Woman of the Week: Arlene Dickinson

by Melissa Bessey

Arlene Dickinson is one of the most successful entrepreneurs in Canada, and the most humble self made millionaire I’ve encountered yet.  You may know her as the less abrasive counterpart to Kevin O’Leary on CBC’s Dragon’s Den but Arlene gained success with the company she now owns, Venture Communications. Her new book Persuasion: A New Approach to Changing Minds has become an instant success and it’s no surprise; everyone wants to know how she gained success and how they can use her techniques of persuasion to do the same.

When asked what inspired Persuasion, Arlene says, “On the show I receive lots of letters and phone calls asking what my secret to success is.”

There’s no secret formula to business success but there is one thing Arlene does differently from many other business owners, she remains true to who she is. Arlene is known for saying, “When did emotion become a dirty word in business?” She adds to this personal motto; “If I don’t feel anything about your business, I can’t do business with you because I won’t be able to make anyone else feel anything about it.” And her thoughts are revolutionizing the way entrepreneurs approach business today.

Raising children as a single parent is no easy undertaking but Arlene is a perfect example of how sheer determination can lead to financial gain. At 28 she had four children under 10 and needed a way to support her family, on her own, without a post-secondary education. She realized she had a knack for marketing and joined the team at Venture Communications in 1988. 10 years later she went on to take over sole ownership of the business, and continues to operate one of the most successful independent marketing firms in the country today.

While gender equity in the workplace has come a long way, many women still feel it is taboo to talk about family life at work or to express who they really are. They feel men, or ‘the boss,’ will perceive their femininity as vulnerability but Arlene Dickinson is a prime example of just how successful women can be in business while remaining true to who they are. Her book reinforces the idea that you can only be truly effective at persuading people to believe in what you do, by being the real you.

Arlene does not believe in separating who women are as people from who they are in business. When she first joined Venture Communications she found that many of the life skills she gained as a parent translated well into a business environment. If there’s one thing she recommends to any young women interested in becoming an entrepreneur, or simply becoming successful in business, it’s “Be true to who you are. If you’re a mom, don’t hide it in the work place because then you’re not really being you. Don’t excuse the fact that you have emotions, they need to be brought out more in business.”

Additionally, Arlene would recommend that if you face a challenge regarding bringing emotion into a business environment, that the best practice it to face it head on. “Confront the person challenging you, in a good way. Ask them what about what you’re saying did they view as emotional, and why is it a problem?”

In her new book Persuasion, Arlene Dickinson shares deeply personal experiences to help her readers believe that if she can overcome all obstacles, they too can achieve success. She is not afraid to venture into unknown waters in her personal life, or in business because she is confident in herself and as she expresses in the book, has a clear vision. The best example of this is demonstrated in the product launch that coincides with her new publication.

Persuasionis not only a book, but a line of specialty chocolates, a custom made wine, a botanical skincare line and cup of fine, aromatic coffee. I know this sounds almost too ambitious to be true but I challenge you to check it out at www.arlenedickinson.com and I’m sure it will persuade you to add Arlene Dickinson’s new book to your reading list.