It was my brother, Simon Etherington, that did my profile review. This helped because he knew me and my career well. As we went through the report, he could relate it to stuff that had happened to me during my career, and the career choices I had made.
My profile revealed me to be a Strategist/Game Changer. This made a lot of sense.
For the first 20 years of my career, I had been paid to be a Game Changer. From college, I joined J. Walter Thompson in London as their youngest ever Art Director. I was paid to come up with creative ideas. I was soon flying around the world filming commercials for some of the world’s most famous brands such as Andrex, Nestle and Kellogg’s.
But, being a small cog in a vast machine, I wasn’t involved with the strategy of the advertising campaigns I was working on. Every career move I made saw me move to a smaller agency, affording me more strategic input.
This pattern culminated with me running my own consultancy, where I am responsible for everything strategic and everything creative.
This is easy for me to describe now, with my GC Index score in my back pocket, but for a good few years, I had secretly struggled with it. I had gone from being the youngest star in the world’s largest advertising network to a sole trader working with start-ups and small businesses. What had happened to my career? And, if I was thinking this, surely other people were thinking it too.
My GC Index score made me realise that I had subconsciously been searching for my ideal job. One, which would satiate both the strategic energy and the creative energy I thrive off.
My GC Index profile gave me validation that Brand Satellite is that ideal job I was searching for.
It is what I’ve done with this information, that makes this such an incredible case study.
My GC Index score has cast away many doubts and given me a huge amount of confidence that I am where I want to be. It has validated the energy and passion I put into helping my clients create better brands.
My profile coincided with the Covid-19 pandemic and subsequent lockdown. Like many businesses, I have had to reevaluate my business offering. Previously, I was probably just drifting along doing what I did well, not really looking at how I could improve my business.