Global executive Ann Nurock: Why I left North America for my SA start-up

What makes so many highly skilled South Africans come home? Like those of us who moved away from small towns to cities, thousands of the nation’s smartest leave every year to test their intellectual muscle against the First World’s best. But unlike former rural dwellers, many of these emigre’s return, or always intended to anyway. Our niece, a physio in her mid-20s, has been back home for a short holiday from her new base in London. She told me there is absolutely no doubt in her mind where her future lies. She regards the UK merely as an opportunity to upskill and gain experience – in her field and life. Ann Nurock is a little older and more advanced in her career. She was a top executive, among the global elite at one of her industry’s leading multinationals. Yet two years ago she threw in the apparent dream life to return to SA. Here’s her inspiring story. – AH   

By Ann Nurock*

It’s over two years since making two of the biggest decisions of my life: leaving my corporate position at Grey Advertising and returning to Cape Town from Toronto.  The first came after twenty years, the second took 36 hours. In hindsight both decisions were life changing.

Returning to SA was the easier one. It was more about what I missed about my country that lured me back, rather than what I was gaining living in Canada. The people in South Africa, the spirit of generosity and the opportunity to make a difference have not disappointed.

The decision to leave advertising and become a consultant was the harder one. And no matter how daunting, scary and exciting the process has been, it’s proved my theory about the unique generosity of this country. The manner in which the SA business community has embraced me despite being absent for almost five years continues to amaze me.

How was I going to make a difference, earn money and be happy now that I was back in my country that I’d missed so much? I have always wanted to make a difference in the world of business and relationships, especially since being exposed to North America Inc.

And two years down the line what are the lessons I have learnt ?

Consulting after corporate is not for the faint hearted. Tenacity, determination, hard work, some insanity, all helps. Despite the stresses of being a CEO of a large multinational advertising agency in both SA and Canada, nothing could have prepared or changed me like the initial, terrifying world of consulting.

Lesson 1: Tenacity, determination and hard work

Shifting from a big corporate salary, an expense account and all that goes with that position to zero income for many months, led to a lot of sleepless nights, and grey hair. The transition from having an Executive PA to personally scouring Flightsite in order to save R100 on an airfare and renting a Group B car on my fortnightly commutes to JHB, was not only a reality check, but also a great leveler that I now appreciate.

Lesson 2: Social media is an essential business tool

Social media works very effectively as a business tool. As a consultant, it’s not a luxury, but an essential. Ignoring it simply isn’t an option. I truly appreciated this in Canada; I embraced it back in South Africa. Through LinkedIn, an UK-based international consultancy ‘Relationship Audits and Management’ approached me to open their South African office, and launch their unique Relationship Radar product.

Being a consultant living in Cape Town, one has to use every avenue available to connect. Social media provides that at little or no cost

Lesson 3: A compelling and desirable product or service

One has to have a product or service that is compelling and desirable. Mine was Relationship Radar, a measurement tool for B2B relationships. What makes it truly unique is that it was developed for the time-scarce twitter world, and can assess the health of any business relationship in literally 5 minutes by means of an online survey. Twelve years of experience has resulted in the survey being distilled down to 11 key defining questions and a user-friendly dashboard that analyzes the data according to custom requirements. It provides senior management with an accurate assessment of the health of any stakeholder relationship. It even issues “low score alerts” to companies in real time, so that instant remedial action can be taken.

Lesson 4: A spirit of abundance

So off I went down the consulting rabbit hole. With much trepidatory confidence, I was back in the South African business environment. And what a ride it’s been. From constantly flying between CT and JHB, to pounding the pavements, to driving the streets, I never gave up. Many months passed with no income, start-ups take time as I soon learnt, with patience not being one of my virtues. It’s been a tough journey. But in the process my mantra of “ spirit of abundance” was reinforced. In SA there’s a generosity of advice and networking, that’s unique. The more you give out, the more you get back.

And success creeps in. Radar is now licensed by the Association of Communication Agencies (ACA) and is currently being used by over 20 advertising agencies in the country. I’m the official vendor of the SABC for their marketing relationships, and have also been commissioned by numerous law firms and financial service companies to evaluate and improve their business relationships.

Am I rich yet, hell no. But am I happy, hell yes. I get to work with wonderful people doing something I truly love whilst making a difference by helping people improve their business relationships. And themselves. Hopefully this article will inspire others who want to make the leap, either back to SA or into the world of consulting. They’re both big decisions and both involve all of the above lessons and many more that I’ve not even been cognizant of.

The most important lesson, believe in yourself, trust your instincts and follow you heart.

* You can follow Ann on Twitter at @annnurock or email her at [email protected]