The Boss – a column idea that none of the direct marketing trade press were interested in.
While reading the New York Times each Sunday, I always enjoy a column called “The Boss” in the business section. It features some thoughts from a leader of industry; generally their formative influences and some insight as to their philosophy.
I thought direct marketers would be interested in learning about leaders in our industry, and presented this column on spec to a variety of our trade papers. I enjoyed interviewing business leaders, and creating this initial piece. Not one trade paper expressed an interest in my column. Your thoughts?
The Boss: Ray McCready, President of The Orvis Company
“You’re only as fast as your slowest dog”
Have you ever wondered how to rise to prominence in direct marketing? I spoke with industry leader, Ray McCready, President of The Orvis Company, to find out about his rise to prominence in our industry, and what he learned along the way. Orvis is the oldest mail order company in the United States, and features products of every kind that have their roots in the great outdoors.
Ray began his career in direct marketing as an assistant Buyer at Eddie Bauer. He was actually drawn to the brand, and landed in direct marketing quite by chance. His tenure there spanned over 20 years, and when he parted ways with Eddie Bauer in 2000, he had risen to the position of Vice President of the International Division. In hindsight, Ray recognizes that there was a conscious decision by those in management positions to expose him to a variety of areas within the company. One of his mentors, Ken Wherry, helped Ray craft his management style, which is not simply to be interested in the work product, but to measure oneself against the success of those that work for you.
Ray was also inspired by Dee Dee Jonrowe, Iditarod sled dog racer, who said, “You’re only as fast as your slowest dog”. Ray recognized the parallel in terms of managing a staff at work, and did not interpret that to mean that the slowest dog should be eliminated from the team. Rather, he has challenged himself to help everyone on his team to optimize their own performance.
In terms of advice for up and comers, Ray feels its most important to identify the function of direct marketing that most appeals to you, because that is where you will be willing to put in the effort required to shine brightest. Ray attributes some of his success in rising to top management to what he calls “Data based intuition”; using data and creative thinking in harmony to make decisions.
Regarding ambition, Ray said, “I’ve never gotten a job I didn’t ask for and I certainly didn’t get every job I asked for.”
Ray feels fortunate to have worked for 2 companies that he has held in high regard. “Having high respect for your employer and its mission, and having pride in your brand, is a strong motivating feature.”
On a more personal note, Ray recognizes the importance of getting away from work from time to time, and he enjoys golf, spending time with family and friends, and travel to locations such as Hawaii, the Caribbean, and New York.
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