2018 International Forest Industries December 2017 January 2018 | Page 28

The LumberPro
HD36
Leading
by example
Portable sawmilling
leader says a positive
attitude is the
fundamental quality
required for success
in a dynamic forestry
business environment
26 International Forest Industries | DECEMBER 2017 / JANUARY 2018
T
he last time we caught up
with Norwood President
Ashlynne Dale was four years
ago as the industry was dragging
itself out of the recession along
with the rest of the business world.
These days, the industry and the
company are in a very different
place. We spoke to Dale about
leadership through these changing
times and the fundamentals of
innovation.
International Forest Industries: (IFI)
What’s changed since we spoke
four years ago?
Ashlynne Dale: From a global
perspective, all ships seem to
be floating higher. When we
last spoke, the world was still
climbing out of the recession
and, in comparison to that, all
western economies have been
on a tear since then. We’ve been
benefiting from that and have seen
tremendous growth.
We’re not sure how much of
our success is due to the general
improvement in the economy, or
due to our own innovation and
hard work, but we’re happy with
the results in either case – I would
like to think we’re doing something
right.
IFI: How have conditions
changed in terms of leading
businesses?
AD: There is no question that
the intensity of business at every
level is increasing. Things are more
complicated and reactive and any
decision feels like it could make a
significant impact on the business.
As a business leader, you’re also
a human being and subject to the
same emotional influences that
transport the world at large. The
herd instinct among people, and
therefore business, has always
amazed me; we all seem to panic
at the same time and we’re all
carefree at the same time. Business
leaders can’t help but be affected
by broader anxieties and global
shocks and, I don’t think anyone
would argue that, the world is
harsher and more volatile place
than in the past.
IFI: How is that volatility
affecting the job of leading a
company?
AD: You need to be in tune
with broader influences because
they will affect sales and the
overall markets you’re in or you’re
looking to penetrate. You have
to be prescient about them if at
all possible. You try to distance
yourself from the herd mentality;
you can’t help but feel those
pressures but you have to master
your own emotions so you’re
not making irrational business
decisions based on the emotions of
the masses in the moment.