The Winning Strategy Of Jane McKellar In Achieving Success

“So a military force has no constant formation, water has no

constant shape; the ability to gain victory by changing and adapting

according to the opponent is called genius.”

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Title Page No.

Jane McKellar: Business And Sun Tzu’s The Art Of War 2

Jane McKellar Exposes The Role Of War Strategies In Business 4

Jane McKellar: Her Real Secrets To Success In Life And Business 6

Jane McKellar Revealed: Lessons From The Writings Of Sun Tzu 8

Jane McKellar Revealed: The Three War Principles That Can Change Your

Business

10

Jane McKellar Reveals The Top Qualities Of Successful CEOs 12

Jane McKellar Shares The Secrets To Effective Leadership In Business 14

Jane McKellar: The Truth Behind Her Success In Business 16

The Real Jane McKellar: Business Achievements Through War Strategies 18

Who Is The Real Jane McKellar? 20

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Jane McKellar: Business And Sun Tzu’s The Art Of War

Sun Tzu is a military general, strategist

and philosopher in ancient China who

is credited as the author of The Art of

War, one of the most well-known and

highly influential military treatises ever

written. Numerous leaders and military

strategists, both in the ancient and

modern world, have used this piece of

literature to guide them in combat. However, few have recognized that that wisdom

contained within this ancient text can be applied in matters other than war—and one of

these individuals is Jane McKellar, a corporate leader with extensive global experience

in various areas of business, such as fast-moving consumer goods (FMCG), digital and

Internet, e-commerce and luxury goods industries.

Ms McKellar firmly believes that the strategies demonstrated in Sun Tzu’s The Art of

War can also be used effectively in business. She is known for her role in planning and

executing the biggest perfume launch in the history of Australia: an event dubbed as

“The Ultimate Girls Night Out”, a dance party held for a thousand Australian girls with

ages ranging from 10 to 40. This event was organized for the launch of Elizabeth

Arden’s new perfume, curious BRITNEY SPEARS™. It was the first of its kind in the

country and was subsequently awarded “Launch of the Year” by AdNews, Australia's

leading publication serving the advertising, marketing and media industries.

McKellar shares that this success has come at a time when the company was at its low

point and morale was dwindling—and that she has helped the brand regain its former

status in the market by inspiring employees with philosophies taken from Sun Tzu’s The

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Art of War. One of the key passages in the war treatise that has helped her successfully

launch the fragrance goes, “So a military force has no constant formation, water has no

constant shape; the ability to gain victory by changing and adapting according to the

opponent is called genius.”

Ms McKellar states that this passage merely points to the importance of adaptability in

gaining success in business. Another essential element to corporate success is self-

awareness, or having a clear understanding of the strengths of the company and its

products. She explains that knowing your own business is the key to effectively

transforming it to suit the current market climate: “While at the centre of any successful

strategy is a clear understanding of and focus on the core competencies of the

business, the strategy itself needs constant review and be tweaked where necessary.

Combine this with fluid, entrepreneurial, lateral tactics that work within the prevailing

situation, the underdog can most certainly win.”

With her recognition of the similarities between war and business and the wisdom of

Sun Tzu’s teachings, Ms McKellar has helped numerous companies rise and succeed,

not just Elizabeth Arden. She has worked as a board director for various businesses,

such as Clarisonic, and www. Ebetgroup.com and has taken on various senior-level

roles in big-name companies, such as Unilever and Microsoft.

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Jane McKellar Exposes The Role Of War Strategies In Business

War is in many ways similar to business: there are basically two or more parties

competing for a certain goal and competitors have to use various strategies that make

the most use of their strengths and take advantage of their opponents’ weaknesses in

order to eventually come out on top.

Jane McKellar, currently a Partner in Sheldon Harris Consulting, is one of the few

business leaders who not only recognise the similarities between business and war, but

has applied the various war principles contained in Sun Tzu’s The Art of War

successfully in business transformation. As a result, she has successfully led struggling

companies through a business turnaround and also helped kick-start both new

companies and established corporations whose operations have become stagnant.

One of the most notable highlights of Ms. McKellar’s career involves her stint as a

Managing Director for Elizabeth Arden in Australia. In the span of just one year, she

pulled off what is touted as the most successful fragrance launch in the country, and in

per capita terms, one of the most successful in the world - while at the same time

increasing profits for the company and also propelling three of the brand’s perfumes in

Australia’s list of top 10 bestselling fragrances. At the time Ms. McKellar was appointed

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as Managing Director at Elizabeth Arden, business operations were already sluggish

and the brand was losing its status as the powerhouse beauty and cosmetics company

that it used to be.

According to Ms. McKellar, the three most important business concepts that she has

gleaned from Sun Tzu’s The Art of War include knowledge, adaptability, and recognition

of failed efforts. The first concept, knowledge, involves familiarising oneself with the

various factors that affect business performance. This involves not just knowing the

company’s core competencies, but also learning about the competitors’ key strategies

and weaknesses. In addition, research into the target market and the factors that affect

product distribution will also help businesses. Knowledge of these different factors is

necessary in transforming a business and adapting it to take advantage of market

trends.

This adaptability is essential in ensuring success in business because market conditions

are always changing. Products (both by the company and its competitors) can be

modified to accommodate new technologies and breakthroughs, buyers’ interests alter

as time, seasons and trends come and go — essentially, everyone is looking for

something new all the time. It’s important to remember that while tried-and-tested

products may earn a loyal following, other details, such as a stale and outdated

marketing technique may eventually cause companies to lose patrons.

The last piece of wisdom from Sun Tzu’s TheArt of War that Ms McKellar has applied in

business is the importance of victory, not persistence. She maintains that while

relentless effort is crucial to success, it’s important to recognise when a method just isn’t

bringing the results it is supposed to deliver. Success in business, according to Ms

McKellar, is not just about persistence — it’s about being nimble and changing your

strategies to get more results.

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Jane McKellar: Her Real Secrets To Success In Life And Business

Having a successful career while at the same time leading a happy and fulfilling

personal life is perhaps one of the biggest challenges for people living in the modern

age. New technologies and electronic devices have promised to help people

communicate better and even automate tedious tasks that once took up so much time;

however, the truth is that these gadgets — computers and the Internet, mobile phones

and tablets — have only served to distract us from life. With all these factors that

complicate daily activities, it seems as if leading a balanced life is impossible — but

business leader Jane McKellar thinks otherwise.

Ms McKellar is best known for her work at Elizabeth Arden Australia. During her term as

the company’s Managing Director, she managed to achieve things that would have

been deemed just too difficult or impossible — in just the span of a year. Ms McKellar

spearheaded the planning and execution of an event that would later be known as the

biggest and most successful fragrance launch in the history of Australia. At the same

time, she also helped boost the company’s profits by a staggering 80 per cent and

positioned three of Elizabeth Arden’s perfumes in the country’s list of bestsellers.

Besides her success at Elizabeth Arden

Australia, Ms McKellar has also helped

initiate a business turnaround for other

companies, both big and small. For

instance, she led the purchase of Stila

Corporation from the Estee Lauder

Group. Under Ms McKellar’s leadership

as CEO, Stila was transitioned in 14

countries — and costs were brought to break-even after just eight months. Ms McKellar

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also helped establish Excite.com as part of a joint venture between Excite.com and JB

Fairfax, and she was also a Founding Director of NineMSN during her stint as Director

of Sales and Marketing at MSN Australia.

However, Ms McKellar’s achievements are not limited to just business. She is also a

mother to two young ladies. And while juggling corporate and parental duties, she also

managed to excel in sports at the same time. She was the founder of Scotland’s first

women’s rugby team (Ms McKellar being a passionate rugby player herself) and she

also represented the US in the World Triathlon Championships in 2010, for which she

ranked 6th in the USA for her age group.

So what is the secret to Ms McKellar’s incredible achievements? Ms McKellar shares

that her secrets to success can be found in just one book: Sun Tzu’s The Art of War.

She shares that life is a constant battle, and must be approached like one — with

careful planning, learning and flexibility.

The true secret to a successful and fulfilling life? Courage, says Ms McKellar. She

encourages other to get out of your comfort zone, constantly challenge yourself and as

her personal motto states, “be bold”.

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Jane McKellar Revealed: Lessons From The Writings Of Sun Tzu

Sun Tzu’s The Art of War is perhaps one of the most famous war and leadership

treatises ever written in history. This piece of ancient text is well-known not only for its

revolutionary ideas, but for its successful application in real life situations. Numerous

politicians and military strategists, both in the ancient and modern world, have won wars

using Sun Tzu’s guidance; in fact, both General Norman Schwarzkopf, Jr. and General

Colin Powell have been said to employ principles stated in this book during the Persian

Gulf War in the 1990s.

However, wars are not the only real life situations

where Sun Tzu’s teachings can be applied.

Personal relationships and business can also

benefit from the ancient war strategist’s wisdom

— after all, in the words of the English novelist

Charlotte Bronte, “But life is a battle: may we all

be enabled to fight it well!”

Jane McKellar, a CEO, board director and

business consultant, believes in the value of Sun

Tzu’s teachings in business. She shares that his

strategies for attaining victory in wars have

helped her gain more success in this field. An example of Ms. McKellar’s successful

application of Sun Tzu’s principles is demonstrated in her accomplishments, particularly

those she achieved while serving as managing director of Elizabeth Arden in Australia.

Ms. McKellar relates that at the time of her appointment, the company’s core operations

were becoming sluggish and morale was at an all-time low. Through a clear leadership

strategy and with the guidance of Sun Tzu’s teachings, however, Ms. McKellar was able

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to kick off a business turnaround: within 12 months of her appointment, she organised

and executed the most successful perfume launch in the history of Australia and at the

same time, she also helped boost profits by a large margin and positioned three of

Elizabeth Arden’s perfumes in Australia’s top ten bestsellers.

Besides her massive achievements at Elizabeth Arden Australia, Ms. McKellar has also

helped other companies, both big and small, rejuvenate their operations and gain

profitability. She explicitly states that she is “passionate about brands, turnarounds,

start-ups and kick-starting stale businesses, as well as leading and developing teams.”

Ms. McKellar shares that the strategies and principles for victory stated in The Art of

War have helped her propel companies, even struggling and stagnating ones, to

success. Among the core principles discussed in the text are the importance of

knowledge and adaptability in business. These two, when combined with the wisdom to

know the appropriate time for flexibility and a leader who is resolute in achieving gains,

can help even seemingly hopeless companies.

These “hidden” lessons are actually not-so-secret — after all, anyone can access the

book. The real secret to success, shares Ms. McKellar, is understanding these concepts

and knowing how to apply them in real life.

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Jane McKellar Revealed: The Three War Principles That Can Change Your

Business

Sun Tzu’s The Art of War is perhaps one of the most well-known war treatises in the

world, and military strategists have used its principles to lead wars throughout history.

This famous ancient text definitely has its applications in war; however, few individuals

realize that Sun Tzu’s wisdom can also be applied in life and business. Jane McKellar,

an avid reader of Sun Tzu’s treatise on war, is one of those few.

Ms. McKellar is a businesswoman with extensive experience in various global business

industries. She is the brains behind the most successful perfume launch in the history of

Australia and was also the driving force behind the performance breakthrough that has

helped Elizabeth Arden reclaim its status in the beauty market there. Ms. McKellar

shares three fundamental Sun Tzu passages that have influenced how she runs

businesses:

“If you know your enemy and you know yourself, your victory will not be threatened. If

you know the terrain and know the weather, the victory is inexhaustible.”

According to Ms. McKellar this passage means that success can be attained by learning

about the various players involved and factors that can influence business. These

players include not just the company and its competitors, but also the buyers and

product vendors. She relates that she and her team managed to boost productivity in

stores by helping vendors of Elizabeth Arden products learn about the “terrain”; vendors

were taught to observe and learn about factors such as traffic in stores, file card

systems for customers as well as the optimum time for selling. After this simple exercise

of “knowing about the terrain”, the company reaped a 30 per cent increase in

productivity within a few months.

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“Victory in war is not repetitious but adapts its form regularly.”

This war principle, states Ms. McKellar, is all about changing your strategies to adapt to

the current trends in the market. She asserts that businesses are “not going to be

victorious if you do the same thing over again.” Sun Tzu’s simple passage serves as

reminder for business not to become too comfortable with a single successful business

strategy as it poses two risks that can eventually help competitors topple even powerful

brands: first, a successful marketing technique, when repeated many times over, makes

even the best products appear unexciting and eventually, unappealing; second, using

the same strategy repeatedly makes you very predictable, a weakness that competitors

can eventually use to their advantage.

“So the important thing in a military operation is victory, not persistence.”

This last important quote from Sun Tzu’s The Art of War is about recognising when your

efforts are not effective, and then tweaking your strategies to adapt to the current

market. Ms. McKellar shares that while discipline and hard work are indeed important,

it’s also essential in business to know in a timely manner when a strategy is just not

working so that you can curb your losses and move on and employ a more effective

approach.

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Jane McKellar Reveals The Top Qualities Of Successful CEOs

Leading a company may seem like one of

the most powerful jobs in the world, but it is

by no means the easiest. There are several

hurdles that business owners and CEOs

need to tackle every single day (including

weekends and holidays). These include not

just internal matters such as office

organisation and assignment and sharing of

responsibilities, but also external factors,

such as the company’s image, relationships with clients and vendors and ongoing

competition with company rivals. As such, being a CEO requires more than just skill in

leading people.

Jane McKellar, one of the most notable female CEOs for today’s generation, has helped

numerous companies around the world not only improve and boost their operations but

also jumpstart companies that are struggling to make a name in the corporate world or

even those that have already become stagnant. She is best known for her work with

Elizabeth Arden Australia, where she organised what has been awarded as the “Launch

of the Year” by media agency AdNews. Ms. McKellar has also served senior level roles

in companies such as Unilever, Microsoft’s MSN Australia, Stila Corporation and

Callanish Interests Pty Ltd, as well as non-executive directorships in Clarisonic, KUSP

and EbetGroup.com.

According to Ms. McKellar, one of the top qualities of a successful CEO is commitment

to learning. This capacity to learn does not involve just the ins and outs of their own

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respective industries, but also about competitors’ strengths and weaknesses, the

qualities of the target market and the key features of their vendors that can be used to

improve sales. Ms. McKellar steadfastly subscribes to the philosophies offered in Sun

Tzu’s war treatise, The Art of War, and applies the leadership strategies presented in

this book on her business ventures. In The Art of War, the importance of learning in

success is emphasised in this simple passage: “If you know your enemy and you know

yourself, your victory will not be threatened. If you know the terrain and know the

weather, the victory is inexhaustible.”

In addition to commitment to constant learning, Ms. McKellar shares another key quality

of successful CEOs: adaptability. She states that while learning allows business owners

to create plans and strategies that have a very high chance of success, the truth is that

the success of such “fool-proof” plans is only guaranteed in theory, and that the

business landscape is very unpredictable. A more sensible plan, she states, is one that

allows room to accommodate unforeseen factors that can later on change the course of

business.

However, these aforementioned qualities — the capacity to learn and adaptability — are

useless without the wisdom to know when changes need to be implemented, which

according to Ms. McKellar is the last important trait of an effective leader. She shares

that hard work and discipline are indeed important, but it’s even more crucial to

recognise when these are no longer enough and change is needed.

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Jane McKellar Shares The Secrets To Effective Leadership In Business

Building a business from scratch is by no means easy; acquiring capital or finding

investors, hiring the right employees and sourcing the materials and manpower needed

to build products and services take a lot of time and effective planning. However, even

the most fool-proof plans will not be able to survive the tough world of business without

effective leadership. Jane McKellar, a highly successful female CEO who has helped

initiate a performance breakthrough in numerous companies around the world, offers a

few of her secrets to effective business leadership.

For those who are not familiar with Ms. McKellar’s achievements, there are several. She

is most well-known for her bold and innovative efforts at Elizabeth Arden Australia:

during her term as the company’s Managing Director, she helped pull off what is

acknowledged as the most successful fragrance launch in Australian history while at the

same time boosting the company’s profits by 80 per cent and positioning three of the

brand’s fragrances in Australia’s top 10 bestselling perfumes list. In addition to her

significant role in Elizabeth Arden Australia’s economic revival, Ms. McKellar has also

led other big name companies; for instance she had various international roles at

Unilever and was also Director of Sales and Marketing for MSN Australia. During her

stint at Microsoft, she was a

Founding Director of NineMSN.

Besides her work in big-name

corporate entities, Ms. McKellar

has also helped jumpstart other

businesses. She led the purchase

of Stila Corporation from the Estee

Lauder Group and successfully

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initiated a transition and business turnaround for the brand in 14 countries, as CEO. Ms.

McKellar has also served as a non-executive director in various company boards,

including Clarisonic (which was recently sold to L’Oreal) and Ebet.com.au.

According to Ms. McKellar, great business leaders share a few key characteristics. The

most obvious ones include a skill for communication and interpersonal relations, and

also the ability to listen to others. While these are indeed important in becoming an

effective business leader, she stresses that the true secrets to success in business

involves one’s capacity and willingness to learn, adapt and recognise when it’s time to

implement changes. Ms. McKellar firmly believes in the philosophies of ancient war

strategist Sun Tzu, and shares what she learned about these essential business traits

through his book, The Art of War.

Ms. McKellar shares that these seemingly simple qualities — commitment to learning,

adaptability, and wisdom to enact change — are also important in winning wars, and

that in many ways, hurdles in the commercial arena are just like obstacles in the

battlefield. These three key features, she believes, are very things that any entrepreneur

needs to grow a company and ultimately succeed in business.

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Jane McKellar: The Truth Behind Her Success In Business

What makes a successful business leader or entrepreneur? Some say that effective

leaders possess exceptional interpersonal and communication skills. Others believe that

ambition and motivation are more important qualities. While there are many books

written espousing leadership, some more helpful than others, perhaps one of the most

unusual sources of inspiration is The Art of War, the ancient war treatise written by the

Chinese philosopher and strategist Sun Tzu.

However, Jane McKellar,

currently a Partner at Sheldon

Harris Consulting, maintains that

this ancient Chinese text is the

source of business strategies

that have always helped her

succeed. She is best known for

boosting business at Elizabeth

Arden in Australia and pulling off the biggest perfume launch the country has seen to

date. In addition to changing the overall status of this powerhouse cosmetics company,

she has also helped other companies get back on their feet and eventually succeed:

she led the purchase of Stila Corporation from the Estee Lauder Group and initiated a

transition and turn-around of the business in 14 countries, bringing the company to

break-even after only eight months; as CEO for Asia Pacific, she also established

Excite.com in Asia Pacific from scratch as part of a joint venture between Excite.com

and JB Fairfax. She has served on the board of various companies, including

Clarisonic, KUSP, and Ebet.com.au. She is currently an Advisory Board Director for

EnrichMe.com.

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So what are the principles from Sun Tzu’s The Art of War that have helped Ms McKellar

gain such success in the field of business? According to Ms McKellar, these include just

two seemingly simple things: knowledge and adaptability. Striving to learn about the

business and being familiar with your own strengths and weaknesses help set the stage

for wise decision-making later on. However, learning only about your own company’s

core competencies is not enough — it’s also important to observe competitors’

practices, buyers’ habits and other seemingly minor factors that play a role in sales.

This is simply part of learning about the enemy, the terrain and the weather, as Sun Tzu

states in this simple yet profound passage: ““If you know your enemy and you know

yourself, your victory will not be threatened. If you know the terrain and know the

weather, the victory is inexhaustible.”

The information gleaned from all these efforts can then be used to tweak your strategies

and enhance your adaptability. As Sun Tzu said in his book, “Victory in war is not

repetitious but adapts its form regularly.” Ms McKellar supports this view and

encourages business owners to be adaptable and create plans that always leave room

for manoeuvrability, citing another Sun Tzu quote to support her views: “No plan

survives contact with the enemy.”

Ms McKellar shares that these two basic business strategies — constant learning and

adaptability — can really help any business owner succeed.

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The Real Jane McKellar: Business Achievements Through War Strategies

Sun Tzu’s The Art of War has been used throughout history by various war strategists

and politicians around the world. However, a lesser-known application of the ancient

Chinese text’s principles is in business: indeed, there are many similarities between war

and business and Sun Tzu’s strategies can be applied to both.

Jane McKellar, currently a Partner at Sheldon Harris Consulting, firmly believes that

these principles are effective in business. She has used them to initiate major

performance breakthroughs in many struggling companies, including both start-ups and

established corporations. One of Ms. McKellar’s most notable achievements includes

what is known in Australia as its most successful fragrance launch ever - curious

BRITNEY SPEARS™ perfume that later on was awarded by AdNews as “Launch of the

Year”.

Ms. McKellar’s achievements as Managing Director of Elizabeth Arden are not just

limited to bringing forth a highly successful and innovative perfume launch; she is also

responsible for bringing more vigour into Elizabeth Arden’s stagnant core business,

increasing profits for the company and positioning three of the brand’s signature

perfumes on Australia’s top 10 bestselling fragrances— and all of these were

accomplished within just 18 months as the company’s Managing Director. She was

awarded Director of the Year by JML Human Capital, supported by Macquarie Bank and

The Australian Newspaper.

In addition to her stellar performance in leading Elizabeth Arden, Ms. McKellar has also

served senior levels positions (CEO, MD and CMO) in various global industries

involving fast-moving consumer goods (FMCG), digital and Internet, e-commerce and

luxury goods. She has served senior level roles in well-known companies, such as

Microsoft (Director of Sales and Marketing, MSN Australia) and Unilever (Senior

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Executive for 12 years). Ms McKellar has

also helped jumpstart numerous small

businesses and is “passionate about

brands, turnarounds, start-ups and kick-

starting stale businesses, as well as

leading and developing teams.”

Ms. McKellar attributes her numerous

accomplishments to wisdom gained from

Sun Tzu’s The Art of War. She has learned important business principles, such as

constant learning and adaptability, through this book. Knowledge and constant learning

not only help businesses understand and learn about core competencies and strengths

that they can further nurture and use in the market; these can also help reveal key

qualities of competitors, buyers, and vendors that can be used to enhance marketing

strategies.

Being aware of one’s key strengths and weaknesses can also help companies be more

adaptable and formulate more effective marketing techniques for the future. In Sun

Tzu’s famous war treatise, a passage goes, “No plan survives contact with the enemy.”

This only means that even the most attractive plans may eventually need to be altered.

According to Ms. McKellar, “The real world — both in and out of business — can be

frustratingly unpredictable.” And as such, it is best to create plans that offer room for

changes.

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Who Is The Real Jane McKellar?

There are many extraordinary women today; some demonstrate a remarkable talent for

leadership, while others are adept at nurturing fledgling companies and creating new

business ideas, making them grow into profitable ventures. There are women who excel

in male-dominated fields such as

sports while still balancing a home life,

raising children and travelling the

world. Many of these exceptional

women demonstrate an uncanny

expertise in their respective fields, but

it’s quite rare to find a woman who

excels in several seemingly

contradictory and highly demanding

endeavours.

Jane McKellar is one of these.

Ms. McKellar is best known for her achievements in the field of business — but she is

definitely more than just a bold and innovative businesswoman. So who is the real Jane

McKellar?

Ms. McKellar is mother to two lovely young ladies, both of whom were born in Australia.

Despite her busy schedule, Ms McKellar always makes time to spend with her girls and

to share with them the same philosophies that have made her successful in life.

She is also the daughter of late, world-renowned Scottish singer Kenneth McKellar; she

founded the Kenneth McKellar Memorial Scholarship at Paisley Abbey, Scotland in

honour of her father’s name.

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She is an athlete. Ms McKellar is part Scottish, and one of her most significant

contributions to the country involves her love of the sport rugby: she founded one of the

first women’s rugby teams in Scotland and played for four years. In addition to

encouraging ladies in Scotland to engage in sports, she is also a passionate triathlete

and has participated in the World Triathlon Championships; she competed in Budapest

for Team USA in 2010 and qualified for the Beijing tournament in 2011. She came first

in the 2010 Los Angeles Triathlon in her age group.

She is businesswoman and consultant. Ms McKellar is best known for her stellar career

in business. She is credited for the biggest and most successful product launch in the

history of Australia and has helped numerous big-name companies, such as Elizabeth

Arden and Stila, regain their status in the market. She has an exceptional skill in leading

a business turnaround — several businesses, both big and small, owe their current

success to Ms McKellar’s highly effective transformation strategies.

She is a leader. All these achievements would not have been possible had it not been

for Ms McKellar’s gift for leadership. Using philosophies gained from Sun Tzu’s “The Art

of War”, she has motivated employees and fellow business leaders to take a more

active position not just in business, but also in life.

Ms McKellar believes that life is about achieving balance – in her case as mother,

partner, daughter, sportswoman, business consultant, leader and that by being flexible

in one’s approach to all, that balance can be achieved.