Does your personal brand open or close doors for you?

Your personal brand lives in the minds of others. Just like when you think Starbucks, “coffee” and “predictable taste and quality” come to mind, when someone thinks of you an image forms. What is it? And does it open or close doors for you?

Why is your personal brand relevant in your career? Because if, for example, your network thinks that you are “an ethical accountant with international experience,” you will be the first one they call when an opportunity arises. But if no one has any idea of ​​what you are good at, or if they have doubts about your reputation, it’s unlikely that your phone will ring.

What we call personal brand refers to a combination of elements that include your career path, your interests and your reputation. Over time these elements come together to build your image. An image that is not static but changes according to your activities, passions, and behavior.

Read more about how to find out what your personal brand is.
Your personal brand and you as a human being

Your personal brand and you as a human being

Your personal brand has as much to do with your quality as a human being as with what you do. Think of someone like Shakira. We could define her personal brand as “a talented, innovative and respected singer-songwriter, dancer, record producer and philanthropist.” But when those who might be interested in hiring her think of her, they also consider how easy it is to work with Shakira, what her work ethic is, whether she is a perfectionist, and if she is known for finishing projects on time. Does she treat the people she works with respectfully? And so on. That is, they not only think about what she does but how she does it. And that’s where your reputation comes into play.

Work until you no longer have to introduce yourself. This is the benefit of a powerful personal brand

Work until you no longer have to introduce yourself. This is the benefit of a powerful personal brand

Building your personal brand. An example for you

Here I share my own case study for you to use as an example when evaluating whether your personal brand opens or closes opportunities for you.

1My career – As with most people, my interests have changed throughout my career. I began at an educational book company where I did a little bit of everything. Gradually I started to create programs to involve parents in the education of their children, then developed teacher training, later training for professionals within companies and today I lead a women’s leadership training company. As a writer, each one of my books took me in a slightly different direction. I went from being an expert on parental involvement to an expert in education, from an expert in professional development to an expert in diversity and inclusion.

2My interests – While I have always had multiple interests, my focus has been on the education, and professional development of Latinos in the United States and in the last few years in women’s leadership. If you dig a little, my underlying personal brand has always been: “expert in helping connect the dots to success.” This consistency helps people think of me when they have an opportunity within my areas of interest and experience. Which does not happen when third parties don’t know what you do.

Here's a great video on building your personal brand.

Do others know your personal brand?

Here are the questions that will help you discover how clear your interests are to others.

If you ask someone: “tell me in two sentences what I do professionally,” can they answer? Do you often hear comments like “truthfully, I don’t know what do”? Do ideal opportunities pass you by because people didn’t think of you to carry them out?

When you look carefully, your personal brand is no only what you're known for "doing" but personal traits that remain throughout your career and life.

When you look carefully, your personal brand is no only what you’re known for “doing” but personal traits that remain throughout your career and life.

3My Reputation – Although over the years I have changed the topics I focus on, there are aspects of who I am that have remained the same. They are part of what people have come to expect of me. These characteristics are as much part of my personal brand as what I do at any given moment. They are a collection of adjectives that people use to define me when asked about me. A few of them are: Inspiring, smart, confident, innovative, high energy, solutions-driven, perceptive, thoughtful, trustworthy, goes the extra mile.  Again, What do people think when they think of you? These are the traits you develop and strengthen through your life. The reputation that precedes you. Going back to my previous example, when Shakira launched her perfume line, the “quality and innovation” aspects, which are an integral part of her personal brand, extended to her new venture. That is why, if her perfume were of poor quality, or were a copy of another fragrance, for example, her personal brand would be impacted.

No doubt your reputation is the most important ingredient of your personal brand. If it is not good, no matter how much you have done in a particular field or what your interests are, few will be willing to work with you.

Read more about how your actions can support your personal brand.

Do others know your personal brand

Do others know your personal brand

How to figure out if your reputation contributes to your personal brand

Here are the questions that will help you figure out whether or not your reputation contributes to a strong personal brand:

Do you keep your word? Do you inspire confidence? Are you an ethical person? Do you consider the impact of your behavior on others? Do you know how to work for mutual benefit? Are you known as someone people can trust? Do you have a reputation for being always late? For not delivering on your promises? For not carrying your weight in a project?

Hopefully this article will help you evaluate the type of person you are and how that directly influences the image you project to the world and the opportunities that knock on your door.

And as usual, if you’d like to solidify your personal brand to move to the next level in your career, we are a phone call away. Contact us here.

Be A Great Leader: Recognize Women in Your Network & See them Flourish

When I heard my name being called back to the stage after my presentation “Be A Great Leader,” I was confused. “Is she talking about me?” I asked one of the organizers sitting at my table. To my surprise, she was!

The “Be A Great Leader” event

I had just finished doing the keynote at the “Be A Great Leader” event organized by the Latino Networks Coalition (LNC,) a professional association that groups the Latino Business Resource Groups of most major global corporations based in the New York City area. A couple of LNC leaders went on stage right after me to recap the event and do the closing remarks. The final presenter talked about an award they were giving to a woman for her leadership in business and diversity and inclusion.  And then she called my name.

After her keynote at the Be A Great Leader event, the LNC team gave Mariela Dabbah an award recognizing her leadership

After her keynote at the Be A Great Leader event, LNC honored Mariela Dabbah for her leadership. From L to R: Jessica Asencio, Claudia Vazquez, Christian Narvaez, Roberto Peralta, Alicia García, Lisa Concepción, Jaime Fuertes, Hedda Bonaparte.

It’s not out of false modesty that I tell you I was completely surprised and moved. This was not like any other award and it made me think about the value of being seen by your colleagues. Let me explain.

I’ve known and collaborated with LNC members and the global companies they work for, for years. They’ve witnessed my career trajectory and have been impacted by my work as I’ve been impacted by theirs. And although it’s not the first time I received an award, I found it particularly inspiring that my peers would appreciate the value of what I do. In addition, I had been hired to do this presentation and the fact that they felt I still deserved an award on top of my speaker’s fee, made it much more valuable to me.

Receiving public recognition always reminds us that what we do affects others, and it motivates us to continue working hard. It says, “we see you, we see your effort.” And I hardly doubt that I’m the only one who feels this way.

The theme of the event was based on this post.
The leadership event took place at the Prudential Tower in Newark, NJ.

The leadership event took place at the Prudential Tower in Newark, NJ.

Some great leaders lead from behind

So, if I can get so emotional about being recognized by my peers, imagine how the great number of women who lead from behind and are seldom recognized feel? Those who don’t have access to public stages from which to showcase their efforts. Or those who impact their local community. Or the women who have been making things happen for so long that their work has become invisible and it’s being taken for granted. Are you giving them the recognition they deserve? Most likely the answer is no.

Part of being a great leader is to help develop and inspire others to be great leaders themselves. And advocating for women who deserve recognition to actually get it, is a sure way to encourage them to continue on their leadership journey.

The issue here is not building up people’s egos. It’s about the benefits public recognition brings with it. Specifically, exposure, validation, credibility, brand, and reputation building.

The more of all these things you have, the better the opportunities that come your way. So very concretely, when we don’t offer women the recognition they deserve, we negatively impact their careers. Not only because we deny them the chance to gain more exposure and validation but also because lack of recognition of one’s contributions eventually leads to frustration and disengagement. And I talk about women here, and particularly women of color, because they are frequently absent from top lists and awards.

Now, through the course of the year, businesses and professional organizations have many chances to recognize people in their ecosystems: their employees, partners, suppliers, clients, etc. Think about how much more committed and energized all your female (and male) stakeholders would be if they were recognized for their efforts, their influence, and their leadership?

Read about how powerful women lead in many different ways.
As great leaders its our job to recognize women.

As great leaders its our job to recognize women.

Be a great leader by recognizing women

Here is how you can play a pivotal role in increasing the inclusiveness of awards and recognitions being doled out:

  • Nominate women in your network for all sorts of leadership and professional awards and lists
  • Advocate for women’s nominations when you notice an uneven number of women applicants to any award or recognition opportunity
  • Be the first one to give women credit in public when credit is due
  • Elevate women’s achievements by providing larger platforms to showcase them
  • Question editors and creators of “Best” and “Top” lists that are disproportionately male
  • Offer to help editors or creators of such lists to diversify their networks in order to identify deserving women they’ve missed in the past

Most of all look closely at the people in your network who do amazing work and generally go unrecognized. A heartfelt “thank you” goes a long way to making them feel valued.

Powerful women lead in many ways: Adrienne Arsht proves it!

Powerful women are not only the CEO’s of their organizations but also philanthropists and deal-makers who exercise their influence behind the scenes. Adrienne Arsht has led both from the front and from the back throughout her career, depending on what the situation called for. Discover how she became a great influencer!

The making of a powerful woman

Powerful women like Adrienne Arsht use their influence in local and national issues

Powerful women like Adrienne Arsht use their influence in local and national issues

Adrienne Arsht is the daughter of the Honorable Roxana Cannon Arsht, the first female judge in the State of Delaware, and Samuel Arsht, a prominent Wilmington attorney. Upon graduation from Villanova Law School in 1966, Arsht was the 11th woman admitted to the Delaware bar – her mother having been the 5th. She began her Delaware law career with Morris, Nichols, Arsht & Tunnel.

In 1969, she moved to New York City and joined the legal department of Trans World Airlines (TWA). She then became the first woman in the company’s property, cargo and government relations departments.

She moved to Washington, DC in 1979 where she initially worked with a law firm, then started her own title company before moving to Miami in 1996 to run her family-owned bank, TotalBank. From 1996 to 2007, Adrienne served as Chairman of the Board of TotalBank. Under her leadership, the company grew from four locations to 14 with over $1.4 billion in assets. In November 2007, she sold the bank to Banco Popular Español and was named Chairman Emerita of TotalBank.

Powerful women take leading roles in civic and artistic organizations

Adrienne Arsht has been a generous patron of the arts for a long time. Here with Kevin Spacey.

Adrienne Arsht has been a generous patron of the arts for a long time. Here with Kevin Spacey.

But business has not been her only passion. As it’s often the case with powerful women (and men,) over the years she has taken a leading role promoting artistic, business and civic growth in the three cities she calls home: Washington, D.C., Miami and New York.

She is Founding Chairman of the Adrienne Arsht Center Foundation in Miami, Florida where her $30 million contribution to Miami’s Performing Arts Center in 2008 secured its financial footing and ensured quality cultural programming. In her honor, the Center was renamed the Adrienne Arsht Center for the Performing Arts of Miami-Dade County.

Her support of the transformation of Lincoln Center’s facilities and public spaces was recognized with the dedication of the Adrienne Arsht Stage in Alice Tully Hall. Adrienne has recently spearhead the creation of the Adrienne Arsht Center for Resilience at The Atlantic Council where she also endowed the Adrienne Arsht Latin America Center in 2013 to focus on the role of South America in the trans-Atlantic world.

Over the years, Adrienne has generously donated funds and resources to numerous organizations. In 2008 she became the first, and still is, the only woman to join the Five Million Dollar Roundtable of United Way of Miami-Dade.

Adrienne Arsht, lawyer, businesswoman, philanthropist

Adrienne Arsht, lawyer, businesswoman, philanthropist

RSM: You’re a widely recognized patron of the arts. How did art enter your life and what makes it so important?

Adrienne Arsht: My passion for art comes from my parents. There was always music in the house. My mother played the piano.  I took piano and ballet lessons.  Every Saturday we would listen on the radio to the Texaco live broadcast of the Metropolitan Opera. I was fortunate to go to theater in Wilmington, Delaware and New York City to experience Broadway. I cannot imagine a world without the arts. When giving to the arts, you are preserving the essence of civilization for now and for hundreds of years to come. It is thrilling to know that a gift to the arts will be shared by people in a future we can’t even imagine. Art is part of who we are and helps define us. It has been treasured for centuries and will continue indefinitely.

RSM: Could you share the role philanthropy plays in your life?

AA: Philanthropy is not just about giving money – it is about giving one’s time as well. It is the footprint that we leave.

RSM: Many of your signature gifts have been to large performing arts complexes. Why have you chosen those as a focus of your philanthropy?

AA: A performing arts complex offers an extraordinary value to a city. It brings the arts in their many forms  to everyone of every generation and every interest. The Arsht Center has played a key role in the resurgence and transformation of the immediate area, the city of Miami and beyond.

Another powerful woman you should read about: Lisa Lutoff-Perlo!
Adrienne Arsht, one of the most powerful women in America, meets with Mexican president Peña Nieto in the context of her work with the Atlantic Council.

Adrienne Arsht, one of the most powerful women in America, meets with Mexican president Peña Nieto in the context of her work with the Atlantic Council.

RSM: You are very involved with causes in Latin America. What’s your motivation?

AA: In 1996, I moved to Miami to run TotalBank. After selling the bank in 2007, I moved back to Washington, DC. But, it became immediately clear to me that there was a need to find a way to integrate the interests of Latin America with Europe and the United States to shape the global future and create a broad community of common values. In 2013, this became a reality with the creation of the Adrienne Arsht Latin America Center at the Atlantic Council. This Center is dedicated to forging an effective Latin America-US-Europe partnership of common values and shared interests.  I am thrilled to spearhead an initiative that will embrace Latin America as an integral part of the transatlantic world and give this vibrant region the recognition it deserves.

Two powerful women: Adrienne Arsht and Christine Lagarde, Managing Director of the International Monetary Fund

Two powerful women: Adrienne Arsht and Christine Lagarde, Managing Director of the International Monetary Fund

RSM: Negotiating is an art in itself. What were some of the key takeaways from negotiating the sale of TotalBank, your family owned-bank to Banco Popular Español in 2007?

AA: One Word – Patience!

RSM: How would you describe your leadership style?

AA:

Don’t whine.

Life is not fair.

Just deal with it.

Humor and laughter.

Raised voices and four letter words do not get you anywhere!

RSM: Would you share with us one of the worst mistakes you made in your career and what you learn from it?

AA: I decided to reinvent Casual Friday and make it more a Dressed Up Friday based on our wonderful holiday party where everyone looked simply glamorous and festive. The idea was good but I had not taken into consideration how the employees would be able to do this. Coming to work on subways and buses or dropping children off at school would not work in party clothes. So lesson learned: When wanting to implement a new idea make sure you get full buy in on the project before putting it out there!

RSM: How do you want to be remembered?

AA: I want to be remembered as a good friend and someone who had courage. Our time on earth is a gift. We pay rent for the time on earth and that rent is how we give back. Making the world a better place is the basis for all I do. I learned these values from both my parents.

My Mother was compared to Joan of Arc – someone willing to die for a cause. I hope that I would do the same.

 

Lateral Thinking: Find More Innovative Solutions Faster!

Lateral thinking has two functions: to generate creative ideas and to solve problems. The more we exercise it, the more and better solutions we find to all sorts of challenges. Don’t miss this mind bending post!

What is lateral thinking?

“There are six eggs in one basket. There are six people. Each one takes an egg. How is it possible that in the end there is still an egg in the basket? ”

(Answer: The last person was left with the basket with an egg.)

This is a typical challenge that requires the use of lateral thinking. Why? Because more than data or logical reasoning, this problem demands mental processes related to insight, creativity and ingenuity.

Family, education and culture stimulate memory and vertical thinking, based on logic, which is a necessary but insufficient skill. We have two cerebral hemispheres, each specialized in one type of processing: the left is rational and the right is creative. We need to develop both sides and integrate them to be more effective in solving problems.

To incorporate lateral thinking into your life you simply practice specific creative techniques that allow you to use it at will. It’s like going to the gym, but in this case, to keep your mind in shape.

Lateral thinking allows digging wells in different places instead of deepening the same well (solution, idea.)

Lateral thinking allows digging wells in different places instead of deepening the same well (solution, idea.)

Two styles of thinking: vertical and lateral

The term lateral thinking was coined by Edward de Bono in the 1960s to differentiate it from conventional or vertical thinking, the type of thinking based on experiences, assumptions, and deductions. Using memory and vertical thinking means applying a higher dose of the same solution to a problem. In other words, they lead us to dig deeper into the same well.

Instead, with lateral thinking we dig a well in another place. And if it doesn’t work, we try another, or instead of a well we dig a tunnel, or rethink the basic approach. Because in addition to a type of mental processing, lateral thinking is a method for using information that considers that there are always several possibilities to approach a situation. Different from vertical thinking which assumes there’s only one correct way.

The aim of lateral thinking is not to come up with correct ideas, but to generate a great number of them. Then, at a later stage, you can apply vertical thinking to analyze the ideas you came up with, improve them, discard the invalid ones, choose the best ones and test them.

In a first stage the focus should be on producing lots of new ideas. In a second, you analyze which can be put into practice. You have to know when to use lateral and vertical thinking.

In a first stage the focus should be on producing lots of new ideas. In a second, you analyze which can be put into practice. You have to know when to use lateral and vertical thinking

Want to develop this type of skills? Join our Step Up Plus program!

The 3 types of problems

You could define a problem as the difference between what you have and what you want to have.

By breaking down established models, lateral thinking liberates the information these models contain challenging assumptions and prejudices. This facilitates the creation of new models and mental structures, connections and processing styles. Not in a fixed way, but rather so that they can be decomposed as often as necessary.

According to Edward De Bono there are three types of problems:

1 Those that require more information. They are solved by vertical thinking, such as mathematical problems and police puzzles, which involve a logical sequence that increases with new data. Its a linear approach to a single possible solution.

2Those that do not require more information, but a reorganization or restructure of the available information. They are resolved through the use we make of data, new associations or connections, imagination and even questioning our vertical thinking. These problems are usually are based on a new perspective, a new mental process, a discovery or a series of partial ideas that bring us closer to the best solution.

This is the case of the classic lateral thinking conundrum: a gardener is instructed to plant 4 trees so that they are all equidistant. How can you plant them?

I won’t post the answer here to help you force your methods of rearranging the data I gave you. If you want to know the answer you can send me a note: bbensignor@gmail.com.

3Those that are not recognized as a problem. They have to do with perception and can’t be resolved until they are detected. They may also require a change of perspective, as in the previous case. Here we don’t even realize that we have a problem to solve. In this case, you need an increase of focus and sensitivity to the unexpected in order to perceive what you don’t know.

 

Prejudices are persistent and difficult to disintegrate. For that you can use lateral thinking.

Prejudices are persistent and difficult to disintegrate. For that you can use lateral thinking.

Impossible cube

Most people see a cube in this image of Escher. But it is a virtual figure: the front and back edges intersect. It is an example of a problem that goes unnoticed.

 

 

A perfect example of a problem that goes unnoticed.

A perfect example of a problem that goes unnoticed.

5 techniques to develop creativity

Lateral thinking can be trained by practicing specific techniques to develop your creativity.

Some of them are:

1Search for alternatives

An example: how can a square be divided into four equal parts? (Take a few seconds before viewing the following pictures.)

Solution: alternatives, from the easiest to the less usual:

Solution 1 to divide a square into four equal parts

Solution 1 to divide a square into four equal parts

Solution 2 to divide a square into four equal parts

Solution 2 to divide a square into four equal parts

Solution 3 to divide a square into four equal parts

Solution 3 to divide a square into four equal parts

2Assumptions review: lateral thinking does not accept or reject the validity of assumptions about a topic, its objective is to question and restructure them as often as necessary.

An example: two players, O and X, mark the spaces of a 3 × 3 board alternately. A player wins if he manages to have a line of three of his symbols: the line can be horizontal, vertical or diagonal. (Take a few seconds before you see the next image.)

Solution:

Reviewing assumptions

Reviewing assumptions

Surely, the first thing you thought about was that I cheated. I would have done it if I had explained that it was the Tic Tac Toe game. That is your assumption: at no time did I clarify that it was the traditional game and that therefore the limits of the board should not be exceeded.

3Redefining the dominant idea: a dominant idea is the theme or principle around which a situation or problem revolves. If it is not grasped, it will influence the thinking that will limit possible solutions. It is easier to escape the influence of something that is known than that which is ignored.

An example: a man lives on the 10th floor of a building. Every day he takes the elevator to the seventh floor and then climbs up the stairs the remaining three floors to his apartment on the tenth. Why does he do this? (Take a few seconds before reading the solution.)

Solution: he was little person.

The dominant idea of ​​this riddle, as in most, is that it is a person of a standard height. And it is that idea what limits the possibility of resolution.

4Dividing technique: if a situation is divided into parts that constitute it, it is possible to restructure the situation by reordering the parts. It is important not try to find preexisting elements, but to create parts, breaking up the situation in an artificial way. This also facilitates the generation of new models, applicable to future (not necessarily similar) situations.

An example: if we are trying to solve the problem of “transportation by bus”, we could divide the situation as follows:

  • Selection of itineraries
  • Frequency of services
  • Comfort of the service
  • Total probable number of travelers
  • Probable number of travelers at different times of day
  • Bus capacity
  • Other means of transportation
  • Cost and income
  • Number of travelers who depend mainly on the bus service and number of them who can easily use other forms of transportation

5Inversion method: this technique is more lateral in nature than the previous one. The problem is considered in its real structure and is inverted in one direction or another, from top to bottom, from outside to inside, causing a forced rearrangement of information.

Example: In the famous fable of Aesop, the water in the vessel was too deep for the bird to drink. The bird began to imagine means of extracting the water from the jar, without reaching any satisfactory solution. Then she reversed the focus of the problem and instead of thinking about the means of drawing water, she thought she could introduce elements into the vessel to bring the water up. In fact, she began to throw stones until she was able to drink.

Want to play and practice your lateral thinking?

Here are 3 classic riddles of lateral thinking. With this exercise you can start your training. Go ahead!

1Two chess players. Two excellent chess players played five games in one day, and each of them won three. How is that possible?

2Coal, carrot and cap. Five pieces of charcoal, a whole carrot and an elegant cap are thrown in the garden. Nobody has lost them and they’ve been in the grass for the same amount of time. How did they get there?

3You are driving your car on a terrible storm night. You pass by a bus stop where three people are waiting:

  • An old woman who seems about to die.
  • An old friend who saved your life once.
  • The perfect man or the woman of your dreams.

Who would you take in the car, since you only have room for one passenger?

Solutions:

Answer 1: They did not play with each other, but against other opponents.

Answer 2: They are the remains of a melted snowman.

Answer 3: Unlike the previous ones, this is an ethical-moral dilemma that was once used in a job interview. You could take the old lady, because she’s going to die and therefore you should save her first. Or you could take your friend, since he saved your life and you are indebted to him. But if you take these options you may never meet the lover of your dreams again.

The candidate who was hired from 200 applicants did not hesitate. What did he answer? Very simply: “I would give my car keys to my friend, and I would ask him to take the old woman to the hospital, while I would wait for the bus with the woman of my dreams.”

We can always overcome the apparent limitations of each problem by learning to think creatively.

How do you plan to deal with problems after training in these creative techniques?

Lisa Lutoff-Perlo Leads 7 Seas With Innovation & Soft Touch

She’s as comfortable navigating Twitter as she is interacting with guests from all over the world on one of her luxury ships. Lisa Lutoff-Perlo, President and CEO of Celebrity Cruises, is the kind of inclusive, forward-thinking leader needed for the 21st century.

RSM Hall of Fame

RSM Hall of Fame

We met on Twitter, Lisa Lutoff-Perlo and I. A fact that speaks volumes about today’s most effective leaders and their need to stay connected. Very naturally, our conversation about female leadership moved off line. Lisa had hired the first American woman Captain of a mega ship, Kate McCue, and we wanted to interview her, which we did.

But hiring Captain Kate was just one more way in which Lisa Lutoff-Perlo showed her role as an innovator and disruptor in the industry. At work, she’s always challenging assumptions, looking for more creative ways to open up the world through travel, to help bridge the many divides we are facing as people.

That powerful drive to break the rules of her field was behind the development and launch of next-generation cruise ships that Lisa led twice. Most recently, the just revealed Edge-Class, a completely new type of cruise ship experience.

Outside of work Lisa is constantly inspiring girls and women to dream differently. As she shares her own story of self-limiting dreams, you’ll see why she’s adamant about passing on the learnings. Lisa Lutoff-Perlo, a true role model for the Red Shoe Movement Hall of Fame.

Lisa Lutoff-Perlo talks about her job

Lisa Lutoff-Perlo, President & CEO, Celebrity Cruises

Lisa Lutoff-Perlo, President & CEO, Celebrity Cruises, is an innovative leaders who is constantly reinventing her industry.

What is the hardest part of your job and why?  

I have the best job in the world, so it is hard for me to say there is a hardest part. I think, though, it is fair to say that there are things about any job that make it particularly difficult. For me, the hardest part of my job are the things I can’t control. Geo-political events that disrupt people’s desire to vacation in the amazing parts of the world we visit and issues that can arise when something mechanical happens to one of our ships. After all, they are vessels that, like our automobiles and despite the best maintenance in the world, can have something happen. Given that I am also the head of our entire corporate Global Marine Organization as well as President and CEO of Celebrity Cruises, I do have to ensure that our $45B of assets are running smoothly, safely and efficiently. I count myself very fortunate that I work with an amazing team of professionals who make the hardest parts of my job as easy as possible.

What aspects of the job of a CEO did you not expect as you were advancing in your career?

I didn’t expect to feel the overwhelming outpouring of support that I received when I was appointed to this position – both internally and externally. Nor did I expect to feel the immense gratitude each day for the people around me, who support the vision that we share for our guests, our crew and our brand. We live every day to open the world for those who want to join us as we explore each of the seven continents in modern luxury. We open the world so that people can experience different cultures and places. We also live every day to break down barriers that divide us. When I am on our ships and either meet our guests or watch our crew from over 60 countries taking care of each other and our guests I am filled with an unspeakable pride and grateful to know that I have the ability to create experiences that truly change people’s lives. I had not anticipated the magnitude of that. The other thing I did not expect is the opportunity and platform I have as a woman in this role to “pay it forward” and give back. That is another thing I wake up every day determined to do as I take that responsibility very seriously.

Lisa Lutoff-Perlo with Captain Kate McCue and the crew take a selfie

Lisa Lutoff-Perlo with Captain Kate McCue and the crew take a selfie

What Was Lisa Lutoff-Perlo Major Career Mistake?

Tell us about one major screw up in your career and what you learned from it?     

My one major screw up in my career was in limiting my aspirations. See, my professional goal was always to be the head of sales. It’s what I dreamed of and I campaigned for each day. Then my world and dreams came crashing down when the SVP of Sales & Marketing at the time decided to move me into a marketing role. I was absolutely devastated and he knew it. I felt crushed. That I would never achieve my dream of being head of sales. But he also knew what I didn’t know. That it would be one of the best career moves of my life. He saw more in me than I saw in myself. And that’s something very hard to accept at the time when it’s happening. That perhaps this other person sees more potential in you than you see in yourself or that they can see your career trajectory much farther out than you can imagine. The rest is history as I moved from one position to another and finally as the President & CEO of Celebrity. I learned that you have to go where your career takes you, be flexible, be open for change, and never ever limit what you think you can achieve. All of the experience and knowledge I gained along the way gave me the foundation I needed for my current role and has made me a better CEO.

Lisa Lutoff Perlo inspirational quote RSM Hall of Fame

Lisa Lutoff Perlo inspirational quote RSM Hall of Fame

What is the best way to engage the executive men in an organization to support their female colleagues’ growth opportunities?

I happen to work in an organization that values diversity of all kinds. Being the only woman on the Executive Committee gives me a unique opportunity to ensure that we are always thinking about and promoting diversity. I have always said that having a woman at the table enriches and changes the conversation in a way that is powerful. I am fortunate that my male colleagues agree. And I have a VP of Marine Operations who has increased the percentage of women on our nautical team from 5% 18 months ago to almost 20% today. I am fortunate to work with people who share a common vision. And you need to hire for that.

Launching a new ship class- Lisa Lutoff-Perlo does it again!

Lisa Lutoff-Perlo led the development of the Edge Class, a ship that completely changes de travel experience.

Lisa Lutoff-Perlo led the development of the Edge Class, a ship that completely changes de travel experience.

Ten years ago you launched the Solstice Class. This March you launched the Edge Class. What does it take to bring a project like that to fruition?

Launching ANYTHING new has its own unique challenges. For the Edge launch, I had a few key objectives. This new Class of ships had to transform Celebrity and the industry. And it had to transform the financial performance of my Brand. All of the feedback and booking activity has validated that mission was accomplished. From the design to the engineering and technology, we threw away the rulebook and took away every barrier for the sake of creating the most refined ship ever built. It took vision, determination, resilience and a village of outstanding people on my team and across our organization to make Edge happen. And a Chairman (my boss) who supported us every step of the way. We did it, I can’t wait for guests to be able to enjoy the fruits of our labor, and I can’t tell you how.

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