Working from home. How to make it work.

Technology has allowed us to work from home and also to travel while working. Depending on your job you can plug in pretty much anywhere in the world and as we see more creative agencies moving to a flexible working structure, another problem presents itself; when to power off?

Agency folk are traditionally workaholics (among other things) and without the ticking wall clock to tell us when it’s “pens down” how do you manage your time while on the road or at home and how do you avoid blurring the lines of work and life while staying on top of your to-do list.

As we see a move to entrepreneurial attitudes, start-up tech businesses and a staggering 73% of millennial employees stating they would be more loyal to a business if they could work flexibly, which also features highly on the wish list of working mums, questions on structure, management, trust and autonomy need to be addressed.

As every individual is different we thought it would be worth getting the perspective of someone who has climbed the agency ranks in the traditional agency working hours, all the way to GM level, and who has bravely gone where now many women have gone before and started her own consulting business with nothing more than a laptop and a notepad.

iknowho’s own internal business coach Danni Uglow shares her insights into managing multiple projects not knowing where tomorrow’s “desk” is going to be and still making time for a cheeky wine or 7 on weekends.

Danni, you spent 15 years working in multiple creative agencies right up to General Manager level. What was the original motivation to go out on your own and how was the transition from the traditional 8-7pm to total freedom?

The motivation was that I saw a gap in the market for small to medium sized businesses who required an operational and HR resource that they typically couldn’t afford on a full-time basis.

Initially, it was scary to not know where the next paycheck was coming from but the flexibility of having lunchtime by the swimming pool quickly overcame that! Being able to be in control of your day is extremely empowering and even when you fall into the standard pitfalls of working more hours then you used to – it’s your own decision!

You currently work across 5-7 clients all completely different and all over Sydney, what is your process in prioritising?

Fill the diary with the big blocks first and work ad hoc meetings and shorter projects around these. The aim is to build strong relationships with clients to allow for flexibility on both sides.

How do you ensure that your workload doesn’t creep into the weekends and evenings?

Short answer, I don’t. It comes down to prioritising time and workload. Sometimes I may take time out through the week but then need to work on a weekend it’s all about choice!

What are your tricks for staying motivated and providing yourself with some sense of structure?

Having a well-set office space, not working from the couch. Enjoying what you do and ensuring you block out time for what makes you happy/motivated whether it be the gym in the mornings or any other wellbeing activity and structuring your day around those things (within reason of course) it’s about finding a balance and sticking to it.

With your experience in operations, HR and business management what would be your recommendations to a business who is looking at offering flexible working hours to their employees?

To assess each of the roles for individual suitability for working remotely, ensuring tools and systems are in place to maximise efficiency for employees working from home (cloud software, laptops etc) and talk to your team keeping communications open about what flexibility means to each individual.

It’s an exciting time to be working within the creative agency space with so many more agencies offering empowering incentives to retain your staff. If you have any questions about how your business could adopt flexible working arrangements or any other forward-thinking benefits please get in touch.

My top 3 tips you can use in an interview situation:

Prepare before you go in – hold a power pose (even for as little as 10 seconds) before entering the office you’re going to attend an interview

Open posture – Don’t go into the interview holding the power pose FYI! Keep an open posture though, keep your hands away from torso and it will allow the feeling to continue and those you are with to feel you are present.

Attend to others posture - be conscious of other peoples’ posture, whether they are closed or open and whether what you are saying or doing can change this.

So get powerful, start posing and “don’t fake it until you make it, fake it until you become it”, I am certainly going to be trying it!

< Older Post

Newer Post >

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.

How to: Succeed in a new role

By Kristina Gerdov • April 3, 2025

Starting a new role is so exciting but can sometimes feel like a whirlwind—there’s so much to take in. That’s why we’ve broken it down into a simple 30-60-90 day plan—to help you settle in, make an impact early, get aligned on your KPIs, and feel a sense of achievement from day one.