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Owning Your Story: A Key to Leadership Success Krista Bourne, former Chief Operating Officer at Verizon joined WeQual’s CEO Mark Bateman to discuss the importance of owning your story as a senior woman leader. The full event recording is available here. SHAPE PERCEPTIONS
When Krista left her position as COO of the Verizon Consumer Group, she was surprised by the narrative left in her wake. Over the course of her 25-year career with the multinational telecommunications conglomerate, Krista had established a wireless market, led national transformational projects, been responsible for five consumer channels and delivered more than $100 billion in annual revenue. But on her exit from the business, Verizon shone a spotlight on her efforts with ‘workplace culture’ rather than her sizable, tangible business outcomes.
“Your narrative, especially if you’re a leader, is bigger than yourself.”
“Actively manage how you are perceived within your organization,” she advises. Throughout her career, she took proactive steps to influence perceptions, especially during leadership changes.
HIGHLIGHT YOUR USP As a Black woman in corporate America, Krista faced challenges on her path to COO but turned these into strengths. “Embrace and showcase what makes you unique,” she says.
DEVELOP A PERSONAL BRAND Engage in activities outside your immediate corporate role to enhance your visibility and influence. This external focus supports and amplifies your internal narrative.
“Your narrative, especially if you’re a leader, is bigger than yourself,” she says. “Members of my team were also disappointed because they had wanted to see their work reflected in my announcement.” She urges women not to allow their narratives to be reduced to the softer side of leadership. “You have a responsibility to do more than just know your work for yourself.” she adds. “You have a responsibility to make sure other people can repeat it back to you.” Krista shares her advice on commanding your career story and making sure others view you as you intend them to.
REFLECT AND REFRAME Krista’s reflection post-Verizon emphasized the importance of ensuring that her narrative accurately reflected her contributions and successes. “Always be ready to adjust your narrative in response to your evolving career and roles,” she advises.
Krista’s story isn’t just about career progression; it’s a story of perseverance, adaptability, and strategic vision, starting from a job in Verizon’s mailroom without a college degree and rising through the ranks to earn her title as COO.
DIVERSIFY Krista’s diverse roles across sales, service, and operations provided her with a holistic understanding of the business. “Embrace opportunities to diversify your experience,” Krista says, “it adds depth to your narrative.”
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