She's the CEO of Burberry, and she shared some comments with us on Wednesday at the World Business Forum (twitter hashtag #wbf11). Angela Ahrendts took the stage, and for about a half-an-hour, shared her insights into running one of the largest and most well-known luxury brands in the world. (It also helped my interest that of the 3 suits I own, my absolute favorite one is from Burberry!)
The topic of her presentation, as I wrote my notes, was "dreaming, producing, contributing." Taking that stage one long high-heeled step at a time, she sat against (not on) the chair in the middle of the stage with an iPad2 in her hand. "I have some notes," she said, and went on to share some prepared remarks before moving over to the side of the stage for a less formal Q&A session.
By telling us the story of branding efforts and product launches (and, a LOT of travel to see the world!), she reminded us to focus on our future, to imagine it in full dimensions...all dimensions. I couldn't help but think of, while she was talking, the importance of visualization and prioritization to this process of moving from "here" to the proverbial "there." The Burberry Foundation* - as she explained it - really peaked my interest. So much so that I came back to my hotel room, and wrote her a letter to state my interest and availability, should what I do be of any help and assistance to this cause.
There were three main thoughts I captured in my notebook as she spoke:
1) Identify disruption. See it before other people see it to think on it, model for it, and create about it.
2) Value and get the most from crossfunctional collaboration. Really let people from all perspectives see the problem.
3) Communicate...more. Do it visually. Do it often. Do it even if you think you don't need to do it so that EVERyone can see where you're going.
*In 2008, with Burberry Chief Creative Officer Christopher Bailey, Angela established the Burberry Foundation, a charitable organization dedicated to helping young people realize their dreams and potential by the power of their creativity. In 2010 alone she was listed in Forbes' 100 Most Powerful Women in the World, Fortune's Businesspeople of the Year and Financial Times Top 20 Women in World Business.
• Developing a balanced, connected team
•The importance of cultural context to Burberry's creativity
• Implications of the digital imperative
• A continuous balancing of art and commerce
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