Jim Chao is the CEO of Confidence USA, Inc., a thriving nutraceutical company based in Port Washington, New York. Since the company’s inception in 2008, Jim has led the brand to new heights, combining traditional Eastern herbal wisdom with advanced Western scientific approaches. Under his leadership, Confidence USA has developed innovative, natural supplements aimed at improving health and wellness on a global scale. Jim’s focus on quality, integrity, and balance has not only driven the company’s growth but also solidified its reputation as a trusted name in the natural health industry.
How do you personally define success?
Success, to me, is about impact. It’s not just about financial growth or market share—it’s about knowing that what we do at Confidence USA is genuinely improving people’s lives. When I see customers reporting positive health changes, or when I hear feedback about how our products have helped someone feel better, that’s success. It’s about more than just the numbers; it’s about making a difference. If we’re contributing to better health and well-being on a global scale, then we’re succeeding.
What motivates you to keep pushing forward as CEO of Confidence USA?
What motivates me most is the potential to keep making a positive impact. We live in a time where people are increasingly aware of the importance of health, and they’re looking for natural, effective solutions. Knowing that we have the ability to provide those solutions keeps me driven. I’m also motivated by innovation—finding new ways to improve our products and offer even greater value to our customers. As long as there’s room to grow, innovate, and help more people, I’ll keep pushing forward.
How do you balance personal satisfaction with business success?
I think personal satisfaction and business success go hand-in-hand when your work aligns with your values. For me, Confidence USA isn’t just a business—it’s an extension of my belief in the power of natural health. Every time we achieve a business goal, there’s personal satisfaction because it means we’re staying true to our mission. That said, I do make sure to step back and reflect on the personal wins, too—whether that’s spending time with family or simply appreciating how far we’ve come. Balance is key.
What role does customer feedback play in your definition of success?
Customer feedback is crucial. In fact, it’s one of the main ways I gauge whether or not we’re successful. If we’re not meeting the needs of our customers, then no amount of financial success matters. I make it a point to listen to what our customers are saying—whether it’s about how a product has helped them or areas where we can improve. That’s how we’ve built trust over the years, and that trust is a huge part of what makes us successful.
Has your definition of success changed over the years?
Absolutely. In the early days, I was more focused on growing the business—expanding our reach, building our product line, and increasing our market share. But as the company has evolved, so has my definition of success. Now, it’s more about the legacy we’re building. I’m less concerned with rapid growth and more focused on sustainability, integrity, and the long-term impact we’re having on people’s health. It’s about creating something that lasts.
How do you stay grounded during periods of business growth?
Staying grounded comes naturally when you’re committed to your core values. For me, no matter how fast we grow or how many new markets we enter, I always come back to why we started in the first place: to offer natural, effective health solutions that people can trust. I also find grounding in nature. Whenever I feel overwhelmed or caught up in the fast pace of business, I make time for quiet reflection or a walk in the natural world. It reminds me of the bigger picture.
What advice would you give to someone trying to find their own definition of success?
I would tell them to look beyond external markers like money or status and focus on what truly matters to them. Success should align with your values and passions. Ask yourself: What impact do I want to make? What kind of legacy do I want to leave behind? If you build your career or business around those answers, you’ll find a deeper sense of fulfillment. Success isn’t one-size-fits-all—it’s deeply personal.
What’s one moment in your career that made you feel particularly successful?
One moment that stands out is when we received overwhelmingly positive feedback from a new market in Asia. It wasn’t just about financial success—it was about seeing how well our products translated to a completely different cultural market. The fact that people halfway around the world were experiencing health benefits from something we created made me feel incredibly successful. It reinforced the idea that we’re doing something that transcends borders.
What does the future of success look like for you and Confidence USA?
The future of success for me is about continuing to grow without losing sight of our values. I want Confidence USA to keep expanding, but only in ways that align with our commitment to quality, sustainability, and customer trust. I see us innovating even more, creating new products that meet the evolving needs of our customers, while staying true to the natural roots of our business. Long-term success for me is seeing Confidence USA become a lasting, trusted global leader in health and wellness.
What legacy do you hope to leave behind?
I hope to leave behind a legacy of integrity and innovation. I want Confidence USA to be remembered as a company that stayed true to its principles—offering safe, effective, and natural products that genuinely helped people. Beyond that, I want people to remember that success doesn’t come from cutting corners or chasing trends—it comes from commitment, balance, and always striving to do the right thing for your customers. If that’s what people associate with Confidence USA, then I’ll feel like I’ve truly succeeded.