Today we’re going to look at how a girl grew up with no money and lived in a small apartment with her parents and her eight siblings. She would go on to become the only woman on Time magazine’s list of the 20 most influential business geniuses of the century. This is the story of the woman super entrepreneur Estee Lauder and the top 3 lessons that you can learn from her success.
“ If you don’t sell, it’s not the product that’s wrong, it’s you… I didn’t get there by wishing for it or hoping for it, but by working for it.“ – Estee Lauder
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Action Item #1: Don’t Stop at the First No
Lauder was known for her unwavering persistence. When she was trying to expand her European market she arranged a meeting with the manager of Galleries Lafayette, Europe’s largest department store. When the manager said no she ‚accidentally‘ spilled her perfume samples on the floor and the store customers started asking how they could buy some of the fragrance. The manager had to give her a contract.
According to Lauder: „I have never worked a day in my life without selling. If I believe in something, I sell it and I sell it hard… If you have a goal, if you want to be successful, if you really want to do it and become another Estee Lauder, you’ve got to work hard, you’ve got to stick to it and you’ve got to believe in what you’re doing.“
Action Item #2: Love What You Do
Lauder loved her products so much that she paid attention to every little detail. When she got her first deal with Saks Fifth Avenue she stood at the entrance door for an entire week and watched women come in. Nine times out of ten, the first place their eyes would wander would be to the right. Not to the left. Not straight ahead. So she asked for her product to be placed on the right.
According to Lauder: „I love my product. I love to touch the creams, smell them, look at them, carry them with me. A person has to love her harvest if she’s to expect others to love it.“
Action Item #3: Sell, Sell, Sell
When Lauder was first getting started she didn’t have money to spend on advertising and promotions so she invested her time into product demos. She began at salons, hotels, subway stations, and even people on the street, offering them a free makeover and the chance to buy her products. She eventually moved to sell to the big department stores but it all began with a $0 budget and her grinding out sale after sale.
According to Lauder: „If you put the product into the customer’s hands, it will speak for itself if it’s something of quality… If you don’t sell, it’s not the product that’s wrong, it’s you.“
Are you persistent in your sales approach or do you quit at the first no? Do you love what you do and sweat all the little details? What part of Estee Lauder’s message impacted you the most? As always, I’d love to hear your thoughts if you leave a comment below!
*** Music by Calikokat: