High Profile Magazine: The Transformation Edition by highprofilemagazine

CONTENTS 3 5

EDITOR’S LETTER MEET THE TEAM

COVER STORIES

6 18

MICHELLE OBAMA: BECOMING A GLOBAL ICON RENATA ARON: BUILDING CONFIDENCE THROUGH SELF-IMAGE

TRAINING & DEVELOPMENT

USING CRISIS TO POWER TRANSFORMATION ELEVATING EMPLOYEE EXPERIENCE BY EMBRACING DIVERSITY & INCLUSION THE LONELY PATH OF FOUNDERS’ DEVELOPMENT

ENTREPRENEURSHIP

46 48

THE REASON THAT NUMBERS ARE SEXY IN SALES 2020, THE YEAR THAT TRANSFORMED BUSINESS HOW TECHNOLOGY IS TRANSFORMING WORK WITH DR. DAVE RICHARDS

CELEBRITY & INFLUENCE

10 TIPS TO MAKE SURE YOU DON’T SOUND STUPID DURING MEDIA INTERVIEWS

CULTURE & SOCIETY

SPREADING THE LOVE OF ENGLAND WITH AMY MITCHELL

HEALTH & WELLNESS

17 32 55 58

6 WAYS TO QUIET THE IMPOSTER SYNDROME BEAST

MASTER YOUR LIFE WITH REJOICE DENHERE HOW SPIRITUALITY CAN HELP MOTIVATE YOU IN 2021 PROOF! MEDITATION IMPROVES SLEEP!

MARKETING & BRANDING

27 30

42 59

THE 7 TRENDS TRANSFORMING DESIGN IN 2021 HOW TO USE INSTAGRAM TO PROMOTE YOUR BUSINESS HOW TO TRANSFORM YOUR VIDEOS IN 2021 WHY YOUR ORGANISATION SHOULD EMBRACE DIGITAL PR IN 2021

FINANCE

REDUCING FINANCIAL INEQUALITIES WITH DAVID GREGORY

FASHION & BEAUTY

50 54 60

CHANGE UP YOUR HAIR IN 2021 5 SKINCARE PRODUCTS YOU SHOULD TRY THIS YEAR ECO-FRIENDLY BRANDS TO HELP YOU SHOP SUSTAINABLY

FOOD

TRANSFORMING THE WAY WE EAT 4 RECIPES TO TRY THIS VEGANUARY

BOOKS

40 52

10 BOOKS TO HELP YOU TRANSFORM YOUR LIFE PROFESSOR CHRIS IMAFIDON'S REVIEW OF A PROMISED LAND

PRODUCTS

5 PRODUCTS THAT WILL TRANSFORM YOUR WFH SETUP

EVENTS

THE BEST MOMENTS OF 2020

Cover story

Michelle Obama: Becoming A Global Icon on its first day, and just 15 days after its publication, it had become the bestselling book in the US for 2018. According to The New York Times, by November 2020, the book had sold a staggering 14 million copies worldwide, highlighting the influence that Michelle has on a global scale. The audio version of her book even went so far as to win a Grammy at the Grammys 2020 Awards for Best Spoken Word Album. Similarly, 2020 From the early saw her launch days of the Obama THESE DAYS SHE IS her podcast, The presidential camMichelle Obama paign, Michelle PERHAPS THE MOST Podcast on Spotstarted to attract RECOGNISED AFRICAN ify, and after just attention. She was three weeks of absolutely no-nonAMERICAN WOMAN being released, sense in her camON EARTH it was named paigning, and this Spotify’s most-lispositioned her tened-to podcast well to become a of summer 2020. strong female role Michelle and Barack’s first joint effort for model to girls and women across the their multi-year Netflix deal, American globe in years to come. These days she Factory, a documentary depicting the is perhaps the most recognised African 2015 launch of a Chinese-owned autoAmerican woman on earth, and her inmotive glass factory in Ohio and the fluence stretches into all aspects of life. clash of cultures and business interests it brought with it, was met with critical Michelle’s book, Becoming, sold around acclaim, and it went on to earn the Os725,000 copies in the US and Canada Michelle Obama first became a household name in her position as First Lady of the USA, after her husband Barack was elected President in the 2008 Presidential Election. Now, she is a global icon in her own right, with a podcast, best-selling book, and multi-year deal with Netflix all under her belt, as well as having become a fashion icon to many.

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car for Best Documentary Feature at the 2020 Oscars. In 2020, Time magazine retrospectively named Michelle as their Woman of the Year for 2008, an impressive accolade to add to her many other achievements. It would seem then, that Michelle is no stranger to success. However, her beginnings were perhaps a bit more humble than her present self may lead you to believe. She was raised in a small home on Chicago’s South Side, sharing a room with her brother, Craig, which was divided from the rest of the house with a sheet. Her family were very close-knit, and she has said in the past that they tended to all eat meals together and would often play games and visit their

is for their parents to completely adore them. Education was always an incredibly important part of Michelle’s life, and it was something which her parents always placed a strong emphasis on. Both she and her brother could read by age four, and both of them skipped the second grade. In the sixth grade, Michelle had begun taking classes which were part of her school’s gifted programme, during which time she learned to speak French and completed accelerated courses in biology. She then went on to attend Whitney M. Young High School, Chicago’s first magnet high school for gifted children, which was established as a selective enrolment school. Michelle has recalled that despite being considered

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EDUCATION GAVE HER OPPORTUNITIES THAT SHE HAD NEVER BEFORE IMAGINED

extended family. She has also described her home as a conventional family home in which the father works, the mother stays home, and you have dinner round the table. Michelle’s father suffered from multiple sclerosis, something which affected her profoundly while she was growing up. In the past, when urging people to vote, she has spoken of how even at the height of his illness, she remembers how her father would always make sure he could go and cast his ballot, stressing how this memory of him always inspires her to go and vote herself, no matter the circumstances. Her father tragically passed away in 1991, but Michelle says it was from him and her mother that she learnt unconditional love and the idea that the only thing a child needs in life 8

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a gifted child, she faced gender discrimination in certain areas of education, citing as an example that often, people would ask for her brother’s opinion on a given subject rather than her own. In spite of this, Michelle continued to prove her intelligence and was on the honour roll for four years, eventually graduating from the school as class salutatorian. When applying to college, Michelle recalls that some of her high school teachers had attempted to dissuade her from applying, warning her against setting her sights too high. Ignoring their advice, in 1981, Michelle entered Princeton University, where she majored in sociology and minored in African American studies, graduating cum laude with a BA in 1985. Michelle says that the first time she became truly aware of her

ethnicity was at Princeton, when the mother of a white roommate reportedly attempted to have her daughter moved because of Michelle’s race. At Princeton, Michelle ran the daycare centre for the Third World Center, an academic group which supported minority students. Following on from her time at Princeton, Michelle enrolled at Harvard Law School, and was awarded her JD in 1988. During her time at Harvard, she participated in demonstrations which called for the enrolment and hiring of more minority students and professors. She also worked for the Harvard Legal Aid Bureau, where she assisted low-income tenants with housing cases. It is these experiences with education which

shaped the woman she is today, and she herself has said that education gave her opportunities that she had never before imagined would be open to her. Her first job after graduating was at the Chicago Branch of law firm Sidley Austin LLP. It was during her time at this firm that Michelle met Barack, after she was assigned to him as a mentor while he was completing a summer intern placement at the firm. It is said that initially, Michelle thought it was improper to date him due to their work relationship, but eventually she relented, and after two years together, he proposed, and they were married in 1992. After suffering a miscarriage, the Obamas turned to IVF and in 1998 they had their first daughter, Malia Ann, followed by the birth of Natasha, known as Sasha, in 2001. The couple have often said that their number one priority is their daughters, and they have tried to give them as normal a life as possible. Ever ambitious, in 1991, Michelle left the corporate law world and pursued a career in public service. She began this career as an assistant to Mayor Richard Daley, and later became the assistant commissioner of planning and development for the City of Chicago. In 1993, she became the executive director for the Chicago office of Public Allies, a non-profit which helps young adults develop skills for a career in the public sector, again showing her unwavering commitment to helping educate children to give them the best possible futures. The years that followed saw her take up positions as the University of Chicago’s associate dean of student services – a role in which she developed the school’s first community service programme – then a role as executive director of community relations and external affairs for the University of Chicago Hospitals, and finally, in 2005, a role as vice president for community and external affairs at the University of Chicago Medical Center, a role which she maintained part-time until 9

shortly before becoming First Lady. She also held a position as board member for the prestigious Chicago Council on Global Affairs. In 2007, Michelle scaled back on her own career in order to dedicate all of her energy to her family and her husband’s campaign. During the campaign she caught people’s eye through her no-nonsense campaigning, as well as her fashion sense. From this moment on, she began to be seen as a fashion icon. She has been featured on the cover of countless magazines, including Vogue, and on numerous best-dressed lists, including those published by Vanity Fair and People. Over the course of Barack’s presidency, Michelle wore some of the most stylish outfits ever seen on a First Lady, and her consistently good style choices catapulted her to the forefront of the fashion world’s consciousness. It seems Michelle can never be busy enough! In addition to her own successful career, she is also a true philanthropist, and is passionate about tackling many social issues including poverty and educational access issues. During their first year in the White House, she and Barack volunteered at soup kitchens and homeless shelters in the Washington, D.C. area. She also made public appearances at schools during which she stressed the importance of education, a value which had been instilled in her from a very early age. In May 2014, she joined the #BringBackOurGirls campaign which sought to bring back schoolgirls who had been kidnapped in Nigeria. Other positive movements for change which have been led by Michelle include her Let’s Move! Initiative which hoped to tackle the growing problem of childhood obesity. Several Republicans criticised her for this initiative, with Chris Christie accusing her of using the government to impose her views on eating 10

on the country. Ted Cruz said he would end Obama’s health policies and return French fries to school cafeterias if his wife was First Lady, in a clear attempt to make a mockery of Michelle’s initiatives. Despite this criticism, she stuck to her policies, and even planted The White House Kitchen Garden, an organic vegetable garden, the first White House kitchen garden since Eleanor Roosevelt was First Lady. She also released a book, American Grown: The Story of the White House Kitchen Garden and Gardens Across America, in an effort to get people to understand where their food came from, and to showcase the work she was doing to tackle childhood obesity. Her time as First Lady was not always easy, and there were moments that she faced criticism. Michelle Cottle accused her of being a “feminist nightmare” for not using her position to advocate for women’s rights in a Politico article in 2013. However, this article was met with equally strong criticism across the political world, with Melissa Harris-Perry, a prominent critic of Cottle’s, putting it very simply in a concise “Are you serious?” Her supporters pointed out that Michelle was one of the only people in the administration who was prepared to tackle obesity, one of the leading US public health crises. It seems that though she has faced criticism, her supporters greatly outweigh her critics. Additionally, her strength of character continually sees her succeeding in the face of adversity, a quality which has made her such a strong role model to so many. Over the years, Michelle has been the subject of much speculation regarding whether she herself would run for President. However, Michelle has often said she has no passion for politics, despite having been relatively political active during her time in the White House, with Barack repeatedly saying that she has no interest in running for office. In

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HER STRENGTH OF CHARACTER CONTINUALLY SEES HER SUCCEEDING IN THE FACE OF ADVERSITY

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fact, in January 2016, when asked if Michelle would be running for President, Barack said: “There are three things that are certain in life: death, taxes, and Michelle is not running for president. That I can tell you.” All in all, given Michelle’s considerable achievements over the years, it is not hard at all to see how she became a global icon. From lawyer to education champion to global style icon, Michelle seems to have done it all. She is incred-

ibly impressive in her own right, away from the fame that her husband’s Presidency has brought upon her and her family. Coming from a humble, conventional home taught Michelle the value of love and of family, and the loss of her father instilled in her a motivation to make change that she still carries with her every day. If there’s one thing that can be said about Michelle Obama, it’s that she is a true role model. 11

1964

Born Michelle LaVaughn Robinson in Chicago

Michelle attended Chicago’s first magnet high school for gifted children. She graduated class salutatorian

of Jan ua

Studied law at Harvard Law School, where she campaigned for the enrolment and hiring of more minority students and professors.

Graduated cum laude from Princeton University with a BA in Sociology.

Worked at the Chicago branch of law firm Sidley Austin from 1988, where she met Barack Obama in 1989 when he was an intern there.

1988

Left corporate law in 1991 to work as an assistant to Mayor Richard Daley, and later as assistant commissioner of planning and development for the City of Chicago.

1992

1991

Married Barack Obama

o f O cto b

Became executive director for the Chicago office of Public Allies, a nonprofit which helps young adults develop skills to work in the public sector.

Appointed as the University of Chicago Medical Center’s vice president for community and external affairs.

2009 a ho f Ja n u

Michelle became the First Lady of the USA as her husband was inaugurated as President.

2005 M ay

Published her memoir, Becoming. Later that year, she and Barack signed a multi-year deal with Netflix, with their first joint effort, American Factory, being released in August 2019.

2020 12

1993

In 1996, as the University of Chicago’s associate dean of student services, Michelle developed the school’s first community service programme.

1996

Education was important to her family, and she and her brother both skipped the second grade.

2018

Michelle releases her podcast, The Michelle Obama Podcast.

1981

Training & Development

Using Crisis To Power Transformation Jeannette Pearce MBE is an award-winning social entrepreneur & campaigner. Founder of multiple businesses, she has over 30 years creative industry experience in theatre, branding, and experiential design. Now an author, non-executive director and consultant, JP advises businesses on social and environmental matters that drive good business. Find her on LinkedIn.

As I lie awake at night awaiting my test results for Coronavirus, my mind feels busy and uneasy, it’s manufacturing restless ideas instead of sleep. It’s definitely been the most extraordinary end to 2020 that any of us could have ever imagined. The uncertainty, the fear, the disconnection, the loss - but then one particular idea washes across my mind and gets stuck. I get a call from the CEO of Covid who requires a communication strategy that positively promotes Covid. Seems they are getting a lot of bad press. Typical client, it’s a pitch and he’s left it till Christmas - but hey ho, I have got another 3 hours to lie here. So, my first concern turns to the ethics of this ‘client’ – I like to work with purposeful, responsible brands and would steer clear of cigarette accounts and certain foreign states so why would I help a global pandemic/crisis. I am not sure this has a good ending, or perhaps it does?

right into your hands. They have deceived themselves via pensions, mortgages, long-term policies that have given your target audience the impression that they have a significant control of their own life events” (cue an evil James Bond villain laugh). “In other words, they have created the perfect market opportunity for you.” The CEO moves in closer (2 metres max., I assure you). I now have his full attention. “You are”, I announce as dramatically as a muffled mask allows, “the purveyor of (doubt and uncertainty) Transformation.” I sit back, try to not look smug and refrain from flicking my fingers and saying ‘Boom’ (or should it be doom?). “Tell me more” he growled.

And anyway, I still have 2 hours and 55 minutes of sleepless time to fill, so off we go.

This one never was going to be a warm and cuddly client.

I’ll save you from the pre-pitch patter, you know the score, the 2 conceptual fluffer routes put in just to support their bigger brother, the one decent idea which I shall go straight to.

“There are 3 strategic ways we believe we can sell your COVID product, Sir” (your miserable pandemic I think to myself whilst remaining client charming).

“Mr Covid CEO, you possess a critical fuel that when added to a species where inertia is the strongest force known to it…” is my attention-grabbing scene setter. “Added to inertia”, I continue, “your target audience (mankind – what an un-diverse word I think) has created a fantastic infrastructure that plays

1) Focus on the things that matter Both morally and commercially, you can create priority like no other. What are we doing in place of that which we should do? What was broken about work that we now must use this opportunity to fix? How can we use this moment as the 21st century ‘make work better’ catalyst? As histo-

rian Yuval Noah Harari neatly put it, “emergencies fast-forward historical processes”. The opportunity cost of not transforming can also be effectively highlighted by using a pre-mortem technique. This involves running a series of what-if scenarios that reveal potential commercial cul de sacs. Whenever I chair a board meeting, my first agenda point is a pre-mortem in the form of the question ‘what is our greatest current risk?’ Partly because I want the answer and partly because I want the energy and focus that such an opening brings. “Assume nothing, for it makes an ASS out of U and ME” is an expression for a reason, and the word ‘Assume’ - along with ‘should’ – are words and state of minds to be very wary of. And Mr. Covid, you... (slightly over-the-top dramatic pause) ... have the product to slay these verbal enemies of transformation and change.

mation having lived in times where family cars got consistently larger and holiday destinations further. Uncertainty brings hunger, the willingness to change and an irresistible energy, as we are witnessing. Companies that haven’t changed greatly in years, maybe decades, are now embracing technical innovation, environmental priorities, a flexible workforce, lower overheads, sharper propositions, nimbler decision making, (in short, more responsible business practices) and are more commercially resilient than they were 8 months ago. As Mr. Churchill put it ‘success is going from failure to failure without the loss of enthusiasm’, and right now, rather like crossing a deep crevasse on a rickety rope bridge, mankind has great energy and incentive to successfully reach the other side. This is the energy that powers transformation. And, Mr. Covid you are the turbine. (Always try and

Supporting fact: Managers at a typical Fortune 500 company can waste more than 500,000 days a year on ineffective decision-making, dithering and hindering transformation. (source: 2019 McKinsey study). 2) Be different Our high street is a great example of a crisis needing (waiting) to happen. It was sad to watch as a place of such important human interaction became homogenised by a series of national blands, I mean brands. The danger is not being different, Mr. Covid, the danger is being the same as everyone else. A crisis makes us re-frame everything. And without it, why bother to re-frame anything? Well look at what happens when you don’t? Ask a fax engineer, a Sinclair C5 mechanic, a Woolworth’s shop assistant or a Walkman repair specialist. Your product, Mr. Covid, can help make citizens of Planet Earth embrace uncertainty, better spot risk and in turn the ‘new’ commercial opportunities. A process which perhaps fishmongers, air hosts, rugby front row forwards, and 4x4 dealerships, to name a few, might be advised to undertake with the vigour of our third point.

3) Generating Energy Energy levels are one of the first signs of an impending crisis. When an era enters its final days, an assumptive (there is that naughty word again) malaise sets in, the acceptance that this is how business has always been done, the ‘this is just how we do things round here’ kind of thinking. Over a number of years now we’ve heard the mutterings and murmurings of senior management over the lack of hunger when recruiting many (not all) new job market entrants. And if justified, who could blame them. They came to the job market unexposed to uncertainty and any radical transfor-

Unsplash @ seemoris

appeal to the client’s ego). And, Mr. Covid, as the current global market leader in doubt/uncertainty/transformation, you will also need to take heed of Jim Collins’ sage advice that if there is one enduring secret to an enduring great company ‘it is the ability to manage continuity and change’. So, don’t rest on your laurels, maximise your product now (always end by compelling client to immediate action) Even global crises become history. Any questions?

This article by no means meant to take away from the fact that the recent effects of the pandemic have been devastating in so many ways for so many - it is rather to give us hope that some good can come out of it and maybe change some things in some ways for the better.

Food

transforming the way we eat Marcela has worked with multinationals leading the way in sustainability (Unilever, Quorn, Divine Chocolate, the UK’s highest-ranking BCorp), and as a food entrepreneur seeking to transform how we produce and consume food. Marcela is studying a Masters in Sustainability Leadership at Cambridge University, specialising in circular, regenerative agricultural models

From turbulence to transformation through food- what you can do to help If 2020 were a restaurant it would most certainly get many bad reviews. The thing is, if a restaurant is rated badly, punters will be likely to avoid it, and it will either have to change or it will likely close down. Can we, as consumers have an active part in making 2021 better through the food we put on our plates? Well, as it turns out, there is a lot that we can actually do, and it may not all be that obvious. In my previous article in High Profile Magazine I wrote that livestock is the world’s largest user of land resources, with pasture and arable land dedicated to produce feed representing almost 80% of the total agricultural land. Beef is the biggest culprit: 60% of the world’s agricultural land is used for beef production, yet beef accounts for less than 2% of the calories that are consumed throughout the world. This drives deforestation, huge loss of biodiversity, and ultimately extinction of important species. It is easy to see how it makes sense to eat more food which is lower down the food chain, i.e. more fruit, vegetables and legumes.

Another interesting fact has come to light. In a comprehensive study published in the British Food Journal in 1997, it was revealed that there was a marked

Unsplash @bethlaird

reduction of several minerals in 20 fruits and 20 vegetables in the UK in comparing food composition data from the 1930s and 1980s. A similar study published by the US Department of Agriculture shows an ‘alarming decline’ in food micronutrients in 12 common vegetables. As Isabella Tree from the Knepp Wilding Project puts it, for every one carrot or tomato we ate in the sixties, we have to eat ten today to get anything like the same trace elements and nutrients, mainly due to soils being degraded through intensive industrial agriculture and incorrect use of fertilisers, which is sadly common practice. 15

As we can see, not all fruits and veggies were created equal, so in order to provide our bodies with the most nutrient-dense food we should try and buy organic as often as possible. Another good option is to grow your own, even in pots if no garden space is available. Kale, swiss chard, runner and French beans, peas, tomatoes, chillies and herbs are only a few examples of things that grow easily in a small space, and you can start planting the seeds very soon! Here is some inspiration on how to grow vegetables on a balcony (you can’t

get more local than that!). Here is a really important concept (and a favourite of mine) to get familiar with: dietary diversification, which simply means to eat a more varied diet. You may wonder, why is this so important? Well, did you know that about 75% of the world’s food comes from just 12 plants and 5 animal species? Yes, that is correct, we eat only 12 plants out of the 300,000 known edible plants that we could be eating, cutting huge amount of food miles and helping small farmers and biodiversity!! This concentration around just a few foods puts a huge pressure on our food systems, making them much more vulnerable to threats like disease, pests, and climate change... we are essentially putting all of our eggs in one basket. Diversification for a sustainable and healthier diet is a favourite of mine because it is so easy and fun to take on board, so let’s eat a more varied diet! Here are some amazing and tasty superfoods 16

that can find their way to your plate: Buckwheat: gluten-free, high in protein, fibre and many micronutrients, this “pseudo-grain” has a pleasant nutty flavour and a hint of cinnamon tones, and it is great as a substitute for rice. In its flour form, I also use it extensively to partly substitute wheat flour for cakes, pasta and I also love it in pancakes. Here’s a couple of recipes that I love to cook for my family: Cinnamon Buckwheat Pancakes Mushroom & Buckwheat Risotto Amaranth: This seed or “pseudo-grain” is similar to Quinoa or Buckwheat and was revered by the Aztecs, until the Spanish conquistadores arrived in the 15th Century and banned the crops for a few centuries. Amaranth is highly nutritious, and is rich in iron, magnesium, and calcium. It also provides plenty of protein with 7 grams in a ¼ cup, dry, and most importantly, it is delicious in savoury dishes as a substitute for rice - or mini-popcorn, anybody? It is also tasty in sweet applications such as porridge, granola or the Mexican Alegrias, which are like cereal bars with Amaranth and honey. Next time you are planning a meal, why not try something a bit different, perhaps Amaranth or Buckwheat instead of rice as an accompaniment, or milled to use instead of wheat flour? If you are thinking about transforming your diet and go beyond using the typical wheat, rice, corn or soy, there are countless ingredients to play with and explore! Some more of these next time…

Health & Wellness

Shawna Byrd (M.A., L.M.H.C.) is a Licensed Mental Health Counselor in private practice in Florida. Her focus is helping working professionals overcome psychological barriers that hinder success. To learn more, see her Psychology Today profile at Shawna Byrd, Counselor, Clearwater, FL, 33763 | Psychology Today.

6 Ways To Quiet The Imposter Syndrome Beast Imposter syndrome is a psychological pattern where one doubts one’s accomplishments and has the fear of being found to be a fraud. It is not a psychiatric diagnosis (it isn’t found in the Diagnostic and Statistical Manual that is used by psychiatrists and clinicians), but the voice of this internal beast can be crippling for entrepreneurs. The online Merriam Webster Dictionary says this about the phenomenon: “Imposter syndrome is commonly understood as a false and sometimes crippling belief that one’s successes are the product of luck or fraud rather than skill. A real term for when people feel like they’re faking it but aren’t.” In my therapeutic work with professionals, I have noticed that it can sneak up on successful, smart entrepreneurs, especially after achieving a new level of success, finishing a degree or setting new goals. While 2021 holds much promise, anyone who suffered a professional setback during 2020 may find themselves caving into the voice of this critical beast that tells big, bold lies. So how do we tame this faceless beast? Make a list of accomplishments. This is more than a CV. It’s an inventory of what makes you unique. For example, can you whip up a stellar four course dinner in 30 minutes? It goes on the list. Do you have a gift for pulling people together for a cause? It goes on the list. Do your neighbors call you for help whenever someone on the block is training a new puppy? That goes on the list too. You may want to ask some friends this question if you feel stuck: “When you think of me and what I’m good at, what comes to mind?” You can include professional accomplishments on your list too. Assess your recent growth. Look back at the last six to twelve months. What challenged you? What new things did you learn? It doesn’t have to be formal training for you to have grown both as an individual and a professional. Be authentic. Chances are you don’t know everything about your work field, but you know more than your clients. If you had to wait until you gained every speck of knowledge about your subject, you’d never begin to work in your field. Most people selling a service are not mas-

ters of their craft, but it’s okay to not know everything. Embrace this by admitting to it and telling the client that you will find out and get back to them with an answer. People will appreciate your authenticity and will be impressed when you circle back with an answer tailored to them. And if you do run across that rare person who doesn’t show you some compassion about not knowing, well, that person needs to go! Nothing affirms your knowledge like teaching someone else. This doesn’t mean that you need to find a teaching job. Find someone in your professional circle who would love to gain a little of your expertise and offer to mentor them. Or teach something to your spouse or a friend. Find a mentor/supportive person. You need someone to talk openly to when you are slugging it out with this beast. You want someone who will listen with compassion and non-judgement, not someone who will just tell you that you are wrong for feeling this way. Ask yourself why not. Instead of wondering why a client would hire you, ask yourself “Why NOT me?” There is a reason that someone chose to hire you or consult with you. You’ve done something right to get this far. Honour the judgement of the person who chose you and get going on the task at hand! It may help to know that struggles with imposter syndrome are more common than you might think. A staggering 70% of professionals have dealt with it at some time in their career. If you wait until you are completely healed from imposter syndrome to share your gifts, you may never share them. Even Harry Potter had imposter syndrome: “Play to your strengths.” “I haven’t got any,” said Harry, before he could stop himself. “Excuse me,” growled Moody, “you’ve got strengths if I say you’ve got them. Think now. What are you best at?” ― J.K. Rowling, Harry Potter and the Goblet of Fire

Building Confidence Through Self-Image Renata Aron is 2020’s winner of the Fashion category at the Best of Brazil European Awards. She is the Founder of Nothing To Wear Image Consultancy and the NTW app, as well as being on the board of AICI Portugal and having created the Impulse Method.

How did you make the transition from working in financial services to working in the fashion industry? When I was working in the financial market I was working a lot of hours and I was travelling a lot for work. At that time I lived in São Paulo, and I began to question if it was really worth it to be spending so much time so far away from my home and my kids. I left the financial market to be able to spend more time 18

with my family. It wasn’t an instant transition to image consultancy for me, I’ve always liked fashion, but more as a consumer, I never really considered that I could help people to make fashion choices or anything like that. I actually found myself having a completely different routine, but my image was still that of an executive, and I only knew how to dress myself in an executive’s dress code, and that just didn’t suit my lifestyle anymore. I would spend hours getting ready, I had a wardrobe which was completely stuffed full of clothes, but I spent my life thinking I had nothing to wear. That’s when I received a gift from someone who had bought me an image consultation session. The work that the consult-

Cover story

19 @marujafoto

ant did with me was incredible, it completely transformed me from the inside out. I felt like I finally knew who I was and could connect who I was with the way I looked. It was then that I decided that this was what I wanted to do as a career. I wanted to help people with their self-esteem, so that when they looked in the mirror, they felt confident and incredible. I knew that there are so many people out there who feel the same about their appearances as I used to, and I want to help them change that! Can you tell me a little about your image consultancy company, Nothing To Wear? Nothing To Wear was born during this transformation process that I went through. We’re a duo, I’m here in Europe

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We have also launched ourselves into the digital space with online courses which teach people to make more conscious and useful shopping decisions. For those who can’t access our consultations in person, we also launched a course which teaches people to give their own image a boost. How do you help people to improve their confidence and self-esteem? I often say that in the process of our consultation with a client, the clothes are just the cherry on top of the entire process. We work to improve people’s understanding of themselves. We help our clients to reflect on who they are, what they want, how they live and how they like to dress. Afterwards we put all of

I FELT LIKE I FINALLY KNEW WHO I WAS and my business partner, Camila Alves, runs the Brazilian side of the company. We work with each client on an individual basis, according to what their needs are around their personal and professional image. We have also developed an app which allows you to have your closet in the palm of your hand. Our clients can access their closet on the app, and we can also take a look at their closets for them so that we can help them to create looks, as well as helping them to pack their suitcases with the clothes they’ll need on a trip. We created the app with a network of consultants who were hand-selected by us to attend to new clients across the globe. To use the app, you just need to download it for free and choose the service you want us to help you with. 20

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that information together and we create a portfolio with their desired aesthetic. From there, we lay out a pathway for our clients which shows them exactly how they can get from the way they look right now to the way they want to look. This is where our knowledge of harmonising the physical shape, the ways of wearing clothes, the brands, and the archetypal ways in which a piece of clothing can convey non-verbal messages comes in, all of which we align with the goals that each client has for their appearance. Our wish is to help people discover themselves, and when they have done that, to help them show that self-discovery through their appearance. When we look in the mirror and we see a reflection that reflects how we feel, it increas-

es our self-esteem, which in turn boosts our confidence. When we feel confident, we gain a feeling of security in ourselves, which further increases our self-esteem, creating a positive cycle within us. Over the last few years, we have seen a huge growth in the sustainable fashion industry. Do you think that as time goes on, we will all make more planet-friendly decisions when buying our clothing?

are influenced by the media, and particularly by social media. A lot of the time, the things we buy doesn’t actually fit in with our personal tastes or our routines, and so the clothing ends up discarded in our wardrobes without ever being used. That’s the exact reason that I created the course “Shopping With Conscience”.

I think that thanks to the pandemic, there have been a lot more people who have woken up to the reality of how our consumption habits can affect the planet. We impulse buy without a second thought far too often, which is a result of how we

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On the course I show people who the saboteurs are that encourage us to consume in excess, and how we can change our habits to avoid succumbing to these triggers. Ultimately, the aim of the course is to help people to make more assertive and more eco-friendly choices when they shop. When we talk about eco-friendly fashion, many people think that we mean the raw material from which our clothing is made. But the reality is that it involves the whole production process, the raw materials, the workforce, the working conditions, and so much more. A lot of brands are beginning to adapt to this new era, and I truly believe that we will see a lot of positive change in this area over the next few years. What is the greatest challenge that you have faced in your career, and how did you overcome it? I think the biggest challenge is that image consultancy is a relatively new profession, and a lot of people still don’t understand what it is, or what the point of it is. A lot of people confuse it with a personal stylist, but that’s not what it is! Many people think that we will just aim to fit with the trends of the time, keeping to the existing standards, and that we expect people to throw out their entire wardrobe and start from scratch. Actually, what we do is quite the opposite of that. In fact, with a lot of our clients, we are able to do the entire image transformation using their existing wardrobe. The current working model, in which a lot of people are starting to enter the digital world, means a lot of people are working on the image of their business, and that has increased the visibility of the image consultancy profession. I truly believe that everyone should go through the image consultancy process at least once in their lives in order to see the importance of it and the benefits it can bring. 22

What’s the aspect of your work that you enjoy the most? Getting feedback from my clients, without a doubt! Whenever I finish a job, I ALWAYS get feedback from my clients saying that they feel amazing, that they’ve had a lot of compliments, that I’ve given them more confidence at work, that I’ve changed their lives for the better, and even in some cases that I’ve helped them to overcome depression. You can’t put a price on that kind of feedback! It really gives me a feeling of having completed a task successfully, and there is nothing I love more. If you could do a style consultancy for anyone, who would you choose, and why? I think what I would love is to just be able to do a style consultancy for any person who could show how a consultancy can produce results in all aspects of your life, because that would help to get rid of the idea that these consultancies are just about fashion. Nowadays, a lot of people have style consultancies, but they are embarrassed to say so because they are scared of being judged, scared of people saying that they don’t know how to dress themselves. I do a lot of work in the European football niche, and not all of them share that they’ve had a consultancy. But I’ve already changed a lot of people’s lives, and I would love to be able to change a lot more. What are the benefits for a client of working with you at Nothing To Wear? We always make sure to respect the wishes of the client, and our process always starts from the inside and works its way outwards. Our first step is to take care of your inner thoughts to later be able to help people reflect their inner thoughts on the outside. We believe that

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MY CLIENTS SAYING THAT THEY FEEL AMAZING, THAT THEY’VE HAD A LOT OF COMPLIMENTS

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@marujafoto

no two clients are the same, and so each of our portfolios is developed on a totally individual basis. We show our clients how to implement the process, because we believe that throughout life there will be a number of times in which they will need to use that process, as with every change that someone goes through, they may wish to change an aspect of their self-image, be that due to a change in career, the fact they’ve gotten older, the fact their tastes have changed, or the fact their financial position has changed. We want to empower everyone we work with, and to teach them to have self-confidence in all areas of their lives.

Why is your market niche footballers and their wives? It’s a very closed off niche, but I had the luck of working with the wife of one player, and after he saw the transformation I made with her, he wanted to go through the process too, and then he recommended me to others. Now around 80% of my clients are from the football niche! As well as the results and the change in their image, I believe I create a sense of empathy and confidence in them. Many of them are even friends now! Interview by Lola Sherwin. 23

4 recipes to try this Veganuary Peanut sweet potato curry

Three bean chilli Three bean chilli is a vegan staple, and you can generally find the ingredients for it already in your cupboard! If you’re looking for an easy vegan dish, this is what you’re after.

This curry is the perfect way to mix up your dinners a bit, with the peanut butter adding a little something extra to your meal. Even better, it’s packed full of veggies to make sure you’re getting your nutrients.

Ingredients (Serves 4)

- 400g can kidney beans, drained - 400g can pinto beans, drained - 400g can black beans - 400g can chopped tomatoes - 1 tbsp passata - 1 large carrot, diced - 1 onion, diced - 1 red pepper, diced - 1 clove garlic, minced - Cumin - Chilli powder - Paprika - Vegetable oil

- 3 large sweet potatoes, peeled and cut into chunks - 200g spinach - 2 garlic cloves, minced - 1 onion, diced - 3 tbsp Thai red curry paste (make sure it’s vegan!) - 2 tbsp smooth peanut butter - 400ml can coconut milk - 1 chunk of ginger, grated - 1 tbsp coconut oil - 1 lime, juiced

Method

1. Add vegetable oil to a large frying pan, then add the garlic, carrot, and onion. Fry until onions are translucent, about 8 minutes. 2. Add passata, cumin, chilli powder, and paprika. Add as much of each of the spices as you like, but around 1 tsp should be about right. Sautee for about a minute. 3. Add your chopped tomatoes, along with your diced pepper. Simmer on a low heat for around 15 minutes. 4. Add all your beans and continue to simmer for another 15 minutes. Add a pinch of salt to taste, and some water if it looks a bit dry. 5. Serve with rice or on a baked potato.

1. Melt the coconut oil in a large saucepan over a medium heat. Add the onion, garlic, and ginger and fry for 2 minutes. 2. Add your Thai red curUnsplash Jason Leung ry paste, along with your peanut butter, sweet potato, coconut milk, and 200ml of water. Bring to the boil then simmer over a medium heat for around 25 minutes or until your sweet potato has gone lovely and soft. 3. Add your spinach and lime juice, and keep on the heat until the spinach has wilted. 4. Serve with rice.

Unsplash Shelley Pauls

24 Unsplash @joannakosinska

Food

Vegetable fajitas Who doesn’t love fajitas, right? Well, just because you’re vegan now, doesn’t mean you can’t still enjoy this popular dinner.

Ingredients (Serves 4)

Vegan mac and cheese There is no better comfort food than mac and cheese, that’s just a fact. So, if you’re craving a bowl of melty goodness, then follow this recipe and be delighted! Unsplash Hermes Rivera

- 2 peppers, sliced - 1 red onion, diced - 200g closed cup mushrooms, sliced - 400g can black beans, drained - 1 garlic clove, minced - Chilli powder - Paprika - Cumin - 1 lime - Vegetable oil - 8 tortilla wraps - 1 avocado

Ingredients (Serves 4) - 250g dried macaroni - 700ml unsweetened soya milk - 75g vegan margarine - 60g plain flour - 1 tsp English mustard - 1.5 tsp nutritional yeast - 60g vegan cheese, grated - 3 cloves garlic, minced - Salt - Pepper - Onion powder - Olive oil - 40g breadcrumbs

Method 1. Heat some vegetable oil in a frying pan. Add your onion, peppers, and mushrooms, and fry until the onion is translucent and the peppers are soft, about 8-10 minutes. 2. Add the garlic and spices to your taste (around 1 tsp of each is probably about right), along with your lime juice. Fry for another 2 minutes. 3. Add your black beans and turn the heat down to medium. While this is cooking, warm the tortilla wraps in the microwave for about 30 seconds. 4. Serve the wraps with your vegetable mix and some chopped avocado.

Unsplash Amber Engle

Method 1. Preheat your oven to 180C/350F/gas mark 4. Boil your macaroni in a large pan of salted water for as long as the packet indicates is necessary. 2. Bring your soya milk to the boil over a medium heat with 1 tsp of onion powder. When boiled, remove it from the heat. 3. Melt your margarine in a pan, then add your flour, stirring continuously until it forms a smooth paste. Add your milk in bit by bit, whisking until completely smooth. Bring this roux mixture to the boil and then simmer for about 10 minutes. 4. Stir in your mustard and nutritional yeast, along with your vegan cheese. Season to taste with salt and pepper. Drain your macaroni and stir it through. 5. Fry your garlic in olive oil for about 3 minutes, then remove from the pan and blend it in with your breadcrumbs and a bit more oil. 6. Place the macaroni mix into an ovenproof dish and coat with the breadcrumb mix. Cook for around 25 minutes or until golden. Serve and enjoy!

Marketing & Branding

Nicole is a senior graphic designer and the “boss lady” of Green House Media. She is based in South Africa, but has worked with businesses across the world. Nicole is passionate about animal welfare, and her dream job is using graphic design to help animal charities to promote the work they are doing.

The 7 Trends Transforming Design in 2021 After a seemingly never-ending 2020, 2021 is finally here! New beginnings, new trends, opportunity for a reset… who else is excited?! I know I am! Every year there is a new Pantone colour which is chosen to represent the year and to inspire, and this year that colour is… drumroll please… well, it looks like two colours have been chosen, and they are Ultimate Grey and Illuminating Yellow! So, what does they represent? Well Ultimate ‘Pandemic’ Grey is representative of the grey of cloudy skies, sidewalk cement, comfortable bed linens, gravity blankets— the colour evokes our collective experiences from the past year, 2020. Grey is the colour of contemplation; it makes us notice things we might not have paid attention to before, but there is a light at the end of the tunnel and that is symbolised by the Illuminating Yellow. Illuminating Yellow represents the sun rising over a dark landscape, which can be seen as the dawning of hope that comes with the possibility of a vaccine. “These two independent colors that come together to create an aspirational color pairing, conjoining deeper feelings of thoughtfulness with the optimistic promise of a sunshine filled day.” – Pantone. Now that we have the colour down, let us get started on the type of trends that we as artists should consider using this year based on stats from 2020. I feel that all design and art is about transforming the plain into something special. I chose the 7 trends that Green House Media feels will best impact design in 2021, and these are: Abstract psychedelic imagery. Creative experimentation inspired by social disruption: in short, the opening of one’s mind. Symbol revival. Creating aspirational icons of resilience, growth, and empowerment. Retro futurism. Retro futurism as a visual style that has prevailed due to its bold imagination with a surprisingly optimistic outlook.

Seamless surrealism.‘Surrealism’ is one of those artistic terms people tend to associate with the incomprehensible imagery that is nonsensical by design. But what people often forget is that it contains the word ‘realism.’ The real is intertwined with the surreal, and in no year was that more deeply felt than in 2020. Authentic representation. The Black Lives Matter movement represents an unprecedented turning point moment of global protest. We remain hopeful that it is only the beginning of a reexamination of injustice and that its impact will continue to ripple through every industry in 2021, including graphic design. Elements of nature. There is no avoiding it: many people spent much of 2020 cooped up inside. That would have been felt strongly by designers who might have experienced their work-from-home freelance lifestyle as beginning to resemble solitary confinement. It may be no surprise then that the outside world will be making its way inside 2021’s graphic designs. Socially conscious design. It seems fitting that 2020 was the year the world understood how much it needed to change. From healthcare to environmentalism to Black Lives Matter to pandemic preparations. The good news is that this conflict might just be a turning point, provided everyone does their part. 2020 may have proved to be a disappointment to many of us. But the graphic designers of 2021 are determined to turn it around in their own way. Out of tragedy, they are giving us cheeky characters. Out of self-isolation, they are giving us nature. And out of confusion, they are giving us our symbols of speech. Each year graphic design trends always bring change, and it is the designers who will determine whether that is for better or worse. Together, we are stronger!

The Best Things That Happened In 2020 By Lola Sherwin 2020 wasn’t all bad! Although the year was mainly characterised by doom and gloom brought on by the ongoing pandemic, there were some positives to be found amongst the darkness. We’ve rounded up some of the best moments of 2020 to remind us all that even in times of crisis, silver linings can be found.

Marcus Rashford, the 23-year-old Manchester United footballer, led a successful campaign to keep children from low-income families fed over the school holidays with free school meals. The campaign was ultimately what pushed the government to agree to continue feeding nearly 1.7 million children across the UK when they most needed it. Now how’s that for a bit of positivity? What a champion.

2. No list of best moments of 2020 would be complete without a mention of Captain Tom! This former British Army officer became the nation’s favourite person when he raised millions of pounds for NHS Charities Together by walking 100 laps of his garden in the run-up to his 100th birthday. He was awarded a knighthood for his efforts, and even had a number 1 song! 28

Events

In Novemberâ&#x20AC;&#x2122;s American presidential election, Kamala Harris made history when she became the first ever Black, South Asian and female Vice-President-Elect. She and Joe Biden clinched victory in the election after days of counting votes. Many have referred to her victory as marking an important turning point in US history, and with it comes hope for better racial relations in the country and across the world.

In a landmark policy change in the UK, December saw the announcement of less strict rules on blood donation criteria for gay and bisexual men. The changes mean that all blood donors who have been with the same sexual partner for more than three months can now donate blood in the UK, regardless of their sexuality or gender. Campaigners across the country warmly welcomed the relaxing in the rules as a step towards a more equal system.

During the first months of the pandemic, air quality significantly improved due to restrictions on travel as well as on all other aspects of life meaning there was less pollution. This was important as it allowed us to realise the changes we can make just by slowing down our lifestyles. The pandemic has also been a time in which a lot of people became more aware of the climate crisis and made conscious changes to their lifestyles.

How To Use Instagram To Promote Your Business Ricardo is a Brazilian Instagram influencer and publicist who specialises in helping small businesses grow their following. He also has an events company which runs the Favela Chic and The Wonder events in Bristol, Eng land.

We all know that 2020 was a difficult year for everyone, particularly for us as entrepreneurs. We had to reinvent ourselves, find alternative ways of continuing to be relevant in the market, and most of all we had to persevere in our entrepreneurial efforts more than ever before. One of the tools which was of great help to many of us during this difficult time was Instagram, even for those among us who thought they would never have to use it to promote their businesses. In this article, Iâ&#x20AC;&#x2122;ve written out some of my top tips for how you can start 2021 using this amazing digital tool as part of your work and income source. Keep reading to find out more!

Unsplash @solenfeyissa

Instagram Stories Instagram Stories continue to be the most appropriate way of promoting your business. My top tip for Instagram Stories is that you should do at least 10 stories a day, and make sure theyâ&#x20AC;&#x2122;re as relatable as possible, that is, try and make sure you come across as natural and relaxed.

Marketing & Branding

Reels Reels are one of Instagram’s newest features, and they have shot up in popularity over the last couple of month. They are one of the features which can give your business the most visibility and can be a huge help in increasing your follower count. Reels are the most accessible tool, and are the easiest way for your business to trend on the platform.

Live This is one of my favourite Instagram features. It’s definitely the best way to humanise your profile and to attract your prospective clients. Two tips: do lives where you present new products, and, as well as that, invite people to join your lives who can discuss matters with you which are relevant to your target audience and therefore will attract the attention of clients. Unsplash @katerinapavlickova

Instagram Shopping If you are an entrepreneur, you should establish your business on Instagram. Instagram wants its users to get as much as possible out of the platform, and so they have added the option to sell products via Instagram.

Paid IGTV Much to the delight of everyone, in 2021, IGTVs will become paid. That is to say that the content creator will start to receive an income for their work on IGTV. This shows that Instagram is rooting for you and wants you to be successful, and you should definitely implement this technique into your business marketing as soon as possible!

Using Multiple Platforms If you’re the kind of person that likes to use TikTok and Twitter, you should also share your content from those platforms on Instagram. That can attract your followers from one platform to the next, and can help you to refine your content and focus your work more effectively. Using multiple platforms is always a good idea and can help give your products or services the maximum exposure possible. Unsplash @solenfeyissa

There are various ways to use this platform, and there is a lot more information available to you which will allow you to become an Instagram pro in no time. For more tips, follow me at @perolasderikardo where you will find much more content which could be helpful to you! If you want to know more about how to work on Instagram, get in touch with me and I can help you with that! Kisses to you all, and let’s dominate 2021 together!

“Being down does not mean you are out of the game.” - Master Your Life With Rejoice Denhere Rejoice Denhere is a business owner and writer who wants to help people overcome setbacks that may come up in their lives. She has written a number of books and also has an online magazine. Rejoice is passionate about helping people, and has a keen interest in reading and health and wellbeing. Find out more at her website.

Rejoice Denhere is a business owner and writer who wants to help people overcome setbacks that may come up in their lives. She has written a number of books and also has an online magazine. Rejoice is passionate about helping people, and has a keen interest in reading and health and wellbeing. Find out more at her website.

towing you to a safe place or hiring a new car.

How did you end up working in mentoring and consulting?

How does Master Your Life help individuals and businesses recover from setbacks?

My path into mentoring and consulting was one that came about naturally. A lot of people I knew, be that individuals or business owners, would ask for my help and use me as a sounding board for their ideas, and over time I noticed a pattern. When people face challenges or setbacks, the main thing preventing them from bouncing back is not a lack of knowledge of what they should do, rather it is a lack of tools and strategies which will help them to bounce back.

Master Your Life helps people to realise that setbacks do not define them or their business. A setback doesn’t mean you are a failure, and it doesn’t mean that there is no way of overcoming this hurdle. The Master Your Life programme demonstrates to clients that they have the potential to recover from setbacks, as well as providing them with the tools and strategies to do so.

That’s where I come in. I provide people with the tools they need to help them resolve the issues they are facing. Imagine if you were on a journey to Scotland and you weren’t able to get there because you took a wrong turn or your car has broken down. What you need isn’t for someone to tell you where you are heading, you already know that. You need someone to give you a map, which in this case is the tool, in order to help you plan a new course to reach your destination. If your car has broken down, you want the AA to provide you with a strategy to overcome that obstacle, be that by

Setbacks are usually caused by circumstances which our outside of your control. It’s not that people or businesses don’t know what they are doing, it’s that life threw them a curve ball and now they need someone to help them bounce back from that.

During the programme we explore things like: What has gone wrong and why this has gone wrong. How long the situation has been going on for and how long it is likely to last for. How long recovery from this setback is likely to take. Who else has experienced something similar and managed to overcome it.

Health & Wellness

Which tools or strategies will be the most effective in overcoming this setback. Sharing examples of how other people or businesses have overcome similar situations gives clients the courage to know that they too can overcome this setback. With the help of the tools and strategies that the programme provides them with, they are able to develop an effective plan for overcoming this problem. How did mentoring lead to you writing books? Do you have plans to write another? Mentoring was actually an outcome of writing. I have found writing to be an incredibly effective way of sharing what I have learnt on my own journey and how it can help those facing similar life challenges. I am currently working on a new book which will be released in February 2021. More details will be available on my website later this year. What’s the greatest challenge you’ve faced in your career, and how did you overcome it? My greatest career challenge happened prior to me becoming a business owner. It all started when I received a long-awaited promotion at work. Fear and personal misgivings had held me back from applying for this position, but I managed to overcome my fear, and when I got the promotion I thought “Great! I’ve made it!”. I was wrong. I was enjoying my new role when life threw me a curve ball that was such a major personal setback it affected every area of my life. It soon became obvious that this wasn’t something that was going to be resolved quickly, and in fact was something that would demand all of my time to resolve. As a result of this, I resigned from my position.

As I hadn’t foreseen the events that unfolded I was not prepared for the negative impact on my finances and my wellbeing. Suddenly finding myself at risk of being destitute meant that I needed a new strategy. I rekindled my love of writing and poured my pain onto paper, writing mostly fiction. It was a way of putting food on the table and keeping myself sane. During that dark period I met people who were also facing unexpected life challenges, and using the same strategies that I had implemented for myself, I helped them to overcome these challenges. What do you want to be known for? I want to be known for empowering people to believe in themselves and to live their lives fearlessly. For me being fearless does not mean that fear is absent, it means that fear does not dominate my life or decisions. The more positive action I take, the more my fear shrinks. I once heard someone say: “It’s easy to make choices when there are no negative consequences. It’s a lot harder to make choices when you know that one wrong move can put your life and that of your loved ones at risk.” I couldn’t agree more. Why is it important to you to help people bounce back from setbacks? I want to help people understand that experiencing a setback does not mean that you have failed. A setback is merely an interruption, albeit an unwelcome one. If you are on your way to work by train and there is an announcement about a signal failure on your route, then you either wait on the train until the problem is resolved or you find an alternative route, and ultimately you won’t choose to spend the rest of your day at the station just because of this minor setback. I also want people to learn to be patient. Turning a situation around can take time, but sometimes when people encounter setbacks they throw in the towel too quickly. Progress may seem slow at first, however, when you have the right tools and strategies you will definitely reach your intended destination eventually.

Unsplash @aaronburden

Interview by Lola Sherwin.

Elevating Employee Experience By Embracing Diversity And Inclusion Lydiah is the Director of Enterprise Support at Oxford Brookes University. With over 17 years of C-level experience, Igweh specialises in innovation, entrepreneurship, organisational change, leadership and digital transformation. She’s committed to championing women in business and advancing race equality. Lydiah enjoys writing, mentoring future leaders with EY Foundation, and presenting.

The future of employee experience is changing, and with it, so is the employer-employee psychological contract. Employees want more than pay, perks and traditional workplace satisfaction factors. They desire meaningful work, supportive management, leaders they can trust, growth opportunities and a positive work environment. More than ever, no matter their age, race, or gender, top employers seek inclusive workspaces where all the pieces of their whole selves are considered assets rather than weaknesses. Sadly, that’s not the case for most workers. Making Inclusion central to organisational culture and employee experience doesn’t happen overnight; through a commitment from leaders, organisations can begin taking steps to ensure that all employees feel valued, celebrated, and trusted. Furthermore, business leaders are in a unique position to enrich the entire employee journey, from the start of the application process, to hiring and onboarding, to the dayto-day work, all the way through to retirement and departure. This article puts forward three considerations to improve the employee experience with Diversity and Inclusion. CHANGE IS EVIDENT Organisations must focus on Diversity and Inclusion to enhance employee engagement, retain high performing talent, and ensure a happy and productive workforce. Research shows that improved employee experience boosts customer experience and business ROI.

According to PWC research organisations invest at unprecedented rates in D&I programmes, with 76% now saying it is a value or priority. Additionally, Deloitte’s latest Report on Global Human Capital Trends highlights ‘Belonging’ at the top of the most critical human capital issues. Seventy-nine per cent of organisations surveyed said that fostering a sense of belonging in the workforce was essential to their organisation’s success in the next 12–18 months, and 93 per cent agreed that a sense of Belonging drives organisational performance. A study by BetterUp found th s who are satisfied with their organisation’s commitment to Diversity and Inclusion are twice as engaged as dissatisfied employees as workplace belonging can lead to an estimated 56 per cent increase in job performance, a 50 per cent reduction in turnover risk, and a 75 per cent decrease in employee sick days. Conversely, the study also found that a single

Training & Development

incidence of “micro-exclusion” can lead to an immediate 25 per cent decline in an individual’s performance on a team project. Therefore, businesses that don’t embrace D&I leave employees vulnerable to a negative experience.

structure, tools, and strategy used to design and deliver an integrated employee experience.

PRIORITISING EMPLOYEE EXPERIENCE

Creating inclusive and diverse workplaces requires adapting operational processes, identifying areas for improvements, accepting it and working to change it.

1. Lead with Empathy

3. Create Opportunities For Connectedness

Employee Experience is about empathy, and it’s also a substantial core business value. All influential leaders should understand that employees are people with hopes, dreams, families and feelings, and should be able to put themselves in others’ shoes to understand what another person is experiencing.

Employees want to see their organisations play an active part in the global community, and an important part of this is that they should be including people of all cultures, ethnicities, sexual orientations, socio-economic status, beliefs and values, to name a few. Create shared experiences by enabling interpersonal interactions and connection with others, so employees can feel that they are part of a community and experience a sense of Belonging, an essential part of creating a collective whole.

A 2019 report from BusinessSolver indicated that 82% of employees would consider leaving their job for a more empathetic organisation. Diversity and Inclusion can sometimes be a single initiative owned exclusively by HR. But for real change to happen, every individual leader needs to buy into the value of belonging both intellectually and emotionally, as Belonging is a fundamental human need. Complete an empathy test to understand where the business stands and consider assessing empathy at the start of the employment journey as a critical starting point, particularly for candidates applying for leadership positions. For sustainability, ensure there are ongoing development opportunities where leaders are empowered to increase their empathy, for example, through performance reviews and evaluations as well as annual leadership training. 2. Review the End-to-End Employee Experience Meeting recruitment targets supports diversity quota, but the inclusive employee experience progresses far beyond an offer letter. Critically analyse the end-to-end employee experience to create holistic conditions that promote Inclusion on a day-to-day basis and design ways to measure the impact.

Social connectedness also buffers stress and supports employee wellbeing. Opportunities designed for employees to volunteer together in their communities to give back and forge deeper connections with one another enables employees to experience and participate in other environments and creates opportunities to understand each other better. Ready to take the next step? Embracing D&I initiatives to improve the employee experience makes desirable organisations and happier, smarter and more successful workplaces as it contributes to increased job satisfaction, employee retention, and ROI. Don’t get left behind, c ommit to putting people first, fully seeing, appreciating and engaging all their talent, and designing more effective ways to attract, retain, engage, and enable a diverse workforce.

The Deloitte Simply Irresistible Organization™ Model challenges organisations to rethink the roles,

Entrepreneurship

4 5 6 7 8 9

Entrepreneur Pierre Coombes is considered a leading authority in Sales & Marketing. He recently featured in BBC One’s show ‘Call That Hard Work?’, where he showed what it’s like to spend a day as a Telesales person in his award-winning B2B lead generation agency Big Wolf Marketing.

The Reason That Numbers Are Sexy In Sales

A new year is upon us, and as we turn our backs on the abysmal 2020, we look to 2021 in the hope that it will be the ‘cash cow’ of success, yielding full fat milk, or cheese, if, like me, that’s what you prefer. We’ve all heard the famous saying that ‘Sales is a numbers game’. Of course, every company is unique and every sale is different, but ultimately your success is the result of a mathematical equation which you define. Without getting too deep or theoretical, ‘you get out what you put in’, so how do you get ‘just enough’? That is the million-dollar question, or the 5, 10, 20-million-dollar question depending on your targets. Running a leading Marketing agency, prospects will often come to me asking how much of a return I can help them to achieve, but this is the wrong question to be asking. When it comes to sales, I happen to believe it’s a science as much as an art, and outcome is determined by input. The reason the question of return is wrong is simple. While of course the return is your number one focus in any marketing procurement, it’s all about reverse engineering. If you first know the monetary figure that you want to hit in terms of turnover and thus profit, a marketing agency worth their paycheck will be able to give you the roadmap. For example, if you want to turnover £10 million, and each customer is worth £100,000, that means 100 customers. Now you know how many customers you need; how many leads does that mean you need? What is your ‘conversion rate’? Your conversion rate is the percentage of leads you convert into clients. Typically, companies will convert between 1 in 3 and 1 in 10, but depending on multiple factors, it may be far less. So, we know we need 100 customers and let’s say

our conversion rate is 1 in 10, that means we need 1000 leads to secure 100 clients. This is where the exciting part comes in. If you know how many leads you need, you can build a campaign to deliver these. What is important is to understand your ‘CAC’ (client acquisition cost), i.e., the price it costs you to secure a client with your lead generation efforts. A good lead generation company will be able to build a strategy that will create enough leads to help you secure the right number of clients. What medium or channel you use, e.g. telemarketing, digital marketing, or SEO, will likely be determined by your sector.

My agency, Big Wolf Marketing, works with companies to put strategies together that usually incorporate multiple channels, which in alignment create a ‘sales funnel’. When you know the numbers you need to hit and you have a sales funnel, and you get it tested to the max, then you’re on your way to becoming a sales factory! When you have this sales factory going, you’re ready to scale.

4 5 6 7 8

Last month I mentioned that I’ll be giving you the steps to selling better, well, this is another, understanding the numbers. With my regular articles, I hope to help fellow business owners and budding entrepreneurs reach their goals. Sales is one of the biggest pain points of business for many; you may be great at providing a product or service, but connecting the dots is tough. I totally understand that, and when I started in sales almost 2 decades ago, I struggled too, but as soon as I decided not to rest on my laurels but to constantly learn, I eventually found the way. I guess I’ll close the way I opened, with an odd but relevant visual for you: if you want that ‘cash cow’ to fill your cereal bowl or your cinnamon latte, then feed the cow! The more fields you have and the greener the grass in those fields, the better the result (please note I’m not a farmer and have no experience of raising cattle).

Training & Development

Mary Senkowska is the youngest PCC Certified Coach in the world. She has been shortlisted for “The 20 Most Successful Businesswomen to Watch in 2021”. With 10 years of experience in training & development, she is passionate about inspiring leaders to create sustainable positive change in their businesses.

The Lonely Path Of Founders’ Development:

Coping With A Challenging Mind We’ve been idealising entrepreneur-as-a-hero stories for many years now. Toby Thomas, CEO of EnSite Solutions explains this phenomenon with an analogy of a warrior riding a lion. People seeing her think “She’s riding a lion! She’s got her sh*t together, so brave...”, while the warrior thinks “How the hell did I get on this lion? How do I keep from getting eaten?”. Dr. Michael Freeman, a psychiatrist specialising in mental health in entrepreneurship says that “Mental health is as essential for knowledge work in the 21st century as physical health was for physical labour in the past.’’ (Chapman, 2018). He also points out that around 49% of entrepreneurs struggle with mental health challenges at least once in their lives. With ‘founder depression’ leading the list, issues like anxiety or attention deficit disorder also come to the forefront. What’s worse, the majority of entrepreneurs don’t even realise it. And, for me, there’s no question as to why. We build the image of success, practically integral with a 90-hour working week or pure luck; far from the balanced life led only by spiritual people or those struggling to pay rent. Sarcasm intended. And even though I am up-to-speed with all the newest statistics researchers publish, deep down I still hesitate to take a day off when there’s, of course, so much to do. Why? We have pre-conditioned our brains over the years. Ever heard of the positive reinforcement method? We’ve normalized or even praised being non-stop busy, tired or stressed, especially in developing countries with more traditional and collectivistic cultures, where hard work and pre-defined ideas of success and failure are passed down the generations. Additionally, being a founder or a CEO, you often don’t have a peer to confide in. People expect a dose of optimism in everything you’re doing and lean on you in tough times. We know that poor mental health can significantly impact your ability to be at your best and to effectively develop. How can you manage your own growth amidst all that? In the end, you are a human, and you need to learn continuously.

First, you need to work on your self-awareness. That, combined with high situational awareness, can lay a strong foundation for mastering self-improvement. Contrary to appearances, these are functions of forces made up of multiple components, and by looking at skills taxonomy, they themselves are factors in development of more complex capabilities like the ability to inspire others or to communicate with impact. When you do not have a solid support system, or you’re one of those people that doesn’t want to worry anyone, or you feel under pressure to be perfect, you need to start building your growth plan from a deep reflection. Plan one for each quarter. Treat your mind like your business, you need a relevant strategy and in today’s world, I’d argue that only a vision/purpose can remain valid longer than 3 months. After each quarter, revisit, calibrate, recentre.

Unsplash @esdesignisms

How to reflect deeply, though? Ensure that whatever you evaluate fits into the context of accompanying your current business, team and personal life needs. You are a whole person, so don’t approach your development in a silo. Look back at your own purpose and seek alignment with your organisational vision and your team’s objectives. Ask yourself, what can I do to facilitate the success I envision? Think broadly but be accurate. It can be as small as taking a breath before responding, or being more present, or listening more deeply. Or perhaps it will be as complex as understanding how to apply AI to your business. Whatever it is, you should end up with a mix of behaviours, mindsets and approaches varying in difficulty and breadth. Focus on the upcoming 3 months, decide on up to 8 elements, and choose according to the effort to impact ratio how to take back control of your success path.

“I’m passionate about reducing financial inequalities” — A Conversation With David Gregory David Gregory runs a financial planning company, and his aim is to promote financial literacy amongst the general public. He has recently begun running webinars which aim to help achieve this by educating people on a variety of topics. Find out more about David’s financial webinars on his website.

What inspired you to pursue a career in finance? I’ve always dabbled in investments, even before I went to university. I studied Finance and Accounting at the University of Nottingham, and that further increased my interest in finance and investments. After graduating I secured a job in finance in the city, and I became really interested in wealth management. Ultimately I managed to end up working in that sector, and I really enjoyed doing it. Then a few years ago I was made redundant, and at that point I decided it was time to set up my own company and get more into the world of financial advice so I could help people learn to manage their wealth, which is something that’s incredibly important to me — I’m very passionate about reducing financial inequalities. Why is it important to you to make investments accessible to all? As I just mentioned, this is something I’m really passionate about. The main reason for that is that I think there’s a huge disparity between people who invest and people who don’t think they have the wealth to invest, and I want to change that. People tend to think that to have a wealth manager you need to have a lot of wealth, but I don’t think that’s the case at all, so I want to help people to overcome that mentality. There’s three categories of people when it comes to financial planning. Firstly, you

have the people who have nothing in the bank, or who have outgoings which are way higher than what they can actually afford to be paying out. With these people, it’s a case of teaching them how to save more and better, and showing them the importance of investing little and often. Secondly, you have the people that don’t know that they have enough. With this kind of client the key is finding out what their magic number is, so the amount of money they need in theirs lives to be happy and comfortable. A lot of people don’t realise that they actually do have enough money, in which case it’s a worthwhile exercise for them because it makes them realise they have enough money coming in to be able to think about investing more of their disposable income. Finally, there’s the people that have a lot of money. In these cases it’s all about helping them to plan their estate as tax-efficiently as possible, and aiding them with choosing the right sort of investments so that they don’t lose their wealth. In every single one of these cases there’s a role for a wealth manager. When I talk about making investments accessible to all, I’m talking about breaking down the barriers and educating people as much as possible. Financial literacy isn’t really taught in the educational system, so people often reach adult life without knowing the basic foundations of financial management.

Finance

That’s why I’ve starting running webinars which cover different financial topics every month. They’re an attempt to educate people on these important topics, which ultimately will help them to understand how they can grow their wealth, even if they start with very little.

I’ve had to change the way I go about my business massively in the last few months. I’ve really had to think outside the box, but I think my way of overcoming this challenge has been to start running my webinars in order to instil confidence in people when it comes to their finances.

What’s the biggest challenge you’ve faced in your career, and how did you overcome it?

What’s your 5 year career plan?

At the moment, the biggest challenge has to be the difficult situation that COVID-19 has created. It’s been tough trying to get people to have confidence in the system and to want to invest, but that’s part of the reason I’ve created the webinars. I realised that so many people haven’t got a clue about investments, and that was a lightbulb moment for me. The big challenge is trying to get people to start investing and to not be scared by what’s being reported in the media about the economy. The workshops aim to encourage people to feel confident about investing their money. Understandably, people are nervous about what’s round the corner and they’re unsure about parting ways with their money, but the webinars are about showing them that it’s worthwhile and improving their financial literacy at the same time.

Ultimately, the plan is just to grow the business as much as possible. I’m looking at expanding more into the sports and entertainment industries at the moment — we’ve sponsored Wimbledon Hockey Club this year and we have big plans to work with their pro athletes on their financial planning. In the next 5 years I would ideally like to have broken into those industries, because cracking those markets would be an incredible step for the business. Another thing is that I want to keep promoting financial literacy. I want to get people making smarter decisions with their money, that’s basically what my job entails on a daily basis. It doesn’t matter if you have a few thousand pounds in the bank or a few million, the principles of financial literacy are pretty much the same, and I want to help people to understand that. Interview by Lola Sherwin.

Unsplash @jsnbrsc

10 Books To Help You Transform Your Life By Lola Sherwin

Transform your eating habits

Awakenings: A Guide to Living a Vegan Lifestyle, Lucy Watson £16.99, Amazon (Buy here) If you’re looking to make the transition to a vegan lifestyle, then Lucy Watson’s Awakenings is the perfect book to help you do that. The book teaches you how to be vegan in all aspects of your life, reminding you that it isn’t just about food, it’s a lifestyle choice that will affect many different parts of your life. If you want to learn how to reduce your environmental impact, then order this book now to get started.

More Plants Less Waste: PlantBased Recipes + Zero Waste Life Hacks With Purpose, Max La Manna £22, Amazon (Buy here) This book is the ultimate guide to transforming your eating habits and lessening your impact on the planet. Bridging the gap between vegan food and waste-free cooking, Max La Manna’s book is packed full of recipes, tips, and tricks that will help you on your path to a more sustainable relationship with food and cooking.

Spoon-Fed: Why almost everything we’ve been told about food is wrong, Tim Spector £12.99, Amazon (Buy here)

Anti-Diet: Reclaim Your Time, Money, Well-Being and Happiness Through Intuitive Eating, Christy Harrison £9.99, Amazon (Buy here)

It’s January, and January inevitably means we are being inundated with content telling us to eat less calories, exercise more, and all the other stuff that comes with the idea of a fresh start. Tim Spector’s book busts the myths we’ve been fed about nutrition and diets, helping us to build a healthier relationship with food and nutrition, away from the myths of diet culture.

Another one to help you break free of the chains of diet culture, Christy Harrison’s book exposes the diet industry for what it is – an industry which is robbing you of your money, time, well-being and happiness. Anti-Diet uses scientific research to provide a radical alternative to dieting by helping you reclaim all that diet culture has taken from you.

Books

Transform your working habits

Deep Work: Rules for Focused Success in a Distracted World, Cal Newport £14.99, Amazon (Buy here)

If you struggle to focus on your work without being distracted, then Cal Newport’s Deep Work is the book for you. Combining cultural criticism with actionable advice, this book will take you on a journey to cultivating a deep work practice which will help you to focus in this increasingly distracted world.

Moving Abroad – One Step at a Time, Rafael dos Santos

4 Essential Keys to Effective Communication in Love, Life, Work – Anywhere!, Bento C. Leal III

£3.91, Amazon (Buy here)

£8.09, Amazon (Buy here)

This is a book written by our very own CEO and Editor-in-Chief, Rafael! If you’ve always wanted to take the plunge and move abroad, then this book will help you to achieve that goal, one step at a time. Read this book and make the move you’ve always wanted to make – what better way to transform you working habits than to do so in your dream country?

Communication is the key to all things in life, and work is no exception to that. If this is a skill you struggle with, then 4 Essential Keys to Effective Communication will help you to put that right. It is essentially a how-to guide on developing key skills needed for overcoming communication barriers, and it comes with a 12-day challenge to help you action each step. By the end of this book, you will be a much better communicator in all areas of life!

Transforming your mindset Taming Your Gremlin: A Surprisingly Simple Method for Getting Out of Your Own Way, Rick Carson £3.91, Amazon (Buy here)

If you feel like you need to break out of self-defeating behaviours, then you should definitely pick up a copy of Taming Your Gremlin. This is the perfect companion to help you to defeat your inner enemies and maintain emotional balance, essentially helping you to tame your mind to let you live the life you want to live.

Mindset: Changing the Way You Think to Fulfil Your Potential, Dr. Carol Dweck £10.99, Amazon (Buy here)

This book is an essential read for those wanting to discover the power of their mindset. Dweck explains how our mindset can impact our success, showing us that the right mindset can help each and everyone one of us to achieve our personal and professional goals

Good Vibes, Good Life: How Self-Love Is the Key to Unlocking Your Greatness, Vex King £10.99, Amazon (Buy here)

This is the best book around to help you to manifest positive vibes and a positive mindset, which will ultimately help you to create a more positive life. Vex King teaches you how to cultivate positive lifestyle habits such as meditation and mindfulness, as well as changing your beliefs, manifesting your goals and overcoming your fear. All of this will help you on your path to self-love and positivity, which will improve your overall quality of life.

Marketing & Branding

Sahar is a video editor who studied in Lebanon, and now has over 4 yearsâ&#x20AC;&#x2122; experience. Her clients include SME businesses, influencers, fitness gurus, and many more. With over 1 million views across YouTube and social media, Sahar helps clients grow their social presence and stand out in a competitive market.

How To Transform Your Videos in 2021 From YouTube views, Spotify plays, and even TV ratings, one theme emerged again and again from consumers at the end of 2020 - upbeat optimism and comforting reliability are winning above and beyond all else. This is hardly surprising - 2020 was an extremely difficult year for everyone, and with many people finding themselves in worse financial positions than when they came into 2020, consumers rely on companies and people who make them feel good about what they are buying, and ultimately these need to be companies and people that they feel they can trust. New Year, New Freshness As we move into 2021, promotional material needs to mark a clear divide between the darker mood of 2020 and the optimism of 2021. Consumers have been inundated with adverts and marketing e-mails saying, â&#x20AC;&#x153;we are here for youâ&#x20AC;?. Consumers are now starting to look beyond just surviving during lockdown, and will be thinking of how they can start to regrow and accelerate in their careers, businesses and even their hobbies. Businesses that adapt to this message will be best placed to take advantage, and transforming the video content of their marketing materials is a key part of doing so. There are many ways of achieving this outcome, whether it is something as subtle as a change in tone by transforming your branding, or something more dramatic and colourful that really makes your potential clients sit up and take notice, your video editor should be able to take your ideas and make them a reality. Where businesses focus on the general consumer whether that be for the sale of products or attracting views on Instagram - a real focus for many of my clients has been the injection of fun into their content.

This can be achieved by something as simple as a charming logo, the inclusion of well-timed emojis to really bring in the feel-good-factor, or even changing the colour scheme to bring vibrancy to the forefront. These sorts of extra features really make the difference between a well-produced, but still basic, editing of raw footage, and something that stands out from the competition. For those who specialise in business-to-business sales and support, trust will be paramount, and the tonality of video marketing will have a significant impact not just on winning new clients, but also on retaining previous and current clients. Businesses have lower budgets than they have had in previous years and therefore a lower tolerance of instability from their suppliers. A poorly edited video is going to be a giant red flag to any business in the current environment, where competent use of technology is the bare minimum expected. On the other hand, a well-edited video that is professionally made may well convince clients that they should put their faith in your products or services. That is not to say that those that focus on business-to-business need to be boring. There are plenty of ways in which a skilled video editor can make a professional and trustworthy video whilst still ensuring that an uplifting message comes through, and those two factors can really be a winning combination. Transforming Your Videos Whatever your focus, the need for transformation and a fresh start has never been more relevant. Whether it is really driving home the message of trust for your clients as they start to rebuild or offering a slice of fun for viewers to escape into, the transformational power of video marketing material should not be underestimated.

10 Tips to Make Sure You Don’t Sound Stupid During Media Interviews Susan Harrow is a world-renowned media coach, martial artist +author of the best-selling book, Sell Yourself Without Selling Your Soul (HarperCollins). For the past 31 years she’s run Harrow Communications, where she’s media trained thousands of CEOs, celebrity chefs, start-ups, speakers, entrepreneurs and authors. She’s also a black belt in Aikido!

Actress Tallulah Bankead said working on television was “like being shout out of a cannon. They cram you all up with rehearsals, then someone lights a fuse and BANG, there you are in someone’s living room.” When your time to shoot out of the cannon comes, take the time to prepare your key messages so you get the results you want, i.e., more clients and more sales.

Google Hangouts interview and I was nervous and a little choppy at the beginning. One of the questions I didn’t have the answer to, but I remembered to quickly go on to the phrase you taught us, ‘What I can tell you is...’ so that there was no break in the flow.

Often when untrained people get media opportunities, they don’t think ahead about what they are going to say to inspire their audiences to engage with them. Instead, they focus on the glory that they think they’ll receive. Sadly, the glory doesn’t come without that intense, intentional preparation.

Ask yourself a specific question and then answer it. You might say, “I sometimes wonder how I could have written/said...” and then launch into a story, anecdote, or epiphany.

No matter the platform, summit or event interviewers are often focused on presenting an entertaining programme, not on promoting you, your programmes, or your products. Honing your conversational skills to include key ideas that also subtly promote your offer will keep interest focused on you and the points you want to convey – and save your reputation. Here’s how. 1. When asked a question that doesn’t relate to your topic... Sharing information that you know is interesting with the audience makes the interview move swiftly while making the interviewer appear as if they’re doing an excellent job. For example, say something like “What most people want to know is...” or “What people tend to ask me about is...”. 2. When asked a question for which you don’t have a clear answer... Stay within your area of expertise and reinforce the impression that you are knowledgeable about your field. You might say, “I don’t know about that, but what I do know is... which I discuss in...”. One participant in my sound bite course who is being considered for a large, nationwide government project, just told me this saved her skin. She said, “I was on a

3. When asked a question that is too general...

4. When asked a question that could provoke controversy... Jean-Paul Sartre said, “Words are loaded pistols.” You can use their explosive power in your favour by learning how to soften your introduction before delivering controversial ideas. Former President Clinton uses this technique when talking about sensitive issues such as abortion. It’s a way of acknowledging a difficult issue while respecting your critics’ ideas. Also, by mentioning an opposing view, you automatically diffuse it. Examples, “People who disagree with me might say...” or “What I’m about to say may make a number of people angry...but I believe...for these reasons...”. As a Gaelic proverb states, “If you want an audience, start a fight.” 5. When asked a question you don’t want to delve into deeply... State facts, statistics, or quote an expert or journal which has information relevant to your point. Surrounding yourself with other experts whose statistics or studies agree with your perspective creates a fortress of facts that support your views. For my client, Dr. Lionel Bissoon, considered the foremost expert in Mesotherapy in America, this fact proved useful as a sound bite in his media interviews.

Celebrity & Influence What made this statistic more powerful is that we connected it with the solution, Mesotherapy (which Dr. Bissoon is credited for bringing from France to the U.S.): 150 million (90%) U.S. women have cellulite, and there is only one known cure: Mesotherapy. It is the only known medical treatment for cellulite with definitive lasting effects. Remember, you are in charge of how you are presented to the public. Even when caught off guard, take a deep breath, reflect, and then say something memorable. 6. When asked an embarrassing or inappropriate question... Reframe the question with, “What I felt was...”, and then focus attention on a broader social issue or expand it to encompass what many people may feel. One of my clients who had been raped by a prominent sports attorney and who wanted to bring attention to the fact that many other women in business have also been raped in similar circumstances, was asked by an interviewer: “Did you feel dirty, unlovable, ashamed?” Instead of answering, “Yes”, she responded, “Many women, whether they’ve been raped or not, have been made to feel that way about their bodies or sexuality at some point in their lives. That’s why I’ve chosen to speak out on this sensitive issue now. To give a voice to all of us, even those who have no voice.” 7. When asked a question that is too personal... Use humour to lighten the mood, or change the nature of the question gracefully by saying something like, “What I’d really like to say is...”, or “I’d like to keep that part of my life private, but would like to share this...” and then offer up something else intimate. 8. When an interview is lagging... Ask to read a passage from your book or describe your service with a tightly condensed and powerful phrase. You will have already chosen a paragraph or two that is particularly exemplary in advance, so don’t feel shy about offering. Most interviewers are so busy they may not have been able to even peruse your book or your information. You are the person most familiar with your book, personality, or business, so use that! When she was being interviewed for her book, Some Of Me, Isabella Rosellini delighted her audience by picking an imaginative and lively section which she read with

feeling. 9. When you’re pressed on a sensitive point... When Terry Gross pressed Chuck D, leader of the rap group Public Enemy, about one of the members of his group making anti-Semitic remarks, he answered vaguely several times and then said bluntly, “Let’s move on”, which made him appear rude. Instead, he might have said, “I’ve really said all I can about this. Can we go on to the next question?” or, “I’ve really answered this to the best of my knowledge with the information I have available.” Another way to handle persistent questions on a sensitive topic is to give a series of very short responses or answer with information that is so charming the interviewer won’t notice you’ve deviated from their request. The interviewer will then feel as if their questions have been answered satisfactorily without being embarrassed by not being able to elicit a direct response from you. 10. When you haven’t been asked something you want to cover... Offer to share something the interviewer hasn’t thought of. Often, they will greatly appreciate your thoughtfulness. Use a teaser tidbit. “I could tell you about... if you’d like!” It may surprise you, but people rarely remember what an interviewer asks. What they remember are your answers. And when they no longer remember your answers, they remember the feeling your interview gave them. It’s up to you to leave them with the feeling you want them to have, no matter what the topic, tone, or personality of the interview. Oscar Wilde said, “The smallest act of kindness is worth more than the grandest intention.” Let your last words be this small act. You never know who you will reach with your kindness. Now, about you and your offering... Would you like to give media interviews without selling your soul? Here are some free sound bite formulas that work every time. You’ll also get strategies to turn every media appearance into an opportunity to gracefully drive business and sales while being a great guest. Prefer to work with me 1:1? Book a free discovery call here.

Entrepreneurship

Naeem is a Director of United Carpets and founder of NA Consulting Ltd, a Retail Business Consultancy in Birmingham. He is Chair of the Midlands Retail & Hospitality Forum, Vice President of the Chamber of Commerce, and member of the Forbes Business Council. Naeem is also the author of several best-selling books. To find out more, visit his website.

2020, The Year That Transformed Business As we move into 2021, it is very easy to look back on all the negative things that 2020 brought us. When we do look back, I think history will remember it as a transition year, and I want to focus today on how we have changed this year and how it will influence the year ahead. Over the last decade, technology has been creeping into most aspects of our lives, but 2020 forced us to use it even more. Historically, there has been widespread reluctance among both business owners and customers to try technology, often due to their perceived lack of skills or knowledge of how to use it. Necessity really is the mother of invention. In 2020, many have had no choice but to try new things. When we went into lockdown, the world we lived in completely stopped; our lives could not stop though. We had to distance from our friends, family and normal ways of living. As employees, entrepreneurs and business owners we were forced to use digital tools to run our lives and our businesses. At the same time, as customers, when we couldn’t go to the office or get to the High Street, we had to change the way in which we could browse and buy. This is what the ‘new normal’ was for us. More people tried Zoom and social media, and we quickly saw what the value of these platforms was and what they could bring to our lives and our customers’ lives. Even when the High Streets are closed, they can continue to market their products and take orders. The same has been true of hospitality businesses who were forced

to turn to home deliveries, using Uber Eats and Deliveroo to process their orders. The simple truth of the new normal was, if you wanted to stay in business by the end of 2020, you had to embrace the tools that were available to you. As we move forward into this new decade, I think technology will continue to influence the economic landscape and we will continue to see more small businesses take market share from big corporates. Business owners need to be constantly thinking about how they can continue to evolve. Will it now simply be a matter of technology? I don’t think so. Be it online or in person, as customers, we expect more personal service. Customers want things to be done their way, to suit their personal needs. This is where businesses need to be more responsive to these changing needs and must be able to offer that unique experience that people demand. Particularly for the retail and hospitality sectors, now is the time is for creative and positive intent. Now is the time to show off your personality and your brand values. With everything we have seen and expect to see, as a business, the challenge you need to think about is “how can we serve our customers in the new normal?”. The key to this is thinking about how you can proactively make your customers’ lives easier, so that they can spend more time doing the things that they want to be doing.

Products

5 Products That Will Transform Your WFH Setup The transition to working from home was a welcome one for many. Who doesn’t love their daily commute being from the bedroom to the office, rather than through manic rush hour traffic? However, we all also realised the importance of a good home office setup after too many hours sat in the same position, and these products are here to help you transform your WFH setup By Lola Sherwin

Mesh Back Support for Office Chair

Ergonomic Office Footrest

£11.99, Amazon (Buy here)

£32.95, Amazon (Buy here)

Sitting in your office chair all day can be a nightmare for your back, and there’s nothing worse than back pain. With this back support, your back pain will (hopefully!) be a thing of the past! With massage granules to relieve any stiffness in your back and a breathable design, this addition to your office will be a lifesaver for all those long days at your desk.

This is the perfect remedy for poor posture and aching limbs! Pop this under your feet to make your working from home life way more comfortable than it was before. Suitable for tall and short users alike, this footrest will ensure that your legs have plenty of room underneath the desk, so that you’ll never feel cramped. It even comes with a massaging function to help you relax after a long day!

Shure MV5C Home Office Microphone £104.90, Amazon (Buy here) Magnetic Whiteboard Weekly Planner £14.95, Amazon (Buy here) There’s nothing worse than forgetting things and realising you don’t have your diary anywhere near you to remind you, so why not invest in a whiteboard weekly planner to help you stay organised? This weekly planner gives you plenty of space to fill out your to-do list for the week, and you can stick it up in your office so you’re never too far from it during the working day!

Can you really put a price on good quality sound during important conference calls? We’ve all been in that meeting where someone’s microphone is scratchy or muffled, and there are few things more annoying. With this microphone you will have top quality sound for all calls, and it works perfectly with all the conferencing apps you could dream of, with an easy setup process to top it off!

Laptop and Phone Stand £21.99, Amazon (Buy here) This nifty little device allows you to set your phone and laptop at the perfect height and angle for all your endless Zoom meetings and email discussions. The double-holding mechanism allows you to have your phone on for Zoom while you use your laptop to read up on your notes or pull up important emails, allowing you to become the multi-tasker you’ve always dreamed of being!

Dr. Dave Richards On How Technology Is Leading To The Transformation Of Work Dr. Dave Richards has worked in technology transformation for decades and has seen the impact it is having on the ways in which we work. I spoke to him about how things have changed since the 80s, and the challenges he has faced in his career.

What does the future of work look like to you?

that matter?

A key point is that technology is shaping the evolution of the human mind. Back in the 80s and 90s, those of us in the business of technology transformation used to talk and dream about the coming information age, and the explosive digitalisation and digital connectivity of people globally. We envisioned how work would be transformed through digitalisation, and how there would be a level playing field, such that multiple cultures, and developing countries, in particular, would be able to participate in a global information-based economy. We predicted the evolution of “Knowledge Workers” employing multi-media information and communication technology in ways that didn’t yet exist, but that we expected to become the norm in the new millennium, and of course it has!

I say it as a bit of a joke because in reality there’s only 1 kind of innovation that matters, and that’s business model innovation. To me, business models have 3 main elements. At the heart of any business model there has to be something of value that’s being delivered to customers, so a product or a portfolio of products (whether goods or services — and by the way, I hate it when people talk about products and services as though they are different; services are products).

We’re now poised for another technology revolution that will further drive human evolution. The key is in how technology elevates the value of data. Everything starts with data, which becomes information through analytic processing. Applying thought, information is elevated to knowledge. Learning transforms knowledge into intelligence, and creativity takes it up another notch to insight. Streaming insights become wisdom through sustained compassion, and ultimately love elevates wisdom to the realm of enlightenment. Therefore, what I believe the future of work will see is a new type of worker, — “Wisdom Workers”, who are the next evolutionary step beyond Knowledge Workers. In summary, Knowledge Work became the new norm in the Information Age, enabled by mass Digitalization (i.e, data). Wisdom Work, in what I think of as the Age of Insight, will be enabled by Augmented Intelligence, which is my preferred definition of “AI”. I don’t think of AI as a new life form to replace the human mind, but rather, as a technological toolset to help us make sense of the masses of available information being produced more quickly than any mind can absorb. Ultimately, AI will allow people to work smarter, as we talked about back in the 80s, but also to be more creative, compassionate in the broadest sense, toward other humans, other life forms, and our planet — and ultimately wiser. Why do you say there are only 3.5 kinds of innovation

Another main element of a business model is the production of the product, and the final element is delivery — how to get it into the hot little hands of users and customers (including distribution, marketing, sales and after-sales support). That’s why I say there are only 3.5 kinds of innovation that matter. Given that I define innovation as the creation of new net value, and that a business model is fundamentally about how an enterprise delivers value to its customers, then by definition, any innovation must impact the product, production, delivery, or some combination. Of all the kinds of innovation we talk about, such as process improvements, financial innovations, or anything else, they must touch the business model in terms of increasing value or they are not innovation, by definition. The invention isn’t innovation; change isn’t innovation; transformation isn’t innovation; disruption isn’t innovation — unless they have a value-adding impact on the business model. Why is learning to navigate cross-cultural communication so important, in your opinion? For 4 decades now, I’ve been working globally with people on other continents, so I understand the need to know about the cultures you are collaborating with and selling to. Working across cultures means being able to positively influence and sell, market, engage, and partner with people who speak different languages, think somewhat differently and have somewhat different cultural values. As we all know, Americans and Brits have different cultures, and as Bernard Shaw, and later Winston Churchhill famously said, we are countries divided by a common language. Unless you real-

Entrepreneurship ly understand the nuances of culture, even across two seemingly similar cultures like Britain and America, you can get it horribly wrong. It’s even more critical when you’re working across cultures that have greater differences, like say India, China or Japan. The bottom line is that we live in a world of great, and beautiful diversity. If we want to put our blinkers on and only do business locally, we’re certainly free to do that, but if we’re going to be really successful we have to learn to navigate cultural differences and be sensitive to the fact that other people will see things differently to how we see them. Organisations that really embrace diversity in every sense of the word always do much better. I often say that the potential value that organisations can create increases exponentially as they become more able to effectively engage diversity within the organisation. I call this the innovation zone. What are your 3 top tips for developing a winning organisational culture? Firstly, I think workforce and team engagement is absolutely vital. You have to have people who are passionately engaged. To do that, you need leaders who are transparent about the purpose of the organisation and the organisation’s vision, because, through transparency, you create a sense of ownership across the wider organisation, which is a great starting point for a winning culture. Secondly, communication is vital. You have to create a culture that really encourages open, candid conversation, even when that conversation is uncomfortable. Creative conflict is a vital force for innovation.

ally great place. Off the back of that, what’s been the highlight of your career? I would have to say right now is the highlight of my career. Generally speaking, I always feel that way. Every day is a new high. Of course, there are setbacks along the way, but I’m really enjoying what I’m doing at the moment. I’m involved in several initiatives that expect to be unicorns and have every right to expect that. I’m just really enjoying the fact that I’m able to contribute, and in the process, I’m having an amazing amount of fun. I’m having so much fun, it really should be illegal. I’m leveraging my thinking and existing intellectual property, helping other people bring it into the world in a really lasting, sustainable way. What do you want your lasting legacy to be? Developing a way to systematically bring a much more conscious and responsible approach to leading innovation. It’s all about how to systematically bridge between strategy and psychology. I call it bridging between the ‘hard stuff’ of organisational strategy, on the one hand, and the ‘soft stuff’ of individual and group psychology on the other hand. I have developed a systematic approach for bridging, to drive innovation, leadership and success. What I hope will be my legacy, is to manifest my IP in technology, training, and systems that other people can use — to learn how to apply it into in their enterprises or in client organisations they work with. Interview by Lola Sherwin.

Finally, I would add empowerment as the third key ingredient. People should feel empowered to share their ideas, and to try new things, to experiment and fail. They should not be afraid of making mistakes, rather they should be able to view and embrace every socalled ‘error’ as a learning opportunity. So, my 3 tips for creating a winning culture are engagement, communication, and empowerment. But you can find lots more tips in my book. What’s the greatest challenge you’ve faced in your career, and how did you overcome it? I think my darkest moment was having to face the reality that I had lost millions of dollars of personal wealth that I had built up through decades as a successful senior executive. I took all of that, and investment from other people, and ploughed it into what I now fondly refer to as my “dot-bomb”. During the major implosion of the Internet around the turn of the Century, I had to accept that pulling the plug and calling it a day was the right thing to do. It was really tough to acknowledge that although the idea was great, and we had the right team and capabilities, the timing was all wrong. I had a wedding scheduled the following week, and we decided that a week after that, we would move to the US., and I became an employee of one of the companies that had invested in my “dot-bomb”. I picked myself up and dusted myself off because when you hit rock bottom, you have to bounce or you’re never going to come back from it. I learned from my mistakes, and have no regrets. It was an important part of my journey, and an experience I now share with clients. I’m in a re-

Cristina is a Brazilian hairdresser from Rio de Janeiro. She graduated 8 years ago from Adam & Eva Skolen in Oslo, Norway, and is now the salon owner of C² Cris Christensen, specialising in keratine treatments. Cristina won the Best Brazilian Hairdressing Salon in Europe award in 2020.

Change Up Your Hair in 2021 More than ever before, women have an important place in society. For many women across the world, looking after our physical appearance is paramount, we want to be able to look in the mirror and feel confident with what we see reflected back at us. Aesthetic care is something that makes many of us happy! It’s annoying for women when we have a great outfit on and our make-up is looking perfect, but we are dissatisfied with our hair colour, haircut or feel that our hair looks frizzy and won’t do as we want it to, no matter how many products we apply! How about we start dying our roots every 3 months? Those roots that started to grow out until you no longer knew how to hide them with a fancy hairstyle? Why not take a trip to the salon and get a fresh new haircut to get rid of the ends which are dry after months of being forgotten about? Why don’t you start the year with a new project? What’s that new project, I hear 50

you say! It’s looking after yourself – make 2021 the year of self-care! These days, cosmetology lets us play around with all kinds of colours, styles, textures and volumes without losing the quality of your hair. Let’s take a look at some of the trends that are going to define 2021, and you can decide which ones are suited to you and your hair!

Fashion & Beauty

Chocolate tones If you have dark hair already and you don’t really want to make any drastic changes to the colour, you could opt for a rich chocolate brown. As well as being a colour that suits practically every woman, the colours and shades which are available can vary from light to dark, cold to warm, so there’s something to go with every woman’s look. Looking after dyed hair is absolutely imperative. You should aim to hydrate it at least one every 15 days with a hydrating mask, as this will allow your hair to keep its shine for much longer.

Balayage Balayage is a French technique which was widely used during the 90s, and which came back in full force a few years ago. I expect it is a trend which will continue to transform people’s hairdos in 2021, too! There are many ways of doing balayage which allow you to choose from different shades and colours, always remembering that you must have a consultation with your hairdresser so that they can let you know the quality and texture of your hair, helping you to make your decision. If your hair is healthy enough to receive balayage, I’m certain that you won’t regret it!

The famous Chanel Bob Of course we can’t forget about the Bob cut, often referred to as the Chanel Bob! This haircut arrived in 1920, and was popularised in the 60s by the beauty icon Vidal Sassoon, and it’s never gone out of fashion since. In 2021 we will see variations of this cut from long bobs to short bobs and everything in between. Don’t be afraid to make daring choices, but always confer with a capable professional first who can help you show your beauty off to the world. You’re free to have whatever hair you want to have. Transform yourself! We’re in a new era.

Barack Obama - A Promised Land Of Prosperity For All And Poverty For None? Author bio: Professor Chris Imafidon, a multi-Guinness World record holder; Internationally renowned adviser to monarchs, governments, presidents and corporate leaders; Mentor to New York Times Bestellers and a Sunday Times Op-ed author. [Twitter @ChrisImafidon; Instagram @ CoImafidon; Facebook/Linkedln –Professor Chris Imafidon].

Understanding the presidency, politics, power and the people’s promise through the lens of Barack Obama

So far, commentators do not seem to be speed-readers or have not read cover-to-cover of A Promised Land, the latest record-breaking autobiography of America’s 44th president, Barack Obama. Anyone who has, sees the abundant evidence of the biblical parallels between the Mosaic utopia of a promised equity, prosperity and freedom on the one hand versus the American dream of a land of liberty and prosperity for all its citizens since July 1776. President Obama recalls the early days of being in the most enviable office in the world, yet still being powerless over the unfolding economic and social disaster. The book exposes where the real power lies – clearly not in the White House as mistakenly assumed by many non-Washingtonians.

After reading the book, the phrase “Executive president” has limited meaning in reality. A Promised Land is a very honest discussion about the ironies and subtle contradictions of winning the White House without a large majority in Congress and Capitol Hill. So, every political leader had to keep an eye on Wall Street, the most important street in the world! Wall Street controls the financial power, which dic-

tates political power and influences legislative power, which then informs people power. Military power and judiciary power play tug of war from time to time and confront political and economic power; it’s a complicated power-play that is best experienced rather than described.

A Promised Land forces every reader to realise that presidential biographies can be MORE than just a political diary synopsis. Based on my personal experience of reading over 300 political biographies, and being adviser to some leaders, it is evident that A Promised Land is the best-scripted political and economic memoir ever. The 44th presidency started with the most unexpected economic storm. Big banks were failing, the economy needed life-support, yet there was no leader experienced in dealing with such unprecedented catastrophe. Therefore, the manifesto for governance was confined to the trash can because the only task or programme was Economy! Economy!! and Economy!!! President Obama did not need a Nobel Peace Prize, his achievement of financial recovery or Wall Street stability merits a global award for economics. But his book does not campaign for any recognition. Barack Obama doesn’t just state facts or describe events so that he can clarify issues. He unconsciously shows his award-winning communication skills, which are un-

Books

changed from the DNC keynote address of 2004 in Boston or the classic “Audacity of Hope”.

the hungry eyes of the masses. As water flows from the river, so do words of hope and faith flow from Barack’s pen.

A Promised Land confirms that Barack, indeed, is back! He is living the true meaning of his name, Barack (which means Blessing, or the blessed one), because he graphically displays this divine blessing (or gift) of captivating expression. Barack effortlessly paints pictures in the minds of his readers. He creates images of the Oval Office, spiced up by what happens at the dinner table with Michelle, Sasha and Malia. Even if you hate politics, these rare but candid revelations of living legislative drama, and the feast of family insight make you want to ask for more, just like Oliver Twist. Professor, I mean President, Obama carefully picks words like a ‘word-smith’ to produce a delicious sandwich of prose, poetry and oratory.

The Promised Land of prosperity for all and poverty for none does not exist yet, at least not based on the tales of the 44th president. So one may ask when will the American dream become a reality for its citizens who believe every word of a well-written but poorly executed constitution stating, “We hold these truths to be self-evident that ALL men (and women) are created equal”. Why George Floyd? Why the shooting in an elementary school – yet the President, the most powerful person on earth was powerless to do anything about it? President Obama wept about school killings in the USA because he was unable to do something, yet he took out dictators, presidents and leaders in faraway Africa, or the Middle East. America is a land of unfulfilled promises and contradictions.

If you see the use of words in opening chapters of “The Bet to Renegade”, it becomes self-evident that these are the writings of a professor–in-chief, NOT a former Commander-in-chief. The closing chapters of “Barrel and High Wire” are hypnotic. The clarity of the picture painted fools any reader into believing that they physically experienced the events narrated or met the persons described. It’s like reading a thriller. Politics and partisanship were twin distractions from President Obama’s real calling.

A Promised Land is the best evidence, beyond ALL doubts, that Barack is the world’s communicator-in-chief, or supreme commander of linguistic forces. It is a great delight to know that the label of “Commander-in-chief” was only transitory. Power is always transient because it disappears before you know it. Everyone must join his family to celebrate that such a role is gone, and the writer, Barack, is reborn. Therefore, more volumes are to be expected to feed

Fashion & Beauty

5 Skincare Products You Should Try This Year By Lola Sherwin

L’Oreal Paris Black Charcoal Detox Mask The Skincare Bible, Dr. Anjali Mahto

£5.99, Amazon (Buy here)

£14.99, Amazon (Buy here)

Sometimes, we all need to give our skin a little TLC, and this mask is just what you need for that. Designed to draw out impurities from your skin, this product will help your skin to look clearer instantly. Run yourself a bubble bath, apply this mask, and give yourself some well-deserved relaxation time.

If you struggle to know how to look after your skin, then The Skincare Bible is for you. Dr. Anjali is a leading UK dermatologist, and she has condensed years of expertise into this pretty little book for your convenience. She uses the book to bust skincare myths while also providing helpful advice, and it really is the perfect companion for anyone looking to start their skincare journey.

Jade Facial Roller £8.99, Amazon (Buy here)

PIXNOR Facial Cleansing Brush £23.99, Amazon (Buy here) This brush is the perfect tool to get your skin looking better than ever. It has 7 brush heads, which can do everything from removing your make-up to exfoliating, from massaging to deep cleansing. The soft bristles make it suitable for all skin types, and it has two speed settings for you to choose from depending on whether you have sensitive skin or not.

Made of 100% natural jade, this roller helps with blood circulation in your face and claims to offer benefits such as reduced dark circles and puffiness. The double-ended design provides a smaller roller for eyes and such areas, along with a larger roller for cheeks, chin, and so on. It’s incredibly relaxing to use as it almost feels like you can roll the stress away with this nifty little item!

e.l.f. Jet Set Hydration Kit £15, Amazon (Buy here) Although travel isn’t really on the cards at the moment, there’s no harm in being prepared. Plus, this can be used whenever you like, it’s not just for jet-setters! In a compact 5-piece kit, this set is perfect for those of us who sometimes feel our skin needs an extra hydration boost. Even better, it’s cruelty-free, meaning we’re not just saving our skin, we’re also doing good for the planet!

Health & Wellness

Martina Coogan is better known as the Metaphysical Monarch. With over 20 years experience of teaching ancient lineage healings and tools of power which balance the human energy fields, mental and emotional bodies, she specialises in empowering people to achieve inner peace and opening and developing spiritually. Reach her at her website

How Spirituality Can Help Motivate You In 2021 The word spirituality has its own meaning for each one of us. The word itself comes from the word “spirit”; the non-physical aspect or part of a person/place which makes them unique. The root of the word spirit actually comes from the Latin word for “breath”. You may find certain people you meet have similar “vibes” to you, or you notice a kindred spirit as you get along because you are so similar. When we meet a person, we encounter them both physically and spiritually. When we engage in any conversation we continue to interact with our spiritual essence. We all rang in 2020 in a rush, another new year, another decade. We had no idea how much our lives would change. We watched as the world transformed and saw how much would be revealed to us both physically and spiritually. When I look back, 2020 was a year of release. It gave us an opportunity to reflect on a deeper level. It has indeed touched each of our lives and we have all been gifted the opportunity to look within. As we enter 2021, our mindsets are much clearer. 2020 brought us insight into what holds the most value in our lives. Rather than focusing on the physical aspects of life, we recognised how important human connection is. Transformation happens when we search deep within. We are called to make deep changes as the result of lost relationships. The Covid Era has shown us the loss of loved ones, and of life. While we are sitting in lockdown with much time to contemplate, ask yourself, what do you truly want? How do you truly wish to live your lives, and with whom? Since Industrialisation our motivation has been physical things, houses, cars, holidays, and diamonds. We have all had our own set of physical motivators, and they have served to get us results. We are now in a new era and a new mindset. This will be the foundation of our lives and how we choose to

live with depth, more meaning, awareness, and motivation. All the aspects of life that have deep meaningful value are referred to as Wealth. One way we can define Wealth is as what you have left when you lose everything, which is the definition I live by. If you lost everything, what would you have left? YOU and what is within you, inside your heart and your mindset, how you think, act, react, and respond. Inside you are your spirit, your attitude, and your unique gifts and qualities. When we are motivated from a spiritual foundation, we live from within our central core being. Our core is referred to as the middle pillar. When we can find, sustain, and hold our own light even in the darkest moments, then we have from within a wealth of who we are. This is our guiding light to restore, rebuild, and reclaim our physical foundation, our life. Each of us is responsible for our physical body to keep it fit and healthy. If we exercise, we get strong muscles and our body responds well to light exercise and, in an emergency, to moving away from danger fast. We also have spiritual muscle, and this too needs to be developed and exercised. When we have moments in life where we experience loss, whether it be due to death or loss of everyday life when lockdown occurred, it is our spiritual muscle that provides us with strength. In the past, spiritual development was of great value and was handed down through the generations. It was understood and nurtured in each person. As times modernised, we became busier and we lost ourselves. Today, more than ever, we are aware of the value of inner strength. Sharing your light so we can help those who need light in the darkness is the greatest act of kindness to date. We are all motivated to know how to care for ourselves so we can have safety within. When we have the inner confidence and the inner direction, then we know to trust in the direction of the compass within. My wish for everyone in 2021 is to be motivated to find themselves so we all can be our best, empowered, confident selves.

“I’m spreading the love of England!” - Meet Amy Mitchell, Founder of Houses of Windsor

Amy Mitchell has turned her passion for England and all things English into a wonderful company which provides subscription boxes and gifts to her fellow Anglophiles. Amy also has a Virtual Tea Time Show on which she interviews guests who share her passions. To find out more about Houses of Windsor, visit Amy’s website.

What inspired you to found Houses of Windsor? The business idea essentially stemmed from my 20-year obsession with England and all things English. But what pushed me to start the business was that after I had my daughter, Piper, I was dreading having to go back to an office job. I was talking to a good friend of mine and he was like why don’t you start this tea business you’re always talking about? To me it had always been a daydream, but he talked me into it by pointing out that if I didn’t give it a go at that point in my life, then when would I? So, I would say it was the birth of my daughter that motivated me to take the leap and start up Houses of Windsor. I got divorced before Piper turned one too, and I started to feel a lot more independent and feminist. I wanted to be able to show my daughter that you don’t have to get married in order to survive, you can live your own passion and follow whatever crazy dream you might have for a company! Don’t listen to what other people think, if you want to do something then give it a try — you’ll never know unless you try! What makes Houses of Windsor different to your competitors? Well for starters, I don’t actually have a lot of competitors, my business idea is pretty unique! Initially, Houses of Windsor was an event planning company, and I would

put on tea parties with a different theme that people could buy tickets for, and that was really fun. It was something different for people to do, and everyone always enjoyed the events. When COVID hit, I was quite lucky that I was able to pivot with it. I actually enjoy what I’m doing now even more than I enjoyed hosting the events! I already had an online shop set up before the pandemic, but I didn’t use it much, so during lockdown I really started focusing on it, and that’s how my subscription boxes and clients gifts for businesses were born. I’m still spreading the love of England, just in a different way to before! As far as being different to my competitors, the gift boxes I send out are really unique, they’re so different to anything else that’s available on the market. I only send out really cool fine loose-leaf teas and British

Culture & Society

foods which I buy from a UK wholesaler in town, and I think people like my gift boxes because they’re so different to what other people are offering. How did you come to realise there was a market for a British-themed company in the U.S.? I didn’t at first! I just decided it was what I wanted to do and that I would create a market for it. When I got into it, I started to realise I’m obviously not the only Anglophile, because Anglophile is an actual term! I found more people like me, Anglophiles and tea lovers, and that was really special. I think especially at the moment there’s a big market for this kind of thing. We can’t travel, so it’s nice to have a little bit of culture sent to you! What does your 5-year career plan look like? Ultimately I’d like to see Houses of Windsor being totally sustained on these subscription boxes and client gift boxes. I’d also like to expand my Virtual Tea Time Show that I started over lockdown! I do it on Facebook and then upload it to YouTube, and basically I interview different guests and it’s really fun and something a bit different. I also have a private Facebook group full of Anglophiles, and every Friday we have a Virtual Tea Time chat on Zoom, and I love watching everybody chat and get to know each other! My 5-year plan isn’t super clear, but I have faith that I’m on the right track. It’s hard to define, because 2 years ago I wouldn’t go on Facebook Live and now I have my own Facebook show! My business coach has created a monster! But in short, I guess it’s growing my subscription boxes and client boxes, and then just seeing what kind of fun entertainment stuff I can do along the way. What’s the greatest challenge you’ve faced in your career, and how did you overcome it?

es really. The first one was that during COVID, my daughter’s daycare shut for 2 months, and so whenever she was with me I couldn’t get any work done, because she’d be pressing buttons on my laptop and distracting me! It was a huge challenge. I spoke to different mastermind groups that I’m a part of, and they basically said that I was going to have to stop resisting because that makes it so much worse. They said that when Piper is with me, that’s Piper time, and I need to focus on her and not on work, and then when she’s with her dad that’s my time to get as much business done as possible. Once I stopped resisting, I found it a lot easier to deal with and I was a little more sane! Outside of COVID I would say my biggest challenge was figuring out how to manage my finances. Here the personal and the business sort of merged, because my ex-husband had always managed our finances and now all of a sudden I had money to manage, but I had no idea how to manage it. Networking was so helpful with this because I connected with so many experts who taught me how to manage both my personal and business finances, and that was a real help for me. Interview by Lola Sherwin.

I think there’s been two major challeng-

Health & Wellness

Adam is a certified independent teacher of Transcendental Meditation, Mindfulness facilitator, and Reiki Master. Teaching his processes internationally, both face-to-face and online, he is now based in Sydney, with a large client base in London. His goal is to improve your life with simple and powerful meditation techniques.

Proof! Meditation Improves Sleep! So, is falling asleep difficult? Or is staying asleep too difficult? Do you find that you lay down to sleep only to wake 3 hours later in the dark, eyes bloodshot but unable to fall back into a peaceful night’s slumber? Maybe you are suffering from insomnia. This condition affects 35% of adults and is common amongst entrepreneurs. Your lack of sleep can affect your concentration, increase fatigue and hinder your decision-making skills. The effects on physical health can range from increased cardiovascular issues to diabetes. As a business owner and someone who once worked in the corporate field, I understand the drive to succeed. I am also familiar with the experience of being in the flow and how time can disappear once you are involved in a project. Whilst the creative drive is exciting and productive, as a Meditation teacher, I know to respect rest: the time to stop and allow your body and mind to come back into sync. It is not uncommon for me to have clients who are close to burnout, and usually, insomnia is a major cause. I recently taught a Yoga teacher, mother of 2 and studio owner how to Meditate. She was drawn to Meditation on a Spiritual basis with an interest to strengthen her connection to consciousness. When talking to her about her busy life, it became clear that despite her own yoga practice that sleep had evaded her for years. She stated matter-of-factly - ‘I have accepted that I will never get a full night’s sleep. I haven’t in 10 years, so I don’t see that changing’. Within 4 days of learning to Meditate she got her first 8 hours in 10 years. Whilst this is quite the miracle for sufferers of insomnia, it is very common for me to hear this kind of news from my clients. The process of Meditation brings harmony between mind and body. Scientific research over the past three decades has

verified this. The amazing effect Meditation has on the Brain is coming to light, especially in the improvement of functioning. Meditation increases melatonin. This hormone is secreted from the pineal gland and is largely responsible for our sleep-wake cycle. The Pons function of the brain is also strengthened, regulating the activity between the cerebrum and cerebellum. The Pons is involved in a great number of important functions, including sleep. With the improved activity of the Pons and increased melatonin, sleep deprivation becomes a thing of the past. I have often directed sceptical people to scientific studies around the benefits of Meditation. For those with spiritual interests, I point them towards ancient scriptures.... but for the real effect, you simply have to do it.

Unsplash @saseko

Flowery words on a page and scientific quantification will never compensate for actual experience. My Yoga teacher client is still getting a full night’s sleep 4 months on. The additional rest is doing wonders for her business as she is scaling it up online and is buying another treatment centre. As the Insomnia subsided, she found that greater clarity of thought improved her decision making. She was also able to switch off from work and be present with her family. Introducing Meditation into her life resolved more than just insomnia, it opened her life up to greater possibilities both personally and professionally. Taking the time to Meditate will only enhance your life. Before you rush into the day, invest 20 mins of your time to you. It will only improve your sleep, clarity of mind and relationships. Something everyone can benefit from!

Marketing & Branding

Wanja is an avid reader and writer who lives in Nairobi. She’s a PR Assistant and Blogger at GuidedPR. She holds a Bachelors in Mass Communication from JKUAT and has worked in print media and in academia. When she’s not researching current affairs, you’ll find her on social media, keeping up with what’s hot!

Why Your Organisation Should Embrace Digital PR In 2021 In today’s interconnected global village, so set up by the proliferation of communication gadgets, AI and the Internet, any business the world over that lacks a digital footprint risks becoming invisible to potential customers. Such an eventuality would eventually mark an unfortunate end to business operations since customers are the lifeline of every organisation. As such, each business should strive to be clearly seen and heard by consumers both online and offline, then to be visited and loved; ensuring that each new conversion becomes a repeat customer. Undeniably, a big chunk of the global population has moved online for news and information, as a means of communication and even to do e-commerce. Also, with a Bloomberg 2018 analysis having predicted generation Z, a generation of digital natives who don’t know a pre-digital world, to be the world’s largest population by 2019 at 32% of the global population, a digital business strategy is no longer a goodto-have, but a must-have. Markedly, the pandemic has served to accelerate e-commerce, with consumers’ increased preference for online shopping likely to outlive the pandemic. A 2020 survey by the United Nations Conference on Trade and Development titled ‘Covid-19 and E-commerce’ revealed that more than half of the survey’s respondents now shop online more frequently. Additionally, consumers in emerging markets have made the biggest shift to online shopping. Thus, e-commerce has become a worldwide phenomenon that no business can snub, no matter its location - this is something that every business must be proactive about. A key part of the digital business strategy for every business should involve digital PR, which is essential in building a robust online presence, making it easy for anyone needing your products or services to find you. This in turn will make the digital sales and after-sale strategies easier to implement. Simply put, digital PR is applying the principles and

methods of traditional PR to digital content published in online media. It works by: building mutually beneficial relationships with key online content creators, with the aim of gaining citations and social media mentions on influential online platforms; creating high quality content and getting high quality backlinks to your website which more to availing ample information about your business to consumers, also boost your search rankings because of securing high authority links on your website from reputable blogs and websites that have high traffic; preparing press releases and sharing them online so as to reach audiences directly, as opposed to traditional PR where they’re shared with journalists to publish as news; optimising customer experience so as to generate positive online reviews. This improves visibility through increased and effective onsite Search Engine Optimization (SEO). When used together, digital PR and SEO ensure that your sites get more quality traffic, which may lead to conversions in sales. This is because they guarantee a wider reach on the audiences, compared to traditional PR methods. While traditional PR practitioners are constrained to getting features for their clients on legacy media, the playing field for digital PR provides a plethora of online media, which can have far wider readership or viewership due to the viral potential of online content. For example, when audiences comment, like and share a press release posted on an organisation’s Facebook page, the information organically gets to many more people, as compared to a news story on TV or radio that’s limited to those tuned in. The metrics for measuring the success of digital PR are also more instant, straightforward and quantitative, compared to those of measuring the effectiveness of traditional PR. The number of likes, comments, shares, viewers and online mentions are easy to track on all online platforms. Thus, measuring the return on investment (ROI) for digital PR is less of a hassle.

Fashion & Beauty

Renata Aron is this year’s winner of the Fashion category at the Best of Brazil European Awards. She is the founder of Nothing To Wear Image Consultancy and the NTW app, as well as being on the board of AICI Portugal and having created the Impulse Method.

Eco-Friendly Brands To Help You Shop Sustainably Sustainability isn’t just a trend anymore, it’s a reality We are living in a time of transformation. The fashion industry is one of the industries which does the most damage to our planet. Finally, it is beginning to make positive changes to change this. That doesn’t just involve using sustainable materials; it also involves changing production methods to reduce waste and pollution, ensuring good working conditions, implementing laws which protect workers, as well as raising consumer awareness of how to make more conscious and useful buying choices which avoid excess buying. Nowadays, all sorts of fashion brands are starting to produce at least one sustainable line. In the luxury sector, Stella McCartney is the pioneering brand which is setting the tone for other brands in the sector. Stella McCartney’s ‘Hailey’ pants are made from vegetarian leather - a fabric that makes up the brand’s ‘SkinFree-Skin’ collection - that looks and feels like the real thing.

In the sporting sector, big brands such as Nike and Adidas are among those introducing innovative options. Launched as part of Nike’s Move to Zero initiative, these Air Vapormax 2020 Flyknit trainers are made out of 50% recycled materials.

Teaming up with non-profit organisation Parley, Adidas last year sold more than 1 million pairs of shoes made from recycled ocean plastic, with each preventing about 11 plastic bottles from the possibility of entering our oceans.

Even some fast fashion chains, which are considered to be the most harmful to the planet, are starting to move towards eco-friendly lines, and are planning to develop more sustainable production practices in the long term. H&M has adopted a transparent position, speaking on their website of all the steps they are taking towards adopting more sustainable practices over the next years, as well as displaying where each item of their clothing is made and where the raw materials came from to make them.

Additionally, I believe that the big change we are seeing is among the general public, who are starting to think more about what they are buying. This is visible in the increase in secondhand shopping through platforms such as Vinted, swopped. co.uk, Depop, as well as in the use of closet-sharing This jumper is from the conplatforms such as @byrota- scious line, using recycled tionofficial. polyester to produce it. One other top tip is to know exactly what you have in your closet at any given time so you know what you really need, which helps you to avoid impulse shopping that has no purpose. Apps like NTW help us with this greatly, allowing us to carry our closet in the palm of our hands. That means that when we want to buy something, we can first check if we have something similar already, and if this piece will really work well with at least 3 of our other items of clothing. That will encourage us to buy less, which in turn will reduce wasted money on clothes that we will never wear, as well as being beneficial to the planet. The app is free to download and you can download it by scanning the barcode below.