JoEllen Grzyb and Robin Chandler started Impact Factory in London back in 1991 and have kept the business alive through persistence and the willingness to adapt again and again
What comes to mind when you think of improvisation? Here’s another question. What do you think of when you hear the word ‘counselling’?
Would you be surprised to learn that the founders of one of London’s most admired soft-skills companies want their trainers to have these skills?
For the best part of 3 decades, Impact Factory has used this recipe to serve communication training to some of the biggest brands you have heard of including BP ad Chanel.
Build something new
What prevents training businesses from standing out in customer’s minds?
It’s often the fact that they are providing the same training as everyone else and are providing it in the exact same manner.
Different logo and brand but not much differentiation.
So when Jo Ellen and Robin were wondering how Impact Factory could be different, they put their heads and their skill sets together.
Robin and I felt that we could do something with people; more than the normal kind of personal development training.
We combined the skills we have. I am a psychotherapist and want to understand what happens to people when they are under stress, when they are called on to do more.
Robin is a trained actor and actors are brilliant at behavioural change.
We felt that we could pull something from each of these disciplines and create something new.
This combination of skills affords Impact Factory’s 27 trainers the ability to deliver the kind of results which keeps their client base coming back year after year.
Do something novel
If you have flown BA, you might have picked up their in-flight magazine and see the adverts.
Jo Ellen and Robin were approached about advertising in the British Airways magazine and decided to give it a go.
“We thought it’s worth a ‘punt’. We could do it month-by-month rather than sign a full-years contract just to start out and see what it felt like.”
“This has paid off. It has been really worth the investment. ”
“What’s great about the advertisements in British Airways magazine is that the people looking at it are a captive audience.”
“If you are on a flight which is more that three hours, you will have read the magazine very quickly, you might take and nap and watch a film.”
“But, then you go through the magazine again, and the second time around is when you notice our advert.”
“This helped us to become more creative and to make ads which are punchy and attractive and which express who we are very quickly.”
What could you do to really stand out from the crowd and ‘own’ that space?
Biggest takeaways you don’t want to miss:
- Why it takes 2 years to become a qualified trainer at Impact Factory
- Why Jo Ellen has turned down training business opportunities in the past
- How Robin and Jo dealt with a trainer who poached their clients
- What Impact Factory does to generate business via Google ads
- What it was like to pull the training business back from the brink of failure