Leading from the front feature in Business Direction Magazine

Playing to your strengths – by Ruby Edwards, the Leading from the front feature in Business Direction Magazine – Herefordshire & Worcestershire Chamber of Commerce’s Business Direction Magazine: pages 13-19.

“The key is knowing when you need other people to help make your business a success.”

In the final interview in our Women in Business spotlights, Ruby Edwards – founder of You Do Better and sole parent of two – talks about turning adversity into a flexible, on-demand marketing agency serving three counties…

Business owners wear a variety of hats and are responsible for making many things happen in a day. One of the biggest responsibilities they face is having people rely on them – whether it is staff, suppliers, or family – to keep a roof over their heads.

If life isn’t difficult enough, you throw in redundancy, divorce and sole parenthood. Ruby Edwards’ journey to success as a sole marketing agency with clients across Herefordshire, Worcestershire and Gloucestershire has had many obstacles. Ruby overcame them all to build herself up where she is today – a successful business owner and sole parent-of-two.

STRUGGLES

Having worked in different roles with the utilities sector – including as a team leader, customer services manager and consultant – Ruby began her PR and communications journey after her second child was born.

Ruby said: “My son was born with a life-threatening medical condition and that naturally changed our lives. When I created You Do Better in 2017, I was a sole parent of two children, so work needed to revolve around my family.

“My children have grown as my business has grown and that has been a constant driver. What I could do to make it continue to evolve.”

You Do Better has six associates and is going from strength to strength, growing its reputation for its flexible, affordable approach and results-focused marketing and PR campaigns.

The support from the Herefordshire and Worcestershire Chamber of Commerce has also helped Ruby grow her business.

She said: “I have worked with the local Chamber for more than 10 years and it has helped build partnerships and collaborations for my business, and for my clients too. I have also gained new clients directly through the Chamber and continue to work proactively with them.”

You Do Better offers out-sourced marketing, PR and website services, which means businesses of all sizes can benefit from the team’s expertise on an hourly, daily or project rate, without the overhead of having to employ someone in-house.

Ruby said: “One of the key decisions I made is outsourcing – we provide on-demand marketing services to businesses of all sizes and if I don’t have the immediate skills or capacity for the work, I will outsource it to the best associate for the job.

“Some people don’t like to admit they can’t do a particular thing, but I would rather say ‘that’s not something I can do/I can’t, I’m out of the team that can’ than be out of my depth and not do the job properly.

“I have surrounded myself with talented people with different skills who can do the things that I can’t, and I reach out to associates to help deliver what the client needs for a particular job. I can’t know everything about everything, and think it’s far better to bring in people who are experts in certain areas and deliver what the client wants.”

DETERMINATION AND HUMILITY

With the challenges Ruby has faced to make her business what it is today, she believes it is her determination that has helped her.

She said: “It has nothing to do with gender. I’ve never been held back or gone further because I am a woman. That’s not to say I haven’t experienced sexism or misogyny, but my drive and determination to succeed for me and my family doesn’t let anything stop me. I just get on with my own business and what I need to do.”

“Running any business can be really hard. Like many others, I am the MD, the FD, the OD – I do whatever I have to – but I am also not afraid to ask for help. It is about being humble enough to know when you need other people to help make your business a success.”

And Ruby’s advice to other women (and men) starting their own business is equally positive. She said: “Don’t let anything hold you back. Whether you’re a sole parent or dealing with extreme difficulties, play to your strengths and don’t be afraid to ask for help. Know your abilities, but also know your limits.

“You have to work hard, but the more you give, the more you get back. You have to be able to change tack quickly and be resilient, focus on keeping going, rather than being held back when something doesn’t work. When things go wrong, it is something you learn from. Don’t be hard on yourself, lift yourself up and move forwards.”