hi I’m Evan Carmichael and welcome to another edition of modeling the Masters
another edition of modeling the Masters
another edition of modeling the Masters I believe that the fastest and most
I believe that the fastest and most
I believe that the fastest and most effective way to grow your business is
effective way to grow your business is
effective way to grow your business is to model the strategies of people who’ve
to model the strategies of people who’ve
to model the strategies of people who’ve already done what you’re trying to do so
already done what you’re trying to do so
already done what you’re trying to do so today we’re going to look at how mother
today we’re going to look at how mother
today we’re going to look at how mother of two was forced to start her own
of two was forced to start her own
of two was forced to start her own business after her husband left her to
business after her husband left her to
business after her husband left her to travel across America having no formal
travel across America having no formal
travel across America having no formal training her survival instinct kicked in
training her survival instinct kicked in
training her survival instinct kicked in and she was able to go from nothing to
and she was able to go from nothing to
and she was able to go from nothing to building one of the most trusted brands
building one of the most trusted brands
building one of the most trusted brands in the world this is a story of body
in the world this is a story of body
in the world this is a story of body shop founder Anita Roddick and the top
shop founder Anita Roddick and the top
shop founder Anita Roddick and the top three lessons that you can learn from
three lessons that you can learn from
three lessons that you can learn from her success Anita Roddick was a British
her success Anita Roddick was a British
her success Anita Roddick was a British businesswoman human rights activist an
businesswoman human rights activist an
businesswoman human rights activist an environmental campaigner that’s known as
environmental campaigner that’s known as
environmental campaigner that’s known as the founder of the body shop a cosmetics
the founder of the body shop a cosmetics
the founder of the body shop a cosmetics company producing and retailing beauty
company producing and retailing beauty
company producing and retailing beauty products that shaped ethical consumerism
products that shaped ethical consumerism
products that shaped ethical consumerism she was born into a hard-working
she was born into a hard-working
she was born into a hard-working immigrant family and her mother ran a
immigrant family and her mother ran a
immigrant family and her mother ran a successful cafe which kept the young
successful cafe which kept the young
successful cafe which kept the young Roddick occupied for most of her
Roddick occupied for most of her
Roddick occupied for most of her childhood in addition to a strong work
childhood in addition to a strong work
childhood in addition to a strong work ethic her mother also taught her the
ethic her mother also taught her the
ethic her mother also taught her the concept of recycling and how valuable
concept of recycling and how valuable
concept of recycling and how valuable could be for businesses after graduating
could be for businesses after graduating
could be for businesses after graduating school she took a trip around the world
school she took a trip around the world
school she took a trip around the world and eventually wound up in Johannesburg
and eventually wound up in Johannesburg
and eventually wound up in Johannesburg South Africa where she disobeyed the
South Africa where she disobeyed the
South Africa where she disobeyed the laws of apartheid by tending the jazz
laws of apartheid by tending the jazz
laws of apartheid by tending the jazz club on Black Knight and was sent back
club on Black Knight and was sent back
club on Black Knight and was sent back to England upon arriving back home she
to England upon arriving back home she
to England upon arriving back home she might Gordon Roddick and felt you had an
might Gordon Roddick and felt you had an
might Gordon Roddick and felt you had an instant bond with him the two married
instant bond with him the two married
instant bond with him the two married and opened up a restaurant and hotel
and opened up a restaurant and hotel
and opened up a restaurant and hotel together after three years of running
together after three years of running
together after three years of running the two businesses Gordon decided that
the two businesses Gordon decided that
the two businesses Gordon decided that he wanted to fulfill his lifelong dream
he wanted to fulfill his lifelong dream
he wanted to fulfill his lifelong dream of riding the horse from Buenos Aires
of riding the horse from Buenos Aires
of riding the horse from Buenos Aires Argentina to New York City they sold the
Argentina to New York City they sold the
Argentina to New York City they sold the restaurant business and Anita stayed
restaurant business and Anita stayed
restaurant business and Anita stayed home with their two children while
home with their two children while
home with their two children while Gordon was away on his adventure she
Gordon was away on his adventure she
Gordon was away on his adventure she decided to create her own cosmetic store
decided to create her own cosmetic store
decided to create her own cosmetic store that would sell natural and
that would sell natural and
that would sell natural and environmentally conscious products she
environmentally conscious products she
environmentally conscious products she started off selling 15 cosmetics
started off selling 15 cosmetics
started off selling 15 cosmetics products that she made in her garage and
products that she made in her garage and
products that she made in her garage and packaged in recycled bottles to reduce
packaged in recycled bottles to reduce
packaged in recycled bottles to reduce the cost she soon opened a second
the cost she soon opened a second
the cost she soon opened a second location and by the time her husband had
location and by the time her husband had
location and by the time her husband had returned from his trip but were already
returned from his trip but were already
returned from his trip but were already asking about franchising rights
asking about franchising rights
asking about franchising rights by 2004 the body shop had almost two
by 2004 the body shop had almost two
by 2004 the body shop had almost two thousand stores and served over 77
thousand stores and served over 77
thousand stores and served over 77 million customers around the world it
million customers around the world it
million customers around the world it was also considered one of the most
was also considered one of the most
was also considered one of the most trusted brands in the world a March
trusted brands in the world a March
trusted brands in the world a March seventeenth 2006 L’Oreal bought the body
seventeenth 2006 L’Oreal bought the body
seventeenth 2006 L’Oreal bought the body shop for 973 million dollars with the
shop for 973 million dollars with the
shop for 973 million dollars with the sale Robert became more involved in
sale Robert became more involved in
sale Robert became more involved in charity work and began giving away her
charity work and began giving away her
charity work and began giving away her money to cause as she believed it when
money to cause as she believed it when
money to cause as she believed it when she died in 2007 she left her estate to
she died in 2007 she left her estate to
she died in 2007 she left her estate to charities action item number one get
charities action item number one get
charities action item number one get past survival we all have big dreams
past survival we all have big dreams
past survival we all have big dreams what we want ourselves and our companies
what we want ourselves and our companies
what we want ourselves and our companies to become but in order to make those
to become but in order to make those
to become but in order to make those dreams a reality you need to first get
dreams a reality you need to first get
dreams a reality you need to first get past a survival point with your business
past a survival point with your business
past a survival point with your business you need to know that your company will
you need to know that your company will
you need to know that your company will be able to give you enough money to put
be able to give you enough money to put
be able to give you enough money to put food on the table and pay your bills
food on the table and pay your bills
food on the table and pay your bills this is one of the most important first
this is one of the most important first
this is one of the most important first steps you need to accomplish as you
steps you need to accomplish as you
steps you need to accomplish as you start your business once you have enough
start your business once you have enough
start your business once you have enough money coming in you can focus on
money coming in you can focus on
money coming in you can focus on shooting for your bigger goals when
shooting for your bigger goals when
shooting for your bigger goals when Anita Roddick first started the body
Anita Roddick first started the body
Anita Roddick first started the body shop it wasn’t because she wanted to
shop it wasn’t because she wanted to
shop it wasn’t because she wanted to create social environmental change with
create social environmental change with
create social environmental change with her husband gone she had to find a way
her husband gone she had to find a way
her husband gone she had to find a way to make money to support herself and her
to make money to support herself and her
to make money to support herself and her two children the main reason behind
two children the main reason behind
two children the main reason behind opening the body shop was so that her
opening the body shop was so that her
opening the body shop was so that her family could survive as an example she
family could survive as an example she
family could survive as an example she couldn’t afford more than 700 empty
couldn’t afford more than 700 empty
couldn’t afford more than 700 empty bottles so she took the unusual step of
bottles so she took the unusual step of
bottles so she took the unusual step of offering five sizes of every product
offering five sizes of every product
offering five sizes of every product even though she had very few products
even though she had very few products
even though she had very few products initially when you entered her 370
initially when you entered her 370
initially when you entered her 370 square foot store it would give the
square foot store it would give the
square foot store it would give the illusion she carried over a hundred and
illusion she carried over a hundred and
illusion she carried over a hundred and twenty products according to erotic
twenty products according to erotic
twenty products according to erotic nobody was stupid enough to offer five
nobody was stupid enough to offer five
nobody was stupid enough to offer five sizes of long product it simply didn’t
sizes of long product it simply didn’t
sizes of long product it simply didn’t make sense we turned it around into a
make sense we turned it around into a
make sense we turned it around into a survivors option customers pick up the
survivors option customers pick up the
survivors option customers pick up the size they want and come back every week
size they want and come back every week
size they want and come back every week for a refill recycling had nothing to do
for a refill recycling had nothing to do
for a refill recycling had nothing to do with being environmentally conscious at
with being environmentally conscious at
with being environmentally conscious at that point my goal was livelihood at the
that point my goal was livelihood at the
that point my goal was livelihood at the forefront of my mind the time there was
forefront of my mind the time there was
forefront of my mind the time there was really only one thought survival I
really only one thought survival I
really only one thought survival I started the body shop in 1976 simply to
started the body shop in 1976 simply to
started the body shop in 1976 simply to create a livelihood for myself and my
create a livelihood for myself and my
create a livelihood for myself and my two dollars while my husband Gordon was
two dollars while my husband Gordon was
two dollars while my husband Gordon was trucking across the Americas I had no
trucking across the Americas I had no
trucking across the Americas I had no training or experience and my own only
training or experience and my own only
training or experience and my own only business acumen was Gordon’s advice to
business acumen was Gordon’s advice to
business acumen was Gordon’s advice to take sales of 300 pounds a week
take sales of 300 pounds a week
take sales of 300 pounds a week nobody talks of entrepreneurship as
nobody talks of entrepreneurship as
nobody talks of entrepreneurship as survival but that’s exactly what it is
survival but that’s exactly what it is
survival but that’s exactly what it is and what nurtures creative thinking
and what nurtures creative thinking
and what nurtures creative thinking action item number two use your business
action item number two use your business
action item number two use your business to do good the most successful
to do good the most successful
to do good the most successful businesses seem to be the ones who don’t
businesses seem to be the ones who don’t
businesses seem to be the ones who don’t just focus on making money but instead
just focus on making money but instead
just focus on making money but instead try to be a force for good in their
try to be a force for good in their
try to be a force for good in their industry entrepreneurs are also now
industry entrepreneurs are also now
industry entrepreneurs are also now leading the way to help others beyond
leading the way to help others beyond
leading the way to help others beyond their customers they’re using their
their customers they’re using their
their customers they’re using their companies to support the communities
companies to support the communities
companies to support the communities around them and give back not just
around them and give back not just
around them and give back not just because they can but because it also
because they can but because it also
because they can but because it also makes good business sense Anita Roddick
makes good business sense Anita Roddick
makes good business sense Anita Roddick social and ecological conscience
social and ecological conscience
social and ecological conscience initially stem from a lack of money she
initially stem from a lack of money she
initially stem from a lack of money she had the recycle bottles because she
had the recycle bottles because she
had the recycle bottles because she couldn’t afford to buy new ones the
couldn’t afford to buy new ones the
couldn’t afford to buy new ones the store was painted green because she
store was painted green because she
store was painted green because she wanted to hide the damp stains on the
wanted to hide the damp stains on the
wanted to hide the damp stains on the walls however as the body shop grew to
walls however as the body shop grew to
walls however as the body shop grew to become a powerful player in the
become a powerful player in the
become a powerful player in the cosmetics business Roderick began to use
cosmetics business Roderick began to use
cosmetics business Roderick began to use her newfound influence to try to have a
her newfound influence to try to have a
her newfound influence to try to have a positive impact on the world around her
positive impact on the world around her
positive impact on the world around her according erotic I hate the beauty
according erotic I hate the beauty
according erotic I hate the beauty business it’s a monster industry selling
business it’s a monster industry selling
business it’s a monster industry selling unattainable dreams that lies it cheats
unattainable dreams that lies it cheats
unattainable dreams that lies it cheats it exploits women I want to work for a
it exploits women I want to work for a
it exploits women I want to work for a company that contributes to and is part
company that contributes to and is part
company that contributes to and is part of the community I want something not
of the community I want something not
of the community I want something not just to invest in I want something to
just to invest in I want something to
just to invest in I want something to believe in if I can’t do something for
believe in if I can’t do something for
believe in if I can’t do something for the public good what the hell am i doing
the public good what the hell am i doing
the public good what the hell am i doing action item number 3 learn by doing it’s
action item number 3 learn by doing it’s
action item number 3 learn by doing it’s hard to learn how to be an entrepreneur
hard to learn how to be an entrepreneur
hard to learn how to be an entrepreneur from a book you can read to get inspired
from a book you can read to get inspired
from a book you can read to get inspired or to get new ideas but nothing is
or to get new ideas but nothing is
or to get new ideas but nothing is really going to happen until you start
really going to happen until you start
really going to happen until you start to apply those ideas into your business
to apply those ideas into your business
to apply those ideas into your business you can use books and courses to
you can use books and courses to
you can use books and courses to supplement your knowledge and give you
supplement your knowledge and give you
supplement your knowledge and give you the guidance but you have to actually
the guidance but you have to actually
the guidance but you have to actually apply what you’re learning if you really
apply what you’re learning if you really
apply what you’re learning if you really want to understand and retain the
want to understand and retain the
want to understand and retain the information Anita Roddick never learned
information Anita Roddick never learned
information Anita Roddick never learned about being an entrepreneur at school
about being an entrepreneur at school
about being an entrepreneur at school instead she learned from her mother who
instead she learned from her mother who
instead she learned from her mother who she saw worked tirelessly to make her
she saw worked tirelessly to make her
she saw worked tirelessly to make her cafe successful while other cafes kept
cafe successful while other cafes kept
cafe successful while other cafes kept regular nine-to-five hours her mother
regular nine-to-five hours her mother
regular nine-to-five hours her mother opened the dawn for the local fishermen
opened the dawn for the local fishermen
opened the dawn for the local fishermen and didn’t close until the last customer
and didn’t close until the last customer
and didn’t close until the last customer had left Roddick had never read a book
had left Roddick had never read a book
had left Roddick had never read a book on economic theory in her life and while
on economic theory in her life and while
on economic theory in her life and while her naysayers believe this would be her
her naysayers believe this would be her
her naysayers believe this would be her downfall Roddick saw it as one of her
downfall Roddick saw it as one of her
downfall Roddick saw it as one of her competitive advantages accorded neurotic
competitive advantages accorded neurotic
competitive advantages accorded neurotic I often get asked to talk about
I often get asked to talk about
I often get asked to talk about entrepreneurship even by hollowed
entrepreneurship even by hollowed
entrepreneurship even by hollowed institutions like Harvard and Stanford
institutions like Harvard and Stanford
institutions like Harvard and Stanford but I’m not at all convinced
but I’m not at all convinced
but I’m not at all convinced it’s a subject you can teach how do you
it’s a subject you can teach how do you
it’s a subject you can teach how do you teach obsession because more often than
teach obsession because more often than
teach obsession because more often than not it’s obsession that drives an
not it’s obsession that drives an
not it’s obsession that drives an entrepreneurs vision why would you march
entrepreneurs vision why would you march
entrepreneurs vision why would you march a different drum beat if you are
a different drum beat if you are
a different drum beat if you are instinctively part of the crowd they
instinctively part of the crowd they
instinctively part of the crowd they will not teach you the most crucial
will not teach you the most crucial
will not teach you the most crucial thing of all how to be an entrepreneur
thing of all how to be an entrepreneur
thing of all how to be an entrepreneur that might also SAP what entrepreneurial
that might also SAP what entrepreneurial
that might also SAP what entrepreneurial flair you have as they force you into a
flair you have as they force you into a
flair you have as they force you into a template called an MBA if I learned more
template called an MBA if I learned more
template called an MBA if I learned more about business ahead of time I would
about business ahead of time I would
about business ahead of time I would have she’d been shaped into believing
have she’d been shaped into believing
have she’d been shaped into believing that it was only about finances and
that it was only about finances and
that it was only about finances and quality management by not knowing any of
quality management by not knowing any of
quality management by not knowing any of that I had an amazing freedom potential
that I had an amazing freedom potential
that I had an amazing freedom potential entrepreneurs are outsiders they’re
entrepreneurs are outsiders they’re
entrepreneurs are outsiders they’re people who imagine things as they might
people who imagine things as they might
people who imagine things as they might be not as they are and have the drive to
be not as they are and have the drive to
be not as they are and have the drive to change the world around them those are
change the world around them those are
change the world around them those are skills that business schools do not
skills that business schools do not
skills that business schools do not teach so remember get past survival use
teach so remember get past survival use
teach so remember get past survival use your business to do good and learn by
your business to do good and learn by
your business to do good and learn by doing to finish up this video I wanted
doing to finish up this video I wanted
doing to finish up this video I wanted to share one of my favorite true stories
to share one of my favorite true stories
to share one of my favorite true stories about Anita Roddick and some of her best
about Anita Roddick and some of her best
about Anita Roddick and some of her best quotes Anita Roddick first location was
quotes Anita Roddick first location was
quotes Anita Roddick first location was next to a funeral parlor given a whole
next to a funeral parlor given a whole
next to a funeral parlor given a whole new meaning to the body shop name when
new meaning to the body shop name when
new meaning to the body shop name when she began franchising she had little
she began franchising she had little
she began franchising she had little experience and decided not to charge
experience and decided not to charge
experience and decided not to charge startup or royalty fees however before
startup or royalty fees however before
startup or royalty fees however before she would accept franchisees they would
she would accept franchisees they would
she would accept franchisees they would have to interview with her product ass
have to interview with her product ass
have to interview with her product ass off the wall questions like what is your
off the wall questions like what is your
off the wall questions like what is your favorite flower and how would you like
favorite flower and how would you like
favorite flower and how would you like to die to get to know her candidates on
to die to get to know her candidates on
to die to get to know her candidates on a more personal level
thank you for joining me for another
thank you for joining me for another dish at modeling the Masters if you like
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also love to hear your thoughts if you want to leave a comment under the video
want to leave a comment under the video
want to leave a comment under the video and stay tuned for the next episode
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