conversations
What’s in a conversation? It’s the beginning of new ideas. A sharing of personal stories.
BY MAE MAÑACAP-JOHNSON A start of meaningful relationships. With this new series, Conversations
will highlight opinions, ideas, visions and personal anecdotes of CEOs and leaders from
across industries. Join the conversation. Send your questions and suggestions on industry
leaders you'd like us to profile next.
y looking at the accomplishments of WOLF (Women of Leadership
Forum) Means Business CEO Julie Gilbert in both her career and
personal life, she may be defined by some as a modern “Wonder
Woman”—changing the world one empowered woman at a time through her
“WOLF” leadership strategy, supporting a significant other through his recovery to health, running her own strategic consultancy business, all while
parenting an eight-month-old son.
But this former Best Buy senior vice president, who was instrumental in
increasing the company’s revenue by 4.4 billion by growing it’s female market
share, has many sides to her—including a passion for spa and fitness.
B
PULSE: Given your track record in helping increase
market share and company profitability, what is the best
way to “speak” to the female consumer?
Gilbert: The best way to “speak” to the female consumer is to
be authentic in all facets of the business. By having women’s
voices and perspectives (particularly women consumers and
employees) in the company’s marketing, product and service
development, hiring, training, etc, all these functional areas will
resonate with her in a real way that benefits all. A pitfall for many
companies is to design, market, and produce what they think
women want, without any significant woman involvement in the
process. We help companies avoid getting “egg on their brand”
as well as ensure they win today and for the long-term with
women and all significant customer segments.
P: Although WOLF’s goal is empowering women leaders
in the workplace, you have been clear that encouraging
gender division is not the company’s intention but instead
“solving the diversity challenge and rewiring relationships and innovation.” What is the first step towards
“leadership without gender?”
G: We encourage engaging networks of women to innovate all
facets of business such as new products, marketing strategies,
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March/April 2011
hiring, and training. The innovators are acknowledged and showcased, helping them to be promoted and assume leadership
positions.
What is basically inherent in this overall strategy is the respect
for the individual contributor and their ideas and talents. It
encourages the flow of ideas and nurtures innovation. It helps
change [corporate or team] dynamics and drive business results.
P: A prominent part of “WOLF” strategy is social
responsibility. How important is social advocacy in
today’s business as far as winning consumers is concerned?
G: Very important. Social responsibility benefits the business
immediately and in the long run. Not only is it morally right,
social responsibility strategically benefits the business because
today’s knowledgeable consumers often make their purchasing
decisions based on that.
TO VIEW A VIDEO of
Gilbert sharing the concept
of “WOLF” leadership and
its social responsibility
component, visit digital Pulse at
experienceispa.com.