Hocus Pocus Focus

Focus vs. Hocus-Pocus at Alberto-Culver

Some people look at Alberto-Culver and say it must be a competitive disadvantage to be a fraction of the size of our behemoth competitors in the cosmetics category. But we look at our size and know that it is actually an advantage. We are passing US$1.5 billion in sales, recently completed the acquisition of the second-largest skin care brand in the United Kingdom (Simple Health & Beauty Group Ltd.), and have a valuation multiple in the top range of our peer group.

How do we do it? Our small size and business strategy enable us to do five things really well.

1. We are focused and operate in two categories and in a limited number of geographies. As a result, we are able to efficiently transfer our knowledge across our brands and countries. People at our company have a deep understanding of what it takes to win. We don’t run down a lot of blind alleys.

2. We know that in order to be successful, we need to do things differently from our competitors. We are able to try new things, be innovative, and apply our insights in new ways. An example is our success in taking the Nexxus hair care brand from salon channels into mass channels.

3. We don’t waste money on activities and capabilities that don’t matter. R&D is a good example. Innovation is important in hair care, but it is possible to spend a lot on little nuances that, quite frankly, are invisible to the customer. We avoid that hocus-pocus, if you will, and put our investments into what is truly differentiated in the consumer’s mind.

4. We can be nimble, flexible, and quick. We do not have layers of people, and that lack of bureaucracy makes it possible for us to identify opportunities or issues and take action. It is easier to get people together around the globe or to put a decision into action.

5. Our size allows us to get to know our employees and see what they do. Everyone plays an important role in building our success. Our people are proud to be working at a company where they know they can make a difference.

The New CEO – Hocus Pocus… FOCUS

I was driving down the road in a 1978 Cadillac that leaked a quart of oil every hour when I was the ripe old age of 17. I still remember the day like it was yesterday. It was somewhere around 115 degrees outside (Thank YOU, global warming!) and I was deep in thought. My car lacked the ability to produce COLD air and that only reinforced my state of anxiety as I sat rolling down the freeway pondering my situation. I had just moved out on my own, I was balancing a data entry job paying $8.00/hour, all the while trying to pursue the passion on my heart: To be an entrepreneur. Well, dreaming about it was easier than making it a reality.

Problem was: I had already tried my hand at being an entrepreneur and failed. After launching a landscaping company that I successfully drove into a median on the freeway and firmly ended its future (That is a whole different story), I was at a loss as to what steps needed to be taken to direct me where I knew I wanted to go. I had a million ideas, a lot of passion, but lack of direction.

Over the next few years, I learned something that has changed my life and that is: FOCUS changes everything. The biggest distraction you can give a man with a dream is another dream. The toughest distraction for someone who is highly talented is all of his/her many talents. I’ve spoken with hundreds of young people who express their desire to pursue many avenues, but few with a focused pursuit of a dream filled with conviction.

Here’s the bottom line: Opportunity is not always a sign from God that you should pursue it. An open door does not always mean you should walk through it. Life presents many opportunities, many open doors, and subsequently, many options to choose from. FOCUS takes discipline. It takes conviction. It takes the courage to say “no” to something that looks good but is contrary to the direction you are pursuing. FOCUS takes perseverance towards a goal that presents obstacles, stumbling blocks, and trials that seek to bring you down.

The great men and women of our society were talented, yes, but the defining characteristic between them was their focus to persevere to see their dream, their goal, and their calling fulfilled. Don’t become distracted with the glitz and glamour of every opportunity that pops its head. Define your vision, outline your goal, and focus your eyes on the road ahead. It will be filled with ups and downs. But in the end, you will make the greatest impact on the world around you.

Hocus! Pocus! FOCUS!

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