“The traditional notion is to give the sales organization something to run for and they will run for it. If you sell these things, if you build the organization in a certain way, it determines what your payout is going to be. In direct selling, the compensation plans are very much outcome oriented. 1, we started thinking about things a little bit differently. “Our major breakthrough came in a couple ways,” Bush says. They just didn’t have the training to sell it. Many of those on the team at that early stage loved the product immensely. But it was also a challenge because there was no experience in building a direct selling organization.” In one way, it was a very good thing because we wanted to do something different and disruptive in our approach. The challenge there is those who joined us in the early days had absolutely no direct selling experience. “Join the doctors who created Proactiv in their new business venture. “The major attraction was the brand,” Bush says. One of the first and biggest challenges when Bush joined Rodan + Fields in October 2007 was developing an independent sales organization. “But through the years and through a lot of learning, we’ve evolved to think of the business model and go-to-market strategy as social commerce.” Focus on behavior “They bought the business back with my agreement that I would join and orchestrate the pivot to what at the time we thought of as direct selling,” Bush says. The time to work together had finally arrived. What they learned was the department store channel was not the optimal place for breakthrough concepts.”īush once again reconnected with the doctors, who were preparing to buy their business back from Estee Lauder and blaze a new trail “to give their brand the opportunity it truly deserved.” And they wanted Bush to help make it happen. “They were very shortly thereafter acquired by Estee Lauder, which they thought would be the optimal way to get their brand footprint established with their new brand, Rodan + Fields. “They took their new idea and launched it into the prestige retail channel, high-end department stores,” Bush says. Visit our Facebook page and choose which photos you think should have made the cut. See what landed on the cutting floor from the Dec 2015 Northern California cover story featuring Lori Bush of Rodan + Fields. Not every photo makes it into the magazine. Bush was intrigued when she learned of their plan to move beyond acne to develop products for the anti-aging skin care category. Bush pursued her career and the doctors went about their work, but they stayed in contact with each other. Proactiv would ultimately become an incredibly successful brand for Drs. But as we explored the idea, we recognized we didn’t have the right class of trade for bringing the concept to the marketplace and really being able to connect with people.” “I thought the doctors were fantastic and I wanted more than anything to be able to work with them. “They had the idea for Proactiv Solution and their first thought was to partner with a company like Neutrogena that had a strong presence with dermatologists,” Bush says. Katie Rodan and Kathy Fields in the mid-1990s when they had an idea for a different approach for treating acne. It’s a remarkable experience.”īush is president and CEO at Rodan + Fields, which launched in 2002 selling high-end clinical skin care products in department stores. “I had it in me and I think anybody who has it in them should go for it. You won’t regret it if you do it, whether it’s successful or not,’” Bush says. “A colleague of mine said, ‘At some point in your career, you should start a company or be involved in the startup of a company. It was a number of years ago when Lori Bush was approached with some sage advice about what she should do with her career.
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