Beyond the comfort zone

In 16 years Shirley Keith has built a significant HR Consulting company spanning Australasia and beyond – delivering business consulting and people coaching expertise to many hundreds of private and public sector organisations.

 

But when approached to be inducted into the Onehunga High Business School Hall of Fame and address guests and pupils at the Awards dinner earlier this year she had no intention of showcasing her personal success or that of her business. 

 

The CEO of CDL Insight Consulting was determined to use the occasion to provide encouragement for young people who don’t find success an easy pathway in life. To turn what was largely a negative experience, her high school years, into a positive message for today’s students.

 

Judging by the “humbling” feedback from her speech that night, she successfully accomplished her mission.

The truth is, Shirley was somewhat shy and lacking in confidence when she wore the Onehunga High uniform in the early 70s. She knows what it’s liked to be bullied by other students and stay cocooned in a comfort zone. At the Hall of Fame dinner she related the time, as a fourth-former (Year 10) student, when she froze in front of 200 people as she was about to deliver her well-rehearsed speech – unable to utter a single word.

 

But to look at that shy student today, now CEO of her own company, it’s clear that confidence is no longer an issue. So what happened? 

The answer’s a simple one: determination and ‘attitude’.

Shirley’s key message on the night was that the way you are at school should never dictate the way you live your life. “The fact is you must put yourself in control.”

She is living proof – that’s exactly how Shirley overcame her lack of confidence.

 

As was the common attitude at the time, her mother told her that university was only for ‘brainy people’. Nevertheless, Shirley was determined to gain a higher education. However, finishing her degree took a little longer than planned, due a stint overseas and time spent nursing her terminally-ill mum (who sadly passed away before her daughter graduated).

 

Signing up at Otago University to finish her degree was to prove the catalyst for her life change.

“I was 23 and still living at home with Dad. Moving to Dunedin really put me outside my comfort zone.

“I distinctly remember my first lecture. There were just six people in the room and nowhere to hide. I panicked at the thought of being asked my opinion on something. |

And when that question did come, I mumbled a response with my head down. 

 

“I waited for the laughter, but it never came. That’s when I realised my opinion had value. It was such an adrenalin rush; I loved that feeling and from then on looked to experience it as often as possible.

“Every two weeks I’d do something I hadn’t done before – outside my comfort zone. After 12 months even my friends noticed I was a changed person. My grades went from C’s to A’s and I graduated with honours.”

 

This was the core message at Shirley’s Hall of Fame acceptance speech. “Encourage your children to step outside their comfort zone on a regular basis and be there to support and acknowledge their efforts. Never tell a child they are not capable of doing something – let them follow their dream and know it’s OK to fall over every now and then. It grows resilience and it’s how we learn,” she says.

 

Shirley’s firm has now sponsored an Annual Personal Excellence Award for the student at Onehunga High Business School who best demonstrates a commitment to “standing outside their comfort zone to grow personal levels of self confidence and self esteem”. The prize includes personalised coaching to the value of $4,500 – covering career development, entrepreneurship or personal effectiveness.

 

 

The rise of CDL Insight Consulting under Shirley Keith has been nothing short of outstanding.

Launched in September 1998 in Christchurch, following several years with a major global recruitment company, it was a chance for Shirley to represent her own personal brand – and her initial success took her by surprise. 

 

With the support of her accountant/IT expert husband Eoin, and operating out of her spare bedroom, Career Directions Limited (later shortened to CDL) was described by one early client as “a breath of fresh air” for the HR Consulting industry.

Shirley’s desire for a lifestyle business, 12 to 14 hours per week, quickly became a 12 to 14 hour per day business. “I never in my wildest dreams expected the business to be anything more than a small consulting firm operated from home!”

 

Even today she admits to putting in 18-hour days, but says it “doesn’t feel like work”.

Initially she was engaged in all aspects of the business – marketing, business development, coaching, finance and administration. But by appointing coaches to the business she could focus on B2B consulting. Eoin took on the accounts duties; within eight months they were in a serviced office and within a year had opened offices in Auckland and Wellington.

 

Today CDL Insight Consulting has consultants, coaches, administrators and support staff across New Zealand and Australia, and generates a six-figure annual turnover.

 

Milestones have included being appointed VP of Asia Pacific and International Director on the Board with US-based talent management firm, Career Partners International in 2007. Today CDL is the exclusive New Zealand and Australia partner firm of BPI Group, providing coaching services for assessment, talent management, leadership and career transition referrals sourced worldwide.

 

CDL Consulting was launched in the UK in 2011, with Shirley holding a 26 percent shareholding – but she has since sold those shares to finance a more ambitious international expansion.

 

CDL has itself been targeted for takeover by international firms – but Shirley’s not having a bar of it; she has too many plans.

Those plans include a hugely innovative approach to Leadership Development and People Management Training for both in-house and public course application. Shirley says businesses are already queuing to take advantage of this capability. “We can’t wait to get it out there. We have confirmed orders throughout New Zealand, Australia, South Africa, the US and the Middle East. By 2015 we will be focused on Asia and the UK.” 

 

At 58 years of age Shirley’s not showing any signs of slowing down. “It’s critically important to me that when I do choose to transition from working 18-hour days in the business, the brand my team has worked tirelessly to grow continues to be nurtured and protected. 

 

“This business is all about making a difference and ensuring growth for organisations and their people. That’s the legacy I want to leave behind.”