Lesson #3: Believe In Yourself

“It was a risk,” said Vernon. “I had a husband and I was pregnant with my oldest son. But I don't look at risk the way other people do. When you're an entrepreneur, you have to go in feeling like you're going to be successful.”

Vernon entered the business world at a time when few women were venturing outside of the kitchen. The male-dominated work world was condescending and patronizing to Vernon. She was turned down for loans because she was a woman and when she began shopping for merchandise at trade fairs, suppliers would ask her if she was buying for a gift shop. Aside from her husband, few had faith in Vernon’s ability to start a successful company.

Vernon knew that she was entering the game as inexperienced and desperate as they come. “I first got started in business because I needed to supplement the family income,” she recalls. “This was a good way to do it because I was going to have a child. Frankly, I was 20-odd years old and didn't know anything.” But, Vernon had faith in herself.

“My feelings of annoyance and outrage were tempered only by the knowledge that I would soon be out-grossing them all!” she exclaimed. “I never gave up and I never let anyone or anything get in my way. I use my power of positive thinking to tackle obstacles and challenges so they don’t defeat me.”

Vernon’s faith in herself came from the strong example that her parents set for her. Her father was also an entrepreneur who had managed to set up a new business in leather goods after being forced to leave everything behind and emigrate from Germany to the U.S. during World War II. Facing the challenge of both learning a new language and a new way of doing business, Vernon’s father was determined to succeed, and so he did.

“I’m a stick-with-it person,” she says. “It’s just my personality. I never give up.” Along the way, Vernon recalls that she had many naysayers who advised her that the telephone would kill the mail order industry since people could simply call a department store for products. Then, there came those who said that the large connecting highways leading to newly built shopping centres would destroy her business. But, through the telephone and the highways, Vernon not only survived but her catalog business also thrived.

With her passion for her work and her business, Vernon built up her self-confidence by learning from whomever she could. “I had some buddies who taught me the jewelry business, others who taught me the mail-order business,” she recalls. “When I went to China, friends there taught me how to import. As you go along in business, everyone will help you, but you have to ask for it.”

Vernon acknowledges that much has changed in today’s business world, especially for the female entrepreneur. With the Martha Stewart’s and the Oprah Winfrey’s of the world, barriers are being broken down and women are beginning to realize that anything is possible.

“Believe in your dreams,” says Vernon. “If you’ve done the necessary financial analysis, market research, and financial planning, go for it!”

Lesson #3: Believe In Yourself

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