PWA Milan: Newsletter 2008 - Leading by example

LEADING BY EXAMPLE - THE WOMAN THAT MADE IT

My first encounter with Ms Chelli was at the Sole 24 Ore event some time back regarding Female Leadership. Her managerial approach inspired me to arrange an interview with her for our PWA readers. Given her firm principle on productive time management, I did not expect her assistant to be convinced by my plea for a face to face interview rather than a quick Question and Answer by email. So you can imagine my delight when she wrote back fixing an appointment with such alacrity and enthusiasm. So dear reader, why am I telling you this? Simply because it gives an indication of the environment that only a good or rather competent manager is capable of creating. Just think back to all those assistants who don’t even say hello when they answer the phone!

I must admit that on the day I was rather nervous to be in a face to face interview. I was soon put at ease with a bright and cheerful young lady who offered me a “Nespresso” (if only George Clooney was there to share in that moment!) Soon after, Francesca arrived with a welcoming smile asking me to enjoy my coffee while she prepared herself for the interview.

Whoever says that to get anywhere you have to be like a man doesn’t know what they are talking about. Here in front of me stood a woman that built a company from scratch, opening 11 Boutiques in Italy and managing over 200 people, clad in the most amazing gold dress, with Pomellato style earrings, long flowing blonde hair and piercing green eyes.

I have never really met anyone that I would be inspired to have as a role model but here was a real life example of a successful entrepreneur that had not compromised on who she is – A woman with all the characteristics that make up a woman.

Chelli started to work for Nespresso in 1999. Living in Belgium at the time to follow her husband, Chelli was approached by an executive search company for Nespresso HQ and asked to prepare a business plan to launch Nespresso in Italy. She had no idea about the product nor did she know the market in Milan. She managed to present the product in an innovative way turning coffee from a commodity to a Luxury Product. The Nespresso Boutique was born. In fact, upon being hired for the position, Chelli bought her business plan to life and the first Boutique was opened in San Babila. Shortly after in 2001, the second Boutique opened in Paris following the original concept. Today there are 11 Boutiques in the whole of Italy.

How much is the success of Nespresso due to your contribution as a woman?
The special trait of a woman is “emotional intelligence” which helped me set up the company and which helps me today. Emotional Intelligence is the sensation and perception a person has to understand the needs of the market and company and to translate it into something rational. It helped me understand the business needs and helped my company grow. My team has grown from three to around 200 people. A great part of my time is dedicated to human resources. When I hire people, not only should they have the skills, they should have characteristics in line with the company values.

What are the values that she has introduced to the company?
The company values are my values. My values are transparency, directness, determination, integrity, respect for others and their time. I don’t want slaves. I don’t want my team to work until midnight because they don’t have anything better to do! My family come first and personal life of my people counts a lot.

What best practices have you introduced to deal with maternity absences?
I left a secure job at Unilever to follow my husband in Belgium. The decision wasn’t easy but it depends on my values. In Belgium I didn’t have any problems; in fact I had several choices. In Italy, I know it is more difficult due to mentality. Companies in general are too conscious when hiring women because they think that having children would generate complexity for the company… In the interview I was never asked why I left a secure job or whether I have children or want more, which would never happen in Italy.

My philosophy is that time is precious. So it is important to respect the agenda, be productive, exchange information and decision making processes and not to waste time at the coffee machine. It is common knowledge that production level decreases after a certain time. Families need men and women. Even younger people should go home - to the gym, read, go to exhibitions. I try to set an example and I leave the office not too late!

Do you think these changes are only possible if there is a woman at the helm of a company?
Yes! Normally we are more organised and can bring about changes. We are more straightforward, we don’t waste time, we prioritise with our personal life. Men have different positive characteristics, you can see a feminine touch when there is a woman. Naturally there must be a perfect organisation outside the company. The brain must refresh to be satisfied otherwise the company is seen as the enemy. I have many male friends who want to leave the company or change careers because they feel the company is stealing their time. This is also harmful for a healthy marriage.

There are only 2% of women on boards in Italy today. What message do you have for those who aspire for a power position?
Be determined and have a clear view where to go, being prepared to face sometimes with tough moments. Work well and all the rest will follow.

What is your opinion with regards to diversity on boards? Do you agree introducing a quota system?
Absolutely. The world is mixed up. Men and women bring different values and a different rationalisation on the topic. If a company can count on different values, the final result is better. I agree that legislation should ensure more women on boards but only if qualified, not at all cost. There should be no barrier to any profession. You shouldn’t look at whether the person is a man or a woman-only their competencies.

Do you think Marcegaglia will be a successful leader in getting Italy out of its economic situation?
I am very happy that Emma Marcegaglia is heading Confindustria. She can carry out her role without getting too involved in politics. I am sure Marcegalia will deliver to us.