Five lessons: Zoë started her business five years ago – and has never looked back
In summer 2020, when we were still digesting the pandemic and where the world would head next, there was plenty of nervousness from employers and employees.
It was also an incredibly scary time for entrepreneurs – especially those who had set up shop just before the pandemic took hold.
One of those entrepreneurs, Zoë Allen, wrote a piece for This is Money on why people shouldn’t be afraid to launch a start-up, even in the face of the unknown.
She jumped into the deep end in February 2019 without a business plan or pitch document when she set up her own art consultancy business, leaving behind the safety net of a full-time job as director at a successful creative agency.
Zoë, 37, who lives in East Sussex, says Artistic Statements Ltd continues to go from strength-to-strength.
In recent times she has commissioned award winning artists and last year, was the brains behind a large scale public artwork at Westfield White City – London’s largest nature inspired, AR integrated mural.
Her company has a dozen projects in the pipeline for the next 18 months working with London’s top developers, landlords and award winning architectural practices.
Three of those projects are buildings between 100,000 – 300,000 sq ft with their reception areas providing the perfect gallery-like space for emerging artists.
Here, she reveals the five ‘P’ lessons she has taken over the past five years to get to where she is now – and reiterates that becoming an entrepreneur while daunting, is easily the most rewarding step she has ever taken.
1. PROCEED… AND NEVER LOOK BACK
I’m often told business ideas that follow with a ‘I’ll do it when…’ or ‘I cant because’ we naturally put up blocks and obstacles. ‘Obstacles don’t block the path, they are the path.’
Just start, not when you’re 100 per cent ready, not when you have a business plan or the blessing of peers and loved ones.
The truth is you’ll never truly have everyone’s blessing because they’re not you and they’re not in your head. Don’t be stalled by the mental limitations of others.
I spent the first two years in business with nothing more than a holding page, but I got off my bum, networked, nurtured old and found new relationships – within a few meetings the briefs started to come in.
I was a sponge to the industries hot topics and made sure I learnt something from every meeting I had – however small.
The key is, in capital letters… START! Then tell people you’ve started, then there’s no going back.
2. PERSONNEL – HIRE AS SOON AS YOU CAN!
Hire. No really. I spent about 18 months contending with a workload that was challenging as well as requiring multiple skill sets and some that weren’t my strongest.
That meant I was having to work hard at the things I didn’t excel in and that naturally affected the skills I had because I had less time and energy for them.
The workload eventually reached a point where I was forced to hire… and my goodness I’m glad I did – but wish I’d done it sooner.
As business owners we are naturally protective over how we do things and I’d definitely got overprotective.
The hires I’ve made have proved to me that we all possess very different skills and they’re so much better than me at certain aspects.
It taught me that entrepreneurs can’t do and can’t be everything. The time gained is now put into what I do best.
Grand scale: Zoë has commissioned many large art projects, including this recent one in Westfield White City
3. PACE YOURSELF TO AVOID BURNOUT
No one can go hell for leather for 24/ 7. I’ve realised I can’t maintain the same energy throughout the week.
I have days I’m bouncing from the ceiling with energy for meetings, the next day I’m lacking in energy but bursting with creativity – another day I’ve got nothing. And it took some time to realise that’s okay.
Understand yourself and what makes you tick. I’m still working that out and working out how I work best.
Much of what that means is being kind to yourself and understanding that pacing yourself and your energy levels will be of huge benefit in the long run.
It’s so easy to burn out when you run your own business; you’re rarely lacking in motivation or passion. For that reason, you smash through the pain barrier – but that means entrepreneurs can often feel exhausted, then become unwell.
Then you’re off for a few days or even weeks. Listen to your body and if you need an afternoon off – do it. You are, after all, The Boss.
4. PIVOT AND HAVE PLAN B, C OR Z
It’s vitally important to find and listen to industry leaders and talk to people in your network about any changes they may have observed in the industry or their business.
If there’s trouble ahead you need to be able to have a plan B, C or Z.
It might be that the business you started isn’t the one you end up with – so recognising what is and isn’t working is really important.
I’ve found I’ve needed to be flexible in the types of work I take on and being able to pivot into different areas means I can diversify and to a certain extend safeguard for the future.
Not every business will be able to future proof itself but keeping an eye on what’s happening up ahead, being proactive and most of all – leaving your ego at the door.
If an entrepreneur is able to pivot the business into a different area and make an even bigger success, why not? Just don’t be the one turning off the lights at the end of the night.
5. PERSPECTIVE: GRAB A MENTAL SURFBOARD AND RIDE THE PRESSURE WAVES
Again, it’s so easy to lose track off when you’re head down.
Pressure can be immense, and you’re very often juggling many things and wearing many, many hats. Entrepreneurs need to stand back and take in the the bigger picture.
This really helps me keep a cool head, and to be calm and collected.
In demanding times, a loss of perspective can cause a bad attitude – we’ve all been there when our patience is tested.
No matter how stressful the situation, be kind, see a funny side (if you can) and remember in a short while it probably won’t be an issue.
I once said to an artist; we may have got over this hurdle but there will likely be another one. They’re like waves, expect them to keep coming and you’ll get stronger at dealing with them.
Grab a surfboard and try to go with it.
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