BOONE—Joan H. Zimmerman, president and chief executive office of the Charlotte-based Southern Shows Inc., never thought twice about her gender when she co-founded the multi-million dollar business.

“I do not think that any of the qualities that you need for success are gender based,” she said in response to an audience member’s question during a presentation at Appalachian State University’s Harlan E. Boyles Distinguished CEO Lecture Series. “The qualities are persistence, integrity and skill. If you have those and you are willing to go out and make your own mark and work, there is no reason why you should not succeed as a woman. I have had hurdles to jump, but you can jump them,” she said.

Southern Shows, founded in 1959, produces 21 consumer shows in 12 cities, including the Southern Spring and Garden Show, Southern Farm Show and Southern Christmas Show. The shows are attended by more than 600,000 visitors annually.

“When we first started our business, people said to us, ‘Are you crazy?’ People had never heard of a consumer show. They did not exist in this part of the country,” Zimmerman said.

She said she and probably others who embark on creating a business are a little crazy. “I would think that every business owner in this room today probably would agree that entrepreneurs all have to be a little bit crazy or we wouldn’t be doing what we are doing. Isn’t it amazing that we crazy people create 80 percent of the jobs that are created in the United States today,” she said.

Zimmerman, who grew up in London during World War II, credits advice from her mother and her early life experiences as the foundation for her business success.

Her childhood jobs included pig food seller, housecleaner, and debt collector for a local newspaper. Zimmerman said skills she developed in those early jobs continue to help her with customers today.

Instead of trying to fit into whichever jobs students think will be the hot career and pay the most money when they graduate, Zimmerman said they should focus on their talents. “You need to figure out what you are good at…because that’s where your future is going to be.”

Zimmerman said she keeps working after 47 years in business because she loves what she does.

“Ours is a very exciting business,” she said. “We get to work with the heads of major corporations, as well as individual crafts people, garden club people and small business owners. The variety is endless, and we love it.”

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