The Freelance Rules #8 - keep on top of your business

It's important to start out as you mean to go on in your microbusiness life. If you're just passing through, on the look-out for another in-house role, there's probably little point in operating as anything other than a sole trader. It's the simplest way to administer your business - but still needs the discipline to keep control over your financial affairs and to set up the necessary insurances and protections to ensure you're covered for the work you - and should anything go wrong.

If you're set up to remain a microbusiness, it's worth considering whether you need to establish limited company status or, if you're working with someone else, a partnership agreement. It's essential to have a formal arrangement if you're more than one person - you may think your working relationship with your partner(s) will always be terrific. But what if it's not? What if something goes wrong or things turn sour? What if another person in the business wants to move on? You need to know your legal standing and have a plan in place if you suddenly have a stack of projects to deliver, but no-one else to make it happen.

Of course, many businesses start from one or two people and suddenly have three, then four, then eight then 10.....and in the last few years may have been trimmed back to a few or a couple. Clearly if you intend to grow the business, set it on a proper legal footing as early as possible. Being a limited company can be a hassle in terms of keeping accounts - you need a properly qualified/registered accountant to audit the business each year (even if you're turning over tuppence), but it gives more options for growth - and also still seems to hold sway both with banks, if you're looking for finance, and with clients. With most services procured through purchasing teams these days, it's actually much easier to pick up business if you are a legally registered entity. If you're just Jessica Bloggs sole-trading, you may well find it far harder to get on a preferred supplier list, no matter how excellent the service you provide.

Equally, if your clients are big and expect to pay VAT on invoices, it's probably worth registering - even if you fall short of the threshold where you have to. If you're an anomaly in a purchasing process, things are far more likely to go wrong. VAT is more bureaucracy - but it's worth being registered if it helps you get paid the right amount when you expect it.

Most microbusinesses hate business administration - we'd rather be out there doing the work. But it's vital to keep on top of your financial affairs. If you miss that VAT deadline; don't pay HMRC or slip beyond the overdraft (even though it may not be your fault and down to the vagaries of cashflow), your credit rating will soon start slipping and black marks will start appearing on your credit rating. Business health is something procurement teams love to check - so when pitching for that project you'd love to do, the last thing you want to explain is why your business might be flashing up amber or red on a procurement health check.

Don't make false economies: in my case, I pay the rather excellent Amazon Office Management to keep my books on the straight and narrow. Equally, Leapfrog is insured to the hilt in case something happens to me or Jac or if there are any problems with our work (no problems on either count in 11 years). We've never had to claim on any of the insurances, but at least can go to work unworried that the business is at risk.

Cashflow, especially in the past few years, is never too far from the forefront of any microbusiness' mind. But my advice is to get to know not just your clients, but also the people who physically are responsible for paying the bills. We all rail against bureaucracy and a culture that aims to keep money in the biggest organisations for as long as possible, but I tend to find that the individuals actually working in the accounts payable teams are a pretty good bunch. The worst possible thing to do is to blame the inconsistencies of a payment system on the person at the other end of the phone. Much better to find a way to work things out.

It's harder to establish a working relationship with your bank or the taxman - these days they tend to be faceless machines and loyalty appears to count for little. The best bet is to set achievable parameters for paying tax or repaying any borrowings and move heaven and earth to work within them. And, if things go wrong, get on the phone fast. You may not get a lot of sympathy, but you'll generally get a way to move forward.

Running a business is about doping significantly more than the service you're paid for. It's rarely sexy, but it's essential to get the basics nailed as early as possible in your business life.

The Freelance Rules #7 - Keep Developing

While out and about last week I ran into a guy who used to freelance regularly for me back in my Barclays days. 'What are you up to now?' I asked. 'I'm pretty much out of the comms game now,' he responded. 'I do a bit of book keeping for my son, and have a sideline in importing specialist wines, but the comms work dried up a few years back - I think the market just moved away.'

It was a bit of a shock to hear this, as the guy had been one of the best independents I'd used - and is only about 10 years older than me. He was a magazine specialist, with a long background in printed magazine journalism. His problem, it seems, is that's what he did. As comms moved ever more electronic and then social; and as the skills of an organisational communicator moved from packaging information to facilitation/corporate conscience/leadership coach and all the other areas that have built on the basics of an ability to tell a story, he was rather left behind. 

When you're out of the corporate world, it's very easy to get left out in the cold when it comes to training and development. But our world moves pretty quickly now, so it's incumbent on any freelancer hoping to keep up with the game to stay on top of the trends and keep finding new ways to apply our skills.

Straight-forward commercial training courses from the likes of Melcrum and similar outfits in the market are a non-starter for most microbusinesses. They're aimed at corporates and thus are premium-priced. Given that independents pay twice for any training opportunities (cost of attending and opportunity cost of a lost day's work), I've always reckoned the best way to take part in such a course is to present it! If you have a skill that's in demand in the market, train people on it. You'll probably gain as much as you impart - and if my experience is anything to go by, you can generally barter a couple of days delivery for places on other courses.

Make the most of associations too. I've been to a number of IoIC conferences and IABC events down the years without ever paying full price - instead, I've given something in kind to hear the latest industry presentations. In the days when the IoIC was CiB and even BACB, I've presented sessions; covered the conference as a news event and even driven exhibition kit up and down from Newcastle for a conference place. I've gone on waiting lists for standby tickets to events and have even stepped in when clients have had to give up a paid-for ticket.

Never forget that associations deliver training too. It may not be as flash as a Ragan or a Melcrum, but IABC or IoIC training days are likely to be a fraction of the cost - and often with the same calibre of expertise.

These days, LinkedIn groups are a great informal developmental source. People throw out questions and the collective brain power of the group quite often gets involved in an electronic brain dump - often there's great insight to be had: free of charge.

Just because you work for your own business, don't neglect on the job training either. So often we work as part of a major change project or large corporate initiative where our clients grow and develop through the experience. Why shouldn't we do that too?  Wherever I can on a big project (and the comms team is a great place to be) I've looked to suck the brains of leaders and experts dry. I suspect every new thing I learn now will be applied on future work further down the line.

Finally, I've found another route to keep developing. I went back to university in 2007, first gaining my MA, and now working towards a PhD. The research has little directly to do with my current job, but often opens up new avenues of thought to me. Sometimes just sitting with fellow students talking about each other's work can set me off thinking about a project I have in my work-life. And it's weird how people expert in Hungarian economics, Arctic politics or sovereignty among Native American nations can spark off a great idea for a thorny comms problem. Perhaps it's just being among people devoted to learning, but it;s given my own development a new lease of life - and may even open new areas of opportunity to me in the future.

The bottom line is that however good you are at what you do, the business world will keep evolving. If you don't, the only way to go is the way of the dinosaur.

The Freelance Rules #6 - Know your worth

I love Jessica Hische's contribution to the unending debate microsbusineses and our clients get into around price and value. For me, the bottom line when it comes to commercial organisations is never work for free. I'd add another strand to that: establish your real value and stick to it. In essence, don't give your services away cheaply.

That's been really tough in the downturn, but once you know your worth, aligning your charges to the real value you bring to a client it helps you, the market and clients too.

I hate quoting a day rate to potential clients: in terms of £ per hour/day, I'm by no means the cheapest (though, I surprised myself on a rates survey recently to find out I'd dropped from upper quartile to middle) - and far too many service procurers are driven only by price. I don't actually know anyone who does what I do as fast as I do it. Equally, I have 20 + years experience in my field, and work with a group of people equally experienced. So, what the client 'gets' for a day's worth of my time is far more than they'd get from someone who may charge less, but may also not deal so well with the real issues - and may end up reworking (and recharging) several times before the client is satisfied.

Price-driven procurement is fine when the procurer is sourcing widgets that will meet the same need in the same way day in and day out. Buying a service is very different - but the pressure on the smallest businesses is to keep cutting prices to satisfy the client's desire to cut their costs. But microsbusinesses have to be braver: we have to recognise the value we provide and stick to it. The easiest way with procurement teams is actually a cop-out: it's to start higher than you would expect and compromise pretty much at the point you would normally charge anyway. They feel better - and you still get your expected return. But overall, this probably has the effect of inflating the market: not what 'procurement' is supposed to do.

Once you know the client and are dealing with the real commissioner not their procurement team, you can actually negotiate on the basis that they'll understand the value you bring to their team. If you merely duplicate something they can already achieve in-house or can buy in cheaper from another supplier, you can't expect to charge huge rates. But if you have specific experience or a skill that they can't duplicate elsewhere, your service will be at a premium and you're in a much stronger position to stick to your guns on price.

The flips side is that you have to offer service levels that justify your charges - there's absolutely no room for complacency.

Somehow clients seem to think they can pay an independent or two-person business considerably less than their high-powered, all-singing-all-dancing agencies. I'd contend that if I'm guaranteeing to provide as good a service as that agency - or indeed a service that the agency can't offer - there should not be a difference in the price the client pays. The reality of course is that I don't carry the overhead of that agency so Leapfrog can be a far more cost effective vehicle for getting the job done. And, of course, many agencies are little more than a front. The business developers and a small core team work directly for the agencies - and many services sold on to clients are actually bought in from independents (and we're charged out at well over the price we charge the agency).

Occasionally, clients have a very naive view of payments though, and assume that the £xxx a day I charge them goes straight in my pocket. Somehow the fact that I have to cover pension, insurance, office costs, legal and accountancy costs, VAT, corporation tax and all the rest before I even see any of the income passes them by. Though there are undoubtedly some tax advantages in operating as a limited company, it's marginal these days. What I would say is that it's apples and pears to try and equate a day rate to a salary.

Driving down on price has a harmful effect on clients in the end as many really good small suppliers are simply driven out of business - and those that remain will, in due course, simply push up prices again as their services will be scarce. It's all terribly cyclical when it doesn't need to be.

Meanwhile, those independents who deliberately undercut the market do themselves no favours. Names soon get around in what's a pretty small, tightly-knit community - and once you set a value on your services, it's hard to increase your prices later. If your clients know you as a £200 a day person, how can you expect to justify double and triple that - even if that actually reflects your market worth?

So, as a microbusiness, it's essential to check out what the rest of the market is charging, not just when you start, but on a regular basis. You will have to justify your worth time and again. You'll know what it costs you to run your business - you have to get to know your break-even point and the point at which you can make the money that delivers the lifestyle you want. If your service justifies it, price around that (without being greedy). If not, it may be time to get a job.

The Freelance Rules #5 - know your place

I learned a very salutary lesson on one of my first projects after I left Forte. I was commissioned to collect testimonials for an internal change team and produce an internal communications strategy, activity plan and toolkit they could use to promote their services to the rest of the organisation. They were a busy bunch, so after agreeing a budget and timeframe, they pretty much left me to get on with it. It was a relatively large project and I decided the best way to fulfil it was to work with a larger consultancy who could provide both bodies and expertise to ensure we got the research completed effectively and could then work on the necessary tools.

The problem was, as we interviewed stakeholders across Europe and the US, the picture of the change team that emerged was not as rosy as we'd expected. The feedback was by no means awful, but a number of issues emerged . The value of the change team was called into question by some stakeholders; some points of process clearly rankled with some of the areas of the business they'd worked with and some of the personalities in the team - including its leadership - had definitely rubbed the internal clientele up the wrong way. We sat down as a research team to discuss our findings and rapidly moved into solution mode. Over the course of the next week - a week in which I devoted a good 70 hours to the project, we turned a six figure assignment into a small five figure one - all by exceeding our brief and not being attuned to what the client required.

The meeting where we presented our research back to the client ranks in the top two of awfulness for me still - the best part of a decade on. It's only trumped by the day I wore one suit's jacket and another's trousers to pitch for a hotel's PR account while beset by a migraine and not knowing that the brief had changed significantly between getting the appointment and delivering my presentation.

But back to this early experience. In my days at Forte and Barclays I had been expected to stand up and challenge management on their behaviours and practices. My comms team had fulfilled the role of corporate conscience, calling to account actions that sat outside our corporate culture, vision and values and then working with the leadership team to use communication as the enabler to role model the desired culture through the organisation.

I hadn't been asked to do that here. I'd been asked to facilitate a sales communication process for a team that was confident in its own abilities; had the mandate of the global management team and was delivering a significant change that was painful but necessary for many of its stakeholders. We weren't being asked to hold up a mirror to them to show them their faults. I have never known a client so incandescent with rage either before or since that day. Much of what we had to say was right and the issues we were highlighting were real. But we did not have the authority to presume that we were the people to provide the solutions to those issues.

Our mistake had been two-fold: first, to jump into solution mode and to second, to bypass the team's communication manager who had hired us. We assumed we could change the nature of our assignment by appealing straight to the top guy. We had brought the comms manager into the loop a couple of days before the meeting. But she, feeling undermined, had quite understandably let us hang ourselves in front of her boss. We hadn't set out to undermine anyone, and thought we could add real value and integrity to our offering. But in listening most acutely to the views of the most disgruntled on the receiving end of the change process, we'd manage to completely lose sight of the brief. Our proposed strategy, though sound, never had a chance of a fair hearing and the lucrative website, training, events and supporting collateral all disappeared to another supplier more willing to execute the brief as stated.

At that point I learned the difference between being an internal communication lead and an external supplier. Ever since I've worked hard to deliver on the brief given to me to the best of my ability. By building relationships with clients and working closely with them over the years, I've reached a point where often I can influence a brief; where my viewpoint is respected, sometimes sought and sometimes acted on. I'm a partner in the communication process, but when my input to the company is measured in four or five figures, and their turnover is measured in billions, I know that it's no way a partnership of equals. I know my place.

Knowing my place doesn't mean being humble or simply delivering without question. My value comes in being able to get to the heart of an issue, challenging where necessary and charting the best course of action. It's best expressed by getting on board early in a project working with and for my internal contacts and finding the best way to use communication as an enabler to achieve the required outcome. But the bottom line is that whatever project I'm engaged on is owned internally. I can influence the shape and direction of the project, but the buck doesn't stop with me.

In effect, my role is to make whoever commissioned me look good, not to undermine them. There's a business dynamic at work here: the best way I can make them look good is by delivering my best possible effort. The more I do that, the more I get invited to pitch for better quality work and the more word gets around that Leapfrog's a decent business to work with. The more that's the case, the easier it is to pay my mortgage and even provide some decent work for others.

Sometimes, work comes along where it's best just to bite your tongue, execute the brief well, and take the money. Take pride in what you do, but leave your ego at the door.

Next up on The Freelance Rules will be: Know your value.

The Freelance Rules #4 - Establish a routine

When you move from corporate life to an independent operation, it's often very hard to establish an effective routine. It helps to know if you're really out of the corporate world for the long term or whether you're just passing through an independent phase for a short time while looking for that next great corporate opportunity. But if you've established that a microbusiness life is the working life for you, it's important to set a routine that distinguishes your work from the rest of your life.

That's what we set out to do when Jac and I set up Leapfrog, though 10 years down the line, I look back at some of the early thoughts (and early expense) and cringe. Having freelanced from a back bedroom for three years in the 90s, I was determined that Leapfrog would be different, so set about finding an office we could work from to give us a presence. And to a degree, Leapfrog was different - it wasn't just me making money from the venture, and I wanted  to be competing a little further up the business chain - getting the projects, not just the in-house overflow. So we sub let an office in Henley and then moved to a lovely office in Oxford - marble pillars and even a shared swimming pool! With the desks, the tech and even a sofa in it looked a treat. The problem was, we were hardly ever there.

My two main associates lived in Kent and Bedfordshire respectively - so while we occasionally met up at the office (and they even more occasionally worked from it), we were more likely to meeting in London where most of our clients were. And the fact our client base was in London largely negated the need for an office in Oxford. We'd selected it, cleaned it up and made it look welcoming because I naively thought we'd have plenty of clients coming to see us - but of course, that didn't happen. Since they were buying our brains and the ability to make their communication work, what they needed was us: sometimes in person, sometimes on the end of a phone - more often across a flurry of emails. In the first year of the Oxford office, I spent 40+ days working on Diageo's premises and more than 60 in London, Paris, Bristol, Brussels and Zurich on a project for Orange. For many of those days, the office was empty. It was something of a vanity expense and not in the best interest of the business long-term.

When Jac and I moved house, we decided to buy somewhere with an office built-in. The room I'm writing from now is an extension to the original extension on the house. It has space for two desks and is just about big enough for Leapfrog's needs. But it fits a changing microbusiness world. The business is portable and goes where the work is. Sometimes it's just me working on a project and at other times the network swings into action again - though now we're all connected over the internet from our respective home offices.

The difficulty working from home though is establishing a working routine. It demands discipline and balance - but can be far more productive than working in a office.

If I'm not at a client's premises, I'll be in here from 8.30 in the morning. I close the door and am 'at work'. The difference to being in a big corporate office is that I'm not called into a million meetings that are less than directly relevant to my work and I'm not also copied into all those interesting but not overly productive emails that circulate in any organisation. It tends to mean that when I have a task to focus on, it gets done quicker and with far less distraction.

Much as the office brigade may buy into the myth that we homeworkers just sit with feet up and the telly on when work is slack, I can probably count on one hand the number of days I've actually done that. Sure, I'll put the washing on and get the dishwasher going. I might even put out the bins, but from 8.30am - 6pm I'm in 'at work' mode. I will, however, break off for a natter with the kids when they come in from school and wander up to Costa to meet up with my fellow homeworkers - the very worst thing to do is to stay in the bubble all day with no external contact. I'm also very reward-driven: editing a document by such a time might earn me the time to read a chapter of a book; arranging my week's meetings might get a chocolate biscuit - that kind of thing.

I wish that all those hours in the 'office' during the week were billable, but of course they're not. But the trick is to make them productive nonetheless. For the last few years for me that has been fairly easy. I do some training and coaching, and there's always a deck to tweak or material to update. I'm also in mid-PhD and that, frankly, counts as my learning and development. So, as well as the part of the week I devote to university stuff (scheduled in, of course,) I'll grab a couple of hours here and there to take notes on a text or do a bit of online research. Then there's the necessity to 'stay connected' (see previous post) and the aligned need to keep up with clients and former clients and even potential clients to see where future work may come from. So, even if I'm not immediately busy on a piece of work, I have to keep myself occupied on ensuring there's work in the pipeline. And of course, business red tape ensures there's plenty of admin to fill the remaining time - as a microbusiness, there's no-one else around to do it for you (that was quite a shock after so long in-house).

When I started off running my own business, a more experienced colleague said: "Make the most of your downtime." A decade on, I know what she means.

Of course, routines are there to be broken, and one of the great advantages of being my own boss is that I've been able to walk my youngest daughter to school for much of the time we've lived here and can slip away more easily to school events than I ever could when I worked at Forte or Barclays. I even have the chance to take a day off on a whim.....though in practice, rarely do.

Rules get broken the other way too. While I endeavour to finish up my working day by 6pm (earlier if I feel I've put the right effort in), the dynamics of working to other people's agendas do still mean I work some late nights to hit rush deadlines. But it never feels so hard to switch off the PC at midnight and just walk up the stairs knowing I'm home rather than contemplate a late-night tube and train ride.

My routine works for me: others will find a very different way to make microbusinessing work. The trick is to find the balance that's right for you.

The Freelance Rules #3 - Stay Connected

One of the biggest shocks of moving from corporate life to a microbusiness was the status change that comes from no longer being a budget holder and instead being a service provider. Overnight, my position on the chain of influence slipped hugely and suddenly the people who'd been generous with their time, their interest and their lunch accounts when I'd been on the inside and putting work their way were far less willing to return my calls or even answer my emails.

Instead of being an opportunity for their business I was, to some, a threat, and to others simply not worth wasting their time. No longer a corporate decision maker, I was no longer worth any effort. What hit hardest was the change in relationship with former colleagues. Some stayed in touch, were supportive and, indeed, put some great work Leapfrog's way. For others, I was obviously tainted with redundancy, and I rapidly moved off a few people's Christmas Card lists.

Frankly that's an attitude that has baffled me over the past decade as I've watched myriad former colleagues move in and out of corporate roles, interiming and freelancing. I work in a small, incestuous and interconnected industry - and you tend to bump into people time and again, so surely it pays to keep up cordial working relationships when you can?

In truth, when I formed Leapfrog it didn't take me long to realise that I had to move on - and if I couldn't move my business connections with me, I had to find new ones. Too many fledgling microsbusinesses fail when they rely only on the people they've worked with before to provide their future success. It sounds like an absolute no-brainer - but you'd be surprised how many independents just end up picking up the slack from their old job as a 'consultant' - and never really make the break (I should know, it's what I did for nearly a year with Nationwide back in the early 90s).

You'll recognise your real friends from the corporate world by considering who you're still in contact with six months down the line after your last leaving 'do'.

Today, it has never been easier to build connections thanks to the plethora of social media abounding in the tekkywebisphere. But being 'linked'; being a facebook friend or following someone on Twitter doesn't establish a real connection. You have to work on those: to get your voice out there; to become a recognised voice in the right fora; to be seen in the right professional social media environments. Create the right net rep and it will help add credibility to your emerging business reputation. While it won't bring you work directly it might help open the odd door.

But the best connections remain real face to face ones. That's where the real work comes in. It's terribly easy when you're working on your own or perhaps as part of a two-some to get really isolated. It's good to let people know you're still out there. Steel yourself for the polite refusals, but ask the person you'd like to meet professionally out for a coffee, or just give them a call. Emails are very easy to ignore - and going that step further shows people you're willing to make an effort.

Think beyond business development too - work at building a network of people in associated services - or even people who could cover for you (or you for them) at some point down the line. You're not working in isolation, and the sooner you can build and contribute to a network of professional interest, the better you'll be placed to move onwards and, who knows, back up that influence chain again.

Appreciating the quiet aura of success

I spent yesterday morning in the company of the great and the good who link technology education and the workforce environment as part of one of Adecco's 'Unlocking Britain's Potential' round table events. One guy stood out: not for his loud voice or strident opinions; not for the force of his rhetoric or, indeed, any startling originality of contribution. 

That guy was Mark Richardson, a British Olympian who won Silver on the track in Atlanta in 1996. He's a slight guy; not very tall but with a fierce intensity and sense of focus that I've only ever seen in people who have been at the top in their sport. I used to work with a guy called Jon Potter, another Olympian who won a hockey Gold medal. Yesterday I recognised that same sense of calm authority and absolute belief. Each is someone who has benefited from superb coaching in their sporting career and has turned that same approach back into their business life. It's an approach we still use too rarely in the time-pressured atmosphere of the workplace today.

Listening to Mark made me recall the absolute high I felt at age 16 when I broke 54 seconds for the 400m in an early summer school athletics meeting. My time, in benign conditions when I'd been towed round the track by a faster runner (and probably benefited from hand-timing) was almost two seconds under my personal best. I didn't even win the race but it was one of the best feelings I've ever experienced, and briefly, for a few seconds, I felt I could really achieve something in sport. Athletics had been my main focus, but rapidly gave way to O Levels. By the next summer, I had a Saturday job and a girlfriend and the track didn't have anything like the same allure.

Guys like Mark Richardson followed their passion, pushing all other distractions to the side to be the very best. I've no doubt I could and would have shaved a few more seconds off my PB (which would have put me 100m behind the winner at Atlanta!) but I never had the natural talent nor the strength of focus to be more than a decent club athlete. Nor did I have that coaching environment around me to help me to excel.

In business, the best organisations I work with have that ability to bring on excellence; to encourage, to motivate and to celebrate when we get things right. We need a few more Jon Potters and Mark Richardsons in business - more personality, empathy and understanding of that un-bottleable feeling that success delivers.

The Freelance Rules: Numbers 1 and 2: If you can, do - but don't over-promise

Over the last couple of weeks, I've been working with a number of newbie independent communicators - a couple have chosen to move out of full-time in-house roles, while a couple more have had the decision thrust upon them.

As an 11-year veteran of running a microbusiness that has never involved more than four people - and most of the time has involved half of that or me alone, they've been picking my brains as to what it takes to keep in business year in and year out. In the coming weeks, I'll be happy to share any insights I've garnered.

First, I'd say, never turn down work unless you really, really have to. Today, for instance, I had planned to write part of a large report - something I thought would take all day. Mid-morning, I was actually going great guns, so when a request for a news story for a client's portal came in before lunch, I thought I might as well knock it off straight away. I did so - to the client's surprise and got the response "My god man, you're quick." She's a relatively new client, so it's nice to go beyond her expectations. Meanwhile, I've raced on with the main project and probably covered twice the ground I expected today.  

But that's just a small example. Over the past few years I've very rarely turned down any work - and nearly always regretted it when I've had to. There's a weird freelance maxim at work: work will only come in when you're busy. There'll be times you look at your calendar and think: 'I haven't possibly got time to do that extra piece'. The problem is, someone out there will find time. If you say no, you don't only run the risk of damaging a client relationship, but are handing an opportunity to someone else who may get the client's call first in the future. And, as has happened once or twice in the last couple of years, the big piece of work that's set to block out the week or month can sometimes arrive late, or not quite as big as expected....or even not arrive at all.

As freelancers, we're not bound by the 9-5 or the Monday to Friday. So, wherever I possibly can, I'll try and say yes to any work that comes in unexpectedly. And if I really, really can't take on the job, I'll at least try and hand it on to a someone I know (and know will do the work well). We're a fairly small bunch in this profession, and I certainly believe if you help fellow freelancers, the good karma will come right back at you.

My second, connected, rule is don't over-promise. The worst possible thing you can do is take on a challenge you're really not up to. While I've choked through my teeth on it sometimes, I've always tried to be honest about what I can and can't do. If something's out of my skillset, I won't pretend I can do it (though that skillset is distinctly elastic around the edges) - but again try and turn a negative into something positive. I've built a lot of good connections in associated professions over the years, so if someone's looking for design consultancy, I know a man who can, and the same goes for quant research, photography, illustration, conference organisation etc.

This job is all about personal relationships - and any independent is only as good as the last impression we've made.

The CFO - Strategic Expert and Commercial Co-Pilot

The CFO workplace study I wrote for Badenoch & Clark is now out. You can get hold of the key findings at: http://tinyurl.com/5two85j.

The next phase of the research sees B&C host a series of meetings up and down the country (which I'm facilitating) to dig into the findings with groups of senior and  up-and-coming finance people. The plan is to produce a follow-up report later in the year.

You make your choice and take the consequences

I'm a tad gutted that I've had to turn down Sean Trainor's offer to speak in one of the CIPR Inside's Engage Inside Expo sessions in London on May 5. It would have been a chance to share the research I worked on at the tail end of last year - and look forward to how it may move on this year.

But, the way I choose to operate my business has meant I've had to give up the opportunity to share a platform with the MacLeod 2 team and other practitioners with some skin in the engagement game. While the Expo will be in full swing, I'll be a dozen miles west in Uxbridge on day two of my university's annual research student event. It's just about the only compulsory event for researchers all year, but if I'm not there (and I missed it last year while stuck under a volcanic ash cloud), my chances of advancing to my next year of PhD research will be slimmer than a pre-pregnancy Victoria Beckham.

Back in 2007, I took the conscious decision to ease back on work and complete an MA in International Relations. It meant about a day and a half a week onsite at University from late September - April - with a frantic drive to over-index on work from late April to early September. The MA went really well and by 2010 had segued into PhD research (NOT part of the plan in 2007). That was easy to fit in when times were tough and I wasn't picking up work. However, the past year has been a less easy balance.

Long-term (post PhD) I plan to do more in academic research and, if there's any left by then, academic teaching. To that end, I've been balancing up comms work with part-time lecturing and support for some of the full-time staff (essay marking, running seminars etc). At times there's a really interesting synergy between the academic work and the organisational comms stuff but at other times there are some tectonic crashes as my two worlds collide. The Expo is one of those occasions.

Still, last week I had the pleasure of sharing a roundtable event with MacLeod 2's Nita Clark (of course it should  be Clark/MacLeod ) during the kick-off phase of Adecco's 'Unlocking Britain's Potential' .  The theme of this first roundtable was engagement - and while there was probably still too much time spent attempting to define what engagement is, there was consensus that no successful organisation can afford either to ignore it or to place it in a 'task' box. I'm going to be working with Adecco and the research team Loudhouse on the research outcomes/plan of action report later in the year. Perhaps it's another tip in the balance from organisational comms consultancy into research into the outcomes of such consultancy? It's not a leap I want to take totally yet, but the applied end of research is an area I find fascinating.