‘This is My Strength’ – Women’s Leadership Showcase

Three women, all next-gen leaders at their family owned TRSA-member companies, shared insights on their trials and triumphs during a breakfast session at the Clean Show in Orlando, FL. Highlights of the discussion follow.

Laura Waldman, industrial engineer at Superior Linen Service, Tulsa, OK, noted the need for teamwork if these three businesses are to succeed in the 2020s and beyond. “Obviously, we want operational excellence,” said Waldman, one of three panelists that addressed an early morning crowd of nearly 70-plus attendees. “We want improvements and efficiencies, but I want there to be the foundation that it’s not just me running the company, that someone else could pick it up and go whenever they need it.”

She noted that in supervising operations for a mixed hospitality/healthcare laundry, she sees staff solidarity in action daily. “I work with a really good team to help grow the business because that’s where the future’s at,” said Waldman, who earned a Ph.D. in mechanical engineering. She also served as a college professor before joining the business. “You have to grow your company and your business,” she said. “Become as efficient as you can. Looking at the technology and all the upgrades, especially what we’re seeing here at the Clean Show. And so, that’s been what I’ve been doing. Pushing growth and improving our operations and being as efficient as possible.”

A second panelist in the 45-minute program moderated by Salita Jones, TRSA’s director, education and events, addressed the importance of – not only business success – but building on the personal legacy of her family enterprise. “I have a lot of respect and affirmation for what my grandfather built, what my dad’s built,” said Natasha Rawjee, director of marketing at American Dawn Inc. (ADI), a supplier partner specializing in flatwork and garments. “When I look at the next generation and coming in, I want to preserve the culture and what everyone has contributed to the company and then grow it from there. There’s always improvements that can be made, and you can always make something better – but make sure that we keep what makes ADI intact.”

A third panelist, Theresa Garcia, COO at Division Laundry, San Antonio, TX, noted that being a female family leader coming up in a male-dominated industry wasn’t easy. But after 15 years at the company, she feels that she’s overcome the stereotypes – both as a woman and a family business leader, to emerge with confidence about the future. “You know it’s one of those things in business,” said Garcia, during the program co-sponsored by TRSA’s Next-Generation Executives Network. “When there’s people that have grown up knowing you before you were born, they see you as the kid. So, you have to work through that barrier of being the child of the owner and being female. That in itself, those are just different challenges that you have to work through. It can be frustrating, but they are taking me seriously now.”

While the road to success includes obstacles – one male manager for months refused to speak to Garcia – she is now convinced the effort was worthwhile. Rawjee expressed a similar view, noting that “It’s paid off to stick with it. I feel like there’s a preconceived notion with women. Maybe we have different skills or different ways of leading, or maybe we shouldn’t be leading. I think one challenge that I’ve worked to overcome is I don’t give into that.

“I would rather think I stand out because I’m one of the few women in the room. I have a different perspective. I might have different skills than the men. Rather than thinking that’s a weakness that should hold me back, I’m like: ‘This is my superpower. I’m going to roll with it. This is my strength.’”

When asked for closing comments on advice they’d give to other next-gen leaders – female or male, Rawjee called on her industry colleagues to have faith in their ability to succeed. This includes taking a job somewhere else to refine your skills before joining the family business. Whatever course you pursue, you’ll face challenges, she said. “The other piece of advice I would give is just because you feel like you might be the minority in the room, you’re the only woman, or sometimes I felt like I was younger and I had less experience. But I would argue that being new, your opinion is just as valued. Having those new ideas is actually exactly what legacy and family businesses need.”

Click here for more information on TRSA’s Next-Generation Executives Network.