Jane Wurwand is the Founder of Dermalogica and principal of the The International Dermal Institute.  Jane has always championed women’s rights and women entrepreneurs. She is mentor for the Non-Profit "Step Up Women’s Network (SUWN)" and has established the "Financial Independence Through Entrepreneurship (FITE)" initiative. Jane offers words of wisdom for budding entrepreneurs.

What advice would you give someone starting out in their life/career?

Find your own authenticity, and listen to it versus the cynicism of the marketplace. I live and work in Los Angeles, and there are lots of classes offered for aspiring screenwriters. Many of these classes are formulaic. They break down successful films into a formula which may then be replicated – scene by scene, shot by shot, line by line.

Some modern films are generated this way, sort of “clone”-like. But the films which truly transcend and become enduring works of art are not.  Picasso did not paint by the numbers.

Originality and authenticity are the qualities which connect with people. So, to someone starting out, I recommend NOT trying to replicate someone else’s success. Don’t envy them, or be jealous.

It’s okay to be inspired by the success of others, but rather than trying to rip off their formula, look deeper into their story. What was the burning point, the passion, which sparked their drive and their idea?

Authenticity requires daring. Because you are NOT replicating someone else’s winning formula, people will tell you that you’re crazy, that you are being irresponsible, that you don’t know what you’re doing, that you should quit and go home. I should know. I heard it all myself when we were starting our business 25 years ago.

So, the second bit of advice is: learn to ignore haters and nay-sayers. It’s one thing if someone wants to share a bit of practical caution, let’s say about how to invest resources, or how to hire employees.  But If they simply tell you flat-out that you can’t do something, or that “it can’t be done”, it’s usually because they can’t do it themselves.

What has been the hardest lesson you have learnt in business?

I think the biggest revelation of the past decade is that success actually reverses so many of the defining qualities of entrepreneurism. When you are just starting out, staying up all hours, doing all the work yourself, by definition your business is small, tight, agile and fast-moving.

As a company grows and becomes more successful, you must learn to delegate.  That original aerodynamic quality is compromised. The challenge now is to maintain our nimble entrepreneurial edge, within the context of our having become a hugely successful international brand.

What is the secret of your success?

There is no secret. I think what people find most surprising is that I don’t have a business degree, and don’t necessarily think it’s important to have one, especially if your interests are entrepreneurial.

The defining quality that I have, and that our business demonstrates, is laser-like focus. Many times, we’ve been approached to diversify into fragrance, colour cosmetics, and other arenas. These are interesting ideas, but they are not in our “lane”. Those ideas are for other people, and we wish them well. We stay focused on our unchanging core concept, healthy skincare, and this is why we are successful.

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