Tag Archive for: rebranding

Right now, there is an unprecedented opportunity to take your power back.

The world has gone through a collective and simultaneous hurtling of all their playing cards in the air. The game rules you might’ve been adhering to are now no longer relevant or even available to you.

Perhaps you made the choice not to catch that card and put it into play again. Or perhaps the other player decided it was outdated, and took it off the table.  Either way, the game has changed, and there are opportunities everywhere – if you choose to see them.

Seeing them takes awareness on a heightened level. It takes viewing change through the lens of life happening FOR you, not TO you.

Ask yourself “if this change was happening FOR me, what are the opportunities here?”

The kicking and screaming will come from those who thought that the game you were playing had a conclusive ending. For them there will be grief, toxicity, blame, shame, guilt – all of the emotions. Their projections needn’t impact you showing up in your empowerment.

For you, beautiful unique woman of flex, empathy and love, using this framing question as an approach to life will gift you an endless reservoir of opportunity.

EVEN when the “happening TO me” crowd is throwing all their toys out of the pram – straight at you – all you will see is opportunity.

So how do you re-orient your life and career around opportunity rather than consequence?

Stop: judgement, blame, theorising, accusations…just stop.
Surrender: understand you can only change your reaction and how it all makes you feel.
Choose: see how this is working FOR you rather than against you
Be led: imagine the opportunity as a thread of string in front of you… let your curiosity and intuition follow it by asking yourself ‘if this was an opportunity where would it take me next’.
Keep opening: don’t stop at the first destination or awareness that presents itself on that string, open up more – when you see the first opportunity, re-orient again by asking “so if I had that opportunity then where would we go?”
Gather: all the gold in that line of curious and intuitive thought.
Alchemise: bring the gold back to your conscious mind and alchemise it into a new form
Reassess: now take another look at the orientation of your situation, and see if it feels more open and expansive!

I bet it does! I bet there are powerful opportunities EVERYWHERE right in front of you!

Things look different depending on what lens you view them through. It’s not about “doing it the right way” according to the rules that were set up in a game that is no longer relevant to you.

It’s about constant reorientation to your life principles.

That is how you show up in your unique contribution every day, and make the impact you’re here to make.

Make it your only commitment, to generate from your contribution principles every day, in every moment and the outcome is always positive impact.

That in fact, is the only foregone conclusion.

Ticker News_Kath Clarke Interview

Ticker News interviews Kath Clarke on #greatresignation

 

As we transition into a new normal, you might be reflecting. Perhaps you’re feeling a little unfulfilled like you might want a change, but don’t know how the wonderful patchwork of your life experiences adds up to what’s next for you!

The good news is we are in a highly creative new normal, which means anything could be possible! And YOUR ‘possible’ can start to unfurl by becoming aware of what your unique contribution is through some guided identity discovery work.

When you discover what YOUR unique contribution is, you have the basis of a personal brand, which directs really powerful choices of what to do next, who with, and in what ‘vehicle’…be it a new challenge, new job or new business.

I was interviewed on Ticker News about just this, how it fits with personal branding, and the bigger picture of the ‘epidemic of the unfulfilled’ workforce.

More recently Anthony Klotz (Associate Professor of Management at Texas A&M) named the trend I was hinting at #greatresignation. Much hot debate has come from this now too, and many think it’s more of a #greatrealignment.

Whatever the thoughts of the academics, I’m more interested in YOU on the ground in the workforce! What do you think  – hit me up in the comments below!

 

Kath x

Busy designing ‘Impact Alchemys‘ for clients wanting to know what to do, with who, and how, to create a fulfilling and impactful business or career.

It all starts by unearthing and reconnecting you to your Unique Contribution!

#TheGreatResignation

I have been talking about what has now been coined the #greatresignation for over a year now.

I felt it mid last year, a shift from the adrenal RUSH toward the top, re-focussing to the navel-gazed murmur of ‘why am I bothering?” 

It was the echo of thousands in my network, and as evidenced by the trending hashtag, millions across the world!

I’m thrilled and excited that so many people are pushing back on the “bigger, faster & more” narrative we have been fed as the recipe to success for so long! But it finally seems we are waking up to a more holistic approach to life!

I can’t help but feel a little sorry for the corporations who are clearly out of touch

 

Those corporations are about to lose their greatest asset – their talent! 

They were the ones with the CEOs we could hear collectively hand-wringing with excitement at a rise in productivity and decrease in churn when Covid hit.

Word pushed down from the top…

“They will all be grateful just to have a job!” 

 

That attitude, I can only assume, is what led to truly short-sighted actions like that of the NSW Council that informed their working parents they were NOT to home-school while they were on the clock, despite them being in mandated lockdown (nice one Bayside Council!) 

No wonder 50% of the workforce is looking to quit, and are now being counted in, what I’d like to introduce as a new metric “the Unfulfillment rate”!

The Unfulfillment Rate

In the past month alone there have been over 13 articles addressing what Anthony Klotz, a psychologist and professor at Texas A&M, coined as ‘the Great Resignation’. 

As it turns out, it’s not just that we had time to think about what more there was to life, or what our unique contribution was going to be. It was a perfect storm of discontent that was already brewing…Covid just accelerated it.

According to McKinsey’s  COVID-19 and the employee experience: How leaders can seize the moment” article of last year, one of the areas for greatest potential improvement was an organization strongly connecting their actions to purpose. Two thirds of McKinsey’s survey respondents said their organisation does not do this well. 

With all that navel-gazing time over the past few years, and the reported mass ‘spiritual awakening’, people are searching for more…or at least ‘different’.

To be clear, there are a few factors at play here. The stats quoted everywhere show a huge 40-50% resignation rate, but in fact only 3% of them are actually retiring. Many may be starting a business, but certainly not all! 

So that means all is not lost for every corporation, because the rest of them are looking for more fulfilling work in line with their values. And that job could very well be in YOUR corporation – as long as you address what is important to them!

Talent want Purpose

Now more than ever, employers have the opportunity to help their talent ‘live their purpose’ through their employment. And it will pay off for everyone, according to McKinsey, because when employees find their work purposeful, (and the company values purposeful) they are much more likely to “sustain or improve their levels of work effectiveness, and they have four times higher engagement and five times higher well-being.” (McKinsey June 29, 2020 )

Yet for so many people, what their purpose actually is, can be an elusive concept! And C-suite executives steering the ship are certainly not immune to their own personal purpose calamity! So with everyone searching for more, and a good percentage not really sure what “more” actually is, how do we create alignment between the corporation’s values and the talent’s purpose? 

… it can’t be just a feeling or idea

It starts with everyone not just FEELING inside them what their purpose and values are, but being sure of them. And then being able to articulate them, and market them in every interaction. That’s what creates opportunities to be noticed or make change. (We did it as babies – articulating our needs – there was no such thing as silent, resentful crying back then!)

As it turns out there are MANY corporations out there who really do care about their people, their purpose and doing good. (And of course, then there are the ‘Bayside Councils’ of the world!!)

It’s all too easy to blame our dissatisfaction on the corporate culture, but if this pandemic has taught us anything, it is to take responsibility for ourselves and our needs!

…you need to articulate your Unique Contribution

As an employee, if you cannot explain what drives you, and how your unique contribution will positively impact the organisation, then you are likely to be bound as a cog in a wheel – or if the stats are anything to go by, you might just quit with no plan!

And corporations, if you can’t articulate your values and purpose to attract aligned talent, then you have a colossal problem on your hands… Because employees have had enough!

…welcome to the #greatalignment!

 

 

References:

  • https://apple.news/AO9GcFhixRMyl_rJ2rnbVVA
  • https://www.businessinsider.com.au/why-everyone-is-quitting-great-resignation-psychologist-pandemic-rethink-life-2021-10
  • https://www.businessinsider.com.au/how-covid-changes-remote-work-housing-entertainment-fashion-flexible-economy-2021-7
  • https://www.forbes.com/sites/avivahwittenbergcox/2021/11/16/the-great-resignationactually-a-mass-retirement/?sh=31dacdc318ba
  • https://www.theversemedia.com/articles/anthony-klotz-defining-the-great-resignation
  • https://www.abc.net.au/triplej/programs/hack/making-the-great-resignation-work-for-you/13615106
  • https://www.mckinsey.com/business-functions/people-and-organizational-performance/our-insights/covid-19-and-the-employee-experience-how-leaders-can-seize-the-moment

@A_WittenbergCox, @csreinicke, @andrea_c_hsu, @SteveAndriole, @kendraguidolin, @tylerakern, @ShawnDBaldwin, @shalailah, @JimenaZubiria, @jmmoran12, @MeredithMetsker, @ranimolla, @WIRED

We recently took ourselves through a self-guided rebrand (given that I’m a personal brand strategist!) 

We enlisted the amazing skills of FlySocial’s David Lee Schneider to help bounce our website design, program design, and social media process off! It is nigh on impossible to do this for yourself even if that’s what other people pay you to do!

I have to say I am AMPED with the results!

 

We have had loads of insanely good feedback, and the copy really speaks to the ideal client now! 

The reason we decided to rebrand my personal brand was quite simple …we had grown.

It was like our audience wasn’t resonating anymore but our offering hadn’t changed.

At the time I was thinking it was because there were other amazing agencies on the market, and coaches, but I realised it was a lot more detailed than that, and wasn’t actually that at all!

We really embraced the change of direction from being a digital marketing agency, to really honing in on our ideal client, (who despite me thinking we had it right – it wasn’t! – Again weird that I can show my clients how far off the mark they are but not myself!)

The new personal brand has launched us into a whole new stratosphere that we are thrilled to be playing in! Working with emerging leaders who are wondering what their ‘life’s work’ is!

So how did we do it?

 

1. I built a new audience.

 I transitioned my socials (actually I had done that courageously already in a leap of faith earlier in the year) to start only really talking about what I wanted to be doing not what I had been spruiking. So the socials became more about Intuition and Edgy personal brands, and less about digital marketing hacks and Facebook ads.

2. We went through a case study process.

This is where we took on a few entirely different clients for a minimal fee to test our new personal brand and offering. That helped in two ways – 1/ it helped me get over my ‘imposter syndrome’ of targeting emerging corporate leaders when I didn’t have loads of experience with the industry. And 2/ it made me realise that it’s not only my marketing skills people are buying from me! (more on that in a minute!)

3. We reengaged the existing list around the new idea.

It was so interesting because as soon as we started marketing the fact that I was no longer necessarily just a Marketer, but that I help find people’s Unique Contribution, many of my previous clients started to make contact! When I told them I build aligned personal brands and edgy profiles now… Their response was basically,

“AHHH you’re finally selling what you actually DO, rather than dressing it up as ‘marketing’!” 

In fact so much so that someone I had worked with in 2016 had the courage to email me and say “I just got invited to be a part of your FB group, and I have to say, when we first met you rocked my world with some copy you whipped up on our first phone call, for my coaching program. I was so in awe of it I signed up for your annual program. Then I met your marketing manager, and I felt disgruntled. It’s now clear why. I bought your magic, not your marketing! I bought YOU and I got her!”

That was SO revealing (let alone AMAZING that she had the courage to tell me and I had the courage not to freak out that I had upset her!).

It gave me buoyancy to know this new rebrand and direction is EXACTLY where I need to be!

4. We gathered testimonials for our new website & socials.

From the case study program we immediately got the most profound of testimonials from MUCH higher-level clients (I’m talking COO of £80 million Investment company in the UK, as well a University Lecturer & Fellow in New Zealand.) Before then I was working with struggling start-ups who just didn’t need this level of magic yet! They just needed me to do their marketing and make their side hustle work – which was cool but not where my magic was!

5. We rebuilt the website & offer.

Working with the insanely talented David Lee Schneider, we created and designed a website that makes me happy every time I open it!

The rebrand encompassed not just the design side, but really placed emphasis on the importance of deep market research, case studies, and my client’s own language mechanisms. We built something that now really resonates with my ideal clients. (The ones who were patiently waiting for me to “put it in the right words for them!” so they could connect with me!)

I proved something to myself.

So it turns out that through my own personal brand reinvention (using my new offering of the Impact Alchemy) we really solidified and proved the hypothesis that I am indeed a Magician, not a Marketer!