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. 🎂

Forever Friday, How To Keep Those Pre-Weekend Vibes Alive All Week

Friday. FriYAY. Saturday Jr.

Whatever you call it, Friday is our collective Bae Day. Hard not to love even the thought of it rolling around again (especially if you’re sitting on Sunday night or Monday morning), right?

With a typical work week, we give different meanings & values to each day. C’mon, we all do it. We have to, simply to survive!

Monday’s can seem overwhelming, but they’re a turn of the ignition on a new week. Tuesdays are scientifically (supposedly) our most productive days. Wednesdays are “hump days” because, whew, we’ve hit the middle of the week & are gunning for weekend vibes. Thursdays… well, they’re pretty cool. They’re like Tuesday with a taste of Friday.

And then there’s beautiful, beautiful, Friday.

A day whose most popular associated acronym literally thanks a higher power for another pre-Saturday rolling around again. TGIF, indeedy!

And, try as you might to escape it, almost all of us who work a typical 40 hour week for a living, live for Friday night & that roll-on-weekend-Momma-needs-a-break-and-most-likely-a-strong-margarita feeling

So here, in no particular order, I’m serving you up some ways to keep a little taste of Friday alive all week long (through the lens of each week day.)

MONDAY:
The first thing we could all do to bring a Friday Feeling to each day would be to maximise our efficiency at work.

SNOOZE! What a boring thing to suggest, right?
Nah. Wrong.

Think about it. How long do we spend mucking about with emails first thing on a Monday? How long do we spend in meetings about meetings that eventuate in more meetings about meetings we have repeating at the beginning of each week. Meetings where we achieve very little actual actual output?

Too long, I reckon.

I can’t stand busy-work. It bores me & is a super-highway with cars screaming down it at breakneck speed with the end destination being Disengagement City. I thrive on having clear direction, scoped projects, & knowing where to best spend my energy & time.

So, for Monday here’s my tip:
Make Monday YOUR DAY & use it to set the week up for success. Prioritize your work & your calendar. Set yourself some tasks. Stick to a plan.

Then… have a margarita. Monday Margaritas are the best!

TUESDAY
Ah Tuesday, our little steam engine of the week. You’re not Monday, which is a blessing for most, & you’re also the day we really get stuck into the doing part of the hard work – well most of us.

I reckon Tuesdays are ready-made for injecting a bit of Friday Feelz into from the outset. If you’ve got your week sussed on Monday, then you’re clear on where you’re going & how you’ll get there by the time the weekend rolls around.

So on Tuesday, the tip is simple:
Go hard. And, if you can, tell at least one joke to an unsuspecting colleague. The more cringeworthy & gfaw-inducing your punchline, the better.

Everyone will be busy, busy, busy doing worker bee things. A well placed Dad Joke brings a bit of Friday & a bit of snort-worthy giggles to the office.

WEDNESDAY
Ah there you are, middle ‘o the week! Over the hump, we’re headed blissfully downhill. Deep breath, we can all see, taste, & feel Friday growing closer & closer. Wednesday is a great day – really, it is.

I like to start adding Friday Feels into the middle of the week. Wistfully glancing forward towards a brighter, weekend vibe. Wednesdays usually fly by for me. It’s like I blink & they’re over.

Most likely because this is the day where the most meetings happen. Wednesday is right smack-dab in the middle of our own self-imposed time limits to finish projects or move them forward. So it’s about this time we get quite the wiggle on in the productivity stakes.

Injecting Friday into Hump Day? Here’s my tip:
It’s easy, you’re headed downhill, baby! Turn on some music, do a little dance, & keep that head up.

Thursday’s only a day away now.

THURSDAY
Yassssss, we’re almost there team. Seriously. The prize is waiting to be grabbed with both hands… and it’s only one more day of hard yakka away.

I actually adore Thursdays. Thor’s Day, as it were. I always feel a bit pumped, like the people on Venice Beach with arms the size of tree-trunks, getting this close to the end of the week has this little gym-junkie raring to get a few more sets (AKA ‘meetings & projects’) in before mañana rolls around.

Thursdays are full of pizzaz, productivity, & peace of mind in knowing that Bae Day is close enough to touch.

And, so we rock it, don’t we team? Injecting Friday into a Thursday… easy as:
Just roll with it. Take the knocks with a smile. Sprint until your legs give out. You’re almost there.

FRIYAY!
We made it.

Yasssssss! How do we then go about Injecting more Friday into Friday?

That sounds crazy. Absurd. Ridiculous even… but I reckon we should. Enjoy a day of casual dress. Take even a small lunch break & really make it ‘your time’ to start winding down – or up. Because if you’re like me, you don’t take lunch breaks every other day – even though you should – so TGIF is the day to do it.

Why celebrate a day just because it’s nearer the weekend than other days? Because, life is short & the weeks fly by. Don your sexy-as rose coloured glasses & pay the Pied Piper of Happiness. You deserve it!

Bring on the freakin’ weekend, or summat.

There you have it, Team. A few tips to inject Friday Feelings into the rest of the week. Whether you take these to heart – or simply just remember to slow down every now & again throughout the work week to re-set, re-energize, & re-organize.

We all work so hard & live busy lives. Perhaps the best way to live at all times is to take time to simply reflect & be thankful.

Friday, I know one thing’s for certain, I’m thankful for YOU!

Expert Tips For Surviving a Crisis Of Confidence

I have something to tell you.

Sit down, grab a cuppa, & buckle up.

This morning I woke up & wanted nothing more than to go back to sleep. To simply find a dark place to hide away in.

Away from the world.
Away from pressures nipping at my heels & responsibilities I’ve signed up for.
Away from my own internal narrative of self-doubt.

But I couldn’t hide. Or rather, I refused to.

Because while getting out of bed was tough, I knew that I needed to move – my mind, my body, my goal-posts. I couldn’t stagnate. I couldn’t let self-limiting chatter in my mind make limitations a theme for the day.

We’re all our own worst critics.

We’re all so hard on ourselves. Why is that? Where does that little voice inside our heads that tells us we’re not good enough come from? When are we taught to second-guess our motives?

I don’t have all of the answers, but I do know that it’s important to acknowledge that we all have bad days. Some are worse than others. And, although they might not happen often, when they do, they can be all consuming.

It would be remiss of me (or any of us) to pretend that life is all about riding the highs. That each day is greeted by rainbows & butterflies with nary a dark rain cloud looming on the horizon.

But that’s what we do online, through social media, & through facades we don in professional settings isn’t it? We pretend everything’s okay, when it’s not. We wear masks & paint on smiles hoping no one else realises that our walls are cracking.

Ready to crumble.

When it comes to confidence & women, research has shown that there’s a big ‘ol gap that separates the sexes. While dudes surely have moments of insecurity & low self-esteem, the weight of these two emotional loads pull women back at much more alarming rates.

I digress though. Moving on, to why I’m writing this.

Climbing without falling isn’t a true representation of reality.

We’d all like to be happy all of the time right? Ride a dopamine wave around loop-de-loops & throw our hands in the air without a worry in the world.

But the roller coaster ride isn’t all fun & rush-inducing. Nope, life is fast, slow, up, down & everything in between. It’s a wild ride. A broken, yet beautiful, journey that we all travel.

So, here I am. Tippity-typing my innermost thoughts. Before you ask, yes, I’m slightly afraid to share them. Shedding light on anything other than a perfectly crafted veneer is uncomfortable for most of us.

But, fear not, I have great news!

Moments of darkness, confusion, & sagging self-belief aren’t all bad. In fact, it’s taken many a crisis of confidence, in my life to build me into the *mostly* consistently confident person that I am today.

Keep on truckin’, Team!

All of those quotes about ‘fall down seven times, stand up eight…’ resonate with us because they are rooted deeply in the fallible nature of humanity.

And, seeing that we’re all humans, understanding that we’re inherently flawed is a good thing to learn ear.y.

Like all of us, crisis moments are all unique. No two moments of self-doubt or crisis are the same. They can be as quick as a flash-in-the pan or last days (or weeks or longer) depending on the situation.

And as cliche as it is to say this, the deeper the impact, the higher I’ve risen afterwards.

By using lows as starting points for growth, I’ve learned to ride the rough waves towards a sunny shoreline. And, I’ve taken time out over the course of my professional career & in my personal life to hone skills in utilising techniques around positive self-talk.

No more limitations. No more negative trolls between my ears.

Over the years, the following four tips are the ones I come back to time & time again to get me out of bed, out of a rut, & back into a positive frame of self-reference.

I hope they help you as much as they’ve helped me. Sometimes the simplest things (perspective, conversation & context) are the most helpful weapons we have to fight self-doubt.

1. Take a deep breath
Breathing is what keeps us here. It’s what grounds us. It’s what moves us forward. Being able to control your breathing means you control your body. When your body is settled – then you can take care of your mind. Taking a deep breath also means pausing & evaluating your current situation. You’re allowed to cry. And I big, ugly, feel-it-in-your-soul crying. But once you’ve done that, take a deep breath. Then another. And then, find a way to be calm. Sit with yourself & allow yourself the time & space you need to move onto tip number two.

Which is…

2. Talk to someone you trust
Oftentimes I try to solve my problems without letting anyone else in on them. Why? I’m not really sure. But, I think it’s probably got something to do with appearing weak, imperfect, & not enough for others to want to be around me. My goal in life is to spread goodness, not to be a drag on others. So, for a long time, I’ve hidden away things that bother me or that cause me to doubt myself. Talking to someone, be it a friend, family member, or therapist is a good thing. Most of the time other people want to be there for you. If someone reacts badly to your truth, find someone else to talk to. Find someone who wants to help. I promise, you’ll be amazed at the level of love & support you’ll get by opening up in your own, genuine way.

That then leads us to…

3. Make a plan
Making a plan doesn’t have to be onerous & time consuming. It also doesn’t have to be a forever-plan. Making a plan can be as simple as getting up & getting dressed – & from there, going for a walk or writing down your thoughts. The important aspect of planning is that you’re focussing on moving forward, not looking back. You don’t have to solve your problems all in one foul-swoop. But you can start to tackle little pieces of problems in a way that gives you hope, belief, & purpose. Not all big moments stem from big plans. Start small. Do what you can with what you’ve got – & move forward at the pace you can move at in the moment.

From there, it’s time to….

4. Celebrate the small stuff
This is something I try to do as often as I can. Taking notice of, & then celebrating small milestones gives us a realistic way of approaching our days. Be it at work, at play, or in our pursuit of joy – practicing appreciation for moments that become building blocks is super important to creating a habit of positive self-belief in all of us. I don’t mean for this to sound trite, but I reckon if we all really celebrated each other & our little moments of victory more often, that our workplaces & homes would be filled with so much more love & our crisis of confidence days would be less and less. So remember, Team, celebrate yourself. Celebrate others. Celebrate more & more to be more & more!

Back to good.

Right, so those are the top four ways that I personally employ to get my head back in the right place – a place of positive self-talk, confidence boosting thoughts, & of forward movement.

Here’s hoping you’re having an amazing day. If not, take a deep breath… & then rock into a future of motion begetting motion. Success begetting success. And, a life of mostly confident self-love!

Thank you for reading. I appreciate your time & any feedback you may have.

Also, because I’m sucker for a good, pithy quote I’ve added some below. Enjoy!

Cassie Roma

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.

 

Disasters in Vlogging (my EPIC mistake)

FULL DISCLOSURE
Whilst I may be a professional storyteller & content creator in my day job (and, long-in-the-proverbial-tooth when it comes to content production & creative expression) I still screw things up from time to time. Especially when I don’t follow my own best practice rules around content, setting up a good story arc, & getting the right footage or images to support a particular story line.

Case in point, my last Vlog. The idea was supposed to be silly, fun, and informative. And, it was going to center around all of the strange & wonderful flavors of chips found in New Zealand that I didn’t grow up with in the USA (meat people, chips here taste like every type of meat under the sun… it’s a trend that’s both weirdly tasty and wildly fascinating all at once.)

To begin with we thought our idea was clever & the narrative clear while filming. After an hour of shooting, we packed up shop & I hit the editing suite. The video we shot was neither clever or clear. My story line was too complex & went off tangent. No matter how I cut the conversation, the end product felt gimmicky & wobbly at best. It was one for the rubbish bin. To say I was disappointed in myself for not getting good enough content for a YouTube channel with only 14 subscribers would be an understatement.

I was livid with myself! C’mon, Cass! This is what you do. It’s what you’ve been doing on behalf of brands for over a decade. I kept asking myself “Why’d you not put into practice the elements you know are needed to make a good, cohesive story?”

The answer: I dunno.

Maybe I got over-confident. Maybe I thought I’d fix any missteps in post. Or, maybe I just was trying to do too much at once (I’m going to go with this one.) The end result is that I’ve binned this video as I’d imagined it in long-form in my head & instead put together a cut-down version of outtakes which are actually pretty funny!

And, whilst I’m kicking myself for not having a video to post for a few weeks now, I’ve learned some good lessons. 

Simplified down, here they are:

Lesson 1: know the story you want to tell before you hit ‘record’
Lesson 2: stick to a simple story line (this is imperative!)
Lesson 3: know the tone of your narrative up front – and plan B roll/supporting shots
Lesson 4: outtakes are sometimes the best takes
Lesson 5: eating chips & drinking gin on a Sunday afternoon with your best friend/soulmate is worth a re-shoot next week

Enjoy our outtakes, they’re all we’ve got this week!

Introvert Tales: Survival Tips in a World of Extroverts

Let’s talk about comfort zones for a minute.

There are so many kinds of them. The most important ones being those that ensure basic survival and safety. If we’re in imminent danger, we can usually feel the potential for trouble before it eventuates. And, thanks to our gut-feel, usually back away from situations where we’re uncomfortable. Other comfort zones exist to inform, impact, and drive certain social and professional interactions. In moments both big and small we understand inherently if we’re nervous, unsure, or completely at ease. And, we lean towards interactions that validate and keep safe our needs to feel accepted and liked by others.

Personally, I’m hyper-aware of my comfort zones. Maybe too aware. I get fidgety and uncomfortable in them. Which is weird, right? The whole ‘get used to being comfortable with being uncomfortable’ argument for growth sounds more like self-flagellation than fun. But, it’s where I live my life most days.

Let me explain.

We all have our safe places. Our inner havens, in-built boundaries, & self-check systems. And, we all know without a doubt when our personal boundaries are being pushed, pulled, crossed, mussed or even splintered apart. So, why is it then, that when it comes to finding comfort, I don’t necessarily find it in routine? Or by rights, in spontaneity?

What I’ve come to notice about my own comfort zones is that there’s a constant fuzzy-line-of-discomfort drawn between moments where my worst nightmares & sweetest dreams converge. And, I dance quite the cha-cha on that fuzzy line of peaceful internal existence daily – stepping thoughtfully through the rhythm of  work, life, family, and wider societal pressures.

You see, on the outside, I fit every stereotype of extrovert you could imagine. Bubbly, inquisitive, completely individual, confident… yep, typical So-Cal girl in New Zealand, right? Yep, on the outside. But, just below the surface the truth is bubbling away. I’m an introvert. I’ve done hundreds of personality quizzes, and each time have come out an INFJ. Which confounds most people I confide in. Most, but not all.

You see, while I like to be who I am and to push boundaries – I’m much happier and comfortable recharging my batteries in solitude. Earphones on, music playing, out for a run. Or, TV on in the background, reading and ingesting information in my own way, on my own time. If I could magic-up a perfect day it would include all of the above – peppered with a few people throughout to sweeten the narrative. It’d be a lovely, drawn out day of quiet introspection and small treats of socialising. See? Introvert.

That said, I also love short, sharp moments of discomfort when I get to be in a group teaching, creating, and working collaboratively with some of the most amazing people/peers in the game. A lot of the time if I know I’ll be speaking or presenting something to a crowd, I’ll psych myself up for it. Just like I used to do when I was playing sports – I treat most days like The Big Game. I give my all to what I can, and then head home in the evenings to rest and recharge. Because, as much as I absolutely love a little bit of extrovert time, it zaps my energy stores and sets me right outside of my comfort zones.

The conclusion I’ve come to about myself is this: I am a study in opposites. An introvert forever doing extrovert things. And, I’ve also come to realize that the coping mechanisms that I’ve built up over the years are super important, super necessary, and super easy when they’re simplified down to the good stuff. 

So, in no particular order, here are some of my own Survival Tips for introverts living in a world of extroverts:

  1. Do your homework
    This obviously only works for moments of discomfort that you can actively plan on. Things like big presentations (or small ones!), public speaking, pitching to clients, and the like. I find I’m much better at finding comfort in discomfort when I’m well prepared or learned on a topic. If I’m speaking at an event, I practice, practice, practice before presenting. Most of the time this means working through a presentation far in advance and then getting up each day at 3am a week or so before speaking to run through the narrative in my mind. For pitches and other moments where I know my palms might start sweating a bit, I study up on both the people and the ideas being spoken to. That way I feel like I’m talking more to friends than to potential investors or clients. Planning ahead and doing the leg-work has been a consistent winner in the coping stakes for me.
  2. Schedule in quiet time
    Whether it’s in short bursts throughout the day, small walks outside, or through meditation – scheduling in time to recharge is key to going full steam ahead (in bursts) daily. I try to take at least 10 minutes a day – though 30 would be better! – to get outside, grab a bite to eat, listen to music, browse the interwebs, and do non-work stuff. I find even small moments of shutting my mind off from work helps me come back with better creativity, focus, and the ability to really pack all of my best hours into a day at the office. Without a break, I tend to break. It’s as simple and as complicated as that. So, if you see me taking a walk around the block with my earbuds in, I’m recharging and will be back to chat soon.
  3. Get to know what stresses you out intimately
    Self-awareness is an art. Believe me, there’s a reason EQ is such a sought after attribute in the workplace these days. People who understand their own emotions and drivers are able to lead better, more efficiently, and drive engagement with their teams. Knowing what stresses you out can void or limit the power each moment of fear has over you. By accepting your discomfort, you can really get zen with it and feel the moment. Acknowledge your fears, then move on. One of the best talks I’ve ever seen, from the amazing Simon Sinek of course, was about how the human body processes fear and excitement. Both are translated in very similar, almost identical ways. We get to choose how we interpret our stressors sometimes. So for me, even when I’m literally running to the bathroom with nerves before a presentation or speech, I tell myself I’m stoked/happy/excited/fizzing to get going. More often than not, a positive outlook works in finding a calm place to work from – in front of a crowd or not.
  4. Don’t be afraid to be honest (or, imperfect)
    Quite often in the corporate world we’re encouraged to live our lives as flawless, perfect, unflappable versions of our true selves. Never messing up. Never failing at a project. Never standing up for what’s right, or obvious, or truly common sensical – instead we live standing in the shadows of not-ruffling-feathers. I call bunk on this. All of it. Personally, I tend to like the leaders and innovators who show their human sides. They wear the dents in their armor proudly – as scars that encouraged growth and change. They believe in honesty. And, they live by it regardless of popular trends or belief. Let’s face it, there are times when all of us struggle. If you’re able to embrace the struggle, ask for help, and teach others from your own journey – you’re not less of a person. You’re more. From an introvert’s perspective, I crave connection with a small inner-circle who allow me to ask questions, admit gaps in strengths, and grow from it all. With a core team you can trust, the sky really is the limit.
  5. Accept who you are and play to your strengths
    Who decided that the best way to ‘grow’ people in business was through concentrating maximum efforts on hiding or erasing weaknesses? To me, this way of thinking is off piste with reality. You want people to come into work engaged, passionate, and willing to learn? Ask them what their passions are. Grow what they’re good at. And, as a matter of course, address weaknesses when they hinder performance. I mean, you wouldn’t take a point guard and put them under the hoop to box out the big guns if your game plan was to win. You’d set the team up in a way that would at least level an already star-studded playing field. Beyond the office, I’m a person who completely accepts that I’m not perfect. I don’t want to be. And, I really don’t get on well with people who pretend they’re perfect and belittle others in the process for a journey that has peaks, valleys, roundabouts, and stops. I reckon it’s simple: accept who you are and who your colleagues are, and play well together. You’ll find you’re more comfortable in your own skin. And you’ll be surrounded by people who are more comfortable in their own, too.

So there you have it – my 5 tips for being you, when you have to put yourself out on the line more often than you might be wired to be comfortable with. Sure it can be scary. But, it can be very appealing – exciting even! Success really is at the end of your comfort zones – especially if you’re able to push your own boundaries in a way that makes you feel secure in the long run.

As an introvert, knowing yourself is your best, most powerful weapon out in the wide world. Wield that knowledge wildly. Thrive like it’s going out of style.