I asked a simple question in the community this week.
How are we all feeling?
Whilst there were plenty of folk feeling cautiously optimistic, the overwhelming majority were feeling anxious.
“Feels quiet”
”Burnt out from the stress of not earning enough.”
”Anxious and tired”
”Disheartened”
2024 was brutal for many in self-employment, macro-economics and global conflict haven’t helped clients commit to investing in strategic work, and even the value of strategy itself seems to be challenged by many.
And this week’s Liberation Day has put the market further into turmoil, with conversations of recessions raising their head yet again.
This isn’t an anxiety unique to us as strategists, but financial uncertainty hits the self-employed hard. Our world is already irregular enough, and whilst we can often flow a little with the chaos (some would argue we’re better placed to navigate it), the perma-uncertainty gets wearing. So wearing.
The word “burnout” gets thrown around a great deal these days - and often it gets conflated with having too much work. But the self-employed can face burnout too - even when there is too little work.
Burnout is a result of misalignment of motivation, effort and reward. Putting lots of effort in, but not taking out what you need (or want), over a prolonged period of time.
And it’s a compounding issue - the more tired we get, the less engaged we become, the less our passions and motivations are ignited, the more of a chore it feels.
Whilst it might not help everyone, focusing on finding meaning in the work we’re doing and that we’ve done - focusing on outcomes it created, taking a step back and reframing even the most frustrating of projects to find the value which we can say “hey, yes, I did good here” - is important.
I know sometimes, I can be very head down, especially when I’m worried about where the next project is coming from, focusing on the business, rather than the impact of the work. And equally glib comments from others like “something will come along” don’t help.
Hope isn’t a strategy, and good vibes don’t pay the bills.
But reflecting upon what we have achieved, I think can also help us find the energy we might need to find the next project too.
If you’re struggling with your emotional health right now - take a look at our sister project Leapers - which has a growing library of resources supporting the mental health of the self-employed. We’re currently working on resources to tackle burnout in self-employment.
Konstantina Paitaridou, an MSc Student at Derby University is researching burnout, impostor syndrome & job insecurity in freelancers - and is looking for input from the self-employed. If you’ve got 10 minutes, do take part.
» https://qualtricsxmnjt2sljvr.qualtrics.com/jfe/form/SV_3ejVdwNKJ6V6vcO
Each week, I’ll try to profile one of our members, so you get to know each other better, and find folk you might want to connect to. Shout if you fancy having your face here.
👋 Hi – I’m Lucy Hurst.
I’ve been a Creative Planner / Strat since 2006, starting in a digital agency and then moving to full service.
I spent 5 years working in Singapore, servicing APAC markets very different to the UK – mainly on Unilever. My specialities are Masterbrand development, Campaign Planning, and the Beauty Industry.
Recently, I loved partnering with The Forge – an insight led marketing consultancy - on the Brand Positioning and playbook development for Perfetti Van Melle’s range of Mints and Confectionary. We started the process with Chupa Chups and Smint, and the model was so well received it was rolled out across their other brands.
I also worked on a fantastic Product architecture piece for Dove Deos which is ongoing, but what a fascinating time to be looking at self care - with Unilever set to purchase 6 year old Naturals brand, WILD for circa $230 mill!
I would love to work on some smaller start-ups who need help with Brand Positioning or Launches, especially using my learnings from FMCG corporates. But I’m open to any creative comms challenge that needs a multifaceted planner with an Ad agency background.
Things I’m reading/consuming/loving at the moment:
Listening: Shout out to The Forge’s new Podcast – ‘The Persuasion Game’ – they’ve had some great people on – the Burger King and Poppy’s Funerals episodes are excellent. The Uncensored CMO - The ‘Creativity & Consistency’ episode was super and I loved the ‘Rare Beauty CMO interview’, for its enthusiasm and joy.
Reading: Warc have recently published a Paper called ‘Reinventing Effectiveness. It’s time for Effectiveness 2.0’ – it proposes a new model that considers Marketing’s impact on the environment and society, in addition to commercial success. If you have access to it, I couldn’t recommend it enough.
Say hello to Lucy on LinkedIn, or via the community.
» Craft Media are running their first Planonymous training into strategy fundamentals on May 30th. Greg Newman, Craft’s strategic business consultant explains…
“At Craft, we believe it’s the industry’s responsibility to nurture future talent. That’s why we’re launching Planonymous; a free, open-to-all initiative where we share how we approach comms planning, what we think brilliant work looks like, and how we make it happen.
No strings attached. No cost. You don’t even have to share your name or turn your camera on. Just turn up, learn, and get better. We’d love to see you (or your avatar) there.”
The free course aims to guide attendees through the full comms planning process: all the way from tackling a brief to building a comprehensive paid, owned and earned communications framework.
Beyond fundamentals, it should help attendees to see and think about planning differently through the metaphor of movement, and create space for magic in their work.
Attendees will leave with a clear understanding of what great cross-channel comms planning looks like, how it will help them rise above a sea of sameness and what they need to do to make it happen, via. Kirkegaard, Walt Disney, Gail's Bakery and Gareth Southgate.
To sign up please email [email protected] (and let them know you heard about this via us!)
» kicked off this stat-loving thread over on LinkedIn, plus was in conversation with Amy Daroukakis on his gem of a podcast too.
» Adnan Habis is navigating the culture wars.
» For our German friends, Freelance Unlocked is running in May 2025, and we’ve got 25% discount on tickets for OP members. Tickets available over here.
» Nicola Davis is inviting us to join the upcoming LIVE VOLUME 002: NOT FOR SALE - REFRAMING RETAIL, featuring.
Taro Ray - Co-Founder of AFFXWRKS
Jayda Deans - Graphic Designer & Art Director
Pierre Rolle - Marketing Strategist at Gimme Five, DJ + A&R
RSVP at insitulivevolume002.eventbrite.co.uk
» James Caig is thinking about non-media spaces
» Anu Lingala on Regressive Nostalgia
» All the things we should be worried about
» All the things we’re happy about
» Talking to your laptop (Thanks Agata)
» Costco is winning at own label
» Entering the new age of romanticism (Thanks Rob)
Wanna share your work, ideas or thinking with the community? - drop me a message, and I’ll pop it in the next issue. This is a scrapbook of our ideas, so please open up your brains.
A teeny tiny coffee shop in the corner of Richmond, called The Robin Cafe. One of those places you feel bad getting out your laptop, because there are so few seats. So I just drank my coffee, read a few emails, and moved along. Delicious Vietnamese coffee though.
Tell us where you’re sat, who you’re working with, what you’re drinking and thinking.
Every week, we share a list of roles found and shared via the the community. Some are directly from businesses who come directly to share their briefs with us. You can get these in real-time if you’re on whatsapp, telegram and slack.
Global Strategy Director (FTC to cover mat leave) (media)
https://outsideperspective.co/gigs/20250404-zenith.html
Interim Brand Director- Parental Leave Cover (brand,marketing)
https://outsideperspective.co/gigs/20250404-util.html
Head of Digital Campaigns (12 mo FTC) (UK)
https://outsideperspective.co/gigs/20250404-uk.html
Brand Insights Lead - 9 Month FTC (UK)
https://outsideperspective.co/gigs/20250404-trainline.html
freelance social strategist (UK)
https://outsideperspective.co/gigs/20250404-social.html
Associate Director, Comms Design (Mat Cover) (London,UK)
https://outsideperspective.co/gigs/20250404-initiative.html
Strategy Director (FTC 6 months) (London,UK)
https://outsideperspective.co/gigs/20250404-dentsu.html
Freelance Marketing Strategist (Colombia)
https://outsideperspective.co/gigs/20250404-colombia.html
Freelance Design Strategist (NY,USA)
https://outsideperspective.co/gigs/20250401-design.html
Freelance Senior Brand Strategist with sustainability exp (TX,USA)
https://outsideperspective.co/gigs/20250401-brandtx.html
Head of Strategy and Transformation 12mo FTC (London,UK)
https://outsideperspective.co/gigs/20250331-young.html
That’s all for this week.
mk ✌️
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