Clever Counsel #34 - Interview With Zora Artis

Written By Ashley Dennison

I'm interviewing a handful of senior consultants I admire to capture their experiences and perspectives on the consulting journey.

For my fourth interview in the series, I want to spotlight Zora Artis, a globally recognized alignment, brand, and communication strategist, advisor, facilitator, and leadership coach. You'll find her insights below.

What made you say, “Screw it, I’m going out on my own”?

I’d done it before, but this time it was after a really tough chapter in my work life. I’d stepped in as CEO of an established, privately-owned business I believed had genuine potential. I enjoyed reshaping it for growth, building a strong, capable team, and doing the hands-on work I love. But then everything changed. One of the directors had misappropriated millions, and that trust completely collapsed. The other owner and I did everything we could to hold it together, but it was a messy, stressful, and relentless process.

It taught me a lot about trusting my instincts, asking better questions, looking beneath the surface, and leading through crisis. But it pushed me to the edge, both mentally and physically. I realised I didn’t want to be responsible for anyone else’s mortgage again, and I wasn’t willing to keep sacrificing my health and energy for something that was fundamentally broken.

So I took a breath and a break. I thought about the work I truly love – helping leaders, teams, and brands find clarity and direction – and decided I’d do that on my own terms. No big team or politics, just purposeful work with clients I want to work with, done in a way that suits both them and me.

How did you land your first high-paying client?

It came down to solid relationships, referrals, and being real. I don’t show up with a facade, cookie-cutter programs, or a standard pitch. I’m a curious, experienced, straight-talking professional, focused on delivering value. That shows up in how I listen, ask questions, connect the dots, and provide advice.

The first high-paying client came from a conversation where I helped them unpack what was really happening. I was transparent about how I work, what I could offer, and the outcomes we might aim to achieve. No hard sell, just a genuine exchange about what they needed and how I could help. I didn’t walk in with a predetermined product; I listened first, then worked out what was needed in their context. That’s what opened the door and led to strategic communication work that made a difference to the health and wellbeing of the community.

What’s one thing you did that changed the game for your growth?

Working with a coach (and training as one myself) helped me get out of my own head. I became much more aware of the patterns, doubts and stories that were holding me back. Once you can name those saboteurs, you can do something about them.

The other big shift was focus. Like a lot of consultants starting out, I tried to cover too much ground. It looked like a shopping list. And that makes it harder for people to understand what you actually do and buy from you.

I used tools like Ikigai and other strategic roadmaps to refine my thinking: what I know well, what energises me, who my ideal clients are, what their problems are, and what they value enough to invest in. It’s not easy, but once you land on it, everything becomes clearer.

These days, when I’m developing an offer, I ask myself: would my ideal client immediately recognise this as being for them? I’m not perfect – my website still needs a revamp to reflect the evolution of my IP (that’s in progress now). That said, I’m clear on my value, and that’s made the biggest difference.

What’s a piece of conventional consulting advice you flat-out ignore?

That old line, “the client is always right.” No, they’re not. If they were, they wouldn’t need someone like me. I’m not here to be the yes person. I’m here to understand the real issue, connect the dots, and give honest, expert advice – even if it’s uncomfortable. I’ll always be respectful, but I won’t sugar-coat things. I’ll lay out the risks, the opportunities, and the choices. And if they decide not to take the advice, that’s up to them. My job is to offer it clearly and thoughtfully. What they do with it is their call.

When have you felt like going back to working for someone else — and why didn’t you?

It crosses your mind during the quiet patches. When the market’s flat, you’re being ghosted, the pipeline needs more work, and you’re wondering where the next brief is coming from, the idea of a stable salary sounds tempting.

But then I think about what I would be giving up. I love the work I do, the clients I work with, and the freedom to shape things in a way that suits me. I’ve taken on short-term leadership or fractional roles when the timing and circumstances made sense, but I’ve never seriously thought about returning to permanent in-house roles.

The autonomy, variety, and impact I now have – I wouldn’t swap that for a title. I’ve worked too hard to create something that suits me. I’m not walking away from it.

Zora Artis is the CEO of ​Artis Advisory​ and co-founder of ​The Alignment People​, based in Melbourne, Australia. Zora works with executive and senior leaders globally to simplify complexity, align people with purpose, and make strategy deliver. With deep expertise in communication, cohesion, and capability, she brings a practical, people-first approach that helps teams think more clearly, work more effectively, and perform at their best.

She has co-authored pioneering research on strategic alignment, communication, and leadership, and has received numerous international awards recognising excellence in both communication and leadership. Zora is an IABC Fellow, Fellow of the Australian Marketing Institute, and a certified company director, Strategic Communication Management Professional (SCMP), and Certified Practising Marketer (CPM).

Zora is also a valued member at ​CommsConsultants.com​, and I want to sincerely thank her for sharing her insights for this edition of Clever Counsel.

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Ashley Dennison
Next

Clever Counsel #33 - Interview With Jason Anthoine