Womens Day Campaign

Purpose Over Profit and Why That Matters

If you ask Louisa Chawanda what makes a business truly successful, she won't start by talking numbers. For her, real impact starts from within and it radiates outward.

"My interest was initially sparked by a deep-seated belief that true business success isn't just measured in profits, but in the positive impact it has on its people and the communities it serves," she explains.

It's a perspective rooted in experience. Through years of volunteer work and serving on non-profit boards, Louisa saw just how life-changing access to skills development and empowerment can be. That exposure shaped her approach to business strategy, an approach built on people, purpose, and long-term sustainability.

"Growing a business 'from the inside out' means investing in its human capital, fostering a culture of continuous learning, and ensuring that strategic decisions are aligned with both commercial viability and social responsibility."

For Louisa, thriving businesses start with thriving people. When people are empowered and connected to a mission, growth becomes more than just a metric; it becomes a movement.

Women Are Driving Change And Doing It Differently

Louisa has spent years guiding businesses through high-stakes decisions, and one thing she's certain of is that women bring something powerful and distinct to the table.

That's because women often lead with empathy, collaboration, and a wide-lens view of challenges and solutions. It's not just about market share, it's about creating shared value.

To Louisa, a truly modern strategy weaves ethics, equity, and wellbeing into its core, not as extras, but as essentials. "It's about recognising that commercial success and social impact are not mutually exclusive, but rather interconnected drivers of long-term prosperity." This, she says, is how we build stronger, more resilient businesses and better societies in the process.

"I believe women are uniquely positioned to lead transformation that is both commercially smart and socially meaningful," she says.

Turning Bias Into Fuel

Her career in strategy has often taken her into male-dominated spaces, where finding her voice took intention and perseverance. She doesn't sugar-coat the fact that some challenges came quietly, and others didn't.

"One of the unique challenges I've encountered is often navigating preconceived notions or unconscious biases... needing to consistently over-prove capabilities or having ideas initially overlooked."

Instead of letting those moments hold her back, she used them as fuel. She chose to show up prepared, back everything with solid data, and focus on collaboration that delivers results.

"I've learned to turn these challenges into leverage by cultivating an unwavering commitment to data-driven insights and fostering authentic, results-oriented collaboration."

She's built her influence steadily and helped open doors for the women coming next.

Feedback Is Your Growth Superpower

To Louisa, the most impactful businesses are the ones that listen closely, not just to metrics, but to the people who matter most.

"Feedback, particularly from customers and communities, is absolutely fundamental to meaningful business evolution. It's the lifeblood of authentic growth."

While financial data shows what's happening, feedback reveals why, and more importantly, how to do better. Customers and clients remember when a business listens. It is often the first step towards a lasting relationship and connection that isn't just transactional.

"By actively listening and integrating these voices into our strategic decisions, businesses can build stronger relationships, foster loyalty, and develop products and services that are not only commercially successful but also genuinely impactful," she explains.

Scale with Purpose, Not Just Profit

For Louisa, one of the most important messages she shares with women entrepreneurs is the importance of scaling with intention, not just ambition. Growth for growth's sake isn't enough; purpose needs to lead the way.

It's easy to lose sight of your "why" when things start moving quickly. Louisa believes purpose is what keeps a brand steady when everything else is moving. Whether you're empowering communities, promoting sustainability, or driving innovation, your mission should be your compass.

"By anchoring your scaling efforts in your purpose... You build a more resilient and attractive brand." One that earns trust, draws in like-minded talent, and builds a loyal community.

A Message for South African Women

As South Africa turns to focus on the stories of women for the month of August, Louisa shares some words for those defining their own paths.

"Embrace your unique power, lead with both intellect and heart, and remember that your journey is a tapestry woven with resilience, wisdom, and boundless potential."

Her statement is very clear: stop making yourself small to meet expectations, rather start building what works for you.

"Build strong networks, uplift each other, and never underestimate the profound impact you have, not just in boardrooms, but in shaping the future of our communities and our nation. Your legacy is being written with every courageous step you take."