This Career Coach Gave Up A $103K Salary To Live In Her Purpose
Would you leave a six-figure paying gig with a minimal plan and only one company you've ever worked for spanning almost two decades on your resume because you were unhappy? Well, Joyel Crawford, owner of Crawford Leadership Strategies, did just that.
After 18 years with Verizon in various management roles and a checkered bill of health from being overworked, Joyel took her transferable skills in management and turned them into a business in life and career coaching. She now warns her clients, both individual and corporate, against making the same mistakes she did and witnessed working in corporate America. I spoke with the Elon University alumna about how a woman with a Bachelor's in Psychology and a Theater minor with secret dreams of Broadway ended up in a career she felt stifled her for so long before stepping into her true destiny.
Joyel Crawford, Owner of Crawford Leadership Strategies
Through our chat, I discovered that the saying "Money and success doesn't buy happiness" was all too real in her case.
You took a job unrelated to your studies, why?
Most women in my family are [in] social services and mental health so that was a natural and safe concentration. My passion was always the creative arts, hence my theater minor – but my parents weren't supportive of that as a focus. My cousin had recently gotten a job at Bell Atlantic Mobile (now Verizon) in customer service. I wanted to get my MBA and knew the company did 100% tuition reimbursement. During my new hire orientation, they presented on their commitment to professional advancement and that's when my love of leadership clicked in. Throughout my academic career, I was very active in leadership roles and was impressed by their commitment to employee development. My main focus when I first started working at Verizon was not the actual job but obtaining my MBA.
How did you climb the corporate ladder?
Networking. Even as a customer service rep, I spoke to colleagues and managers about my goals. They liked my work ethic and personality and encouraged me to go through the ranks within the company. Within five years, I got my MBA in management. I was promoted to a national accounts manager, to a coach for new hires, to finally an HR admin. From there, I settled into being a leadership development training consultant.
When did you notice you were unhappy?
Looking back, I was never happy because I wasn't doing exactly what I loved. I overcompensated by getting promotions. My knack for leadership allowed me to co-create a new leader orientation program, which was something that came out of frustration of having employees complete eight hours of online training. We consolidated it into just two hours and through that, I certified over 100 employees through that program. At one point, I was responsible for leading development and training for 30,000 employees. But I was coming to a ceiling there.
"Looking back, I was never happy because I wasn't doing exactly what I loved. I overcompensated by getting promotions."
Did you develop an action plan?
No, I just knew that my time was coming to an end there. I was exploring different options but nothing planned out. A friend suggested that I start doing public speaking and telling my story to other professionals about how to move up the ranks within their jobs. I realized that's where my passion lied. Simultaneously, I began to get sick and later discovered it was work-related.
What was going on health-wise?
It started with insomnia. I was diagnosed with generalized anxiety disorder and depression but thanks to my theater background and being a great actress, no one knew. At home, I was miserable and crying with no motivation outside of work. I started grinding my teeth and cracked a tooth and had to get an $800 mouth guard. I was put on antidepressants and a cocktail of different drugs – one to stabilize my moods, one to put me to sleep and so on. At one point, I was singing, acting, and auditioning while working full-time. On my way to rehearsal, I had extreme abdominal pain and discovered it to be a fibroid. I had to have surgery. The process of discovering the fibroid, scheduling, and having the operation and being back at work was done within three weeks. The surgery didn't help. More fibroids developed. The final straw was when I was five minutes late for a conference call and my manager called to give me an earful while I was sick from the fibroids. I quit on the spot and explained why. He was empathetic and instead, suggested I go out on emotional and medical leave.
How’d you get through that period?
My last salary was a base of $103,500. I also had my pension, 401k, and over two consecutive months of unused vacation. I rolled my 401k into an IRA. I knew I wanted to quit and had saved enough money to survive as far as living for rent and other expenses. A year before I quit, I was contemplating what was next. My husband was consulting and suggested I do the same. I had the skill set and the education but didn't recognize it. He did. So I started Crawford Leadership Strategies in 2014.
"A year before I quit, I was contemplating what was next."
How did you start?
I invested in professional memberships for networking purposes. Thankfully, I had credentials under my belt from all of the trainings I completed at Verizon. Although I had a good amount of savings, I didn't take into account the startup costs of a business. Building a website, membership fees, additional certifications, paperwork, and even business cards added up fast. My survival money was running out within six months. Things were getting bad financially.
How bad did it get financially?
My survival money was gone and I resorted to state assistance and food stamps. I couldn't claim unemployment because I left my job voluntarily – regardless of the fact that I could have attributed it to my health and said I left for medical reasons. I couldn't be modest anymore.
How did you work to get your business booming?
Letting go of pride first and advertising to family and friends. My first paying client was a woman who my aunt was mentoring. She worked in government and desired assistance with a new career and my aunt referred me. I came up with an hourly consulting fee. She hired me for a six-hour session. Through that experience, I figured out pricing and packages because she needed me to travel to her in another state and paid for my accommodations. I ended up working with her for six months and she actually became a test client for a practicum I was doing for a certification. That snowballed into other business.
How do you feel you’ve been able to sustain your business?
The great thing about my work is that I can do it virtually so I'm not limited in the clients I can take. Because of my certifications, education, and background, I can do webinars, life coaching, and career coaching. I can build curriculum and I can facilitate programs. I have a variety of what I offer.
You gave up a six-figure salary. Do you see the return on your investment?
Yes, but I made poor investments in advertising in the beginning that cost me. Now I stick to social media and utilize my network of colleagues and clients for work. My certifications help and I'm a member of the Forbes Coaching Council. I've had a small feature in Essence Magazine and I write and coach for The Muse.
Was it worth the risk?
Absolutely. My father passed this year and one of the last things he said to me was, "If you have the chance to do what you love, then do it." I was in a career that was taxing but had skills that I loved and was able to apply them to what I do now full-time. Revenue has gone up yearly. My health is in tact and although like many, I work to find balance, I am happy!
"If you have the chance to do what you love, then do it."
How is life different now?
Before, I never went on vacation and as mentioned, cashed my vacation time out when I quit my job. Since then I've gotten married to the man of my dreams, I've been traveling, and I make time for the things I love.
What advice do you give to those looking to transition?
Put yourself out there and network. It's about who you know, that's how I've landed all of my clients dating back to my first. Stay the course and have patience. I contemplated quitting because of the financial stress but my clients encouraged me and I ultimately decided to continue my business because I refused to regress into what I'd experienced before. Know and show your value and know your WHY as it won't lead you wrong.
For more information about Joyel and her coaching business, check out her website.
Brenda Alexander is a West Philly native with a love of the 3 W's: writing, wine and Whitney Houston. When she's not working or overanalyzing life, you can catch her praising Jesus with a bomb Gospel playlist or annoying those who love her as she listens to Christmas music all year round (her fascination with the holiday even produced a Christmas book). Her work has been featured on Mayvenn's Real Beautiful blog and CurlyNikki . Follow her excursions via Instagram @trulybrenda_
Tour Interior Designer Annisa LiMara's Organic Modern Meets Midcentury Modern ATL Abode
In xoNecole's series Dope Abodes, we tour the living spaces of millennial women, where they dwell, how they live, and the things they choose to adorn and share their spaces with.
Annisa LiMara has called this space her home for two years. Her Atlanta sanctuary, which she aimed to give the look and feel of something you'd see in the glossy pages of Architectural Digest, embodies her vision of "stunning, yet functional and cozy."
"My home is a reflection of my brand, The Creative Peach Studios, and I am the 'Creative Peach,'" Annisa explains. "It was so easy to reflect who I am and my personal story in my space. When you walk into my home, you know that it is Annisa’s home. I’m so proud of that. So grateful."
On the journey to becoming a homeowner, Annisa looks back on her experience as a "rough one," detailing that she officially started house hunting in March 2020. It had become so expensive to rent, and the 30-something lifestyle influencer decided she would rather invest the money she spent renting into owning a home. However, nine days into house hunting, her search was put on hold for a year. The following year, in 2021, the process of finding the right home and going under contract took a total of four months.
Kanobi Pollard/xoNecole
"The resell route didn’t work out, so my realtor suggested a new construction home, which turned out to be the better option," she tells xoNecole of her experience. "Although it requires more patience, it turned out to be a much easier process and a lot easier to maintain since it’s brand new."
As it turns out, the open floor plan three-bedroom two-and-half-bath would prove to be a blank canvas for Annisa to flex her creativity and design skills.
Kanobi Pollard/xoNecole
Kanobi Pollard/xoNecole
As a new construction, she watched the townhome get built from the ground up, and due to the "cookie-cutter" nature of new builds, Annisa knew immediately that she would change everything about it. The best part about it? All of her updates were cosmetic, so transformation could occur without having to do major renovations to achieve the look and feel she desired.
Kanobi Pollard/xoNecole
"The first things I updated were all the lighting, adding built-ins around my fireplace, and installing wallpaper in my bedroom, office, and dining room! I also had board and batten installed in the upstairs loft to make a statement and the kitchen island," Annisa details.
Kanobi Pollard/xoNecole
Kanobi Pollard/xoNecole
"Lastly, we painted the loft a soft blush pink, the kitchen island is a gorgeous terracotta, and added contrast with black on the doors, fireplace, and stairwell banisters."
In total, she spent $15K in renovations (plus the cost of furniture and decor). And although she says the second level of her home is a "work-in-progress," two years in, she considers the transformation nearly done.
Kanobi Pollard/xoNecole
Kanobi Pollard/xoNecole
Kanobi Pollard/xoNecole
Annisa defines her decor style as "organic modern meets midcentury modern with a touch of boho," and with thoughtfully placed touches like plants, warm tones, and organic textures, her perspective can be felt throughout. "I found my point of view as a designer in my work and as I worked on my home, so it all came together organically based on what I was naturally drawn to."
"The organic modern meets midcentury modern with a touch of boho' is definitely my signature style. You’ll always see greenery, warm tones, brass, and rattan or wicker in just about every room. My color story is based on my brand [The Creative Peach Studios] colors: blush pink, ivory, olive and sage green, terracotta, and nudes," she adds.
Kanobi Pollard/xoNecole
Kanobi Pollard/xoNecole
It was her brand colors that would be the jumping-off point for her approach to decorating and styling her space. That, and a picture she had of what would become her sofa from Albany Park. She recalled her decor decisions, "It was their olive Park Sectional Sofa, and I knew instantly I wanted it, and it aligned with my brand colors naturally, so it was a no-brainer."
Kanobi Pollard/xoNecole
By drawing inspiration from Pinterest, favorite design brands like CB2, Arhaus, and Souk Bohemian, and through her work, Annisa allowed herself to be guided by her signature style as well as her instincts when making decor and color choices for her own home. "Sometimes there is no rhyme or reason; it just feels right."
Some of the aspects of her home that she regards as her favorites include her bedroom and its little nook where her bed is positioned, the open upstairs loft, and the open concept because "it really allows you to see all of the details I put into the design all at once." Another of her favorite finds is a purchase she copped from the thrift store years ago.
"I have this little brown and gold chair that I picked up for $6 at a thrift store in Jersey six years ago. I couldn’t afford much in my little studio, but the chair was beautiful and unlike anything I had ever seen."
Kanobi Pollard/xoNecole
Kanobi Pollard/xoNecole
Kanobi Pollard/xoNecole
In addition to accent walls featuring blush pink and terracotta tones throughout the space, her gallery wall is another element that immediately draws the eye of any guest who enters. Annisa recalled a fond memory of a fine art piece she purchased from a Black woman artist when she first moved to Atlanta that she now prominently features in her living room. "It was a Black villager from her travels in Africa, and I fell in love with it because it felt like an ancestor I never met. I later found out that she was the sister of one of my very first design clients two years later," she shares. "Talk about a full-circle moment!"
Kanobi Pollard/xoNecole
Kanobi Pollard/xoNecole
Cultivating a space takes time and patience, and that is a sentiment Annisa echoes when advising people who are looking to infuse more of themselves into their own dope abodes through design. "It is not a race, and you’ll spend more money if you rush into designing without really being intentional about the vision for your space," Annisa concludes. "You just need creativity and patience to do it! And most of all, make sure you feel like it’s an oasis for you!"
For more of Annisa, follow her on Instagram @annisalimara.
Tour Interior Designer Annisa LiMara's Modern Meets Midcentury ATL Home | Dope Abodes
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Kenya Moore Is Done Blaming Herself For Her Divorce: 'It Wasn't Me'
Kenya Moore is giving herself the permission to choose self-love over self-judgment, and we love to see it.
In a conversation about her latest role in the Lifetime movie Abducted Off the Street: The Carlesha Gaither Story, The Real Housewives of Atlanta personality opened up to PEOPLE about her “next chapter” following her divorce from ex-husband Marc Daly.
The reality TV star shared that she is currently on a journey of embracing self-love, letting go of self-criticism, and focusing on embracing every part of herself.
"I've never given myself that before; allowed myself the freedom to just let go and walk through life fully embracing every part of myself," Moore says. "That's what I want to do moving forward because I'm tired of holding myself back. This 'next chapter,' as I'm calling it, is all about flourishing, removing myself from those burdens and stepping into me.”
Over the years, Moore, 53, has been open about the criticism that she’s endured from the maternal figures in her life and the impact that it has on her self-esteem. Now, the 1993 Miss USA is releasing herself from the constraints that have been placed on her in the past for a more free and open approach to life.
"I've always judged myself with my grandmother's eyes," Moore says. "She was old-fashioned and very religious, and while I appreciated that and appreciated her morals, I feel like I've been wound a little too tight in the past. I've always contained myself, especially in my personal relationships. And I'm done doing that."
While coming to terms with the end of her marriage, Moore shared that she has long held herself responsible for the divorce and her tendency to self-judge. However, she has since decided not to burden herself with unnecessary blame and guilt around the separation.
"For years, I blamed myself for my divorce — in the same way I judged myself, that was my default," Moore says. "But recently, I looked back at text messages between us, emails, listened to voice recordings, and it finally hit me: It wasn't me. So I said, 'I'm sorry, but I'm not going to do this to myself.'"
"The only thing that I can say with me is that once I did see the red flag, I should have gotten out then," Moore says in hindsight. "I needed to stop being Captain Save-a-Hoe. Some hoes can't be saved!"
Now, the mother and entrepreneur has her sights set on the overall growth of her hair line, Kenya Moore Hair Care, as CEO; and if it’s in the cards, she’s open to entertaining new love in her life — although it’s not her top priority.
"If there's an amazing gentleman that pops up on the horizon who wants to take me to Monaco, and we have a yacht ride or something, then yes — yes. I will," she says jokingly. "Don't ask me twice! And no, I'll not apologize for it either."
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Featured image by Paras Griffin/Getty Images