If you have ever sought shade on a veranda or a windy shoreline, there’s a good chance that you have sheltered beneath a Tuuci. The Ultimate Umbrella Co Incorporated (or Tuuci for short) was founded by entrepreneur Dougan Clarke in 1997 and has since ballooned into a paragon of parasol production, with outposts in Florida, the Netherlands and Vietnam. Its founder’s story, meanwhile, is a masterclass in doing what you know best.

“After flunking out of college, I took a job selling patio furniture,” says Clarke, from Tuuci’s Miami HQ. “I noticed that the umbrellas that we were selling would fly away or would break and were very hard to repair.” Having grown up around boats and working summer jobs in a boat-repair yard, Clarke applied his knowledge of rigging topsails to create umbrellas that would last. “The thinking was that if we could build an umbrella that was tough enough to go on a boat, it would have a long and serviceable life in a hotel or in somebody’s backyard.”

If you have ever sought shade on a veranda or a windy shoreline, there’s a good chance that you have sheltered beneath a Tuuci. The Ultimate Umbrella Co Incorporated (or Tuuci for short) was founded by entrepreneur Dougan Clarke in 1997 and has since ballooned into a paragon of parasol production, with outposts in Florida, the Netherlands and Vietnam. Its founder’s story, meanwhile, is a masterclass in doing what you know best.

“After flunking out of college, I took a job selling patio furniture,” says Clarke, from Tuuci’s Miami HQ. “I noticed that the umbrellas that we were selling would fly away or would break and were very hard to repair.” Having grown up around boats and working summer jobs in a boat-repair yard, Clarke applied his knowledge of rigging topsails to create umbrellas that would last. “The thinking was that if we could build an umbrella that was tough enough to go on a boat, it would have a long and serviceable life in a hotel or in somebody’s backyard.”

Most of Tuuci’s parasols and its newer range of cabanas are made in Miami, where the firm employs 500 people, including “shade gurus” who keep the designs and silhouettes looking sharp. Clarke is certainly bullish about the brolly. “The sun is always shining somewhere,” he says. “And we’re happy to bring a little shade.”

What time are you at your desk?
As early as possible – 07.00 or so. I find that I learn more about this company early in the day or in the later hours.

What’s the best way to prepare for leadership? On the job or an MBA?
I’m not an MBA guy and didn’t excel in that world. The most powerful thing to look for in people is entrepreneurial spirit – being able to spot opportunities and capitalise on them.

Is it better to be liked or respected?
Both. That said, you’re not out to be liked but people appreciate leadership that is fair.

Do you read management books?
No, but I read a lot of magazines and I’m across the news.

What does your support team look like?
My journey as a leader has been about learning how to be more process-driven and to get people around me to take on responsibilities. You can’t do everything – no one can. I have a PA whom three or four of us at the top of the company share; I also have a clutch of right-hand people.

What technology do you carry on trips?
I have my iPhone and a back-up because I’m often near the water and these phones too often end up going for a dip. I also bring along a laptop and an iPad for visuals in meetings.

Who should make the decisions?
The CEO can’t be making every decision. They need to put the right people in the right positions to make things happen. It’s down to the leader of each organisation to recognise that talent.
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