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Richard Warland – Founder of Reversing The Silk Road – HindSight

Richard Warland – Founder of Reversing The Silk Road

“Have patience. Don’t expect results immediately. KNOW YOUR NUMBERS!”

Meet Richard Warland

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30+ years of experience & success in database, CRM, loyalty and digital marketing at C-level.

Passionate advocate of the ability of companies to drive customer relationship and profits via intelligent use of data analytics. (Early adopter of Big Data strategy).

Oenology graduate with 30 years working across all facets of the wine industry both in Australia and internationally.

9 recent years working and living in China, learning and appreciating Chinese culture, business practices, food and wine!

Seasoned corporate general manager across start-up, SME turnaround and MNCs.

Highly numerate strategic thinker, experienced across multiple business categories in Australia and APAC.

Commercial, analytical & numeracy strengths enable rapid understanding of different business models.

Proven ability to identify areas of strength and weakness and implement changes in communication, operation and systems that optimize sales, productivity and bottom line.

Cross-cultural leadership and staff motivation
Customer data analytics and strategy
Multi channel marketing strategy across customer life cycle
Technology-enabled customer relationship management (CRM) & Loyalty Marketing
Database marketing
Strategic planning
New product conceptualization
Customer service enhancement
Business process re-engineering

How long have you been an Entrepreneur?

41 years

Did you leave a job to become an Entrepreneur?


What is the name of your current project / company?

Reversing The Silk Road P/L Consulting on Loyalty Marketing/CRM in Australia and Greater China

Please describe for us in 1 sentence your current project.

Trying to teach companies how to monetise their customer data.

Where did the idea of your current project come from?

28 years in Direct Marketing/Customer data analysis/CRM/Loyalty Marketing

Why do you do what you do?

I love customer data analytics and I believe that few companies know how to profit from theirs!

What’s the one thing you wish you could go back and tell your younger self?

Learn to live with bosses who are not as smart as you!

What’s the most important piece of advice would you give to someone just starting?

Have patience. Don’t expect results immediately. KNOW YOUR NUMBERS!

What is the hardest thing you have had to do regarding your business?

Manage and get rid of underperforming staff.

What does your typical day look like?

Total confusion – just like my desktop!

If you were to start again, and could change one thing, what would it be?

Pick my timing better.

What is the most important thing in life?

Health & family

What is one problem you encountered as an entrepreneur, and how did you overcome it?

“Selling” my ideas to superiors and I didn’t always overcome it because my ideas were too advanced/complex for them…

Tell us something unique about yourself.

I am not statistically educated but I have an innate ability to see patterns and anomalies in data.