Niche Talks™ with Penny Lee (Penny Lee)

In this episode, Penny is getting her niche vibe on with Charlie Gladstone.  A creative entrepreneur with over 33 years experience of running his own businesses, mainly in retail, hospitality, events and food. Employing over 100 people across a host of small businesses, all of which were founded by and are owned by Charlie. His specialism is in creativity and in empowering, hiring and retaining great people through strong but gentle leadership. His absolute passion is enabling people to thrive in a productive, happy and profitable environment. A large number of his team have worked for him for over 15 years and some for between 25 and 33 years. His businesses have won multiple awards and been awarded the status of Cool Brand three times. A father of six, author of two books, podcaster of 70 editions, business coach, enthusiast, mentor and creative thinker.

How do you/can you niche down when you are a multi-hyphenate – when you are someone who does many things? Charlie does many things. And yet his whole approach is niche and this is what we talk about. 

SHOW NOTES: 

https://charliegladstone.com/

https://www.hawardenestate.co.uk/

https://www.glendyecabinsandcottages.com/

Glen Dye podcast episode 1 where Charlie tells the story of the place:

https://open.spotify.com/episode/6PqpoENvoceLBX4lRyrxBS?si=e20cbdf57d5244ef

The Do Team book:

https://thedobook.co/products/do-team-how-to-get-the-best-from-everyone

Charlie on instagram:

https://www.instagram.com/chasgladstone/

In this episode, Penny is getting her niche vibe on with Suzy Darke. A somatic coach, Suzy helps smart, sensitive women create brave change in their lives and businesses. Penny and Suzy discuss finding your own path as a highly sensitive person, trying to find spaces that fit that often ends to creating your own, and how our wiggly paths often come full circle as we make it to mid-life.

https://suzydarke.co.uk/

In this episode, Penny is getting her niche vibe on with Paulette Eldridge. Health, fitness, and executive coach. Paulette comes with the lived experience of the executive corporate world, raising a family of three and a career change at 50. We discuss her steps to create this new path for herself at the age of 50 and how niching down helps deepen her work with her clients. 

She knows first hand what's possible and needed to make these changes later in life. Walking the walk and talking the talk. Paulette is a multi-discipline recreational athlete, who participates in endurance running, cycling, and hiking events throughout the year. Passionate about the benefits of strength, interval, and agility training to remain strong, powerful, and injury free, to achieve personal goals regardless of the aging body.

Follow Paulette:

https://www.pauletteeldridgecoaching.com/

https://www.instagram.com/pauletteeldridgecoaching/?hl=en

https://www.linkedin.com/in/paulette-eldridge-75b38716b/?originalSubdomain=uk

Book recommendation 'The Untethered Soul':

https://uk.bookshop.org/p/books/the-untethered-soul-the-journey-beyond-yourself-michael-a-singer/136767?ean=9781572245372

Follow me:

https://www.instagram.com/penny___lee___/?hl=en

https://www.linkedin.com/in/penny-lee-/

In this episode we are talking about your niche giving you a voice with Nicola Phillips. When you are able to be authentically yourself with what you do – when you have created your own way – providing you the platform to speak up on issues important to you.  

Nicola is an Award Winning Chartered Landscape Architect who has grown a people focussed business putting humanity back into her practice. Out from the big glass offices and from behind large pr machines. Nicola’s first bold move was simply calling her practice by her name in a predominantly male dominated industry. Known as the great landscape architect she is, Nicola has got vocal about gender pay gap issues. The response can be surprising when you put yourself out there. 

Speaking up in your niche. No more hiding and no more apologising. Humans are out there. And bringing your story as part of your niche can be a powerful force for change. 

Let’s hear what Nicola has to say. 

SHOW NOTES:

https://njlandscapedesign.co.uk/

https://www.linkedin.com/company/nicola-jayne-landscape-design-ltd/

https://www.instagram.com/nj_landscapedesign/

Find Penny here - www.thebranddirectoress.com

TAKEAWAYS

• Being authentic and speaking up about gender pay gap issues can lead to positive outcomes and help others in similar situations.
• Finding your niche and working with like-minded individuals is important for personal and professional fulfillment.
• Challenges and obstacles in the industry should not deter you from pursuing your passion and making a difference.
• Flexibility in work hours and prioritizing personal well-being can lead to a more fulfilling career.

CHAPTERS

00:00 Navigating the Landscape of Gender Pay Gap

08:08 Authenticity and Advocacy in a Male-Dominated Field

13:32 Finding Your Niche and Like-Minded Collaborators

In this episode, we discuss your niche, giving you space and time with Manpreet Dhesi. 

Manpreet leads with how a family bereavement and a health scare brought home the importance of this. When life happens, how does a niche focus help protect your time? It enables you to be clear about what you need, what you are going to do, and what you are not going to do. Holding your ground through stable and unstable times.

Manpreet is a Strategic Communications Consultant and Founder of Studio Dhesi. Communications for a world we are all working to improve. Working with clients who have big ideas. Ideas that are large-scale, radical and innovative. Across government, industry and the private sector. Creating clarity for those big ideas. Making human connections that inspire people to do something different. Delivering real impact and change for the society we live in.

Putting people and the planet front of mind in everything she does Studio Dhesi is a certified B Corp, meaning that the whole business has been measured and evaluated for their social and environmental impact.

For your niche and big ideas – clarity comes with the bonus of boundaries. 

Boundaries are not just for work-life balance, but for a better life balance all around.

A gentle trigger warning that we discuss grief and mortality, a very personal share from Manpreet that is an open and healthy discussion. 

SHOW NOTES:

https://studiodhesi.co.uk/

https://www.linkedin.com/in/manpreetdhesi/

https://www.greenheartbusiness.com/

https://www.bcorporation.net/en-us/certification/

Find Penny here - www.thebranddirectoress.com

TAKEAWAYS

• Finding unexpected opportunities can lead to a fulfilling career path.
• Taking time off and setting boundaries is essential for self-care and maintaining a healthy work-life balance.
• Listening to your gut and saying no to projects that don't align with your values is important for personal and professional growth.
• Working for yourself allows for greater flexibility and control over your schedule.
• Health issues can be a catalyst for reevaluating priorities and making positive changes in your life. Setting boundaries and prioritizing time is crucial for maintaining a healthy work-life balance.
• Learning to say no to projects that don't align with your values and goals can lead to positive outcomes.
• Therapy can be instrumental in personal and professional growth, providing a space for reflection and processing.
• Having a support structure in place is essential for navigating the challenges of running a business.
• Becoming a B Corp can provide a clear direction of travel and align your business with social and environmental impact.

CHAPTERS

00:00 Introduction and Background

01:11 Discovering a Passion for Communications

05:22 Dealing with Personal Challenges

09:52 Identity Crisis and Finding a Niche

11:46 Health Issues and Planning for the Future

21:34 Taking Control of Your Time

25:22 Setting Boundaries and Prioritizing Self-Care

26:18 Setting Boundaries and Prioritizing Time

29:42 Learning to Say No

32:56 The Role of Therapy

36:33 The Importance of a Support Structure

48:07 Becoming a B Corp

This episode Penny is niching down with analogue film photographer Jim Marsden. Born In The Rossendale Valley, Lancashire Jim grew up with a love of the landscape and a curiosity for people. Clients range from The Do Lectures, Paynter Jackets to BMW,

'I always thought that I wanted to do something that was slightly different and to do it in a way that made me really happy. With a process that just felt right– that just made sense to me.' – Jim Marsden

https://iamjim.co.uk/

SHOW NOTES: 

Millican video: https://vimeo.com/213643782embedded=true&source=vimeo_logo&owner=9983036

Irving Penn: https://irvingpenn.org/

Bruce Weber: http://www.bruceweber.com/

Richard Avedon: https://www.avedonfoundation.org/the-work

Marilyn photograph: https://www.moma.org/collection/works/128614

Babs soundtrack: https://open.spotify.com/album/7I93ZrmODMfvBsjuxPnsqs

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Find out how you can niche down on your business with Penny Lee https://thebranddirectoress.com/

In this episode, Penny is getting her niche vibe on with Debbie Edwards. A strategist, entrepreneur, speaker, investor, and performance coach working globally with entrepreneurs, CEO's and senior executives. Debbie has years of experience in growth strategy and cultural change working with teams and individuals on strategic performance through gentle leadership.

Debbie has developed a body of work around the liberation of human beings in the workplace. First as the Founder of Edtech startup FDisruptors, a tech platform designed to increase diversity in tech, and now as a performance and transformation coach enabling entrepreneurs and CEO's to create the life that they want through the powerful gateways of gentleness and radical self love.

We talk how niching down allows you to do what you want to do – how you want to do it. 

SHOW NOTES:

https://www.instagram.com/_debbieedwards_/

https://www.linkedin.com/in/debbie-edwards-lovepioneer/

In this episode we are talking about doing things differently and standing out as a progressive in your industry with Paul Hewitt and Anand Gilks of Generation Press. 

Generation Press is a fourth generation printers and Paul is the fourth generation printer looking to do things differently. A humble visionary and natural disrupter, Paul speaks modestly about how he unconsciously carved a different path. Finding his way back to the family business he instinctively knew he wanted to do it differently. He wanted to do it clean and he wanted to be progressive in an industry that has been set in its ways. Anand Gilk came fresh from uni back in 2013 inspired by the craft and focus on high quality design and collaboration with designers and brands that continue to lead the work.

They are housed in a 16th century farm on the edge of the South Downs. And another excellent example of find your niche, find your people – as well as finding your own carved out space in a long time established industry.

SHOW NOTES:

https://generationpress.co.uk/

https://www.studio.build/

Find Penny here - www.thebranddirectoress.com

TAKEAWAYS

• Finding your niche and adding value to your work is crucial in a competitive market.
• Creating a collaborative and creative partnership with clients leads to unique and high-quality products.
• Sustainability and craftsmanship are core principles of Generation Press.
• The team at Generation Press is committed to continuous improvement and pushing the boundaries of design and print. The success of a project is not solely dependent on an individual, but on the team and the process.
• Businesses need to be sustainable and find ways to add value within their budget.
• A printer can be a brand, and the care and principles behind the production process are important.
• Collaboration and fresh perspectives lead to innovative and successful outcomes.
• The future of the business lies in the realm of packaging and minimalism.

CHAPTERS

00:00 Introduction and Setting the Tone

08:15 Becoming Environmentally Conscious

23:47 Sustainability and Adding Value

35:23 The Future of Packaging and Minimalism

In this episode we getting some doing your own thing and niching down insights from Sally Mansfield.

Solo parent of a 12 year old, Owner and founder of manners London, lifelong hustler (on a quest for rest), poem scribbler, word lover, joy seeker, designer & survivor.

Sally has created the brand born out of necessity, tenacity and the love for sisterhood (more on that in our chat) ‘To lift you up when all the women in you are tired.’ Using a trademark jersey fabric for everything – this is not your average body con. Sally’s entrepreneurial spirit is contagious and her love for community and power of sisterhood runs deep.

Find your niche, find your people – and never more so than this example from Sally. Manners London is as much about community as it is clothes. From the customers, fans, collaborators to the sewists.

A heads up there is swearing (again - and reckon probably in every episode coming to realise). 

SHOW NOTES:

https://www.mannersldn.com/

Meet the founder:

https://www.mannersldn.com/pages/story

Sally on Insta:

https://www.instagram.com/sallymanners/

https://www.instagram.com/mannerslondon/

https://www.instagram.com/studiomanners/

Find Penny here - www.thebranddirectoress.com

TAKEAWAYS

• Starting a business can be a way to rebuild and create a better future after a difficult situation.
• Authenticity and staying true to your values are key in building a brand that resonates with others.
• Creating a community of like-minded individuals who support and uplift each other is a powerful aspect of a business.
• Having a clear vision and purpose can guide your business decisions and help you overcome challenges.
• Future plans can include expanding the business and creating opportunities for others to rest and rejuvenate.

CHAPTERS

00:00 Introduction and Background

03:02 Starting Manners London: From Bali to London

09:53 The Power of Authenticity and Connection

16:01 Expanding from Online to a Physical Shop

27:59 Future Plans: Creating a Retreat Center

35:03 Conclusion

In this episode we discuss trusting your gut, holding your nerve and playing the long game when it comes to finding your niche. Penny is niching down with type-twisting artist and designer Dani Molyneux, founder of Dotto® – a studio, a store, a person and more. Working with clients who have something to say, Dani's work features powerful messages through playful type. Bringing change through words, purposeful play and typography for thought. 

https://www.dotto.studio/

SHOW NOTES:

Mark Howe: https://markhowe.co.uk/

Laura Boast, Conscious Made: https://www.consciousmade.co.uk/

Rick Rubin: https://www.youtube.com/watch?v=h5EV-JCqAZc

Joy Harjo: https://uk.bookshop.org/p/books/crazy-brave-a-memoir-joy-harjo/2878722?aid=11650&ean=9780393345438

Brené Brown: https://brenebrown.com/podcast/brene-on-day-2/

Dotto® Take Up More Space: https://www.dotto.studio/store/p/take-up-more-space

Dotto® Tiny Guides:  https://www.creativeboom.com/inspiration/-dottos-tiny-guides-are-beautifully-designed-little-peeks-at-lovely-places/

Design Manchester: https://designmcr.com/

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Find out how you can niche down on your business with Penny Lee https://thebranddirectoress.com/

In this episode we are talking about celebrating uniqueness with Ingrid Raphael. Finding your niche by recognising your own uniqueness and what you can offer that is beneficial to others. 

Ingrid works from her boutique skin clinic in North London having niched down from generalist beauty into healing skin care. We discuss getting to learn what you love and the realisation you need to break the rules to be able to do the work how you believe it should be done. Wanting to do things your own way. Questioning if you are doing something purposeful. Something that matters.

We talk how the more focussed you become the wider the learnings. As Ingrid says ‘like Alice in Wonderland getting curiouser and curiouser.’ Learning the Ingrid Raphael way. Her energy and belief in not just skin deep but soul deep – we can question, when it comes to your niche – how deep can we go?

SHOW NOTES:

https://ingridraphael.com/

https://www.instagram.com/ingridraphaellondon/

Find Penny here - www.thebranddirectoress.com

TAKEAWAYS

• Treat each person's skin uniquely and understand the internal factors that contribute to skin conditions.
• Empower clients through education and help them develop a deeper understanding of their own skin.
• Find your niche by recognizing your own uniqueness and what you can offer that is beneficial to others.
• Failure is a valuable lesson that steers you in a different direction and helps you grow.
• Dream big and have audacious goals for the future, such as writing a book, developing a product line, and starting a charity.

CHAPTERS

00:00 Introduction and Getting Started in Beauty

06:04 The Importance of Treating Each Person's Skin Uniquely

12:13 Honing In on a Niche and Recognising Uniqueness

25:02 Dreaming Big for the Future

In this episode, opening of season 2 we come right out of the gate with Adman turned artist David Buonaguidi aka The real Hackney Dave. 

Son of Italian immigrant parents. Leaving school with art and woodwork Dave got into Advertising. And what a career. Heading up and co-founding several acclaimed creative agencies, creative directing at channel 4 and then back to agencies – But all that glitters is not always gold. Dave talks about how things really felt, how he has always fought for different and what has led Dave back in the art studio and waking up in the mornings fired up.

The niche is in your values – and this conversation explores how the push for doing things differently is not always an easy ride – yet the drive always leads to new adventures.

A heads up there is swearing. 

Please note the time stamps below may be slightly out due to editing.

SHOW NOTES:

https://realhackneydave.com/

Link to the MAMA project on his insta:

https://www.instagram.com/p/CxwGEieIsPa/?img_index=1

Some extra bits about Dave:

https://jealousgallery.com/collections/dave-buonaguidi

https://printclublondon.com/artist/dave-buonaguidi/

https://www.moreaboutadvertising.com/2022/11/dave-buonaguidi-guest-edits-the-big-issues-art-edition/

Find Penny here - www.thebranddirectoress.com

TAKEAWAYS

• Finding your own path and making your own way is a process that requires self-discovery and perseverance.
• It is important to stay true to your values and create a work environment that aligns with them.
• Transitioning from one industry to another can be challenging, but it can also lead to personal and professional growth.
• Following your passion and pursuing your dreams can bring fulfilment and happiness. Safety and authenticity are crucial in creative work.
• It's never too late to start a new venture.
• The midlife realisation that time is running out can be a powerful motivator.
• Being selfish in a positive way can lead to personal growth and fulfilment.
• Constantly improving and climbing the ladder of success is important in all aspects of life.
• Finding and doing what you love is essential for personal happiness.
• Niche and personal expression can be powerful tools in advertising and art.
• Emotional connection and visual communication are key in creating impactful work.
• Personal identity and connection to place can inspire creativity.
• Embracing personal projects and constantly challenging oneself leads to growth and fulfilment.

CHAPTERS

00:00 Introduction and Background

00:57 Finding Your Own Path

10:10 Setting Up a Cooperative Agency

14:00 Challenges of Growing a Business

24:58 Rediscovering Art and Values

29:54 Transitioning to Full-Time Artist

30:56 The Need for Safety and Authenticity

32:19 Starting a New Venture Later in Life

33:27 The Midlife Realisation

34:21 Being Selfish in a Positive Way

35:37 Constantly Improving and Climbing the Ladder

36:18 Finding and Doing What You Love

38:24 The Power of Niche and Personal Expression

39:26 The Importance of Emotional Connection in Advertising

41:50 Propaganda and the Power of Visual Communication

43:15 Creating a Brand Universe

45:18 The Evolution of Niche and Personal Expression

48:30 Exploring Personal Identity and Connection to Place

52:17 Embracing Personal Projects and Constantly Challenging Yourself

In this episode we are talking about carving your own path later on in a career with Auriel Majumdar. Auriel is a Creative Coach, Supervisor, Consultant and Educator.

As the daughter of first generation immigrant father, an Indian doctor – for years Auriel did the dutiful thing – until in her mid 40’s she didn’t and took a career shift – now at 61 she’s expanding more into that space.

We talk about getting started. The beginning being a tricky place and how you make that leap.

Building your body of work, 'your body of evidence'. Building your confidence and the trust of people who then work with you. Getting your reputation and having pride and love for what you do. Another reminder this is a long game. Niching down to build on that expertise. And the brilliant question 'does it thrill you to death?' when deciding on what. you want – really want – to be working on. 

SHOW NOTES:

https://www.aurielmajumdar.com/

https://www.instagram.com/aurielmajumdar/

https://www.chrismsaunders.com/#/

Find Penny here - www.thebranddirectoress.com

TAKEAWAYS

• Carving your own path and following your passion can lead to a fulfilling career.
• Being authentic and expressing your uniqueness in business can help you stand out in a crowded market.
• Confidence and belief in the quality of your work are essential for success.
• Building a strong personal brand is important for attracting the right clients and opportunities. Start somewhere and evolve over time to build a reputation in your desired market.
• Practice and hone your craft to become excellent.
• Find joy and fulfillment in your work by pursuing your true passion.
• Embrace opportunities for personal growth and exploration.

CHAPTERS

00:00 Introduction and Morning Greetings

08:07 Authenticity and Uniqueness in Business

15:21 Starting with You: Building Confidence

29:38 Finding Joy and Fulfilment in Your Work

39:01 Embracing Personal Growth and Exploration

In this episode, Penny is getting her niche vibe on with sales and business mentor Sara Dalrymple. With sales experience spanning both corporate and the small business community, Sara works with clients to grow your business, without selling your soul'. Her vibe is very much about sales without the 'ick' and making your business suit your lifestyle - not the other way around.After climbing the corporate ladder, Sara talks us through the steps she took once stepped off the ladder. How she came to realise her sales superpowers were needed. An advocate for niching down to improve your sales we discuss how her latest path appeared and how there is another way.https://www.saradalrymple.co.uk SHOW NOTES: Sara's Instagram: https://www.instagram.com/saleswithsara/

In this episode we are talking about the power of niche for your business with Polly Lavarello.

Polly didn't always have a cushy business. She became self-employed as a single mum of two kids under the age of 3. Living on benefits, life was anything but cushy.Something needed to change. Passionate about marketing Polly went and found her place in the online space. She slowed down to speed up. Got super intentional. Got crystal clear on her strengthiest strengths, who she wants to serve and HOW. We discuss the drive to help women create businesses that give them space and give them the permission slip to be fully themselves – and why both are vital. Polly also hosts the Make More Money Podcast.

Yep there’s swearing.

SHOW NOTES:

https://pollylavarello.com/

Polly on Insta:

https://www.instagram.com/pollylavarello/

Make More Money Podcast:
https://pollylavarello.com/podcast

Find Penny here - www.thebranddirectoress.com

TAKEAWAYS

• Finding your niche is essential in the online business space to stand out and make yourself unforgettable.
• Being unapologetically yourself and leaning into what lights you up will attract like-minded clients and create a strong brand.
• Success is not about following someone else's measure of success, but about defining what success looks like for you.
• Taking the time to refine your offers and create exemplary experiences for your clients is crucial for long-term success.
• Being curious, intentional, and playful in your business allows for continuous learning and growth.

CHAPTERS

00:00 Introduction and Meeting Polly

06:05 Creating a Solution for a Specific Problem

10:26 From Generalist to Niche

25:07 The Changing Landscape of Launches and the Power of a Strong Niche

Chapter timings may be slightly out due to editing.

In this episode, Penny is getting her niche vibe on with her sister Kate Wadsworth. A teacher of twenty years, Kate stepped out of the classroom 18 months ago. She has taken a bold move to look at disrupting education with positive change. Training as a coach and bringing that into education and starting the platform What if Education?®

What If Education?® is on a mission to make education happier, more relevant and less stressful by looking at learning differently. 

It’s a bold mission and the dreams are big, and the journey starts here...

SHOW NOTES:

https://whatifeducation.co.uk/

https://www.instagram.com/what.if.education/