Leo Wells Salutes Entrepreneurs: Jane Wurwand
The importance of persistence in the face of adversity.
I have observed that well-meaning individuals often attempt to discourage budding entrepreneurs from pursuing their vision. This seems to be especially true in challenging economic times such as those we are experiencing today. Of course, those of you who know me have heard me say repeatedly that our present time is potentially ripe with opportunity for those with vision, and for those who have managed their resources prudently.
Perhaps this dichotomy is understandable when you consider that most people are, by nature, risk-averse. Entrepreneurs, on the other hand, are natural risk-takers. As a result, they often see opportunities that others miss, even in the midst of economic hardship and despite opposition. Later on, others are left to wonder "Why didn't I think of that?"
Jane Wurwand, founder and owner of Dermalogica, is a living illustration of this mindset. I don't know much about skin care products, but I appreciate entrepreneurial spirit, and the ability to "make lemonade out of lemons." As she once put it, "If you can identify a pain in your industry, you have identified an opportunity."
When Wurwand decided to open a school for skin therapists in 1986, friends told her it was a crazy idea that would never work. Ignoring this advice, she and her future husband borrowed $14,000 to secure a five-year lease on a 1,000-square foot space in Los Angeles. She didn't own a car, so the school had to be close enough to her apartment for her to walk to work.
The school was a success, and Wurwand began to consider comments such as "It will never work" as a yardstick for measuring the potential of new ideas. Two years after the school opened, she realized there were no skin care products on the market that were compatible with the curriculum they had created. In defiance of industry experts who said it couldn't be done, she launched a line of skin care products that were missing the harmful ingredients found in many popular skin care brands.
Twenty-four years later, the Dermalogica line is an unqualified success. Additionally, Wurwand helped create a network of independent skin therapists and in the process has helped thousands of women worldwide to become successful entrepreneurs. She has continued to follow her instincts and she has refused to make decisions based solely on what others in her industry were doing.
An important part of her business philosophy - and a key part of mine, as well - is listening to customers. In her case, it's helped guide the creation of her product lines.
Another concept we both hold in high esteem is the desire to hire great people. In times of rapid growth, you need people who are 100 percent committed to the mission at hand. Under-performing people will slow growth, and they endanger the success and well-being of your exemplary employees.
My congratulations go out to Jane Wurwand and her company. May they enjoy many years of success!
