There is a calm, collected steadiness to Lidia Varesco Racoma’s work worldview that’s impossible not to admire; a steadfast commitment to taking the long-term approach to building a professional life, brick by brick by brick. This kind of perseverance surely accounts, at least in part, for her extraordinary longevity in an ever-changing field, as this year she’ll celebrate being in business for eighteen years. Let the festivities begin here!
Tell us your work story: Who are you and what do you do?
I empower organizations and entrepreneurs to make a change. I create branding and marketing design that is targeted and content-driven.
What is your proudest professional accomplishment?
Being in business for almost 18 years (this year).
What is the hardest challenge you’ve faced, work-wise?
Deciding to focus on a single niche for my business, rather than being more of a generalist. It’s a little scary to potentially turn down work, but I know focusing will help me be stronger in that area.
If you could change one thing about how your given field operates, particularly with regards to women, what would it be, and why?
I want to eliminate the stigma that designers—and especially women—shouldn’t earn as much as other industries (or that we should give away our work for free or at a discount).
What advice do you have for other women looking to make a career change but are afraid or lack confidence? How is it on the other side?
I can speak to working moms and say: your working world will be turned upside down when the baby arrives. But with patience and support from fellow working moms, you will make it—and even become inspired along the way.
Do you have any advice on how to craft a winning pitch?
Short, specific and friendly/personal.
What continues to draw you to your chosen field and what do you hope to accomplish in the years ahead?
I want to bring more awareness to branding and how it can positively affect an organization or business. And I want to make branding accessible to everyone, not just larger organizations.
What is the best piece of professional advice you’ve ever received?
Ask for help.
Who has been your biggest cheerleader // supporter // mentor? (We love to spread the love here at The Second Shift!)
My dad—also a small business owner—has been a mentor and positive influence since I started my business in 2000 (on his birthday, by the way).
How do negotiate the balance between life and work when you are the one setting the boundaries?
I have fairly set working hours due to childcare and school pickups, so I have to be efficient and focused during my workday (i.e. social media only during lunch breaks) and I try to be present for my family in the evenings (i.e. minimal work time or phone usage until after bedtime).
If you could tell your younger self one thing about what this professional journey would be like, what would you tell her?
Don’t rush, you’ll get there!
How do you make work work for you?
I have my own branding and marketing design studio, but I also take on contract, short-term or PT jobs as my schedule and workload allows—both for steady cash flow, as well as variety and learning opportunities.
Check out Lidia’s work http://facebook.com/lsvdesign and if you know someone who should be a part of the Second Shift member community please reach out to us at members@thesecondshift.com today!