My advice? “Work out what you want to achieve – and how”

Language is the most powerful strategic tool we have: it’s how we capture, define and share ideas. When your messages are right, your audience gains far more than just a clear idea of what you offer. They understand why it matters – and why it matters to them.

Reed Words has effectively existed since 2002, when I became a freelancer after leaving the first agency I co-founded. For many years I worked independently, becoming Reed Words Limited along the way. Then, in 2013, my co-founder Wendy and I took the plunge: we rented a small office in central London and hired one writer, to see what would happen.

What happened was we grew – fast! Today, despite the inevitable 2020 wobble, that growth is now faster than ever. In 2021, we opened two new offices, in Manchester and New York.

As Executive Creative Director, I’m the most senior writer in the agency. I provide feedback on the team’s work, and get more directly involved in our bigger, more complex projects.

The other side of my role is building the business itself – presenting to prospects, winning new work and clients, and representing Reed Words at events, conferences, in the press, and so on.

The pandemic was a teacher, of course. It forced us to stop and think. We had to reshape the business anyway, so what would be the best shape to help it flourish? Our fantastic business coach, Mitali Chopra, helped us make a plan for growth – then deliver on it.

The lesson, in short: don’t just let the thing run away with you.

Force yourself to work out what you want to achieve, and how. I’d hugely recommend the independent, experienced advice of a coach like Mitali.

Personally, I’ve had to learn to overcome a naturally introverted nature to put myself out there on behalf of the business, and tell our story. Working in the States really helps with that. You soon realise Americans are generally a bit nonplussed by reticence: they want to hear your pitch. British people – especially British creatives – are often far too self-deprecating and modest.

If you don’t tell people why you’re amazing, how can you expect them to know it?

Looking forward is all about continuing to deliver and evolve our plan. We want to grow our three offices – and potentially open more, most likely on the west coast of the USA. Most of all, Wendy and I want to build a business that can flourish even without us – creating opportunities for gifted writers, and changing the world for our clients, long after we’ve stepped back.