Ep50: Human-Centred Service: How Emotional Intelligence Elevates the Luxury Experience with Aiga Sutka
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In a world where convenience rules and everything can be ordered at the tap of a screen, what keeps people coming back to human connection?
In this episode of Human Wise, Helen Wada speaks with Aiga Sutka, luxury retail coach and trainer, about how emotional intelligence transforms not just the client experience but the entire culture of retail. With over a decade in the luxury sector — from Louis Vuitton to Gucci — Aiga reveals that true luxury isn’t found in products or price tags, but in presence, empathy, and human touch.
Together, Helen and Aiga unpack what it means to lead and sell through emotional intelligence. They explore how self-awareness helps teams manage pressure, how coaching can shift limiting beliefs, and why resilience is the ultimate measure of success in high-performing environments.
Aiga’s insights from the shop floor bring this philosophy to life — from helping team members overcome fear and self-doubt to showing how storytelling, care, and curiosity build trust that lasts far beyond a single sale.
This episode is a celebration of human-centred service, reminding us that in every interaction — whether in luxury retail or leadership — it’s our empathy and emotional awareness that define excellence.
Topics Discussed
Emotional intelligence as the foundation of meaningful service
The power of empathy and connection in client relationships
Coaching as a tool for confidence and performance
Resilience and self-awareness in high-pressure environments
How storytelling and authenticity elevate the luxury experience
Timestamps
00:00 – 02:00 | Celebrating 50 episodes and setting the tone
02:01 – 04:30 | Aiga’s journey from Latvia to Dubai and global luxury retail
04:31 – 08:00 | What defines luxury: beyond products to human connection
08:01 – 12:30 | Coaching on the retail floor and creating safe, reflective spaces
12:31 – 16:40 | Emotional connection and storytelling in client experience
16:41 – 21:00 | Overcoming limiting beliefs through coaching and growth
21:01 – 25:40 | Building resilience and self-awareness in high-performance teams
25:41 – 31:00 | The art of conversation and emotional intelligence in sales
31:01 – End | Final reflections: growth, gratitude, and the human advantage
About Aiga Sutka
Aiga Sutka is a luxury retail trainer, coach, and resilience advocate based in Dubai. With over 14 years of experience in the region and a career spanning global brands including Louis Vuitton and Gucci, she empowers retail teams to achieve peak performance through empathy, self-awareness, and authentic human connection.
An ICF-accredited coach, Aiga is passionate about helping individuals unlock their confidence, build resilience, and redefine success in a fast-paced industry. Her coaching approach blends the precision of luxury with the depth of human understanding, making her a standout voice in people-centred leadership.
Connect with Aiga Sutka on LinkedIn to explore her work in coaching, emotional intelligence, and luxury retail leadership.
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Human-Centred Service: How Emotional Intelligence Elevates the Luxury Experience with Aiga Sutka
[00:00:00]
[00:00:28] Helen Wada: Welcome to another episode of Human Wise. Firstly, I'm really excited to welcome Aga Suka to the conversation all the way from Dubai in the Middle East but also Ger. This is a special episode. This is episode 50 of the podcasts, which. Goodness, if you'd asked me 18 months ago that we'd be recording episode 50 of human wise, I don't think I would've believed you.
[00:00:56] So an extra special guest and really [00:01:00] wonderful to have you on the show.
[00:01:02] Aiga Sutka: Oh, thank you and congratulations on your 50th podcast and on your book too. So.
[00:01:09] Helen Wada: And, and I, I guess maybe there's, maybe, maybe there's something about 50 in the air, because actually I've got 11 more days before I turn the big 50. So.
[00:01:19] Yeah. Happens to be coincidentally with number 50 in, in the air in the age bracket as well. So, maybe there's something in the air and the sunshine.
[00:01:28] Aiga Sutka: Well, first of all, you don't look 50 at all, you look amazing.
[00:01:34] Helen Wada: Isn't about me. This is about the guest. So tell us a little bit more about you for the listeners today.
[00:01:41] Aiga Sutka: Yes, of course. And thank you so much for inviting me to this wonderful podcast of yours. I'm super happy to be here.
[00:01:48] Guest's Background and Journey
[00:01:52] Aiga Sutka: So, as you mentioned, I'm based in Dubai, but I'm not from Dubai as you probably can tell. So actually I'm from northeast country called Lavia. Very, very small country. So this is where [00:02:00] I grew up, but also I had a big dream.
[00:02:02] I wanted to travel and explore the world. So I have worked actually and lived in six different countries. And I have literally stopped here in Middle East, in Dubai because I really fall in love with the weather, the culture, the safety of the country, and I think it's absolutely beautiful. I'm here now 14 years, so it's been a long, long time.
[00:02:26] Career in Luxury Retail
[00:02:26] Aiga Sutka: And also through my career journey, I've been in a lot retail, so high street retail management, but then I ventured into learning and development. Then this is where I fall in love with coaching. So I am a trainer and a coach for a luxury retail business. And I've been doing this past seven years.
[00:02:48] Six, seven years. Yeah. So I, I can't even keep account anymore. So, and I'm really, really passionate about coaching and especially resilience and peak performance. [00:03:00] And I really, for me, it's, I wanna be the best version of me and every day I wanna be, growing and learning. And that's one of my passions.
[00:03:08] Helen Wada: When we were first connected through a mutual friend, actually, and I, I saw what you did and, and the fact that you are working in a really did. Different sector to me. I'm, my background is professional services and then more in the corporate world. But you are frontline, as you say, luxury fashion, retail.
[00:03:27] And So, see a different side of connection to customers. What's important to people as they, make decisions, make. Commercial decisions and choices. And so the conversation around what's important to them, how do you bring your coaching into the work is, is really interesting. And I thought let's get in on the, on the podcast for others to benefit from as well.
[00:03:54] So tell us a bit more about what you do first, a bit more about your work.
[00:03:59] Aiga Sutka: So, [00:04:00] of course, so I work in luxury retail, so I used to work in Louis Vuitton before, now I work in for Gucci. So my role is really in store. Are based.
[00:04:10] The Importance of Human Connection in Retail
[00:04:10] Aiga Sutka: So I see people every single day, and when we think of luxury, of course, what comes in first in your mind, if you close your eyes, you'll think, oh my God, the beautiful products, the beautiful stores, the exclusive value of the items.
[00:04:26] But really the core is the human centricity. And this is really the core. We have different aspects. We have the clients, we have the client advisors, and also behind those beautiful products that is a human who made it. And that's really, that combines because obviously today's world has changed so much.
[00:04:48] Novi, how I ai, emotional, like this artificial intelligence that we bring, very convenient. Especially here in Dubai, you can order anything. They will even bring you [00:05:00] fuel to your car. It's so convenient that you just use the apps and websites and, and it's under your doorstep, like Amazon, for instance.
[00:05:09] But why people still come to the stores because they wanna feel connected to a human. They want to have these experiences. They want to have these emotions. They want to have the experience of somebody taking care of them. And, and I think that's a big one.
[00:05:27] Coaching and Training in Retail
[00:05:27] Aiga Sutka: So this is my job where I work mostly with a team.
[00:05:31] I train them on luxury service and etiquette. We have standards in place and any brands will have, that we have to follow. And really, my job is to be a coach and be a sounding ground for somebody. And I really, really highly value that, especially. Yes, you give a feedback on a shelf floor, but also there are moments when I take person out of the store for them to open up.
[00:05:59] Because it's [00:06:00] not only about just selling, but there is so much more behind this. For people have limiting beliefs, you have this target that you need to achieve every day. It's like a mountain to crack, and there's different emotions and, and my role as a coach is really to open this nonjudgmental, confidential space for the person to open up, to move them forward wherever they wanna go.
[00:06:26] And obviously. Other things in my job involves lots of training on, on the beautiful, exquisite pieces that we have in a store, and luxury manners and, and vocabulary. So it's so much more. But I think coaching is really core where it enables for people to think on their own and not just tell them what they need to do because each of us, we are so different.
[00:06:54] Helen Wada: My goodness. And you, and you hit on so many different.
[00:06:58] points there, Edgar, [00:07:00] that that I'd love to, to pick up on. I mean, I often start these podcasts with what does being human at work mean to you and. You've almost explored that without me asking that question is almost, is if you've listened to some before, but helping your, your own team listen to their customers.
[00:07:20] They're coming into your store for human connection. They're wanting something personal. They're wanting something different. It's not about just selling something to them. It's that creating that. Rete, why would it be you? You said you're at Gucci, you've been at Louis Vuitton before, but why would it be Gucci now and not Lou Louis Vuitton?
[00:07:40] Right, for example, because they're all making these decisions on a daily basis. But also you talk about the coaching aspect of coaching your team, and so often it's the sort of the one size fits all. This is what you need to do, but [00:08:00] actually. Coaching really enables you to tailor and personalize things that are right for the individual that are right for your team which kind of links the two together in terms of a skillset, right?
[00:08:14] Aiga Sutka: Absolutely.
[00:08:15] Emotional Intelligence and Resilience
[00:08:19] Aiga Sutka: And what also you can notice there are so many different nationalities that I work with. and everybody has a different upbringing and these are different cultures and beliefs that coming together. Yes, people have moved away from their homes, but through, through different conversations that I had and I had so many, what's stopping them Sometimes themselves to, you know, like we say, propose an item or achieve the target. So it's not only the, the, I coach the business KPIs and the business int intelligence, but I, I go deeper and, now with my skillset and, going into PCC level. I can see the difference, how I can [00:09:00] pick up on these different things that, I challenge those beliefs sometimes back, how is, how does this, is helping you in your, in your professional life, how does this belief help you to move forward?
[00:09:13] and sometimes they need that space to reflect and think and, and realize, because. Yes, we wanna deliver the best service to the clients, and this is what we talk about. But there is the team that, they have their personal problems, they have the targets, which is like a mountain, you know, and this is where the stress comes from as well.
[00:09:35] But then if you are stressed and you're not at ease, how can you deliver this beautiful experience to our clients? You can't,
[00:09:44] Helen Wada: tell us PCC, just for the listeners that aren't familiar so much with the coaching, what does, what does PCC stand for?
[00:09:51] Aiga Sutka: Oh, that's a good question. Now I need to think. So I am ICF, so I follow IC, so International Coaching Federation, and they have these [00:10:00] different levels. So us a c is the associate and then it goes to PCC, which is the practitioner, and then you have the master. So I'm, I'm, I'm actually completed the course with Reach Outstanding.
[00:10:13] So I just do the coaching hours for now, but I. Done that level as well. So, but I am a CC accredited coach, so, and I follow strictly the ethical part of the international Coaching Federation, which is the non-judgmental space confidentiality. So, so even I am, and this benefits to my work a lot because even I do coaching, if somebody ask outside of my work, and I'm happy to do that, but also just to, this helps a lot in my work and I keep that and I'll ask always, because it's a business conversation. So what I am allowed to share from the coachee perspective, because I respect that, and because all these conversations is business focused, but of course there is [00:11:00] some things that, personal things that come up and that's.
[00:11:04] It's in that moment, in that space.
[00:11:08] Helen Wada: And you touched on, on some really rich things. There we're all ultimately human beings. So, and, and the way that you describe this, this mountain decline, this target. That, that your teams feel. And it's the same with whatever organization you're in. If you are on that, that front line of winning work, when you are starting the beginning of the year, it can feel like a mountain to climb.
[00:11:34] And there's that, for me, and we spoke about this before we came on the, put this sort of real tension between com being commercially focused. But actually having a coaching approach, which is what I talk about in, in the book, in, in human wise and, and actually the power of the skills that we use as coaches connect with customers.
[00:11:59] [00:12:00] Because actually it's when you create that space for customers, when you create that safe space that you do for your teams, when you get curious about what it is they want to buy something for, what's the event that they might be going to or what's the personal reason behind it? That you, you go into the sort of deep curiosity and questioning that ultimately can help you to climb that mountain.
[00:12:24] And that for me is where we get excited between that sort of commercial coaching approach, that it's a real blend between the two. It's not one or the other.
[00:12:34] Aiga Sutka: Absolutely, and I completely agree. So, because also I train teams and you will hear me every time saying it's about people by emotions and and it's. For somebody would be like, oh, what do you mean by emotions? But they do, and it's not about selling products, but understanding why do you need them?
[00:12:58] Could be passing down from [00:13:00] generation to generation.
[00:13:01] Personal Stories and Emotional Connections
[00:13:11] Aiga Sutka: I had actually client and it was just a very short story, so we had a high end event, another company, not this one, and I invited this person. They looked at these beautiful, stunning pieces that we had and, had a moment to sit down and reflect.
[00:13:17] And he shared with me very personal detail that he has this beautiful watch that it's from his grandfather and it's been 80 years. And I'm like, oh my God, that's beautiful. not, it's not the per, it's, it's the watch that, it's the memory, the person, and he's no longer in this world. And it's so emotional and he, he shared how he looked after it and how much he invested to repair the watch.
[00:13:46] And, and, and this is example I shared with my team and, and my question was, how do you protect this beautiful memory that you, one, they will pass down to your son? And it's deeply [00:14:00] emotional because what I would refer to it. He's like, what do you mean? I said, well, we have these beautiful trunks where you can put inside your watch and protect from dust, from everything, because it's your grandfather's memory.
[00:14:16] You know it. It's a human in the end that. Had this watch, and, and you looked up to it. So, and, and this is the emotional connection. So this is how you sell high valued pieces. And this is just one example, but you know, there is so much more to it. And you said. Things. He like, listening, opening up people to speak.
[00:14:39] It's not just about, oh, here is a, a bag it's a black and there is a strap. And we often say in, in, in trainings, what can you share with clients? Can't see, because we all can see that it's a black color, it has one shape and it has a straw. [00:15:00] What can you tell to the client that they can't see you?
[00:15:03] And this is also a coaching mindset because they're like, what do you mean? Like, think about stories that this bar carries, or signatures that they don't know. We all can see the same things and as long as you, you can see it, right? So you're, if you're not lying person, of course they explain it, but.
[00:15:26] Tell me something more that what I can say, and this is the emotional connection, because then you see the product differently and clients will be, wow, I ne we never knew that, you know? Like we sell silks, like in in store. And this lady was saying, oh yeah, I have many. But they said to her, but do you know the beautiful story behind this silk scarf?
[00:15:50] Oh no. And then when you share the story, they're like, oh, wow, I never knew this. And this is the essence.
[00:15:57] The Art of Conversation in Luxury Retail
[00:15:57] Aiga Sutka: You talk to emotions, you understand what's important to them, not to you, but to the client.
[00:16:07] Helen Wada: And that again is the coaching approach, because in coaching, as you will know. Everything that we do is in service of the client. One of the fundamental things that you learn as a, when you're developing as a coach is that you put the heart, the client.
[00:16:22] at the heart of every conversation, and that's the mindset that you need to be thinking about when you're going in.
[00:16:29] This is not about me. This is about you. And it, it's exactly the same. I mean, you. Wonderful examples from the sort of the world where you are, you're selling into consumers, where we're, taxing in business to business relationships where you, you still have a human in the organization, but it, it's a, a business to business transaction.
[00:16:50] But for me. Actually, it makes the personal even more important. I was, I was working with a group last week and we were thinking about a situation and [00:17:00] inquiring about, well, how do they feel about you? What are they gonna say about you when you are not there, when they're making the decisions? How have you connected?
[00:17:11] To their ultimate outcome. Diving deeper, understanding with the questions and curiosity, why is this important? What's important to you? And everybody's different. Some people buy an emotion. Some people, the, the person in question here was a very logical person. They really like their data, so, so understanding what was important to them, because unless you can understand what's important to them.
[00:17:36] You will never connect on a level that resonates with them. And if we are putting them at the heart of the conversation, then we have to be taking a, a wider view of the conversations that we're having in this world of work.
[00:17:53] Aiga Sutka: And you touch really important point, like understanding the client and who and, and being in [00:18:00] center and. And this is important in luxury retail because to have a conversation, but also Helen, think about the lifestyle, maybe the client advisors or managers live and where our clients come from.
[00:18:14] There is a gap. There is a gap and sometimes, you need to have a confidence and you need to build skills and, and that's why we give these trainings and and coaching especially because that's really key to. To start to challenge somebody's beliefs because if somebody comes from a country, and, and I always say like, how can you deliver luxury if you never experienced it?
[00:18:41] If you don't know what it is. So how are you able to, to, to give this experience to somebody if you never been in that space or had this experience and, and it's important, for me as a trainer, as a coach, to think outside, how can you inspir and how can you [00:19:00] limit, I had, I remember what vividly this lady, when she was, she was really like.
[00:19:05] Closed the way she thought. She thought, but I don't shop like this and, and I can't ask people to propose this crockwell bag, for instance, because that's not me. And I, I don't wanna be this person and. And and coaching help her to open her mindset. And one day, honestly, I open, we had this group and I opened it up and I seen she sold a crocodile bag, and I'm like, I cried, Helen.
[00:19:33] I really cried because for me it meant that she has overcome her limiting belief and the thought pattern, and she has had a breakthrough. not about the bag, it's about the, the, the power of person's way of thinking. When you've been thinking this way all the time, but then somebody has challenged you and showed you, how does this help you?
[00:19:59] How does this [00:20:00] serve you? What does it actually mean? And to understand that people coming to these beautiful stores to feel happy not to feel miserable, right? We wanna experience beauty, we wanna be taken care of. We want to have that coffee and be taking picture and posting on Instagram. We wanna feel respected, valued, and cared for.
[00:20:24] And that's what the environment does and that's why people come to, to these stores to experience that.
[00:20:33] Helen Wada: It brings me into, the, the human. That I talk about. It's a really simple those of you that are listening to the pod and have been for a while, you'll probably be familiar with the human by now, but I talk about the human as a way for us to think about who we are, how we show up, and the confidence to have commercial conversations in a human-centric way.
[00:20:56] And the age of the human is how you show [00:21:00] up. So before we get into anything else, we think about who you are as an individual. We think about what matters to you. We, we take time to think about you and your experiences. What's made you who you are today? What gets in the way? Because until we can unblock who we are and really take time to think, we can never show up as our best. For the others that we're serving or we want to, sell to or, or collaborate with. So for me, that h in the human is how you show up is, is really critical for anybody in the commercial world. Whether even if you're not selling per se, you're not, but you're looking to influence others. I mean, how much of business today is about influencing others to, to generate opinion, to, to get people to focus on.
[00:21:56] Something to move forward. You have to be able to [00:22:00] influence in those skills about knowing who we are, knowing our experience, knowing why we should believe in what we do, and then we can start to get curious. The rest of the human is about understanding others. It's about how your mindset matters.
[00:22:17] It's about how do you then act and adapt in that conversation, and you've spoken about all of these things, and then sort of what's next? How do you then move forward? And it really, it, it brings the, that thesis of selling that, you know, whole, goodness, right? I've said already, I'm 50 next week, and I never wanted to be in sales because I thought it was brash and it was there for, quite frankly.
[00:22:45] Older white men, I'm gonna say that, but that, but that's traditionally what sales has got a, a bad connotation for it. actually it's not. Some of the best people that can connect with customers are women. Or you've got different [00:23:00] ethnicities or you've got where you can find that connection.
[00:23:04] And it can be anything, but it's about finding the connection that works for your customers.
[00:23:13] Aiga Sutka: That's, there's so much valuable insights what you just shared as well, because. Because not all the days are really, beautiful, happy, because you, you face challenges and, and then oftentimes, it's how do you bounce back? Because not everybody is also, as we mentioned, everybody's human.
[00:23:34] So sometimes people come in and they may be already emotionally hijacked and the way they come in and how do these people need to deal with the people? Like it's all about people connections. And maybe it's also so. To have this, and you said knowing yourself first, it's the emotional intelligence, and not everybody has, maybe not the clients have not, sometimes the team has, and it, it's something [00:24:00] that we need to also build as a team, how do you protect yourself? That's also because it affects if somebody screams and shouts at you for no reason or they repair or whatever, it's not done.
[00:24:13] I seen crazy things as well, and I was like, oh my God, you know it. You, you won't even believe how people get frustrated. And of course, the team delivers what they have to deliver to clients, but they, they eventually also need to think about. And, and the biggest skill, how do you build resilience at work?
[00:24:35] And, and I done a workshop with a, team about resilience because, it's so important because I've seen, things change or things happened and they personal lives and, and the reason why the subject is also so close to me because it's something that I have been gone through that helps me a lot in the coaching to understand that you can move forward.
[00:24:59] [00:25:00] There is a light at the end of the tunnel. But it also, what can you do? You know, And we don't talk about it a lot. And, and I thought, I would love to do something for, to, to remind them that they need to look after themselves. Because if you don't look after yourself, who else will do?
[00:25:21] Helen Wada: Absolutely, and I, I couldn't agree more. Again, we, I talk about, in the book, I talk about the importance of resilience because, as you say, through, through the coaching work that we do with our clients, supporting them with that resilience in difficult times. Can be one of the most important things. Even, even talking from self in it, my own personal experience, I've been in roles, things when you are looking to, when you've got that mountain to climb, right? that's a personal mountain, whether it's a professional mountain. Your, your image there of that mountain climb is something [00:26:00] that's hard. Right. And, and you might stumble, you might fall on rocks, you might take a wrong turn. and actually part of the strength that we need as humans. Is to be able to take some of that and take a little step forward and having a team around us and thinking, actually, let's hold each other up, rather than, I've been there, we, you've worked for ages and ages and a piece of work and you really want to.
[00:26:31] To win something with a client to support them and you fit, and for whatever reason, they don't choose you. Right? And think for whatever reason, you'll have customers that end up going to Louis Vuitton instead of Gucci, right? And you've, they've come back to her three times and for whatever reason you, they, they've gone away.
[00:26:50] But actually you think, I have to think about what could I do?
[00:26:53] differently? I talk about you review reflects reframe. And then repeat [00:27:00] as a really simple way of people thinking, okay, so what happened? What worked, what didn't work? What did I learn from that? What did, how can I reflect? What does that mean?
[00:27:12] Reframe it in a, in a reframe. Okay, what did I learn? I learned that they like this. I learned, I like that. Maybe that wasn't the right opportunity for us. And then the repeat is we go again. And it's almost like a muscle, we're building up our resilience muscles as we go, and it takes time. I think sometimes we're in too much for rush these days, but we have to take time and learn from each and every interaction.
[00:27:40] What more can we do? How can we be different? And then once you get the breakthroughs, you get that buzz and the confidence. Like your lady with a crocodile bag, right?
[00:27:52] Aiga Sutka: I know, I know.
[00:27:53] Helen Wada: Because once you've done it, once, you have so much more confidence to then go again [00:28:00]
[00:28:00] Aiga Sutka: Absolutely.
[00:28:01] Helen Wada: and, and, and you're building it internally rather than being told what to do.
[00:28:05] And I, think for me, that's the difference between training and coaching. In training, we're telling people what they need to do, but in coaching, you help them experience what, who they need to be. And what they need to become. And for me, there's a really different space there.
[00:28:26] Aiga Sutka: I I completely agree. And even, being there on, on shelf floors sometimes and seeing them what they do and just asking one question, but I'm so grateful there are, colleagues that they understand. I. What actually coaching can do for them. And there's like multiple times like, oh, but when I talk to you, it's so different, and, and I like these comments and, and I'm very grateful because, and you just said it's about being in rush, rush. You know how one client, second client, and they, my [00:29:00] colleagues, they work. Long hours and they've been on the floor and to, to keep that energy when you have one client that, brings maybe your, your mood down, and they being upset about something.
[00:29:11] But this is, that's why also building resilience is so important. It's not about you, it's the client, but what's important is how can you put a smile on this person's face that they walk out and think, wow. Actually, I have a great day and, and that's powerful. But when we start to think, oh my God, he's moji, look at them.
[00:29:35] They don't even say hello and, but all these things matter. And and it's, we take care as a human. We take it sometimes, not sometimes most of the time, personal, but, and it's understanding, it's not about. You, you are here to share and release these positive brain chemicals client's mind, and, and those little things.
[00:29:58] And it's all about details. And that's [00:30:00] what I love luxury, because you're connecting on a human level and it's all about details and getting these clients to open up and share and, understanding what's important to them, not to you. And, and, it's, it's kind of this art of conversation. And, and we've done trainings, a lot of conversation and, and it's about implementing them, it's training is great, but then hearing what exactly you are saying to clients or how can you turn this conversation differently, because in the end, this is the connection. It's being authentic who you are, and it's about, and you said something earlier, very important.
[00:30:41] What do people say when you're not in the room, which does Steve Jobs said, right? It's about your personal branding. But it's, it's that because people come to you and we have so many, amazing and outstanding client advisors, the clients will just come for them. They will not shop with anybody else.
[00:30:59] They will [00:31:00] say, I need this person. But again, it's about how do, how do we take this? How do we level up? How do we level? Because everything is evolving. When we think of luxury businesses evolving, but also what do we do for ourselves to evolve further? And that's also a question.
[00:31:20] Helen Wada: I, I, I couldn't agree more. And I think, there'll be some listeners, a lot of the, the people that that listen to the podcast are in the, the corporate world. They, they'll say, actually, oh, this is really different to where I am. What, what we see. Traditionally is that some of these brilliant individuals maybe are brilliant technically, but actually struggle sometimes with that aq.
[00:31:41] That's the mountain that they need to climb. Oh, that's just not me. We can't let fundamentally, I'll bring us back to Daniel Goldman, who is the, the master of emotional intelligence that I'm sure many listeners are familiar with. But you know, reminding ourselves of the quote that he says that [00:32:00] EQ counts for twice as much as IQ and technical skills combined in determining who will be successful.
[00:32:09] And I think for me, in the age of artificial intelligence, and let's call it artificial intelligence, I've got absolutely no doubt. There's ways it can be used in the workplace for many things, but ultimately we are a human race. And we need to be self-aware of who we are and we need to be socially aware of what is the situation.
[00:32:34] And then it's about our self-management and control, which is what Daniel Goldman talks about, about creating our trustworthiness, our adaptability, our drive, our motivation, and our. Optimism in terms of how we think about all of these opportunities and, and it is a muscle that we can build, but first we must have to look within ourselves. [00:33:00] To go back to your point Edgar, about what's holding us back, what are those limiting beliefs? Because actually it's very often within ourselves that if you have the right support, the right coach. The right mentor if they, if they've got these skills to, to open up, you go from the chrysalis to the butterfly, right?
[00:33:22] I, I, I'm imagining your wonderful woman on the the, but I can just imagine how she might've felt walking into the shop the next day, having known that she's made somebody really happy and she can go again. And then confident we know that confidence breeds confidence.
[00:33:41] Aiga Sutka: Absolutely, absolutely. I can't agree more. And you reminded me of something, because I said it's all about little details and you have these positive brain chemicals that releases in brain. And I done a piece and with the theme as well, some of the team members, and it was.
[00:33:59] I remember, [00:34:00] we talked about, like we write little cards for a client maybe who bought the first bag, and happy birthday. And imagine that the feeling, the serotonin come in your brain, that you open these little gifts. And I receive lots of small messages usually. Oh, look at my client wrote, oh, they so happy, and.
[00:34:19] Helen Wada: Yeah.
[00:34:20] Aiga Sutka: It's just a small thing, but it makes such a huge difference. And we don't sometimes think about handwritten notes. Everything is typed,
[00:34:29] Helen Wada: My goodness. Yeah,
[00:34:31] Aiga Sutka: know, like that's a, that's a touch, that nobody expects. But, but because I see the results that what the clients have sent and how much it meant to them, it's, it's all about thinking about these, what can make somebody happy? And gallops research. There was a gallops research and they research basically said the 70% people buying decisions are emotional [00:35:00] and only 30% rational. So here you go.
[00:35:04] Helen Wada: There you go.
[00:35:05] And whilst it may differ slightly from sector to sector, that there is absolutely that emotional piece in there. And I think, very conscious of time, we could, we could talk all morning.
[00:35:15] Aiga Sutka: I know.
[00:35:17] Helen Wada: But, but there's something about, and I was talking with Steven De Sozo, actually brilliant author and, and professional around, he talked about your shadow.
[00:35:24] He talked, we talked about leading from within, but he talked about the shadow and it was on the episode last week. But one of the things that we talked about was the art of pen and paper. Yes. For, you talk about the, the connection writing. For me, it's about journaling and self-reflection. Coming back into that building resilience, there is again, research that says actually the power of leadership is in the power of your journaling and being able to take three to five minutes out of your day whilst you're having a cup of coffee, for example, and just writing down what's in your head.
[00:35:58] Writing, not [00:36:00] typing, because very often we can often source what's within ourselves.
[00:36:05] Aiga Sutka: Hmm.
[00:36:06] Helen Wada: By ourselves entirely. We don't have to have a coach. We don't have to reach out to somebody actually asking yourself, why am I getting stuck? Using the power of questions, writing down, literally writing down, why am I getting stuck, question mark
[00:36:21] Aiga Sutka: Yeah.
[00:36:22] Helen Wada: and take three minutes to see what emerges from your writing.
[00:36:27] And I encourage people to just. Keep writing. Don't stop. Even if you don't know what to say. Say, I don't know what to write right now. Now that feels really weird right at the beginning. But, but, but what it does is it starts to unpick stuff and it's, it's super powerful. So yes, let's use the world of technology.
[00:36:48] Let's use ai. If it could help me with all my admin, then I'm like All.
[00:36:52] for it. But fundamentally, when we are looking at building connections, when we are looking at winning work, [00:37:00] let's focus on how we can be human. And, and I love what you're doing, and I think, I'm really delighted that, it's one of the reasons I love having this podcast, right?
[00:37:09] It gets me to have such wonderful conversations with brilliant people across the world. And, hopefully I, I will get down to the Middle East at at some point, and we can do this in person as well. So, but, but before we go I always get the guests to offer one top tip. We've had a huge conversation.
[00:37:26] We've covered so much, but what's your one top tip for the listeners
[00:37:30] Aiga Sutka: Mm.
[00:37:31] Helen Wada: be one question for them to think about, given that we both love the power of questions. One top tip and one question.
[00:37:40] Final Thoughts and Tips
[00:37:40] Aiga Sutka: Okay. So, I think my top tip will come from my world of sports. So, and that helps me in my coaching and the, the journey I have been through with skin concept. And, and, and that's really proof. So, it's easy to give up, but how to not give up, [00:38:00] right? So to learn how to not give up and, and it, I think that's carries through me, because I know that there will be light, let's say an end of the tunnel, but something, can you do for yourself today, to, to keep going.
[00:38:19] What can you learn today? What, what is something new that you can learn today? Could be experience, could be, maybe you're going through some, traumatic experience. Maybe a relationship, maybe a personal or professional life. Maybe this, the manager, something said to you, but what can you take away from this situation?
[00:38:41] Or what can you learn that can help you? To become a better, better version of yourself.
[00:38:48] Helen Wada: Wonderful questions. Thank you so much Aga. It's been an absolute delight to have you on the show. Thoroughly enjoyed our conversation and I'm no doubt our listeners will as well. So, have a great rest of [00:39:00] your day and look forward to seeing you soon.
[00:39:02] Aiga Sutka: Oh, thank you so much for having me, and I hope your listeners will really enjoy this podcast.
[00:39:08] Helen Wada: Thanks, AGA. Take care.
[00:39:09] Aiga Sutka: Thank you.
[00:39:13] Helen Wada: I'm going to stop recording.