August 14, 2023//Blog, Q&A, Work//Ross Middleton

Remote together: Leff makes distance work

Today, the Leff Chicago locals are in the office at least once a week, putting a record on the turntable, enjoying lunch together, and grabbing coffee with a colleague. But for those of us who live outside of Chicago, seeing coworkers in person might be a twice-a-year event. With our team distributed coast to coast, we’ve learned to build community and innovate across time zones and state lines.

For many, there are both high points and hiccups in remote work. Curious to know how my fully remote colleagues handle both of those, I got them together (virtually!) to discuss their experience.

David Peak, a senior editor in Baltimore; Juan Sosa, a web developer in Denver; Laura Brown, a designer in Austin; and Carly Westenbroek, a project manager in Grand Rapids shared their thoughts in a lively roundtable discussion that explored the ways employees can collaborate, communicate, and create structure when working remotely.

Finding space between work and home

Ross Middleton: David, you were living in Chicago when you started working at Leff and then moved to another city. How has relocating changed your experience of working remotely?

David Peak: In Chicago, I could walk to and from work while listening to music. It gave me a meditative space in between my work and personal life. I don’t have the commute time to decompress anymore. It’s important to find what works for you in terms of separating work from the rest of your life.

Ross Middleton: How have the rest of you found ways to move between work and the other parts of your life?

Laura Brown: I have a little office, so I have that barrier. It was more difficult when my desk was in my living room in my old apartment because I felt like it was haunting me all the time.

Carly Westenbroek: I have always been remote. I’m about a three-hour drive away, so I’m trying to go into the office every other month because I think face-to-face interactions are important in building a foundation for relationships. But it has been an adjustment, especially onboarding remotely. We use our cameras on video calls, which I know other companies don’t always do.

Creating a virtual community

Ross Middleton: What tricks have all of you discovered to bring a virtual community together when you’re working so far away from the office?

Juan Sosa: Since I moved to Denver, I’ve already been part of two different departments at Leff. Both times, I’ve had to be active in making connections even though I’m pretty introverted. Everyone here is really welcoming, which makes it a lot easier. Group chats or managers conducting online meetings just to talk or destress also help a lot.

Laura Brown: I’ve never been buddy-buddy with coworkers, even when I was in an office years ago. Now, because we have meetings and chats all day, I talk to my coworkers more than I talk to my friends. I think that the type of people that we’ve gathered at this company is good at being understanding and relatable. Creating a virtual community is all about the people who you source.

Ross Middleton: Do you feel like you miss out on anything by working so far from the office? Or do you miss anything about the in-person experience?

David Peak: I miss picking up on random things that people say and riffing off people. I don’t get to do that at all anymore. I have all these funny things that I want to say during the day and no one to share them with. I miss the idea of those shared experiences building over time, creating this sort of secret language with people.

Navigating remote communication

Ross Middleton: Now that I’m working full-time remotely, a lot of things have surprised me. Sometimes, it’s the things you miss by not having face-to-face conversations. What have been some of the communication challenges you’ve encountered while working remotely?

Laura Brown: Tone is only a problem for me until I talk to someone on video. It’s obviously not the same as meeting them in person, but it’s easier for me to determine that they’re just a one-word answer person and they’re not mad at me.

David Peak: When I went back to the office in December, I realized I had to change my communication style. I’ve purposely tried to soften my tone by thanking people when they’ve done nice things for me and explaining how they’ve made my life better and easier.

Advice for a new full-time remote worker

Ross Middleton: If you were speaking to someone who was about to start working remotely full-time, what advice would you give them? What do you wish you had known?

Laura Brown: In an office, I would naturally get interruptions, like chatting with someone at my desk or getting coffee with a coworker. I’m so much more productive at home, but I also need that time to actually stand up. I downloaded a timer for my computer that reminds me to get up the last 10 minutes of every hour. Getting into a good routine and building in break times for yourself like you would have in an office is really important.

Juan Sosa: Set limits for yourself, and allow yourself to have time that’s for you.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

VP of marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.