Loe raamatut: «Heart and Hustle»

Dedicated to my daughter, Grace

CONTENTS

Cover

Title Page

Copyright

Dedication

INTRODUCTION

1 NATURAL-BORN HUSTLER

2 YES, I WORK FOR MYSELF ON THE INTERNET!

3 THE IMPORTANCE OF BUILDING A FOLLOWING ON SOCIAL MEDIA

4 THE SCIENCE BIT – PRACTICAL ADVICE FOR BUILDING UP A SOCIAL MEDIA PROFILE

5 TAKING YOUR AUDIENCE TO THE NEXT LEVEL OF GROWTH

6 ONLINE VS REAL LIFE

7 CREATE YOUR WEALTH

8 A CAREER VS GOING IT ALONE

9 HOW TO RUN YOUR EMPIRE

10 A WOMAN’S WORLD

11 DISCOVERING WHO YOU ARE (AND WHAT YOU VALUE)

12 STAYING THE COURSE IN STYLE

13 THE POWER OF A PEP TALK

14 STREAMLINE THE STRESS AWAY

15 FEELING GOOD FROM THE OUTSIDE IN

TIME TO SAY GOODBYE

MY READING LIST

About the Publisher

Introduction | Killing it?

I’ve never been someone who sits back and takes it all in. I’m not going to lie – the truth is that I often feel I’m an imposter, wondering how I got here and struggling with the idea that I might actually be any good at anything!

Take a recent fortnight: I was shot for the cover of Glamour magazine, nominated for a Shorty Award (think: the Oscars of social media), announced a lipstick collaboration with MAC Cosmetics and reached 2 million subscribers on my YouTube channel (which, as I’ll explain, I started as a hobby to kill my boredom at uni). The week before that, I was sitting with a private equity firm discussing negotiations for a future project and organising a trip to Disneyland for my two year old. That was a busy one! But, when I’m in the moment, I don’t give much thought to the immensity of what’s happening. I’m on autopilot. It might look like I’m holding it all together, but I’m often scared, nervous and feel like I’m winging it as I go.

That’s the reality of my life, just as it’s other people’s reality too. Of course I’m excited every time something great happens, but in the same moment, I’m filled with fear because it’s almost too good. Still, I’m learning to appreciate every experience and achievement, and I don’t take it for granted. As much as I talk about being scared, I don’t let the fear stop me. It’s part of the hustle and, ultimately, it drives me forward.

That’s just one of the reasons why I wanted to write this book: to pull back the curtain on my experiences as a business owner and digital-content creator sharing my heart with my followers (not to mention a husband and a baby), and pass on some of the insights I’ve gathered along the way. In this book, I’m going to show you how to hustle like I do, using your head and heart. All it takes is three steps:

> Your Brand: how you can leverage who you are to kill it online and boost your work and personal life, whether you have 20 Twitter followers or 20,000.

> Your Business: how to run your side hustle like a total boss, know when to go it alone and turn your side-hustle into your full-time game.

> Your Beliefs: how to adopt certain ideas about yourself and the world that will serve you well, and ditch the thinking that’s holding you back.

But before all of that, I want to reveal more about myself, to show you what I’m all about and the principles I live my life by. I’ve never shared the full story of why being able to look after those close to me, achieving what I set my mind to and ‘securing the bag’ has always been – and still is – so very important to me. So here goes …

My story: the upbringing that shaped me

I grew up in Battersea, London. I’m a south London girl for life, with African heart! My mum was a jack-of-all-trades, who loved makeup and fashion. Before she ever clapped eyes on my dad, she used to travel back and forth between London and Nigeria, where she had a salon/boutique, buying beauty and hair products to sell back home. Then, one day, she met my dad, who was also over from Nigeria, as an international student working for his university degree in the UK. It was a Clapham Junction love story – well, that’s what they told me. Their eyes met across the shopping centre there, at a time when there weren’t many people who looked like them in that part of south London. When they got talking, they realised they were from the same area of Nigeria, and spoke the same dialect … I suppose it was meant to be!

Not long after that, my mum became pregnant (with me), then, eighteen months later, my younger sister decided to join the party. My dad graduated with his printing technology degree and began working at a boutique publishing firm. Mum got whatever work she could, while raising two small children. But they made it work, and I have happy memories of those early days.

Then, when I was six years old, my dad was deported.

It came as a total shock. One night there was a frantic knocking at the door and a team of policemen came through the house to find my dad, before taking him away like a thief in the night. I can still clearly picture my mum sitting on the stairs pleading to deaf ears, while my sister and I sobbed. We didn’t know that it would take another six years, a court case, and much sweat and tears until our father would be back with us.

Now I’m older, I understand what happened. My dad was essentially an illegal immigrant: he had outstayed his student visa and was working, but he hadn’t applied for permanent residency. It was a mistake that caused a lot of pain, but that ultimately made us all a lot more resilient, as I’ll explain.

Learning to hustle

Now, with Dad gone, we were on our own. When I think back on it, my mum could have let what had happened break her, but she didn’t. She’s about five foot, with a huge smile and doll-like eyes, completely ‘butter wouldn’t melt’. But, let me tell you, she’s a force to be reckoned with: the most amazing example of hustle and heart.

Back then, Mum worked as a cleaner. From offices to trains, she put in the shifts, getting up in the early hours for 5 a.m. starts on some days, and trudging home after 10 p.m. finishes on others. And, while we were at primary school, my sister and I learned to put in the shifts, too. I suspect this might be considered very illegal nowadays. However, when you don’t have an option, sometimes you just do what you have to. Because Dad had been deported, my sister and I had to go everywhere with our mum, as she really wanted to avoid leaving us home alone.

So, at four o’ clock in the morning, with sleep in our eyes and our school uniforms already on, the two of us would often go with Mum to clean offices in London. My sister and I would vacuum, wash the dishes and wipe down the surfaces – we weren’t very big, but we were strong. We would put in the work then, after we had locked up the offices, Mum would take us to school. This, of course, was a secret, and somehow (maybe it was Mum’s stern looks) we knew that that part of our lives wasn’t meant to be known. We’d already had an experience with the authorities and, deep down, I think we were scared that they might take our mum away like they had our dad. So we kept quiet about this part of our lives, playing at school just like all the other children.

Over the following years, I watched my mum elevate herself. She had a secondary school education and not much else, but while she still worked as a cleaner, she also began training as a nurse. She would read and study when she could and, in between her shifts and training, rustle up meals for my sister and me. Somehow Mum knew how to make a meal using basic ingredients like corned beef and packet noodles taste gourmet. Though we never had a lot in terms of material things, we never felt we lacked. There was so much love that we always felt comfortable.

Meanwhile, we were moving from council house to council house. To be honest, these places weren’t great. The three of us dealt with racists, being attacked by a neighbour’s dog, and the day-to-day struggle of living in what were just downright dodgy locations. Eventually, in a huge stroke of fortune, the council housed us in a lovely two-bedroom flat with carpets, freshly painted walls and even a new bunk bed that my sister and I could share. Our neighbours were relatively normal – in fact, some of them were even nice! We felt that things were on the up in our world.

At the same time, I know it was far from easy for my mum. During that time, we’d speak to Dad every week on the phone, and we visited Nigeria twice to see him while the court case was under way to try to bring him back. For years, this placed huge pressure on Mum, who just wanted to have her husband home. Since she was now working as a nurse, doing all the shifts she could, my sister and I were often at home alone. There were a few things we always knew we mustn’t do – instructions drilled into us to keep us safe. Above all, we knew not to open the door or the curtains.

And yet, Mum turned it around. Because while she was busy working all those hours, she was also saving. Eventually, she got together enough money to be able to buy the flat we were now living in off the council for £17,000 (this was in 1997). I remember the number clearly: she was rightly proud and let my sister and me know. We felt like millionaires, to own our home. Years later, after the property market went crazy, she was able to sell that flat for £250,000! Off the back of that, she bought our next home and decided to learn how to invest in property. It wasn’t long before she had created her own property portfolio. With more than ten properties under her belt in seven years, she was able to become self-employed and set herself and her family up for the future. She had grinded – that’s the only word for it! – her way to success.

I was in secondary school by the time Dad returned. I don’t know why it took so long, but I remember being at court when the authorities finally ruled on his case. The judge said, ‘I can’t see why this man is not allowed to be with his wife and two children.’ The upshot was that he was given permission to come back, permanently. Finally, we had our dad home. It had been a long journey. But despite that setback, my dad had continued to develop himself while he was out of the country. After getting his printing degree, he had even published some non-fiction books. On his return to the UK, things had changed significantly in that world, so he went on to study law and work within the immigration services – the irony! (I draw qualities from both parents: my dad’s more academic, whereas my mum’s a hustler. Put it together and you get me, in the middle.)

The blueprint for my success

Despite things often being difficult, I can’t regret the lessons of those tough years. Through all my childhood experiences, I had been learning something that has shaped the path of my whole life: that it’s within your own power to change your situation. Mum showed me, through her example, that what you expect of yourself is usually what you will achieve. Her limitations and the circumstances of her life were mere obstacles to work around – it wasn’t so much that she didn’t see them, but she simply didn’t focus on them.

Similarly, it might not seem like you’re on the road to success – perhaps you sure as hell don’t fit the traditional mould of someone who’s on their way up – but who cares? A stranger watching my mum graft away on her cleaning shifts, kids in tow, would have struggled to predict where she’d end up. And this is something that, even today, motivates me throughout my journey: the truth is, whether your path to your goals looks like it’s ‘supposed’ to look doesn’t matter. As you’ll learn from the stories I’m going to share, there have been many occasions where it looked like the odds were stacked against me, but I’ve achieved goals anyway – and you can, too.

LIFE LESSON: Your past doesn’t have to define your future. As my mum taught me through her hard work and hustle, things don’t have to stay the same: you can change your situation. You can change your life.

I also learned from Mum the power of thought and words. She was – is – always positive about herself and her situation (sometimes, it can seem, to the point of delusion!). That’s why one of my favourite proverbs is, ‘Life and death are in the power of the tongue … so speak life’. What that means to me is that the spoken word is incredibly powerful: you have to speak positively to yourself. And, in the same way, you have to see the good in your situation and stay hopeful. You never know what your story will be – but, regardless of your situation, if you give in to negative thoughts and put out negative words, negativity will be the result. It’s not ‘fate’, it’s the power of your brain and will: if you don’t think and feel like you can, then you probably won’t. That’s something I’ve held onto over the years, and through every adversity I’ve faced.

We’re all human

There’s one more thing it’s important to remember: the way things are portrayed on social media can have us all seeing things through rose-tinted glasses. In a world filled with meticulously planned feeds and carefully selected, glamorous images, it’s easy to get the impression that other people are living the ‘perfect life’. And those with the most interaction online, with likes and comments streaming in, must be in a great position, right? Well, what I know, and have seen and experienced first-hand, is that behind the attractive photos, upbeat videos and funny status updates, will lie a long, winding journey filled with ups and downs. Everyone has experiences that can’t be corrected with a pretty filter, and that will likely not be shared with the world. That doesn’t mean they didn’t happen. It’s normal and it’s real life. Nowadays, I can look back at my hard times and know they have provided me with the head, heart and hustle (in other words, the mental attitude, the emotional resilience and the ability to grind) that have propelled me along the journey I am on today.

I’ll give a few examples. At one point, I didn’t have any friends. At another, I was made redundant from my job in the City. I also broke up with Mike, the man I thought was going to be my ‘forever guy’ (he’s now my husband, so go figure!). Another time, I quit my job to be a full-time YouTuber and that didn’t work out so well … as you’ll find out. But all those experiences have helped to shape me as an individual and lead me to the place I am at now.

Take the situation with my friends – or lack of them. That came about when, at university, I was sharing a house with a roommate. We didn’t argue, but the atmosphere grew very cold and distant quite quickly. Even today, I can’t pinpoint exactly what the issue was: it was all unsaid, which was harder to resolve. I found solace in the online world. When she’d go out, I’d go straight upstairs and get on to my computer. There, I was able to escape my reality, distracting myself by getting deep into the world of makeup, hair and beauty – things I’d always loved, but had never had anyone to chat to about passionately. I started on a picture-sharing forum for women who wanted to grow their hair, improve their skin, and slay their makeup, where you could also write comments: Fotki, the Reddit of all things beauty. I would spend hours reading through people’s profiles, following their journeys to a greater glow and even longer hair. They would share pictures and then eventually move on to video: that was my fix before Instagram! You could swap tips and share praise. ‘Oh my gosh,’ we’d tell each other, ‘your hair has grown so much. And your skin looks great!’

I wouldn’t let anybody in my real life know that I could spend hours on these forums. How crazy would I sound talking about my weekend with a garlic and mayo scalp mix slathered on my hair, an egg face mask on and sweet potato skins on my eyes? It wasn’t really bragging material. Some people would mix hair-growth stimulants and sulphur with oil! (I don’t recommend you try that.) Or, they’d share unusual ideas such as the inversion method – tipping your head upside down and giving yourself a scalp massage to stimulate blood flow (also a headache). But we hoped an enviable head of hair would result! We’d set ourselves challenges and update each other every day on what we were doing. Looking back, what we were into was pretty niche, but it was amazing to be part of a community of like-minded people. Some people are into computer games and films, some of us are into the finer things in life, like sulphur mixes! All the time, I was tapping away, immersing myself in this world that I loved.

Now that I look back, I think, What the hell was I up to? It does make me laugh. But the people on those forums really did something for me, though they didn’t know it: they saved me when I didn’t have any friends. (And, I do have to say, my hair was so much healthier in my days of mayo masks – really full and thick!) What’s more, my time online back then led me to my career today. I was spending all this time on these forums looking at photos and watching a ton of videos on all things hair and beauty, and eventually fashion-related content too. I had fallen in love – and knew that I wanted to do this. What ‘this’ was I wasn’t sure, but that didn’t stop me. So, while still a student, I bought a cheap camera – you couldn’t just use your phone to film in those days – and started recording.

My first YouTube video was just a minute and a half long, introducing me to the world … or so I hoped. ‘Hi, I’m Patricia. This is my new channel.’ I probably had an American twang, because I was watching so many people who did. ‘I’m going to do fashion,’ I announced. ‘I’m going to do makeup. K, see you, bye.’ That was pretty much it. I was staring into the lens, trying to be quite sultry! Back then, I imitated people I liked, so it wasn’t very me, but that didn’t matter. It was a start.

My second video was a ‘haul’ – which was basically like sitting down with your girlfriends and sharing with them what bargains you were able to pick up at the stores. Back then, I used to go vintage shopping and so I showed off some of the items I had bought. And my third was a DIY, where I put buttons and trims onto a few Primark tops. I remember the moment I finally reached ten views. I was so excited, until I realised it was because I had refreshed the page ten times – they were all my views! Still, I gradually started to get a few people checking me out. I used to comment on other people’s videos, and sometimes they would comment back and watch mine. I’d think, Oh my God, they’ve noticed me! And then, I just kept going … So, although in my real life I was quite lonely, I was connecting in the digital space – and something truly great came of it.

Always remember: you never know how your story is going to turn out. You will go through sticky moments, as I did, and still do, and you might not enjoy every step along the road, but I promise you the results will be worth it. All the good things that have happened for me didn’t happen overnight, or without hard work, but they did happen, and they can for you too. YOU have control! And even when it’s really tough, it’s still not as hard as waking up in five years’ and realising you could have started turning your life around five years ago – but you’re still exactly where you were back then. So buckle up. YOU are in the driving seat!

Let’s make a start – going all the way back to the beginning …