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As a part of the Morning Lazziness collection highlighting empowering girls who’re making a exceptional impression with their concepts, I had the pleasure of interviewing Christina Gough.
Christina Gough is a advertising entrepreneur and founding father of The Formation Group, a platform reshaping how companies and freelancers join. With a background in PR and communications, Christina selected early on to reject the normal profession path, as an alternative studying hands-on and carving out her personal approach within the trade. That call laid the inspiration for her ardour: difficult outdated methods and creating new methods of working that put individuals first.
The Formation Group was born from her perception that freelancers deserve the liberty to design careers on their very own phrases, whereas companies ought to have entry to top-tier expertise with out company overheads. What started as a easy matchmaking service has since advanced right into a multi-layered ecosystem: a thriving freelance group, a wise matchmaking platform, and a managed service providing that connects purchasers with the suitable experience on the proper time.
Christina’s strategy is rooted in authenticity and innovation. She has constructed her model by sharing the “why” behind the work, championing transparency, and fostering real connections. For her, success isn’t simply measured in income however within the freedom, confidence, and impression created for each companies and freelancers.
A mom of two, Christina is equally dedicated to designing a lifetime of presence, stability, and ambition. Her each day routines — from 5 a.m. deep work classes to grounding rituals and high quality time together with her kids — replicate her philosophy that true success comes from alignment throughout work, well being, and household.
On this interview, she reveals the mindset shifts, daring strikes, and classes that helped her flip concepts into impactful on-line companies.
What impressed you to start out your enterprise, and what downside have been you obsessed with fixing?
I began The Formation Group as a result of I noticed two huge gaps: freelancers struggling to design careers on their very own phrases, and companies pissed off with the constraints and prices of conventional companies. I needed to create a mannequin that empowered either side — giving freelancers freedom, flexibility, and honest alternatives, whereas giving founder-led companies entry to world-class expertise with out company overheads. On the coronary heart of it, I used to be obsessed with difficult methods that didn’t make sense and constructing one thing human-first.
How has your enterprise advanced since its launch, and what key selections have helped drive that progress?
We began out simply connecting freelancers with tasks, however shortly realised the actual energy got here from constructing a group. From there, the enterprise advanced into three layers: our freelance group, our matchmaking platform, and our managed providers. The important thing selections have been at all times about leaning into what labored — listening to what purchasers wanted, what freelancers needed, and constructing methods to scale with out shedding the human connection.
In your view, what really units your model aside in in the present day’s aggressive market?
We’re not an company, and we’re not only a jobs board. We’re a brand new class — a versatile ecosystem the place expertise and companies meet in ways in which truly work for each. What units us aside is our deal with freedom, belief, and efficiency. We don’t simply fill roles; we curate partnerships. That human-first, results-driven strategy is uncommon within the trade.
What has been your best advertising technique to date, and why do you suppose it labored so effectively?
Thought management and storytelling. Each time I’ve leaned into telling the story of why The Formation Group exists — and sharing the behind-the-scenes of my very own journey — it’s resonated excess of any polished marketing campaign. Folks join with individuals. The honesty and transparency in our advertising have constructed belief and attracted precisely the correct of purchasers and freelancers.
How do you keep linked to your best viewers and perceive their wants or behaviors?
By being in the neighborhood myself. I spend time with freelancers, I converse to founders each day, and I continually take a look at concepts straight with them. Slightly than counting on assumptions, I hearken to their frustrations and aspirations in actual time, then form our providing round that.
What’s one branding transfer or marketing campaign that helped elevate your enterprise to the following degree?
Launching The Formation Group as a group quite than a one-dimensional service. Positioning it as a multi-layered platform immediately elevated how individuals perceived us. It confirmed ambition and readability of imaginative and prescient — we’re not only a freelancer connector, we’re constructing the way forward for versatile advertising expertise.
What does success appear to be for you, not simply in numbers, however in function or impression?
Success is seeing freelancers design lives on their very own phrases — not simply surviving gig to gig, however thriving, with freedom and confidence. It’s seeing companies scale quicker as a result of they lastly have entry to the suitable individuals on the proper time. And personally, it’s about creating the type of life I would like for my children — stuffed with risk, freedom, and progress.
How do you personally outline success, past income and progress metrics?
For me, success is alignment. Dwelling in a approach the place my work, my well being, my relationships, and my function all join. It’s waking up pleased with what I’ve constructed, being current for my kids, and figuring out I’ve created an impression that lasts past me.
Are you able to share a problem or setback that finally grew to become a turning level on your model?
Within the early phases, I used to be doing the whole lot — operating the enterprise, constructing the platform, and nonetheless freelancing in PR myself. At first, it felt crucial, but it surely shortly grew to become the most important bottleneck. I used to be unfold too skinny, shopper supply was all on my shoulders, and progress stalled as a result of I used to be trapped within the day-to-day.
The turning level got here once I determined to step absolutely into constructing The Formation Group as a enterprise, not simply freelancing beneath a unique identify. That shift — from being the doer to being the architect — was uncomfortable, but it surely allowed me to create methods, construct a crew, and deal with scaling. It’s the second the enterprise stopped being depending on me and began standing by itself.
What each day habits or rituals maintain you targeted, inventive, and grounded as a pacesetter?
For me, it’s about having a strict routine that creates house for the whole lot that issues — not simply work. I construct my days across the moments that rely: being current with my children for college runs, key occasions, or simply high quality time collectively. Round that, I carve out blocks for train, deep work, and grounding rituals like journaling or breathwork.
It’s not a couple of inflexible 9–5 and squeezing life in earlier than and after — it’s about designing a rhythm that works for me. Typically meaning I’ll begin at 5 am to get targeted work in earlier than the youngsters get up, and different instances I’ll do a night session as soon as they’re in mattress. That flexibility, mixed with non-negotiable routines for well being and presence, retains me productive and grounded.
How do you strategy innovation and danger in your enterprise technique?
I see danger as crucial for progress — but it surely’s at all times calculated. I take a look at small, iterate shortly, after which double down on what works. Innovation for me comes from listening deeply — to purchasers, to freelancers, to shifts out there — after which being daring sufficient to construct what doesn’t but exist.
What recommendation would you give to somebody beginning a enterprise in in the present day’s fast-changing digital world?
Don’t watch for good. Begin lean, take a look at continually, and construct in public. The companies that thrive in the present day are those which can be human, agile, and prepared to adapt. Keep near your viewers and lead together with your story — that’s what creates belief and traction.
The place can our viewers join with you and be taught extra about your work or choices?
Yow will discover me on LinkedIn and Instagram, the place I share my journey and insights into constructing The Formation Group. Or go to The Formation Group to discover how we’re serving to companies and freelancers design a greater method to work.
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