Dining with Della: Asifa Lalji at Wild Rice
September 19, 2016
As the Regional Manager for Communications, Marketing and Brand for CBC in British Columbia, Asifa keeps a busy schedule. Recently the schedule got even zanier as she planned out her wedding. We had the privilege of attending the two day affair in Kelowna. It was classic Asifa - fun, entertaining and heartwarming complete with an interesting mash up of eastern and western cultures. She also did a big fundraiser comedy show in town right before the wedding. And, to keep it challenging, she and her husband Rene both had injuries. He had a broken heel and, while taking him to the hospital, she fell and ended up with a broken rib. Nothing holds this woman back.
Our friendship spans at least 20 years and I know of her determination to live life fully. Whether it is taking on a new job, learning a specific skill or changing up her personal life, she has only one speed, full steam ahead.
What one bit of communication impacted your life?
Asifa said the one concept that sticks out among many is, "the longer the explanation, the bigger the lie". She cites the current political scene in the US as a prime example. We both lament the continuing trend for politicos to obfuscate and try to snow the public.
(Note from Della: The Hillary Clinton fainting episode was in the news when we met. Neither of us can understand how anyone thinks they can get away with not being upfront and truthful.)
Asifa talks with great sincereity about the general lack of trust in society and how authority is questioned at every angle. She stresses the need for authenticity, simplicity and truths.
What did not work...
Asifa points out one of the biggest challenges as a professional communicator is to speak with confidence but not in absolutes. She shared a time when she advised her organization's leaders about a sensitive employee issue that would undoubtedly go public. It did not. Turned out, she was not privy to a backstory that would have changed her opinion. She felt her credibility took a bit of a hit.
As she notes, everyone is a "small c" communicator but when it is your profession, there is a high expectation you can predict the future. We laughed about that one, knowing this business is definitely not a science. Leaders look to comms people to know outcomes of various scenarios. Even with massive years of experience, tools and skills, there is always an element of the unknown. So many factors can impact outcomes. She believes the next level of "Big C" communications is knowing the unspoken words, being a part of all conversations so you can fully protect the brand and give your best advice.
What if...
What advice would you give to your younger self to enhance your ability to communicate with others – and why?
Young Asifa would have been advised to master an additional discipline aside from comms. She notes every communicator probably goes through periods where they feel they can only accomplish so much through their work, and yearn for more ways to create an impact.
I asked her what other disciplines interest her... law, was the answer. Her response makes total sense as many of us in this business end up learning about legal matters when dealing with tough issues.
She also had another bit of advice to not wait to finish one thing before starting another. She loves to write and stopped working on a piece of fiction many years ago. We agreed it was never too late to take on something new.
As we talked about her desire to make positive change in the world, particularly through her work for FSHD (Facioscapulohumeral muscular dystrophy), a progressive muscle disease she is afflicted with, she talked about people who have a "spark". People who recognize their good fortune in life and find ways to help others. She quoted the Aga Khan as inspiration for the thought:
"There are those... who enter the world in such poverty that they are deprived of both the means and the motivation to improve their lot. Unless these unfortunates can be touched with the spark which ignites the spirit of individual enterprise and determination, they will only sink back into renewed apathy, degradation and despair. It is for us, who are more fortunate, to provide that spark." - Aga Khan IV
Asifa Lalji - the personification of spark.
I asked her what other disciplines interest her... law, was the answer. Her response makes total sense as many of us in this business end up learning about legal matters when dealing with tough issues.
She also had another bit of advice to not wait to finish one thing before starting another. She loves to write and stopped working on a piece of fiction many years ago. We agreed it was never too late to take on something new.
As we talked about her desire to make positive change in the world, particularly through her work for FSHD (Facioscapulohumeral muscular dystrophy), a progressive muscle disease she is afflicted with, she talked about people who have a "spark". People who recognize their good fortune in life and find ways to help others. She quoted the Aga Khan as inspiration for the thought:
"There are those... who enter the world in such poverty that they are deprived of both the means and the motivation to improve their lot. Unless these unfortunates can be touched with the spark which ignites the spirit of individual enterprise and determination, they will only sink back into renewed apathy, degradation and despair. It is for us, who are more fortunate, to provide that spark." - Aga Khan IV
Asifa Lalji - the personification of spark.
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