Diversity Works! Magazine - Fall 2006 Equal Opportunity Awards Edition

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from the Editor-in-Chief

We Are All Equal Opportunity Designers!

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n celebration of the San Diego Urban League's 2006 Equal Opportunity Awards Dinner, we invite you to join Diversity Works in honoring those individuals and institutions that have made a commitment to advance the cause of equity and excellence in the fields of math, science and engineering.

As the newly appointed Editor-in-Chief, I take particular pride in joining the Diversity Works staff during this auspicious occasion. Whether your field of interest is math, science, engineering or the arts, economics or public service, you too possess the miraculous ability to bring about excellence in all that you do! DiversityWorks! Magazine fall 2006 recognizes the cutting-edge work and achievements that individuals and organizations are doing to advance the presence of people-of-color in fields where we are under represented. Inside, you will read about the latest in video gaming industries, manufacturing and engineering technology, as well as biochemistry. African Americans and other people of color are indeed on the cutting-edge of innovation and leadership! In addition, we continue to enlighten and share with you the latest in diversity best practices and management, featuring one of our own, Steven Jones, Ph.D. of Jones & Associates Consulting, Inc. As Founder & CEO of the Human Communication Institute, LLC, I would like to share another type of science we all participate in daily. It is a science of actualization, materialization and manifestation. It is the science of the WORD! We have all experienced the power of the word, but how many of us recognize it as the personal and powerful ability to create? "In the beginning was the WordÂ…" We are all Scientists as equal opportunity designers of our lives! Communication is a Science. It has formulas, theorems, hypotheses, equations and all the components of any field of knowledge, and with it we release the greatest creative force known to man; greater than the most powerful physical energy ever formed. It is the science of your Communication that creates all things. Diogenes, a Greek philosopher, was quoted over 2000 years ago as saying, "First comes the thought, then the thought becomes a word, then the word becomes a thing." This is the formula of life. This is the creative power we all share - equally.

How have you used your word today? What have you created? Join me and the Diversity Works! Magazine/Urban League team to create something truly great - a world of Equal Opportunity for ALL! P.S. Have a wonderful day. It's always your choice!

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Equal Opportunity Awards Edition

P.S. Perkins

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WELCOME!

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our presence tonight is as special to the Urban League of San Diego County as is this signature event, the 2006 Annual Equal Opportunity Awards Dinner. You believe in our mission, our youth and the future - and you back up your belief with action and valuable contributions of many kinds. Without you and your generous support the important work the League does might not even exist and that would be a great loss to our community.

Among you, special mention is due to our Sponsors, those who underwrite and support so much of what the Urban League does, especially those who have given scholarships, extending the hope of America by providing opportunity for talented, deserving youth to become future leaders through education. Special mention is due both Union Bank of California and QUALCOMM for their continued commitment and providing tonightÂ’s scholarships.

Denise Jackson

Event Chair & President Balboa Travel Management

Our educational focus is particularly fitting this year, as we honor achievements in math, science and engineering. And there is perfect symmetry in the fact that the Corporate Award for 2006 is being presented to QUALCOMM. A company born out of the San Diego soil, QUALCOMM has flourished through scientific excellence as well as creativity in marketing, product and human development. They have never lost sight of the social, educational, artistic needs and aspirations of its home community, to which it has made great contributions.

TonightÂ’s event would not be possible without the effort and enthusiastic dedication of the Dinner Committee and all the volunteers who came together to make it a success, and I ask you to join me in thanking them.

Similarly, I also want to thank my own company, Balboa Travel Management, for the unwavering support and encouragement I have enjoyed as well as that provided to the Urban league itself during the past five years of my involvement on the Executive Board and as Chair of this wonderful event.

Let us never forget that you and I, all of us together, as individuals and as part of the Urban League of San Diego County, are creating a better future.

Thank you for coming and enjoy the evening.

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Equal Opportunity Awards Edition

Denise Jackson

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Welcome to the 2006 Equal Opportunity Awards Dinner

2006-2007 Board of Directors

Walter Stevens, Chair-SPAWAR Denise Jackson, Vice ChairBalboa Travel, Inc. Teresa Reed, Secretary-Hochman Cohen Torres, LLP Lee Wills Irvine, Immediate Past Chair-QUALCOMM, Inc. Cecil H. Steppe, President & CEO-Urban League of San Diego County Al Abdallah, State Farm Insurance Gustavo Bidart, Citibank Samuel Bresler, SAIC Constance Carroll, San Diego Community College District Rev. Harry Cooper, Southeast Community Church PCUSA Ignacio De La Torre, AT&T Cherie A. Enge, Esq., Walters & Caietti, APC Kimberly Freeman, Sempra Energy Utilities Wendell French, Wells Fargo Bank Wayne Glass, UPS Keith Goosby, Navy Region Southwest, Regional Service Office Lisa Gordon, San Diego County Water Authority Cynthia James, Pfizer, Inc. Mel Katz, Manpower Stephanie M. Love, PHR Raytheon, Integrated Defense Systems Peter James MacCracken, Strategic Communications Sheron A. Maxwell, Camp Dresser & McKee Inc. (CDM) Tim Moore, Schneider Moore Properties Darrell Porcher, Sony Electronics, Inc. Richard Rogers, Rogers Consulting Debra Stephens, Carter Reese & Associates James Watkins, Jr., Bank of America Walter Watts, Sycuan Casino & Resort Reginald White, US Bank

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Cecil H. Steppe President & CEO Urban League of San Diego County

Dr. Walter Stevens, Esq. Chairman, ULSDC Patent Attorney, Office of Patent Counsel Space & Warfare Systems Center

Equal Opportunity Awards Edition

Dear Friends: We are pleased that you have chosen to join us for this evening as we celebrate more than 53 years of service, and our event continues to be one of our community s signature events. This event provides an opportunity for us to highlight our successful programs as well as recognize organizes and individuals who have committed themselves to assisting the Urban League in its delivery of services to communities throughout the County of San Diego.

Our Committee members have worked hard to make this a fun, exciting and heart warming celebration as we embark on these next few years of vital and important work. We join the Board of Directors and staff in thanking each of the committee members. We are especially grateful to Denise Jackson, our event chairperson and her team from Balboa Travel, Inc. for their support and efforts in making this an evening to remember.

Please know that your support, as a friend volunteer or member of the League is valuable to the success of our various programs. Your support makes an enormous difference in the quality of life of so many people in San Diego County those who need a hand up to help them reach for and achieve their full potential.

The Urban League of San Diego County family join us in thanking the Union Bank of California foundation for being our title sponsor for this event. In addition, we thank all of the other sponsors for their vital support who make it possible for the agency to continue its efforts of empowering communities and changing lives.

We hope you will continue to support the Urban League s programs and events throughout the year and that you enjoy this signature event at the beautiful Hilton La Jolla Torrey Pines.

Sincerely,

Cecil H. Steppe Dr. Walter Stevens

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FYI

Whitney M. Young, Jr. Mr. Young was constantly in search of solutions to the racism that plagued Americans and caused Black Americans to be relegated to second class citizens in the land they fought and died for over the years.

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hitney M. Young Jr. was the Executive Director of the National Urban League from 1961 until his tragic, untimely death in 1971. He worked tirelessly to bring the races together, and joined the tenets of social work, of which he was an outstanding practitioner, to the social activism that brought the Urban League into the forefront of the civil rights arena.

Mr. Young was constantly in search of solutions to the racism that plagued Americans and caused Black Americans to be relegated to second class citizens in the land they fought and died for over the years. A relentless advocate for the poor, he visited rural and urban communities while advocating their cause to the nation. He was a close advisor to Presidents Kennedy and Johnson, and conferred with President Nixon, thus helping shape the policies of three administrations and playing a major role in the development of the War on

Poverty. He was a key figure in bringing the now legendary 1963 March on Washington to fruition, and was a major force in bringing Black leadership together in a united front for progress.

Whitney Young s eloquent testimony before Congressional committees and his powerful appeals to business, professional and civic leaders helped create an environment in which African Americans forged ahead to win new opportunities. He led the National Urban League as the executive director from 1961 to 1971 before drowning while swimming with friends in Lagos, Nigeria.

Several years ago, the San Diego Urban League established the first Equal Opportunity Awards Dinner honoring individuals and organizations that empower their community while upholding the same values and vision of Whitney M. Young. This fundraising event also serves as a vehicle for communicating the mission and vision of the National Urban League movement while remembering the foundation of our past leaders such as Whitney M. Young.

Over the years, the Equal Opportunity Awards Dinner has become a signature event in San Diego.

The Urban League of San Diego County acknowledges with gratitude the generosity of our sponsors.

SCHOLARSHIPS CDM (Camp Dresser and McKee, Inc.) QUALCOMM, Inc. Union Bank of California

Sponsors

TITLE Union Bank of California PLATINUM American Airlines Balboa Travel, Inc. DIAMOND Citibank QUALCOMM GOLD SAIC Sycuan Casino and Resorts TV One SILVER

Anheuser Busch Companies AT&T Bank of America CDM Merrill Lynch SDG&E Sony Electronics The Burnham Foundation US Bank Viejas Entertainment Wells Fargo Bank

TABLE SPONSORS Carter Reese and Associates Chevron Chip Goodwin Eli Lilly Enterprise Rent-a-Car General Dynamics NASSCO Kyocera America, Inc. Lee Hecht Harrison LPL Financial Services Manpower Neighborhood House Association Neighborhood National Bank Pfizer Raytheon San Diego Community College District San Diego County Regional Airport Authority San Diego County Water Authority San Diego Padres San Diego State University San Diego Union Tribune SeaWorld Southwestern College State Farm Insurance The California Endowment University of California, San Diego Urban Corps of San Diego Walters & Caietti, APC

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QUALCOMM Award He was named senior vice president of the Company in 1996 and president of QCP in 1997; he was named executive vice president of QUALCOMM in 2000 and group president of QWI in 2001.

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DR. PAUL E. JACOBS QUALCOMM Chief Executive Officer

UALCOMM Chief Executive Officer Dr. Paul E. Jacobs is chief executive officer of QUALCOMM Incorporated and is also a member of the Company's board of directors.

he served as CEO of QCP Incorporated, a wholly owned subsidiary of QUALCOMM, which provided contract design and distribution services to Kyocera Wireless.

Dr. Jacobs has been the primary driver of QUALCOMM's focus on enabling wireless data services, which make the cell phone a tool not only for voice communications, but also the most personal device for entertainment, computing and information access.

Dr. Jacobs received his bachelor's (1984) and master's (1986) degrees, and his Ph.D. (1989) in electrical engineering from the University of CaliforniaBerkeley, and subsequently endowed the 'Paul and Stacy Jacobs Distinguished Professor of Engineering' chair at the school. He is a member of the Phi Beta Kappa, Eta Kappa Nu and Tau Beta Pi honor societies. Dr. Jacobs serves on the boards of A123Systems, the Museum of Contemporary Art San Diego and the Salk Institute for Biological Studies. He is a member of the Advisory Board of the University of California-Berkeley, College of Engineering; the Advisory Board of University of California-San Diego, Jacobs School of Engineering; and the Young President's Organization.

Following completion of his Ph.D. in 1989 and a year as a post-doctoral researcher at a French government lab in Toulouse, Dr. Jacobs joined the company fulltime in 1990 as a development engineer leading the cell phone digital signal processor software team.

In 1995, he became vice president and general manager of the combined handset and integrated circuit division, which was subsequently divided into QUALCOMM Consumer Products (QCP) and QUALCOMM CDMA Technologies, respectively.

He was named senior vice president of the Company in 1996 and president of QCP in 1997; he was named executive vice president of QUALCOMM in 2000 and group president of QWI in 2001.

Dr. Jacobs also has been responsible for establishing and/or managing joint ventures with Sony, Microsoft and Ford; and following the sale of the handset division,

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Equal Opportunity Awards Edition

QUALCOMM Incorporated (www.qualcomm.com) is a leader in developing and delivering innovative digital wireless communications products and services based on CDMA and other advanced technologies.

Headquartered in San Diego, Calif., QUALCOMM is included in the S&P 500 Index and is a 2005 FORTUNE 500ÂŽ company traded on The Nasdaq Stock MarketÂŽ under the ticker symbol QCOM

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Whitney M. Young Leadership Award Recipient

Rev. George Walker Smith

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eorge Walker Smith, pastor emeritus of Christ United Presbyterian Church, has seen many changes in San Diego since first coming here in 1956, and he has played a part in many of them.

He has impacted San Diego s political and

public office in San Diego. It starts: "as a sharecropper boy in Hayneville, Ala.," and proceeds with a no-holds barred commentary on the political, economic, social, educational and spiritual growth of our city.

He and his brothers and sister were just a

toward helping people changed from medicine to ministry. He entered graduate school to become a Presbyterian minister, and after receiving a Masters of Divinity degree in theological training in Pittsburgh, he came to San Diego in 1956

It starts: "as a sharecropper boy in Hayneville, Ala.," and proceeds with a no-holds barred commentary on the political, economic, social, educational and spiritual growth of our city.

social landscape with his venerable Catfish Club in 1970 with the mission "to provide a unique forum in which well-meaning individuals from all walks of life may enter into conversation with one another in discussing the salient, sometimes urgent, issues facing us as neighbors." The Catfish Club luncheons are the only place in San Diego to draw 150 to 200 people from all walks of life every Friday at noon in a politically non-partisan venue for dialogue and debate. In January 2001, the club moved to the Channel 10 television studio, which enables the Catfish Club to collaborate with KGTV in televising some of the meetings, thereby extending the forum to a broader audience of citizens.

In his memoirs "Conscience of the Community" (a phrase Smith says he borrowed from columnist Neil Morgan for his title) Smith told his story in taped sessions with his book collaborator Francine Philips of the first African American elected to

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step above slavery in the 1930 s. He witness the mistreatment and killing of African Americans, and resolved to put an end to injustice toward all people. His key to breaking free from that way of life was through education.

The landowner for whom his family worked took him to a private high school where he was accepted without having to pay tuition. He became a quarterback of the football team, state basketball scoring champ, president of various organizations, and class valedictorian. At Knoxville College, a Presbyterian school, in Tennessee, Smith studied chemistry and biology and dreamed of becoming a doctor. After receiving a Bachelor of Science Degree, and it came time to go to medical school, Smith couldn t find a local school that would accept him because of his color.

"Alabama schools wouldn t accept blacks, even in the university, much less in medical school," Smith recalls. So his path

Equal Opportunity Awards Edition

and organized the Golden Hill United Presbyterian Church, and served as pastor until June 1981. The Golden Hill United Presbyterian Church and Brooklyn Heights Presbyterian Church merged June 1981, to form Christ United Presbyterian Church of San Diego.

Now one of the most influential voices in San Diego, he served on the San Diego School Board when integration and bussing were the hot topics of the day. "I was the only school board member who put his kids on the bus," Smith recalled.

The Reverend George Walker Smith is one of San Diego s most effective community leaders and advocate for educational excellence, having participated in dozens of civic activities over the last half century.

Rev. Smith has built bridges of understanding across cultures and ethnic backgrounds for more than 44 years while helping to create a voice for those who have been left behind.

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President s Award for Diversity

E

ach year, the Urban League of San Diego County convenes the Diversity Advisory Council, a group of professionals dedicated to improving diversity and inclusion throughout San Diego. The council is chaired by Urban League Board Member, Sheron Maxwell of CDM (a consulting, engineering, construction and operations firm) and consists of the following members: Keith Goosby, US Military; Horace Hill, Blacks in Government; Leslie Jenness, National Gender Institute; Sheron Maxwell, CDM; Gregg Ward, Orlando-Ward & Associates, Inc.; Steven Jones, Jones & Associates; Pamela S. Perkins, HCI, LLC Barbara Webb, ULSDC; Sheri Williams, ULSDC; Maurice Wilson, ULSDC.

Save the Date!!!

The primary goals of the

council are to steer the overall diversity efforts of the League and to advise the President/CEO on diversity matters.

In addition, the council presides over the League s annual Equal Opportunity Awards Dinner, a 34-year-old tradition that recognizes individuals and companies for their contributions to the community and showcases the social responsibility of those working to improve the quality of life for African-Americans and other underserved people.

This prestigious award is presented to select San Diego County area businesses demonstrating outstanding achievements in diversity and inclusion businesses that are Making Diversity Work.

For the past several months, the council has been reviewing the many outstanding nominations received for this award and is proud to announce the following winners: Sony Electronics Inc. and SAIC.

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The Urban League of San Diego County presents A Diversity Summit

Diversity & Inclusion: Ensuring Success in the Global Market Golden Hall Conference Center, San Diego Convention Center

Invited Speaker's include:

Friday, April 27th, 2007

Elaine Chao - US Secretary of Labor Dr. Johnnetta B. Cole - President of Bennett College Lolita Chandler - Avon Products Carolyn Green - AXA Juan Williams - Journalist and NPR Senior Correspondent and more

Join the Urban League of San Diego County and the San Diego business community for a day of discussion, training and sharing of best practices from some of the brightest and highly regarded professionals in the field of Diversity & Inclusion!

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Contact: Maurice D. Wilson - 619-266-6244; e-mail: maurice@sdul.org Please also visit our website at: www.sdul.org

Equal Opportunity Awards Edition

Summit Chair, Sheron A. Maxwell

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CDM is proud to support the Urban League of San Diego County

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®

Aviation and Transportation • Design-Build-Operate • Drinking Water • Environmental Management Facilities and Geotechnical Engineering • Information Management • Wastewater • Water Resources

A

®

1925 Palomar Oaks Way, Suite 300 Carlsbad, California 92008 Tel: 760 438-7755 Fax: 760 438-7411 www.cdm.com

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Diversity Markets: No Easy Sale

J

ames, an African American sales associate for a financial planning firm, tells a story that is all too common. His company recently hired him as a diversity candidate and put him through a generic sales training program. Then it tossed him into a brand new region with no guidance and few leads under the assumption that he would automatically be successful selling to other African Americans. Now he s struggling to make his numbers and his boss is threatening to let him go.

There are thousands of James working in American corporations, all feeling unsupported, under pressure to perform, and often in tougher conditions than their white counterparts. It s a common way of doing business, but it s counterproductive. Part of the problem is that too many companies claim they get it about diversity without really knowing what it takes to be successful in new and emerging markets. They look at the raw data and see dollar signs. At first glance the data does seem very promising: there are more African Americans in the upper and middle classes than ever before and their spending power has increased tenfold in the last twenty-five years. In California whites are no longer the majority, Latinos are.

Latino purchasing power in the US increased from $223 billion in 1990 to $490 billion in 1992 and is projected to reach $926.1 billion by 2007. Asian-Americans comprise one of the fastest growing consumer blocks on the Pacific Rim. Each of these emerging markets is distinct unto itself, requiring distinct and unique approaches. The cookie-cutter sales techniques of yesterday simply don t work anymore. For example, many immigrant communities tend to be insular, relying more on

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By Gregg Ward, President/Co-Founder, Orlando-Ward & Associates, Inc.

word of mouth and referrals than on traditional marketing strategies. In the insurance and financial planning industry, African Americans are still smarting from phony insurance scams and inflated premiums of the 60 s and 70 s. They are understandably cautious even when the pitch is coming from another African American. American companies need to be much more tactical on how they are going after new and emerging markets. They need to carefully study that market, not just the numbers but also the culture, as Bank of America has done with urban consumers.

They need to start respecting their audience as BET has done recently with African Americans.

They need to suit the marketing message to the target consumer as Subaru has done with the lucrative Gay and Lesbian community (Subaru dominates it). They need to utilize young and d i v e r s e sales talents to reach into

Equal Opportunity Awards Edition

immigrant communities by leveraging word of mouth and family connections as Verizon Wireless with Latinos. Most of all, they need to stop assuming that just because a sales associate is a diversity candidate that they ll be a success within their own demographic.

When they start doing these things, the James of this world, and by extension their employers, will find it much easier selling into diversity markets.

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Our customers are some of the most diverse in the world. Our employees, too.

We’ve been recognized by DiversityInc., HISPANIC Magazine and ESSENCE. And for six years in a row, Fortune Magazine has ranked us among the Best Companies for Minorities. But a commitment to workforce diversity is nothing new here. It’s part of our culture. And, considering the diversity of our customers, a big reason for our success.

AT&T salutes the diversity efforts of the San Diego Urban League.

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How to Avoid "Diversity Activity Mode" with Dr. Steven Jones 20

Equal Opportunity Awards Edition

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contents Features

CREDITS

Publisher - Maurice D. Wilson Editor-in-Chief - Pamela S. Perkins Managing Editor - Sheri L. Williams Research & Development Manager - NJ Mitchell Graphic Designer - Graphics by Design Photographer - Larry Morgan Cover Design - Graphics by Design Contributing Writers - Maurice D. Wilson, Steven Jones, P.S. Perkins, Gregg Ward and LaMar Williams, III

18. Diversity Markets: No Easy Sale James, an African American sales associate for a financial planning firm, tells a story that is all too common. His company ...

22. Diversity: It s Just Good Chemistry!

E=mc² is a scientific equation that most of us can quote by hard as the formula for Albert Einstein s Theory ...

Cover Story

Dive

rsity

W

orks

Dramatic demographic shifts in the United States population, globalization, and the increasing buying power of AfricanAmericans (139 percent increase since 1990 to $760.7 billion), Hispanics (247 percent increase to $735.6 billion), and Asians (240 percent increase to $396.5 billion) are leading ...

20. Dr. Steven Jones 4.

6.

8.

10.

Message from the Publisher Message from the Editor-in-Chief Welcome! Denise Jackson Welcome to the 2006 Equal Opportunity Awards Dinner

11. Whitney M. Young, Jr. / Sponsors Whitney M. Young Jr. was the Executive Director of the National Urban League from 1961 until his tragic ...

12. Qualcomm Award: Dr. Paul E. Jacobs QUALCOMM Chief Executive Officer Dr. Paul E. Jacobs is chief executive officer of QUALCOMM Incorporated and is also ...

26. Move Over Video Gaming Industry: There s a New Gamer in Town!

It has taken a few years, but the Video Gaming business is finally recognizing that their multibillion dollar industry is primarily ...

28. Organizational Acculturation: The REal Recipe for Inclusion How do you like your salad? Drenched with dressing? A little dry? How about vegetables ...

30. A 21st Century TEchnological Leader

Darrell Porcher is President of the Urban League of San Diego County Young Professionals. In this role, ...

32. It s Beyond the Science!

I was pleased when asked by Diversity Works Magazine to share my professional ...

36. The Movement The Urban League of San Diego County has served the greater San Diego community, ...

37. Diversity Works!

38. Diversity Works! Employer Partners

14. Whitney M. Young Leadership Award Recipient: Rev. George Walker Smith George Walker Smith, pastor emeritus of Christ United Presbyterian Church, has seen many changes ...

16. President Awards

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Urban League of San Diego County Contacts Cecil H. Steppe, President & CEO

Maurice D. Wilson, Executive VP/COO

Barbara Webb, Director, Workforce Development

Michael Wilson, Director, Housing & Community Development

Valarie Littlejohn, Director Education Youth Family Services Director Evangeline Horvath Fiscal Director

Kea Hagan, HR Director/Executive Assistant for the President & CEO Office Tony Brown, Advocacy & Research

Mailing Address 720 Gateway Center Dr. San Diego, CA 92102 Phone Headquarters (619) 263-3115

Fax Headquarters (619) 263-3660 URL www.ulsdc.org Governance Non-profit

Hours of Operation Mon - Fri 8:00am - 5:00pm United Way Agency Code: 6496

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Urban League

San Diego County

Equal Opportunity Awards Edition

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from the Publisher

elcome to the 2006 Equal Opportunity edition of Diversity Works!

Magazine. We are again proud to bring you updates on diversity in San Diego. This past year has been nothing short of outstanding as we have seen many commendable efforts in making diversity work throughout San Diego - and there is still much work to be done.

I want to personally thank this year's speakers of our Employers Diversity Networking Luncheons: Mr. Gregg Ward of Orlando-Ward and Associates; Dr Steven Jones of Jones and Associates; Ms. Pamela Perkins Founder/CEO of the Human Communication Institute, LLC; Dr. Larry Marion President/CEO of HRMSPRO, and Mr. Keith Goosby of CEO of Keith Goosby's Inspirations and Motivations. They all delivered compelling presentations that challenged all in attendance to re-think their belief systems as it relates to diversity. And in addition to speaking at our luncheons, these committed diversity professionals also form the Urban League of San Diego County's Diversity Advisory Council and oversee the President's Award for Diversity presented at out annual Equal Opportunity Awards Dinners (EOD). The chair of the council, Ms. Sheron Maxwell (CDM) is hard at work planning for San Diego's first Diversity Summit (page 16).

Other council members include: Ms. Dee Sanford of Dee Sanford International, Ms. Carolyn Hollins of Sempra Energy, Ms. Deloris "Dee" Thomas of SAIC, Mr. Horace Hill President of the San Diego Chapter of Blacks in Government, Mr. Clendon Dennard, Ms. Barbara Webb Director of Workforce Development Urban League of San Diego County, Ms. Leslie Jenness, Founder National Gender Institute, Mr. Leslie Luke County of San Diego, Dr. Cheryl Fischer Director of Diversity San Diego State University and Dr. Billy

Vaughn founder of Diversity University.

I want to also thank all of the many employers who attended the luncheons. Your presence shows that you care about making diversity work and are willing to go outside of your normal networks to learn more about the various cultures. Diversity cannot be taught from a book or in a classroom. To make it work for everyone, we all must get outside of our comfort zones. We must come to the communities that patronize your businesses and connect with people of color on their terms. It is all about acceptance. Your willingness to do this has won our respect and support.

And we are proud to call you our Diversity Works! Employer Partners.

I also want to acknowledge our Diversity Works! Employer Partner investors without whom we could not operate our workshops. Your annual support has enabled us to offer free 40-hour workshops to people from all walks of life who are all motivated and capable of contributing to our growing economy. These workshops provide prospective employees with a dignified solution to understanding how their behaviors were formed and how to change them. The complete listing of our partner investors is on page 38, however, I want to specifically acknowledge the Pacific Institute and Wal-Mart for their major support. Thank you.

Finally, I'm proud to introduce Ms. Pamela Perkins who has graciously accepted my offer to be our Editorin-Chief. She brings a wealth of knowledge and experience, as well as, a fresh new perspective on dealing with diversity. Her presentation in September caused eyes to swell and hearts to change. I look forward to her commentary's and insights.

Let s do more to make diversity work in San Diego.

Maurice Wilson

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ramatic demographic shifts in the United States population, globalization, and the increasing buying power of African-Americans (139 percent increase since 1990 to $760.7 billion), Hispanics (247 percent increase to $735.6 billion), and Asians (240 percent increase to $396.5 billion) are leading many companies to explore what diversity and inclusion as a competitive advantage really means to ensuring the success of their business today and tomorrow.

The 2000 U.S. Census projected that, by 2020, the White working-age population will decline from 82 percent to 63 percent.

During the same period, the minority portion of the workforce is projected to almost double from 18 percent to 37 percent, with the Hispanic/Latino portion projected to almost triple from 6 percent to 17 percent.

Many companies are preparing for these shifts in workforce demographics by re-thinking their recruitment, selection, and retention practices. Their goal is to attract and retain the top talent of the future. In a 2004 study of Fortune 500 CEOs conducted by Diversity Best Practices, 92 percent of the CEOs responded that they believe a strong commitment to diversity initiatives helps their companies to become "employers of choice."

Yet talent management is only one of the areas in which organizations are taking innovative approaches to leveraging diversity and inclusion as a competitive advantage. Diversity Inc., Fortune, and Black Enterprise, are just a few of the growing number of magazines that are recognizing innovative and successful corporate diversity efforts through their publications of the "Top 50" or "Top 30" "Best Companies for Diversity." Businesses that appear in those Best-in-class lists are greatly benefited. For example, a 2003 Ohio State University study titled "Shareholder Benefits of Diversity" found a 1.57 percent return for companies that were recognized in Fortune's "50 Best Companies for Minorities" within 3 days after the publication.

Those Best-in-class companies have provided a myriad of diversity best practices for other companies to benchmark their own diversity efforts.

However, over the past 6 years, I have experienced a growing concern over companies that move into what I call "diversity activity mode."

Diversity activity mode occurs when companies select from the bestpractices shelf and make no adjustments to the best practice to fit their unique culture. "Diversity and inclusion initiatives can never be 'off the shelf' products' says Redia Anderson, National Partner at Deloitte & Touche USA, LLP. "They must be tailored to the needs and goals of a particular culture and organization." Without this tailored approach, companies are not able to realize the full impact of best practices within their work environment.

A second aspect of "diversity activity mode" occurs when businesses implement an array of diversity best practices without linking and aligning them to a larger diversity business strategy. These two aspects of "diversity activity mode" result in many companies using a Ready! Fire!

Aim! approach to hitting the target of leveraging diversity and inclusion for higher performance in their company and wondering why they were not as effective as they envisioned.

So then, how do companies create a plan for moving diversity forward in a way that avoids "diversity activity mode"? What are some of the critical components of a Best-in-Class diversity plan that supports your company in entering emerging markets and preparing for the diverse workforce of tomorrow? How do organizations learn from the lessons of others and not have to re-create the wheel? How do diversity leaders ensure they are creating a strategy that works within their work environment?

After over 15 years of providing diversity and organizational development consulting and training services to clients such as American Online, City of San Diego, Honda, Toyota, UCSD Medical Center, University of Texas, El Paso, as well as researching best practices three key drivers have emerged. These key drivers are: 1) Strategic Leadership, 2) The Business Case, and 3) Organizational Effectiveness (see Table 1). These drivers align with 13 critical components (CC) to support companies in creating a tailored Best-in-Class Plan that avoids "diversity activity mode."

Strategic Leadership requires organizations to answer the following types of questions in order to create a diversity plan that will effectively drive inclusion for higher performance. How do we effectively make large-scale change happen in our unique company culture? How do we define diversity? How do we create a diversity and inclusion strategy that is right for us given our company history, given what we know about our leaders, given the politics within our organization, given our national and global business objectives?

Strategic leadership also involves having champions for diversity at all levels of the company. The first three critical components of a Best-in-

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How to

Avoid

Avoid

“Diversity Activity Mode” Class diversity plan emphasize the importance of commitment at the "C" suite or executive levels. By having active involvement from the CEO (cc1), a Chief Diversity Officer that operates out of the executive suite (cc2), and diversity at the Board of Directors level (cc3), companies can more effectively build accountability and integration across business units to ensure a return on investment. In a 2004 Diversity Best Practices survey, 90 percent of CEOs say they ensure top management participation and accountability in diversity programs. While commitment to diversity at the executive suite is critical, diversity at senior levels (cc4) is also a key part of strategic leadership. A 1998 survey by the American Management Association found that a mixture of genders, ethnic backgrounds and ages in senior management teams "consistently correlates to superior corporate performance."

The Business Case involves creating ways to articulate the benefits of diversity to the company's core business and strategic objectives. The real work is to send the message that achieving diversity goals is an essential part of achieving business goals. The strongest business case for diversity is that it fosters innovation (cc5).

Hewlett-Packard has realized this statement through its highly diverse Quantum Lab. The Quantum Lab consists of 30+ researchers from 13 different countries and 4 different continents and is one of the highest patent-generating labs in the country. The Business Case articulates the benefits of the next three critical components: building a diverse supplier base t (cc 6), tapping into emerging markets through a multicultural marketing strategy (cc 7), developing strategic ties to diversity, business priorities and philanthropic efforts (cc 8) or "planned giving" of dollars, time, and sponsorship.

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"Diversity activity mode" will continue On the journey to inclusion, strategic leadership sits in the driver's seat, the to have many companies traveling many business case is the engine, and organiza- miles on a treadmill, while wondering tion effectiveness, represents the body why their company culture is still standand wheels of the car. Organization effec- ing in the same place they started. tiveness focuses on building an inclusive Through strategic leadership, building work environment in which all employ- the right business case, and leading with ees can contribute their best skills and tal- organization effectiveness as a goal, coments. Tim Allen, President and CEO of panies can get off the treadmill and gain Nextel provides an example of this mes- mileage on the road to diversity and sage in his statement, "As part of our inclusion as a competitive advantage. efforts to be first, be different and be better, Nextel works hard to create a Table 1. working environment where all employees, customers, suppliers and How to Avoid "Diversity Activity Mode" community partners feel valued and respected. It is important to create an 3 Key Drivers inclusive workplace, where everyone can fully participate and be recognized 1. Strategic Leadership for their contributions, because our 2. The Business Case people are the company's most valuable 3. Organization Effectiveness asset."

Organization effectiveness involves attracting and retaining the right people 13 Critical components to Creating a (cc9) and training and equipping them Best-in-Class Diversity Plan with the right skills (cc10). By using an organization development approach, 1. CEO Commitment 2. Chief Diversity Officer and an companies will avoid the haphazardness executive diversity council of "diversity activity mode." Measuring 3. Diverse Board of Directors the effectiveness of diversity initiatives 4. Diversity at all levels: with the right metrics (cc11) is critical to Representation at Senior/ accurately assessing the impact of your Executive levels efforts. While a branding and communi5.

Innovation and Business cations strategy (cc12) helps to ensure Process Improvement the right messages are sent throughout 6. Supplier Diversity the organization. We suggest to compa7. Multicultural marketing nies to treat their diversity initiative the 8. Philanthropic Investments same way they launch a new product. and Community Relations They should brand their diversity effort 9. Talent management so it is clearly tailored to meet their 10. Training, Education and organization and business needs. This is Organization Development the same type of tailoring necessary 11. Metrics & Systems of when applying best practices (cc13) Accountability from other companies. It is important to 12. Create a Brand and remember that best practices worked in Communications a different company with a different hisStrategy tory, different company leaders, differ13. Tailoring External Best ent company politics, and different busiPractices ness objectives.

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Diversity: It s Just Good Chemistry!

By P.S. Perkins, Editor-in-Chief

E

=mc² is a scientific equation that most of us can quote by hard as the formula for Albert Einstein s Theory of Relativity. For many of us, that is the extent of our scientific knowledge. Historically, people-of-color were consigned or relegated themselves to the back of the classroom in the fields of math, science and engineering. In recent decades, this has changed dramatically as we become leaders and innovators in these fields. One such change is happening right here in our midst.

Dr. Truc Ngo, Chemical Engineer and Professor of the Manufacturing Engineering and Technology (MFET) program at San Diego City College, is creating something new brand new. Two years ago, Dr. Ngo was added to the City College faculty to answer a call from the San Diego manufacturing industry for highly skilled engineers and technicians. According to President Terrence Burgess, the program is unique because it is the first of its kind in the state of California. The MFET Program allows students to enter into the Manufacturing Engineering and Technology field with an Associate in Science degree or continue on to a 4-year university. Other colleges in the state and nation are looking to model the program. Dean of Math, Engineering and Technologies, Armando Abinã, states that graduates of the program will seek employment in industries such as biomedical, aerospace, electronics, automotive, and plastics.

By now you may have surmised that Dr. Ngo s ethnic heritage is Vietnamese, but what probably surprised many of you is that Dr. Truc Ngo is a woman. A Ph.D. graduate from Georgia Tech, she worked for Intel Corporation for 3 years as a Senior Process Engineer. Professor Ngo states that when she first came to City College, she had one female student in all of her classes; this semester she enrolled 5 females out of 18 students. The students were primarily recruited by industry leaders to come back to school to gain skills and degrees. Dean Abinã related, Working closely with the engineering and technology programs, I realized that these specializations graduated few female students. For many years efforts have been endless in trying to attract and keep female students in these high quality programs. Concerning her gender, Dean Abinã states, Professor Truc Ngo is first an excellent instructor with outstanding research and engineering skills. I also realized that the faculty needed more female instructors especially in position of department chairs/lead instructor. She was hired as the department head of the Manufacturing Engineering Technology pro-

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gram and has developed a superb, modern, industry-approved curriculum.

Dr. Ngo is the first to admit that this male-dominated field can be very challenging. She states, The way people treat you can be quite intimidating, but it is a wonderful opportunity to rise and show what you have and sharpen your leadership skills. As a member of the college s Women in Engineering & Technologies Advisory Board, she wants to inspire and encourage women to come into the field and go as far as they can! The board is presently working on marketing strategies to recruit more females and other co-cultures. I started this interview with memories of a 7th grade science equation, but after my conversation with Professor Ngo, I think it might be time to dust off that old chemistry textbook and learn a bit more!

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San Diego City College Launches First-of-Its Kind Engineering Program San Diego City College is offering the first two-year manufacturing engineering technology program in the state of California. The program was created in response to an increasing demand for highly skilled technicians and engineers in San Diego’s manufacturing industry.

MESA PROGRAM at CITY COLLEGE – Math, Engineering, Science Achievement • Helps students transfer to four-year colleges • Provides scholarships & counseling • Offers internships & industry exposure

Learn – Lead – Succeed

SAN DIEGO CITY COLLEGE Spring Classes: February 5-June 4 • Intersession Classes: January 2-February 3 • Only $20/unit • 1,600 day, evening, weekend & online classes • 80 majors, 90 certificate programs • Financial Aid Available – 619.388.3501 • World Cultures Program – Celebrating ethnic & cultural diversity City College Class Schedules and Enrollment Information: www.sdcity.edu SAN DIEGO COMMUNITY COLLEGE DISTRICT City College • Mesa College • Miramar College • Continuing Education

Terrence J. Burgess, President San Diego City College • 1313 Park Blvd. • San Diego, CA 92101

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MOVE OVER VIDEO GAMING INDUSTRY: THERE'S A NEW GAMER IN TOWN! I

By R. LaMar Williams, III & P.S. Perkins, Editor-in-Chief

t has taken a few years, but the Video Gaming business is finally to the current market. The aim is to hire mainly college students and recognizing that their multi-billion dollar industry is primarily supfresh graduates, providing them with the industry experience required to ported by sales from the pockets of Black and other minority work for other companies. Most major development studios require at youth. That s right, according to a March 2005 study preleast two years of industry experience. The team is currently made pared by the Kaiser Family Foundation, it was revealed up of sixteen college students and recent graduates, mostly that Black youths between 8 and 18 years old from the Art Institute of San Diego. One of those students played video and computer games roughly 90 is La Mar Williams, II, currently a company program"Black youths minutes a day almost 30 minutes more than mer, script writer and video editor; he is a student at between 8 and 18 years White youths. And Hispanics play about 10 San Diego City College majoring in Computer minutes more per day than Whites. This is According to La Mar the team mainly old played video and computer Engineering. supported by a market research study done works off their home computers. We are currently games roughly 90 minutes a day - working with Animation Master, for 3D modeling in May 2006 by Phoenix Marketing International that reveals, Minority and animation, and the Torque Game Engine, a almost 30 minutes more than Gamers spend almost commercial open source game engine originally twice as much as Caucasian Gamers on developed by Garage Games, an independent game White youths. And Hispanics monthly electronic gaming purchases. publisher , states La Mar. play about 10 minutes more According to David Pluchino, Senior You might wonder what chances these young proResearch Manager at Phoenix the results indifessionals have in a field so dominated by European per day than Whites." cate that Gamers spend approximately $34 per Americans. Well, things are definitely changing. Gone month on software and/or hardware/accessories . are the days in sports and entertainment where African African-Americans and Asians are most likely to have Americans and other co-cultures provide substantial talent and already purchased a PSP, while Caucasians are both the least likely financial resources making others rich without a place at the table of to have already purchased or plan to purchase a Sony PSP. Not surprisdesign or decision making! Recently, the Urban League and its partners ing, with the slew of sports games available for the PSP, those gamers were provided a grant to create a Video Gaming Incubator program for preferring Sports are most likely to have already purchased a PSP. San Diego inner-city youth. It s entitled, Project FUN. So, outside of spending a bundle to support the Video Gaming Magma Zephyr Entertainment is currently assisting Project FUN. Industry, how are youth-of-color realizing their video dreams? In an Shan, Adam-Paul, and La Mar are working with the Urban League to August 2005 article Academy Aims to Draw Minorities into Video provide additional assistance for the program, ranging from answering Gaming Industry, Greg Bluestein writes, Roughly 80 percent of video questions to offering weekend art lectures. Project FUN is sponsored by game programmers are White, according to preliminary results of an AT&T, San Diego Future Foundation, and DigiPen - a game design colInternational Game Developers Association survey. About four percent lege founded by Nintendo and Microsoft. The project is active in severof designers are Hispanic, and less than three percent are Black. Well, al locations across the country, and lectures/workshops are delivered there s a new kid on the block - Magma Zephyr Entertainment is on a live via teleconferencing. San Diego Urban League s Project FUN is quest to bring fresh blood and fresh programs to the industry! currently working with students from High Tech High, Preuss, and Magma Zephyr Entertainment is the brainchild of President, Shan Lemon Grove High. So keep those thumbs ready all you gaming fans; Shankaran, a recent graduate with a B.A. in Game Art and Design from new programmers are in town and their keeping it real with their own the Art Institute of San Diego. Established in 2004, the company was a brand of innovation. It s not your dad s Atari! way to get college students involved in independent game development.

According to Vice President, Adam-Paul Thomas, also a recent graduate Magma Zephyr Entertainment has a website www.mzent.com currently from the Art Institute of San Diego with a B.A. in Media Arts and under construction.

Animation, Our goal is to create games and animation that add variety

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Bridge to a Brighter Future

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rganizational cculturation:

H

The Real Recipe for Inclusion

ow do you like your salad? Drenched with dressing? A little dry? How about vegetables mushrooms, green peppers, tomatoes? Maybe something a bit more exotic like mandarin oranges or toasted almonds? Regardless of the specific mix, all salad lovers will tell you, they want to taste the unique flavors as the meld together in one delicious bite after another - otherwise, just eat lettuce! So how does this relate to the salad bowl analogy of organizational diversity? We are all familiar with the intent of this analogy to encourage individual contributions of all ingredients while being held together by the mission of the organization. The overriding question is - can we truly taste diversity within corporate decision-making, resourcefulness and innovation? The United States Bureau of Labor Statistics in 2005 revealed that Blacks and Hispanics are less likely to hold corporate management positions as cited in the charts below¹. In addition, there are vast numbers of ethnic cocultures and other co-cultural groupings not represented in these statistics. Yes, the salad bowl has become a complex mix of flavors that become more multifarious in the current global mix of workforce dynamics. How can an organization ensure that their workforce is truly representative of the unique and brilliant voices of the global perspective?

Organizational Acculturation is an inclusion model designed to create organizational environments that incorporate and value varying points of view and identities. It is a concept introduced by Dr. Albert J. Mills in his writings on Gender Discrimination2 and refers to the process by which: co-cultures adapt to cultural patterns of the dominant culture without losing their unique customs, values or traditions. It requires adjustment on both sides of the cultural paradigm. It is a process of cross cultural diffusion, or give and take. Acculturation is the process of adapting to cultural attitudes, values and belief that are not your primary culture (enculturation). It differs from assimilation in that in addition to learning

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how to fit in, you are encouraged to bring your unique perspective and experience to the table adding to the collective mission.

The paradigm of corporate assimilation has long been preserved as a formula of inclusion within organizations historically and currently managed by white males. This model called for a major cultural shift on the part of co-cultures to absorb and become like the dominant culture while the dominant culture need do little more than tolerate the occasional anti-assimilation attitude, soon to be terminated. Most corporate analysts concur that assimilation has done little to advance the aim of inclusion in corporate America except for minute gains made by European American females. According to Catalyst, the leading research and advisory organization working with businesses and the professions to build inclusive environments and expand opportunities for women at work, findings presented in a July 2006 census found that: The average Fortune 500 company had 21.8 corporate officers in 2005; on average, women held only 3.6 of these posi-

Equal Opportunity Awards Edition

By P. S. Perkins, Editor-in-Chief

tions Catalyst s study also showed that women of color held just 1.7 percent of corporate officer positions and represented only 1.0 percent of Fortune 500 top earners in 2005, suggesting that little has been done to remove the multiple and intersecting barriers that hinder the advancement of women of color. Men of color fared only slightly better, holding 6.4 percent of corporate officer positions3 (Ilene H. Lang, et al., Catalyst Inc., 2006).

Why hasn t assimilation created the path to equal opportunity for co-cultural advancement in the corporate environment? The following metaphor may shed some light: it is nearly impossible for anyone playing another person s game to effectively compete and win when they have no creative input in the rules or how the game is played. In addition, the creator maintains the liberty to change the rules anytime he sees fit. The playing field is created with only one winner in mind the creator. In order to win, the opponent must think, act and play like the creator. In other words, become a mimic or an exact duplicate. For many diverse players, this is the problem.

Most co-cultures have no interest in giving up their cultural heritage including language, traditions, customs or beliefs. They too are ethnocentric in their need for self-identification and preserving cultural heritage. We witness this throughout communities where Ethnic Americans and other co-cultures have created thriving surroundings that mirror their particular world view. It is not that they are anti-American, but they are anti-lose my culture! This is a direct reflection of the current culture war environment that many U.S. Americans feel we are experiencing as our numbers enlarge to 300 million.

So, what about the real recipe? How can organizations experience the full benefit of a diverse work environment and successfully move forward in the organizational charge?

First, they must understand that real diversity is more than co-cultures providing support

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services for those who make decisions. Their input, imagination and innovation must be valued at the top levels. The decision-making tables and board rooms must be effectively diversified beyond the occasional person-ofcolor or wheel chair. Secondly, U.S. corporate world view must expand to embrace the pluralistic points of view they purport to represent. The Global Market encompasses an ideological and pedagogical framework that expands beyond linear and analytical approaches to innovation and problem solving. Thirdly, the organizational environment must embrace multicultural paradigms of inclusion and comfort.

Organizational Acculturation offers a working solution for inclusion. Examples of this formula in practice might be: English only on the work floor, but designated areas where groups are comfortable to use their first language; creating mentoring programs that aggressively groom and promote diverse members; or in-house celebrations or recognition of major co-cultural holidays providing total company inclusion. Intercultural Communication clinics would help diverse members learn American cultural values and their significance to the corporate structure and way of doing things , as well as how they affect bottom-line results. These same classes would offer the dominant culture a skill based formula of how to effectively communicate across cultures.

Interpersonal and Nonverbal Communication clinics offer strategies for speaking and listening to others who differ in communication styles and perspectives.

The paradigm of Organizational Acculturation is a win-win model of organizational effectiveness which ensures success in the 21st century global market. As we expand our boundaries to deliver services and goods to people of all cultural groups and regions, it is imperative that we make room for their reality. We can not do this as long as we maintain homogenous boardrooms and structures. True diversity speaks to the realities of our heterogeneous nation and world in all its beauty and complexity.

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The recipe for a good salad is not just lettuce, but LET US create real inclusion that brings complimentary satisfaction and realized expectations. Add the dressing of the corporate mission, and the organization is on its way to recruiting, retaining and promoting the best pool of talent the human race has to offer. Eat up, DIVERSITY is served!

References: U.S. Bureau of Labor Statistics. (2005). Charting the U.S. Labor Market in 2005. Chart 4.6. [Electronically retrieved October 17, 2006] http://stats.bls.gov/ cps/labor2005/chart4-6.pdf 1

Ilene H. Lang, et al. (July 2006). Rate of Women's Advancement to Top Corporate Officer's Positions Slow, New Catalyst Tenth Anniversary Census Reveals. Catalyst Inc., [Electronically retrieved October 15, 2006] http://www.catalystwomen.org/pressroom/press_releases/7_26_06%20-%202005%20COTE%20release.pdf 2

Mills, A. J. (1988) "Organizational Acculturation and Gender Discrimination". In P. K. Kresl (Ed.), Canadian Issues, X1 - Women and the Workplace: 1-22. Montreal: Association of Canadian Studies/International Council for Canadian Studies.

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About the Author: P.S. Perkins is the Founder & CEO of the Human Communication Institute, LLC. The Institute offers clinics in Intercultural Communication Organizational Acculturation Practices, and other Communication Management skills. Visit HCI, LLC website at www.hci-global.com

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A 21ST CENTURY TECHNOLOGICAL LEADER DARRELL PORCHER

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arrell Porcher is President of the Urban League of San Diego County Young Professionals. In this role, he leads a group of young professionals in support of the mission of the Urban League. Darrell, a relatively new California resident, is known in the community for his energy, candor and ability to connect to groups and individuals through his genuine nature and thirst to serve as a leader and role model for youth. He has been a youth leader for more than 15 years, having served as Assistant Teen Program coordinator for the East Harlem Tutorial Program and as a youth Karate instructor in New York City during his college years. He became visible with the San Diego Young Professionals when he led a workshop on "Self Awareness" in January 2006 and subsequently became a speaker at the 5th Annual Leadership Summit that spring. Since then, he has been one of the most active members of the organization.

In his professional role as Director - Application Development, Architecture & Quality Assurance, Darrell is responsible for Technology, Engineering and Quality Assurance for Sony Electronics, Direct Sales Systems. He has been with Sony Electronics since 1997. He leads the web development teams for sonystyle.com, one of Sony's largest, direct e-commerce properties.

In addition to his direct commerce role, he has been responsible for technology for several embedded device applications, network enabled cameras, and services including the launch of a Sony branded ISP, SonyStyle Connect and Musiclub.com, one of the companies first audio device support and music portals. In his previous roles at Sony Electronics, Darrell was a senior application developer who helped launch the first corporate intranet for the Americas. He then became a lead developer supporting the marketing divisions for all web properties hosted on Sony infrastructure.

Darrell is regarded by colleagues as an emerging talent and is often used to lead technology for new business incubation initiatives. In 2002, he was promoted to General Manager and became one of Sony's youngest executives. He is regarded as key talent for the future of the company and looked upon as a champion for diversity initiatives. Prior to joining Sony, Darrell was a business manager for Disney/Capital Cities, ABC, and financial magazine division.

He holds a Degree in Chemical Engineering and certificates in group management and leadership from the American Management Association.

As President and Chair of the National Society of Black Engineers San Diego Alumni Extension, he along with fellow engineers seek to fulfill the NSBE mission "To increase the number of culturally responsible black engineers who excel academically, succeed professionally, and positively impact the community". He has been a speaker for national and regional conferences of the society. In his NSBE role, Darrell often speaks to youth on technology,

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Sony Electronics

digital empowerment and how science and mathematics are critical elements in just about every career. He believes, "If you enjoy the mission you serve, you find ways to sacrifice and make it work, but more than anything, my family supports my desire to give back. We need to ensure our youth are given a chance at equal opportunity; many deal with things that even some adults would struggle to balance." He and fellow NSBE alumni conduct workshops for collegiate preparation, and create field trips to major companies and events that showcase science, mathematics and engineering careers.

This past September Sony Electronics, the Urban League and NSBE sponsored a trip for 30+ students to attend a NASCAR event where they were exposed to multiple careers paths. He is currently serving as the lead facilitator for the Digital Academy, a joint effort by the National Urban League and AT&T giving high schools students a 10-week course in Video Game Development to encourage math and science as vehicles for the future. Darrell is a gifted leader and definitely one to watch in the community and the professional world. We are proud to have him as a member of the Sony Electronics team.

IT’S

YO U R C R E AT I O N .

Sony Electronics Inc. is a proud partner with the San Diego Urban League in providing meaningful services to the community.

Ironically, closed eyes often see more than open ones. Closed eyes are blessed with the absence of restriction. They are blind to supposed labels born of color or gender. They refute notions garnered from antiquated beliefs.

Closed eyes embrace diversity. And from it, comes shared idealsand ultimately- sheer creativity and unencumbered innovation.

Closed eyes begin the dream. And here, those dreams are made real.

We’re Sony Electronics, Inc.

Hardware Engineer ■ Software Engineer ■ Information Technologies Sales & Marketing ■ Finance ■ Human Resources ACCEPTING DREAMS NOW WWW.SONYJOBS.COM

Sony Electronics, Inc. Proud host of the 2005 YWCA of Bergen County Tribute to Women and Industry Awards.

Sony Electronics is an Equal Opportunity/Affirmative Action Employer M/F/D/V. Sony is committed to diversity in our workforce.

Minorities, Women, Individuals with Disabilities and Veterans are encouraged to apply.

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URBAN LEAGUE OF SAN DIEGO COUNTY GUILD The Guild is an auxiliary of The Urban League of San Diego County. Membership is made up of volunteers from various backgrounds and professions, most over 40 years of age. The Guild welcomes anyone who has an interest in serving the community, assisting with outreach programs, special events, fund-raisers, and working with youth and adult participants enrolled in Urban League programs.

Whatever your talent, whatever time you have to offer, belonging to the Guild allows you to meet others with similar interests, while making a worthwhile contribution to the community.

Please join us!

Visit us at: www.ulsdc.org

MISSION: The Urban League of San Diego County promotes economic self-sufficiency among African-American families and the under served in our communities, while improving The League’s public image and increasing awareness.

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IT'S BEYOND THE SCIENCE! Daryl A. Basham, J.D. Ph.D. Biochemistry/Molecular Biology In My Own Words

I

was pleased when asked by Diversity Works Magazine to share my professional journey into a field few African Americans are involved in. It has been an incredible journey forged by a supportive family, mentors, and community. It is true that the accomplishments of the great are built upon the backs of many who sacrificed in the struggle for equal opportunity. I am one of the grateful recipients.

I wanted to be a scientist since I was little. I used to sit in the bathroom and play with every chemical I could find. I tested whatever concoction I came up with on ants. The big moment came when I was about 10 years old. I was reading the newspaper, and read an article about how the army had discovered a "bug" they couldn't kill; they had to freeze it. I knew then what I ultimately wanted to do.

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After high school, I attended Howard University, a historically Black university (HBCU) and majored in Microbiology. I came to understand Microbiology as the study of bacteria, fungi, immunity, and my personal favorite, viruses. The first time I saw a picture of a virus, it looked like a satellite, perfectly geometric. I was hooked. I was later accepted into the Cell Biology Ph.D. program at Howard, but it did not seem like the right fit. I had taken a bio-

US LLP, a worldwide law firm of over 3,000 attorneys. I practice patent law in the biotechnology area. I was transferred from the Washington, DC office to the San Diego/Golden Triangle Office in 2005. I first visited California when my brother Timothy was attending Northrop Institute of Technology in Inglewood, California back in 1976. I always knew I would return. My wife Beryl and two children, Brandon and Blair, ages 10 and 8, have

I wanted to be a scientist since I was little. I used to sit in the bathroom and play with every chemical I could find. I tested whatever concoction I came up with on ants. The big moment came when I was about 10 years old. I was reading the newspaper, and read an article about how the army had discovered a "bug" they couldn't kill; they had to freeze it. I knew then what I ultimately wanted to do. chemistry class and done well. One of my professors was Dr. Talbert. I have to take a moment to talk about this mentor and hero. Dr. Talbert was, up until then, the smartest professor I had ever met. Now biochemistry is not easy; it involves both biology and organic chemistry. Dr. Talbert used to give lectures without notes. He could fill the backboard with equations, structures and pathways right off the top if his head. I use to say to myself, "I want to be just like him." In his class, we started out with 65 students; only six passed the class and I was one of them. After working for about a year after graduation, I decided to get a Ph.D. in biochemistry, and become like my hero, Dr. Talbert.

settled nicely into our new home. I am also currently a member of the American Bar Association, The Urban League, Panelist UCSD CONNECT, and the San Diego Intellectual Property Association. My life has been a mixture of many equations, some forged before me, some forged because of me, but its success and blessings are the result of knowing that I and you are here to do something unique, as long as we know it, it's beyond science!

I graduated from Howard University Medical School, Department of Biochemistry where many great doctors have been fashioned.

While there, I was convinced of the industrial uses of biomedical science. Back in 1980's science was still in the "ivory tower," and to use biochemistry to make money was just not the "way we do it," I was told. I still wound up winning the Dissertation of the Year Award, and took a job as a professor, but it was to biotech that my sights were set. At 28 years old, I joined the faculty of New York University's Medical School. I had my own lab, my own grants, my own students and I could do what I loved most tinker. I got too comfortable and lost sight of why I got a Ph.D., and it was not to be an academic. It was at this time while doing research, we discovered some genes that might be involved with the disease of schizophrenia and patented the genes we found.

"What the heck was a patent and how did lawyers know about molecular biology", I thought. Well a patent is like a deed to property acquired to keep others from using your discovery. The idea of becoming a patent lawyer was interesting; certainly they hired Ph.D.s to help them write these patent applications, but who would be crazy enough to get a Ph.D. and then go to law school?

Well you guessed it.

Today my life is a combination of MY dreams and goals, not those defined for me by others who only saw limitation or fixed prescriptions. Currently, I am an associate attorney with DLA PIPER

Diversity Works

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Diversity

is a source of strength for our people and our businesses.

At Citigroup, we have worked hard to create a workplace with an emphasis on inclusion, innovation and merit, rooted in our shared values and respect for our colleagues and the millions of people we serve.

We aspire to be a company where the best people want to work; a company dedicated to empowering individuals and families around the world; and a company that provides opportunity for all.

An Equal Opportunity Employer M/F/D/V | careers.citigroup.com

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The Movement The Movement

T

he Urban League of San Diego County has served the greater San Diego community, reaching out to not just African Americans, but to people of all colors, ages and beliefs.

Since 1953, the League has won some battles, but many basic rights have yet to be guaranteed for all. The Urban League of San Diego County is one of more than a 100 National Urban League affiliates nationwide dedicated to empowering African-Americans to enter the social and economic mainstream. Our primary constituency is San Diego County s African-American population, which numbers approximately 158,000, but Urban League programs are open to all.

Approximately 15,000 people per year take advantage of the League s programs and services, all of which are free of charge. Another 7,000 participate in the League s annual Career Fair, which links those seeking employment with more than 100 area businesses.

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Urban League San Diego County San Diego County

Empowering Communities.

Changing Lives.

THE MISSION To assist African Americans and other underserved people in San Diego County to achieve social and economic equality through advocacy, bridge building, program services and research.

THE STRATEGY The Urban League employs the following five point strategy in order to implement the mission of our movement: 1. Education and Youth Empowerment: Ensuring all children are well educated and prepared for self reliance in the 21st century through college scholarships, early childhood literacy, and after care programs.

2. Economic Empowerment: Empowering all people in attaining economic self sufficiency through job training, good jobs, homeownership, entrepreneurship and wealth accumulation.

3. Health and Quality of Life Empowerment: Working to build healthy and safe communities to eliminate health disparities through prevention, healthy eating, fitness, as well as ensuring access and complete access to affordable healthcare for all people.

4. Civic Engagement and Leadership Empowerment: Empowering all people to take an active role in determining the direction, quality of life, public policy and leadership in their communities by full participation as citizens and voters, as well as through active community service and leadership development.

5. Civil Rights and Racial Justice Empowerment: Promoting and ensuring our civil rights by actively working to eradicate all barriers to equal participation in all aspects of American society, whether political, economic, social, educational or cultural.

Join Our Membership Campaign!

Yes, I want to join and support the Urban League. My Annual Pledge Contribution is checked below.

Presidents Circle

Personal Membership

Name: Address:

Email:

1 Benefactor

$500

1

$5,000

1 Guild

$100

1

$2,500

1 Young Professionals

$75

1

$1,000

1 Regular

$50

1

other

1 Youth (under 18)

$15

Phone: Method of Payment

Total: Bill Me Annually (Starting October 2005)

Credit Card#: Signature:

exp. date:

1 Visa 1 MasterCard 1 American Express

Mail to: San Diego Urban League Membership Campaign, 720 Gateway Center Drive, San Diego, CA 92102.

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DiversityWorks!

Partners A

s one of over 57000 employers in the region we are counting on your support to help make Diversity Work! here in San Diego. For over 50 years, the Urban League of San Diego County has assisted many of its citizens in preparing for and finding meaningful employment. For most of that time, you, our area employer, has been assisting us along the way. And now more than ever, your help is needed to help us meet our mission. That is why we are asking you to become a Diversity Works! Partner.

According to research by the Hudson Institute, a nationally recognized social trends think tank, within the next 10 to 15 years, demographic trends, technological advances, and economic globalization will shape the workplace. The U.S. workforce will continue to expand, although at a much slower rate.

However, its composition will shift to a more balanced distribution by age, sex, and race/ethnicity.

Keeping pace with these changing workplace dynamics, while implementing the mandate of our mission to assist African Americans and other underserved people achieve social and economic equality, the Urban League of San Diego County has strategically positioned itself to better serve San Diego through our Diversity Works! initiative.

Through Diversity Works! we help you find, and if necessary, develop scarce diverse human resources. For example, our Diversity Job Bank has attracted over 1000 jobseekers.

And the students who attend our workshops undergo behavior modification training in conjunction with our award-winning workreadiness and diversity training, producing outstanding results. This combination produces employees who are truly workready. Consequently, as our employer investor-partner, you will benefit not only from finding highly qualified job candidates in our job bank, but perspective employees

who attend our workshops are also prepared attitudinally to enter the workplace.

We are asking you to invest $1,200 year.

This is not a donation, but an investment and a smart business move. It will provide you with unlimited posting/reviews to our Diversity Job Bank (www.ulsdcjobs.net), mention in our Diversity Works! Magazine, featured employer on our website and discounts on our next Career Fair scheduled for (27 April, 2006).

To facilitate answering your questions, we will conduct monthly luncheon seminars to explain the benefits of this initiative here at the League s corporate office; 720 Gateway Center Drive, San Diego CA 92102. Please RSVP with Barbara Webb, Deputy Director, at 619-266-6232 as space is limited and for lunch ordering purposes.

Here s to the continued success of our social venture partnership.

Benefits of being a DiversityWorks! Employer Partner: What your annual $1200 investment gets!

C

onsidered to be our Social Venture Partner (SVP). As it applies here, SVP's are employers/ professionals looking for a way to invest their time, skills and resources in underserved communities with specific outcomes. Our SVP's works through the League to make a hands-on difference - two examples are our Career Fair Committee and our Diversity Works! Employer Partners. As a DW! SVP you help the League be as effective as possible in delivering our programs and services by helping us build the organizational capacity of the agency. In turn, we are able to leverage your investment by offering needed services to constituents throughout the county in the areas of: Education, Employment and Housing.

Corporate Membership with the Urban League of San Diego County for one year includes the following benefits:

1.

2.

3.

4.

Unlimited job posting/resume reviews in the Diversity Job Bank for one year www.ulsdcjobs.net Featured Employer in the DW! Job Bank (for entire year) Corporate logo displayed in special DW! Partners section of the DW! Website Your own webpage on our site featuring

5.

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13.

your company's profile and current jobs Live links to other job boards such as Monster.com or Caeerbuilder.com - automatically pulls the jobs posted on these other job boards into your profile with us.

No need to enter the same jobs in several places.

Five featured jobs (annually) in job bank Listed in Diversity Works Magazine (quarterly) Can feature articles in the DW! Magazine or the DW! Employment/Career Guide as well as post notices about your company's diversity outreach efforts.

Your Company profile and job listings (5) in DW! Employment and Career Guide (sent out monthly to over 300 affinity groups) Free booth at quarterly Mini-Career Fairs held at the League's corporate office (1st come, first served basis) Discounts on booths at annual Career Fair and Career Zones (Career Zones are held in conjunction with other large events such as the Heritage Day Parade and Festival - 10,000 attendees) "Hot Job" notices sent out via our Employment Network e-mail distribution system Direct Marketing to the Urban Market via our DW! Employment Guide and e-mail blasts

14. Investor in the DW! Workreadiness Workshops (listed as an investor in all class material) 15. Directly recruit graduates from workshops (you are always invited to attend graduations) 16. Can promote your company's diversity efforts via the League's media channels 17. Eligible to compete for the President's Award for Diversity (presented at the League's annual Equal Opportunity Awards Dinner/Gala - fall) 18. Participation at our monthly Employers Diversity Networking Luncheons - featuring a 30 min. presentation by diversity professionals on relevant diversity-related topics of the day.

19. National recognition for being proactive in diversity 20. Access to over 150,000 people of color via our Employment Network 21. Socially connect with communities of color and enhance your cultural competency/awareness 22. Meet your company's EEO requirements for outreach and involvement (DOLOFCCP)

We treat our corporate members like investors

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Diversity Works! Employer Partners

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AIG Insurance - http://www.aig.com/gateway/ American Airlines - http://www.aacareers.com Bank of America - http://www.bankofamerica.com/careers/ Cardinal Health - http:// www.cardilan.com Citibank - http://www.citigroup.com CIC Research - http://www.cicresearch.com/newhome2/ Cost Plus World Markets - http://www.worldmarkets.com Cox Communications - http://www.cox.com/CoxCareer/ Cubic Corporation - http://www.cubic.com Curtis Moring Insurance Agency, Inc. - http://www.thinkcmi.com/ Enterprise Rent-A-Car - http://www.erac.com/recruit/ Federal Bureau of Investigations - http://www.fbijobs.com Genentech Inc. - http://www.gene.com/careers/ Hawthorne Machinery - http://www.hawthorn.cat.com IBM - http://www-03.ibm.com/employment/ Integrits - http://www.integrits.com Keith Goosby Inspirations & Motivations http://kgim.blackportal.com Kaiser Permanente - http://www.kaiserpermanentejobs.org/ Kyocera - www.kyocera.com/kai Lockheed-Martin, Maritime Systems & Sensors - www.lockheedmartin.com Loews Coronado Bay Resort & SPA - http://www.loewshotels.com/ Manpower of San Diego http://www.manpowerprofessional.com/sandiego/ National University - http://www.nu.edu/ Neighborhood National Bank - http: www.neighborhoodnationalbank.com NorLab Business Solutions North Island Financial Credit Union http://www.myisland.com/island/ San Diego Padres - http://www.padres.com Qualcomm - at: https://jobs.qualcomm.com/ Science Application International Corp. (SAIC) http://www.saic.com/career/find.html Scripps Research Institute - http://www.scripps.edu SDSU Research Foundation - http://www.foundation.sdsu.edu San Diego Business Journal - http://www.sdbj.com San Diego Gas & Electric - http://www.sdge.com/careers or San Diego Monitor News -http://www.sandiegomonitor.com San Diego National Bank - http://www.sdnb.com San Diego County Sheriff's Department http://www.sdsheriff.net/jobs/ SeaWorld San Diego - http://www.seaworld.org/career-resources/ Sempra Utilities - http://www.sempra.com/careers.htm Solar Turbines - http://esolar.cat.com/solar/ Sony Corporation - http://www.sonyjobs.com Southern California Edison - http://www.edison.com/careers/ Starbucks Coffee Company - http://www.diversityconnections.com/ Sycuan Casino - http://www.sycuan.com/sycuan_casino/human_resources.html The Hartford - http://www.thehartford.com/ The San Diego Union Tribune - http://www.signonsandiego.com The Pacific Institute - http://www.pac-inst.com/ Timmis J Moore UCSD - http://www.ucsdhcjobs.org/ Union Bank of California - http://cce.uboc.com/ United Way of San Diego - http://www.uwsd.org/about/jobs.asp UPS - https://ups.managehr.com/ US Bank - http://www.usbank.com/cgi_w/cfm/careers/careers.cfm Viejas Casino - http://www.viejas.com/html/aboutus/employment.cfm Wal-Mart Stores, Inc. - http://www.walmartstores.com/careers/ Wells Fargo Bank - https://www.wellsfargo.com/employment/ Washington Mutual Bank http://www.wamu.com/about/jobs/default.asp

Equal Opportunity Awards Edition

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Different Jobs.

Same Benefits.

Community Relations Representative

Pressman

Diverse Opportunities

We offer a lot to our employees. Our employees offer a lot to us. They make us look good every day. In return, we provide the same stellar benefits for everyone, no matter what their job description. Our wide selection of benefits is larger than most. We even offer a separate company retirement plan aside, from the exceptional 401k options. That’s a special benefit that’s hard to find these days. We welcome you to explore our many job opportunities in these areas: Newsroom, Operations, Marketing, Circulation, Advertising, Finance, Human Resources and SignOnSanDiego.com. Check out the current list of job opportunities online at: www.utjobs.uniontrib.com. Or come in person to our Mission Valley location at: 350 Camino de la Reina, San Diego, CA 92108. We invite you to apply today. Because at The San Diego Union-Tribune, everyone benefits.

ADVERTISING

Account Managers CIRCULATION

P/T Distribution Center Representatives DISTRIBUTION

P/T Local/Class A Drivers FINANCE

Junior Buyer Accounting Clerk HUMAN RESOURCES

Senior Human Resources Associate INFO. TECH./COMPUTER SERVICES

Systems Business Analyst III PRODUCTION/OPERATIONS

Electronic Technicians Production Mechanics P/T Pressroom Helpers P/T Packagers

We promote and support diversity in the workplace and we are an equal opportunity employer.

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Diversity Works!

Online Diversity Network for

Diversity Recruitment

Post your resume on-line today!

www.ulsdcjobs.net