We recently connected with Dr. Annette Shtivelband and have shared our conversation below.

Hi Dr. Annette, thanks for joining us today. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?

Being a business owner is a path I chose, and despite its challenges, I am happy with my decision. The autonomy, freedom, and ability to implement my vision are some of the most rewarding aspects. My work is deeply meaningful, and I take joy in helping my clients who are making a difference. One of the most fulfilling experiences was when a client’s project, which we had worked on tirelessly, was recognized with a prestigious award. As the leader of Research Evaluation Consulting LLC (REC), I can choose who we work with and what projects we pursue. This makes my job easier and more enjoyable as I work with individuals who share similar values and passions. Each day as a business owner is a new adventure, bringing fresh opportunities and challenges. I am constantly learning and evolving as an individual. In contrast, I often felt trapped, bored, and frustrated in a regular job by the rigid structures and processes. I felt like I couldn’t fully be myself and apply my talents.

The last time I thought about having a regular job again, I had lost a valued employee to a larger organization. I had worked with this person for many years, from intern to their current position. I devoted much time to training them and envisioned a situation where we could run REC together as partners. I was devastated that they decided to leave and felt betrayed, even though it wasn’t personal. As a small business owner, it was a bitter pill to swallow that we couldn’t offer the same support and benefits (i.e., pension, 401k matching, etc.) that a larger organization could offer. I felt like I was doing something wrong or that what I had built wasn’t enough. Looking back now, I realize I wasn’t charging my clients enough. I was worried that increasing our rates would be bad for business. In reality, charging higher rates meant working with clients who valued our skills more. It also meant I could reward my team better. For instance, I was able to offer more competitive wages and invest in professional development opportunities. Losing this employee forced me to run my business differently than before.

One of the most significant aspects of being a business owner is the personal growth and learning experiences it brings. The journey is not always easy, with many trials and tribulations. You must wear multiple hats, especially in the beginning. The delicate balance between pursuing more business and embracing uncertainty is a constant challenge. There are no guarantees; what worked last year may not work this year. You must be willing to pivot, and failure is inevitable. You may not land that deal, an idea you had may not work, you may have issues with staff or clients, you may not get paid on time, and other unforeseen obstacles may arise. However, through it all, you must be persistent and preserve! Despite the challenges, I find myself much happier being a business owner than working a regular job. The journey of entrepreneurship has encouraged me to grow both personally and professionally. I’ve learned to be more resilient, to trust my instincts, and to take calculated risks. I’ve also developed new skills, such as negotiation and strategic planning, that have been invaluable in growing my business. What I do aligns with my skills, aspirations, and personality. It is worth it if you are ready to carve your own path, aren’t afraid of failure, and are willing to try different things until you figure out what works. Starting my business was one of the best decisions I have ever made!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Dr. Annette Shtivelband, and I am the Founder and Principal Consultant of Research Evaluation Consulting LLC (REC). REC is a woman-owned Colorado-based consulting firm that delivers quality research and evaluation services to nonprofit organizations, the private sector, universities, government, and educational agencies. We help our clients demonstrate how they are making a difference so that they can obtain funding, evaluate their effectiveness, and make good decisions. REC works with our clients to thoroughly, objectively, and accurately measure and quantify impact. We bring our expertise in research and evaluation methods and encourage our clients to bring their subject matter expertise to the project. This collaborative approach allows us to support our clients’ continuous learning and identify areas for growth. We are committed to cultivating strong client relationships based on integrity, commitment, and a shared project vision.

Over the past 15 years, I have served over 100 different social sector agencies and purpose-driven organizations using quantitative and qualitative approaches. I help my clients make data-informed decisions, measure their impact, and tell their stories using meaningful metrics. Many of our clients must show that what they do is working or figure out what they need to improve. Other clients are at a crossroads and need objective data to make informed decisions. If I had to explain what I did professionally to a child, I would say that I get paid to ask and answer questions. I am proud that I created REC and took a leap of faith in becoming a business owner.

My parents came to this country to give us a better life. They worked hard, and both developed health-related issues because of their jobs. Watching this outcome is part of the reason I earned my doctorate in Applied Social Psychology from Colorado State University with a specialization in Occupational Health Psychology, which focuses on the health and well-being of people at work. No one should ever get injured or die because of their occupation. I see what I do professionally as a way to protect and support others while finding creative solutions to different kinds of problems. I believe people can make better decisions when they have good data.

I was told at an early age that I asked too many questions. I have always been a curious person. I was also told I was too bossy. Girls need to behave better and listen more. I was never great at following the rules that others created, especially those that did not make sense to me. Being inquisitive and “bossy” has served me well as an entrepreneur. I began my first business when I was 10 years old. I made bead geckos and sold them for $1 on the school bus. My dad bought the supplies and encouraged me. Looking back, I do not think my first business was profitable, but it was a good learning experience! I also learned it was okay to fail.

I developed type 1 diabetes at the age of 5. Managing this disease is a relentless challenge. You can be on a never-ending roller coaster of high and low blood sugars. At least 42 different variables can influence your blood sugar levels. I learned at an early age about the consequences of my actions through diabetes. For example, if I ate a meal with a lot of sugar and did not take enough insulin, my blood sugar would skyrocket. If I forgot to eat, my blood sugar would crash. As an adult, I have a continuous glucose monitor (CGM) that tells me my blood sugar every 5 minutes. Data is literally my life. Tracking and monitoring my blood sugar helps me manage this chronic disease. So too can tracking and monitoring key outcomes help organizations not just survive but thrive.

Beyond work, I enjoy cooking, traveling, dancing, reading, and spending time with family and friends.

Let’s talk about resilience next – do you have a story you can share with us?

I was in two separate car crashes a few years ago, and they really set me back. I could barely sit for more than 5-10 minutes at a time. I was afraid to be in a car, and my anxiety was relentless. I felt so frustrated and defeated. My neck and back hurt. To make matters worse, my job requires me to sit in front of a computer screen, which was very difficult. Yet, I still had to manage my commitments and run my business.

During this challenging time, I had to pivot and become more resilient. I had to change how and when I worked and my expectations about what I could achieve. I do not miss these times. Once I got over feeling sorry for myself, I began to take incremental steps to do what I could. Perhaps I couldn’t finish a report in one sitting, but I could break it up into smaller chunks across multiple days. Maybe I didn’t need to meet with someone over Zoom, but what about over the phone while I was walking? Sure, there were deadlines, but what about talking to clients and seeking an extension when things were at their worst?

Making time for my health became a top priority. To support my healing, I had to try many different medical approaches (e.g., chiropractic, acupuncture, massage, etc.). It took time to heal and get back to normal. Before these car accidents, my health was a lower priority. Years later, I carry the lessons I learned through this hardship about incremental progress and prioritizing my health.

How’d you build such a strong reputation within your market?

When your business provides high-quality services, it builds your reputation within your market. Since mediocrity has become the norm in many industries, providing superior-to-competition service can quickly build a positive reputation within your market. Genuinely caring about what you create and how it can help your clients and acting with integrity are also important. Building your business is the culmination of many small intentional actions that demonstrate to your clients that you do good work. As a business owner, your reputation is your most important asset. My word is my bond. If I say I will do something, I will do everything in my power to follow through. I am a person of my word, and people know they can trust me. Over time, my words and actions have helped build my reputation in the markets I serve. In fact, the motto of my business, Research Evaluation Consulting LLC, is: “Results you can Trust.” So, I’d recommend that all business owners strive not merely to provide good quality services but to provide the highest quality (ideally, superior to competition) services and serve with integrity.

Contact Info:

• Website: https://researchevaluationconsulting.com/
• Facebook: www.facebook.com/researchevaluationconsulting/
• Linkedin: linkedin.com/company/research-evaluation-consulting

Image Credits
Credit to Rick Thompson for the professional photos.