Kellie Fitzgerald, managing director, retail at Google, is up to the challenge and down to disrupt. Disruption, said the three-time speaker of Fairchild Media’s annual WWD x FN x Beauty Inc Women in Power event, is seen everywhere from content creation shaking up fandoms to shopper expectations shifting retail – and according to research, women are much more adept at thriving under these disruptions.
The world today, she said, in business and life, feels very disrupted. In her unique position at Google, Fitzgerald sees this change every day. For example, AI continues to disrupt how we work and manage our time. Additionally, more than 15 percent of daily searches on Google have never been searched before – which is significant with 99,000 searches per second.
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Leading marketers, especially women, are seizing this moment. Recent research from AlixPartners made this especially clear, showing that women are particularly equipped to deal with disruptions.
The findings, Fitzgerald said reminded her of a quote from former chief executive officer of YouTube, Susan Wojcicki, who said, “Today, the way we work is changing. The pandemic showed us that we don’t have to sit in a cubicle to be productive in our jobs. People need flexibility to do their best work, and this is especially true for new parents.”
To disrupt her own family life and work life, Fitzgerald decided to move to Milan for a short time, testing out how the change could inspire her. The results, she said, were empowering.
Here, as the world continues to change and thrive under disruption, Fitzgerald talks to Fairchild Studio about leadership, finding validating data and how retail can embrace disruption.
Fairchild Studio: What has been your reaction to Alix Partners’ research, which looked at gender for the first time in its disruption index?
Kellie Fitzgerald: Finally, there is actually data to support what I believe to be true.
It was validating to see data supporting what many of us have observed anecdotally – that women possess unique qualities that make them exceptional leaders, especially in times of disruption. The AlixPartners research highlights some key strengths that women bring to leadership:
- Embracing change: Women are less likely to cling to the status quo. They’re eager to challenge norms and explore new possibilities, which is essential for navigating disruption successfully.
- Seeking opportunity: Instead of getting bogged down by potential losses, women focus on what can be gained from disruption. This positive outlook allows them to identify and seize new opportunities that others might miss.
- Collaboration and support: Women understand the power of community and collaboration. They actively seek out diverse perspectives and build strong support networks, which are invaluable during challenging times.
- Taking a stand: Women are more likely to champion important issues, even if they’re controversial. This courageous leadership is crucial for driving positive change and creating a more equitable future.
These qualities, combined with a lower fear of change and higher expectations, make women uniquely suited to lead in today’s volatile world. The AlixPartners Disruption Index provides compelling evidence for this, and I believe it’s a powerful call to action for organizations to recognize and embrace the leadership potential of women.
Fairchild Studio: Did you find the idea that women had less fear surprising?
K.F.: I’m certainly not surprised that women demonstrate less fear of change and higher expectations. Throughout history, women had to be bold and brave to navigate shifting landscapes, whether in their personal lives or professional spheres. This fostered resilience and a proactive mindset. So, when disruption hits, women are more likely to see it as an opportunity for growth rather than a threat to their security.
Fairchild Studio: What finding from the report has stayed with you?
K.F.: I loved the finding that when faced with disruption, women seek more support and collaboration. It reminded me of Melinda French Gates’ “Truth Council” – her weekly meeting with close female friends to
discuss important decisions. This exemplifies women’s ability to leverage support systems and collaborative decision-making, which are crucial for navigating disruption effectively. This was also a reminder of the strength and support I’ve found in my network of female friends and colleagues throughout my career.
Fairchild Studio: You’ve called out Susan Wojcicki’s quote about people needing flexibility to do their best work and that this is especially true for parents. Why did you find this particularly inspirational?
K.F.: It absolutely inspired me and directly impacted a decision I recently made to disrupt my family and work life over the summer by living and working in Milan. I was able to experience a different culture, connect with colleagues and partners in a new setting, and share this incredible adventure with my family. This wouldn’t have been possible without the flexibility that Susan championed. It’s inspiring to see leaders recognize the importance of work-life integration, especially for parents, and create environments where people can thrive both personally and professionally.
Fairchild Studio: What did you learn about your own work style and leadership style during your move to Italy this summer?
K.F.: The whole experience was delightfully disruptive. It inspired me to return and commit to disrupting things that are unsavory – or even just mediocre – across my work and personal life. I’m a word nerd, so I like to use three of my favorite Italian words to summarize my new perspective coming out of my experience in Italy.
I learned to embrace “allora” – the pause to find hidden layers and deeper stories in everything. I discovered the power of “basta” – setting boundaries and reducing multitasking. And I found joy in “passeggiata” – exploring without a defined goal and trusting the journey.
This experience taught me to be more present, intentional and to embrace the unexpected, both in life and in work.
Fairchild Studio: What can brands and retailers learn from this new perspective you gained in Italy?
K.F.: It is my hope that retailers draw inspiration from three Italian words. Embrace “allora” by going beyond the transactional and empowering sales associates to create truly engaging in-store experiences that surprise and delight. Channel “basta” to break free from the inertia of incremental change and curate their assortment with boldness, creating a differentiation that delights shoppers. And finally, embody “passeggiata” by stepping away from the constant need for measurement and allowing passion, storytelling, and authentic connection to guide a few select brand-building initiatives.
Fairchild Studio: What are some positive disruptions you’ve already seen in retail? What can we learn from this?
K.F.: I recently visited a luxury retailer’s immersive exhibit in Milan, and it was truly inspiring. Their goal was to tell a story and share their craftsmanship with a wider audience, without focusing on sales. The response was incredible! They extended the exhibit multiple times, are planning to take it on tour, and it attracted more new customers than any other initiative. It’s a powerful example of how authentic connection and immersive experiences can deeply resonate with people.
Fairchild Studio: How can Google help?
K.F.: At Google, we witness human curiosity firsthand through billions of searches. In fact, 15 percent of daily searches are things that we’ve never seen before. This gives us unparalleled insight into the consumer mindset. My team and I are committed to helping brands and retailers better understand their consumers and how to connect with them in meaningful ways.