Saturday 24 February 2018

'My best advice? You've got to stay really focused on what you want to achieve...'

Bernie Kinsella, Managing Director,

Bernie Kinsella
Bernie Kinsella

'With a background in IT and software sales, the transport business was a real eye-opener for me. I love the honesty of it, the way you are only as good as your last delivery, and most of all the speed of change.

Ultimately, it's all about understanding what the customer wants and then, where possible, surprising them with an even better experience than they had originally anticipated.

"One thing I learned was to 'eat that frog'. It's a line credited to Mark Twain and it means that if you 'eat that frog', you've done your toughest task of the day. In business, it means always do the most difficult job first thing in the morning - never put it off. Trust me, you will feel much better afterwards!

"Typically, customers adopt new services when they're unhappy with current offerings. In my case, it was by understanding customer 'pain points' regarding shipping providers that I was able to identify a gap in the market and create

"The customer feedback allowed me to shape a business providing a competitively priced international shipping service designed for customers by customers.

"My best advice? Keep focused on what you want to achieve. There's all sorts of digital snake oil charmers out there who will distract you from your purpose and part you from your hard earned money if you let them!

"Partner up with brands who've been through the same experience and adopt their learnings. And look to other funding or expertise supports - you'd be surprised how many are out there.

For instance, Worldbox is in contention to win a prize (decided by public vote) from the Optimise Fund which partners emerging companies with leading ecommerce experts (vote for us at

"At the end of the day, it's all about sales. Everyone in your business should feel part of the sales team. Collectively, they are the ones who will deliver the customer experience - and make sure that people will want to buy from you again and again."

Sunday Indo Business

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