Shane Parrish

Mary Kay's genius for recognition reached its peak at the annual conventions, which became legendary in the direct sales world.

The first convention in 1964 was modest.

It was 200 people in that hotel room, but Mary Kay had a vision for what these events could become.

So by the early 1970s, the annual seminar had grown into a massive production at the Dallas Convention Center, with thousands of consultants attending from all over the country.

And these weren't traditional business conferences.

They were part revival meeting, part award ceremony, part trading event, and part celebration.

Women would save up all year to attend, bringing their best dresses and their highest hopes.

And the event ran three days.

The first two days were training and workshops on new products, advanced sales techniques, motivational speeches from the top performers.

And the third and final day was just pure recognition.

It started in the morning with smaller awards that were pinned for various achievement levels, recognition for recruiter of the year, milestone anniversaries, and this built gradually all the way through the afternoon.

Then in the evening came the main event, director recognition.

The top sales director celebrated in elaborate ceremonies.

Mary Kay herself presented the awards, calling each director to the stage by name.

The emotional intensity was overwhelming.

There was women crying, moved by the recognition, and seeing what was possible.

At the end, the ultimate recognition, next year's Pink Cadillac recipients.

Each name called, the director walking through the audience to the stage while a video played showing highlights from her year.

When she reached the stage, Mary Kay presented her with the car keys and a jacket that said, Mary Kay Pink Cadillac.

The crowd went wild.