Innovation Awards 2017

EVALUATOR COMMENTS
Helen's career is as diverse as it is impressive, but what stood out to me was her commitment to applying her skills and experience to Oi,
to create mass good for many. She is an inspiring and innovative leader, using business as a means of social transformation.
She says Oi’s tampons, pads and liners are
biodegradable, independently certified and
recommended by gynaecologists, midwives
and doctors.
The brand uses a provocative protest
strategy to attract attention and invite women
everywhere to #jOintherevolution, including
slogans such as ‘Safe, Not Synthetic’, ‘No Lies
Between My Thighs’ and ‘Revolution in a Box’.
“At Oi we believe we have a responsibility to
change the world, to change the conversation
and to change the products people use. ‘Oi’
attracts attention, ‘Organic Initiative’ is the
solution. Our packaging and our marketing is
designed to educate. The slogans are our way
of helping people make the right choice - the
right choice for them and for their world,” she
says.
Since Oi’s launch she says the company has
received constant feedback from customers
who tell them the products have changed their
lives and stopped chronic pain, irritation, and
cramps.
“We are serious about Oi, not just in New
Zealand but worldwide; together with our
approach, our philosophy, our values and
our customers we can remove plastic from
hygiene products everywhere; we believe we
can change the world, one tampon at a time…
imagine the impact if every woman in the world
used 100 percent biodegradable products. So
much waste would be saved.”
Her first real exposure to making an
environmental impact came at TZ1 Registry,
which was set up on behalf of the NZX.
“The goal for TZ1 was to facilitate
transparent environmental commodities
markets to reduce global carbon emissions
and to preserve the environment for future
generations."
During her years at TZ1, then Markit, she
says she had an amazing opportunity to visit
countries, including Brazil, and observe the
impact of environmental need and growing
devastation.
“In the Amazonas, for example, the
communities and lives we had an impact
in changing was completely humbling. We
understood that we could help facilitate water
quality markets, incentivise clean air action and
policies and help contribute to saving animals
at risk of extinction – a single organisation and
a group of focused people really can make an
enormous difference.”
Her six years as a director on NIWA's board
further illustrated the need to look after the
environment, climate and water.
“I believe every human being has a
responsibility to do whatever they can to
ensure the sustainability of our planet,
and there are simple things we can do to
impact this.”
Last year she was awarded the Supreme
Winner of the NZ Women of Influence Award,
and was recently awarded the United States
of America’s Beta Gamma Sigma Honore, as
nominated by AUT.
On her NZ Women of Influence Award win,
she says as there are so many amazing women
in New Zealand, so she was surprised and a
little embarrassed.
“There were 14 finalists in my Board and
Management Category, let alone all the other
categories. Once I got past the 'oh my god
moment' it was obviously satisfying. Awards
really are the reflection of the whole picture, all
the people and organisations with whom I have
the privilege to work with.”
As well as championing innovation and
sustainability, she also champions diversity.
“Every business needs diversity; diversity of
skills, experience, age, race, gender. To truly
maximise the performance of the business
you must have this diversity mix. Statistically,
we know that women in business, womenled
businesses, and women in leadership in
business all have an exponential performance
impact on that business.”
With such a diverse business background,
Robinson has seen people, and businesses,
come and go, and is aware of the skills and
attributes that are needed to succeed in the
fast-paced, constantly changing industry.
Oi's co-executive directors, Bridget
Healy and Helen Robinson with the
mutual friend that brought them
together, Paul Dyson.
"
Business is like a big jigsaw to be put together in
the right way – it is this challenge that inspires me.
"
“Warren Buffett has a great list of attributes
he looks for in leaders, which includes
integrity, trustworthiness, skills to do the job,
energy and love for the business. I would add
to this list self-awareness and the ability to
manage ambiguity.”
It is imperative you must be able to know
and accept what you are good at and what you
are not, Robinson says.
“You can always get others with better skills
than you to fill those roles you are not good
at doing, and focus on, and excel at, what you
are excellent at doing. This will maximise your
outputs and achievements and ensure that you
love what you do.”
While Robinson is an inspiration to many,
she says her own inspiration comes from her
love for the business sector, and the challenges
it presents.
“I love how it is different every day, how
complex it can be, how so many parts must be
put together – the people, the products, the
market, the customers, the environment, the
timing. Every day we see great achievements
being made by normal people who have a
passion to deliver what is promised, and who
excel at what they do...for me the bigger
the opportunity, the more excited I become;
business is like a big jigsaw to be put together
in the right way – it is this challenge that
inspires me.”
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