Sandy Roos is the owner of Shadow Executive Services, an association management company that provides administrative support to small associations. Working with various Boards of Directors, she manages the day to day details they need to operate their group efficiently and effectively. Whether it’s handling membership issues, putting together the monthly newsletter or handling events, her services provide the solid foundation that relieves the Board and other volunteers from performing these tasks so they can focus on doing the work they want to do.
What is your background and how did get into your business/career?
In my early years, it was my intent to rid the world of crime, so I studied to be a probation officer. Fortunately, I didn’t have the political connections I needed to break into the field way back when. So I was a paralegal for a while and when an opportunity to work with appellate judges at the American Bar Association came along, I jumped at it. In the blink of an eye, I spent almost 24 years providing administrative support to our nation’s state and federal appellate judges. It was a dream job! They would gather as a group to improve themselves and their profession and I provided the support they needed to accomplish that mission. I met fantastic people, travelled throughout the US and Canada to conduct programs and felt like I was making a difference in the professional lives of influential people. But, alas, funding sources dried up after September 11 and the only way the program could survive was to move to a law school far, far away. While I was thinking about how to turn lemons into lemonade, I figured out that the best part of that experience was helping groups accomplish goals. Something magical happens when people come together to focus on their common interests and I wanted to be a part of that. In 2005, I opened the door of Shadow Executive Services.
What is your business and how is it unique?
As an association management company, I provide the grease that keeps things moving along smoothly in a group’s day to day operations. Whether it’s processing a new member, making plans for an event, or just paying the bills, stuff needs to get done. Board of Director members bring strength and passion to an organization and my support allows them to focus that strength and passion on the reasons they joined the organization. The years of juggling many projects in different phases of development gave me the ability, confidence and skill level to provide these services calmly and efficiently.
Who are some of your clients; what do you especially appreciate about them and how have they reacted to your service or product?
My clients come from all walks of life and that provides the variety that fuels me. I provide services to professional women’s groups, professional ice skaters, genetic counselors and continuity of care professionals.
What do you like best about what you do?
Definitely, it’s the variety in what I do. If I had to do the same thing over and over, I would just shoot myself. But each day is different; each day has new promise. I am never bored.
What role does passion have in your work?
Passion serves me best when stress levels rise. As the event we’ve been planning for a year gets closer to show time or the project is about to show the results you want, the work mounts and the pressure to succeed can drive one crazy! Then my passion rises to the surface to remind me why it’s all worth it. It gives me the energy I need when I need it.
When you first started were you able to visualize your expected final outcome?
In the beginning of this phase of my life, it was easier to visualize what I didn’t want. When I was at the crossroads, I knew one path would be easy, i.e. get another job and coast to retirement. Yuck! The other path was mysterious, unknown and beckoning. I didn’t know what was down that road, but I knew it would be interesting and exciting. So I chose the road less travelled. Now that I’m on this road, my vision is materializing and I can see where I want to go.
Can you tell us about that final outcome – what will your business look like then?
I will be working on my business, not in it. I will manage a stable of virtual professionals who provide the necessary skills to my clients when they need it. It’s an economical, efficient model that will help groups reach their goals. And I have an opportunity to be an influential part of doing something important.
What were you top three obstacles/challenges?
The obstacles are within me so I’ve had to learn new skills to overcome them. My first, and hardest, obstacle was developing a “for profit” mindset. When you work in a not-for-profit setting for most of your life, it’s easy to fall into providing services without thinking about profitability. I’ve had to learn to embrace profit as a good thing (a very good thing!). Sales is another skill I’ve had to develop. In my past life, I never had to go out and secure new clients. That will always be a challenge. And as I continue to evolve and work through these obstacles, new ones surface. My biggest obstacle now is accommodating growth.
How do you deal with doubt, fear and self recrimination?
Actually, doubt and fear are great motivators. They are merely signals that you need more information. So I deal with them by appreciating that they are instinctive feelings that will prompt me to go out and find what I need.
If you had the opportunity to get the best advice from a business guru, and could ask only one question, what would your question be?
Can you tell me how you learned to decide which things to delegate and which things to do yourself?
As you look back, what is the one thing you wish you knew when you started?
If I had known how much fun this would be, I would have started on this path twenty years ago.
Any regrets?
What’s the point of regrets? Regrets waste time and prevent me from progressing forward so why focus on them.
Do you believe luck has something to do with you getting to where you are now?
Luck and skill work hand in hand. When opportunities come along, I’m ready with the skills I have.
What is the best piece of advice you have for other women on their way to their Optimal Level?
When you have to make decisions about your life or work, it feels like you’re about to step into abyss. That’s just an illusion. You will always have the opportunity to make another decision so go for it!
Any additional comment you would like to make?
I think it is very important to reach out to professional peers. Sometimes you feel very isolated and talking things with those who understand will bring clarity of mind. They’ll let you get things off your chest and out into the open so you can deal with whatever challenge you face.
