“Creativity is essential for discovering unique and effective solutions to complex problems.” – Tran Thanh Phuong
With the rise in global trade complexities, effective leadership in compliance and import-export consulting has become essential. Leaders in this sector must skillfully navigate intricate regulatory environments while fostering innovation and staying current on international laws. They build trust with clients through clear communication and proactive solutions that address evolving needs. By inspiring their teams and cultivating a culture of adaptability, these leaders empower organizations to thrive even amid uncertainty.
A prime example is Tran Thanh Phuong, Founder and CEO of ExtendMax Vietnam Co., Ltd. With over 20 years of experience in management and operations at multinational and Vietnamese companies, Phuong is deeply committed to making a meaningful impact. His dedication to addressing the challenges faced by international businesses has led him to transform ExtendMax into a leading consulting firm in compliance and import-export services. Through this work, Phuong aims to help global brands succeed in Vietnam and the APAC region while fostering innovation, team development, and cultivating future industry leaders for sustainable growth.
Phuong’s Entrepreneurial Spirit Shines
Businessman Tran Thanh Phuong, born in 1980 in Hai Phong, grew up in a family facing economic challenges. His passion for reading and business emerged early, leading him to start a sidewalk stall renting books at age 12, using his extensive collection. He also took on various part-time jobs, including selling vegetables and tutoring, which nurtured his entrepreneurial spirit.
After graduating with top skills, Phuong began his career as a specialist at PTSC M&C Marine Engineering Services in 2002, overcoming 200 candidates in the recruitment process. He later transitioned to sales management, holding positions at multinational beverage corporations like Coca-Cola and Heineken. Alongside his corporate career, he successfully opened a café and established a Cleverlearn foreign language center franchise.
Contributing to Development
Phuong is deeply committed to making a meaningful impact. His early efforts were dedicated to smoothing the path for international businesses seeking to expand into Vietnam. As his journey progressed, this commitment expanded into a broader mission: to create a lasting influence that goes beyond business success.
In 2014, Tran Thanh Phuong recognized a critical need for consulting services related to quality certification and import-export procedures for IT products in Vietnam. Seizing this opportunity, he founded ExtendMax in 2015, aiming to connect leading global manufacturers with the Vietnamese market. Under Phuong’s leadership, ExtendMax has achieved significant milestones, including participation in the Ben Thanh – Suoi Tien metro project and facilitating the import-export processes for a $1 billion LEGO factory in Binh Duong. The company has established itself as an official supplier for major technology firms like Amazon, Microsoft, and Dell, garnering numerous prestigious awards.
Transforming Challenges into Opportunities
When ExtendMax began, an early project with a leading technology corporation challenged the team’s management systems and scalability. Phuong saw this as a chance to strengthen internal processes, deepening his commitment to perseverance and adaptability. His solution-focused mindset turns each obstacle into a growth opportunity, fostering a culture of continuous learning. A key lesson for Phuong has been the value of empowering his team; by delegating effectively, he addresses challenges more efficiently and builds a resilient organization. This collaborative approach not only cultivates trust but also unites the team around shared goals, driving ExtendMax’s overall success and setting a solid foundation for sustained progress.
Team Unity and Trust Development
“Exceptional leaders are characterized by their vision and ability to inspire those around them. They possess the foresight to anticipate challenges and lead with a clear sense of purpose.”
Phuong embodies these qualities by ensuring that his team understands and aligns with a shared vision. He fosters a culture of collaboration, trust, and open communication, remaining attentive to his team’s needs and always ready to listen. This commitment strengthens team cohesion and empowers individuals to contribute their ideas and expertise, driving collective success. By prioritizing this open dialogue, Phuong cultivates an environment where innovation can thrive, enabling the team to navigate complexities with confidence.
ExtendMax’s Recognition in Global Supply Chains
One of Phuong’s proudest achievements is building ExtendMax into a leading consulting firm recognized as a key service provider for major technology companies like Amazon, Cisco, Lenovo, HPE, and Arista. This accomplishment has reinforced his belief in long-term leadership strategies and also shaped his leadership style, emphasizing team development and the creation of sustainable value for clients. By fostering a culture of collaboration and continuous improvement, Phuong ensures that ExtendMax meets current demands and anticipates future challenges, positioning the company for ongoing success in a dynamic market.
Phuong’s impactful leadership and ExtendMax’s excellence have earned them several prestigious awards and recognitions.
Tran Thanh Phuong (Personal Achievements)
| Business Icon of the Year 2024 | Awarded by Global Business Review Magazine for leadership and economic impact |
| Stevie Awards Jury Member | Selected as a judge for the prestigious 2024 awards |
| Speaker and Expert Contributor | Featured at international forums and in interviews on Vietnam’s certification policies |
ExtendMax (Company Achievements)
| SME100 Asia Award 2023 & 2024 | Recognized as a top SME in Asia |
| World Business Outlook Award 2024 | Named “Vietnam’s Leading Import-Export Consulting Company” |
| Global Brands and Gazet International Awards 2024 | Honored as the “Best Regulatory Compliance Consulting Firm” and “Best Import-Export Entrustment Service” in Vietnam |
| IBMA and GBFM Awards | Recognized for “Best Market Penetration Consulting” and “Best Regulatory Compliance Agency.” |
Culture of Fearless Experimentation
Tran Thanh Phuong fosters innovation by cultivating an environment where his team feels safe to experiment with new ideas without fear of failure. He believes that creativity is essential for discovering unique and effective solutions to complex problems. By encouraging innovation, Phuong helps ExtendMax remain competitive in the market and ensures sustainable growth for the company. This approach empowers team members to think outside the box and drives continuous improvement within the organization. As a result, ExtendMax is well-positioned to adapt to evolving industry challenges and capitalize on emerging opportunities.
Mentorship in Leadership Skills
Mentorship is crucial for developing effective leaders, as a good mentor shares valuable experiences and assists others in gaining clarity about their career paths. Throughout his career, Phuong has been fortunate to have mentors who inspired him, providing invaluable lessons that have enhanced his leadership skills. This foundation of guidance has empowered him to maintain a balance between having a clear vision and remaining flexible in his approach. In a rapidly changing market, Phuong is always prepared to adjust strategies as necessary to adapt to shifts, all while keeping the company’s long-term direction in focus.
Fostering a Culture of Continuous Learning and Innovation
The advice that has consistently guided Tran Thanh Phuong is to “never stop learning, never stop innovating.” In a constantly changing business environment, continuous learning is essential for staying updated and adapting to emerging trends and challenges. Innovation plays a critical role in maintaining competitiveness and delivering unique value to customers. He encourages his team to embrace creativity, experiment, and remain open to change, viewing innovation not just as a strategy but as a vital mindset for sustainable growth.
Creating a positive and inclusive workplace culture involves actively listening to and respecting everyone’s opinions while encouraging creativity. Phuong consistently promotes collaboration and invites team members to share their ideas. This emphasis on a supportive work environment enhances team morale significantly, boosts productivity, and contributes to the long-term success of ExtendMax.
Shaping the Next Generation of Industry Leaders
By fostering an atmosphere of trust and open communication, every team member feels valued and empowered to contribute their unique perspectives. This collective synergy drives innovation and strengthens the foundation of a resilient organization. Phuong’s journey from a young entrepreneur to a respected leader in global compliance consulting is a testament to his resilience, innovation, and commitment to shaping a brighter future for the industry. As he continues to drive ExtendMax’s growth, his focus remains on creating lasting value for clients, empowering his team, and setting the stage for the next generation of industry leaders.
