Valerie Foster
Val Foster loves a challenge, and when the chance to work with JSF Technologies came along in 2012, she jumped in with both feet and has been steering the company toward solar traffic safety market domination ever since...
RECIPIENT for: Leader of the Year
What brought you to Victoria?
I originally came to Victoria from California with my kids and a sailboat, planning to be a seasonal resident, but soon realized that I never wanted to leave. After experiencing the magic of sailing through the gulf islands, walking to nearby beaches, and travelling on a highway with comparatively zero traffic at any day or time, I was hooked. When I first came here from California, I felt that I’d never been to such a tranquil, beautiful and unspoiled city before, and every day I am still so appreciative of this gorgeous environment that we all enjoy.
Where did you go to school and what did you study?
I went to school at the University of California, Santa Cruz, where I earned a BA in Comparative Literature, to ensure my future unemployability…
How did you get to your current role?
When I began working at JSF it was supposed to be temporary, until my husband could fill a vacant sales position. Once I started, I could see that this was an exciting industry, so I stayed on, worked hard, and learned everything I could about it. Seeing that there was a need for overall management to gain the structure needed for growth, I eventually took on the role of GM. As time went on, I adopted the CEO role, in addition to managing sales, so that I could help steer the development of the business and the team.
What are some of your accomplishments?
I know it’s cliché, but raising my kids is the accomplishment I am most proud of. It’s been the most terrorizing and rewarding experience of my life, and is the reason that I have the strength and stamina for business. I am also grateful for all that I have accomplished in terms of success at JSF Technologies, and for the fantastic team that we’ve assembled. Working with family is never easy, so staying happily married to my partner while also employing three of our collective children is a major accomplishment. Even though my area of study is not something that I specifically use in my work, I am distinguished as being the first in my family to go to university and earn a degree. Most of all, I consider being a finalist for the Viatec awards to be a crowning achievement, and am proud beyond words for this honour.
What’s a major lesson you’ve learned in your career?
I have learned to never stop asking questions, and to always keep looking for ways to improve. If you stand still in this industry, you become a dinosaur, and the rate of technological evolution is so swift it is nearly impossible to keep up; let alone, stay ahead. I have also found that the disruptions to our business that I have least expected are the ones that have shaped the course of our path, and being receptive and responsive to change is essential.
Recently there was a major change to the regulatory use of one of the most popular products we make, and we were suddenly unable to supply it to our customers. Our competitors were in the same position, and there was an overall sense of chaos in the marketplace. We immediately approached our customers with alternative solutions so that their projects wouldn’t be at a standstill, and were able to mitigate disaster until the regulatory matter was resolved. Rather than seeing this event as an impediment to our business, we chose to seize the opportunity to market our other products in a different way to solve a problem. A roadblock is just a detour, sometimes for the better.
What skills would you like to learn in the future
There is no end to the number of skills I would like to acquire, but one thing that has been a priority for me to work on is becoming a better leader for my team, and I joined a CEO Forum group a few months ago to help me along this path. I would also like to become a better negotiator, and also learn more about corporate taxation. Time management is another skill I need some help with, since there never seem to be enough days in the week to get everything done. Fantasy skills I’d like to learn include ballroom dance, paint (art not houses), speaking fluent French, and revisiting how to play saxophone. To make those happen, see “time management”, above…
What makes the finalist so successful?
– Raman Kapil, CFO, South Island Prosperity Project, Victoria
“Val Foster is the successful leader of JSFT, which is recognized worldwide for its innovative solar-powered safety solutions. Val has effectively focused her business strategy on two factors: Pecuniary Impact and Adaptive Logistics; both of which have made JSFT an internationally sought-after entity for solutions. Distinctively, her leadership has created an environment where clients and investors pursue JSFT instead of the other way around. Val consistently strives for excellence and creates a climate of innovation. She exemplifies positive leadership as evidenced not only by the success of her company but also by the culture she has fostered through encouraging work-life balance for herself and every staff member of JSFT. This includes a pet-friendly workplace and climate of lifelong learning. Val is well-deserving of this prestigious award. She is a woman of high moral value who influences those around her with intelligence and compassion.”