Depth of Field: Ginna Christensen

Ginna Christensen is a business and leadership coach who helps women creatives and entrepreneurs create a foundation for their businesses and careers so that they can transform into stand outs in their field. 

How did you start working independently?

When I first started the business was not really about coaching but more about consulting. I’d been working at Woven Accents [a rug company which she was instrumental in rebranding as Woven Is] as a Creative Director — creating teams, products, events, experiential marketing — to really have a brand make waves in a very crowded industry where there was so much competition. While I was there I realized a few things about myself. Primarily, I realized that one of my favorite times in working with a business is the pioneering stage and that after about three years I would just lose steam. Also I had so many ideas of things that I thought would be interesting to implement but they weren’t the right thing for them and I wondered, what do I do with them? I had become involved with the West Hollywood Design District [Business Improvement District, promoting the 300+ businesses in this Los Angeles neighborhood through the creation of various initiatives], first as a member of the Board and then as the Chairperson. We were working with a ton of businesses, not just in design businesses but hotels and restaurants. And I thought it would be really interesting to work with more than one company because then I would be able to find a home for these ideas. So I started a consulting firm, GC Collaborative. The idea was that I was going to help businesses really define what their differentiating points were and create marketing strategies around them.

What changed?

So I was finding time and time again that I was getting push back. We’d create a strategy and, as soon as it was time to start implementing it, it would be Whoa, whoa, whoa, let’s take a break here for a minute. I felt really frustrated. It felt like my clients weren’t making any progress and I was just wasting their money. And that kept happening. So that’s when I started thinking about going into coaching because I felt like, there’s something here that’s stopping people. I was pretty sure that it was fear. So maybe if I go and get the skills to help people move past that, then I really will be able to create change. 

How would you describe what you do now?

I’m a business and leadership coach. I guide people through the creation of a strong foundation for their business and for decision-making going forward. That’s really what this work is all about. So many people come to me and they are like, Ginna, what should I do? How should I do this? I'm not sure which way to go. And so essentially what I do is create a road map for them. It’s not based on my ideas, it’s based on theirs. I have a series of questions, we do these exercises to help them go deep, to really figure out what really matters to them. And then, when they ask me — How do I show up on social media? How should I handle my Instagram? I need how more sales? Can you look at my marketing? — well, if you're really clear about what values you want to be leaning into, all you have to do is look at those values and you know how to show up. If you understand what your mission, your value and your vision for your company then when an opportunity comes up, you’ll have those things to lean on, to help you make a decision. But I find that most people, most small businesses, have never taken the time to build that foundation. And it's like you need that first before you move forward. 

Do you find that because you present as a coach that your clients walk in already comfortable with the idea of change?

So I have these exercises that I do. And people really enjoy doing them. At the end, they’re shocked. They didn’t realize that they had all the answers, that they’ve had them inside all along. So I think yes, they’re coming to me know and they feel stuck and they know they need a change and they want to take their business to the next level. But it’s still scary.

Can you talk about that?

A block I hear a lot is, I want to get this right. I don’t know the right way to do this. So the thing is figuring out what feels authentic to you and what is sustainable. Because there are a couple of things that I see happen. One is that they get stuck in the place of it has to be perfect or it has to be right and it paralyzes them and they wind up never doing anything, never taking a step forward and they get stuck in the preparation phase or the research phase. And what I come back to is, you’re not going to figure it out until you start doing it and find out what works and what doesn't? You have to take a step forward to be able to evaluate how that step works. That’s how you gain confidence to keep taking steps forward. The second thing is about standing out. For people who have never stood out — their website looks like everyone else’s, they don’t want to ruffle any feathers or be controversial — moving forward with a campaign that’s going to make them stand out can be very uncomfortable. So it’s got to be done in a way that’s sustainable. So, and I’ll use social media as an example, I might say to a client, Look it’s ideal if you post five days a week but if that’s not sustainable, let’s figure out what is. Because consistency is more important than anything else. So it’s about figuring out that balance of what’s consistent, sustainable and authentic. 

Have you had the moment where you thought to yourself, “Oh, I’ve made it” — or has that not happened yet?

I have one client I’ve been working with for about a year. When she came to me she told me she’d fallen out of love with her work and she really needed to figure it out. She was stressed all the time, she was worried about money, she’s a single mother. So in the past year of working together, she landed a major, major client. And she’s in a place where a CEO told her, just last week, This is the best presentation I’ve ever seen. We did this exercise where I asked her to rate her career and her life on a scale of one to ten and she immediately said, I’m a 9.  I said to her, Do you remember where you were a year ago when you didn't know where your next paycheck was coming from? See that turnaround is amazing. To see someone really transform their business and feel better and more confident — that’s what I'm here for. 

Tell me about your workspace and your day. Do you have a morning ritual that tells your brain it’s time to go to work?

I do have a routine. I do have a ritual. And I think rituals are super important. And my husband's always teasing me about how dedicated I am to my morning ritual. I usually wake up around 5:30, 6 o'clock.  I get up. I make coffee. I light incense and I write my morning pages, a practice from The Artist's Way. It’s a three page brain dump. Then I do ten minutes of yoga and I meditate. And then I look my day and identify the three most important things that I need to get done to feel successful. Then I look at what appointments I have. I work in blocks using the Pomodoro Method - 25 minutes on, then a break — and then at lunchtime I take a longer break. My morning are typically filled with my administrative work: typing up my notes from my clients, working on my own Instagram and marketing materials. From noon on, I do my calls with my clients. I need to keep my energy high so it’s really important to take those breaks. I’ve had to learn how important sustaining your energy is to productivity. If the goal is to be as productive as possible and that means taking breaks, why wouldn't you do that? 

How does your day end? How do you know when you’ve gotten “enough” work done for the day?

I usually clock out around five. It’s rare that I’m working past then. That’s a big change for me. But I’ve experience burnout where I’m worthless for two weeks and that’s not good, that’s not productive. And I’ve gotten really good at listening to my gut. If it tells me I really need to take a walk, I try to go. When I don’t listen is when I don’t feel as energetic. 

Where do you work?

It’s funny. I work at home but not in one place. I move around a lot. So in the morning, when I’m doing more of my administrative stuff, I’m at my desk. But then, when I’m on the phone with a client, I’m lying on the sofa or on the bed because I want to be as comfortable and relaxed as I can be so I can really focus and keep my energy calm for them.

Do you have any favorite apps or office supplies you rely on? Calls or Zooms?

I prefer calls. I find them more intimate. Also I take a lot of notes when I’m on a call, so I’m looking down which can look like I’m not paying attention which is not good. 

What’s the biggest piece of advice you could give your just starting to freelance self?

I think it’s really important to understand how to handle accountability. I’m really lucky that I’m able to keep myself accountable. Because when you’re working on your own, you have know how to keep up your productivity. What tools do you need to put into place? Do you need a deadline and one that’s not just in your head? Then maybe you need to have someone, a buddy, who you’re accountable to. I think that’s really important.

In tandem with that, what advice would you share with someone who’s considering making the leap into working independently?

I think having clear boundaries is important. I have that even with my husband. It’s like, Nope, I’m not available to you right now, I’m doing my morning routine. And then knowing how you work best. I just want it quiet so I like being at home. I get out enough that I don’t feel like I’m being secluded.

What are you working on now? What’s up next for you?

I want to do more work with teams. So part of my work is, What does this mean for the individual. But the flip side of that is, What does it mean for the organization? What does it mean as the leader or the owner or the manager of a business? What kind of company do you really want to create? So if I can help people create a better working environment, your employees are going to be happier and the company is going to be more profitable and productive. That feels like making real change. I also really want to do more speaking engagements so I can share this information and talk to bigger groups of people about how they can create change. 

Thanks Ginna! To keep up with Ginna, sign up her newsletter and follow her on Instagram.

Editor’s Note: This interview has been edited and condensed for clarity.