A Q&A with Neri Karra Sillaman

In Pioneers: 8 Principles of Business Longevity From Immigrant Entrepreneurs, academic, entrepreneur, and consultant Neri Karra Sillaman delivers a one-of-a-kind exploration of the remarkable success of immigrant entrepreneurs. The author writes about how immigrants, often starting with limited capital and connections, have built iconic and enduring businesses. Sillaman combines rigorous academic research with compelling case studies and personal experience and narrative to uncover the principles that drive these stunning achievements. 

Pioneers is a transformative and inspiring business guide that will help you build a company that stands the test of time. 

Neri Karra Sillaman recently took time from her busy schedule to answer some of our questions about writing her book, what she learned and still hopes to know, and what other books have inspired her. 

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Porchlight Book Company: Writing a book is no small undertaking. What compelled you to write this one?

Neri Karra Sillaman: It really started with a mix of personal experience and curiosity. I’m a refugee turned entrepreneur and an academic—I studied ethnic entrepreneurship and born global firms during my PhD at Cambridge Judge Business School. It’s part of my own story, but it’s also the story of so many others who’ve built something lasting against the odds.

What really pushed me to write Pioneers was this statistic that stopped me in my tracks: nearly 50% of Fortune 500 companies are founded by immigrants. That got me thinking. I grew up in communist Bulgaria, where brands didn’t really exist—so I’ve always been fascinated by what makes a brand iconic, what gives it longevity.

When I looked at the business literature, I found that while people often point out that immigrants are more likely to become entrepreneurs, no one was really asking the deeper question: why do they start businesses that last? It felt like a gap in understanding—and I wanted to explore that.

Ultimately, I wanted to highlight the unique perspective that immigrants bring to business, and how that shapes not just their success, but their ability to build something that endures.

PBC: Writing (and reading) always prompts as many new questions as it offers answers to the ones you came to it with. What is one unanswered question you encountered as you wrote the book that you are most interested in answering now?

NKS: That’s such a great question. One thing that’s really interesting is how certain concepts from the book have resonated differently with readers. Since the book came out, I’ve been hearing back from early readers, and one idea they keep bringing up is the concept of “frying in your own oil.”

It’s something that comes from my grandfather, and it’s about resilience and self-reliance—making the most out of your own resources rather than relying on external help. He used to say it whenever things got tough, as a reminder that we have more within us than we think. It’s about using your own strengths, even when it feels like you’re running on empty.

What’s fascinating is that readers have connected with this idea in ways I didn’t fully anticipate. They see it as not just a business principle but a personal one—about staying grounded and resourceful in the face of challenges.

So now I’m curious about exploring this concept more deeply. How does this mindset shape not just business longevity but personal growth? How do people apply it in their own lives, especially when the pressure is on? That’s definitely a question I’m still thinking about—and one I’d love to hear more perspectives on.

PBC: If there is only one thing a reader takes away from reading this book, what would you hope it to be?

NKS: I would hope that readers walk away with the understanding that Pioneers is not just a book about business—it’s about life. The principles I share aren’t limited to building successful companies; they’re about building a resilient mindset, navigating challenges, and creating something lasting, whether that’s a business, a community, or a personal journey.

One of the key ideas in the book is that the qualities that make immigrant entrepreneurs successful—adaptability, resilience, and the ability to build bridges across cultures—are qualities that anyone can cultivate. It’s about seeing setbacks as fuel, using your own strengths when resources are scarce, and finding ways to connect with others even when you feel like an outsider.

When I was writing Pioneers, I didn’t just think about business leaders. I thought about anyone who has faced a challenge and wondered how to turn it into an opportunity. My hope is that readers will see themselves in these stories, whether they are entrepreneurs, leaders, or just trying to make sense of the next step in their own lives.

So if there’s one takeaway, it’s this: there is no such thing as a ‘no’ or a ‘failure’. It’s all there to lead you to your most resilient, most authentic self.

PBC: One of the great things about books is that they tend to lead readers to other books. What book[s] related to this topic would you recommend people read after (or perhaps even before) reading your book?

NKS: Well, this is also the reason why I reached out specifically to these authors whose books resonate most with Pioneers. It was not by accident, and I am honored they took the time to read Pioneers, and write testimonials for the book.

One is Amy Edmondson’s Right Kind of Wrong—it’s brilliant on failure and reframing challenges, which aligns well with the resilience theme in Pioneers. Amy’s work really changes how we think about mistakes.

Another is Ayse Birsel’s Design the Life You Love. Ayse’s story as an immigrant entrepreneur is powerful, and her book is about designing a meaningful life—something I think resonates with anyone building something from the ground up. Another great read is Frances Frei and Anne Morriss’ Move Fast & Fix Things. Frances' work on leadership and trust is something I quote in Pioneers, and their insights on how to create lasting change are both timely and relevant.

And finally, Adam Grant’s Hidden Potential. Adam challenges how we think about talent and success, which ties in nicely with exploring what makes immigrant entrepreneurs thrive.

PBC: What is your personal favorite book?

NKS: Two books really stand out for me: Angela’s Ashes by Frank McCourt and The Kite Runner by Khaled Hosseini. They both speak to me on such a personal level. Angela’s Ashes is one of those books I’ve read and re-read because it’s so raw and honest—it resonates deeply with my own life and story.

PBC: What are you reading now?

NKS: Right now, I’m reading Head and Heart by Kirstin Ferguson, and I’ve also preordered her upcoming book, Blindspotting. I had the chance to hear her speak live at the Thinkers50 gala dinner in London back in 2023, and I was really struck by her authenticity and the way she brings both intellect and empathy into her work. It’s refreshing to see someone so real in the world of leadership thinking.

PBC: Do you have any future projects in the works that we can look forward to?

NKS: Right now, I’m focused on promoting Pioneers—there’s a lot happening! I have several public talks, keynote speeches, and luncheons lined up, which I’m really looking forward to. Plus, I’m launching my new website soon, which feels like a big step. It’s a busy and exciting time!

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If you'd like to start reading Pioneers right away, we recently posted an excerpt from the book in our ChangeThis series on "Why the Conventional Wisdom on Business Longevity Gets It Wrong."

About the Author

NERI KARRA SILLAMAN, PHD, is a business consultant, public speaker, and academic specializing in entrepreneurship and business strategy. She is also a former refugee, immigrant entrepreneur, and founder of a multimillion-dollar global fashion brand. Karra Sillaman currently serves as an Adjunct Professor and Entrepreneurship Expert at the University of Oxford, where she mentors the next generation of business leaders.