Photo by Andrea Leopardi

Can creating new products be sustainable? Franco Fogliato speaks to LUX about Salomon’s sustainability efforts and how he believes consuming differently can be more important than consuming less

LUX: When did Salomon start focusing on environmental responsibility?
Franco Fogliato: Nature is our backyard. We live in the mountains, we are mountain people. Every time we do something we are trying to be less impactful on nature. Fifteen years ago, we began looking for new technologies, new developments and ways to create positive impact in the way we do things. It has gone from creating shoes that are 100% recyclable, to being the first company in France to make its shoes in our home country, minimising the carbon footprint associated with shipping from factories overseas. These are all initiatives that started ten or fifteen years ago, which have been accelerating ever since.

LUX: How is sustainability at Salomon influenced by its athletes and employees?
FF: We are a company that is led by our athletes. Our athletes are at the forefront of our industry. They push the boundaries of what we do every day to ensure not only that we are the highest performers, but also the most sustainable.

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We also have a generation of employees that are younger, who are in their late twenties and early thirties, and have grown up with sustainability as a daily topic. Sustainability is part of what our teammates want and what they love. Every time they think about a new product, they first think about how they are going to create it without impacting the world and the planet.

Photo by Kaidi Guo

LUX: How do you approach innovation and sustainability together, ensuring that product development aligns with the brand’s commitment to minimising environmental impact?
FF: It’s a tough conversation. Do you choose the most performant product, which is not sustainable, or do you choose the product which is sustainable but less performant? There are examples every day: we had great shoes which had a great insole, but the insole was unsustainable. We changed the insole with a sustainable insole but which was less resistant, and consumers were not happy. The constant push that comes from athletes and the consumer comes back to our factories and our teams to come out with new technology, that pushes us to the next level.

LUX: Because of your company’s heritage and long-standing reputation in the outdoor industry, do you feel like you have more responsibility than others to be initiating this fight against climate change?
FF: We have to be leaders, it’s not a choice. It’s also what we like to do. It’s pushing the boundaries, in sport and building new products which are more sustainable. Sometimes people use the challenges we face just to make noise, rather than focusing on the actions that are needed. Sometimes my teammates ask me, how we’re going to build the company; people will need to consume less, they say. I say, if you think people will consume less, you are mistaken. There will be new technologies which are a lot less impactful than the way they are today.

LUX: Does creating new products contradict your aim to be environmentally friendly?
FF: I think there is a challenge still on the consumer side where there is a little bit of confusion around what is and is not sustainable. I think people see consuming less as the major driver behind minimising climate change, but in fact the driver is not consuming less but consuming differently.

Photo by Kalen Emsley

The carbon footprint impact of producing a pair of shoes is equal to driving a car for thirty miles. I have a theory that people should stop using cars and just run. I tell my people that they should stop using their cars to come to work and just run here. Why do you need a car? The human being was built on running. I think really activating a different consumption and pushing people outside is really what we want to do. We have a challenge with sustainability, but we also have a challenge in the evolution of the population globally with the digital. We have to take care of how people will evolve.

Read more: Rapha CEO Francois Convercey on diversity and sustainability in cycling

LUX: What are some of the initiatives at Salomon which have made the biggest difference towards sustainability?
FF: The biggest impact on producing a product is transportation, so there is an opportunity going forward in the evolution of the sourcing base, to source closer to the consumer. Many brands have tried that in the past and failed. Lately we had the French President, who had recognised our efforts, visiting our shoe factory in France. That factory would never have been born without us sharing our talents and skills with the local entrepreneurs. No one knows how to build shoes in France any more, as the entire production of shoes has shifted to Asia or Eastern Europe. These are the efforts which have made us recognised by the press and by the media.

LUX: What set Salomon apart from other outdoor gear brands which are also focusing on the sustainability mission?
FF: We like to think this is not a battle for who does the most. The battle is not between companies, it’s much bigger. We have to be ourselves. We have the first fully recyclable shoes; we were the first to do that in the marketplace a couple of years ago. But if someone comes in and is better than us, great! We’ve got to learn to do better, to improve. This is a battle we all fight together. I don’t have a problem with sharing technologies or doing anything which will help make the world into a better place. For once, it’s a competitive environment where there is a team. We are competing all together to make the planet into a better place.

Find out more: salomon.com

Commissions by Audemars Piguet include Ryoji Ikeda’s Data-Verse (2019)

Olivia Giuntini is brand director at family-owned Swiss watch manufacturer Audemars Piguet, known for its thoughtful artistic collaborations. LUX travels to meet her at their HQ high in the Jura mountains to talk about art, fish and why women don’t just want diamonds

Olivia Giuntini

LUX: So many brands are partnering with artists now. What makes you different?
Olivia Giuntini: We always want to push boundaries and pursue our own path with a free spirit. When we meet artists, we definitely see who has this spirit and who has not. For example, Ryoji Ikeda was not part of the plan historically, but we met him a few years ago. Some discussions happened and we finally met again two years ago and that’s the moment when he proposed his three-part audio-visual installation Data-Verse [the first part of which was shown at the Venice Biennale in 2019], and, we said, “Yes this is the right moment to do it”. But Ryoji is an artist unlike any other. He is a musician and composer, and he is also somebody who uses open data that is accessible to anybody. This accords with what struck me when I first met him – his work is dedicated to making sure that people don’t use their brains first so much as their emotions. He is a kind of free spirit, which is something that definitely links us. It’s about sharing common values. Jana Winderen is another example. She came here and made music from the sounds of our village of Le Brassus. She always wants to raise the awareness of sustainability, so she went onto the lake here to record those fish that nobody can hear and composed music from that.

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LUX: Did you have any idea what the artist was going to do when you first spoke?
Olivia Giuntini: Composing music from the sounds of Le Brassus certainly wasn’t the brief. Not at all. We met her and she came back and said what she wanted to do. So we found a fisherman who was
prepared to spend hours on the lake with her so she could make the recordings.

LUX: Audemars is a fascinating family-owned company. Your chairwoman Jasmine Audemars, for example, was a campaigning journalist and edited the Journal de Genève.
Olivia Giuntini: We have really interesting discussions on the board. Of course, we still have to keep on building a future for Audemars Piguet that stays true to the founder’s vision. What Jasmine said to François-Henry [Bennahmias, the company’s CEO] when he was appointed seven years ago was, “I would like more people to know more about who we are. I would like people to respect us as we are.” And that’s what we need to do with this brand beyond the selling of watches and the crafting of amazing gardes-temps.

LUX: And are you looking to strengthen your relations with your existing collectors?
Olivia Giuntini: It’s funny, because if you talked to Michael Friedman, who is our head of complication, he will tell you there are no collectors in the world. But I agree with you – we do have collectors and we want to strengthen the relationship with them. We want to open other minds, too, such as women’s – I’m sure we’re not on their radar.

Dan Holdsworth’s Continuous Topography (2016) was also commissioned by Audemars Piguet

Read more: Tailor to A-listers Nigel Curtiss on designing identity

LUX: Why is that?
Olivia Giuntini: Because everything has been done instinctively within AP and, apart from Jasmine,
this has been driven by men. The fact that I’m here today and that we want to recruit more women into top management is because we believe that we need to have a different angle. We sell 30 per cent of our collection to women. But it’s not just a question of figures; it’s about being more visible to women who don’t know us because we’ve been a kind of masculine brand.

The new Frosted Gold Philosophique watch from the Millenary collection

LUX: Have watches always been considered male and a bit geeky?
Olivia Giuntini: Watches designed for women have been more like jewellery. And I’m constantly saying to men: don’t think that women are always looking only for diamonds. It’s not true. And I think that Audemars Piguet has a legitimacy there, in a field where we can offer female clients different kinds of finishes that are attractive and sophisticated. I’m convinced that many women are really interested in movements, but, honestly, it’s been a world driven by men and their preconceptions of women. It’s beginning to change, and we have a role there.

LUX: Is the aesthetic of the watch more important to women?
Olivia Giuntini: Of course, in a way. But I think that men are convinced that, for women, a diamond is more important than a movement. And I’m sure they’re wrong.

Find out more: audemarspiguet.com

This article was originally published in the Spring 2020 Issue.

Model and entrepreneur Grace Cheng. Instagram: @gracepcheng

LUX contributing editor and model at Models 1, Charlie Newman continues her online exclusive series, interviewing her peers about their creative pursuits, passions and politics

Charlie Newman

THIS MONTH: 24-year-old Taiwanese/Chinese model Grace Cheng was born and raised in the suburbs of Los Angeles. She has appeared in numerous fashion campaigns and walked for the likes of Bottega Venetta, Moschino and Marc Jacobs. A year ago, she launched oatmeal company Mylk Labs by reinvesting her modelling earnings. She chats to Charlie about healthy eating, handling success and future ambitions.

Charlie Newman: Were you passionate about fashion and food as a child?
Grace Cheng: Not at all! I was a tomboy and never wanted to be a model, even though I stuck out as a lanky, tall girl. The most fashion I experienced was shopping every weekend at the mall! Never did I cook either – this was something I grew into when I was around 19.

Charlie Newman: So how and when did you get into modelling?
Grace Cheng: I was scouted at 17 and started modelling at 18. I never wanted to pursue it despite the many relatives and friends who told me I should, being the lanky, tall girl that I was and am! I had no idea what to expect and it kind of just fell into my lap but I’m glad it did because I’ve grown so much as a person since then.

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Charlie Newman: And then your career rocketed very quickly! Tell us about your experience of rising to success.
Grace Cheng: There’s no question I find it hard: all of the travelling, long e-commerce days and tons of castings that never come into fruition. Travelling is something I struggle with especially since I’m someone who loves being organised and prefer a set routine. My mindset has always been “nothing in life is easy” so I knew I had to put in the work. I have friends who send me screenshots of ads or campaigns that I’m featured in, it’s always so fun to be spotted and that makes it all worthwhile.

Charlie Newman: Whilst modelling full-time you were also studying at USC – how did you balance those two commitments?
Grace Cheng: Yes! I studied business and graduated in 2016. It was really hard to balance if I’m being honest. If a young girl were to tell me they want to skip college for modelling, I’d advise against it even though it’s tough. I was commuting from home and hour and thirty minutes drive one way, and took classes twice a week. They were 10 hour days so I could bang out all my classes in one go and model for the other three days of the week. I’d be studying and doing homework during my lunch and snack breaks during my jobs too! The hardest week I had looked like this: 10 hours of school on Tuesday and 3 midterms, then go to LAX airport to get on a red eye fly out to Philadelphia, arrive 6am on Wednesday to shoot 10 hours, then head back to the airport to fly home, land at 1am, wake up at 5 am for another 10 hour day of school!

Instagram: @gracepcheng

Charlie Newman: You launched your company Mylk labs just over a year ago now. How was the idea born?
Grace Cheng: I was traveling so much for modelling and I just wanted my homemade, daily oatmeal. With my background in business, I knew I always wanted to start my own company but I just never knew what it was going to be. After my first fashion month in NY, London and Paris, I came back and knew oatmeal is what I wanted to create because it was all I could think about the entire time I was gone!

Instagram: @gracepcheng

Charlie Newman: As a woman, how have you found the experience of setting up your own business and what advice would you give to others wanting to do the same?
Grace Cheng: It’s been so exciting, but a lot of work. It took one full year of planning, sourcing and putting everything together before execution. My advice is: make sure you’re passionate about what you do, keep pushing and don’t be afraid to explore outside the box.

Read more: Designer Piet Boon on avoiding trends

Charlie Newman: Have you found the fashion world to be supportive of your newfound project?
Grace Cheng: Yes, my bookers and everyone is very understanding and supportive of my company. I’ve still yet to bridge the two together, but rest assured, it’s currently in the works. I want to be able to serve wholesome, convenient food to those in the fashion industry. This includes educating young models on eating well and being good to their own bodies.

Charlie Newman: With so much conflicting advice surrounding healthy living, it’s very easy as a
consumer to get lost within it all. What advice would you give to anyone trying to change their eating habits?
Grace Cheng: Eat based on ingredients versus calories. I always read the label to see what’s in my
food before buying and eating it, unless it’s at a restaurant of course. Always focus on wholesome
and real food as that will always be best in the long run, rather than restricting yourself on calories or low fat foods and diets.

Charlie Newman: Your products are non GMO, wholegrain, vegan and free from gluten, artificial additives and refined sugar. Why do you think it has taken the fast food industry so long to catch up with health conscious eating?
Grace Cheng: Well, to be honest, there are so many good options now so I can’t say that the fast food industry hasn’t caught up exactly, but it might have taken even longer because our world moves on “trends”. It’s weird to say it like that but people will only start to acknowledge and try something once everyone else is doing it.

Charlie Newman: Is there a health food brand you particularly admire?
Grace Cheng: Sweetgreen here in the US! They are a chain of quick service salad shops and it tastes amazing, they’re always my go to when travelling. Sweetgreen inspires me because their ability to make healthy food accessible, affordable and most importantly, delicious!

Charlie Newman: Where would you like to see your business in 5 years time?
Grace Cheng: I would absolutely love to create new product lines! I hope to become more than an “oatmeal company”. My goal is to create a company that people can recognise and trust in their daily lives, to create a culture and community of people who show themselves love through mindful living and eating. Being mindful is similar to being aware and considerate. Whether that be overall in life or day to day habits like eating a meal or staying active for example.

Charlie Newman: Lastly, who’s your role model of the month?
Grace Cheng: Coco Rocha. She’s a model turned business woman. She has her own book of poses and started a modelling camp to teach aspiring models how to move comfortably in their own skin.

Follow Grace Cheng on Instagram: @gracepcheng

Discover Mylk Labs: mylklabs.com

One of the panel discussions at the YPO Edge global leadership conference in Singapore in 2018, an annual event that brings together nearly 3,000 business leaders

The YPO may just be the most influential organisation in the world that most people haven’t heard of. An association of major business owners and chief executives spanning Asia, the US, Europe, Africa, South America, Australasia and the former Soviet Union, it is part high-end networking forum, part extended family. It is notoriously difficult to join, and those who are in say its discussion groups, events and networks have transformed their business and, sometimes, their personal lives. LUX Editor-in-Chief Darius Sanai hears some insights from YPO members in Asia

Joelle Goudsmit

Joelle Goudsmit, CEO of Dimension-all Group, Philippines

YPO member since June 2012

LUX: How did you first come across the YPO in the context of your business?
Joelle Goudsmit: I took over the family company when I was 24, because my mother passed away quite suddenly. I had a liberal arts degree that I enjoyed but it did not really prepare me for working in construction and scaffolding, the family business in the Philippines. A degree in economics and Japanese literature does not prepare you for negotiating with contractors.

I was talking to someone in Hong Kong, who asked whether I’ve ever heard of this group called YPO and said that I really should join. I was a bit suspicious, as she was a random
person in my yoga class, so I answered that I was a bit overwhelmed just then and that I didn’t have room for anything else. Then YPO came up in a business context with several other people across Asia. So, I joined when I was 30, when there was critical mass with lots of people who were around my age, and it was wonderful.

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Leading a company is really quite lonely. You don’t necessarily have peers at work, you have colleagues who work for you. That’s a very different dynamic. When you work in a family business, there can be complications because the work tends to come home and your family then becomes stakeholders first, not necessarily family.

Your YPO forum does not have a vested interest in your business, they just listen, they are peers, and tend to be willing to share. Looking across the organisation, the common denominator is that the people come in with a willingness and a desire to constantly learn throughout their lives. I personally think that it doesn’t matter how challenging work gets, there is a point at which one gets a little stupid doing the same thing over and over. It’s much better t go to a YPO event to unplug, get inspired, and get new energy in order to bring that drive and inspiration back to work, and to maybe look at problems in a different way.

LUX: When you joined, did being a member help your business in specific ways?
Joelle Goudsmit: Yes, I have a number of examples of where I received unbelievable business support. When I purchased my first company, I was trying to find out about the business as quickly as possible. I decided I’d be doing business development straight away, not to be the CEO, just to go out, meet with potential clients and see whether the business was truly viable.

YPO has chapters and networks. The networks deal with your current interests , whether they be business or personal/social. I joined the deal network, I was quite active with them, and they organised these sessions around the world where you went in and met with a group. You were open about what your company needed at this point and whoever was in the room would volunteer leads for you or they could suggest someone they know or a chapter mate or someone in your realm. I remember I was in Dubai at that point and was looking for potential strategic partners. I put my need out to the table and really wasn’t expecting anything. Someone at the table goes, “come speak to me at work tomorrow”. They became my first client I acquired on my own for the company, and it was a wonderful “Phew! This company is viable” moment. It gave me a lot of confidence and hope for that company. That came out of YPO and has repeated a lot of times ever since.

I recently had breakfast yesterday with someone I met through YPO. Previously, he had a work colleague he had sent to the Philippines who needed emergency medical care. He didn’t know what to do, so he had sent a message out to the network. We responded and we were able to make a phone call to someone who owned a hospital close to where the man was, and was able to get him the right care.

So, at breakfast recently, he mentioned he was going to Kazakhstan, and I mentioned I’d like to explore potential business opportunities in Kazakhstan. So, he is phoning people to make introductions. You never know where these will lead, but it saves you having to go into a country that is very foreign, where you don’t know anyone. It’s a huge deal.

Delegates at the YPO Edge conference in Singapore, 2018

Jennifer Liu

Jennifer Liu, Hong Kong-based owner of The Coffee Academics and founder of HABITŪ, Asia

YPO member since May 2017

LUX: Why did you join the YPO?
Jennifer Liu: When your entrepreneurial businesses reach a certain international scale, the YPO makes great sense, in terms of forming an alliance with other business friends and understanding the business environment.

I have not been a member for long, and I am getting active; for example, there is a very interesting event where YPO members in Hong Kong and the region visit the Greater Bay Area of China [the region connecting Hong Kong with mainland cities such as Shenzhen and Guangzhou]. YPO has a very selective process for its members. The calibre and the sophisticated mindsets of the people set it apart. I believe there are fewer than 100 members in Hong Kong. I went through three interviews.

LUX: What kind of questions were you asked?
Jennifer Liu: They want to know if you really are the person who makes all the important decisions in your company. Whether you’re an entrepreneur or a top manager. And whether or not you can impact your company and the city or the world, one way or another both in the business world or the charities space.

Read more: Tips for a successful application to one of London’s most exclusive members’ clubs

LUX: You have been a member for less than two years ; how has it been?
Jennifer Liu: I love it. There are the very senior members who have seen it, done it, and they have all the words of wisdom. They have so much to share and for us, coming into this point in time where you’re no longer a young business person and you’re quite big, but you still have a lot to work on and to learn about, YPO has that resource of some of the best talents in town and also in the region or in the world, to openly and safely provide suggestions or networks. So, I think, in a way, when we come out and we say we are YPOers, it immediately means a certain standard, in terms of trust, respect and confidentiality. And in YPO, there is no specific hierarchy. Everyone is equal, and we all share . When it comes to confidentiality, it very clear what is level one, what is level two, and you feel very comfortable to share things you can’t even share with your family or your spouse or your co-workers.

LUX: In what way is it useful for your business?
Jennifer Liu: It’s very useful for me as person to have a safe environment to open up and to know people and to know what’s going on in Hong Kong or elsewhere in the world. It has a well-built system where we are not soliciting business between each other, but it’s a platform where we share useful and trusted information, both for business and personal matters.

Mathew Boylan

Matthew Boylan, President and CEO of Matador Systems, Singapore

YPO member since October 2010

LUX: How has YPO helped your business?
Matthew Boylan: YPO has done two incredible things . Number one, it is an amazing security blanket because for a company like mine the only way that we can survive is to be able to support clients in more than one location. Our clients need to work with one supplier for their entire IT support strategy whether that is in Singapore, Vietnam, Australia, Korea or Japan. That means we need to have operations in all of those countries, meaning we have to incorporate a legal entity in those countries, meaning we have to navigate the rules and regulations that apply to employing permanent staff in those countries.

Before I joined YPO, one of the experiences that we had when we wanted to set up an office and incorporate a legal entity in China, we started talking to corporate consultants in Singapore who provided that service. The frustrating thing was that we would receive a quote from one corporate consultant for US$30,000 to incorporate in Shanghai, we would receive another quote for US$300,000 for exactly the same service. You are going into a market that you don’t have much knowledge about or experience in, you have to put a certain amount of trust in third party suppliers, but it is very difficult if you have not been recommended to those third-party suppliers, you have to do your own diligence, your own research.

You completely bypass the entire process by being a YPO member. All you need to do is pick up the phone or send an email, in this case it was to a YPO member who is based in Shanghai, and ask, “Can you please provide me with a recommendation to a corporate consultant who you have done business with, who you can trust, who you know will be able to support our needs in Shanghai?”. You know straight away that you can trust whoever they recommend. No matter where you are doing business you know that through the YPO network you can receive trustworthy and credible recommendations to third parties you need to rely on.

Read more: Inside Bangladesh’s Rohingya refugee camps

Number two – and this is so important in today’s business world – YPO allows you to conduct business at hyper speed.

I have been able to leverage off Matador’s expertise and infrastructure and resources to incubate and accelerate a lot of other different businesses. So, if you are looking for a manufacturing partner in a certain market, you’re looking for a distribution partner in a certain market, again you can leverage off the YPO network to actually source those.

One of my new businesses for 2018 was releasing a new product into the Japan market, we needed to source a manufacturer either in China or Vietnam, and through the YPO network I was able to source potential manufacturing partners within 24 to 48 hours. The two business partners who I am working with are based in Tokyo, who are not in the YPO, they have been struggling with this for twelve months with no progress, and they just said, “Matt, how did you do this?” I said it was through YPO and they were fascinated. Basically, within a 48-hour period I was able to source a manufacturer in Vietnam and also a manufacturer in China and in both cases, they were recommendations from YPO members in those respected countries. So, you can really work at speed, which is critical.

A speaker at the YPO Edge conference in Singapore, 2018

Noni Purnomo

Noni Purnamo, President Director of Blue Bird Group Holding, Indonesia

YPO member since November 2003

LUX: You were one of the first female YPO members in your region.
Noni Purnamo: Yes, I was first introduced to YPO about 15 years ago by a good friend who is a very successful businesswoman, Shinta Kamdani. When I joined there about only like three female members in Indonesia, including her and myself.

LUX: How has the YPO helped you?
Noni Purnamo: YPO has help me grow all sides of my life. I went through the ups and downs of various challenges. When I was in my mid thirties I was faced with this challenge of how do you balance being a mother and being a business person at the same time. It was the busiest time of my business life, when you have the most energy and so many things to do, you have so many things to handle and yet you have to handle young children because that’s normally what happens when you’re in your early thirties . So, during those times I was really relying on the YPO network, YPO experiences and YPO learnings. I have really relied on the forum [where up to ten members get together and talk confidentially], I have been in the same forum for the almost 15 years now, and they know more about me than I do myself! They have been through all the ups and downs of my life and the good thing about sharing this in a forum is because of the forum’s rules – it’s strictly confidential and there is no judgement, you can only share.

That structure really helped. At one point I faced what was almost a depression, and I went to the YPO Life, which is a five- day course for members in Mumbai, and doing it I learned a lot about myself. It saved me from that depression.

I then initiated the mother/daughter retreat in Indonesia. YPO is one of the organisations where you can get help in all aspects of your life. Some organisations are purely commercial, some organisation are purely networking, with this you can have a family, you can grow with it. That’s what I have gained from YPO.

Dimitri Goutenmacher

Dimitri Gouten, CEO Asia, Buccellati

YPO member since 2012

LUX: Why did you join the YPO?
Dimitri Gouten: In my previous company [the luxury goods conglomerate Richemont], we were doing an entrepreneurship award with a similar organisation. Some members went on to join the YPO and they recommended it. For many reasons. The first reason being the networking; with the YPO you are not seven degrees of important people, you are one or two degrees because you can really access entrepreneurs, bankers, investors, in a very quick manner. And then once you join, you have a lot of expertise available to you, and there are events where there are presentations on different subjects, so it’s like a university . You can be talking about the US economy one afternoon, then the singularity another afternoon, and AI. There are many subjects that are discussed at a high level and that are very interesting for all the members.

There are also events related to family, also events with children, because the whole point is about learning something – so you can learn something with your children, or you can learn something with your spouse, there are different kinds of events that are organised to promote business, family and personal life. That’s the holistic approach that it offers.

Read more: Rosewood’s flagship hotel opens in Hong Kong

It’s a later stage the YPO forum comes, which is when you have this group of people that we gather every month to talk about personal, business and family subjects which are shared in an environment that’s 100% confidential, where you have trust with the different people. And the idea is really for everyone to really express themselves, share their emotions, share their values, and you know, tell you stories, memories that happened to them in a similar case to what’s happening to you or friends of theirs.

The idea is never to judge you, never to give you advice, but to just give you some relevant information that they see could help you make your own decisions. So, it’s not about “Oh you should do this, you should do that”, it’s really an open forum, where everybody can share and everybody can take the most out of what they want. It’s never about “Oh, I have this problem, what are the solutions?”, it’s “I have this problem, I’m going to do a small presentation to my forum mates, my forum brothers, and we will see and they all share”.

One of them can be in a family business, one of them can be an architect, one of them can be in the printing business, or finance.

LUX: It sounds like the forum is something that doesn’t really exist elsewhere?
Dimitri Gouten: Yes, and it’s true that you don’t really find it outside this forum because it’s ruled by confidentiality and trust, and the other aspect is the quality of the people, because the people who are also recruited join the YPO because of certain criteria that are fixed by the YPO itself.

LUX: And you found it useful in terms of business and personal support?
Dimitri Gouten: Very useful. As well as the forum, you also have all the rest of the YPO network, that you can also contact for certain things. For example, I can ask if there is anybody who has experience in importing jewellery into China? You will find somebody, and then you will have some sharing of information if the person wants . That’s the whole idea of the organisation, that you share with others and you benefit from that.

For example, a few years ago, we went to Taiwan with a member of my forum and we met other, different companies that belong to YPO and studied their business models . So, you mix that with excellent food on the trip, and it’s a very interesting experience. We also went to Japan at one time where we saw a company making electric cars. In Asia the YPO is very powerful, you can quickly touch some entrepreneurs, and most of the time we share because we know what YPO is and we are willing to share.

LUX: Is there a mechanism by which contact happens?
Dimitri Gouten: Yes, there is a website where you have access to all the members worldwide. It doesn’t accept solicitation, so it means a member can’t call me and say, “Do you want to buy this?” But they can send me a message and say “I’m in this type of business and I’m in Hong Kong next week, could we meet for a drink?” And you trust them, you know that they are in the same organisation and they also follow the same standards.

For more information visit: ypo.org