Johnnie B - Executive Chairman

Can't view the video above?

Johnnie B

00:00:05 My name is Johnnie B. I am founder and executive chairman of Boden Mail Order Clothing Company. We sell women's, men's and children's clothing by mail order or over the Internet to people in the UK, America and Germany.

00:00:25 It was never something that I thought I was always going to do. I came to the career through, because I'd made so many mistakes in my other careers. It was a bit of a fluke really.

00:00:38 I was happy at school. I did quite well. I was a rather annoying sort of goody-goody really. I did everything quite well but I didn't really know what I wanted to do and that was, I was a jack of all trades really. I had a very conventional background. My father was in the Army and he wanted me to go into the Army, and I thought of that as a career but actually I didn't think it was for me. I didn't like the idea of the discipline. I'm fairly self-disciplined and I didn't like the idea of other people kicking me around really.

00:01:13 At my A levels, I did English, History and Economics. So arts subjects basically, and I read Politics, Philosophy and Economics at university, which I enjoyed. I decided to go into the city of London because I thought it seemed a nice idea. There were, the money was good, the people seemed nice, but very soon after going into that career, I realised that it was...I wasn't particularly good at it and I also didn't find it terribly interesting.

00:01:44 My father and others would say to me, ‘oh well, you know, all work's difficult and hard and you've got to keep your head down’, and I did, but actually there comes a point where you have to say, ‘this really isn't the job for me’. And I think the best advice I could give any young person is, you know, you have to try your hardest at what...your job, but if you get no satisfaction out of it at all, then you're in the wrong job.

00:02:09 When I left the city, the first job I did is I went to work in a pub. But I then discovered that I didn't really like the hours; that was a real drawback and it really got me down after a while. I then became a teacher. I taught at a small private school, and I did really enjoy it actually, but it wasn't financially rewarding enough for me. And then I started to panic because I was running out of ideas. But selling clothes was another idea on the list.

00:02:41 My family were fairly surprised and didn't understand it at all. They didn't think it was a proper job selling clothes. You know, I'd started this business, they thought I had a perfectly decent career and why should I leave it. But I did have quite a few obstacles in that respect. They were not very supportive but it made me more determined which was probably quite a good thing.

00:03:07 I have a lovely wife who's been incredibly supportive. She really encouraged me to go for it. She said to me, ‘you're a failure. You have had this amazing education. You've got to do something’. And they were hard words but they were absolutely right and I think, Americans call it ‘tough love’, but it was fantastically important to have somebody who just pointed out to me that I needed to sort myself out.

00:03:40 Because this job is very all-encompassing and I think about it a lot, I don't have as many outside interests as I probably should. But my family are very, very important to me. You know, my biggest regret is that, I see quite a lot of them but I'm sometimes miles away and I'm thinking about work, and that's a bit of a pain for them. But that interest dwarfs all others outside work.

00:04:10 I am quite ambitious. I'm in the lucky position that, you know, financially I'm relatively secure. But, you know, the reason why I get up and go to work is because I just enjoy the challenge. I think retiring is a terrible thing. I'm just so lucky to be doing something that I enjoy and why should I stop?

Johnnie B

Johnnie B My name is Johnnie B. I am founder and executive chairman of Boden Mail Order Clothing Company. We sell women's, men's and children's clothing by mail order or over the Internet to people in the UK, America and Germany. It was never something that I thought I was always going to do. I came to the career through, because I'd made so many mistakes in my other careers. It was a bit of a fluke really. I was happy at school. I did quite well. I was a rather annoying sort of goody-goody really. I did everything quite well but I didn't really know what I wanted to do and that was, I was a jack of all trades really. I had a very conventional background. My father was in the Army and he wanted me to go into the Army, and I thought of that as a career but actually I didn't think it was for me. I didn't like the idea of the discipline. I'm fairly self-disciplined and I didn't like the idea of other people kicking me around really. At my A levels, I did English, History and Economics. So arts subjects basically, and I read Politics, Philosophy and Economics at university, which I enjoyed. I decided to go into the city of London because I thought it seemed a nice idea. There were, the money was good, the people seemed nice, but very soon after going into that career, I realised that it was...I wasn't particularly good at it and I also didn't find it terribly interesting. My father and others would say to me, ‘oh well, you know, all work's difficult and hard and you've got to keep your head down’, and I did, but actually there comes a point where you have to say, ‘this really isn't the job for me’. And I think the best advice I could give any young person is, you know, you have to try your hardest at what...your job, but if you get no satisfaction out of it at all, then you're in the wrong job. When I left the city, the first job I did is I went to work in a pub. But I then discovered that I didn't really like the hours; that was a real drawback and it really got me down after a while. I then became a teacher. I taught at a small private school, and I did really enjoy it actually, but it wasn't financially rewarding enough for me. And then I started to panic because I was running out of ideas. But selling clothes was another idea on the list. My family were fairly surprised and didn't understand it at all. They didn't think it was a proper job selling clothes. You know, I'd started this business, they thought I had a perfectly decent career and why should I leave it. But I did have quite a few obstacles in that respect. They were not very supportive but it made me more determined which was probably quite a good thing. I have a lovely wife who's been incredibly supportive. She really encouraged me to go for it. She said to me, ‘you're a failure. You have had this amazing education. You've got to do something’. And they were hard words but they were absolutely right and I think, Americans call it ‘tough love’, but it was fantastically important to have somebody who just pointed out to me that I needed to sort myself out. Because this job is very all-encompassing and I think about it a lot, I don't have as many outside interests as I probably should. But my family are very, very important to me. You know, my biggest regret is that, I see quite a lot of them but I'm sometimes miles away and I'm thinking about work, and that's a bit of a pain for them. But that interest dwarfs all others outside work. I am quite ambitious. I'm in the lucky position that, you know, financially I'm relatively secure. But, you know, the reason why I get up and go to work is because I just enjoy the challenge. I think retiring is a terrible thing. I'm just so lucky to be doing something that I enjoy and why should I stop?

Embed Code

<!-- START YOUTUBE EMBED CODE --><div class="youtube_container"><iframe width="100%" height="360" id="youtube_iframe_nZqt1sNxMDw" src="http://www.youtube.com/embed/nZqt1sNxMDw?showinfo=0&rel=0&wmode=transparent&autohide=1&autoplay=1" frameborder="0" allowfullscreen></iframe></div><!-- END YOUTUBE EMBED CODE -->

View the short version of this video

Email to a friend

You must log in to share this video with a friend.

About Johnnie B

Age at filming: 46-55, Employer's name: Boden
Johnnie B is Chief Executive of Boden, the online, mail order clothing retailer. "My family were fairly surprised and didn't understand it at all. They didn't think it was a proper job, selling clothes". Johnnie had several false starts in his career before he found what suited him.

More information about chief executives and senior officials

Data powered by LMI For All

Check out 24 videos about this career


Average Salary
£106,080
Average Weekly Hours
41
Past Unemployment
YearUnemployed
20112%
20121%
Predicted Employment
Future Employment Chart
Top 10 Industries
For This Job
IndustryJobs
Retail trade8,764
Wholesale trade7,191
Specialised construction 3,737
Head offices, etc3,431
Public admin. & defence3,266
Auxiliary  services3,259
Health 3,153
Computer programming, etc2,825
Financial services2,418
Architectural & related2,244
Employment Status
Employment Status Chart
Description

This unit group includes those who head large enterprises and organisations. They plan, direct and co-ordinate, with directors and managers, the resources necessary for the various functions and specialist activities of these enterprises and organisations. The chief executives of hospitals will be classified in this unit group. Senior officials in national government direct the operations of government departments. Senior officials in local government participate in the implementation of local government policies and ensure that legal, statutory and other provisions concerning the running of a local authority are observed. Senior officials of special interest organisations ensure that legal, statutory and other regulations concerning the running of trade associations, employers’ associations, learned societies, trades unions, charitable organisations and similar bodies are observed. Chief executives and senior officials also act as representatives of the organisations concerned for the purposes of high level consultation and negotiation.

Qualifications

Entry may be by appointment or internal promotion, as appropriate, and is usually based on relevant experience although candidates may also require academic qualifications for some posts.

Tasks
  • Analyses economic, social, legal and other data, and plans, formulates and directs at strategic level the operation of a company or organisation
  • Consults with subordinates to formulate, implement and review company/organisation policy, authorises funding for policy implementation programmes and institutes reporting, auditing and control systems
  • Prepares, or arranges for the preparation of, reports, budgets, forecasts or other information
  • Plans and controls the allocation of resources and the selection of senior staff
  • Evaluates government/local authority departmental activities, discusses problems with government/local authority officials and administrators and formulates departmental policy
  • Negotiates and monitors contracted out services provided to the local authority by the private sector
  • Studies and acts upon any legislation that may affect the local authority
  • Stimulates public interest by providing publicity, giving lectures and interviews and organising appeals for a variety of causes
  • Directs or undertakes the preparation, publication and dissemination of reports and other information of interest to members and other interested parties. analyses economic, social, legal and other data, and plans, formulates and directs at strategic level the operation of a company or organisation
  • Consults with subordinates to formulate, implement and review company/organisation policy, authorises funding for policy implementation programmes and institutes reporting, auditing and control systems
  • Prepares, or arranges for the preparation of, reports, budgets, forecasts or other information
  • Plans and controls the allocation of resources and the selection of senior staff
  • Evaluates government/local authority departmental activities, discusses problems with government/local authority officials and administrators and formulates departmental policy
  • Negotiates and monitors contracted out services provided to the local authority by the private sector
  • Studies and acts upon any legislation that may affect the local authority
  • Stimulates public interest by providing publicity, giving lectures and interviews and organising appeals for a variety of causes
  • Directs or undertakes the preparation, publication and dissemination of reports and other information of interest to members and other interested parties. analyses economic, social, legal and other data, and plans, formulates and directs at strategic level the operation of a company or organisation
  • Consults with subordinates to formulate, implement and review company/organisation policy, authorises funding for policy implementation programmes and institutes reporting, auditing and control systems
  • Prepares, or arranges for the preparation of, reports, budgets, forecasts or other information
  • Plans and controls the allocation of resources and the selection of senior staff
  • Evaluates government/local authority departmental activities, discusses problems with government/local authority officials and administrators and formulates departmental policy
  • Negotiates and monitors contracted out services provided to the local authority by the private sector
  • Studies and acts upon any legislation that may affect the local authority
  • Stimulates public interest by providing publicity, giving lectures and interviews and organising appeals for a variety of causes
  • Directs or undertakes the preparation, publication and dissemination of reports and other information of interest to members and other interested parties.
Employment by Region
Regional Employment Chart
Gender Balance
M 68% 32% F
Skills Chart
Where to go next
BodenSector Skills Council for RetailSector Skills Council for Fashion and TextilesInformation and Statistics relating to the Clothing Industry

View HTML tag cloud View Flash tag cloud

Explore related tags


Adobe Flash Player required

Adobe Flash Player

You need Adobe Flash Player in order to view this content.

Download Adobe Flash Player

Related Content