We were lucky to catch up with Tiff Ng recently and have shared our conversation below.

Alright, Tiff thanks for taking the time to share your stories and insights with us today. Owning a business isn’t always glamorous and so most business owners we’ve connected with have shared that on tough days they sometimes wonder what it would have been like to have just had a regular job instead of all the responsibility of running a business. Have you ever felt that way?

I never intended to be a business owner. In fact, anyone who knew me in high school might be surprised at how my life has turned out. I know I am. I was a traditionally good student, never getting in to too much trouble, dedicated to my studies and extra-curricular activities that always had a way of padding the resume. After school I followed the path that seemed to lay itself out. A university degree, internships and then into my first few corporate jobs. But then something completely changed. The life I was pursuing seemed to lack meaning. The corporate ladder led to a sky I didn’t want to reach. I found myself lost in the constant cycle of work hard, play hard, sleep and repeat. I wanted something more.
I was supposed to be taking a six month sabbatical to go travel and reset my mental health. But now, six years later, there is no turning back.

My business – The Social Story – started out of necessity to fund my travels. It was an exciting challenge to define my work on my terms. I got to make decisions at every level that were meaningful to me – even right down to what bank we choose so that it could have the most positive impact. I got to surround myself with people who were similarly driven by passion and be inspired by them daily. I felt ownership and pride off of my work and it helped me be more self-assured in myself to tell others my story.

The more I went down this path, the more I realised that parts of my childhood had all led up to this. From the stories I used to write in books of stapled scrap paper to my passion for social justice in high school, it all led me to build a social enterprise that was determined to empower people to tell their own stories.

Has it been easy? Am I happy? No and not always. Without having those foundations of business acumen, I’ve been learning on the fly. I’ve had to spend more time in financial records and in absolute terror than I ever wanted. I look at my peers and see them at the rung of the corporate ladder that I could’ve been at, with the financial security to be buying houses or at leat not chasing invoices every month. I don’t remember the last time I took a proper break and didn’t feel guilty about it. And every day is a new challenge.

Yet, at the same time, every day is a new challenge, a new opportunity to do something good. I also look back at the things i”ve been able to achieve, the places I’ve been able to travel with our remote business, the people I’ve been able to meet along the way. I’ve found that meaning I was lacking in my corporate job and I can stand proud that I’ve conquered every hardship thus far.

The only mistake I’ve truly made was believing that my break from corporate life would be a sabbatical. In truth, it was an opportunity to follow my passions and create a business that helped others to follow theirs as well.

Tiff, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

The Social Story is a socially-led communications agency. We work with purpose-driven brands to tell their stories and connect with their audiences in meaningful ways. As a registered social enterprise, we are committed to working with brands that are creating a positive social impact, while also giving back to our community through mentorship, donations and downloadable resources.

This business brings together my advertising experience and passion for social justice. I have always volunteered since high school and my first few marketing experiences were for youth organisations. When I had the opportunity to start my own business, I knew that I wanted a business that would reflect my values. I’ve worked hard to reimagine the advertising agency model to put people and purpose first. I’m most proud that we’ve built a team of similarly passionate people who align with our mission. We’ve also been recognised for the innovative ways we are changing the industry by winning Silver in the Mediaweek’s Next of the Best Awards 2023.

How did you build your audience on social media?

The main piece of advice I have for businesses who want to grow on social media is to authentically connect with your audience. Unlike other marketing platforms, social media facilitates a conversation with your potential customers. And so you should approach it like you would with someone you’re meeting for the first time.

Listen first, show empathy for your audience and offer something back to them (don’t just sell!). Share your story authentically and don’t get defensive with negative feedback. Particularly for impact businesses, we are a work in progress so it’s best to share the journey to creating a better impact than expecting to be perfect from the very beginning.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Sharing my story and the things I’ve cared about has led to more meaningful relationships with clients, collaborators and staff. I am proud to be an Asian Australian woman leading a purpose-driven business in social. All these things come out in our communications and has helped us build a strong community. I’ve also made a point to find strategic partnerships with organisations that I can learn from and I can also share my knowledge with. That includes the social enterprise network, fair trade community and with many impact founders. By aligning with people that I want to emulate and sharing openly, our business has been able to grow as a leader in the space and continue to maximise our positive impact.

Contact Info:

• Website: thesocialstory.co
• Instagram: instagram.com/thesocialstoryco
• Facebook: facebook.com/thesocialstoryco
• Linkedin: inkedin.com/in/anytiffng