21st July 2021
Franziska Iseli is an entrepreneur and the co-founder of Basic Bananas, The Business Hood, The Data People and Oceanlovers. A renowned marketing and brand strategist, adventurer, author and speaker, Franziska is a board member at the global Entrepreneurs Organization and sits on the United Nations (UN) subcommittee to support the UN’s Sustainable Development Goals (SDGs) through entrepreneurship. Franziska is also the author of ‘Social Media for Small Business - Marketing Strategies for Business Owners’, and here she shares her experience and advice for other women in business.
Franziska: As a kid I wanted to be a vet, but I realised that although I’ve always loved animals, I couldn’t deal with cutting them open! So, having also been intrigued by marketing and branding, I enrolled to study marketing at Geneva university in Switzerland (my home country) and to keep my dad happy I also studied political science. During my studies I wasn’t completely sure what I wanted to do after graduation, so did a few internships to find out what I enjoyed which also included an economic project at the Swiss Embassy in South Africa. I eventually moved to Australia and ended up working in advertising.
Franziska: Most of my mentors have come through books and the biggest inspiration for me has been Richard Branson. His book ‘Losing My Virginity’ came out at the same time I was starting my first business, Basic Bananas, so it was the book that most guided me. And it was a dream come true for me when Richard wrote the forward for my third book ‘The Courage Map’.
Franziska: I don’t recall who gave me this advice, but the concept of having a vision or purpose that is bigger than you has always helped me, especially when starting a business. It also helps to create a great workplace culture by having clarity around your vision and bringing your team along the journey with you – and never swaying from it. I remember very early in my career that I only wanted to work with people who make a positive impact. We got really tested on this early on when we had the opportunity to work with someone who didn’t fit that vision, but was offering a lot of money to provide consulting services. As a start-up business we really needed the money, but we said no and that was the beginning of me realising how powerful it is to stay committed to your purpose, even when times are tough.
Franziska: Aside from Richard Branson, I’ve found inspiration in a lot of books and podcasts – and many of them aren’t even about business. For example, ‘The Alchemist’ by Paolo Coehlo has had such a big impact on my life and I’m not even sure why. I think it’s really about finding and honouring your purpose.
My advice to other women in business is to not only look for mentorship in a particular person, but to also find them in books and podcasts as I have. And if someone really inspires you, reach out to them. Shoot for the moon and don’t think that because they are famous or influential that won’t want to help you. And most importantly listen to your own intuition!
Franziska: I think the biggest mistake I’ve made is hiring the wrong person. You know those situations where a candidate has good skills, but you can sense that maybe they won’t be a good cultural fit and you hire them anyway. And the second biggest mistake, is realising that they were the wrong hire and keeping them on the team despite that realisation! There’s been times when I’ve thought to myself that this person would be better off somewhere else, but I feel bad letting them go. I think that is a tendency among women entrepreneurs, maybe because we tend to have more empathy. But it’s important to be able see the bigger picture and ask how not hiring the right person might impact other team members. It always does. Sometimes removing someone who is not a good fit is necessary to protect everyone else and your business.
Franziska: I think my biggest challenges have always been around conflict. I’ve got better at it, but when I first started out as an entrepreneur I was pretty conflict avoidant. I never felt very comfortable facing the difficult conversations. But as a small business owner I’ve had to embrace the uncomfortable aspects of running a business – ‘getting comfortable with the uncomfortable’ is a good motto for me now!
Franziska: I think my best advice would be:
I’d also make of point of saying it’s important to surround yourself with like-minded people who believe in you. Not everyone in your entourage or family will be the right people to talk shop with!
Franziska: I’m biased but I do think we have some incredible business resources at Basic Bananas! There is Basic Bananas TV on YouTube and Basic Bananas radio, a podcast available on every major podcasting app as well as a lot of marketing tip and resources on our website.
I also listen to a lot of podcasts and audiobooks. They are not all business or marketing-related but for me it’s about finding inspiration by diversifying my interests. Some of my favourites include:
Franziska: I don’t really believe in work-life balance. It’s all just living for me. I really love working but I also understand how important it is to make time for other things and to recharge our batteries. Being in nature, meditation, surfing, walking the dog, travelling, riding my motorbike and going on adventures makes me more productive, so if my calendar gets too busy, I make a point of blocking out time for those things. Without our health, we got nothing.
Resources:
Basic Bananas has supported thousands of small businesses owners with marketing mentoring support for small business owners including workshops, online courses and podcasts. You can also buy Franziska Iseli’s book, ‘Social Media for Small Business – Marketing Strategies for Business Owners’, at www.basicbananas.com.
The Australian Government’s business.gov.au website contains useful information for small business owners including guides to starting and growing a business, marketing your business, using social media for business and more.
Franziska’s favourite books and podcasts:
Bank of Queensland Limited ABN 32 009 656 740 (BOQ) AFSL and Australian Credit Licence No 244616. The views expressed in this article are those of Franziska Iseli alone, and do not represent the views or opinions of BOQ.
