Ruby Guyler
Ruby Guyler on removing the pressure
Ruby Guyler is the founder of Lasso - a business offering friendly marketing services to anyone in need of a creative helping hand. From removing the rigidity of traditional marketing agencies to taking away the pressures of 9-5 working life, Ruby wants freelancing to be as flexible and freeing as it says on the tin - both for herself and her clients. She told us about the ups and downs of freelancing, her daily routines, and the change she’d like to see in the world.
Photographs by Christopher Owens
Tell me about your background and career.
When I was a kid, I flitted between wanting to be a writer and a graphic designer. Ultimately, after graduating from Newcastle University with an English Language degree, I chose marketing - it felt like the best of both worlds!
I spent a few years in a marketing team for a non-profit travel company in Manchester before my love for Newcastle pulled me back up north. From there, I worked as a Marketing Exec for a much-loved coffee shop before I was sadly made redundant.
Although it didn’t feel like it at the time, that redundancy was a blessing in disguise. I soon started freelancing for small businesses who needed a hand with their marketing and last month, I put a name to my business: Lasso!
Tell me about your company, Lasso. What do you attribute to its success?
Lasso offers marketing and creative services to busy businesses who are mainly based in the North East. I hate how corporate and impersonal many marketing agencies can be, so I wanted Lasso to be the opposite of that. It’s fun, colourful and (hopefully) exudes cheeriness!
Rather than focusing on broader marketing strategy, Lasso is here to provide a “creative helping hand” for those needing some support with their marketing efforts. I’m a bit like a marketing handywoman! I want Lasso’s services to remove some of the pressure for my clients, who often have very long to-do lists.
What do you love most about what you do every day?
The flexibility and variety.
Freelancing is difficult and demanding, but these two things make it all worth it. I can work when and where I want (I’m taking a working break to Ibiza soon) and I get to focus on different clients, topics and tasks each week - often every day.
Have you had to make sacrifices in your chosen career, and have they been worth it?
Most freelancers will tell you that financial stability - or lack thereof - can be quite scary. While I’ve been very lucky so far to bring in enough money to live each month, there have been quieter weeks when I’ve questioned it all!
On top of that, there’s everything you take for granted when working for an employer. That includes paying into your own pension pot, doing taxes, taking unpaid holidays and convincing yourself that you’re definitely not ill because there are client deadlines to meet.
“While I’ve been very lucky so far to bring in enough money to live each month, there have been quieter weeks when I’ve questioned it all!
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What are some of your daily rituals and why are they part of your routine?
I almost always start my day off with a 15-minute yoga stretch. It wakes me up and helps me feel refreshed for the day.
Coffee, usually when I sit down to start work. Need I say more?
A midday walk is also a must. I think it’s important to get out and see things other than your laptop screen! My favourite route is past the waterfall and old mill in Jesmond Dene - it feels so far removed from the city.
What does work/life balance look like for you?
I actually think my work/life balance is pretty good. That’s mainly because I’m too tired at the end of the day to work into the evening, and my weekends are too precious. I don’t like to put pressure on myself to work when I don’t need to - I’m in a privileged enough position to do that.
I’ve got a good balance of clients and can manage my time well. I always aim for 5 to 6 hours of solid, focused work a day, but between this I can be going on a walk, heading to the climbing gym, doing a bit of shopping, etc. I usually start work at around 8am, so my afternoons are relatively free to do what I like.
There have been times when I’ve had to wake up at 5:30am and finish the day at 6:30pm, but those instances are few and far between!
How do you stay focused and productive in a world of distractions?
It’s hard! As social media is a large part of what I do, I find myself scrolling a lot and have to force myself to stop. Placing it face down about a metre away from me sometimes helps!
I’m a big fan of writing a to-do list to keep me focused. The thought of ticking all of my tasks off by the end of the day really motivates me.
“I’d like to change people’s lack of empathy, especially when they can’t begin to understand a situation or experience that someone else has been through.”
If you had the power to change the world, what would you change?
So many things. Right now, I’d like to change people’s lack of empathy, especially when they can’t begin to understand a situation or experience that someone else has been through. I think this is dangerous and can manifest itself in things like transphobia, racism, gaslighting, or an “it’s happening over there, why should we care?” attitude.
If people took a moment to consider what it might be like for a person in a different situation - put themselves in their shoes for just for a moment - the world would be a kinder place.
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