Valerie Hale

Valerie Hale WOMEN OF INFLUENCE REDEFINING WEALTH

Traveling around the world you have the privilege of meeting women from diverse backgrounds, lifestyles, and economical statuses. Women, who have struggled, overcome challenges, to only struggle again; yet this time, rise to the occasion of abundant blessings and stature. This young lady is no exception. Valerie takes extraordinary pride in her biggest accomplishment in life, being the mother of three children and now, two grandchildren. That is her praise possession, and it shows. Being a parent is the most satisfying and exhausting role; to be solely responsible for overseeing the shaping of someone’s life can be daunting. There is no downtime, no rule book, and certainly no magic wand to undo the parenting mistakes you make along the way. Nonetheless, her now-grown children have and always will be the favorite part of her journey. In addition to parenting (which is a full-time job in itself), her career in the hospitality business, where she managed a restaurant, shaped Valerie professionally, putting her in position to acquire wealth, she thought. It was only after several years; she took a position in the corporate arena that would lead to a twenty-five-year career. Little did she know, she was walking into a good ole boy network of staff and franchise owners. Luckily, she was not easily intimidated by those looking to leverage their power of influence to get what they wanted. She learned to stand her ground while building respectful relationships and after 20 years, was promoted to CEO. Life was going well,

I want my children to remember they are loved.

her kids were healthy and happy, she was a few weeks from celebrating three years of marriage to her husband whom she adored, and the business was moving in a positive direction. Then the train derailed and in one day, Valerie’s life turned upside down. The next six months would continue to provide more details supporting she was married to a stranger. There were no warning signs or indication that he was troubled. She felt like she was living through a 20/20 episode and was the untethered passenger along for the ride! When your fact becomes fiction, it feels like you have lost your internal compass. As a result, Valerie remembers spending one full day in bed processing what just transpired and the following Monday, she confronted a problem head-on and threw herself into work. Having something of importance to focus on as well as her obligations of leading a company, Valerie refused to allow unforeseen events to consume her.

Of course, I mourned, cried, and sought support from those closest to me. We make choices every day and we can decide to remain the victim or become the hero in our own story. Valerie chose victory, to persevere, to become a great woman of resilience.

It is Valerie’s hope to be a sense of inspiration, advocate, and unyielding voice for women that have gone through similar difficulties. You are not your struggles and Valerie is a living testimony of that very truth.

What, if anything, did you do to prepare yourself to take on a CEO position?

Although I knew I had the knowledge and wherewithal to create a positive culture and drive the business, the ego can wreak havoc on your thoughts with questions like “am I good enough.” The ego thrives through self-preservation and fear keeps the ego alive. Self-talk can damage your mindset, so I had to be mindful of the story I was telling myself. I reminded myself that I have earned this new position and that I was enough! I also read books and listened to podcasts about successful companies and CEOs.

Is there anything you wish you would have known before you took on the role as a CEO?

That it’s all on you at the end of the day and it can be lonely at the top.

With that being said, how does a CEO find a Mentor? Does she need one? Who are your mentors and why?

Every CEO should have at least one person that provides support and encouragement. It can be a lonely place at the top and I find it essential to surround yourself with likeminded people to inspire and encourage you. Someone that is an accountability partner, someone that will let you know when you are off track and can quickly help realign your mindset and goals. I have several people I would refer to as life mentors. My mother, Leonora, has been a pillar of strength and my biggest cheerleader. My grandmother, Faith grew up in the foster care system and was on her own at the age of 14. She had limited education yet became an editor for a local newspaper and worked three jobs to ensure her children did not do without. More importantly, she instilled in me the importance of being independent. I also have a spiritual and business coach who provides constant guidance, and encouragement and keeps me accountable. The best mentors are those that do not filter their words but push you to be the best version of yourself. I have learned that if you are not scared of something, then you are too comfortable. Challenge yourself – it is great to be a little scared and grow than fear nothing and be stagnant.

How do you identify weaknesses in your company and what are your strategies to overcome them?

Having conversations with staff and other offices that we support always provides a good insight into the general feeling of how we are doing as a company. My best advice is to seek wisdom. I always like asking my staff and owners for their advice on what we can do differently.

For those, looking to climb the corporate ladder and/or are thinking about entrepreneurship, share how trade helps a company grow. Can you share one specifically?

New Business is one of the greatest benefits of working with Tradebank. We offer access to thousands of businesses who are potential new customers for their products or services. When a company barters with these new customers, it will expand their customer base. There is a nationally known artist who uses their trade dollars at various hotels when traveling for exhibits. They also use trade to print all their marketing materials, repairs on their vehicles, tree removal and staff benefits like dental services and employee gifts. They also travel every year to Florida for family vacations using their trade dollars. Their motto is, “think trade first.

What qualities enable companies like Tradebank to survive and thrive for more than 30 years?

A company should define its brand and the emotional impact it has on its customers. Our brand is the value we create for businesses and our connection with our clients. On an internal level, we’ve learned that a positive culture is everything. Investing in our team through ongoing training, education and coaching is paramount to ongoing success and sustainability. Also providing a platform where individuals

feel comfortable sharing their strengths and struggles with their peers without judgment.

As we know, in anything, relationships are key. In your opinion, what is the value of the barter system in today’s economy?

Tradebank is an extensive network of thousands of businesses, where all kinds of products and services are traded multi-directionally. No longer do companies have to search for one-to-one direct trade relationships. In today’s economic environment, it is critical for business owners to have a plan to stay competitive in the marketplace. Tradebank provides a platform where businesses can trade what they have for what they need without spending cash. The number one reason business owners join Tradebank’s barter network is to open new distribution channels for their products and services. Participating business owners produce new trade dollar revenue from the new business Tradebank generates for their company. The new revenue can be used to offset current cash expenses, like marketing, printing, travel, entertainment, legal services, and employee benefits. Incorporating barter into your business not only ensures the longevity and health of your business, but it can improve your livelihood when times get tough.

In a workforce that is male dominated, do you find that you manage men any differently than you do women?

I am a direct person, but I also understand the importance of reading another person’s energy and then engaging that individual based on what motivates them. I do not find stereotypes to be accurate or relevant therefore my management style is to treat everyone equally and conversely manage each person based on their communication style.

With being such a direct person, how do you manage emotions when someone disappoints or betrays you?

Our first instinct often is to feel hurt or emotional when disappointed by another’s action, but those emotions can get the better of us. I give myself time to reflect on the situation and see what role I may have played in the other person’s story. I find it helpful to ask questions and sometimes through reflection and engaging the other party in the conversation, sometimes you learn it is more about what is going inside someone than it has to do with you personally. People often act out without realizing how their actions affect those around them. I believe in giving grace, but also establishing healthy boundaries. Most importantly, every day is a new day, so I move quickly to a place of gratitude, which centers me.

When you think about your professional goals, which have you met recently and how do you celebrate a win?

We all know that being healthy mentally and physically defines how we live our life. I want to be healthier so that I can hike mountains in my 80s and be a pillar of support for my family. I promised myself that I would finally make choices that would ensure I was living my best life. Earlier this year, I started incorporating a healthy diet by being mindful of what I put in my body. Also, I had put off surgery for over 10 years that had inhibited me from being physically active. Women tend to take care of everyone first and I was guilty of not doing the one thing that would provide me with much-needed relief. So, I took the plunge and had the surgery, and now, I am excited to be able to play tennis again, go skiing, horseback riding, and hiking pain-free. Feeling limitless is powerful.

As a woman of great influence, how would you describe wealth?

Wealth is external and internal. For me, my greatest wealth is a happy and healthy family, a positive mindset, and the opportunity to impact the lives of others. On an external level, it is waking up in the morning and deciding how you want to take on the world.

With over 30 years in the industry and your experience as a CEO, you still value family as your number one priority. Do you think about the legacy you want to leave your children and if so, describe it for us?

I want my children to remember they are loved. To remember that even through challenging times, they are resilient, and will continue to move through whatever life presents them – to remember to keep going. I hope their thirst for knowledge challenges them to always better themselves. To go out into nature as much as possible. To remember this life is short, so go live and explore and love your family and more than anything else, choose what makes you happy.