#21. Overcoming Adversity - Ekaterina Blake
“If you’re in a crisis and you know you’ve got nothing left to lose, you become more decisive…”
How do you start life in a Russian military unit and get to award winning entrepreneur in less than 30 years? Ekaterina Blake knows exactly what to do. She joins the podcast after winning the Young Professional of the Year Award to share her incredible journey, from dealing with school bullies to moving to the UK and ultimately starting her own successful business. Ekaterina also talks about pushing out of your comfort zone, going against the crowd and why you should never lie on your CV. The perfect listen for anyone facing challenges or starting a new adventure.
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Ekaterina Blake is the Founder and CEO of InspoHub, a creative agency specialising in Video Production and Live Broadcast. She is a passionate EDI advocate, mentor for creative young professionals and a hobbyist psychologist. Ekaterina recently won the Young Professional of the Year Award at the 2022 Dynamic Awards. You can connect with her on LinkedIn @EkaterinaBlake.
Learn more about InspoHub by checking their Instagram and TikTok - @inspohub.io.
Interested in the topic of overcoming adversity? A lot of our amazing podcast guests touch on it, but we particularly recommend our conversations with Gamal Turawa, Ian King and Alice Reeves.
You can also read more about overcoming adversity on our website here.
Want to listen to more on the creative industries? Get to know musician Alexandra Purpura in episode 2 and episode 3.
Listen to What’s Your Work on Spotify, Apple Podcasts, Google Podcasts, Amazon Music or watch the full episodes on YouTube. We also post clips and written content every week on TikTok, Instagram, Twitter, LinkedIn and YouTube, as well as our website www.whatsyour.work.
Audio mix by Hula & Co Music.
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Intro
Darius Norell
Welcome to this episode of What's your work where our guest is Ekaterina Blake, Founder, CEO of inspo hub. I think for anyone wanting to get into creative industries or is in the creative industries, aspiring person full of energy, talks a lot about the challenges that she's faced through her life, how she's kind of regroups found things hard found ways to turn those around, you know, over and over again. So, I think an inspiring listen for anyone who's wanting to break into something new or facing some challenge. Come on, come on, listen and see. See what energy you get from this, we'd love to hear.
Conversation
Darius Norell
So welcome, Ekaterina. It's lovely to have you on the podcast. Thank you for giving up your time today to have a conversation. How you feeling?
Ekaterina Blake
Firstly, thank you very much for inviting me over. I'm feeling great. It's Monday full of energy. I just came back from Silverstone was there for British Grand Prix, so I'm pumped to share my energy with the audience.
Darius Norell
Lovely, lovely, well look great to have you. I usually start by sharing my experience of someone and we haven't we haven't we spent work in the same building, but we haven't spent much time face to face. My sense from reading, you know, some of the posts that you you have is kind of you're someone who is driven has got a lot of energy is accomplished a huge amount. And is you know, as a as a gonna say a young woman facing all of the barriers that we know so well in kind of work and world. And so there's going to use the word feisty, I don't know if that's quite the right word. But like, there's a kind of a feel like a fighting energy in you as well. Like, Is that Is that accurate? Or kind of? How would you describe yourself?
Ekaterina Blake
I like it. I'm definitely a fighter. I'm definitely a survivor. If I look back at my story, you know, coming from tiny Russian military units, from the community that's not really aspire to achieve much. You always have to fight for opportunities. And sometimes you need to fight with the young community that's trying to put you down saying, Come on, this is our level, this is where everyone is like, why are you trying to do better be smarter? You know, so it's the story of my life, I was never given an opportunity. I was I was always fighting for one. So I like that word for it.
Darius Norell
Okay, well, we'll use that as a jumping off point. And also to say this might be this might be a good part of being on the podcast, you're the second guest we've had who was entered for an award when we organize that podcast, and then turn out to win it by the time the podcast is, as you know, actually happening. So the young professional of the year, is that the correct? Congratulations on winning that. And so be lovely to dive into some of your story. I mean, this podcast is called What's your work? So we're interested in, yeah, what's what's been formative moments in you becoming you? What do you see you're still to work on and so on. So tell us a little bit about important moments in your in your life story?
Ekaterina Blake
Absolutely. So when I was a teenager, and I was about to plan what university I'm going to go to, both my parents were telling me, probably we should consider go into Finland at that point, I lived in Russia, that was like 20 kilometres away from the Finnish border. So it was all close. And we had lots of friends and Finland and they said education is free. And there might be lots of opportunities out there for her. She's good at languages you should consider. So but there were there was a limited number of faculties that the courses there were in English, so I was limited to international business, tourism, mechanical engineering it I was lucky that I wasn't smart enough to go after it. So but I didn't enjoy chemistry and mechanics. So the business was the only sensible thing that I I thought I am gonna get lots of opportunities from. And the university that I got a place in was in the University of Applied Sciences, meaning that you don't just have people who are like your lectures are not just good in theory, they said the real business people like we were, someone taught us accountancy, the person who's been working as an accountant for 20 years. So it was it was all about having practical skills and teaching just, you know, the important bits and bobs that you will actually use in practice. So, so I started so I got the bachelor in Business Administration, focusing international business and entrepreneurship. So three years we're focusing on, if you one day, you're going to start your own business, how you're going to build a business plan, how you will be doing sales, marketing, lots of small things, that now when I look back, I'm really helpful that I'm really grateful for because now when I look like a financial statement, I'm like, Oh, I know how to read this. Know what I mean? So so this is what I studied, I studied business, and I was really passionate about this. But when my university years was sort of rounded up, and I had to find a job, so as an experts, there are things that you need to think about that all the people who are locals, now we're thinking about is your visa. And to get a residence permit, you need to have a certain type of job that's gonna be giving you
Darius Norell
Well,
Ekaterina Blake
open ended contracts that you know that the government thinks, alright, this is the right person to stay in the country. So rather than going after what I was truly passionate about, I had to choose, within that limited pool of jobs that were available, someone who would hire me and give me a visa pretty much. So this is how I ended up doing marketing. And there was a nocturn agency in Finland, and their target market was Russian speaking community. So they were doing marketing for Finnish companies to attract Russian audience. And this is how slowly but surely, I learned about marketing, the practicalities of marketing and digital marketing, doing media tools, influencer marketing. And I learned a lot about this. And I really enjoyed myself in that role. And within three years, I've learned a lot about this. But I lived in a very small town in Finland, and there was not much going on there. And I realized that I'm hitting my potential here, within this company, and in this area, the town where I lived, and I really wanted to move to Helsinki. And I told that to my bosses, and I said, I really, really want to go, and they said like we are fine by that. But we've recently been purchased by another big agency, if they give a green light, you can go, but this didn't happen. So I was like, all right, but should I just give up on my dream? If I really want to go to another town? Should I just choose comfort because this is a job that I know really well. But I was like, Alright, I'm only 23 Like, I'll go for it. You know, I started looking for for jobs. And I came across this FinTech company, a startup. And I was like, Oh, wow, they're so vibrant, very international. Like they were doing a parking app. And I was like, well, that's, that's a great, that's a great opportunity. And I went through three interview processes in one day, because I came from a different town to visit them. And they gave me a job. And I again, stayed in marketing was developing in this in this role. And eventually, the CEO of the company left and the CEO of the company needed to find a replacement. And what happened is that lots of people within the company said, but look at it, Katrina, she's good with people, she's good at managing projects, she picks things up quickly, she she's across everything that every department does, because of her marketing background. Maybe you should give her an opportunity to do that. And my ex CEO said, Alright, great, let's let's test her. And this is how I was given lots of responsibilities within financials and operations. And I loved it. I knew this from the university. So I had some theoretical knowledge about this. But the practicalities, I was just loving it. And I was while in high, getting really excited about my job given 100%.
Ekaterina Blake
And within five months of being promoted, the CEO for some reason decided to let me go, there was no clear explanation. I was never given any sort of notices that my job was questionable or my behavior was questionable. There was nothing. So it was some sort of personal thing that was going on. And the boss said, you know, you go in, and I said, All right, am I gonna get a settlement? And they said, No, you're gonna get your last salary, and that's going to be it. So I don't really think so. And I said, Alright, if we're not gonna find a settlement, then it's gonna be the court case. And yes, I applied for a court case. because I knew that that was illegal dismissal, I was never given any notices. But going through this at the age of 24, when you were just promoted to an amazing role, and you were doing this well, and no one ever told you anything but praises for your work, and suddenly losing this, it was a heartbreaking experience. Also, when you have a visa, and then you your visa is dependent on your job, you're like, alright, what the hell am I going to do now, like, I've got this court case, God knows how much money you're going to spend on the lawyer. In the meantime, I need to figure out what I'm going to do with my career. And at this point, I spoke to my mentor, and he told me that my mentor was my ex boss in their marketing agency. And he said that you're very bright woman, and I see potential in you as an entrepreneur. And I want you to go after this, you only 24 we have limited risks, you know, you don't have family, you don't have children. You know, you don't have mortgages, maybe you should try it. And he told me, I don't want you to be this 35 year old woman who is very unhappy with her life. And she's looking back and thinking I should have done this. He didn't want me to be that miserable person who didn't go off to the opportunity when it happened. So and I didn't know much about, like, what kind of business I wanted to start. I knew on the marketing. So I thought, Alright, what if I'm going to create a marketing agency, but because I was so hurt by my the culture that happened in that startup and how everything ended, I wanted to embrace a different company culture where the creative professionals and smart professionals and those who are brave and open minded, they won't be shut down. But actually, their ideas and their thoughts will be embraced. I wanted to have a safe environment, transparent environment, when things like what happened to me could never happen to anyone else. So I just wanted to create a safe and supportive environment, only new marketing. So I started a marketing agency. So here we are five years later, this perhaps is still thriving. I won the court case. So if you've got an illegal dismissal, justice will prevail. And you're gonna get sweet chunk of money from this. So yeah, and this is where I am now. And when I look back, like five years ago, going through the court case, study my own business, it was so so scary. But now I know that that's the best thing that ever happened to me because I was forced into doing what I now absolutely love. And coming back to a full time job now feels like the worst nightmare ever. Like I'll do anything to keep my business afloat and stay an enterpreneur
Darius Norell
Thank you. Well, they're so lovely. Like it's so rich, everything that you just said. So thank you for sharing that. And what what led see what in Helsinki at the time when you lost your job? Yes. And you're now the UK. So what how did that transition happen? So,
Ekaterina Blake
the same time, when I was going through this career transition transition, I came to sailing events in Helsinki with my colleague. And I heard an English man commentating them on their sailing events. And I was like, wow, an English speaking person in Helsinki. That's a rare treat. And that was now my husband. And it turned out that a friend of mine, met with him on Tinder a few days before that. And this is how we started a conversation like Ben introduced us to those sailors. And we had the big party there. And just when we started talking with Ben, we realized that we were just having so much fun, and there was such a great connection. And that point, Ben was doing a sailing tour. So he was all over the world. And he was living in hell in Sweden. I lived in Finland at that point. And we started dating and just traveling visiting each other all the time. And when I started my business in Helsinki, it was moving really really slowly because a native speaker, I didn't have any connections there. And the whole marketing perception in Finland is very different to the marketing perception in the UK. Here people are more competitive. And I don't need to educate people why I need to do marketing for a business. So here conversations go straight to how we're going to achieve this. And what's the budget in Finland, I had to explain to like, restaurants like why do you need Instagram? It was so daunting, it was just not going anywhere. And then Ben was planning to move to the UK from Sweden and I thought alright, there's no job opportunities for him to come to Helsinki if we want to build a family together. And maybe the UK is not there's not a better option for me. And I came here I visited the country fell in love with her from the like from the first moment and started talking to people on LinkedIn like what's the business environment was perception of marketing and realize that things are gonna go so much quicker here. So by The time like I moved here on the first of June 2018. And I think the first workday was like third of June. And I had three business meetings there that all converted into sales. Like it took me probably five months in Helsinki to close my first deal. And it took me one day. So yeah, I call myself a love refugee. So I moved to the UK after my now English husband. So this is how I ended up here.
Darius Norell
Yeah, amazing. And just, when you faced a huge amount of in a short time and early on in your career, I mean, getting that promotion sounded amazing, like, wow, it was huge opportunity sound like you have flourishing. And then having it taken away in the way that you described us, and then left with no job, no visa, and a court case, that's a huge amount of face. And clearly, you faced it. And I'm just thinking for people listening, facing all sorts of barriers or setbacks, when trying to get into a job, or like I'm in a job, there's not quite right, and then, you know, maybe I think it's a really relatable moment of just the level of hardship that you can face of not being able to even stay in the country potentially on lose your loser job. So I'm just kind of feeling into that. So lots of face into a lot of facing to,
Ekaterina Blake
I think when you're going for the moments of struggle, it's so easy to fall into whatever solution is right here at the doorstep. Because when I started this job, like I said, it took me like four or five months to close my first deal. The number of times when I was thinking, just forget about this whole idea, go into a full time job, like go somewhere, you know, go either into an established company where the company culture and HR processes are all set out, or go to another startup, you know, but to set up boundaries and make sure that nothing like this happens to you ever again. So I think every day I was like, up and down thinking should I should I should I just give in. But I think having that long term goal helps you settle in like, yes, now I can get this job, I can get the money that I really, really need now. But what's going to how is he going to serve me in six months, how's he going to serve me in 12 months. So this is what kept me sane, having the long term vision that this is where we want to be in if I struggling for something smaller, it's gonna put that goal further away.
Darius Norell
And so what what was the vision at that point? Can you remember like, what was in your head of like, okay, now this I actually want to go here. And if I take this choice is it's worth better now is actually going to take me away from where I really want to go? What, what was the vision, as you remember it,
Ekaterina Blake
I think I was, I wouldn't be able to create that company culture and to create that environment where creative people could thrive, I think facing lots of limitations in my marketing job as well, because there is a brief by someone, and if there is, you know, the breed within your company, or the brief that came from the client, and you know, that it's not gonna work, and you're trying to push for Come on, like, this can be done better, like you're gonna lose your budget if you're doing this way. But people don't quite listen to you because you are lower in your, you know, hierarchy. And like, facing that, like limitation, my creativity, and then facing limitations by the culture. So I just wanted to create something safe, maybe even safe for myself, you know, maybe I was running away from the situation when someone can fire me again, you know, that's another topic to discuss with my therapist. But I think the vision was to be like, freedom is my strongest, the value that I cared about the most. And I think the vision of creating my own thing that no one can kick me out from but also have full control over the environment. And I can help someone and give something to someone else that I was not able to get as a young creative professional. I think that was was driving me forward.
Darius Norell
Yeah, so amazing. So that was that moment of difficulty becomes the energy in the fire to go, Okay, this is what I want to create for other people. And for myself a place where creators can thrive place that I can be safe in that I've got some freedom. And the only way for you to do that, let's say at least as it occurred to you was like, I need to start my own thing like that. That's a way I can do that. If I take a job, I'm just going to be potentially at risk of the same thing happening again, and maybe the environment where people aren't doing their best work. So that sounds like that was I say, Enough? Strong enough in your mind to go just just go for that that's important to me, right? Something's
Ekaterina Blake
Yeah, I believe nothing grows from the comfort zone really, like we really develop ourselves from the moment of crisis, because then your fears kind of go down. Because you know, if you are in a crisis and you know, there is nothing less, nothing more to lose, you become more decisive. So sometimes I've been fooled myself now in the situation where I'll force myself like out of my comfort zone, or I create a crisis so I can thrive in it, and make better decisions. Because when you're in the comfort zone, it's really hard to commit to anything, you're just floating around. But I always tell people that if something bad is happening to you, or something doesn't go your way, there might be a reason for this, they might use you because the first big disappointment that happened with me was I was applying for a mark a master's degree in in Helsinki. And to get a master's degree I needed to pass the GMAT test. It's a mathematical test. But how was applying for business strategy? Like there was not much maths I needed to do, you know, that I needed in my future career. And I smashed through that without any tuition, like just having a few books, and I pass that test, and I fought, I pass them mathematical tests. I have a great cover letter, I'm doing a lot of strategy and marketing already. I'm the ideal candidate. I don't get a steady place. absolutely devastated. I was crying for three days, because that was my way to move to Helsinki. And I was like, why is this happening? And I reached out to the university saying, Why didn't you choose me? Like I was so sure I'm gonna get in. And they're saying, Sorry, your math wasn't that strong? And I was like, how is that related to business? You know, strategy. And there was a bunch of people who did amazingly maths poorly in business, but they still want. And I was like, That's it? That's the answer, you know, I was. So I was I was so much in pain. And then my dad told me like, you know, if that didn't happen, it must be something that waiting for you, that you, you need to meet. And if you were on the path of like getting their master's degree and studying there, this would have never happened to you. And now looking back, I realize if I didn't get that master's degree, if I did get this master's degree, I wouldn't go to Helsinki, I wouldn't get that job in that startup, getting amazing experience, despite all the stress with a court case, but I've learned so much there. And I would never start my own business. So in the moment of crisis, when something doesn't go your way, there might be reason for this. And a few years later, you will look back and think thank God that happened.
Darius Norell
So yeah, it's like, a way of reframing the situation, rather than focusing on my gosh, I didn't get this thing, which I was supposed to get. And I was perfect for two. Okay, that's, there's another opportunity out there. Let's see what, let's see what I can find or make. And you've, you've made your own opportunities, right? That's really clear in terms of your drive and energy. You talked at the beginning about sort of find us what forces but people keeping you in your comfort zone of being like, no, why are you why are you aiming so high? Just like this is the right level? Like, can you talk a bit a bit more about that? Kind of what happened? Give us some examples or what?
Ekaterina Blake
Yeah, absolutely. The when I was at school, I was a nice students. So I was getting or in Russia, you give fives and then if you get all fives for each, like quarters, or across 11 years, you're gonna get you're gonna get a gold medal. And that was my mom's biggest goal to get, so that I get a gold medal. I didn't care about this, but I was alright, I'm gonna do this for you. So and at the age of 14, my parents moved from that military unit, a tiny military unit to to V book, which is a town by this Russian Finnish border. And I ended up going into a very prestigious English school. So there were lots of kids from rich backgrounds. They were studying English from like, age six, like I had to go for tutoring, just to catch up with them. And obviously, moving at the age of 14, to the new place, and having like 60 other students that you need to find, you know, common language with plus all new teachers, I develop that skill of adaptability. And I try to please everyone, you know, I tried to find different communities and groups of people to sort of, you know, have a common language with them. But also, I wanted to develop relationships with the teachers because it helps you get better and better grades. But then I realized as a teenager, that not everyone likes that person who's good, has good relationships with teachers, who's got like, good terms with sort of everyone. At that point, I started developing my looks and some girls in like that as well and saw me as competition and the class was always the one who knew the answers who did well and apparently people find this like what I'm what I understand now is that they so afraid of me. So and there were bullying me there was saying that Oh, my hair is bad and Like my, when I smile look like a horse, you know, and they're kind of cool, sort of like, little, you know, little abusive things that don't have any meaning behind that. But they were trying to like, put you down. And I remember that, that was the last year, which was the most, the toughest one to get through the exams and get to the university. And then there's this boy at school told me like, you always behave like you're two steps ahead of us. Like, what why do you need to be so you know, like, like smart or whatever, you think that you're smart? It's so cool. It's so cool. You're like, you're separating yourself from a community. Like, it doesn't help you, you know, no one likes you. Like, you're a bad person. And I was like, Oh, my God, I'm a bad person. I should, should I just get about all my ambitious because the going through that pain of like, not in not being included included in that community. Like, on the one hand side, I had all those ambitions and wanted to move abroad and you know, have a better life and safer life for myself and future generation that my children would just be like everyone else, you know, not get all the A's. Don't be too smart. Don't look good. Look a bit ugly. So boys don't pay attention to so the girls don't get jealous. And it was a tough one. Definitely back in the day. So yeah, I got bullied a lot at school for being too smart. I didn't know. This could cause you any troubles. But funnily enough, I got dismissed from my last job. Also, because I was too loud and too smart. I didn't do very well, at the moment. But when I look back, I realized that my persistence and my ambitions helped me forward. And now when I look back at my classmates, because we all graduated from school 11 years ago, like when there is like a meet up when everyone gave us together and says, All right, who's the brightest who's got the best life? And everyone has said, yeah, it's Kate. In the end, everyone is looking up to me and like finds me inspirational, but 12 years ago, they were booing me for this?
Darius Norell
Yeah. So you chose to stay sort of on the path that you were committed to have, like, I'm gonna I'm gonna work hard because you know, and be committed and do well and have good relationships. Like you stayed on that path, rather than Alright, fine. I'll just join the group.
Ekaterina Blake
Yeah, and that was, that was a tough one. When you know that you go in against the crowd. It's like, you know, when you're watching, I don't know, it's a football, you know, just finished and all the fans are coming out of a stadium and like there's this waves of people coming towards you and you are the one who goes the opposite direction. This is how it felt like, I might get through but I'm I also get hurt.
Darius Norell
So what gave you the only use the word confidence? I don't know if that's the right way word or courage to to have the wisdom to stay with what was in front of you versus join the crowd? What do you remember what what was,
Ekaterina Blake
I think it's again, seen a bit like, I was bullied for seeing things, two steps ahead. But that was actually my strength. So I could see that, you know, if I'm going to do this, now, that's gonna result in, I'm going to miss out on this opportunity. For example, you know, like, for example, during my university years, as well, like all of my friends are like partying hard, you know, we all drink at the University of all groups, do silly things and go clubbing. And then Friday was the night where everyone was going out. And I was doing a job on Saturday, I was practicing I finished skills, I was working as a sales assistant, this kid's store, and live in Hanover as hell, I was still going to that job because I knew that it's going to give me money is going to practice my my, my language, and that, once I graduate from university, I'll have experience in the Finnish company, my Finnish language skills will be great. And I'll get a job easier. And this is what happened. All my mates struggle to stay in the country and get the job was I moved straight from university into into the work experience. So I think is just thinking ahead, planning ahead, how not settling in the moment of crisis.
Darius Norell
It sounds like that. It sounds like if I can play it back, it sounds like a combination of things are both that you've got the ability to think ahead, like and to do that really well and find something meaningful, like, oh, yeah, okay, that would make sense to me to really have energy for be committed to and then take action, right? It's not just the thinking like, you're then backing that up with okay, that means this, so I'm going to do that, even though it's kind of, I'm gonna use the word painful. I don't necessarily, like there's a cost of the short term. This is not for my not loving this, but this makes sense because it's gonna get me to this point in the future, where I really want to get to, and that's a amazing set of skills to have, I think and and in my experience, and it sounds like in your experience, most people aren't organizing themselves that way. either just like, oh, it'd be fun to party on a Friday. I mean, he was sounds like you were partying as well. And he was still keeping an eye on Yeah, but I'm not gonna let that compromise a bigger picture a bigger dream, or a bigger possibility for who I want to become and where I want to go in my life. And so that I think that is really inspiring because you've, you've done it, and you've done it in countries that are not even your native country like that's, that's a whole nother level of challenge and difficulty having to learn a language. And also doing a job like you've sounded like, almost I don't know how accurate this is. But you came into marketing, almost by accident, it sounded like he was like, Oh, well, look, that's where the opportunity is. And if I want to have a visa, then that's what I need to work in. Maybe fell in love with it? I don't know. But it sounds like you've got a lot of affinity for marketing. And clearly done really well with it. So yeah, always round. What an amazing story. Thank you. And so I asked this question about what's your work in the world? It's a bit of an odd question. But like, Do you have a sense of like, what is your work to do in the world? Like, how would you describe that?
Ekaterina Blake
I describe this as empowering young people. My story is, is interesting. My background is interesting. And I'm empowering not only people who are experts and trying to develop their careers abroad, but also local people. Because if I look at the young woman who's trying to develop her career in marketing and video production, and she's saying, I'm not sure I can make it, like she has an example of me who's a foreign be, you know, can relate to her as a woman. And like, I am working in a male dominated environment. Now with video production, it's like, it's crazy how the lack of representation, we have women in the senior roles in this field. So my role is to lead by example, like talking about my achievements, and empowering young people. And sometimes when I have time and opportunity, sit down with individuals and help them identify their strengths and talents, and create a little roadmap, like you said, what I'm good at, like forward thinking, but I can look at their strength now and say, Alright, maybe if you do ABC, this is what's going to happen to you in a year's time. So think ahead, plan ahead. So this is what my work is.
Darius Norell
Hmm, beautiful, loving description. And so I'd love you to talk about if it's okay. Like, some of the experiences you've had, or whatever feels relevant around, people underestimating you, as someone who's maybe seen as young seen as a woman like, Oh, you're not the decision maker, you're certainly not the CEO, like getting Miss cast in the kind of as, as the key expert decision maker, whatever. What can you share about some of the experiences you've had of those kinds of experiences? Because again, a lot of people have faced, you know, faced or different versions of that. And it's something I mean, again, just being transparent. I, my experience is mostly the opposite, right? Like, when when I'm in a room, people, you know, even at a young age, they somehow thought like, I was in charge, like, even when I wasn't like, it was like, oh, like, somehow, something about me. And honestly, that was maybe, you know, got me into difficulty sometimes, in a different way. But it's, I recognize it, but it's not something I've experienced, like, trying to think of this ever happened to me, I'd probably I don't know. But the fact I can't think of something probably tells me it's very, very rare if it's ever happened. Mostly, it's the other side people overestimating my authority ability. So I'm, and I know, that's kind of not unusual, like most people have the opposite experience of being overlooked. So it says something about your experience of that.
Ekaterina Blake
Absolutely. Just yesterday, I had a conversation with my husband and my business partner, and I told him, then when was Do you remember the situation where you were, you know, treated unfairly and he was like, and I was like, you know, another example of being a white English straight men in a male dominated industry, you know, doing great he's he's a very talented and skilled professional, but like, not have not coming across whatsoever, any bias or limitation, that's his career. And here's me on the opposite spectrum, you know, being young for him and a woman. And I think, early on in my life, for some reason, I was more leaning towards men, and behaving like command. And if you look at my teenage pictures, like it's a boy, like I was dressed up like a boy, I had like shorter hair. And I was not quite embracing the feminine part of me. And I think because I saw this early on in my life, and if I'm a man or if I behave like a man or if I can connect with men like men, I was like, when I grew older, like I would have a glass of whiskey with my dad, you know, talk about Whatever fishing, because this is how I could connect with my that. And this is sort of a learning behavior that I have developed and coming into jobs, I was always behaving a bit like a man being more like direct, straightforward, and playing down the feminine part of me. And I wouldn't say that I came across any the probably war situations where people were judging me or thinking because I'm a woman, I don't quite understand things or like, having some biases around me. But I always walked into the room full of men, pretending that I'm very confident, and speaking like, like another man, that's why they treated me probably, I don't want to use the word better. But they treated me more fairly, because they will just firmly me a bit intimidating. And I will always throw up my whole life, I was hearing the comments like, you're like a bloke, you know, so great. But what I didn't understand what's going on inside of me and my psychology is that I started rejecting the feminine part of me. And as a woman, you have this like engine, that energy that generates so that you can do better things in personal life and work life. And I was putting this all down to be like a man. And eventually, I never used that energy as a woman. And I just learned how to be in the man's world. And while I realize that I've developed that fixed gain early on in my life, so if I came across some unpleasant situations, I'll be like, alright, I can deal with that. Plus, no, in my background, you know, surviving moving through, like multiple countries around where I was sexually assaulted at work. I was like, you know, like, I pushed him, punched him in the face. And I pushed him out, because I was this kind of person who like, strolling out, but I'm pretty sure this is not that every woman, like why is it I'm probably exception, rather than the reality and the wall women I met in my life, I realized that no, no, not everyone has such a thick skin. And for them coming across the experiences that I had, is absolutely heartbreaking. And this is what I'm now like, learning and trying to push for is that don't just try to adapt to the man's world, actually, educate men, how things should be done differently. And also understand that it's not you who needs to adapt. It's the community that needs to adapt, it's not just you going all the way, they should just keep their behaviors, and they should keep their biases. And you just just sort of play around because we as women were very accommodating and very agreed. And this is what stops us from lots of pushing through in your career a lot, because we worry a lot. And we love to agree with things. And suddenly, this brings this adaptability in us and we just go with the flow. But now I understand how important it is to speak up to say this is my boundaries. And this is how you can treat me and not any other way around. Like recently, since I've been drafting those boundaries, not much has been happening to me. But also what I want to highlight is that the society and the legal requirements push companies now to tick boxes. And they push for diversity, they push for inclusion, and the change is happening. I've noticed now with global brands that I actually get preferred, because I'm a young female founder. And this is a wonderful thing. That happens, of course, I would rather prefer a genuine approach to this rather than, you know, forced tick box sort of exercise, but at least it's better than nothing. Sometimes people need to be forced into developing this new habits and mindset.
Darius Norell
And in a way it's it's however, have a crude it is or however kind of, you know, sort of I say artificial it is it's recognizing yeah, there's all sorts of barriers that you've faced in other areas along the way. And look, if this is a way of removing a barrier, great, there's something we can actually do. And if it's helpful, great. It's all about, as I say anyway, rebalancing, you know, in creating new normals in the world that we live in the you talked about sort of being disconnected from the feminine side. How, how have you kind of reconnected with it or kind of how are you? How do you feel now in terms of how you show up?
Ekaterina Blake
I burned out massively a year ago. This is when I decided to join therapy. And I found a wonderful psychologist who has been incredible and I've learned so much about myself and I managed to reconnect a lot with myself. So we were alert we were rediscovering all those behaviors that I've I've decided to follow you know, and all the traumas that have For me in the past, it was like, slowly but surely realizing that actually, like, I can get more energy, if I'm just being myself, that I can get more connection with people, if I'm being genuine, genuine. Like, I used to think that I have to be always perceived as strong, you know, nothing can push me down. I'm always this kind of person who's like fighting, you know. And what happened is that what my psychologist explained to me, when we see someone who's weak, or someone who clearly needs help, you see that they'll straight up, you know, on the street, and you really want to help that that person. If you see someone on the street, walking towards you, like ready to go for a fight, you'll probably find that person. And this is what sort of switched, like the more in my mentality that I could actually be perceived that someone that I don't want to mess around with her, she seems to be, you know, tough and rough. And also, what I realized that it's harder to connect with someone, when they just show their strong part of them. Actually, we connect through vulnerability through the shared experiences that were like hurtful or emotional. And I in the last few months have been opening up so much more about what's going on with me, for example, that's what I said about my illegal dismissal. That's the first time I've spoken about this publicly on the podcast. So you got the great story here. So I instead of hiding this, I now embrace being open minded, and then sharing my story. So therapy helped me a lot. And I notice how my energy levels like, changed. Also, I think this is what when I come across stories, and now people who come out as gay, and like you're constantly fighting, trying to be straight and trying to fit in this community, and there's so much hurt that's happening inside of you, your body knows that you're rejecting yourself, like nothing great can come from this only once we embrace ourselves, we thrive, you know, I've been trying to pretend that I'm local, you know, try to blend in like Keighley for so long. And you know, when the war happened in the in Ukraine, there was like a tough decision I had to make. am I hiding out in Russia? I have nothing to do with this war. None of the people that I love and care about agree with that. And should I should I like, should I pretend that I'm some from somewhere else? Yeah, I'm foreign. But you know, I'm not from Russia. And should I hide my name because it stands out in Katrina? My most lots of people know, it's Russian. And but then I thought, Alright, I'm gonna, again, fight myself. No, the reality is, I'm Russian. And this is a part of me. I might not agree with what the government is doing. But it doesn't take away the fact that this is this is where I'm from. And this is my mother. And this is both my parents still live there. So I think I would just realize that fighting yourself, doesn't bring any kids, it takes away the energy, you stop yourself from developing new opportunities and growing further in your career. Only once you embrace yourself, you become genuine, you become open and vulnerable. This is where things just go with such a better speed up all the way.
Darius Norell
I think it's such a powerful message. And it's really, you know, the heart of the work we do with with young people is exactly that is how can you find that natural and we talk about brilliance, natural strength that you have. And one of the quotes we use that we ask people to kind of choose to kind of think about a start point is the most exhausting thing in life is being insincere and exactly as men in the way that you described, which is like if I've got to keep pretending and pretending and pretending and hiding parts of myself or not acknowledging parts of myself, it just becomes exhausting. And to your point, you can have lots of success. And just at the end is that you know what, I just don't know energy left. And I might have burnt out or just low energy or just finding it hard to be motivated because there's part of me which is important, which is not getting expression. And without that like what kind of life am I really creating? So yeah, amazing to hear that that transformation that you faced into again, from a setback or a kind of quotes a down moment to go, actually, this is an opening. One of the phrases we use is a break down is an opportunity for a breakthrough right like it you seem to be like a living example of that, right? I've just multiple times, like Gosh, something's gone wrong with like that language, but there's a breakdown. Okay, what becomes possible for this point, and you've again used it to being sounds like inquiring and find access to different parts of yourself, more ease more energy, and guess what, everything starts flowing, namely the claim, you start attracting the kind have clients which value you more and go gray, we've got even more of what we want, and it's a better fit. And then as you say, life either goes better, which I've also seen, or even if it doesn't go better, our ability to be with the difficulty is like, oh, I can be with that. Because I'm, I'm connected to an important part of myself.
Ekaterina Blake
I always tell young, creative professionals, like Do not try to lie at the job interview, if that's the first ever job that you're, it's not like working in a pub, you know, cleaning hospitals, you know, just be genuine say that. I don't have any corporate experience whatsoever in video editing, but I've been doing this, you know, is like my side hustle. And I've been filming videos for, for my friends who are musicians, and this is where a little clip I create, have a look at this, you will connect so much more with that person, again. And if you, for example, do research into the company that you're trying to apply for, and you say, I don't have any experience, but I know what your company is doing. And I love it. And I connect with you on this, this this values, you know, I'm ready to learn my biggest, you know, my, my biggest strength is actually adaptability. I don't know, like, I love fast. From in anything, I'm ready to do anything, I would rather hire that person than someone with skills because I always say to people that you always hire for people skills, not for hard skills. Unless there are certain jobs, you know, you can hire a doctor performing the surgery, you know, without knowing what I do. But the skills can be learned. But if you have no personality, or very shitty personality, or there's nothing, not a leadership program, or like employability program will never fix that. Your rottet from insight, nothing is going to help that person. So being genuine and just saying, I don't know, I don't have any experience. But I know what I want to try. People will help you along the way. If you're being genuine. That's for sure.
Darius Norell
I love it. What do you see is next for you in terms of working on yourself? I mean, maybe continuation of what you've already described? I'd love to Yeah, what do you see as your own work on yourself to do as you please into what's next.
Ekaterina Blake
And I'm doing a lot of work currently with my limiting beliefs. So there's a lot of work I'm doing in my personal therapy and group therapy. So I'm trying to be more open to the community have trust towards people, because that's the downside of being a fighting person, you know, you don't trust anyone. So collaboration with strangers freaks me out. So I'm currently working on those limiting beliefs that I have. Because as a business owner, as a leader, like if I have beliefs within me, I'm limiting my business, I'm limiting my team, I'm limiting the opportunities that is for how can get going forward, because I shut it down, rather than having like a big vision. So for me now it's keeping stretching my mindset, deleting those limited barriers, and also going after clients that we connect with, like knowing the values, because you know, in the beginning of your business, you just work with anyone just to make cash and a bad set. And suddenly, when you develop your business, and you've got great case studies, you really find yourself in a situation where you can choose, you don't just work for money, you work, you want to work with people that you connect with that, you know, the projects that can move the world, pretty much. So it's finding more of those people in a lot of networking and in a lot of partnerships and collaborations and driving this business forward. Because when I started that business, I had this very limited sort of dream, I wanted to have a marketing agency with seven employees, that was my target. And I hit that and I was like, Alright, what's next. And now I'm trying to go beyond that. So we have a very, very big and inspiring dream that Ben and I are working towards now. So I need to make sure that I'm not limiting myself. And meeting as many wonderful people as possible, who can help me achieve my dreams and I can help them achieve this.
Darius Norell
Amazing reminds me of another quote I came across which I really love, which was a makes me want to make sure I get it right. Most people reach the limits of their belief before they reach the limits of their talent.
Ekaterina Blake
Absolutely. Because when you're trying to, say you put a very big aspiring goal, and you're like, I'm not sure about this, because I didn't know how to get there. Of course you don't know how to get there. If you knew how to get there, you will be already there. And this is something that everyone needs to remember that we just sometimes you don't know how you ended up there. Sometimes I put some crazy numbers in spreadsheets, and then I'm like shaking thinking No way. Like we've never hit those targets before how we're going to suddenly change that. And then I take that target. I look back and I'm like, All right. I'm not quite sure how we got here. But so Sometimes just purely knowing the deadline and the number and the goal, somehow, like you're just brain subconsciously starts coming up with all those ideas, you start noticing opportunities, like being lucky. It's not about luck. It's about seeing opportunities where other people don't see this. It's about awareness. So if you develop yourself as a more self aware person, meditations, mindfulness, you become more present in the moment, you start seeing collaborations, partners, potential clients, job opportunities, because you're more like calm if you're running 200 miles an hour. And then you just pass by everything, because you're like, Oh, my God, I need justice to get somewhere. And I think this is a very important thing to remember.
Darius Norell
So a lot of people want to work in the creative industries that was really attractive, really exciting growing. Yeah, tell, tell us more about what it takes. What do you think people could do with in terms of the ones that break into the industry? What could they do with hearing?
Ekaterina Blake
Absolutely. So the creative industry changes so rapidly. And I do notice now the trend that s for marketing, no one teaches marketing well at universities, because how can you teach people how to do Instagram marketing, when they're the pay that's changing on a weekly basis. So I do see lots of kids now going through the college and their apprenticeship path, because then they can get practical experience. And I absolutely agree with that. And I think practical experience is so much more important than listening to lectures for three years and coming out of this, having nothing what I've noticed with my experience, and all the people that we've hired, that they've enrolled, I got the feedback that they gave to us is that they've learned so much more on the job than they learn at the university. So if you're trying to land a job in the creative industry, don't worry that you necessarily have to have like a relevant degree. And the the most important thing, if you're creative, and you're going after creative job, your social media accounts and your hobbies should, should show that, you know, if someone comes to me saying, I want to, you know, become a social media marketing specialist, I'm like, Alright, let me get like, give me your Instagram account. And they're so personal. I'm like, sorry, love, you know, like, people are stalking you. Like, if you are saying that you are passionate social media person, you should be open and your social media should be showing your skills as a content creator, as a writer, you know, as like community engagement. This is this is more important than even having past experience in another company doing social media. The same with content production, you know, you might have not been hired as an editor or camera operator, but you're showing examples of your work that you've done for your own cell, because then you see that this person is genuinely loving what they're doing, you know, they go and film sunrises, like you know, at 6am. But no one pays them for this. But the passion is clearly there. So this is very important that in your cover lessons, you know, in your CVs, you don't lie about experiences that you've never had you don't try to pretend that you're like someone you know, 30 Blasio, with all this wealth of experience, just own your own who you are, only you're young. But what young people can give to companies that all the people can is the energy, you see the world from a different perspective, you are more in tune with what's going on with trends. You don't have all those limited biases just yet, because you haven't been through families and mortgages and what everything that's going on with Brexit and COVID, etc. So you still you still have this capability of dreaming big, the corporates haven't quite squash you down into this small mindset mentality. So you look at things from a better perspective, I absolutely love working with Gen Z, there's such just such a different crowd, so much more self aware, they will never do a job. That's just to get by, they would rather sustain themselves somehow, magically, but do what they love. And it's a great inspiration when young people will bring this energy in some more established businesses, wonderful things that are happening that I love seeing when a 20 year old is working with a 50 year old, like then the average age goes to 35. And just magic happens there. So just Yeah, embrace that. What you have is this passion and energy and people will hire you for this.
Darius Norell
Wonderful, thank you. So I've got a final final question you talked about, which is more of a reflection question because he talked about mindfulness. And so just changing pace for a moment taking a breath. I'd love to hear your reflection on this conversation that we've had. How's it how's it been for you? Now
Ekaterina Blake
this is my first sorry, this is my second book. With custom, appearance, and interesting enough, just probably two weeks ago, I started doing this manifestation thing where saying, Alright, as part of my career development, I want to be more open minded, I want to be sharing my story more. And I was like, who will want to listen to it and no one invites me to court because no one invites me to interviews. And I was like, alright, but I'll be open, I want to do this the universe. Hello, that's me, bring me to interviews. Without any jokes. Like two days later, Harry sends me a message. And I would like to have you on our podcast. I was like, how does it work? It just works when you have your eyes on the target. That's just just happens. And I really like the questions that you asked me. And I think you've created that very inclusive, non judgmental atmosphere here. And you seem to be very genuine and like listening to my story. So I felt like safe to share this, because I know that today I've shared some things I've never shared publicly before. And it's, it's it's frightening. It's nervous. But I know, that's the only way to inspire others. So I think we came across some wonderful points and some insights for for younger people. And we spoke about multiple different challenges that young person can come through in their life. And for me, personally, one thing when you just, you know, leave for this life, you just just accept that this is what it's been, it's been sometimes been tough. Sometimes it's been great. But this is me. And because it happens to every day, you don't quite reflect on the whole story. But when you go all the way back, like where I was, like, I didn't know a 14 year old teenager that was bullied at school for being too smart, you know. And now coming back to 29 year old woman who just won the Young Professional Award. And you go back and you realize, oh, my god, so much has happened. So you start for this conversation, start appreciating yourself more, you start valuing yourself more, and you start just taking, you know, be more proud of your achievements. So I feel proud, I feel proud of myself. And thank you for helping me sharing my story. Because telling this just, you know, to a wall is very different to have like a two way conversation with someone.
Darius Norell
Like, thank you so, so much. It's been wonderful having you thank you for being so generous in sharing your story. It is it is an act of both generosity. And that is vulnerability in that sense. But I think that's what makes us so powerful. And so yeah, thank you. Thank you for sharing that with us. And yeah, what more to say, I think I'm just gonna finish with that. So yeah, big. Thank you. Thanks so much, Katrina.
Ekaterina Blake
Thank you, Darius. Great pleasure.
Outro
Darius Norell
So reflecting on that conversation with Katrina, I think I think inspiring is a good word to describe. Clearly, loads of energy, and honesty, are what I'm going to use just in being self reflective. And as she talked about, I guess, doing work on herself to be open and sharing a story so beautifully so powerfully. And obviously, a lot of that story is still to be written and accomplished so much in adversity, I think so much to take away. And the I just, I just noticed a lot of good feeling of I really hope she does well, so much to so much to admire, in starting a business is hard enough, as a young woman even harder. And as she says, also being being an expat being moved to a new country where English is not her, not her native language. I think it's a stunning example of what what we can all accomplish in our own ways, maybe not exactly the same. But that when we, you know, for me, the key part was her connecting the future she wants for herself, like how powerful is when our brains get a picture of like, that's what I want to go towards. And then so many things we started noticing that are different, that can help us on our path to getting clear, or achieving what we want. But this starts with getting clear on that picture of where do I actually want to get to? And I think I think she's a stunning example of that. So that's my that's my reflection on that conversation.
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