Angela Ahrendts Reveals The Secret To Burberry’s Success

BURBERRY is renowned for its digitally savvy approach to PR and marketing, and CEO Angela Ahrendts has revealed how the fashion house keeps ahead of the game.And the answer might surprise you: channelling positive human energy.

"We are all at an incredible inflation point today - living and working in fast-moving, digitally driven and globally connected societies where change is constant and we must thrive in ambiguity," she said."In many ways, digital must be this generation's greatest gift.There has never been more creative freedom and potential, or more opportunity to connect and learn.But the pace of change also presents challenges: feelings of fear, distrust and uncertainty are pervasive."

The businesswoman then goes on to explain that harnessing human energy ("think of it as emotional electricity") is the best way to combat negative forces and achieve success and confidence - a concept integral to the culture at Burberry.Ahrendts explains that there are three key values on which the idea is based: trust, intuition and belief.

"The basis for all human relationships, and where we derive our greatest strength and power, trust is single-handedly the most powerful source of positive energy and once in place unlocks a freedom and peace to explore," she said during a TED talk in Los Angeles."Intuition is the wisdom formed by feeling and instinct - a gift of knowing without reasoning… Belief is ignited by hope and supported by facts and evidence - it builds alignment and creates confidence.Belief is what sets energy in motion and creates the success that breeds more success."

The Burberry boss concluded by quoting American poet Maya Angelou:"People will forget what you did, they will forget what you said, but they will never forget the way you made them feel."