivering conversion rate optimization (CRO) strategies that help clients understand their ideal consumer and build website experiences that convert.

Location: Sydney

Current mobile device: iPhone 8

Current computer: Apple air

One word that best describes how you work: Organised

What apps/software/tools can't you live without?

SMS, mobile, laptop, InVision, Trello, Keynote, Spotify, Email and GoCatch

What social network do you find the most useful?

None. They are so addictive!

What were the most important lessons you learned while growing your business?

  1. Make sure you create a business and not just create something to give you a job.
  2. Your most important hire is your finance director/CFO. Don’t underestimate the importance of good financial management in your business. Do your research, find someone with experience who aligns with your values and listen to them.
  3. Learn to pivot - don’t change for change sake, but when it’s time move, move quickly and cut your losses.
  4. It never gets ‘easy’ but I’d like to think I’ve become more tolerant and know how to manage my stress levels better.
  5. Create an environment where you will succeed. I’m not talking about the staff, I’m talking about the owner. As an owner we are bombarded by messages about our team and culture. Fundamentally the CEO sets the tone, so you need to create an environment of success which you believe fits the business and then your team will join you.

What has been the most surprising part of your business journey?

A business is a mirror to you as the owner. Everything you suck at is right there in your face. You can’t hide. I did not expect that. For the right person this is a liberating factor and helps you grow as a person, manager, leader.

What everyday thing are you better at than anyone else?

Organising, thinking on my feet, connecting the dots, creating a fun environment for my team.

What's your sleep routine like?

Standard. I sleep 5-6 hours a night and luckily don’t need anymore than that. Hopefully I’ll still be saying that after my first child is due in December!

What advice would you offer to other businesses on how to succeed?

A business is a personal journey and how each person goes on their path is very personal. These are some things that work for me:

  • Read a lot
  • Talk to others in similar situations or in your industry, always be open to learning and sharing experiences
  • Don’t be afraid to try new things in order to hit your goals
  • It never gets easy, you get stronger. So never give up


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