Keep Calm & Plan Your Crisis Comms

Like all of us, I’ve spent a lot of time over the past few weeks glued to news outlets, Twitter, Instagram, podcasts, & other channels to keep myself & my family informed about covid-19. 

And, if I’m honest, I’m feeling pretty much at saturation point from an emotional & intellectual standpoint when it comes to what’s ahead. 

Right know we’re living in a time of heightened uncertainty & unknowns. The impact of this current global pandemic is just beginning to trickle into daily life for individuals, communities, & businesses worldwide. The tidal wave will come. It’s up to us to prepare for how we ride it to shore.

Closer to home here in New Zealand, despite the attempt of many businesses to go ahead in a quasi-BAU state, there’s one thing I am certain of right now: we’re in crisis-mode.

Unfortunately what I’m noticing is that the businesses who need them most don’t seem to have clear, concise, & longterm crisis-plans in place for times like this. 

My hot take is simple. Right now is the time to stop your BAU & take note of culture, context, content, & community when it comes to your business & the communications that you’re putting out into the world. 

For almost two decades I’ve worked with big & small brands alike not only to create clever & innovative campaigns across new & emerging channels – but to write crisis comms & community best practice to ensure brands responding with kindness, impact, & best practice at heart when it comes to communicating through social & digital media in times of crisis.

So here’s a gentle few things big, small, & sole-trader brands alike can do right now to ensure that what you’re putting into the world is kind, not tone-deaf. That how you’re responding to people in need is helpful, not distant.

  1. If your content calendar & media buying is done well in advance, stop all activity now. Look at the every placement. Take note of assets, products, words, & the tonality of content you’re putting into the world. If your comms are intended to be “cheeky” in good times, they’ll sound flippant at best right now.
  2. Check your words. It goes without saying, but the biggest faux pas that a business can make right now is to post or send out a communication that hasn’t been seen by more than one set of eyes. Without any malice meant, in times like these words matter. Messages matter. Thought & empathy matter. Read, re-read, & consider everything you put into the world as a business.
  3. If you’re scheduled to crow about financial performance or any kind of profit, put that on hold through consumer facing channels for the foreseeable future. Sure, share with your board & major stakeholders – but right here, right now, people need emotional reassurance. Profit talk isn’t going to help your brand when all we see are falling markets & trends towards recessions with huge global repercussions.
  4. Make sure you have enough resource available to handle customer conversations & community feedback. If you know it’ll be a stretch to have people monitoring & responding to questions across all channels, then be super overt about where you will be able to respond. Ask people to email you if email works best. If Facebook is where you can handle more customer interaction, ask people to head there specifically. Being super clear about where people can go for help is the kindest thing you can do for your staff as well as for your customers.
  5. If you’re a big business, ensure your customer care teams are looked after. Taking care of the people who take care of customers & employees alike is of the utmost importance. Empower your frontline staff with information & the ability to be humble, kind, & caring at this time. There’s literally nothing worse you can do than have customer care people reading from scripts – unable to veer into emotive territory.
  6. Have a plan around internal processes for signing-off official comms & statements, but make sure that your internal processes don’t hinder (or even sneak into) the conversations your representatives have with customers. Consumers want reassurance, not to know the ins-and-outs of your business. Your stress internally should not be placed onto the shoulders of already worried humans outside of your organisation.
  7. Listen to your gut. If commonsense & expertise are worth anything during more certain & stable times, they’re worth everything during times of crisis. If something feels “off” or a communication sounds distancing more than connective, re-jig, re-write, re-think. Less is more in times of crisis.
  8. If you’ll be laying people off or sending people home, have heart-felt words at the ready & empower your customer service teams to be human, caring, & kind in their responses. Crisis times aren’t times for “perfection.” In fact, it’s quite the opposite. The brands who most show their humanity through connecting authentically are those that people continue to love.

Hopefully these wee tips are helpful for you right now. 

If you’re in need of a check-up, check-in, or simply need an extra set of eyes over your crisis plans or content during this time please reach out. I’m here & willing to help as best I can. As per usual, slide into my DMs here with any questions you might have.

Together we can put good into the world at scale. Together we can do just about anything. Together we can keep ourselves, our businesses, our employees, & (most importantly) our communities safe right now.

Being respectful with our comms & content is the only way forward during this time.

Kia Kaha.

Cassie 

The Art of Being You: Building A Better Personal Brand (without the BS)

Fu*k the rules, do what’s right for you?
Seriously. Fu*k em. 

Do you remember life without screens? 

I mean the glowing, talking, ever-present & omniscient ones we wistfully while away our lives behind (be they big, medium, small, or pocket-sized?

Do you remember going out with your friends at the dew-drop-dawn of each new day & riding bikes from sun-up to sun-down. Making up rules to games that didn’t exist yet & relishing in the art of unfettered play?

Did you dance on tables for the joy of & not because we needed fodder to feed an algorithm or three? 

Let me tell you… I did. Thank GAWD we didn’t have smartphones & cameras documenting every waking moment of our lives when I was young. Instead we embraced boredom as a challenge. We invented adventures & undertook them fastidiously.

We found joy in recounting our harrowing tales of escaping scorpions, rattlesnakes, & Bob cats (ahem, we never had to escape really – we never saw all the critters we imagined we’d escaped from, it was their trails in the shallow dust that reminded us they were there though). Oh I loved the days before digital applause became inherently tied to our own self-worth.

When was the last time you spent an entire summer afternoon lying in the grass looking up at the sky & watching the clouds pass overhead?
I can’t remember the last time I did it. 
Has my 13year-old daughter ever done this?
Ever? 
I’m not actually sure. 

My own memories moments where I was truly present haunt me like gentle ghosts. Nudging me. Nurturing me. All of them are specters of a past that whisper in my ears “Do you remember…” hey haunt me in rare moments of silence & stillness, prodding at a dusty corner of my consciousness reminding me of the innate joy in doing nothing. Now though, nothingness is frowned upon. 

In a world where we pay to go places without wifi & are easily seduced by the idea of going offline, we struggle when we encounter boredom. We’re now hard-wired for connection 24/7/365. But the connection our brains desire (damn you, dopamine) isn’t real connection. 

We are living in a time where our personal value is oftentimes measured by how busy we are, how many titles we’ve put next to our names on LinkedIn profiles, & how many followers see the photos/videos/words we upload. The measure is simple: if lots of people see the reckons we post & the breakfasts we tweet about (accompanied by inane/clever/snooze-worthy hashtags), then we must be very important & interesting. Right? 

Yeah, nah. 

In the past 20 years the fabric of our connected culture has become shinier, sure. And don’t we just covet the shiny things? We attempt to grab more & more of the twinkly stuff. We show only our highlight reels to the world. The ups. The celebrations. The rising from a fall. The highest of peaks. Sometimes we show glimpses of the hard stuff. But, that’s only sometimes. 

Mostly though, we keep our fears & our anxieties locked away. 
We wallow in our own defeats when defeat looks like us. 
When the person we see in the mirror isn’t perfect we hide them & from them. 

We disconnect to connect.

For most of us, social interactions are a smoke-screen. A proof-point of interacting with a modernity that has over-run us. It’s social media that defines us. All of us. We post dreamy smiles in golden sunlight in the hopes of living up to the expectations of people we’ve never met. Expectations that have yet to be defined. 

We follow. 
We follow.
We follow. 
We follow…

And, in turn, we hope others will follow us.
Why? Because being followable is the new wealth. 

Whether it’s 100 people or 100million, being followed is a new currency by which we buy & sell our self-confidence off of the back of likes, shares, comments & the ever-elusive idea of virality. Our sweet-fix digital culture is killing us though. Quite literally. We’re drunk on algorithms. 

Here at home in New Zealand our depression & suicide rates are higher than almost anywhere else in the world. We measure our value, our lovability, & our cleverness by double-taps on a screen somewhere else in the world. People we will never know hold our lives in the palms of their hands. 

Which brings me to the topic of Personal Brand. 

Google the term or take a wee squizz on any LinkedIn timeline & you’ll find a treasure trove of people talking about cutting through the din of digital content & becoming a thought leader by building a better personal brand than the next person. Millions of articles purport the best tips-&-tricks for hacking human algorithms (not to mention the social media driven ones) & becoming instantly likable. Instantly famous. Instantly worthy. 

This isn’t a new idea, in fact it’s an old one. It’s only the platforms on which we’re meant to sparkle that are different. Le sigh. Hands up if you’re already bored of all of the beaty-chesty congratulatory swill that people post in an attempt to feel any bit of anything at all. We chase this kind of interaction because we’ve forgotten how to say “Thank you,” and “Well done,” and any other nice thing to each other in real life – so we look for kindness online. 

Let me be the first to tell you though, the beaty-chesty stuff isn’t authentic or likable. We’re smart. All of us. We can sense bullshit at a thousand paces. When it comes to professional platforms like LinkedIn I can spot a boot-licker from just as far a distance as a bullshit artist. 1,000 paces. 

The most frequent question I get asked is: How can you tell if someone is authentic or not? 

Firstly, let’s not beat around the bush. If you are wondering if someone might not be who they purport to be – then investigate further. Our guts are great at spotting/feeling when things don’t feel quite right. If you’re looking for something that’s based on a person’s online activity, a good rule of thumb to figure out if someone’s yanking your proverbial chain is simple. 

On LinkedIn, head to their “activity” tab & see how they interact & with whom. A person who never interacts with their own colleagues but who hammers ye olde LIKE button when it comes to the chiefs is an easy pick as a butt-kisser. When I see folks of this ilk, I unfollow/dis-engage immediately. There’s only so much brown-nosing a girl can handle up in a timeline, ya know? But that’s just one way to spot someone who is out for themselves instead of sharing themselves with others.

I believe that personal brand isn’t what you may think it is.

I’m here to bring you a different view on it. Instead of playing by other people’s rules, we get to write our own. We do! No one has to be one thing or another to have amazing thoughts & share them. You don’t have to be extroverted, shouty, or move at pace. You need only be who you are to be seen & heard. 

In fact, every single build a better personal brand article that I’ve read that doesn’t start with: “Fuck the rules, do what’s right for you!” is an article I automatically am cynical about. Cynical because if you’re going to tell other people how to live their lives, you’re not doing anyone a favour. 

So, in attempt to not write something that actually helps, & to answer questions that I get asked a whole heckuva lot, here’s my take on the best rules for building your personal brand online & offline:

  • FOLLOW THE WELL TRODDEN PATH
    Hahaha! LOL. Not. Don’t follow a path. 
    Follow a beat. Be it the beat of your heart, a beat of your own drum, or the beat of your favourite power song – follow by leading with that which feeds you. When you know your values & lean hard into them, then you’ll know the path you need to forge. I’ve always found inspiration in others. People who move through the world completely comfortable in their own skin are people I look to when my own comfort in who I am wavers. 

    The happier I am in who I am, the more I’m able to exist in a state of insatiable curiosity. I ask questions. And, I’m open to a magical melding together of electricity and stardust. To stand out, stand up. It’s not always easy to share. But it gets easier the more you do it. Don’t get stuck in the mud of the well-trodden path. Go on, Tiger. Tip-toe through the tulips instead. 
  • DRESS FOR SUCCESS
    Gross, no. 
    Dress for how you feel. 
    Dress how you want.
    Dress up, down, all around. 

    Just make sure that you are, in fact, dressed. 

    All of us should be able to show up in the world the way we want to show up. We must learn to take up space. To be visible in ways that work for us as individuals. Also, we must allow others to do the same. Celebrating diversity means being inclusive of any kind of vibe we bring sartorially. Obviously some professional engagements call for different attire and formalities. If you need to wear a suit, wear one. By all means. 

    But if you’re keen to wear that blue-flower print that makes you feel powerful, do it. Or, that bright orange number that makes you feel like a million bucks – it’s calling your name & does you no good hanging in your closet. If you’re more comfortable with a traditional corporate attire, that’s a-okay as well. You do you, Boo. You write the rules by which you play. If my penchant for double-denim is anything to go by, you’ll soon find out that when you’re at your most comfortable on the outside, you’re also your most productive & effective. Go on, give dressing for your idea of success a whirl. 
  • FOLLOW/NETWORK WITH EXECUTIVES & C-SUITE
    LOL, soz. No thanks. When I see people only managing “up” on LinkedIn & in other professional settings I instantaneously dry-retch. This isn’t to say that you shouldn’t reach out to or follow people in positions you aspire to – just don’t let the idea of a corporate ladder be that which defines your personal branding strategy online (or off). Instead of seeking out the top-dogs only, follow people who inspire you instead. Search out people who have a genuine opinion & who aren’t afraid to share it. I always look for the helpers, the givers. 

    The people who spend most of their time with one aim in mind: to connect. These people are worth their weight in gold & then some. I’ve learned more from following people who are different to me & who are in different roles to me than I have by following a whole heap of CEO’s names John or Dave. With a good mix of colleagues, contemporaries, & kick-ass people who you just seem to gel with, you’ll make a much better impression on just on the world – but you’ll learn a whole lot more & be able to feed your curiosity more authentically.

    Also, things we should do more fastidiously are: 
    Thank people. 
    Compliment people. 
    Ask questions. 
    Banter. 

    Remember, building a personal brand isn’t about kissing asses. 
    It’s about trust, integrity, & being true to who you are as a person. If you’re keen on learning more from people higher up the ladder, follow away. But don’t forget to stop for a moment & look at everyone else around you. It might just be your network of contemporaries who lift you the highest as you move through your career. 
  • SHARE COMPANY STORIES 80% OF THE TIME, PERSONAL ONES 20%
    I see this a lot. Folks who are either a) drinking the Kool Aid hard-out & don’t realise the damage they’re dong to their personal brand by not branching out in their interests or who are b) looking for congratulations & adulation from others within their business alone. In the olden days of LinkedIn (yes, there were olden days & I lived through them) the rule of thumb was to only share stories about the business or industry you worked in, but that was because the platform was originally a hunting ground for job-seekers & HR folks looking to poach top talent. 

    If you were caught on LinkedIn during the Wild West days of the platform, you were always branded a person looking for greener pastures. Lucky for all of us, the platform has matured (hopefully as have we) & the facts don’t lie: to have people engage with you you must be engaging. Seems fairly obvious, right?

    Yet, I quite often see folks who will only talk about XYZ business & XYZ profits & XYZ strategy… blah blah blah. In all reality, if you’re looking to grow your personal brand online, you need to flip the above percentages. Or, be much cleverer in how you share information so that the people you’re hoping to engage with understand your personal drivers. If you share 100% business information, but can do so with a personal interest or a passionate & human spin, then that’s a-okay. Because… you guessed it… that makes the information you’re sharing relatable & valuable.

    I mean, I’m sure your big/small/medium sized business is awesome & that you are truly in love with the CMS, DMP, & campaign PIRs you work with… but tell me something interesting. Tell me something surprising. In fact, share a new idea. Say something bold. Something different. I’d love 100% of you & your ideas… but if you’re on LinkedIn, sure go on & pepper in some business speak. But please don’t make it an 80% love-fest about corporate policy.

    Humans connect. Be human. 
  • POST TWICE A WEEK ACROSS ALL CHANNELS.
    Again, this is another case of the “nopes”! What I mean by this is that winning the algorithm & going viral is kinda like winning the lotto. The odds are stacked against us all simply because of the vast amount of content being made & shared every second of every day. If you’re looking to do anything, look to make an impact on one person. Then two. Then three… etc. 

    Instead of trying to hack an algorithm, simply interact with intention. Quite often even I get caught up in thinking that I need to post to Instagram, or to Facebook, or to LinkedIn on a daily basis. But some days (ahem, MOST DAYS) I really don’t have that much to say. So instead, I fight the urge to post a bunch of waffle & instead I only post if I can interact in a way that gives. 

    When we give people our thoughts & our experience, then they receive the gift of knowledge. I love giving people my attention, my time, my expertise. Be boundless in how you give… give give give. 
    In fact, if you take anything away from this article at all, let it be this: GIVE. 
  • WATCH YOUR LANGUAGE
    A few months ago I called a guy on LinkedIn an asshat. It was the nicest thing I could think to call him after he attacked me via DM & in public on the wall of my own LinkedIn feed. I’ve never met this man & really don’t ever want to, either.

    New Zealand being small & Auckland being even smaller, I probably will end up next to this dolt at a conference or riding home on public transport – but so far, I haven’t had to breathe the same air as him. Without going into too much detail, this poor, triggered fellah didn’t like my language. He didn’t like my ideas. He didn’t like me at all. 

    So, instead of blocking me or just moving on with his own damn life he tried to put his sticky beak into mine. He wrote to my employer. He attempted to continue DMing me well after me having blocked him. He just really needed to stop being an asshat. In reality, what this stranger was trying to do was to quiet me. To take my voice & my freedom of expression. He tried to bully me online, then through my employer (they didn’t bite, either). He tried to make me feel small. At all of these things, he tried & failed. 

    I’m old enough & worn around the edges enough to speak my truth. I do it kindly, I do it often. And, I hope you do, too. To build your brand, use your language. Speak your truth. People can see right through anything that’s not authentic. And, when that happens you lose trust. No trust = no ability to network.

    Never be afraid to use your language. Your own form of poetry is that which the world is ready to drink in. No one is allowed to steal that from you. One of Dr Maya Angelou’s most impactful quotes in my life has been this “A woman in harmony with her spirit is like a river flowing, she goes where she will without pretense & arrives at her destination prepared to be herself – & only herself.

    Don’t watch your language, friends – use it. 

So there you have it. 
A lot of words on personal brand that can easily be distilled down into one common theme: build trust by sharing your passion, your knowledge, & by being truly curious about who other people are & why they do what they do.

Also, wear double/triple/quadruple denim whenever you please. 
Your body. Your mind. Your rules.

Dr. Suess said is simplest. 
He said it best.

“Today you are You, that is truer than true. 
There is no one alive who is Youer than You.”

Go & do you, Boo. 

Mastering the Art of Wholeness One Day at a Time

We’re born whole.
All of us, in our own way.

When we’re little we’re confident in knowing who we are without question or doubt. We simply, are. As we master the art of motor-skills we reach out towards the world with each waking moment. We look under rocks to see what’s hiding there, we wonder how it is that light can dance on water, & we’re pretty darn tootin’ sure that there’s nothing better in the world that spending a day at the beach.

From our first breath we know what we like (hugs!) and what we don’t (being hungry/wet/etc). We also know what makes us giggle & what fills our minds with endless curiosity.

In the beginning all of our milestones are celebrated, too. Our first smile, our first words, our first spaghetti dinner (so beautifully messy), our first steps. As we grow, we’re told we can do anything – and I mean anything – if only we put our minds to it & work hard. More than anything though, we’re safe in knowing that we’re special.

Unique.
Individual.
Quirky.
Beautifully nuanced.
If we’re lucky, we maintain our awe when it comes to celebrating the differences in others. Mostly though, we learn that sameness is safer.

That said, when we’re young we find wonder in others. In their skills and in their successes. We play games, form teams, and work towards a common goal all for the sake of being together and growing together. We move through childhood hungry to learn and ready to take on the world. Oh that big, wide world. It really is our oyster in the beginning, isn’t it? 

Everyone tells us the world is our oyster. Which even now at 38yrs old makes me giggle. I love the idea of the world being something interesting & shiny – but as someone who doesn’t particularly enjoy oysters, I’d rather the world was a musical & approach life like that.

But, I digress…

As a 4yr old, I loved playing sports. 

I’ve loved being a part of a team for almost my entire life. There’s something inherently grounding about knowing you’ve got the backs of your best buds on the field of play & that they know you’ve got theirs. Trust is established. Sometimes it’s broken. But mostly playing sports means we’re learning how different skillsets make a group of people stronger than a single individual. Also, beyond learning how to play by an established set of rules, teamwork builds up confidence & resilience in all of us. 

When I was four years old, I started playing softball. Even though I was one of the youngest kids on the team I loved the physical, mental, & emotional aspects of playing a game I loved. In my first year, I excelled. In fact, I took out “The Little Slugger Award.” Not only was I quick rounding the bases on little feet, but I could connect my bat with a pitch more often than not. For full disclosure, my Dad played for the Los Angeles Dodgers back in his Glory Days – as Springsteen calls them – so I could catch a pop-fly & throw a ball before I could even put one foot in front of the other.

If anyone was swinging for the fences it was Little Cass (fun fact:I’m still swinging for proverbial fences daily). Believe you me not only did I play the part, I looked it too. I swaggered like a little slugger & owned my athleticism. I wore high Bobby-socks with stripes, short golden shorts, a purple jersey, & a visor that reigned in my pig-tails (just) while keeping the sun from my eyes. I walked confident in knowing myself. I stepped up to the plate without fear of a slider or curve-ball. More than that, I loved my bruised shins & skinned knees.

Off the diamond, I took pride in out-pacing the boys at foot races. 
Eat.
My.
Dust.
Stinky, beautiful, silly boys.

Ah to be a child of summer in Southern California, eh? 

Through primary, middle, high school I was comfortable in my skin. I was comfortable in my competitive & curious nature. I was passionate about my dreams & was single-minded about doing what was right by my own moral compass. The Little Slugger was growing up. And, she was growing into who she knew she could be. 

While sports were a big part of my maturing into an adult, music was as well. I played clarinet in the marching band & sat as second-chair in our concert band. From 8yrs old I took lessons, practiced a ton, & honed my skills when it came to ye olde liquorice stick. NERD ALERT! Am I right?

When little doubts about the coolness of clarinet playing started to trickle in to my psyche in high school, I swapped the clarinet for the piano. Whilst most of my peers were deep into honky tonk country twang or emo music like Nine Inch Nails, I was into Elton John. He was all glitter, glamour, & amazingness (he still is). So, following in Uncle Elton’s footsteps, I took to playing rock music on a classical instrument. I love it then & I love it now.

Through teenager-hood, I kept my nose clean, studied hard, played music, learned experimental photography, wrote poetry, played sports & got more & more excited about the whole “the world is your oyster” thing we’d all been promised.

Fast forward to university life.

After high-school I had one last hoorah of a summer to share with friends before heading north up the 101 through LA & Ventura & on to my college campus. Upon arriving in a new town full of people I didn’t know, I became more introverted than I’d ever been. My confidence took a hit. But, Santa Barbara is a magical place & I met people & made friends quickly. I also found solace in the comforting nature of playing sports.  

I had dreams, too. BIG dreams. Whilst at UCSB – a school that had tenured professors & Nobel Laureates at our disposal – I wanted to do two things with my life: the first was to play tambourine in Elton John’s band, and failing that – I wanted to travel the world as a photo-journalist.

My poor parents were forking out dinero like no one’s business to educate me & here I wanted to live on the road shaking whatever I could shake (yes, including that which my momma gave me…) in a band of older, foreign men. Oy vey! My parents, being the amazing humans they are, laughed the Elton fantasy off & masterfully steered me towards a more secure future. When I graduated from UCSB after four years with a degree in History & Spanish Language/Literature, I put my tambourine away. Tucked gently away in a box or a dresser drawer somewhere.

Graduation day was a trip! Family from across the USA came to celebrate. Missouri mixed with So-Cal mixed with the UK. It was magical, fast, & the earth seemed to be spinning at a pace that was faster than normal. At one point in the day though it seemed as if the world stopped for a moment & pivoted in place. Actually, the world didn’t pivot – what it did was it threw me for a good ‘ol 360.

Looking back I reckon this 360 happens to almost all of us at a big juncture in our lives when we cross the threshold from child to adult. 

Enter working life. 

Whoa, welcome to the real-world, Little Slugger. Where once the world I was told that the world was my proverbial oyster, I learned that wasn’t true. Lots of grit, very few pearls.

The world it seems, is a ladder. And, to climb it, we must start at the bottom rung & climb only as & when we’re allowed to. Your gender, skin colour, economic standing, & culture all determine how quickly you get to move from rung to rung. The rules? They’re the rules & we’ve got to play by them. Yuck.

At the point in life when we learn that we must play by rules we never had a hand in writing, things get uncomfortable. So to become more comfortable, over time – without even realising it – the rules become us. We become them. We don’t question anymore, we simply do what we think is “right.” In doing so we tend to lose ourselves to labels assigned to us by random job titles, undefined skillsets, & somewhat relevant professional experience. We truly believe that this is the only way to be happy & stable & to pay the bills every month when they come due.
Again, yuck.

In today’s modern media world, world we’re connected to our devices & to each other all of the time. There’s no clocking in & out for the most part. We’re tethered to our emails. The pings, buzzes, whizzes, whimpers of notifications tell us we’re busy & important.

We’re always on.
Everything we post, comment on, like or share becomes a part of what is now deemed our “personal brand.” People we don’t even know form opinions on our skills or bankability by the people we follow on LinkedIn & by people with blue-ticks who re-Tweet us on Twitter.

Older Millennials like myself are of an age where we’re the test-cases for a huge social experiment that we’re not sure is going to turn out super amazing for our physical or mental health. We dove into the world of online & digital without nary a look back – & now that’s a lot of what we seem to be doing. Looking back. Social media & the people who built platforms to hook-us (hello dopamine) have a lot to answer for. But so do we, the willing participants of said experiment. When do we decide that enough is enough? I don’t have an answer just yet for this question, but I’m working towards one.

I remember long car drives as a kid. We’d roll down the windows & sing to whatever tape was in the player. Mostly it was Tom Petty or Wynonna Judd. We didn’t have phones to distract us. We took photos without anywhere to post them other than to our friends through the mail or on our bedroom walls.

It’s different now, eh? Do you find it hard to remember disconnected times?
I sure do! In the world we’re working in & navigating today though, we’re on. Logged-in. Liking, sharing, commenting, hash-tagging. To what end though? What I’ve noticed quite a lot recently is that, even though we’re living in new times, we’re still doing things like our parents did before us. And there parents before them. Ad infinitum… 

We get up each morning, get in our cars, hustle kids to school and head in different directions to spend time with people who aren’t our family or loved ones. If we’re lucky, we don’t get stuck in traffic for an hour before arriving at an office where we send emails, cover our asses, and sit in meetings all day.

Only to wash, rinse, repeat day in and day out… year after year… and for what? Security? The ability to intertwine our job title into the fabric of our own importance? 

The longer we play the games of adulthood, the more we believe in a false-idea of becoming who we should be. 

Right here, right now we’re living in an era where anxiety, depression, & suicide rates are sky-rocketing. In the past two trips around the sun I’ve lost six (SIX!) friends to depression & suicide. That’s six too many. We’re a generation of lost kids – kinda. We’re lost not only to others, but to ourselves & we’re digging our heels in deeper & harder when it comes to how things should be. We’re blinded by a blurry past-tense that the generations before us believe we need to bring into focus while living in a present-tense that is just that…tense.

Work-life Balance is BS.

Enter work-life balance.

Never truly-defined, we chase an idea of work-life balance that is, at its core, an illusion. As we chase this illusion, we move further away from who we are at our core. If you can’t define something at scale then how do you attain it? Dunno. But we’ll try! We’re hard workers.

That 4yr old Little Slugger I used to be? Yeah, she became a whisper of a memory that was merely a ghost. A memory. A thing of the past. For many years I learned to dress as someone else & recited lines verbatim from professional up-skilling books like a good corporate citizen. I replaced the Little Slugger in me with a woman in a business suit who straightened her hair every day, wore expensive heels, & donned make up – all in an attempt to hide herself. To fit in. I tucked away the intense blonde curls that used to naturally grow out from my under my cap. While she was away, I missed my Little Slugger. So much.

A few years ago I worked for a company with a great reputation as a place to be employed. My first day on the job was magical. Great people, great vibes & lots to dig into & help with. Not long into my tenure with the business, a senior member of staff took me into a room & told me that I was not, in any form, to communicate outwardly through social media, digital media, or anything IRL without express consent of the business even if said communications were personal & seemingly unimportant.

My opinions? Yeah nah.
They weren’t mine to share anymore.
Huh? Wha? Bacon powder…?
How’s that supposed to work?

Before working for this particular business I’d built myself up a fairly strong personal brand over the course of a decade or so working with some big brands across sectors. I loved the challenge of new tech & media. I loved learning, growing, & sharing ideas. I spoke passionately at conferences on a range of topics spanning from professional to personal & back again. I also stayed sane by writing blogs for myself & an occasional article or three for publications with big readerships. Oh, I was also friends with a whole lot of people from a whole lot of different walks of life.

All of these things were giant red-flags for the company.
I was told I was a risk to the brand.
I was told to stop or else.

Or else.

Long story short:
Over the course of my tenure working for this company I stopped.
I went with the safe route – mostly.
I succumbed to or else.

I stopped tweeting.
I stopped blogging.
I stopped speaking.
I stopped seeing my friends.
I stopped going to the gym.
I stopped taking photos.
I stopped learning.
I stopped calling my family.
I stopped smiling.
I stopping chasing my creative passions.
I stopped being me.
<insert sad panda emoji>

I STOPPED BEING ME! And, I crashed & burned big time emotionally because of it.

For a long time I was angry with the business who’d given me the cease-&-desist order for the hard times I went through. But over time I realised that I’d played the game, their game. And the game won (as did my eventual therapist & her bank account for all of the sessions I needed to un-do the un-doing of me.) I was at fault for not pushing back. I could’ve chosen or else & probably been better for it. I didn’t though.

Toeing the line meant breaking down. My marriage broke down. My confidence broke down. My mental health broke down. My life became something that was not my own. Leaving the job was the biggest gift ever. It took a while for me to stop being angry with myself for playing the game. Especially when I could see it happening in real-time.
But, I’m better now. Much, much better. And, kinder with myself.

There’s hope for all of us, yet.

In truth, we all play the game. And, in playing it we become a part of the machine. So the machine keeps going…slow, steady & unchanging. All the while, we lose pieces of ourselves. We take up less space. We speak up less, and we forget to lift (or fear lifting) others.

Recently there’s been a revival of purpose-driven brands though. Businesses big & small who champion their people & who truly believe that great brands aren’t built from the ground up, but rather from the inside out. When I think of great brands I think of their people. 
I think of the women of Wildfang.
I think of the people who make Patagonia magical.
I also think about Nike.

Nike? Yep! As a business, it seems as though (from the outside looking in) they empower people from all across their organisation to post, create, & curate information about their time working for the businesses. I feel like I know more about the beating heart of the gigantor that is Nike than I do about some local brands closer to home.

I also think about my friend Miri Rodriguez from Microsoft. Miri is a powerhouse. She’s a storyteller, a momma, a friend, a colleague and one helluva human being. She also happens to work for Microsoft. In knowing Miri, I’ve taken a different view of a brand that once was corporate, buttoned-up, cold, & looming in my eyes. 

People matter. 
People being themselves matters.
Good brands aren’t built from the ground up, they’re built from the inside out. 

Life-life Balance rocks my socks.

I have a hot-take on work-life balance: I don’t believe it’s actually a thing.
In fact, I call bullshit on the entire notion of it. Instead, I believe there’s something more attainable & real, I believe in life-life balance.

So many of us talk about the ever-present struggle to attain work-life balance. WORK- LIFE BALANCE. Ahhhh… if only. 

Let me explain, I don’t start & end when I walk into an office or a meeting. Nope, I bring myself – all of myself – along for the ride. The quirks, the silliness, the passion, the belief in a better world. And when I bring my whole self to work, the ensuing trust engendered means the business gets just as much a halo effect from me as I do from working with them. Chasing the unattainable is what our parents & our grandparents did. It’s not what I’m about to commit to. Not for one more day/hour/minute. 

The reality of the work-life balance fallacy is that we’re living in the most connected time ever known to humanity, yet we’re still expected to disconnect from ourselves when we’re at work. Lucky for me, I’ve found a great business to work with that is filled to the gills with people I admire, respect, & like. I’m allowed to be me. All curls & denim & big ideas.

A little while back a colleague of mine lost her father. Her Dad had been ill for a long time & had weathered some scary storms of getting ill & then getting better again. So, when the end was actually nearing she was understandably upset. We’d seen her ride the rollercoaster of grief – hope, sadness, despair. We’ve all been there, all of us.

Here’s where magic happened: Instead of asking her to wipe her tears & park her grief at the door, our leaders wrapped her up & lovingly supported her through some of her darkest days. Watching a trusting relationship between colleagues unfold in real time & with real tears filled my heart. Our friend brought her whole self to work.

She showed up when she could on her terms.
So we showed up for her.

This is what I mean by life-life balance. 

We all get 24 hours in a day. 
We do not stop being who we are when we cross the threshold to an office block. 
We get one life.
One. 

Living it individually & authentically is the only way any of us will ever be truly happy or connected to ourselves, the people around us, & the environment that sustains us.

Back to good.

How do we then find ourselves if we spend most of our time in places where we learn to be anything other than the confident, curious small humans we were waaaaaaay back in the beginning?

We must empower each other in our weakness & walk confidently in our unknowing. Weaponising the unknown or poo-pooing curiosity is like shutting off a tap when you’re already thirsty. In a world that awards a highly curated, overly-perfect ideal of “self” at work, it’s necessary for us to feel comfortable in our own skin. To do this we must allow for imperfection.

What does empowerment look like for me? Well, it means sitting at the boardroom table in double-denim, docs, & a backwards baseball cap while simultaneously being respected for my experience, ideas, and passion. Because, in reality, getting back to who I was when I started out life – hungry to learn, impassioned by the mundane, and driven to help others is where I want to be more than anywhere else.

It’s also where any brand I work for will get the most value from me. Over the past few years I’ve gotten to know myself again. I’ve learned to trust my intuition & I’ve started having playing just for the sake of having fun!

4yr old Cassie, went away for a long time.
I spent almost 20 years pushing the Little Slugger away.
But, lucky for me, she didn’t go too far. 
She’s back & ready to take on the world.
She’s at the plate, smiling & swinging for the fences.
She whispers “Bring on those curve-balls. Bring on those change-ups.”

I don’t have any high socks, short-shorts, or pigtails anymore – well, I do, I just kinda wear them at home when not many people are looking at me – but I am very at home in my skin.
And, I wish the same for you. 

Go on, revisit your passions. I hope, in doing so, that you find your Little Slugger again – that part of yourself that is curious, comfortable, & charging ahead without fear. 

When you re-connect with yourself, confidence & calm are what you’re left with.

Talk about magic! 

My Favourite C-Words

If there’s anything I love in work & life it’s a good deep-dive into C-words. LOL. WTF? Hold the phone…

Yeah, welcome to my mind. Always a bit left-field, but that’s cool. Left-field was always my favourite position on the old baseball diamond anyhow. Seeing that I was born a literal C-word and seeing that C-Word was once an actual nickname that my ex-husband’s ex-girlfriend lovingly called me, it just makes sense to feel close to them.

To me, C-words just feel a bit warm, cuddly, & slightly badass. Think about the beauty of the C.

Clever. Cookie. Craft. Caboose. Capsize. Cheeky. Chuffed. Cervix – a ha! Caught ya sleeping didn’t I? 

As a young girl Cookie Monster taught me that “C is for Cookie, & that’s good enough for me!”And if any song has ever helped me through life it has to be this gorgeous wee love-letter to sweet treats in which flour, sugar, water, & choc-chips are melded into a blob of heavenly nom-noms. That said, I’m not here to talk about Sesame Street, ditties, or naughty words that march along in 4-lettered-giggles. 

Nope, I’m going to dive a bit deeper when it comes to Cs. These Cs are the ones that might make or break a brand, a person, or a profession. Since I’m addicted to the rosy-colored outlook of life, just ahead we’ll be focusing on the things that can make your business stronger, your soul fuller, & your journey through life a wee bit sweeter. Your job? Embrace the essence of optimism inherent in the ideas ahead. 

Buckle up, Team. Here come my fave C-words! 

CREATIVITY

Defined as the use of imagination or original ideas to create something, creativity is my C-word Bae. It’s easy to fall in love with a concept that melds together originality & functionality.

It’s also fun to live & work in a profession where the art of crafting a strong strategy & marrying it to clever creative iteration is soul-filling. Within the bounds of creativity are abundant opportunities to not only find clever ways to deliver marketing & ad campaigns that are both effective & memorable, but there’s also a spark of magic in moments when all of the pieces of a proverbial puzzle come together. 

Call it what you will, I know instinctively when we’ve had an “A ha!” moment. By rights, as someone who can live in big blue sky while still acting as a tether to the reality of business needs, creativity is what keeps me going. I’ve been reading a lot of articles recently on the future of work, the impact of AI on marketing, & on crucial factors for driving business & individual success in a saturated digital marketing world. Of all key attributes & skills required to drive success, I bet you can guess which is the stand-out winner. Yep, head & shoulders above anything technical, creativity is what we need to start teaching our young ones to embrace if they’re going to be successful as they grow.

I should also be completely clear here as I write this. I’m not talking about teaching our sweet young people to be like the presumptuous, wanky, assholish once-were-super geeks who style themselves as savants & name themselves as “Creatives” with a capital C whilst looking down on anyone who doesn’t have the ability to wear tight leather pants or to sit around all day drawing on walls & calling a scribbled storyboard art. Nope. There’s a fresh hell reserved for the creatives who actually believe that their minds are better than those of others. The truth is that every single one of us can be taught to be more & more creative.

We can wire our brains for strategic thought & we can also wire our brains to think beyond the norm – to love playing in the realm of ridiculous.

To do this is pretty simple, we create a cheat sheet (we marketers love a good cheat sheet, don’t we?) Dialling up creativity in any situation can be done in five simple steps. The first step is to understand the problem you’re attempting to solve & understanding associations between questions, problems, or ideas from other fields. When you can look beyond your product or campaign to another & see connections with the idea you’re attempting to harness, you’re on the right path! From associations, the next move to make is one towards questioning

Early on in my career I often fell victim to building ideas upon wobbly foundations – or, rather common wisdom. It’s the job of a creative mind to question common wisdom, to poke at it, to shake it in the box, to break it a bit. When it comes down to it, newness only happens when we step away from the old ways of thinking & doing. Therefore questioning is critical.

From here, we must take the time to observe the behaviour of customers, competitors, stakeholders, & suppliers. When we watch others we often are able to visually see just how things might be done better, more efficiently, & more effectively. If we skip the observing phase of creativity, we miss out on crucial information in building ideas that meld originality & functionality. 

Networking, like observing, is a process by which to introduce & challenge new ideas with people who see the world differently to you & your team. At this point in the creative process it is key to ensure your networking & working groups are diverse. Diversity isn’t just a catch-phrase for modern times my friends, it’s a necessary ingredient to being successful. There are only so many of the same faces & places we need to re-hash before everything becomes banal & yawn-worthy.

After networking & sharing your concepts wider than the team you work most closely with, you’ve now reach the experimenting phase of your creative journey!This is where you get to pull together all of your strategy, information, iterations & ideas & try them out. 

The best & worst part of the creative process is sharing what you’ve created with others. It’s exhilarating & horrifying sharing something you’ve created with people who might not see your vision through eyes that understand the method to your proverbial madness. But it needs to happen.


Brilliance that isn’t shared is brilliance wasted, yes?

Embrace that fear, my friends. Share your ideas – & as you do, take people on the same journey that you went through in concepting. The sell-in is much easier when people understand how you made it from a David Bowie to a pair of skateboarding sneakers.

I couldn’t write about creativity without including a strong nod towards those moments we all have when we just can’t get into the groove of creating. We’re all different when it comes to how we create, too. Some of the most brilliant creative minds I’ve ever worked with can create on the spot, in a room full of people. They feed off of the energy in a room. I can’t do this. In fact, situations in which I am put on the spot to deliver brilliance scare the shit out of me. I need a more hybrid experience. I need time to myself to work through the first few steps of the creative process, & then need others in the networking & experimenting stages to optimise ideas & executions. 

Knowing that we all thrive in different environments is key to being a successful leader & a successful marketer by rights. When I need time away from the hustle & bustle of the office I walk. I leave the noise & head outdoors. I find there’s no better way to understand & embrace a wandering mind than to wander. While wandering I am able to focus on a singular problem & to hone in on a single source of truth that leads to many ways of approaching a solution. Whatever it is that helps you find your creativity, know your levers & pull them when you need to. We’re all creative & we’re all creatives. All of us. 

So own your creativity. Own your art. Own all of it & be proud of whatever brilliant ridiculousness your mind conjures up. Author Liz Gilbert has summed up creativity & the pursuit of living a creative life in a way that I am in love with, she calls it Big Magic. 

And, I’m all for this kind of magic.

COMMUNITY

Talking of magic, another favourite C word of mine is the glue that holds humanity together. Beautiful, imperfect, necessary, & strong without community we’d all be wandering through the world alone. I remember when of social media & online chat started to seep into daily life. I was in college in Santa Barbara & my roommate, Carrie, downloaded AOL Instant Messenger. The interface was so easy, the ability to connect so quickly was novel, & the feeling of community was immediate. As silly as it may seem now, we actually used to chat to each other online while in the same room! Not long after discovering the ease of community building when adding people into chat streams & conversations, the first murmurings around Facebook started. We already had My Space. Why did we need/want/require something other than My Space?!? LOL. Oh how interesting it is looking back on the days before the big blue logo! 

It was my younger brother who was in school mid-way across the country in Missouri who invited me to become a member of The Facebook. My first reaction to the new platform was reluctance. My second reaction (very soon after the first) was happiness. I could see people I know who were super far away from me & check in on people around the edges of my community, too. IRL & online really started to meld into one here. And, for a while the social part of social media reigned supreme. When it came to community & community building it was all of us together. Before we as a media & advertising profession over-pivoted on shouty advertising in a traditionally community space, we stayed fairly kind to each other too.

But things, as they do, changed. From my perspective, change is good. It’s constant. It’s the only thing promised to any of us. But somewhere along the line over the past decade, with a glut of social media channels finding their way into our brains, we seem to have forgotten the heart of what matters most for people as a whole, & that’s the connective power of community. In the past year I’ve lost a handful of men to depression & anxiety. All of these men were young. They had young families. They were talented. But, with the pressure to keep up online with the likes, comments, shares & witty retorts – they lost a true community. For them, even with all of the connections available online, IRL was a lonely place. My heart breaks for those they left behind. My soul longs to do better by our posterity to ensure community is the centermost aspect of any connective outlet we as humans are a part of. 

So, how do we dial up community in an era where ad units, whiz bang interactive ad placements, & more ads hit us on the daily than ever before in human history? Well, firstly we need to invest in our people. Who are our community managers? How do they see the world? Are they taken good care of on & offline? Once we as marketers & business people learn to treat the online world as a place just as beautifully suited for building positive interactions as offline, we’ll literally be saving lives alongside driving business return. Not a bad combo, right? 

Also, when it comes to community, taking the time to banter & have fun as a brand is of the utmost importance.

The gorgeous reality of a democratization of communication in the form of social or online media is that we’re all able to connect better & more frequently on our own terms. We’re able to see, hear, & invest in truly diverse ways of seeing the world.

Basically, community managers who do an awesome job at their jobs are some of the most woke & empathetic people I have ever met. And, if we can shift the conversation to business performance for a hot second, community is the root of all sales. It always has been & always will be. 

This is why there are creative agencies out there who are still attempting to peddle “viral videos” in response documents. They’re not just going to make you a video. Nope, they’re after virality. Why? Simply because social currency & viral sharing are things you cannot buy. They’re at the upper echelon of the community scale online. They’re Wonka’s golden ticket. The only way to cash in your ticket is to invest in community. There are no more happy accidents & social media shortcuts. Humans are mostly immune to bullshit. So why not turn away from the BS & dive into authentic community building? No matter the channel, platform, or space – if you have an engaged community, they’ll follow wherever you are. And that is magic! 

CHANGE

Ah, ch ch changes. Turn & face the strange indeed. When it comes to the most impactful C word of them all, change has to be it. Change is our only constant. It is both a North Star of hope & a black hole painted in shades of despair. Everything & nothing all at once, change is what every movie, song, story, & creative endeavor is about at the core. And, cliché or not, change is both the cause & effect of everything any of us ever do in life. Which means that getting comfortable with it – or rumbling with it as Brené Brown might say – is the only way to live a truly fulfilled. It’s in the rumbling that we build muscle memory & mass. It’s where we gain grit & strength & maturity. 

If we spend our time at home, at work, & at play afraid of change we’ll spend our time in a constant state of fear. And, bleurgh. Yuck. No one wants to live like that. Embracing newness & seeing opportunity in change takes practice though. It also takes communication. When we talk about comfort & joy a lot of the words that we weave into societal narratives are that of a language of stability & relative sameness. We love the idea of jobs that don’t go away, homes that are forever homes, & families that never veer away from what popular culture tells us families should be. I call bullshit on all of this. 

When you think about growing up, what are the stories you tell yourself & others? Are they banal stories of days that turn into months that turn into years that become a life of doldrums & sameness, or are you a bit more like me & see your defining moments as the ones you could never have seen coming? When I was a kid there’s no way I would have guessed that I’d become a professional storyteller living on the other side of the planet in a country smaller in size & population than my home state. I’d never have guessed that I’d have married young. I definitely never would have imagined that I’d have been a young mother, or by rights, a young(ish) divorcee. 

Going through the pain of a broken marriage meant that all I knew was change. And I had to get comfortable with it on ground that I wouldn’t ever describe as common. Far from home in a country that didn’t raise me, I came of age because of change. I became a better mother because of change. I became my truest self through a complete unravelling. I learned that love wasn’t stagnant, but a rollicking ride. A rodeo ride of sorts. One minute I’d be racing around barrels, then there’d be eight seconds of sheer bull-riding terror. All up though, life’s been one helluva rodeo. That’s all thanks to change. 

There’s something superbly beautiful in embracing the grit that comes along with the pearl of change. When it comes to our work, the most important thing we can do as professionals is to embrace the changing nature of communication platforms & to try our damndest to love little moments of newness that shift & change our goalposts daily. The world of a successful marketer is a world in which change is seen as a curveball that we’re well ready to knock out of the park. 


Embrace change, embrace a fun-filled journey. 

CONSCIOUSNESS 

Wokeness. It’s a thing now – to be woke that is. I’m pretty chuffed about it being so, too. For far too long there seemed to be a gap in our knowing & our actions when it came to how we comported ourselves in an ever-growing & ever-churning consumerist society. We learned young that bigger meant better. We were told that the more you have, the more you’re worth (not monetarily speaking). We were also sold the idea that if we wanted to be happy, we needed to not show any cracks.

The end result? We’re all cracking a bit. With an incoming tide that is now allowing us to ride to a shore of soft, sandy wokeness – we surfers of sustainability & circular economies are changing how we live, how we buy, what we consume, what we create, how we worship, how we parent, & what we consider love.  We’re awakening to our impact on the world beyond our own selves & are starting to understand just how potent each & every human being is. All of this is so very overdue, too.

I can remember being a very young child, maybe six years old, thinking about how much trash our little family of four made every week. We had a big dumpster out of the back of our home & wouldn’t fill it weekly, but I’d say we definitely filled it monthly. I remember watching my Dad tie up the ends of thick plastic bags that were almost as big as me. He was strong with big muscles, kinda like He-Man. Still he lugged the rubbish bags out. They were heavy. 

My mind always wondered: 
How in the hell did we create so much waste? 
Where did it go? 
Did everyone else make just as much rubbish? 
Why weren’t we recycling everything?

My heart & head are heavy thinking through all of this right now & the implications of how much I personally have hurt the earth over the course of my lifetime simply by throwing shit away. I’d like to pull out the “I didn’t know any better!” card, but somewhere even in my little girl mind I knew what we were doing wasn’t right. Trash just didn’t evaporate. On the scale of heathen to woke, I’d say I’m still waking. In work & in life I am much more cognizant of how the things I buy & the things I throw away impact the planet & posterity. When working with large organisations I outright refuse to engage in down-&-dirty retail for products that are made without sustainability, longevity & a circular economy mindset baked into them.

How can we work towards helping our brands & businesses become woke? First we need to be aware of our need to awaken. From there we need a plan. A mindset shift away from money being the be all & end all in defining business success needs to happen. And, when we advertise, we need to do so morally & ethically. Yeah, it might take more time, resource up front, & be challenging in the first instance – but we can literally make the world a better place by thinking consciously when we plan our campaigns & content calendars. Waking up can be confusing, but oh what a world to inhabit once we’re all awake together.

CAKE

Who would I be if I made a list of favourite C words & didn’t even make a nod to the deliciousness that is cake. No matter your sweet, spongy, icing-laden tickle of choice, cake just makes the world go round. In good time & in bad, there’s cake. From standard chocolate to funfetti, life is too short not to enjoy & indulge every once in a while. A good life rule: just eat the damn cake. This C word has nothing to do with marketing or business (unless you run a cake marketing business), but has much to do with balance & blood-sugar which means it’s a-okay with this sweet-toothed tiger. 

In conclusion, when it comes to C-Words, we can have our cake & eat the heck out of it… too. 🎂

The Great Un-Following: Why I Unfollowed Men on LinkedIn for Six Months

Ah, the modern age. The internet has not only connected all of us in a Wild West kinda new frontier style, but it’s also opened up the opportunity for the democratisation of content creation and proliferation. 

Call it what you will, but most of what people push out into the vast & unending universe online is akin to unlimited drivel. It’s chatter without reason. Chewing-gum for the ego & the brain. 

The world is awash with opinions right now. As an unshakeable optimist, I’d like to say there’s more good information being shared than bad or banal – but going by gut instinct (no data was harmed in the writing of this assertion) I imagine good content is at peak needle-in-a-haystack alert right now.

Our online world is oversaturated with opinionated people who shout at decibels that could puncture eardrums. Armchair warriors and keyboard enthusiasts with little real-world experience (if any, at times), tippity-type away on subjects that they may or may not know a single thing about.

With the onslaught of social media & the reigning court of our age being a handful of powerful algorithms, I thought I might try to break – or rather, retrain – an algorithm that I still feel an affinity towards in the hopes of becoming more wokethat I think I am. (NB I don’t think I’m all that woke at all, but that’s for another blog post.)

Over the course of the past six months, I’ve been undertaking a very small (sample size of one, ahem, moi) experiment on LinkedIn. This wee experiment is quite possibly the most intentional & focussed ongoing personal challenge I’ve undertaken on social media ever. Yep, ever. My reasons for sticking to the experiment started quite shallow if I’m honest – I simply was getting bored with the platform but saw enough of a tiny glimmer of amazing content amongst the shouting & chest beating that I thought I might be able to turn that glimmer into quite the shining blaze.

I also have to come clean about something. If we all took a ride in a Wayback Machine to some point in time about 9 years ago you’d have heard a younger me saying things like  “I don’t like LinkedIn at all. It’s just a bunch of people shouting about their CVs or looking for a job. There’s no substance.” But, like the tides of time, my stance on the platform has changed as it has changed.

Recently I have come to really enjoy LinkedIn. In fact, the words “favourite social media channel” and “LinkedIn” may or may not have been used in the same sentence many times together. Okay, not “may have” they have been. Right here & right now LinkedIn is really the only major social channel that seems to offer me any value when it comes to learning new things, understanding the business world in a wider sense, & not having to wade through what secondary connections ate for lunch last Tuesday. I mean, you take a good pic of sushi, friends – but I honestly don’t give a fig about it. 

You see, LinkedIn is smart. The folks behind the channel pivoted when they needed to. They evolved their channel without pummelling the platform. And, they have given us an algorithm that seems pretty fair right now – all things considering. The content I’m being served seems fair, focussed, but also allows for exploration without being ballsy in attempting to be way too contextual. Believe me, there’s a creepy side to contextuality sometimes. 

Don’t get me wrong, there are a lot of annoying bananas (this is what we call people who grind our proverbial gears at my house) who are only ever trying to toot their own horns, hack the algorithm (remember when spaces between lines of SHOUTY CAPS TEXT was a thing?), & are self-serving jerks who assume a connection means it’s time to sell, sell, sell. But, for the most part, Linked In is a cool space to while away some time whilst scrolling for clickable headlines.

So it was when I started finding myself a wee bit bored with LinkedIn that I realized why I was getting bored, most of the articles & thoughts being shared were those of men. White men, specifically. Now, don’t stop reading here & brand me a man-hating-so-and-so-feminist, I love the fellas for their minds. However I was really longing for more diverse world views, opinions, & topical discussions. 

Thus, my experiment was borne. From the moment I realized why LinkedIn was losing its lustre for me, I started unfollowing almost all of the dudes I’d been following who I didn’t know IRL. My hypothesis was simple: if I unfollow a truckload of guys that like to pontificate whom I don’t know, then I can retrain LinkedIn’s algorithm to serve me more female, LGBTQ, non-western voices & content. 

Fast-forward six months: I haz findings! 

Before I tell you what I found out, I should probably tell you what I thought would happen when I started unfollowing 99% of the men in my newsfeed. I thought that I’d start seeing more and more original content by women. I thought I’d start understanding women in business more in-depth. And, I thought that I’d see a lot more ideas bubbling to the surface in my industry in which I’d be able to network more widely with women who are making change happen.

But, these things didn’t eventuate. More & more I started to see posts by women in my newsfeed outnumber that of men. However, the content that 90% of the women were sharing was that of men. I was (& am still) floored by how hard it is to unearth original content made for, by, and about professional topics that originates from the minds & souls of women. I started to get pretty frustrated with the lack of content penned & shared by women, before taking a deep breath and remembering that, no matter how smart an algorithm or AI is, we cannot take away the human variables to the equation.

Society has told us for a long time that our thoughts aren’t welcome at the proverbial table. We hold our tongues when all we want to do is speak. We look to each other for confidence and sisterhood, but we have very few female role models in the public domain of whom we can learn from & share their stories. To say I was & am still disheartened by a lack of content by women would be an understatement. But, I’m heartened to know that more & more we are putting our voices into the public realm. We’re facing the potential for bruised male egos & the anger that comes alongside the bruising. 

I’d like to use this small experiment to ask all of us to do a few things when it comes to being super cognisant of what we’re sharing online – especially in public forums like LinkedIn. 

When & where you can, ladies, please write more, record more, podcast more, pontificate more, share your unique points of view & your wisdom with the world. Men & women alike deserve to learn from your experience. Women especially are longing for your voice.

Men, whenever you can, LIFT WOMEN. We need you. We really do. Give us space at the table & just as much space online. Also, when it comes to algorithms & re-training an AI system to share content more evenly across diverse people & opinions, why not share twice as many posts from women as men? We’re not even in the running of the race yet, let alone about to lap you or even tie for back of the pack. The more you share our ideas, the better society & LinkedIn can & will be. 

All in all, six months has taught me an important lesson:
We need to fix society before we start can hacking algorithms.

Keen to follow me on LinkedIn, click here.

Living Your Life On Purpose: A Busy Person’s Guide To Ultimate Fulfilment

It’s 11am on a Tuesday in Auckland, New Zealand & I’ve just flown in from Los Angeles. Before you ask, no, I didn’t do the literal flying. The pilots did, obvs (*insert Dad Joke about tired wings from all that flying here*)

Right now my mind, body, & soul are balanced. Why? Well, for almost every second of the twelve hours I spent winging my way back to reality, I thought about freedom.

All kinds of freedom.

Freedom of choice is huge for me – when I feel super fenced in, I usually feel that way because I don’t feel in control of my time, my decisions, or my future. Having freedom of choice is integral to me being able to live my life purposefully.

Freedom be myself – it goes without saying that there’s a difference between acceptance & inclusion. So often we have to hide parts of ourselves to fit into a certain culture. From where I stand right now, being me is more important than the alternative.

Freedom to accept my present situation – we’re all right where we’re meant to be, even if we don’t like everything about it. I’m one of those super annoying rose-coloured-glasses people who can find good in 99.9% of situations I’m in. Being able to accept the good & the bad means I’m free. Worst case scenario, you change & struggle & grow. Right?

And by rights, the freedom to change who I am & what I believe in.

So I took the time, Team.
The time to ponder, question, struggle, grow & change.
Time is such a precious gift – how lucky I was to have had some to be able to dig deep.

On this trip, I had many a plane, train & Uber ride in which to embrace my wandering mind. I don’t know about you, but it’s been a REALLY LONG TIME since I allowed my mind to wander beyond the realm of doing. I’m consistently pushing myself to do more, create more, be more… but I never allow myself the time to wander without reason.

Last week, wander I did.

Four of the five days I was on the ground in California, I walked half marathons. Not purposefully mind you (which is ironic considering the title of this article, but roll with me). I never set out thinking I’d walk a crazy distance each day – I only set out thinking that, no matter how uncomfortable it was, I would allow my mind to wander. I’d allow myself the gift of discovery. I’d be kind to my body with nourishing food.

Walking near the Pacific Ocean, I dove deep into my own mind. One major blessing I had was that I had no data on my phone & there was little access to WiFi. So, after habitually taking my phone out of my pocket about 20 times to aimlessly look through it – I trained my mind to stop. I put my phone in my backpack (NERD ALERT! At least it wasn’t a fanny-pack/bum-bag) & took out a pen & paper.

As I walked, if an idea hit me, I wrote it down. Scribbled remnants of clear-minded creativity. For the first time in 15 years I wrote poetry. A tickle in my soul said write. So I did. And, while my first poem was rusty, the 15th was/is pretty damn good.

I watched people a lot. Observed families on vacations. Saw Germans jump into the sea for the first time – flailing arms overwhelmed with excitement & adventure. I watched young people busy falling in love watching sunsets (totally not in a creepy way, sheesh). And, I looked on as sporty joggers made their way from Manhattan Beach Pier to Hermosa Beach & back (still not creepy).

The output of a few days of not being on a deadline to create, shift gears, & strategise? A whole lot of beautiful, jumbled, actionable clarity around where I am, who I am, & where I’d like to go in life in the next few years.

The reality of being back on home soil though, is that I’m absolutely frightened about losing this newfound momentum. I’m nervous I’ll forget who I am at my core. But, let’s be honest… that ain’t gonna happen on my clock.

Whilst walking, scribbling, & not being a creepy watcher-of-all-the-people, I wrote down some thoughts on living life purposefully. On finding fulfilment everyday. And, in building in time for creative & deep thinking.

These next tips & tricks are absolutely do-able.

They’re free for us all, too! And, if you’re like me & find yourself at a bit of a cross-roads (oh no, does this mean I’m getting old?) you might just feel better about the cross-road itself after reading through.

Right, here we go…

  • Smile More
    This is a seemingly (ahem, misleadingly) simple ‘hack’ when it comes to living life more purposefully & feeling fulfilled on the regular. Smiling is, in all actuality, a self-fulfilling prophecy for happiness in both the psychological & physiological sense. When you smile, even if you really don’t feel like it, your body sends all kinds of happy juju-vibes into your bloodstream & you end up happier. Weird, right? But, science makes this so (& maybe a bit of magic, too). Smiling more isn’t just about you either. It’s about the happy juju-vibes you’re able to spread to others. And, if the world needs more of anything, it’s happy juju-vibes. Plus, selfishly, making others feel better about themselves is my ultimate fuel. Having the tank consistently filled through kindness rocks. So, while it may seem super simple, just do it. Smile more. Smile often. Smile until your cheeks need a rest.

 

  • Do Unto Others
    If you haven’t heard this saying before… where the heck have you been? I absolutely live my life by this motto & always have. Oftentimes overused & underdelivered upon, these words have had a profound effect on me at many junctures throughout my life. Like a nagging voice in the back of my own head, these words act as tenets to my existence & consistently force me to think beyond my own self, beyond my own frame of reference, beyond even my own narrative around a journey. By purposefully acting on a kindness first viewpoint on life, I find my sense of fulfilment is topped up daily. If you live with a viewpoint that your actions & words do matter to others, then you live more completely. When you do unto others you get back what you give. Even when there’s nothing in it for you in the moment other than even a quiet moment to skite around being the better person, good begets good. Do more good to others & more will come to you. Ah yes, a prefer recipe for fulfilment.

 

  • Get Used To Being Disconnected (observe people)
    We’re always on. Always connected. Always buzzing, pinging, & beeping. And, we’re addicted (for the most part) to our mobile devices. That little red notification button is more addicting that crack – seriously it is! So it’s no surprise that droves of uber-and-over-connected people are learning to turn off. There are retreats in all corners of the world literally dedicated to turning off your phone & learning how to work through the silence that settles in your mind & soul when you don’t have something in your hand shouting out to you constantly to consume. I for one can tell you I am a fully-fledged member of the majority of people who’re too connected. I’m shit at just being in the moment. And, my goal in life is to become less shit at being present. Yesterday, walking on the beach without anything in my hands, I realised that my little baby is now a 12yr old independent (& beautifully stroppy) young woman. I blinked & she grew up. Sure I have 300,000 photos of her on Facebook, but looking back, I have only a few dozen deep memories of her childhood that happened without a camera in hand. Since returning home, I’ve put some tactics into play around disconnecting. At work I leave my phone on my desk & take my apple watch off in meetings. At home I leave my phone & computer in different rooms to where the family is. I’m not going to lie, it’s a struggle to not have my technological safety blanket with me at all times… but good god, it’s freeing to be always in the moment. Looking into the eyes of people you care for is magic. What you see reflected back might just get you through the toughest days you’ll ever face.

 

  • Listen More (to yourself, to others, & to the universe)
    This tip dives deeper than simply turning your listening ears on. While most of us are always in a hyped-up state of working through answers to pauses in conversations instead of listening to hear – we are all facing a crisis of understanding why it is we do what we do. Listening is multi-faceted & especially feels foreign if you’ve been sipping the Kool Aid of oneupmanship for years & years. Listening to yourself is extremely important to living more purposefully. What is your gut telling you about a situation, a project, or an opportunity? Tune in to your intuition & you’ll grow & change faster than you could ever imagine. Also, listen to others. What are the people who love you telling you? What’s not actually getting through? For me, it’s that I am worthy. I am good enough to follow my dreams. Sure it’s scary, but my beloveds have my back. Why not take a risk. Why not just jump? Beyond humans, listening to the universe (yeah, yeah, I know it sounds super hippy-esque, but roll with me here) is one of the best things you’ll ever do when working towards more fulfilment. Stop, observe, try new things. What’s coming your way? What’s not? And, what can you do to help shape fate? When you take the time to listen more, you get back more. And, you’re able to be more to others. Listening ears/soul, ON!

 

  • Try, Fail, Learn, Grow, Repeat ad infinitum
    At what age or juncture in life do we go from being invincible (remember being 5yrs old, dressing as Super Woman, & flying out of windows?) to being afraid to try at all for fear of failing? Why does growing up usually mean praying at the pew of comfort when it comes at expense of adventure? Personally, I’ve always fought against getting comfortable. For me, comfortable usually delivers a hearty dose of boredom. And believe you me, when my inspiration tank is empty, my wheels turn towards other avenues & ventures. As far as living a truly purposeful & remarkable life goes, the best & worst times usually blend into one & the same because it is in those moments of discomfort than we learn the most. It is in these moments that we grow. My life mantra is that we must all at least try. If you want to play tambourine on stage with Elton John, you’ve gotta at least buy a ticket to the concert, right? And, even if you get on stage & don’t happen to have a tambourine handy (damn it, Cass!) … at least you’ve tried & know better for next time. From a professional sense, I’ve always pushed myself into roles that scare me a little bit. Selfishly, I want to grow. I want to stretch. I want to help others. To do this I need to stay in motion. Standing still is safe, sure. But it’s also boring. If you’re looking for purpose, if you know what drives you, get out & try. Learn to be okay with failure. Learn, grow, & get back on that horse. I promise you, you’ll look back on this very moment in a year or 10 years & be so damn proud of yourself for moving forward.

And there you have it. Tried & true ways to dive deep into what drives you & to put them into action.

If you’ve got your own methods for not only finding your purpose, but ensuring you stick to the things that matter to you most, please comment below or shoot me an email.

I’m always happy to learn from others!

As always, thank you for reading.

#KindnessRocks #KindnessRevolution

Get Out Of Town, Literally. Why Taking A Break Is Good For Every Part of You.

The Rat Race & The Human Hamster Wheel

If you’re like me, your life is a bit like a hamster wheel – but for humans. We live out our best years as quasi-robots bound by a monotonous & perpetual cycle that has been colloquially dubbed the 9-to-5. This cycle is what we’re taught as children that we need to be a part of to be a true success. So, we yearn for it, we give our all to it, & we lose out a lot of time, sleep, & dreams to it.

For most of us, our modern professional lives begin each morning in traffic on the way to the office & end each evening in the same way (but in the opposite direction, obvs.) We see little of our family, & even less of our friends. We connect online & see children growing up through social media.

The Exaltation Of Busyness

Outside of the office we’re tired. No, we’re more than that. We’re exhausted. Don’t just take it from me, take it from number crunchers & geeky scientists who tell us that we need to be working less & living more.

Instead of making martyrs of ourselves at the altar of the 9-to-5 (which, let’s face it, is more like 7-to-6 when we break down the long days & the hours we’re working outside of the norm) we need to be paying attention to our relationships, our health, & our goals outside of post campaign implementation reports & P&L ledgers.

We need to stop praying at the altar of Busyness. Being busy is not a badge to be worn proudly, it’s the opposite of such. Restfulness, taking time to think through strategy & projects, & building in space to be creative is necessary now more than ever in professional spaces.

Come Fly With Me, Let’s Fly, Let’s Fly Away

So how do we break the mould & ensure we’re working at our most optimal level without breaking the bank or breaking away from work we enjoy or need to do?

One thing we can all do is simply take a break.

We’re so lucky here in NZ to get 4 weeks off a year paid, minimum. Four weeks! Taken in one big chunk, or broken into mini-vacations or multiple long-weekends throughout the year, it is imperative that we all take time off & out from the office.

At last count, there were over 70 million unused vacation days on the books across New Zealand. WTAF?!?! 70 million. That’s a lot of time for head-clearing, family bonding, & adventuring.

When I talk to people who’ve banked a WHOLE FREAKING LOT of time off, my mind boggles. Whether it be deadlines & deliverables, the perceived cost of taking time off, or simply a bad co-dependent relationship with a job – excuses for not taking time off run the gauntlet of human imagination in full.

My take on all of it? I call poppycock.

Time off doesn’t have to be expensive. You can chose a staycation & stay at home. Get some goals ticked off the list in your own backyard. That is a win in & of itself! Too time strapped & trapped by deadlines? Bah humbug. If there’s no one to take on your workload while you’re away, then set expectations clearly. If you set boundaries when it comes to recharging & you communicate them openly, I have always found that people will respect them.

The Importance Of Time Off

To be your best self – at work & at home – you need to know who you are. Without a title. Without a corner office. Without a uniform on. Beyond the office. Who are you at the core?

Getting to know yourself means you’ll be more engaged, confident, & driven across all verticals of your life.

What follows are the main ingredients in self-discovery that you can only undertake when you’re outside of your routine. When you’re resting up, heading out, & expanding your understanding of the wider world around you.

  • Exploring
    • When you’re exploring a world beyond the usual day-in-day-out that you’re accustomed to whilst working, your health improves on all levels. My family & often I always end up walking a lot more when we’re on vacation. Our physical fitness goes up, not down! And, our mental fitness becomes stronger, too. I’d be willing to wager that the simple act of exploration is the most impactful way of turning off from routine & flipping the switch on self-actualisation.
  • Adventuring
    • As with exploring, adventuring is such an important thing to take & make time for. Adventures can be undertaken anywhere with anyone, so embracing an attitude of fun & discovery is one of the best ways I know of switching off & truly experiencing life. Just last month, my biggest adventure was driving to Las Vegas in the middle of a desert winter – on a whim. Thanks to the whim, my wife & I both ended up not only in Las Vegas, but also dancing on stage with Elton John. Adventurous? Heck yes. Did it change me? Yes, yes, yes. So much so for the better. The more I feel a need to break free, the more I embrace adventure.
  • Learning
    • Taking a break & getting away teaches us all more than any meeting in a boardroom or worship at a conference. By stretching beyond our norms, we learn more about people, cultures, & become more empathetic. Having a larger world view & understanding more about how different people live allows us to come back to our own workplaces more educated. With empathy, kindness, & learning on holiday, we become better business people in the longterm.
  • Refocusing passions
    • When you have some free time & space to explore, adventure, & learn – you invariably will start thinking about your passions. What are the things that drive you & what do you stand for? Do these values & passions translate into your daily working life? What you often find while taking time away is clarity. Clarity of purpose is something everyone’s searching for, most of the time you’ll only find it when you’re not looking for it. It will define you, not the other way around. Allow yourself time to refocus.
  • Setting goals
    • Setting goals is a huge part of taking time out. Whether you run away to a beach where the cocktails are bottomless, or you find a hiking trail that takes you far off the beaten track, one wonderful thing that happens when you get away from the office is that you’re able to set goals on your own. Being able to work through your own goals without the weight of corporate infrastructure means that you’re much better armed to set goals within the confines of a corporation when you’re back. Clearly knowing what it is that you want to achieve makes achieving things easier.

All in all, we live in a busy, fragmented time. A time in which we work long hours & disregard our own needs when it comes to relaxing & recharging.

My advice? Dream bigger.

Take time to explore the world beyond your daily routine. And, when your batteries are recharged, head back to work ready to do the absolute best that you can do!

Manhattan Beach Palm Trees, California

The Case For Writing (And Investing In) Your Brand Story

What’s your story?

No, really. What is it?

Humour me for a minute – let’s try an exercise together.

I want you to think about how you might answer the above question. Try to formulate a storyboard in your mind about your story. While thinking through it, allow your mind to wander. Allow your biases, for just this exercise, to fall by the wayside for a brief moment in time.

This is your story. You get to write it.

First things first. Where would you start? Would it be at the beginning (birth), or would you choose a different beginning that’s not your literal ‘start?’ If you default to a starting point where work becomes a focus – you wouldn’t be the first. We so often live our lives in the context of meeting each other and asking ‘What do you do?’ Swapping corporate titles like social currency. Park the titles & the jobs. This is about your STORY. Start at your beginning…but make it about you. Not society.

From there, head into the gritty, gusty, beautiful middle of your narrative. How do you, in your own mind, segue from the beginning to the middle of your narrative? Was there a big shift in geography, in relationships, in maturity?

Think through the moments that you see as definitive to you & your journey.

You know the moments already. They’re at the front of your mind often. They are those moments that you look back on often, laugh about with people who knew you when, & even the ones that might cause your eyes to leak just a little bit – emotion still just beyond the surface.

Those are your personal narrrative building blocks. They offer depth, authenticity, growth, & change to occur. They are little pieces of stardust.

From your defining stories, it’s time to lead into a wrap-up of sorts. Your story, as yet unfinished, still needs to end somewhere. As humans, our minds need a finite lesson, or stopping point. But, your story continues.

Do you it end now, in front of your computer screen wit a pithy qupte? Or, do you pick a recent moment that allows you an open end?A hope, a dream, a goal.

However you chose to close your story – you’ve just created yourself another starting point. And therein lies the power of storytelling.

The power of storytelling in life & in business is the power of new beginnings.

For me, for you, for all of us – starting over & over again allows us so much beautiful space to fill empty pages of time to come. By going through the above exercise, you as an individual have a story now. A unique voice. A singular journey.

It can be shared, re-told by others, & written into cultural folklore even!

To ensure continual growth in business – whether as marketers, brand strategists, social media OGs, or CEO’s – you need to understand your brand’s story in-depth. Because when a brand stands for something authentic, human, & unique it’ll always rise faster than those businesses without stories.

Stories are currency, you can bank them & trade them.

I’m going to go WAY out on a ledge right now & say that stories are the most valuable asset to a company after people. People first, always. But, as a close second, stories are the secret sauce that spices up a brand’s offerings & products. As such, they should be just as heavily invested in.

The more people understand why they’re buying what they’re buying – the more likely they are to remain loyal to a brand. Why? Because magic happens when our personal narratives & brand narratives become intertwined. It’s very, very hard to untangle stories once they’ve been melded together. Thus, you create camps of people who then tell your story for you.

Me? I’m an Apple girl. A lifelong Nike gym junkie. Someone who buys Coke over Pepsi. Someday I’ll own a Ford truck. When I shop, I take time to notice my biases. I physically stop myself from defaulting to my favourites… and often wonder what it is in the back of my mind that causes me to reach for one brand over another.

In every instance, I can follow my choices back to stories.

Unpacking memories, it’s the happy tickles at the back of my lizard brain that cause me to truly become invested in a brand. That part of my brain simply acts & reacts based on past experience. I can remember Nike ads from the early 80’s (I was a toddler!), & still am able to sing almost every jingle for breakfast cereals written in the USA from 1985-1999. I remember the Say ‘No’ To Drugs campaign with frying pans & smashed eggs as clear as day…

Stories. All of these marketing campaigns, in all of their channels and iterations, are based on stories. On human truths. On simple, succinct messages.

The moral of this blog’s story? Invest in your story. Invest the time, the emotion, & the cash.

Write it, live it, share it.

We can’t believe in things we don’t understand or know. Once you’ve invested in your story, your customers will invest in your story… and then tell it for you. Whether at the dinner table, whether by wearing your logo on their feet/shirt/jeans, whether through social media channels… advocates will share stories for you. This is how brands grow.

Fill that funnel, team! Tell stories. As for me, I’m a lucky one. Happily a dreamer, an author, & a believer in good when it comes to telling stories. In the world where I spend a lot of time, the world of brand marketing, I’ve been absolutely blessed to meet some amazing people. Yarn-spinners so prolific that they have me eating from their palms & yearning to be as magical as they are with words, pauses, imagery & beyond.

Crafting stories for brands is my favourite form of beautiful, creative geekery

Recently I had the opportunity to chat with such a wizard of woven narrative, the amazing Park Howell. Radiating kindness, creativity, purpose, & vision – Park & I hit it off from the word go. We talked about storytelling journeys, heroes that helped shape our own passions for becoming storytellers ourselves…and prolific lyrics from the Brown Dirt Cowboy himself, Bernie Taupin.

If you’re keen to learn more about how to find your own narrative, & if you’re up for a rollicking ride on the rollercoaster of passionate storytelling for brands to really super-charge growth & return, click here. I’m positive you’ll enjoy this podcast that Park & I did together.

The #KindnessRevolution starts here, with all of us.

 

My Top 10 in 2017: Riding the Waves, Outlasting the Blues, & Finding the Silver Linings

Bandwagon post ahead, kinda.

Every year as we collectively rock into the Festive Season, I like to take stock of the year just gone by.  By slowing down & feeling grateful for new lessons-learned, big wins, ouchy losses, & everything in between I’m feeling rather introspective & reflective.

Why? Well, most likely because I’m getting older. 36 years on this planet has sure taught me the importance of thankfulness & sharing with others. And, a single trip around the sun seems as good a time as any to reflect on the past, embrace the present, & look ahead to what the next 365 sleeps might bring.

In the spirit of turning over another page in the proverbial book of my life, I’ve come up with a little list that I hope will give you, dear reader, a bit of hope, a few lolz, & (most importantly) rev you up for a new year.

2018, I can’t wait to meet you.

Top Ten Things I Learned This Year. 

  1. Sand, Pebbles, Boulders 
    After a particularly fraught day this year worrying about a friendship gone sour, a good friend gave me some good advice in the form of sand, pebbles, & boulders. “There are three kinds of people in life,” she told me  “& each one acts as either sand, a pebble, or a boulder. The sand signifies the folks who ebb in & then quickly flow from our lives. As the tides go high & then low, those who are sand move quickly from our attention. Next you’ve got the pebbles. With the tide, they stay a bit longer than the sand. But, not forever. Last, but certainly not least, you have the boulders. These are your ‘forever people.’ They’re the ones you know will always stand steadfast in your corner. Whether you’re in the same room as them, or 10,000 miles away – your boulders are the folks to spend the most time on.” Wise words, right? They were perfectly timed & acted as a salve to my worried heart. Lesson learned. Build your dreams on solid ground. Whatever the reason, lesson, or purpose for relationships that catch fire & then fizzle, the people that matter most are the ones you can hold onto no matter the surge of the sea.
  2. Chase your dreams 
    Seriously & literally – chase the things you want most. Grab your sneakers, lace up & sprint in the direction of your dreams. Hassle them, haunt them, & keep them consistently in your line of sight. If you can see the end goal, then the roads you take while running after them don’t matter as much. If I’ve learned anything this year about accomplishing long-term/Bucket List goals, it’s that motion begets motion. If you’re consistently moving in the direction of where you want to be, eventually you’ll get there. For me, I wanted to branch out.  To start speaking more. To start sharing with others the experience I’ve built over an entire adulthood of storytelling for brands. So, I went to the conferences I wanted to go to. I became friends with people who think deep, laugh loud, & do good. I started doing a lot more work in the community. I began mentoring others. I joined advisory boards. And… I took more time out to dance in the living room with my little family.  If you’re a list writer, write three things you’d like to accomplish in 2018, then start chasing your dreams. Remember to go easy on yourself, too. The uphill bits are a slog, but when you hit flat part of the journey & take time to enjoy successes you’ll find it’s all worth it. Promise.
  3. Ask nicely
    As my parents told me as a child, ‘Manners matter.’ And, they do. If you’re looking for leadership, assistance, insider-information, or simply someone’s time – ask them nicely. It’s commonsense that we should treat others the way we’d like to be treated. So whether it’s at work or at play, make kindness the foundation of your communications & you’ll be fundamentally better off from the get-go. With kindness at the core of what you stand for, people will be more willing to trust you, as well as be keen to work with you & for you. They’ll also be open to saying ‘Yes’ more often or pointing you in the right direction when they can when you have to lean on them for help. Remember timing, too. When asking for someone’s time, be sure it’s a good time for them. Great communication is two-way & no one is ever a success on their own. Not one single person. Asking for help at the right time is a skill that comes with maturity & experience. Asking nicely is the key to getting the answers you’re either looking for or need.
  4. Listen more
    We’ve all heard the old saying about we humans having two ears & one mouth, & using them in proportion. I think listening goes beyond this though. How often are we now distracted by our phones? The sugar-rush of a Facebook notification or a tag on Instagram pulls us out of the here-and-now more often than it should. I’ll be the first to put my hand up as a guilty party to being drawn into the endless chasm that is the interwebs at my fingertips. I have to consciously put my phone away & turn off notifications when traveling. And, I’m so glad that I do this!  Listening, truly & deeply, quite often means that you need to make time & space to concentrate on one person, one idea, one conversation at a time. Investing this kind of attention is almost foreign these days. But, it’s so important to creating long-lasting, deep relationships. People often only skim the surface when getting to know their colleagues or friends outside of work – but I spend more time than not listening. I am keen to know what makes a person tick. What drives their passion. What makes them feel their best self. When you take the time to know someone, they’ll often take the same time to invest in you. That’s what deep listening is all about. It’s not just closing the big sale, getting the creative idea over the line, or selling in a business strategy – it’s about humanity. It’s about trust. It’s about genuine joy in spending time with others.
  5. Take breaks 
    Sprinters don’t sprint 24/7/365. Their hearts, lungs, legs, & brains wouldn’t last if they did. Instead, they practice then rest. They perform then rest. And on, and on, and on… Just like sprinters, those of us working in corporate or non-corporate environments that’re “always on” need to rest, too. One thing that absolutely grinds my gears is when someone catches me in the middle of another project & asks me to be “creative” or “innovative” or do something transcendental on the spot. Erm, that’s not how it works. My secret sauce of creating great strategic & creative work is rest. Quite often it’s not when I’m mired down in briefs & paperwork that my best ideas come, rather it’s when I put them down & go for a run or walk outdoors. When my mind is rested & my body is working, I’m able to come up with much more holistic & creative ideas than when put on the spot. Beyond resting for the sake of problem solving, there’s also the necessity in taking breaks with the simple end goal of not burning out being high on the Life Priority List. Just as I feel with physical fitness, it’s easier to stay in-shape mentally through a balanced approach to life, than it is to burn out & have to get in shape all over again. The moral of the ‘take breaks’ story? Be like Nike, Just Do It. Every ounce of your being will thank you.
  6. Don’t waste your energy on negative shit storms
    Negative shit storms are powerful bringers of crappy outcomes, feelings & interactions. Like tornadoes of temerity, they pull in most things in their path & deliver only negativity. When I see a negative shit storm on the horizon, I head in the opposite direction. There’s just not enough time in the day, or f*cks left to give in my life to want to borrow someone else’s problems or wear their failures.  If you’re finding yourself in the eye of a proverbial storm, get out. Life’s short. Too short. And, if you spend your time on pushing peas of displeasure around a plate, you’re not going to find happiness, success, or pleasure in your life. If you’re keen to prioritize positivitiy & happiness do this: think about who the most positive influences are on your life or your professional journey, & spend as much time as possible on & with these bringers of awesome. For the ones you see as harbingers of yuckiness, kick them to the curb. You’ve got complete control over how, where, & who you spend your precious time with. Choose wisely.
  7. Do the scary stuff
    This is hard. Scary stuff is just that – scary. And as humans, we’re most comfortable when we’re in a state of being comfortable. Stepping outside of our comfort zones is terrifying most of the time. Especially as we grow up, get older, & fail more & more. This year I’ve learned to love failure. To embrace growth, education, & uncertainty as building blocks of my best version of me. In the last year, I’ve made some BIG decisions. I’ve lost friends. I’ve grown in leaps & bounds personally & professionally. And, I’ve had those pre-show jitters each time I needed to make a hard decision, walk away from something that wasn’t right for me, or step up onto a bigger stage than I’d ever imagined. If you don’t to the scary stuff, you’ll never grow. My best approach for jumping-in-headlong is simple: test the depth of the water, then jump in over your head. You know how to swim. Even if you sink a little bit, you’ll be back up for air in no time.
  8. Focus on your passions
    This may sound simple, but it’s not. Quite often we put off the things that fill our soul the most for ‘responsibilities’. And, in doing so, don’t fill our souls. This year I’ve spent more time doing what I love. Writing, testing storytelling platforms (vlogs happened!), playing the piano, singing silly songs with my daughter, making plans for the future… so many things! When I look back, I’m fairly chuffed with how much I got done from a passion-project perspective. Lots of people ask how I ‘fit everything in’ to a day, week, or month… and my answer is simple: focus. I think most of us with our fingers on so many pulses are actually doing ourselves a disservice. Without focus, we lack a true course towards completing a project or being truly happy.  Turn off your phone. Silence your email notifications. Go back to what drives you to be your best self, & nurture that passion. I promise that focus will be the magic that drives creation & success if you tend to it like you would a garden.
  9. Give back
    Without ego & without expecting anything in return. Sometimes it seems like everyone wants a piece of me, of you, of all of us… & there’s not enough time to give back. As to the above, with focus, you can prioritize giving back into your life. Whether it’s simply taking an extra five minutes to help a colleague with a particularly curly situation, donating your time to a community organization, or dropping a gold coin or two into a bucket as you pass by – giving back is the best way I know to feel more useful to other people. I feel very blessed to be where I am, so if there’s anything I can do to lift another up, I will. Give back. Often. I’m glad I made doing so a priority this year – & am committed to doing the same again next year.
  10. Do more
    I know this seems in direct contradiction to the above piece where I said we should all take more breaks or risk burning out. So, hear me out. What I mean by ‘do more’ is this: do more of the things that make you feel. Feel good. Feel worthy. Feel helpful. Feel strong. Feel confident. Feel happy. This year, I decided I’d read more, wander more, talk more, listen more, rest more. I also listen to my body more – rest when I’m sick, run fast when I’m healthy. And, my do-more attitude has meant I’ve lived more. Memories are the currency I hold most highly in this world, & by doing more I’ve made so many more memories. I’ll be doing more in 2018, too. Here’s to what’s to come!

So, there you have it.

Ten things that’ve really stuck with me this year. Next year, I’m planning on accomplishing a lot. I’m set on dedicating more time, energy, & attention span to my loved ones & my passion projects. And, I reckon I’ll try to sit down near the ocean every single day to simply think, feel small, & be thankful for breathing in salty air.

To you & yours, I wish you the best end of 2017. Have fun, get silly, & be safe. Keep dreaming. Keep living. And, above all else, search for the good in your days. I promise you this – a positive attitude is the most powerful tool you’ll ever have in defining & achieving successes in life.

A HUGE THANK YOU to everyone who’s been supportive, kind, helpful, & loving this year. My heart & soul thank you for your time, energy, & love.

2017, you’ve been a cracker of a trip around the sun. I reckon there’s a cold brewski with my name on it calling out to be sipped… see y’all on the interwebs.

Cass

venicebeach cassie

Slowing Down to Speed Up: Top Tips For Playing the ‘Professional Long Game’

I caught one heck of a flu bug this time two weeks ago.

You know the kind: a truly knock-down, stay-down kind of virus that had me crawling on my hands & knees to get from my bed to the couch where I would collapse & whimper entire days away.

To say this bug was a zinger would be the understatement of the year. I was felled & absolutely miserable. Usually active at work, at home, in the community – I had to stop. Not slow down. Not bring things down a notch. STOP.

Like running headlong into a brick wall, I was left with a wicked headache from the blunt force & found myself splayed out on the floor – unable to move, forced to concentrate on simply breathing & healing.

Simple, basic survival became seemingly complex. And, at times, mustering enough strength to sip some water drained me completely. I was so sick that I couldn’t even rage at silly people on Facebook who misdiagnosed me with a common-cold instead of a mountain-of-a-virus-that-would-crush-any-man-flu-known-to-humanity.

Gah! I can be a wimp at times, but this was the real deal.

If there’s anything I am, it’s constantly in motion.

Being so ill, I couldn’t do anything. Literally. I couldn’t eat. Couldn’t sleep. Definitely couldn’t do anything I’d typically class as ‘productive.’ Which meant I wasn’t just unwell, I was also frustrated to the point of tears.

Most days I’m up before the dawn (between 3am – 5am). I read, write, gym, & plan for the day ahead. I find I’m most productive early on as I greet each new day. Plus, sorting through things early in the morning leaves time for the ‘meeting culture’ of modern corporate world where there seems to be little time for actual ‘doing’ in between all of the planning for the doing (there’s an entirely different post on meeting cultures coming!)

So, being home for a week without being able to muster the energy to do anything other than get better, was a wake-up call that I needed heading into a busy summer season ahead.

For the first two days of groaning on the couch, I tried to will myself well enough to do something. Laundry? It needed doing. Writing? Blank pages weren’t going to fill themselves. Work emails? They were calling my name. Wedding planning? Only a month to go, Cass… do something!

But I couldn’t. I played mental war with myself. Judged my own ability to heal quicker that I was. Talked myself into at least trying to do something. But, nope. Body says “STOP!”

So I did. I stopped. And, it was awesome. Oh hindsight, you’re a funny & illuminating gift. In stopping for a week to heal & in slowing down for the next two weeks – allowing myself to truly physically get better’ – I’ve been able to recharge & become more efficient with my time at work & at home.

I concentrate on specific tasks more readily, & I listen to my body more. When I’m tired, I slow right on down instead of pushing myself past the point of exhaustion.

I honestly think that the universe had something bigger in mind in choosing to give our household this gross virus. What was that something? I reckon it was learning a well needed lesson.

What did I learn? Mostly, I learned to quiet my own inner-voice of self doubt.

The world didn’t stop just because I did. Funny that. So, in the spirit of sharing life lessons & wisdom, below are some ways that I’ve found help me to embrace a slow-down (self-imposed, or otherwise).

Cracking the corporate world (or life in general) isn’t about burning out or burning up… it’s about those sprints & rest periods. Both are as essential to success as the other.

Slowing down to speed up? That’s the ticket!

  1. It’s okay to feel weird when you slow down

    Slowing down is weird for a lot of us – for so many reasons. We’re taught that, to be successful in corporate environments, we must always be busy. Busy in meetings. Busy with reports. Busy looking back. Busy forward-planning. I call this our collective ‘Glorification of Busy’ & have made an earnest effort to not use the word ‘busy’ when people ask me how I am. So it’s only natural that, when we are forced to slow down or stop, we feel somehow not worthy enough. Not productive. Not at the top of our game (which, if you’re ill – you’re not meant to be! You’re meant to be resting.) I think we need to start spending more time slowing down on purpose. We need to get comfortable with bucking the trend & shake off our collective burden of busyness. I personally am much more efficient, engaged, & creative at work when I slow down & take time out to think, create, & prepare. Even the fittest sprinters on earth can’t sprint all of the time – they perform in magical bursts of amazing athleticism, & then rest & recover. We need to work this into corporate life, too. Here’s an idea: let’s all feel weird together more often & revel in slowing down so that we can really hit the ground running when we need to.

  2. You don’t have to fill every moment – let every moment fill you

    I know, I know. Talk about a syrupy-sweet bullet point. That said, I believe in this so very much. We get caught up in so many moments of stress, & tiny detail, & workplace politics that we forget to stop, look up, & really appreciate the amazing people around us. If you’re like me & head away from home each day to spend most of your waking hours in an office building, then you’ll know what it’s like to be thrust into a goldfish bowl of strangers from different ponds – suddenly working towards a shared objective or common goal by rights of working for the same organisation. So often we get lost in our own little moments by trying to fill them up, that we forget to look up, take a deep breath, and simply enjoy the presence & unique expertise of our colleagues. My personal brand at work is one I’ve chosen with my eyes wide open – I believe in heartcounts,  not headcounts. I believe we’re all in this together, & because of that, should treat each other with kindness, respect, & allow ourselves to be vulnerable, genuine, & have fun while we’re at it. Filling moments isn’t key to success in life & work – allowing moments to fill you is. Finding joy in the mundane. Celebrating wins with gratitude. And slowing down to get to know each other & build trust are fundamental to balance.

  3. Enjoy the small details (dew drops on blades of grass, laughter of colleagues, hugs from family & friends)

    I love getting lost in a moment & really honing in on the beauty of small details that, all added together, paint the bigger picture of the world we’re all living in. As a mother, I’ve been able to watch the joy of discovery for so many ‘firsts’ on my daughter’s face – and her joy has consistently reminded me to look for awe in the minutia of our daily routines. Some of my fondest memories of work over the past 15yrs have been when colleagues and I have fallen to the floor in fits of laughter – exhausted from project work, but in it together & therefore able to enjoy time together literally ROFLing. On the weekends I desperately search out time to spend walking outdoors. There’s absolute magic in how the colors of the leaves on tress don’t change at all, but then seemingly do so all at once. Slowing down can simply be reveling in a long hug with a bestie, or complimenting a colleague. Little moments of awareness make up a life fully lived.

  4. Read actual books (tactile)

    Yep. The kind with pages & no instant notifications (AKA distractions.) I’ve always loved reading, but have drifted towards e-books over the past wee while. I can’t tell you how amazing having a physical book in my hands – & making the time to read it uninterrupted – is. Sometimes I can only steal away 15 minutes or so, but even a little bite of the bigger pie in a world of being time-poor is a sweet-fix for the mind & soul. I’ll also bring my books along to the gym & read them whilst on the elliptical or stationary bike. Books are magical portals into other worlds, realities, thought-patterns, & emotions. If you’re keen to slow down more & still do something, my advice is turn off your device & pick up a good book.

  5. Drive to the beach

    This is my absolute, go-to, zinger-of-a-remedy when I know I’m burning out. Going a million miles a minute isn’t something you can do forever. It’s also not something  that most people do at the beach. But, deep thinking, meditation, & getting lost in daydreams is. There’s something soothing in the rhythm of the waves that slows the body & soul at once. Sand underfoot, salty air being breathed in. It’s like a big ‘ol RESET button for busy urbanites. I love how powerful & grounding it is to feel small next to the ocean. When problems & worries add up & feel bigger than Ben Hur, sitting on the shoreline helps me feel tiny & reminds me that the stresses & problem of now aren’t as big as we all think. Sitting next to a living, breathing entity that is ruled by the pull of the moon is a salve for even the weariest hearts. When a re-set is needed, find your place.

So, there you have it! Some tried-and-true advice on slowing down in order to speed up. We all have to feel as though our proverbial cups are full – full of passion, purpose, love, energy – and when they start to drain, it’s up to all of us individually to take the time (and the responsibility) to slowly refill & refuel.

Resist the urge to glorify the state of busyness. Spend time on slowing down.

~ Cass