Reflections on a ten-year journey

Today, I’m reflecting on a journey. It’s a metaphorical journey - the only kind we’re able to take at the moment – and it’s been unexpectedly exciting and rewarding. It began when, ten years ago TODAY, I took what proved to be one of the best decisions I’ve ever made: to leave the safety and familiarity of my public sector job to embark on an independent career which would lead to me establishing my company, Rich Communications.  

It was January 2011 and I had been working at the Child Exploitation and Online Protection (CEOP) Centre for five years. It was a role I loved, working alongside colleagues from across law enforcement, education and social care who were completely dedicated to combating child sexual abuse. This humbling experience followed spells at the press offices of the Metropolitan Police at New Scotland Yard and the former National Criminal Intelligence Service. 

Equipped with some eye-wateringly steep and (mostly) enjoyable learning curves, I weighed up my options. With a young family and an increasing need for flexibility, I was in search of a change that would allow me to do the work I loved – helping organisations communicate out of a crisis– but on my own terms. I decided to take the plunge into independence. My last day as an employee was 31st January 2011 and I stepped out into the unknown. 

It’s fair to say that my new life as a sole trader didn’t start well. 

My very first engagement was to deliver crisis communications training at an independent boarding school in Kent, something I’ve continued to do at many schools (thankfully with less dramatic consequences) in the decade since. On this occasion, I was working alongside an associate who had generously invited me to assist him with the course. We divided the participants across a number of different rooms in the school’s historic building and introduced a live crisis scenario for them to untangle. Time was of the essence as I raced between the rooms, delivering messages to convey the emerging responses from group to group. It turned out that Victorian staircases and high heels are not a good combination: I caught my shoe on the top step and flew from top to bottom in what must have been record speed, landing in an undignified heap in front of the participants on the ground floor. Later on - and in his final act of crisis management that day - my kind colleague sat with me in A&E as my broken hand was bandaged up. 

Whilst perhaps not quite the ‘lucky break’ I’d been hoping for (sorry!), this unfortunate event did not, at least, prove to be an omen for the years that followed. I couldn’t have imagined how much I would enjoy the work I picked up, the many clients who would become friends and the huge amount I’ve learnt along the way. 

It hasn’t all been plain sailing though – of course it hasn’t. While I’m extremely fortunate that I have not (so far) suffered any dry spells or other significant problems, there have definitely been challenges along the way. I often find myself trying to articulate these, together with all the positives that working independently brings, when others who are thinking of making the same move ask for my advice. So, to mark this ten-year anniversary, I thought I’d put in writing some of the thoughts I tend to share with them.  

Learn from those who’ve already taken the plunge. As I weighed up my options during the second half of 2010, I was lucky to be able to draw on the experiences of several intrepid ‘lone rangers’ who had forged their own paths before me. My friends Helena Sharpstone, Anna Shields and Lisa Wimborne were just a few of those who gave me valuable advice (together with my lovely A&E companion, who also generously pointed his own ‘excess’ clients in my direction). If you’re thinking about a similar move, consider asking for honest views from those who’ve ‘been there, done that’. It can help you make the decision whether to go it alone or not; if you do go ahead, they are bound to give you useful pointers.

Work out what you want to be known for. This advice comes from Alan Wick, the most phenomenal source of wisdom for entrepreneurs. I can’t possibly do his advice justice here (you should check out his webinars, podcasts and radio show for yourself), but essentially it gives you the confidence to understand that when you focus on doing what you love instead of saying yes to every piece of work that comes along, you become the ‘go to’ person for that particular niche. For me it has meant recognising that helping organisations communicate through crisis and reputation-threatening situations is what I love above all else. Thanks to Alan, I no longer feel the need to accept every piece of work that comes along – which means I don’t have to agree to projects that I know I won’t find fulfilling. 

Never take your clients for granted. A few years ago, I was helping a client who was putting together a new website. It was an urgent piece of work and time was of the essence. Unfortunately, while the client and I were busting a gut to get the content, images and other elements lined up as quickly as possible, it seemed that their web developer had gone AWOL. After four days of unanswered emails and calls from my now desperate client, the guy resurfaced to tell her that he’d been in a field in Ireland, enjoying prolonged celebrations at a friend’s wedding. He even furnished both the client and I with details of the various illicit substances that had played a part in this extravaganza. Suffice to say that he had plenty more time on his hands after these revelations. I do realise that this story sets a particularly ‘low bar’ in terms of ensuring your clients know that they can rely on you, but it was certainly an eye-opener for me. 

Find your most productive way of working. When I started out, I worked in a wardrobe. This wasn’t as bad as it sounds: I had a big desk facing inwards, decent lighting and no distractions. Where I did struggle, ironically, was in settling into the flexible working pattern that I’d left my job for. Guilt about being able to abandon the rush-hour commute and the new-found freedom of making a cup of tea just for myself rather than for fifteen other people - together with the small matter of an urgent need to make some money - saw me settling into my wardrobe at 8.30am each day and not leaving it until 5.30pm. It was many months before I allowed myself a mid-morning coffee with an associate or even ditched the after-school childcare, instead working later into the evening (or between 6am-8am, which I much prefer). Happily, I now have an actual office and all deadlines are met with guilt-free flexibility. 

Recognise ‘imposter syndrome’ (and know you’re not alone). I’m no psychologist and I can’t pretend to understand how or why people are suddenly afflicted by the creeping fear that they aren’t good enough to be doing what they’re doing. I do know, though, that even after ten years’ experience working with high-profile clients under intense media scrutiny, I still feel unfounded moments of self-doubt and insecurity about the future. I know it’s irrational, but I also know from talking to others that I’m not alone. In those moments I try to remember that when someone wants to buy a coat, they’re going to look for the best fit for them: coats can be of equal quality but still be different; each one has its own unique appeal. I also had an eye-opening and gratifying conversation with a client a few months ago which somewhat pulled the rug out from underneath this particular fear. She confessed that she’d been worried that I might leave them because she’d asked me to manage a higher-than-usual number of complex, reputation-threatening situations in the recent past. I was able to reassure her that not only do I thrive on resolving those situations, but that nothing makes me happier than the fact that they still wanted to work with me after almost seven years together. Hell would freeze over before I ditched a client like that. 

Working for yourself can be truly exhilarating – have faith and enjoy the ride! It’s like the first time you’re allowed to drive a car without L-plates or passengers: you don’t realise how fantastic it is to be able to drive until you set off on your own. While it’s true that you may sometimes miss chats at the photocopier and that no-one will come to your rescue when your technology lets you down, there’s a lot to be said for being the one to make all the decisions. Will you be a good ‘fit’ with a potential client? What’s the best approach to support them? And, of course, how much will you charge for your services. Your short-term and long-term goals are yours and yours alone. I have derived so much energy and happiness from that fact over the decade.

Pre-Covid, I’d looked forward to holding a ten-year anniversary celebration which would bring together all my clients, associates and other lovely people from my professional life over wine and canapes. It was not to be (yet...) but watch this space. I’m hoping the next ten years will be even better.