Featured in the IoD Direction Magazine

When I was asked to feature in the IoD Direction Magazine in the Spring of 2025, my immediate reaction was "why?" — followed by an intense wave of imposter syndrome. I've never seen my journey as particularly important or different, although looking back, I realise it perhaps is. But when you live in your own skin, it's hard to imagine anyone else finding it fascinating — and I suppose that's the crux of what imposter syndrome is.

I've been lucky to only have sparing moments of it over the past few years, since starting the agency. Doing something I love means I take my work with me wherever I go. Don't get me wrong — some days can be tough — but on the whole, it's rewarding to know I can work from a farm in Kenya or from the middle of Aberdeen.

Nonetheless, I was grateful to be featured and to have a chance to reflect on my journey so far. I still feel very young in the business world, but I hope my story can help inspire someone else to realise that a career doesn't have to be a straight line. All you need to do is follow your passions, and eventually you'll find something that inspires you to stay — and to do something you love.