Key Lessons from the latest book: ### Persistence is key. Estée turned “no” into “not yet.” When cosmetics buyer Miss Weston refused to meet her, she waited nine hours until Weston gave in. That relentless drive secured a store placement, proving that outlasting rejection can change everything. ### Perfection over profit. She scrapped entire batches over flaws no one else could see. “If it wasn't perfect, it wasn't Lauder” she insisted. Perfection over profit. ### Obsess over the details. Everything was pink for the Beautiful launch—flowers, napkins, even her dress. This wasn't just style but a deliberate choice to create an unforgettable brand moment that stuck with customers long after the launch. ### The standard is excellence. She trained her sales team in remote locations, personally showing them how to showcase products. This hands-on demand for excellence ensured her vision reached every customer, every time. ### Depth beats breadth. “You can do anything if you’re small enough” Leonard Lauder said. They focused on a few loyal department stores instead of chasing mass distribution, building deep ties that fueled massive growth. ### Nurture young talent. Her uncle John took her teenage passion for creams seriously, teaching her chemistry in a stable lab. That early belief in her potential laid the foundation for her empire. ### A deep understanding of psychology. Her “gift with purchase” tapped into reciprocation—small samples turned buyers into lifelong advocates. “Touch a woman's face, and you have her” she said, using psychology to build a word-of-mouth empire.