CASE STUDY
MICHAEL CHEETHAM – A CASE STUDY
(Compiled by Adrienne Lowing, www.wordsworthpr.co.uk)
Michael's Challenge
Michael Cheetham, a successful commercial photographer, had an idea for a new business venture that would build on his existing skills, take him in a new direction and provide a motivating challenge.
Michael wanted to set up an agency to combine helping young photographers to win assignments while at the same time providing small businesses on tight budgets with access to professional results.
Although he was very passionate about the concept Michael doubted his ability to turn it into a business reality.
“I have a lot of exciting ideas but like anyone running their own business I have loads of plates to keep spinning at the same time. I tend to do too many things and have little time to think,” he said.
“I can be a bit of a perfectionist and previously I’ve resisted exposing a good idea until I felt it was complete.”
His Solution
Michael engaged Executive Coach Tina Dulieu to act as the sounding board that he knew he needed. He was initially sceptical about how Tina’s structured approach could be applied to creative thinking.
“I thought it might be a constraint,” he explains, “but Tina noticed how animated I was when I was describing my idea. Talking things over with her I realised I needed to identify my core motivations and passion and find ways of delivering those, rather than simply choosing a traditionally lucrative branch of photography and doing that."
Michael’s initial sessions showed him quickly that coaching wasn’t about Tina giving him the answers.
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"Coaching helped me to ask myself the right questions. I came up with the answers myself,” he said.
After initial opposition, Michael accepted Tina’s suggestion that he should not delay choosing a name for his new business. With the Cheethams Agency identity in place Michael began to feel that his idea was becoming a realisation. Within a short time Michael had produced a marketing leaflet and arranged to present his new venture to a business networking group.
The Benefits
Michael says: “I have been able to stay positive and explain my aims. Already people are coming to me to talk about getting involved.
“I still feel passionate about the concept but in a more reasonable way. I can do my normal professional assignments while carrying out the stages needed to set up the new agency. I have a better idea of what my future will be. Tina’s support created a shape to the idea.”
A totally unexpected benefit has been the creation of a work-life balance, giving Michael more time for friends, personal interests and relaxation.
“More time for me wasn’t even part of what I hoped to get out of the coaching sessions. But when you set goals and get them done you can finish work and not spend the rest of the evening with that list still in your head. You aren’t thinking I should be doing that because you have already completed it.
” I’m planning holidays and thinking about learning a language.”
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