'Being a leader is very challenging because you're the one who makes an idea happen,' says social entrepreneur Viviane Williams
Can you give a brief overview of your career so far and how you made it to where you are now?
I have always been very creative and entrepreneurial. I did a degree in design branding and marketing at the University For The Creative Arts in Rochester where I learned a range of skills from graphic design to marketing communication, strategy, branding, consumer psychology and advertising.
Since then, I've worked for a combination of multinational companies in the design, entertainment and fashion industries, including the Big Fish, Katharine Hamnett, Tatty Devine and Walt Disney. I am now the design and marketing manager at the Brick Development Association where my role is to ensure clay brick and pavers are recognised as the material of choice by architects, engineers, planners, specifiers, developers, landscapers, builders and property owners.
After graduating I went to Ghana to do some development work and when I returned after three months, I went straight into studying a master's degree in creative cultural entrepreneurship at Goldsmiths University and it was there where I set up Wakeup Campaign, which I run alongside my full-time job.
Wakeup Campaign is a creative behavioural change social enterprise that uses design as an agent for change. Using everything from graphic design and social media to branding and photography, we help to make the corporate identities of social initiatives become more aesthetically pleasing to increase online awareness about them. Since founding the enterprise I have won various awards and I am the youngest person on 02 Telefonica's sustainability advisory board panel representing the youth in the whole of UK and Ireland.
Do you think leadership is a natural quality or one that has to be learned and developed?
I believe leadership is a quality that can be innate. But I also believe leadership can be nurtured, developed and gained through building up your confidence, practice and experience. It is the belief you have that allows you to take the lead and put your ideas forward in order for you to see change.
What have you found most challenging about leadership?
Being a leader is very challenging as you are the one who takes an idea and makes it happen. People tend to look at a leader for answers and direction, which can put you under a lot of pressure. But you have to remain calm and communicate with your peers to get the best results.
Which figures do you look up to for inspiration and why?
I look up to my parents for inspiration. My dad is an entrepreneur and my mum is an academic. They have both instilled great philosophies in me, which I then implement in my own life. They are the best role models I could ever have.
What are the most important lessons you have learned and what would you advise others?
The most important lesson I have learned about leadership is: be fair and bounce ideas off your team and the people around you. Don't fail to ask questions and seek assistance and advice when necessary. And always remember to stay positive.
What will be the key challenges for aspiring leaders in your sector?
The challenges will be expanding their businesses and raising capital. Design is not only a competitive industry, but funding in the UK has been cut so it can be extremely difficult to grow.
Another challenge is building a network around your target market; it can be very difficult to reach your audience if your enterprise is new and there's a lack of trust.
How are you planning to overcome these challenges or how would you suggest combating them?
Overcoming these challenges can be done by looking into crowd-sourcing; a great way to raise money from the public. It's all about people power, especially people that believe in what you are doing. Reaching your target market is always very difficult but it's all about perseverance, belief, determination and luck.
What role do you see yourself playing in the future?
My goal is to change the world through communication and design. I would like to continue working hard to make a positive mark in promoting great buildings being made out of bricks in the architecture, design and construction industry. I also want to follow my love and passion for sustainability and development with the work I am doing with Wakeup Campaign.
In five words, your perfect leader is …
Positive. Enthusiastic. Hardworking. Focused. Visionary.
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