THEESSENCEOF EXCELLENCE

BY DR. JOAN HENRY-FIELDS

Through interviews with successful entrepreneurs each month, we reveal different perspectives.

In an interview with Dr Shirley Luu of Shirley Luu and Associates, she shared insights into her triumphant journey to entrepreneurship Dr Henry-Fields's questions will be written in italic fonts and bold print, followed by Dr Luu's responses

A strong value proposition is crucial for a company ' s success and survival. What is your company ' s value proposition?

"Our value proposition is to provide our clients the highest level of fiduciary service regardless of their income or net worth We have access to the most innovative financial solutions through the nation's most reputable financial companies "

Starting a business with your interest and expertise in mind is crucial. It's also necessary to ensure that this enterprise represents a concrete entrepreneurial opportunity. What other business decisions did you consider when starting your business?

"One thing I considered was a business's long-term stability I used to work in the mortgage industry, which is notorious for its highs and lows I don't think that's the best environment to be in as a business owner I was looking for a recession-proof business that could generate income that'd last not just for my lifetime but for future generations The financial industry and the solutions I work with are recession-proof and offer an income that will continue to pay even if I stop working "

Success is something that everyone strives for, but the path to achieving success is always a challenging one. It's a journey that requires hard work, perseverance, and dedication. Along the way, there will be obstacles and challenges that will test your determination and resilience. What are some hurdles you had to push past to remain in business?

"Besides being a single mother trying to raise my three kids while jumping into the financial services business My biggest professional hurdle has been teaching people that my solutions aren't "too good to be true " Twenty years ago, this was the first time anyone ever heard of a solution where you can grow your money when the market does well; but not have to risk losing your money when the market losses The clients that did trust me and the financial companies that created these solutions from day one have benefited greatly from not losing any money during all the market instability we have been through Others also benefit from a lifetime income stream they know they can't outlive "

Finances ensure businesses thrive in today's competitive world. How did you finance your business startup? (Loans, savings, seed money, etc.) and how do you evaluate and ensure your company ' s financial stability?

"The beautiful part about my business is that it requires very little startup You can start this business for under 500 dollars; that's all you need to create a million-dollar business"

Markets are changing rapidly, and businesses not ready to keep up with trends will not last. How do you stay up to date in your industry/field?

"As I've mentioned, my broker and its companies have always been the innovation leaders in the financial services market I like to compare the financial services industry to your phone; did your phone look different 15/20 years ago? It certainly did, and so has the financial industry You no longer must buy term, invest the difference, or go to your bank to open a CD or Bond There are many new solutions out there to help you grow your money more aggressively while remaining safe from any market loss Whenever I find a company with a new innovative product, I make it a point to partner with them to make it available Since my broker is a non-captive broker, it allows my business always to innovate where it needs to"

Customer retention is a critical factor in business sustainability. How do you build and foster relationships with clients/customers?

"For better or worse, the financial services industry is a bottom-line business Am I up or down 8%? If I lost you money, most advisors are stuck trying to explain the complexities of macro and microeconomics However, when you work with index products, we work with where you can't lose any money; you have nothing to worry about During 2020 I had an annual review with a doctor-client, and I had to share how he earned only 3% (significantly less than the 17% he earned last year) He shared with me how this was his #1 performing asset; he was down 15% in a mutual fund and 5% in a hedge fund The results speak for themselves"

It's often hard to find time for self-care as entrepreneurs because most entrepreneurs take pride in working long hours and caring for their businesses. With all the stress of running a business, it's easy to overlook the importance of maintaining a regular self-care routine. How do you ensure self-care?

"To be honest, this is something I struggle with the most I am lucky to have a big, loving family who is always there to help My partner Hoang Vu goes above and beyond to support me personally and professionally Words can't express how grateful I am for the family and friends I have in my life. It also helps that our company offers fun incentives to dream destination vacations (for free) for those who produce a certain amount"

What are your top three business principles that you live by, and why those three?

"Integrity, because unfortunately, the financial services industry has been plagued with deceivers Our integrity is everything, and I make sure everyone who joins our team knows this before joining. If there's ever a hint of concern throughout our onboarding process, we don't hesitate to inform them that we aren't a good fit. (Work ethic, tenacity) Honesty: Remaining honest is critical, especially when working with our client's hard-earned money I am the kind of person who means what I say and follows through on it Education: I emphasize to my team that we are financial educators first We are teaching people about financial solutions they've never heard about before We don't keep it a secret that there are pros and cons to every option and solution, and we spend ample time discussing their options together so they can decide what's in the best interest of their financial goals

Giving back to the community takes a variety of forms. Depending on your skill set and the unique nature of your community, you will find many opportunities to help those around you. In what ways do you give back to your community or industry?

"Through all my hard work and success that has come, being able to give back has been one of my greatest joys. I've allowed many people at personal financial lows to join the business and turn their financial situation around I've also donated to wonderful charitable organizations Some notable ones are The Woman Shelter, Women that Soar, Women of Good Works, and many other local churches and nonprofits that have reached out"

Being an entrepreneur is a high risk, high reward. You could make millions, or you could make nothing at all. What advice would you give to a budding entrepreneur?

"Be diligent when jumping into a business opportunity Find an industry that's fulfilling and meaningful to you When you see an opportunity, jump on it, and give it your all to make it work. Great things take time; not everyone can make 50k in one week within their first year. However, if you surround yourself with great leaders, and have quality mentorship, keep with it; you'll be amazed at what you can accomplish!"

Motivation is vital to all aspects of life, including entrepreneurship. We need inspiration to maintain our focus on our goals. How do you stay motivated?

"You need to have a strong "why" when you get into business, and your why needs to be deep and personal. We have a saying if your why doesn't make you cry; it's not strong enough If you keep that as your "true north" throughout the highs and lows of business, you'll be able to get through and achieve anything "

Having a support system amid the chaos and crushing responsibility of founding and running a business is helpful. What supports do you have in place?

"As I mentioned before, I have a beautiful and loving family. They're my #1 system for joy to unplug from the business I have also designed my business, so I'm working with people I enjoy working with They support me with everything from my professional schedule and demands to celebrating personal life accomplishments together My business wouldn't be a fraction of what it is if I didn't have my team"

Marketing is a dynamic and ever-changing field. Every company needs a well-planned marketing strategy that defines milestones and objectives. What are your marketing strategies for your business?

"I've found that everyone wants to tune into their favorite radio program at WIIFM 101; What's In It For Me? One of my marketing strategies is to provide win-win scenarios for whomever I'm working with I have a lot of professional partners who are CPAs, Lawyers, Realtors, Mortgage officers, etc."

Please create and write your motivational quote for this column. "A client a day keeps poverty away "

Is there anything else you would like to share with the readers?

"Call me if you want to change your life and help others be a game changer "

How can people connect with you?

Web: shirleyluuassociates.com

Email: Shirleyluu@slamail us Phone: 703-608-1203

Dr Henry-Fields owns several businesses, including: "Out in The Fields LLC" a real estate consulting firm; RESA Incorporated, a 501c3 organization; and "WEE Global Network" widely known for its annual event Dr HenryFields is an International Radio Personality, Internet TV Host, and Published Author Dr Henry-Fields holds a bachelor's degree in human services from the Audrey Cohen College in Manhattan, New York; a master's degree in social work from Howard University in Washington District of Columbia, and a Doctorate in Business Administration with an emphasis on entrepreneurship, from the Grand Canyon University, Arizona Dr Henry-Fields's research topic was "Business Success Factors of Female Immigrant Entrepreneurs in Maryland "

Dr. Henry-Fields's professional affiliations include Sigma Gamma Rho Sorority, the International Honors Society, the World Association for Sustainable Development (WASD), the National Association of Professional Women, the Chimes International Advisory Council (Virginia and Maryland), the Jamaica Nationals Association, and is currently serving as a Multicultural Commissioner in Prince Georges County Maryland under the States Attorney Aisha Braveboy Dr Henry-Fields believes "Only The Best Is Good Enough "

Dr. Henry-Fields is a native of Jamaica, West Indies, and lives in Maryland. She is married to her handsome Provider and Protector, Kyle Fields. Dr. Henry-Fields is the mother of two amazing sons and has two beautiful stepdaughters Dr Henry-Fields's goal is to establish quality relationships and be an agent of change in the lives of the people she contacts

More about Dr Henry-Fields can be found at: www resawomen org or www outinthefieldsllc com