2024

Beth Potter

President and CEO, Tourism Industry Association of Canada

“We must implement policies that support women in the workplace and create environments where their contributions are recognized and rewarded fairly.”

In your opinion, what qualities make a “Power Woman”?

A “Power Woman” is someone who has a deep understanding of her identity and values. She faces challenges head-on, not only advocating for herself but also championing others. She understands the importance of community and isn’t afraid to leverage her network, recognizing that success is not a solo journey. A Power Woman mentors the next generation, ensuring that her knowledge and experience pave the way for future leaders. Crucially, she achieves a balance in life, managing family, work, self-care, friendships, and community involvement in a way that aligns with her priorities. However, it’s important to acknowledge that these qualities don’t develop overnight. Becoming a Power Woman is a journey that requires time, self-reflection, and growth.

The polarized society in the US today seems to threaten our democratic values, if not democracy itself. What actions can we take to bring the various factions together?

To bridge the divides in our society, we must cultivate the art of listening—truly listening. Too often, people listen with the intent to respond, rather than to understand. We need to take the time to absorb and process what others are saying before formulating our own responses. Empathy and open dialogue are essential if we are to heal and unite as a society.

With all the different issues one could focus on (e.g., gun violence, child poverty, etc.), is the pursuit of gender equality the most pressing in today’s world?

Absolutely. Gender equality is not just a singular issue; it is the foundation upon which solutions to many of the world’s most pressing challenges can be built. When women are granted equal opportunities and rights, it creates a ripple effect that touches every aspect of society. From economic growth to social stability, the empowerment of women drives progress that benefits everyone.

Gender equality is not just about fairness; it’s about harnessing the full potential of half the world’s population to address the complex and interconnected issues we face today. By ensuring that women have the same rights, opportunities, and support as men, we pave the way for a more just, prosperous, and sustainable future for everyone.

What do you think is the number one action we as a society can take toward empowering women and achieving gender equality (e.g., affirmative action)?

We need to move away from sensationalism and focus on reporting facts without the added dramatics. Clear, factual communication is vital in advancing gender equality. Additionally, we must implement policies that support women in the workplace and create environments where their contributions are recognized and rewarded fairly.

Can you share a short story where you encountered a challenge due to your gender?

Early in my career in advocacy, I frequently found myself as the only woman at the table—whether at meetings or events. It was a struggle to ensure that my voice was heard amidst the male-dominated environment. I quickly learned the power of listening attentively and speaking only when I had something meaningful to contribute. This approach helped me command respect and make a significant impact.

Do you think that asking previous salary requirements in job interviews contributes to the pay gap between women and men? Should we push for a nationwide ban?

Previous salary should be irrelevant in job interviews. Compensation should be based on the value of the role and the qualifications of the individual, not their past earnings. Basing salaries on previous income perpetuates existing pay gaps and should be reconsidered or even banned to ensure fairness.

There are many studies that support the assertion that a female presence in the boardroom increases the bottom line and leads to healthier work environments. What can we do to continue to support and enhance the growth to and presence of women in high-profile positions?

I firmly believe in the positive impact of women in leadership roles. To enhance the presence of women in high-profile positions, we need to promote diversity of thought by including individuals from varied backgrounds—ethnic, social, financial, and educational. This diversity fosters innovation. Additionally, sharing success stories of women in leadership can inspire and encourage others to pursue similar paths. In the nonprofit sector, where volunteerism is key, personal connections often lead to board involvement, underscoring the importance of networking and mentorship.

Was there a defining moment or experience in your life that led you to where you are today? What was it?

I believe that every experience, whether by choice or circumstance, has played a significant role in shaping who I am today. A particularly pivotal moment for me was when my father told me that I would make a good manager. It took me years to really understand what being a “good manager” really meant. But it gave me focus, and the confidence to pursue leadership roles and helped shape my approach to work and decision-making.

This belief has been a key factor in my journey to holding CEO positions over the past 20 years. It reminded me to trust in my abilities, to lead with purpose, and to stay focused on my goals.

Have you seen changes in the political landscape for women over the past few years? If so, what are they?

Yes, there have been significant changes, particularly in Canada. Over the past two decades, we’ve seen more women in leadership positions within the political landscape. For instance, the Canadian cabinet includes numerous female leaders, some in senior roles like Deputy Prime Minister and Minister of Foreign Affairs. Additionally, several provinces have been led by female Premiers. However, women in politics still face challenges such as intense public and media scrutiny and the struggle to balance family life with their political careers.

Is “Education, education, and education” one of the top three responsibilities of a civilized society? If so, why is it prohibitively expensive?

Education is undoubtedly a cornerstone of a civilized society, and in Canada, it is not only accessible but also recognized as a vital pathway to personal and professional growth. While there are costs associated with education, the system offers various opportunities and support to help students succeed. One of our key opportunities is to ensure that young people are well-informed about the diverse career paths available to them. By expanding career guidance and incorporating insights from professionals across various industries, we can help students explore a broader range of possibilities and better prepare them for the future. This approach empowers students to make informed choices that align with their interests and strengths, setting them on a path to success.

If you could have someone else’s job for a day, who and what would it be? Why?

I would love to step into the shoes of Roberta Bondar, the first Canadian woman in space, who served as a Payload Specialist on NASA’s Space Shuttle Discovery in 1992. Her achievement in breaking the ultimate glass ceiling is incredibly inspiring and represents the heights of what women can achieve in traditionally male-dominated fields.

What is the best piece of advice you’ve ever been given?

The most powerful advice I’ve ever received is this: know your stuff. Knowledge is power, and it’s the great equalizer. The more you immerse yourself in your field and commit to mastering the subject matter, the more your expertise will command respect. It transcends any biases about gender, age, or any other superficial judgments. What truly matters is your relentless pursuit of understanding, your unwavering determination to grasp the complexities, and the wisdom to share what you’ve learned. These are the qualities that will not only set you apart but will also pave the way for success, regardless of the challenges you face.

What is your favorite book (fiction or non-fiction)?

I’m a fan of historical fiction, with Pride and Prejudice being a perennial favorite due to its exploration of overcoming societal barriers. I also enjoy the Outlander series, which I’ve been reading long before the TV adaptation brought the story—and Jamie—to life.

What do you most value in your friends?

I deeply value the time and honesty that my friends offer. Their ability to be genuine and straightforward is something I cherish.

Which trait makes you most uncomfortable in yourself? In others?

Imposter syndrome is something I occasionally contend with. This feeling can create a sense of vulnerability, which, if left unchecked, might affect my confidence and decision-making. However, I’ve learned that addressing imposter syndrome is crucial for growth. By acknowledging these feelings and focusing on my track record and skills, I can continue to lead effectively.

In others, self-righteousness is a trait I find particularly uncomfortable. It often stifles productive dialogue and hampers learning. I value humility and openness in professional settings, where the ability to say “I don’t know” and the eagerness to seek out new knowledge are key to fostering collaboration and achieving shared goals.

What do you consider the most overrated virtue?

Perfectionism is, in my view, one of the most overrated virtues. While striving for excellence is important, an excessive focus on perfection can be exhausting and counterproductive. It often leads to unnecessary stress, fear of failure, and a reluctance to take risks. Perfectionism can also stifle creativity and innovation, as it discourages experimentation and learning from mistakes. By valuing progress over perfection, we create an environment where people feel free to contribute ideas, take risks, and continuously improve.