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WITI Museum | Women in Technology Month | 2001 | June 6

Sally CrawfordSally Crawford
President and CEO
Crawford & Associates International
Nominated by: Barb Ratkowski

Excerpt from nomination: "Before starting her own business, Sally was a trainer and systems analyst for Xerox Corporation; and before this, she was a special education teacher. Today, she is a recognized business leader, author and speaker on topics ranging from on-line learning to creative thinking.Sally has been more than a mentor for me and other employees - she's been a champion. In particular, she's helped women with administrative backgrounds move into professional roles. I started as Sally's administrative assistant 12 years ago, and am now a Vice President. Many other women who have worked as part of Sally's team are now Directors, Project Managers, and Instructional Designers - or have transitioned to other, highly successful careers. Sally demonstrates, better than anyone, the power of resilience and the pursuit of success. As a result, I find myself raising my own high bar ..."


What was your first job and what did you learn from it?
My first job was at 7 or 8 years old. My father paid my twin sister and me a nickel an hour to help him in the garden. On a good day, I could earn 20 cents. I'm so glad my parents taught me early on that nothing is free ­ if I wanted something, I could work for it.

Who is your hero, mentor or person you most admire? Why?
My dad ­ who just turned 88 years old and is still in love with life. My dad has the unerring ability to see the good in every circumstance. It's like he has an internal dip-switch that is set to "positive" and no matter what happens to him, or to those around him, he can find something to be thankful for. Always.

What is your favorite book?
I'd love to say something wonderful here but the truth is, my reading is limited to 40 minutes on the Stairmaster. I haven't been able to read Chekov on a moving object. Favorite authors include Amy Bloom, Louise Erdrich, Sue Miller, Anne Tyler, Barbara Kingsolver, and John Steinbeck.

What advances in your field do you envision over the next 10 years?
A lot of people predict that "technology will replace people" as the way people learn, but I disagree. I think technology will enhance people ­ it will help us make the most of our "live" learning experiences. I see a learner-centric model where formal training as we know it is replaced by continual learning, available in digestible, just-in-time pieces. I envision improved virtual collaboration and sharing. And, I'm intrigued by hologram wizards ­ virtual training experiences that can add the dimension of experiential learning.

What do you see as the single most interesting element of your work?
Leading a group of people and helping them achieve what they might not have on their own. On a daily basis, I raise the high bar for people ­ and sometimes that's difficult. However, the end result is people who realize much more of their potential and are thrilled with the outcome.

What do you consider to be your greatest accomplishment?
A year ago I might have said: I've run a highly respected and profitable business since 1982.

Now I'd say: I have highly successful relationships and I run a business. When you net it out, the people are the most important.

What was your greatest challenge and what did you learn from it?
The recession of 1991. Due to major and sudden cutbacks on the part of our largest clients, we weren't able to pay our rent; we struggled with debt, the bank pulled our line of credit, and our payroll checks bounced. I literally waited by the mailbox hoping money would come in so I could pay creditors. But, we survived, by making some tough decisions and never giving up.

I learned a lot that is helping during this current economic crunch ­ better financial planning and the value of tenacity.

What strategies do you use to maintain balance in your life?
I still struggle with this one, but what helps me is to start my day very early, around 5:30 a.m., hike around 8 a.m., and end my day late with yoga. Three times a week I meet with other Crawford leaders or my board members for "working hikes." Physical activity s very important for thinking and stress relief.

What advice would you give to young women who want to enter your field?
To me, the two key ingredients for success are intelligence and hard work ­ and this applies to any job in any field. People are so focused on the results (what is my career path, when will I get promoted, when do I get to do the cool stuff?) that they don't see the need to prove themselves in their current role first.


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