Today we’d like to introduce you to Warren Winston.
Hi Warren, we’d love for you to start by introducing yourself.
My story starts back to when I was a child growing up in New York and New Jersey with my two greatest mentors: my parents. My father was an executive in the fashion industry. That was extremely rare for a person of color during that period. He was a true gentleman. The image of seeing him with his cigars, leather briefcase, bow ties, and fedora hats resonates with me today. He had his own unique style and had a presence that did not require him to say much when he walked into a room. And yet, when he was ready to exit, everybody knew him. Not so much by what he said, but by the level of high moral character he consistently exemplified as a person. Although he passed away while I was young, he was extremely instrumental in giving me my first lessons in life. He believed in giving his best in everything he did. As young as I can remember, he would always say, “Give to the world the best you have, and the best will come back to you.” Those lessons are just a part of my foundation today.
Then, there was my mother, who was instrumental in keeping the mantle of my father alive by picking up where he left off. But trust me, there were times the assignment she had in raising me was not easy! As a young boy, I had a tendency to do what I wanted to do. At times, I allowed my character to be compromised, with all common sense going out the window. But that woman, who grew up in Harlem, NY with four brothers and a sister, knew how to hold her own. She had high expectations for me and made sure I knew it. The saying, “A hard head makes a soft backside,” provided me with me many teachable moments! I must admit, now that I’m older, I eventually developed a true appreciation for those lessons. Through it all, she instilled in me her most important lesson – “Good, better, best, never let it rest until your good is better, and your better is best.”
It’s because of my parents that I live the way I live and do the things I do. It’s why I specialize in “Doing Business Unusual℠.” Those lessons are a part of my DNA. I take the wisdom, faith, love, and encouragement that was given to me, and I consciously use it to impact the lives of others. I prefer to call it “a gentleman’s approach” to the way things should be done, both in life and in business. I hate to say it, but it is a lost art. Most want to focus on just communications and connections but lack focus in having a commitment to excellence through exemplary character and leaving an impression that is unquestionable and non-debatable. Integrity was the bedrock for the first business I ever started. It’s the bedrock for my personal brand as an entrepreneur, philanthropist, and investor, and it’s the foundation for my parent company Winston Worldwide, LLC. The way I see it, if it ain’t broke, why fix it?
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
Smooth (laughs)? It’s been about as smooth as downhill skiing on a frozen glacier! This business has definitely not been without what seemed like impossible obstacles and painful moments. There is always something that needs some sort of attention. My sleep data, which I track on my watch, tells me that I average about 3.5 to 4 hours a night. I’ve actually learned to accept it. When I was in the early stages of business, the mass majority of my challenges had to deal with the pains of not enough contracts and finding the right contacts. Then, there was the fear of the unknown. Fear can be paralyzing, especially when things are not going well in a business. Ultimately, I became a student of change. Over the last ten years, I’ve been willing to commit to a process that would produce the results that I desire and leave a legacy. I stay committed to the process. So much so, that my friends will tell you that they often hear me say, “Can’t stop, won’t stop.” I will admit however, that sometimes the growth process can seem unbearable. But the reality is, that for me to not go through the process would be even more unbearable. It’s necessary in order for the change to happen, and effective change does not happen until a person has a desire to change. It actually amazes me how many people say they want to get unstuck, yet are not willing to go through the process to get unstuck! It’s a challenge that we all take on as entrepreneurs, business owners and executives daily. Have I had my moments? Yes, but I made sure it was only a moment. To allow it to consume me would disable me from being able to add value to others. I know with certainty that I was put on this earth to be a person of value. That’s why each morning, I make sure to remind myself to “go make a difference, doing something that makes a difference, at a time that makes a difference, with people who make a difference.”
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I am the Co-Founder and the Managing Partner of Winston Worldwide LLC., the holder of several entities that provide unique business and economic strategies and solutions to enterprises in Africa, and around the globe. We are Certified African Growth and Opportunities Act (AGOA) Advisors, which means that through acknowledgement of the U.S. Agency for International Development (USAID), and their Prosper Africa initiative, we provide trade guidance for 32 African countries seeking market access into the United States. Our proven “intentional economics” strategy has helped hundreds of SMEs improve their bottom line, with assurances provided for success. I also serve on the Board for several international organizations: Board Executive for the Global Africa Business Association; Advisory Board Chair for the International Trade and Development Council in Houston, Texas; and Board Advisor for two global trade and investment companies in South Africa. In the past, I was the moderator for a monthly international affairs program featuring Her Excellency Hilda Suka-Mafudze, permanent resident African Union Ambassador to the United States. Essentially, for close to 30 years, I’ve been “Doing Business Unusual℠.”
Additionally, I hold credentials as a Certified Executive Leadership Coach, Trainer, and International Speaker with (John C.) Maxwell Leadership along with several other prestigious business and leadership certifications from Rockhurst University, Dale Carnegie, and the Tuck School of Business at Dartmouth. But with all that said, none of that can top what I consider my greatest accomplishment; being the proud father of two wonderful adult sons who are making a difference through their own paths. They’re both the driving force to why I do what I do. They will tell you I am their Dad, but without a doubt, I am here to tell you that I am their biggest fan and loudest cheerleader.
Have you learned any interesting or important lessons due to the COVID-19 crisis?
Do we have enough time (laughs)? No, seriously, COVID-19 had so many lessons that it really isn’t even funny. From the importance of relationships to being prepared for the unknown to the importance of being flexible, that deadly virus changed the way we all do things. It made Zoom a household name, changed the practices of the business work structure, and reunited families and long-lost relationships. From my perspective, it made me appreciate the importance of life. Too many friends and associates left me during that time, and it showed me how much we take each other for granted. I don’t do that anymore. I now stop to appreciate the flowers and remain grateful for the rain.
One true story… February 2020, I was in South Africa for ten days to conduct business. Covid was being discussed in the news, but the virus was in limited countries. After a wonderful time, I was considering on whether I should spend some extra days there to get some “vacation time” in after a hectic schedule. After much contemplation, I decided to come back on my scheduled flight. The very day I landed back into the U.S., the news broke that Covid-19 had officially hit South Africa. People were quarantined in that country for months on end, a few days later. If I had decided to stay as I was attempting to do, I would have been in lockdown for months on end. Needless to say, I was thankful for making the right decision.
Contact Info:
- Website: winstonworldwide.com
- Instagram: @mr.warrenwinston
- Facebook: @mr.warrenwinston
- Linkedin: @mr.warrenwinston
- Twitter: @mr.warrenwinston
- Other: https://linktr.ee/warrenwinston
