History and heritage as strategic assets

Neri Karra Sillaman, entrepreneurship advisor at the University of Oxford and author of Pioneers: Eight Principles of Business Longevity from Immigrant Entrepreneurs, discusses why immigrant-founded companies are disproportionately successful and tend to last longer than their counterparts. Drawing on her experience as a former child refugee and on research that began with her PhD, she explains how longevity is built through clear vision, perseverance, community, shared value, and disciplined decision-making.

She begins with the formative role of vision. At age eleven, while living in a refugee camp, education became her "north star." That clarity helped her interpret rejection not as failure but as "not yet," a mindset she later observed repeatedly among immigrant entrepreneurs. Clear intent, she argues, allows setbacks to redirect effort rather than extinguish it.

The conversation then turns to the principles she identified through interviews with immigrant founders of companies such as Chobani, Duolingo, WhatsApp, and Calendly. These include treating rejection as the beginning of negotiation, building community as a core operating system rather than a marketing tactic, and prioritizing shared value before profit. She emphasizes that many founders focus first on contributing to customers, suppliers, and local communities, with financial results following from that orientation.

Sillaman also explains how history and heritage function as assets rather than liabilities. Rather than discarding their past, immigrant entrepreneurs draw on cultural memory and lived experience to shape vision and execution in the present. This integration of past, present, and future becomes central to how long-lived businesses are built.

Another recurring theme is luck. She notes that founders consistently describe themselves as "lucky," but defines luck not as chance, but as a capability: being prepared enough to recognize opportunity and willing to act decisively when it appears.

The discussion also addresses technology and AI. As tools become more powerful, she argues, human creativity, judgment, and connection become more important, not less. She suggests that imperfections and visible signs of human authorship may increasingly signal authenticity in an automated environment.

Throughout the episode, Sillaman challenges dominant models of ego-centered leadership. She contrasts short-lived, personality-driven leadership with approaches that place attention on the work, the community served, and the legacy left behind. Longevity, she concludes, depends not only on how businesses grow, but on how they treat people and define the value they exist to create.

Get Neri's book, Pioneers, here: https://tinyurl.com/3bnx7nyc

Claim your free gift:

Free gift #1 McKinsey & BCG winning resume www.FIRMSconsulting.com/resumePDF

Free gift #2 Breakthrough Decisions Guide with 25 AI Prompts www.FIRMSconsulting.com/decisions

Free gift #3 Five Reasons Why People Ignore Somebody www.FIRMSconsulting.com/owntheroom

Free gift #4 Access episode 1 from Build a Consulting Firm, Level 1 www.FIRMSconsulting.com/build

Free gift #5 The Overall Approach used in well-managed strategy studies www.FIRMSconsulting.com/OverallApproach

Free gift #6 Get a copy of Nine Leaders in Acton, a book we co-authored with some of our clients: www.FIRMSconsulting.com/gift