Seven Lessons I’ve Learned From Seven Years of Hourglass Media
⌛ By Kaylin R. Staten ⌛
Seven years ago, I took a chance that changed my professional life forever.
I had moved back into my parents’ house after a failed relationship (another story for another day), and I began putting everything I had into my PR career. I wanted to be the best version of myself I could possibly be, but as I began to burn the candle at both ends, I wanted something more.
I have always worn my heart on my sleeve, which is evident in my career roles. I began my PR career at nonprofit organizations, and I always wanted to back a cause while also supporting myself and my dreams. I wanted to give back to the community that helped shape me, and I knew other people had less than I did. I craved purpose-driven roles, but in the end, something kept pulling me in the direction of starting my own company.
It could have been the allure of being my own boss and “not having to answer to anyone” except clients and the IRS. Maybe I wasn’t feeling challenged anymore and needed a change. Perhaps I was made for something more or began to listen to what others were telling me.
No matter the cause or reason, I took the plunge and filled out all of the fields on the Secretary of State’s website. I garnered enough confidence at the moment to create Hourglass Media, then Hourglass Omnimedia.
I started my company when I was 26 years old. Since then, I have had a long list of clients, met financial goals, and have felt like I have made a difference with the work I have done. There’s still more to do, of course, but I know it has been a great start. Personally, too,
While I have had my fair share of successes, it hasn’t always been smooth sailing on the road less traveled. I cannot tell you the number of times I have told my husband I want to just give up, that I am not “good” at this, that it would be easier if I just got a “real” job. At the end of the day, I know that is not part of my narrative. I am not meant to give up a company that I have worked so hard to build. At the end of the day, there will be trials and tribulations, moments of success, and everything in between.
Without this company and its kaleidoscope of moments, I wouldn’t be the person I am today. In my true reflective fashion, here are seven lessons I have learned in my seven years as CEO of Hourglass Media.
It’s OK to not hustle all of the time.
Nothing changes your life like having a family. I used to scoff at this when I was in my 20s and honestly thought less of others who could not handle being a parent and a working professional. I am not proud of these thoughts, but I truly did not understand what it meant to build your family at the same time, too. I was already jaded on a personal level, but that changed when I met my husband and we had our son. Now, my mission to “live what I love, despite fear” does not include working around the clock to meet my invisible deadlines. After grinding for 2+ years without a break, I decided (after MUCH deliberation) to step into a more part-time CEO role. Of course, that comes with pros and cons, but it allows me to focus on not only my company but my family and myself as well. Gone are the days of the girlboss, where we drown ourselves in millennial pink and use whatever means necessary to reach our goals while working constantly. Fast forward to now, where work-life integration is at the forefront.
It’s OK to show who you really are.
I cannot tell you how many times I have talked myself out of projects for various reasons or have taken on ones that do not serve me or Hourglass Media in the long run. As your company or personal goals and objectives change, it’s OK to retire old projects and create new ones that better reflect where you are on the journey. It’s also OK to break your own PR mask to show who you really are. Cue The Wholeheartedly Podcast, a biweekly show where I help emotional sponges aborb understanding, acceptance, and joy while navigating work and life. Honestly, I became tired of projecting this caricature to the public and then having a separate internal identity. It’s time to mesh the two and stop living in silos. People crave authenticity more than ever, and being a business owner during a pandemic gave me time to reflect. I felt like it was time to give everyone an “Oz behind the curtain” moment, a more in-depth look than just “behind the scenes” but a glimpse into my mind.
It’s OK to lose mentors.
This has been a challenging realization. People tell you, especially in the world of public relations, to not burn bridges. If you live or work in a smaller area, that can ring even more true. However, you cannot risk your own ethics, values, and sanity by going along with something or someone that no longer serves you. It’s OK to disagree with someone who once taught you about work or life, and parting ways can happen. You can fight to save a fraction of this mentor-mentee relationship, but often, it isn’t work salvaging. This has happened throughout my seven years at the helm of Hourglass Media. I have seen the red flags waving as plain as day, but I have ignored them until it’s too late. I’ve also jumped off sinking ships before the relationship became too sour so it could potentially be mended in the future. No matter the course of action, it’s natural to lose mentors – just like with romantic relationships and friendships. We grow as people, and sometimes, we outgrow certain mentors but then gain others.
It’s OK to part ways with clients.
I have talked about this before, but I wanted to be everything to everyone when I first started my company. This has to do with a lack of confidence in owning a business and even in my chosen craft. I wanted to grow my client roster, earn more money, and build my reputation in my industry and beyond. In the beginning, if a client relationship didn’t work out, I would take it personally. I would sit there, stewing on what I did wrong and what the other party did wrong. I would lament and grow bitter, which would greatly affect my motivation and the quality of my work. What I learned over time is that you will not be everything to everyone, and that is not a reflection of how “good” you are as a person or at your job. Sometimes, personalities will clash, budgets will be cut, or an expected metric isn’t met. There are also times in which you may not have the answer. It’s OK if a client fires you or if you fire a client as long as you handle both in a respectful, professional manner. (And make sure you have contracts, amendments, and other paper trails!)
It’s OK to pivot your own focus areas.
Over the years, I have really become more personally and professionally invested in mental health. That’s not to say that I do not have passions for other causes. The Hourglass Media brand is a Lover/Creator, so I do not have a shortage of things I love. That can become complicated because you pull yourself into the weeds and lose sight of which flowers to plant. I often want to have a hundred varieties when I just need to focus on a few flowers and grow them well. When you become a jack-or-jill-of-all-trades, you sometimes can lose your zone of genius. I’ve created list after list and have journaled until my arm is sore, but I know I have finally settled on what makes Hourglass Media what it is. It takes confidence and experience to be able to walk away from an opportunity that may not serve you and your company – and to recommend someone else. It’s OK to say no to projects outside of your scope. Usually, other opportunities will shop up in their place and will be what you actually want to do.
It’s OK to scale at your own pace.
This one goes hand in hand with the first point about hustling. You do not have to scale at a fast pace and can do what you feel led to do. I enjoy being a solo practitioner, with subcontractors on an as-needed basis, at least at this point in my career. Hourglass Media, just like with all companies, has seen ebbs and flows, successes and failures. While I would love to reach certain income and other figures, I do realize that it may not be realistic if I want more of a personal life. I have thought about other multiverse versions of me, and honestly, I like who and where I am in this timeline. The workaholic version of me would ultimately be miserable! Having goals and aspirations is normal and needed, but don’t get ahead of yourself. If you want to hire a large team, great! If you want to remain a solo practitioner, great! Scale at whatever level you feel comfortable, and don’t let imposter syndrome win. (I know, I know. This is harder than what it sounds like! I still struggle with this and FOMO.) When you realize your own unique talents and contributions, you will just naturally scale – or at least have a plan in place to scale. You do you. Just don’t scale like Theranos and become like Elizabeth Holmes.
It’s OK to follow your heart.
This point is complementary to the part about showing who you really are. I have often fought against myself when I know something is right or wrong for the company. I can always trust my gut. Yes, it can be wrong and lead me down the wrong path, but for the most part, my intuition is my greatest asset in business. Having a logical mind will serve you well in your career, but I have discovered that if I lead with my heart, my brain will follow (and create a plan based on what my heart wants). I can lead with empathy and actively listen to what others want and need. When your heart and mind work in tandem, you can be an unstoppable version of yourself. I wouldn’t be writing this right now if I didn’t take the plunge and create this company seven years ago. I wouldn’t have the stories to tell, the advice to give, the relationships I have forged over time. Listening to my heart has paid dividends and then some.
Kaylin R. Staten, APR, is an award-winning, accredited public relations practitioner and writer based in Huntington, WV, with nearly 20 years of professional communications experience. As CEO and founder of Hourglass Media, she uses her compassionate spirit and expertise to delve into the heart of clients’ stories. She is a wife, mom, mental health advocate, and Leia Organa aficionado. Connect with Kaylin on LinkedIn.