The unmatched significance of mothers is something I firmly believe in. And this belief was made more solid as I read
One Tough Mother, a business and life book that tells the story of Gert Boyle, the chairwoman and CEO of Columbia Sportswear, an outdoor-wear manufacturer based in Portland, Oregon, USA, that brought to the world such names as Gore-Tex, Quad (a hunting coat) and Bugaboo (two jackets in one). At 81, Ma Boyle, as she is fondly called, continues to take on the role of a professional corporate caretaker and mom who is young at heart and tough as nails.
Ma Boyle’s tale of toughness began when tragedy forced her to take over the company (overnight and with no experience) when her husband died of heart attack. Many expected her to fail, but she, together with her son Tim (who is now company president), persevered and kept the company afloat through challenging times. To date, the company is the leading seller of skiwear in the US, and Ma Boyle has become an industry icon, being the first woman ever inducted into the International Sporting Goods Hall of Fame.
The compact and easy-to-read autobiography provides a truthful, open, and often irreverent account of her admirable journey from mother to manager that can inspire anyone who dreams of being an entrepreneur, and individuals who are challenged by circumstances beyond their control. Ma Boyle has been labeled as tough, but beyond that toughness, there are business and life lessons that can be learned.
"In the depths of winter, I finally learned there was in me an invincible summer." This Albert Camus line is an apt descriptor of Ma Boyle’s unearthing of her entrepreneurial prowess. In the process, she discovered the art of spontaneity, setting herself up to take advantage of the unexpected by incorporating enough risk into the equation that one can overcome the fear of taking on a gargantuan responsibility. She maintained an open mind, continued learning and asking the right questions.
Ma Boyle did not lose focus. She heeded Buddha’s admonition "not to dwell in the past, not to dwell in the future, but concentrate the mind on the present moment." She made brave decisions that brought optimum results (like firing the bankers and advisers who urged her to sell the company, realizing that she would make peanuts off the sale), and acting on insights to rearrange current situations to meet the needs of the here and now (like running the company into the ground herself). She learned the ropes of the business and took it with her as she moved on to define individual and collective success. A clear manifestation, indeed, of focus in the way she operated.
To Ma Boyle, the concept of belonging is a much-valued management principle. She associated with people who, like herself, turned raw aspiration into managed success. Her own values are well defined and aligned with the company and the community it lives in. Triumph did not become difficult for her since she formed a lifeboat team. She set her eyes on encouraging participation, acting as a catalyst for change within Columbia, communicating her ideas in a multitude of ways, and instilling pride in what the team does. Her beliefs are akin to Henry Ford’s principle which says "coming together is a beginning, staying together is progress, and working together is success."
When major hurdles became more controllable, Ma Boyle went on a managed momentum. The company rolled, yes, but it grew within the bounds of what it could afford. She and Tim pushed the envelope on their impetus, by continuing to do what they’re best at and by telling and retelling the story of how they evolved to the level of success they’ve achieved. This they do while keeping a certain distance from their own success, lest they stumble. They have anticipated where they have to be to keep their momentum strategic and differentiated at all times, embracing Edmund Burke’s belief that "ambition can creep as well as soar."
"Work should leave you time to spend with your spouse, your children, and your grandchildren. Mind the family as you mind the business," Ma Boyle advised. There should be balance – determining how much is enough, avoiding addiction to professional success, alienation from people you relate to because of success, and seclusion from friends and family brought about by self-aggrandizement. If you’re successful only in one particular area and haven’t taken time to incorporate other ideas, family-based engagements or charity work into your world, the quality of your success is ultimately diminished.
"Only those who dare to fail greatly can achieve greatly," said Robert Kennedy. You have to have the maturity of purpose to choose the place where you want to go, based on your ability to manage your reactions to situations. Ma Boyle has the discipline and maturity that enabled the company to handle the snags that came as a result of experiences that are out of control. She did not give up. Good old tenacity even led her to what was then a male-dominated outdoor-wear industry. She remembered getting a call from a male customer who said he wanted to speak to the president, and she jestingly answered, "Speaking," but the caller said, "You’re a woman." She retorted, "I know, I noticed that when I woke up this morning."
Aligning head, heart, body and soul characterize Ma Boyle’s belief system. Her decisions reflect her conviction. She brought soul to the business, firmly believing in volunteerism. "No matter what you do, and no matter your age, but most especially if you are in your ‘golden years,’ find a mission or organization that inspires you," she says. She continues to support the athletes of the Special Olympics and the Court Appointed Special Advocates (CASA) for abused children. There are hundreds of worthy causes to help, and she strongly calls on others to get out and make a difference, holding on to Anatole France’s supposition that "to accomplish great things, you must not only act, but also dream, not only plan, but also believe."
Being different is one of the most important strategic and tactical activities that Columbia got involved in, which was made evident in its disruptive ads, which featured Ma Boyle and Tim. "Everybody else’s ads in the outdoor-clothing business are the same. There’s always a young, firm body. Sometimes, with a little luck, there are two firm bodies intertwined with each other. Something different has to be injected," she underscored. Ma Boyle was parodied as a "tough mother" in the company’s ad campaign. In one ad she wore a tattoo that said "Born to Nag," which became a differentiator. People noticed it, assumed the tattoo was real, and asked her to show it to them. The distinctive mark washed off, but it is now featured in catalogs on tattoo parlors.
Truly, Ma Boyle is one tough mama. She knows the importance of her role, and is able to make people understand why being a mother is the most important job in the world.
E-mail bongo@vasia.com or bongo@campaignsandgrey.net for comments, questions or suggestions. Thank you for communicating.
