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In an interview with Adam Bryant, Richelieu Dennis, founder of Sundial Brands beauty products company, discusses business and career building. Dennis used his entrepreneurial skills and a few lessons from his family to build a multi-billion dollar personal care company.
Richelieu Denis background
Richelieu Dennis was born and raised in Liberia, West Africa. He grew up in a civil war where his father came from and his mother in Sierra Leone. His family often migrates to escape violence from both countries.
According to Dennis, living in Liberia was difficult. There have been many killings, student protests, insecurity and arbitrary arrests. Fortunately, he received a scholarship to attend college in the United States and stayed there after graduation because of the civil wars in Liberia and Sierra Leone.
His parents and their influence on his leadership style
Dennis’ father ran an insurance company and his mother was an economist working with the Liberian government. But both his grandmothers were entrepreneurs who learned how business can affect future generations.
He was absorbed by what his mother had taught him about business. In fact, she became his partner. With his mother by his side and his college roommate Nima Tubman, Dennis created some of the best beauty products for African American women. Dennis describes his mother as a compassionate leader, a trait he chose as his guiding principle in leadership.
Leadership lessons
Being an entrepreneur has not been without ups and downs. Contrary to what Dennis expected, Richelieu had to work with new employees to bring them up to speed. They lacked the infrastructure to support the expertise of these workers.
While it was challenging to lay the groundwork, Dennis learned the benefits of finding mentors and gaining insights from others. He now focuses on passing on his knowledge to those in need.
Beauty product customer back failure
Shea Moisturizer, a natural beauty brand, is facing customer backlash after a new ad featuring mostly white women. Most Shea Moisture customers were not happy with the campaign as they felt it was not for the market segment that made it available today.
According to Dennis, the ad was caused by poor brand management, but they own up to the mistake. He said he learned the need to immerse new hires in the company’s culture.
Employment process
Rich Dennis believes Sundial Brands is a purpose-driven business model. In the hiring process, the most important concern is whether the new employee is coming to build a business or career. He believes that you cannot build a business by building a career.
Also his interview checklist is whether a person can contribute to building the company’s cultural infrastructure. His priority is on employees who value diversity and flexibility and are willing to leave the comfort of their office and work in an open environment.
According to Dennis, the questions job applicants ask give them a better understanding of what it takes to build their career or business.
Richelieu Denis advice for new graduates
Dennis believes that it takes time and commitment to change the world for the better. His advice to the new graduates is to have faith in whatever they do, be successful and achieve some level of leadership.
There are many challenges that people face when building a business or leading people. Dennis’ advice is to stick to what you believe in, no matter what. He has used this strategy for 26 years and it has been successful.
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