Book Review: Ten Year Career by Jodie Cook

This month’s book may seem like an unusual one for a coach who predominantly works with clients who are in employment. However, in a world that is constantly changing (portfolio careers are appearing more frequently in discussions), I thought we could all learn a lot from entrepreneur Jodie Cook. So, this month, let’s dig a little deeper into “Ten Year Career* (reimagine business, design your life, fast track your freedom).

I’ve witnessed Jodie’s business journey over the past 10 (plus) years. We first met when I was working in a higher skills project, and Jodie’s business was one of the organizations we supported with interns. Since then, she has grown and sold the business, whilst I have moved into self-employment. Having watched this happen across the West Midlands business community, I was personally intrigued to read more about how she made it happen. Firmly wearing my career coach, however, I wanted to see what lessons could be learned from her entrepreneurial journey to the wider career development scene.

Jodie started her agency aged 22 and then sold it ten years later. Now, she writes books and articles on entrepreneurship, (she was included in Forbes’ 30 Under 30 list of 2017), and competitively power lifts for Great Britain. Within this book (her 11th), she shares how:

• To define success your way to achieve far more in a shorter space of time
• To run your business without it running you
• To follow the four-step framework by which to complete your Ten Year Career

 

Ultimately Jodie’s approach is to break down the expectations of what work and business look like. She has experienced first-hand the challenge of working on, and working in, a business, and how that can help and hinder your personal aspirations. She shares her journey of how she was able to sell her business and wants to share how to create the “freedom to live life on your own terms”.

There is no doubt that this book best serves those who run a business, looking to extract themselves from the day-to-day of the organization. However, there are so many lessons for those that would like to consider themselves intrapreneurs, and those that are looking to move into a different workspace. There is so much to be said for innovative approaches in careers; one way is to have an alternative way of thinking. So, let us break the status quo.

In true Clara Cliff Notes style, here are the five things I took away from the book.

 

1. Retirement doesn’t have to look the way we have been told

So often when we think about work, we consider a time when we are not working at all; free to do what we want, when we want. Jodie’s approach in the book is to redefine our thoughts around our ideal financial situation, and instead create a situation where instead of winding down you “do what you love and love what you do” (pg 34). The aim of a ten-year career is to be in control of how you spend your time; it may be realised that I, in fact, may have retired!

 

2. The power of mindset for career planning

This is less of a takeaway for me (as, unsurprisingly, it’s at the core of what I do), and more of a reinforcement. Creating a ten-year plan will eventually be about processes and systems but in the early stages, it is about understanding your version of success. Part of this is breaking down the long-standing expectations, created by influential people around us, and rewriting what we want. You may not have a business to develop (and in Jodie’s case, sell) but you can start re-evaluating why you do what you do; work can be the centre of your purpose, but it can also facilitate the life you want. When you have that perspective, you feel much more in control.

 

3. Your aim is to stand out, by fitting in (initially)

This is an interesting perspective that I hadn’t considered. Jodie highlights that whilst the long game is to stand out, you need to do the basics, The best way to innovate and develop new ways and approaches to work is truly understand the role, sector, skills and environment you are in. Only then are you able to start to get the credibility and confidence to shake things up. A new approach, and one I hadn’t considered before!

 

4. Take all advice as a question, not instruction

Whilst the 200-plus pages of the book are filled with case studies, examples and Jodie’s journey, it is just her journey. It has an excellent base of thought-provoking challenges to the linear belief of business and career, with enough of a framework to layer your needs and circumstances over. So, by questioning “where can this help me”, you can open the problem-solving part of your brain that will lead you to take action for your career.

 

If you are interested in diving deeper through the book, Jodie has generously created a free bonus companion course that you can work through; something that is priceless! It doesn’t matter what stage you are at within your business, it will help you create a mindset and a structure to create a business that works for you (not the other way around). For those that have no plans to be “the boss”, I think there is a lot you can learn from someone who has literally created their career to enjoy!

 

If you have read “Ten Year Career”, I would love to hear your thoughts. Come over to Creating Careers to Enjoy and share your thoughts. You can find the previous book reviews here. 

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