Serena on the September Issue of Vogue

The September issue of Vogue magazine is a big moment in fashion, popular culture, and publishing … it’s the biggest selling month of the year for the publication and the “cover model” often makes a bold statement to the world.

This year the cover features role model Serena Williams and in the magazine she talks about her “evolution” away from her career in tennis.

“I have never liked the word retirement. It doesn’t feel like a modern word to me. I’ve been thinking of this as a transition, but I want to be sensitive about how I use that word, which means something very specific and important to a community of people. Maybe the best word to describe what I’m up to is evolution. I’m here to tell you that I’m evolving away from tennis, toward other things that are important to me. A few years ago I quietly started Serena Ventures, a venture capital firm. Soon after that, I started a family. I want to grow that family.”

BTW, that cover photo with her daughter is one of the most beautiful I have ever seen.

For what this woman has done not only in the field of tennis but as a role model for children, women, and yes men is just incredible. What a brand! Can’t wait to see what comes next from this powerhouse. I’m personally inspired by the way she frames “retirement” as not a modern way of thinking about a career. She’s not retiring! Nor will I by the way!

You can read the entire article by clicking here (and see some more incredible photography). The article is titled “Serena Williams Says Farewell to Tennis On Her Own Terms—And In Her Own Words.”

As a former young tennis player myself, I will say that it makes me a little sad. But as a person who respects and longs for role models, I am indeed excited for Serena. On her own terms. Each of us should work (and live) on our own terms.

What’s your experience? JIM