Kim was intent on becoming a journalist, everyone in school knew that, but in some twists and turns that is typical in life, PR (Public Relations) found her and this is where she discovered an unexpected passion. Having been in many sink or swim environments, Kim has built up extensive experience and really honed her skills as an astute practitioner in her field. Through her increased exposure to various CSR (Corporate Social Responsibility) initiatives in her initial PR roles, she developed a deep appreciation for the fulfilling feeling that comes from waking up each day to engage in purposeful work and contribute to creating a positive impact for the wider community. This pushed her to take the leap into entrepreneurship, abandon her life as a PR employee and build up her own version of impact creation for every Founder she works with.
“Of course financial sustainability is something we all have to focus on. I realised that as an employee I had the finances to give, and I did give back, but at times I was so busy that even though I could help, I wasn’t always able to due to time constraints and work commitments. I decided enough was enough, working for myself would afford me the opportunity to take my time back and apply my skills to give back both professionally and personally."
When the Covid-19 pandemic hit, unlike many others, Kim’s job was more stable than ever but she felt the suffering that many around her were experiencing giving way to an even greater urgency to follow her heart and pursue a wider reaching impact than what she was having in her role at the time. Taking the brave leap into entrepreneurship meant that Kim was now able to connect her passion to something that was purposeful. She focused on NGOs and startup entrepreneurs who needed support from someone with enough experience in PR to provide the foresight and guidance necessary to help them overcome obstacles and gain a competitive edge, giving them a fighting chance.
Today her next business milestone is one that many entrepreneurs experience a few years on, and that is to make her business more sustainable by transferring the dependence from her alone, to her team. She reminds us of the severe risk for the business when it cannot function without the Founder. This does not necessarily mean building teams the traditional way, Kim is exploring growth through professionals who can function independently but still within her business. An interesting strategy which many a Founder is exploring that not only helps them stay small, nimble and self-sufficient but also encourages an entrepreneurial spirit within the business (not to mention wiping out all the HR requirements when it comes to employing).
“It's very different when you come in as an employee and someone is paying your salary, you only worry to a certain level in terms of how well the business is doing. I want to take those I work with closer on the journey where they understand the business, from financials to client relationship management to sourcing new business, where together we carry the business forward in a mutually beneficial way.”
Kim has observed many founders pursuing a particular direction driven by their passion or skills in a specific area, yet they often find themselves lacking essential business experience in areas such as governance, sales, and networking. She advises Founders to be really honest with themselves and delve into understanding exactly who they need to bring in, in order to help their business function. She feels the tricky part is not deciding on whether to bring in certain skills and expertise but rather making the decision on WHEN to invest in WHICH skills. Importantly, how long can the business afford to do without it, and how long can one wait till reaping the benefits, because it all comes at a price.
“Having the wisdom on when to spend in order to grow is something we are all challenged by and something we all need to learn.”
Kim cautions us not to be ‘driven by our inbox’ meaning if there are no emails coming in, many feel there is nothing to be done. She encourages us to be proactive by setting our OWN deadlines, instead of simply adhering to those imposed by others. This involves setting targets for all aspects of our business and actively investing our time in building it, rather than passively waiting for opportunities to arise. She alludes to how crucial self-discipline is for entrepreneurs, with no one else cracking the whip, we have to find ways to keep ourselves accountable. In the same vein, Kim reminds us to set boundaries when it comes to work infringing on our personal life so that those that matter the most to us do not suffer because of our entrepreneurial dreams.
Final words of wisdom?
“Do not run away from a Crisis. Ever considered how many businesses are born out of a crisis? This is where ideas that solve problems are born. Do not be scared of a crisis or a challenge because necessity breeds innovation".
"I once watched a group of firefighters responding to a house that was burning in our road. Watching them in action, caused me to adopt a theme, which I share with my teams. We say: ‘Be a firefighter.’ Don’t just run into a fire blindly, you will be of no help! Assess the situation, decide on a course of action to stabilise things and protect the people involved, systematically mobilise the tools for the task, follow the leader, roll out the plan and ignore the distractions. When you’ve mastered this approach, you will not only be able to fight fires and manage crises, but you will be able to turn a negative situation around and salvage a potentially dying business, or like in the case of fynbos, control the burn enough for something new to blossom out of that pressure situation.”
How fitting for a PR Founder to see the good in a crisis! Kim talks with an overwhelming sense of calm, it’s no wonder her clients entrust her to bridge the gap in narrative between them, their business and the outside world.
“Solving niche challenges Founders face”.
Illustrator: Lisa Williams (Instagram: @artist_llw)