To achieve sustainable business success, have a positive outlook, learn to adapt in an ever-changing environment, have a bias for action and do business in line with the right values and principles.

This was the valuable advice from Brand Pretorius, an outstanding business leader and icon in South Africa’s motor industry, during his address at yesterday’s (24 February 2015) Invotech Creative Digital Hub launch in Durban. The Hub is housed within the Invotech Technology Business Incubator, a business incubator at DUT, and seeks to successfully position KwaZulu-Natal as a leading creative hub in Africa and the world.
Pretorius- a recipient of an Honorary Doctor of Technology Degree in Marketing degree from DUT in recognition of his excellent standing in the country’s motor industry and in the marketing and manufacturing sectors- is also a member of the Invotech board. During his tenure at Totoya SA as Marketing Managing Director in 1988, the company became the market leader in terms sales and customer satisfaction. Pretorius has also served as a CEO for McCarthy Limited, the holding company of McCarthy Motor Holdings, where he played a crucial role in saving it from bankruptcy.
“To have sustainable business success, you must have hope. Look forward to tomorrow with confidence. Change is the price of survival, so keep your eyes and ears open. The Americans have a saying that says ‘if you don’t make dust, you eat dust’. Be flexible and agile. Should things change, you need to change as well. Do business in line with the right principles. Consistency, integrity, fairness, honesty, openness, sincerity, acceptance of responsibility, teamwork and always striving for excellence creates a solid foundation for your business,” said Pretorius, adding that “dishonesty is like a cancer that destroys society and businesses”.
Strategic planning, making small incremental improvements overtime and being the best in marketing, innovation and customer satisfaction were some of his top tips at being the best in business.
Pretorius also spoke at length about quality leadership which he said was the backbone of everything. He also cautioned against autocratic leadership, which he said no longer works. “Everything rises and falls on leadership. For business, it possesses a potent advantage. It leads to success. Leadership has nothing to do with power, position or authority. It’s about influence which is earned through example and trust.

As a leader, set the right example 24/7 in terms of principles and deliver results. Ruling with an iron fist doesn’t work anymore. It doesn’t create a sense of belonging. As a leader, before you can ask for a hand, touch a heart which you do by caring for people. If you lead by example, they will do syndicated leadership by joining hands with you. So, you can be rigorous to results but not ruthless and you can be kind without being weak,” he said.
Adding, Pretorius said business is complicated and while his advice would not result in a perfect business, his believes in it. He said business people who achieve success have the right attitude, citing Nelson Mandela’s ‘hope is life itself’ quote. “Self discipline is the key to personal mastery. People who are successful in life always do the right thing by upholding their principles and values,” he said.
– Sinegugu Ndlovu
Pictured: Brand Pretorius during his address during yesterday’s (Tuesday, 25 February 2015) Invotech Creative Digital Hub launch in Durban.