Redirecting.work

Amid this instability, Elzet started working with a coach to explore her next steps.

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Initially, she imagined a future as a freelance B2B writer. Coaching, however, expanded her vision. “I reflected deeply on what I really wanted,” Elzet recalls. “The goal wasn’t just to find another job. We explored what career success means for me.” 

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This process led her to explore thought leadership, a field she had long admired but never fully pursued.

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The process wasn’t easy. Like content marketing, thought leadership is also undergoing disruption and transformation. Even as Elzet began sharing her views about thought leadership and finding resonance with a growing number of practitioners, she struggled to build an economically viable business. Undeterred, she kept on testing ideas, using positive and negative feedback to find greater clarity.

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A Surprising Opportunity

 

Amid this exploration, an unexpected opportunity arose. 

 

The owners of the developer content marketing agency, aware of Elzet’s growing expertise and vision, offered her the chance to step into senior leadership at the company. 

 

Elzet recognized the offer as a chance to grow her own leadership and business capabilities and to practice the collaborative thought leadership she has been advocating for.

 

Firstly, the agency has an innovative approach to work. “Our collaborative, async, remote work setup has been one of the strengths that carried us through some difficult years in the industry.” Elzet wants to build on this foundation and the example of so many other innovative organizations to be part of the conversation of what doing great work and making an impact is and can be. 

 

Secondly, she believes developer marketing is poised to help redefine the value of content marketing in the age of generative AI. “Developers are a special audience. They don’t tolerate fluff, and they reward real value. Developer marketing is a very niche industry, but I believe we’re grappling with issues and finding alternative ways of looking at marketing that can benefit the industry at large.”

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“I am excited about partnering with our team, clients, and others in the industry to do important work well. And I’m as excited at the chance to evolve my ideas on what thought leadership is and can be based on this experience.”

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Thought Leadership in Transition

 

For Elzet, thought leadership is no longer about solitary expertise but about fostering collaborative learning communities. She draws inspiration from conversations with industry leaders. 

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“As Meg Bear mentioned to me last year, the half-life of expertise is rapidly shortening,“ she recalls. These days success hinges on adaptability, humility, and the willingness to learn together.

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For thought leadership, this means that we can’t afford to rely on static frameworks anymore. “Thought leadership needs to be about creating spaces where people can learn and grow together, in real time, as developers like to say.”

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This shift toward community resonates deeply with Elzet’s values. Drawing parallels to her Christian faith, she emphasizes the importance of humility and interconnectedness. “Whether in business or in life, we’re not meant to navigate challenges alone,” she reflects. “We’re stronger when we listen to and learn from one another.”

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Advice for Others in Transition

 

Reflecting on her own journey, Elzet offers thoughtful advice for those facing a career pivot:

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1. Embrace the Squiggly Path: Elzet describes her career as anything but linear. Inspired by Clayton Christensen’s book How Will You Measure Your Life?, she encourages others to follow opportunities as they emerge. “You don’t have to know the end destination,” she says. “Trust the process, and let each step teach you something new about yourself.”
    

2. Invest in Reflection and Coaching: Working with a coach was pivotal for Elzet, helping her ask the right questions and navigate uncertainty. “Find a coach who shares your values and is willing to explore with you,” she advises. “It’s tempting to want the right answers as quickly as possible—but it’s ultimately more effective to have someone who helps you ask better questions.”
    

3. Be Open to New Relationships: Networking without an agenda has been transformative for Elzet. “Some of the most meaningful connections I’ve made started with simple curiosity,” she says. “Just get to know people—you never know where those conversations might lead. Without knowing it, I have built relationships with dozens of people these past two years who are now invaluable to me in this next phase of my career.”
    

4. Redefine Success: For Elzet, success isn’t about titles or accolades but about alignment with her values and making a positive impact. “Every pivot is an opportunity to recalibrate,” she reflects. “Ask yourself: What truly matters to me? How can I create a life that reflects those priorities?”

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A Life of Learning and Impact

 

As Elzet steps into this new phase of agency leadership, she remains committed to the principles that have guided her journey: curiosity, faith, and a passion for learning. Her story is a reminder that life’s transitions, no matter how daunting, can be moments of profound growth and discovery.

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“I don’t know where this path will lead,” Elzet admits. “But I do know that every step is shaping me into the person I’m meant to be. And that’s enough.”