Own Your Future

Paul B. Brown; Charles F. Kiefer; Leonard A. Schlesinger

Book | 2014

Own Your Future: How to Think Like an Entrepreneur and Thrive in an Unpredictable Economy

by Paul B. Brown, Charles F. Kiefer and Leonard A. Schlesinger

Abstract

It used to be that if you studied and worked hard, you could be assured of an extremely satisfying career. But in a world of constant layoffs and dying industries, it has become increasingly difficult to "plan" your way to success. So what is the solution? Well, when it comes to dealing with uncertainty, nobody handles it better than successful entrepreneurs. That's why you want to take the same approach they do! Based on extensive research and interviews, Own Your Future shows how to apply the simple model they use—Act. Learn. Build. Repeat—to reinvent the way you maneuver in an unpredictable job market. Here's how it works. Instead of picturing your perfect career and working backwards, simply begin with the direction you want to go and take a small step. Thinking alone will never change your life—you must ACT. Then evaluate the lessons you learn from that first step, build on them, and take another step in your desired direction. Repeat this process until you have achieved your goal. When you consider that your job—perhaps even your industry—may disappear, you have no choice but to take control. Filled with stories of professionals of all kinds who have profited from this proactive approach, Own Your Future gives you the tools you need to succeed—no matter what comes your way.

Format: Print

224 pages

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Citation:

Brown, Paul B., Charles F. Kiefer, and Leonard A. Schlesinger. Own Your Future: How to Think Like an Entrepreneur and Thrive in an Unpredictable Economy. New York, NY: AMACOM, 2014.

Over the past decade, a new breed of “direct-to-consumer” (DTC) startups, including Warby Parker and Casper, helped forge a new business model. But lately that business model is faltering as the advantages that early entrants enjoyed have evaporated. To retool, DTC companies will need to embrace an omnichannel strategy, create tighter ties with their communities, and vertically integrate to increase margins.

LOLA is a direct-to-consumer (DTC) business launched in 2015. What started as a company to provide women with organic and transparent material-labeled tampons via a subscription model, had, by 2019 evolved to include additional menstrual and sexual wellness products. LOLA’s leadership wanted women to come to the company for all of their reproductive health needs (including information and a place to engage in conversation) from menstruation through menopause and beyond. Heading into 2020, LOLA cofounders have determined that to grow the business they need to go beyond the company’s current DTC model and have products available in retail stores. The challenge, however, is finding the right retailers to partner with that will help to add value to the brand and not detract from it. The case provides background on the cofounders, the company’s start, and evolution, and the challenges of moving beyond DTC.

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Own Your Future: How to Think Like an Entrepreneur and Thrive in an Unpredictable Economy

Abstract

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