December 2021: SAYING YES (OR NO) TO OPPORTUNITY
Contents
1
THE INDEPENDENT VIEW: WILL 2022 BE YOUR YEAR OF 'YES'?
PIC chair Arlene Amitirigala shares the joy in saying “yes” and the unexpected gift in learning to say “no.”
2
SAYING 'YES' TO OPPORTUNITY
Past PIC chair Nkiru Asika says when it comes to opportunity, there’s no growth in “no” and no magic in ”maybe.”
3
3x3: SAYING 'NO' TO A CLIENT
Sometimes “no” is the right answer. PIC members Cathy Cowan, Yvan Marston and Christopher Trotman answer Sue Horner’s three questions about what prompts them to turn down work.
4
PIC PERSONALITY: MEET GABY MORENO
New PIC member Gaby Moreno tells Danièle Dufour about finding her confidence to launch her business in April 2020 and her advice for others.
1.
The independent view
Will 2022 be your year of ‘yes’?
By Arlene Amitirigala
Frankly, there’s no better time than the holidays to ponder the value of saying “yes” or “no.” Yes, I’ll have another glass of eggnog. No, I’ll pass on that slice of pie.
Confession: I’m one of those folks who has struggled hard with saying “no.”
Not because I’ve always loved a good pie. I blame it on my “busy gene,” which demands that I be occupied every waking minute.
But on a deeper level, I realize it’s about two emotional drivers, which Brené Brown summed up in a recent episode of her Dare to Lead podcast with Charles Feltman, author of The Thin Book of Trust:
- “Don’t disappoint people, be the good girl, say ‘yes’ all the time.”
- “Say ‘yes’ to everything, because it could all go away tomorrow.”
The result of this fear-driven response is that I have often ended up being overcommitted, taking valuable time away from my own pursuits and from my family.
I had to learn, and relearn, that saying “no” on occasion enabled me to be a better professional and a happier person. I trusted myself more and felt a greater sense of integrity around meeting my commitments and being there for my family.
There was an unexpected gift in learning to say “no.” It made me dig deeper into the wonderful reasons why “yes” is still a magical word.
The joy in saying “yes” may not be immediately apparent. In my case, I wouldn’t have lived and worked in seven different countries, creating unforgettable memories and making life-long friends around the globe, if I hadn’t said “yes” time and time again.
I also wouldn’t have had the privilege of serving on the IABC/Toronto board and meeting the most amazing professionals on our PIC exec team and wider community if I hadn’t said “yes.”
For us as indies, there is undoubtedly as much power in saying “yes” as saying “no.” The task is to be wise in choosing. Sometimes we don’t get it right, and that’s all right, too.
As 2022 hovers in the wings, will you consider, like the author and screenwriter Shonda Rhimes did, making it a “year of yes”?
In saying “yes,” ask yourself each time: Whom will I touch? What can I cause? How will this opportunity further my purpose?
Hopefully, the new year will bring countless opportunities for you to embrace new experiences worthy of your time and commitment.
This is our last edition of The Buzz for 2021, and I want to recognize the incredible PIC executive team – Brent Artemchuk, Austine Fischer, Sue Horner, Maureen Hosein, Gaby Moreno and Christopher Trotman – who inspire me every day. I am honoured to serve alongside these brilliant, committed and creative volunteers who all said “yes”!
To all our wonderful PIC members, have a safe, happy and joyful holiday season. Careful how much pie you say “yes” to, though!
If you have any ideas for professional development topics, or any questions, or thoughts about PIC, feel free to reach me at toronto-sig@iabc.to. I would love to hear from you.
2.
Saying ‘yes’ to opportunity
By Nkiru Asika
Saying “yes” brought me here.
In July 2018, a few days after joining IABC/Toronto, I emailed then-chair Sharon Aschaiek to enquire about PIC. In our very first exchange, she invited me to join the PIC executive as membership director.
All the reasons I could have said “no” – I had only been in Toronto a few months; I knew nothing about the communications industry in Canada; I was trying to figure out my business – were also the reasons I said “yes.”
That initial “yes” opened the door to becoming PIC chair and serving on the IABC/Toronto board as VP Special Interest Groups. Saying “yes” led to making new friends, learning from brilliant colleagues and enhancing my own professional development.
“Yes” is my default setting. My full name “Nkiruka” means “the future is greater than the past.” So, I believe that everything works out in my favour, even when it doesn’t seem to be working out.
That’s why I embrace Sir Richard Branson’s advice: “If somebody offers you an amazing opportunity and you’re not sure you can do it, say ‘yes’ – and figure out how to do it later.”
Throughout my career, my propensity to say “yes” has propelled me beyond my level of experience or expertise. I accepted my editor’s offer to write an advice column at SmartMoney magazine even though I had zero financial background. I became line producer on a TV reality show when I had no prior TV experience.
More recently, as a copywriter, I took on jobs I did not know how to execute. Can you build a Facebook messenger quiz? Yes! Write an advertorial that converts? Of course! (Alexa…What is an advertorial?) Create a webinar funnel for an online course? Absolutely!
Being open to new opportunities has shifted my business in new directions. These include coaching, hosting virtual events, selling digital products and launching an online membership.
Has every opportunity I’ve seized been a success? I wish! Saying “yes” is not all fairy tales and moondust. But here’s my take:
- There is no growth in “no,” only a false sense of safety.
- There is no magic in “maybe.” Wishy-washy never sells.
- “Yes” is the realm of the writer, the artist, the entrepreneur.
- “Yes” transforms ideas into action and thoughts into new ventures.
- “Yes” acknowledges possibilities greater than your own lived experience. It’s an invitation to not only do more but be more.
As R.L. Stevenson said, “To travel hopefully is a better thing than to arrive.” So, enjoy the ride and focus less on the destination.
Saying “yes” may take you down unexpected paths with unforeseen bumps. But in that non-linear, unpredictable, messy middle, you’ll find a richer story and a far more interesting journey.
3.
3x3: Saying ‘no’ to a client
By Sue Horner
Independents often say “yes” to every work opportunity out of fear of hitting a dry spell or never being asked again. But should we sometimes say “no”?
To find out, we asked 3 questions of 3 PIC members: Cathy Cowan, an independent consultant specializing in integrated marketing communications for non-profits and corporate citizenship programs; Yvan Marston, a senior communications writer and editor; and Christopher Trotman, who works with non-profit and social purpose organizations to improve their digital communications and engage with strategic stakeholders.
What are some things you consider when deciding to say “no” to a prospect?
Cathy: I will say it’s hard to say “no,” but I look at three main things:
- Is it in line with my niche? If not, I’ll say it’s not a fit and if I can, I’ll suggest someone else who would be a better fit.
- Is it doable within the hours I want to work? You need to understand how much you want to work – whether it’s 20, 40 or 60 hours a week – and what you can realistically do within that time.
- What’s the compensation? Is the budget in line with what I want to be paid for the required scope of work?
Yvan: When you first start working as an independent, you pretty much take anything coming your way. And once you have regular clients, when they ask you to take on a project, you don’t want them to find someone else. So you take it on even if you have a full slate.
As you get more experienced – and this is something newer independents need to learn – you need to listen to your instincts. If it feels wrong, it probably won’t go smoothly. So if I’m having trouble deciding whether to say “no” or “yes,” I ask: Do I like the people? Is it an interesting project? Does it pay well? If I can say “yes” to two of those three, and it fits my schedule, it will be a good project. Of course, the goal is to get projects that fit all three.
Christopher: I’m pretty intentional about 1) working in not-for-profit and 2) working with mid- to large-sized organizations. I won’t take on a project just because someone has one. So first I consider, is this client the right fit for me? By fit I mean in the profile and size of the organization; if the client fits the direction my business is going; if the project aligns with my own ethics and values.
I also normally say “no” to clients who ask for a significant cut in my usual rate. If you take on something just to pay the bills, you may find yourself with not enough or even no time to devote to another project that moves your business forward. Or you may unconsciously resent that you aren’t being paid what you’re worth, and you’ll likely prioritize other work.
What was the last project you said “no” to?
Cathy: I’ve recently had a few opportunities that were in line with my niche. They were dream clients, and I really wanted to do the work. But I just didn’t have the time. It was painful to say no, but I did.
Yvan: I recently turned down interesting work with a regular client because it was a rush job and I wouldn’t be able to deliver the quality needed.
Christopher: A smaller non-profit wanted me to take on a project where there was a large gap between the budget they had and what they wanted to achieve.
What made it the right decision?
Cathy: I had been working nights and weekends over a few months on client commitments that went beyond the original scope. It just wasn’t tenable. That’s where having a firm boundary of time is so important, knowing what you can do and still have some balance.
With the opportunity I turned down, I referred other people and they got the business. I was happy to see them do well, and happy to have dinner with my family. I trust that good karma will mean when the tides change and I’m looking for work, opportunities will come back my way.
Yvan: Part of the decision is “Will this be right for YOU as an indie.” If it is, it’s probably right for the client, too. In this case, I offered an alternative to meet for an hour to help outline the project. This allowed me to see if the deadline could be moved (it couldn’t) and helped shift my role from supplier to advisor. Also, it gave my client tangible advice to help her meet her deadline. The client didn’t go to someone else and I was satisfied that I helped.
Christopher: I ended up directing this potential client to someone else. My experience is that smaller organizations require a lot more attention and end up taking more time, whereas the larger the budget, the more the organization trusts me.
Having a rough year? Slow down, take a breath and try slow cooking
By Ellen Gardner, ABC
At our recent professional development event, InsightEd.ca director and mindfulness-based coach Nancy Miller urged PIC members to notice what we’re paying attention to and show compassion. If you’re still not calm, try yawning.
It’s not just the exterior landscape that’s changed through the COVID-19 ordeal. Our brains have been transformed as well, and not necessarily in a good way.
In her presentation to PIC members on November 23, Nancy Miller, director of InsightEd.ca, a research, marketing and coaching group, described why that change has taken place. “We know that physical activity and novelty are great for your brain networks. But stress, especially chronic and perpetual stress, is not good.”
I agree with Nancy, being under quasi-house arrest for the last year and a half was disorienting and stressful. But we’ve all felt that stress in different ways. Whether it left us feeling burned out, moved us in some positive new directions or had us drifting hazily somewhere in between, depends on a multitude of complex factors, Nancy said. Suffice to say, if you went into the pandemic with a healthy dose of cognitive flexibility and self-esteem, you probably came through it OK.
Like most business communication soloists, I don’t spend a lot of time seeking the sources of my stress. I much prefer to master it. A good way to start, Nancy said, is to yawn.
“Whenever you feel that you can’t manage tasks or too much is going on in your brain, take a few mindful yawns,” she said. “Practice that awareness of how the yawn has affected your mental and physical activity.”
The key word there is awareness, which Nancy said is crucial for managing feelings of stress. Slow down, focus on your physical sensations, and start noticing what you’re paying attention to. And don’t worry about doing it right; it comes with practice. “Sometimes when people start mindfulness practice or meditation, they wobble a little bit. It's going to feel awkward. It's actually good to notice that, to tolerate the awkwardness. No one is perfect.”
Speaking truthfully as an awareness wobbler, I vow to take it slow and experiment with Nancy’s suggestions to walk, pay attention to my breath, and – this one’s easy for me – do slow cooking.
Moving even higher on the awareness scale is compassion, what Nancy calls Awareness 2.0. When she provided the definition, it seemed tailor-made for the ennui produced by COVID-19. “Compassion literally means to suffer together,” she said. “It's the feeling that arises when you’re confronted with another’s suffering and feel motivated to relieve that suffering.”
Not surprisingly, helping others gives you back a sense of control and diminishes your own feelings of doom and gloom.
For business communicators, having compassion is great all the time, but a definite asset when your clients or colleagues have been through their own kind of stress. “A lot of us are feeling uncertainty,” Nancy said. “Clients especially are just like us. They've gone through difficult things. And the more we can feel compassion and direct our compassion in our work, the more we're going to experience these great feelings.”
With a new variant threatening to disrupt our world once again, Nancy wants us to focus on the good and cut ourselves some slack. “Practice a little bit more patience,” she said. “Give a little more leeway to yourself and others. And whenever you feel overwhelmed, take a few mindful yawns.”
I’ll definitely experiment with that.
4.
PIC Personality: Meet Gaby Moreno
By Danièle Dufour
Gaby Moreno of More Storytelling is a digital marketing expert who helps mission-driven companies, such as social enterprises, consultants and not-for-profits, manage their online presence to generate more leads. Connect with Gaby on LinkedIn, visit her website or email her at gaby@morestorytelling.com.
When did you launch your independent business and how did it come about?
I started my career as a journalist in Mexico, then jumped into marketing when the media landscape started to transform. In 2019, after my husband was offered a job in Canada, I settled in Toronto.
My journey as an independent began in April 2020. I never had the guts to do it before but had always wanted to. After I ended a contract with my former employer, I realized I had the expertise and confidence I needed to launch my own business.
I recently did a self-assessment survey and was surprised at how accurate it felt. My profile came out as an empathizer with high adaptability who appreciates human connection.
What do you like to do in your spare time?
I enjoy camping, yoga and meditation. I also love watching entertainment TV to dissect how characters and narratives are built.
What do you enjoy most about being an indie?
I really enjoy the freedom and ability to manage my time. Being an indie also allows you to pick your clients.
What DON’T you like about being an indie?
Being an independent is not always easy and the financial fluctuations that come with entrepreneurship can be stressful. I also miss the daily human interactions and learning opportunities that being part of a team offers.
What advice would you give someone new to independent life?
Becoming an independent is definitely worth it, but you must manage your expectations and understand it will not always be easy. It’s a trade-off; you might free your mind from a few things but new responsibilities will fill your mental space.
I manage my own expectations by talking to other entrepreneurs going through the same experiences as I am with a learning mindset and openness. I listen and work on putting my ego aside. You need confidence but also humility. In addition, as an independent, you have to be your own cheerleader. Each day, you need to get up and do the work, with or without motivation.
You’re new to IABC and PIC; what value do you hope to get from your membership?
I joined IABC and PIC in September 2021. I am interested in professional development opportunities to stay current. I want to find my own work family and I’m looking for mentorship opportunities, too, whether giving or receiving.
I actually volunteered right away and have taken on the role of PIC’s co-director of programming. I look forward to expanding my network and learning from more people going through a similar journey, as a mentor and a mentee.
Welcome new and returning members
Anna Relyea - Anna Relyea & Associates
Toronto | LinkedIn | Twitter | arelyea7@icloud.com
Now self-employed after 30+ years with mainstream organizations. With wide-ranging experience in the tourism, consumer packaged goods and cultural fields, my expertise includes media relations, public affairs, crisis communications and brand building.
Marian Neglia - Neglia Design Inc.
Toronto | LinkedIn | Website | Facebook | marian@negliadesign.com
Results-driven creative lead and founder of Neglia Design Inc., an established agency of creative professionals who know how to bring ideas to life. It is my passion to bring fresh ideas to my clients that will capture the attention of their unique stakeholders and achieve their communication goals. Specialties include:
- graphic design
- design strategy
- branding
- web design & development
- digital design
- editorial design & custom illustration
Yvan Marston
Toronto | LinkedIn | Website | yrmarston@gmail.com
Yvan is a corporate communications writer helping health care communications departments with content like annual reports, case studies, websites, videos and articles. Specializing in research-based corporate blogging and report renovations.
Changes to the PIC member list due December 29
As a PIC member, you can gain visibility on the PIC member list on the IABC/Toronto website. Send your updates to PIC’s director of membership, Maureen Hosein, ABC, at maureenhosein@yahoo.com, by Wednesday, December 29. For new profiles, send your:
- Name
- Company name
- City (to help us know who’s in our neighbourhood)
- Email address
- Telephone number (optional)
- Website and LinkedIn URLs
- Social media accounts, if any
- Business description (up to 80 words).
If you are already on the list, does your listing include your LinkedIn profile? Have you earned an OVATION or Gold Quill award you can brag about?
See you on social media!
Build and strengthen your connections, advance your business and network with other PIC members on social media. In case you missed them, recent posts shared on our social media channels include:
- "I am certain that if I said ‘no’ more often, I might enjoy what I say ‘yes’ to a little bit more." Social psychologist Emily Balcetis Interviewed by Gretchen Rubin, on things that interfere with your ability to keep healthy habits or happiness.
- Plenty of options to say ‘no,’ propose deadlines or set boundaries, by Elizabeth Grace Saunders for Harvard Business Review.
- Not all clients are good for your business, including the “time hoovers,” the late payers and the scope creepers. Here’s how to deal with them, by Ben McKinney.
Best wishes to PIC members and friends for a happy holiday and a healthy new year!
Who we are
Professional Independent Communicators (PIC) is a special interest group of IABC/Toronto. PIC's mission is to support independent IABC/Toronto communicators through professional development, networking and marketing. The Buzz informs members about upcoming events, shares professional development tips from past meetings and keeps us connected.
IABC connects communicators from around the world with the insights, resources and people they need to drive their careers and their professions forward.
Editor: Sue Horner | Designer: Austine Fischer
Executive team
Chair: Arlene Amitirigala | Past Chair: Nkiru Asika | Membership: Maureen Hosein, ABC | Marketing & Sponsorship: Brent Artemchuk | Communications & Social Media: Austine Fischer, Sue Horner | Programming: Gaby Moreno, Christopher Trotman