Ep 206 | Durana Elmi

Written By Yasmin Nouri

Overcoming Adversity, Finding Your Voice & Power, Leaving Corporate, and Stepping into Your Dream Life

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Durana Elmi is the Co-founder and COO of Cymbiotika, a high growth health and wellness company offering a range of products, including probiotics, vitamins, minerals, and more.

Durana’s inspiring journey began when she moved from Afghanistan to the US and defied all  traditional expectations imposed on her being a woman. Determined to write her own narrative, Durana pursued higher education instead of marrying young, forging a successful corporate career in defiance of her father's wishes.

In our conversation, we explore the pivotal moment when Durana left her stable corporate job to embark on her first entrepreneurial venture. She candidly discusses the challenges and how she and her husband navigated this decision while raising a young daughter. Durana also walks through the valuable lessons she learned in her first business, which was in an entirely different industry, and how she applied these lessons  to Cymbiotika. 

We talk about the early days of Cymbiotika when it was just one product, the pivotal moments that helped propel the incredible growth, and the steps they’ve taken over the past few years to get the company to over $40 million in revenue.  We also chat about the importance of self-love, the role positive affirmations have had on her life, and steps we can all take to truly manifest the life we want, and so much more.

Show Notes:

  • Durana’s childhood and upbringing as an immigrant from Afghanistan. [​​02:43]

  • Importance of self-love and how Durana cultivated it in her own life early on. [04:12]

  • Durana's relationship with her father and how she defied all traditional expectations for her. [09:00]

  • The book 'Obstacles Welcome' by Ralph de la Vega and how Durana embodies its principles in her life. [14:00]

  • Durana's turning point: leaving corporate America alongside her husband to start their first business. [17:24]

  • The importance of creating your own story and having full control of your life. [20:15]

  • The challenges of transitioning from corporate to starting her own business. [23:15]

  • Durana's career journey and her evolving definition of success. [27:00]

  • The transformation of Cymbiotika: from a supplement into a lifestyle brand. [31:27]

  • How Cymbiotika went all in during the COVID pandemic. [39:33] 

  • The early stages of Cymbiotika and its journey toward Cymbiotika 2.0. [41:08]

  • The significance of recruiting the right individuals and placing trust in their abilities. [45:49]

  • It's all about the journey and having faith in the process. [47:55]

  • Durana's daily routine and mindset for maintaining her mental health. [48:56]

  • Manifesting life and practicing gratitude shape the ecosystem of your personal karma. [54:44]

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Ep 207 | Dr. Elena Zinkov
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Ep 205 | Megan Monahan