“Whether you think you can, or you think you can’t, either way you will be right.”
Debbie Ghillino, Founder & Chairman, The Incentive Company
We caught up with Debbie Ghillino, Founder and Chairman of The Incentive Company, to talk about building a business from the ground up, the long game of leadership, and why women’s networks still matter.
With decades of experience in the incentives industry, Debbie has seen the landscape shift, evolve, and mature. In this conversation, she reflects on influence, community, and what she continues to gain from being part of WiiN.
You founded The Incentive Company — what did you see in the market that others didn’t at the time?
I had already been in the industry for many years, and for me the incentive industry is the best because it makes everyone happy — we help clients achieve their goals and make participants happy along the way! A perfect combo.
So it wasn’t really a gap in the industry, but rather a personal frustration that I wanted to fix.
I had become frustrated trying to juggle the classic working mum challenges — a full working day, as well as a ton of mom responsibilities. I wanted to create an environment where I could achieve that balance without feeling guilty that I was cheating either party. I wanted to build a team of awesome work-from-home (before Covid!) mums who could make the impossible slightly more achievable.
What has building a business over decades taught you that you couldn’t have learned any other way?
That I needed to have confidence in my gut and core value system. Imposter syndrome hits hard when you are the CEO and you have to trust your instincts — and it takes a while to learn that.
I also learned to be humble and transparent about how the company was tracking, our goals and objectives. I was always open and vulnerable with the team about my own concerns and weaknesses.
And then there’s the usual stuff every founder shares — that cash flow is a never-ending fight, that you never really take holidays, that it’s a 24/7 job. People look to you constantly to make decisions, and decision fatigue is a real thing!
What motivated you to be one of the founders of WiiN?
My favourite reason for starting WiiN was the desire to raise the next level of female leadership within the industry. The various female founders all had lots of hurdles to overcome, and we wanted to mentor and assist the next generation to make it easier. Working alongside other ladies from around the globe, representing Africa is something I am enormously proud of. What WiiN has achieved in the five years it has been going — it’s been incredible to watch it go from strength to strength.
What do you personally gain from being part of a women’s business network?
I love that we can talk about all kinds of subjects, and I truly adore the support and the way everyone lifts each other up. It’s so vital for females in the industry to celebrate each other — and WiiN makes that solidarity shine through.
What do you hope to contribute to the next generation of women in this industry?
My wish for the ladies at WiiN is that they have fewer hurdles to climb and bring bolder versions of themselves into the industry — backed by an army of fantastic females!
How has your leadership style evolved as you’ve moved from founder to chairman?
I have found it incredibly hard to let go of the day-to-day running of the company, even to another lady whom I profoundly respect.
But now I am there to be a guide and someone who can gently assist when needed. It’s been extremely liberating — once I allowed it to happen!
Have there been moments in your career where being a woman shaped the outcome — positively or negatively?
Almost all have (sadly) been negative. Being a female leader is a difficult path — thankfully one that has become significantly easier over the years.
But I can name so many occasions when I have walked into a room with a male colleague and the male is the one addressed by the people in the meeting.
When you walk into a room now, what mindset do you carry with you?
I carry a calm and open mindset — and the privilege of not feeling that I have to prove myself, and of knowing my worth.
It has taken a long time to get here, and it’s probably something to do with being in my 50s and not caring what people think of me anymore!
Is there a quote or belief you return to when things feel uncertain?
“Whether you think you can, or you think you can’t, either way you will be right.” — Henry Ford
Outside of work, what restores you?
I am immensely lucky to live in a sunny country, close to the sea. I walk on the beach near my home as often as possible, and spend time with my amazing kids and husband.
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Written by Elaine Keep www.elainekeep.com