Company: Southtown Audio Video 

LAVNCH [CODE]: What have been some of the biggest challenges you’ve faced as a woman in business, and how have you overcome them?

HEATHER SIDOROWICZ: The biggest challenge I’ve faced as a lady in tech is imposter syndrome; in my earlier years, I always felt I needed to prove to others that I knew what I was doing; in my more mature years, I’ve gotten over it a bit. Are there still some out there that would rather talk to a guy? Sure, but that is fine. I’m still getting the business as the owner. That’s on them. I’ve always considered being female in this male-driven business as an advantage, not a disadvantage.

LAVNCH [CODE]: How do you stay motivated and focused when faced with setbacks or obstacles?

Heather Sidorowicz speaking on the Smart Stage at CEDIA Expo 2022.

HS: Honestly, I’m wiped out after the last few years! While many stayed home in PJs, we grew 80%! I try to stay motivated and focused by taking some time for myself. That may be AV Yoga (you should join) to finding joy in between the crazy moments. I also mentor locally to help others stand in their light.

LAVNCH [CODE]: How do you approach risk-taking in business?

Heather Sidorowicz (center) and her Southtown AV team at their Holiday Party.

HS: I approach risks by trying to make informed decisions! Gut instinct is usually an educated decision you can’t put into words. I don’t like to gamble, but isn’t that what owning a business is? While I feel fear or apprehension, I do it anyway. We only get one shot at this thing called life, so risk big to win big.

LAVNCH [CODE]: Who is a woman you admire in the tech industry and why?

HS: Marla Suttenberg is one of my favorite women in tech! Back in the day when we had just started selling Crestron, Marla reached out and wanted to meet me for coffee during InfoComm. I was awe-stuck that this powerhouse had any idea who I was and wanted to hear my story. She’s been an advocate and cheerleader ever since. There are many more, Jamie Briesemeister, Katye Bennett, Carol Campbell to just name a few. We are stronger together and should never forget that!

LAVNCH [CODE]: What’s your favorite book, movie, or song about female empowerment?

HS: For books and movies, I love The Help and Hidden Figures.

Listen to one of Heather’s favorite songs about female empowerment.

Click here to read more stories about women in tech.