Finding Success in Fashion – Podcast Interview with Leona Edmiston
July 31, 2011
Leona Edmiston is one of Australia’s best known fashion designers and best known as Australia’s Leading Frock Queen. In 2001 she established her current business with business partner Jeremy Ducker and created the label Leona Edmiston. Its tribute? The dress in all its incarnations. Due to great success of her beautiful frocks, Leona Edmiston’s label extended into a range of dresses for the little ladies ‘Little Leona’, sleepwear, accessories, her PINS hosiery, a Signature Fragrance and Candle.
In this interview Leona tells us why she established within a niche in her industry, how she keeps in touch with her customers needs and wants, the importance of planning and working to deadlines, and shares some of her tips and strategies.
Watch the interview on the Australian Businesswomen’s Network website.
Make it All About You
July 30, 2011
By Johanna Baker-Dowdell, Strawberry Communications
When you think about female entrepreneurs such as Janine Allis and Naomi Simson, do you think about the women first, or the brands Boost Juice and Red Balloon?
I would be fairly confident in saying you thought first about the inspirational woman and second about the brand they built. The reason you put the name before the business is personal branding. Both these women have worked very hard on their personal PR efforts to ensure their names are synonymous with the idea of successful business women.
So now think about your personal PR efforts. Is it all about your business or do you promote yourself as the woman behind the name? If the latter is true (and that is likely as women are brilliant at putting themselves last), start by spreading the word about you, the entrepreneur.
Here are some suggestions to get you thinking about how you can step out from behind your brand and show your customers or clients who is running the show:
- Blog about your area of expertise – make sure your blog covers the same ideas as your USP (unique selling proposition), but use it to cement you as the expert on that topic. Once you are considered the expert, the media will approach you to comment on issues in your industry.
- Networking – get yourself known offline in person at business events, but also online via social media platforms like LinkedIn, Twitter, Facebook and communities like the ABN.
- Become a speaker – extending from the expert and networking themes, you can use these platforms to organise speaking opportunities at business events, on webinars or in podcasts where you can share your expertise with a wider audience.
Start close to home by sending media releases to the outlets in your area with a local take on a national issue (for example, show how your boutique can help women dress for Melbourne Cup with some fashion tips timed just before the November event), or offer yourself as a speaker at the Chamber of Commerce and go from there.
People buy from people, not brands (unless your brand is Apple), so make it about you for a change.
MORE GREAT POSTS BY JOHANNA BAKER-DOWDELL
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Johanna Baker-Dowdell - Strawberry CommunicationsJohanna owns and runs writing and public relations service Strawberry Communications. The agency builds relationships with the media and key stakeholders on behalf of its SME clients. This service is provided through careful research and strategic communication, then maintained by telling the business’s story through amazing publicity and expertly crafted words. Strawberry Communications is based in Launceston and was launched in 2007. Johanna has more than 16 years experience in the media industry and is also a freelance journalist and blogger.
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Businesswomen’s Concerns Represented at Small Business Forum
July 29, 2011
By Susan Wareham McGrath, Susan Wareham Immigration Services
In recognition of its role as the only Australian organisation dedicated to the political representation of women in business, the Australian Businesswomen’s Network (ABN) was invited to participate in this week’s national Small Business Forum, convened by Senator the Hon Nick Sherry, Australian Minister for Small Business.
The Minister addressed an audience of 80 industry representatives and advocates of small business. He briefly presented the government’s current position on issues relating to Australian SMEs, then took questions from audience members. The ABN was represented by community leader, Suzi Dafnis.
The minister started his presentation by acknowledging that the current overall business climate is very mixed especially for small business. He said that some areas of business are very flat and subdued, especially in retail, and cited the following contributory factors:
- As we emerge from financial crisis, Australians are saving more and spending less. Some areas of retail are very flat.
- The higher Aussie dollar makes it a tougher environment especially for exporters and tourism.
- There are still financial issues overhanging from the global financial crisis that are impacting on consumer and business confidence. Certain perceptions of federal and state government also impact confidence.
He noted that online selling was seeing a rapid uptake and that this was having an impact on many industry sectors, making less relevant the geographic base of the distribution of goods and services. The Minister strongly recommended that small businesses try and stay up to date with web-based business distribution and activities – particularly since only 3 in 10 small businesses are currently active online. He also stated that the rollout (over the next decade) of the NBN would be a significant enabler of online business activity.
In his opening address, the Minister also commented on carbon pricing, which, he said, would in most cases have an indirect impact on small business. He advised that the Small Business Support Line has taken 35,000 calls and been provided with additional funding and that a new Business Resource Kit was launched in May, as a USB flash drive that contains a wide range of resources for small business owners.
The ABN had the opportunity to ask two questions, both relating to topics identified by our members as significant public policy issues.
SMALL BUSINESS ONLINE
Question:
Taking businesses online, the Small Business Online program, closed in June with $14 million in grants given to support small businesses. There is still an incredibly large number of businesses not online which require training on how to make the most of the online opportunities. Will there be more funding for this?
Answer:
I’ve had a lot of discussion with BECs discussing how we can increase the penetration of education. It will require more resourcing of money for education and training.
If I can make an observation – I think in the case of many small businesses, it’s a generational issue. If you didn’t go through high school with any contact with computer based technologies – and indeed also through universities, there is an education and training gap that is very tough to overcome.
We should devote a lot more money across government. Can’t give a specific answer at this point. Upskilling in this area has to be a major focus, because for some business at least, they’ll die if they don’t adapt to this technology.
As much as I struggle with it personally at times, it’s here, it’s growing – and if we don’t adapt we won’t survive.
The New Digital Enterprise Program – for businesses and non-profit organisations will be introduced incrementally, initially in the areas where the NBN is being rolled out. It’s a USB flash drive that contains a wide range of resources for small business owners.
Many of the BECs offer one-on-one courses and they are oversubscribed. There is a huge thirst for knowledge and training.
When you have so many small business the pressure is on time and there is some fear about the technology. A lot of issues to overcome.
CHILDCARE
Question:
Senator, the rebate introduced in 2008 has had a significant impact on SMEs. To small businesses owners, every staff member is an important part of the team. When women want to get back to work – and as employers its very important to have them back – Is it likely that all legitimate childcare can be subject to rebate?
I’m not an expert or responsible for childcare but based on what I know I suspect the answer is no because of the costs involved. I’d be happy to get more details from the relevant government representative.
The ABN will follow up on this issue and report back on the government’s response.
Other issues raised by the audience related to:
Access to finance
The Minister agreed that access to small business finance had become more difficult and that something needed to be done about the situation.
He also noted that reform for some businesses could relate to the personal property security reform, which will be classified as a secured asset rather than unsecured asset.
Red tape and regulations
The Minister expressed his strong support for deregulation. He said there are 27 reform agenda items currently being reviewed – a complex and diverse list. He believes that one item that will likely be approved relates to business names regulations, with proposed changes including a reduction in overall business names registration costs, due to registration in one state applying nationally.
The Minister feels that two areas of concern that may not obtain approval relate to the duties and responsibility of directors, and regulation around plastics and chemicals
Definition of small business
An audience member raised the issue of current inconsistent definitions of small business having the unintended result of some businesses being ineligible for some government programs.
The Minister indicated it would be unlikely that one definition would be put in place, as there are differing reasons why different definitions are used.
Government procurement policy and small business
The Minister agreed that it is currently difficult for small business to win government contracts due to the onerous conditions placed by government; for example, insurance and liability cover, which are often too expensive for small business
He said that there is a lot more to do in this area and that he would raise the issue via the COAG agenda, as “it would be an assignment worth doing.”
As your advocacy body, the Australian Businesswomen’s Network is currently drafting a follow up letter to the Minister, elaborating on our members’ concerns about the issues above. To ensure that we are as inclusive of members’ interests as possible, we would be interested in hearing of any other issues you’d like us to include in our submission to Senator Sherry.
Please contact Suzi Dafnis on 1300 720 120, or via suzi@abn.org.au, or include your issues as a response to this post.
MORE GREAT POSTS BY SUSAN MCGRATH:
- “Is that really what you meant to say?” How semantic saboteurs can dumb down your brand.
- Getting on board to overcome professional isolation
- Quotas on Boards. What’s the real issue?
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Susan Wareham McGrath, Susan Wareham Immigration ServicesSusan Wareham McGrath is a skilled and experienced Australian visa and immigration consultant; jobsearch strategist and career management consultant; professional writer, blogger and social commentator. She holds a degree in psychology, an advanced diploma in human resource management, a post graduate qualification in public policy development, a national training accreditation and registration as an Australian migration agent with the Migration Agents Registration Authority. Susan is a strong advocate for the personal and professional advancement of women, and after serving as an Advisory Board Member of the Australian Businesswomen’s Network since 2007 is now the ABN’s National Special Projects Manager.
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Overcoming Nice Girls Syndrome
July 29, 2011
Nice girls syndrome occurs when you behave in the ways you were taught in childhood are appropriate for little girls.
That’s why it’s called nice girls syndrome. Some typical messages girls receive in childhood are things like:
- “Be nice”
- “Don’t make any waves”
- “It’s your job to take of other people”
- “People won’t like you if you’re too smart, so hide your light under a bushel basket”
Now, some of you may be thinking, “Well, wait a minute, I got messages that I could be anything I wanted. The sky was the limit.”
Yes, that may the be case, but as soon as you get out into society, you find that society is not quite as encouraging as mum and dad may have been – and many women revert to stereotypical behaviours.
When we bring those behaviours into adulthood, then we’re acting like little girls – not like adult women – and you’re never going to achieve your goals that way.
So, it’s important for women to evaluate their past. If you don’t evaluate the past, then you are somehow destined to repeat it.
For example, if you had a parent who said, “You know what? You really don’t need a college education because you’re just going to get married anyway.” Well, then you might be less likely to go after a college degree when you should.
Or if you had a parent who said, “You know what? You’re the pretty one in the family. You’ll always be able to rely on that.” As you start to age, you may find life more difficult than someone who didn’t have that natural beauty at an early age.
Evaluating the past is the first step to overcoming nice girls syndrome.
What were the messages your received in childhood that have contributed to where you are today?
The next step is to evaluate the future. Ask yourself, “Okay, so where would I like to be or what would I like to have that I don’t currently have? Where am I now – and where do I want to be?”
This task may sound easy, but it’s not as easy as it sounds. I’ve found that many women don’t have a vision of the future because they’re living someone else’s vision, whether it’s their parent’s, or their husband’s, or their children’s, or someone else’s.
We start living other people’s values and we believe those values are ours. And it could be about upward mobility, it could be about money, it could be about not having children or having children. But it could be something to do with the messages that other people give us about their values. And for women, sometimes what we do is we absorb those and we own those as our own when in fact they’re not.
At one workshop, I did an exercise where I asked women to write down their top three values. And many women had a hard time. They said, “You know, it’s hard for me to figure out. What is it that I value most?”
Living a rich life is not just about having money and it’s not just about having upward mobility; it’s about having the things that make life worth living for you. And you need to know what your values are; otherwise, how do you know if you’re moving in the right direction? Our values tell us if we’re moving in the right direction or not.
Being nice is necessary for success in any endeavour.
We like to be around people who are nice and considerate. But if that’s your primary focus, and worse yet, if it’s your exclusive focus, then you’re not factoring your needs into the mix.
A lot of times what happens for women is they don’t want to damage a relationship, or they don’t want to risk damaging a relationship by saying what they really think or asking for what they really want, and they wind up losing out when, in fact, you can do that and you can still be nice, and you can still be liked, but our fear is we won’t be liked if we ask for too much.
The other day, I needed some help with something in the United States because I was leaving the country, so I sent out an email to a couple of friends and asked, “Can somebody please attend this meeting for me?”
Someone wrote a reply to everyone and said, “Lois never asks for anything. I think we ought to do this.”
I thought: “Isn’t that interesting that I’m perceived as never asking for something, when in fact I feel like I ask for a lot!”
I think that happens to a lot of women. We think that we’re asking for a lot, but we really aren’t. We’re conforming nice girl norms. But you don’t have to live your life according to others’ expectations.
You can overcome the Nice Girl Syndrome by evaluating your past, your future and your own personal goals and values.
Click the image to listen to the podcast interview with Lois Frankel by Suzi Dafnis on the Australian Businesswomen’s Network website.
Books by Lois Frankel
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Nice Girls Just Don’t Get it 99 Ways to Get the Things you Want, the Success you’ve Earned and the Respect you Deserve By Lois P. Frankel and Carol M. Frohlinger Paperback |
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Nice Girls Just Don’t Get it 99 Ways to Get the Things you Want, the Success you’ve Earned and the Respect you Deserve By Lois P. Frankel and Carol M. Frohlinger Hardcover Order your copy from Booktopia today and save 45% off the retail price. (click this link to watch a video with Dr. Frankel on booktopia.) |
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Nice Girls Don’t Get the Corner Office 101 Unconscious Mistakes Women Make That Sabotage Their Careers By Lois P. Frankel Order your copy from Booktopia today and save 20% off the retail price. |
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See Jane Lead 99 Ways for Women to Take Charge at Work By Lois P. Frankel
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Nice Girls Don’t Get Rich 75 Avoidable Mistakes Women Make with Money By Lois P. Frankel Order your copy from Booktopia today and save 44% off the retail price. |
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Lois Frankel – Corporate Coaching InternationalLois P. Frankel, Ph.D., is an internationally recognised expert in the fields of workplace behaviour and female empowerment, and the president of Corporate Coaching International. In addition to her work with Fortune® 500 companies, Dr. Frankel is a sought-after speaker who’s been featured in Fast Company magazine and Entrepreneur and quoted in US national publications, including the Los Angeles Times, Fortune and The Wall Street Journal. Dr. Frankel’s books Nice Girls Don’t Get The Corner Office and Nice Girls Don’t Get Rich are international bestsellers, translated into over twenty-five languages worldwide. Stop Sabotaging Your Career, a book based on her experiences as a pioneer in the field of business coaching working with everyone from CEOs to entry-level professionals, is a must-read for both men and women. And See Jane Lead is a virtual road map for any woman who wants to take charge at work. Nice Girls Just Don’t Get It is her latest book, published in April 2011.
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I don’t know enough.
July 28, 2011
By Alycia Edgar, Coastal Accounting Services
You’ve said this before, right? I used to think the same.
I spent a long time studying part time for my accountancy degree – started, but never completed an e-commerce masters and started, but never completed my CPA. I’m grateful now that I didn’t complete them; I don’t need them.
You can waste so much time becoming the master in your field with pieces of paper when, through experience, you probably already are. So many skills you use in business aren’t learned from a degree or textbook; it’s the nuts and bolts, get your hands dirty type stuff that you learn from. Each lesson is added to the previous lessons and eventually your knowledge base is sufficient that YOU have the answer to your problems and your clients’ problems; you don’t need another qualification to know it.
You are good enough. Let me say that again, just in case it didn’t sink in. You are good enough. You have a lot to offer. You are unique. Not one person can be the same as another, even if their professions/skills are the same. The knowledge base that you build on is different to everyone else. You interpret lessons/situations differently and develop a totally different perspective on problems and scenarios. Your approach resonates with some people, but not everyone. Don’t try and be everything to everyone; be YOU.
You don’t need that extra specialisation to make you unique; you are already. You just need to be you and let your audience know why YOU are what they need to solve their problem.
You might have trouble identifying what makes you unique, and that’s okay. Get help to find it because we often cannot see what others can. Just ask and others will tell you.
You have to believe; believe in you and what you can achieve. Stop doubting yourself; YOU can do it. Get someone in your corner, by your side – a coach or mentor who will help you see what you really can achieve – because in those moments where you do doubt yourself, their words and support will get you back on track.
And don’t forget the most important thing – you are good enough. Yes, YOU.
Go do something with that.
MORE GREAT BLOG POSTS BY ALYCIA EDGAR
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Alycia Edgar – Coastal Accounting ServicesAs an accountant and former surf shop owner Alycia understands the issues that small business face everyday. She believes you can work on your business effectively simply by understanding your business numbers. She creates innovative systems and processes that enable business owners to be highly focused and productive in their business, including Bookzkeeper – The Accounting Survival Kit for Small Business. To get tips on how your numbers relate to working on your business, simply visit here
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“Giving doesn’t just feel good, it’s a good business strategy” – Blake Mycoskie and TOMS
July 27, 2011
On my way to South by South West in March 2011, I happened to watch a documentary on the QANTAS inflight channel about Blake Mycoskie’s organisation TOMS, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need – one for one.
Blake Mycoskie - TOMS
Coincidently (though I never doubt the power of the universe to put me in the right place a the right time), Blake was a keynote presenter at this year’s South by South West conference.
A good looking curly-haired man, he took the stage and told the story that he had told time and again about the social enterprise that has given away 1-milion pairs of shoes to children throughout the world.
Watch the recording I made on my iPad2 of his presentation below. (The iPad was on my lap and you’ll occasionally hear the laughter of our group…)
Social activism is not new, but I have (to my delight) noticed that more and more, there are businesses, big and small, whose mission is tied in with the difference they will make.
TOMS just launched a new business. One for One sunglasses. Just like the shoes philosophy (for every pair purchased, one is donated), with TOMS Eyewear, one person buys, and one person who is sight-challenged is helped. TOMS is partnering with the Seva Foundation and its programs that provide treatment, sight-saving surgery and prescription eyeglasses.
I enjoyed Blake’s comment … “Why should charity be responsible for helping people? Why do we look to charity to solve problems? What about entrepreneurship being the way to help others.”
I was inspired by his story and still am – moved and driven to see what difference I too can make.
Take a listen to Blake’s presentation
(He’s a terrific story-teller… and he has a great story to tell.)
And, please look at the TOMS site. More than than, I encourage you to buy a pair of TOMS (shoes or glasses). They’re pretty cool, AND, they make a difference.
Discover Unexpected Solutions at Business Conferences
July 26, 2011
Is it worth your time to attend a business conference?
“What am I going to do here?” Silvia de Tommaso asked herself when she arrived at the Dell Women’s Entrepreneur Conference in Rio de Janeiro.
“Now I know!” she told me later as she recounted her networking. “It’s very good to exchange experiences. I found so many answers to my problems talking to people here. I thought I needed a lot of money to expand my company. I even thought I was going to sell parts of my company, but after being here for two days, I’ve seen that I don’t need to do that.”
For Silvia, the networking alone was worth the trip. Through interacting with other businesswomen, she was able to discover creative and unexpected solutions to her most pressing business problems.
“Being entrepreneurs, we always have so many fears and questions,” added Silvia. “I never thought it would be possible to meet so many people in the same situation! It is such a unique opportunity.”
Enjoy this interview with Michelle Madhok at the Dell Women’s Entrepreneur Network 2011 event in Rio de Janeiro, Brazil.
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Silvia de Tommaso – ITAARTESilvia is the President of ITAARTE, a marble and granite manufacturing company, and she also directs a social education program to help lower-class families in Brazil re-decorate their homes and create a more inviting home environment.
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Dell Women’s Entrepreneur Network 2011
From June 5-7 in Rio de Janeiro, Brazil, more than 120 female business leaders from around the world gathered with Dell to learn about technology, marketing, brand, social media and raising capital while building relationships and sharing insights. It was an impressive group of participants, including Moira Forbes, Arianna Huffington and Luiza Helena Trajano, the founder of the third largest retail chain in Brazil. Over the course of two days the conference participants explored and learned that women entrepreneurs truly share a unique perspective and approach to business.
Building on Dell’s entrepreneurial heritage and recognising the unique challenges and rocky journeys entrepreneurs can face led to the inception of the Dell’s Women Powering Business Initiatives, including Dell’s Women Entrepreneurs’ Network (DWEN). DWEN strives to help women entrepreneurs expand their networks, innovate and grow their businesses. The DWEN event and LinkedIn community supply a social network to grow B2B and exchange ideas to help build confidence. Dell’s believes never in the history of the world has the entrepreneurial spirit been more alive or in a more favourable position to drive global growth.
Australian women business leaders are invited to join in the conversation and share who and what inspires and motivates them as entrepreneurs and leaders via the Women Powering Business Network group on LinkedIn.
How to Dress to Communicate Skill and Success in Business
July 25, 2011
By Nerida Gill, Admin Bandit
Andy Warhol changed overnight. One day he was just like any other 1950s man — white business shirt, high-waisted pants and too much Brylcreem in his hair — and the next he was dressed in a black leather jacket, a “French” striped t-shirt and a wig that looked like straw.
Photo Credit: Justin Wasserman
What does Warhol have to do with small business? Plenty.
As a freelance illustrator in the 1950s, running his own business as the equivalent of a sole trader, he earned up to $700,000 a year in today’s money. Even when he became one of the most famous artists to ever live, he understood that he was primarily a businessman and worked hard to craft a professional image that matched his product.
Talking about physical appearance is extremely controversial, especially when most of my readers are women, so let me stress that I’m not telling you to be fake or to drastically change your spots. What I am saying, however, is that 55% of first impressions are based on non-verbal communication and we have the power to control how others perceive our skills and success as businesswomen.
Refine your look
In business, looking good has nothing to do with beauty… instead, it’s a simple matter of being neat and tidy. By this, I mean:
- Wear clothes that are not too tight nor baggy
- Maintain clean, regularly cut hair… go easy on the product and keep the roots retouched
- Polish and reheel your shoes
- Manicure your fingernails (and toenails if you wear sandals or peep toes)… pay attention to the cuticles, and avoid talons, chipped polish and chewing (ugh… think of all the muck you’re eating!)
- Pay attention to dental hygiene… make sure your teeth aren’t too yellow and keep mints handy on those days you desperately need to overload on coffee
- Throw out scruffy, stained or worn clothing — I will always remember the meeting I had with an events manager at an important government department who wore what looked like pilled track pants!
How to properly fit a suit
A flimsy and poorly fitted suit makes even the cleverest, most charming and capable person look like they’re working on a supermarket check-out for the summer!
And, unfortunately, look around and you’ll see most people are wearing the wrong one.
There are two ways to make sure a suit fits: one is to buy from a specialist shop with well-trained staff and the other is to watch Jamie Yasko-Mangum’s succinct tutorials on jackets, skirts and pants on eHow. You’ll also find these tips useful:
- Bring a pair of shoes and a shirt you’ll wear with your suit when shopping.
- Choose a fully lined jacket and skirt (pants rarely are).
- Chances are the pant and sleeve lengths will need to be adjusted. Specialist shops always provide this service… or visit an alterations shop.
- Don’t compromise your suit with shabby accessories — take care when choosing handbags, briefcases, jewellery and pens.
The best news is that a fabulous suit doesn’t need to be expensive — a friend recently attended an embassy function in a jacket, blouse and pants she picked up from a charity shop… and not a soul could have guessed!
Dress for your target audience
Of course, not everyone needs to wear a suit to work… there’s no point donning a Saville Row three-piece if you’re a fitness coach!
I personally don’t need a suit… but I do like to look smart, professional and creative, which is why I wear a beautifully tailored black leather jacket that I picked up in Florence (no, I’m not a fashion queen… I just had a wonderful visit with friends in Italy last year!)
You’ll also probably find that an elegant jacket of some kind in a neutral that flatters your colouring (black, chocolate, burgundy, grey or camel) is useful for everything from conferences and meetings to weddings and formal dinners.
Whatever you choose to wear, make sure it’s the right look for your industry and matches what customers or clients expect from someone in your position.
How to audit or revamp your appearance
Analyse your appearance by asking yourself:
- What would a skilled and successful woman in my industry wear? Apply this to various situations, such as meetings, conferences, day-to-day work or cocktail parties.
- If I was buying a product from or hiring the services of someone like me, how would I want them to look?
- What grabs my attention when I meet other businesswomen?
- Which five characteristics do I most want clients and associates to see in me? How well does my appearance communicate these? And what do I need to change?
- What do I, or could I, wear to create a signature look? For example, Katharine Hepburn always wore pants, Grace Kelly carried a Hermes bag and Jackie O donned those giant sunglasses.
Your second chance
When it comes to first impressions, contrary to popular opinion, you do get a second chance… even a third and a fourth, says Jerker Denrell, associate professor of organisational behaviour at the Stanford Graduate School of Business. While you may never see some people again, his research shows that you can definitely soften an initial bad impression with repeated contact and even reverse it for good.
MORE GREAT POSTS BY NERIDA GILL
- Business Insurance: How to Prepare for the “What Ifs”
- Your Business Plan: The Best Road to Success
- How to Be an Inspiring Speaker (and Promote Your Business for Free)
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Nerida Gill – Admin BanditNerida Gill is the creator of Admin Bandit, a web-based accounting package designed specifically to make keeping the books easy for volunteer treasurers in community groups. After winning numerous business awards, Admin Bandit is in a growth phase after recently attracting external investment.
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Building Strong Brands & Enriching Lives – Podcast Interview with Amy Smith
July 24, 2011
Amy Smith is the Managing Director of Jenny Craig Australia/New Zealand. She has built strong brands that connect with customers, grow businesses and revitalising tired cultures.
Amy talks about how to be relevant to your customer and how to enrich their lives, as well as leadership and creativity. She also tells us why being relevant to you market is the most important part of managing a brand and how managing change and giving organisations a sense of purpose, vision, and momentum is her passion.
Become an Authentic Expert in Your Field
July 23, 2011
At the Dell Women’s Entrepreneur Conference in Rio de Janeiro, I had the opportunity to speak with Carley Roney, co-founder of The Knot, the world’s largest wedding website.
“This is an incredible conference,” said Carley. “The women entrepreneurs here are passionate, incredibly smart and always trying to think about how to really solve problems for women but also for the world at large.
“When you’re in a room with them, you’re constantly re-thinking your own pitch, your own business strategy and it’s great to be reflexive and make sure you’re doing what’s best for your business and your customers.”
The Knot started with five people in New York City and now has 700 employees around the world. Carley beamed as she reported, “We have 90 percent market share in the U.S. It’s exciting to help women plan amazing weddings and to employ so many women as well as to empower small-business owners.”
When I asked Carley about the role of social media in her company’s success, she said, “Being an expert in your field and being recognised as such is basically free publicity for you. If your business is content-based like mine is, it’s absolutely mission critical! But even if you’re in a product-based business, to be an expert and to position yourself in the marketplace is critical to your long-term success. People want to do business with people who they are confident about, not only in their knowledge of their own business but their knowledge in the world at large.”
However, she cautioned, don’t try to masquerade as an expert in a particular field if you’re really not. People will notice the disconnect and lose trust in your brand.
“Be authentic and talk about what you know – and you will develop followers and readers who will develop trust for you and want to do business with you,” advised Carley.
Enjoy this interview with Michelle Madhok at the Dell Women’s Entrepreneur Network 2011 event in Rio de Janeiro, Brazil.
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Carley Roney – The Knot Inc.Carley Roney is cofounder and editor in chief of The Knot Inc. (TheKnot.com, TheNest.com, TheBump.com), the premier media company devoted to weddings, pregnancy and everything in between. After the nightmare of planning her own wedding, Roney and her husband David Liu founded The Knot Inc. in 1996 and quickly took the wedding world by storm with a fresh voice, stylish ideas and up-to-date advice for modern nearly-weds. Today, The Knot and sister site WeddingChannel.com are the #1 wedding planning destinations reaching nearly 2 million U.S. brides (8 out of 10) annually through the multimedia platforms of magazines, books, television, social media and mobile applications.
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Dell Women’s Entrepreneur Network 2011
From June 5-7 in Rio de Janeiro, Brazil, more than 120 female business leaders from around the world gathered with Dell to learn about technology, marketing, brand, social media and raising capital while building relationships and sharing insights. It was an impressive group of participants, including Moira Forbes, Arianna Huffington and Luiza Helena Trajano, the founder of the third largest retail chain in Brazil. Over the course of two days, the conference participants explored and learned that women entrepreneurs truly share a unique perspective and approach to business.
Building on Dell’s entrepreneurial heritage and recognising the unique challenges and rocky journeys entrepreneurs can face led to the inception of the Dell’s Women Powering Business Initiatives, including Dell’s Women Entrepreneurs’ Network (DWEN). DWEN strives to help women entrepreneurs expand their networks, innovate and grow their businesses. The DWEN event and LinkedIn community supply a social network to grow B2B and exchange ideas to help build confidence. Dell’s believes never in the history of the world has the entrepreneurial spirit been more alive or in a more favourable position to drive global growth.
Australian women business leaders are invited to join in the conversation and share who and what inspires and motivates them as entrepreneurs and leaders via the Women Powering Business Network group on LinkedIn.
