As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Stacey-Rebekka Karlsson.
Stacey-Rebekka Karlsson founded London-based boutique agency Goho in 2019, launching the business as a solo venture before growing it into an experienced team of PR, Events, and Digital Marketing professionals.
With over 20 years of experience in marketing and events, Stacey has worked with leading global brands including The Guardian and Condé Nast International. She is a member of the Chartered Institute of Public Relations (CIPR), holds diplomas in Digital Marketing and Social Media Marketing and is Safer Events accredited, reflecting her commitment to delivering 360 marketing campaigns for her clients.
In this interview, she dives into the challenges, wins, and wisdom she’s gained from over a decade of transforming online businesses.
What inspired your leap into entrepreneurship, and what sparked the idea behind your current venture?
I fell out of love with my job. I became disillusioned with the industry and with bosses that focused more on targets and hours billed rather than creative output and happy customers. I’d been there for 12 years and people kept asking me why I didn’t go out on my own, so I did. And the rest is history.
What core problem does your business solve, and how does your approach stand out from others in the space?
There are tonnes of marketing and events agencies out there, but they all provide pretty crap service unless you are their big star client. We treat everyone as carefully as we would our own brand. No one is just a number to us, and we don’t work with dickheads, only brands that share our values and vision. We deliver top-quality marketing and PR for an affordable price, and sustainable, memorable events that make the world a little bit better. We’re also really nice people who are good fun to work with. No one wants to work with people they don’t like.
What were some of the toughest obstacles you faced early on, and how did you navigate through them?
My first year was a breeze, but then Covid hit. Being an events business hit us very hard but I stuck with it, nobody lost their jobs and we just kept calm and carried on. I didn’t pay myself for what felt like an age, and was at least six months. But the hard work and perseverance paid off.
When the going gets tough, what keeps you grounded and motivated to keep pushing forward?
My husband, Dar, and my dog Truffle. I also have an amazing team, who really pull together and create a wonderful working environment so we all enjoy work!
What daily habits or non-negotiable routines help you stay productive, focused, and creatively energized as a founder?
Walking my dog, doing 30 mins of learning every single day, essential oils in my diffuser on my desk, writing down things I am grateful for and I HAVE to get outside in Nature every day, as much of the day as possible if I can. I sometimes set up a desk in my garden in my cottage in Kent.
What’s been the most powerful growth lever for acquiring new customers or expanding your client base?
I’m a little bit embarrassed to say that it’s from word of mouth and recommendations. We have 5-star reviews on Google, and our clients really do love working with us, so when they leave and go to a new organisation, they usually take us with them, and they also recommend us too. So it’s all very lovely.
What branding or marketing move made the biggest difference in elevating your business?
Making a decision about who we wanted to work and being strict on that. We made a bold decision to stop working with clients who focussed more on getting the best or cheapest deal, and instead wanted to focus on good quality, and making a difference, using local suppliers, not using single use plastic etc… It’s the small things but it makes a difference to us, and the planet. I was scared when I first started turning down business, but it’s been replaced by much bigger and better projects and clients.
How do you personally define success, both as an entrepreneur and as a human being?
Being happy. Being able to get to the gym, see my friends and family. I think I’ll be successful when I can work more normal hours (the dream would be 4 days a week) and the business still runs smoothly.
Can you share a mistake or misstep that taught you a lesson you still carry with you today?
I showed a huge amount of loyalty to a client who didn’t want me to work with another company in their industry but also didn’t want to pay more for exclusivity. I stayed loyal and turned down the other work, then they ended their contract with just a month’s notice as they decided to bring their work in house. I’m gonna do what’s best for me and my team now, but I will still be me, that’s just not how I do business but I have learnt my lesson.
What’s your best advice for someone just starting out—especially first-time entrepreneurs feeling overwhelmed or uncertain?
Go with your gut, it’ll almost always be right. And don’t let people tell you what to do, if they were that good at what you do, they’d be doing it. If you get an inkling someone is a dickhead, don’t work with them. You’ll get better clients. Learn to say no and protect your boundaries. It’ll all be OK in the end.
If you lead a team, how do you foster a strong culture of trust, collaboration, and growth?
I give everyone autonomy and lead with a productivity-based outlook rather than a working hour-based outlook. For example, I trust my team to get their jobs done, and so if they want to start early or finish early, that’s fine too, as long as their work is done and our clients are happy. I’m happy.
What are the top 5 mindset shifts or practices that helped you overcome self-doubt and grow your confidence as an entrepreneur?
Believe in yourself, keep learning, knowledge is power, and build a good support network of people who know how to do things you don’t.
If you could spark a global movement or mission through your work, what would it be—and why does it matter to you?
I’d make sure everyone adopted dogs rather than getting them from breeders. I don’t agree with breeding dogs at all, and there are so many wonderful animals that need loving homes. I adopted my dog Truffle from Lucky’s Legacy Rescue. She’s my best friend. I’d also love to be able to offer more opportunities to those from “disadvantaged” backgrounds. I am from a single parent family, and grew up in a council flat. People tend to look down on that kind of thing, but I want to inspire and give opportunities to others who may not be as lucky as I have been.
What’s a quote, philosophy, or guiding belief that shapes how you lead and live every day?
Treat others as you would wish to be treated.
Where can our audience connect with you or follow your journey online?
Our website. And any of our social channels: Instagram, Facebook, Twitter
