jobs

Are you defined by your job?

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What’s your first reaction? It will probably vary depending on a few factors.

  • How high profile is your work or job,
  • how high profile are you as an individual
  • what else is happening in your life,
  • what other things are you doing outside of work.

Most importantly:

  • Have you ever had to cope with the question

There will be others, but those will definitely be large contributing factors as to how you answer the question. I know there will be people out there who have had to deal with this question, who are still dealing with it and those that have not, so depending on that this article will either be irrelevant or perhaps a sage piece of understanding for a potential future state or you will be sat there living every word.

I have been high profile over the years, by that I don’t mean some big cheese or something conceited, I mean I have always had opinions and been vocal about them, I have always been busy on Twitter and LinkedIn, worked in sectors or companies like Spotify that have been in demand and so have stayed visible. I have enjoyed doing it. I have always taken a lot of pride in the companies I worked for and the people I worked with in those companies. I have enjoyed the wins, been excited seeing my colleagues do well and progress, it’s a buzz.

So what happens when that stops and you no longer have the big job in the big company?

What happens when the invites stop.

What happens when the journalists stop calling because you don’t ‘represent a company’

What happens when all that experience you have built up is no longer useful in the job market.

What happens when 25 years of being high profile does not get you an interview anymore, too old, too expensive.

There will be many people out there who have been or are going through it right now. It’s tough, isolating, pretty soul destroying. Yes there are people worse off and having it harder, but that does not diminish your own challenges.

Well I will tell you what happens, you have to make your own story, you have to stop relying on your company, your profile, your job. I have so much advice for people, I can’t fit it in here but I am going to tell you my experience as succinctly as possible. This has been my roadmap and here’s my advice.

  1. Help others and ask nothing. When things feel a little dark, helping others gives so much positivity to the system. I offered my LinkedIn network my time for advice about any topic. I filled 70+ meetings, it felt great and I hope helped some people. I continue to do it now, two tomorrow in fact.
  2. Stay visible and don’t be afraid to post and comment and write if you feel that way inclined, keep talking, keep meeting. Enjoy having an independent voice.
  3. Find People, companies, charities that do value your experience and will embrace your knowledge, it may be consulting, it maybe pro bono but get that inspiration going again.
  4. Dedicate time to causes you care about, do more of the stuff you could not before. I have enjoyed working with people trying to change advertising for the better and it feels good to do.
  5. Talk to people who have left the industry or are doing exciting things around it. I have been inspired by people who are not fixated with our industry and have done their own thing. It might be setting up a Gin company (Kirstine) or finding new ways to recruit (Kate) or created start ups and travelled the world (Andy) or try to change the world (Seyi / Spencer) or helping others (Shereen) They are not defined by what they used to do, but what they do.
  6. If you can then create something for yourself. Even setting up a company so as to act as a consultant feels empowering. I purposely set up http://www.bertozzi49.com to remind me of the year of my life that my career changed for ever. I have since set up a second business with a friend that is launching in the Autumn in the automotive sector and it’s been a while since I have felt such pride. Not everyone will set a business up, but if you have an idea, go for it. I had been toying with this idea but until I spoke to Andy Hart who said ‘just go and fucking talk to this guy’ I was procrastinating, so I took his advice and here we are.
  7. Even though I am doing a number of amazing things right now, I still dread the ‘what do you do question’ because I don’t have a quick answer and I know I don’t have time to explain that I do lots of things and I can’t just say ‘I am VP Spotify EMEA’. This is the definition stage, this is the what am I worth stage. It’s the toughest one, a few people say to me ‘we are waiting to see your next big job’. It makes me wince. The reason being, that’s not the path anymore. It’s not the definition of me anymore. It might be, but it’s not where I am aiming. It’s taken me 8 months to understand that by doing other things, by taking a break, by not being in the day to day I am someone else. I am now an entrepreneur, I am now a consultant (currently for the amazing Whalar), I am now a Board advisor for a really hot Music NFT platform being launched soon and so on. I am the sum of all I have done and I am working on all the new things I am going to do. Sorry, no simple ‘this is what I do’

So a message to those who are out there struggling right now, it is vital you take your own control, In the time it has taken me to start two businesses, become advisor to two amazing companies, to consult for 4 businesses I have had 3 meaningful job conversations in 8 months…3. It is vital that you create your own next steps and make your own future. You can’t allow the industry to define you. Spend some time thinking about what and who you are, what you have done, not who you work for, how many people work for you, what company it is, come up with a new answer to the ‘what do you do’.

And a message to everyone who currently does not have to answer my original question because you have a great job and the world is great. Remember you will be judged by how you act with someone in times of trouble, not when things are great. Take a second to think about how you could help a colleague, call them, intro them, meet for lunch, whatever. If they are consulting and need an hour of your time, give it to them. Journalists, go talk to those not working for big orgs, they are much more likely to talk freely about the industry, get them on some panels and help keep their names visible. This has been a tough year for many, as an industry we can all support each other.

I would like to say Thanks to all of those people who have been unrelenting in staying in touch, being helpful, encouraging even as things went up and down. I want to wish all those I have spoken to over the last few months, even those I was meant to be helping. Thank you for the time you have given up.

Good luck everyone. There is so much out there to do, lets do it.

Yours Entrepreneur, consultant, advisor, investor, mentor, job hunter and all around pain in the arse!

Can you answer ‘what do you love?’ When it comes to work.

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Let me start by thanking Jon Ghazi for sending over an article in about Ikigai, the Japanese view on how to have a long and happy life. Why did we discuss it, well when you leave work and start to talk to lots of people about what next, some very simple but powerful questions come along with that chat.

When you meet someone and you work for a company, conversation is straight forward as it focuses on what you do, why you do it, what the company or service does and that’s the limits often of the discussion. When you are not working the questions are different. The questions often move towards things like:

What do you want to do?

Where do you want to work?

What things do you like?

How about doing something for yourself?

You get the idea, these seem simple but are challenging questions. Jon Ghazi sent me this article https://medium.com/thrive-global/ikigai-the-japanese-secret-to-a-long-and-happy-life-might-just-help-you-live-a-more-fulfilling-9871d01992b7

It was very timely as I was deep into thinking about these topics, nothing solved just yet, but really good food for thought. Basically your Ikigai is the intersection of what you are good at and what you love doing..

The theory is What you love doing, what the world needs, what you are good at and what you can get paid for, simple right? Wow that’s no easy feat and when you have time to think it through, it becomes more challenging and when you don’t have the anchor of a job it makes it somehow harder. However, it is also an opportunity for real introspection and hard questions that will help in the next decisions about roles you want to consider.

I first thought that I would simplify the questions to more day to day language.

A) What do I love? – When I am feeling good, what is making that happen?

B) What am I good at? – When am I most in my zone and reactions are positive

C) What can I paid for now? – What can I get paid for at my current level and what am I willing to sacrifice if need be

D) What does the world need? – Can you feel good about what you do?

As I think about these categories, I am going to try and tie them down to my career, my ambitions and abilities and see if we can come up with some direction. At the end of the day, this to me is about categories. Yes I can say that I can do sales, or I have worked in agencies etc but I cant answer the question ‘What job do you want? Or. Do you want to work in agencies?’ I cant because its not about jobs or industries or sub categories, for me it is about categories of skills and likes.

What do I love?

I actually think this is the hardest, love is a strong word. Hence why above I changed it to what makes me feel good. I feel good when I am with people, I feel good when I have a big group of people who are looking for direction, support, reassurance and confidence. 

I feel good when I am confident enough to turn to people in that group and ask for their feedback and suggestions. (So many leaders feel the pressure to have all the answers and see it as a weakness to ask for input)

I love seeing teams and people succeed, it feels great when plans come to fruition and results follow. It feels great when you did plan something and it comes off as you planned. 

I enjoy seeing a mass of jigsaw pieces which could be team or people issues, could be advertiser or client challenges, could be any of the daily challenges we get – I love sifting through them and making sense of them.

I love leading people in work, not an egotistic, power hungry way, but because I love seeing the results and it is where I feel good. 

What am I good at?

Ahh now to say this out loud is always hard, easier to tell a headhunter or in an interview. Well after my LinkedIn post I have taken some reassurance that what I think I am good at, is supported by the wonderful people out there and the many people who have worked for me over the years.

The biggest two words that came out of the LinkedIn word cloud was ‘Inspirational leader’  I know, sounds arrogant, it is not meant to be and the reason why is its been a long and hard journey to even contemplate saying those words. It’s been the accumulation of knowledge and experiences from all of my bosses and co workers and friends. Everything we have and everything we are is learned. I thank all of the amazing people through my career.

Let me break that down a little. Let’s start with ‘Inspirational’ its not cult like, screaming into a mic type inspiration. I think it is the ability to take a group of people and make them feel good about what they are doing, give them hope that they are growing and have more potential in them than they themselves think. I think it is the ability to bring the best out of people, to help themselves grow and learn. This is not always knowing everything, being the smartest in the room, having every answer, no sometimes it is just not having the answers and asking people to help you with them. It’s about caring about issues your team care about. It’s about responding.

Being a leader is really fucking lonely, you could be a manager of a few people or leading a whole team across a region or globe, it’s lonely and stressful BUT lets be clear, part of being a leader is to take that on, yes people look up to you, they want you to be able to take decisions and make shit happen. Sometimes those things are not always nice, sometimes it upsets people. If anyone reads this looking for advice, I have a number one piece of advice. You cant be friends with everyone and always make them happy. The teams I have inherited who previously had bosses who wanted to be loved and always have good news, were the teams that were hardest to get back on track. People have to know when they are doing good or not and sometimes the answer to ‘am I being promoted’ or ‘will I get that big pay rise’ is no.

I have loved leading teams and I have built a loyal base of people who come to me for advice, who I have reemployed, who I have become friends with and I am super proud of them and I feel good about what I have achieved in that area.

What can I get paid for?

Compensation is a really interesting aspect to work. We all obsessed about it over the years, the younger you are the more intense it is and through the years I have chased the cash and not got it, other times I have stopped chasing it, and it came my way. I have moved jobs for money and it was a huge mistake, I have moved jobs for the passion and the money came and on and on. 

I can get paid for what I do, question is how much and how much it dominates your decisions and choices. I am lucky enough now that for me, I want to get paid my worth but it is not a primary driver. Sometimes you are overlooked on roles because they think it is not paid well enough and they don’t ask if you would consider it. Madness, hire the person who wants the job and has chosen to take a hit. Choose the person who wants the job, even if it looks less senior, in our industry we obsess too much about whether a job is more senior than the last. Far better to join a great company on a lesser position or salary than take a job in an average business for more money and more senior role. That’s my belief anyway. I have seen it work out great for people who have done that, ignore the negs.

What does the world need

As above I have changed that to suit a slightly more down to earth version for our day to day. I massively admire people who do things that actively change the world, I think that is a wonderful thing to see.

I think as it comes to our careers and mine in particular I am focused on roles that make you feel like you have a purpose and brands that matter in some way to the world. It could be how they are empowering, democratizing or revolutionizing the world.  I have learned a few things a long the way about my motivations. Mainly that passion for where I work or what I do is incredibly important. I have worked in a couple of roles and the absence of passion left me cold and I am clear about not repeating that, yes it is a profession but its not where I want to be.

I came up with the  #LoveAds while at Spotify and it created quite a discussion and at first some skepticism internally but in time I think it achieved something, which was to get people to realise that advertising like everything in life can be done well or be done badly and we focus on the bad often, but advertising does a lot of good. So much of our lives are filled with content and services paid for by advertising and that’s pretty cool. The perfect situation is a consumer brand, it is so great getting feedback from people around you, people knowing what your business does and sometimes it is not all positive, but that’s OK, still a great sensation.

So where does that leave us? Well for me, I have focused on categories of careers that I do and don’t want and thats as far as I am going to go. Anything more and it gets limiting, too specific. I want to work in Formula 1, that would be a passion but I want to be more opened minded than that right now. So on reflection here are my categories:

Category 1: Development

Development sounds so boring, but its not, its an attempt to catch the many different types of businesses and situations you may consider. Some companies will need to modernise, perhaps stuck in the past, perhaps populated by too many people who have always been in that business, perhaps not digital enough, perhaps going backwards. The list is broad, why do I choose this, well its where leadership is incredibly important as well as working in high growth businesses with digital front and center.

Category 2: Fresh set of eyes

I have already had approaches from companies who are looking for a commercial mindset but need a person who will ask completely fresh set of questions, as Rishad would say, where the future wont fit in the containers of the past. Spotify is a great business because it never stops changing and growing and people want to have some of that in their business.

Category 3 : Hitting the ground running

Businesses that are sound and interesting but want to have someone more high profile and connected to accelerate the business forwards. Someone who knows what growth looks and feels like. Putting a business on the map is something I feel very confident about, here and abroad and actually have a lot of fun doing that, I love representing great businesses.

Category 4 : Big and Beautiful

I think it is so exciting working in businesses that have a range of products and services, they have big and varied customer base, that has the power to literally create businesses, change industries and set the agenda. I think this is a wonderful place to be. Some people are not keen on big companies and all the things that go with them, but I feel relaxed there and would be happy to return.

I am starting out on the 3rd act in my career. I am incredibly excited about what it will hold, and I am going to hold on to some of these principles and try to guide my way through the choices ahead. Always ready for a left field opportunity and an invite to go work for an F1 team, ideally as a driver! I have a lot of contacts out there, your support has been amazing and thank you for what you have already done. 

Bertozzi bytesize: 20yrs of agency, 20K minutes of sales – what have I learned?

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I could have waited a month, six months, a year to write this but the biggest impact of jumping in cold water comes immediately, not after a few minutes, so I thought I would try to sum up my feelings about the change from agency to sales two weeks in.

This is not a blog about better or worse, it’s about difference. I am old enough and wise enough now to know that everyone goes to work every day and takes what they need out of work, you can only hope that you find a role that fulfils you, we spend a lot of time at work and being happy there, whatever the role is important. What I will be finding out I guess is whether I should have been doing sales all along, as many have told me, or whether I had it right first time. I feel like timing and choice of company will also impact that decision and I will come back to that shortly.

1.Clarity of focus

So 20,000 minutes later, the first thing that really strikes me is the clarity of focus. I used to describe that as ‘does it not feel repetitive talking about only one thing?’ But now I am in it, there is something liberating about having a clear focus on what your role in life is, it helps being in a brand as strong as Spotify admittedly, but nevertheless. Agencies have a lot of ground to cover and they have to be experts in many things which is hard and they do a great job of it. When I think of a planning director in an agency, they have to be strategic, understand everything from content to programmatic, keep the client service ticking over and that is not easy. That range of services and opportunities needs to be communicated to clients and so meetings have to cover so much and sometimes without the time to really go deep.  When I hear people say ‘I can never get hold of someone’ I suspect it is because they have shifted their time to their clients and not meeting everyone and their dog from the outside. What appears to be a negative, is likely a positive.

On the media owner side, dark side, partner or publisher side you are there for one reason. Everyone knows you are there to talk about your brand and your proposition, the challenge for us is that we have to do a good job of that, since that is all you have to do. As an agency executive I would expect sales people to know their product inside out, ideally know what’s happening in my business and with my clients and deliver a clear and persuasive argument as to why I should spend money with you. The clarity of that purpose is quite liberating. I was in a meeting with a large global client and for me the first thing was that the relationship of our two brands was a no brainer – our audiences complimented each other perfectly. That is something as a publisher, if you have that you should be confident of it, how you then connect the two brands is just a collaboration using all the assets we have available to a brand.

2. Pace of work generates energy

I expected the pace to be different for sure, agency life runs on a different, longer term timetable, different objectives and I expected to find that on the sales side, but there is a stark difference. Of course things are shorter term, but pleasingly mixed with longer term strategies running in parallel. On top of the pace of things though comes the energy which is generated – the communication is fast and frequent, the team support each other and there is a great energy, again connected with clarity of purpose. I think that is something that 20K minutes in, I am enjoying the most. The team has great energy and I love seeing them getting behind each other, both in country and across countries.

The time in CES which I was lucky enough to enjoy with some of my European band members and some of the US as well was a joy in terms of spending time with people who are all excited and pulling for each other. The Spotify space in Vegas was real quality and I felt proud to be part of the company and especially when combined with the great people I met who all welcomed me in. I am going to spend the next week with them in NY as well, which I am thoroughly looking forward to.

3. Numbers

Yes. Numbers are everywhere, this is a company built on understanding our business regardless of your level, sounds obvious? Well I think sales people who move to agencies may be surprised how relatively cosseted the equivalent levels in agency are from the business metrics behind what they do. At a certain level of course there is more exposure but there is so much to make sure you are on top of in a shorter term revenue business to make sure that targets are met than you would find in agency. At a large Google conference that I go to every year they split it into buy and sell side. This year it fell right on the change in my role and so I asked if I could swap and join the sales side tracks even though I was invited as buyside. It was interesting to me that on the buyside everything focused on what could we target, how could we use the data more, how can we join up channels etc. On the buyside it was far more commercial. How do we drive revenue for our valuable and scarce quality audience?

So you want to join the dark side? Well I am afraid I think it will depend on who and when you join. I wrote down the kind of company I wanted to join, and Spotify came top and I was lucky enough to get in the door. I feel comfortable in this environment because I can be passionate about a brand that is in the hand of the most sort after audiences for 2+hrs a day. I feel passionate about a brand that people love and that makes my job so much easier. The clarity of purpose suits me, the brand suits me, and the team is great so it works, albeit 20K minutes in! Agencies provide a powerful view of the landscape, you get to see everything, that variety is intoxicating so if you move to media owner side I would suggest go somewhere you care about and has a great offering, that more than makes up for the slightly more focused narrative. That said, I have enjoyed meeting some of the agency contacts I have been mates with for 20 years, that gives a whole new perspective on  things. I look forward to working with all those agency friends, I just happen to be sitting on the other side of the desk.