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Selfly Store
Leadership in Action: Aslak de Silva
At the core of Selfly Store’s success is a leader who thrives in uncertainty. Aslak de Silva didn’t step into leadership because it was planned—he grew into it when others lacked confidence during challenging times. His philosophy is simple yet powerful:
leadership is about building belief where none exists.
With a background in martial arts, Aslak brings a mindset of resilience, adaptability, and discipline—qualities that shape both his decision-making and team culture.
What Selfly Store Does: The Future of Retail
Selfly Store is transforming how people shop by offering unmanned, self-service micro-stores—a seamless retail solution designed for modern, fast-paced environments.
- Fully automated, cashier-less shopping experience
- Easy-to-deploy micro-store systems
- Ideal for offices, hotels, hospitals, and public spaces
- Focus on convenience + customer experience (CX)
The company operates across multiple European countries, delivering scalable retail solutions with minimal operational friction.
Leadership Philosophy: Team First, Always
Aslak defines the CEO role through two lenses:
- The Company
- The Team
And he makes one thing clear—the team comes first.
How he leads:
- Weekly 1:1 meetings with direct reports
- Continuous feedback and encouragement
- Open availability for communication
- Empowerment over micromanagement
He even jokingly calls himself an “assustant” (assistant)—highlighting his belief that a CEO’s role is to support, not control.
Building Confidence in Uncertainty
Unlike leaders who seek stability, Aslak embraces ambiguity:
- Thrives in high-growth, uncertain environments
- Encourages teams to aim for “impossible” goals
- Adjusts strategies quickly when needed
This mindset builds confidence and trust, enabling teams to push beyond perceived limits.
A Culture of Transparency and Open Dialogue
Selfly Store’s work culture is deeply rooted in:
- Transparency
- Trust
- Open communication
- Constructive disagreement
Employees are encouraged to:
- Speak openly—even with bad news
- Challenge ideas respectfully
- Contribute across all levels
This creates a psychologically safe environment where innovation can flourish.
Rethinking Decision-Making: Beyond “The Best Argument Wins”
Aslak evolved his thinking around decision-making. While he once believed the strongest argument should win, he now emphasizes:
- Supporting ideas even if they aren’t perfectly articulated
- Recognizing that intuition (a hunch) can be valuable
- Being willing to change decisions quickly
This approach ensures that good ideas don’t get lost due to poor presentation skills.
Customer Experience as a Core Identity
One of Selfly Store’s most unique strategies is aligning its company values directly with customer experience (CX).
Instead of defining values top-down:
- The entire team contributed
- Discussions shaped the company’s identity
- Final values reflect what customers truly experience
This alignment ensures that brand, culture, and customer outcomes are seamlessly connected.
The Modern CEO: Visible, Accessible, Engaged
Aslak believes a CEO should not operate behind the scenes:
- Actively engages in sales and customer meetings
- Maintains a strong presence on LinkedIn
- Shares insights, industry trends, and updates daily
For him, leadership visibility is not vanity—it’s a growth strategy.
Work-Life Balance: A Practical Approach
Rather than separating work and life, Aslak integrates them:
- Uses a single calendar for everything
- Prioritizes family commitments (like his daughters’ training)
- Designs his schedule around what truly matters
This structured approach ensures both professional efficiency and personal fulfillment.
The Man Behind the Mindset
Beyond business, Aslak’s journey is remarkable:
- Former martial arts competitor with ~100 fights
- World Championship gold medalist (USA, 2000)
- Coached internationally before transitioning to business
- Former CEO of major global business events
His diverse background shapes a leadership style that is both disciplined and deeply human.
Final Takeaway
Selfly Store isn’t just innovating retail—it’s redefining how leadership shapes organizations.
Aslak de Silva’s approach proves that:
- Great companies are built on trust, not control
- Innovation thrives in open, transparent cultures
- Leadership is less about authority—and more about empowerment
“You cannot lead without people. Treat them well and fairly, and you will succeed together.”
That philosophy doesn’t just guide Selfly Store—it’s what makes it future-ready.
