It was more than a decade ago when Kerstin Woods, then a manager for a large Fortune 500 company, waited in the wings to make a presentation during the company’s Asia Pacific Sales Kickoff. Woods was waiting for the CEO to finish opening remarks and was (understandably) extremely nervous. But at that point, Woods noticed the group of translators who were conveying the CEO’s remarks into multiple languages for the global audience. It occurred to her that these people had the toughest job in the building.
Translation takes on many forms. Beyond expressing thoughts in multiple languages, it entails simplifying ideas and conveying them in a way that is easily understood. This is easier said than done…many of us can recall with frustration an extremely intelligent teacher/professor from our school days who simply was not adept at presenting information in an easily digestible manner.
While the translation moment truly resonated with Woods, she had gained an earlier appreciation for the skills required in disseminating information, particularly that of a technical nature. She earned a degree in mechanical engineering from Stanford University and later helped design rockets for the aerospace industry. But Woods saw a need for people who could translate technical details into a commonly understandable business language, an area in which she excelled.
When the opportunity to join Toshiba America Business Solutions—where she currently serves as vice president, solutions and outbound marketing—Woods was keen to learn a new industry while using her outside perspective to explore new ways of doing things.
“Finding ways to make complex things simple is a cornerstone of what drives me,” said Woods, a 2020 ENX Magazine Difference Maker. “I love taking complex technologies and making them relevant to users and decision-makers. You can have the most amazing technology in the world, but if no one understands what it means or how it works, then they are not going to recognize its value. Similarly, you can develop all the processes or content in the world, but if your sales team doesn’t know how, when, or with whom to use it, you diminish your impact. It’s surprisingly easy to make things complex, but much more difficult and rewarding to make them simple.”
Possibilities
Woods firmly believes that leaders who see challenges as opportunities can make a positive impact and cultivate organizations that are open to improvement. “I’m a curious problem-solver by nature and this is my approach,” she remarked. “Whether it’s helping a customer or dealer find new ways to achieve their business goals, or helping someone on my team achieve a personal goal, I enjoy reframing problems into possibilities. I believe it’s that genuine and inquisitive approach to problem-solving that makes me collaborative to work with and forward-thinking.”
During her short tenure with Toshiba, Woods has been mentored by a number of key executives, from Scott Maccabe and Bill Melo to Larry White and Jim Hawkins. They have all stressed the value of the team and the corporate culture at Toshiba, while underscoring the importance of being both a global innovator and having the local, personal touch of a customer-centric business. She firmly believes their guidance has accelerated her ability to contribute to the company’s mission.
During 2020, her first full year with Toshiba, the pandemic has reinforced the need to support customers, partners and dealers with a responsiveness that reflects agility, nimbleness and caring. “I want to help our clients and dealers emerge from the pandemic with renewed momentum and strength,” she said.
“I believe positive leadership is even more critical and shines more brightly during darker times of challenge or uncertainty. As such, I hope to see strong leadership from my team – not just in our business, but in our communities and in our homes.”
When not at the office, Woods spends quality time with her two children, Kaitlyn, 11, and Dylan, 9. Whether it’s playing with Legos or board games, assembling puzzles or trying their hand at science experiments, there’s no lack of activity or fun. The family’s 5-month-old Labradoodle adds a mischievous touch to the household as well.
Woods also enjoys traveling, reading, cooking and hiking. She’s champing at the bit for the quarantine to be lifted so she can resume enjoying movies, concerts and restaurant dining. Community activities are important to Woods, who is on the executive board of her local PTA and participates in town and church events when possible.
