In this interview, we delve into the remarkable story of how Corene Breedt-Rammutla, the former CEO and Co-Founder of Circle Senior Living, embarked on her path to success in the world of senior living. Join us as Corene shares her experiences, notable accomplishments, leadership style, and the values that have guided her along the way.
Discover what sets her apart from other leaders, how she navigated the challenges of the industry, and her aspirations for the future. Get ready to be inspired by Corene’s journey as a CEO and her relentless pursuit of excellence in the field of senior living.
Leadership Qualities That Contribute to Her Success
Corene Breedt-Rammutla believes that hard work is non-negotiable when you’re in a leadership position. Growing up with parents who exemplified a strong work ethic, she learned that despite humble beginnings, you can transform your life through dedication and commitment. As a leader, Corene maintains that she will never ask her team to do something she wouldn’t be willing to do herself, emphasizing that no task is beneath her. Even when she delegates, which is critical for leaders of all kinds, she is quick to point out that all team members are unique individuals, and understanding them intricately is crucial for getting the most out of each of them. With that context in mind, she can focus on equipping them with the necessary tools for success and empowering them with the freedom to perform their roles on their own terms. Other key qualities include authenticity, being a good listener, being truthful, acting with integrity, and clarifying the vision so that everyone understands the ‘why’ of the company.
Key Trends and Challenges in the Senior Living Industry
Senior living is an incredibly fast-growing industry, driven by changing demographics. However, Corene notes that there has been limited innovation in terms of how care is provided for these vulnerable communities, especially in South Africa. Some of the key challenges include red tape in property development regulations which makes rezoning buildings challenging and time-consuming, financial hurdles in terms of affordability for residents, a lack of quality caregivers in the labour market, and dealing with the generational differences within the workforce. All of these challenges need to be overcome in order to serve a new generation of seniors who have unique expectations and require a more relevant model of care. And it requires talented individuals who want to make a difference by standing up and building the care facilities of the future.
Preparing for a Changing Landscape
To adapt and thrive in this evolving landscape, Corene emphasizes her commitment to learning from global best practices and cutting-edge research to implement the age-in-place model of care in South Africa. This requires a change in mindset regarding aging and necessitates the creation of technology-enabled environments that can future-proof the business. However, Corene believes that high-quality companionship and trust must be central to this offering, requiring a careful balance between innovative technology and the human touch that defines care.
Overcoming Obstacles and Failures
Perhaps the most significant obstacle Corene has faced so far was getting Circle Senior Living off the ground. When pitching this radical new care experience, it took 128 no’s before she found investors who could understand the potential and wanted to join on a journey to transform senior living. Throughout this period, Corene found strength in her faith and the support of her family. She understands that, before being a businesswoman, she is a child of God, a wife, and a mother. But more than that, she is very clear on her purpose and her ‘why’. She knows exactly what she wants to achieve. This broader perspective helps her maintain focus on what truly matters, ensuring that she does not take setbacks personally and that she finds the silver linings in each challenge. With this attitude, she and her team continually strive to overcome any obstacles they encounter.
Fostering a Culture of Innovation
Corene believes that a clear vision is essential for fostering a culture of innovation within any organization. When the team understands the mission, then there is no doubt about the organization’s direction. In terms of team building, she advocates for creating a non-prescriptive environment that encourages collaboration and empowers team members to make decisions, experiment, and pivot when necessary. The team needs to be multi-skilled so that they can bounce ideas off the people around them and in doing so, make each other better. By nurturing a space where team members feel comfortable to be bold and explore new ideas, Corene cultivates an innovative spirit that drives the organization forward.
Resources Impacting Leadership Style
Corene reflects on a pivotal moment in her early career when she was part of an executive team at a healthcare company at just 26 years old. Feeling somewhat out of her depth, she was inspired by a colleague who demonstrated that everyone, from the cleaner to the CEO, has valuable lessons to share. This experience taught her the importance of continuous learning from every interaction – recognizing the value of diverse perspectives, regardless of background or title. This also means learning from those who disagree with you or those who treat you poorly because learning what not to do can be incredibly valuable when deciding what kind of leader you want to become.
Building and Nurturing a Strong Team
To drive success, Corene stresses the importance of understanding the unique skills within her team. She believes in equipping individuals with the necessary tools to perform their roles effectively while also challenging them to grow. Corene warns against making assumptions about team readiness for specific tasks without actively listening to their needs. By recognizing each member’s strengths and weaknesses, she can guide the team more effectively along its path to success.
Incorporating Social and Environmental Responsibility
Corene acknowledges that ESG (Environmental, Social, and Governance) concerns have gained prominence globally, but developing countries like South Africa face unique challenges that are tied to more basic needs. For example, when employees are not sure where their next meal is coming from, discussing sustainability can feel insensitive. Therefore, Corene believes that ESG initiatives should begin with empowering staff within their communities, allowing them to become agents of change. As the business expands, it can explore broader ESG strategies, but the initial focus must be on supporting employees and their families. She encourages businesses to start small with initiatives directly relevant to their operations, emphasizing that taking small steps can lead to significant impact over time.
Importance of Digital Transformation
Corene considers digital transformation a non-negotiable necessity for businesses in 2024. She believes that it would be short-sighted to not embrace the power of AI and the digital era. However, in South Africa, it is crucial to balance tech-enabled operations with the broader impact on employment. Corene prioritizes collaboration with local developers to create purposeful solutions that meet the unique needs of her organization. By automating tedious digital tasks, she aims to free up staff time for direct client care, which she views as the most critical aspect of their work.
Essential Skills for Success
Building strong relationships with staff, investors, suppliers, and clients is paramount for sustaining a business through various cycles, according to Corene. She emphasizes that business fundamentally revolves around people, and so having a strong sense of self and an understanding of your own blind spots means that you can show up authentically and with self-awareness – which is the key to building these relationships. Additionally, she believes that agility and adaptability are essential qualities in navigating change and overcoming challenges.
Following Corene’s Leadership Journey
Corene invites others to follow her leadership journey because she is fully committed to changing the world. She recognizes a greater purpose in her career and is determined to fulfill her potential. With numerous aspirations yet to be realized and many more people still to help, this is definitely a space to watch.
Future Influence on the Business Landscape
Looking ahead, Corene envisions her influence spanning four key pillars: leadership, mission-driven entrepreneurship, senior living and vulnerable communities, and social impact. She plans to continue innovating and collaborating with like-minded individuals, recognizing that these challenges are too significant to tackle alone. Corene is dedicated to asking difficult questions, engaging in challenging conversations, and inspiring collective action to drive meaningful change.
Significant Achievements in Her Career
Throughout her career, Corene has achieved numerous milestones. In 2006, she undertook a successful hospital turnaround project in Libya, a formative experience that shaped her leadership style. As the co-founder of a paradigm-shifting senior living brand, she navigated five years of development, and within a year of its opening, the brand received national recognition. Now, Corene is focused on leveraging her experiences for a broader impact within the industry, both locally and globally.
In conclusion, Corene Breedt-Rammutla’s journey through the senior living industry exemplifies the power of resilience, innovation, and authentic leadership. Her unwavering commitment to improving the lives of seniors and vulnerable communities has not only shaped her own path but also paved the way for a more compassionate and effective model of care. As she continues to influence the industry through her dedication to social impact and collaboration, Corene stands as a testament to the profound change that one visionary leader can bring. Her story serves as an inspiration for aspiring leaders to embrace their unique journeys and strive for excellence in their endeavors.
