About Isabel
Isabel Johnston is a freelance Communications Consultant having worked in PR and Media Relations for more than 13 years. Originally from Denmark, she moved to the UK ten years ago. She's passionate about clear key messages, knowing your audience and always targeting your communications. Isabel has worked in the public and private sector - from global round the world yacht races to putting patients at the centre for the NHS. She loves a good story, networking and talking to people! Since going freelance, she's worked with small businesses looking at how they can maximise the time they already put into their marketing and communications by taking a more strategic approach to raising their profile and getting noticed.
Besides my new business venture, I juggle being a mum of two small children and love anything food, travel and coffee!
Where did your journey begin with the CREATE project?
I joined the Create course in March 2019 after being recommended it through a friend. I had just formally quit my job and 'gambled' fully on self-employed life. The course was a great booster in so many ways. It gave me all the insights I needed into running a business, raised my confidence, but also allowed me the invaluable interaction with other businesses going through the process. I've kept in touch with so many fellow attendees and quite a few are my clients today. The Create trainer was incredible and I didn't realise the support linked to the course after my attendance. It's been such a great journey and led to so many opportunities for me.
Why did you decide to go self employed / start a business?
After 12 years in the corporate PR world, I found it an increasing challenge to juggle a managerial communications role with my home life. I took a sabbatical when my first child started school and used the time to explore freelance options. Opportunities grew from there and I realised it was the right time to try it. I haven't looked back since.
What did you think of the course?
The topics covered were great - especially around the practice side of accountancy and the logistical things to consider. The trainer was enthusiastic, welcoming and engaging and adding her own experience made it even more valuable. The added follow-up sessions with Enterprise South and follow up were an added bonus and gave that added 1-1 support.
How would you summarise your experience with the CREATE post course support project?
This was such an added bonus, I didn't realise when signing up to the course. I feel like I've become part of a business community which is incredibly supportive. I tend to dip in and out subject to my time, but the offering is diverse and adds something to all sides of the business. Any of the support I've taken up has been such high quality. Both business mentoring, resilience training and accountancy workshops. The passion that the facilitators have to help really shines through.
What's your experience been of Create's 1:1 mentoring?
Yes. I've had 1-1 support from Jo Miller which was fantastic. I've also had training with Andy Granston which has turned into a bubble and is a lovely space to network too.
What has been your biggest challenge so far?
Over my first year it certainly was confidence in running a business. The ups and downs of earnings can get to you. I felt confident in my professional ability, but the lack of confidence in running in a business sometimes overshadowed this. Through conversations with other business owners you realise this is normal and as you go through more years as self-employed you realise that work always comes back (fingers crossed!). The juggle of home and worklife is still there and time has been a particular challenge in lockdown to manage as I had no governmental support and still had bills to pay.
What has been your greatest success?
Every client you win feels like a success! Coming out of maternity from having my third baby because a client wanted me back felt like a real testament - especially in covid times when people were struggling for work. Generating national media headlines for a fellow Create course members was a big one, as was delivering my first communications training course as self-employed (to Radian). Winning Theo Paphitis' Small Business Sunday award last month was a massive highlight too. Working in PR you always push your clients to put themselves out there, but you rarely do it for yourself. It's already led to great opportunities and having such a public entrepreneur 'rubber stamp' you has given me a huge confidence boost at a much-needed time.
What would you say to someone who was thinking about going self employed / starting a business?
Do it! For me it worked best once I took the full leap and quit my job. Many I know try and juggle both, but I think the 'safety blanket' of corporate employment means you don't fully throw yourself into believing your business can make it. The other tips would probably be to never undersell yourself, believe and know that work will come (this is vital when you are going through a slow period and you don't believe that) and ensure you network with other business owners to feel part of that community. It gives you colleagues and often leads to work from the most unimaginable places.
What would be your one liner be about the CREATE project?
Great business community