Joanna’s Journey – From PR Freelancer to Global Marketer
Starting a business in your kitchen before it was trendy. Raising two kids solo while running global PR campaigns. Learning how to cold call from a phonebook. That’s the kind of story Joanna Aitkens brought to this week’s episode of The Business Growth Show, and it’s packed with the kind of real, hard-earned lessons you don’t get in business books.
Here’s what stood out from her chat with Jon and Adam.
1. You Don’t Need a Degree. You Need Drive.
Joanna didn’t go to university. She didn’t work in a fancy office. Instead, she taught herself how to pitch, write, build relationships and make money.
That mindset shaped her career. It’s not about having the best CV. It’s about showing up, being curious, and backing yourself, even when no one else does.
2. Be Brave Enough to Pick Up the Phone
Before email inboxes and LinkedIn DMs, Joanna got clients the old-school way: cold calling businesses from a printed directory.
Most people dread it. She did it anyway.
Her advice? Don’t overthink outreach. Be useful. Be confident. Be human. You’re just starting a conversation, not selling the world.
3. Work-Life Balance is a Myth. But Freedom is Real.
Joanna’s been a solo operator for over 30 years. Long before remote work became cool, she was running her business from home so she could pick her sons up from school and be present when it mattered.
She’ll be the first to admit it’s not “balance.” It’s often chaos. But it’s hers.
4. Don’t Wait for a Seat at the Table. Build Your Own
In the 80s, Joanna attended a focus group for Nokia. She stood out. Sharp, strategic, full of future-thinking ideas. They asked what degree she had.
She didn’t have one. So she didn’t get the job.
But it didn’t stop her. She kept building. Kept learning. That moment lit a fire. And it reminded her that if the gatekeepers won’t open the door, you find your own way in.
5. AI Isn’t the Enemy but Creativity is Under Threat
As someone who’s worked in content for decades, Joanna has a balanced take on AI.
She’s not scared of it. In fact, she embraces it. But what worries her is how it’s flattening creativity. Everything’s starting to look and sound the same.
Her challenge to marketers and creators? Be better. Write smarter. Take more risks. Don’t let the algorithm dull your edge.
6. What Sets Her Apart? Strategy and Soul
Joanna doesn’t just write copy. She solves problems.
She helps clients think bigger, spot blind spots and get clear on what they actually want to achieve. And she does it in a way that’s collaborative, warm and always client-first.
Most of her work comes from long-term partnerships. Because when people trust you to make them look good, they keep calling.
Final Thoughts
This episode is more than a business story. It’s a reminder that grit, curiosity and kindness go a long way.
Whether you’re starting from scratch, stuck in a rut, or ready to scale, Joanna’s story proves one thing. If you want to build something real, you don’t need perfect timing. You just need to begin.
