LAUNCHING:
AMINA FRANCES
Company:
Freelance writer
THE BIG QUESTIONS
WHAT IS YOUR PROFESSIONAL TITLE?
I’m a freelance writer and brand strategist for small creative businesses.
WHAT DO YOU DO ON A DAY-TO-DAY BASIS?
Like any business owner, my schedule changes on a daily basis. Some days I’m drafting website copy for upcoming launches. Others are spent brainstorming brand strategies alongside my clients. But given that creativity is such a big part of doing what I do well, I always prioritise time for free, uninhibited exploration every day. I typically take care of my business tasks in the morning and reserve at least 1 hour of free time a day for free writing, painting or photography. It makes a world of difference.
WHAT DID YOU WANT TO DO WHEN YOU WERE A CHILD AND WHAT CHANGED?
I’ve always wanted to be a writer. I spent most of my childhood reading original stories and song lyrics to my friends in the cafeteria before school started. Or begging my siblings to read fourth and fifth drafts of my “novels” in their spare time. Luckily, I received a tremendous amount of support (and patience!) along the way. But I’d be lying if I said I’ve always kept the dream of writing at the top of my list. In college, I thought I’d go the “practical” route and become a doctor, but dropped my pre-med status after my first Chemistry class. After graduation, I held various jobs from teaching to wedding planning, until sinking my toes into the world of advertising. I worked as a Strategist with Y&R for about a year before a wonderful mentor gave me the business and confidence to go out on my own. It took me years to actually pin down how I wanted to grow my personal brand in the industry, but I’m finally on the other side of beginner’s confusion and that feels great. I’ve always loved building brand identities for other companies, but my goodness is it a challenge doing the same for yourself!
WHAT ACADEMIC QUALIFICATIONS DO YOU HAVE?
I studied at Amherst College and graduated with a degree in American Studies. One of the benefits of a liberal arts education has always been the emphasis on writing, regardless of the field. I had wonderful mentors along the way who taught me not only how to translate my personal voice into writing but also how to craft compelling arguments in about half the page real estate.
WHAT’S THE BEST CAREER ADVICE YOU’VE EVER BEEN GIVEN?
“Whatever you are, be a good one.” Jobs will come and go. Your dreams may change. But there’s nothing that beats the pride of knowing that you put in your very best effort at every stage of your career.
WHO IS YOUR ROLE MODEL AND WHY?
Maya Angelou, Toni Morrison, Jane Austen, Agatha Christie, for teaching me that every story has the capacity to change souls, lives and nations.
WHAT IS THE BEST THING ABOUT YOUR CURRENT WORKING ENVIRONMENT?
I love the flexibility of working for myself. As I’m sure anyone who works in a creative field will tell you, my energy around work doesn’t always fall neatly into the 9-5 block. I love being able to front load my work early in the morning some days and ease into work after dinner on others. I love that I don’t have to feel “trapped” in my work anymore, it’s become a part of my life I love.
WHAT WOULD YOU CHANGE ABOUT YOUR DAILY WORK ROUTINE IF YOU COULD?
I’d love to get my business to a point where I could attempt living nomadically at some point in my life. Maybe I’m just glorifying the idea, but I’d love the ability to work from anywhere in the world, allowing each day to unfold one at a time.
WHERE DO YOU SEE YOURSELF PROFESSIONALLY IN FIVE YEARS’ TIME?
I’ve always dreamt of writing a novel. I think as a writer it’s definitely one of those big bucket list tasks I’ve always wanted to take on.
DO YOU FEEL YOU CAN BE THE SAME PERSON AT WORK AND IN PRIVATE?
Absolutely. In fact, I’d argue that this should always be the goal. I grew up with parents that always instilled a strong work ethic in us kids. My goal as always been to love my life in a job as much as I do outside of my job, because I plan on working as long as I can.
WHERE AND IN WHAT ROLES ARE WOMEN IN THE LEADERSHIP STRUCTURE AT YOUR COMPANY?
I work for myself currently so it’s just me! But when I got my start in advertising I was beyond blessed with two female superiors. They have made all the difference when it comes to my professional career. Never belittle the impact that someone simply believing in you can have.
DOES DIVERSITY MATTER TO YOU?
Absolutely! I actually grew up with a mother who works in diversity consulting, so I’ve always believed that work, regardless of field, is enriched by more voices and more experiences.
HOW GOOD IS YOUR WORK LIFE BALANCE?
It’s not perfect, but this past year, I made a huge effort to set office hours for my business. I work Monday through Fridays. I’m more of a morning person so I allow myself to start as early as I’d like with a hard stop at 5. And I never work on weekends (even if I’m in LOVE with a project!). It’s the only thing that protects me from burnout.
WHAT QUALITIES DOES BEING IN YOUR ROLE NECESSITATE?
I think any kind of creative work, but especially writing, requires a tough skin and an open mind. At the end of the day, the work I do is entirely subjective. Some people are going to get it and love it. Others are going to wonder what in the hell I was thinking. But most feedback, good and bad, has something to teach you. Learning how to receive feedback and criticism has actually helped me grow far more significantly as a writer than high fives ever have. Although, the high fives are great too!
ANY FINAL COMMENTS?
To anyone on the verge of leaping into a creative career or still dreaming of pursuing one: You matter. Your work matters. There’s room for you.