Anna Letitia Cook, International Career Development and Wellness Coach at YogaVeda Well Ltd
Anna Letitia Cook is an international career development, corporate and personal wellness coach, author, speaker and radio presenter. She is a business English teacher, native fluency and cross-cultural integration coach for non-native English speakers.
She is passionate about international career development and wellness, mentoring clients in finding clarity, energy and fulfilment in their life choices, focusing on holistic health and success.
Anna created her first company in the entertainment industry at age 32 before switching to international real estate. Midlife approaching, hungry for a dynamic change, she refocused her experience, founding her current international career and wellness coaching business to help professionals shape and energise their own future.
Anna understands the challenges, the pressure and the interest of working with different cultures in other languages and adapting to integrate meaningfully with clients and colleagues.
“Know deep down your own values, beliefs and skills about yourself and your chosen field. Look for open doors, use your network and don't hesitate in contacting people and asking questions. Most people are happy to help someone if asked genuinely.”
Anna Letitia Cook
Anna Letitia Cook, LinkedIn, YogaVeda LinkedIn, SoundCloud & Website
She is the Creator of the 'SCOPE' and '4Fs' processes for career fulfilment, holistic wellness and success. She is also the author of 'Unstoppable Goddess: Every Women's Guide to Freedom, Fulfilment and Success'. And granted the United Nations Women's 2016-2017 award ‘Global Champion for Change’ at Empower Women.
Fitness and health are a long-term passion of hers, including wellness coming naturally from her clients' requests to help them overcome problems, manage stress and feel more physically and mentally energised.
Her motto is "Career and wellness together – a great combination to balance and succeed in life and career!" She says.
Anna is a mum, granny, 'flattie' owner, horse lover, ballet fanatic, and hiker in her personal life. She enjoys castle renovations, sculpture, gardening, drinking tea, and of course, yoga.
Tell us about your current role and what you like about your career/role or areas of focus.
I currently work as an International Career Development and Wellness Coach for individual business professionals and corporations.
Working with global people is fascinating and very rewarding but has considerable extra pressures and challenges that many people aren't aware of before starting their international journey.
Helping them progress along their path and at the same time keeping a keen eye on the wellness and wellbeing of the individual, as well as the corporate focus, improves productivity, positivity as well as giving holistic fulfilment and success for all concerned.
Seeing people flourish and explore this path to fulfilment and holistic wellness and success is the most enjoyable part of my work.
What inspires you, motivates you, helps you to make each day count?
The quest for positive energy, for 'zing'.
When we wake up with zing in our soul, everything we do becomes easier, better and happier, whether professional or personal.
When we can harness that feeling, we can change our own and other people's outlook, putting the best foot forwards, choosing the direction to go in, and getting there.
How do you network? What is your prefered way to network?
LinkedIn and word of mouth; introductions from my existing network, circle of clients and professional contacts.
My clients are very inspired about the combination of professional development and wellness, including yoga, which makes their day easier and less stressful and improves their fitness and energy levels, so they tend to talk about it to their own contacts.
I also find quite a few people contact me having heard my radio program, which I set up on receiving the United Nations Women award 'Champion for Change' at Empower Women.
In your opinion, what do you think it takes to be a business owner and which challenges come from an SMB/ Start-up?
Over the years, I have set up my own businesses (varying from entertainment through real estate to business/career coaching and fitness/wellness) and being a coach/trainer for corporate – all very different fields.
To "make it", you need to be stubborn, determined and full of energy, as well as trusting yourself while maintaining realism. Listening to people who have never been freelance or entrepreneurs or who have never created their own business isn't helpful as they are very different worlds. Setting up and running your own business is a totally distinct vision and experience.
Be open to the idea of stepping outside the norm. If you feel you want to do something different and that your employees would benefit or be inspired by that way of doing it, then try it – don't feel you have to follow a specific or traditional pattern.
I did things that weren't the "normal" way of working, but it worked for me, and my employees liked the freedom and the advantages it offered them.
How do you come across the idea of your business and why?
Look for open doors… I never hesitate to change and improve. Flexibility and enjoying what I like doing myself. This natural enthusiasm is contagious and normally helps my clients perform better and achieve better results – so if I don't like something personally, I tend to stay away from it.
My current business developed from my experience working in different countries, which let me specialise in working with professionals looking to develop their career or business internationally.
Many of my clients felt the pressure and stress of the targets their companies wanted them to achieve, so I used to suggest better nutrition, stress-reduction techniques, improvements to their fitness level, and ways to channel their focus and retain energy.
As this was so popular, it seemed a good idea to incorporate it into my business model as many of the recommendations I received were specifically because of the 'joint' aspects of coaching, career and wellness.
'Living Life Holistically - Career and Wellness together…' became my motto, and it resonated with so many of my clients that they passed it onto others.
How did you plan your business before starting it, and do you have any tips to continue improving business growth?
I didn't really 'plan' any of my businesses as such. I've always enjoyed change and challenges, so I walked through the open door when there was an opportunity.
My current business started with me living in France and not liking how they operated in my previous business, which was real estate – they were far too sales-pushy and not focussed enough on client needs and wishes for my way of working!
Someone asked me to help them out by teaching business English and sharing my experience working in other countries with a business client of theirs who was in a rush.
That business client was delighted with his progress, so he introduced me to his colleagues and clients. I saw the open door and decided to step through it, so did the necessary qualifications both for teaching and coaching.
When I saw the interest in wellness, I resurrected my old fitness business expertise, renewed my qualifications in that, and incorporated that as part of my business model.
My tips for improving business growth would be to look for the open doors, listening and appreciating what your existing clients are asking for. And always stay flexible. Don't be afraid of change. There is much to be learnt from the expression "go with the flow"!
What are the challenges of COVID-19 in your business? Does it have a positive or negative effect, and how have you been managing it?
Covid-19 has stopped me from doing the 7 or 8 weekend workshops and 3 or 4 week-long career/wellness retreats that I would normally do during the year.
However, I am lucky that I have been able to transfer a lot of my work online. My day-to-day work has already been mostly online for the last several years as that is simply easier for my clients with their busy schedules to manage, so that hasn't changed.
The challenge that surfaced is that some companies have hesitated to spend money on coaching and training—saving it due to economic uncertainty in their sectors.
Others have realised that their employees have been struggling with the extra pressure of working from home or adapting to new and sometimes difficult ways of working, so they have been looking to focus more on easy-to-integrate wellness and wellbeing tips and strategies.
My business has lost some of its previous 'core' work, but the door has opened to more work with a slightly different focus. Luckily, I am happy to adjust and adapt pretty quickly and I like my clients (and change – lol), so I look at it as an interesting opportunity.
Do you have a mentor/coach to support you in your decisions/ideas/challenges, and what is the best advice you have ever received?
There is a wonderful marketing expert, Ian Brodie, whose way of working and marketing business includes so much more about everything to do with business.
He is incredibly helpful and supportive and also has a group with weekly meet-ups, monthly webinars etc. The others in the group are great and happily share their opinions and expertise, so it is a great place to ask questions and get feedback, advice, etc. I get more help and inspiration from Ian and the group than anywhere else.
The best advice I have ever received is "if I myself don't feel the energy and passion about something, how am I going to inspire my clients to feel it" – so basically, if I don't like it, don't do it!
What is your project/company's mission, and how do you see it changing in the future?
My company's mission is to raise awareness and change people's vision on health, fitness, energy, and positivity as a totally fundamental part of life and corporate focus.
Yes, we all want a successful career; we all have many goals, but everything we do, we can do faster, better, more productively, and more happily when we feel fit, energised and positive. For that, we need to focus on mental and physical health as much as business skills, corporate success and the bottom line.
As well as all the normal targets included, the best corporate strategy should also address the pillars I have in 'The 4Fs for Holistic Wellness and Success', which is the basis of my motto: Living Life Holistically – Career and Wellness together…
What are your thoughts on the future of social media and how it affects your business/company?
I have used many social media types in the past – Twitter, Facebook, Instagram and LinkedIn but I now only use LinkedIn.
Twitter is too political and aggressive; most of my clients won't or don't use Facebook. Instagram can be interesting for certain things but takes quite a lot of time. Linkedin is more professional and business-oriented therefore more suitable for my client's interests.
I think social media has become too prevalent, frequently critical, negative and hostile and not necessarily portraying life's reality. Escapism can be good and fun but preferably when we understand realism and stay down to earth about what is real and what is 'constructed appearance'.
In my opinion, we should focus more on the happy and positive and appreciate things. Life is too short, and there are too many nice experiences to have. Far better to enjoy those and ignore the negative, critical and unpleasant comments so often found on many social media platforms and profiles.
What is your favourite social media platform, and why?
Professionally I use LinkedIn for networking and SoundCloud as a platform for my radio program/podcasts.
Personally, I have Facebook and Instagram. My Facebook account is strictly for friends only, those who I grew up with, went to school with, and who live all over the world, as it is easier to catch up via it when we all live in different time zones.
Instagram I use just to follow a few accounts whose photos I like about nature, hiking/trekking, flat coat retrievers and scuba diving. I also occasionally post pictures of the countryside and sunrise/sunsets around where I live and my dogs.
How important do you think it is to designate tasks to others, and when it comes to your business, what are the tasks you ask for help with?
Designating tasks is great and very productive. Everyone has different skills, and letting the person with the most motivation and skill do something is obviously more productive. I don't believe in putting someone in a box according to their job title.
Again, flexibility and adaptability promote creativity and energy. If you aren't good at or absolutely hate doing something, let someone else do it!
Now I do most things myself, but my 'secretary' was the backbone of everything in my previous business.
She was far more than a secretary. She was a champion at excel (ugh, I hate excel). She could say no to anyone (however big the client) without upsetting them. She had great empathy and ideas and was totally reliable in every way.
When you have people who are that good in a company, the title isn't important, the way you work together and the respect you have for each other is so much more.
Showing your appreciation to those you work with, in any way that makes them happiest, is key to having a great and successful working relationship.
Do you have any advice or examples of executing a successful business strategy?
What I find works best is letting people do what they like and are good at—letting them take responsibility for organising themselves, their work and their day.
Not worrying about hours worked - if someone does their work well and finishes early, let them be free to go home/stop work. Same for the time they start or finish work – as long as they are accessible to clients for at least some part of the working day, it really doesn't matter if they do non-standard hours.
Or for the number of days on holiday – does it really matter if someone rigidly has 20, 25, 30 or whatever days holiday? If the work is done and the team are happy to be flexible, then great, have an extra holiday. It makes for a happier and more productive working relationship and environment.
Once the team's mindset is right, the more standard business strategy will normally fall into place successfully and dynamically.
A successful company isn't divided into bosses and workers; it functions much better when we all think of each other as equals who just have different tasks and responsibilities, but which don't mean we are 'superior'.
What drives or motivates you each day in a work environment?
When I am on calls to my clients, ending the call, hearing a smile in their voice (particularly if they have started the call stressed out), and feeling their enthusiasm for life flowing is the most motivating and rewarding part of the day.
What advice would you have for someone looking to get into the same area of work?
Find what you really like doing and what you inspire people about. Live what you like. Continue to explore and gain as much knowledge and practical experience as you can in your chosen field and then decide whether you prefer to work for someone else doing this or to set up your own business in this field.
Know deep down your own values, beliefs and skills about yourself and your chosen field. Go into detail about the SWOT of that sector and your skills within it relating to your business idea or career. Then once you have analysed this, take the next step or steps.
Look for open doors, use your network and don't hesitate in contacting people and asking questions. Most people are happy to help someone if asked genuinely…
What do you feel is the most common reason for people failing or giving up?
When setting up a business, many fail because they haven't been realistic about the options before they start, or they haven't looked at the market in enough detail. They may not know themselves well enough and haven't anticipated what they really want or expect.
Another big challenge is time; we often don't realise the amount of time involved and including the importance of looking after ourselves and our own health and energy.
When you are tired out, eating badly and can't focus, everything seems more complicated. I can't emphasise enough how vital positivity, energy and health are to stamina and success!
What are you most proud of in your life?
Apart from personal things (my children being the best in the world obviously!). I am proud that I finally learned how important it is to believe in what you do and in fulfilment as one of the criteria for a 'good' job as opposed to earning a truckload of money or having some fancy title.
Also, I am proud of the fact that I pick myself up and survive whatever might knock me down and that I still enjoy change and walking through those new doors that open…
For my work - I am proudest when I see my clients changing their outlook, making their own choices and replacing stress with health and positivity; discovering energy and enthusiasm for their own life and career and taking the next step towards their own vision of holistic success.
Outside of your professional work area, what hobbies or interests do you have or what other areas of your life are of real importance to you?
I love nature, hiking/trekking, flat coat retrievers (and other dogs, cats, horses).
I am passionate about ballet, love castles and castle renovations, enjoy gardening and growing fruit and vegetables, and sailing/scuba diving – and obviously, yoga!
When it comes to your life chosen career, is there a phrase, quote or saying that you really like?
My business motto is Living Life Holistically – Career and Wellness together.
A quote that really 'speaks' to me is: "The journey of a thousand miles starts with a single step." - Lao Tzu.
What do you wish you had known when you started out?
I wish that I had understood that it is alright to do things differently, that you can step outside the norms, and that it is okay to be 'wrong'.
Also, doors can open in the most unexpected places; you just need to have the courage to walk through them…
Who do you most admire in business, academic or creative circles?
There is an author who has written several books to inspire better workplace vision and the environment – John Strelecky (Books: The Big Five for Life, Big Five for Life Continued, The Why Café).
The company he talks about is based on a real company DLGL, Quebec, Canada.
What companies, brands, or institutions do you like or do you think are getting it right?
Again, DLGL in Quebec and companies with a similar outlook. I am also very much into lean, green and natural!
How do you define success, and what lessons have you learned so far that you could share with our audience?
For me, success is holistic, so happiness, energy and positivity in all aspects of our life, personal, professional and including mental and physical health.
When we bounce out of bed in the morning, move fluidly and with energy, are happy, curious and creative in all we do, we have a deep sense of contentment and passion for life.
That helps us achieve, feel and be fulfilled in so many more parts of our life. That is success!
What skills do you feel have helped you to become successful?
Determination, flexibility, open-mindedness, resilience and curiosity.
Is there anything new that you are working on or involved in that you would like to share?
I have just become the Corporate Wellness Partner for Smartbreak Ireland, the UK and France as part of my business services. Smartbreak is a cloud-based wellness solution for offices.
The key is to build movement variety into the normal workday through smart activity breaks. Easy to start, easy to maintain, only 3 minutes twice a day and excellent benefits for physical health, reducing physical things like backache as well as mental issues like stress and actively promoting better physical feeling, energy and creativity – and therefore productivity.
So simple and so effective! It is a great product, and I am very excited to be able to offer this as a complement to my international career development and wellness coaching.