Taking Risks in a Virtual World
An Interview with Isadora Godley, Director of Content & Product Communications at Haworth
Content creation and an online presence has become the goal of thousands of companies throughout quarantine and the shutdowns across the world. Haworth’s content team is an illustration of quality research, an online presence, and consistent valuable content. There are many things we can learn from them as a company as we advance into the online world.
Isadora Godley, the Director of Content & Product Communications at Haworth, has a whole toolbox full of wisdom and industry-based advice when it comes to building meaningful content and exploring the unknowns of the virtual world. In addition to that, she has a talented and motivated team. She defines her position as a connector: someone who coaches, supports, and gives her team the freedom and space to create. This comes from truly understanding Haworth’s vision and being able to teach her team. This year, with intentional strategy, Haworth was growing in their processes of organization, timeliness, and connectivity between the team. When COVID hit, it threw a massive curveball to the previous processes because Haworth needed to address the topic on everyone’s mind.
As a leader, Isadora had to quickly adapt to the new circumstance, overcome personal fears/obstacles, and strategize for her team to be successful. When I asked Isadora for her strategy in this season, she explained the concept of a pendulum – and that it was as foundational as breathing in and breathing out. “A pendulum is a weight suspended from a pivot so that it can swing freely. When a pendulum is displaced sideways from its resting, equilibrium position, it is subject to a restoring force due to gravity that will accelerate it back toward the equilibrium position” (Miriam Webster, 2000).
An example of a swinging pendulum
We have seasons where we are thrown into the unknown. The saturation, newness, and information floods in and we try to breathe it all in. But it is necessary to breathe out too. As a trailblazer, Isadora had to create a space for her team to breathe out while they prepped their strategy. The leadership on the Haworth Team found a way to be intentional in the virtual workplace by creating interactions for her team to stay connected. The remote environment of Isadora’s teams has been a lot of 1 on 1 check-ins, large staff meetings, and giving space and time for people to be emotionally transparent. The entire team has come together, enhanced each other’s strengths, and really connected throughout the process.
I have only been in the commercial interiors industry for four months – and I have noticed a huge theme quickly. Great leaders are always adapting – it is just part of their nature. I was extremely encouraged by Isadora because she has overcome many changes in her 15 years at Haworth. Her success is a representation of both her eagerness to advance as things change and a strong team ready to proceed. With change, there is always the risk of failure. As a young professional, failure seems daunting. Isadora spoke directly to fear of failure. Without some failure, great ideas can’t reach their potential. It takes an environment looking to develop to push past failure and use it to build the success. Isadora encourages those who are trying new things to “fail fast.” This means to be well thought out in any strategy, but also to be ready to pivot quickly if an idea fails. We need to invest small first, and when we see the potential of success, we need to seize the opportunity.
Haworth did this with their Spark articles coming out throughout quarantine. Readers in our industry were looking for research, comfort, and advice – Haworth seized the moment and accommodated. Now, as we settle into a new normal in the workplace, Isadora said that Haworth will naturally swing the pendulum back into research and advancements about the workplace. Haworth has consistently shared valuable content that benefits anyone who works. The four topics that their research highlights are workplace performance, nurturing culture, environments and well-being, and inspired design. Check out Spark.
The pendulum is a great example for all of us. Breathing out is just as important as breathing in. We can take risks while still being grounded in our foundation. Growing an audience takes intentionality, trust, and time. Like anything worth having, sharing content takes hard work and research.
Thank you to Isadora and the Content and Creative team at Haworth for encouraging our industry throughout the last few months. You can check out Haworth’s research by clicking here.