Jobs: Svetlana Ivannikova, CEO of digital-agency "Fish Here"

What is your occupation?

Beginning with the ninth grade, I saw myself only in the position of special correspondent of a TV channel, or at least the end of the log, preferably of the publishing house "Kommersant".

Boyish and belief in freedom of expression led me to the Lomonosov Moscow State University on the faculty of journalism, training at evening classes which I successfully graduated. But the profession has worked for long.

In 2003, my imagination began to take online journalism, the blogosphere and the internet in general. By the way, my thesis topic was "Subculture" Live Journal "as a phenomenon of the Russian blogosphere."

Eventually I found myself in the company, to develop the first Russian search engine. It was a golden time before the sale of Yuri Lopatinsky "Rambler" was only a few years, the company worked such steep specialists like Ivan Zassoursky Anton Spout, Julie Gerstein, Mitya Hambardzumyan, Ivan Kurinnoy, Lesch Obrovets. Ahead loomed interesting horizons: the first online television, the UGC-broadcasting, mobile services, games, social networking.

What do you do in your work?

This is the fifth year I am my own boss, and it's definitely changed my life and attitude to it.

My story is quite similar to the stories of success and at the same time all the stories fakapov. I want to share my experience, because even trivial stories can help someone decide to put right the problem and formulate a plan.

paraphrasing Linus's law: The more people try something and then talk about it, the more we all get life hacking and more obvious are the pros and cons of self-employment and entrepreneurship.

It all started with the fact that when I worked for many years in the status of an employee hired in a variety of corporations, I visited the Cap, and said, "Light, your job has become a routine; it does not change the world for the better. It seems that you start prokrastinirovat and messy. Something must change! "

By the time the idea of ​​self-employment has ceased to be just an obsession, and began to take shape in the very real a business plan, and even the organization's charter, my employment history was full of status-posts in major international companies.

Without a twinge of conscience can call himself a man, was at the forefront of social media in Russia. At first glance it may seem that the origins of these so far, that I have to give way to transport due to old age. But in fact, the history of social networking or social media in our country has a total of eight or nine years.

Until 2008, in RuNet there was only one place where the real holivary flared and formed free communication environment - "Learn". "VKontakte" is gaining momentum and has registered the three millionth user, Facebook was not in sight, and "classmates" were only a service to search for the former party colleague, without any intelligible prospects.

In early 2008, the company "Soup" (then Sup Fabrik) announced the acquisition of the rights to the development of the Cyrillic segment of LiveJournal from Six Apart, and the American company opened an office in Moscow.

Andrew Paulson (at the time president of the company) Hunt coolest talent professionals. Zahantili me. It was an incredible stroke of luck: all wanted to work there, and I am no exception.

I really liked the atmosphere in which infancy "Soup". The first years were a time of constant action, creativity, proactivity and drive. We went home after midnight, and arrived early in the morning, and we would like to go to work because there was a feeling of belonging to an exclusive community.

A few years later he started a real boom of social networks. In place of detailed and long post in LJ came succinct tweet in Twitter, "Classmates" and "VKontakte" have formed an audience of millions, began to gain popularity of Facebook and Instagram. And away we go: inarticulate Google+, Pinterest virtual whiteboard, the Foursquare geolocation service, application with anonymous gossip Secret. Social networks broke into network traffic, like swear words with Tourette syndrome.

At the same time all were more likely to talk about the growth of the share of mobile data traffic and the popularity of mobile applications.

In 2012, the Internet audience in the age group from 12 to 34 years for the first time surpassed the average daily coverage of television, and 99.7% of the daily average network audience enjoyed social networks.

So when there was a question in which direction to move forward, it was partly rhetorical. I wanted to work in the field of digital, create new jobs and to decide that it would be valuable to our companies free to plan their own time and, most importantly, stop kissing ass to someone who needed to call "boss".

Draw a portrait of a modern businessman

All the features of a young Russian businessman has to Kartmane Erik, the hero of the series "South Park" with big bones and soul. Among its weaknesses - cheese pads (cheesy poofs), the skin is fried chicken, Mel Gibson, The Third Reich, game consoles, and all that is associated with Apple's, and ham.

In the 18th season Cartman displays a universal scheme successful startup. There are four steps:

• open,
• weld,
• sell,
• merge.

Eric Cartman gush of ideas, each of which can generate quite a profit, but most often devoid of any solidity. Always something to prevent him to achieve absolute power and wealth. Probably to blame Kyle Broflovski.

Since the beginning of the path we ourselves are to some extent, Eric Cartman, I can afford to give advice to novice (or are considering to start) entrepreneurs.

Decide on a mission.

The mission of your business - it does not accumulate on the settlement account. Every business has to make money, it is an axiom. Mission - this is the goal in life, to which you go, and for which you really need your own small factory.

What mission could be? Here are some options.

• I want your business to gain more personal freedom and spend more time with their children or to travel more.
• I want my business to create a family, "empire" and submit the case for children.
• I want my business to work with those who will choose, and give jobs to friends.

For you may be relevant any other option. Just specify their mission honestly. Having determined this, you can avoid mistakes in building a business model will not be disappointed and will not be disappointed. Perhaps you do understand that you should not open the business. In fact, to build a career in a successful and stable company, too, there is nothing to be ashamed of.

What should know and be able entrepreneur?

If you ask me what the verge of nature helped me start a business, and which interfere, I will not think long. Indeed, already at the first cash shortages that occurred six months after the launch, all the answers were formulated.

Here is a brief list of habits that I try to instill in themselves for many years - some not without success - and which, in my opinion, I did not have at the beginning.

Delegation

The well-known American entrepreneur Robert Kiyosaki, whose truths in the form of books always lay on my shelf, said: "Business - team sport."

We must be able to trust your team and delegate tasks. At first, I was immersed in every problem and dealt with micromanagement. As a result, no one was not working, I spend time on total control, and the team - a constant report. Give up the multitasking - probably around you there are people willing to help with that.

prioritization

Do not have time to come to the office, and on his head are already pouring streams of information: Catch the link - "it will now say anything!" Someone Knocking on Facebook and asked to introduce someone, someone calls and asks for a reference to "the same application, which yesterday said. " And still it is necessary to look through the tape in social networks, and read industry news sites, clean up the mail and begin, finally, to the really important tasks.

Prioritize - is extremely difficult. Especially if not the most important question asks someone whose opinion you value and who do not want to offend.

specifics

Sometimes it seems that if a person speaks in riddles and metaphors, like some Kung Fu master, then it certainly is wise and always right. But if at the same time very few people understand, most likely this person is just a verbal fart with a good memory for quotes of great people.

Learn to speak on the case and demand it from others. Do not fall back until you get specific answers to specific questions. And always try to fix follou-up: to submit to all participants in the negotiations the main points, which are able to negotiate.

In our country the word - even a sparrow, and in disputed situations it is better to refer to the letter than the birdie. And even better - to sign the contract.

Attention to details

In addition to the previous paragraph: read carefully. Even if the contract template and you read it a hundred times, you still check. When there is no time to read it at least points about the responsibility of the parties, fines and penalties.

figures

Understand them. Read the financial statements of other companies (they can be found on the web), analyze their sources of income and cash flow, try to understand how the accounting report, understand the difference between revenue and profit, will be examined in the principles of drawing up of contracts.

It's boring as hell, but nothing can be so detrimental effect on your business, as the inability to pay one day salary.

comparison

It is only natural that someone in something better than you. Do you know your competitors and inevitably begin to compare their success to the fact that they do. From the side it seems that we are somewhere not have time to other, more wealthy, more experienced and more authoritative.

As a result, in an attempt to become empty as they are, we turn to their own way. It's tedious and futile. Better aggro competitors couple of employees and make their own way.

internal ghetto

Do not focus on the niche, which is developing your company. Look for inspiration and ideas for business related fields. look cool presentation of Yuri Vetrov how to organize their information field. See the TED conference. Read autobiographies of people who showed remarkable abilities in the leadership of countries, companies, armies, or their lives. Watch movies on how to shoot the film - a storehouse of wit and tactical finds! In short, do not limit the content industry.

fears

Fight them every day.

Everything is simple. Throw yourself a challenge and depriving themselves of reasons to regret their own inaction. Are you afraid of telephone conversations? Call yourself. Are you afraid to speak in public? Go to the conference, take part in round tables and so on.

How does your workplace?

The specifics of my job is that you have to travel around a lot. Plus, we have in the company practiced partial work from home as an already protracted experiment.

We agreed that there is no need to sit around every day in the office from 10:00 to 19:00. We do not get up in the pose, if the manager asks to let him go for a long weekend to ventilate the brain. We do not force to bring a medical certificate for each day spent at home in snot. We demand only one thing - to be online to do the job.

It turned out that this approach suits absolutely everyone. Productivity has increased markedly, and the team became less ill and depressed and devote more time to himself and his family. As the head of me is more important than a healthy climate in the company than reports on attendance. The more so because the experiment has a positive effect on revenue.

My workplace - this is a laptop (MacBook Air), phone (iPhone) and the external battery pack (at the moment - on Xiaomi 20000 mAh). Nothing extra. If anything, seized gadgets, jumped into the car and rushed to the negotiations.

Of course, in the office each have their own desktop. My now looks like this.

I try not to accumulate in the papers on the table, requiring sorting, as quickly as possible all the sorted mail into folders and shelves. And always brush my basket on a laptop.

On the laptop is worth OS X El Capitan, version 10.11.6. Not the worst, I must admit.

Of the browsers use Firefox, rarely - Chrome.

Basic tools:

• mail client;
• Google Apps for Works;
• skype;
• Microsoft Office for Mac 2011;
• iTunes (the music fun to work with!).

The phone has:

• mail client;
• social networks - Facebook, «VKontakte», Instagram;
• messengers - Telegram, WhatsApp, Facebook, Skype;
• "Turboskan" (a great app - scanner in your pocket);
• Travel - Booking, SkyScanner, DriveNow;
• «Google Drive» and «Google Photos";
• reading books - Bookmate;
• YouTube and Amediateka (to watch TV shows and movies on the go);
• lingvo;
• Gett;
• Shazam.

How do you organize your time?

If you are not careful in how your day is built as you sleep, what you eat and drink, your productivity will tend to zero.

Self-organization - a true protection against procrastination.

Perhaps you, like me, do not just start your day with some hard decisions: do the bar on morning, drink at least 2 liters of water a day, quit smoking, stop sticks on the phone and so Further. Getting started is easy, it is difficult to continue. Any habits related to self-organizing; and self-control - a consequence of awareness, which does not come immediately.

But now I try to get up every day not later than 7: 30-8: 00 in the morning and go to bed no later than midnight. I use a mobile alarm clock "Good morning"With sleep phases, which operates in the optimal time to wake up and monitors the quality of sleep. I live in the suburbs and if get to work on the train, watching soap operas. Previously spent on them a few hours of your bedtime.

Layfhakerstvo from Svetlana Ivannikova

books

Previously, only I read paper books, but, since it is necessary to move a lot, moved to Bookmate application. Access to premium account is worth less than a conventional paper book. With this you get access to the virtual bookshelves of your friends, or just dear people, to collections of publishers, writers and critics.

Very fond of shelves Book Friends Club, Smartfiction, «to wet skin test" (a great name, is not it?), "New Literary Review "," Antonio Meneghetti Scientific Foundation, "" Comic Publisher "," Bykov advised "," Galina Yuzefovich recommends "shelves "Rain" and Meduza.

Books for marketers and entrepreneurs many. I focus on just one. If you have not read, pay attention to "Black book manager"(Caution: 18+ due to the high content of obscene expressions). It is available only in electronic form and essentially free of charge. This is a very particular book, in which the director or business owner (let's call it "literary character") in a frank manner brings to the manager his view of the world of business and the role of manager.

TV series

Very fond of them. Of the latest discoveries - "type of happiness"About the creative director Tom, who in '44 and who works in a large advertising agency and trying to understand the ideals of the generation millenialov.

Another wonderful TV series - "Absolute power». It shows the life of the PR-agency with English sparkling humor. The incomparable Stephen Fry as a cynical PR man, who preferred political career "absolute power."

Also I try to watch TV series on the life of ordinary people in modern society. I like this plan "Girls"And"Kaif delivery».

Do not miss the documentary series about space, such as, for example, the project "Through space and time with Morgan Freeman" or "Space: Space and Time"American astrophysicist Neil Tyson.

Nothing is more inspiring than the universe.

Podcasts and lectures

Set yourself application TED Conferences and is now looking lectures, even when doing sports. Sometimes leaf through the account "Theories & Practice"On SoundCloud.

In the social network "VKontakte" have a great selection Podcast "Company skeptics" - the resistance hotbed of superstition and pseudoscience.

Here is a good podcast from the bestselling author of "Freakonomics" and "Superfrikonomika" which announced various "mysteries of everyday life and strangeness of human nature." Sometimes very funny.

I'm a fan of distance education: convenient, accessible at any time and in any place, informative, diverse, can be reviewed. There is such, in my opinion, underrated resource with a variety of presentations - SlideShare. Here are some way or another related to the topic of entrepreneurship, time management and digital.

• «Trends in the advertising market of 2015-2016"- Presentation by Andrei Chernyshov and Maria Dmitrieva for the conference" Change your mind ".
• 2016 Internet Trends Report - a good presentation about the future of the Internet.
• Generation Z - Presentation of the James Walter Thompson that it is time to study the generation Z.
• How To (Not) Fail - really a clear, inspiring, sometimes funny, but always truthful presentation of more than 100 slides from the agency Wieden + Kennedy. The name speaks for itself, it will be interesting to employees of advertising agencies.
• Digital Life in 2025 - good presentation of what will be our future and the digital world by 2025.
• 26 Time Management Hacks I Wish I'd Known at 20 - more than 2 million views. Still topical presentation, showing how best to manage their time.
• Culture Code: Creating A Lovable Company - This presentation attracted nearly 3 million views. The HubSpot did a great job, and how to create a cultural environment, part of which would be people.
• What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters - another cool presentation of unruly boys from HubSpot. Useful for those who are trying to improve their speaking skills and the ability to present it whatsoever.
• «Mikromomenty: the successful mobile marketing guide"- an adaptation to Russian Google presentations on new marketing model in the mobile environment.
• «The basic creative techniques"- a lecture held in the framework of Intensive of product design at the British Higher School of Design.
• «Something there is about storytelling"- a presentation of Alexei Kaptereva nearly 400 slides about storytelling. By the way, if you have not subscribed to the channel of the Higher School of Economics, I suggest you do so immediately.