Maxme: We’re big believers in the power of human skills. But don’t just take our word for it - the evidence for excellence powered by human (‘soft’) skills are everywhere! In this engaging, ever-enlightening series, we speak with industry leaders, innovators, and game-changers to learn a little about their personal career journeys, and how human-led strategies, philosophies, and cultures are proving a force for good in their working worlds …

Welcome Jacinta, and thanks for stepping into the #SuccessIsHuman Spotlight! 

You’re the Founder of Endure - a brand experience consultancy you established to support brands (established and emerging) with events and activations. In 1 sentence (ok, we’ll give you 3), what does your role entail?

Jacinta Simms: Making brands that last! I deliver clever solutions for growing brands to connect with people through branding, activations and events - blending strategy with tactics.

M: You founded Endure only 12 months ago, but prior to that, spent an incredibly ~17 years with Destination Group Companies - a full-service strategic marketing, creative and events agency. Starting as an Account Manager, you moved through the business in various roles including Studio Manager, Account Director and finally Director of BD & Marketing. How does all this work speak to your personal purpose and what drives you as an individual?

JS: I’m a naturally driven person - I’ve always been competitive and constantly challenge myself - as you can see from my career climbing at Destination Group (and the fact I played competitive soccer until my two gorgeous girls came along) - challenging myself is my ultimate driver.

So after all this work travelling the world, dealing with leading brands, people and wonderful mentors - my obvious next challenge was doing it myself and doing it better.

Delivering projects with huge budgets is easy - it’s delivering work creatively with clever solutions that’s the real challenge, but as I’ve said, I do love a challenge.

Looking at my industry, I identified a big waste problem and a gap in the market - the agency world is very competitive fighting for margin. Setting up as a collective means my business runs effectively, is more conscious, and allows me to deliver solutions that are attainable for emerging businesses. I don’t have the overheads of staff, but can still access all the experts I need. My clients also get to work directly with me - the person behind the brand.

M: Tell us a little about your personal education pathway/s - what led you to where you are now? How closely do your formal qualifications match your current career?

JS: Very closely - I remember seeing the first Event Management course ever, and got onto it straight away at Victoria University - it was a Bachelor of Commerce learning all the business fundamentals specialising in events and tourism. With a year of compulsory work placement - I called the Destination Group relentlessly, and the rest is history.

More recently I replenished my love for branding with RMIT during COVID to refresh my marketing skills, which has helped in shaping the direction of my business today.

M: If you could share one piece of career advice to your 21-year-old self it would be ...

JS: Always follow your instincts, work hard, believe, be kind and sometimes persistent.

M: Maximising the potential of individuals, communities, and businesses through the power of human skills is the reason Maxme exists. Can you tell us a little about the role and/or value of human skills in the work/workplaces you're involved with right now?

JS: Human skills are everything. Without the ability to really connect with the people you serve (your customers), business is nothing. Post-pandemic, we need to be kinder than ever before, as we all re-connect. Having worked in events, I’ve always valued the power of human connection, but now more than ever before the world has also seen this to be true.

M: Self Awareness sets the critical foundation for all Maxme learning experiences. With that said … what’s your strongest trait/personal superpower?

JS: So true goes the old saying ‘you must love yourself before you can love others’ - I’ve often stood by this. I would say my ability to adapt - thinking of out of the box solutions, in different environments, working with a range of people.

M: And on the flip side, what’s one human/‘soft’ skill you’ve had to really work on improving over the course of your career?

JS: Empathy - I’ve always been a very direct person so you’ll always know where you stand with me, but this often means my softer side doesn't shine through. My closest connections know I’m a big softy, but it is sometimes hidden behind my professional approach.

M: If you could share one piece of career advice with tertiary graduates, or other individuals keen to venture into the world of events and branding, what would it be?

JS: The best learnings are on your feet - get out there and start practising - volunteer or offer work experience. Take in as much as you can from the people around you - a wise mentor once told me to ‘never assume’ - the eye is in the detail, particularly when it comes to events.

M: You’ve been granted approval to add one University graduate to your team, but have 100 applicants, all with outstanding academic results. How do you find your perfect candidate - what are you looking for?

JS: Candidates with similar values and a good attitude. You can teach any technical skills, but a good attitude is a trait you master alone. Is there something different they have done to grab our attention, that’s both creative and clever?

M: In the words of John Dewey, “education is not preparation for life, education is life itself.” What’s next on your #learning agenda?

JS: Learning from the master of brand Mark Ritson through one of his mini MBA programs.

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