Jimmy Pham On Fostering Empathy And Seizing Moments As A Social Entrepreneur — Impact Boom | Social Impact Blog & Podcast | Global Changemaker Community | Social Innovation, Enterprise, Design

Such an interesting conversation of cultures and definitely an interesting and valuable insight. For KOTO more specifically now, it’s been reiterated over the past two decades. It has evolved significantly since the beginning; I think you would agree with me on that. I just want to see, over that journey, what was the best way you found to seize opportunities to adapt as an entrepreneur rather than growing lethargic and not moving with the times?

I think for us, from the very beginning over time we just had a very different approach to social enterprise. We’re not a donor driven agenda, we [instead] believe in every sense that everything we do is a form of partnership and it has to be reciprocal.

That helps us to grow because not everyone is going to be able to like the concept of charity, so it has to be a win-win situation. That whole belief can be applied to the program and to everyone you meet. For example, we work with a very large IKEA like furniture shop here on the fifth floor of this building. So, they win due to our brand and the fact that there is 15 to 20% more traffic coming into the store. They win in that sense, and we win by actually being able to often get our kids an income and training, hence gradual sustainability.

In every respect, we’re trying to move with the time methodology, but also in partnerships and the spirit of partnership. But we also try to understand that in order to be truly sustainable, you actually have to approach it that way because you can’t be reliant and complacent. You’ve got to diversify and always be moving with the times.

A lot of social enterprises make the mistake that because they have a very strong social mission, they put that at the forefront of their business model, which is wrong. You have to apply a very strong business practice and principles to a social mission.

That means that you have to have a marketing team, a sales team and you have to rely on great products and services with whatever industry you’re in to be competitive in the market and not reliant because you have a strong social mission.

[You shouldn’t think] that whoever comes to you you’re going to give freebies, but always approach it in a way of a business. There has to be risk management, a strong business plan and strong marketing plan. [You must think of] how are you going to tell the story? Then, on top of that, whoever comes with you should be treated as a partner rather than a donor.

Reflecting on your early days as an entrepreneur, what would you have recommended to an aspiring impact-led individual beginning their journey, and what steps could they take to prepare themselves for success?

For me, and I know they have to also go through a formal way, but the informal way and I guess the emotional level is that you have to really love what you do. I know it’s a bit of a cliché, but you really have to love what you do. Where I draw my inspiration from, is every morning I go to work, and sometimes we are tired, behind the eight ball, in debt and all that stuff.

But then you see the smiles that we see every morning that say, “thank you for my future.” That’s the thing for me. I woke up every morning for 20 years, and no matter how tired or unmotivated I was, I continued to go on that journey because I believed in something. You have to be so passionate, driven, focused and love what you do that no matter what comes your way, you can weather it.

Also, especially for people of young ages nowadays, [and sorry to all of you young listeners], perseverance is something that is just taken as a quote rather than as a practice. The young generation here in Vietnam does the same thing, if you say the wrong thing to them and they’re not happy, the first thing they do is just quit. If you read all of the books of all the most inspiring and successful CEO’s, they tell you how many times they failed and how they continue to fail. But, that’s how you grow on your journey, and it’s very important to keep at it no matter how tough things are. Of course, be realistic and have a solid business plan and capital to back up your projects, but expect it to be like any business of two-three years for it to grow.

It’s also super important to remember that if 10 people tell you that your idea is wrong and you shouldn’t do it, but that one person tells you to do it, then listen to that one person. Then you know that you are truly a social enterprise, because you’re very unreasonable and that’s how you’re going to change the world.

That’s fantastic. I think you’ve hit the nail on the head, and I’ll have to think in the future about that perseverance. 

Tell us about a few inspiring projects or initiatives that you’ve come across recently. Also, are there any books or resources that you would recommend for our listeners to consume, whether that’s a podcast, book or any sort of media.

Thank you, but you’ve kind of put me on the spot here!

I will say, I’ve sat on a board here in Vietnam for over 10 years, and it’s called The Centre for Social Initiatives Promotion (CSIP). We have funded, mentored and supported projects and start-ups that have been ready to take off throughout the last 10 years. We also work at a policy making level, which for social enterprises to be recognised [is important].

Going to the British Council shows that about 40,000 social enterprises or businesses for social inclusion are now working in Vietnam. As a small project, we change so many perceptions and people’s views. In this particular space of social enterprise, I have so many inspiring projects. It’s tough to pick one because there’s industry, environment, community, education and all other kinds of stuff. I’m working with in Australia, and I think for Australian listeners they would know a restaurant called OzHarvest, which is run by a beautiful lady called Ronni Kahn.

I’m trying to bring that food rescue project to Vietnam, and the reason is that Vietnam is one of the biggest food wasters, and so we’re trying to nourish Vietnam through this project, and she inspires me. She’s not a social enterprise, but it’s a project in Australia and she nourishes millions of Australians every year, especially throughout COVID-19 as well.