Xerox president stresses importance of great leadership

Burns had a hand in turning an almost bankrupt company around - restoring its global status

By: Katy Weaver

Posted: 1/11/08

Those who were at the LaSells Stewart Center last night might never think the same way about a Xerox machine again.

Ursula M. Burns, the president of Xerox Corporation, visited OSU Thursday to give the College of Business Dean's Distinguished Lecture.

"Ursula started at Xerox as a student intern 28 years ago," said Ilene Kleinsorge, Dean of the College of Business. "This is a perfect example how you can get a leg up in a company."

Titled "Lessons of Leadership: Bold Bets and Back to Basics," Burns' lecture described lessons learned from Xerox, in addition to focusing on specific things people should remember to do in their careers, whether business related or not.

"What I say relates to businesses and any other institution that applies to people," Burns said.

The Xerox company went from being extraordinarily successful in 1998 to almost bankrupt in 2000 due to a combination of negative factors.

Since then, however, Xerox has made a complete turnaround, and is now back to being a globally successful innovative company.

"In 2000, we were hemorrhaging on every single front," Burns said. "Every one of us had to roll up our sleeves and save Xerox, and after that journey make sure that we were set up for success."

In this journey back to success, Burns learned six key things that she explained to audience in detail.

The power of communication, culture, the importance of having a simple vision, the power of people, putting the customer at the center of everything and valuing leadership.

Burns especially stressed her last point about leadership.

"You don't know how important leadership is until you come face to face with a terrible leader," Burns said.

"Bad leadership can cause serious damage almost overnight. Business author Jim Collins looked at companies that had great success, and found that the thing all of them had in common was great leadership, no matter what they were selling."

After discussing these key things she had learned at Xerox, Burns was adamant about having the audience ask questions.

One of the first questions Burns answered was about the three most significant challenges she expected Xerox and other companies to face in the future.

"The first challenge will be how we are going to get the talent we need in the future to keep companies going - you'd be surprised how difficult it is to recruit engineers," Burns said.

"The second challenge is in the ability to operate companies globally when the world keeps moving faster and faster, and the third challenge lies in the problem of the world limiting success for people. We have to be able to distribute wealth better than we do today, and keep a balance so we have a better world."

"Ursula came across as very real, someone who had worked through seven years of effort," said Madeline Romero, an instructor in the College of Business.

"It was a company in the doldrums, and they made an amazing turnaround considering they went from high leverage to no debt."

Students who attended the event agreed.

"I was strongly encouraged to attend by two of my business teachers," said Brad Phillips, a freshman in business. "But it was pretty impressive to see the power of leadership and how a company could rise from the depths. I was glad I came."

Katy Weaver, news writer

news@dailybarometer.com, 737-2231