Ariat's Beth Cross' Biggest Lesson As An Entrepreneur

Ariat International's Beth Cross is sharing the biggest lesson she has learned as an entrepreneur.

“The first lesson I learned when I was very young: When you fall off the horse, get back on. (It’s a matter of when you fall, not if.) Resilience is what you need to tackle the challenges associated with a time of tremendous uncertainty. The second lesson is the importance of running the business like it’s in startup mode. Ariat is in its 27th year, and we have 550 employees worldwide, but we emphasize being flexible and agile, and we keep risk and opportunity top of mind. We work together to emerge stronger.” — Beth Cross, Cofounder and CEO of Ariat International, an equestrian footwear and apparel company