Five Lessons from Ursula Burns: A Blueprint for Modern Business Leadership
In the, often, challenging world of corporate leadership, few figures stand out in prominence such as Ursula Burns. Her remarkable journey from a summer intern at Xerox to becoming the first African-American woman to lead a Fortune 500 company is not just a testament to her personal tenacity and vision, but also a compelling blueprint for modern business leadership.
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Throughout her career, Burns has navigated significant transformations, championed diversity, and advocated for a more inclusive and socially responsible corporate world.
In this article, we will delve into five key lessons from Ursula Burns’ illustrious career and offer valuable insights for today’s business leaders. If that is something you are interested in, then keep reading.
Lesson 1. Embrace Transformation and Diversification
Ursula Burns’ tenure at Xerox epitomizes the necessity and power of transformation in business. When Burns ascended to the role of CEO in 2009, Xerox faced significant challenges.
The company, historically known for its photocopiers, was grappling with the realities of a digital age where traditional paper-based services were rapidly declining. Recognizing the urgent need for change, Burns embarked on a strategic pivot to transform Xerox from a company rooted in products to one driven by services.
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One of the most significant moves under her leadership was the acquisition of Affiliated Computer Services (ACS) in 2010. This $6.4 billion deal marked Xerox’s entry into the business process outsourcing market, fundamentally altering the company’s business model.
By diversifying Xerox’s offerings to include IT outsourcing and business services, Burns positioned the company to leverage new revenue streams and better compete in the evolving marketplace.
Despite these efforts, the transition was not without its challenges. The shift from products to services required a massive restructuring and a cultural shift within the organization.
Yet, Burns’ vision and determination ensured that Xerox remained relevant and competitive, demonstrating that bold, strategic moves are essential for long-term success.
What that can translate to is that leaders must be willing to anticipate and embrace industry changes. Pivoting business models and diversifying offerings can safeguard against market volatility and open new growth opportunities.
Lesson 2. Lead with Resilience and Adaptability
Resilience and adaptability are hallmarks of Ursula Burns’ leadership. Her tenure at Xerox saw not only significant transformation but also intense external pressures. One of the most notable periods was the company’s split in 2016 into two separate publicly traded entities: Conduent Inc., a business process outsourcing company, and the new Xerox, which focused on document technology.
This strategic move aimed to unlock value for shareholders and streamline operations.
Burns’ ability to navigate these complexities and guide Xerox through such a significant structural change underscores her resilient leadership.
Why the split, you may ask. Well, it was partly a response to activist investor Carl Icahn, who pushed for significant changes within the company. Handling such pressures requires not only a strategic mindset but also the ability to remain steadfast and adaptable under scrutiny.
During her tenure, Burns also had to deal with personal challenges, including her husband’s health issues and the demands of raising a family. Her capacity to balance personal and professional responsibilities while steering a Fortune 500 company through turbulent waters speaks volumes about her adaptability and inner strength.
Of course, you don’t necessarily need to be Burns or placed in her specific situation as leader of a Fortune 500 company, but you sure do have a lot to learn from her experience.
Think, for example, of her resilience and adaptability as two crucial characteristics of effective leadership. Navigating corporate upheaval and external pressures successfully requires a steady hand and the flexibility to adjust strategies as needed.
Lessons 3. Champion Diversity and Inclusion as a Leader
Ursula Burns’ ascent to the top of Xerox was groundbreaking. As the first African-American woman to lead a Fortune 500 company, Burns shattered significant racial and gender barriers. Her leadership extended beyond personal achievements to actively championing diversity and inclusion within and outside the corporate world.
Burns was a founding member of Change the Equation, a CEO-led initiative launched by the Obama administration in 2010 to improve STEM education across the United States.
This program was aimed at increasing the number of students pursuing education and careers in science, technology, engineering, and mathematics, particularly among underrepresented groups.
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Her commitment to diversity and inclusion was also evident in her role on various corporate boards, including Uber and VEON, where she consistently advocated for broader representation and inclusive practices.
In line with these, Burns has often spoken about the importance of creating opportunities for women and minorities, arguing that diverse teams are more innovative and better equipped to address complex challenges.
Your key takeaway from that could translate into being intentional in championing diversity and inclusion. See this not only as being ethically imperative but also strategically advantageous.
Leaders should, therefore, foster diverse talent and inclusive cultures to drive innovation and reflect the diverse markets they serve.
Lessons 4. Balance Profit with Social Responsibility
Burns’ perspective on modern leadership emphasizes the need to balance profitability with social responsibility. Throughout her career, she has advocated for a broader view of corporate success, one that includes the well-being of employees, communities, and the environment.
During the COVID-19 pandemic, for instance, Burns highlighted the stark inequalities exposed by the crisis. She pointed out how essential workers, often earning the lowest wages, were the ones bearing the brunt of the risks, while higher-paid executives could work from the safety of their homes.
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Burns has argued for fair wages and better working conditions for all employees, reflecting her belief that companies have a responsibility to contribute positively to society.
Her leadership style embodies this balance. At Xerox, she implemented strategies that not only aimed to improve financial performance but also considered the long-term impacts on all stakeholders.
This approach aligns with the principles of inclusive capitalism, where businesses seek to create value that benefits not just shareholders but society at large.
What can you do? Well, if you are in a leadership position, make an effort to promote balancing financial performance with social impact.
As a matter of fact, companies should strive to generate profit while also ensuring their practices benefit society and foster long-term sustainability. These are the hallmarks of good leadership in business and that takes us to the last lesson.
Lessons 5. Advocate for Lifelong Learning and Mentorship
Education and mentorship have been central themes throughout Ursula Burns’ career. Starting as a summer intern at Xerox and rising through the ranks to become CEO, Burns’ journey underscores the importance of continuous learning and professional development.
Burns has been a vocal advocate for STEM education, understanding its critical role in preparing the next generation for a technology-driven future. Her involvement in initiatives like “Change the Equation” reflects her commitment to improving educational opportunities, particularly for underrepresented groups.
It’s good to also point out that Burns’ leadership style has always included a strong emphasis on mentorship. She has mentored countless young professionals, offering guidance and support to help them navigate their career paths with ease.
Her own mentors, including former Xerox CEO Anne Mulcahy, played a significant role in her development, and Burns has continued this legacy by mentoring others.
You too can promote this value of lifelong learning and mentorship as an essential part of organizational and personal growth.
The message, therefore, is that leaders should prioritize their own development and invest in nurturing the next generation of leaders who can take on the mission in the future. That should never be underestimated.
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Conclusion on Five Lessons from Ursula Burns: A Blueprint for Modern Business Leadership
It’s not an overstatement to say that Ursula Burns’ career is a masterclass in modern business leadership. From transforming Xerox into a diversified business services company to championing diversity and advocating for social responsibility, Burns has consistently demonstrated the qualities that define great leaders.
Her resilience, adaptability, commitment to diversity, and emphasis on lifelong learning offer invaluable lessons for anyone aspiring to lead in today’s complex and ever-changing corporate world.
Ursula Burns’ journey from a Manhattan tenement to the C-suite of one of America’s most iconic companies serves as an inspiring example of what is possible with vision, determination, and a commitment to making a positive impact on the world.
Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Mastery.
