Sheikh was struck by the conference’s focus on building relationships, rather than connections.

For AU student Danyal Sheikh, success does not depend on other people. It comes from within.

"It's all up to you," he says. "You have to take what life gives you and define your own path."

While Sheikh believes success is self-directed, he also knows he could not succeed without help and perspective from others. He’s learned the most, and best defined his path, from speaking with different people. "It's so important to get multiple perspectives," he says. "It develops your understanding of life--and business."

It is this passion for meeting others that inspired Sheikh to attend the Start-Up Grind Conference in Silicon Valley, California, this past February. An annual two day gathering that brings together over 3,000 entrepreneurs for lectures, discussions, and networking, Start-Up Grind is a business student's mecca.

The conference featured more than 100 speakers and 200 investors, with presentations from big-name entrepreneurs like Jason Fried, founder and CEO of BaseCamp, to leaders of smaller start-up ventures. This large mix of speakers challenged Sheikh to design his own schedule by prioritizing sessions that resonated with him most.

“There were many different rooms, all featuring different people. I had to decide who was most beneficial to hear,” says Sheikh.

Designing his own learning experience is no new feat for Sheikh. A Bachelors of Science in Business Administration major with a focus in marketing and custom specialization in technology entrepreneurship, his academic path at AU is largely self-designed. The major offers a solid foundation of business classes, mixed with individualized courses in a chosen career field.

“My self-designed program is what I’ve been asked about most in internship and job interviews,” Sheikh says. “Companies are looking for employees that are creative, know what they want, and can think individually.”

Sheikh was struck by the conference’s focus on building relationships, rather than connections. This validated his love of meeting others, and empowered him to continue building his professional network. “Networking is often approached as a way to get a job, but really it's just about having a meaningful conversation with someone," he says.

Sheikh formed a particularly impactful new relationship with Kara Goldin, the CEO of Hint Water, a start-up health beverage company. He approached her after her presentation to say congratulations, ask a couple questions, and reflect on her ideas. After the conference ended, “she e-mailed me herself,” Sheikh says. “She said she really enjoyed meeting me, and that she’d love to keep in touch. We talked about working together in the future, so this could lead to a potential new business collaboration.”

Despite his social disposition, networking has not always been one of Sheikh’s strengths. When he began at AU, it was one of his biggest weaknesses. Sheikh says that he “didn’t realize the importance of it” and felt anxious initiating new relationships.

He credits Kogod with helping transform his weakness into what is now one of his greatest strengths. Through his classes, professors, and internships, he was able to develop the tools he needed to build strong professional relationships. “My Kogod professors have been encouraging and supportive every step of the way,” Sheikh says. “They helped me explore myself and opened my mind to new possibilities.”

Sheikh is grateful for the opportunities he’s gotten while at Kogod—both on and off campus. The school’s Washington, DC, location provides Sheikh access to endless top-industry events, renowned speakers, and a connection to a global business community he would not otherwise receive.

“I’ve learned so much here,” Sheikh says. “Wherever I go in life, I owe a great deal of my success to American University.”

With graduation approaching in December 2017, Sheikh is hard at work planning for life after college. He is currently a digital marketing intern with Mariott International at their corporate headquarters in Bethesda, MD, and plans to launch his own marketing company to help start-up businesses. “I will be sad to leave AU, but I’m ready to start my career and make an impact in the business world,” he says.

No matter where his ambitions take him, it is certain Sheikh will continue nurturing his professional network and pushing himself to succeed. By focusing on himself and staying open minded to others, Sheikh will shape the future he envisions. “If something isn’t available to you, why don’t you create it for yourself?” Sheikh says. “Be the change you want to see, rather than ask for it. I think this is really the key to success.”

“But you’re a playwright!”

That was one of the more popular responses I got when I told my friends I was going to Kogod School of Business to pursue a Master of Science in Marketing. It didn’t matter that I had more than five years of experience working in marketing. I had a theatre degree and ridiculously good-looking headshots. I was an artist, first and foremost.

But when I started at Kogod last August, my identity as a playwright betrayed me. For the first time it felt like a limitation. I came to Kogod to dig deep into marketing. I wanted to learn what my previous jobs couldn’t teach me, and finally figure out how the heck to calculate a return on investment. Yet, I was paralyzed by fear of not being good enough.

I learned pretty quickly that it was an irrational fear thanks to my amazing professors and stalwart cohort of classmates. Or, as we like to call each other: cohos. Through my integrated marketing and communications class, I was reminded of the reason I fell in love with marketing in the first place. It is another form of storytelling; like playwriting, the number one goal is to connect with your audience. In marketing, connecting with your audience is what earns sales and loyalty.

In my brand strategy class, I discovered that thinking strategically is the same as thinking creatively. Sure, if I was marketing a new brand of charcoal I would highlight its low cost and ease of lighting. Wouldn’t it be more compelling, though, to advertise grilling outside with your family and friends, with charcoal just a part of that meaningful experience?

Now, after one short year, I have the foundation necessary to work at a marketing agency, which used to be only a pipedream. One of the best parts of the MS in Marketing program at Kogod are the site visits to dozens of marketing agencies in the DC area. These experiences demystified my perceptions and showed me that, just like any other job, it’s about two things: the work and the people. Kogod showed me that my goals were not just attainable, but totally within reach. One day, I know that my creative writing will give a voice to a brand or an organization.

In a week I am graduating with fourteen dedicated and talented individuals after one of the most formative years of my life. I have gained new skills, a new way of thinking, and a newfound confidence. I used to find using a calculator more frightening than performing in front of a couple hundred people. Now I’m fairly certain I could crunch some numbers on stage without breaking a sweat (depending on how hot the spotlight is).

Sure, I’m a playwright. But I’m also a Kogod graduate.

Bradley, who is also a Kogod alumna, was already running her own business as an AU student. Her entrepreneurial background played an integral part in the Center’s development.

AU's new Center for Innovation in the Capital is an "innovation cultivator," as Director Melissa Bradley describes. The Center is committed to fostering an environment where new ideas and businesses can develop. “The big questions are, ‘How do we support our students, staff, and faculty with a place to talk about innovation? And how do we bring our resources off-campus to strengthen the city as a whole?” says Bradley.

While the Center is a new establishment, innovation is by no means a new concept at AU. Bradley, who is also a Kogod alumna, was already running her own business as an AU student. She remembers that a culture of experimentation was a hallmark of her classes. “My business actually became a part of my coursework, and my peers helped me develop and run it,” she says. “My professors were incredibly supportive as well, and helped me balance practice with academic theory.” Bradley’s entrepreneurial background played an integral part in the Center’s development. When she began working at AU in July, she was tasked not only with forming its vision, but providing the mechanisms to do so. “It was a typical start-up,” Bradley says. “There was no business plan or market analysis. We had to decide what we wanted this to look like.”

She was also tasked with finding the Center’s niche. With over 100 centers already on AU’s campus and countless others in the DC area, Bradley had to figure out what set AU’s Center apart.

Bradley believes what makes the Center distinctive is its interdisciplinary design. It partners with multiple AU schools, helping fuel its dynamic, synergy-based culture. “When we were designing its structure and programs, it was clear we really needed a place all of our ideas could converge,” Bradley says.

Faculty and students from the College of Arts and Sciences, School of Communications, School of Public Affairs, and School of International Service contribute to the Center’s programming through research, project-management, and networking. This fosters a broader approach to innovation, supporting students with aspirations outside traditional entrepreneurship.

“Not all of our students are going to start a business,” says Bradley. “Maybe they’ll create an important medical invention. Or, if they’re in media, maybe they’ll make the next blockbuster. We want to create a culture where people can experiment.”

The Center will nurture this experimental environment through its programming and outreach. Business plan competitions, research partnerships, and an innovation speaker series are cornerstones of its programming. The Center will also host city solution “hackathons,” where students collaborate to brainstorm how to address DC’s biggest problems in education, health, and economic development.

Bradley feels strongly that the Center should be just as invested in the DC community as it is in AU. By leveraging the University's academic and human resources, it can improve the city by helping develop and support its businesses. "Institutions of our size are uniquely positioned to support a community's economic development," Bradley says. "This is our opportunity to own that privilege."

One way the Center will invest in DC's economic vitality is with Project 500. A partnership with the Deputy Mayor for Greater Economic Opportunity, the program will help 500 small business in DC grow by increasing their revenue, net income, and/or staff. Project 500 prioritizes organizations in Wards 7 and 8, giving precedence to those in the most disenfranchised areas.

"Academic institutions can have a reputation of being disconnected from their communities," says Bradley. "This gives us the opportunity to be authentic in our commitment to DC, and show that we care about developing businesses in all parts of the city."

Bradley is looking forward to many things with the new Innovation Center. She’s thrilled to offer the resources to students to help develop their ideas into tangible products or services. She’s ready to invest in the community and strengthen DC businesses and the economy. Most of all, though, she is simply excited “that we are here,” Bradley says. “We now have a space for innovation on campus where people can connect and collaborate. And that’s something we can all be really proud of.”

Heat maps are the best-known visualization technique for eyetracking studies.

In an unassuming laboratory in Kogod’s basement, the eyes provide surprising insights into human psychology. In some ways, even the term “laboratory” is a misnomer.

Kogod’s Eye Tracking Lab is in fact a small room containing a non-descript box called the Eye Tracker where faculty conduct psychology-based research.

This past semester, Dr. Cristel Russell, Associate Professor of Marketing, secured a publication in the Journal of Advertising Research for a study conducted in the lab. Russell, whose research focuses on product placements in TV and film, used the lab’s eye tracking technology to research how advertisements shown prior to a television show affect people’s viewing experience.

Using the Eye Tracker to document subjects’ eye moments and pupillary dilation, Russell determined that viewing an advertisement before watching a television show diminishes peoples’ enjoyment of the program. She found that if subjects saw ads before watching a television program, their eyes focused longer on the products shown during the show.

Essentially, subjects who saw advertisements before the TV show suffered from the unpleasant sensation of knowing they’re being manipulated— what scholars refer to as “persuasion knowledge activation.” This results in paying more attention to products embedded in the program and disengagement from the show itself.

The experiment was the first of its kind to use eye tracking technology, and has powerful implications for marketing professionals worldwide. Aspiring Don Drapers would do well to take heed: no matter how sleekly designed or cleverly executed an ad is, when you see the final product, it may have a bigger impact than you'd expect.

Kogod’s Eye Tracking lab also offers research opportunities to graduate students. For more information on the Eye Tracking Lab and how to get involved, visit the Kogod Behavioral Lab homepage.

Veronica Yow's capstone project focuses on increasing the use of organic cotton as it goes from farm to fabric to fashion house.

Veronica Yow, a graduate student in American University’s Master of Science in Sustainability Management (MSSM) program, understands just how complex and interrelated the problems of sustainability are. Now hard at work on her capstone project in China, Yow credits the MSSM program with helping her see sustainability with fresh eyes.

“I’m taking away a set of tools and knowledge that will help me manage the sensitive line between social, economic and environmental vitality,” Yow says. She’s putting these tools to good use in a fellowship program centered on increasing the use of organic cotton as it goes from farm to fabric to fashion house.

“I’m taking away a set of tools and knowledge that will help me manage the sensitive line between social, economic and environmental vitality.”

Joining the business and management principles of Kogod with a focus on environmental, social and political issues offers a rare, holistic experience to students. Through this cross-disciplinary approach, students acquire a robust picture of current issues in the field. Students interact with professors in the School of International Service, the College of Arts & Sciences, and the School of Public Affairs to develop a nuanced understanding of sustainability problems, including poverty and women’s rights.

The MSSM program, now in its 5th year, continues to evolve. Its four career tracks: Sustainability Executive, Sustainability Entrepreneur, Sustainability Consultant, and Sustainability Communications Executive can now be completed within one year. It also offers students an international experience and the chance to tackle a capstone project.

As businesses continue to embrace the impact and importance of corporate social responsibility, jobs related to sustainability have proliferated. “We now see many companies with sustainability-related positions. It makes a lot of sense to incorporate a sustainability degree program within a business school,” says Wendy Boland, Associate Dean of Graduate Programs.

That makes AU’s MSSM program not only a unique choice, but a timely one as well.

Preparing taxes was never high on AU student Rachel McKelvey’s list of interests. But, that didn't stop her from becoming a tax-preparation volunteer with the Spring Washington Initiative program. "The community service aspect really drew me in. It provided an opportunity to interact with people in need in the community," says McKelvey.

This one-on-one human interaction was the most impactful part of the experience for her. An aspiring Human Resources Manager, McKelvey loves working with people and exploring different perspectives. "My favorite part of volunteering was the time I spent with clients after finishing their tax returns. Some people really opened up and shared their stories,” she says. “I never would have connected with these people otherwise."

The Spring Washington Initiative program connected McKelvey with Community Tax Aid (CTA), a non-profit that provides free income tax preparation to low-income individuals. Since 2006, CTA has partnered with AU every Spring to train and mentor student volunteers. Participants work directly with one of CTA’s program coordinators, who guide them through their volunteer experience.

One client in particular stuck with McKelvey. She worked closely with a homeless man, and learned he chose to live on the streets so he could send his income home to put his daughter through school. "A lot of these people are just trying to fight for survival. You realize because these people are low income, they get pushed to the side and disregarded. This program helps give them a voice,” she says.

McKelvey underwent a thorough training process, completing three different Tax Wise software tutorials and a final test by the IRS. CTA’S program coordinator, Miren Beitia, was there every step of the way to make sure McKelvey felt supported. “While you’re in training it’s easy to get disheartened, but Miren really helped by making sure I felt confident in my skills. She’s a great mentor, which made me even more excited to participate,” McKelvey says.

After finishing training, McKelvey completed a total of seven, four-and-a-half hour shifts at the Martin Luther King Jr Memorial Library, where CTA volunteers are stationed. A tax reviewer provided additional on-site support, answering questions and helping manage volunteer-client interactions.

McKelvey admitted that despite the support she received, it wasn’t always easy. Because each client had various sources of income and filing statuses, the forms she filed changed depending on the person. She learned to approach it as a logical and creative challenge. “It’s like a puzzle. As soon as you assemble a few pieces, you can put it all together,” she says. “And hopefully the big picture is a nice tax return at the end.”

She also gained valuable stress-management skills. During consultations, people often grew anxious or angry if their tax return was lower than expected, presenting a communication challenge. “I had to learn how to dissociate myself from feeling nervous,” she says. “You have to explain things in a rational, patient way.”

McKelvey is already planning to participate in the Initiative again next year. She encourages her Kogod peers to do the same—accounting, marketing, and administration majors alike. “By all means, go for it. It’s for anyone who wants to experience new things,” she says. “You will learn that you can push yourself to do things that you never thought you could. You just have to seize the opportunity.”

Join McKelvey and other Spring Washington Initiative volunteers on Thursday, April 21 from 9-10a.m. in the Kogod Student Lounge for final reflections and a wrap-up of their experiences.

The Washington Initiative also offers service opportunities in the Fall. For students interested in joining the program in Fall 2016, submit this form or contact Kate Irving at irving@american.edu to learn more.

AU student Zoe Pribula was skeptical the first time she visited campus. She knew business was the right major for her, but was still deciding where to begin her studies. It didn’t take long to make up her mind.

“The kind of personalized attention I received when I visited AU for the first time blew me away,” Pribula says. “On our campus tour, Jesse Boeding, Assistant Dean of Undergraduate Programs at Kogod, talked to me about what I wanted to specialize in and what my aspirations were. She connected me with an advisor who made sure I knew what my four years at AU looked like before I even enrolled.”

“The kind of personalized attention I received when I visited AU for the first time blew me away,” Pribula says.

Pribula, an undergraduate/graduate dual degree major, believes this type of guidance has been instrumental to her success at AU. She is simultaneously pursuing a BS in Business Administration (IT specialization) and a MS in Analytics (IT Consulting and Cybersecurity specialization), an ambitious path her mentors have helped nurture and support. “My professors have been extremely supportive of my interest in this field, which helps me feel proud of myself and of my industry,” Pribula says. “It doesn’t matter what they have on their own plates. They always make time for you.”

As she looks toward her undergraduate graduation this May, Pribula is excited to continue honing in on a career in IT and Cybersecurity during the last year of her master’s. Wherever her path takes her, though, it is clear she will always feel a strong tie to the Kogod community and its supportive faculty and staff. Pribula explains it simply. “Kogod really is a home away from home.”

Read more about Pribula’s Kogod experience and future aspirations below.

Kogod School of Business: What surprised you the most about Kogod?

Zoe Pribula: Professors and advisors alike make time for you. Taking advantage of my professor’s office hours is one of the most useful things I’ve discovered. It allows you to get to know your professor, and for them to learn about you and what you're trying to get out of the course. They can also reinforce ideas that you may not have grasped in class.

KSB: Which Kogod class or classes have most influenced your career goals? How?

ZP: I came to Kogod with a marketing specialization, but when I took “The Edge of Information Technology” (ITEC-200), it was the first class I had in college that everything "clicked" in my brain and I was excited. I immediately knew Information Technology was right for me. In ITEC-200, I received an introduction to information systems used in marketing and management, and learned basic key concepts of the field, such as how computer hardware, networking, and security works.

I knew cyber security was also a path I wanted to take when I took Cybersecurity Governance (ITEC-596) last semester. I learned that it is a field that’s constantly changing, and a field that has a lot to do with education on the managerial and individual level. This excited me because I ultimately want a job where I get to work and interact with people.

KSB: In what ways do your passions influence and inform your career choices?

ZP: I am most passionate about continuing to learn and helping others. IT consulting would allow me to learn about how organizations in different industries work while I help make their processes more efficient.

The same goes with cyber security – I could help others while simultaneously learning. By learning about companies and industries in need of good cybersecurity, I will be able to provide companies with education and information they need to protect themselves and their employees.

KSB: If you could retake a Kogod class, which would it be and why?

ZP: I would retake my Business Process and Requirements class because I got so much out of it, and could learn even more if I took it again.

Our project on AU Student Retention really stuck with me. We worked with the Office of Student Retention to interview different AU colleges’ advisors about their experiences with students, and what thoughts they have on increasing student retention. The project was semester-long and gave me insight into what it would be like to be a consultant. It also gave me vital teamwork skills, and helped me learn how to work with lots of different peoples’ schedules.

KSB: Which Kogod professor or professors impacted you the most? Why?

ZP: My two professors of my cyber security class, Laurie Schive and Craig Stronberg, taught me that there is more to IT than meets the eye. Often when people think of Information Technology, they immediately associate it with computer programming or software management. Schive and Stronberg taught me that there is a soft side of IT that matters. Cyber security is important and people will still listen and respect you even if you are not just coming to fix their computers.

Additionally, Professor Lindsay, my Finance 365 instructor, showed me that he truly cared and wanted the best for me. I occasionally need extended time on my exams, which can be stressful because the rest of the class finishes before me. Lindsay was really sensitive to this and made sure I had the space and time I needed to finish. He really stressed that he wanted me to succeed. I appreciate him so much.

KSB: Which guest speaker has been the most notable in your Kogod courses? Why?

ZP: The most influential guest speaker I've had was from Deloitte. He told us that your career is not defined by your degree, and explained that he is still learning what he does and does not enjoy.

I thought that was a great thing to say to upperclassmen trying to enter the workforce because it empowers us to keep learning. This desire for knowledge will always be a part of me—where that means getting another degree, or working in various fields and industries. It was validating to hear that it’s okay to continue questioning and learning when you are out of school.

KSB: Which of your internship or work opportunities during your studies has been most impactful for you? How did Kogod help support these opportunities?

ZP: I currently work at DC-Homeland Security and Emergency Management Agency as an IT intern, which an AU Career Center advisor helped me find and secure. It’s really a dream opportunity because I’m essentially working at an internship tailored to the future career I want. I’m acquiring the hard skills I need in IT and the soft skills I need as a consultant, while simultaneously learning how a local government agency works.

KSB: What advice do you have for prospective students?

ZP: Take an entry-level class and learn about all the specializations the school has to offer! Even if you don't think you are a business student, try it out—don’t limit yourself to one major or one school. Kogod really does have something to offer to everyone!

KSB: What is your greatest take away from the Kogod experience?

ZP: My greatest take away is that I feel prepared for the "real" world. I have had a great support system along the way that have allowed me to learn and get the most out of what I wanted to get out, not what I had to.