Women’s History Month: Shaken or Stirred, Depending on Preference

As we embark on Women’s History Month tomorrow, we’re reminded that female CEOs like to do things their own way. They innately understand that in order to succeed in business you have to win over people and treat them with respect.

Memorable leaders lean into their personality and background, which goes a long way toward establishing credibility. Women leaders understand this concept well.

Take Anna Bissell, who not only shattered the glass ceiling as America’s first female CEO but also personified her brand. She leveraged her authenticity to build Bissell Carpet Sweeper Co. (now Bissell, Inc.) into the largest company of its kind at the time. (Today Bissell sells more vacuums and carpet cleaners than any other manufacturer, making it the leading floor care company globally in terms of sales with a 20% market share. The company is still run the Bissell family and remains in private.)

As a widow with five young children, Anna secured trademarks and patents and opened factories in London, Paris, and Toronto, as well as offices in 22 foreign countries. By appearing in early advertisements, she became the face of the brand and travelled across the country demonstrating and selling product. During this time, she gained an understanding of corporate operations, employee management, customer service, and after-sales service. She mastered the art of communication, elevating the Bissell story which in essence was her own story, which helped expand interest and market share. So much so, that after Queen Victoria insisted her castles were “bisselled” every week, sales in Europe took off.

When she became President of the board, Anna revamped the company to bring it into the modern age. She instituted fixed working hours, offered employees annual vacation leave and rolled out a workman’s compensation policy to cover injured workers. On top of that, she established a pension plan and became a generous philanthropist.

Her winning blend of authenticity, grace and humility is a testament to the impact leaders can make if they have the courage to see stakeholders as real people. There are no hard and fast rules, but your style should reflect your own unique flavor and spirit. The best ones marry narrative to company strategy.

In formulating a communications strategy, CEOs should take a cue from the viral mixologist @Alessandro_Palazzi on how to make a great Martini: “…Get to know your Martini. If you want to shake it, go right ahead! If you prefer it with a splash of bitters and a twist of Amalfi lemon, then enjoy. Many of these variations may not fit the mold of what’s classically thought to be a Martini, but if you love it a certain way, that’s what makes it the most memorable...”

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