'If you are for everyone, you are for no one': Women founders share why staying true to your brand matters most
Clarity of purpose, emotional resilience and self-awareness were vital for founders navigating the competing forces of market trends and authenticity.
KUALA LUMPUR - In a world where every entrepreneur faces pressure to please everyone, two Malaysian founders shared a powerful reminder that authenticity, not mass appeal, defines long-term success.
For Lax and Lay Retreat co-founder Mardhiah Latiff, the key to maintaining a brand’s identity amid shifting market demands lies in clarity, knowing exactly who you serve and staying unwaveringly committed to that vision.
“It fundamentally comes down to knowing your customer avatar intimately. Success relies on brand positioning and you must fiercely adhere to it. There will always be cheaper offerings, but you cannot be swayed by competitors reducing their prices.
“You must know your place in the market landscape whether it is luxury, premium, mass and stick to your chosen course to eliminate the fear of missing out.
“Who you target at launch versus who you target during growth may differ and that trade-off requires careful balancing,” she said.
Mardhiah acknowledged the importance of customer feedback but cautioned against accepting every suggestion.
She emphasised that while feedback was valuable, entrepreneurs must be highly selective about which input to act on, as exercising discernment was a key responsibility in running a business.
“If you are for everyone, you are for no one. You must know exactly who you intend to serve,” she added.
Inari Jewellery founder Eva Woon emphasised the importance of trusting one’s intuition and conviction, especially amid public opinion.
She said when launching a business, founders were often inundated with unsolicited advice, from suggestions on operations to claims that their prices were too high and everyone seemed to have become an expert overnight.
Woon shared that this flood of opinions initially shook her confidence, but she learned that ultimately, only she truly understood her business and must follow her own instincts.
“Early on, I was deeply affected by these comments. I questioned myself constantly. But leading from your heart is crucial because it helps you identify when to ignore the noise and when to accept sound advice.
“Of course, you must ensure viability, revenue minus cost equals profit. If you are operating at a loss, how can you pay your team and sustain your vision? You must balance the practicality of running a business with your passion.
“It does not get easier, but you get better at distinguishing between noise and constructive input for execution, ensuring you build a business true to your own vision, not someone else's,” she said.
Both entrepreneurs highlighted that clarity of purpose, emotional resilience and self-awareness were vital for founders navigating the competing forces of market trends and authenticity.
Their insights were shared during Sinar Daily’s She Means Business live panel discussion on Nov 7 at KLGCC Mall, Kuala Lumpur, which featured their heartfelt reflections on risk, resilience and reinvention in entrepreneurship.
Moderated by Girls4Girls deputy country lead Fildzah Zulkifli, the discussion explored what it takes to build businesses rooted in authenticity, purpose and perseverance.
Through their stories, the session reaffirmed Sinar Daily’s She Means Business discussion's mission to spotlight authentic narratives of women reshaping leadership and entrepreneurship in Malaysia.
The conversation served as a poignant reminder that in business, staying true to one’s identity often matters more than chasing universal appeal.
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