Tony De Gouveia stands out as a shining example of disruptive innovation and servant leadership in the ever-changing world of entrepreneurship and leadership. Born in Johannesburg, South Africa, in 1969, Tony’s journey from a typical retail background to becoming a well-known personality in the Internet business is impressive.
With his entrepreneurial career beginning at the age of 22, Tony took over the family business and embarked on a 22-year career managing several retail franchises. However, Tony made a dramatic decision to enter the field of network marketing in 2010. This change, which resulted from his ambition to expand his firm globally, set the groundwork for his present venture, The Ultimate Business (TUB).
Tony’s early network marketing years were a trial by fire. He was used to managing retail stores, so at first, he had trouble understanding the fundamental change in dynamics. In contrast to a typical company, where staff members carry out orders, network marketing depends on voluntary cooperation. Tony quickly concluded that setting an example rather than giving commands was the key to success in this field.
After facing several difficulties in his first five years, Tony adjusted to the learning curve. The key was realizing that network marketing is more about creating a strong team than closing deals. “It’s not about you; it’s about the next person that you’re helping up,” Tony notes, emphasizing the mental adjustment he went through.
Crucial lessons for Tony were overcoming ego, developing others’ leadership potential, and assigning work to others. He gained insight into the value of modesty and the effectiveness of servant leadership. A big turning point came when he went from being a typical entrepreneur to a servant leader. He says, “I had to learn to soften that skill and become more of a humble, compassionate leader.”
As a network marketer, Tony connected with the servant leadership concept because it fits his nature. Instead of taking center stage, he positioned himself as the team’s conductor, directing and influencing without taking over. This strategy, which was influenced by figures like Mahatma Gandhi, came to define Tony’s leadership style.
Around 2017, Tony started to see signs of success as he saw his staff at Carrot Bars grow rapidly. He had amassed a strong staff of 100,000 people by 2018. Another round of expansion concluded with the switch from Carrot Bars to GSP in 2019–2020, with a workforce of 130,000.
Tony’s priorities now go beyond his own achievements. In line with the notion that developing autonomous leaders is essential to network marketing success, he highlights the significance of assisting people in realizing their leadership potential. “The more money my leaders make, the more humble they have to become,” Tony states, emphasizing the need for humility and ongoing development.
Tony’s life is woven with accomplishments that go beyond his financial successes. His path, which included operating retail franchises for over 20 years and establishing the world record for the longest boerewors (sausage) in 1999, demonstrates adaptation, resilience, and a willingness to overcome hurdles.
With the goal of attaining a seven-figure monthly income in a dollar-based sector, his story serves as motivation for aspirant business owners in Asia and beyond.
Tony De Gouveia sees TUB, or The Ultimate Business, as a concept as much as a brand.