CEO Insights Magazine

Entrepreneurship is flourishing in Singapore, with an increasing number of individuals launching their own ventures. This growth is fueled by the city-state's supportive business environment, robust infrastructure, and access to funding. The surge of startups across various industries, from tech to retail, highlights the drive for innovation and economic progress. Entrepreneurs are playing a vital role in pushing boundaries and addressing modern challenges. In any business, the role of a CEO is paramount. Responsible for setting the strategic direction, ensuring operational efficiency, and fostering a culture of innovation, a CEO's leadership directly impacts the company’s performance, growth, and ability to adapt to dynamic markets. The CEO’s vision, combined with effective decision-making, drives the business forward and sets the tone for the entire organization.

Collin Ng, Director & CEO of EI Corporation, represents the second generation of leadership in a company with deep roots in Singapore's construction industry, having been established in 1976. Under his leadership, EI Corporation has grown from a small SME into a leading 'one-stop shop' for non-rated and fire-rated timber doors and frames, steel doors and frames, unplasticized polyvinyl chloride (uPVC) solutions, and Mechanical & Electrical (M&E) services. Collin has played an instrumental role in transforming the company into a projectized organization, recognized as a major player in the region.

With over two decades of experience, Collin's career has been marked by continuous learning and development, particularly in marketing, strategic planning, and operations. His passion for innovation drives him to push the boundaries of product development, including fire-rated doors and safety regulations. Under his guidance, EI Corporation remains a pioneer in the construction sector, ready for further expansion in Southeast Asia and committed to technological advancements that will shape the future of the industry.

CEO Insights Asia engaged in a one-on-one interaction with Collin Ng, Director & CEO of EI Corporation. Let’s hear from him. 

How do you find your experiences valuable in providing strategic insight & governance expertise as a leader?

Throughout my tenure as CEO of EI Corporation, I’ve navigated both prosperous times and challenging periods, including the turbulent journey through the COVID-19 pandemic. These experiences have equipped me with valuable skills and insights that are critical for contributing to effective strategizing and governance. A key responsibility has been ensuring that operational excellence, the core of day-to-day business, aligns seamlessly with long-term strategic goals, especially in a rapidly evolving sector like manufacturing and construction.

One significant challenge is striking the right balance when investing in technology and equipment. In our industry, precision, efficiency, and productivity are crucial to success. I’ve learned to prioritize investment decisions, ensuring resources are allocated wisely to maintain our competitive edge. This approach, combined with a forward-thinking understanding of future technologies, has allowed us to scale production while keeping costs under control.

Additionally, I actively engage in sales, marketing, business development, and project management, ensuring I stay attuned to market trends. At EI Corporation, we collaborate not only with project managers but also with architects and developers, leveraging our expertise to meet the specific needs of each project. This hands-on experience informs my governance approach, enabling me to create practical, flexible strategies in response to market fluctuations. 

What strategies do you use to stay informed about market trends & new development opportunities?

Staying updated on market trends and identifying growth opportunities is crucial for the long-term success of EI Corporation. Despite a demanding market position, I use multiple channels to ensure our team remains well-informed and prepared.

Regularly monitoring market changes allows us to conduct periodic analyses to detect shifts in industry dynamics and buyer preferences. This includes staying up-to-date by reading industry journals, attending conferences, and participating in relevant training courses. Additionally, I encourage an open-door policy across departments, promoting the sharing of insights gathered from staff interactions with clients, architects, and contractors.

We also place a strong emphasis on continuous training and development. Pursuing qualifications and courses in the latest advancements in construction, production, and technology fosters a culture of learning within the company, enabling us to adapt swiftly to the evolving market landscape.

How do you support your team in achieving the company's objectives, & what methods do you use to assess their progress? Additionally, how do you cultivate a culture of innovation within the organization?

Guiding my team to meet the company's goals involves creating a robust structure, actively engaging with them, and fostering a sense of ownership. I emphasize that there is no singular 'bigger picture.' Instead, I work closely with team members to set personal targets that align with our overall objectives, ensuring their commitment to achieving results. By maintaining regular contact, I provide timely feedback on their progress and help keep their actions aligned with our goals.

I firmly believe in empowering employees by allowing them to manage their workflows, which promotes creativity and facilitates career growth. Additionally, we cultivate an environment free of barriers, encouraging collaboration and shared responsibility for outcomes. Team members often accompany me on business and mentoring trips, exposing them to strategic discussions and operational aspects that extend beyond their typical roles.
                                                  

At EI Corporation, innovation is more than just encouraged, it is an integral part of our culture. We actively involve all staff, including top executives, in the innovation process, encouraging them to propose improvements across various operations, including manufacturing and customer service. Our focus on research and development, especially in creating advanced fire-rated door materials, is aimed at meeting evolving compliance standards. We also embrace emerging technologies like artificial intelligence to enhance our operations and address future challenges.

Describe your leadership approach. What are the guidelines/methodologies you follow as a leader?

The core values that define my leadership style are fairness, transparency, respect, passion for work, and leading by example. These principles are essential to fostering a united, responsible, and dedicated team, with the aim of developing internal leaders within the organization.

Fairness and transparency form the foundation of all my relationships. By promoting open and honest communication, I build trust and responsibility within the team, ensuring they are aware of the company’s objectives, challenges, and achievements.

A positive attitude, mutual respect, and a love for the work we do are crucial for creating a motivated and collaborative environment. I emphasize the importance of being passionate about the process of improving EI Corporation, creating an atmosphere where employees feel valued and inspired to perform at their best.

Leading by example is key. I set high standards for myself, demonstrating the dedication, effort, and integrity I expect from the team. My goal as a leader is to nurture responsible, proactive individuals who not only support the company’s current success but are also prepared to lead in the future, ensuring long-term growth for EI Corporation.

Looking ahead, my roadmap emphasizes continuous learning, responsiveness, and embracing technology across all dimensions. The business landscape is always evolving, and as a leader, I believe it’s essential to remain flexible and open to new opportunities that can enhance our current operations.

I view each day as a learning experience, keeping up with market trends and customer needs to inform my decision-making. My team and I are encouraged to challenge the status quo and explore innovative approaches. This mindset enables us to proactively address opportunities and risks as they arise.

I also plan to leverage advanced technologies, such as artificial intelligence, to optimize our operations and enhance customer insights. Additionally, we aim to prioritize sustainability, reducing our carbon footprint while complying with societal norms. Finally, I will focus on developing future leaders within the organization, ensuring they are equipped to navigate challenges and build on our legacy.

What advice would you give to aspiring leaders in this industry based on your experience?

My advice for emerging leaders is to remain true and authentic to yourself, your customers, and your colleagues. Authenticity is a crucial quality, because as you progress in your career, you will face numerous challenges. Staying honest about your values will guide your decision-making and help build trust within your team. Honesty is the currency that will empower you to lead effectively.

Additionally, prioritize customer satisfaction in all your actions. Understanding your customers' needs and addressing their concerns should be central to your approach. Building a relationship based on trust, respect, and reliability will foster a strong partnership with your clients. Leadership also involves cultivating positive relationships with colleagues and partners. Mutual respect and collaborative efforts are essential for achieving results, as every team member contributes to the overall success. Be a leader who empowers others while also embracing the knowledge and insights from those around you.

Collin Ng, Director & CEO, EI Corporation

Collin Ng is the second generation and present CEO of EI Corporation which is one of the prominent door manufacturing companies in Singapore. Collin's primary area of study is in Science and he is currently in pursuit of his advanced education in the field of construction and M & E. Collin attributes the connection between effort and achievement as the motivation for instilling a shared responsibility and equal participation within a culturally diverse team whose common goal is the realization of one vision and mission