The ability to balance responsibilities at home and at work is not limited by gender. Many women have demonstrated strong organizational and leadership skills in both areas, often handling multiple tasks and priorities with great efficiency. Being a successful household manager can require skills such as budgeting, planning, delegation, communication, and problem-solving, which are also valuable in the business world. Likewise, being a successful business leader can require skills such as adaptability, strategic thinking, collaboration, and empathy, which can also be applied to household management.
Durana Elmi, a mother, and wife, is not only an entrepreneur but also a founder and a leader. Although born in Afghanistan, she moved to the U.S. with the goal of building a successful life for herself and her future family. After completing her studies at UCLA, she began her career at T-Mobile and, subsequently, AT&T, where she advanced up the corporate ladder with the help of great mentors.
However, with years of experience in Corporate America, Durana shifted her focus and together with her husband, co-founded five startups, three of which were successfully sold. Among these ventures, she is especially proud of building two nine-figure companies from scratch, including Dash Radio, a digital radio broadcasting platform.
Founding Cymbiotika
Durana was involved in the establishment of Cymbiotika LLC, a remarkable movement that was founded in 2018 by herself, her husband, Shahab Elmi, and Chervin Jafarieh. The company’s main goal is to become a leading force in the health and wellness industry by offering customers clean, scientifically-backed supplements and products that they can incorporate into their daily routines.
Cymbiotika provides a range of high-quality natural supplements that combine modern scientific innovation with traditional eastern medicine to develop formulas that work in synergy with the body. Their supplement line includes plant protein, vitamin C, and magnesium L-threonate, which is a potent form of magnesium that can cross the blood-brain barrier to enhance cognitive function and concentration.
Focusing on Team Success
According to Durana, Cymbiotika’s success is largely attributed to her people-first leadership style. She states, “If you step inside our headquarters in San Diego, you will see that our team exudes positivity, community, excellence, and support.” Durana believes in fostering a workplace that motivates and uplifts team members, which she considers to be a top priority.
Cymbiotika has implemented various initiatives to promote team bonding, such as weekly family lunches, quarterly team-building events, and an open-door policy. By adhering to these traditions, the company has cultivated an environment where every aspect of the business, from customer experience to technology and marketing, is influenced by the team’s diverse perspectives and experiences. This approach has enabled Cymbiotika to stay ahead of its competition and continuously generate innovative ideas that fill gaps in the industry.
As a leader, Durana believes that team processes are more crucial to achieving organizational success than individual heroics. While individual efforts can be useful in specific situations, a culture that prioritizes teamwork and collaboration can lead to consistently high-quality results that surpass the achievements of individual efforts.
Cymbiotika has experienced the benefits of a team-oriented approach firsthand. By prioritizing open communication, cross-functional collaboration, and a shared dedication to excellence, the company has consistently met and exceeded its targets. Cymbiotika’s unique culture allows the team to leverage the diverse strengths and perspectives of its employees to develop innovative solutions and drive growth.
Moreover, depending solely on individual heroism may result in exhaustion, high staff turnover, and a deficiency of responsibility. Conversely, team procedures establish responsibility, inspire ongoing enhancement, and cultivate a communal sense of achievement. In essence, although individual heroism may be required on occasion, Durana firmly upholds that teamwork and cooperation are the fundamental components for long-term prosperity in an organization.
Leadership Insights
Durana, as the COO, is responsible for ensuring the smooth functioning of the organization. She collaborates closely with department heads and the operations team to provide daily support. The most gratifying aspect of her job is observing the diligent efforts of everyone and seeing their happy expressions.
Durana believes that developing leadership skills requires time and consistency, and it’s essential to acknowledge that not everything will go as planned, and mistakes will be made. However, by learning from these errors and continually striving to improve, anyone can become an exceptional leader. She opines, “As long as you learn from your mistakes and always work on improving, you are already a fantastic leader. When you are in a leadership position, it is your full-time job; you are setting an example every waking minute.” Durana always says that she is not threatened by anyone taking her position—in fact, she wants someone to sit in her chair one day.
Durana’s encouragement for her employees to seek her guidance and advice stems from her desire to share her experiences, both the successes and failures, for their learning and growth. By learning from her accomplishments and mistakes, she hopes to cultivate a workplace culture that fosters continuous improvement and development for everyone.
Written by Steve Sanchez.
