A NEW PERSPECTIVE FOR BUSINESS
“Right now, we are living in a season where people are craving rawness and realness. People don’t want to see an act on a stage and they don’t want to look at a mask. They don’t want perfect and they can’t stand fake. … the world in which we live is hard, speeding up and becoming more challenging. We are desperate for people to give us the rare and beautiful gift of honesty and transparency … I think we all need to feel that we are not alone in our angst and frustrations. We need to feel connected in our vulnerabilities and humanness.”
These are the words of Cindy Norcott, an entrepreneur, business coach and motivational speaker, who has just launched her second book aimed at inspiring women entrepreneurs to embrace the challenges of the post-pandemic business world and to approach their journeys to business success in a whole new way.
In her book How Does She Do It? Cindy Norcott does not so much trace her own success story as provide insights into the challenges she experienced along the way. With this comes humour, nuggets of wisdom and good, solid advice.
Cindy launched the specialist recruitment agency ProTalent in 1994 when she was just 23. She says that the work of a recruiter is purpose-driven, helping companies to find the right staff and helping people to fund suitable employment, thereby giving them hope and improving their lives. Not much has changed there, especially in South Africa where skills are scarce.
Backed by an inspiring team of professionals, the company has grown significantly over the years, clinching at least 20 awards.
In 2014, Cindy founded the Robin Hood Foundation which she describes as a movement for good that makes resources provided by those with plenty available to the needy. She climbed Mount Kilimanjaro in 2015 to raise funds for the creche Robin Hood was building and ran the London Marathon in 2019 to raise funds for Save the Rhino.
At the same time, she also built a career as both a business coach and mentor and a popular motivational speaker, providing unique insights into the challenges faced by professional women who are relentlessly trying to find that elusive work-life balance.
In 2014, she put many of her thoughts and experiences on paper in her best selling book How to Be Unstoppable. The sequel – How Does She Do It – answers a question that is frequently asked after Cindy speaks at business conferences and seminars.
Because it was written during the pandemic as well as in the wake of widespread looting of businesses in KZN and an exodus of South Africans from this country (which has seen her business now cater for placements globally), How Does She Do It, provides a uniquely authentic and sincere perspective when it comes to the problems faced by today’s business owners.
“While I am happy with and proud of my life’s achievements so far, I know that readers will feel better hearing that it is not all roses. I know they will find comfort in knowing that, like them, I am not always winning or shining brightly or smiling. Life is not smooth sailing,” Cindy explains.
This is the message that Cindy will take forward as she speaks to women entrepreneurs. Cindy speaks several times a week at conferences and business meetings. In addition, she has several commitments throughout March 2022 (International Women’s Month) as well as during August 2022 (Women’s Month in South Africa.)
“This book is about permission not to be perfect while aiming for greatness. They say that back-of-house is never pretty, but somehow the show goes on, regardless of the mess and the madness,” she adds.
Her advice to struggling business owners is – to know your numbers, cut your costs, be careful about slipping into a rut, change with the changing times, make your competitors redundant, be a better marketer of what you do than a doer of what you do and more.
“I see the pandemic era as an opportunity to redefine success. I see this time as a chance for us to change for the better, review our journey up until now, re-set our goals, and question what we have always valued. This is a good time to recalibrate our lives,” she points out.
Books are for sale from Cindy’s office – Pro Talent, Suite 6 The Viewz, 11 The Boulevard, Westway Park – as well as from Stanleys Stationers, Westville Mall, Moki Store, Thrive Pharmacies, Excess Factory Shop, Scribbles Stationers’, Unison, Willow Boutiques, Spence and Mae, The Tree Spa and Sprigs.