Vision for Simplifying International Trade in Vietnam!
As humans, we all face challenges. Challenges are a natural part of life, directing us from childhood to adulthood. Every difficulty we face helps us grow, encouraging us to think creatively and become more resilient. The struggles we experience as we grow can inspire new ideas and reveal hidden talents. These tough times teach us important lessons about sticking with problems, adjusting to change, and finding solutions. When we face challenges, our minds look for different ways to solve problems, helping us develop a mindset focused on success.
The same was true for Trần Thanh Phương. Growing up in Vietnam during a difficult time with few resources, Phương learned early the importance of education and resilience. As a child, he started small businesses, which sparked his entrepreneurial spirit and set the stage for his future. After working in sales management with big companies like Coca-Cola and Heineken, he noticed a major gap in the Vietnamese market: international tech companies needed help with compliance and regulations.
In 2015, Phương started ExtendMax with the goal of making it easier for tech companies to import and export products in Vietnam. Under his leadership, ExtendMax became a trusted partner for companies like Amazon and Cisco, helping them navigate local rules and enter the market smoothly.
Phương’s journey wasn’t easy. Starting ExtendMax involved taking risks and learning new things, especially in a market with many challenges. But his focus on innovation and quality has helped ExtendMax grow into a leader in compliance consulting in Asia-Pacific, earning awards like “Business Icon of the Year in Vietnam 2024.” Through his leadership, Phương shows how understanding local markets and building strong partnerships can turn challenges into chances for success and growth.
Let’s know more about his journey:
Pioneering Compliance Consulting in Vietnam
In 2015, Phương identified a significant gap in the market for compliance consulting services in Vietnam. Many foreign businesses struggled to navigate the complex regulatory landscape, particularly regarding importation and technology product certification.
The lack of reliable consulting providers led to challenges in adhering to government regulations on product quality and information security, exposing these companies to substantial risks.
Recognizing this opportunity, Phương founded ExtendMax Vietnam Co., Ltd., aiming to offer comprehensive solutions for conformity certification and cybersecurity licensing for IT products. His vision was to create a professional consultancy that would bridge the gap between international manufacturers and the Vietnamese market. By delivering transparent and dedicated services, ExtendMax quickly established itself as a leader in the region.
Under Phương’s leadership, ExtendMax became the official vendor for prominent corporations like Amazon, Cisco, Lenovo, and Palo Alto. The company’s success stems from its ability to seize opportunities while maintaining a high-quality service. Phương’s journey exemplifies how identifying a need can led to transformative business solutions, positioning ExtendMax as a trusted partner for global tech firms seeking to thrive in Vietnam’s dynamic market.
Embracing Work as a Life Journey
Phương views work not as a separate entity from life but as an integral and enjoyable part of his daily existence. Driven by passion and fulfillment, he finds joy in his professional responsibilities, often sharing inspiring experiences with family and friends.
These conversations foster connections and allow him to inspire the younger generation, encouraging them to see work as a pathway for growth, learning, and creativity rather than just a means to earn a living.
In addition to his professional endeavors, Phương actively mentors’ young people in his field. He believes that sharing his experiences can help them navigate workplace challenges while igniting their passion and perseverance in career development. For Phương, work is not a burden to balance but a rewarding journey that he cherishes every day, spreading motivation and inspiration to those around her.
A Passionate Entrepreneur Committed to Value Creation
Phương possesses a profound passion for business, which fuels his relentless pursuit of opportunities and willingness to confront challenges. For her, business transcends mere profit; it embodies the aspiration to create meaningful value for customers, partners, and the community. He views business as a journey of learning and self-development, motivating him to innovate and seek optimal solutions to market demands.
Curiosity and a thirst for knowledge are integral to his entrepreneurial spirit. Phương consistently monitors emerging trends, ready to adapt strategies as needed in an ever-evolving market. He believes that successful entrepreneurs must be sharp, flexible, and willing to embrace calculated risks.
Throughout his leadership at ExtendMax, he has encountered numerous challenges but chooses to see them as opportunities for growth and self-discovery. This mindset not only drives his success but also reinforces his commitment to making a positive impact on society through his work.
Driven by a Desire to Create Value
Phương’s greatest passion lies in creating value and making a positive impact on businesses and society. When he founded ExtendMax, his goal extended beyond financial success; he aimed to assist international companies in navigating Vietnam’s complex legal and regulatory landscape while helping Vietnamese businesses reach global markets. This commitment stems from witnessing his clients’ growth as they expand their operations with the support of his consulting services.
Additionally, Phương is deeply passionate about developing people. He views team training and development as crucial to his career, finding joy in watching his employees thrive and succeed. As a leader, he believes that sharing knowledge, encouraging creativity, and fostering collaboration are essential for building a strong team and an inspiring work environment. For Phương, the drive to create value not only fuels his professional journey but also enriches the lives of those around her.
Navigating Challenges During the COVID-19 Pandemic
The COVID-19 pandemic significantly impacted ExtendMax, as it did for many businesses. With lockdowns and travel restrictions in place, navigating regulatory challenges became increasingly difficult for clients. Rather than succumbing to these obstacles, Phương seized the opportunity to adapt and innovate.
One key strategy was enhancing digital transformation. ExtendMax quickly implemented remote work processes and adopted digital technologies, such as online meeting tools and cloud-based document management systems. This ensured uninterrupted service delivery to clients while improving operational efficiency.
Additionally, the pandemic provided a chance to focus on internal training and process improvement, allowing staff to enhance their skills in preparation for future growth. Phương also capitalized on the rising demand for IT products by expanding consulting services for major technology corporations, facilitating their entry into the Vietnamese market.
Strengths and Growth Areas on the Path to Success
Phương attributes his success to several key strengths, notably his strategic leadership and long-term vision. His ability to look beyond immediate challenges has guided ExtendMax toward sustainable growth, allowing him to adapt strategies in a dynamic business environment. He emphasizes the importance of building a cohesive and professional team and encouraging creativity and continuous learning among his staff.
With extensive experience in sales and marketing within the FMCG industry, Phương excels at anticipating customer needs, enabling him to design services that meet market demands effectively. This foresight keeps ExtendMax ahead of competitors.
However, Phương acknowledges a weakness in his diplomatic skills. While he excels at forming strong partnerships, he sometimes struggles with negotiations and sensitive situations. Recognizing this, he has learned to delegate these tasks to team members who possess strengths in this area, enhancing overall efficiency and fostering personal development within his team.
Celebrating Professional and Personal Achievements
Phương takes pride in his accomplishments both professionally and personally, particularly through his work with ExtendMax. He successfully built the company from the ground up, transforming it into one of Vietnam’s leading consulting firms. ExtendMax has established partnerships with major technology corporations like Amazon, Cisco, Lenovo, and HPE, providing essential import/export consulting services.
Among his accolades, Phương was honored as the “Business Icon of the Year in Vietnam 2024” and served as a judge for the prestigious Stevie Awards, recognizing outstanding businesses globally. These roles reflect his significant contributions to business and management.
ExtendMax has also received numerous awards, including the SME100 Award and the Global Brands Award for “Best Regulatory Compliance Consulting Firm Vietnam.” These honors underscore his dedication to excellence in consulting and business support, marking him as a prominent figure in the industry and a source of inspiration for others.
Insights for Aspiring Leaders
Phương offers valuable advice for those aspiring to leadership roles. He emphasizes the importance of maintaining a clear vision while being persistent in pursuing goals. However, he also highlights the need for flexibility and adaptability in an ever-changing business landscape. Leadership transcends mere decision-making; it involves creating a long-term vision, building cohesive teams, and guiding everyone toward shared objectives.
A crucial quality for effective leaders is the ability to listen and understand their team members. Recognizing that an organization’s success hinges on its people, Phương advocates for supporting and empowering employees, which fosters confidence and allows leaders to focus on strategic matters.
Additionally, he stresses the necessity of continuous learning. In a rapidly evolving environment, updating knowledge and honing skills is vital. Embracing failure as a learning opportunity is essential for growth. Finally, Phương encourages aspiring leaders to uphold their core values, ensuring that decisions align with principles and ethics, thereby building trust within their teams and creating a lasting impact.
A Mantra for Growth and Success
Phương encourages viewers to remain steadfast in their vision and commit to lifelong learning. He believes that success stems not from luck but from dedication, perseverance, and creativity. Emphasizing the importance of adaptability, he advises maintaining core values in every decision.
For sustainable growth, Phương urges individuals to view challenges as opportunities for learning and personal development, both professionally and personally. By embracing these principles, aspiring leaders can navigate their journeys toward success with resilience and purpose.
Redefining Success Through Contribution
Phương believes that true success extends beyond personal achievements and business profits; it encompasses the positive contributions made to society. He emphasizes that utilizing one’s knowledge and leadership skills to address social issues and promote sustainable community development defines real success. Each action, no matter how small, can create a significant impact, making the journey more meaningful.
