Classically Neat at Ralph Lauren, from soldier to leader

, ,
Soldier to Leader

In this picture, it’s me with my arms crossed, wearing a beret, unknowingly photographed at the exit of the fall-winter 1995 Ralph Lauren fashion show in Bryant Park, New York.

The day after I was flying back to Paris. You can imagine my surprise when my colleagues called me and said “your picture is prominently displayed in today’s fashion section of the New York Times!”

 

The irony that escaped me at the time and strikes me now is the title of the article. “Classically neat” is an incredibly accurate description of who I was.  

 

Here is the story. Powerful fashion brands are largely defined by their image. The image is carefully and skillfully coded, like an entire language of its own. The positive impact of the brand is conditioned by the consistency of its message at all points of contact, public and corporate. Product, advertising, internal and external communication, media, editorial, retail, events, packaging, brochures, and all the marketing material must tell the same aligned and compelling story. Beyond the obvious, the brand codes apply to the team members. As such, we dressed, spoke, and acted “Ralph Lauren”. We breathed “Ralph Lauren”. We did it willingly because the designer had created, beyond the product, a whole world of cool elegance, which was reflected in the company’s culture. Frankly, it was a nice place to be. 

 

Being a good soldier, and loving it

There is abundant literature about leadership and every professional is urged to be one. There is absolutely nothing wrong with finding the leader in yourself. If it pushes you to grow and develop new skills, I’m in. I just want to point out how useful it can be to just be a good soldier, especially when you find yourself in an environment where there are massive opportunities to learn. That was the case for me at the time of this photo. I was absorbing knowledge like a sponge. As a PR Officer, I was exposed to a million different people, requests, and tasks every day. I was never rebuked. I was a soldier on duty. Was I demonstrating leadership? Probably not. I was efficient and accountable like a bee. I was on a learning curve. I intended to learn fast and expertly master the job. Period.

 

My strategy paid out. After 3 years of being the “Busy Bee” of the PR department, a position opened to take the lead of PR for Ralph Lauren Home Collection. There was an entrepreneurial dimension in this job. It was a small team mainly based in the US, so every member had to be immediately operational and relatively autonomous. My knowledge of the company’s image, codes, and culture was an asset that served me well. 

 

“What got you here won’t get you there”

A couple of years passed. I loved my job, and continued honing my skills with more leeway and ownership. But I could tell something was changing. New collaborators were hired from other fashion and luxury companies, coming up with fresh ideas on how to promote the brand at a higher level. As I heard them proposing new ways of doing things, I felt both defensive (this is not the way we do things here!) and drawn in (hey, why not? It sounds like a really good idea!). Clearly, I was on the wrong side of innovation, having spent the last years implementing the codes, not questioning them. Wherever I turned, I could only see that my set of references was certainly valuable but limited to a unique perspective. It was time to get out of the proverbial comfort zone and move on. As Marshall Goldsmith brilliantly explained in “What got you here won’t get you there”*, there is a time to question some working habits which served you well to get to a certain point, and start considering which new set of skills will take you to the next level. Some companies send promising executives to leadership training or give them coaching services, which is a wise investment. However, most companies won’t, so it is your call to figure it out and take that leap. 

 

*What got you here won’t get you there by Marshall Goldsmith  

by

A Bold Change of Career: On a Mission to Celebrate All of Life’s Events

Valery Guyot-Sionnest who embraced a bold change of career to become a Funeral PlannerValery Guyot-Sionnest

Valery Guyot-Sionnest had a successful and envied career in the world of luxury, from cosmetics to fashion to hospitality, as a Communications Director for leading groups such as Estée Lauder and Barrière. Today, she reinvents an industry that is as muted as it is essential, the last farewell to loved ones. Meet a remarkable person who embraced a bold change of career and made it her mission to be a precious ally to families when they need it most.

Why such a bold change of career?

I was born an organizer, this is what I do. I’ve taken care of all of life’s events, now I’m taking care of the last one. The decision was both linear and mission-driven. I have been a Communications Director most of my adult life. It’s a job that already existed. As a Funeral Planner, I am breaking new ground. I feel like a warrior and a missionary. This profession is known in the USA and in the Northern Europe countries, whereas it is quite new in France.

What motivated you?

First, I believe that a 50+ years old Director of Communication is irrelevant. Secondly, the human factor has guided me all my life. The last tribute to a person is fundamental. It is a one-time event. There is no possible rehearsal.

I embraced this new change of career with a sense of mission combined with business ambition. I had this idea for a long time. What makes one farewell ceremony different from another? People. Every human being is unique. Every last tribute has to be unique as well.

Most of us are afraid of death. In the Western world, when we lose someone, it is a disaster. I am aware that I am touching on a real taboo. During the pandemic, families could not attend funerals. I, therefore, organized video recordings of funeral ceremonies. It is a very delicate work, which requires two professional cameramen for a high-quality rendering. We have to respond to all situations and sometimes to very specific requests.

Faced with an inanimate being, empathy comes first, a deep concern for the person. It’s also a race against time. My job is to think quickly and take flawless action on very short notice. A wedding planner has six months to prepare. I have three days.
I take care of families of various faiths, sometimes multi-religions. I quickly understand the situation. I work without a safety net. At my age, it suits me well!

How did your change of career go?

I took 240 hours of training on topics including legal, religion, civil ceremonies, police, and cemetery regulations.

While I was taking the course, I kept running my communication agency. There were intense moments. One day I was in charge of a Muslim funeral. The same evening, I was organizing a lingerie catwalk show. It was challenging. In the funeral business, you have to be very flexible. I went looking for the right energy.

My goal was to be acknowledged by the profession. I started by setting up a company with partners, but it did not work, so I had to change the structure of my business. Today, I am backed by Funecap, the 2nd largest funeral group in France. I will continue to develop my partnership with the group, and expand my reach in Europe.

I have an exciting project, to develop a Funeral Planner module within the training academy, to share the concepts and the best practices with a new generation.

I am making a film about the construction of a chapel ordered by a family, in tribute to a loved one. Eighty professionals, representing seven different trades are at work. Again, the human factor is at the heart of this project and I am very proud to contribute.

I also work on more accessible concepts. Many people ask me for a “simple” ceremony. But this notion means something different for everyone. All lives are unique and deserve to be celebrated.

What did you learn about yourself?

I continue to learn from each family. These encounters give me 250% more life energy.

It’s a wonder. Living in service to others gives me a purpose. Should I have done it before? I don’t think so.

I’m not interested in retirement. My partner and I have raised eight children (four each). My professional life is humanly rich, infinite, and magnificent, even though the emotional load is sometimes heavy.

This career change did not change me. It improved me. I experienced my mother’s death with serenity and peace of mind. I am closer to my truth.

In my work, I am very attentive to the well-being of families. I am particularly attuned to children. I find solutions that are both creative and technical. I care for them. This goes through simple things: Did you sleep? Did you eat? I try to restore a daily routine for people who feel lost.

Your advice to those who want to embrace a second act?

When you get close to retirement age, you realize that you still have a lot to do. You have to go for it, and at the same time, adopt the strategy of taking small steps. During a change of career, you need perspective, empathy, and a business mind. In the beginning, I launched myself into a partnership which proved to be a bad experience. It didn’t stop me. I moved on quickly. I have a great energy that pushes me forward.

by

Bravo Romeo, The Mediterranean and Me

Benoit Runel Success Story - Alexandra Humbel CoachingAlexandra Humbel

When I talked to Benoit, I was counting on a video conference to make our conversation more lively. Given the limited reception, I had to content myself with a phone call. But this is a call I will never forget. Thinking about it, I can still hear the see’s chop and feel the Mediterranean breeze on my cheeks.

Benoit has been sailing the Mediterranean for 3 months. His trimaran Bravo Romeo (named after his initials) is at anchor, safely nestled in a bay of a small island of the Peloponnese. Which island? He is not sure. He knows he is safe here, alone on his boat, waiting for a weather window to open, so that he can sail about 48 hours the Ionian sea to Athens. From there, Benoit will pursue his route West across the Mediterranean into colder waters of the Atlantic, then up North to his destination Lorient, France. There, he will have some work done on the boat to be ready for the upcoming season.

Since we can’t see each other, I ask Benoit to describe the scene. He is sitting on his deck, facing a beautiful wild cliff. The water is crystal clear. The sunset is ridiculously gorgeous. Earlier today, he fiddled on the boat, read a book, chatted with his family over the phone, checked the weather report, and went for a long swim with his top-of-the-art diving fins. He is trim, tanned, he feels fantastic. He will have crisp fresh fish for dinner. What else? Benoit is not on vacation. He is working actually, or rather, enjoying fully the “why” of an all-but-obvious change of career. Ready to dive in with me?

What did you do before?

I was a leader in the media industry, with an entrepreneur mindset. I was an Executive Director in TV and production groups. I launched more than 12 TV channels. I created 3 companies that I sold. Lately, I was hired by a big media group with a mission to build teams, create content and make units profitable. Then, when I delivered that, new acquisitions happened, again and again. Every time, all the work had to be done again from scratch. In 8 years, I had 5 successive email addresses, without technically changing jobs. I am OK with hard work, I was always fully engaged, and I truly loved being part of these professional adventures. At some point though, it became clear that I was dedicating my life to creating value for shareholders, but I was not actually building anything for myself. When I reached 50 years old, I realized could not do this any longer, even for hefty salaries. I was also aware that, in my age group, it would be difficult to find a new job if I had to. It was brutal, but a salutary wake-up call. I decided to take my destiny in hands.

What triggered the change?

I have been sailing all my life, as a hobby, becoming an instructor at the age of 17, and performing in many competitions. As an amateur skipper, I took family and friends to Corsica, Greece, and other destinations. I thought: “the clock is ticking. Today I can do it, physically and mentally. Make my hobby my work. Earn my autonomy through a job I am passionate about”. I took a year to test the waters, study the market, assess the demand. And to answer questions: Is this what I want to do? Do I enjoy it?

How did it go?

I decided to go full speed and invest.
I got some serious training. I Joined the Royal Yachting Association training at Blue Sailing graduated as a professional skipper.
I bought a boat. I have become a mechanic for maintenance and small repairs. I learn something new every day.
I pay for my professional insurance. I am a company owner in many ways.
Now I feel “in the jaw of launch”. There is no way back.

What did you learn about yourself?

This new adventure put me in a state of fierce challenge, as when I was 30.
At this age, I had a well-paid executive job in the N°1 French media group. The CEO came to my office and asked: Do you want to launch a new TV channel? I said yes, without experience, and before I knew it, I was in charge. At the time I had this fearless confidence, which may have been somewhat carelessness too. Usually, after 50 years old, you are more prudent. You become risk-averse. Instead of that, I am buying a boat. Bam. Now I am experiencing this rage to win again, and it feels good.

What were the hurdles?

I wish I had got more expert advice when I bought my boat. I did not anticipate some problems that I had to fix afterward. If I meet someone in a similar situation, I will offer my competence to help her make educated decisions.
I also find it hard to be away from my family for long periods of time. We communicate a lot, but still, it may be the most difficult aspect of my new life.
And I am uncertain: Will my business be successful in the long term?

Who are you now?

When I sail, my decision takes its full meaning. The wind, the sea spay, setting sail, I knew all of this. But knowing that I am sailing my own boat, which is also my business, I shout for joy, I sing out loud. The reward is proportionate to the effort. I don’t have any regret. I love the adventure. Even though I wish I had done some things differently, like buying my boat, I don’t look back. I adjust my business plan, and I am getting ready during the winter for the beginning of the season in March 2022. I have found again this mindset, which is 100 times better than feeling obsolete and vulnerable in the corporate environment.

Your advice to people who want to change careers?

After a lifetime of challenges, when your career has to shift, you have lost your ability to fight, when you need it most. Nobody is prepared. You must be ready to fail. My choice is to take this risk.
If I fail, it will not harm me.
Because I am grateful for having tried. When I turn 70, I will not say “I could have done it, but I did not”. I am 200% aligned with myself.

Do you want to know more about Benoît Runel? Check his website here.

by

STAY UP TO DATE

Stay connected and receive updates, free tools and resources.