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Coaching. It’s usually the preserve of those who have attained a high degree of professional success. But what happens when you offer coaching’s benefits to those yet to embark on their professional careers? As more than 100 students who have participated in one of my free-to-attend student schools will attest, the experience is transformative. Here’s why young people are falling in love with coaching this Valentine’s and those businesses looking to attract the best young talent should consider investing in coaching programmes, like Make Your Mark… “I was terrible for over-speaking others. I’d jump in because I was worried that I wouldn’t get a chance to say something. If I was doing a group project, I'd keep interrupting. Part of Susan’s voice coaching taught me about my speech habits - how to stay calm, not to speak too fast or interrupt people. That’s valuable learning - as is having the opportunity to address it before I get into a professional setting where it’s really going to matter.” Kirsty Mitchell, Heriot-Watt University student “What coaching gives you is time. Time to think things through. Time to think about those things that are so important but that we usually think much less about. I recently secured a training contract with Scotland’s 4th largest independent law firm, Thorntons LLP. The techniques I discovered through coaching, being able to calm myself, control my thoughts and focus, made a positive difference in my interview to secure that.” Ross Faulds, Stirling University student “Your inner critic is like the elephant in the room – nobody talks about it. Being coached while still at university unravelled lots of things for me. I recently secured a graduate role with NatWest Group. One of the things I love most about them is that they value coaching and offered me access to a Graduate Coach." Emily Mason, Heriot-Watt University graduate “Coaching helped me understand we should treat everything we have as a scarce resource. As a student of economics that really resonated with me. You know, treat your time as a scarce resource. Don’t overcommit because your time is precious. What I don’t understand is why we have a model that only gives people access to a coach and insights like this once they’ve succeeded - it makes no sense. Young people need these skills at the outset of their careers.” Emily Dow, University of St Andrews student “During my studies I worked part-time in the operations department at Sainsbury’s. At the end of one working day a colleague stopped to tell me they thought what I said during a meeting was powerful - that I’d managed to convey a lot of things. He told me he’d noticed I was using my hands when I spoke. I explained some of the things I’d learned while participating in Susan’s coaching programme about the power of hand gestures and how he too could learn to use body language to greater effect.” Salman-ur Rehman, Heriot-Watt University graduate “When you give people a coach to improve themselves, that’s when you get the best out of them. I’m just about to finish my degree at a university I love, but my 12-week internship with the employer Baillie Gifford last summer, of which Susan’s coaching programme was a highlight, is the most influential thing I’ve done for my career. There are a lot of employers out there that could learn a lot from Baillie Gifford." "They are developing their people, showing they care, by offering coaching. It’s a win/win. When you feel cared for, and you want to work somewhere, you’re going to keep pushing and working harder.” Ally Hogg, Stirling University Student "I wish I’d had coaching’s learnings five years ago. I’d have got to this more confident place a wee bit quicker – taken advantage of opportunities much earlier." Lauren Johnston, Heriot-Watt University Master’s graduate Want the full stories of the transformative benefits of coaching to young people and their future employers? You can read more student stories here. Want to help your organisation appeal to young people by offering an intern or graduate coaching programme, or by sponsoring a student school? Then please do get in touch. An International Coaching Federation (ICF) Professional Certified Coach (PCC) with a Master's degree in Voice Studies, Susan Room is one of the rare few qualified to provide voice and executive coaching. This unique blend helps others feel, look and sound confident – improving performance and happiness. Susan’s corporate clients include Baillie Gifford and Financial Times.

"Don’t you think it’s odd that it’s successful businesspeople who get access to coaching, when if more people had access to it when they were younger, they might actually end up in those successful positions?" The rhetorical question, offered by one of my newest Make Your Mark ambassadors Emily Dow, is a critical one at a time when so many businesses are striving to build and diversify their talent pipelines. Having experienced the transformative power of coaching, Emily, a financial economics student at St Andrews University, now feels so passionately about its benefits that she’s joined my small group of young ambassadors. All volunteers, these ambassadors share their experience of coaching and encourage their peers to engage with it, including signing up for a free-to-attend place on my Make Your Mark Winter School. So, as we enter Europe’s ‘Year of Youth’ to empower young people, what better time to introduce my four newest Make Your Mark ambassadors? Here they share why they believe there’s nothing more empowering than coaching and why it should be far more accessible at the point it’s needed most – before young people embark on their professional careers. “I left Susan’s programme in shock,” says Ally Hogg, a fourth and final year accountancy and finance student at Stirling University. “I’ve spent the best part of my 21 years in education. I’ve got eight highers (Scottish qualifications that can lead to further study), and I’m just about to finish my degree at a university I love, but my 12-week internship with responsible investment management firm Baillie Gifford last summer, of which Susan’s Make Your Mark programme was a highlight, is the most influential thing I’ve ever done for my career.” Ally explains his shock as three-fold. Firstly, how greatly coaching has impacted him. Secondly, that he’s only just learning skills fundamental to professional success. And thirdly, that too many young people will never get access to coaching and the learning it affords. “I don’t want to get too emotional but it’s hard not to when I’m so passionate about this. My coaching experience has genuinely helped me… a lot." - Ally Hogg "I can immediately point to other young people who would benefit from this type of programme – it’s why I became a Make Your Mark ambassador. There was someone out there who understood coaching’s benefits and enabled me to access it. Now I understand that I want to give someone else the opportunity to experience coaching too – a kind of from me to you,” says Ally. He’s far from alone in feeling this. Recently appointed fellow ambassadors Catherine Hogan and Ross Faulds, have already reaped rewards by applying some of their Make Your Mark learnings and are also passionate about paying forward their experiences. “I always knew I doubted myself and that my confidence was quite low. But learning about the inner critic with Susan, what it is and that everyone has one has been beyond useful,” says Catherine who is studying business management and social change on her degree apprenticeship with Queen Mary University, London. “It’s helped me understand just how much I was discounting myself and holding myself back. Susan gave us techniques to spotlight the inner critic and while mine may control my thoughts, I now have tools to prevent it controlling my actions. I’ve subsequently found the confidence to put myself forwards for more opportunities.” More recently that’s seen Catherine speaking publicly about her own mental health, including her childhood experiences, with charities such as ‘OK Our Kids’. Aspiring solicitor Ross, studying at Glasgow University, is also celebrating, having recently secured a training contract with Scotland’s 4th largest independent law firm, Thorntons LLP. “When I was going for those interviews, my learnings from Make Your Mark definitely helped,” says Ross. “Susan spent a session going through how to be professional but friendly. I knew professionalism was important but understanding that employers want to see some of your personality and how to do both, that was useful. But Susan also shared techniques to control your thoughts, your breathing, and that helped me feel more in control. "Interviews can be stressful but being able to calm myself and focus, these techniques made a difference.” - Ross Faulds Yet Ross has never had any support to develop these non-technical skills, which clearly helped him secure his recent traineeship. It’s why he now believes young people “should definitely be getting support like this.” It’s a sentiment shared by so many of the 100 or more young people who have already freely attended one of my Make Your Mark student schools, but it’s beautifully expressed here by my newest ambassadors. “I find it astonishing that nobody’s even vaguely touched on anything Susan’s shared with us during my education,” says Emily. “Now I’ve had access to this programme and its insights, I feel a responsibility to raise awareness about coaching and make other young people aware that what they are feeling and how they are acting is okay. Why do we have a model that only gives people access to a coach once they’ve succeeded? It makes no sense. Young people need these skills at the outset of their careers. "I’m not suggesting that every young person should automatically be handed an executive coach for free, but something needs to change. I feel we need to give young people the key to success - and that key is coaching.” - Emily Dow Catherine adds: “I’m so grateful that I’ve been one of the fortunate ones who’s been able to attend this programme at such a young age. But everything I’ve learned would have been so useful to me, even before this point, when I was doing my A-levels. You must want to improve yourself and challenge assumptions about yourself so it can be an uncomfortable process, but if you are willing to engage, coaching has the potential to benefit all young people, which is why I’m championing making it far more accessible to young people.” Ross adds: “There are so many sessions you sit through as a student where you are just watching the clock, but with Susan you are engaged the whole time. What she says really resonates. The best way I can describe it is that she is sharing something you’ve always known but you’ve never been able to crystallise into words or anything actionable.” And Ally has the last word: “There is so much outdated learning in education, we’re still taught things that are never going to serve you or an employer. Just imagine if they swapped that sort of thing with learning some of these critical skills. Imagine how much impact that would have on someone’s life,” says Ally. "To say this coaching experience has been a huge bonus is an understatement. I’ve become an ambassador because Make Your Mark has taught me a lot about myself, it’s given me the opportunity to be who I want to be and I’m passionate about making it available to help other young people." - Ally Hogg An International Coaching Federation (ICF) Professional Certified Coach (PCC) with a Master's degree in Voice Studies, Susan Room is one of the rare few qualified to provide voice and executive coaching. This unique blend helps others feel, look and sound confident – improving performance and happiness. Susan’s corporate clients include Baillie Gifford and Financial Times. She launched her Make Your Mark student school initiative at the start of the pandemic and, in partnership with former ICF Global Chair and Master Certified Coach (MCC) Tracy Sinclair, now runs a virtual free-to-attend school annually for students… just like Emily, Ally, Catherine and Ross.

‘Every time a bell rings, an angel gets his wings’. It’s 75 years this month since ‘It’s a Wonderful Life’ premiered at New York’s Globe theatre. The movie has become something of an annual holiday tradition, with entire families gathering to watch it. That this holiday classic continues to thrive 75 years after first being told is testament to the power of storytelling. It’s such a well-loved story we’re prepared to repeatedly revel in it. And while it’s arguably one of the best stories told, it’s far from alone in being one we’re happy to hear over and over. You only need look at this month’s cinema releases, The Matrix, Spiderman and West Side Story, to see that we’re not only prepared to listen to the same stories if they are well-told but also pay to do so time and again! The simple truth is we love to immerse ourselves in stories because we’re wired for them. Long before written language, we relied on stories to make sense of the world and keep us safe. Our history, our culture, we ourselves, are continuously shaped by stories. But just as we are shaped when hearing them, we too can shape others by telling them. There’s an entire science behind how and why our brains are hardwired for stories (Will Storr’s book is a good one if you are interested in finding out more), but what’s key is that stories don’t just hook and hold us in our leisure time, they are equally as spellbinding when told for business. Stories do something facts and data alone cannot: they engage our heads and our hearts, elicit both logic and emotion, provoke us to think and act. It’s why stories have a magical ability to elevate our professional impact and accelerate our business success. You may have heard this business story, but it’s legendary because we’re still sharing it 60 years on... Stories needn’t be long to have a lasting impact. Many think this story is about the President or the janitor. But look beyond its protagonists and what it really tells us is that NASA is not only brimming with brilliant technical expertise but has leaders with superb storytelling abilities. The janitor shared a story that someone else had carefully crafted and terrifically told to NASA’s colleagues. A story so powerful, it rippled through every level, moving their people to think, feel and approach their work differently. And anyone who clearly and compellingly communicates, shifting the behaviour of others towards a desired business outcome, is going to be in great demand. You’ll notice I speak here about the NASA storyteller’s abilities to both “carefully craft” and “terrifically tell” their story. That’s because the beauty is in the blend: Compelling content and vocal energy. If you’re a regular listener to audiobooks, I guarantee one of the first things you’ll do is play the free audio sample. That’s because regardless of how beautifully the author has crafted the story, it’s the narrator who will make or break the experience of that story for you. And the moral of the story? It’s never just what you say (content) but how you say it (voice) that determines your professional impact in all your business communications – especially the storytelling element. Susan Room offers an interactive two-hour ‘Professional impact: voice and storytelling workshop’, which powerfully blends business storytelling techniques with her expertise as a professional voice and executive coach. She’s already delivered 10 of these workshops this year for one of the best storytelling organisations on the planet, Financial Times – and they’ve been telling stories since 1888! If you are interested in running this workshop within your organisation in 2022, please do get in touch. #ICFCoach #BusinessVoiceCoaching

First of its kind research finds it’s not only what you say but how you say it that matters. “It’s not only what you say but how you say it”. Anyone who has participated in my Make Your Mark programme already knows the power of that combo. But in a first of a kind study, research now shows a direct link between a company’s stock market performance and a leader’s tone of voice. And if tone can sway financial markets, you can certainly use it to your advantage to positively influence opinions and other outcomes. Researchers at the Universities of Birmingham and Reading in the UK and California in the States used algorithms to study the voices of leaders and examine how their tone impacted financial markets. Studying the answers Federal Reserve Chairs gave, spanning eight-years of press conferences, the research finds: A more upbeat and positive tone leads to a more upbeat and positive share price! Within their ‘Voice of Monetary Policy’ report (findings published by the National Bureau of Economic Research), the authors say, “We find that after controlling for the Fed’s actions and the sentiment in policy text, positive tone in the voices of Fed Chairs leads to statistically significant and economically large increases in share prices. In other words, how policy messages are communicated can move the stock market.” The researchers studied the Federal Open Market Committee’s press conferences because of the key role they play in helping others understand policy outlook and interpret economic conditions. Computer algorithms identified whether the emotional responses speakers gave to questions were positive, negative or neutral. The researchers then tracked how markets responded, with the more positive responses showing a marked increase. This research is further evidence that effective communication is about so much more than words and adds further credibility to two earlier yet insightful studies: - The first study by respected social psychologist, Amy Cuddy, whose research identifies not only how quick we are to judge our leaders but that we do so based on two main characteristics: How ‘loveable’ and how ‘fearsome’ they are. When she talks about ‘lovable’ she includes the tonal quality of ‘warmth’, something that’s certainly conveyed when someone responds in a more upbeat and positive way. There’s more in this: Harvard Business Review article ‘Connect, then lead’. What this tells us then is that responding with an upbeat tone will likely determine how well we are immediately perceived by others. - The second study, while published more than a decade ago, finds: “Speakers can produce attitude changes in their listeners that outlast the moment and allow their message to have a long-term influence on listener behaviour.” This tells us it’s not just first impressions but lasting ones that are formed by the tone we choose. Here’s the research: Mark My Words: Tone of voice changes affective word representations in the memory. But what is tone? Tone conveys our attitude to our words and to others. For example, our tone might be warm, abrupt, sarcastic or angry. As Anne Karpf shares in her wonderful book ‘The Human Voice: the story of a remarkable talent’, ‘…the ear has a repertoire of between 300,000 and 400,000 distinguishable tones of voice.’ The best way to understand tone is to try it for yourself. Just say the word ‘really’ in five different tones: sad, happy, surprised, disgusted, angry. It’s the same word but, depending on the tone you pick, you'll express and others will interpret it differently. But if you’d like to see a speaker beautifully using tone, there’s no better place to start than this TED Talk by George Monbiot. George is a journalist, so his fantastic word choices paint vivid pictures in the minds of his audience. Within a single sentence he has an ability to transport you into his world. ‘I found myself scratching at the walls of life, as if trying to find a way out into a wider space beyond,’ is just one example. But it’s the way he marries his word choices with his tone choices that is so impressive. This powerful alignment between what he says and how he says it leaves no room for doubt about his passion and commitment. Indeed, he does it so well that in his book The official TED guide to public speaking, Chris Anderson, Head of TED, gives George’s talk special mention. Anderson says: ‘Almost every word he [George] utters is crafted with a different layer of tone and meaning behind it’. Can I choose my tone? While everyone’s voice is unique, there are techniques you can use to change how you sound – and subsequently how others perceive you. How we perceive voice is determined by a blend of five different elements - tone is one of those. What helps me remember them all is this acronym SPILT: Speed, Pitch, Intonation, Loudness and Tone. So, before any words are ‘SPILT’ from your lips, it’s worth thinking about these five things and how you can use them to maximise your impact. Is tone alone enough to influence how I’m perceived? This research would suggest tone alone can boost stock markets and soothe investor fears, which in turn is indicative that tone in isolation is hugely influential. But let’s remember that in this research it was computer algorithms isolating and examining tone alone. At the time of speaking, these Fed Chairs were talking to real people, and it was more than their tone in isolation being scrutinised. Rather each speaker’s tone was part of a combination of verbal and nonverbal cues. It was how all these reinforced each other that ultimately determined how that audience (and subsequently the market) reacted. What this research very likely tells us is that those who pay attention to their tone may also pay more attention to other elements of their voice and body language. Yet without doubt, this research serves to remind us that tone of voice matters and by finessing it and blending it with the other vocal and physical behaviours, you’ll increase your ability to influence others and effectively communicate a memorable message. Susan Room is an International Coaching Federation (ICF) Professional Certified Coach (PCC) and professional voice coach, one of the rare few qualified to provide both types of coaching. Her unique approach sees her work extensively with world-leading financial institutions including Baillie Gifford and Financial Times. Her Make Your Mark group coaching programme explores how you think, how you look, what you say and how you say it and enables people to feel, look and sound confident – securing successful outcomes.

“I want to be the first pro-footballer with Cystic Fibrosis.” Morgan Coxhead was just 14 years old when he first spoke those words on the sofa at the BBC’s Southwest studios – interviewed live for the evening’s news. Some four years and many media interviews later, he continues to edge towards his dream to become a professional goalkeeper and is now training weekly with Truro’s first team. As a result of his Cystic Fibrosis, which forced him to spend long periods of his childhood in hospital, Morgan’s education has been different to most. Struggling academically, from long absences and his ADHD, Morgan left school at 15 and went to college instead, so he could pursue his love of football and fitness. “A bit like my decision to participate in Susan’s Make Your Mark summer school, leaving school to go to college early pushed me out of my comfort zone, but it was one of the best decisions I ever made. “My college tutors just ‘got’ me in a way my schoolteachers never did. Now, as well as getting to do what I love every day, college has enabled me to pass maths and English – something I never thought I’d achieve,” says Morgan. The young goalie admits he perhaps seems an unlikely candidate for Susan’s Make Your Mark summer school. “I’ll be honest with you when I found myself in that first workshop, seemingly surrounded by academically-focused uni students, I felt I was in the wrong place. I thought everyone would be really clever, better than me, and that I should leave before anyone noticed. I’m so glad I didn’t because this programme isn’t like anything I’ve ever done. I can see how it’s going to be useful to me both on and off the pitch.” And that’s why Morgan says he found Make Your Mark so powerful. “Susan started by introducing us to the inner critic. As a goalie that’s something I can feel quite acutely in a game. If I make a mistake by missing a save, all eyes are on me. That’s when my inner critic can really give me grief. Susan taught us a great way to get it back in check, to stay present and keep focused on what’s happening now, not dwell on what you can’t change.” When Morgan isn’t on the pitch, you’ll likely find him surfing. Living in coastal Cornwall, where the population doubles over the summer with tourists, Morgan works with a water sports business on his local beach. “I love the sports aspect, but the work involves talking to a lot of strangers, which I find hard,” explains Morgan. Image left: Morgan's lockdown Ironman to raise money to support families with Cystic Fibrosis. “My ADHD makes it uncomfortable for me to make eye contact and people often misinterpret that as disinterest or under confidence. I mentioned this in one of our breakouts and it sparked some great discussion. Tracy Sinclair, another professional coach supporting the programme, offered this brilliant ‘bounce’ technique. It’s where you flick your gaze back and forwards, basically you’re bouncing your eye contact away and then back again to reconnect. I tried it last week at work and it made a massive difference.” What’s surprised Morgan most is how something so simple can be so powerful. “There are all these tiny things you can do to positively impact the way you come across. I’ve given a lot of media interviews over the years, having been invited to talk about my Cystic Fibrosis and my journey to secure my footballing dream. I’ve never found talking on camera easy, but the reason I do those interviews, and will continue to do so, is because I want to inspire others – to show that you can do anything if you believe in yourself. I can absolutely see how some of the techniques shared during the programme will help me look and sound more confident when giving future media interviews.” But it’s not just the tips and tools Morgan is taking away from these sessions that have pleasantly surprised him, it’s the experience of being in the virtual group workshops too. “2½ hours in front of a screen each week - that’s how long each of the four Make Your Mark sessions are. I’ve got to be honest again, with my ADHD that’s a huge challenge for me. I don’t sit still. It’s probably why I’m good at football, I’m always on my feet, moving around, kicking a ball.” That was a real concern for Morgan at the outset. What would everyone think? Would he even be able to sit still and concentrate long enough to complete the programme? “I needn’t have worried. Susan was great at engaging with everyone. She said it was fine for me to get up and move around. That put me at ease straight away. I immediately felt it was okay to just be myself, which gave me the confidence to contribute.” And what Morgan quickly discovered was that when you find the courage to speak up, it can be helpful to others too. “When I spoke about my difficulty making eye contact, quite a few others said they also experienced the same thing and thought the bounce approach was amazing. “I love the way Susan invited other professionals, like Tracy, to support this programme. She would invite them to share their perspectives, which I thought was just great. We really got to benefit from such a wealth of expertise and experience.” So, does Morgan think there are more young people like him out there who would benefit from professional coaching and a programme like Make Your Mark? “Absolutely. It doesn’t matter what you want to do. Whether your dream is to become an engineer or a footballer you need confidence, to make a good impression, and stand out from the crowd. Initially I didn’t think this programme would be for someone like me, but I was wrong – it’s for anyone who wants to be successful.” Morgan Coxhead is studying a Diploma in personal training, strength, and conditioning at Plymouth Argyle Community College. Prior to that he spent two years at Truro College achieving a BTEC in sports with distinction. He completed Susan Room’s free to attend summer school in September 2021. Professional coaching is usually the preserve of senior business executives, but Susan Room is on a mission to make it accessible to young people who benefit enormously before they enter the workplace. An International Coaching Federation (ICF) Professional Certified Coach (PCC), Susan is one of the rare few qualified to provide voice and executive coaching. This unique blend helps others feel, look and sound confident – improving performance and happiness. Her corporate clients include Financial Times and Baillie Gifford. She launched her Make Your Mark student school initiative at the start of the pandemic and, in partnership with former ICF Global Chair and Master Certified Coach (MCC) Tracy Sinclair, runs pro-bono schools twice annually for students… just like Morgan.

"Intense. That’s the word I’d use to describe how it's been for young people over the last 18 months," says Denise Shillito, a senior HR business leader. "It’s been tough for so many on so many levels, but it’s really taken a toll on young people. When you’re embarking on your career it can be overwhelming; doing exams; trying to secure the first step on your career path and competing against your peers; with the pandemic on top of all of that, well, it’s been intense for them." Denise has worked in corporate HR roles her entire career and one of her priorities has always been to attract young people into business. That’s why, when she heard about a free-to-attend virtual group coaching school for students, Denise wanted to get involved. “I’ve known the initiative’s organiser, Susan Room, for many years. We did our executive coach training together and she’s also been my coach because she challenges me and brings a lot of experience. When I heard about her student schools I just thought: ‘This is brilliant, exactly what we need for young people.' Giving students access to coaching, which is usually the preserve of senior executives, is powerful." "We’re often taught, ‘what to think’ but we’re not taught ‘how to think’ at university or school. Susan’s coaching helps students better understand themselves and tap into how they think. It provides them with the tools to excel - it’s why I, and others, bring coaching into the workplace." Susan invited Denise to join her 2020/21 Winter School that combines voice and executive coaching to help young people feel, look and sound more confident. ‘Come along, listen in, and offer any advice you can that would be useful to the students,’ was the gist of their conversation - so that’s what Denise did. “I don’t usually have the privilege to sit down with students until they get to interview stage. Having listened to their stories, what surfaced quickly is that these young people are feeling overwhelmed. Understandably, they are feeling alone because they aren’t getting the support from their networks that they would normally get when mixing at university.” Denise admits to being ‘blown away’ by the experience from the very first session. “I was so impressed by their courage. They were openly sharing their own lockdown stories with students from other universities - people they’d never met and didn’t know. I think that’s a real testament to them in bringing themselves fully to the programme.” The first module is all about mindset, something that leaders the world-over understand either propels you or holds you back. And what Susan’s student schools are highlighting is that these learnings, around self-awareness, are fundamentally missing from schools and universities. “It’s a shame you have to wait until much later in your career, when you might have the privilege to get your own coach, to learn these critical skills,” says Denise. Denise describes that first module's sharing experience as profound. “It was an ‘aha’ moment for the students as they realised ‘Ah, thank goodness, I’m not the only one who is feeling like this.’” But Denise realised this wasn’t only an ‘aha’ moment for the students, but for her too. “When you are in business, especially a large organisation recruiting a lot of grads, you’re looking for effective and efficient ways to streamline that process. That’s understandable as you want to find those who are a great fit for your organisation as soon as possible. But hearing these student stories made me stop and think about the hidden impacts some approaches to recruitment may be having during this pandemic.” "The students often felt deflated by the recruitment experience from many organisations and a lack of support. “It’s not only about attracting the talent, we also need to think about our employee value proposition and what we’re doing to support the young leaders of today." Denise is referring to stories like Emma Boyle’s, a bright, articulate, young woman, studying International Business Management with Marketing at Heriot-Watt University. Emma’s due to graduate next summer and attended Winter School to get a head start developing the skills she knows will benefit her so much in the future. “I’ve done five or six of these internship interviews online and I haven’t done one yet with a person at the other end. You are just filming yourself,” says Emma. “That’s weird, speaking to yourself, because you’re not getting that back and forth with the conversation. These interviews put you under enormous time pressure because you only have so long to give your answer and you don’t want to miss an important point. That’s a completely different skill set. It’s got nothing to do with my academic or technical ability." "I love my university and my course, but I just don’t feel we’re given all the tools we need to succeed at university to enter the world of work. These virtual interviews also really take away from the experience. Five or six interviews and I haven’t heard anything yet from a real person. If things do gradually go back to normal, maybe if grad jobs start going back to being face-to-face, I feel like the jump back to that format means I’m really going to be struggling.” Without these necessary soft skills, without their usual support networks, without that connection to business, is it really any wonder we’re seeing young people’s anxiety skyrocketing and resilience plummeting? Denise responds: “That’s why Susan’s student schools are such powerful learning experiences - because they help students upgrade their 'soft' skills. Hearing these young people's stories and then seeing their bravery has made me think: We need to take a more candidate-centric approach to attracting young talent to the business by understanding what skills will set them up for success. I question how businesses are making this a more positive experience for student candidates. I believe that’s something businesses have a responsibility for now. As businesses, leaders, and professionals, we all need to be asking ourselves: How are we supporting our future leaders during this pandemic?” And what Susan’s student schools have reinforced for Denise is that “we need to do more” and that Make Your Mark with Susan Room® is a great place to start. “Organisations need to create a compelling employee-value proposition (EVP) to attract and retain students. If your EVP is strong, that’s key in winning the talent war. Cultivating an experience which makes you stand out is why I was impressed and passionate about the Make Your Mark Summer and Winter Schools. Providing students with the opportunity to develop their skills and making it available at a time when they need it most. That’s what makes this programme so powerful. Businesses that are committed to developing the next generation of business leaders should consider running such programmes.” Susan runs her student schools, pro bono twice annually. Her Make Your Mark with Susan Room® 2021 Summer School commences on 22nd August 2021. Denise will be participating again, alongside business leaders from EY and Financial Times. Click on these links to learn more about Make Your Mark For Students and hear directly from them.

What you can learn from Nelson Mandela’s Harvard address about public speaking. At the tender age of 80, Nelson Mandela accepted an honorary doctoral degree from Harvard University. In his acceptance speech, in September 1998, he addressed a packed audience at the prestigious American university. It’s an uplifting address that can leave you feeling emotional, but more than two decades on, it’s still a great example of public speaking. Given that it’s difficult to find 20-minutes to watch the entire address, in this article I spot and share some speaking techniques Mandela employs in the first three minutes that anyone can use to their advantage. Minute 1 Mandela shows mastery of pace and presence without saying a word. Notice he doesn’t rush his walk towards the podium or his desire to speak upon reaching it. Indeed, he doesn’t speak at all for the entire first minute. What he does is acknowledge his audience by looking up and making eye contact with them. He also gives a slight nod of the head (00:34). It’s a tiny gesture that screams ‘I hear and see you’. He doesn’t rush the warm welcome from his audience. Instead he reciprocates with his warm smile. He looks happy to be there and happy to wait until his audience is ready to hear what he has to say. He owns his entrance and his position at the podium and that gives him great presence. Minute 2 In the second minute Mandela beautifully demonstrates how verbal and nonverbal cues reinforce each other. If you want your messages to resonate with your audience, your body language must match what you say AND how you say it. From the outset Mandela’s vocal pace mirrors that of his physical presence – unrushed and precise. His South African accent is apparent, so he greatly slows his pace to ensure we don’t misunderstand a word. But he’s doing more than slowing his pace and effectively using pause. Just listen to his very first opening remarks (from 1:15)… “Mr President” (long pause). “Members of the congregation” (long pause). “Members of the university” (long pause). What he’s doing here is employing what I call vocal energy. That is, finishing both his words and sentences with the same, if not more, vocal energy then he starts them with. It’s a technique that signals to his audience that he is committed and confident in what he has to share. And after his introductory remarks what is it he has to share? As it turns out (at 1:41), it is one of the most powerful tools for any public speaker… a story. Minute 3 It’s that personal story that spans the entire third minute of his speech (1:41 to 3:01). Given what we know about Mandela’s life, when his story opens with the words: “When I was in prison,” we might be forgiven for thinking this is going to be the start of a sad story. For surely this is a man who had libraries of sad stories he could share. Yet he does not. Instead, he tells a story that surprises - another great device for keeping your audience engaged. For when someone thinks they can predict what you are going to say, it makes it much easier for them to stop listening. Many might say what Mandela’s doing in this third minute is using humour. Yet, while he certainly makes his audience laugh, I’d suggest he’s employing something far more powerful for any leader… humility. The first few moments of every speech communicates volumes about its speaker. And, as I hope this article demonstrates, there’s plenty to learn in just three minutes by studying a master of oration like Mandela. Susan is an International Coaching Federation (ICF) Professional Certified Coach (PCC). She’s one of the rare few qualified to provide voice and executive coaching. Her unique approach sees her help others feel, look and sound confident – improving performance and happiness at work. Susan’s new two-hour voice and presentation skills workshop explores the importance of what you say and how you say it. Covering message simplification & structure, storytelling, and vocal & physical energy it’s valuable to those at every career stage.

If you are feeling a little mixed about the return to ‘normal’ and will soon be heading back into the office, you are far from alone. Many of us have spent more than a year framed by a flat screen or furloughed. That’s why in this article I’m offering four thoughts to help you confidently find your stride when returning to the office. 1. Be mindful that not everyone perceives the return as you do. Whether you are feeling excited or apprehensive, remember not everyone will have experienced the last year as you have or feel as you do about the return. People’s feelings may also fluctuate from day to day as they reacclimatise to being in a once familiar but now altered environment. If you’re feeling anxious, you can help calm yourself by breathing properly. I offer two breathing exercises here that anyone can do. This one is best done first thing in the morning or last thing at night. This one can be done anytime and anywhere. If you are feeling enthused, be mindful of others’ personal space and that enthusiasm can lead us to overtalk or interrupt. Listening to others, really listening, is a powerful way to help them begin to feel more comfortable. To be a better listener: Look at the speaker, give them your full attention and stay quiet. Iterate their phrases to encourage them to expand their point(s). Show interest and clarify understanding by asking open questions. Tease out what’s glossed over or not said. Encourage them to talk by expressing your support. Now summarise & empathise without judging or offering solutions. 2. Remember your body language and that of others tells a story. For the first time in a long time your entire body is going to be in the frame. Body language communicates much of our overall message. Actively observing the body language of others can tell you a great deal about how they are feeling. This insight can help you think about how to best approach and engage with them. There are also minor changes you can make to your posture to help you look and feel more confident - even if you don’t really feel it. Master of body language Amy Cuddy tells us how to do this in her hugely popular and eye-opening TED talk: 3. Strive to find your voice and help others find theirs. Although many employers and leaders are working hard to create safe working spaces for everyone to return, it is impossible to plan for every eventuality. What do you say, for example, if a key client offers you their hand to shake upon meeting? Thinking about this ahead of time will help you both avoid awkwardness. While in lockdown we’ve become used to interacting with a select group of people. It perhaps won’t be surprising to find many voices notably quieter than they were this time last year. If yours is one of them, challenge yourself to speak up – particularly if something happens to make you feel uncomfortable. By speaking up you’ll encourage others to do so too. If you are chairing a meeting and notice people are reluctant to contribute, there are things you can do to include them in the conversation. 4. Keep in mind it’s not only what you say but how you say it that matters. Bear in mind it’s not only your words but how you say them that matters to your message. Your voice leaks information and impacts others: pausing and holding the space will encourage your listener to be more reflective, while a confident tone, faster pace and higher pitch can convey excitement. How we perceive voice is determined by a blend of different elements – Speed, Pitch, Intonation, Loudness and Tone. Check out my Speaking Secrets article to better understand how you can use them to sound more impactful. You'll learn how five fantastic TED speakers uses a different vocal element to best effect. So, here’s to impromptu catch ups over coffee, being back in the big picture and confidently re-finding your stride, all of which coincide with the big office unlock. Susan Room is an International Coaching Federation (ICF) Professional Certified Coach (PCC). She’s one of the rare few qualified to provide voice and executive coaching, her unique approach sees her help others feel, look and sound confident – improving performance and happiness at work. Susan’s Make Your Mark group programme is valuable to those at every career stage. She also works with corporate leaders and high potential executives on a 121 basis.

This week the G7 will descend on a tiny coastal Cornish village, to discuss how to best tackle cross-cutting issues like coronavirus and the climate crisis. Five months after America’s 46th President was sworn in, Joe Biden will join the summit - his first overseas trip since holding office. I thought this was an opportune time to explore the voice of this new world leader to see what we can learn from him and apply practically within business. My use of the word ‘new’ here is, of course, a red herring. Joe Biden’s voice is anything but ‘new’. He’s been in politics and making speeches for near-on 50 years. He makes for a wonderful study and, for this article, I examine some of his widely publicised and lesser-known speeches from his long career to pinpoint those moments where he can offer us useful insight. A leader emerges Biden was the youngest ever person elected to the Senate – just turning 30 when he secured his seat by 3,000 votes back in 1972. In one of his first interviews afterwards, a youthful Biden is quizzed about his win at such a young age. Pick it up at 1 minute 8 seconds (1:08). He’s clearly thought about his surroundings. His location has, no doubt, been carefully selected to show he’s comfortable at this desk and in this environment. Then watch again at 1:13. See how he leans right in towards the interviewer, lessening the gap between them. His body language here suggests he’s fully engaged in the conversation. But also look at what happens because he leans forward. His body is no longer centred. While he appears confident, the gently swinging chair behind him at 1:17 is indicative of nerves – the swinging motion being a way to sooth and steady them. You can avoid this from happening to you by sitting right at the back of your chair and firmly planting your feet hip width apart directly under your knees. This will help you sit up straight and expand your lung capacity so you’ll both look and sound more confident. A world leader is born For contrast I’m going to jump right forward now to the first speech he gives as President. This time he’s standing, and from the outset we see two things that have, over the years, established themselves as Biden trademarks. Firstly, the confident use of his hand gestures. See how his arms are wide open here, almost welcoming people in. Then there’s that disarming smile. At 0:09 his body language reinforces something that seems to have been a constant from his very first interview – giving his full attention to and making a direct connection with those he’s addressing. Look at how he turns away from the microphone towards Vice President Harris when mentioning her. At 0:44 we hear him say: “Today, we celebrate the triumph, not of a candidate, but of a cause.” Biden offers a clue here that every speaker should know - regardless of whether you are a President, a Programme Director, a Product Manager, or a Publicity Assistant – it’s never about you, it's always about them (your audience). Also notice his contrasting use of volume between 0:44-1:00 versus 10:09-10:30. By lowering his volume, he’s using how he says something to mirror the content of what he’s saying. This contrasting volume gives vocal variety to his overall speech. And while we can’t see his audience, we know they are likely leaning in to hear him. As long as you are not so quiet as to be inaudible, speaking softly can be an effective device for drawing your audience in. And finally notice how, within this hushed section at 10:20 and 10:27, he punctuates the words ‘we’ and ‘silence’. He’s effectively using his pitch here to stress and draw attention to these words. What this demonstrates is that even if you are naturally softly spoken, you can use different elements of voice to create variety, which heightens listener interest. Underconfidence from a leader It’s hard to believe then that not too long after this speech, Biden gave another, this time a press conference - his first from the Oval Office. This event should have had a celebratory feel. Biden was marking having signed 28 executive orders in just two weeks, overtaking the record holder, President Roosevelt. (It took Roosevelt a month to sign that same number.) Yet this might just be one of the best examples of a worst speech ever given. It’s a good reminder that no matter how experienced a presenter you are, preparation and personal brand are critical to performance. You can pick the speech up at any time. It’s worth noting here that Biden is intentionally making a statement by wearing his mask but, with the benefit of hindsight, I doubt he’d be keen to repeat this experience. His concern that his mask is slipping at 1:07, 1:16, 1:37, and 2:26 serves as a helpful reminder about the minefield of using props. This clip shows how hard communicating well from behind a mask can be. For as well as muting his tone and muffling his words, almost to the point of their being inaudible, what’s also masked here is Biden’s trademark warm and easy smile. The mask is clearly impacting his usual confidence. Just look at his reliance on his cue cards (which can be effective when used well), but that isn’t what happens at 0:30. For the best part of 10 seconds, he barely looks up, almost reading them. It’s as though he’s forgotten he’s speaking to a televised audience. A leader defeated In contrast, let's rewind now to 1987, to what could have been a stilted speech for what is a tough time for any leader… defeat. We see Biden speaking after his first run for the Presidency. There is nothing at all awkward about his words, his tone, or his body language, which are all confident - particularly his eye contact with his audience. Pick it up at 0:14 and you’ll hear him repeat the phrase ‘I’ll be there’. And, true to his word, he was. It would take another 44 years' perseverance and resilience to shake off another failed Presidential run, before becoming the country’s oldest President at age 78. In this speech, at 0:36, he demonstrates how to better use cue cards than in the previous clip. Then at 0:45 he employs metaphor to paint a visually uplifting picture - about how great America’s future will be and his ongoing role to make it so. Vocal courage and leadership What heartens me more than anything else though about the voice of this world leader is that his early life saw him speak with a stammer. Stuttered or stammered speech is believed to affect around 3% of the world’s population and, in this final clip, Biden openly shares how he overcame his stutter. This interview offers valuable insight for every speaker because Biden talks about how he’s spent his whole life learning to control his speech. Today you are hard pushed to hear him stammer. The entire 10-minute clip really is worth a watch, but if you can’t spare the time pick it up at 0:25-0:29 where he demonstrates how he used to talk. Then at 3:35-4:05 he offers a scripting technique for anyone looking to slow their pace. Again, what he says here and how he says it are perfectly in unison. While he doesn’t mention the word ‘pace’ he’s talking about keeping things slow, which mirrors his speech pattern exactly. At 5:42-5:58 we see something that is common to Biden’s many speeches - that’s an effective use of personal storytelling. Storytelling would make for a whole other blog – probably a series - but Biden often relays a story with a moral from the perspective of his mum, dad, or grandparents. He uses this technique to make himself more personable. Despite running for President and his campaign positioning him as ‘Joe Biden’ it’s clear from what he says that he wants to reinforce he’s just like you and me. Listen to how he refers to himself here as ‘Joey’ on multiple occasions in quick succession. It’s a great rhetorical device for getting his audience on side and to identify with him. And finally, at 6:06, I’d endorse his great advice for anyone looking to be a better listener and leader: ‘Don’t finish someone’s…’ Susan Room is an International Coaching Federation (ICF) Professional Certified Coach (PCC) and holds a Masters in Voice Studies with distinction from the prestigious Royal Central School of Speech and Drama. This means she's one of the rare few qualified to provide voice and executive coaching. Her unique approach sees her help others feel, look and sound confident – improving performance and happiness at work. Susan offers virtual group programmes and workshops - valuable to those at every career stage. Her new two-hour interactive ‘voice and presentation skills’ workshop encompasses business storytelling. She also works with corporate leaders and high potential executives on a 121 basis.

It’s International Coaching Week. What better way to share coaching’s transformative power than in the words of those it has positively impacted? Coaching’s usually the preserve of senior executives but this last, unprecedented year I’ve been delivering pro bono student schools to make coaching available to young people when they need it most – before they embark on their professional careers. My Make Your Mark group coaching programme for students has already helped more than a hundred young people freely benefit from coaching – giving them awareness and practical tools to improve their mental health, performance, and career prospects. 11 of them, all currently at university, are now coaching converts and Make Your Mark Ambassadors – volunteering their time to help their peers access my future pro-bono programmes and with it the essential skills professional coaching develops. In exchange, this Ambassador community get ongoing monthly group-coaching development with me and, most recently have each also experienced 121 coaching with HR leader Denise Shillito and fellow coach Tracy Sinclair MCC. Here’s how they describe their experiences of coaching, why they’re so passionate about it and why they’re now keen to pay forwards its benefits… "Despite the well-documented rise in mental health challenges for young people in this past year, there’s still nobody at my university talking about the inner critic – it’s like the elephant in the room. Susan’s coaching insights unravelled lots of things for me. This is learning that stays with you forever, that helps in the good times and the bad. I’m an Ambassador because this learning will change your life." Emily Mason graduates Heriot-Watt this summer with a Masters in Engineering. “Young people absolutely need access to the softer skills and tools coaching makes available - that’s why I’m an Ambassador. Susan’s mindset and inner critic session is so impactful – afterwards we were a completely different group – we really bonded. It helped us all see that we should be confident in ourselves and the ways we are different. That it’s okay to be ourselves and to embrace it.” Beth Thom is completing her 3rd year as a Heriot-Watt - undergraduate MA International Business Management. “A book can teach what you should do to improve your presence but that doesn’t help you with how. The interaction, core skills and practical tools Susan gives as a coach are incomparable. That’s why I’m now an Ambassador, these soft yet essential skills are totally nonexistent on the university scene - in a shameful way because they’re so important to employability.” Edward Sheasby graduates St Andrews this summer with a Geography degree. “I’m an Ambassador because I want others to understand the benefits coaching brought me. Previously I’ve dealt with crippling anxiety - it was taking over my life. Susan’s programme gave me techniques that I’ve now implemented, and they’ve helped me brilliantly. Yes, coaching absolutely will help you in your professional life, but it will also benefit you in everyday life.” Lewis Traill is about to complete his third of a five-year Master’s, studying Mechanical Engineering at The University of Edinburgh “I was adamant about learning more vocal skills and getting better at articulating myself because I know that’s going to be key in my chosen profession. Once you know your problem areas and you know there’s a way to improve them, you become less insecure. I now want others to experience coaching’s power - particularly those from different backgrounds and race – that’s why I’ve become an Ambassador.” Naomi Oamen graduates Dundee this year with a Law degree. “At my age, without this coaching programme, I would never have realised what I discovered through this experience. I got so much out of it that I’m so thankful for. Now I’ve become an Ambassador because I want to share my experiences. There is such a need and demand for young people to find and unlock their actual potential.” Lauren Johnston graduates Heriot-Watt this September with a Master's in Business Strategy, Leadership and Change. “At the end of a meeting a colleague told me they thought my contribution had been powerful. I explained what I’d learned on Susan’s coaching programme about the power of hand gestures. Being able to coach a cohort of 40 young people and give them all something they want, something they need, something they enjoy, I’d say that’s exceptional. That’s why I’ve become a coaching convert and programme Ambassador.” Salman-ur Rehman graduates Heriot-Watt this summer with a Masters in Chemical Engineering. “These skills we’ve started developing through coaching will benefit us so much in the future. We’re not even in the business environment yet, so if we can start implementing them now, when we’re young, they’ll keep developing. What’s important is that if you start to fix things now and keep going, you keep getting to the best version of yourself. Emma Boyle is completing her penultimate year at Heriot-Watt studying International Business Management with Marketing. “The wealth of practical insights coaching makes available could help a great deal of young people – that’s why I’m an Ambassador. I’m keen for other young people to benefit, to appreciate that it’s not something you’re graded on, so you don’t have to be perfect. Coaching enables you to be yourself, reflect on yourself, it’s an enjoyable experience.” Zeynep Aydin is in her junior year at Brown studying Computer Sciences and Psychology. “Recently, at a virtual careers fair, I applied the techniques Susan had given me – using my breathing and posture to calm myself, to ready myself to speak and ask questions. I’m an Ambassador because coaching helps you gain the skills you need to ready yourself for what’s going to happen over the next few years.” Kirsty Mitchell is completing her penultimate year at Heriot-Watt studying a Chemical Engineering Master's. “Susan’s coaching sessions helped me understand that to influence, make an impact, and create change in business requires a good team and that requires my being a great teammate. I’m an Ambassador because I want to show others self-enhancement is ongoing, gradual progress. It’s about taking steady baby steps.” Khalis Ariff is completing his penultimate year at Edinburgh studying a Chemical Engineering degree. Susan was writing to celebrate the art, science, and practice of professional coaching this International Coaching Week (17th and 23rd May 2021). If you have never experienced the transformative power of coaching check out the wealth of free events curated by the International Coaching Federation this week. Susan Room is an International Coach Federation (ICF) Professional Certified Coach (PCC) and professional voice coach. She’s one of the rare few qualified to provide voice and executive coaching, her unique approach sees her help others feel, look and sound confident – improving performance and happiness at work. She offers virtual group programmes and workshops - valuable to those at every career stage. She also works with corporate leaders and high potential executives on a 121 basis. #ICW2021 #leadershipdevelopment #coaching

Updated March 11th 2023 With expert advice from: Jenny Mollica, Director of The English National Opera’s Baylis programme. Italian opera tenor Andrea Bocelli performed Nessun Dorma at The Global Awards in 2018 and wowed audiences as he finished the aria by holding its final note for 18 seconds. Watch it below – the final long note comes in at 3:45. Opera singers are masters of breath control and, while that’s crucial in singing, our breathing is also critical for managing nerves, stress, and anxiety in our personal and professional lives. If you’ve ever spoken publicly and experienced shortness of breath, woken in the night struggling for breath because you’re worrying about work, or are perhaps feeling anxious about heading back into the office, learning techniques to harness your breath can help improve your mental and physical wellbeing. It’s not every day you get an opportunity to pose a question to Jenny Mollica, Director of Strategy and Engagement at the English National Opera (ENO), so when I met her at a Bromley By Bow Centre event, I grabbed it. Jenny’s work includes leading ENO Breathe, an award-winning breathing and wellbeing programme developed specifically for people recovering from COVID-19, in close collaboration with Imperial College Healthcare Trust. The ENO has been partnering with the Bromley by Bow Centre for quite some time, using singing to improve mental health within the East End community the charity serves. Due to Covid, ENO’s work, using singing to improve health, has been recognised nationally and is now being prescribed for long COVID sufferers who struggle with shortness of breath. Read more about that work here. But, as with all my voice coaching work, my interest was in what we can learn and practically apply from the experts of breath in the world of opera to improve professional and personal performance. So, when the panel discussion opened for questions, I asked Jenny which one breathing exercise she’d recommend to help professionals better manage nerves or anxiety. Here’s her advice, in her very own words… Countdown to calm. The human voice is given agency through connecting with breath. This exercise is designed to help you focus on your breath - to breathe in, knowing that you are breathing in, and to breathe out, knowing you are breathing out. It’s an exercise you can do anytime, but a particularly good time is when you are lying in bed – either when you are getting ready to go to sleep, or when you first wake up. Start by noticing your breathing. Begin to count your breaths backwards from 10 to 1. In your head, say ‘I am breathing in 10, I am breathing out 10. I am breathing in 9, I am breathing out 9.’ Count back all the way from 10 to 1. The moment you notice your focus drifting, make a point of bringing it back and start the count again at 10. If you manage to get all the way to 1, start at 15 next time. You can use this tool to anchor yourself in the present moment at times when you might feel anxious or overwhelmed. Brilliant advice – thank you Jenny Mollica. Susan Room powerfully combines voice and executive coaching. Fascinated by the correlation between mindset, body language, speech, and voice, she attended the world-renowned Royal Central School of Speech and Drama. Graduating with a distinction in Voice Studies, Susan applies her learning by adapting actor voice training to help professionals advance in the new world of work. Susan’s a long-time friend of the Bromley-by-Bow Centre and has gifted her time to the leadership team there in her capacity as a coach. English National Opera: Overview | LinkedIn The Bromley By Bow Centre: Overview | LinkedIn #stressawarenessmonth

"Could I interview you for a book I’m writing?" came the rather unusual request. “It’s about why women remain underrepresented as political leaders. I’d love to get your insights into the relationship between, voice, presence, and electability.” ‘Fascinating,’ I thought, because the way political leaders think, speak and act determines their success in the same way it does for any leader – it’s just politicians are in the spotlight so more visible. The stats would seem to reinforce the point. 34% of MPs in the UK are women, which broadly mirrors the figure in last month’s Hampton Alexander report for the number of women on FTSE 350 boards. What intrigued me most about this interview request though, was the book’s author, Lucy Whichelo, a 21-year-old political science student who had sought me out from Canada. The pandemic’s lockdown had impacted her plans and she was keen to put her time to good use. Instead, she was writing her first book in the hope of providing women with the inspiration to go out there and pursue their political aspirations. “The book’s going to be called ‘Unelectable’ Lucy told me when we spoke in the Autumn "and it’ll be published in Spring 2021.” So Spring is finally here and as Lucy’s book launches this Friday, I wanted to turn the tables and put her in the interview hot seat. Here she shares a little about her brilliant debut book ‘Unelectable’… Susan: Women are under-represented in all types of leadership, what is it about the political arena that’s so important to you? Lucy: There’s a grave importance to underrepresentation in the political sphere. If there’s not equal representation of women in those decision-making positions, then there’s a lack of control for women over policies that impact them. Susan: Does this book offer anything for women not interested in politics? Lucy: Absolutely. While it’s designed to help young women with political aspirations, there’s lots in here to help people better understand the struggles women face in leadership positions and the practical steps they can take to create change. Susan: What surprised you most from your research? Lucy: How much blatant public comment there is about a woman’s appearance. I always knew there was a subtle sexism going on but what surprised me was the level of harsh media criticism women get on their appearance that men don’t necessarily attract in the same way. That greatly moved me. It’s why the opening two chapters of the book are about that pressure on women and the way they appear. Susan: Are women going to read your book and feel despondent? Lucy: (Laughter). I’m laughing because when I was researching and writing part one, which looks at the struggles women in politics face, I was disheartened myself. But there’s also an optimistic scope to this book because the story doesn’t have to be this way. That’s why parts two and three offer hope. Part two explores how things are changing and what people are doing to bring about change. This is where the chapter with you Susan comes in. Then part three offers five steps for a female led future. These are practical steps we can take in our everyday lives to create actionable change for more women leaders in the future. Susan: What’s the top struggle we need to overcome to get more women into leadership? Lucy: It’s difficult to pick just one because they all reinforce each other but I think it’s probably the way we look at leadership. It’s clouded by stereotypes about what it means to be a man and what it means to be a woman. In general, I think we tend to value the masculine over the feminine and that’s particularly evident in how we judge leadership capabilities and leadership styles. For more women to break into leadership positions, we first need a more inclusive understanding of what leadership is. Susan: Do you find any evidence in your book that there are any elements of voice that make women more likely to be successful? Lucy: There’s a chapter in the book called ‘Shrill’. It talks about how there’s a double bind in the standards we use to judge women’s voices. If I give you an example. Margaret Thatcher and Hilary Clinton both had vocal training to deepen their voices. The intention was to help them sound more authoritative, more dominant. But both still came under criticism - their voices sounding too edited, too forced. The best advice seems to me to take hold of that voice you have naturally and take confidence in it. That certainly dovetails with your work Susan – how you help others get to that place where they feel confident in the way they think, speak and act. To get women confidently taking leadership positions – rather than them holding themselves back or being knocked off course by the unwinnable judgements of a double bind. "The one piece of advice I’d offer as a coach to a woman entering a position of leadership for the first time would be to be clear on their values and boundaries. Keep them front of mind. Live by them. Say yes to them and no to compromise - we teach people how to treat us." Susan Room Susan: Having written your book, what’s your one piece of advice for women aspiring to become political leaders? Lucy: Find a support network - those who will encourage you and help you get the confidence you need to seize your full potential. Then just go for it, without looking back. It would be naïve to think you won’t face gender barriers, because they will be there, but knowing you have the people around you and the confidence in yourself to overcome them will help you get through it. Oh yes, and one other thing if I may… please do buy my book! ‘Unelectable’ by Lucy Whichelo is published by New Degree Press and is available to purchase on Amazon