MARCH, #4

MARCH Informing and inspiring female executives

Earn more, save better.

®

vol. 2, no. 4 march/april 2011

Joanne Kim Partner & Creative Director, Marcus Thomas

Katie Dunsworth, financial expert and cofounder of the Smart Cookies, talks big money. p.57

PLUS

Oprah Winfrey.

Nancy Pelosi.

Tory Burch.

We pay homage to the world’s most powerful women. p.15

BREAKING INTO THE BOYS’ CLUB Men dominate the ad biz. Meet three women who break the mold. p.42

We provide solutions for exterior buildings, parking structures and waterproofing issues by combining construction skill, methods and materials.

Whether the project requires masonry restoration, concrete repair, cleaning and coating we are able to provide the solution that fits your needs.

Our Staff of professionals compile several years of experience, certification & leadership within the field of concrete structures.

Paragon Restoration II has qualified and dedicated individuals working to ensure we meet our client’s highest expectations.

18636 Hobby Hills Trail Prior Lake, MN 55372

Phone 952-435-4354 Fax 612-435-2633 www.paragonrestoration2.com

features MARCH/APRIL 2011

42 Breaking Into the Boys’ Club

57 SMART MONEY After accumulating serious credit card debt, Katie Dunsworth formed a money group and took control of her finances.

In the ad business, men often dominate the creative department. MARCH asked three glass-ceiling-shattering female creative directors how they broke the mold. BY ABI NICHOLAS

51 Uphill Battle It’s not easy being a female lobbyist, but those who overcome the roadblocks (like gender bias, overscheduled politicians, and media attacks) get the chance to change the world. BY RUTH E. DÁVILA

57 How to Earn More & Save Better Want more money? Katie Dunsworth, cofounder of the Smart Cookies, gives tips for shoring up your finances. BY LISA RYAN

on the cover Cleveland-based photographer Eric Mull captured Joanne Kim, partner and executive creative director of the ad firm Marcus Thomas, for this month’s cover.

Kim says she worked her way to the top of the male-dominated advertising business by moving on when employers didn’t seem willing to promote her. Read about Kim’s journey to the top— and the exciting career paths of two other female creative directors—on p. 42.

march/april 2011

| marchmagazineonline.com

3

contents MARCH/APRIL 2011

in every issue 9 10 11 13 21 22 27 82

Editor’s Note index CONTRIBUTORS The Buzz IN THE WORKPLACE Cityscape Cool Jobs MARCH Questionnaire

14 get it together

We rounded up the coolest office and organizational supplies—like this bold chair from Herman Miller.

departments Industry Pioneers

30 Pure Genius Jane Wurwand, founder of The International Dermal Institute and the Dermalogica product line, tells MARCH about her journey to the top of the skincare industry An Eye for Design

32 Breaking Ground Carol Richard, AIA, overcame her profession’s gender bias to cofound an award-winning, eco-focused architecture firm

34 A Family Affair With a little help from her husband (he’s also her business partner), Anne Marie Duvall Decker has mastered the work-life balance

36 Life’s Work An artist since childhood, Betty Blount now funnels her creative powers into architecture and interior-design projects

38 In Harmony Jan Brimmeier, founder of Architectural Innovations, places a premium on her firm’s positive company culture Giving Back

62 Crash Course Dr. Terry Neese’s nonprofit aims to educate underprivileged female entrepreneurs from Rwanda and Afghanistan

4

marchmagazineonline.com |

march/april 2011

22

BEYOND CITY LIMITS Austin, TX, is known for its music scene, but the city has much to offer to the business minded.

34

“It took courage and guts. And I do have talent.”

Katie Berg, “Flying Solo,” p.68

family business Anne Marie Duvall Decker and her husband, Roy T. Decker, are the brains behind Duvall Decker Architects.

The Entrepreneurs

70

let there be light Joan Krevlin designed this brightly lit addition to a Sephardic Community Center in Brooklyn, NY.

64 Like a Rock Stacy Park and her husband, David, work in tandem to run a concrete-restoration company—and they treat their employees like kin

66 Mother of All Muses Tracy Stone says her mother’s love of design sparked her own interest in architecture

68 Flying Solo Katie Berg, founder and president of Interprise Design in Dallas, TX, left an established interior-design firm to launch a company of her own The Producers

70 The Contextualist Joan Krevlin is fluent in many architectural styles—and she adapts her design aesthetic to uniquely suit each project CHANGE OF PLANS Kerry Parker studied journalism; today, she manages professional associations.

80

Enterprising Minds

74 Carpe Diem!

Sandra Alder says that seizing key opportunities allowed her to build a successful business

76 Prior Knowledge Today, Cathy Grasmick runs a construction company—but she says her work is informed by her previous career in the dental sector

78 Out of the Wreckage After surviving a tragic car accident, Angela Nielsen began to explore an unexpected career in website design

80 Partnering Up Kerry Parker, a principal at Holland-Parlette Associates, says her past experiences help her to better serve the nonprofits she partners with today

march/april 2011

| marchmagazineonline.com

5

INTRODUCING

MARCH

the all new

MARCH

®

magazine online

Editorial editor-in-chief

Christopher Howe managing editor

Kathy Kidwell, kathy@bgandh.com features editor

Bridget Herman, bherman@bgandh.com asssociate editor

Leslie Price, leslie@bgandh.com correspondents

Zach Baliva, Pamela Bloom, Thalia A-M Bruehl, Ruth E. Dávila, Sally Deering, Tricia Despres, Carolyn Dorant, Katie Gordon, Sandra Guy, Kelly Matlock, Annie Monjar, Abi Nicholas, Leslie Price, Lisa Ryan

Art creative director

Karin Bolliger designer

Aaron Lewis associate photo editor

Courtney Weber

• View the latest issue of MARCH in a full-sized readable format

Research director of editorial research

• Get inspired by the success stories of featured executives and businesses

George Bozonelos, george@bgandh.com marketing managers

Ellie Kim, ellie@marchmagazineonline.com Katie Yost, katie@marchmagazineonline.com

• Discover what’s in store for upcoming issues, and how you can get involved

editorial researchers

Shelley Hickey Jessica Lewis Carolyn Marx Natalie Taylor

• Find out what events the MARCH staff will be attending and more!

editorial research assistant

Adam Castillo

MARCHMAGAZINEONLINE.COM

6

marchmagazineonline.com |

march/april 2011

®

YOU’RE NOT THE ONLY WOMAN WHO THINKS IT’S LONELY AT THE TOP. Created for women presidents of multi-million dollar businesses, the Women Presidents Organization is an exclusive opportunity for accomplished business women to connect with one another to increase their personal and professional success.

WPO members serve as an informal board of directors sharing resources, expertise and insights.

By providing a highly individualized confidential environment, diverse female entrepreneurs collaborate to tackle a wide range of challenges – from legal to financial to communication – head-on.

Membership in WPO is a badge of accomplishment for women who have taken their place among the upper echelon of the business world. The WPO puts you and your business in good company. Stand proud with us. Join WPO today.

To find out more, visit womenpresidentsorg.com, or call 212.688.4114. Join us for the 2011 WPO Annual Conference, Growing Boldly, Leading Globally, in Vancouver, April 27-29, 2011.

AD: LEIBLER-BRONFMAN LUBALIN

Women Presidents’ Organization Reaching farther. Together.

National Sponsors Include: American Express OPEN, Avis, Chubb, Continental Airlines, Denihan Hospitality Group, Edward Lowe Foundation, Fisher College of Business, Foley & Lardner LLP, GlaxoSmithKline, IBM Corporation, KeyBank, Office Depot, PNC Wealth Management, The Principal Financial Group, Prudential Long Term Care, Sam’s Club, UPS, Wells Fargo

MARCH

速

MARCH

Monthly

速

Publishing

bowen, guerrero

+ howe, llc Cory Bowen, president Pedro Guerrero, coo Christopher Howe, ceo & publisher

e-newsletter

Keep up with trends, learn insider tips and information, and get the latest business news by subscribing to March Monthly, the newsletter for female executives.

www.bgandh.com

Advertising director of sales

Titus Dawson, titus@bgandh.com

sales managers Stacy Kraft, Krista Lane Williams

sales representatives

James Ainscough, Jessica Barker, Blake Burkhart, Michael DiGiovanni, Drew Dimit, Jackie Geweke, Michelle Harris, Justin Joseph, Heather Matson, Rebekah Mayer, Rudy Rodriguez, Lee Warren, William Winter, Brendan Wittry, Daniel Zierk senior account manager

Cheyenne Eiswald

account managers Kim Callanta, Lindsay Craig, Megan Hamlin, Amy Lara

Administrative controller Andrea DeMarte accounting assistants Anya Hostetler, Mokena Trigueros

human resources generalist

Greg Waechter

human resources assistant Katherine Lazaroff

circulation manager

Lee Posey

assistant to the publisher Brittany Miranda

administrative assistant

Jacqueline Lowisz

Subscriptions + Reprints

Printed in South Korea. Reprinting of articles is prohibited without permission of BG+H, LLC. To order reprints, call Karen Tate at 312.450.2129.

For a free subscription, please visit marchmagazineonline.com/sub

Sign up online at

Offices production 53 W Jackson Blvd., Suite 315, Chicago, IL 60604 sales & research 28 E Jackson Blvd., Suite 300, Chicago, IL 60604

marchmagazineonline.com

MARCH 速 is a registered trademark of Bowen, Guerrero & Howe LLC.

8

marchmagazineonline.com |

march/april 2011

Editor’s Note

I

n honor of our annual namesake issue (the March issue of MARCH), and in celebration of Women’s History Month, we have themed this “the power issue” of MARCH. Throughout these pages, you’ll find inspiring and informative stories of women’s rise to powerful positions—not only in the business world, but in politics, as well.

We all know that women account for the large majority (85 percent) of consumer purchases in America, so it’s baffling that the powerful figures behind advertising to consumers (a.k.a. creative directors at advertising agencies) are primarily male. It’s a compelling truth—only 36 percent of women in advertising agencies make it to the C-suite positions, even though women account for 56 percent of the staff at these agencies. To explore this anomaly, we interviewed three women who have broken the ad biz’s glass ceiling, bringing a feminine side to the boys’ club of creative directors.

Jennifer Severns from Zocalo Studios, Joanne Kim from Marcus Thomas, and Tiffany Rolfe from Crispin Porter + Bogusky have not only joined their male peers at the creative director position, they have achieved greatness in this role, and stand as role models for businesswomen everywhere.

Their views from the top can be found on p. 42. One of my favorite quotes from the entire issue comes from Rolfe—very sage advice from a fun and savvy businesswoman: “I’ve gone full force since day one—no holds barred. If you do that, it doesn’t matter if you’re male or female. People see it, and there’s no stopping you when you want it bad enough. Certainly, there are circumstances that can make [getting promoted] difficult. But it eventually falls on you—your personality, talent, and drive— and then finding the right place for you to shine.”

Playing another powerful role in today’s world are lobbyists, who influence the lawmakers in one of America’s notoriously tough workplaces: Capitol Hill. In “Uphill Battle” (p. 51), MARCH correspondent Ruth E. Dávila interviews six successful female lobbyists who don’t just persuade congressmen—they change the world.

And, as the old adage states, “Money is power.” So, to round out the power issue, we’ve included a how-to guide to increasing your monetary wealth (p. 57). The guide features advice from Katie Dunsworth, cofounder of the legendary Smart Cookies, a group of self-taught financial gurus. From boosting your savings to negotiating your salary and investing wisely, Dunsworth’s guidance reinforces what her title claims: she is indeed one smart cookie.

As Women’s History Month reminds us of our past achievements, we look forward to a future of women in power and continued improvements in gender equality.

Coming Next Issue....

BOOST YOUR TECH SAVVY • Brush up on tech etiquette • Meet three professional female bloggers • Learn how to market your business on the Internet

+

Handy t ech gadgets every exec sho uld have

Kathy Kidwell Managing Editor kathy@bgandh.com

Photo: Michelle Nolan Photography. iPad Photo Illustration: apple.com and nytimes.com

march/april 2011

| marchmagazineonline.com

9

index of people & organizations ABC

Handlin, Amy 53

Parlette, Carol Holland 80

Alder, Sandra 74

Hand. Peter 32

Pave, Sasha 20

Alford, Roz 18

Hanna, Sandra 58

Pelosi, Nancy 15

Antelo, Cristina 52

HARPO, INC. 15

PETRELOCATION.COM 26

ARCHITECTURAL INNOVATIONS 36

HOLLAND-PARLETTE ASSOCIATES 80

PODESTO GROUP 52

ASAP STAFFING, LLC 18

HUFFINGTON POST 26

REAL GIRLS MEDIA, INC 20

Aurilio, Anna 54

Hughes, Mary 55

Richard, Carol 32

Baxter, Andrea 58

HUMAN RIGHTS FIRST 52

RICHARD WITTSCHIEBE HAND 32

BERENSON COMMUNICATIONS 19

INSTITUTE FOR DIVERSITY & ETHICS IN

Roffer, Robin Fisher 20

Berenson, Heidi 19

SPORT 44

Rolfe, Tiffany 48

Berg, Katie 68

INSTITUTE FOR ECONOMIC EMPOWERMENT

Rowe, Casey 23

BKSK ARCHITECTS 70

OF WOMEN 62

RUTGERS UNIVERSITY 55

Blount, Betty 38

INTERPRISE DESIGN 68

Brimmeier, Jan 36 Buckner, Tami Jackson 53

JKL

Bussen, Karen 27

Johanson, Milagros 18

Self, Angela 58

CAPITAL ARCHITECTS 74

Johnson, Abigail 15

Severns, Jennifer 44

CASEY ROWE CONSULTING 23

JOURNAL OF ADVERTISING EDUCATION 44

SIMPLY STUNNING MEDIA 27

Chen, Tiffany Taylor 25

KAREN BUSSEN, INC. 27

SPICE4LIFE 18

CONTRACT FURNITURE INDUSTRIES, INC. 39

KEY PRODUCTION LTD. 18

Stone, Tracy 66

CRISPIN PORTER + BOGUSKY 48

Kim, Joanne 46

Street, Tara 21

Korevaar, Michelle 18

Sylla-Dixon, Marie 54

Krevlin, Joan 70

TERRY NEESE PERSONNEL 62

LaMarr, Allison 26

THE 2012 PROJECT 55

Davis, Ken 16

Lindeman, Kent 80

Thebault, Rachel 28

Day, Kelly 82

LUDUS TOURS 29

THE INTERNATIONAL DERMAL INSTITUTE 30

DEF Decker, Roy T. 34

Scott, Denise Benoit 52

THE SMART COOKIES 57

Decker, Anne Marie Duvall 34

THIRD DEGREE ADVERTISTING 21

DERMALOGICA 30

MNO

DRIVEN INC. 26

Mallia, Karen L. 44

T-MOBILE USA 54

Dunsworth, Katie 57

MARCUS THOMAS 46

TOCQUIGNY 24

DUVALL DECKER ARCHITECTS 34

Massimino, Elisa 52

Tocquigny, Yvonne 24

Emanuel, Karen 18

MASS SERVICE & SUPPLY, LLC 76

TORY BURCH 15

ENVIRONMENT AMERICA 54

Matthews, Ryan 20

TRACY STONE ARCHITECTS 66

EQUAL EMPLOYMENT OPPORTUNITY

MEAN MEDIA 26

TRIBECA TREATS 28

COMMISSION 44

Mills, Monica 52

UNITED STATES CONGRESS 15

Everett-Thrope, Kate 20

MINDWORKS 23

UNIVERSITY OF SOUTH CAROLINA 44

Farris, Rachel 26

MONMOUTH UNIVERSITY 53

FIDELITY INVESTMENTS 15

Mulcahy, Anne 15

FIDENZA DISEGNO 18

Neese, Terry Ph.D 62

VWXYZ

Firestone, Marsha 18

Nielsen, Angela 78

Wacker, Watts 20

OMNICOM GROUP 44

Walsh, Debbie 55

ONE LILY, INC. 78

Whyte, Victoria 29

GHI

TIFF'S TREATS 25

Winfrey, Oprah 15

Gaertner-Johnston, Lynn 16

10

STU

Burch, Tory 15

Wittschiebe, Janice 32

Godiwalla, Nina 23

PQR

Grasmick, Cathy 76

PARAGON RESTORATION LLC 64

Wurwand, Jane 30

GREENLEAF BOOK GROUP 24

Park, David 64

XEROX 15

Gunn, Robyn 58

Parker, Kerry 80

ZENA DESIGN GROUP 38

Hall, Tanya 24

Park, Stacy 64

ZOCALO STUDIO 44

marchmagazineonline.com |

march/april 2011

WOMEN PRESIDENTS' ORGANIZATION 17, 18

march/april contributors

a

s

d

f

a LISA RYAN is a New York City-based writer with an affinity for art museums and extra-strong coffee. Ryan is no slouch— she balances an internship at the Whitney Museum of American Art with a part-time job and various freelance writing gigs—but she was blown away by the intensity of Rachel Thebault’s professional drive. (Ryan profiled Thebault, head confectioner and owner of the Manhattan bakery Tribeca Treats, for “Cool Jobs,” p. 28.) “When Rachel’s daughter was born, she only gave herself four days of maternity leave,” she says. “I’d be in bed with a cold for longer than that! Her dedication is simply unparalleled.”

s A native of Charleston, SC, and a former full-time journalist, Abi Nicholas has spent the past two years working her way up the East Coast and the corporate communications ladder.

Today, she lives in Manhattan, where she works as a consultant for a global communications firm. Nicholas says she emulated a sponge while interviewing female creative directors for “Breaking Into the Boys’ Club,” p. 42. “I got to spend time talking with three of the most creative, smart, and savvy women in the advertising industry,” she says. “Given my own career in communications, it was a priceless experience.” Nicholas has also contributed to E!, The Post & Courier, and Charlotte magazine.

d As a regular MARCH contributor, Kelly Matlock often interviews female entrepreneurs from around the country. For this issue, the Chicago-based writer interviewed Tracy Stone, founder of Tracy Stone Architects (“Mother of All Muses,” p. 66) and Sandra Alder, owner of Capital Architects (“Carpe Diem!” p.

74). “I am connecting with successful, charismatic women, and helping to tell their stories,” she says. “I hope they inspire our readers as much as they inspire me.” Matlock’s work has also appeared in Profile, Green Business Quarterly, and Advantage.

f Few people stay true to their childhood career aspirations, but writer Thalia A-M Bruehl says Betty Blount, owner of Zena Design Group, has been a design maniac for most of her life. “Betty knew from a young age that art would lead her professionally, and she seems to have enjoyed the journey,” she says. To learn more about Blount, turn to “Life's Work” on p. 36.

Bruehl lives in Chicago; she has worked for Esquire and Playboy, and written for Hispanic Executive, Profile, Green Building + Design, and Green Business Quarterly .

march/april 2011

| marchmagazineonline.com

11

Business Strategy 101 from the executives leading today’s market

Learn from the ultimate teachers—the business leaders steering the nation’s marketplace—by subscribing to Profile magazine.

Each issue features strategies from top executives who illustrate what it takes to excel in the ever-changing business landscape.

Sign up for your free subscription at ProfileMagazineOnline.com.

P N UY G I S ODA T

products, news, and resources for today’s professional woman

SEEING RED

This sculptural desk lamp is incredibly functional. Composed of 20 LEDs that, due to patent-pending technology, are cool to the touch, the lamp's flexible neck allows users to direct light where it's needed. Touch controls make it a cinch to adjust the mood (warm or cold light) and intensity of the glow. Leaf Personal Light, 22 x 23 inches, $379, hermanmiller.com

march/april 2011

| marchmagazineonline.com

13

buzzlist

Get it together These chic office supplies promise to brighten your office—and keep you organized.

s

Photo: Knoll

by bridget herman

a

d

h

g

f

1

3

5

2

4

6

HOT SEAT While designing this chair, Yves Béhar was inspired by the Golden Gate Bridge. Suspension material is stretched along the back of the chair, just as cables are stretched on a suspension bridge. SAYL chair, starting at $399, hermanmiller.com Shelf life This powder-coated steel bookshelf, designed by Ana Linares, creates the illusion of books floating in the air— and adds graphic punch to a bare wall. Duo bookshelf, $160, supermarkethq.com

14

marchmagazineonline.com |

march/april 2011

STYLE FILES Knoll, Inc.’s take on the office cabinet is anything but drab.

These lateral files are available in a variety of shapes and custom colors; drawer size can also be customized. Calibre lateral files, prices vary, knoll.com

WAVES OF GRAIN Offi’s magazine rack, shown here in walnut (but available in three finishes) is sleekly modern, yet warm enough to suit a traditional aesthetic.

Offi magazine stand, $129, hivemodern.com

POWERFUL ATTRACTION Attach paper clips to this playful, magnetic porcupine—they’ll resemble quills. The holder is also available in pink and green. Dozi paperclip holder by Alessi, $25, hivemodern.com

BOXED IN These colorful fiberboard boxes keep clutter out of sight, but metal label holders help you remember what’s stored inside. Stockholm office storage boxes, $10 each, containerstore.com

PowerfulWomen

girls’ club These five women have some serious clout: they’re high-earning, highly influential, and often at the helm of exciting and innovative new projects. Here at MARCH, we’re inspired by their present and past accomplishments, and we can’t wait to see what they’ll do next. by katie gordon

The Game

The Player

Power Moves what’s new

Nancy Pelosi Congresswoman, United States Congress (pictured above)

Pelosi has represented San Francisco and the

In the November 2010 midterm elections,

state of California since 1987. As the first

Republicans reclaimed the House and, by

woman appointed by her peers to lead the

default, Pelosi lost the Speaker position—but

Democratic party in Congress and the first

she hasn't left the House of Representatives.

Politics

woman to serve as Speaker of the House, she

For the 12th consecutive term, she will repre-

is arguably the most powerful woman ever to

sent San Francisco.

take on US politics.

Oprah Winfrey Founder & CEO, Harpo, Inc.

Her name speaks for itself—and will continue to

One show wasn’t enough: Harpo, Inc. teamed

do so for many years to come. The talk show

up with Discovery to launch a whole channel—

that made her one of the world’s richest and

the Oprah Winfrey Network (OWN).

most powerful people may have sung its self initiated swan song, but Oprah’s not going anywhere—and neither is her magazine, digital/sat-

media

ellite radio network, or television and film production companies.

Anne Mulcahy Chair, Save the Children

Mulcahy spent 25 years climbing the corporate

After stepping away from her role as president

ladder at Xerox before becoming the compa-

of Xerox in 2010, Mulcahy was elected chair of

ny’s president in 2001. In the past decade, she

the board for Save the Children, a global non-

has led the tech giant out of bankruptcy to $22

profit that promotes child health and nutrition,

million into the black.

education, and protection. At press time, Mulcahy was also a top candidate to replace

technology

Lawrence Summers as director of President Obama’s National Economic Council.

Abigail Johnson President of Distribution, Fidelity Investments

finance Tory Burch Cofounder and Creative Director, Tory Burch

Johnson started as a portfolio manager at the

With a fortune of more than $11 billion, Johnson

company her grandfather, Edward C. Johnson II,

is now ahead of her 80-year-old father, Edward

founded in the 1940s. After becoming the com-

C. Johnson III, on Forbes’s list of America’s

pany’s head of distribution, Johnson was named

wealthiest people (#22 and #33, respectively).

U.S. Banker magazine’s most influential woman

She is poised to take over the family company

in banking in 2010.

after his retirement.

With experience in fashion PR at Ralph Lauren

As her company’s profits pushed toward $300

and Vera Wang, Tory Burch launched her first

million, Burch established the Tory Burch Foun-

collection of “accessible” luxury sportswear and

dation in 2009 to provide microfinancing to

accessories in Manhattan in 2004. After Oprah

mother-entrepreneurs in the United States.

featured Burch's simple, modern tunics a year

fashion

later, the brand skyrocketed (with more than 25 boutiques nationwide and representation in hundreds of retail outlets).

march/april 2011

| marchmagazineonline.com

15

BlogRoll

facts+figures

Working Moms

Post-baby, many mothers wrestle with the benefits of returning to work vs. the advantages of staying home. According to a recent study by Catalyst.org, though, more than half of mothers return to work full-time within a year of having a child. Here’s a look at how working moms (and dads) are navigating this decision.

Write On

Even if writing isn’t an official part of your job, you probably use written communication every day—whether it’s to type a quick e-mail or to write a memo that will circulate through the entire office. That’s why MARCH likes these blogs, which offer helpful tips for strengthening your day-to-day writtencommunication skills. by carolyn dorant

Percent of women returning to work after having a child

part-time

56.4%

DailyWritingTips is a great resource for those with a lot of writing questions. The robust business-writing section covers topics like capitalization, grant writing, corporate English, penning thank-you notes, and avoiding clichés in writing.

Check out some of the other sections, like the misused words or word of the day, for more in-depth writing tips that aim to strengthen your written communications in or out of the office.

Manage Your Writing manageyourwriting.com Dr. Ken Davis offers miniature lessons on written business communication in this blog—so it’s no surprise that Dr. Davis is the former chair of Purdue University’s English department.

Useful posts include tips on how to take excess wording out of your writing and how to draft documents more efficiently. Dr. Davis also has a section dedicated to books, and he frequently writes about helpful business-communication literature.

16

marchmagazineonline.com |

march/april 2011

36.5m Women with children under 18 in the labor force full-time

part-time

not working

unemployed

28.6% 10.428m

Business Writing businesswritingblog.com

Daily Writing Tips dailywritingtips.com

63.1%

61.9%

28.6%

Lynn Gaertner-Johnston’s blog, Business Writing, offers practical tips for people who use written communication on the job. Gaertner-Johnson, a seasoned communicator, covers topics such as proofreading, presentations, e-mail, etiquette, and punctuation. We like the “How to Write ___” section, where Gaertner-Johnston offers strategies on communications-related challenges like writing effective emails and following up with networking contacts.

full-time

Number of US women with children under 18

51.0% 18.629m 27.4%

25.4%

4.0% 1.448m

16.4% 6.008m < 1 yr.

1 yr.

2 yr.

10.4m

1.7m

Women NOT in the workforce with children under 18

Men NOT in the workforce with children under 18

Between 2000 and 2002, 1 in 5 (20.6%) working mothers didn’t return to work within a year of their first childbirth.

STAY-AT-HOME MOMS

17%

Percent of those who returned to work, did so at a different employer.

Reasons most cited for changing employers:

1. HIGHER PAY 2. SHORTER HOURS

By the Numbers All mothers Stay-at-home mothers

Percentage under age 35

38.0%

43.4%

Percentage making less than $50,000/year

73% Percent of executive women surveyed who were comfortable with the trade-offs they made between their career and personal goals.

Sources: Catalyst.org, US Census Bureau

25.5%

45.0%

Percentage with graduate/master’s degrees 11.9%

7.4%

thecalendar

March/April 2011

SMART TALK Jean Chatzky, author and financial expert, gave the keynote speech at the WPO 2010 International Conference.

Check out these events for networking opportunities, new business strategies, franchising opportunities, and more

The National Franchise & Business Opportunities Show April 2–3, Montreal, QC franchiseshowinfo.com Who attends: Franchise representatives, people interested in purchasing a franchise.

Details: This series of two-day events is geared towards consumers who are looking to open their own businesses, but want the support that comes with a franchise. Meet representatives from franchises like Jimmy John’s Gourmet Sandwiches and Jack of All Trades Handyman and learn about financial assistance opportunities.

Design & Manufacturing New England

WPO 2011 International Conference April 27-29, Vancouver, BC, womenpresidentsorg.com Who attends: Current and prospective members of the Women Presidents’ Organization (WPO), an

April 6–7, Boston, MA

international association of more than 1,500 female CEOs, business owners, and the like.

canontradeshows.com

Details: A convergence of hundreds of the most successful businesswomen in the Western hemisphere, the

Who attends: Mechanical designers, engineers,

WPO’s annual conference offers workshops, networking receptions, and educational discussion sessions to

manufacturers.

keep female business leaders on top of the latest trends and issues facing their industries, ensuring future

Details: Conference-goers investigate trends in

success. This year’s conference theme is “Growing Boldly, Leading Globally.”

rapid prototyping, computer aided-design, manufacturing, and packaging, and watch while suppliers demonstrate their latest services. Admission to

America’s Small Business Summit

International Pharmaceutical Exhibition, the Interna-

Design & Manufacturing New England includes free

May 23–25, Washington, DC

tional Dental Exhibition, and the International

admission to two neighboring expos: Electronics

uschambersummit.com

Beauty Exhibition. Members of each trade attend to

New England and BioMedDevice.

Who attends: Current and aspiring small-business

network, showcase their products and expertise,

owners and managers from across the country, as

and increase their brand awareness.

Specialty Retail Entrepreneur Expo & Conference (SPREE)

well as politicians and lobbyists concerned with issues facing America’s small businesses.

Interop

April 12–14, Las Vegas, NV

Details: The summit offers a chance for small-busi-

May 8–12, Las Vegas, NV

spreeshow.com

ness owners and managers nationwide to unite and

interop.com

Who attends: Specialty leasing managers, cart and

rally for pro-business policies, share and discuss

Who attends: IT professionals.

kiosk retailers, mall managers, airport retailers and

common concerns (both legislative and otherwise),

Details: The Interop program involves educational

managers, gift-store owners, wholesalers, manu-

and help influence politicians and lobbyists.

sessions, workshops, demonstrations, and live tech-

facturers, and entrepreneurs seeking new

nology implementations, giving attendees a com-

Details: Specialty retail, composed of mostly cart-

The National Franchise & Business Opportunities Show

and kiosk-based retail outfits, is a $12 billion indus-

April 30–May 1, Milwaukee, WI

opportunities.

try. SPREE attendees learn strategies for breaking

prehensive experience that showcases the latest IT innovations.

The National Franchise & Business Opportunities Show

ness owners, and attend seminars on topics like

Charlotte International Healthcare Week 2011

Visual Merchandising Techniques and Inside

May 10–12, Charlotte, NC

Secrets of Specialty Retail. Bonus: the conference

arosa-exhibitions.com

is free and open to the public.

Who attends: Representatives from businesses

The National Franchise & Business Opportunities Show

in the medical, pharmaceutical, dental, and aes-

June 4–5, Fort Lauderdale, FL

into the industry, network with established busi-

May 14–15, Las Vegas, NV

The National Franchise & Business Opportunities Show

thetic-medicine sectors.

Details: Healthcare Week comprises four concurrent

To keep track of more happenings in the business

April 16–17, Vancouver, BC, and Houston, TX

events: the International Healthcare Exhibition, the

community, follow us on Twitter at @MarchMag.

march/april 2011

| marchmagazineonline.com

17

a Michelle Korevaar, CEO

marsha, marsha, marsha Firestone founded the WPO in 1997; today, 20 percent of members do business globally.

a

s

d

f

Spice4Life, spice4life.co.za

d Karen Emanuel, Managing Director

Industry: Web-based media

Key Production Ltd.,

Based in: South Africa

keyproduction.co.uk

Conducts Business In: United States,

Industry: Audio/AV and associated

India, Spain, Mongolia, Ghana, Nigeria,

print manufacturing

Zimbabwe

Based in: Europe

Michelle’s Advice: Build a Network.

Conducts Business In: Europe and

“When I’m breaking into a new

United States

market, I build a network of contacts

Karen’s Advice: Get a lawyer—and an

in that region by joining credible orga-

accountant. “Before expanding, it’s

nizations. For example, the WPO has a

crucial to research the market you’re

very strong membership of top busi-

interested in. For this research, I turn

nesswomen in America, and joining

to professional advisors, especially

the organization led to 90 percent of

lawyers. Expanding outside the United

my business in the US. In most coun-

Kingdom has allowed us to increase

tries, business organizations—such as

revenue, but my main problem in busi-

the Chamber of Commerce—are

ness—both in the UK and abroad—is

important to connect with. LinkedIn

securing payments. Before inking a

and other social networks, like Ecad-

deal in a new region, a knowledgeable

emy, can also be of great use.”

lawyer can advise on how to obtain references and, if needed, help you

s Roz Alford, Principal

collect payments. I also rely on my

ASAP Staffing LLC, myasap.com

accountants to monitor cash flows and

Industry: IT staffing

projections across many markets.”

Based in: North America

goingglobal

Roz’s Advice: Seek Local Support. “A

f Milagros Johanson, GENERAL MANAGER

major client encouraged us to expand

Fidenza Disegno,

into India, and was instrumental in help-

fidenza-disegno.com

ing us to establish a pipeline of contacts

Industry: Jewelry design and

in the area. We also hired a native of

manufacturing

India—who had been consulting for our

Based in: South America

company for more than a decade—to

Conducts Business In: Latin America

head up our regional India office. This

Milagros’ Advice: Offer Something

helped ease our transition, because he

Unique. “Conducting business globally

was familiar with our process, the busi-

is an opportunity to show the world

ness process in India, and the legality of

what South America offers in terms of

According to a recent report by Palo Alto, California-based research firm Institute

establishing an office in the region.

materials and service. We use tech-

for the Future, half of US-based small businesses will be involved in global trade

Today, ASAP has over 900 consultants

niques and materials that you can only

by 2018. This information—paired with the facts that our members span four con-

on staff, and areas of expertise include

find here—like huayruros, cacho de toro,

tinents, and that 20 percent of WPO members are already doing business glob-

design, development, and project

and Peruvian shells. This reflects our

ally—played a large role in deciding the theme of this year’s Women Presidents’

administration. By expanding globally,

Peruvian and Andean culture, and gives

Organization (WPO) conference (“Growing Boldly, Leading Globally”). It’s a fit-

we have been able to draw from a

a unique style to our products. The

ting topic: the WPO expanded internationally beginning in 2001 and has since

larger pool of more highly qualified

strategy is working: we have won many

rolled out chapters in Canada, Peru, the UK, and South Africa. Here, four of the

consultants, which has enabled us to

Latin American quality awards, which

WPO’s international members share tips for navigating the global market.

attract and retain larger clients.”

give us international recognition.”

WPO Around the World

Marsha Firestone, president and founder of the Women Presidents’ Organization (WPO), looks to members across the globe for advice on breaking into new markets

out&about

a

InfoComm Las Vegas, NV, June 9-11 2010

a InfoComm is the annual conference for the audiovisual industry.

The 2010 event was its largest yet. s More than 32,000 AV professionals attended; conference-goers hailed from more than 90 countries.

18

marchmagazineonline.com |

march/april 2011

Conducts Business In: India

s

out&about

TS2, The Trade Show About Trade Shows Boston, MD, July 13-14, 2010

a Attendees enjoy a peer-to-peer roundtable lunch and discussion at TS2 2010. Called "the trade show about trade shows," TS2 is geared towards exhibit and event marketing to industry professionals. s Attendees are educated and entertained on the show floor. d TSEA Chairwoman of the Board, Deb Lang, provides opening remarks. f Attendees tour the exhibit hall.

tips&tricks

Become a Better Public Speaker Heidi Berenson learned much about public speaking while producing live TV shows like ABC’s Good Morning America. Today, as president and CEO of Berenson Communications, she’s frequently asked to speak at conferences and conventions. Here are her top tips for eloquent public speaking. by carolyn dorant

1 a

Be KnowledgeablE. Heidi Berenson, president and chief executive

coach at Berenson Communications, a Washington, DC-based firm that offers media training and presentation coaching, says that careful planning is necessary before any public-speaking engagement. “Do your homework and know things about the venue, how big the audience will be, what audio/visual equipment will be available, if there will be a Q&A, that sort of thing,” Berenson says. Editing information is key: “the more you talk, the less people remember.”

2

Be Approachable. Come armed with anecdotes, examples, or metaphors—they'll help illustrate your thoughts, and help people remember your points. It's also important to forgo jargon and fancy words; instead, pretend you’re speaking with a friend or colleague. “Have a conversation with the audience,” Berenson suggests. It will likely make your speech easier to understand and it will make you more accessible (and enjoyable) as a speaker.

s d

3

Be Succinct. Berenson suggests planning to speak for half of your allot-

ted time. “You always end up padding your remarks, and it’s rare that audiences beg speakers to talk longer, anyway,” she says. The same way that small, delicious meals leave you wanting second helpings, a short but succinct speech will allow the audience to stay focused on what you’re saying and respect you for respecting their time. Know where you’re going to end before you stop speaking, and plan your last few thoughts out carefully for a strong finish.

4 f

Be Inviting. “Research shows that what an audience sees often trumps what they hear,” Berenson says. “If you’re telling an audience you’re happy to see them and your eyes are glued to your printed speech, what does that convey?” In order to seem positive and engaged, Berenson suggests smiling frequently, matching your hand gestures to your message, and varying the pitch, tone, and speed of your voice. Berenson also suggests dressing invitingly in an outfit that matches the image you want to project.

5

Be PolisheD. No gold medalist has ever won without hours of grueling

practice. It’s also important to learn from the pros. “Observe what great speakers say and do, and try to adapt it to your unique style.” Berenson says. She suggests practicing speaking out loud as much as possible, whether it be in the car, shower, or just around your home. Once you’re comfortable, ask somebody for feedback. And remember: you’ve been asked to speak because you’re an experienced professional. Sharing your knowledge with others is a great way to help them.

march/april 2011

| marchmagazineonline.com

19

inawomAn'sworld

Sasha Pave

VP of Products, Real Girls Media Inc. In 1997, Sasha Pave and Kate Everett-Thrope cofounded an ad agency. They sold the biz four years later—but that wasn’t the end of their professional partnership. When Everett-Thrope launched Real Girls Media Inc. in 2007, she hired Pave as the company’s vice president of product marketing. Today, the duo—along with a staff of 20—produce Divine Caroline (divinecaroline. com), a website that allows its mostly female users to self-publish articles, anecdotes, and mini-memoirs. Pave spoke with MARCH about working in a female-dominated office environment and creating a product for women.

MARCH: How did you get involved with Real Girls Media Inc.?

Pave: After Kate and I sold our business, we remained in touch. When she started creating Real Girls Media, I knew I wanted to help her develop the project. But while she established the groundwork, I was having twin boys. I didn’t necessarily want to jump in as a cofounder of the venture, because I had twins—very time consuming!—and startups are time consuming, too.

So I applied for senior management with the company.

M: What does a vice president of product marketing actually do?

P: Fundamentally, I oversee the direction of our website and determine which direction it’s going to grow. This involves a lot of research and analysis—of both our own users and our competitors. I also spend a lot of time designing the site myself, and I manage the production of the site.

Photo: Jason Koxvold

M: Why would someone contribute to Divine Caroline rather than start their own blog?

P: There are a few reasons. A blog gets lost in space. There are so many millions of blogs out there. It’s hard to attract readers, but our plat-

form offers a very large audience for your work. We give our users a nicely polished presentation of their work. Plus, our editors sift through submissions and promote the ones that are exceptional.

M: The Real Girls’ staff is 80 percent women. What’s it like to work with so many females?

P: The conversations are definitely more candid. Women can let their guards down, which I like. My background is in advertising, which is a very male-dominated field. Often in a male-dominated environment, there’s a constant need to prove or validate yourself in regards to coworkers. In a more female-dominated environment, it’s all about your work.

M: What’s next for Real Girls Media?

P: We’re going to continue to grow and develop Divine Caroline, and also launch new sites for younger targets [Divine Caroline is geared towards women ages 29 to 54].

We’d like to target women just after college, just entering the workforce.

We’re also developing daily e-mail newsletters. One, called Found It, Loved It, is shopping-related, and another, called Found It, Ate It, is dining and cooking-related.

BIZLIT Make a Name for Yourself: 8 Steps Every Woman Needs to Create a Personal Brand Strategy for Success

By Robin Fisher Roffer, Broadway, $15 Robin Fisher Roffer explains how (and why) women must think about their personal brands. She also provides tips for assessing strengths and branding yourself correctly. Roffer, who works in marketing, creates a process by which readers can evaluate their passions, accomplishments, values, and target audience, and create a brand that reflects their successes. Roffer also gives tips on how to avoid jealousy in the workplace and how to find a good mentor. Make a Name for Yourself is a must-read for women seeking to develop their personal brands. —CD

20

marchmagazineonline.com |

march/april 2011

What’s Your Story?

Storytelling to Move Markets, Audiences, People, and Brands

By Ryan Mathews and Watts Wacker, FT Press, $22 Ryan Mathews and Watts Wacker present interesting examples of people and companies that have created attractive brands and examine the role of storytelling in building those brands. Topics covered include the many functions of storytelling, the themes that make these stories matter, and strategies for mastering your brand’s story. Mathews and Wacker argue that when brands have compelling stories, customers become more engaged in the brand. The book is useful for executives interested in rebranding themselves or their companies, or for those looking to develop an existing brand. —CD

in the workplace DIG IN Third Degree staffers share a love of

food, so it's no surprise that the kitchen is at the center of the firm's Oklahoma City office.

O∏DE∏ UP!

Describing her office as a mixture of Mad Men culture of the office. Along with daily Tara Street and Third Degree orative and Cheers (but with a happy hour more likely huddles between departments, personalized Advertising redefine the open blogs and Twitter accounts that help staff stay to revolve around a meal than martinis), Third Degree Advertising’s creative director Tara connected, and the heavy emphasis on comoffice, and serve up ads that Street acknowledges the positive effect cremunication, Idea Days embody the balance are fresh, friendly, and creative between work and play that the leaders of ated by the office’s open layout and good location. The firm, based in the Bricktown District Third Degree try to preserve. of Oklahoma City, moved into its current neighborhood at the beginning That careful sense of balance has resulted in success. Working with of the area’s resurgence. Instead of working against the open floor plan Studio Architecture, the company recently opened a second office in in its warehouse-style office building, Third Degree decided to use it to Raleigh-Durham, North Carolina. Because of the collaborative nature of its advantage. The result? A layout that creates collaboration; unlike the firm, Third Degree chose to model its new office after the original. other ad agencies, the media and creative departments at Third Degree The American Tobacco District in Durham, a turn-of-the-century indusare aware of each other’s projects. Additionally, the window clings are trial area, aids that consistency. adorned with pictures of fried eggs, the murals depict stovetop burners, Another consistency? Commitment to its slogan: “Serve it up.” Both and the playful color scheme fosters a creative, open environment. of Third Degree’s offices buzz with activity, and Street says staff mem The focal point of Third Degree’s open office is a vintage red refrigera- bersare always pushing themselves further. “We work hard, so we try to tor. Surrounded by a lava lamp, a jar of gumballs, and a chalkboard, the find ways to have fun during the day. There are little ways that we’re able dining area and break room create the perfect environment for meetings to do it without it being such a rollercoaster of goofing off and then putand lunches. In fact, the office even has “Idea Days” in its diner every ting our noses to the grindstone. We all lead really balanced, busy lives, Monday. A lunch-centric brainstorming session, Idea Days allow Third so when we leave, we leave. It’s great that we can inject some fun tidbits Degree’s team members to give presentations and emphasize the collab- into our day.” —Leslie Price

march/april 2011

| marchmagazineonline.com

21

cityscape austin

Ladies Austin, Texas, is known for its great music scene, but look beyond Austin City Limits and the SXSW music festival, and you’ll find a thriving business community with an innovative spirit.

M 22

oney magazine recently ranked Austin among the top 10 places to start a business. It’s a hub for emerging technology, so it’s no surprise that the city’s patent activity is consistently high (according to the Austin Chamber of Commerce, Austin produced 37 percent of the nation’s utility

marchmagazineonline.com |

march/april 2011

patents in 2009). And a survey recently conducted by PricewaterhouseCoopers, Venture Economics, and NVCA Money Tree proves the city is a magnet for venture-capitalist investors; in 2008 alone, almost $340.2 million was invested in Austin-area businesses. It may be a little bit country and a little bit rock-and-roll, but the Live Music Capital of the World is also a good place for the business-minded.

lONE STAR

Casey Rowe

The Texas State Capitol, erected in 1887, is one of the nation’s largest capitol structures.

Owner of Casey Rowe Consulting Education: BS in Public Relations, MA in Speech and Interpersonal Communications Industry: Career coaching, consulting What do you like most about your job? I enjoy helping people through a rough time. Many of my clients have been let go from a previous position, or are searching to find the right job for themselves. They’re looking within and making big decisions, and I love seeing them become aware of their talents. It’s incredibly inspiring!

What's the best part about living in Austin?

For such a metropolitan area, it has held on to a community feel, and it has such beautiful surroundings. Austin also has an extremely supportive community of entrepreneurs and small-business owners.

How do you stay connected with other professionals in the area? I cofounded Women's Independence Networking Group (WING)—it’s a resource and community for young, creative female entrepreneurs across all industries.

Describe your perfect Sunday afternoon. The perfect Sunday afternoon usually involves my husband, our good friends, and a new restaurant for a fun brunch.

Nina Godiwalla

Author of Suits: A Woman on Wall Street; CEO of Mindworks Education: MBA, MA in Liberal Arts, BBA in Finance Industry: Writing and publishing, leadership training What do you like most about your job? My favorite part is when, after leading a training session at a corporation, I hear from executives who say some of the learned techniques helped them to better succeed in their careers.

What's the best part about living in Austin? Austin attracts very innovative people, who aren’t afraid to be different. We value being a little “weird,” and really encourage people to come up with wacky ideas. I think that open-mindedness is what fuels our entrepreneurial culture.

How do you stay connected with other professionals in the area? Austin, being a smaller city, has allowed me to build much deeper professional relationships. Networks are tighter.

I’m also involved in several professional organizations including Leadership Austin and the Ivy League Plus.

Describe your perfect Sunday afternoon. My favorite Sunday is hiking a four-mile trail near my house and then stopping by one of the many Austin food trailers for a strawberry cupcake.

I also enjoy kayaking on Lake Austin, watching fantastic improv shows at Coldtowne Theater, and enjoying free music all over the city—it’s at the grocery store, farmer’s market, and even the airport.

march/april 2011

| marchmagazineonline.com

23

cityscape austin

Tanya Hall

Business Development Manager, Greenleaf Book Group Education: BA in Film & Electronic Arts Industry: Publishing What do you like most about your job? I love being able to help talented, intelligent people develop their ideas into a quality book they can use to build their business. I get to help bring information to people who can really benefit from the expert point of view our authors bring.

What’s the best part about living in Austin? Where do I start? It’s such a fun place to live, and has the right mix of family-friendly venues, business opportunities, and entertainment.

How do you stay connected with other professionals in the area? Networking is a key aspect of my position at Greenleaf. I am constantly connecting with professionals one-toone at industry events, and doing everything I can to stay connected both online and off.

Describe your perfect Sunday afternoon. After I enjoy a quick run, I tend to my garden—I’m able to grow so much here in Austin! Then I enjoy a trip to the park or a lazy afternoon in the backyard with my two kids as we toss the ball to our lab.

1,750,224 Population (2009)

$43,330 Mean annual income

6.7%

$19.87 Mean hourly wage

Unemployment

GET OUT Austin is ideal for walking, biking, and running: according to the Parks & Recreation Department, the city has more than 193 miles of scenic trails.

24

marchmagazineonline.com |

march/april 2011

Logged On

Austin is considered a high-tech hub; as a result, the region is nicknamed “the Silicon Hills.”

500 club

Austin is home to several Fortune 500 companies, including Dell and Whole Foods Market.

Tiffany Taylor Chen Cofounder & President, Tiff's Treats Education: BA in Advertising Industry: Food and beverage

What do you like most about your job? Although it was not always the case, at this point in my career I am able to work remotely from anywhere. I really enjoy the freedom and flexibility.

What's the best part about living in Austin? The scenery is my favorite—I love that we have beautiful views of nature right in the city. I also really like the laid back atmosphere everyone shares. It’s great to go into a really nice restaurant and see people there in shorts and flip flops—that kind of thing doesn't fly everywhere.

How do you stay connected with other professionals in the area? My partner Leon and I have always just tried to befriend other small-business owners. People are so connected here.

Having one friend in an industry will usually lead to knowing or becoming friends with lots of others as well.

Describe your perfect Sunday afternoon. My favorite thing to do on a Sunday afternoon would be to go out to a restaurant with friends, sit outside on the patio, and just spend the afternoon there laughing and having a great time. I also love to spend the day walking around, eating, and shopping at the Domain (a shopping/entertainment district). I love spending time outside since we have lots of time during the year with great weather!

38.2%

of residents have a bachelor’s degree or higher

13.7%

of residents have A graduate degree or higher

Yvonne Tocquigny

CEO, Tocquigny Education: BA in Fine Arts Industry: Marketing What do you like most about your job? I love the fact that my job changes almost weekly. As the company grows, my role and responsibilities morph. I love change and challenge; it creates a never-ending opportunity for learning and growth.

What's the best part about living in Austin? I’ve lived here since 1973, and I still love the fact that Austin is more informal and less “dressed up” than other cities. I love the focus on the outdoors and fitness—it’s woven into the culture of the city.

How do you stay connected with other professionals in the area? I try hard to play a meaningful role in a few nonprofit organizations that are local, and I’m connected to the local community of entrepreneurs as a mentor for the Capital Factory.

Describe your perfect Sunday afternoon. I’d have a 30-mile bike ride, and then cook a fabulous meal with some fresh goodies from Whole Foods. I’d open a good bottle of wine and have friends over to enjoy it all with me.

march/april 2011

| marchmagazineonline.com

25

cityscape austin

BlogGER Central

Rachel Farris

Director of PR and New Media for PetRelocation.com; Writer, Huffington Post; Founder, Mean Media Education: HS degree Industry: Pet care, communications What do you like most about your job? Working in the pet industry, I get to talk to and meet so many different types of people. Veterinarians, journalists, authors, pet owners, lawyers—it doesn’t matter who you are, with more Americans owning pets than ever, people are always ready to talk to me about their pets. You really become a part of peoples’ families when they trust you with their animals.

What’s the best part about living in Austin? I’m an Austin native and honestly can’t imagine living anywhere else. I hold Austin near and dear to my heart because it is such a melting pot of ideas, people, and cultures. I recently bought my first house in East Austin, and when I stand on the street, I can see the Frost Tower and Austonian skyscraper.

How do you stay connected with other professionals in the area? As a member of the Young Professional’s Council with the Texas Democratic Party, I’m often helping host networking happy hours for other young Democrats. I also regularly attend tech happy hours and “tweet-ups,” where I get to connect with others interested in social media.

Describe your perfect Sunday afternoon. It starts with a cup of coffee on my front porch with my Golden Retriever, Charlie, and my cat, Chubby Charles, followed by chalupas and limonada at Taqueria Chapala on Cesar Chavez. If it’s cool out, I’ll take a walk around Lady Bird Lake; if it’s hot, I’ll swim a few laps at the spring-fed Deep Eddy Pool. Maybe I’d follow with a little live music at the Continental Club—there’s no cover charge on Sundays!

Dive In

Deep Eddy Pool, the oldest swimming pool in Texas, has been listed as a historic landmark by the National Register of Historic Places.

26

marchmagazineonline.com |

march/april 2011

Allison LaMarr

President of Driven Inc. Education: BA in Business Administration Industry: Professional development for women in business What do you like most about your job? I love supporting other women as they stretch to reach their full potential. I also love the freedom of being my own boss— creative freedom, freedom of time, financial freedom, etc.

What’s the best part about living in Austin? It pairs big-city access (dining, shopping, arts) with a down-home, neighborly feel.

How do you stay connected with other professionals in the area? I’m new to the Austin area, so I’ve been networking with other local professionals. I love talking with people, and I never miss an opportunity to learn more about someone’s business.

Describe your perfect Sunday afternoon: Family lunch after church, then a nap on the couch while my husband watches football and my son naps in his crib.

Sources: Austin Chamber of Commerce, The Nielson Company, National Register of Historic Places

Photo: Wildhouse Photography

Austin residents read and contribute to blogs more than residents of any other US metropolitan area.

cool jobs

ENTERTAINMENT EXPERT/AUTHOR Karen Bussen, OWNER SIMPLe STUNNING MEDIA and karen bussEn, inc., new york, NY

A

s a young girl, Karen Bussen dreamt of becoming a Hollywood star—and while she’s not a professional actress, her current career does allow her to rub elbows with celebrated entertainers. Bussen designs one-of-a-kind events and parties, and she has worked for A-list celebrities such as Robert Downey, Jr. and Martha Stewart.

Bussen first discovered her knack for designing events while working at a small Italian restaurant.

“I was planning events and designing flowers, and before I knew it, I was working for Rocco DiSpirito,” she says.

Since working for DiSpirito, Bussen has founded two companies—Karen Bussen, Inc. and Simple Stunning Media. Through unique and personal twists that communicate the host’s style, she creates events with a festive and intoxicating spirit. “I try to inspire conversation with little details like handmade paper napkin rings with questions written on them,” she says.

While average workers follow weekly routines, Bussen struggles to define a “typical” day at work.

“One day, I’m flying to New Orleans to scout a party venue, and the next I’m hosting a segment on The Today Show,” she says. Bussen's entertaining tips also fill the pages of her popular books like Simple Stunning Parties at Home.

Today, Bussen is a huge success, but her career in entertainment had humble beginnings. At age 18, she left the Midwest to work as a magician’s assistant aboard a cruise ship. “I still try to create magic at every event,” Bussen quips. “And when it’s time for the guests to arrive, the show must go on!”

—ZACH BALIVA

march/april 2011

| marchmagazineonline.com

27

cool jobs

PASTRY CHEF Rachel Thebault, owner Tribeca Treats, New York, NY

“I put down the deposit on culinary school before I went into my boss’s office to tell him I was going to quit so that I wouldn’t chicken out.”

28

marchmagazineonline.com |

march/april 2011

Photo: Ben Fink

B

eing an investment banker was never Rachel Thebault’s ultimate career goal. She fell into the New York City financial world after graduating from Colgate University with a degree in economics, but she viewed the gig as a temporary post-collegiate stepping stone. Before she knew it, Thebault had ascended the corporate ladder at Merrill Lynch, and then landed a lucrative position with Bank of America. “All of a sudden, seven years into it,” Thebault explains, “I realized that investment banking was becoming my career.”

Though prosperous as a banker, Thebault’s true passion lay in baking. After a successful batch of homemade truffles earned rave reviews from her friends, Thebault decided to officially ditch banking for baking and enroll in the Institute of Culinary Education. “I put down the deposit on culinary school before I went into my boss’s office to tell him I was going to quit so that I wouldn’t chicken out,” she says.

Thebault was able to fuse her love of cooking with her love of business after she completed her degrees in pastry and baking and culinary management and opened her own business, Tribeca Treats, in Lower Manhattan in January 2007.

“There was a forgotten niche for people looking for cakes, who could either purchase them from corner grocery stores or bakeries that were customized and very expensive,” she explains. “I thought, why can’t we find something in the middle?”

Tribeca Treats offers custom cakes ranging from $35 to more than $1,000, in addition to useful accessories like paper plates, greeting cards and napkins, and other tasty offerings, like its celebrated cupcakes. The shop is now a New York favorite, catering to neighborhood families, city employees, and celebrities alike. Last October, Thebault expanded her business further by releasing her first recipe book, Sweet Chic: Stylish Treats to Dress Up for Any Occasion, which features a foreword by Isaac Mizrahi.

Now a mother of two, Thebault says her days as a banker helped her handle the transition from culinary student to small business owner with ease. “My background in finance really helped me with the knowledge of building a budget and financial model for my business,” she explains. —Lisa Ryan

GLOBE TROTTER

victoria whyte, Public relations mANAGER ludus tours, vancouver, BC

Photo: Leyla Bahmanyar, Hair and Makeup: Jacqueline Bloxom

I

n September 2009, Victoria Whyte found herself on the streets of Munich, Germany, dressed in a dirndl (like a St. Pauli Girl’s outfit), drinking authentic German beer, and watching thousands of locals dance on tables in celebration of Oktoberfest.

Whyte wasn’t on vacation with friends; she was with clients. She’s the public relations manager for Ludus Tours, a tour company that helps its clients navigate international events like Oktoberfest, the Olympics, the Running of the Bulls in Pamplona, and the World Cup. Tour guides travel to the event sites a week early to get the lay of the land and to scout out the best local places to visit; For the Olympics, Ludus’s owners, Adam and Jessica Dailey, may live in the host city for up to two years before the event to learn the city and establish connections.

Whyte says that Adam and Jessica, both Olympic-trial qualifiers in 2000 for distance track events, noticed that families were having a hard time making it to the Olympics once a loved one had qualified. Ludus was originally designed to help athlete families make it to (and get around) the Olympics. “Now,” she says, “it focuses more generally on showing people a good time. With us, it's an experience, not a tour.”

Whyte, 24, has been working for Ludus for a little over a year (the company is based in Austin, Texas; Whyte works from her Vancouver home), and she’s already participated in both the 2009 and 2010 Oktoberfests, the 2010 Vancouver Olympics, and the 2010 Running of the Bulls.

“We watched Pamplona transform overnight,” she recalls, “You wake up one day and the city’s completely different.”

Traveling is a huge perk of this job, but Whyte says that sharing these experiences with other people is the biggest reward. “When a client calls and is thinking about a trip, I just tell them about my experience,” she says. “I’m so passionate about these events, and I love hearing people get excited about them.” —annie monjar

march/april 2011

| marchmagazineonline.com

29

industry pioneers

PURE

GENIUS

Jane Wurwand, founder of The International Dermal Institute and the Dermalogica product line, thrives at the helm of a health-driven skincare empire. Here, she tells MARCH about her journey.

As told to Lisa Ryan

I was 13 years old when I walked into a hair salon near my home in England. I was looking for work, and I heard the company would hire people under the age of 15. They hired me on the spot, and I was over the moon.

I began as what is known in the UK as a “Saturday Girl.”

For two years, on Saturdays, I did all of the salon’s laundry and cleaned up after everybody—because legally, I couldn’t be seen in the front of the salon. At 15, I was promoted to shampoo girl. When I left school at 18, I went straight on to skin-care training.

My belief is that if you can identify the greatest area of want in an industry, you’ve also identified the greatest opportunity. When I moved to America, I realized that becoming a skin therapist here required a mere four months of study. In the UK, years of study and practice are required for the equivalent license. This explained why there were many successful skin therapists in Europe, and fewer in America. I saw and seized the opportunity to create a post-graduate training curriculum, to begin to meet that need. Thus, my husband and I founded The International Dermal Institute (IDI) in 1983.

The evolution of the Dermalogica product line began in 1986, and was a direct result of creating IDI. Once we started training people, it became obvious that there was a need in America for a professional, salon-use product line. There were lots of perfume-y things with overblown claims and French names, but nothing I felt good about using in a modern professional training environment. Dermalogica became the first ever “cosmeceutical” line, and the first to have products free of common skin irritants (like lanolin,

mineral oil, and artificial colors and fragrances) and contaminationfree packaging. We set a new standard for the industry.

We recently marked our 25th anniversary with the launch of Dermalogica’s new initiative, FITE, or Financial Independence Through Entrepreneurship, which aims to empower women and to create economic liberation for women through financial opportunity—specifically through microloans, for which we have partnered with KIVA.org.

We are leveraging our brand equity to work as advocates for women’s freedom and empowerment worldwide, especially in the developing world. Women entrepreneurs built our brand through the 25,000 Der-

“The only way to build greatness is to expect it, demand it.”

30

marchmagazineonline.com |

march/april 2011

jane wurwand, founder

AN EDUCATION When Wurwand moved to the United States, she saw the lack of post-graduate skincare training as an opportunity.

malogica salons and spas in more than 50 countries, and now we have a global platform to ensure economic opportunities for other women that need a hand up, not just a hand out.

With FITE, our mission specifically is to create professional opportunities for 25,000 women worldwide in 2011 and 2012. This is congruent with the Dermalogica mission, which has always been to partner with the professional skin therapist through our work and our position in the industry. Now we’ve expanded it beyond the boundaries of our particular profession, to reach out to women everywhere. For more information, check out joinFITE.org.

This leads me back to what inspired me 25 years ago, and led me to found IDI and Dermalogica. My philosophy is to bring it hard, everyday, or go home. The only way to build greatness is to expect it, demand it. I’d rather see someone really dare to walk out on the wire, and take a really stupendously hard fall because they tried to do something great, as opposed to playing it safe and turning out something really weak.

Which entrepreneur will you fund?

ABOUT DermalogicA

®

f THE PRODUCTS: The line is comprehensive and includes cleansers, toners, treatment products, boosters, exfoliants, re-texturizers, moisturizers, UV-protection products, and shaving products for men. f THE PHILOSOPHY: The Dermalogica bottles and tubes (no jars!) deliver results because they are part of a health-driven brand, not a beauty brand. f WHY IT WORKS: The keyword is education. Dermalogica is primarily an educational company, which has led to fantastically effective skincare products, which are free of common skin irritants, like artificial colors and fragrances.

Help women entrepreneurs worldwide start or grow a business.

*

1

Daily Microfoliant

is Dermalogica’s best-selling product, and the recipient of multiple awards, including the 2010 InStyle Best Beauty Buys award and 2010 Allure Best of Beauty editor’s choice award

march/april 2011

| marchmagazineonline.com

31

Financial Independence Through Entrepreneurship (FITE) is an unprecedented partnership between Dermalogica and Kiva, the nonprofit microfinance leader, to provide women entrepreneurs access to small loans that will help them start or grow a business. Join FITE for women entrepreneurs worldwide at

joinFITE.org

an eye for design PIONEER WOMAN Richards became interested in structural design in the 1950s, when there were few female architects.

BREAKING GROUND

Carol Richard, AIA, overcame her profession's gender bias to cofound an award-winning, eco-focused architecture firm

Back in the fifties, architect Carol Richard was the kind of girl who loved watching her father tinker in his workshop. She spent hours combing the building site of the house across the street, collecting stray nuts and bolts. “I loved to build things,” Richard says. “But I had a late calling [to architecture].” In those days, she explains, girls weren’t supposed to grow up to be architects.

When the calling came, Richard enrolled in a five-year architecture program at the University of Arizona, where her talent was quickly recognized. In her sophomore year, a highly demanding design critic proclaimed Richard’s project “almost architecture.” She considered it high praise.

Still, Richard says her gender was an issue. When she graduated from architecture school in the late ’80s, there were only a handful of women in the program. “We had to prove ourselves above and beyond,” she says, “especially on construction sites.” Once, she was assumed to be the architect’s wife, rather than the architect. “I have found that it helps to be able to laugh in all circumstances,” she says of the incident.

Richard finally opened her own residential design firm in 1984, and she enjoyed the work. Her passion led to growth: in 1991, she joined forces with fellow architect Janice Wittschiebe. To showcase their talent, the duo tackled a major project—their own office—transforming a decrepit 1930s building in downtown Atlanta into a modern, open-flow office of multiple studios conducive to teamwork. In 1999, the firm was awarded the AIA Georgia Sustainability Design Award of Merit. In 2005, Richard and Wittschiebe partnered with Peter Hand Associates. Today,

the firm known as Richard Wittschiebe Hand (RWH) has a team of 21 employees and tackles projects—public, private, and nonprofit—with budgets ranging from $100,000 to $40 million. The firm has numerous awards under its belt, and is considered a leader in sustainable design.

RWH is particularly known for its work on educational facilities; the company's portfolio also includes recreational facilities and libraries.

Though it has a niche, the firm doesn’t adhere to a signature style. “We are always looking with fresh eyes,” Richard says. “The needs of the client and the demands of the site inform our choices.”

A recent project—designing the headquarters of the American Society of Heating, Refrigeration, and Air-Conditioning Engineers (ASHRAE), an organization that writes the standards related to building efficiency and indoor environmental air quality—presented the RWH team with many challenges. A restricted budget required the firm to obtain donated equipment and services. But according to Jeff Littleton, ASHRAE executive vice president, the firm overcame those challenges with grace. The end result, he says, “is a sustainability showcase.”

But it’s Richard’s new home in Madison, Wisconsin, designed and constructed in tandem with her husband, engineer Fred Berg, which she considers her personal and professional trump card. Dubbed the Ross

“[As women], we had to prove ourselves above and beyond—especially on construction sites.”

32

marchmagazineonline.com |

march/april 2011

Carol Richard, AIA, principal & cofounder

Photo: Zane Williams

Street House, the 2,700-square-foot, three-story residence has been recognized as the first LEED Platinum residence in the state. Since Richard and Berg are client, architect, and engineer, they had full creative license. Among numerous innovations were a set of fixed louvers positioned about two feet from the front windows to modulate the amount of light admitted from summer to winter solstice. Richard, who is also interested in interior design, kept the color of the walls light to enhance the sun1 drenched effect—an important consideration in a high-latitude region like Wisconsin.

Due to photovoltaic panels and water-efficient systems, the couple’s green home saves so much electricity that they are depositing the excess energy back into the grid to help power their neighbor’s homes. But that’s not what Carol Richard likes best about her eco-friendly home. “ I am happiest about the way the natural light bounces and enlivens the space,” she says. —Pamela Bloom

Photo: Creative Sources Photography

2

richard's Portfolio / highlights 1 Ross Street House

2

3

Location: Madison, WI

Northlake-Barbara Loar Public Library

Overview: A modern camera-

Location: Tucker, GA

box frame house is scaled to

Overview: A sensitive renova-

American Society of Heating, Refrigeration, and Air-Conditioning Engineers' (ASHRAE) Headquarters

blend with the neighborhood.

tion maintained the beloved

Location: Atlanta, GA

Cool Detail: Locally-sourced

modernist “boat” design while

Overview: The headquarters

hardwood floors, low-VOC

allowing for a playful and color-

are clean, modern, efficient.

paint, Energy Star appliances,

ful reading cove for children.

Cool Detail: A green roof and

and a 550-gallon rainwater col-

Cool Detail: Adding a “prow” to

ground-source heat pumps

lection tank earned this project

the original boat structure

helped this project achieve

12 of 15 points toward LEED

expanded the library's space

LEED Platinum certification.

Platinum certification.

considerably.

(project not pictured)

march/april 2011

| marchmagazineonline.com

33

an eye for design “There’s something really special about the Duvall Decker team. I love the innovation and creativity they bring to my projects. It’s allowed us to provide so much more in our housing than what is typical.”

ROLE MODELS Decker says her mother, a nurse, and her father, an entrepreneur, inspired her to forge her own career in architecture.

Sheila Jackson Executive Director Jackson Housing Authority

a family affair

With a little help from her husband (he's also her business partner), Anne Marie Duvall Decker has mastered the work-life balance

JACKSON HOUSING AUTHORITY 2747 Livingston Road . Jackson, MS 39213

In her early childhood, Anne Marie Duvall Decker began to explore spaces—like the sanctuary of the United Methodist church where she practiced the piano, and the rooftop of her home in small-town Humboldt, Tennessee. “I was always climbing onto the roof and getting in and around the valleys, dormers, and far reaches of the attic,” she recalls. “I remember as early as age four getting up before anyone else to watch the sun come up from one of those spaces.”

Those remarkable adventures, along with Anne Marie’s desire to do something artistic other than being a pianist, drew her to a summary of the architectural profession in a book she read on careers. “I read the summary for architecture, and I decided, ‘That was it,’” she says. She concedes that her enthusiasm for the profession was challenged by the difficult architecture courses she attended at Mississippi State University, but she credits her professors with always giving her the encouragement and support she needed to stay on track.

One professor, Roy T. Decker, later became Anne Marie’s husband, though she had no idea

34

marchmagazineonline.com |

march/april 2011

of his future role while she was a student. After the two were married, Roy continued to teach.

At Anne Marie’s urging, he also became her business partner when the two cofounded Duvall Decker Architects in 1998.

“My husband jokes that I make all of the decisions and control the money, since I am president and chief financial officer and he is vice president and secretary,” she says, laughing. Anne Marie always knew she wanted to run her own business, primarily because her father had run a successful pharmacy. She also says her mother, who returned to work as a nurse when Anne Marie was 14, showed her just how rewarding a career could be.

In the firm’s early days, architect Bill Easom asked Anne Marie and Roy to team with him on his public-school building work. “Within our first year, we were working on a 14-classroom high-school building,” she says.

Each new phase of the growing business seemed to coincide with a new phase for the growing Decker family. The firm moved its operations out of the couple’s home and into an office in 2000—the same year their eldest son

ARCHITECTURE PLANNING . INTERIORS

decker's Portfolio / highlights 1

2

3

Duvall Decker Architects’ Headquarters

Mississippi Library Commission Headquarters

Coahoma County Higher Education Center

Location: Jackson, MS

Location: Jackson, MS

Location: Clarksdale, MS

Overview: The firm's one-story,

Overview: The award-winning

Overview: The renovated

2,500-square-foot office was a

60,000-square-foot office-

buildings are linked by bridges

complete gut rehab.

building/archival collection

and outdoor walkways to

Cool Detail: The firm—true to

boasts gallery spaces, meeting

create a cohesive, campus-like

its belief in green principles—

and training facilities, librarians’

feel, and the modern design

reused as many of the original

offices, and a two-story reading

envelopes the mansion and

material as possible, including

room that overlooks a pristine

invites the public to explore.

leveraging exterior walls as

green lawn.

Cool Detail: A thoroughfare

substrate for insulation and fin-

Cool Detail: To preserve as

leading to the Delta Blues

ishing the building’s core with

many trees as possible on the

Museum terminates in an

inexpensive and renewable

site—a state-owned educational

amphitheater, which provides

hackberry planks.

research park—the firm

another venue for the area’s

required the construction crane

cultural events.

to remain in one spot through-

(project not pictured)

out construction.

Evan was born. In 2006, the firm moved into its existing 2,500-square-foot office—the result of a total gut rehab—around the time Anne Marie gave birth to daughter Avery .

Decker brought her children to work with her from the time each was about three weeks old. “I had to accept that, for a few months after each child was born, I would be at the office for eight to ten hours, but I’d get five to six hours of work done,” she says. Roy and Anne Marie now work split shifts so that Roy can be with the children by 4:30 p.m., while Anne Marie takes the later shift.

Although the architectural firm has won many impressive awards—such as the 2009 AIA Gulf States Region Honor Citation for ele-

1

mentary classroom and media center buildings and the 2008 AIA Gulf States Regional Honor Award, the 2007 American Architecture Award, and the 2006 AIA Mississippi Honor Award for the Mississippi Library Commission headquarters. Anne Marie attributes the firm’s success to her focus on each building’s performance.

“We ask about the materials, their durability, how they will hold up to sunlight and moisture, and how they will patina over time,” she says. “And no matter what the project, we are attempting to make buildings and spaces that inspire inquiry. We try to make buildings that slow people down so that they pick up on the entire environment of the building.” —Sandra Guy

2

DUVALL DECKER

ARCHITECTS, 2915 NORTH STATE STREET . JACKSON, MISSISSIPPI 39216 P H 6 0 1 . 7 1 3 . 1 1 28 . W W W. D U VA L L D E C K E R .CO M march/april 2011

| marchmagazineonline.com

35

P. A .

an eye for design

ECLECTIC

CONTRACT FURNITURE INDUSTRIES INC.®

JET SETTER Blount has worked on projects in the United States, Canada, Poland, and Asia.

Life’s Work

An artist since childhood, Betty Blount now funnels her creative powers into architecture and interior-design projects

SINUEA

www. eclecticcontract.com

For as long as she can remember, Betty Blount has been fascinated by art. As a child, she explored her passion through any medium she could get her hands on. She thrilled on painting, pottery, and drawing, all of which allowed her to communicate her creativity, which she feels is an integral part of her character. Blount took her childhood dream of becoming an artist and made it a reality: today, she is the owner of the highly successful design firm, Zena Design Group.

Blount says that the work of Mark Rothko, a 20th century American painter, has been extremely influential to her aesthetic—especially his talent for contrasting and opposing colors and forms. She also takes inspiration from the contemporary American architect Antoine Predock, whom she credits for teaching her how to use materials in inventive ways to create bold yet refined designs.

Architecture, her chosen field since college, has provided Blount with the best of all design worlds. “Architecture came later [than my interest in visual arts], and seemed to combine so much in one profession,” she explains.

“Designing spaces provides a different sense of design gratification—perhaps it is the large, spatial, three-dimensional forms,” she says.

Some of her earliest projects included designing centers for children in need (many had suffered a loss, were abandoned, or in need of aid). “I did my architectural thesis on a chil-

36

marchmagazineonline.com |

march/april 2011

dren’s home and designing a center such as this was so incredibly rewarding,” Blount says. She continued to build structures dedicated to children’s needs for many years—and continues to work on such projects today.

Zena Design Group specializes in interior architecture, mainly for the hospitality industry. The firm’s projects range from hotels to private clubs, though they also tackle some highend residential projects. “We provide our clients with a unique design product,” says Blount. “We look at projects as art as well as architecture, and then incorporate artists and specialty crafts into our designs," she says. The firm also assesses cost issues, and helps clients to understanding the financial impact of each project. As a result, Blount says, it has many repeat clients and referrals.

When Blount opened Zena Design Group twenty years ago, she was looking to create spaces on her own terms. “I felt I would have more freedom to look at the spaces more like art,” she says. “The process was exciting; to create spaces that would be public, spaces that you move through and experience.

Spaces where people can mingle, retreat, sleep, eat—basically enjoy life.” Starting her own firm was a slow but fun progression for Blount, and one that has ultimately given her both great reward and recognition—Zena Design Group has won numerous Gold Key Awards and had its work featured in publica-

blount's Portfolio / highlights 1 Hyatt at Olive 8

2

3

Bellevue Club and Hotel Bellevue

Elliott Grand Hyatt

Location: Seattle, WA Overview: The hotel is warm

Location: Bellevue, WA

Overview: Natural and sleek;

and earthy, but decidedly

Overview: Think full-blown

the guestrooms feature tex-

modern; natural textures and

luxury with stone fireplaces,

tures, patterns, and hues meant

local materials are used

private balconies, French doors,

to soothe.

throughout.

and spa tubs.

Cool Detail: The Elliott is one of

Cool Detail: This hotel was

Cool Detail: Set on nine acres,

only 18 Grand Hyatt Hotels in

among the first LEED-certified

this 70,000-square-foot,

the world.

projects completed in Seattle.

67-room hotel is one of only

(project not pictured)

Location: Seattle, WA

hotels in the Pacific Northwest.

1

COMMERCIAL SERVICES ...from start to finish, we can do it all!

three four-star, four-diamond

tions such as Hospitality Design, Lodging, and The Seattle Times.

Aside from her work on such notable projects as the Bellevue Club and Hotel and the Grand Hyatt Hotel in Seattle, Blount has also worked on high-profile projects in Canada, Poland, and Asia. Such projects pair her passion for design with her love of travel. Blount is also currently working as a volunteer with a wildlife center, which has given her insight on

BOYCE

the needs of wildlife-rehabilitation programs.

Whether it’s working on internationally renowned hotels, homes for children in need, or animal-treatment centers, Blount sees a future for herself that is just as full of art, excitement, and success as her past. “I hope to be designing for my lifetime—it could be anything, but hopefully spaces. I can’t think of anything else that would be more engaging or rewarding,” she says. —Thalia A-M Bruehl

Boyce Commercial Services has designed its operation around the facility enhancement needs of our clients. Privately owned, we have been serving the Pacific Northwest and Greater Puget Sound area since 1992.

We use the most advanced state of the art equipment and our staff of qualified technicians is among the best in the industry. If you are considering a relocation, space enhancement, or FF&E project our single source approach is simple and will save you money. We guarantee it.

The next time you are planning a move or thinking about a facility upgrade, give us a call. Let us show you how our VIP service can make your life a lot easier. We can help you with:

2

• • • • • • • • • • • • •

Hotel FF&E Installation Tennant Improvement Construction Office & Commercial Moves Inventory Relocations System Furniture Installation & Service Warehousing & Inventory Control Shipping and Receiving Furniture Restoration & Repair Pre-owned System Furniture Purchasing and Sales Safe and Vault Relocation Library Relocations

A Message from Eclectic Contract Furniture Industries, Inc. We provide innovation in design and custom manufacturing solutions. Specifically, we offer options in wood and finish, giving our customers the widest possible spectrum of choices. The durability and construction of our products top the industry in terms of quality and time-tested properties. We deliver dedicated service and project-development assistance throughout the design, construction, and installation process. Our knowledge of client needs and dedication to fulfilling the client’s design wishes set us apart from other contract-furniture companies. Our goal is to help you stretch your imagination and create an innovative custom look. All of our furnishings are carefully crafted to maintain versatility, functionality, and durability; the latter of which allows clients to save substantially on future maintenance and repair budgets. We have done numerous branded and custom-hospitality properties, including resorts, casino hotels, and restaurants.

march/april 2011

| marchmagazineonline.com

37

1519 S. 192nd St., SeaTac, WA, 98148 206-957-1010 | Fax: 206- 957-1009 800-248-1023 | www.boycecom.com

an eye for design

In Harmony

Jan Brimmeier, founder of Architectural Innovations, places a premium on her firm’s positive company culture

1

J

an Brimmeier seized upon her life’s work after she saw Kirk Douglas play an architect intent upon designing a unique home in the 1960 movie Strangers When We Meet. “I was about 10 years old, and I remember telling my mom after watching the movie, ‘I’ve decided I want to be an architect,’” she says.

Brimmeier had always enjoyed building anything and everything, from toy pianos to trains, and was recognized for her artistic skills at an early age. She won scholarships to attend Carnegie-Mellon University’s renowned Tam O’Shanter Saturday Creative Art Classes from fifth through eighth grades. She also won scholarships to attend pre-college creative arts classes at the university, and to attend summer sessions at the Pennsylvania Governor’s School of the Arts at Bucknell University.

After studying architecture at Pennsylvania State University, Brimmeier worked for a variety of firms, small and large, gaining experience with all stages of the architectural process. Eventually, she become executive director of a firm that designed many of the country’s major educational facilities.

38

marchmagazineonline.com |

march/april 2011

Brimmeier appreciated the large-scale vision of a big company, but she craved a more intimate work environment—one that could stay true to its ideas. “I wanted to open my own firm so that I could give clients the detail and attention they deserve. I also wanted to create an environment in which I would enjoy working,” she says.

Brimmeier launched Architectural Innovations in 2004. Today, camaraderie is important to the firm’s 20 employees. The spirit committee organizes at least one enjoyable gettogether each month, ranging from bowling outings to holiday gatherings—which help to cultivate the intimate environment Brimmeier had longed for.

“Everyone likes each other, and that’s by design,” she says. “People are brought in with exceptional experience and qualifications [but they must also] demonstrate personalities favoring bonding and group effort. We encourage team-building on projects.”

Brimmeier uses a similar approach to satisfy her clients (primarily municipal and educational institutions). To give each client the broadest possible look at how a project might

evolve, Architectural Innovations staffers break into multiple teams and design completely different solutions. That is followed by an estimating phase, in which the firm gives clients precise pricing estimates, so that everyone understands the cost as the project progresses.

At each phase, the firm integrates its “5-Point Harmony” process, which aims to ensure that a project’s key aspects—budget, building program, quality, schedule, and square footage—align every step of the way.

Throughout the process, Architectural Inno-

www.taylorstructuralengineers.com

Brimmeier's Portfolio / highlights 1

2

Monroeville Municipal Authority Administration and Maintenance Building

Location: Pittsburgh, PA

Energy Center Arena

Location: Monroeville, PA

Overview: This rendering shows Brimmeier’s plan

Overview: The brick administration building,

for a new Pittsburgh Penguins stadium; the pro-

set off by large overhangs, is timeless but

posal is all about sleek, efficient public spaces.

decidely contemporary.

Cool Detail: There's not a bad seat in the

Cool Detail: Plenty of windows allow natural light

house—even the arena’s concession areas

to illuminate offices and conference rooms.

provide clear views of the rink.

vations adheres to a quality-control process in which everyone is kept up-to-date on pricing, documentation, communications, and qualityreview checks.

“We are known for developing innovative design that addresses our clients’ needs,” Brimmeier says. “Clients don’t always know what they want or need. We employ a deliberate process to learn what they want, what they need, and how they want it to look. It involves a great deal of one-on-one contact, questioning, extracting information from the clients, and sometimes stimulating their thoughts with images.”

Brimmeier’s unique approach to design and workplace management have earned her numerous awards. She’s been recognized as a top business professional and female business leader; Architectural Innovations has been identified among the fastest-growing companies and best places to work. Brimmeier has also been named among the Top 25 Women in

Business awardees and one of the Top 12 Business Leaders by receiving the Diamond Award, which honors the Pittsburgh region’s top CEOs and company presidents.

Additionally, the firm has garnered spots on the Pittsburgh Business Times’ list of Top 100 Fastest-Growing Companies in the region; it also recenly placed as one of the Top 100 Best Places to Work in Western Pennsylvania in both 2009 and 2010.

Despite her success, you won’t find Brimmeier at rest. She wants to expand the company’s client base while maintaining its closeknit work environment. She is pursuing clients in the medical market—she hopes to design hospitals and nursing homes—and branching out further in the higher-education market.

“The main reason we can grow is because of our fantastic staff,” she says. “Not only are they the best in the region in terms of skill, talent, and innovative processes, but their personalities are just wonderful.” —Sandra Guy

TSE

2

“Taylor Structural Engineers would like to congratulate Architectural Innovations on their feature in March.

We wish them continued success!”

2275 Swallow Hill Road Building 100 Pittsburgh, PA 15220 Photo: HOK Sport/Populus and the Pittsburg Penguins

p: 412.722.0880 f: 412.722.0887 march/april 2011

| marchmagazineonline.com

39

MARCH/APRIL 2011

Love Mad Men? Then you know the cliché about men dominating the ad biz. Though much has changed since the 1960s, males still reign in most creative departments. In “Breaking Into the Boy’s Club” (p. 42), we talk with three female creative directors—like Tiffany Rolfe of Crispin Porter + Bogusky, pictured here—who managed to break the mold.

Female lobbyists get the opportunity to change the world, but their job is not easy. MARCH charts their challenges and triumphs in “Uphill Battle,” (p. 51).

We worked in tandem with Katie Dunsworth, financial expert and cofounder of the Smart Cookies, to create "How to Earn More and Save Better" (p. 57). Learn about Dunsworth’s personal financial struggle, and how to shore up your own portfolio.

march/april 2011

| marchmagazineonline.com

41

Breaking i n to t h e B oy s â&#x20AC;&#x2122; C l u B

by A bi N icholas

Photo: Courtney Weber / Photo illustration: Caroline Thompson

In the advertising biz, creative directors wield an incredible amount of power: they influence the trends we follow, the ads we see, and the things we buy.

Yet at top agencies, creative directors are almost exclusively male. We interviewed three female creative directors to find out how they broke the mold.

S

ince the birth of the advertising business, women have been noticeably absent from its senior-level ranks. And though females have come a long way from the secretarial pool—for example, they now hold more than half of professional positions and more than a quarter of managerial positions—a glass ceiling still keeps the creative director position out of their reach.

“Lack of diversity in the advertising industry, especially its creative departments, is a notorious issue,” writes Karen L. Mallia, assistant professor at the University of South Carolina, in her 2008 study, The MidCareer Vanishing Act: A Qualitative Examination of Why So Few Women Become Advertising Creative Directors.

sis suggests that female authority falls outside of traditional gender roles and is therefore not respected; it also notes the cyclical nature of organizational culture, which in creative departments is very male-dominant.

But what Mallia found—and what women in advertising, including those who have managed to reach posts at the top, agree with—is that “gender may not be the overarching factor that impedes women from reaching high-level creative positions: it is the incompatibility between motherhood and agency creative jobs.” The demanding work schedule is not conducive to work/family balance, and a lack of family-friendly organizational policies and practices makes it hard for women with families to succeed.

Indeed, the three women profiled here who have managed to shatter the creative department’s glass ceiling, have one commonality: they are either a parent whose spouse is the primary caregiver for their children, or not a parent at all—and they express doubt as to whether they would be where they are today if their family situations were different. Which is not to say they made it to the top because they somehow had it easier; regardless of their motherhood status, the odds have always been against them. Each woman had her own set of challenges to overcome in her climb, and each has her own view from the top.

In seeking to reveal gender bias in the hiring percent of all professional positions ( jobs practices of advertising agencies and, specifithat generally require a college degree); and cally, creative departments, the Institute for 50.6 percent of all middle-management posiDiversity and Ethics in Sport analyzed the 52 tions. Only 36.6 percent of women, however, advertisements produced by agencies that make it to executive and senior-level manran during the 2010 Super Bowl—a platform agement positions. According to Mallia, that is arguably the pinnacle of the advertis“there’s a roadblock somewhere because ing world. The institute found that 94 percent many women disappear and few succeed to of the creative directors of Super Bowl ads become creative directors.” were males while only 6 percent were female.

Researchers and industry representatives “Forty years since the creative revolution, have uncovered several reasons why women affirmative action, minority-training prostruggle to ascend the creative ladder, includgrams, even lawsuits appear to be worthless in ing the gender-role hypothesis. The hypothemaking any difference,” wrote Mallia. According to an article published in the Journal of Advertising J e n n i f e r S e v e r n s /// Z O C ALO STUDIOS Education, about the same number of men and women graduate from advertising-portfolio schools, and dvertising is no longer about who can be the loudest, the funniest, or even the most clever, says Jennifer women make up the majority in Severns, 36, creative director with Zocalo Studios, Omnicom Group’s word-of-mouth marketing arm. university advertising programs.

“It’s about connecting. It’s about creating a meaningful interaction. It’s about emotion and storytellBut after they enter the field, their ing,” she says. All of these are areas where women innately excel. numbers dwindle with each step up As the lines between advertising, marketing, and even public relations continue to blur, Severns believes the corporate ladder. women should—and will—play more of a leading role in creative departments. In fact, she says that the smart In 2008, women outnumbered agencies already recognize how important women are to the creative process, and are eager to hire them at men in advertising agencies, higher posts—like Zocalo Studios, which hired Severns as its creative director in the summer of 2010. accounting for 56.2 percent of the “It’s a completely new position and new team that they brought me in to build,” Severns says. “Zocalo is workforce, according to the latest unique and extremely progressive; I’m not even sure they realize how innovative they are sometimes.” data from the Equal Employment If anyone understands how valuable women are to succeeding in today’s more interactive advertising and Opportunity Commission, which marketing landscape, it’s Severns. She earned her degree in graphic design from the University of Tennessee at tracks agencies with 100 or more Knoxville and has worked with clients such as The Oprah Winfrey Show, Dunkin Donuts, Dove, Playtex, HGTV, employees. Women hold 74.1 perLean Cuisine, McDonald’s, Olay, and Women’s Entertainment Network. For the nearly 10 years before she cent of all clerical positions; 57 moved to Zocalo Studios in the summer of 2010, she worked in the design department of Harpo Productions—the multimedia production company founded by Oprah Winfrey—and landed the top post as design director in 2007.

“There are a lot of highly creative women at Harpo,” Severns says. “Everything is steeped j e n n i f e r s e v e r n s , C r e at i v e d i r e c to r , Zo c a lo S t u d i o s in storytelling. They know how to pull emotion

A

[Ad ve r t ising is] a b ou t con ne c t ing. I t ’s a b ou t cr e a t ing a m e a ning f ul in te r ac t ion .

I t ’s a b ou t e mot ion a nd s tor y te lling.

44

marchmagazineonline.com |

march/april 2011

Jennifer Severns photographed by Courtney Weber

out of people. It was the best creative-director tion for women is more of a broader cultural Which is why Severns recognizes that, even education that someone could get.” mindset that people are finding it hard to break though it may not be conscious discriminaSeverns, a native of southern Tennessee, away from rather than deliberate gender distion when a company chooses not to adopt a has “a specific side passion for female empowcrimination. Severns has a unique perspective, flex-time policy or allow working from home, erment”—which is what attracted her to as she and her husband have switched what are it would be in their best interest to do so.

Harpo Studios nearly a decade ago. She also still largely considered traditional roles for “With this new shift in how we communicate has a knack for integrating business, technolmen and women. Severns has two children, and new expectations, companies, not just in ogy, and creativity into one vision—which, ages three and five, and her husband is a stayadvertising, need to attract women in higher more recently, attracted Zocalo Studios to her. at-home dad. “I don’t know that I’d be able to positions that can actually affect the com“Authenticity and finding meaning in things handle a lot with my job if my husband didn’t pany,” she says, “even if they are only getting are very female-centric characteristics,” Severns stay home with my kids,” she says. them for a portion of their time.” says. “Women are good at the nuance and subtleties that make messages full and meaningful, as opposed to joa n n e kim /// M AR C US THO M AS the antiquated shout that advertising used to be.”

Social media is a perfect examerhaps it was inevitable that after graduating from Kent State University with a degree in advertising, ple. “[Women] have a history of Joanne Kim, 45, would eventually find herself at an agency with nowhere to go but out the door. “It being the caretakers of the social was clear I was never going to get promoted at that agency,” Kim says. “I knew it was time to find my world. You can’t replicate those next opportunity.” centuries of experience and natuShe was a female writer working at a male-dominated agency that apparently had no intention of promoting ral, organic behavior,” she says. Yet, women to the upper echelons of the creative department. “It was definitely a ‘boys’ club,’” Kim recalls. There Severns acknowledges that women was one female team at the agency: Kim and her art-director partner; everyone else was a man. “Everyday, have not managed to claim nearly the men would go to lunch together and hang together, and we were never invited. We’d walk into the creative as many seats as men at the head of director’s office, and everyone but us would be in there, and literally all conversation would stop.” the creative table. “It’s a bizarre Kim has since successfully climbed the creative ladder—from copywriter to senior copywriter to associate conundrum,” she says. “I get the creative director to creative director—and in 1996, she was named partner and executive creative director ‘boys’ club,’ but I also think women with Marcus Thomas, a top advertising agency in Cleveland, Ohio. Kim has overseen integrated campaigns tend to derive fulfillment and satisfor such brands as Nesquick, Hotpockets, Troy-Bilt, Yard Man, and, her personal favorite, Akron Children’s faction from family life, more so Hospital. Now in its fourth year, the campaign features real patients telling real stories of sickness, treatthan from fame, power, or money, ment, triumph, and sadness—“a bold approach,” according to The New York Times. which is what the executive posi“We did this whole immersion into the hospital, its culture, staff, doctors, nurses, and its patients. All I had tion is all about.” to do was tell their stories, and when I told their stories, they were true and authentic, and all about the kids,” In most cases, Severns says that Kim recalls. “We shot documentary style for about 30 days in the hospital—no script—and got great results the industry’s lack of accommodaand recognition, and won some awards.”

Kim makes it sound easy, but being a creative director is not for the faint of heart. It’s a brutal dance, day in and day out, of meeting deadlines, coming in early, leaving late, motivating creative teams, tossing aside 20 bad ideas for every one good idea, boarding planes, preparing for pitches, J o a n n e K i m , Pa r t n e r & e x e c u t i v e c r e at i v e and, hopefully, at the end of the day, pleasing the d i r ec to r , M a rc u s T h o m a s client. Judging by the disproportionately low

P

T he [ad ve r t ising age nc y] cul tu r e is s t ill r oote d in a b i t of ba ck w a r ds t hin k ing.

what does a cre ative director act ua l ly DO ?

Creative directors don’t fit neatly into boxes, preferring to spend most of their time outside of the lines.

“It’s a very bad idea to go into a job thinking that you have to do what the job description says. You make it what it is,” says Jennifer Severns, creative director with Zocalo Studios. But if the role must be defined, it’s safe to say that creative directors are just that: creative and directors. They oversee the agency’s creative team and take responsibility over the direction of the agency’s creative products. In addition, they typically have a strong background in copywriting or design.

Overseeing a creative team is a huge responsibility. “At the end of the day, the creative director is responsible for the quality of the work that the agency stands behind,” says Joanne Kim

46

marchmagazineonline.com |

march/april 2011

of Marcus Thomas.

For Tiffany Rolfe, group creative director with Crispin, Porter + Bogusky, the job “changes day to day. But I always strive to be an inspirational leader. I hope I’m teaching and helping people to create good work.”

The job description may vary, but in 2009, CNNMoney.com hammered out concrete details about the creative director position. Researchers say the medium salary for experienced creative directors is $86,900 (top pay is listed at $157,000), and note that the position is widely coveted. It ranked 43rd on CNNMoney’s 2009 “50 Best Jobs in America” list.

Joanne Kim photographed by Eric Mull

number of women who hold the position, it’s not for those looking to start a family, either.

Kim’s early career sounds a lot like a typical scene from AMC’s hit show Mad Men, which follows the happenings of a 1960s ad agency where the men do most of the thinking, the writing, and the pitching, and the women pour the drinks. (There are exceptions: one character, Peggy Olson, ascended from secretary to copywriter—and, despite high performance, remains in that position, at a level where many women feel stalled today.) “These days, I don’t think it’s outright sexist attitudes that stand in the way of women becoming creative directors,”

Kim says. “It’s subtler than that. “I actually think the business is one where, even though advertising agencies, especially creative departments, have to be innovative in so many ways, the culture is still rooted in a little bit of backwards thinking,” she says. “There still is not a lot of innovation in terms of job sharing, flex time, or part time for mothers or others who may need it.”

Kim, who now has two older stepchildren, says that she probably could not have done the job if she had had kids of her own when she was younger. “I think because I didn’t have a family until later in my career, that allowed me to put in the time to get where I needed to go.”

ti f f a n y r o l f e /// C RIS P IN P ORTER + B OGUSK Y

I

n 2008, Old Navy, which was being hit hard by the recession, turned to advertising agency Crispin Porter + Bogusky (CP+B) with a $200 million contract to revive its struggling brand, restore customer loyalty, and reinvigorate sales.

Five months later, the “SuperModelquins” were born. The eight Old Navy mannequins who talk about their faux celebrity lives as models are the creative spawn of Tiffany Rolfe, 34, group creative director at CP+B. The campaign, which has included everything from television spots and Twitter feeds to a “SuperModelquin Search” and a Web application in which one of the SuperModelquins asks to “read your booty” to find the perfect jeans for your rear end, is anything but conventional —and neither is the creative mind behind it.

Rolfe stands out as the only female creative director (and vice president) in a male-dominated agency and has avoided falling victim to gender discrimination in her rise to the top, something she attributes, in part, to being in the right place (Crispin) at the right time (while the agency was still small and eager to grow). But she also credits her ascent to her own work ethic: “I’ve gone full force at Crispin since day one—no holds barred. If you do that, it doesn’t matter if you’re male or female. People see it, and there’s no stopping you when you want it bad enough,” she says. “That’s not to say women who aren’t getting promoted aren’t driven enough. Certainly, there are circumstances that can make it difficult. But it eventually falls on you—your personality, talent, and drive—and then finding the right place for you to shine.”

A few weeks before her graduation from Art Center College of Design in California, Rolfe bought a ticket to Miami in hopes of landing an interview with CP+B. (The firm is headquartered in Miami and Boulder, Colorado.) “The day I arrived, I

48

marchmagazineonline.com |

march/april 2011

still didn’t have an interview,” the Tulsa, Oklahoma, native recalls. Miraculously, one of her teachers pulled through. “He called me up and said if you can be at Crispin in an hour, you have an interview with [founding partner] Alex [Bogusky].” Rolfe interviewed that day, got offered the job the next day, and reported for duty within weeks.

Eight years later, Rolfe’s portfolio includes some of the world’s largest brands: MINI, Burger King, Volkswagen, and Virgin Atlantic Airways. She’s also served as creative director for truth, American Express OPEN, and, of course, Old Navy; her groundbreaking work has earned her several industry awards as well as recognition as one of AdAge’s “Twenty-Five Twenty-Somethings,” Adweek’s “Young Ones” and, in 2009, AdAge’s “Women to Watch.”

At the time she was hired in 2002, CP+B employed about 100 people; it now employs more than 1,000. “There were no titles,” she recalls. “It was a good time for someone coming out of school. I guess I came in as an art director, and my partner was a writer, but he’d been there for 12 years.”

Still, it didn’t seem to matter that Rolfe was new, young, or even a woman. “I don’t think I realized that [advertising] had this gender issue when I first got into it,” Rolfe says. “I’ve been at Crispin for eight years, and I’ve never felt held back.”

While she may not have experienced the sort of gender discrimination that continues to be a widely criticized element of the advertising

industry, Rolfe believes it does exist, both within and beyond the walls of the industry.

“I’ve always felt my whole life that I have to work harder because I’m a woman,” she says.

“Women, I think, feel like they have something to prove. A lot of times that makes them harder workers, like they just want it more. They’re already great and smart, and that drive just makes them a hell of a lot better.” Which is one of the reasons Rolfe, who has an almost allfemale team, says she gravitates toward hiring women. Also, “we seem to connect better,” she says. “When I sit in a room with women, I tend to laugh more than with men.”

Rolfe believes it’s quite possible that one reason fewer women than men are at the helm of creative departments may not always be because the men already positioned at the top are hiring their “buddies,” but because “you instinctively connect with people more like you,” she says.

Rolfe also understands that it can be frustrating when work falls on the shoulders of those who are single or don’t have families. Rolfe is married but doesn’t have children—“yet,” she says—and so makes sure she’s the one who stays late or shuffles her schedule. “I want it to be okay, though, because I want to have the same thing,” she says. “I want it to be accepted and embraced and celebrated to go home to your family for everyone, men and women. We should all have the chance to have a family, and I hate that that could be a reason [why women in advertising struggle to advance].”

I ’ve gone f ull for ce a t C r is pin since d ay one — no holds ba r r e d . If you d o t ha t , i t d oes n’ t ma t te r if you’r e ma le or fe ma le .

T i f f a n y R o l f e , V i c e p r e s i d e n T & C r e at i v e D i r e c to r , C r i s pi N P o rt er + B og u s k Y

Join the MARCH.

Get an insiderâ&#x20AC;&#x2122;s look at the amazingly smart, creative, and brave women who are leading companies throughout the continent.

Subscriptions are FREE. Sign up today at marchmagazineonline.com

E L T T A B UPHILL

BY R U T

V IL A H E . DÁ

Female shape th lobbyists hope to en but face ation’s legislation many — their pat roadblocks on hs to suc cess

march/april 2011

| marchmagazineonline.com

51

L

Lobbying is a tough job, but those looking to sway public officials and influence legislation know that it needs to be done—and increasingly, it’s done by women. In her 2007 book The Best Kept Secret: Women Corporate Lobbyists, Policy & Power in the United States, author Denise Benoit Scott writes that half of lobbyists at the state level are female, and a third of lobbyists in Washington are women.

Though many women are successfully lobbying (and influencing) government officials, they face a litany of challenges, including gender bias and the stigma attached to being a special-interest group. For example, President Obama, in his 2010 State of the Union address, promised to minimize the influence of lobbyists—an announcement that is discouraging to those who are lobbying for a cause.

What’s more, it is difficult for lobbyists of any stripe to get their messages heard. Even if a lobbyist can recite talking points in her sleep, getting an audience with a member of Congress—or, more likely, a member’s staff—is no small feat. Those able to overcome these challenges say the reward is worth the hard work, because they get to change the world.

Monica Mills Director of government relations, Bread for the World

52

marchmagazineonline.com |

march/april 2011

All-Star

Monica Mills, director of government relations for Bread for the World, was selected as one of The Hill’s Top Lobbyists of 2010.

Delivering the message Monica Mills, a top public advocate, has worked in numerous facets of politics since 1982—and she understands how hard it can be to make initial contact with legislators. “When I first started, my job was to knock on the door,” Mills recalls. “You try to meet with any staff person who will meet with you—and in particular those who are paying attention to that issue for the member of Congress.”

Today, Mills serves as director of government relations for Bread for the World, a faithbased nonprofit, located in Washington, DC, that’s fighting to end hunger. Mills works closely with staffers in congressional offices, and heads a lobbying team that works for individual members of Congress on a daily basis.

She often attends meetings at venues like the White House and the Office of the Speaker of the House of Representatives.

Cristina Antelo Principal, Podesta Group According to Cristina Antelo, principal of the Podesta Group, a leading government relations firm based in Washington, DC, it’s important to offer legislators many perspectives.

“There are just too many issues, and every issue has six sides, and no member of Congress can keep up with all of them,” says Antelo, who

represents clients in industries as varied as transportation, technology, and alcohol. “I make sure I say: here’s the issue, here’s what I think you should do, and why. Now here’s the other side, and this is why I disagree.”

Sharp lobbyists tailor their case to the target.

“Different things make different people tick.

Some members are very into security issues in their district. Others are into job creation. It’s important to know their interests,” Antelo says.

Advocates are also tasked with shaping the debate and galvanizing support. “It takes a critical mass of people who are willing to make it a priority and raise the profile to pass legislation or change administration policy,” says Elisa Massimino, president and CEO of Human Rights First, a Washington, DC-based nonprofit organization.

Mobilizing the public is Monica Mills’s forte.

Swaying legislators requires a robust group of citizen advocates, she says, as well as knowing the right time to “pull the trigger to have calls or letters come in to that particular office to say: we want you to vote yes or no on that bill.”

can i get a witness?

In April 2010, Elisa Massimino (above) testified to the House of Representatives Committee on Foreign Affairs’ International Organizations subcommittee.

The subject of the hearing was “Combating Anti-Semitism: Protecting Human Rights.”

One Woman’s Success To succeed, lobbyists must build researchbased arguments, cultivate relationships with legislators, and persevere—even if it takes years, even decades, to move a bill. “Thousands of bills are introduced every Congress session, but very few of them get voted on—let alone pass,” says Massimino, who lobbies for human rights issues, including refugees, mass atrocities, discrimination, and counterterrorism. “You can have terrific legislation and a willing member of Congress who wants to move it, but if there is no momentum, it doesn’t matter,” she adds.

DELIVERING THE MESSAGE

Lobbyist Anna Aurilio (left) talks with EPA Administrator Lisa Jackson; Aurilio sees herself as an advocate for public health and safety.

Party of One

1 2

S

3

mall-business owners can—and should—lobby on their own behalf. Many entrepreneurs feel helpless to combat the moves of local and state government, even if laws or ordinances—such as parking bans or zoning requirements—directly (and negatively) affect their business. Connecting with local and state officials is a good way to get your voice heard. Amy Handlin, a marketing professor at Monmouth University, deputy minority leader of the New Jersey General Assembly, and author of Be Your Own Lobbyist: How to Give Your Small Business Big Clout with State and Local Government (Praeger, 2010), shares these tips for beginners.

Research potential targets. Save time and frustration by learning who is best—and most likely—to help with your problem.

Connect informallY WITH LOCAL OFFICIALS. Build casual relationships with powerful people (when you don’t need their help) by introducing yourself at community events and public meetings.

Frame your needS WISELY, in terms of broad community interests. Is your storefront located on a side street with inadequate lighting compared to your town’s Main Street? Your request is a matter of public safety for all shoppers, not just profit for your store.

Don’t rely on one communication tool. Convey your message in writing, over the phone, face to face, and through the media.

Don’t get emotional. It might make you feel better to shoot off a hostile e-mail or yell at someone from City Hall. But venting won’t change anyone’s mind—it will just brand you as an amateur.

Don’t be intimated by the trappings of power. Forget the big offices, gold domes, fancy titles. As a taxpayer, you have a right to be heard and taken seriously.

4 5 6

march/april 2011

| marchmagazineonline.com

53

opposing forces

Washington insiders are often skeptical of lobbyists; in his 2010 State of the Union address, President Obama vowed to minimize their influence.

marie sylla-dixon Director of federal legislative affairs, t-mobile usa With hard work, persistence, and luck, lobbying can lead to success. For example, in 2005, Massimino’s campaign to stop torture caught the attention of Senator John McCain, who spent five years as a political prisoner during the Vietnam War. “When we were in the midst of a big fight about what America stands for in terms of how it treats people in its custody, I worked very closely with Senator McCain’s office to help draft legislation to

end torture, something he cared very deeply about,” Massimino says.

Massimino’s efforts resulted in the Detainee Treatment Act of 2005, which bans inhumane treatment of prisoners and regulates military interrogations. This victory, and further lobbying by Massimino and her allies, led to President Obama’s 2009 decision to shut down the Central Intelligence Agency’s secret interrogation program.

Advocating for good For lobbyists like Massimino, advocacy is more than a job—it’s a vocation. Corporate lobbyists often get a bad rap for representing capitalistic ventures, but in reality, companies increasingly link their legislative agendas to social responsibility platforms.

For example, Kraft Foods, the largest food company in North America—and manufacturer of brands like Nabisco, Oscar Mayer, Philadelphia, the Kraft label, and more— devotes many of its lobbying resources to its

Massimino’s efforts resulted in the Detainee Treatment Act of 2005, and further lobbying led to President Obama’s 2009 decision to shut down the Central Intelligence Agency’s secret interrogation program.

54

marchmagazineonline.com |

march/april 2011

health and wellness programs.

Tami Jackson Buckner, director of Kraft’s federal government affairs, promotes nutritional food labeling that empowers consumers to build healthy diets. She helps members of Congress understand the science and research data when deciding whether to ban particular ingredients. She also promotes Kraft’s strides in responsible marketing to children and to encourage voluntary industry regulation. In fact, Kraft Foods adheres to strict ethical standards: no ads are directed at children under 6 years old, and only “betterfor-you” products are advertised to kids between 6 and 11.

Marie Sylla-Dixon, director of federal legislative affairs for T-Mobile USA, primarily lobbies for more “spectrum,” which enables greater wireless broadband for voice and data transfer. She also fights the excessive taxes consumers pay for wireless services. According to the CTIA-The Wireless Association, these taxes, on average, are double those imposed on general goods and services. “In this economy, the last thing our consumers need is more money being taken out of their pockets,” Sylla-Dixon says.

Others are compelled to advance personal passions. For example, Anna Aurilio, director of the Washington, DC office of Environment America, was drawn to lobbyism after witnessing environmental crimes while growing

The

2012

Project

Women in Congress

In the November 2010 midterm elections, women lost seats for the first time since the 1978 election, making the message of The 2012 Project more urgent than ever. The shift in power also marked the end of Nancy Pelosi’s four-year-stint as the first female Speaker of Women in Congress the House (Pelosi holds the record of highest-ranking elected woman in US history).

80

70

Women in the House

60

Women in the Senate

(consists of 435 members)

At least 70 (four races pending)

(consists of 100 members)

50 40 30

15-17

M

ore than 80 percent of senators are male, and though a growing number of female lobbyists are working behind the scenes to shape legislation, staffers at The 2012 Project hope to see more women holding political office. According to Debbie Walsh, director of Rutgers University’s Center for American Women and Politics, the number of women serving on US legislative bodies has flat-lined, after a spike in 1992. In 2006, disconcerted by the trend, the CAWP convened a meeting with scholars and activists.

There, political strategist Mary Hughes conceptualized The 2012 Project, which aims to “open the floodgates” to women candidates. “Research shows that women don’t think about running for office until someone asks them,” says Debbie Walsh, the CAWP’s director. “So, we’re asking you to step up.” If you’re not at the table, Walsh adds, you’re probably on the menu. As a redistricting year, 2012 offers new seats and hope for new candidates.

The Ideal Candidates Successful women more than 45 years old, with experience in fields underrepresented in government (such as small business, science, technology, international affairs, and health care).

(two races pending)

20 10

0

1917

1935

1955

1975

1999

2011

Source: Center for American Women and Politics

Women in Top US Political Positions Governors: 6 (3%) State Senators: 17 (17%) State Representatives: 73 (16.8%) Mayors of 100 Largest Cities: 7 (7%)

The Resources Former female politicians and The 2012 Project staff will recruit women at some 200 industry conferences as well as via online forums, blogs, and social networking. Interested women will be matched to resources such as training and political action committees, to guide their campaign.

The Message “You’ve been a glass-ceiling breaker in your profession,”Walsh says. “Now is your chance to take your skills and accomplishments to public office. It’s an incredibly fulfilling experience where you get to really see the ways in which you can make changes in your community, state, and world government.”

80 up in Woburn, Massachusetts. The town’s severe pollution problems inspired both Jonathan Harr’s 1996 book A Civil Action, and the eponymous 1998 film starring John Travolta.

“When I was in high school, we learned that local companies had been telling employees to dump toxic chemicals out back, behind their buildings,” Aurilio says. “On the other side of the companies’ chain-link fence was our municipal drinking water. Many kids got sick, and some died of leukemia.”

Hoping to fight other environmental injustices, Aurilio went on to earn a bachelor’s degree in physics and a master’s in environmental engineering, and joined Environment America. “It is important for the country and the environment that there are people like me and my colleagues who are watching out for the air we breathe, the water we drink, the

Photo of Anna Aurilio: Kristopher Connor

treasured landscapes and rivers and bays.”

After law school, Massimino lent pro bono legal services to a community from El Salvador. She helped her clients gain refugee status and deal with abusive employers. “I had accidentally found my calling,” she says.

Mills is motivated, in part, by past hardships. “The fact that my family was on food stamps at one point has made me a better lobbyist,” she says.

Even corporate lobbyists find ways to promote causes close to their heart. Buckner, whose brother suffered from childhood obesity, aspires to put Kraft Foods “on the forefront of helping to solve a growing obesity epidemic.” And Antelo, whose mother had multiple sclerosis, continually seeking ways to align clients with the Multiple Sclerosis Society.

70 60 50 40 30 20 10

Anna Aurilio Director, environment America

0 1917 1935 1955 1975 1999 2011 The blame game Lobbyists are often used as scapegoats for the political system’s ailments. The media perpetuates an image of the “evil lobbyist” by oversimplifying issues, Antelo says. “Now, as soon

march/april 2011

| marchmagazineonline.com

55

as you say ‘special-interest group,’ there’s an automatic negative connotation, when most issues are just not that simple. We’re easy targets, because [attacking lobbyists makes for] an easy sound bite.”

Even President Obama, in his 2010 State of the Union address, pledged to ban lobbyists from “policy-making jobs or seats on federal boards and commissions.”

Obama’s measures target corrupt lobbyists like Jack Abramoff who, along with a few others, were busted on a slew of violations in 2005: grossly overbilling Native American casino clients (for an estimated $85 million, according to The Boston Globe); planning counter-lobbying against clients’ interests to rack up more lobbying work for themselves; and buying congressional votes with illegal gifts.

Extreme examples of unethical lobbyists like Abramoff are blown up in the news, undercutting lobbyists who play by the rules.

For Aurilio, the economic power of some puts an inaccurate spin on public interest advocates. “My base of power is not money— it’s people, and being on the right side of issues.”

The field isn’t without gender bias and, according to Benoit Scott, attractive female lobbyists are sometimes regarded with suspicion. “If lobbyists are feminine, pretty, and blond, their motives are questioned and their behaviors attributed to something other than just doing their jobs,” she says.

Making connections A few decades ago, female lobbyists began forming women-only networks to share career advice and policy information—and the tradition persists. Some meet in informal gatherings. Others join lobbying groups, like

face to face

Monica Mills is skilled at securing face time with politicians; she’s even scored meetings at the White House.

trading floor of Goldman Sachs before specializing in tax and financial services lobbying—claim that gender challenges make them more assertive, rather than disadvantaged.

On the whole, women are changing the nature of the business. Benoit Scott says that breakfasts and luncheons now supersede evening fundraisers as a primary vehicle to connect with officials, largely due to women’s need for a more healthful work-life balance.

As opposed to their male peers, who gather for aggressive activities like tennis or golf competitions, Benoit Scott says women lobbyists tend to create circles of connectedness.

“I love mentoring young women on Capitol Hill and in the lobbying profession,” Buckner says. “Since the beginning of my career, I’ve been very fortunate to have support and guidance from all sides of the political spectrum.”

Minority groups band together for solidarity. Jackson Buckner and SyllaDixon promote the profession in the black community. “If there’s a new female lobbyist, especially a woman of color, I believe it’s my obligation to promote her success.

I’ve enjoyed hosting dinner parties and afternoon teas for women to help expand their network and knowledge base,” Buckner says.

Sylla-Dixon says such support systems bolster minorities in the field. “There are not enough women, African Americans or minorities heading up DC (lobbying) offices, but there are a lot more black lobbyists than in 1998, when I started.”

Antelo, an officer of the Hispanic Lobbyists Association, champions Latinos in politics.

She plugs the Congressional Hispanic Caucus to her clients, to try to increase its visibility. “I

“If lobbyists are feminine, pretty, and blond, their motives are questioned.“ Denise Benoit Scott, Author

Women in Government Relations, Inc., and industry associations, such as the Women’s High-Tech Coalition.

“While much has changed since the 1980s, women in Washington still have a tough time being taken seriously and receiving the credit they deserve in male-dominated environments,” Benoit Scott says.

Those who lobby in areas with scant female counterparts—like Aurilio, a scientist, and Antelo, who worked on the male-dominated

56

marchmagazineonline.com |

march/april 2011

Tami Jackson buckner director of federal governmental affairs, kraft foods want Hispanic voters, members of Congress, staffers, and lobbyists to count. Anything that helps one helps the other,” Antelo says.

Reaching across party lines, industries, and interests is the only way to accomplish anything, Mills adds. To tackle big problems, lobbyists seek coalitions with nongovernmental organizations, community groups, firms, and trade associations.

Aurilio participated in a major left-right alliance, the Green Scissors coalition, to cut billions of dollars from “fiscally wasteful and environmentally harmful” government spending in the 1990s. Massimino collaborated with retired military leaders to end US torture in 2005. In 2010, Mills, representing faith groups, and Buckner, representing Kraft Foods, worked on the recent Child Nutrition Reauthorization Act to ensure that schools provide quality, healthy meals.

In the end, Massimino says, everyone has a stake in legislation. “If you’re not engaged on issues you care about, other voices will prevail. And it’s not just [professional lobbyists]— we can all make a difference.”

HOW TO

Photo: Aaron Lewis and iStock.com / Photo illustration: Courtney Weber

Earn More & Save Better

Katie Dunsworth, cofounder of financial-advising group the Smart Cookies, tells MARCH about how she took control of her financesâ&#x20AC;&#x201D;and shares top tips for women looking to do the same. BY LISA RYAN

march/april 2011

| marchmagazineonline.com

57

n paper, Katie Dunsworth was a success by the age of 24.

She’d scored a prestigious public relations position with a renowned company, and was quickly working her way up the corporate ladder. Though she enjoyed the paycheck, Dunsworth says something was missing from her life. “I felt like I had sacrificed being young,” she says. “I began spending a lot on trying to create this lifestyle that I thought was fabulous in order to compensate.”

Dunsworth began to funnel her hard-earned income into lavish shopping sprees and expensive evenings out. Slowly but surely,

she found herself drowning in an unexpected sea of debt.

D

unsworth caught a March 2006 episode of The Oprah Winfrey Show that focused on personal finance and offered options for debt relief. Winfrey urged women to be honest about the kind of lifestyle they could afford. Inspired by the episode, Dunsworth and a group of girlfriends—all of whom were successful professionally but suffering financially— banded together to form a money group to dissect and transform their debt problems.

Dunsworth was joined by Robyn Gunn, who was in the midst of a messy divorce that resulted in $12,000 of debt; Andrea Baxter, who was facing a large mortgage with no savings and upwards of $18,000 in consumer debt; Angela Self, who had been letting her boyfriend handle their finances and yearned to tackle her debt problem independently; and Sandra Hanna, who had steamrolled through $10,000 in savings and was faced with hefty credit-card debt.

58

marchmagazineonline.com |

march/april 2011

“It started almost as a support group,” Dunsworth says. “We were all in debt and living beyond our means.”

Collectively, the women were facing $48,000 of debt. They christened themselves the Smart Cookies and began to investigate ways to quickly pay off their respective debt. They also began to explore strategies for attracting more money while maximizing their current income: Dunsworth sold unnecessary belongings, including her wedding dress, car, and old furniture; Gunn landed a new, higher-paying job; Hanna started walking dogs for cash, sold her car, and negotiated a $10,000 raise. Each of the Cookies also explored and pursued freelance opportunities in their respective fields.

Just one year after forming their money group, the women were able to pay off their total debt and earn an extra combined income of $140,000 .

The Cookies wrote Winfrey a letter about their success, and they were invited to appear on The Oprah Winfrey Show in January 2007. The Oprah appearance sky-

rocketed them to financial fame. Now, they host their own television program on the W Network. They’ve also brokered a book deal; The Smart Cookies’ Guide to Making More Dough was released in Canada and the US in October 2008, followed by the release of The Smart Cookies’ Guide to Couples and Money in January 2010. With 100,000 books sold worldwide, the Cookies have been featured by more than 300 television, radio, and print outlets, including The New York Times, MSNBC, and Money Magazine.

Their philosophy on money management, which emphasizes living large for less, resonates with women worldwide.

“People like the message we have,” Dunsworth says. “We recognize that quality of life is important. If you love buying Manolo Blahnik shoes, we’re going to help you do that. It just means you’re going to have to give up on other things on your life. Our goal is to help you get clear on what kind of life you want to be leading and how you can achieve that.”

SMART COOKIES Katie Dunsworth, second from left, with the four other Smart Cookies.

MARCH asked Dunsworth to share the Smart Cookies’ best bits of financial advice.

Here’s what she had to say: Think positively When it comes to cutting spending, the Smart Cookies first and foremost encourage women to adjust their attitudes. “Most people I see that are in debt have a woe-isme attitude; though, of course, in a lot of cases, their debt does stem from challenging circumstances,” Dunsworth says. “But if you embrace money with a can-do attitude, you’ll create a positive momentum for your new financial life.” SMART TIP: Each time you reach a debt-shrinking milestone, treat yourself to a small luxury—like a glass of champagne.

Get creative

Build a network

The Smart Cookies suggest that you take a long, hard look at your everyday spending and get creative about saving. First, examine your biggest and most necessary expenses. It’s important to familiarize yourself with these figures and to understand exactly where your money goes each month. Once you know your expenses inside and out, start investigating where you can cut back. “We challenge everyone to go out and be creative,” Dunsworth says.

“Ask yourself how you can be lowering your expenses. If it’s student loans, see if you can go out and get a smaller rate.”

Cut out unnecessary expenses, like premium cable or electricity costs, but don’t sacrifice the things that you deem necessary for a happy existence. If spa treatments are your favorite indulgence, don’t ditch your monthly facial. Instead, the Smart Cookies recommend cutting back in other areas of spending that you deem less necessary.

Compromise is key: perhaps a visit to the masseuse is more important than going out to lunch each day. SMART TIP: Use an

The job market isn’t as secure as it once was. Rather than offering new opportunities for full-time employment, many businesses are passing responsibilities to contract workers.

Each of the Cookies has taken advantage of freelance opportunities to supplement their respective income. Dunsworth and Baxter landed public relations and marketing contracts for various businesses, while Gunn has used contacts made through her position as a social worker to find additional work as an adoption-study social worker.

“I think freelance work is fabulous,” Dunsworth says. “It allows workers the freedom to dip their toes in several different fields or companies at once.” However, according to the Smart Cookies, a lot of women are unsure of how to attain these freelance positions, and many don’t know how to market themselves appropriately.

“People tend to have a hard time selling themselves,” she says.

The Smart Cookies first recommend beefing up your personal network. Investigate and attend networking events in your area or join social groups; go to industry

online budget calculator to keep track of your finances, like those at mint.com or kiplinger.com/tools/budget.

events to familiarize yourself with your industry and get your name out there. Most importantly, have the confidence to ask for what you want.

The Cookies have posted their respective freelance services on sites like Elance and Craigslist, in addition to making strong efforts in networking in the business community and setting up referral programs for anyone who helps them attain freelance work.

“Be upfront. Tell people that you’re looking for freelance work and ask them to let you know if they hear of any opportunities,” Dunsworth says.

Dunsworth now owns a public relations firm and says that she continues to utilize a similar networking approach . “Even to this

“If you embrace money with a can-do attitude, you’ll create positive momentum for your new financial life.”

Katie Dunsworth, cofounder of The Smart Cookies

march/april 2011

| marchmagazineonline.com

59

day, we look at companies we really admire and shoot an e-mail to the CEO, which is essentially cold calling,” she says. “We tell them that we admire their business and ask them out for coffee.” She has found that people respond positively to sincerity, and many fantastic business relationships have blossomed from simply putting herself out there. SMART TIP: Supplement your income with freelance work. Find opportunities via elance.com.

Negotiate salary Don’t be afraid to ask for higher compensation if you feel that you’ve earned it.

When it comes to salary negotiations, however, you must prove your worth to the company. “You, as a staff member, need to show an understanding of your company’s goals,” Dunsworth says.

Using these tips, Dunsworth was able to convince her boss to give her a promotion and a $20,000 raise with bonuses.

Now an employer herself, she has also experienced salary negotiations from the other side of the table.

Before you ask for a raise, Dunsworth says, familiarize yourself with what’s most important to your company, whether it’s increasing revenue, fostering business relationships, or being at the forefront of cutting-edge technology. “Come into the meeting with [examples of ] how you supported that goal and demonstrate the ways in which

you are invaluable.”

After detailing the ways in which you are indispensible to the company, discuss salary options. Gather examples of competitive salaries for your position and industry. Tell your employer what others are making, and what you feel you deserve.

Many companies have faced lay-offs over the past few years, and many employees are now doing the work of two people. Sound familiar? If your company resorted to lay-offs but is now in better financial standing, point out your new duties during negotiation and ask how your employer is willing to compensate for your added responsibilities.

Dunsworth suggests also preparing a backup plan. Research alternatives that you would be willing to accept in lieu of a salary increase, whether it’s accepting company stocks or asking for an increase in vacation days. Dunsworth points out that you might even want to negotiate for the freedom of occasionally working from home as an alternative to a salary increase. SMART TIP: If your firm can’t bankroll a raise, negotiate for other perks— like flex time or extra vacation days.

Invest wisely Once you’ve paid off your debt, investing can be a viable way to earn additional income. Sinceoining the Smart Cookies, Dunsworth has made nearly $200,000

GETTING SMART

Follow the Smart Cookies' rise to the top

the basics of investing, click through free online

January 2010

The W Network agrees to

The Smart Cookies’ Guide to Cou-

produce 13 episodes of the

ples and Money released in the US

Smart Cookies television series.

& Canada.

magazine, The New York Daily

April 2008

The Oprah Winfrey Show about

News, and Jean Chatzky’s money

Smart Cookies secures a second

America’s Debt Diet, the girls

segment on Oprah and Friends.

season (13 episodes) with the W Network.

DecEMBER 2006

The Cookies partner with Omni

SeptEMBER 2008

The Smart Cookies write to

Lifestyle to co-produce a

The Smart Cookies’ Guide to

The Oprah Winfrey Show about

12-minute pilot of the Smart

Making More Dough is released

their financial success.

Cookies TV series.

in the US and Canada.

JanUARY 2007

SeptEMBER 2007

May 2009

The Smart Cookies are featured

The Cookies ink book deals with

The girls begin work as Smart

on The Oprah Winfrey Show.

Random House USA (Bantam

Spending Ambassadors for

Dell) and Random House/Vintage

American Express.

Publishing for The Smart Cookies’

More than 20 media outlets fea-

Guide to Making More Dough.

marchmagazineonline.com |

march/april 2011

investopedia.com.

OctOBER 2007

After watching an episode of

March 2007

at

retirement planning.

ture the Cookies, including Money

April 2007

tutorials

Topics range from stocks and bonds to

March 2006

hold their first meeting.

60

through her investments in real estate and the stock market.

“Not a lot of women I know are interested in the stock market, but it’s something I feel you should really try to force yourself to do once you’ve achieved your financial goals,” Dunsworth says.

Because investing wisely requires a lot of research and time, invest in things that interest you. Dunsworth has always had a strong interest in real estate, so she invested in real estate. She also researched options for investing in her other areas of interest. “I invest in companies I’m pretty familiar with,” she says.

Dunsworth suggests several resources for researching potential investments.

Investopedia allows users to research different stock options. She also suggests checking out stock stimulators to study how the stock market works. Watching financial shows and keeping up with finance news helps, too.

If you’re new to the investment game, it’s important to find financial mentors who can help guide you. “They don’t have to be financial planners,” Dunsworth says. “If you’re investing in real estate, seek out someone you know who has made money in real estate and can mentor you.” SMART TIP: To brush up on

We know whatâ&#x20AC;&#x2122;s current in

GREEN BUSINESS. Do you?

Browse through Green Business Quarterly online versions, explore advertising options, and sign up for your FREE subscripton on our website: www.greenbusinessquarterly.com

green business quarterly nov/ dec 2010 147

giving back RECIPROCITY Neese says American participants learn much from the Afghan and Rwandan women involved with the PEACE THROUGH BUSINESS program.

CRASH COURSE Dr. Terry Neese’s nonprofit aims to educate underprivileged female entrepreneurs from Rwanda and Afghanistan

E

ach year since 2007, Dr. Terry Neese has arranged for a handful of women from south-central Asia and Africa to travel thousands of miles to the United States. They are placed in a classroom together to learn business education, and welcomed into the homes and businesses of established female entrepreneurs across the US. Neese is the founder of the Institute for Economic Empowerment of Women (IEEW).

The Oklahoma-based nonprofit’s core offering, the PEACE THROUGH BUSINESS program, aims to help female business owners in lessdeveloped nations build their business acumen and gain the skills and resources they need to start and maintain their own businesses back home. “The mission is to empower women economically, socially, and politically,” she explains. Neese is a successful entrepreneur and multi-business owner (she just celebrated the 35th anniversary of Terry Neese Personnel Services), and she wanted to help women across the globe achieve the same entrepreneurial success. “I live and breathe entrepreneurship,” she explains. “So when I heard that women in Afghanistan really needed businessbasics training, [I saw an opportunity] to give back the blessings that I’ve had as a woman entrepreneur.”

It took a few years for Neese to perfect the program. “We started working with women

62

marchmagazineonline.com |

march/april 2011

entrepreneurs in Afghanistan in 2007,” she says. “At that time, we brought 15 women from Afghanistan to the US for a six week [business course] at Northwood University.” In 2008, Oklahoma Christian University approached the IEEW about replicating the program for business owners in Rwanda; IEEW agreed.

how they were able to grow their businesses and their country.”

One challenge Neese has faced with the Institute is matching the Afghan and Rwandan business owners with female business owners in the US, as she makes a point to ensure that each woman is matched with someone who

“The mission is to empower women economically, socially, and politically.” Dr. Terry Neese, Founder Neese collected feedback from the 2007 graduates, and retooled the program to be even more rewarding for participants. “Rwandans were brought to the university in Oklahoma for six weeks that year, but some feedback from the class said six weeks was too long for them to be gone. So we pared it back to a threeweek curriculum.”

After offering the program to Afghans and Rwandans separately, Neese decided to try and combine the two groups. “In 2009, we changed the program again and put the two cultures together at Northwood University, and it was beautiful,” she says. “Rwandan women felt blessed with the opportunity [to participate in the program] after experiencing genocide and rebuilding their country. And the women [from] Afghanistan felt blessed to learn what the Rwandan women had been through and

owns her same type of business. “Trying to match 30 Afghan and Rwandan women with American business owners is a challenge,” Neese explains, saying program participants own businesses that include coffee bean farming, dairy farming, and bee keeping.

In the end, though, participating United States business owners invariably give the program rave reviews. “The American women learn much more from the Afghan and Rwandan owners than [the Afghan and Rwandan women] learn from them,” Neese explains. “I think that’s very cool.”

Because the true value of the program is two-way learning, the Institute requires graduates to stay in touch after the program and submit occasional reports about how they are educating others in their country and achieving their own personal business goals.

Although most graduates comply with these requirements, the Institute struggles to find ways to communicate with the women in

Afghanistan and Rwanda once they return home. Skype and webcam technology have helped alleviate this issue, allowing for more face-to-face conversations.

Neese says that to understand the true impact of the Institute, you just have to look at a single woman’s story. “Taj, who was in our first class, owned a soccer-ball manufacturing company,” she says. “Thirty women sat on the floor sewing soccer balls. She didn’t have a business plan or financial statements and couldn’t tell you how much revenue she had, but after going through our program and getting mentoring through our program, she can tell you her annual revenue is up 400 percent, she [now] has 300 women working for her.”

Witnessing each woman’s career growth and success is where the Institute really sees the payoff of its programs. “There’s a success story for every one of these ladies,” Neese says.

“They’re changing the world for their children and grandchildren.”—Kelly Matlock

POMP, CIRCUMSTANCE The 2010 PEACE THROUGH BUSINESS graduating class (left) is the program’s third group of alumni.

GREEN THUMB Rwandan Sarah Mukandutiye, a 2009 PEACE THROUGH BUSINESS graduate, cultivates her crops (below).

Fact Sheet

PEACE THROUGH BUSINESS

2007/150/30 Year founded / Graduates / Participants per session

3

1 week of mentorship with a femaile US business owner

week program

1 week of graduation and summit

1 week of classroom education Participants hail from

RWANDA AFGHANISTAN Conducted AT Northwood University in Midland, TX. Sponsors Include Betsy DeVos, Office Depot, AT&T, and the T. Boone Pickens Foundation

march/april 2011

| marchmagazineonline.com

63

the entrepreneurs

like a

ROCK STEADY Paragon was founded in 2006, and has grown steadily over the past five years.

ROCK ROCK STEADY Since Paragon was founded in 2006, the business has grown steadily.

Stacy Park and her husband, David, work in tandem to run a concrete restoration company—and they treat their employees like kin When Stacy and David Park met five years ago, they were both unemployed. The two struck up a friendship and decided to go into business together. Today, Stacy and David are husband and wife, and they stand at the helm of Paragon Restoration LLC (she’s president, he’s chief engineer), a boutique concreterestoration company that specializes in parking structures in the Minneapolis and Twin Cities metropolitan areas.

Paragon was launched in 2006, with $30,000 in starting capital. The business model provided a good platform for the couple’s skills: Stacy has 10 years of experience as marketing director for Best Buy, and David boasts of engi-

64

marchmagazineonline.com |

march/april 2011

neering expertise. In four years, Stacy and David used those skills to grow Paragon into a privately owned, family-oriented, million-dollar enterprise.

“We went from doing $120,000 our first year to $1.5 million in 2010,” Stacy says.

“We’ve taken every penny and turned it around.” She attributes some of the firm’s success to the fact that Paragon owns a lot of its own equipment. The firm also pulls from a large pool of clients, and tackles both private and public projects. “We’re in a position where we pick and choose our clients because there’s more work out there than we can do,” she says.

Stacy predicts the company will be earning $5 million annually in the next few years. And with completed projects like the Mayo Clinic in Rochester, Minnesota, the Science Museum of Minnesota, and the State of Minnesota Capital complex, there’s reason to be confident. A self-described optimist, Stacy says her per-

sonal philosophy is to always look on the bright side, something she learned to do while growing up in a big Italian family. “My grandfather was a typical old-school Italian man who would walk into a room and light it up, he was Mr. Italian Personality,” Stacy recalls. “He loved everybody. And my mom had that warmth, too.”

As president of Paragon Restoration II, Stacy applies some of those family principals to the workplace. She often visits job sites bearing donuts and coffee for her crew, and joins their break for some friendly conversation. That personal connection to her staff, along with the experience she accrued in the marketing department at Best Buy, is the foundation of her business philosophy as company president. During her tenure at Best Buy, Stacy says she learned to empower employees, launch new technologies, and run a business from the ground up.

“We run this business like a large corporation,” Stacy says. The firm has a company handbook, a safety program, and weekly OSHA

strategy to share / how to gain capital Could Stacy Park says that as a small-business owner in a down economy, it’s not easy to gain access to investment capital. Here, she shares some of her strategies for creative financing.

Challenge: “Although we are a concrete-restoration business, according to the banks, we fall under the category of contractor—a category with a strict lending and borrowing policy.

Last year, my business grew by 60 percent, but I’m still not eligible for additional capital because of our category and the present economy.”

Strategy: “With creative financing, we’re cash-flowing our own business. We work with a good clientele and have established fast pay turn around, but we really do have to be selective about the projects we take on.”

Result: “We are growing! Paragon Restoration is now a recognized leader in concrete restoration in our market.”

The Wells Fargo/GALLUP Small Business Index consists of owners’ ratings of their business’ current situations and their expectations for the next 12 months (measured in terms of their overall financial situations, revenue, cash flow, capital spending, ease of obtaining credit, and number of jobs). Park is bucking the downward trend: while most businesses are slipping, Paragon is growing.

114

120

113

your business use some work?

Martha Spelman provides:

+ marketing + branding + public relations

SMALL BUSINESS INDEX August 2003—July 2010 Wells Fargo/GALLUP

80

40 10 -21

-28

+ copywriting for web & print

0

-40 2004

2005

2006

2007

training. Human Resources and accounting are by the book, and Paragon staff members are certified in a number of skills.

Workplace relationships go beyond the job site. “I can go and have lunch with the guys and give them tickets to a Twins game,” Stacy says.

“That’s what makes us different. Ours is a professional business that has a family feel.”

When conceptualizing their business, Stacy says she and David wanted Paragon to be personalized and unique. They researched and found a recession-proof business—concrete restoration of parking structures— that allows them both to exercise their expertise. Because they take on contracts for smaller venues, they have built close working relationships with clients, vendors, and staff.

“We are hands-on with the day-to-day operations,” Stacy says. “We know all of our jobs, who we are working with, and what’s going on at all times. Our clients know they can [reach] us 24/7. We’re manageable because we want to keep our employees employed. We really are like a family.” —sally deering

2008

2009

Using creativity to build your business, Martha Spelman will develop marketing strategy, implement a marketing plan and provide ongoing support to help your company achieve greater success.

2010

7550 w. 82nd street playa del rey, ca 90293 p: 310.670.5300 e: martha@marthaspelman.com FAMILY VALUES Stacy Park (pictured here) treats employees like family: she brings them coffee and doughnuts on-site, and has given free baseball tickets to staff members.

march/april 2011

| marchmagazineonline.com

65

For more information and some free time*, * free time: one free 30-minute consultation

visit www.marthaspelman.com

the entrepreneurs

MOTHER OF ALL

GREEN HOUSE Stone remodeled this Los Angeles, CA, home using salvaged and recycled materials.

MUSES

Tracy Stone says her mother’s love of design sparked her own interest in architecture Tracy Stone’s mother was passionate about design—which fostered Stone’s own interest in architecture. “My mother loved to build,” Stone says. “She was not an architect or contractor, but she was fascinated with the process. She added on to our house three or four times!”

Due to her mother’s passion, Stone was often exposed to the design-build world. Her mother subscribed to design magazines, and led Stone on explorations of construction sites. Though Stone, a native Hawaiian, looked up to her mom and saw her as a role model, she never had an epiphany indicating that she would become a builder or designer, and “I never consciously thought I would be an architect,” she says.

Something shifted in the late 1980s, though,

66

marchmagazineonline.com |

march/april 2011

and Stone decided to become an architect, eventually launching her own firm. Her company, the L.A.-based Tracy Stone Architect, is going strong after nearly 20 years, and its portfolio boasts projects ranging from animal shelters to commercial buildings and homes—so it’s safe to say that Stone’s career choices were good ones. Still, it took time for her to blossom as an entrepreneur.

“In architecture school you’re not really trained as a business person,” she says. “It’s something that comes on gradually, and I increasingly find myself spending time on the business side of things.”

Stone says that, in the beginning, she didn’t have to worry so much about that business side.

Instead, she was concerned with building a client base, and keeping clients happy. “[When you start a firm], you’re not thinking as much about how to make the business grow or what your mission statement is,” she explains. “The firm I was working for [in 1991] was slowing down, and I had work of my own. I didn’t have a

mission statement, I just set out with my clients and did the best I could with them.”

In addition to running her firm, Stone is also involved in her community. She founded Elysian Valley Arts Collective, a nonprofit community organization that gives free self-guided tours of local art studios in her neighborhood.

The tours aim to help residents build relationships with the studios’ artists-in-residence.

“Over the years, a number of art studios have moved into our neighborhood and coexisted anonymously and incompatibly with the neighbors,” she says. “People weren’t sure why these artists were there or whether it was a good thing.” Then, the Elysian Valley Arts Collective hosted an art walk to help introduce local residents to the neighboring architects, which encouraged the two communities to forge stronger relationships.

Stone is also passionate about environmental preservation. She has won a number of awards for sustainable projects including Best Green Building in Southern California, received in

“My mother loved to build. She

added onto our house three or four times!" Tracy Stone, principal 2007 for the LEED Gold-certified North Central Animal Shelter she designed in conjunction with ChoyAssociates.

Stone hopes to continue using sustainable-design techniques and expanding her business reach further across California. Someday, she says, she may even say “aloha” to a new state. “My family members are all in Hawaii, and my partner Allen’s family is also there, and we do go back [to Oahu] a lot. Eventually, we’d love to move there,” she says.

In the meantime, Stone is just trying to keep up with her firm’s continued success. “It didn’t all happen at once,” she says, in reflection. “If it had been more complex initially, I would have been forced to stop and think about it, but it just grew naturally, and I kept running to keep up.” —Kelly Matlock

EARLY EXPOSURE Stone’s mother was fascinated by architecture; her passion led Stone to the design-build field.

Photos: Lawrence Anderson; Headshot: Jennifer Gillman

stone’s Portfolio / highlights

HISTORIC PRESERVATION When remodeling Stephanie’s House, a historic Victorian home that’s now a Los Angeles Historic Monument (opposite page), Stone used many original and salvaged materials. The bathroom’s design (pictured above) was inspired by the room’s painted-wood siding.

PET PROJECT The Los Angeles North Central Animal Shelter (designed in tandem with ChoyAssociates) is LEED Gold certified. The project’s first phase is complete; phase two will include the addition of a lobby, reptile room, and spay and neuter clinic. The building (pictured left) generates 95% of its power from photovoltaic panels that double as shading.

march/april 2011

| marchmagazineonline.com

67

the entrepreneurs

FLYING

SOLO Katie Berg, founder & president of Interprise Design, left an established interior design firm to launch a company of her own

Katie Berg launched her interior design firm, Interprise Design, in Dallas, Texas, in 1981. Armed with a degree in interior design and three years experience as business developer for a Seattle, Washington-based interior design firm, Berg had actually moved to Dallas to open a new branch for her former employer. When the company decided to pull out of the Dallas market, Berg chose to fly solo. “It took courage and guts,” she says, “and I do have talent.”

In her first three months, Berg secured five year’s worth of sustaining business, and Interprise Design was on its way. She knew she’d arrived, though, when she landed a huge contract with a high-profile client. Empowered by the work already in her portfolio, Berg kept her cool as she negotiated the deal with the company’s chairman and allmale colleagues.

“Fourteen men in the room, and they were just hitting me with questions; I was enjoying that immensely,” Berg says.

The company’s chairman asked Berg when she could begin work; if she got the job, she said, she’d fly home on his jet that evening, and start the following morning.

“He asked me if I’d like a cigar, and I said, ‘Sir, I only smoke them for celebrations. Might you offer me one?’” she recalls. Berg’s bold, cheeky remarks helped her to seal the deal: that night, they offered her a contract.

In light of this anecdote, it’s no surprise that empowerment is the cornerstone of Berg’s design and business philosophy. In her 30 years as president of Interprise, her determination and talent as a designer and business strategist has led the company to success. Today, Interprise is the fifth-largest architectural firm in Dallas-Fort Worth, and has an additional branch in Los Angeles. The firm, which

68

marchmagazineonline.com |

march/april 2011

BREAKAWAY Berg moved to Dallas with the aim of expanding an existing design firm; instead, she founded her own.

“We design office space that inspires productivity and makes people feel empowered. It’s a terrific thing.”

Katie Berg, Founder & President specializes in corporate interior design and space planning to the commercial-realestate industry, boasts a staff of 45 design professionals and roster of Fortune 500 clients such as Citi, Travelers, and General Electric.

Berg’s knack for creating inviting environments is evident in the commercial- and office-building projects she designs. She believes that interior design is about using colors, textures, and volume to enhance the look and feel of the building’s exterior

March Ad.pdf

1

10/14/2010

2:28:04 PM

interprise design / services Interprise—the fifth-largest architectural business in Dallas-Fort Worth, TX—offers interior design, graphic design, and signage services. Here’s a rundown of recent projects from each of the firm’s service categories.

SERVICE / Graphic Design Project: Norden Park marketing materials (pictured left) The Look: Simple and industrial Cool Detail: The client requested an edgy pocket folder to attract potential tech clients to their New Jersey offices. This was achieved with bright colors and foil stamp on a plastic cover to

planning • interiors • graphics

emulate the iconic metal fin of the building.

SERVICE / Signage & Wayfinding Project: Riverside Commons (pictured below) The Look: Rustic and contemporary Cool Detail: A Texas Hill Country feel was not only incorporated into the interior renovations, but also used in the signage design inside and outside of the building. Rusted metals, worn leathers and stones were used to carry this look throughout identification & wayfinding signage.

SERVICE / Interior Design* Project: Headington Companies The Look: Modern and functional Cool Detail: Unique lighting was an important

C

M

Y

CM

design feature requested by the client. Interprise MY

designed minimal lighting troughs throughout the CY

space and featured a very large “amoeba”-shaped light fixture above the boardroom table.

CMY

K

* not pictured

and interior public areas. “People look at lobbies, bathrooms, and elevator cabs,” Berg says.

“These are the elements that have to be tied in to a design standpoint.”

Berg says that each space’s function informs its look. When a large entertainment firm contracted Interprise to turn a Los Angeles adaptive-reuse building into a software-development center, Berg tailored the environment to the staff’s unusual schedule.

“Most of the people there worked nocturnally—the software developers, they might have thoughts in the middle of the night—so we worked on the lighting and colors to create an environment that would not compete with their creativity,” Berg explains. “We design office space that inspires productivity and makes people feel empowered. It’s a terrific thing.” —Sally Deering

5080 Spectrum Drive, Suite 115E Addison, Texas 75001

972.385.3991 www.interprisedesign.com

march/april 2011

| marchmagazineonline.com

69

the producers

theContextualist Joan Krevlin is fluent in many architectural genres, and adapts her design aesthetic to suit each project

A EARLY ADAPTER Krevlin helped design the Queens Botanical Garden Visitor and Administration Center (pictured at top); the center was one of the city’s first public buildings to receive LEED Platinum certification.

70

marchmagazineonline.com |

march/april 2011

ccording to Joan Krevlin, a partner at New York City-based BKSK Architects, diversity is a fundamental part of her firm’s philosophy. It’s no surprise, then, that Krevlin immerses herself in each job like an ethnographer exploring a new culture. “We don’t have a signature style, because we dive deeply into the context of the project—the clients, their program, the built environment, the natural environment,” she says.

BKSK is diverse in other ways: the firm tackles many categories of projects, such as schools, nonprofit institutions, museums, libraries, high-end residences, and multifamily apartment buildings. “It’s very intentional that we have a wide scope of projects,” she says. “It allows us to continually challenge ourselves creatively.”

Although she is fluent in many architectural genres, Krevlin—a founder of the sixpartner firm, which has been around since 1985—gravitates towards civic projects. “I studied art history in college, and as I neared graduation, I realized that I wanted to do work that was less academic, and that had more community involvement,” Krevlin recalls. At that time, Krevlin turned her attention to the field of architecture.

Now a seasoned architect, Krevlin derives satisfaction from her profession because “it has consequence for people.” She’s also fulfilled by BKSK’s focus on sustainability.

“Place matters, and the integrity of materials, and their intelligent use, takes precedence over style,” she says.

Queens Botanical Garden Krevlin is particularly proud of the Queens Botanical Garden Visitor and Administration Center, which BKSK completed in 2007. The center was the first public building in New York City to earn a LEED Platinum certification, and BKSK was acclaimed for being early adapters of sustainable elements like solar panels, a geothermal system, greywater reclamation, a storm-water-management system, and a green roof, as well as extensive use of recycled and renewable materials.

Krevlin says the project showcases the Garden’s commitment to environmental stewardship, and reinforces its mission as a place that celebrates the cultural connections between people and plants. Water—a symbol of cultural communality—became the dominant theme of the project. “One crosses water whenever entering or leaving the building,” Krevlin says. “On a rainy day, the sound of water is heard on the terrace canopy; the falling water is channeled so that it falls at a single point, where it is captured and treated in a ‘cleansing biotope,’ then fed into a stream which runs through the site.”

Seasonal and daily change permeate the building (think sunlit reflections of water, and the flickering of tree shadows). “I love that one of the staff members said that working there was like working in a tree house,” she says.

POWERFUL ELEMENTS The Queens Botanical Garden Visitor and Administration Center (above, top) boasts of sustainable elements like solar panels and a green roof.

The 9/11 Tribute Center In 2003, Krevlin designed The 9/11 Tribute WTC Visitor Center—the center serves as a transitional space while a memorial and museum are in construction. The 6,000-square-foot exhibit was built in a preexisting indoor space directly across from Ground Zero; the exhibit’s content is integrated into the building’s architecture.

“As visitors move through the space, they are first reminded of ‘what was lost’ as images and words communicate the vitality of the World Trade Center,“ Krevlin says.

The exhibit’s five galleries use first-person narratives, video, images, and various artifacts to tell the story of the day, and viewers end in a space filled with hundreds of images celebrating the lives that were lost. Leading to this space are the “missing posters”—now considered treasured artifacts—posted around Lower Manhattan by family mem-

Photos: Jeff Goldberg/Esto

H20 Water features, like the one pictured above (middle), serves as a symbol of cultural community.

SHOWPIECE Krevlin says she used green elements, including recycled materials, to showcase the Garden’s (left) commitment to environmental stewardship.

march/april 2011

| marchmagazineonline.com

71

the producers bers of those who disappeared in the tragedy. The project was challenging for Krevlin on many levels. “This was a very emotionally charged project, and as architects, we needed to work in a very focused and rational manner.” Furthermore, the space and budget were tight, and the ambitions for the end product were high—but the final result was powerful.

Sephardic Community Center In Brooklyn, Krevlin recently designed a 50,000-square-foot expansion for a Sephardic Community Center, which was originally built in 1980.

The center is more than a building: it serves as the key gathering place for a tightly knit community of Orthodox Jews of Middle Eastern descent.

“We saw an opportunity to not just house the specific programs, but to create communal spaces in the building, to acknowledge the rich community life—across all generations—housed under one roof,” Krevlin says.

The center hosts a variety of activities for the intergenerational residents of the community, including a gym, pool, and spa; a large preschool center; meeting spaces for teens, juniors, and young adults; a performance space; several administrative offices; and “a celebratory space as a repository of cultural memory.” Larger hallways and hangouts facilitate socialization between family members and friends.

The crowning jewel of this project, for Krevlin, was Heritage Hall, the building’s main lobby that boasts an 80-foot-long glass wall embedded with images of the community’s Syrian ancestors, which predate the 1940s.

Krevlin believes her occupation connects her to a bigger, richer picture in society. “I have found a profession [that allows me to] engage very fully in civic and social issues, while being extremely creative and collaborative,” she says. —Ruth E. Dávila

72

marchmagazineonline.com |

march/april 2011

“We don’t have a signature style, because we dive deeply into the context of the project—the clients, their program, the built environment, the natural environment.”

Joan Krevlin, Partner

BKSK ArchitectS LLP quEENS BotaNicaL GaRDEN FLuSHiNG, quEENS

IN LOVING MEMORY The 9/11 Tribute WTC Visitor Center (opposite page, top) was built in a preexisting indoor space directly across from Ground Zero. The Centerâ&#x20AC;&#x2122;s exhibit (above) uses first-person narratives, video, images, and various artifacts to tell the story of 9/11. Exterior photo: Jonathan Wallen; Interior photo: Jeffery Totaro CENTERED Krevlin designed a 50,000square-foot expansion for a Sephardic Community Center (opposite page, top left) in Brooklyn, NY. The building, originally built in 1980, is a key gathering place for Orthodox Jews of Middle Eastern descent (opposite page, bottom left). Larger hallways and hangouts throughout the Center facilitate socialization between family members and friends (left). Photos: Jeffery Totaro

STRENGTH BY DESIGN wai.com | NEw YoRK NEw JERSEY coNNEcticut maSSacHuSEttS waSHiNGtoN Dc caLiFoRNia NEw mEXico ScotLaND uK

enterprising minds

Carpe Diem!

The firm relied on such technology during the competition for one of its larger projects, the Tulalip Tribes Youth Center, which won the commission.

Alder says that her willingness to make personal sacrifices led the firm to acquire more projects and achieve success and growth in the long run. “My greatest strategy, from the start,

“Seizing an opportunity that comes your way catapults you into the future,” declares Sandra Alder, founder and owner of Everett, Washington-based Capital Architects. She believes that identifying the right opportunities—and taking advantage of them in the right ways—will help anyone achieve success.

Nine years ago, Alder seized upon one such opportunity when she launched Capital Architects. But she began to identify her career goals in 1997, when she was working for Snohomish County. “[In that role], I met an incredible array of folks, including county staff [and] customers,” Alder explains. “I came to the realization that I really enjoyed solving problems and providing expert assistance to the public, and found that through this service of helping others I had inadvertently initiated and cultivated many lasting relationships.”

Alder started thinking more about what she could do with her skills and passion for design.

“During this time, my vision of building an architectural firm became very strong,” she says. “I wanted to create a culture within a business environment that would exhibit and further develop my love of architecture.”

There were many strategies that Alder implemented in order to achieve each of her goals, but her first priority was finding an office.

“An architect acquaintance of mine retired,” Alder says. “I made an offer to take over his office space. He asked how much rent could I afford, and I said ‘two hundred a month.’ We agreed at five hundred a month, and he asked me to pay an increase of $50/month as I could afford it up to the market rental rates.”

As a new business owner, Alder took advantage of innovative and current computer technology to ensure that the firm presented its best work. “I have always insisted on utilizing the latest software to assist in submittal preparation for project competitions,” Alder explains.

74

marchmagazineonline.com |

march/april 2011

CIVIC SERVICE In an effort to build her firm's visibility, Alder has done pro-bono work for the renovation project that will result in the Snohomish County Museum of History.

was to insure the solid establishment of Capital Architects by investing all possible resources back into the company—at the expense of taking a salary for my own position,” she explains.

Another key to success has been keeping the firm small (currently, it employs a staff of five), but making the team strong. “Within our office, there has always been a close interpersonal relationship between all staff,” she says. “This comes across to our clients, and creates an environment that puts them immediately at ease, which greatly facilitates the overall design process.”

Capital Architects Inc. Income and Expenses by Year, 2002—2009 1,000,000

Income Expenses

800,000

600,000

400,000

200,000

2002

2003

2004

2005

Although it has a roster of happy clients, the firm has seen challenges like any other company. “One of the most difficult challenges we have in our development is qualifying for high profile projects,” Alder admits.

In an effort to obtain new business, the firm has launched marketing initiatives, such as the acquisition and renovation of the commercial building that houses its offices (the building serves as a showpiece and advertisement in a high-traffic, downtown location), and pro-bono work for the Snohomish County Museum of History at the Everett Carnegie Library building. Additionally, thanks to Alder’s terms as a commissioner with the Everett City Planning Commission, the Everett Historical Commission, and involvement with local business-networking groups, the firm is provided with leads to prospective projects, and given the opportunity to serve local community interests.

The firm may also consider adding services they did not offer before. “As it becomes

2006

2007

2008

2009

increasingly clear that we may not rely as heavily upon new business from repeat clients as in the past, we have expanded our efforts to explore new areas of design opportunities, such as interior design, that were previously not part of our professional design services,” Alder says.

Taking risks and branching out into unknown territory is something Alder does well. “I might describe myself as someone who has always been unafraid to take a calculated risk for the right reward.” she says. “Being a business owner has allowed me to realize the [benefits of ] being a risk-taker.” Still, she advises aspiring entrepreneurs to carefully assess the risk before launching a company.

“Know that the very act of starting a business is a risk,” she says.

Some of the best achievements in life are born from risks, and Alder knows that firsthand. “Be prepared to hear ‘you can’t do it’ from all sides,” she says. “But stay focused on your vision.” —Kelly Matlock

CONSULTING ELECTRICAL ENGINEERS POWER, LIGHTING AND COMMUNICATIONS DESIGN FOR COMMERCIAL, INDUSTRIAL, MULTIFAMILY, HEALTH CARE AND EDUCATIONAL

10614 Beardslee Blvd, Suite C Bothell, WA 98011 A PLACE FOR HISTORY The Everett Carnegie Library is being restored and renovated into the Snohomish County Museum of History (above, left). Alder contributed initial perspective renderings, and schematic and construction planning for the project. HOME SWEET HOME Alder designed her own residence (above, right).

march/april 2011

| marchmagazineonline.com

75

Phone: 425-402-9400 Fax: 425-402-9402 www.CaseEng.com

enterprising minds

prior knowledge Today, Cathy Grasmick runs a construction company—but she says her work is informed by her previous career in the dental sector As the owner and operating manager of Colorado-based Mass Service & Supply, LLC, Cathy Grasmick has participated in plenty of onthe-job training sessions. Yet perhaps nothing prepared her more for leading a construction company than her first career as a dental hygienist. “The dentist chair can be very stressful, and you can experience a similar type of stress in the midst of a construction project,” she says. “[Success is] about instilling a feeling of confidence [in] your patient or your customer.”

Grasmick says the basic skills she developed in the dental field have been of continued use. Construction customers, much like dental patients, often feel helpless in the midst of a project. “It’s up to our team to impart an organized, thoughtful solution to alleviate the stress of the process,“ she says.

Grasmick and her team offer a range of construction and project management services, and the woman-owned company specializes in construction for the federal government. Grasmick has sidestepped the overall slowdown in the industry by focusing on the small-business and government-contracting sectors.

Under Grasmick’s leadership, the company, which got its start performing small-task orders, now handles designbuild contracts over $8 million. She takes personal responsibility for the success of every project, and she's active in estimating, operations, and project management.

“The key to our success is to ensure that we continue to offer the quality service and excellent end product that is the hallmark of our company,” explains Grasmick, a member of the Latino Chamber of Commerce and National Association for Professional & Executive Women. “I have always had faith in our small business community, this company, and the talented employees we bring to the table.”

Construction customers, much like dental patients, often feel helpless in the midst of a project.

THINK BIG Under Grasmick's leadership, Mass Service & Supply handles contracts worth more than $8 million.

76

marchmagazineonline.com |

march/april 2011

Grasmick and her husband started the company fifteen years ago. “We were living in Pueblo, Colorado and were in the vicinity of a number of federal institutions that offered many opportunities for a construction company,” she says. “Being accepted into the 8(a) program, a business development program for minority-owned businesses, definitely opened doors for us.”

The firm started small—in its first year, gross revenue was less than $20,000. These humble beginnings allowed the company to

SUPPORT THE TROOPS Grasmick and her team built the Soldier Family Assistance Center in Fort Carson, CO.

personalize every project. “The value that Mass offered the federal government was to build each project as if it were our only project,” she says. “We treat our customers, employees, and subcontractors like gold.”

Today, the firm focuses on work in Colorado and its neighboring states, and is currently working on and pursuing projects in the $5-$15 million range. The company is particularly excited about the recently completed Soldier Family Assistance Center (SFAC), an $8.1 million, 14,500-square-foot project located in Fort Carson, Colorado. The facil-

ity serves as a community center for the Warrior in Transition program, which provides a home away from home for soldiers and their families, and aims to help soldiers transition back into the community. This project is scheduled to achieve a LEED Gold Certification.

When she reflects on her success, Grasmick hopes more women will feel the thrill of business ownership. “I have experienced a rewarding career as a woman in construction,” she says. “No matter what, women entrepreneurs should hold tight to their vision.” —Tricia Despres

Women’s Occupations in the united states

According to a recent study by Catalyst.org, Grasmick is a rare breed: not many females work in the construction industry, and virtually none have reached the CEO position.

US Women in Construction CEOs

Management, Professional and Related Sales and Office Service Occuptions Production, Transportation, and Material Moving Construction, Natural Resources, and Maintenance

0%

21% 33%

6%

1%

7.4% 5.6%

39% 9.5%

march/april 2011

Board Directors

Executive Officers Industry Labor Force

| marchmagazineonline.com

77

enterprising minds REBIRTH After sustaining a brain injury, Nielsen left school and forged a career in website design.

OUT OF THE WRECKAGE

After surviving a tragic car accident, Angela Nielsen began to explore an unexpected career in website design and development Angela Nielsen knows an accident can twist fate. Today, Nielsen is the owner of One Lily, Inc., a web-design, -development, and -marketing firm. Though she launched the agency on her own in November 2000, Nielsen now has five employees, as well as an office in Carlsbad, California. In 2009, she won VIP Woman of the Year from the National Association for Professional Women and a Davey

78

marchmagazineonline.com |

march/april 2011

Award (a prestigious design and communications award). She was also a finalist for a 2010 American Business Award.

But her journey to success hasn’t been smooth. In 1995, Nielsen, in her second year of college, was studying to be a history teacher. On Valentine’s Day, she was riding in the passenger seat of a car that collided head-on with another vehicle. Both cars were going 45 miles per hour.

The driver in the other car was killed instantly, and Nielsen was badly injured: her right heel was crushed, and she suffered brain swelling that caused her to lose parts of her memory. “It was like there were a bunch of holes shot through my memory,” she says. “There’s a lot of things, a lot of my life, that I don’t remember.”

Due to the memory loss, Nielsen’s grades plummeted from her original 3.8 GPA, and she failed out of school. In need of a job, she began to temp at a real-estate agency.

Eventually, Nielsen became the executive assistant to a broker and was put in charge of updating and maintaining the agency’s website. She didn’t have formal training—“I went to Staples for software to figure it out,” she recalls—but she was a natural, and began to receive requests from other real-estate agents to maintain their websites. “I always loved arts and crafts, color theory, and decorating,” she says, “so taking my artsy hobbies to the web kind of made sense.”

At first, Nielsen worked only with a few realestate agents, and a handful of other clients that

“We interviewed our clients, especially ones that had worked with other agencies. And, for them, what was different with us was our strategy.” Angela Nielsen, OWNER were referred to her. Nielsen says that at first, she didn’t have any huge visions of growth. She continued to work alone for the first four years of her business, which grew steadily through referrals. It wasn’t until 2006 that she rebranded, changed the company’s name to One Lily, Inc., and developed a mission statement with a branding company. “It was hard, because I don’t really compare myself to other companies,” she remembers, “so we interviewed our clients, especially ones that had worked with other agencies. And, for them, what was different with us was our strategy.”

Nielsen says One Lily stands out from its competitors, because it provides clients with The company builds its cliOnepersonal Lilly, Inc. attention.

Growth ents’ websites, and maintains them, updates them with new images and content, and keeps

50

40

their marketing strategies fresh. It’s a holistic approach that clients don’t necessarily find with other agencies. “A lot of agencies build the site out and send you on your way,” she says.

“When I launch a client’s website, I don’t want our relationship to be over.”

One Lily is entirely referral-driven, with one satisfied client leading to another; they now have 200 clients.

In retrospect, Nielsen says she wouldn’t change a thing about her current situation: “To be that close to death . . . gave me the passion to just jump and not look back. The way I was brought up, you work for someone else.

You don’t necessarily start your own business.

If I hadn’t had the experience I did, I’d never have had the inkling to push a new business.”

—Annie Monjar

one lily’s growth Since Nielsen founded the web-development company in 2000, it has expanded rapidly. Here’s a peek at the firm’s yearly revenue growth.

30

20

10 First full year in business 0 2001

2002

2003

2004

2005

2006

2007

march/april 2011

2008

2009

| marchmagazineonline.com

79

a new path VERY VERSATILE Parker studied journalism and public administration; today, her firm manages professional associations.

Photo: Dave Bush

Partnering UP

Kerry Parker, a principal at Holland-Parlette Associates,

erly,” says Parker, who also boasts a master’s degree in public administration. “But it’s the essence of partnership that makes my career so exciting.”

Partnerships come naturally to Parker (she’s been married for 30 years), but the decision to take partial ownership of Holland-Parlette wasn’t so easy. When Carol Holland-Parlette, the company’s original owner, proposed the idea, the then-28-year-old Parker balked. “I wasn’t sure I wanted to worry about meeting payroll or having the burden of a business on my shoulders,” she says.

Instead, Parker chose just to work for Parlette. She quickly grasped the potential of the association-management business model, though, and it was only eight months later (when she was also eight months pregnant) that she decided to take the leap into partnership.

Today, along with Kent Lindeman, CMP, who became HPA’s co-principal

says her past experiences help her to better serve the nonprofits she partners with today When Kerry Parker graduated from the University of Iowa with a bachelor’s degree in journalism, little did she know that 25 years later, she’d be managing associations and forging professional partnerships with some of the country’s top physicians, lawyers, and engineers. Parker’s journalistic eye for detail, knack for public speaking, and organizational skills have led to an unexpected career as coprincipal of Holland-Parlette Associates, a firm that directs and manages other associations.

"Everyday, I use every one of my skills—whether it’s writing a petition for lobbyists, training staff, or making sure events are produced prop-

PARKER’S

PATH to the top 80

marchmagazineonline.com |

1981

1985

1991

Parker graduates with a Bachelor of

Parker earns her Master’s degree in

Kerry Parker, CAE,

Science in Journalism from the

Public Administration from Iowa

joins HPA as a principal.

University of Iowa.

State University.

Meanwhile, Carol Holland-Parlette founds Holland-Parlette Associates (HPA) in San Francisco.

march/april 2011

In one week, you might find Parker putting on a management academy, presenting to a medical board, or prepping bills with contracted lobbyists.

when Parlette retired in 1999, Parker runs the $1.5 million dollar business, which organizes 15 nonprofit associations.

When you place a call to, say, the Society for Pediatric Dermatology, or the Structural Engineers Association of Northern California, HPA’s knowledgeable staff answers the phone from their San Francisco and Indianapolis offices.

Thanks to cutting-edge hardware/software and social-media technology, staff memebers are able to field requests for information, maintain databases, run meetings, and create all promotional materials, such as websites, e-mail programs, and professional brochures. HPA has been known to help both memberships and volunteer corps soar.

“Thanks to Holland-Parlette,” says Pamela Hymel, MD, past president of the Western Occupational & Environmental Medicine Association, “our conferences have been financially sound and have enabled us to provide continuing medical education for our members—even in this market downturn.”

Though she’s firmly settled in her role at HPA, Parker’s job is hardly stagnant—she tackles many different types of projects. In one week, she might put on a management academy in San Diego, present to a medical board in Sacramento, or prep bills with contracted lobbyists on behalf of the associations she represents. Parker says her own past experiences (mainly, her undergraduate and master’s degrees) come in handy every day. She also relies on support from her own highly skilled team, including Lindeman, who heads up HPA’s Indianapolis office.

“Because of the varied nature of the work we do, we look for people who find excitement working together and moving from one project and association to another,” she says. Parker herself fits this description well: “If I did the same thing every day, I’d get bored,” she says.

Despite her success, Parker admits that her career has not been without setbacks. A year ago, after HPA had been successful in dramati-

1996

cally growing an association by bringing in $3 million in grants (and hiring new staff to handle the increased workload), that client decided to proceed on its own. The split forced HPA to take a hard look at its own strategies.

“It was an enormous learning experience for the whole staff,” Parker says. “In retrospect, we realized we just shouldn’t be so focused and reliant on one large client. We had to put forth at least as much time and effort on our own company’s health and growth.”

This spirit of self-awareness, paired with feedback from groups like the Leaders Circle of the National Association of Women Business Owners (NAWBO), San Francisco chapter, has led to success. Six months after its setback, HPA landed four new clients and developed the company’s first strategic plan: to take the annual budget to $5 million in five years.

Through it all, Parker continues to seek knowledge and inspire others. On her bedside table can be found books like The Genius In All of Us by David Shenk and Social Networking for Nonprofits by Andy Steggles. She does her best to stay current on the political and social issues that affect her clients’ initiatives.

And she’s always on the lookout to nurture potential leaders.

“One of the things I got from NAWBO,” Parker says, “is that they have challenged me to go beyond nonprofits.” Might, then, a run for office be in her future?

“I don’t think anything is out of the question,” she says. “I’ve helped other people run for office, and I am sure I could do it. But I love what I’m doing: helping others get where they need to be to make a difference.” —Pamela Bloom

1999

2005

Kent Lindeman,

Carol Parlette retires and

San Fransisco-based HPA

CMP, joins HPA.

Lindeman becomes co-

opens its first Midwest

principal with Parker.

office in Indianapolis.

Calling All Board Members Stop trying to do it all as a volunteer.

Does your non-profit professional/trade association need staff to help organize events, collect membership dues, and communicate with your members?

An Association Management Company (AMC) can help.

Find out how your organization can enjoy the benefits of a full-time staff and office headquarters.

H P A Holland-Parlette associates, inc.

San Francisco | Indianapolis www.hp-assoc.com p: 415-764-4822

march/april 2011

| marchmagazineonline.com

81

march questionnaire

KELLY DAY As associate creative director with Bailey Gardiner, a San Diego-based marketing agency, Day is super busyâ&#x20AC;&#x201D;but found time to tell MARCH about her biggest success and her secret weapon.

82

marchmagazineonline.com |

march/april 2011

EST. 1996

Mass Service & Supply, LLC is a woman-owned full-service general contractor offering comprehensive construction services and highly-skilled project management in a small business environment.

We build close relationships with our customers and earn their confidence by responding quickly and efficiently to their needs. We specialize in quality construction for the federal government.

Our mission is to provide a final product which meets our customerâ&#x20AC;&#x2122;s goals and exceeds their expectations. To accomplish our mission we combine a highly skilled management and labor team with top-notch sumbcontractors.

920 West 10th Street Pueblo, CO 81003

P: 719.583.4140 F: 719.583.2010

Value. Quality. Function. worry-free construction for today’s market

our services include: shell construction interior finish

Build. Develop. Manage. Serve.

Highland Builders, Inc. is a commercial

shows through the personal dedication

general contractor and construction

given each and every client.

manager specializing in ground-up, interior

remodels

finish, remodel and design-build projects

Highland Builders works hand in hand with

design / build projects

since 1996. We provide a full array of con-

the client, owner, architect / designer, and

struction services for a wide range of facili-

engineer to identify the best options for

ties in the corporate / commercial genre.

each project. Our ultimate goal is to offer the highest quality available at the most

With Highland Builders handling all

innovation breeds excellence

reasonable cost.

aspects of Estimating, Project Management, Administration and Accounting, you

Feel free to call on our expertise for budg-

can rest assured that your project will be

eting, preliminary or hard bids. We look

completed in a professional and efficient

forward to working with you on your next

manner. The pride we take in our work

project.

972.501.0330 | www.highlandbuilders.net Highland Builders, Inc. | 2342 Fabens Rd., Dallas, TX 75229 | Fax: 972.501.9779 | info@highlandbuilders.net