Roz Usheroff - Journey to Her Optimal Level

A feature about women who overcame obstacles, faced challenges head on, who dealt with work and home demands, climbed to a place of influence, and took their own path to success.

Since 1991, Roz Usheroff has been one of the most sought-after personal branding coaches in North America, working with leaders of Fortune 500 companies, executives, managers, sales teams and individuals.

Founder of The Usheroff Institute and author of “Customize Your Career,” Roz infuses her clients with the strategies and insights necessary to understand the dynamics and subtleties of professional communication, impression management, the art of personal leadership and business savvy and gender protocols. Through her seminars and keynote addresses, Roz helps clients maximize impact, deliver results and distinguish themselves in today's competitive marketplace.

Her corporate client list includes Xerox, Pfizer, SAP, General Mills, Johnson & Johnson, Frito Lay, Bayer, Siemens, Xerox, CIBC, Sony, Irving Oil and U.S. Department of Justice. She has delivered keynote addresses to associations such as MPI, Society of Pharma and Biotech Trainers, Kellogg School of Management, Northwestern University, Westchester Chamber of Commerce, SHRM of Florida, Canadian Association of Professional Speakers, and The American Association of Physicians of Indian Origin.

Roz is often called upon by the media to comment on workplace, training and gender issues, and has appeared on national radio and television (NBC, CBC, Canada AM, and BTV). She has recently been featured in articles in the Toronto Star, The National Post and The Chicago Tribune. Her upcoming book, “Taking the Leap. How to Manage your Career in Challenging Times and Beyond” will be available in the fall.

When you first started your career/business did you feel passion for your work?

As I look back, I confess that I went to University to get my MRS, not a career. I was enrolled in Fine Arts as I was very passionate about expressing myself on canvass. However, I soon became a mother and put any thought of a career on the back burner. When I became a single parent, I had to deal with the practical side of life known to many as financial survival, and worked in an administrative role at a community center which provided free daycare for my son. My passion resurfaced several years later when I chose to enter the world of fashion. In this industry, I felt that I could capitalize on my creativity. I had the opportunity to work for retailers such as Ralph Lauren and went back to University to take a degree in small business. Being promoted to managing one of Ralph’s facilities made me realize that self expression and creativity were not being utilized so I decided to begin my own business. My true passion surfaced in 1991 when I went into the image consulting business.

When you first started were you able to visualize your final outcome?

Call it blind love, but I had no idea how my business would evolve over the years. My burning passion to help my clients elevate their presence and feel more confident drove me with a fury that I cannot explain. At the time I began my business, I had no corporate clients so I had to focus on blind faith. It would have been premature to visualize a final outcome because at the time, I had no structure nor strategy in place. I just knew that my journey was just beginning and I was truly thrilled. However, I felt confident that as long as I focused on using on my unique ability, my business would survive. As a dear friend once said: “Do what you love and the money will come.”

What were your top three obstacles/challenges?

I look at these obstacles/challenges as defining moments in my life. The first occurred in 1985 when I attempted to get into the fashion industry. It was difficult to be taken seriously as I had no retail background. I had networked my way into a very prestigious retail company for a job interview. The President, after listening several minutes to my dreams, stood up, walked around the desk and said: “Dear, why do you want to work? Can’t you find some rich man to take care of you?” I knew at that defining moment that I had no choice but to succeed as I vowed never to stand in front of anyone again to justify my dreams.

My second obstacle occurred when I began my own business in 1990. It had been so easy to sell concepts, clothing, store layouts, visual display, etc. but it became extremely challenging to sell myself to corporate America. When I began promoting my seminars, I would shake inside when I told the prospect how much I would charge. A defining moment happened when the VP of an investment company looked at me and said: “Roz, you are worth more than that!” I then realized that I first had to believe in my own value before I could comfortably discuss fees.

My third obstacle was in redefining my brand and expanding my services. I realized after a short period of time that I had pigeonholed myself as an image consultant, as I was now becoming heavily involved in executive coaching, leadership branding, and business protocol savvy.

How did you deal with doubt, fear, and self recrimination?

I remember reading how successful women often suffered from “the imposter trap”, doubting their capabilities and success, often feeling unworthy of the recognition they received. So I camouflage my fears by focusing on projecting confident body language and researching my topic extensively. In addition, I police my self-talk and make it non-negotiable to beat myself up. I will always worry about the business as that’s innate in me. I am very blessed to have champions who set me straight when I do feel vulnerable.

Did you feel that the traditional male dominated workplace affected you at all? If so, what did you do about it?

In 1988, I was offered the position as the only female manager in a men’s retail chain. On day one, I was responsible for delegating a huge shipment of 200 shirt boxes to be unpacked and shelved. Not one man listened to me. The next day, I resigned as manager and worked as a salesperson for the next ten months, surpassing every man in sales each week. To quote Kenny Rogers, “you have to know when to hold ‘em and when to fold ‘em”. As a result of other challenging gender incidents along my career path, I researched gender differences and began to understand how men processed information differently from women. Today, one of my most popular seminars is about bridging the gap between genders. I have the privilege of delivering these customized programs to both men and women in Fortune 500 companies, helping them to appreciate the inherent differences and how to be more effective as a coach based on my research and experience. I remember presenting to the six top Generals in the military and on the verge of intimidation until I realized that they were looking to me as the expert. As females, we have the choice to own our power or give it away.

Did you have mentors?

I have had many mentors, formal and informal, both female and male. When I began my own business, I met with a previous employer to ask how I could be successful as an entrepreneur. I had boasted that I had spent the last six months checking out my competition. His reply will never be forgotten. He explained that I had wasted the six months. To quote him, “Be so different, Roz, that you no longer have any competition. Do what no one else is doing in your industry and you will always stand out.” I will always be thankful to Sol Nayman for sharing his wisdom.

Do you feel you were traditional in terms of your steps to your Optimal Level? If yes, if no, please explain.

(feel my answer shows up in earlier questions)

As you look back, what is the one thing you wish you knew when you started?

It would be that anything is possible if you have the passion, commitment and a supportive network to champion you.

Any regrets?

Absolutely. I wish that I had the confidence when I was beginning my career to speak up for myself and for others.

Do you believe luck had something to do with your rise to where you are now? Do you feel you paid a price to be as successful as you are now?

Luck can be described as fortune or fate. I prefer to describe mine as a blessing for the privilege of being able to make a difference to others. It doesn’t get better than that!

There is a price for everything. For years I had always equated success with living a life of balance. I do not live a balanced existence as I travel continuously. One day I realized that it would be helpful to redefine success based on who I am. Once I replaced the word “balance” with “harmony”, the cost was diminished.

What is the best piece of advice you have for other women on their way to their Optimal Level?

Never let other people define you! Be your authentic self at all times.

Do you have any other tips for career or business women?

Dream the impossible and find mentors that have already succeeded to guide you the quickest way.

What do you think is the biggest mistake career/business women make?

Doubting their intuition. Being afraid to ask for help. Not understanding how to play it in a man’s world.

Do you have any other tips for career or business women?

• Create your own personal brand. Manage it in person as well as virtually.
• Become a master at networking. Your network is your net worth.
• Become comfortable tooting your own horn. People have to know what you have accomplished.
• Take risks. Never ask permission. You can always seek forgiveness.
• Invest in your development. Get a coach.
• Ask for more than you want. Don’t qualify why.
• Learn how to be politically savvy.
• Celebrate your successes as well as your challenges.
• Shower yourself with decadence