Highland business woman leans into the power of saying no
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When you say no, you are only saying no to one option. When you say yes, you are saying no to every other option.
For the past five years, Jennifer Macdonald-Nethercott has been running her own marketing business, Strath Communications. There are many things she’s learned over the course of this time, but for her, the biggest learning curve has been learning to say that dreaded two-letter word: No.
Jennifer has decided to lean into this word more over the past six months, to be the best for her clients and her business.
Speaking more about the importance of being able to find balance when running your own business, she said: “I’ve had to learn how to say no.
“I trust that feeling I get now, when I’m having a conversation with a potential client who doesn’t feel like the right fit with what I am looking to achieve.
“I now run through potential work with a few questions when I’m deciding what to do and who I want to work with.
“I ask myself: Will I enjoy it and is the business or person I really want to work with? Will I add to their business? Is there a budget for more than my time for marketing activity? What other opportunities could that piece of work lead to?
“I find this process of reflection allows me to not get overwhelmed and be able to do the work that really matters to me. That’s why I started my own business in the first place.”
Being able to navigate a good work and life balance really matters to Jennifer, and she has been working hard to achieve this. She has recently taken on a virtual assistant to support with client delivery and to free up her time for business development, client strategy, planning and personal development.
She said: “I time block my calendar for client delivery, business development and ensuring that evenings and weekends are for my family and me. I know I need to have down time to give my best to clients and my business.
“I also make sure that I do something for myself every week! I’ve been saying yes to things that push me out of my comfort zone over the last year! I’ve taken Latin, ballroom and street dance classes!”
Creating partnerships with other Highland businesses is a big part of Jennifer’s ethos, as it not only supports her clients but the local economy too.
She said: “Over the last 12 months I have developed strong collaborations with other Highland business owners around me to be able to outsource and meet the needs of my clients.
“I enjoy bringing in partners to deliver for clients as and when a marketing plan requires those skills. It means that clients can benefit from a range of partners who are experts in their field to deliver on the marketing strategy and plan I have created.
“I think there are so many opportunities here in the Highlands, as the economy is positive and the businesses I speak with have a positive outlook for the future.”
Over the rest of the year, and looking into 2024, Jennifer is taking part in the Scottish Rural Leadership Programme, which will give her the opportunity to meet other rural business leaders and create connections to impact the local economy.
She added: “I’m also into my final six months of my BNI Tuath presidency, which has been an incredible opportunity to develop my leadership skills and make meaningful business connections!
“The rest of the year looks like me continuing to deliver for my clients and moving home amidst it all!”
