A reminder to graduates: Business is still about people
Marketing scholar and former VCU professor Pam Royall drew on years in the classroom and the industry to describe what she believes endures in the world of business.
By Megan Nash
At the VCU School of Business commencement ceremony Friday evening, held at the Altria Theater, keynote speaker Pam Kiecker Royall, Ph.D., returned to a campus that influenced the beginning of her academic career and used the moment to remind graduates that even in an era defined by data and rapidly advancing technology, it is people who determine whether ideas endure.
Royall, a former School of Business faculty member and now head of research at EAB, said her own nonlinear path — from studying religion to working in banking to becoming a nationally recognized marketing strategist — taught her that business “is not only about numbers and strategy, but also about people.” Her address, titled “The Human Element of Business,” urged graduates to lead with curiosity and connection.
“What drew me to marketing was its focus on people as consumers,” she said. “I was intrigued by my desire to understand why we choose what we choose, what motivates us to do what we do and how we decide what matters to ourselves and others.”
Across her remarks, Royall outlined four principles she said had guided her career: understanding one’s audience, building lasting relationships, persuading “toward purpose” and leading through service. Her advice drew on research, personal experience and a direct acknowledgement of the conditions influencing today’s workplace.
“You can’t influence people you don’t understand,” she told graduates, urging them to resist the instinct to speak first. “Real leadership begins with quieter curiosity.” She encouraged them to view professional networks not as transactions but as long-term commitments, adding, “Be someone people can count on. Return the call. Keep your promises. Show up — especially when it’s inconvenient or unexpected.”
Royall also pointed to the accelerating impact of artificial intelligence, noting both its promise and its limitations. Because “each of us is likely to have access to all the same information,” she said, human skills such as trust, reliability and the ability to read a room will increasingly distinguish successful leaders. “The relationships you build,” she said, “are likely to define your career far more than you resume will.”
Her call to “lead through service,” informed by her decades of civic contributions in Richmond, presented community engagement as a form of strategic leadership. “Service is not an ‘add-on’,” she said. “It is another very important way to lead.”
Royall closed by encouraging graduates to stay connected to VCU. “Look forward five years from now, when your professors will ask you to be the guest lecturer,” she said. “Each of you has great potential. We are excited to see how you make your way in the world, and how you choose to give back.”
Earlier in the ceremony, School of Business Dean Brian Brown, Ph.D., spoke about the persistence and adaptability of the graduating class. He praised their ability to navigate challenges beyond coursework. “You’ve made it to this finish line,” he said, “and, perhaps more importantly, you’ve proven that you have what it takes to keep going when things get hard.”
Brown emphasized the School of Business’ belief that technical expertise gains meaning only when paired with humanity. Referencing James Rhee’s “Red Helicopter,” he said the book’s balance of “math and kindness” reflects the values VCU tries to instill. “Math represents the tools of our business profession,” he said, “but kindness, the human side, is what gives those tools, and you, purpose.”
He also returned to the theme of resilience, citing remarks by Nvidia CEO Jensen Huang that “struggle builds strength.” Brown told graduates that many had already lived that truth. “You’ve faced challenges that others might not see, and you turned them into rocket fuel,” he said. “That resilience, that grit, is what will set you apart as you move forward.”
The ceremony honored the School of Business’ December graduates, many of whom, Brown noted, balanced jobs, family responsibilities, military service or unexpected turns in life to reach the moment. “You didn’t just learn business, you lived it,” he said. “Ultimately, that’s the real curriculum.”
Royall’s message, informed by years of research and community attention, extended that sentiment. “While AI is transforming how we learn and how we will do out work, I believe it is the human element of business — your understanding of people — that will power your future.”
The VCU School of Business thanks the Class of 2025 graduates, families and friends who joined in celebration. To view the full program and list of graduates, visit the commencement program website. Photo credit: Photo Specialties.
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