The Delores Braswell Award for Advocating Women in Business has found a perfect fit this year in Dedra Sanford, founder of Dee Sanford International. “Dee Sanford, like no other I know in San Diego, is passionately committed to the advancement of women’s business ownership,” says Alicia R. McLain, sales manager for Weekenders USA. “Her programs, network of business owners, online communications and daily networking have always been selfless and inclusive of her constituency of women business owners.”

Sanford’s career has taken unplanned turns. “I didn’t really want to be a motivational speaker because all the ones I knew were superficial,” she says. “But people seemed to be encouraged by what I said. I’ve always been passionate about empowering people. It’s my personality.”

While working for AT&T in corporate sales, service and consulting, she found herself talking to groups all over the globe about business techniques so much that it had become her full-time job. In 1994, she founded a company that offers training and consulting in customer service, sales, presentation skills, personal and professional development and call centers. The firm also runs networking groups for women entrepreneurs and a television show that offers appearances for small business owners.

Whatever service Sanford provides, it has the same underlying message of empowerment and encouragement. “When I speak to women, I ask how many of the women there receive all the encouragement they need every day and no hands go up,” says Sanford. “We all need encouragement and we all need someone standing behind us, believing in us. It really does make a difference.”

Seeing the lack of a support system for local professional African American businesswomen, she founded the African American Business Women of Vision in 1997. In 2001, she started the All Business Women’s Celebration of Women’s History Month.

Sanford hosts two half-hour television shows on Cox Cable, “Business to Business” and “The Christian Business Forum.”

“There are no words to describe the impact Dee has had for me,” says Mayumi King, chief executive and founder of Inspire Learning Inc. “I am so fortunate to receive the knowledge and inspiration of all of the other incredible guests and speakers Dee brings to her networking functions and television programs. Dee gives so generously to others’ visions that I wonder how she manages to have anything left for herself.”

Sanford’s work has been widely recognized. “So much of life is negative and what I do is positive,” she says. “I give people a dose of what’s real and what’s true, then watch them go out and make a difference. I like to see people feel better and accomplish great things. It’s my mission in life.”