A strategic branding expert
Rikia Saddy, 41
Strategic branding expert, Vancouver
How would you describe your job?
I help companies position themselves in international markets. They often grow to a point where they're made up of a whole bunch of pieces and they don't know what they've become. I tell them.
What is it like to work in a field that is still dominated by men?
It isn't Mad Men, not anymore. I think men and women do approach things differently. If you've ever taken a road trip with a guy, you know what I'm talking about. Like the refusal to ask for directions, to insist that he knows best. For me, it's about finding the best way to get to a destination.
What kind of roadblocks have you faced?
I'm not sure I'd call them roadblocks but some companies still have a male-dominated culture, where the assumption is that men are calmer, cooler and, therefore, more competent. A lot of women I know, and, okay, me, tend to get a lot more passionate about what we do. Some people don't like passion. They're scared of it or think it's a girl thing.
How do you deal with that?
I've learned to put myself in situations where my strengths can be strengths. It's not for me — a corporate environment where you sit back, pay your dues and quietly climb up the ladder. One of the most important things I've done is to leave the formal corporate culture and go out on my own. I have two kids, and my work gives me the flexibility and freedom to be there for them when they need me. And a lot of great, smart women have done the same thing.
It sounds like you're helping to change the culture.
The culture is changing with or without me. In these economic times, it can't be women versus men anymore. I think I'm lucky that in my generation, the tables are being turned bit by bit. Besides, I've never been in that mindset where I think of anything being dominated by men. One thing about my business, everybody is so hungry for the big idea, they'll take it from wherever it comes.
What are you most proud of?
The beauty of consulting is that people hire me for my expertise — and that's an example I'm proud to show my children. That their mom is tough, unconventional, passionate...and successful.
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This article originally appeared in the Summer 2009 issue of More
