Leadership in the 21st century.

Strong, Caring, Serious - Women

"Luck and hard work, that's how we've grown to $65 million in sales in seven years! I surround myself with a great team of people," says Katie Williams, CEO of Williams Television Times.

"Perseverance, hard work, focus forward," are the words Christine Jerry-Storey, president and founder of Midnite Express, used to describe "Women in Leadership for the 21st Century". She runs an $18 million-dollar international shipping business with over 175 employees.

"Instead of a last choice for a career move, a woman-owned business should be a first choice for an employee. The data shows that woman-owned businesses are more likely to share the profits, engage in training programs, and provide more benefits that are humanistic," says Patty DeDominic, president and CEO of PDQ Personnel Services, Inc. a $15-million-dollar temporary employment service.

These women are business leaders of today who are shaping the view of leadership for the 21st century. They are a part of the fastest growing segment of our economy - women-owned businesses. In a recent study released by The National Foundation for Women Business Owners (NFWBO) and Dun & Bradstreet Information Services (DBIS) it was reported that women-owned businesses now number 7.7 million, provide jobs to 15.5 million people and generate nearly $1.4 trillion in sales. "Women-owned businesses now employ 35% more people in the U.S. than the Fortune 500 companies employ worldwide. They are growing more rapidly than is the overall economy and are major contributors to the nation's economic health and competitiveness," says Laura Henderson, the chair of NFWBO.

Just as the NFWBO and DBIS released their report highlighting the progress of women business owners, the U.S. Department of Labor released its figures showing that less than 5% of the highest level employees of Fortune 500 were women or people of color. Secretary of Labor Robert B. Reich reported, "The fact-finding report that the Commission is now releasing confirms the enduring aptness of the 'glass ceiling' metaphor. "While women business ownership is a progressive step for women in leadership roles, much work needs to be done in various sectors of our economy.

When L.A. businesswomen were asked how they felt the media portrayed women, the responses were typically, "We've come a long way but there's still a long way to go."

Advertising is a reflection of society and until women are perceived and seen in society as equal, they will not be portrayed as they really are - strong, equal, in control, feminine," commented Lynn Eberhard president of LA Ad Women. While many would agree that there is still a long way to go a few offered comments and suggestions on ways the media can be instrumental in portraying women in a more diversified positive image - Strong, Caring, Serious!

STRONG

"Strong in character, strong in beliefs, and strong in personality, that's how I see a woman of leadership in the 21st century," was the response of Katie Williams, CEO of Williams Television. Her company buys media space and her multimillion-dollar commitments are based on the verbal contract. She recognizes the power of the media and believes it is the"responsibility of programming to create the positive role models and positive messages."

When Joline Godfrey, author of "Our Wildest Dreams, Women Entrepreneurs Making Money, Having Fun, Doing Good," gave a speech at the White House to policy makers and the business community she told of her work in interviewing women business owners across the United States. Joline's findings tell the story of women business owners, their strengths, values, and views on success. "Nearly all the women described a feeling from within that marked their measure of success. Success is not 'what's good for me,' success is an internal state of being that acknowledges what is good for many people: self, customers, investors, family, community, it is a state of balance, a state of harmony between one's own needs and the needs of others."

CARING

The second way that respondents saw the women leaders of the 21st century involved the words, nurturing, sensitivity for others, and caring. "In marketing, we show people building relationships. This is the way of today and the future. This is what women like to do. I see women with an attention to the bottom line, but caring about people," says Elaine Hollifield of Hollifield Creative, a Los Angeles-based marketing firm. She also added, "We'll begin to see the media portraying women as smart and caring, a person who can strike a balance between doing business and recognizing the impact it has on people. A person who plans to the overall outcome while caring for people." This eye to the bottom line and attention to people can be seen in their management style and the work environments that these women business owners create.

Women business owners do manage their businesses differently as evidenced by the benefits they offer to their employees. The NFWBO research shows that women-owned businesses are as likely to provide the same level of basic employee benefits, as all small businesses: including health care, paid vacation and personal leave. Where these businesses go the extra step is offering such benefits as: flex-time, tuition reimbursement and job sharing. And they share their business's profits with their employees at a much earlier stage than other businesses.

SERIOUS

Finally, the view of women in leadership includes being seen as a REAL business person and 'being taken seriously.' The NFWBO research showed that the greatest challenge women business owners face, in their own words, is 'being taken seriously' - proving their personal capability and the credibility of their business. While it would seem that access to capital would have moved to the top of the chart, it is secondary and a symptom of this primary challenge. "Women-owned businesses are as financially sound and credit worthy as is the typical firm in the U.S. economy," notes David T. Kresge, senior vice president of Dun & Bradsteel Information Services.

Patty DeDominic affirms the position that "policy makers, legislators, and people who are making corporate decisions about vendors and other things are going to realize that women entrepreneurs are a very significant force in the economy, not just as a nice group to be paid attention to, but as a group of people who are really making a difference."

As we move into the 21st century it is the hope of the U.S. Department of Labor and advocates of women in business that the leadership of the nation reflect the population it represents. These findings along with viewpoints of our leaders of the 21st century document significant contributions that women business owners are making to the economy and the importance of women in business being taken seriously and valued for the present and future difference they are making.

VIVIAN SHIMOYAMA IS THE FOUNDER OF BREAKTHRU UNLIMITED - A COMPANY COMMITED TO THE ADVANCEMENT OF WOMEN AND MINORITIES. SHE IS A DELEGATE TO THE WHITE HOUSE CONFERENCE ON SMALL BUSINESS. SHIMOYAMA DESIGNS FUSED GLASS ARTWORK WHICH IS A SYMBOL OF BREAKING BARRIERS.