Business Is There If You Go After It — Lessons From An Icon

“Business is there if you go after it.” — Estée Lauder

Born Josephine Esther Mentzer, she was drawn to her uncle’s chemist shop as a young girl, fascinated by the potions and fragrances that he worked with. This fascination laid the foundation for her lifelong passion for cosmetics and one outstanding model of business success. 

One that every entrepreneur can learn from.  

“Be strong. Be confident. Be the star of your own life.”

Estée Lauder’s ascent wasn’t without hurdles.

Central to her narrative was her commitment to her vision. Passion became her guiding force, propelling her forward despite the obstacles that inevitably came her way. Faced with skepticism from established brands that dismissed her as a minor player, Estée’s response was not discouragement but rather heightened determination. Her passion-fueled commitment gave her the resilience required to surmount industry challenges and rewrite the rules of success.

“Risk taking is the cornerstone of empires.”

Challenges in business can either hinder progress or fuel innovation.

Estée chose the latter. Her introduction of the groundbreaking “gift-with-purchase” concept was a stroke of genius that demonstrated her ability to think outside the box. By offering customers an exclusive gift alongside their purchase, Estée not only set her brand apart but also showed her resourcefulness, generosity, and creativity.

And who doesn’t like someone who gives them gifts?

“Touch your customer, and you’re halfway there.”

Estée believed in “high touch,” a business principle I espouse strongly.

To make a sale, she believed, you had to get out from behind the counter. You had to touch the consumer, demonstrate the product, and let her feel the product on her skin. 

A successful sale wasn’t merely a transaction to Estée—it was a personal connection. Stepping out from behind the counter, Estée engaged directly with customers, demonstrating products and allowing them to experience the textures and sensations firsthand. This physical connection not only led to sales but also fostered lasting relationships and built customer loyalty.

Estee Lauder, in a vivid print from Yves Saint Laurent. World Journal Tribune photo by Bill Sauro. source: Wikicommons

“Telephone, Telegraph, Tell a Woman”

Estée harnessed the power of social media before there was social media. But more than that, she harnessed the power of the verbal testimony. 

Her slogan, “Telephone, Telegraph, Tell a Woman,” became a mantra that would form the foundation of modern-day marketing.

It wasn’t about fourteen-year-old models with flawless skin; it was about genuine women sharing how good these products made them feel.

This unique perspective laid the foundation for contemporary marketing practices.

Here are some takeaways from Estee Lauder’s story:

1. Uncompromising Commitment: Passion serves as the driving force that propels a vision forward, even amidst challenges.
2. Innovative Resilience: Passion fuels innovation, enabling innovative solutions to adversities.
3. Personalized Engagement: Direct engagement with customers builds enduring connections beyond transactions.
4. Resilience Amid Turmoil: Passion-driven resilience aids in navigating economic downturns and emerging stronger.
5. Legacy Beyond Profit: A legacy founded on passion can transcend business success, resonating on a deeper level.
6. Action Breeds Success: As Estée once said, “I never dreamed about success. I worked for it.” It’s a reminder that progress is born from action, not just ideas.

Estee died in 2004, but we’re still writing about her. 

Talking about her. 

Because the lessons she left for the business world are worth studying. 

And worth following. 

There’s a young woman (or a not-so-young woman) reading this, wondering if the business she started in her kitchen or her garage is worth scaling.

This one’s for you. 

It’s time to stop dreaming.