WHAT IT TAKES: How to Get a Job in Communications & PR

Duma Works interviews Josephine Mwangi, head of Communications and Marketing at the Nailab to help you get your dream job in marketing or PR

Happy Thursday and happy belated Madaraka day!

Welcome to the latest and greatest Duma Works‘ What It Takes post, where we interviewed the lovely Josephine Mwangi, head of communications and marketing at the Nailab.

Josephine has a great background in PR, communications, interactive marketing, social media – you name it. Plus, she has worked in a large corporation, an agency, and a startup of sorts. Therefore, she has a lot to say about the different workplaces and the shifting face of marketing and communications. Josephine now works at the Nailab, which is a startup accelerator that offers a 6 month entrepreneurship program with focus on growing innovative technology driven ideas.

Because of her work at the Nailab, Josephine has experience managing multiple brands at a time – both the Nailab itself, and the startups they incubate. She has to the create a consistent brand message for all these stakeholders – not an easy task!


  • Communications & Marketing is a super dynamic field that changes everyday because of the rapid pace of social media and other interactive marketing
  • People pursuing this field need to be in the business of constantly reinventing themselves and their branding/communications strategies
  • Skills required: Excellent writing skills (to handle writing press releases); Excellent analytic skills (to understand based on data what content users are engaging with and appreciating); Excellent strategy skills (to understand how various media channels work together to promote a solid brand identity

So Josephine, tell me about your career journey so far.

It’s been an interesting course – I kept telling myself in school that there is no way I could have dedicated 4 years of my study life pursuing a degree in communication and not get to practice it. I had fallen in love!

My experience started off with Togo consultants where I did my internship for 3 months – it was a lot about conference management, which I knew very little of, but that is the essence of internship – to learn. It was during this process that I began to realize how the practical is so off from the theory. Communications/Public Relations is a very wide field and the big thing was that I didn’t understand as a whole what communications entailed.

I joined Gina Din Corporate communication as a client service executive knowing I was ill-prepared for the task but I love a good challenge 🙂 It was while here that I was introduced to the strategic part of communications – when you take a 360 perspective and bring together strategic communication, PR, event management and experiential marketing (mostly targeting consumers), not forgetting the segmentation of both the internal and external audiences. This was my “ah-ha” moment.

Once I understood the 360 perspective from a strategic standpoint, I could take a deeper look into how to engage different stakeholders at different levels. The proposition you have for different clients is different – the channel of engagement  you use differs. This is dictated by various factors, primary being relevance.

Then I moved to communications and marketing at Equity Bank, and I was introduced to media buying. This ideally entails identifying the advertising channels with maximum impact and minimum cost. I hadn’t done that before. Media buying meant that I had to talk to people in media houses, radio stations, and other print media channels to secure an advertising slot. Then, I worked on the ad content.  If it was on radio, I had to design a spot ad with the help of the station so that the tone was appealing to their listeners. That was very interesting for me – especially creating media campaigns around themes and translating that into print and electronic messages (60 second messages).

When I came to the Nailab, I began to see the value of all that I had learnt since I had to now look at the 360 from a brand establishment point of view. Nailab is an organization that had little exposure both as a brand and their primary customers, the startups. So I had to create my own strategy. To create the strategy, I had to understand the different brands I would be managing. So my challenge was that I had to figure out how to incorporate brand equity with startups as well as with the Nailab.

My previous experiences came with sufficient budgets. But at Nailab, I was introduced to the zero budget standpoint. I promise at some point I wanted out…..Who markets with no money?? I had to have a heart to heart with myself to convince myself to stay, and from that moment on, I developed my own motto – “Whatever the means, it has to work.” It has been an interesting process.

I have had to be innovative in my approach to marketing communications just like startups. For a very long time, people didn’t understand the essence of the structure of communications versus marketing. To many, they are all one and the same thing. Duma Works shows how to get a job in PR, marketing, communications, branding, design, and more

If you were to define PR how would you define it?

PR is more of a strategic communication process that helps build a trustworthy relationship between organizations and their desired audiences. It ultimately grows the interaction process of your product/service with that audience. PR also goes beyond what you say as an organization and you can actually rely on testimonial by a happy client/customer asserting that the “Experience” that comes with your offering is worth every minute.

What would you say your major day to day activities are?

I wake up, get to work. The first thing I do is to go through social media platforms and what the analytics are behind the posts. I also have to analyze what has been published in the mainstream media from a competitive perspective and also industry related as that helps us understand trends.

I manage Nailab the brand, as well as assist startups in creating their brand equity. One of the major things i have to do is make calls to media networks to tell them what is new and why this is of public interest. That’s media relations.

I also have to look into TechSahara, our online magazine about startups in Nairobi and ICT related business news. We started it as a platform to create a dialogue around startups and what is going on. I share a couple stories written that day on our social media to hike interest and dialogue. I also need to see if the things being published are aligning to our corporate strategy.

I never realized the strength of social media before I came to Nailab – mostly because I can do a campaign with paying almost $0.. Over the course of calling for applications for Nailab, I have only done it over social media. And every time, we get over 100+ applicants, simply from social media. That is why it is so important for me to monitor those social media platforms to make sure I either align messages to our brand (Nailab, or our startups), or speak out about something currently trending.

Editor’s note: the most important thing about social media marketing is tracking what people are clicking on! Read an article about this on our favorite social media blog, Buffer, here. Josephine works at a brand activation in Nairobi - read this interview with Josephine for the Duma Works blog to help you land your dream job.

What is the skill you need for this job that you can’t live without?

Adaptability – you need to be so adaptable. If there is one thing I have learned over the course of my career, it is that communications is not like an accounting career where everything is set and there are defined structures and methods. I mean 1+1 from a traditional viewpoint can only add up to 2 right? Communications is very dynamic.

So when I started off my career, there was nothing like social digital communications. The only thing we had was traditional channels – clients just wanted to have their stories run in the Standard, Daily Nation, etc. By the time I got to the corporate world at Equity, corporates were now talking digital because of its low barrier to entry and the interaction it offered, so I got started learning about that.

As consumers we have become attached to the brands that we use constantly and that’s why if I’m unhappy with my brand, I feel entitled to a certain degree of good treatment. Thanks to social media, I can let them and the world know I am important. Any person in communication needs to learn how to have this interaction with their virtual audience, because that could make or break the brand in a matter of seconds.

So, be completely adaptable and understand that if consumers say this channel of communication is what works – ITS YOUR JOB TO FIGURE IT OUT – and the greater questions is who is the audience on this channel and how do i speak to them in a language that relates.

Do you think PR is changing quickly over time relative to other careers?

I think PR is actually changing more rapidly than other sectors because everything is dictated by the audience. The practitioner just needs to look at behavior and adapt to that. Before, all I needed to do was get my story or print on TV and people buy – now the audience seek to understand the process so am obligated to do a Youtube video that teaches, engages and at the same time entertains so that we have top of mind recall.

So if you studied PR – structures will get defined and redefined by audience time and time again.

Editor’s note: Check out this awesome article about how to weave in social media strategy to PR strategy.

What are your biggest challenges with your role in PR?

Keeping up is so challenging! I’m one of those people that takes time to get accustomed to new things. It takes time for me to learn but I know I need to learn really fast. Sometimes I feel stuck in what I know because it works, so that’s a been challenge for me.

And with the diversity of channels of communication, figuring out how to do it all whilst keeping the message consistent for all audiences is very challenging. It really gets me thinking and makes me step out of my comfort zone. For example, if I were talking to you on a radio interview, it’s not as much about the brand, but about the experience someone has with my conversation. So I need to figure out how do I get interesting enough, but not too intrusive and also appealing enough to attract my audience.

And then I need to make sure I am tying my message to the overall message. Telling that in the most appealing way is challenging. “But I am where I am because I opted to continue learning. I remind myself everyday of things that I don’t know – so I tell myself to keep learning.”

What skills did you have to learn when you took this job?

I have refined my writing skills. To be honest, I hate writing. I love to think, and I love to develop strategies, and so I just want someone to take things from my head and write it for me. I’m my biggest critic in my writing. I usually write something in the morning and then publish in the evening because I have taken so much time reading and re-reading.

I have also learnt to be flexible. The amazing thing about being in an innovative space is that people do not do traditional like sit down and have meetings, not in this day and age when we have Skype. Skype used to be so informal, and meeting face to face was formal! I have had to learn how to adapt… I still have a challenge with this but what to do 🙂

What tech tools do you use on this job?

I learned using writing tools as well – like Evernote. I love that it’s cloud-based so I can access things over my phone, laptop, etc. So it makes it super easy for me. Project management tools like Trello, easy to track an issue and also who needs to action and if am a barrier why and how i need to clear. Its magical. But you need to pick what tools work for you – if you use too many, you will just be inefficient  to a great degree. Whatever works, works.

What experience (professional or academic) best prepared you for this role?

I would definitely attribute this to my former operations manager at GDCC Carol Muthaura.

It was my first year in Gina Din and she takes me to this big government meeting where I met the Minister. So we get the list of deliverables and expectations and we are to develop a strategy and a work plan. At that point, I was coming from the mindset where the boss tell you what to do, you don’t jump until you’re told to (a product from my teachers in school). I wasn’t being proactive because I wasn’t sure that was the culture.

A week later, my colleagues ask me about progress and I gave them the magical answer “Boss lady is on it.” I’ll never forget the laughter that followed the statement. That’s when I learnt if your boss invites you to the meeting, it means you are doing everything.

And that’s what I like best about the Nailab – you figure out what to do and then do it. So I’m really grateful I was taught proactivity in the early stage of my career. It also taught me to think on my feet, you don’t cry at every crisis, you fix it. Cry later 🙂

And I think the one thing Sam always says is to just do it – make mistakes, and then learn from them. That way, you wear the face of the company, and you carry the company on your shoulders. Something i learnt early on.

When I presented a strategy from the agency, I didn’t present anything substandard because I knew it reflected on me and then the company, no one wants wants a tainted image so i learnt how to give my very best. To date i remind myself I am building me, just as I am building Nailab. If Nailab is progressing, then I am progressing!

How has this job improved your professional skill set?

I’m not a really big public speaker – but being the head of communications and marketing, I have had to speak on behalf of the brand. At first, I hated it, but then I got used to it. Over time, I have gotten more comfortable because I realize I know what I am talking about.

And networking – this was always such a nightmare. You know when you introduce yourself to someone at an event and after the niceties the cricket sounds are super loud making it even more awkward? Well, being in PR they say networking should be my strength – it never was, still isn’t. But with time, I have understood the value of my networks. So awkward silence and all engage 🙂

Also, fashioning strategic communications planning – When I started out, I used to just Google “communications strategies.” Now, I internalize the situation and create a strategy that will propel the company from point a to point x – stepping back and seeing how the audience perceives the brand – and changing it to how we want audience to see us. This way, I have learnt to immerse myself in the brand and create the character that we need to relate with the audience. Learn about how Josephine thinks about markeitng and PR so you can get the skills to land your dream job

What would be the next logical career step for you based on your experience in this position?

Wow, very good question. A lot of people have asked me that – Why haven’t you set up your own PR agency, PR is about the network etc. I had never thought about it. The thing I actually want to do the most is training – training young people to use their PR career to help enhance themselves and the organizations they work with. Also how to be adaptable enough, and how to use your tools to the maximum.

So yea, I think my next step would be from a training perspective. There is still such a low understanding of PR – and the tools we can use. ie. Email marketing, communicating with audience. Media relations is the loudest branch of PR in Kenya, but it’s not all that you get from PR. If people gained a greater understanding of that, they could be better in their career.

What advice do you have for job seekers about how to apply for a role in your field?

I think my biggest advice would be figuring out – what are you passionate about? And then asking yourself why.

When you’re younger, you can be driven by sensationalism. But when you grow older, you realize what you love. Like, I got into communications because I realized that I am driven by relating to an audience. I was always doing drama festival, poetry, music festivals. By the time I was choosing my career – my dad sat me down – I told him I wanted to do psychology – he said – you know you need to do medicine for that? Then, he asked me what I have always loved, and I was like – um, communicating with people.

So he said – ‘You don’t try to fix dogs’ legs – you have always tried to communicate through art, poetry – so that’s what you’re passionate about.’ And I thought to myself – man, this man does know me. And that’s how I got into what I loved.

Whatever career you want to get into – make sure you do an assessment to see what you are passionate about it and that you are not just listening to external influences.

Thank you so much, Josephine, for your time and insights!

For me, this interview was very helpful to understand the role of someone in communications. The thing I learned that I didn’t know before was that communication is PR, marketing, social media, and strategy all in one – at least from a managerial perspective.

If you are going to be working in a bigger company, and coming in from an entry level, chances are that you will plug into one of these functionalities – either you will be writing press releases, designing print media, managing social media accounts, etc. When you want to progress to management, you should be able to understand and/or execute on all these different functions.

Great! So here is what you should do now:

1- Subscribe to this blog if you are interested in getting alerts when we publish these awesome interviews and other helpful articles, like how to improve your soft skills

2- Sign up for Duma Works if you are looking for a job or trying to advance your career

3- Send me an email ( if you are interested in sharing your professional journey with the world!

4- Leave a comment below if you have any questions or comments on this article. We want to hear what you’re thinking and help you apply this article to your career

…Until next week!


Looking for Success? Start by Tracking Your Achievements

Imagine a bank statement reflecting your achievements at work instead of your earnings. This is the same way the company you work at evaluates your performance at work. All the great things you achieve make the balance go up, and things you fail to achieve make the balance go down.

How are achievements measured? Is it in ability to work with a group? Likeability? Smelling fresh everyday? Buying the boss coffee?

Maybe. But more likely, it is your ability to meet your KPIs. That is – Key Performance Indicator(s).

A KPI is a way of measuring how well individuals, entire companies or business units are performing compared to our strategic goals and objectives.

In todays job market, everyone aspires to work at a high-performing organization. What we often forget is that high-performing organisations are made up of high-performing individuals who are managed and manage themselves through the tracking of key performance indicators.

In our day-to-day lives, we monitor many different personal performance indicators. To measure our monetary success, we monitor our bank balance and our expenditures. To measure our personal effectiveness, we monitor our ability to complete tasks within the day. We even measure our healthiness by keeping track of our weight and what we eat.

In essence: Our performance indicators function as a gauge that we look at to monitor our achievements.

Why have individual KPIs?

Every rugby coach knows how many tackles each player misses, what their work rate is and how often they drop the ball. Without this tracking, there would be no way to improve the individual or the team.

The performance of any company is the sum of the individual performances of all team members. Without KPIs, a company has  no way of knowing how well someone is performing. Imagine a sales department made up of salespeople whose conversion rates weren’t being tracked.

Having and knowing your company KPIs verses your individual KPIs at the company help you improve your work. It also adds meaning to your work. Individual KPIs advise you on what  focus on the most important tasks needed to succeed.

Questions to consider when choosing an individual’s KPIs:

  • What must I do to excel in my role?
  • What matters most to the Customers?
  • How can I help the company reduce costs?
  • Is this easily measured and tracked?
  • Does this contribute to the overall well being of the company?
  • Do I understand all that is expected of me in my role?
  • Is the KPI stated in positive terms?
  • How is this linked to my overall standards of performance?

How many KPIs should each person have?

Most companies have between 3-5 KPIs for each role. Any fewer than three and we are not measuring enough of what the person does, and more than 5 would just be too many.

One KPI should be related to something that matters to the Customer (internal or external) and one should be related to waste or productivity (reducing costs). The third fourth and fifth can be related to either area. Look for things to measure at the beginning of a process (all work is a process) and one something that happens towards the end.

Here is an example of five KPIs for a team member working in a distribution centre:

1. How long it takes the person to respond to communications from team members in stores.

2. The number of orders recorded accurately.

3. The percentage of shipments arriving in stores on time, in full and containing the right products.

4. The percentage of time products required by stores are in stock in the warehouse at the time an order is placed.

5. The number of orders that go out each day

Advantages of KPIs in your career

KPIs are also about constant improvement. Understanding the expectations of your role allows you to  have a clear idea about the critical aspects of your role.

You will then be able to get regular, timely and consistent feedback on your performance. Your efforts will be recognized, your achievements rewarded, and your successes celebrated.

You will have more self-confidence and will enjoy your job more. It also helps you to have more career opportunities.

How to use KPIs

Remember the goal of KPIs to make you successful in your position.

Once a month/bi-weekly  you and your manager will meet to review your KPIs. If you are getting good results, they will congratulate you and this will go in your file. If you are not, they will help you to improve.

KPIs on Your CV

When applying for a position, well written KPIs allows to display skills such as focus, organisational skills, responsibility and self management. For example, “While working in the distribution center, I successfully recorded over 1,000 per month.” This is what gets you chosen to be a team member at that high-performing organization.

Stay posted on tips to help you win in your career by following the Duma Works blog, and connect with professional opportunities on

Duma Works @ the USIU Career Fair

We were thrilled to be a part of the USIU career fair 2014! We had a great time meeting students who were interested in using the DUMA Job Network to connect with opportunities and build their careers. 

USIU students signing up for the DUMA Job network

USIU students signing up for the DUMA Job Network

We also really appreciated the number of students who were interested in becoming DUMA Student Ambassadors.


USIU students signing up for the DUMA Job Network on their mobile phones

We had a great time and we think everyone else did too!

Here are some of the comments from the event.

“Excited to be part of the platform”

– Edwin Kariuki


“I love it”

– Favourite Regina



– Douglas Juma


Congratulations to the career office for doing such a great job planning and coordinating this event that attracted many students and much enthusiasm.



The awesome Duma Works banner standing proudly at the USIU career fair!


“Soft Skills?” More Like Strong Skills

How to Impress Employers with your Soft Skills on Your CV
By Angela Wairimu


Employers these days seem to value so called “soft skills” above all else. I’ve looked at a lot of CVs in the last few years, and it’s always a challenge to understand a job seeker’s soft skills based on a piece of paper. These are the elements I look for and effective ways I’ve seen that job seekers communicate these strengths.

1. Leadership Skills. A person with leadership skills shows responsibility, independence & critical thinking. A self-confessed team player without any leadership is often looked at as a “follower” or “hanger-on” by managers because he/she may lack initiative.

Quick Fix – Emphasize leadership roles in courses, volunteer activities, community service, and make sure you include the positive outcome of your leadership.

2. Project Management Skills. A person with project management skills means that they understand how to delegate, keep an eye on the big picture, and manage a team. Someone without these skills might blindly follow orders without understanding why and fail to make improvements when needed.

Quick Fix – Emphasize your experience managing a project (even on campus!) and the positive outcomes. If you don’t have experience, show courses you have taken in project management.

3. People Skills. People like other people with people skills! People lacking people skills have trouble communicating clearly with others, networking, and generally being liked.

Quick Fix – Emphasize how you relate to people through various activities, conferences and relevant events that you have been part of. For customer-interaction-focused jobs show how you have pulled teams together, managed customers, & managed vendors.

4. Communication Skills. Writing and public speaking are critical skills whether one is representing a company, talking to an authority, or managing conflicts. People who can’t communicate in a clear manner are easily misunderstood leading them to blame others for miscommunications.

Quick Fix – Understand your communication skills are reflected by how you write the email in which you send your CV, write & format your resume/CV, talk on the phone, & interview. The employer will look at all these factors.

5. Sales Skills. People with sales skills bring business to the company. These days, many employers expect basic sales skills from all employees. New business is the lifeblood of every business.

Quick Fix – Understand that “sales skills can be conveyed by how effectively you sell yourself to the job – by really demonstrating an interest and expertise, and also your past sales accomplishments ie. “Overperformed sales targets by 20% consecutively a Company X.”

Looking for other ways to make your CV stand out? Check out our post on “10 Quick CV Fixes” here.

Feel free to contact us with any questions at or visit to build your professional job network and learn more about our career building opportunities. Also feel free to subscribe to this blog to get relevant career advice delivered to you. Good luck! 🙂

How to Impress a Recruiter within 6 seconds (and basically guarantee your place at the interview)

short CV

…Here’s why being catchy and straight to the point will save you from the “black hole of CVs.”


Did you know recruiters, HR, and potential employers spend an average of 6 seconds looking at one resume?

When applying for a job, it is crucial to catch the reviewer’s attention in just 6 seconds in order to make it to the next stage.

Think about this for a minute. If you had to capture your greatest achievements, standout leadership roles, and personality in just 6 seconds, what would you do?

Here is how to make your CV stand out in 6 juicy seconds –


This is your 1-minute/2-3 sentence pitch about yourself. Use this to highlight your personality, personal ambitions, and greatest achievements. Put this at the top of your CV. 


The eyes of a person reading your CV are drawn to the middle of the page. Therefore, it is a good idea to make sure you center your professional titles, professional development sections, and professional experience.


An image from showing where a recruiter’s eyes move while reading your CV



Make it as easy as possible to read your CV. People reading your CV are likely to skip long paragraphs since they are dense and hard to read. Rather, use bullet points and short statements. It is also helpful to bold important points and titles.


One of the most common things we see in CVs is inconsistent formatting. If you are writing dates like 01/02/14, make sure you do not write Feb. 1st 2014 in the following paragraph. If you center and bold your titles, make sure they are all centered and bolded. A CV is about both content and display. Make sure your CV looks as put together and organized as you are.


Feeling too lazy to deal with formatting your CV properly?

Create a profile on and click the CV tab to create your clean, formatted CV by just filling in a simple form.

5 Phone Habits That Are Stopping You From Getting A Job

Any employer calling you to invite you for an interview will judge you based on how you answer that call, despite the environment or circumstance you are in. If you do not sound professional, put together, and quick on your feet during that phone call, it will be as good as a missed opportunity.

This simple phone call is the first opportunity to make your first impression and has the ability to either leave the caller impressed or sorry that they wasted their airtime on you.

Here are some things you should avoid on that phone call:

  1. Mixing-up languages. While we may be a multi dialect country, mixing up languages makes you come out as unpolished. If the caller is speaking English, try to maintain the same. If you would like to speak in another language, calmly request that the caller to switch the language of the conversation. After all, any sane employer wants you to understand what they are saying to your best abilities.

  2. Not Following Instructions. For example; the caller has asked you to resend you CV. Do not tell the called that you have already done so, even if you have. Simply apologize that they have not yet received it and you will get to it immediately. If you have already sent it, explain you had sent it, but you will be happy to send it again. If you are not in a position to send it immediately, give an explanation and ask for an alternative. If you fail to follow instruction and then accuse the other person, you come out as someone who may be difficult to work with.5 Phone Habits That Are Stopping You From Getting That Job

  3. Not bothering to call back if you have missed a call. These days, a potential employer can call you from either a mobile number or a land-line number, therefore, call everyone back. If you do not have airtime to call the person back, just ask them to kindly call you back.

  4. Asking too many questions about the position on the first call. This makes you come out as a person after your own interests. While this is not wrong, the person calling you might not be in a position to give you all the details, and would rather you ask him/her where to find more information about the position or company – online, by calling someone else, etc.

  5. Going off unexpectedly and not bothering to call back. At Duma Works, we have a lot of experience calling potential candidates. There have been many times that I have called potential candidates and while we were talking, their line unexpectedly gets disconnected. Out of courtesy, I will call the potential candidate back only for him/her to pick up and not offer an apology for what happened. If your phone is low on charge, or if the network is low where you are, just apologize and say so.

Bonus: Listen to questions carefully. If you have found that the caller is asking some more questions about you be careful to listen to to them carefully, if you do not understand, ask for the caller to clarify.

5 Phone Habits That Are Stopping You From Getting That Job

At Duma Works, we have disqualified many people just from the way they have picked up their phones. Learn the basics of phone etiquette to avoid missing the opportunity that you have been praying for. Always remember that any employer calling you to invite you for an interview already believes in you and wants you to succeed.

How to Be the Best Leader? Build a Great Team

The late Steve Jobs of Apple Inc. (Photo by Justin Sullivan/Getty Images)

The late Steve Jobs of Apple Inc. (Photo by Justin Sullivan/Getty Images)

What would a sport team be without its coach? Or a theatre troupe without its director?

Great leaders do not need to do everything in a company. In fact, it is foolish to think one person would be capable of managing everything well. Leaders of industry, like Richard Branson, or Steve Jobs were so successful because they knew how to create amazing teams, who worked together towards one vision.

Barry Schuler, former Chairman/CEO of America Online (AOL) recently said at an interview with Inc. Magazine that the most important quality of a great leader is the ability to build a great team.

“Teams are…people are doing different jobs – marketing, sales, PR. And as you grow, each of those areas will become disciplines and you will need senior people running them…What makes a great CEO is building and developing the product and hiring the best people to do the stuff for them.”

Business can suffer if a leader hasn’t established the right corporate structure to manage and oversee the important aspects of company growth. For instance, a reseller company can’t succeed if there is no manager overseeing deliveries. Furthermore, leaders cannot micromanage their teams. Many times businesses haven’t hit the growth the leader wanted because the leader hadn’t given the team enough freedom to do what they know and do best.

It is important for leaders to realize that everyone is flawed – him/herself included! A good leader assesses what his/her strengths are, hire a person whose strengths are their weaknesses, and then delegate, delegate, delegate.

Follow the Duma Works blog to learn more about how to build a successful company.