Reimagine the Possibilities
In many respects, the Bay Path University Women’s Leadership Conference that will unfold on April 1 at the MassMutual Center is the same one that was put together for early spring 2020 and then canceled by COVID-19 — and then canceled again amid a surge in early 2021.
Indeed, most all the speakers, including keynoter Tyra Banks, the model and media maven, are the same as those originally scheduled probably 30 months ago.
But the day-long event, expected to bring more than 1,300 people to downtown Springfield, simply can’t be the same as the one blueprinted back in 2019, said Sandra Doran, the school’s sixth president, who took the helm just a few months after the 2020 event was canceled.
And that’s because the world has changed so much in the interim, she told BusinessWest, and the conference needs to reflect that.
“Before the pandemic, people talked about being adaptive, they talked about thinking outside the box; the pandemic has changed the way people think about all those things,” said Doran, adding that the changed landscape, and the response to it, is reflected in the new theme for the conference: Reimagine. “What was considered adaptive two years ago is now considered routine today. This concept of really being prepared, with a plan A and a plan B … in the past, we might have had a couple of different strategies; now we have 10 different strategies because we know people’s needs are changing, the needs of employers are changing.”
“Before the pandemic, people talked about being adaptive, they talked about thinking outside the box; the pandemic has changed the way people think about all those things.”
Karen Woods, assistant vice president of Brand Strategy, Marketing, and Integrated Communications at Bay Path, agreed.
The original theme was ‘Own Your Now,’ she explained. “The idea was, ‘wherever you are in your life … own it, move forward, make decisions, and decide what’s next.’ But the pandemic changed a lot for people, so to ask people to ‘own their now’ seemed trite; the past two years not only affected the Women’s Leadership Conference, they affected women.
“And so this year, we have the theme of ‘Reimagine,’ and reimagine is really a gift,” she went on. “Because no matter where you are and what you’ve been through, you have this opportunity to come together, to network, to connect, to be with other women, and really start to think about what is the future, not just for you as an individual, but for our community.”
Sandra Doran, president of Bay Path University
That theme, ‘Reimagine,’ will be threaded through a full day of programming that will include Banks’s keynote address at 3:15 p.m.; a luncheon talk featuring Patrice Banks, founder of Girls Auto Clinic; and the morning keynote, featuring Suzy Batiz, founder of Poo~Pourri and supernatural (more on them later). And it will also be incorporated into a series of break-in sessions, with titles ranging from “The Misfit’s Guide to Managing, Surviving, and Thriving at Work” to “Staying Sane with Disruptive Personalities in the Workplace.”
Face to Face
The return of the Women’s Leadership Conference (WLC), especially in its in-person format, is an important development for the region, said Doran, noting that, during its 25-year history, it has not only brought provocative speakers and historic figures to Springfield — a list that includes Margaret Thatcher, Madeline Albright, Rita Moreno, and many others — it has given attendees invaluable insight to bring back to their homes and offices.
Doran told BusinessWest that, while some thought had been given over the past two years to staging a WLC remotely, it was quickly determined that such a presentation would simply not be in keeping with the many goals — and expectations — for this conference, which has become a tradition in Western Mass.
“We made the decision that this was an event that was really focused on professional development, networking, and helping senior leaders in the grow,” she explained. “And the real power of this particular conference is in the face-to-face component of it.”
As organizers of the event saw COVID easing, with cases declining across the country, the decision was made to move forward with a live event, one that will have some restrictions, including proof of vaccine or a negative test to enter the MassMutual Center, as well as masking up when not eating or drinking.
Woods said ticket sales have been brisk, and a turnout similar to what has been the norm over the past several years is expected.
“We’ve been following the trends and the local, state, and federal guidelines,” she said. “Normally, we would start our advertising in the fall, and we were really looking at this spring. In speaking with our sponsors, exhibitors, and those buying tickets, we sense that people are feeling comfortable and ready to come back out for a gathering like this.”
As noted earlier, the overall lineup of speakers for the 25th WLC hasn’t changed since that event was originally blueprinted in 2019. But what has changed are the times, and some of the challenges being faced by women — and all those in the workforce.
And the speakers have been asked to reflect on what has transpired and incorporate these changes and mounting challenges into their presentations, said Doran, noting that the 25th WLC, like those before it, will leave attendees with plenty to think about as they consider how to reimagine their own lives and careers.
Indeed, the three keynoters are all successful entrepreneurs and innovators, who took decidedly different paths to success.
“Before the pandemic, people talked about being adaptive, they talked about thinking outside the box; the pandemic has changed the way people think about all those things.”
The day will start with what promises to be an inspirational, and entertaining talk by Batiz, founder of Poo~Pourri and supernatural, brands she has transformed into a more than $500 million business empire.
Featured in Forbes, Fast Company, and Entrepreneur, Batiz has been named one of Forbes’s “Richest Self Made Women in America” (2019) and EY’s Entrepreneur of the Year (2017). But to get there, she had to overcome some of life’s lowest lows — poverty, sexual abuse, depression, two bankruptcies, and a suicide attempt — which led to what she calls “the luxury of losing everything.”
The luncheon keynote speaker, Patrice Banks, is credited with opening up the male-dominated automotive industry and bringing a fresh perspective to that business. Girls Auto Clinic offers automotive buying and repair resources, services, and products by women to women. Prior to establishing GAC, she worked for more than 12 years as an engineer, manager, and leader at DuPont, a science and technology company.
Karen Woods says the conference was rethemed from the one canceled two years ago to better reflect pandemic realities.
Frustrated with the lack of resources educating women on car care and her inability to find a female mechanic in the Philadelphia area, Banks enrolled in automotive- technology school to learn how to work on cars. Her mission with Girls Auto Clinic was to create a place she wanted to bring her car for repair and maintenance. She has since made it her mission to educate and empower women through their cars.
By telling her story, she continues to make history, through engaging talks, interactive workshops, authoring an informative car-care guide, and the successful running of a repair garage with female mechanics and a nail salon.
The day’s programing will conclude with a keynote talk by Tyra Banks, the supermodel who has become a serial entrepreneur as well. She created and executive produces America’s Next Top Model, has an Emmy Award-winning talk show (The Tyra Banks Show), hosted America’s Got Talent, and is consistently ranked by Time magazine as one of the world’s most influential people.
Banks is CEO of the Tyra Banks Company, a multi-faceted corporation focused on beauty and entertainment. In 2012, she graduated from the Owner/President Management program at Harvard Business School, from which she created her one-of-a-kind cosmetics experience, TYRA Beauty. She recently developed Fierce Capital, the investment arm of the Tyra Banks Company, which invests in early-stage companies, including firms that are female-led or female-focused.
Her passion is the TZONE Foundation, a nonprofit organization that invests in young women to help them realize their ambitions and approach life’s challenges with fierce determination. The TZONE now takes residence at the Lower Eastside Girls Club Center for Community in New York City and focuses on five core pillars: entrepreneurship; financial literacy; elocution and self-presentation; health and wellness; and self-esteem, beauty, and body image.
Breaking Out
As noted earlier, the conference will also feature a number of breakout sessions designed to both inform and inspire.
Session 1 takes the title “The Misfit’s Guide to Managing, Surviving, and Thriving at Work,” and will be led by Jennifer Romolini, a writer, speaker, senior digital-media strategist, and author of the book Weird in a World That’s Not: A Career Guide for Misfits.”
She will essentially debunk the theory that office-politicking extroverts are best set up for success. The session will help attendees understand, among other things, how to stop feeling like a freak at work, how to start using one’s misfit nature as a strength in the workplace, and how one’s sensitivity and empathy can make her a boss who not only succeeds, but effects real change.
Session 2 is called “The Power of Meaning: Making Your Life, Work, and Relationships Matter,” and will be led by Emily Esfahani-Smith, author of the book The Power of Meaning, which outlines four pillars essential to living a life that matters: belonging, purpose, transcendence, and storytelling.
In this breakout session, Smith will present the latest in psychology and neuroscience (as well as the wisdom of great philosophers) to help attendees live more satisfying lives, and focus in on those four pillars.
“We made the decision that this was an event that was really focused on professional development, networking, and helping senior leaders in the grow. And the real power of this particular conference is in the face-to-face component of it.”
Session 3, titled “The Real Role of Gut Instinct in Managing Complexity and Extreme Risk,” will be led by Laura Huang, a professor at the Harvard Business School and author of the book EDGE.
In her talk, Huang will discuss her research on decision-making in organizations and why the question shouldn’t be about data-driven decisions versus gut-feel-based decisions. Instead, effective organizational outcomes are the result of understanding the set of rules that are inherent in any complex decision, which dictates whether more data actually helps us make better decisions. Bringing her diverse work and research background (having conducted dozens of interviews with investors and observing pitch meetings with entrepreneurs) to analyzing the role of gut instinct in making choices, Huang developed an in-depth understanding vital role that gut feel plays in managing complexity and risk — and the difference between big wins and playing it safe.
Session 4 is titled “Staying Sane with Disruptive Personalities in the Workplace,” and will be presented by Dr. Ramani Durvasula, a licensed clinical psychologist in Los Angeles and professor of Psychology at California State University, Los Angeles. In 2019, her book, titled Don’t You Know Who I Am: How to Stay Sane in the Era of Narcissism, Entitlement, and Incivility, was released. She is also the author of the modern relationship survival manual Should I Stay or Should I Go: Surviving a Relationship With a Narcissist, and You Are WHY You Eat: Change Your Food Attitude, Change Your Life.
Session objectives include understanding what a disruptive personality style looks like and how it may affect oneself; learning how to manage disruptive personalities in the workplace, and what works (and doesn’t work); understanding how systems and people enable disruptive personalities in the workplace, and becoming familiar with a 10-step plan designed to provide the tools to manage disruptive personalities.
For more information on the conference, visit www.baypath.edu/events-calendar/womens-leadership-conference.
George O’Brien can be reached at [email protected]
