Mindy Lockard 

www.mindylockard.com

* Typical working hours: 

6 to 8 hours a day sometimes more.

* Main current clients: 

I work with students as early as first grade up through retirement.  The area of my business that has really grown this year is those in the college and university age.

* Rates:   

Our membership rates start at $50.00 for an annual monthly subscription and go from there.  My speaking and group rates depend on the program.

* Favourite business reading: 

I love reading Kate Spades Lifestyle books, I find Judith Martin (Miss Manners) wit very charming, I'm inspired by the life and wisdom of Letitia Baldridge, and I don’t deny having a major crush on P.M. Forni of the Civilly Project at Johns Hopkins University!

* Favourite non-business reading: 

 I love biographies and cookbooks.  Cookbooks make the best nightstand reading. 

* Best way she gets clients: 

I believe in living by example.  Most of my clients come from knowing me or being referred by someone who knows me.  I will say that in the past twelve months Social Media has impacted this dramatically.  Next year at this time, it could look quite different.

* Worst wage-slave job she ever had: 

 To be honest, I've always tried to see the good in all of my jobs.  I've worked since I was 15 and babysat in the summers before that.  I like working with people and the challenges that come from corporate work and flipping burgers at the State Fair… yes, I’ve done both.

* How do you market yourself? 

 We use a lot of social media and are currently working on a press plan.

* How do you keep your skills sharp?

 I try to stay up on current trends and standards by surrounding myself with smart people.  Etiquette isn't necessarily about knowing everything, but having those who do at your finger tips.  I've never wanted to make up information just to appear to know it all.  I don't think it's good for the industry or the person asking the questions.  I'm totally okay with saying, "Let me research that for you!"

* What financial issues do you grapple with and how do you overcome them?

Just being savvy.  I'm not afraid of risk, but it's just knowing which ones will pay off.  That keeps me up at night.

* Whom do you turn to for advice and empathy?

My mom and my husband Ty.  Both know me better than I know myself and I trust their wisdom with my life.

* What was worst project you ever worked on and why?

 I've had a couple of programs with very disrespectful tween girls.  That was hard, not because I took it personally but because my desire for them to embrace the information for the wellbeing of their future was lost on the eye rolls.  

* What was the best project you ever worked on and why?

Where to begin?  I love my job.  I've had two private instruction students that changed the way I teach.  One was a woman in her early fifties who never had self confidence.  As she embraced the understanding of manners and self respect she was able to embrace herself, and was finally able to attend a NFL game where her son was playing.  The other student was a middle school boy who struggled at Middle School Social events.  Through some simple social etiquettes he was able to attend a Middle School dance and feel comfortable in his own skin.  My work with these students not only blessed me, but reminded me how powerful this information is.

* What do you say when people ask about "your job"?

Aside from I have the best job in the world?  I often make it clear not to worry as it would be inappropriate for me to make verbal or mental judgments.  Unless asked of course

* What's the best thing about being an Etiquette Professionals?

 I don't know that I can pick just one.  If I have to it would be the way the rules/suggestions can change a persons life, give them confidence, and freedom in situations that they have never felt comfortable in before.  That's good stuff!

* What's the worst thing about being an Etiquette Professionals?

I would say my pet peeve as an etiquette professional is that people constantly tell me the etiquette sins of others.  At some point we have to turn the finger around and look at how we individually treat others.  We all have things to work on, it's just easier sometimes to focus on others…easier, but counterproductive.

* Do you have any advice for other Etiquette Professionals?

Don't give up!  Etiquette professionals have to work very hard and most are on their own.  I think it's so important for us to support one another and continue to build a thriving industry for a concept that is most important to the way we all live our lives.  A gracious life, is a good life!