Award-winning entrepreneur Cindy Norcott finally explains how she does it!

Being an entrepreneur, philanthropist, business coach, mentor, motivational speaker, thought leader, role model, wife, mother and far more comes with a high price tag. That’s why Cindy Norcott’s second book, titled How Does She Do It, is something of a conversation starter rather than a  conventional business person’s guide to success.

Because it was written in uncertain and unexplored times – during the Covid-19 pandemic – it is anything but your conventional or cliched motivational paperback. The title was chosen because it reflects the question that Cindy is asked over and over again after she has presented at conferences, seminars and other events. But it goes far deeper than that and reflects the very real challenges faced by female entrepreneurs as they try to balance work, life and everything in between.

“While I am happy with and proud of my life’s achievements so far, I know that readers will feel better hearing that it is not all roses. I know they will find comfort in knowing that, like them, I am not always winning or shining brightly or smiling. Life is not smooth sailing. Nothing is ever perfect,” Cindy explains.

Sequel to Unstoppable

As the sequel to her best selling first book, How to be Unstoppable, How Does She Do It is, to some degree, a look at the author’s journey from opening her recruitment agency, Pro-Appointments, when she was just 23 and her experiences along the way.

Not plain sailing

According to Cindy, many have the mistaken belief that all has been smooth sailing and, faced with the cold hard truth of her own weaknesses and exhaustion, she penned a book about why it is okay to stumble. In it, she admits to many of the doubts and insecurities faced by most other female business people.

The difference, though, is that she shows how she has tackled these and either accepted the outcome or completely changed things.

You don’t have to be perfect

“This book is not about my achievements or about my epic fails… it is a book about permission not to be perfect while aiming for greatness. They say that back-of-house is never pretty, but somehow the show goes on, regardless of the mess and the madness,” she says.

The book is peppered with humour and infused with sincerity and covers everything from how Cindy has come to run a successful business to bigger issues such as setting boundaries, creating a personal brand, handling conflict and even building confidence. She explains how she quite literally “hit a wall” during the lockdown and then carved out her version of pandemic positivity, sketching some important lessons along the way.

The pandemic was an opportunity

“I see the pandemic era as an opportunity to redefine success. I see this time as a chance for us to change for the better, review our journey up until now, re-set our goals, and question what we have always valued. This is a good time to recalibrate our lives. I got the opportunity to ask myself some very hard questions over this time,” she admits.   

Women must learn how to believe in themselves One of the things that did emerge whilst writing How Does She Do It was the importance of something that she knew all along and has encountered regularly during her career – that women do not believe themselves. Self-care is ultra important, she emphasises and the reason that many do not reach their goals is that they don’t fill their cups before trying to reach out and fill others’.

This, she admits, is particularly sad at a time when South Africa needs strong female leaders more than ever.

The contents of the book resonates

 “But I believe that each book could be a much-needed ripple.    It is fresh and raw and behind the scenes.  The way the world is moving, we don’t want this veneer anymore.  I believe that this book is onto something with which a lot of people can resonate,” she points out. 

Where can I get a copy?

Books are for sale from Cindy’s office – Pro Talent, Suite 6 The Viewz, 11 The Boulevard, Westway Park – as well as from Stanleys Stationers, Westville Mall, Moki Store, Thrive Pharmacies, Excess Factory Shop, Scribbles Stationers’, Unison, Willow Boutiques, Spence and Mae, The Tree Spa and Sprigs.