Starting and scaling a business in Malaysia‘s dynamic yet competitive market often feels like navigating a complex maze. Entrepreneurs face hurdles like standing out in saturated industries, aligning with cultural nuances, and adapting to economic fluctuations. For Dr. Wendy Liew, these challenges were stepping stones to build an award-winning career in Image & Brand Management. A trailblazer recognized as one of Malaysia’s Top 30 Women of Excellence 2024, Wendy’s journey is a testament to resilience and innovation. Dr. Wendy Liew’s story inspires entrepreneurs to rethink strategies, embrace growth, and connect deeply with their audience.
Key Takeaways:
- Resilience and adaptability are key to navigating challenges in Malaysia’s competitive SME landscape, as seen in Dr. Wendy Liew’s journey.
- Balancing tradition with innovation ensures sustainable business growth while staying attuned to client needs and market trends.
- Empowering teams and embracing calculated risks are essential strategies for building a successful and resilient business.
Highlights
Adapting to Malaysia’s Unique Business Ecosystem
Q: What inspired you to start your business, and how did you identify the market need?
A: Growing up in a humble family, I always dreamed of breaking free from the constant struggle to make ends meet. After I graduated and started working, it became clear how long it might take to create a more comfortable life for myself and my parents if I stayed on a traditional career path. That realization drove me to leave employment and pursue my own path to be self-employed.
I was open to exploring any industry that offered the potential to increase my income, and I was fortunate to land a role from a Make-up Senior Trainer to a Manager at a publicly listed skincare and cosmetics company. It was there that I discovered my passion and talent for speaking and training. This natural fit has been my focus ever since, and I’ve committed to building my career in this direction.
Q: Can you describe a typical day in your life as an entrepreneur?
A: A typical day for me as an entrepreneur usually involves corporate training sessions, speaking engagements, or teaching certification courses. On days without these commitments, I dedicate time to meetings with my teams or partners, setting up appointments and presentations, or preparing training materials. This balance helps me stay connected with my clients and partners while continuously advancing our projects.
Q: What has been your biggest challenge in running an SME in Malaysia, and how did you overcome it?
A: One of the biggest challenges in running an SME in Malaysia, especially in my industry, is the tendency for some to lower their fees to secure business. I believe this is a short-sighted strategy, as it often undervalues the expertise and quality of service. To overcome this, I focus on maintaining a professional fee that reflects my experience and the value I bring to clients. By consistently delivering quality and building strong client relationships, I’ve found that clients recognize the value of investing in professional services, which sustains both the business and the industry’s standards.
Q: How has your business adapted to your country or region’s unique cultural and economic landscape?
A: We’re fortunate to operate in a landscape where initiatives like the Human Resource Development Corporation (HRDC) encourage companies to continuously upskill their employees by contributing levies for employees’ learning and development. This structure ensures a steady demand for training services, as companies are incentivized to use their allocated funds throughout the year. The main challenge then becomes aligning my topics with their evolving priorities and targeting the right levels within their organizations.
As an HRDC-approved training provider and accredited trainer, my business has adapted well to this unique environment. By staying attuned to industry needs and aligning my programs with both cultural and economic trends, we’ve managed to thrive within Malaysia’s professional development ecosystem.
Q: What’s your most important lesson about managing a team in the context of Malaysian business?
A: The most important lesson I’ve learned about managing a team in the Malaysia business context is to never assume that team members will approach tasks exactly as I would. Instead, it’s crucial to empower them, providing the guidance and resources they need while allowing them the freedom to leverage their unique strengths. Empowering the team fosters ownership, enhances creativity, and often brings about solutions that I might not have envisioned. This approach not only improves results but also cultivates a supportive and growth-oriented team culture.
Q: How do you balance traditional business practices with innovation in your industry?
A: In balancing traditional business practices with innovation, we’ve focused on gradually embracing digital methods while being mindful of our clients’ readiness for these changes. In the training industry, particularly for my topics, there remains a strong preference for face-to-face sessions. Nonetheless, we’ve enhanced the traditional experience by incorporating elements that boost learning engagement, ensuring that even classic methods feel fresh and impactful. By blending interactive tools, experiential exercises, and digital elements where appropriate, we’ve managed to keep our offerings both relevant and dynamic. This approach allows us to innovate at a pace that aligns with our clients’ comfort levels while enriching their learning journey.
Q: What role has technology played in your business growth, and how do you see it shaping your future?
A: Technology has played a crucial role in expanding our business reach and enhancing the learning experience we deliver. As we adopt digital tools, we can offer flexible learning formats (pre and post), including online sessions and blended learning models, which allow us to connect with clients more effectively and consistently. However, because face-to-face interaction remains highly valued in our industry, we balance this by integrating digital enhancements that elevate traditional training—such as interactive content, gamification,online assessments, and follow-up resources—to deepen engagement and retention.
Looking forward, technology will continue to shape our business by enabling us to offer even more customized learning experiences. Innovations in data analytics, for instance, will help us better understand participants’ progress and tailor content to fit specific needs. Ultimately, technology will help us stay agile and responsive to our clients’ preferences, enabling us to provide impactful training that meets the evolving expectations of the modern workforce.
Q: Can you share a pivotal moment that changed the trajectory of your business?
A: During COVID, the training industry faced unprecedented challenges, and for my area of expertise, which relies heavily on visuals and in-person engagement, the transition online was particularly tough. Almost overnight, the traditional model for delivering my services was no longer feasible. I had no choice but to pivot quickly, transforming our offerings into a comprehensive suite of services under the broader umbrella of Image & Brand Management.
This shift expanded our capabilities beyond training to include production services for branding and marketing, a certification program for aspiring brand consultants, and even digital platforms such as The C Perspectives. Additionally, we ventured into wellness supplements, sustainable fashion projects, and agri-technology-based entrepreneurship initiatives.
In retrospect, this pivotal moment was indeed a blessing in disguise, allowing us to see the business from a higher vantage point and identify new avenues for growth. The challenges of the pandemic ultimately broadened our scope, reinforcing our resilience and enabling us to adapt to an ever-evolving market.
Q: How do you approach networking and building business relationships in your local market?
A: I approach networking and building business relationships by actively participating in events relevant to our industry, particularly those focused on learning & development (L&D) and HR. Being visible at these gatherings is key, as it allows me to connect with like-minded professionals, stay updated on industry trends, and understand the needs of potential clients. Networking in this way isn’t just about presence; it’s about forming meaningful connections that support mutual growth and collaboration.
Q: What advice would you give aspiring entrepreneurs looking to start an SME in Malaysia?
A: My advice to aspiring entrepreneurs looking to start an SME in Malaysia is to embrace a measured degree of impulsivity. Taking calculated risks is essential to drive growth and innovation—there’s no progress without it. However, it’s important to approach risk thoughtfully, weighing potential outcomes while being prepared to adapt. Understanding the balance between caution and boldness can help you seize opportunities without compromising stability. In the competitive market with lots of uncertainties nowadays, a willingness to take informed risks, paired with adaptability, is key to building a resilient and sustainable business.
Advice for Aspiring Entrepreneurs
Dr. Wendy Liew’s entrepreneurial journey reveals that challenges are not obstacles but opportunities for growth and reinvention. Her ability to merge traditional approaches with innovation while empowering her team and embracing calculated risks provides invaluable lessons for aspiring entrepreneurs. As the Malaysian SME landscape evolves, Dr. Wendy Liew’s story reminds us that resilience, adaptability, and a focus on quality can drive sustainable success. For those looking to forge their own path, her insights offer a roadmap to navigate the complexities of business with confidence and creativity.
Highlights
Read this article in Chinese here.
