My (career) identity crisis was my fractional opportunity, (and for clients’, too.)
Anna Vale I 8-20-24
Early in my consultancy career, I tried to pitch myself as a corporate job title - it didn’t work.
(CAREER) IDENTITY CRISIS
For many years, I hung on to my title and strived for the next promotion. I identified myself as the title and I saw others in the same way. The day came when my title was taken from me. Anna Vale no longer existed. It was the start of a monumental career and identity crisis, but also the beginning of a huge opportunity.
Who was I without the title that defined me? I had hoped I could parlay my recent job description into a new self-employed venture.
But as I started to set up my consultancy, I realized that I could not just pitch myself as a former VP - I had to explore what my strengths were beyond my title on Linkedin. More importantly, how those strengths could serve my clients in a shortened time frame, and at a fraction of the cost of hiring an employee, but with them still receiving all the knowledge and know-how of my years in the beauty industry. I had to become a true problem solver informed by years of deep beauty experience. It was an eye opening realization and a difficult transition.
I DISCOVERED THE FRACTIONAL WORLD
In the words of April Uchitel , “a Fractional Exec brings extensive experience, a deep network, objectivity, and specific expertise, without requiring a long-term commitment or the additional expenses of a full-time hire.”
On average, the cost of a fractional executive ranges between 19 to 31 percent of a full-time employee. Being a fractional consultant, for me, is about providing a solution and partnership with the depth of experience built from years working across multiple jobs. There’s no corporate structure, but the job comes with all of the superpower to draw on those experiences and connections to support the client/brands. I discovered a new world where fractional consultants can bridge the gap for the brand and build the bridges at a fraction of the cost and time.
Here are 3 suggestions based on what I learned in my own transition to consulting:
Explore your ‘superpowers’ - What makes you a good consultant for your client? Your former job titles are not who you are now. When I first met April Uchitel, the founder of THE BOARD, she asked, ‘what is your superpower’? Straight to the core of my value.
Be the problem solver - When a client chooses to work with you, exactly what problems can you solve, what part of the clients business can you enhance, and what exactly would it take to do this in terms of resource and budget?
Sharply define your services - How do you explain your business offering in close to ten words? This is really important as this offers the visualization of how you can support them and be the problem solver they are looking for. For me, “I am a fractional beauty brand marketing leadership consultant that elevates team and marketing/communications strategies.” This is succinct and easy to understand for a potential client. It also allows them to identify where you will positively impact the business, whether for a fractional amount of time or longer.
I am a Member of THE BOARD - a Community of high-level fractional talent. We are a powerhouse of senior and C-level experts that give objective feedback and actionable insights, and moreover can execute the strategies we recommend. We often see problems clients may miss before they become a larger issue when scaling a business.
Let me be clear: I have nothing against job titles. They are important in giving an overview of an individual’s seniority and responsibility in a company. I climbed the corporate ladder (and very well may do again), wanting the next big promotion, chasing the next big job. This is not the case as a fractional leader. I realized that a title is just that - an overview. It says little about the value, skills and broad knowledge you can bring to a project.
FRACTIONAL TODAY
Anna Vale of the past is not the Anna Vale of today. But if I must share my title, (in near to 10 words) I am a Marketing Leadership Consultant, Fractional CMO, Advisor and wingwoman to indie beauty brands. I am also a proud member of THE BOARD .
