Amy Sondrup, Access TCA
WHAT’S THE CLIFF’S NOTES ANSWER YOU GIVE YOUNG WOMEN WHO WANT ADVICE ON GETTING AHEAD IN THE INDUSTRY?
Be prepared! It’s hard work! Long hours, lack of sleep, not much ‘me time’ built-in (you have to take it), and travel is glamorous until it isn’t. You can’t skip the fundamentals. There are a lot of working parts in this industry. If you want to get ahead, you must understand the product you sell. If you do the work upfront, you can focus on steering your company’s or your team’s vision with a real working knowledge of your challenges.
HOW DID YOU START ON YOUR PATH TO LEADERSHIP?
I attended grad school, got an MA in history, and taught for a short year. But I literally grew up in this industry—my father launched Access TCA in 1985—and there is something totally addictive about it. Honestly, I’m never bored—exhausted, yes, but bored, no. No day is like any other; if you’re doing it right, the work keeps coming.
ANY NETWORKING TIPS?
Networking can become a second job. Identify important industry groups and join them. Raise your hand. Volunteer. Speak up. For me, EDPA was the group where I felt I could get the visibility and the credibility I needed to be a leader. I didn’t want to be simply a ‘joiner’—I wanted to effect change. That meant additional hours of collaborating with my peers, who are also my competitors, working together to create an experience for the industry that would generate new levels of professionalism and awareness.
WHAT SPECIFIC PIECES OF ADVICE WOULD YOU GIVE THESE YOUNG WOMEN?
• Find your clan. If it doesn’t exist, start it. Who are the people who think like you do, who see things from the same perspective as you, who share a similar work ethic or sense of humor? The great thing about our industry is that it attracts all kinds of people, so your chances of making a connection are good. That means you must step out of your comfort zone.
• Realize that first impressions are critical. The industry is very time-sensitive, which means many snap decisions about…everything! Women now have a seat at the table, and it’s important to fight the legacy notions that question our place in the industry. Don’t let anything deter you—keep marching forward.
• Take care of yourself. The nonstop intensity of the work can make you forget to eat well, get enough sleep, and exercise. Build in time to recharge. You need to be focused and alert to nuance—and you can’t skimp on self-care if you are going to be at the top of your game. Oh—and take vacations. Not just an added day at the end of an event. A real vacation!
