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The Power of Persistence: Leadership Lessons from Estée Lauder

"When I thought I couldn't go on, I forced myself to keep going. My success is based on persistence, not luck." -- Estee Lauder

Have you ever faced a door that wouldn’t open—no matter how hard you knocked?

What if I told you that the secret to breaking through isn’t luck or natural talent—it’s persistence with a purpose?

Estée Lauder, the visionary behind one of the world’s most iconic beauty empires, knew this truth better than anyone. Her story isn’t just about cosmetics—it’s about grit, creativity, and refusing to take "no" for an answer.

If you’re leading a team, building a business, or pursuing a bold vision, Estée’s journey offers practical lessons to help you succeed when the odds seem stacked against you.

Let’s dive into the remarkable story of how persistence shaped her empire—and how it can shape your leadership journey, too.

1. Persistence Isn’t Just a Trait—It’s a Strategy

When Estée Lauder set out to sell her homemade face creams, the beauty industry was dominated by giants like Revlon and Elizabeth Arden. She was an outsider—a young mother mixing skincare formulas on her kitchen stove. Yet, she believed her products could compete with the best.

"All great things begin with a vision … a dream." -- Estee Lauder

But belief alone wasn’t enough.

When she approached major department stores like Saks Fifth Avenue, they didn’t roll out the red carpet. They rejected her—again and again. Most people would have walked away. Estée did the opposite.

For three years, she persistently pursued Saks. She knew her products were exceptional—but she also knew that just having a great product wasn’t enough. So, she went to work behind the scenes:

• Creating Demand: She asked customers and friends to visit Saks and request her products. These "mystery shoppers" made the store feel like they were missing out on something special.
• Building Relationships: She cultivated personal connections with staff and store managers, making sure her name was on their minds.
• Never Giving Up: Every rejection fueled her determination. She believed that if she could just get her foot in the door, everything would change.

Finally, in 1946, Saks placed an $800 order—equivalent to nearly $13,000 today. This wasn’t just a sale—it was a turning point. But here’s the kicker: she didn’t stop there. She and her husband shut down all their other beauty counters and focused solely on making this new partnership a success.

And it worked.

Within days, her products sold out, and Saks reordered immediately. This "overnight success" was actually the result of three years of relentless persistence.

✅ Leadership Lesson: Doors don’t always open immediately—but that doesn’t mean they’ll stay closed forever. If your vision is clear and your belief is strong, keep knocking.

2. Turning Obstacles Into Opportunities

Persistence isn’t just about waiting—it’s about taking action when others would quit.

"I didn't get there by wishing for it or hoping for it, but by working for it." -- Estee Lauder

In 1959, Estée set her sights on Harrods, London’s most prestigious department store. But the buyer refused to meet with her. No introductions. No pitch meetings. Just a flat-out “No, thank you.”

So, what did she do?

Instead of sulking, she played the long game. For months, Estée cultivated relationships with London’s top beauty editors, ensuring that glowing reviews of her products appeared in major newspapers and magazines. Soon, customers were calling Harrods, asking where they could buy Estée Lauder products.

Faced with increasing demand, the store’s buyer finally relented—offering her a tiny space in the toiletries section. Not exactly a glamorous debut, right? But Estée didn’t care. She knew that once her products were on the shelves, she could make magic happen.

She returned to London year after year, gradually increasing her brand’s visibility. And her persistence paid off—Estée Lauder eventually became the top-selling beauty brand in Harrods.

✅ Leadership Lesson: When one path is blocked, create a new one.

If people won’t listen, give them a reason to pay attention by creating demand.

3. Mastering the Art of the "Accidental" Breakthrough

Sometimes, persistence means getting creative when the usual methods don’t work.

"People do make their luck by daring to follow their instincts, taking risks, and embracing every possibility." -- Estee Lauder

In the early 1960s, Estée was desperate to break into Galeries Lafayette in Paris—but the buyer refused to give her the time of day. So, Estée staged one of her most famous marketing stunts—an “accident.”

While speaking with a salesgirl, she "accidentally" spilled a bottle of her Youth Dew fragrance on the floor. The rich, warm scent filled the entire department. Throughout the day, curious shoppers stopped to ask, “What is that amazing smell?”

Faced with customer demand, the buyer had no choice but to place an order. Within months, Estée Lauder was outselling French brands on their own turf—an unthinkable achievement for an American company.

✅ Leadership Lesson: When the front door is closed, find a side window.

Don’t be afraid to use creative persistence to make your voice heard.

4. The Gift That Keeps on Giving

One of Estée’s most revolutionary ideas came from a simple insight: People love free stuff.

"Most good ideas sparkle in simplicity, so much so that everyone wonders why no one ever did that before." -- Estee Lauder

When customers hesitated to try her products, she began offering a free gift with every purchase. This wasn’t just generosity—it was a strategic move. By allowing women to sample her products, she knew they’d fall in love and come back for more.

This "gift with purchase" strategy became a cornerstone of the beauty industry and remains a standard practice today.

✅ Leadership Lesson: Small gestures create big loyalty.

Find ways to deliver value before asking for a commitment.

5. Persistence Plus Patience = Lasting Success

Estée Lauder wasn’t just persistent—she was patient. She knew that real success takes time.

"I've always believed that success comes not from letting your eyes stray from that target. Anyone who wants to achieve a dream must stay strong, focused, and steady." -- Estee Lauder

When her son Leonard wanted to dive into the nail polish market, she told him, "Not yet." She knew their resources were better spent dominating skincare before tackling new categories.

This disciplined focus allowed the brand to grow strategically without spreading itself too thin.

✅ Leadership Lesson: Timing matters.

Persistence doesn’t mean rushing—it means knowing when to push forward and when to hold back.

How to Apply Estée’s Persistence Principles Today

1. Create Demand: If the market isn’t ready for you, make them curious.

2. Turn Rejections into Fuel: Every "no" brings you closer to a “yes.”

3. Be Bold and Creative: Sometimes, the best opportunities come from thinking outside the box.

4. Stay Focused: Don’t dilute your energy—master one thing before moving on.

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Book Recommendations to Fuel Your Persistence:

1. Estée: A Success Story – Estée Lauder

2. Grit: The Power of Passion and Perseverance – Angela Duckworth

3. The Obstacle Is the Way – Ryan Holiday

Grow Your Leadership: Recommended Leadership Food for Your Week!

• Unlocking The Power of Great Questions - Craig Groeschel

• The 5-3-1 Rule and Social Fitness - Admired Leadership

• “I don't care” - Seth Godin

If this story inspired you, share it with a friend who might need a reminder that persistence pays off.

Have a Great Week Leading!

Mark J. Cundiff

Learn | Grow | Lead

Learning to Lead
Helping Good Leaders Become Great Leaders
www.markjcundiff.com

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