We had the good fortune of connecting with Loren Yaskin and we’ve shared our conversation below.
Hi Loren, we’d love to hear about how you approach risk and risk-taking
We essentially risked it all. In 2007, I left a corporate managerial position to stay home and help raise our newborn daughter. It was an easy decision, but one that created a significant drop in income for our family. A few years later, during the Great Recession, my husband, Keith, looked across the room at work and decided he didn’t want to transform into an older, disgruntled employee sitting before him. He left behind his corporate salary and benefits and despite the whispers of people who considered us crazy, he partnered with me in business to start our company, The Flip Side Communications, a media company focusing on video production and public relations. If risk were easy, everyone would take them. However, risk is exactly that, taking chances that others will not. These risks allowed us, more than anything else, the freedom to live our lives under our own direction. One of the challenges is to not forget where you started and fall into complacency. We push our clients to take risks when we partner with them on projects such as a corporate marketing video or a public relations strategy. Without risk, how do you stand out in a world over-saturated with content and new ideas? This is easier said than done. Often well-meaning organizations wanting to try something different end up providing their customers with only vanilla after overthinking a project. Be willing to take a leap and once you land, don’t simply congratulate yourself, look for even more leaps to take.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
We specialize in both high-end video production and public relations, helping share companies’ brand stories with a one-stop service. Our deep backgrounds in journalism and corporate communications also make us the place for media training, crisis communications and employee communications. We are hard working and creative. We are prompt and assertive. We are strong communicators. We are straight talkers. And we partner with our clients as an extension of their teams. Our clients’ success is our success.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
The more time spent outdoors, the better. We would go hiking, visit the Desert Botanical Garden and explore the art scene in Carefree/Cave Creek. Of course, we’d have to go for Mexican food and there are too many great options in the Valley (although we tend to go to Sol Cocina in Scottsdale Quarter a lot). We’d also visit Sedona and take a jeep tour. The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I would not be where I am without my partner in life and business, Keith Yaskin. He inspires me everyday. He is my coach, my mentor and my best friend.