In this insightful interview with CanadianSME Small Business Magazine, Muraly Srinarayanathas, Co-Founder and Executive Chairman of 369 Global, reflects on his journey as a global leader and advocate for inclusive economic growth. With over 25 years of international experience, Muraly shares how his multicultural upbringing and global exposure shaped his business philosophy, including the creation of the EIA (Embed, Interpret, Act) framework. From revitalizing Computek College to launching 3 Magazine, his ventures highlight the power of diversity, cultural understanding, and authentic engagement in driving innovation and success. Muraly’s vision for 369 Global and 3 Magazine emphasizes the role of storytelling and community empowerment in fostering cross-cultural connections and building a more inclusive, prosperous future.
Muraly Srinarayanathas stands as a distinguished leader and globalist whose work has profoundly reshaped the landscape of international business and community development.
Raised by first-generation immigrant parents and living as a global citizen, Muraly offers a unique, borderless perspective that drives his mission to empower communities and foster inclusive growth.
As Co-Founder and Executive Chairman of 369 Global, Muraly spearheads a conglomerate renowned for its excellence in skills training, workforce development, media, communications, and global market facilitation. His strategic acquisition and revitalization of Computek College in 2014
demonstrates his commitment to innovative education and workforce solutions, effectively preparing individuals and businesses to thrive in a rapidly evolving global landscape.
A recognized authority on Third Culture Individuals, Muraly founded 3 Magazine, a luxury lifestyle and business publication created in collaboration with St. Joseph Communication. The magazine delves into global narratives, intertwining identity and innovation to cultivate a deeper understanding and appreciation of diverse experiences and value creation.
Beyond his business ventures, Muraly’s influence extends to the public and private sectors through impactful keynote speaking engagements, civic initiatives, and board positions. His unwavering dedication to diversity, equity, and economic development underpins his legacy of fostering sustainable, positive change worldwide.
Your book Between Borders, Beyond Boundaries explores strategies for authentic business engagement. Can you share the key inspiration behind writing it and how your 25 years of international experience shaped its narrative?
I was inspired to document my lived experience to show others what they, too, can achieve. My unique, multicultural upbringing has profoundly shaped my perspective. After university, I had the privilege of living and working across eight countries on three continents, which enriched my understanding of global and local cultural dynamics and gave me a distinctive third-culture perspective.
I hope readers, especially business leaders looking to expand globally, find inspiration in this book. I encourage them to embrace local contexts while pursuing global ambitions and adopt sustainable business practices rooted in a deep understanding of diverse markets. I strive to help others achieve meaningful and impactful connections in their endeavours through the insights I share.
The EIA method—Embed, Interpret, Act—has been a cornerstone of your success. Could you elaborate on this framework and how businesses can apply it to thrive in non-Western markets?
Through my global business experience, I developed the EIA (Embed, Interpret, Act) Method, a three-step approach which has helped me thrive in diverse environments. Historically, we have seen visionary leaders like Alexander the Great and Genghis Khan succeed by embracing and adapting to the practices of various local markets.
This approach is more relevant than ever in today’s interconnected world, especially for Western businesses seeking to expand into non-Western markets. Companies must understand and respect local cultures rather than impose foreign frameworks. The EIA Method provides a roadmap for companies to achieve this, fostering meaningful connections for sustainable growth.
Embed: Immerse oneself in the local culture to build genuine connections and understanding.
Interpret: Analyze the cultural nuances and gather insights from observations and interactions.
Act: Adapt strategies and behaviours to align with the local context, ensuring respect and effectiveness. Businesses can apply this method by focusing on authentic engagement, learning local traditions, and adapting products or services to meet the specific needs of their target communities.
With 3 Magazine highlighting Canada’s cultural diversity and stories like Maitreyi Ramakrishnan’s, how do you see media playing a role in bridging cultural gaps in both business and society?
Media can help bridge cultural gaps in business and society, which inspired me to create 3. Canada’s rich diversity spans third-culture individuals, newcomers, and the culturally curious. A platform that celebrates these unique individuals and their stories is needed. By sharing authentic narratives, we highlight the people and experiences that make Canada a vibrant, multicultural, inclusive and prosperous nation. It helps to break down stereotypes, create greater understanding and empathy, remind us of our shared humanity, and highlight our values and experiences.
For businesses, these stories can provide invaluable insights into the nuances of different cultures. Highlighting how culture shapes identity, values, and decision-making can help leaders diversify their workforce, build stronger relationships, and thrive in global markets. These key factors create genuine connections.
Through 3, I aim to spark meaningful conversations about inclusion and representation. It is a bridge that encourages citizens and businesses alike to recognize and embrace the strength of diversity. This goes beyond celebrating differences; it’s about learning to collaborate, innovate, and succeed together. We can build a thriving society and economy by understanding and valuing diverse perspectives.
What do you believe are the biggest misconceptions Western businesses have when entering non-Western markets, and what strategies can they adopt to overcome these challenges?
One of Western businesses’ biggest misconceptions when entering non-Western markets is the assumption that their standard practices apply universally. This perspective often overlooks the rich cultural nuances that shape consumer behaviour and decision-making in non-Western markets. This one-size-fits-all approach can lead to missteps, from poorly received marketing campaigns to failed product launches, and ultimately, a loss of trust and credibility.
For businesses to truly succeed in diverse global markets, they must shift from imposing their methods to genuinely understanding and adapting to local contexts. The first step is to invest time in research and cultural immersion. This means learning about local traditions, consumer preferences, and the unique dynamics that drive decision-making. Engaging with local experts or hiring team members with intimate market knowledge is also invaluable.
Adopting frameworks like the EIA (Embed, Interpret, Act) Method ensures businesses approach new markets with cultural sensitivity. Ultimately, businesses succeed when they respect each market’s unique characteristics, fostering trust and collaboration that leads to sustainable growth.
Looking ahead, what is your vision for 369 Global and 3 Magazine? How do you see these ventures contributing to the broader conversation around diversity, inclusion, and cross-cultural understanding?
My vision for 369 Global and 3 magazine is deeply rooted in fostering diversity, inclusion, and cross-cultural understanding on a global scale; our mantra is about understanding global markets to create local value. All my business ventures represent a commitment to building bridges between cultures, driving conversations that matter, and creating meaningful opportunities.
369 Global developed global training programs to prepare individuals for cybersecurity roles in Canada. By connecting professionals across continents and sectors, we foster technical skills, mutual knowledge exchange, and perspectives that build a workforce and a global community that thrives on shared understanding.
3 amplifies the voices of Canada’s diverse individuals and communities. Through storytelling, we celebrate diverse individuals and their backgrounds, which fosters inclusion, breaks down barriers, and inspires collaboration between communities and businesses.
They contribute to a more extensive dialogue on how embracing cultural differences fuels innovation, drives growth, and fosters global collaboration. I firmly believe that diversity is not just an asset—it’s the foundation of our collective success. Canada holds a significant advantage in this regard, with its rich multicultural landscape providing a unique platform to lead by example on the global stage.
