Change

2021: Are we there yet?

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Our first rainy day in months is welcome, but it has made me stare into some of the gloominess of the last 6 months. It has made me turn for a minute to reflection on this last week.

This last week I crossed over my six month mark of working from home. Six months of endless zoom calls, six months of starting work earlier than ever and a sense of never really leaving it each day. And, it was a hardest week yet at the “office” since this pandemic started.

This last week a friend died. He left us and the outpouring of support is immense. If he only knew how much he was loved, and that he wasn’t alone. I am reminded how complex mental illness is, and how we can’t assume we know the story for people. We can only reach out, support each other and be present. I am reminded that it is okay to talk about not being okay. And, that so many people out there are hurting right now.

This last week we had our highest days of COVID cases in Utah, and neared 200,000 deaths in our country. It feels like it will never end. That “normal” won’t return.

This last week also marked the loss of a hero to me. Ruth Bader Ginsburg died at 87 last night. It was honestly a punch in the gut. In a world where so much of our public discourse is filled with personal attacks versus attacking the issues, she was a beacon of hope for demonstrating what persistence can do for the world. I am so appreciate of her leadership, her willingness to be an unrelenting vocal advocate for what she believed and for all of us who try to follow in her bravery.

But, as I sit her cozy in my beautiful mountain town, graced by autumn colors, the sun peaking out between light rain showers, I also think about the good of the last week.

This last week, I was able to join like minded leaders in a small work group within the Park City Community Foundation board and talk about what the biggest needs of our community will be in the next five years. It was inspiring and helped me see the change that we can each be in this world.

This last week, I was able to watch my kids confidence grow at the sports that they are participating in. Matthew had a great flag football game, and he came bounding in the door after the win telling me he was a “defensive specialist” and had two interceptions in the game to help his team with a shut-out. Katharine did three runs with her new running club. And, she smiled about them and was proud of her own accomplishments.

This last week, I felt the support of Jon in all of my hours. No matter how long the days were at the office, he was by my side (literally at times). Bringing me coffee, water and lunch. Checking in between zoom calls and supporting me with hugs when I needed them.

This last week, I was available for my friends and my family as they needed me. I talked to co-workers that I hadn’t connected with in awhile, and I felt the support from so many.

On balance, I still wonder if 2021 is here yet. I commit in tribute to RBG to move forward with persistence, and I commit in memory of Zach to move forward with a smile while knowing that I am never alone.

My Career: Should I have a plan?

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I have been helping a number of my teammates on their growth and development plans over the last quarter.  In doing so, I have been reflecting on whether or not having a career plan is a key to professional success.

The benefits of a plan

  • A plan forces you to think about what is important to you for the future.  It is impossible to think about a plan or a roadmap for your career without consider the question, “where do I want to be in 1, 3 or 5 years?” In thinking about this question, generally the only way to answer it is to work hard to look internally to identify what is important to you.  To me, this is one of the largest benefits of planning.
  • Even if the plan is a loose set of steps, it helps you to take a step.  Sometimes in my professional life, I have felt frozen – like I don’t know what to do next.  A plan can help nudge you forward.  It may help you to read a new book, attend a new online training, or have a mentoring discussion with someone that you respect. Even a small step is better than none.
  • Having a plan allows you to share with those around you what you are interested in doing and why.  This becomes important because at times, those around you can see things that can help you that you may not be able to see.  If you have shared your plan, you can get help from your people.

But there are downsides to a plan as well.  I appreciate how real some of these downsides can feel.

The downsides of a plan

  • You can spend too much time thinking about the plan and not enough time taking steps to make it happen.  The act of planning alone can be what freezes you.  If this is the case for you, an imperfect a step forward or one that isn’t on a “plan” is much better than continuing to stay in place.
  • With a plan, sometimes you can get so focused on executing your plan, the steps that you have outlined, that you miss an opportunity that isn’t wasn’t on the plan.  Todays world of business (and life for that matter) is changing very quickly.  In fact, in my 20+ years of working the speed of change has never been greater.  So, we all have to stay adaptable and willing to let whatever plan we have change based on opportunity.
  • Sometimes by having a “career” plan overemphasizes this part of your life.  It is hard to keep life in balance and planning holistically for your life is probably a better way to think about it.  I will let you know if I ever do this well.  It is hard!

So, my question for all of you reading is which side do you land on?  Is having a “career plan” a priority for you, and how has it helped? or hurt?

Expect Leadership

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I wanted to share an email that I wrote to my close friends and family this morning. I got enough positive feedback on it, that I wanted to share it here in hopes to help with the Movement. These times make me reflect on one of my favorite leaders with some wise words from Abraham Lincoln. #BlackLivesMatter

Hi friends and family,

These are challenging times across our country.  I hope that this email finds you healthy and happy.  

Many of you may have seen my facebook or LinkedIn post, but if not, I wanted to communicate to you directly this way.  I know that this message finds us all at different points in our lives, with different points of view.  I believe that part of our role in society is to learn more than ever about all sides of the issues in front of us.  Through educating ourselves, and remaining vulnerable and open-minded, I believe we can all make change.  I know so many of you for the good that you do in the world, and am hoping that this set of content can only help you to do more good, your way.  I don’t intend to offend you, nor assume that you haven’t seen nor read any of these items.  My goal is only to play an active role in a conversation that matters.  

First, the Facebook post I posted this last weekend said this… “As the world has spun out of control around us in the last few months, I have worked hard to focus on doing what I can do to help.  Whether it be at work, at home, for my family, for my mental health or for others.  The last two weeks simultaneously deepened my sadness, anger and despair for the realities that we live in, for the lack of equality for our Black brothers and sisters, and provided me hope that THIS IS THE MOMENT that we ALL begin to act to start the movement to fix systemic racism in our country.  We all must stand up, use our voices, learn the realities of the big and the small acts of discrimination that are pervasive in this country for our Black friends. AND, make change happen.  Don’t just learn, ACT.   #BlackLivesMatter”

Here are a few things that I hope that you will read or listen to on a quest to learn or in hopes that you have seen them before.  If you have unique articles and perspectives that you are consuming to help you understand, please share back with me.  

The original videos  or compilations of the specific horrible acts over the last 3-4 months:

  • Ahmaud Arbery video plus Wikipedia page regarding the incident  
  • Amy Cooper video plus Wikipedia page regarding the incident.  
  • George Floyd investigation video plus Wikipedia page regarding the incident.
  • Article on COVID-19 Impact on Black Community (you will need a free login from National Geographic for this, but it is worth it

A few videos and articles discussing the issues:

  • Trevor Noah video trying to help us understand.
  • FOX news article about George Bush response.  Most of you know I am not a FOX news reader normally, nor a GWB fan.  But, I appreciate his leadership on this issue.
  • The article by General Mattis in the Atlantic.  
  • And a short video on the blind spots that we all have (implicit bias).  Business has done a good amount of content on implicit bias if you want to learn more.  

I know that we may never agree on politics, but my perspective, as a leader in business, is that leaders need to pull people together for a common cause.  Our job is to motivate action.  To me, the most important cause for all of us as leaders is affording all humans (race aside) equal human rights.  Our Black brothers and sisters don’t have this privilege.  Jon and I are on vacation this week, and we were driving through a beautiful lake-side country club area yesterday.  We decided to pull in, and walk down to the water to capture the view even though we weren’t supposed to be there.  We did so without fear.  It struck us that even that small act may be scary for a Black couple who feel the daily biases built by our history (either conscious or unconscious).  We must change this. 

We can control how we behave:  the words we choose, the actions we take and where we put our money.  We can control what we teach others, especially our children, but also what learning happens in our circles through table-talk, and at our business and community/religious institutions through the topics we take on.  And, just as important or more, we can control what leaders we follow and what we expect from them (political, religious, social, community, business).  If they fail the cause, we can control how we vote both locally and nationally, how we support businesses/organizations based on their leaders.  

So, it is BOTH personal and political.  Even if your local or political leaders have other things you agree with, please consider that this issue is MORE important than any issue that you may be aligned on as you prepare for the voting season ahead.  Please consider supporting businesses and community organizations that have leaders who meet these expectations.  Do your research, don’t assume based on what you see on Facebook, or in the media.  

This cause is more important than all others because without basic human rights, we have neither a stable society nor one where the other political issues matter.

#BlackLivesMatter

With respect,

Leslie 

Watching my Daughter

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Despite what has been a year-long respite from my blog, I have been wanting to write. Seemingly life comes with many trade-offs, even though I often resist accepting that reality. Blogging has been one I have had to give on (temporarily).

I am sitting on vacation, drinking coffee, overlooking Lake Champlain, thinking about my daughter. Katharine is 9 1/2 now and this last week of vacation has been filled with storytelling, giggles, cartwheels, reading, snuggling, sass, and an occasional pout or a tear.

I love spending time watching her, seeing her discover new places and learn about the world around her. I love hearing her speak French when ordering croissants in Montreal, paddling a kayak solo across a lake, casting a fishing rod over and over again confident that she will catch a fish, swimming in the pool and orchestrating her cousins in the filming of a movie on my iPhone (see outtake scene below).

I also see love watching her grow up. But, it is also hard to let go of those little kid things that seem to be fading quickly.

She will still come and give me a hug in the morning, and sit on my lap for about 3 minutes, but then is off to do make herself breakfast.

She will still color with her little cousins for just a few minutes, but then is decides to go upstairs to “rock-out” to music in her room.

She will still play with Legos with her brother for a few minutes, but then is off snuggled up in a chair in the corner reading her Kindle.

The passage of time is real. She is such a good kid. But, I don’t know if I am ready.

Get Off The Sidelines

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I haven’t been posting for quite some time with the excuse that life (work and family) has gotten in my way. What I realized after some reflection this week is that I miss writing about things that matter to me. This blog has been an outlet to make that happen, so here we go again. No promises of my frequency, but you will know, if I am writing here I am probably a bit more balanced than if I am not as it means I am creating the time to reflect (and write). So, I am getting off the sidelines and back in the game.

Over the last week, I have had the fortunate opportunity to attend two separate events that are motivating me to get off the sidelines in a number of ways. The first event was the first ever Utah Wonder Women Summit. The Utah Wonder Women is a group of influential women leaders in Utah working to help each other succeed. The day long summit was an opportunity to convene with a focus on building the visibility of female leadership in Utah. This event was followed by SUREFIRE girls, an event for teenage girls in Utah to help them see the magnitude of opportunities available to them. A big shout out to Jacki Zehner, the original Utah Wonder Women, for her relentless dedication, drive and initiative to make these two events happen.

So much inspiration at these events. This photo is a picture of the SUREFIRE ambassadors, ranging from junior high through seniors in high school, on stage talking about what they are hoping to learn from the SUREFIRE event. I was struck how powerful it was for these teenagers to see a room of 100+ female leaders in the audience focused on helping each other, developing our skills, aspiring to help Utah be a better place for female leadership tomorrow than it is today. But, what made me even more amazed was the energy that I took from these ladies reminding me of my role to get of the sidelines and dedicate even more time and energy to making the community, the state, our business environment and the country a better place for these ladies than it is today.

In case I wasn’t inspired enough leaving the UWW Summit, I headed this week to FORTUNE magazine’s Most Powerful Women Next Generation conference. It was an honor to be able to attend this. I guess you can call it part two of a reinforcement to get off the sidelines. With all of the stories recently about sexual harassment and assault, much of the event had a theme of being vocal. Stories of both a pursuit for gender and race equality as well as the recent #MeToo social movement came from all sides of the room. Business leaders, athletes and entertainers spoke of their own experiences with a call to action to be vocal and through our voices ensure that equality and respect are what we expect. Hope Solo, former goalie of the US Women’s National Soccer team, spoke candidly of her pursuit for pay equality in US Soccer, and her own personal experience with harassment. She also shared her clear belief that she was fired for being vocal.

One of my favorite speakers across these two events was Pat Mitchell. Pat is known for her leadership in the media industry as a CEO, producer and curator. She has used her position of influence and leadership as a force for social change. Among other great accomplishments, she is the host and curator of the global TEDWomen conference. Her talk was on power, and how we need to own it and use it to lead and drive change. Her eloquent speech was calm, reassuring and enabled me to center myself. We often perceive power to be masculine, but it isn’t. The definition of power is the capacity or ability to direct or influence the behavior of others or the course of events. Nothing masculine about that. One of the quotes she shared was from Bella Abzug, a lawyer, member of the US House of Representatives, and social activist and leader of the Women’s movement.

“Women will change the nature of power, rather than power changing the nature of women.” – Bella Abzug

Both of these events came at a great time for me. I have been working very hard lately and am probably off balance with how I am spending my time. I am still home for my family in the evenings at a reasonable time, working out a few times a week and trying my best to be a great spouse. So, it isn’t about work-life balance. That said, I am relentlessly moving when I am gone, pushing myself to always keep taking a step forward on the issues that matter every day in my work. There is a lot of good in this (especially for our business).

What I recognized after this week is that by dedicating so much energy here, I may be missing some of the things that I need to be doing to fulfill my purpose. I need to get off the sidelines, but not in a way that drives more “movement” at the office, or more stress. Instead, getting off the sidelines is about choosing to channel my “movement” to more effectively influence positive change for women in business, media and policy. So, thanks Pat for the advice. I am planning on owning my power and using it to drive change.

Thank You Hillary…#ImWithHer

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I find myself at a loss of words after this monumental week.

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Katharine was beyond excited to stay up to watch Hillary Clinton accept the presidential nomination.  As was I.  I found myself moved almost to tears by Chelsea’s introduction (however not comfortable Chelsea looked), by Hilary’s deliberate recognition of the power of the moment, by her humble acknowledgement of both her strengths (work horse) and her weaknesses (show horse), but most notably by Katharine’s excitement about the evening.

For her it was just about the experience, about learning and understanding how this election thing works, about being able to stay up late, about seeing daughter introduce her mother for something exciting, and about the fascination with the role of our President.  And, it was of course cool that it was a girl.  She asked me if I was ever going to have her introduce me for something like that.  She wondered if the whole world was like America.

For me it was about making history, about hard work, about perseverance, about striving for something despite all odds, and about creating opportunity for all of the little girls that  were watching.  And, it was of course because it was a girl.  I had hoped for this day for a long time.  It made me proud of America.

I know that my politics haven’t always lined up with Hillary, and I am certain that I don’t agree with everything that she is advocating for, but #ImWithHer because of the lesson that she can teach America and the world.  She is showing us that hard work, perseverance, dedication to a cause, and belief in equality can change the world.  She is helping all of the little girls see what they can be.

Making Change Happen in Utah

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Last night at the Oscars, Patricia Arquette used the stage to speak about an incredibly important issue to me – equality for women. Unfortunately, her memorable Oscar speech was followed with backstage words that didn’t help the cause. You can agree or disagree with her backstage follow up, but I hope that it is hard for any of us to disagree with what she said behind the microphone.

“To every woman who gave birth to every taxpayer and citizen of this nation, we have fought for everybody else’s equal rights. It’s our time to have wage equality once and for all and equal rights for women in the United States of America.”             – Patricia Arquette

The issue of equal rights, and equal pay for women has been on my mind a lot lately. Since last fall, I have been spending a lot of thinking time about how I can help the women in my life succeed professionally. Whether it be giving my time to them, or clearing the path for their success, I have become more aware that I have a key role in helping the people around me succeed.   Last nights speech from Patricia renewed my energy, and I decided to write tonight about an experience I had last December. I had intended to blog about it then, but lost momentum. Thank you Patricia for helping me to get pissed off again (the most productive time to channel my inner feminist!).

In December, Jon and I were watching television after our kids were in bed.  He was on his iPad browsing Facebook, and ran across an article from the NY Post that caught his attention.  The headline….”5 places women shouldn’t spend their travel dollars.”  He asked me to guess to see if I could come up with the list of places before reading me the article.  I rattled off Saudi Arabia (on the list), Iran (not on the list), a few countries in Africa (not on the list), and he continued to say no until I couldn’t come up with any more ideas.  Finally, he just started reading me the article.  My jaw dropped with the mention of Utah as #5.  And Turkey for that matter, which when visiting I found a wonderful open place.

The article leads with:

 “It’s a sad fact that in the 21st century, women around the globe continue to encounter rampant discrimination, harassment and inequality. Sad — though not necessarily surprising. Here are five places where women’s rights are being exploited and sexism reaches into the highest echelons of government — reason enough to take your travel dollars elsewhere.”

The state I love to live and work in meets this description?  That sucks.  I found myself a combination of pissed off at the state of affairs for women in Utah, and frustrated with the quality of journalism demonstrated by the NY Post.

Part 1:  As I mentioned in my previous post, we do need to make progress in Utah.  We need to raise young men and women who think about many options for a woman’s career – both going to work and being a mom.  We need to close the pay gap between men and women which is ranked 49th in the United States for equality.  We need more females in our state government.  We need more women in company leadership.  We need more young women to complete post-secondary education.  And, we need companies to lead the way to make this change happen.

Part 2:  Good journalism is dead.  This may be extreme, but so is calling Utah one of the top 5 worse spots for women to put their travel dollars based on discrimination, inequality, sexual exploitation, etc.  There are countries around the world where women cannot show their face, where over half of new brides are under 16, where over 80% of women report domestic abuse, and you put Utah as #5 on this list?  I appreciate the journalist bringing attention to women’s issues, and even the women’s issues of Utah, but do your research.  This article was simply inflammatory (which of course I fell for hook, line and sinker).

I feel lucky to have a support network in my husband, family and friends that help support my desires professionally and personally.  I am grateful for my upbringing where my parents taught me to only see what is possible for me, never the barriers in front of me, and to work hard to achieve what is possible.  I feel proud of my company, CHG Healthcare Services, for creating a culture to work where women in Utah (and around the country) can have the career that they want, while balancing a family at home if they choose.  Our leading brand, CompHealth, has an executive leadership team with 50% women leaders.

This recent speech by Patricia Arquette and the preceding NY Post article has elevated my commitment and my desire to utilize my experiences, and the experiences at CHG Healthcare to lead Utah out of inequality, to show other companies, and women living in our state, that change can happen if we all put our energy, our money and our time towards making it happen.  In doing so, we will not only create a better culture in Utah for females, but equality for others who are underrepresented.

So what, you may ask, am I going to do about it?  No answers yet, but stay tuned.  Today it begins with telling you that change can happen.  We are doing it at CHG Healthcare….why aren’t you?

Commitments: Leading Change Within My Organization

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So often in my career, I have seen the best ideas get sidelined, smart risks not taken, and current organizational inertia stop the momentum of truly important business initiatives.  I sit here wondering what makes this happen, in hopes to prevent it in my current organization.

A story tells way more than me pontificating on the philosophy of change.  When I worked at Procter & Gamble, in our Cosmetics division, being a brand manager required a heavy dose of analytics and core business strength.  I had recently moved over from a finance background, so this played to my strengths.  Several months into the job, as I was learning more about the business, and felt more comfortable about understanding my new job, I realized that the sales trend in one of our product lines was dismal.  Given the complexity of our business, this wasn’t an obvious conclusion.  We had been shipping in product to our retailers, and sell-thru was horrible.  The product had been on the market for about a year, and we needed an intervention, and quickly.  The great thing about being a marketer is that it is my job was to figure out and recommend how to fix it, in partnership with my sales peers.  I knew it would be an uphill battle to invest more behind the product, but despite that we came up with a strong marketing plan with general advertising, retail promotion and a sampling plan.  And, after proposing a relative affordable and conservative plan to our executive leadership, we got the fastest no that I had ever experienced.

Why?  I am sure there was a lot to the “no” that I couldn’t see, but as I reflect on it, much of it had to do with organizational inertia.  We did not make investment decisions lightly as a company.  The degree of analytical rigor needed to gain alignment, and proof in return-on-investment, made most initiatives get stopped in their tracks.  Our then president, had built a number of systems and process stage-gates that decisions must move through.  In the process, needed change didn’t often happen.  The organization was brilliant at change management, but in an effort to “manage” the change, great decisions were getting left behind.

It is so easy to fall in this trap as a leader.  Sometimes we want to control things versus empowering ideas.  The more I am in my current job, the more I find myself spending my free time thinking about how to unleash ideas.  My organization is built to deliver results, and sometimes we hold ourselves a little too accountable, with a little too much rigor, and thus miss the creativity and the idea flow needed to drive future success.

At this stage in my career and my job, I recognize both the strength in the “change management” skill but also the need for “change leadership.”  John Kotter, the resident expert in the topic, describes the difference in these two skills in an article that i read years ago.  One of my favorite quotes in the article is about change leadership as an engine.

“Change leadership is much more associated with putting an engine on the whole change process, and making it go faster, smarter, more efficiently.”   – John Kotter

As leaders, if we think of our role in change leadership as finding the right change, and adding the engine through our people, we will accomplish so much for our teams and our companies.  With this will come failure, and lots of learning, but hopefully a lot more success.  So, my commitment for this evening is to lead change within my organization.

My Top 10 Lessons in Making Organizational Change Succeed

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This week at work I heard the phrase “just because you didn’t plan well, that doesn’t make it my emergency.”  It brought me back to my last job where seemingly everything was an emergency due to lack of planning. We were launching 300-400 different products every year and most of them got out the door only with sheer grit and determination at the 11th hour.  There was no plan on what to launch, why to launch a particular product and how to launch the products successfully.  They had been amazingly successful despite this based on some amazing products and an amazing team who was committed to putting in the effort required to make it happen despite the barriers in their way.  This approach brought a lot of good:  a camaraderie within the team, a commitment level within the people to succeed, and an amazing creative spirit to solve what seemed to be unsurmountable problems.  With those good things, came many bad: higher costs of manufacturing, excess inventory costs, incomplete retail launch plans due to insufficient time, ineffective marketing plans given limited lead time for planning and perhaps most importantly – organizational stress and pain.

So, the senior leadership team set on a journey to introduce business and marketing plans to this team.  And, when I say journey, I mean journey…an ever-winding journey.  Our goal was to evolve to a company with a plan so that our launches would be more successful and our business more successful.  We talked a lot about doing this while maintaining the strengths that the organization demonstrated throughout its history.  It sounded good, and per all of the business school lessons and the experience our management team had in prior companies, it should’ve worked.

What I underestimated, and can only see clearly in arrears, is how the culture of this company impacted the degree of change that would be accepted.  The culture was built as an entrepreneurial startup team – doing anything needed to make things successful.  It was built for variety, unpredictability and wacky, late stage brilliant ideas winning the day.  Even the slightest move toward an annual operating plan felt so imposing to this team.  Their skills were not set up to succeed in this environment and it not only felt overwhelming, but it did the exact opposite of what we desired.  We simply doubled the pain.  Now, there was a fair amount of organizational stress and strife about the product planning process in addition to the stress (and cost) we incurred for late-stage changes that put our shipment dates at risk.  So – double the pain, no gain.

Ultimately this journey was one of the factors that made me leave this job.  Sitting here 5 years later, after hearing someone refer this week to a lack of planning driving unnecessary organizational stress and cost, I wonder out loud (is that possible on a blog?) what lessons I have learned (mostly through mistakes) in the last five years about introducing change into a team or company.  Nothing like a list to make you think about it.

My top 10 lessons in Change Management:

  1. Don’t underestimate the story of an organization. This story often time helps you uncover the culture, the values that the team lives by and the strengths the organization has to help you succeed.
  2. That said, don’t be scared of change.
  3. If people don’t understand the reason for the change, the context as to why it is important, and they don’t buy-in, the change will not be broadly successful.
  4. Just because something is written in a textbook or theoretically the right thing to do, doesn’t mean it will work.
  5. Having a plan is important….being willing to adjust the plan as it meets barriers is essential.
  6. Creating allies in your change, particularly those with high organizational influence, is critical for your success.
  7. Don’t just change for change’s sake. You don’t have to make your impact through large change and innovation. Strength is often found in accepting what already is and making minor improvements that drive high value.
  8. Be inquisitive in everything that you do.  There is most often a great rationale for why things are as they are, and understanding this rationale will help necessary change be adopted more smoothly.
  9. Every person accepts change through the lens of their personality. Identifying an individual’s state of mind and meeting each where they enter a conversation on change will help reduce fear of change.
  10. There isn’t one way things should happen. Your way is often wrong, and can be made better through leveraging the strengths of the people around you.

‘Femvertising’: Authenticity Sells? Let’s Hope So.

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I was interested to see at the AdWeek 2014 conference this week that they had a panel on ‘Femvertising’ moderated by Samantha Skey, the Chief Revenue Officer of SheKnows.  A few definitions if you haven’t hear about this.

Feminism – the belief that men and women should have equal rights and opportunities.

Advertising – the act of producing an advertisement which is something that is shown or presented to the public to help sell a product or make an announcement.

Femvertising – defined by Samantha during that panel as pro-female messaging within advertising.

Although conceptually I get it, and support the rise of advertising that shows women and girls in authentic ways, I sit here feeling frustrated about this new term.  For some reason it gets me asking why we need a ‘slogan’ to simply communicate what seems like what should be common sense?  Shouldn’t pro-female messaging sell without needing a movement?  Shouldn’t this be what marketers bring out of the gates in our work?  Okay – insert idealistic groan.  This just isn’t how it works no matter how much my idealist wants it to be that way.

So, how does it actually work?  As marketers we are accountable for advertising within an organization.  Per above, this means we are responsible for producing advertisements that sell a product or service or help to make an announcement.  Generally, in organizations we are considered ‘spenders’ of money.  We work long and hard to come up with ideas that sell, and then to sell our ideas internally to our organizations so that they can get funded to be produced and distributed via a media buy which is again a part of funding we must secure on the inside of an organization.

As we do these marketing plans and work on aligning the leaders of our organization, especially in a world where digital marketing is a predominant force in the spend wars of advertising, we talk about measurement.  How are we going to measure if our advertising is working?  What are our expectations for return on investment from the money we invest both in the production of the idea and the media buy?  In order to answer this, we look to historical performance as a benchmark.  How has our audience responded to our advertising in the past, and how much has it helped to sell our products or services?  Often times this gets us back to applying what has worked in the past to sell stuff.  Generally, this is the retouched image removing some inches around a waistline, the aspirational (read that as unrealistically beautiful) model flipping her hair over her shoulder and other unattainable visualizations of what being a woman/girl (and a man for that matter) is supposed to be.

So, as marketers (and advertisers) we have generally been either creating the problem, or are simply doing our jobs which is to sell stuff.  The less progressive position is to assume the latter…to assume that the only way to sell things is to present these ‘aspirational’ images assuming that is what sells.  The more progressive position is to change things.  To not look back at history to direct the choices we make in our current advertising.  Instead, to take on ‘femvertising’ as presented in the panel despite the potential difficulty this brings in making your case in the internal sale for funding of your advertising.  This may require a shift away from a direct sales link of our advertising (like television advertising had a direct link!) and cause us to think differently about how positive reputation of our brands will drive sales over time.  The work from Always in the #LikeAGirl video gives us measurable hope (48 millions YouTube views and counting) that this idealistic view of success is achievable.  But, does it sell product?  Let’s hope so.

So instead of being frustrated that we need a new term like ‘femvertising’ to bring authenticity in advertising out, I am channeling that frustration into action within my marketing team.  Let’s hope other marketers out there are on board.