Zuhairah Washington of Unlimited Ventures: 5 Things You Should Do To Become a Thought Leader In Your Industry
An Interview With Dina Aletras
Be Authentic: Stay true to your values and mission. Authenticity resonates with people and builds trust. My commitment to diversity and inclusion has been a core aspect of my leadership style and thought leadership journey.
As part of our series about how to become known as a thought leader in your industry, I had the pleasure of interviewing Zuhairah Washington.
Zuhairah Washington is a Harvard Business School and Harvard Law School graduate and the former CEO of Otrium, a global, sustainable fashion marketplace recognized as one of the The Most Innovative Companies of 2023 by Fast Company Magazine. She has scaled four multi-billion dollar companies and is widely recognized as a dynamic and visionary leader in technology. She has over 20 years of business experience under her belt including executive roles as a Senior Vice President at Expedia Group, where she led a 1,000 person global team, steering billions in revenue and General Manager at Uber where she grew revenue for Uber’s fifth largest market from tens of millions to over $1B in under three years.
Thank you for taking the time to speak with us! Our readers are eager to learn more about you. Could you provide some background information about yourself?
My name is Zuhairah Washington and I am a Harvard Business School and Harvard Law School graduate and the former CEO of Otrium, a global, sustainable fashion marketplace recognized as one of the The Most Innovative Companies of 2023 by Fast Company Magazine. I have scaled four multi-billion dollar companies and am widely recognized as a dynamic and visionary leader in technology. I have over 20 years of business experience under my belt including executive roles as a Senior Vice President at Expedia Group, where I led a 1,000 person global team, steering billions in revenue and one of the first 300 employees at Uber where I grew revenue for Uber’s fifth largest market from tens of millions to over $1B in under three years.
What establishes you as an authority on thought leadership? Could you briefly share your expertise with our readers?
I have been fortunate to lead and scale high-growth companies, such as Uber and Expedia Group, delivering billion-dollar outcomes. My journey from being one of the early employees at Uber to a senior executive role at Expedia has provided me with a unique perspective on disruptive innovation and strategic growth. As a CEO of Otrium and a board director for major public companies, my expertise spans across various industries, including tech, travel, and sustainable fashion. Additionally, my academic background from Harvard University and my published work in prestigious outlets like the Harvard Business Review further cement my role as a thought leader.
Can you recall a funny mistake you made when you were first starting out? What lesson did you learn from it?
When I was just starting out as an analyst, I had a rather humorous yet pivotal experience. My boss asked me to include an ampersand in a report, but I had no idea what an ampersand was. Instead of asking for clarification, I spent hours trying to figure it out on my own. Eventually, I had to confess my confusion, and my boss simply laughed and explained that an ampersand is just the “&” symbol. This incident taught me a crucial lesson: never be afraid to ask questions. It’s better to seek clarity and understanding upfront than to struggle in silence and risk making bigger mistakes later. Embracing vulnerability and admitting when you don’t know something can lead to growth and better outcomes.
What are the most significant disruptions you foresee in your industry over the next five years, and how can businesses adapt to these changes?
The next five years will see significant disruptions driven by advancements in AI, the shift towards sustainability, and the increasing importance of data privacy. Businesses need to invest in AI technologies to stay competitive, adopt sustainable practices to meet consumer and regulatory demands, and prioritize data security to build and maintain trust with their customers. Embracing these changes proactively will be key to thriving in the future landscape.
Can you explain the benefits of becoming a thought leader? Why is it valuable to invest time and resources into this?
Embracing thought leadership is a transformative journey that can elevate your career and impact your entire industry. By investing time and resources into developing your expertise and unique insights, you position yourself at the forefront of innovation and change.
As a thought leader, you become a beacon of knowledge, attracting opportunities and connections that might otherwise remain out of reach. Your informed perspectives can shape industry conversations, influence decision-makers, and inspire the next generation of professionals.
This path isn’t just about personal gain, though. It’s about contributing meaningfully to your field and potentially improving lives through your ideas and influence. Whether it’s solving complex problems, introducing new methodologies, or challenging outdated practices, your thought leadership can be a catalyst for positive change.
Moreover, the process of becoming a thought leader is inherently rewarding. It pushes you to continually learn, grow, and refine your ideas. This ongoing development keeps you engaged and passionate about your work, fostering a sense of purpose and fulfillment.
In today’s fast-paced business world, thought leadership is more valuable than ever. It differentiates you in a crowded marketplace, builds trust with clients and peers, and opens doors to exciting collaborations and ventures.
Can you share an example of a significant challenge you faced in your career and how you leveraged innovative thinking to overcome it?
At Uber, we faced the immense challenge of scaling operations in a highly competitive market without specific laws related to transportation network companies on the books. We had to create demand for a new form of transportation that was better for both drivers and riders. Our secret and innovative weapon was the power of the people. Once people opened the app and used the product for the first time, it was a WOW moment that even local regulators couldn’t ignore. Drivers were making better income and loved the flexibility, making it an offer the government couldn’t refuse.
To address the regulatory challenges, we spearheaded a data-driven approach to optimize driver incentives and improve user experience. By leveraging data analytics and innovative marketing strategies, we significantly increased trip volume and revenue. This grassroots demand for Uber’s services created a groundswell of public support that was instrumental in changing transportation regulations. Ultimately, this innovative thinking and reliance on the power of the people allowed us to overcome regulatory hurdles and establish Uber as a market leader in the DC-MD-VA region.
Now that we have covered that, we’d love to hear your advice on becoming a thought leader. Can you share five strategies that someone should follow to gain recognition as a thought leader in their industry? Please include examples or stories from your own experience for each strategy.
- Develop Deep Expertise: In order to be a thought leader you must first have a thought. Build a strong foundation in your field through continuous learning and hands-on experience. During my tenure at Uber, Expedia Group and Otrium, I immersed myself in the intricacies of each industry, which enabled me to make impactful strategic decisions and also develop a bespoke point of view on industry norms and practices others took for face value vs. assessed critcally.
- Share Your Knowledge: Publish articles, speak at conferences, and engage in discussions on social media. Writing for the Harvard Business Review and speaking at industry events helped me share my insights and establish credibility.
- Build a Strong Network: Connect with other leaders and influencers in your industry. My relationships with peers and mentors have been invaluable in exchanging ideas and gaining different perspectives.
- Innovate Continuously: Stay ahead of trends and think creatively about solving problems. At Otrium, we embraced sustainable fashion and built an innovative business model that was better for brands and consumers that allowed us to disrupt the traditional retail space.
- Be Authentic: Stay true to your values and mission. Authenticity resonates with people and builds trust. My commitment to diversity and inclusion has been a core aspect of my leadership style and thought leadership journey.
How do you foster a culture of innovation within your organization, and what practices have you found most effective in encouraging creative thinking among your team?
I foster a culture of innovation by prioritizing psychological safety at work. I do this by encouraging open communication and kind and direct conflict, celebrating failures as learning opportunities, and empowering team members to take ownership of their projects. Regular brainstorming sessions and cross-functional collaborations have also proven effective in sparking creative ideas and driving innovation within my teams.
Who do you think is an outstanding example of a thought leader? What specific qualities impress you about this person?
Arthur Brooks is a remarkable thought leader who impresses me with his ability to blend rigorous research with practical insights. His work on happiness and purpose-driven leadership resonates deeply with me, and his eloquence in communicating complex ideas is truly inspiring.
How do you stay informed about the latest trends and developments in your field, and how do you incorporate this knowledge into your strategic planning?
I stay informed by reading industry publications, attending conferences, and participating in professional networks. Additionally, I engage with thought leaders on social media and leverage my network to exchange insights. This continuous learning process helps me incorporate the latest trends into my strategic planning and ensure my organizations remain competitive and innovative.
Some people feel that the term “thought leader” is overused and has lost its impact. What are your thoughts on this?
While the term “thought leader” may be overused, its essence remains valuable. True thought leadership is about contributing meaningful insights and driving positive change. It’s important to focus on substance over titles and let your work and impact speak for themselves.
How do you balance short-term business goals with long-term strategic vision, especially in a rapidly changing market?
Balancing short-term and long-term goals requires a clear vision and purpose for your organization as well a commitment to remain agile and dynamic as a team as the inevitable macro headwinds come and go. I set immediate priorities (OKRs) that align with our broader strategic objectives and regularly reassess our plans to accommodate market changes quarter by quarter. This approach ensures we achieve immediate results while staying on course to achieve our long term vision and impact.
Can you share your favorite “Life Lesson Quote”? How has it been relevant in your life?
One of my favorite life lesson quotes comes from Maya Angelou: ‘You may encounter many defeats, but you must not be defeated. In fact, it may be necessary to encounter the defeats, so you can know who you are, what you can rise from, how you can still come out of it.’
This quote has been incredibly relevant in my life. It reminds me that setbacks and challenges are not just inevitable, but often necessary for growth and self-discovery. When I’ve faced professional disappointments or personal struggles, Angelou’s words have encouraged me to view these experiences as opportunities for learning and resilience rather than as failures.
For instance, early in my career, I missed out on a promotion I thought I was sure to get. At first, I was devastated. But reflecting on Angelou’s wisdom, I realized this setback was pushing me to reassess my skills, seek feedback, and ultimately become a stronger candidate. A year later, I not only achieved that promotion but found myself in an even better position than I’d initially aimed for.
This quote also emphasizes the importance of perseverance and maintaining a growth mindset. It’s about understanding that our character and capabilities are not defined by our defeats, but by how we respond to them. This perspective has helped me stay motivated during challenging projects and has given me the courage to take on new risks, knowing that even if I face defeats, they won’t defeat me.
Many influential figures in business and entertainment follow this column. Is there someone you’d love to have lunch or breakfast with? They might notice if we tag them.
I would love to have lunch with Oprah Winfrey. Her journey from adversity to becoming a global icon of empowerment and philanthropy is incredibly inspiring. I admire her authenticity, wisdom, and dedication to making a positive impact on the world.
How can our readers further follow your work online?
Readers can follow my work on LinkedIn, where I regularly share professional insights and updates. They can also visit my website www.zuhairahwashington.com and sign up to my newsletter where I share more information on my upcoming projects and initiatives.
This was very meaningful, thank you so much. We wish you only continued success on your great work!
About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.
Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.
