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now from 5-10 years ago, and how? What are their expectations now? Five or 10 years ago sellers could broadcast at consumers and expect to get resonance. Today consumers expect to be engaged with and expect products to be designed in a way that resonates with their aspirations and needs rather than the producers'. Smart companies that understand the power of the customer are the companies that excel in the market today. The global market place is the only market place New Zealand should be aware of, even if you are selling locally. We have to meet world standards even if we are delivering into the local market because New Zealanders can access so much online. Even if we're not competing at the retail level for goods or services, people can access those in a global context. So global is the only option. Q: Do you use Social Media? Yes, it is Our designers in particular are a very international group of people and the use of forums, Facebook and twitter have been a chance for them, in particular, to engage with each other and learn from each other. Q: How important is it as a tool for your business? As we learn more and develop our online channels it will become more important for the generation of sales, engaging with audiences and for general marketing. We have a very defined demographic for our audience and as they embrace social media we will develop our marketing campaigns to focus more in this area. We have used social media for immediacy, particularly for announcing our results. Q: What are its weaknesses? It changes very quickly; staying current and up-to- date with new developments can be time consuming. It needs dedication and time, in a fast moving company like WOW this isn't always easy. Q: How prepared do you think New Zealand businesses are to take their place on a global stage? As a far-flung country New Zealand has always had to look outside of its own land for opportunities to grow. I think that the types of products that we look to market on the world stage will change from the traditional commodities to less tangible products like IP, technology and even arts related events like WOW. This change will come with its own challenges for businesses, but I certainly think that New Zealanders are creative problem- solvers by nature and we tend to be world leaders in niche fields an increasingly useful tool. Its weaknesses are that it connects people randomly into unstructured conversations. The challenge is to use social media to engage people in a wider range of important conversations and dialogue, some of which will be voluntary, some of which will be much more important to the community and our nation. New Zealand businesses vary in their ability to participate in the global stage, we're outstanding producers of quality goods and we are not necessarily brilliant at adding design features that allow base goods to leverage to the maximum of value. Q: What is the most valuable training you have had in your career? Taking every opportunity that comes along, and hunting down those that I needed to experience in order to have the confidence to take the next step. How New Zealand businesses are like arts, film and other creative industries. Q: How well equipped are New Zealand businesses to integrate an increasingly multi-cultural and aging workforce? I can't speak for all businesses but I can say WOW is an example of a business that is a cultural melting pot, with people involved ranging in age from children to senior citizens. WOW by nature is not mono-cultural and is non-elitist and there are very few barriers to becoming involved. I am not sure if this makes us a head of our time or not, but it does show that it can be accomplished. Q: What examples of business innovation in New Zealand have inspired you? Innovation is often a key dynamic in many successful New Zealand businesses. I have always been inspired by Sir Richard Taylor and the Weta Workshop story. Richard started his business from the kitchen table in the most humble of beginnings. He stayed true to his dream and vision and now is a world leader in special effects innovation. It's very hard to be a leader in an industry. It's hard to be a pioneer and to write a blue print for something never seen or done before. He is truly inspirational. Q: Which women business owners or managers have you watched with interest? There are many, but the sister team of Catherine de Groot and Sarah Gibbs, who founded and started the Trilogy Skincare Range, I believe will be two of the next generation of great business people. They are in a very competitive industry and have succeeded by producing something different just beginning to understand that our multicultural and aging workforce is both a benefit and a risk. However, smart companies selling goods and services that are taking advantage of these features are actually doing increasingly well. Consumers have the satisfaction of relating to well qualified and well trained people, and to their sphere and influence. and very special. They demonstrate good business acumen and an unshakeable passion. Q: What qualifications do you hold? I actually don't hold any formal qualifications unless you count School Cert, but I have definitely attended the University of Life. Twenty four years of working on WOW has been an education in itself. Q: What is the most valuable training you have had in your career? It's been a very practical hands-on training for me. None of it was undertaken in a class room, all of it was informal and all of it was valuable. I have been privileged to have worked with some truly remarkable and creative people over the years and they have all been able to share their wisdom with me. HER MAGAZINE | February/March 2012 | 39