Location: Baltimore, MD
President and CEO
POWERED BY A MISSION
The Ulman Cancer Fund for Young Adults’ (UCF) vision is to ensure that no young adult faces cancer alone. “This vision is based off the experiences our founder Doug Ulman and his family faced when he was diagnosed with cancer as a sophomore in college,” says president and CEO Brock Yetso. UCF’s work brings with it a unique challenge: “We have lost many good friends, clients and supporters to the very disease we work to fight. This is a unique reality to our business and extremely difficult for all of my team.” However, it’s also a reality that spurs Yetso and his team to keep up the good work: “I continue to be motivated to make the business as successful as it can be because the work is so important.”
Quick Tip: “The better we can predict the curves in the road and respond to them, … the more likely we are to survive and thrive.”
Yetso says the most valuable lesson he has learned in leading UCF is planning for the unexpected. “We can create plans, targets, deadlines, roadmaps and do everything right to keep things on track, but they never go exactly as you plan,” says Yetso. “I’ve learned over the years that you have to be able to respond and adjust to those punches and also see them coming” — whether those punches are employee turnover, missed revenue targets or changes in the markets.