Roll International Co-Chair Lynda Resnick on the challenges and opportunities for women in business.

Question:rnWas it difficult starting out in business as a woman?

LyndarnResnick:            Irnstarted very small with retail stores. rnI couldn’t get a job at an advertising agency, which was what I wantedrnto do.  And I did a very successfulrncampaign for a store that was like a potpourri store that handled all sorts ofrnfabulous home décor and gifts and things like that.  And it kind of made me overnight.  And I got a lot of referrals from that.  And then, I started my business.  It was called Lynda Limited.  That was a limited name, don’t yournthink?  I have a much bigger visionrntoday.  And it wasn’t so hard.  They were very grateful I was cheap orrninexpensive.  And I produced.  And it really never got in my way untilrnlater. 

WhenrnI was in my early 20s, I went on a pitch to the International House ofrnPancakes.  I went in and showed myrnportfolio, try to get the business, and the man said to me, “You have to leavernnow.” 

AndrnI said, “Why?” 

Andrnhe said, “I can’t stand to see a woman you’re age doing this.  It’s ridiculous.  It makes me extremelyrnuncomfortable.” 

Irnsaid, “Okay.” 

Ofrncourse, I went in the car and cried ‘cause there was nothing I could do aboutrnit. I am who I am.  But that wasrnreally the only time that that happened. rnNow, throughout my life, things have happened certainly.  Even employees of mine, who find itrnuncomfortable to answer to a woman, throughout life but that’s, can’t stand thernheat, you get out of the kitchen. rnIt’s nothing that… Believe me, the positive sides of being a woman inrnbusiness are far more important to my success, I think, than the negativernsides.   

Question:rnAre women more creative than men?

LyndarnResnick:            Womenrnare good marketers because, as I say in my book, being a good marketer is likernbeing a good friend.  A good friendrnlistens, anticipates your needs, gives you more than you thought you wererngetting.  And women listen.  We were bred to listen ‘cause we raisernour children and fathers do too but there’s a sensitivity that women have.  So, I think, that women make very goodrnmarketers.  I know a lot of menrnthat are good at marketing as well but, I think, we have a special knack forrnit.  And I think I’m a goodrnfriend.  If you interviewed myrnfriends, I think they would say I’m a good friend.  And I think that’s mainly a good marketer too. 

Question:rnHow do you keep your workforce happy in a down economy?

LyndarnResnick:            We’rernso lucky.  We’re doing veryrnwell.  Because, I think, we… Firstrnof all, we sell food and people have to eat.  And also, the pistachio business is in 60 countries.  So that helps because there are a fewrnplaces on the planet that are still doing okay.  Like, India’s a huge market for us but we’ve only have a 2%.rnWe have a big upside in China as well. rnWhen things are going well, people are happier.  When people feel as though they’rernbeing heard they’re happier, when they’re part of the solution, they’re happier.  When they know the layoffs have alreadyrntaken place and their job is secure, that helps tremendously. 

Andrnwe have some fabulous geniuses that work for us. It’s just great.  Young, energetic people that arernpassionate about the brands, passionate about what we do… giving back, I thinkrnthat’s a big way that people are drawn to our company.  Because that’s a big part of who we arernas a company.  We give every employeerna thousand dollars a year to give away to charity, as long as it’s a 501rnc(3).  We won’t pay for UnclernHarry’s hip replacement but we do… And we asked them if they can, to give it torntheir local community, to their local church or school. They know what’s goingrnwrong in their community much more than we would where we sit.  And so, that’s exciting, you know.  And then, we match funds up to arncertain point and so forth.  So Irnthink people feel like they’re doing well by doing good. 

Recordedrnon: March 17, 2009