LEARNING TO BE A LEADER - FINAL REPORT

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May 4, 2024

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Group - 1 Melanie Perkins CEO of Canva MGMT8011 Learning to be a Leader Macquarie University Table of contents Introduction 2
Who is Melanie Perkins? 2 Introduction to Canva 2 Melanie Perkins' leadership traits 2 Confidence is key 3 Kitesurfing as a business strategy 3 Changing the narrative for gender equality 3 Melanie Perkins' leadership style 4 Positive impact and democratic leadership 4 Leadership skills 4 Interpersonal skills and management of administrative tasks 5 Big dreams and shared visions 6 Task and relationship styles 6 Conclusion 8 1
Introduction Who is Melanie Perkins? Melanie Perkins is an Australian entrepreneur within the field of technology. She is co- founder of Canva, a platform that offers free graphic designs for social media, presentations and posters (Forbes, 2018). Perkins is currently the 2nd richest and youngest female CEO of a tech start-up in Australia, with a net worth of 6.5 billion USD (Women's Agenda, 2022). Her journey of becoming an entrepreneur started early, as she developed her first business at the age of just fourteen, selling handmade scarves at markets in Perth. Since then, Perkins has grown into a successful entrepreneur, operating one of the few unicorn businesses to be profitable (Miller, 2022). Introduction to Canva Before turning into a billion-dollar business, Canva started as a solution to a problem Melanie Perkins faced as a student teacher in computer design. Observing how difficult it was for students to learn the basics of traditional design programs, she wanted to make it simpler. And in order to do so, Melanie Perkins launched a website that simplified and streamlined the design process (Gilchrist, 2020). Canva was founded in 2013 by Melanie Perkins, Cliff Obrecht and Cameron Adams with the main goal of enabling anybody in the world to design anything and publish anywhere ( About Canva , n.d.) . By 2021, Canva generated a revenue of 1 billion USD (CNBC, 2022), and according to Forbes Cloud 100 list, Canva reached 3rd place, and thereby ranked as one of the world's 100 leading private cloud companies (Konrad, 2018). 2
Melanie Perkins' leadership traits In this section Melanie Perkins' leadership traits will be analysed using theory from Peter Northouse. According to Northouse, successful leaders possess one or more of the following six key traits: intelligence, self-confidence, charisma, determination, sociability, and integrity. Confidence is key Confidence is strongly connected to having a positive attitude towards the ability to succeed and accomplish goals. This trait is essential to effective leadership (Norhouse, 2018). Perkins never gave in to doubters or statistics about failed startups, instead, she had faith in her abilities and guided Canva to the top of success (Singh, 2019). Kitesurfing as a business strategy Starting her business, Perkins did not have the capital to build the platform. To succeed, she needed to bring investors on board. In her determination to get venture capital investments for her company, she learned how to kitesurf. Kitesurfing opened the door to powerful people placed in the centre of technology, Silicon Valley, leading to important business partners. During her entrepreneurial journey, Perkins has demonstrated attributes such as perseverance and decisiveness. These characteristics place Perkins within the category of determination as “staying focused on the task, clarifying goals, articulating the vision and encouraging others to stay the course are characteristics of determined leaders” (Northouse, 2018). Changing the narrative for gender equality Leaders that uphold a firm set of values and accept accountability for their actions are known for their integrity. Because they can be relied upon to carry out their promises, leaders with 3
integrity inspire trust in others (Northouse, 2018). The tech industry is predominantly dominated by men, which is why Melanie Perkins has made it a priority to reduce the gender gap. She is an advocate for gender equality in her company which is displayed in Canva's recruitment strategy. The company has created a training program aiming at decreasing unconscious bias in the hiring phase as well as gender-neutral language in job postings, resulting in 41% female representation within Canva (Madigan, 2020). Melanie Perkins' leadership style Positive impact and democratic leadership One of the core values of Canva is to 'Be A Force For Good' (King, 2022). This statement is a part of the company's vision and mission since it was founded. The founders strive to take action toward creating a positive impact in the world. In 2021 the two founders, Melanie Perkins and Cliff Obrecht announced that 30% of the company would be donated to charity through the Canva Foundation. Another initiative provided by the company is entitled 'Force For Good Fridays', where employees have the opportunity to volunteer to a project in their local community. Besides these Fridays, every employee gets three days of paid labour a year dedicated to a cause that matters to them (King, 2022). As a leader, Perkins advocates for change while encouraging her followers to do the same. This demonstrates a democratic leadership style, as "helping each follower to reach personal goals is important to a democratic leader" (Northouse, 2018, p. 85). Democratic leadership, which is also called participative leadership, is about distributing power and gaining consensus. The leader leads the team by gathering input, encouraging collaboration, and valuing the expertise of each team member while each team member contributes to the decision-making process (Dyczkowska, n.d.). According to Perkins, Canva relies on every team member to challenge and improve the way things are done. She explains that “all suggestions are welcomed, regardless of 4
job function or tenure. We actively solicit ideas from everyone to improve the way we work and create value for our users, whether it be facilitating project retrospectives, or implementing different tools or technologies” (Perkins, 2019). It is clear from this approach that Perkins possesses democratic leadership qualities, as she assists her followers in becoming self- directed and prioritises communication between the teams. Leadership skills In the following section, Melanie Perkins' leadership skills will be analysed using concepts from Peter Northouse. According to Northouse, effective leadership requires skills, as "leadership skills give people the capacity to influence others" (Northouse, 2018, p. 117). These skills can be learned and developed, which implies that everyone has the potential to possess these in opposition to inherent leadership traits. According to Northhouse, leadership skills can be divided into three categories: administrative, interpersonal and conceptual. Administrative skills refer to planning and organising work, interpersonal skills pertain to interacting with people, and conceptual skills refer to the way leaders approach concepts (Northouse, 2018). The figure below illustrates Northouse’s concept of core leadership skills. 5
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