An insightful conversation with Kristin White, COO of ITS America

Posted by Outreach on Oct. 21, 2022  /  Member News, Annual Meeting  /  Subscribe 0

“Innovation is about empathetic inquiry and asking, ‘What problem are we trying to solve?’ and then working ... those ideas into solutions.”

Kristin White, #ITSMW22 Keynote speaker and COO of ITS America, believes the ITS industry can achieve a safer, greener, and smarter future by engaging communities, using plain language and working across silos. Furthermore, Ms. White shares what we can do, individually, to achieve that goal, offers some great insight to newcomers in the ITS field and explains MobilityXX and how to get involved.

Ms. White, what do you view as the biggest challenge in the ITS industry, and the most important changes we, as an industry, must make?
Engaging communities, using plain language and working across silos. 

First, we need to incorporate principles like human-centered design and inclusive public engagement practices (like the International Association of Public Participation’s Spectrum of Public Participation) to start innovation by first asking community members what challenges they have to overcome. Innovation is about empathetic inquiry and asking, ‘what problem are we trying to solve?’ and then working with stakeholders to brainstorm ideas and prototype those ideas into solutions. We can only do that by involving all community members, collaborating with them and empowering them so they can help make the best decision for their community, hopefully leveraging ITS technology and innovation.

Second, we need to do a better job using ‘plain language’ which is defined as being able to be understood if you have a 4th grade reading level. If you can’t talk about ITS to your 4th-grade child, then you need to go back to the drawing board to explain it in a way that makes sense. Too often we’re talking past each other – either using too technical language, or not speaking in a way that is meaningful to our audiences and stakeholders. We need to refine the art of storytelling to explain why technology and innovation is so critical for the future of mobility to advance safety, sustainability, and equity.

Finally, we need to build in innovation time to meet with other people, engage in state, regional and national collaboration efforts and planfully engage other leaders who’ve done this work to learn from them and share best practices. Organizations like ITS America are key for this so that we can learn from others, take time to look beyond our own work, learn from others who’ve tried (and failed) and learn from their lessons and best practices. Only by breaking down silos within organizations, across institutions and across sectors will we see a future that’s safer, greener and smarter.

What advice would you have for individuals to help advance that change?
Read up on human-centered design, learn about the IAP2 Spectrum of Public Participation,incorporate the plain language accessibility reader in your Word and other documents, build in ‘innovation time’ into your calendar to engage in larger coalitions and national associations, become a member of ITS America and attend our events, and commit to just one of these actions in the next 3 months to continue your own innovation time and learning.

#ITSMW22 is seen by many attendees as an opportunity to learn about new and emerging technologies and trends in the ITS world. As we are heading to the end of 2022, what is in your opinion the most interesting trend for 2023?
Digital infrastructure, hands down. A year ago, few folks were using that term on a regular basis, even though we live it every day. Digital infrastructure is the digital layer to our physical world. Transportation has evolved from concrete and steel to data and algorithms. ‘Digital infrastructure’ allows organizations to communicate, share, store, analyze, and use information to save lives, provide faster emergency response, help mitigate impacts of extreme weather, improve resiliency, reduce emissions, enhance mobility, and distribute services equitably. This can include innovations like vehicle connectivity, automation, advanced mobility and other innovations that are safer, greener and smarter.

What do you view as the most important decisions you make as a COO of ITS America?
Supporting people. A Chief Operations Officer is responsible for the health of the organization – to keep it running, healthy, efficient, strategic, financially stable, and looking to the future. I believe that the heart of each of these goals are the people: from our amazing staff (I think we have one of the most talented and passionate staff in the industry), to our members, who tirelessly innovate and collaborate, to the community members we serve. The past several years have taught us that people are resilient, that we need support, that we are innovative and nimble, that we are strong, but we need to be much more empathetic leaders to listen to our teams, clients, and communities – and families – to make sure we’re the best leaders we can be. I also follow the work of Brene Brown, Adam Grant, Mark Green, Melinda Hart and Simon Sinek who are amazing thought leaders on the topic of inspiring, motivating and lifting up teams.

Which person has had the most impact on your professional life as a mentor and why and how this person influenced your career?
I’ve had the pleasure of benefiting from some amazing mentors, including the former commissioners and Chief Counsel of my former organization, Minnesota DOT. After growing up in a small town in the Midwest that embodied stoicism, sexism, and a ‘pulling yourself up by your bootstraps’ mentality, I didn’t have a lot of people who inspired the ability to believe in myself or helped me realize my own strengths. That all changed when I entered the public sector, where I had commissioners take the time to listen to me, guide me, and help me see my own strengths and abilities when I couldn’t see them in myself. My former Chief Counsel – who created a legal team after the horrific Minnesota I-35W bridge collapse – saw me interview for a job at the Department, realized it didn’t play to my strengths and took the risk to create a brand-new position for me. That was the first time I officially worked in a formal transportation role, and it has inspired my love of connecting people and planning the future of mobility. Now, I remind colleagues and mentees alike that we must commit to sponsoring and mentoring people that look very different from us which requires making a commitment to find career growth opportunities for these emerging leaders, and providing them ongoing, effective feedback so they can grow.

What one piece of advice would you offer to the newcomers in the ITS field?
I have a top ten list I recommend which includes:

1. Take time to create an amazing LinkedIn profile. Use it regularly.
2. At least once a month ask someone – anyone that you admire – to connect. Ask them about their work and how they came into their role. Ask for advise. Once you make those connections keep them up-to-date by reconnecting with them; update networks on your successes, career progress and ideas.
3. Volunteer for leadership positions.
4. Listen. Your growth is measured by the number of uncomfortable conversations you’re willing to have.
5. Find a mentor and sponsor someone who doesn’t look like you. Ask for feedback.
6. Write, journal, and reflect. Each day, week or month take time to process your thoughts and ideas in writing.
7. Exercise. Sleep. Vacate. You need to take time off to help restore yourself, prevent burnout and have fun! Try out a digital detox once a year.
8. Be willing to make new mistakes. Take risks.
9. Practice radical gratitude. Write down three things your grateful for each day. Tell your partner, family, team, and coworkers how much you value them and do it often.
10. Don’t hesitate to ask for help, advice, mentoring or sponsorship. 

And most importantly, be an ally for yourself and others. You must speak up and out if you see something that isn’t right. We can only grow our industry if we make it more inclusive, so we all feel like we belong and the emerging leaders in this field have a lot to teach us all on equality, equal rights, and what it means to create a just and inclusive industry.

We understand that you are a champion of MobilityXX; Will you give us a brief explanation on what MobilityXX is, and how people can get involved? 
Less than 15% of the transportation industry jobs are held by women (and those who identify as women) and women of color. Those numbers are even more stark for gender nonconforming professionals. These disparities lead to system injustices and transportation barriers. Yet the World Health Organization’s Sustainable Development Goals show that one of the most significant ways to advance equality is to advance gender equity since women make up over 50% of the world’s population. MobilityXX is a nonprofit campaign with WTS to increase the number of women in transportation by 10% in 10 years (which is what the ‘XX’ stands for). Even in my role, I face micro-aggressions and overt sexual harassment on a regular basis despite the many privileges I hold.
We must commit as an industry to advance gender equity in our work, which centers on several core principles and calls to action, including: ensuring your organization hires, retains and promotes at least 50% women; ensuring your panels and events include at least 50% women speakers; tracking the number of women and women of color hired in your organization and publicizing those numbers and how they increase over time; including at least 2 diverse candidates in each interview pool; advertise salaries for jobs; creating mentorship and sponsorship programs; supporting employee resource groups where people have a safe space to discuss these ideas and recommend changes to leadership. Together, by talking about these issues and standing up as active allies and leaders we can advance gender equity to build a more inclusive transportation system that serves all.

Ms. White, thank you very much for taking the time to answer our questions. It's been a pleasure and we are looking forward hearing your Keynote speech at ITSMW22!

Return to list