‘Business is a marathon, not a sprint’ – Dr Silvio De Bono

Dr Silvio De Bono’s trajectory – which has resulted in taking IDEA Group from basement start-up to a leading education and consultancy group – is a testament to the power of reinvention, determination, and continuous self-improvement. Coming from a humble, working-class background, he harboured an early ambition to venture into business despite having no family background in commerce.

His journey took an unexpected turn when he stepped into broadcasting and journalism – a stint he initially thought would last only a summer or two. It turned into a fulfilling 10-year career on national television, where he was among the pioneering cohort of formal journalism and communication graduates. Yet, despite the excitement of media, his true calling lay elsewhere. “Though journalism offered me a buzz, I always wanted to go back to management,” he explains.

Driven by a desire for independence, he returned to university as a part-time student, earning his degree, Master’s, and ultimately a doctorate specialising in change management and organisational behaviour. At a time when local business education was dominated almost exclusively by accountancy, Dr De Bono set his sights on establishing management consultancy as a discipline in its own right.

“I wanted to be independent. In fact, I often say I am no longer employable because I have been enterprising since my mid-twenties,” he smiles.

That entrepreneurial leap took tangible shape 24 years ago when, motivated by personal considerations and health challenges, Dr De Bono and his wife launched IDEA Management Consulting from their basement.

Fast-forward to today, and IDEA Group has evolved into a formidable multidisciplinary organisation encompassing four companies across two core pillars: education and consultancy – anchored by IDEA College, now the largest private higher education institution in Malta – and healthcare, through IDEA Care and a medical equipment importation firm. Together, the group employs over 120 full-time and 160 part-time professionals.

Throughout this expansion, Dr De Bono’s guiding philosophy has remained disarmingly straightforward. He keeps a framed note inscribed with a single word on his desk: Grow. “That is my mission statement every single day,” he affirms. “Whatever I need to do, I need to grow the business. I try to keep it as simple as possible.”

Reflecting on the defining moments of his career, Dr De Bono resists the urge to pinpoint isolated milestones or label them with conventional markers of triumph. “I am wary of using the word ‘success’ because success can be temporary and subjective,” he reflects. “I prefer to see it as development and continuous growth. As a former marathon runner, you are always looking forward to the next kilometre. Business is a marathon, not a sprint.”

Over the past 24 years, Dr De Bono has witnessed a total transformation of the Maltese business environment. “Technology has completely revolutionised how we work. My first office computer was a 486 with a dot-matrix printer and a fax machine – probably the worst investment I ever made,” he laughs. “Today, we operate in an interconnected, real-time world.”

Beyond digitalisation, milestones such as Malta’s accession to the European Union and increased regulatory rigor across education and consulting have heightened standards and raised expectations for clients and employees alike.

In response, Dr De Bono advocates for an agile mindset that welcomes change as an everyday reality rather than an occasional disruption. “Change is the only constant,” he insists. “You must embrace it every day – in how you think, how you solve problems, and how you approach opportunities. God forbid we try to solve today’s problems with yesterday’s solutions.”

Looking ahead, IDEA Group is preparing major strategic initiatives intended to define the organisation for the next decade. Beyond internal expansion, Dr De Bono sees significant macro-opportunities for Maltese enterprise on the international stage, particularly by acting as a bridge between Northern and Southern Europe, and linking the continent with dynamic markets across Africa.

To seize these opportunities, however, he stresses the need to move past an insular island mentality: “In a small country, competing destructively against each other is a killer. We need to foster genuine cooperation and strategic partnerships if we want to compete effectively on an international scale.”

Transitioning his own role, Dr De Bono has stepped back from day-to-day operations to focus on strategy and mentorship, with his son Alexei now serving as Chief Operating Officer. “It takes decades of hard work to build a business, and it is a baby you nurture,” he acknowledges. “Seeing the next generation step up and take it forward is deeply rewarding.”

When asked what defines effective leadership, Dr De Bono distils decades of academic research and boardroom experience into three fundamental pillars: patience, perseverance, and prayer. “Leadership is not about popularity or instant gratification. If you want to be popular, sell ice cream,” he remarks candidly. “You must have the patience to navigate complexity, the perseverance to pick yourself up when things go wrong, and the humility to reflect, regather your courage, and start again.”

Concluding with advice for the next generation of leaders, Dr De Bono pairs the pragmatic with the principled: “Professionally, adopt Lord Baden-Powell’s Scout motto: Be prepared. Read, learn, and master your field. Personally, keep your feet firmly on the ground: Be humble. At the end of the day, we are all equal, and staying grounded is what truly sustains lasting growth.”

This interview forms part of the 50 Business Leaders project. The online serialisation on MaltaCEOs.mt will feature 50 distinguished business leaders, CEOs, and emerging business minds to create debate and encourage business leaders to share their journey with our readers.

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