In today's increasingly globalized era, the protection and management of foreign-related intellectual property rights have become vital issues that enterprises must confront when entering international markets. Against this backdrop, the International Trademark Association (INTA) invited Ms. Teng Jiajia, the CEO of Way Insight and a member of INTA's LDC, an industry leader with years of deep experience and unique insights in the intellectual property field, to share her professional journey, leadership wisdom, and insights into future trends.

 Jiajia Teng

CEO of Way Insight

Member of INTA Leadership Development Committee (LDC)

Leading the development of 5000+overseas partners in Way Insight

Responsible for the comprehensive management of business processes and functional departments

A blogger on social media such as Bilibili, MicroBlog and Redbook

Q: Please provide a brief introduction about your current position and responsibilities.

A: I am the CEO of Way Insight, an IP Services company originated from Beijing, China with over 100 employees. Our company focuses on providing cross-border IP services, helping clients to secure global IP protection as they expand worldwide. In my role, I oversee the strategic direction as well as daily operations of the company. My background is in the manufacturing and automobile industries, so I bring in some practices that may be new to legal service providers. This year, my main focus is to build a strong supply chain management team and a front office in the US.

Q: What was a significant challenge you faced in your career, and how did you overcome it?

A: One of the most significant challenges I faced was starting my career as a management trainee at Rolls-Royce plc, an aircraft engine manufacturer located in the Midlands of England. As a Chinese woman in a predominantly male and engineering-focused environment, I found myself in the minority in terms of gender (only 15% female), ethnicity, and academic background (I majored in Philosophy rather than Engineering). I have always been a believer in the power of diversity and have turned my unique background into a strength. For example, my limited engineering knowledge allowed me to better facilitate debates and discussions, focusing on consensus and solutions rather than getting bogged down in technical specifics. My diverse cultural background has enhanced my ability to understand and connect with colleagues from non-English speaking countries, making me more effective in negotiations. Being a minority has also been advantageous in making me memorable and helping me stand out in various professional settings.

Q: How would you describe your leadership style, and has it evolved over the years?

A: My leadership style has evolved significantly over the years.Initially, when I led smaller and more junior teams, I mostly adopted a coaching style by showing team members how to execute certain tasks and improve their performance. As I progress in my career, my team has also grown to become more skilled and self-motivated, I have transitioned to a more visionary leadership style. It is important to articulate a vision of the future and outline the steps needed to achieve it to the team. My managerial focus involves setting shared company goals, defining individual goals, and motivating the team around them.

Q: What are some of your passions or hobbies outside of your legal career, and how do they

influence or enrich your professional life?

A: I primarily create content focused on book introductions and reviews through videos and articles. Reading allows me to explore worlds beyond my professional life, offering a welcome escape from workrelated challenges. This platform has also provided me with opportunities to share my thoughts on issues, such as addressing gender pay gaps in the workplace and coping with existential crises, with a broader audience.

Q: How has INTA played a role in your career?

A: Although my career has transitioned from manufacturing to legal services, my aspiration to be a bridge between China and the rest of the world has remained constant. Way Insight specializes in cross-border IP management, and INTA has been an invaluable international platform for connecting with professionals worldwide. Through INTA, my team and I have had the opportunity to elevate our brand, gain valuable insights, and establish meaningful connections that have propelled our business forward.

After delving into the career path, leadership style, personal interests, and the significant impact of INTA on the endeavors of the CEO of Way Insight, it is evident that Ms. Teng Jiajia is a leader who embodies both strategic vision and humanistic concern. With her unique professional background and unremitting efforts, she has carved out a new frontier in the realm of cross-border intellectual property services. Through this interview, we have not only witnessed her charismatic demeanor as a pioneer in the intellectual property industry but also felt her admiration for diversity and her enthusiasm for cross-cultural exchange. Under her leadership, Way Insight will continue to lead a new chapter in foreign intellectual property services, breaking down the barriers of intellectual property borders and providing protection for more enterprises going global.