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Meet the CEOs: CPR Vision's Cameron Richards

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Local CRM firm CPR Vision was earlier acquired by STW Group, as part of the latter's Asia expansion. Marketing speaks to founder Cameron Richards on his business and leadership philosophy.Describe your management styleWe have a very open office concept….that lends to management style of choice that is a cocktail of consultative & democratic. A former takes on a more paternalistic form whereby decisions take into account the best interests of the employees as well as the business. Whereby the latter allows our employees to take part in decision-making: therefore everything is agreed upon by the majority. To facilitate the above we have formed a senior management Team (SMT) of 4 that meets weekly.Leadership qualities I always aim to apply are: 1) vision 2) relationship skills and 3) execution skills.Career PathQuick snap shot: Born in Melbourne, Australia, left when I was 2 and grew up in Indonesia, left 4 years later and moved to New Zealand where I lived for 2 years, afterwards moved to Sydney where I concluded my studies. Sydney is where my parents now live. After my studies….my career kicked off in Sydney, Australia.My first job was a marketing manager for a start-up F&B chainRoughly 1 year later I started work as a Project Manager for a consultancy company based in Sydney that specialised in the Hospitality space for luxury hotels.1997, Oberoi Hotel based in Mumbai where I spent 1 yearGrand Stamford hotel in Hong Kong - I got promoted to project director where I spent 6 months on a special project & openingMeritus Group Singapore – for roughly 2 years focusing on CRM, AcquisitionAround 2000 I joined an internet start-up, as a Marketing Director. The company specialised in Global Media Broadcasting for the entertainment industry.In 2002 I started CPR Vision – owner / sole proprietorIn 2002 the company started to take shape – I became the managing partnerIn 2011 I bought out a shareholder – took over as CEOYour first job?While studying I forced my way into the retail trade – at the time a leading surf shop in Sydney. I loved surfing, and thought it would be cool to work in an industry that I had a passion for; and to get paid for it would be an added bonus! (Ohh and of course I would get cheaper stuff and bragging rights in front of my friends). Initially there was no job, I just knew I wanted to work there; so I volunteered to vacuum the floors for free and 6 months later was promoted to store manager. This experience taught me a lot –  if you really want something you can get it.Who was the mentor that most influenced you?Cliché as this may sound - my mum and dad – being cut from the same cloth, the way I view the world and business (work ethic, morals, values, principles) has largely been shaped by them. They both have created their own legacy, whilst maintaining integrity and keeping the family together….which is very rare. There are also two other people that have helped shape my career and influenced my development – Ray and Bing whom were the joint CEO’s of a company I worked for, they later sold the business.Proudest moment in your career?Starting a company from nothing – my bedroom shared by my girlfriend and now wifeIn 2013 the world’s largest and successful media company STW become a minority investorWinning Agency of the Year (CRM) 2012 and again in 2013Winner of the Loyalty Agency of the year in 2013Your biggest blunder in your career?Not starting the business with an exit plan (Share Holders Agreements etc).When you’re not working, what are you up to?My form of relaxation is generally through competitive sports.I have been competing in endurance races / multi-sport events for over 10 years with the same team mate (Greg). These races typically consist of a team of 2 for a period of six hours to over five days, where there is a mix of running, climbing, cycling, swimming, sleep deprivation, orienteering, strategy, endurance.Our team represented Singapore twice in the world championships for Adventure/ Endurance Race presented by ‘National Geographic’ and won the World Championships (Morocco). Harshest thing said to you in your career?Funnily enough it was not what was said, but what was not said – in a head of department meeting with the senior management of a leading hotel chain (who shall not be named), the GM fell asleep during my presentation of the monthly numbers. Then only later I learned that he had a sleep apnea.When you were a newbie in the industry, did you dream that you would be a CEO?Yes - starting, owning and driving a successful business and building and being part of a dynamic team (my staff and business partners) was always a dream of mine. To also be able to travel and to be paid for something that I am truly 100% passionate about and to work with brands/clients that I ‘really’ can connect, resonate with makes me very happy….this is what gets me out of bed each day despite the pressure!The craziest thing your staff has doneThe craziest thing that has ever happened was a staff member that joined for two weeks, out of the blue did not turn up the next day and also took our new Apple laptop with him! We reported it to police…but never managed to get the machine back.One thing you would say to a newbie in this industryThat is tough. I have ten. Here they are, in order:Don't overschedule yourselfImmerse yourself in dataManage by walking around – including meetingsGo on an e-mail dietMaintain the personal touchRead everything with your business in mindHire people you trust, and let them do their jobsYour position is about them, not youBuilding the team that builds the productSelf-awareness

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