City of Lights... That Never Sleep

Following on from our last blog which discussed the impact of social media on our mental health, this week in the iknowho office we’ve been discussing screen time, and the effects this has on us. We know the number of hours spent staring at our phones, computers, iPads and TVs is increasing, but how are those late night social scrolls manipulating our precious sleep time? What about the larger, long term side effects of our illuminated lives? Also, what can we do to counteract this impact?

Thanks to a lot of recent press on the issue, we are all too aware that we are soaking up way too many electronic waves from the devices we are constantly starting at and the electronically lit environment in which we live. This artificial light manipulates our body’s biological clock - the circadian rhythm - which in turn disrupts our sleep patterns. Primarily, it’s the blue wavelengths being emitted that cause this issue.

Now, the evidence says we don’t necessarily want to block these wavelengths out at the same level during the day, as they can be beneficial in boosting attention, reaction times and mood. Unfortunately though, studies conducted have suggested a link between nighttime light exposure and some cancers, diabetes, obesity and heart disease.

The science bit… exposure to light suppresses the secretion of melatonin, the hormone that influences our circadian rhythms. If your melatonin is reduced, then your body is going to be all out of whack (technical term) and you are likely to experience difficulty getting to and/or staying asleep. When we’re told that 7-8 hours sleep is the minimum we should be providing our bodies with each night to rejuvenate, repair and recover from everything we put them through, we really want to make this time count, and set ourselves up to enjoy the best quality sleep we can get.

You may have seen reading glasses with blue blocking coating now available in the market. This helps relieve eye strain and reduce the constant exposure to blue light from those on screens all day. However, this coating is only designed to block a percentage of the blue light out. By donning a pair of blue-blocking glasses you are allowing yourself to live in the modern, electronically lit environments we create for comfort and encouraging your hormones to behave more like your ancestors.

These glasses are designed to block the blue spectrum of light waves. Ideally, you should be putting them on as the sun sets, as this is creating an effect that represents the setting of the sun, allowing your circadian rhythms to be maintained. If you aren’t prepared to put them on before leaving the office in the winter months, at least 2 - 3 hours before you go to bed to allow your body to experience the reduction of light in the surroundings.

So, why can’t you wear your ‘sunglasses at night’ (thanks 80’s pop star Corey Hart)? Brown or yellow tinted glasses may block the light, but they aren’t specifically blocking the blue light waves. The best way to test your glasses is to look at the reflection in the lens; Proper blue blocking lenses will reflect blue.

It may feel a little strange at the start - and your dinner takes on a different shade, but speaking from personal experience, the results have been fantastic. I have always had trouble sleeping and have tried many strategies to help myself get to and stay asleep, some of which I still use (most of the time) as part of a good routine.

Since wearing the glasses from the time I get home after work until bedtime, I have felt myself become tired even if I have been working later into the night. This feels like natural tiredness and a way for my body to tell me it’s is ready to call it a day. In my home, we’ve seen a positive result. I guess you could say we now exist in a blue blocker zone from sunset and are noticing ourselves already feeling better for it. Oh, and don’t worry if you also need reading glasses - you can get a pair that goes over your regular glasses, everyone's covered!

I would recommend anyone who has trouble with sleep, uses electronic devices, or has lights on before they go to bed (well, that’s all of us!) to trial the use of blue blockers and see the difference for themselves!

References

Harvard Health Publishing

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Signs It’s Time to Hire a Marketer…and how to get it right

By Kristina Gerdov • September 3, 2025

For many growing businesses, marketing is often something that gets added to the to-do list of already busy managers or existing teams. A social post here, an email there, and maybe a campaign when there’s time. But without dedicated expertise, marketing rarely delivers the consistency and commercial results your brand needs to grow. If you’ve been wondering whether it’s time to bring in a dedicated marketing resource, here are the key things to consider and how to ensure your first hire is set up for success. 1. The Telltale signs If your demand generation has stalled, you’re struggling to convert interest into sales, or your brand presence feels disjointed, it’s time to stop relying on ad-hoc efforts. A dedicated marketer can build and execute a strategic plan that drives consistent results and positions your brand for long-term growth. 2. What to avoid It can be tempting to look for a “jack-of-all-trades” who can do a little bit of everything. The reality? Even the most talented marketer will struggle without clear goals and defined outcomes on what the business is looking to achieve. Hiring without clarity can lead to underwhelming results and frustration on both sides. Be specific about the expertise you need and the outcomes you expect. 3. Why this hire is so important to get right Your first marketing hire is more than just another role, it often lays the foundation for your brands future growth engine. The right hire can build momentum and shape how your future team evolves. The wrong hire however, can stall progress, waste budget, and leave you back at square one. 4. Fractional vs full-time Not quite ready for a permanent commitment? Fractional marketers can be a great short-term solution to get things moving while you build the case for a full-time hire. Just be clear on their remit. Fractional marketers are ideal for campaigns, projects, or interim support, but they’re not typically suited to long-term brand building or team development. 5. What kind of marketer do you actually need? Marketing as a discipline is broad, as are the tools used to reach your desired target audience. Do you need someone to drive digital acquisition, manage partnerships, develop content, or build brand strategy? Start by clarifying your business’s biggest priorities and pain points, then match the skillset accordingly. The clearer you are upfront, the better the outcome. 6. How to set them up for success Hiring the right person is only half the job. To see results and maximum impact, you need to set your new hire up for success. This means: Clear KPIs so they know what good Vs great looks like The marketing tools and access to the resources they need to deliver Integration into cross-functional conversations with key decision-makers from day one Bec Godkin, Senior Talent Partner says “Marketing can’t succeed in a silo. The deeper your marketer is connected across the business and understands the various levers that shape success, the greater their impact will be” Hiring your first marketer is an exciting step - it signals growth, ambition, and the desire to build something bigger. By being clear on what you need, avoiding common pitfalls, and setting your hire up for success, you’ll give your business the best chance to thrive. At iknowho , we specialise in helping brands make their first marketing hire. If you’d like to talk through what kind of marketer is right for your business, we’re here to help.

What is a Fractional CMO and could one be right for you?

By Kristina Gerdov • June 25, 2025

Discover what a Fractional CMO is, the benefits they bring, and how to know if hiring one is the right move for your business.

How personal branding can supercharge your job hunt in 2025

By Kristina Gerdov • May 13, 2025

In 2025, personal branding isn't just a buzzword – it's important for anyone navigating the job market. The uncomfortable truth is this; you're likely being Googled more often than you're being interviewed. In a digital-first world, your personal brand can potentially boost your career prospects. So how can you leverage it to stand out during your job hunt? 1. Your brand is what people say when you're not in the room Personal branding isn’t just about the polished version of yourself that you post on LinkedIn. It’s what others say about you when you’re not around. Consider how you’re being perceived online and offline. Is your brand consistent, authentic, and aligned with your career aspirations? What would potential employers say about you when they Google you? To start refining your personal brand, think about your values, your goals, and how you want others to perceive you. This means showcasing your strengths, yes, but also acknowledging your struggles and learning moments. Authenticity can give you a competitive edge. 2. Lead with curiosity, not just expertise Publicly asking thoughtful, insightful questions. It positions you as someone who is constantly learning, open to feedback, and not afraid to explore new ideas – a thought provoker and idea leader in your space. In the job hunt, this quality can set you apart from others who might be more focused on offering answers than asking the right questions. So, when you’re engaging with others online or in an interview, try focusing on asking questions that spark deeper discussions. Your curiosity and willingness to learn can make a lasting impression. 3. Your personal brand is about becoming known for the right things Remember, personal branding isn’t about trying to become famous. It’s about being known for the right things – the things that align with your career goals and the value you want to offer to employers. For job seekers, this means ensuring that your online presence and interactions reflect your expertise, passion, and ambition. When crafting your personal brand, be deliberate. Think about the skills, values, and personality traits you want to highlight. 4. Be consistent and intentional The foundation of a strong personal brand is consistency. Your personal brand is built in the small, everyday actions – how you engage with your network. Consistency in your interactions helps shape how people perceive you and helps create a brand that’s memorable. If you're job hunting, it's critical to show up consistently both online and offline. This includes engaging with industry professionals on LinkedIn, contributing to discussions, and demonstrating professionalism in all your interactions. 5. Small steps to narrow the gap So, what's the gap between how you see yourself and how others might perceive you? The goal isn’t perfection, but making small, consistent adjustments that move you closer to aligning your internal brand with how you’re seen externally. It could be tweaking your LinkedIn profile, starting a blog, or sharing your expertise. What’s one small thing you could do this week to move the needle and narrow that gap? Whether it’s posting a thoughtful comment on a relevant post, reaching out to someone in your industry, or sharing a story of a recent challenge, small actions can have a big impact over time. 6. Share struggles, Not just wins When it comes to personal branding, it’s easy to fall into the trap of only sharing successes. However, some of the most credible personal brands are built on transparency – sharing the struggles and lessons learned along the way. It’s interesting to see how you handle setbacks, not just your triumphs. Embracing imperfection in your personal brand helps paint a fuller picture of who you are. Whether it’s sharing a challenging project you worked on or a time when you faced a setback and how you overcame it, these stories can help demonstrate your resilience, problem-solving abilities, and growth mindset – qualities employers are eager to see. In today’s market, personal branding isn’t just a nice-to-have. By being intentional, consistent, and authentic, you can build a personal brand that resonates with potential employers, ultimately setting you up for success in your job hunt. So, there’s no better time to start than now.