Dalia Feldheim
speaker
76 appearances
1 recordings
1 series
first heard Nov 2024
last heard Nov 2024
Dalia Feldheim’s voice in public audio — every appearance, attributed to the second.
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There's no such thing as a masculine brain or a feminine brain. We all have masculine leadership traits and feminine leadership traits. The issue is that the business world has collapsed into wounded masculine power over people versus power with people. So we feel like we either need to behave like that or we sink into our wounded feminine being defensive, etc.
And I think what I'm provoking is for all leaders to connect to those more historically feminine traits like empathy, intuition, teamwork, in order to balance out the world and to humanize the workplace.
It sounds to me so massive. So I started my career at Procter & Gamble. And very early on, I kind of started on femcare, feminine care, so pads, tampons. And I'll tell you, I think it was six months into the role that I realized I'm not in the business of selling pads. I'm in the business of women empowerment. And, you know, it was really a magical moment. I can tell you a little bit about it.
I mean, we were in India and we were doing in-home visits and I walk in to talk with the mom and the daughter and the daughter's sitting on the floor. The mom comes in with drinks and then she kind of offers the daughter on the floor and like metal plates. And throughout the whole interview, she was sitting on the floor, aunts and uncles came in.
And I, for a moment, I noticed this sad look on her face. And, you know, when we went out, I'm like, what was that all about? And my agency told me, well, she's on her period. And I'm like, so what? And she said, well, in India, we have all this myths about periods. We believe women are impure. So they're not allowed to sit with us or go into the kitchen or go to prayer areas.
And in most cases, they sit or sleep on the floor. And yeah, you're going like that. And I kind of, how common is that? And she said, whoa, you know, it's quite common. And then she kind of jokingly said, you know, we even believe a woman on a period, if she touches pickles, she'll make them go sour. And I can tell you, Heather, that night I couldn't sleep.
I just had the girl's sad look on the face. And I went to the agency the next morning. I'm like, I couldn't sleep. She said, yeah, me too. I'm like, we need to do something about it, right? We need to use the brand voice to make an impact, you know, to make a difference. So basically we, you know, I said, I'm a foreigner and this is cultural, so I'll leave it with you.
And we worked through 12 months and then we came out with a campaign called I Dared, I Touched the Pickle. So it was like using humor to bring about the issue that became the most viral ad of the year in India in 2014. Ted talks about it, et cetera. And that was the moment, and I'm very proud of a lot of things, but that was the moment that, wow, we can make a big difference.
And then a year later, we decided to do the same on a global level and we changed the brief. And it's actually my president who said, you know, she was telling the story of how a daughter was about to play basketball. And she said, mom, I can't, I'm on my period. And she says, you go out there and you play like a girl. And the agency loved it so much.
And they created the iconic, always like a girl. And I always say, I can't take credit for it because it's the agency who created it. I guess it's You know, our brief inspired that. But when I saw it, I was like, wow, this is what I've been working for for 15 years. And the campaign went on to, you know, change lives and really reclaim that phrase like a girl to mean be proud to be who you are.
Right. Because, you know, when we ask a young girl what it means to run like a girl, she says, what do you mean? It means run as fast as you can. And suddenly in socialization, it becomes an insult. So, you know, that's what we wanted to do. We wanted to reclaim that phrase.
And that's what I'm trying to do now because two decades in the corporate world, I believe it's time to reclaim the phrase like a girl once more in the world of leadership. So, you know, I'm trying to use all my learnings from the corporate world and, you know, bring them back into kind of helping men and women, you know, lead from the heart. That's the essence of it.
Yeah, I think, you know, and I do a lot of find your purpose workshop. That's, you know, I do a lot of leadership development in companies. And the one I love the most is the find your purpose. I go really deep into their own stories to find what they're passionate about and how they can create this magic links between their strengths, their passion areas, and then what the world needs.
And you will be surprised. And it's not just brands. It's any job that you're doing, right? It's not a job if you bring your heart into the work. So the first dimension of leading like a girl is leading with purpose, which is finding what you're good at, what you're passionate about, and how you can bring it to life and aid what the world needs. And you'll be surprised.
I mean, CEOs tell me, oh, I'm scared they will do and they will leave and live in the Himalayas. And I tell them, no. I mean, there's a lot that can be done within these big companies Right. To bring out and it unleashes so much passion that, you know, that's when you create really magic. You take your strengths from good to great. So I'm a huge, huge believer.
And that's my first chapter actually in the book is leading with purpose.
So it's a process. I mean, you can go through on your own. I actually put the whole process. I tried for the book to be very practical because I'm a very practical person. So I combined three things. I combined storytelling because once a marketeer, always a marketeer, right? And I feel when you speak from the heart, you know, you reach the heart, right? So
storytelling is a big deal and that makes everything relevant. And then the second dimension is science. And I use the science of positive psychology. I'll get to that in a bit. But when I decided to leave the marketing corporate world, I actually went to study and I studied the positive psychology and organizational psychology.
And when I studied positive psychology, I kind of realized, wow, everything I believed about leadership is grounded in research. So when I go to companies today and I talk about happiness in the workplace or purpose, everything is grounded in research. Happier people are more productive. People that have a purpose have stronger resilience, have stronger relationships, have etc. So
that's key so there's storytelling there's the science element and I bring a lot of research and kind of scientific facts and then each chapter has a practical part for it and you know the chapter around finding your purpose has a whole journey and the journey I believe you know and it's also kind of I'm building on Simon Sinek and a lot of work that I've done in INSEAD but your purpose comes from your heritage story your ups and down and when you analyze your own life
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