A self-made multi-millionaire, Arlene Dickinson is a popular motivational speaker, an original Dragon, a best-selling author, and now also stars on The Big Decision. The lessons of love and family commitment learned as a child still provide a personal beacon.

Almost without exception, every business executive and entrepreneur that I speak to about Dragons’ Den professes to be an avid follower of each episode. A lawyer friend will not accept social engagements for Wednesday nights when the show airs at 8pm. Dragons’ Den has become one of Canada’s most popular television programs; and its spin-off The Big Decision is rapidly establishing a huge audience. Arlene Dickinson is one of the original Dragons, and she along with Jim Treliving and the irascible Kevin O’Leary have generated a following because they are the real deal. They have made tens of $millions in their real-life business activities; and TV audiences are fascinated by their larger-than-life personalities and business acumen.

Arlene Dickinson’s net worth is estimated at approximately $80 million, and her company Venture Communications is rated as one of the Top 100 Companies to work for in Canada. She exudes self-assurance, confidence and at times empathy on air and in person. It’s a lifetime away from the apprehensive and anxious little girl sitting beside her sister in the back seat of the family’s broken down car. After emigrating from South Africa to Canada when she was three, the family was driving from Edmonton to Calgary; her parents in search of a better life and an escape from the poverty that had marked the beginning of their Canadian experience.

The car broke down in front of a car dealership. With less than $50 and unemployed, Arlene’s father turned to his wife in the front seat. Tears streaming down her cheeks, she removed her special blue-light diamond wedding ring that her grandfather had made for her before the couple left South Africa. It was than a diamond ring, it was her last link to the life they had left behind. I saw what a woman or a man will do in order to make sure their family is taken care of and supported,” Five decades later, the images and lessons learned are still vivid in Arlene Dickinson’s memory.

Arlene’s “story” is one of inspiration, hope – and a solid measure of personal resolve. As a teenager, Arlene wanted to be married and have children. Despite her father’s encouragement to continue pursue her own career, Arlene married at 19 and quickly started a family. In a short period of time, she had six pregnancies that produced four children and two miscarriages. The marriage ended when she was 28. She was a single mother with four children and not a lot of marketable skills. Arlene had worked to support the family so that her husband could complete his university education and become a teacher. In a twist of cruel irony after the divorce, a judge told Arlene that he couldn’t grant her full custody of the four children without evidence that she had a steady income. Her former husband had a good job as a teacher.

Arlene Dickinson Standing

After working a variety of low-end jobs, Arlene applied for and got a job selling advertising on a local television station, and she did very well. Her abilities to listen to potential clients and provide solutions enabled her to gain their confidence and sell more advertising. However, 18 months later she lost her job in a round of cost-cutting measures.

A former sales colleague had opened his own company called Venture Communications, and he offered Arlene a partnership. “I went to Venture and worked for two-and-a-half years without any salary,” Dickinson reveals. “I was hand-to-mouth and living off credit cards. I was doing all the things we tell you not to do on Dragons’ Den.”

Arlene’s ability to make presentations and develop productive media plans and promotions helped the young company to secure a solid list of clients. After starting as a non-paid “partner” in 1988, Arlene was the owner of Venture Communications by 1998. The company now employs 75 people with offices in Calgary, Edmonton and Toronto.
While Arlene has reaped tremendous financial success, she made a comment during our conversation that some might find curious; “It’s not about the money – it’s about being successful. By that I mean doing a really good job, by reaching and surpassing objectives in whatever you do. That’s success.”

“Money – for me – has been an outcome. When I had less of it, I was still able to be happy and derive enjoyment from being successful.” Continuing, Arlene says that she learned about happiness from her parents; “Despite having a dysfunctional marriage that resulted in their divorcing when I was 13, my parents taught me that happiness was a choice. Despite all the challenges they had to meet as poor immigrants, they remained happy.”

Arlene has travelled to Afghanistan twice to entertain Canadian troops. This in part led to a long conversation with General (retired) Romeo Dallaire about his efforts to stop the use of child soldiers. Having achieved financial security, she believes that she can contribute to charitable organizations by raising funds and awareness.

During episodes of Dragons’ Den, Arlene at times appears to be contemplative while her fellow Dragons are grilling the entrepreneur. “I’m looking forward in the real world beyond the TV studio; asking myself: ‘What is the market opportunity for this? Is it relevant? Is this company at the tipping point and all they need is some cash and expertise to make it go?”

The Big Decision is a lot more emotional than Dragons’ Den. “We become very involved with the owners and their employees. We get to know them as people who have families. They’re facing tough decisions and it gets very emotional. It takes a special kind of humility on their part to accept advice and the conditions for our involvement.”

In addition to Venture Communications (where Arlene has a company President looking after much of the day-today business affairs) Arlene published a best-selling book Persuasion; and is a popular motivational speaker. “I often make this observation during my speaking engagements; ‘We live in Canada. We wake up every morning with opportunities before us… Don’t be afraid!’ We often think that someone else is smarter than we are – but that doesn’t matter.”

The show is now one of CBC’s top-rated programs. Host Dianne Buckner comments; “I’ve hosted other big ratings winners in my career. Venture had a big and loyal audience. And way back when I was at CTV, Live It Up! was also extremely popular. But people seem to love Dragons’ Den with a passion I’ve never experienced before.”

As Dragons’ Den starts a new season in October, Arlene notes: “We certainly don’t always agree. But we do have great deal of respect for each other’s views.” A new group of entrepreneurs will be making pitches, and Arlene Dickinson will be looking at their commitment in addition to their business plan.

<em>Dragons’ Den is on CBC Wednesday evenings 8pm; and The Big Decision airs Tuesdays at 9pm.</em>

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