Very soon we will be launching an exciting new resource for the world of surface pattern design, which we have been working with on with a young dynamic company called Directory Media. Today we turned the tables on one of Directory Media’s founders, to find out why Leigh Fearn took voluntary redundancy from a huge corporate in order to follow a dream and make an idea a reality.
After doing a BA (Hons) degree in Business Studies and a year of international travel, Leigh found himself following the same path of thousands of other graduates. He tells us about how and why he has now chosen to swap a 10 year career climbing the corporate ladder within one or the world’s best known multinational companies Hallmark to starting his own business from scratch. Based in Leeds, in the North of England, he explains what inspired the life changing decision and how he intends to turn the concept of a ‘digital directory’ on its head.
1. How are you leading a life ‘doing what you love’?
After over a decade working for multinational companies, I decided to leave and start my own business Directory Media with a close friend of mine. Although I have enjoyed my career to date, I started to become frustrated with the corporate politics and levels of bureaucracy I faced working within such an environment so have taken the brave decision to try to work for myself. Although I know it won’t be easy and there is a long rocky road ahead of me, I am excited by the challenge.
The business is centred around a piece of digital directory software we have created which allows companies to create beautiful online profiles. We wanted to change the image of digital directories from being faceless, passive walls of contact details to being living, breathing spaces fit for the digital arena. Our aim is then to partner with forward thinking event organisers, publishers and member-based organisation to help them to create exceptional online directories. A bold statement I guess but we are confident and passionate about the product and concept we have developed and are looking forward to getting out there and gauging the reaction! For the first time since deciding on which course to do at University, it really feels as though I am in charge of my own destiny and although kind of scary, I have got back a real hunger to prove something to myself.
2. What did you do before this?
Most recently I spent 9 years working for the world’s largest greeting card manufacturer, Hallmark Cards PLC. The majority of this time has seen me heading up and Account Managing some of the UK’s largest retail accounts including Asda, John Lewis, Debenhams, Primark, New Look & Lidl. Products I have sold have included Greetings Cards, Gift Bags, Wrap Paper and Christmas Crackers. I can honestly say I loved working in such a creative environment especially in such a hands on role.
3. What kind of discoveries have allowed you to change / realise your passion in life?
I have known from a young age that I have wanted to work for myself but I was never quite sure what type of business I wanted. It ended up being a number of conversations with a close friend that shared the same intense drive to come up with an idea we could develop together that helped me to think about changing my situation. When I was offered voluntary redundancy at Hallmark, instead of putting the money I got into the bank and getting another ‘job’, I decided to spend six months full time really trying to get some traction on the business. I figured the worst that could happen is that I spend the money giving it a go and if it fails I find myself another job. If I get the business going however, it could be the best thing I ever did. Most importantly I decided it was important I could look back in 20 years and say ‘I gave it a go’
4. How did you make it happen?
I wish I could give you a romantic answer of some kind, but it was in fact just a lot of hard work, sacrifice and a flexible approach. As we developed our idea and business concept in our spare time of evenings and weekends over the best part of three years, the one thing that kept us going was our belief in and passion for what we were doing. We also remained true to ourselves and our skillsets, and we trusted one another. Ultimately though, at some point I knew I would have to make that leap from the safety and security of ‘employment’. In doing so, I was very careful about who I told as I didn’t want the doubters or pessimists to influence my decision. Fortunately my family and close friends have been great.
5. What was your biggest challenge and how did you overcome it?
The biggest challenge was not coming up with a business idea but actually making it happen. Like any business, the biggest hurdle has and continues to be the fact we are new. Getting in front of the right people can also be a challenge but we have found that the more research we do, the easier it can be. We have also been very open to feedback (positive or negative!) in order to help us learn lessons.
6. Who is your role model and why?
My father. When I was very young, I remember he decided to take the brave step of setting up his own business which often involved working seven days a week. Through the good times and bad, he has always stayed strong, optimistic and passionate about what he does. The fact he has always been the one who makes the decisions and steers his own path has always inspired me. He has also installed a tough mental attitude in me and always encouraged me to not only try things but in whatever I do, to do it 150%.
7. What is the best advice you have received?
Push yourself as hard as you can, whether this be in sport, study or work. Don’t follow the example of others. Instead, set your own standards and let others follow yours.
8. What keeps you awake at night?
Ideas. It can be quite annoying when you want to get a good night’s sleep but I seem to have an overactive imagination. I am also extremely tough on myself so if there is something I think I could have done better, I am not great at forgetting about it instantly.
9. What gets you up in the morning?
Over the last 2-3 years, I would say it has been the thought of one day being able to work for myself. The fact that I know I am the only person that can make this happen is a real motivation. I set myself lots of short term goals in order to continually push and challenge myself.
10. Finally, what do you think is the key to discovery?
Great question. My honest answer is that I don’t think there is a ‘key’. Everybody is different and everybody has their own motivations and ambitions. I also think it is the journey not the destination of discovery which is important. The fun is in the searching!
[Images courtesy of Leigh Fearn.]
To find out more about Directory Media visit the website.
