Susan Rocco is the inspirational Founder, Producer and Host of Women to Watch™ Media, LLC. Learn more about her in our DirectHERy Dozen

1. Give us a little background about yourself and your business.

In 2012 I was searching….what am I here to do? What is my talent? How can I work at something that has meaning? After an “aha moment” that you’ll read about below, I walked into a radio station with an idea for a show. I had always dreamed of being a journalist or in media, but had not yet found the confidence to pursue it. So at the age of 48, I decided it was time! I now have a successful radio show and the privilege of interviewing women leaders from all around the world. My goal is always to tell the truth of their story, behind their professional title, and hope to encourage more women to lead across all industries.

2. Is this your first business venture?

First successful one!

3. Did you always know you wanted to be an entrepreneur? If not, what was the event that changed your mind about becoming an entrepreneur?

What I always knew was that I needed work that had meaning for me. I did not always know that being an entrepreneur was the way to do it until one Tuesday morning, at 9am in August of 2012. That is the day that the word original came to me in a very powerful way. If we are all indeed original…one-of-a-kind, than we each must be here to do something that no one else can do. That realization helped me to stop looking around at what others were doing, and to stop comparing myself to others. I decided that day to go out into the world as Sue Rocco, and see what would happen☺

4. What has been your biggest challenge?

Securing advertisers and sponsors in the beginning before I had an audience, recognizable brand or analytics for the show.

5. What has been a success?

Having my show picked up last Spring by CBS/Entercom’s WPHT!

6. Did you have a business mentor or was there a woman/women in your life that you could rely on for guidance while navigating entrepreneurship?

I have had numerous people who have believed in me since I launched my business in 2012….so many women who said “Sue, just keep doing what you’re doing, and one day, it will be fruitful." Men who told me that they believed in my mission to encourage women to lead. Journalists I’ve admired from afar who I always felt were in search of truth. People who believe in you will do much more for your business than those who give advice.

7. Who has been your biggest inspiration?

My husband and children have always been my greatest inspiration. Outside of family, I can not think of a braver person than Malala.

8. How do you stay focused and motivated during those times when being a business owner can feel overwhelming.

The greatest lesson I’ve learned in life is to not be attached to outcomes or the behavior of others. I also have a deep understanding of the big picture, and in the big picture, nothing truly matters.

9. How do you choose the people you surround yourself with, within your business?

I’m only interested in working with optimists, curious folks and people who say “let’s do it!” I also admire greatly people who are not afraid to say “I don’t know.”

10. What is your biggest piece of advice for women starting a business?

Understand that mistakes are simply an elimination of what is not working. If you stay true to your intuition, you will not need advice or “how to’s” from others. Always be connected to your originality which is your greatest power.

11. As women business owners, we are often tasked with “doing it all” in regards to work life and our personal lives; do you think this is a realistic expectation?

There is no work-life balance. It’s just life. Sometimes we are working; sometimes we are playing; sometimes we are resting. The key is to be guided only by what we are compelled to do.

12. Favorite quote, song or poem.

Quote - “In the end, only kindness matters."

Song – “Unwritten” by Natasha Bedingfield