WPO Conference Highlights

Grow Great, Innovate

The Women Presidents' Organization ended its 11th annual conference in dramatic fashion. Prior to the grand finale, Kate Rodler, former Entrepreneur Media Inc. vice president of sales, introduced a panel of three distinguished women, all winners of the Entrepreneur magazine/WPO 50 Fastest Growing Companies. The speakers included Gail Goodman, president and CEO, Constant Contact; Diane Hessan, president and CEO, Communispace; Lani Hay, president and CEO, Lanmark Technology Inc.; and moderator Suzanne Bates, president and CEO, Bates Communications Inc. The theme of their speeches was "Innovation and Growth--How Innovations Accelerate a Company's Success."

Afterward, participants were treated to a program called "Orchestrating Innovation." The star of the show: Roger Nierenberg's Music Paradigm. The Music Paradigm uses a symphony orchestra as a metaphor for any dynamic organization. During the session, executives were seated among members of a live, professional orchestra. The conductor led the musicians through exercises that helped illustrate the journey of the organization.

Carey Earle, founder of Green Apple Marketing Inc, said the conference finale was incredibly moving. "We had the opportunity to sit within a professional orchestra while the conductor drew many metaphors between his job as a conductor and our job as leaders," she said. "There wasn't a dry eye in the house by the time we reached the end."

Next year's conference destination was also announced: San Diego, California.

I want to say a special thank you to the WPO team for its support and guidance during my stay in Boston, and to the many women who welcomed me with open arms and so graciously shared their stories. I can't wait for next year!

Partner Up

On Friday, I had the opportunity to spend an hour chatting with two inspirational WPO members who have formed an unlikely alliance. Ann Sachs, 61, is president and CEO of Sachs Morgan Studio and Carey Earle, 42, is chief idea farmer for Green Apple Marketing Inc. The duo met through their local New York WPO chapter but elevated their relationship to a deeper level by becoming accountability partners.

Basically, the women offer each other advice, support and a sounding board to get through the ups and downs of entrepreneurship. "It's the best practice for entrepreneurs," Sachs says. "Every entrepreneur needs it."

Each week, the women touch base with a one-hour phone call to check in and see which business goals they met and which goals they need to re-prioritize.

Even more interesting--their generation gap. Sachs comes from the boomer generation, while Earle is a member of Generation X. Thanks to their diverse backgrounds, each one brings valuable insights to their weekly conversations.

I'm hoping to explore the idea of accountability partners in a future article, using Sachs and Earle as examples. Stay tuned!

Innovative Ideas to Reach Your Audience

I made a last-minute decision and changed workshops this afternoon. After hearing great comments from the morning session, I decided to attend the "Innovative Ideas for Reaching Your Target Audience" session led by Marilynn Mobley, senior vice president of Edelman. The session, which was sponsored by Avis and moderated by Melissa Lynch, looked at various ways to create innovative ideas for promoting a company.

Mobley did a great job of including the women in the audience in the idea-generating process. In fact, she began by asking the women in attendance to open their purses and take out a "great idea." Women began raising their products of choice into the air, ranging from iPhones to lip glosses to business card holders. Then Mobley asked everyone to share the best idea she ever had. Many women shared stories of business successes that resulted from one life-changing idea.

Mobley also shared with the group her best idea ever, which occurred when she worked at IBM. It was a campaign she came up with after reading an article on an airplane. She encouraged members of the group to take the time to read things they don't normally read and to broaden their horizons.

The marketing guru also shared her equation for developing a powerful idea:
Rational equity + emotional equity + consumer relevance (life moments) + Tipping Point insights = strategy and powerful/ownable idea

To illustrate her process, Mobley used the recent Dove campaign. She also mentioned several other powerful marketing campaigns, including Starbuck's recent "back to basics" approach, and Nike and Disney's brand transformations. For instance, Nike evolved from an athletic shoe company into the ultimate physical achievement brand. Disney has grown from an animated movie company into a brand that delivers magical experiences.

• Vivid mental images;
• Elements the audience can relate to;
• Makes a point;
• Never ends--takes on a new life with each telling;
• Has a hero and a mission;
• Encourages you to think more about it, take action and pass it on;
• Captivates from the beginning

I'm heading to the dinner function right now, but keep reading for more stories about the successful, amazing women who make up the WPO.

WPO President's Award Presented

During today's luncheon, Marsha Firestone introduced and presented the WPO President's Award to Beth L. Bronfman, managing partner of Leibler-Bronfman Lubalin Advertising in New York City. Firestone thanked Bronfman for her support. "I can't say thank you enough," she said. "She has the most generous spirit and enthusiasm."

Bronfman, who calls herself a "chatterbox," said she was, for once, at a loss for words. "I don't know what to say... I would follow Marsha anywhere, it's true."

Afterward, keynote speaker Marc Lautenbach was introduced. Lautenbach is the general manager of IBM Americas. He addressed the changing nature of innovation in our globalized economy. According to one of his slides, "Global innovation is the new playing field . . . and innovation is the way you win the game."

Up next: Afternoon workshops. I'm planning on attending one called "Jumpstart your innovation," sponsored by Morgan Stanley.

Staying Competitive in the 21st Century

Today will be an informative day for the approximately 600 women attending the WPO conference. The morning began with a keynote address by Sung-Joo Kim, chairperson of Sungjoo Group and MCM Worldwide. Her speech, "Women's Strengths: 21st Century Competitiveness," focused on the innovative thinking and business tactics she integrates into her company.

For Kim, it hasn't been an easy journey. She spoke about battling the cultural roadblocks in Korea, where she grew up. Persuading her father to allow her to go to college at Amherst in Massachusetts took plenty of convincing, especially considering the fact that he said the only way she could leave the country was as a married woman.

Despite all the obstacles she encountered, she is now the chairperson of a company with sales of $200 million. Kim shared her five secrets of success:

• Women-ness. Kim touched on the differences between the ways women and men lead. "Women run by heart," she said. Kim argued that women should use their sensitive, tenacious, multitasking ways to become better leaders.
• Go global.
• Be an early adopter of IT. Kim discussed being forced to find ways to compete with male business leaders. She found she didn't want to use the same tactics they used to schmooze clients, such as throwing lavish geisha parties. So she needed to find another way to win. For her, it was being an early adopter of IT. She brought in the internet faster than other companies, and found ways to do business faster and more attentively, which made all the difference.
• Practice CSR (corporate social responsibility). For Kim, giving back to the community isn't a maybe, it's a must. She shares 10 percent of her net profit with her community.
• Have a clear vision. Kim's new mission: Succeed to serve.

Afterward, Kim opened up the floor for women to ask questions about her successes. Asked about her strained relationship with her father and brothers, who weren't supportive of her business ambition, she replied, "That hardship was great training." Women in the audience nodded and applauded, finding kinship with the struggle Kim faced.

A Night on the Town

Last night, participants in the WPO conference ended a productive day with a night on the town in Boston. Typically, the dine-around evening involves WPO members breaking into groups and enjoying dinner in the home of a local chapter member. But since many of the local Boston chapter members live a good distance from the city, the Boston steering committee decided to try something new.

Instead, WPO took over the Prudential Center Skywalk, high above the streets of Boston. We enjoyed a beautiful sunset before sitting down at round tables of about eight women each. I had the honor of sitting at a table with some remarkable women. Not only did they welcome me with open arms, but they shared valuable lessons and stories throughout the evening.

I was most impressed by the candor with which the women at my table shared their personal histories and accomplishments. Though some of the women were reluctant to toot their own horn, other women at the table would encourage them to go right ahead and share their success. It was so refreshing to see such a supportive environment for these elite business leaders, ranging from an attorney, to a financial advisor and a chamber of commerce president.

I had an interesting discussion and even a history lesson from Linda J. Denny, president and CEO of Women's Business Enterprise National Council (WBENC). Denny amazed me with stories that made me look at U.S. history from an entirely different perspective--one that involved the women who made sacrifices to give women today the freedoms we so often take for granted.

Tonight showed me a more personal side of WPO and its members, and why a group like this is so necessary in the ongoing struggle for women-owned businesses to make it to the top.

Captive Audience for Opening Session Speaker

The opening session of the 11th annual WPO conference was full of energy, inspiration and food for thought. Marsha Firestone kicked it off by sharing recent statistics and newly appointed board members. Then Marcella Shinder, vice president of brand marketing strategy, Open from American Express™, introduced Malcolm Gladwell for his keynote speech.

The theme of his talk was "Learning from Picasso and Cezanne: Ways of Understanding Creativity." The business leaders in attendance listened attentively to his musings on the very different ways Picasso and Cezanne approached creativity. He described Picasso as a conceptual innovator who revolutionized art with transformative ideas, while he characterized Cezanne as an experimental painter who went about his work with a slower, trial-and-error approach. Gladwell said that we, as a culture, have fallen out of love with the late bloomer.

He used several vivid analogies, including the story of how the band Fleetwood Mac came to be. Gladwell pointed out that their evolution wasn't necessarily short or easy, comparing them to Cezanne. On the other hand, he compared the Eagles to Picasso, not taking nearly as long to become successful.

According to Gladwell, today's society doesn't have the patience to wait for another Fleetwood Mac. "Not all problems can be solved overnight. Sometimes trial and error are needed," he said. "Patience is lacking in business communication. Cezanne was just as much a genius as Picasso was."

Throughout his stories and anecdotes, the audience reacted with laughter and applause. For the last half hour of the session, Gladwell opened up the floor to WPO. Women brought up insightful questions about business, politics and life in general. When asked about his thoughts on the state of women entrepreneurs today, Gladwell was met with an enthusiastic round of applause when he replied, "The roots of women entrepreneurship in the U.S. aren't deep. But come back in 30 years and see the impact on your children and grandchildren."

As for where he stands in the Picasso versus Cezanne debate, Gladwell smiled and said, "When I was younger, I wanted to be Picasso. But now as I age, I want to be Cezanne!"

Malcolm Gladwell at WPO

I am currently sitting in on an OPEN from American Express informal session with author Malcolm Gladwell. Gladwell, author of The Tipping Point and Blink, is talking to about 30 Platinum cardholders about his new book, tentatively titled The Story of Success, which should appear on store shelves in November. In the book, he researched successful people and looked at where they come from to understand how they achieved their success.

The women are taking advantage of this intimate session with Gladwell, asking questions about his findings and how it relates to them as entrepreneurs.

I also spoke with Gladwell prior to the session and asked him what to expect during his keynote speech this afternoon, which starts at 2:30 p.m. He says he'll be tapping into the conference theme--innovation--by discussing creativity and the arts, and how we need to broaden our scope of what creativity is in order to become more innovative.

Chatting with Marsha Firestone

Last night I also had the chance to speak with Marsha Firestone, president and founder of WPO, following the wine-tasting reception sponsored by Sonoma-Cutrer. During our chat, dozens of women wanted to shake Firestone's hand and thank her for her help and support.

She updated me on the progress of the WPO since 2007. In the past year, Firestone says, the group has grown by 15 percent, boasting 1,300 members. She also spoke of the WPO's international expansion into Lima, Peru and the United Kingdom. The group has about 80 chapters, including six in Canada. The average revenue of WPO members is now $13 million, and the aggregate revenue has increased to $13.2 billion.

As for the future of the organization, Firestone mentioned plans to add several new international locations each year. In addition, WPO may create other stratification levels for members in addition to the Platinum and Zenith groups.

Meeting the Zenith Group

On Wednesday, I had the opportunity to meet with the Zenith Group, which was formed in 2005 by the WPO and the Women's Business Enterprise National Council (WBENC). To qualify for this elite group, companies must be women-owned with revenue of at least $50 million.

1. To develop cutting-edge information and strategies for successful and fast-growth companies.
2. To provide high-level business meetings and business development opportunities with Fortune 1000 companies.
3. To change the way women-owned businesses are perceived in corporate America and the media.

Currently, the group has 11 members, five of whom were in attendance at the meeting last night. The group included: Mercedes La Porta, president of Mercedes Electric Supply Inc.; Carmen Castillo, president of Superior Design International; Brenda Rivers, president and CEO of Andavo; Gina Addeo of Adco Electrical Corp. and Rosalie Edson, president of Meadows Office Furniture Co. Inc.

I was overwhelmed by the passion and determination of this group of women. They each represent very different industries, ranging from Addeo's electrical subcontracting business to Rivers' meeting, incentive and corporate travel planning company.

The Zenith Group members had several key points they wanted to share with me. One of the most important--to squash the stereotype that women business leaders are hesitant to take risks. "I'm not risk averse," Rivers says. "I have a plan A, B, C and D. For me, it's worth it to live with risk."

The women all shared another key personality trait--they're driven to succeed. And they all agreed that their drive isn't just about the numbers. "What is it that drives me? Not profit!" Edson says. "We all have magic--the magic to make things happen."

And most important, they love what they're doing. "After 13 years, I still wake up with a smile on my face," Castillo says.

I look forward to sharing more about this powerful, inspirational group of women with you in future articles on WomenEntrepreneur.com and Entrepreneur magazine.

Welcome to Boston

The moment I arrived in the lobby of The Westin Copley Place, I knew this wasn't your typical business conference. Of the five or so women I was in line with at check-in, three excitedly greeted each other as if reconnecting at a high school reunion. Their enthusiasm was contagious, and they soon had all the women in line buzzing about the upcoming wine reception later that night. I quickly realized that not only is the annual WPO conference about learning ways to grow business, but it's also a chance for highly successful women business leaders to find like-minded individuals they can relate to.

On tonight's agenda: meeting with the Zenith Group and socializing with other members at the wine reception.

WPO Conference Preview

The Women Presidents' Organization is taking over Boston April 24 to 26 for its 11th annual conference--and I'll be there speaking with and learning from some of the most powerful women business leaders in the U.S. and Canada.

The conference kicks off on Thursday with a keynote speech by Malcolm Gladwell, author of The Tipping Point and Blink. The theme of the conference is Innovation: Maintaining the Competitive Edge.

The WPO is a nonprofit membership organization for women presidents' of multimillion dollar companies. On average, members have annual sales of $12 million, 89 employees and 21 years in business. WPO is more than 1,000 members strong, boasting more than 75 active chapters.

For more information about the schedule and registration, click here. If you'll be attending the conference and would like the opportunity to pitch your business for a potential article on Entrepreneur.com, WomenEntrepreneur.com or Entrepreneur magazine, send an e-mail to wpo@entrepreneur.com. If you won't be able to attend, stay tuned to WomenEntrepreneur.com for my up-to-date entries highlighting the events, speeches and stories from WPO.