If you’re reading this, you’re probably guilty of waiting for the perfect moment to do something, and that’s okay. We’ve all been there. We’ve all done it. No one’s shaming you, and there’s no need to be ashamed. In fact, this article may help you overcome some of your perfectionist traits or, at the very least, get them under control. Award-winning journalist and author L’Oreal Thompson Payton’s new book, Stop Waiting For Perfect, is a love letter to all the people out there who put pressure on themselves to always perform at a high level, procrastinate (yes, procrastination is a form of perfectionism. More about that later) or have fear of failure/ success. As a recovering perfectionist, L’Oreal dives into perfectionism and where it stems from, particularly for Black women. In our interview, she references the classic scene in Scandal with Olivia Pope and her dad, Eli Pope, where he reminds her that she has to be twice as good to get half of what they have. Iykyk. For a lot of Black people, that way of thinking has been ingrained in us since childhood, and it can be one of the beginnings of perfectionism within many of us.
“I remember vividly and also describe this scene in the book of when I was interviewing for a summer camp, and I had my portfolio, and I was wearing my Sunday best and practicing interview questions with my mom in the fifth grade, right? Like granted, it was an academic summer camp, but it was still this notion of we have to show up perfect,” she tells xoNecole. “We have to be the best in order to be valued and accepted in this society. And that's been passed down from generation to generation for Black people and especially Black women in America because we're getting it from both sides. So there's that expectation of perfection.”
The mother of one reached her breaking point after failing to continue her 685-day blue-dot streak on Peleton due to having a busy day with her daughter. Achieving the beloved blue dot was like receiving a gold star for her hard work, and it meant everything to her. So, once she lost it, she literally lost it, breaking down into tears. However, that vulnerable moment helped her to reexamine her life and inspired her to write Stop Waiting For Perfect. While writing the book, she had to face another perfectionist trait: procrastination. As a fellow journalist, I can relate. The term deadline junkie didn’t come from anywhere. L’Oreal explains how procrastination relates to perfectionism.
“I think there were seven different types of perfectionism I read about (you can take a quiz to see what type of perfectionist you are here), and when I found out that procrastination was one of them because, I never thought of myself as a procrastinator. I would just sometimes wait until the last minute, right before the deadline,” she says. “So, I was like, okay, that's not that, but then when I started to think about okay, like, because when you're procrastinating, at least for me, and for a lot of perfectionists, it's like, well, when I sit down in front of this Google Doc like for all the writers out there, I have to know exactly what I'm going to say and I have to say it perfectly. There's no room for error. There's no room for experimentation, and what that does, though, is it prevents us from just putting words on paper.”
Photo courtesy of L'Oreal Thompson Payton
She continues her explanation by sharing a tweet that became her aha moment in her writing process. “There was a tweet that came across as I was writing the first draft of the book that said, ‘you're, or you can edit bad, but you can't edit enough,’ and that really unlocked for me like, okay, my job is to put words on a paper.”
In other words, waiting for the perfect moment is holding you back, but as I mentioned earlier, we are here to help. L’Oreal provides a few tips on letting go of perfectionism while still maintaining success in your life. you can set mini goals and have people you can trust hold you accountable. “If our dream is to launch the podcast in January 2024, what then can you do right now in September 2023, and then October and November, etc., to set yourself up for success because I think that a lot of times we go into it– it has to be perfect on the first one,” she explains.
“I have to come out the gate with this, you know, like masterpiece, and that is just unrealistic, and it's not even holding yourself to a high standard. It's holding yourself to an impossible standard and so giving yourself some grace along the way, allowing for experimentation to try something, and then pivoting when it doesn't work. But first, you have to put it out there, and finding people that you know and trust and who are going to support you along the way is really important.”
What’s on the other side of managing perfectionism? Freedom. Thanks to what she refers to as her “wake-up call,” she now prioritizes rest and no longer beats herself up for not meeting certain standards, and yes, that pertains to receiving a blue dot on Peleton.
“It's been a process and very much progress over perfection because there are moments where I slip, but forgiving myself and then trying again, I think, is like the whole point and purpose of it,” she says. And in the midst of unlearning these unhealthy habits, she’s having healthy conversations with her daughter about boundaries, self-love, and listening to her body.
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While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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