FLEX: the modern woman’s handbook. Annie Auerbach
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About Annie Auerbach
ANNIE AUERBACH is a speaker, consultant, author and co-founder of trends agency, Starling. Starling specialises in keeping brands relevant through understanding cultural change. She has worked flexibly for 20 years throughout her career – part-time, remote working, freelancing, through a portfolio career and returning to work after having her two daughters.
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First published in Great Britain by HQ in 2019
Copyright © Annie Auerbach 2019
Annie Auerbach asserts the moral right to be identified as the author of this work.
A catalogue record for this book is available from the British Library.
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Ebook Edition © March 2019 ISBN: 9780008315047
TO DARLING CLEMMY, BIBI & BEN
‘I am a Woman Phenomenally.
Phenomenal Woman, that’s me.’
MAYA ANGELOU
Contents
Flex is a manifesto for living and working on your terms. It means looking at the established, rigid ways of doing things and asking: ‘Is this really working for me?’ If the answer to that question is ‘No’ then read on, because this book is for you.
When we learn how to flex we gain a superpower that allows us to challenge what is holding us back and reinvent the rules for a smarter, happier life. Because things are changing for women across the globe. We are getting married and having children later, if at all. Dual-income families have replaced the traditional template of man as breadwinner and woman as homemaker. Technology allows us to work differently and understand ourselves better.
But the old systems still persist. We’re continually bashing up against inflexible structures that were built by, and for, men. We are trying to do everything, but following a rulebook we didn’t write.
Cartoons of working women depict us as harassed multitaskers with eight octopus arms, juggling food, lipstick, laptop and wine. Who actually wants to live their lives like this? Who wants to be a jittery octopus lady constantly time-pressed and on the verge of meltdown? Not me.
I’ve been thinking about flex for a long time. I’ve worked flexibly for 20 years in many different guises – part-time, remote working, through a portfolio career and freelancing. I am now 40, I run my own business and I have two daughters under 10, a husband and a small snappy dog – so I am right in the eye of the storm.
In 2016, I founded a cultural insights agency called Starling with my business partner, Adam. At Starling, we help brands understand how society is changing, so they can be more relevant. We speak to the smartest academics and the most radical thinkers. We ask ‘why?’; we listen out for what’s being ignored; we help our clients build better futures. And so I decided to use this approach to look at the old structures that are restricting us, and come up with shiny new solutions. Researching how women are working and living today turned out to be an awakening for me.
I have encountered a huge number of people who have found different ways to flex. These pioneers of flexible working may have initially been motivated by the need to manage childcare and responsibilities at home as well as progressing in their careers, but they are also unrecognized revolutionaries who have been chipping away at the systems that society has outgrown. They refuse to accept the status quo, they challenge handed-down wisdom and they change the game for the rest of us. Quite simply, they are phenomenal, and we need to learn from them. In each chapter, I’ve featured a story from one of these pioneering flexers.
I wrote this book because I’m inspired by them, and I think the image of stressed, juggling womanhood is past its sell-by date. I don’t want to join the army of knackered octopus women, desperately hashtagging #wineoclock and marching under the banner of ‘having it all’. I don’t want to be told I have to be good at everything, all of the time. Friendship, leadership, parenting, Pilates, make-up, public speaking, cake baking, sodding tennis. It’s exhausting, it’s not cool and I’m over it.
More and more businesses in different sectors are recognizing the fundamental importance of creativity in their employees,