Shona's Story

Clear focus helps bring a lot of energy to plans and ideas. Knowing what you'll do helps you move forward, especially when life throws a massive curve ball your way. 

For Shona McCarthy, Chief Executive of Edinburgh Festival Fringe Society, COVID-19 meant 2020 hadn't gone quite as expected.

Her organisation runs the Edinburgh Fringe, performing three main functions: supporting artists, assisting audiences and celebrating the Fringe and what it stands for all over the world. The Fringe issued 3.1 million tickets last year - on a par with the FIFA World Cup, and second to the Olympic Games! Wow. But with large in-person events on pause, she pulled on the collective strengths of her Vistage group to formulate a new plan.

It took just one meeting to see the impact of Vistage

Shona first heard about Vistage after giving a talk about her career and leadership in the cultural sector for the Institute of Directors. She had just delivered a 25-minute presentation, with photos and images from various festivals and significant cultural projects she'd worked on, when Jo Macsween, Chair of the Vistage group, invited her for coffee. And this is where it all started. Some of the things Shona said about leadership in her presentation had struck a chord, and Jo thought she might be able to help. 

"Being in the cultural sector, we're not used to organisations such as the Institute of Directors, Chief Executive forums or anything like that. Cultural sector work tends to be a bit' nose to the grindstone', getting on with our jobs, raising money and making things happen. Often, it's because we're in the not-for-profit sector or dependent on public sector subsidies to survive. But being the Chief Executive can be a lonely place, and I was interested in the idea of mentoring right from the get-go.

I'm a very practical, doing sort of person and the idea of sitting around in a big circle talking about issues filled me with dread. It took about a year of conversations with Jo before I went along to my first meeting, and only then it was as an observer. Jo wanted me to meet other members and find out more about Vistage straight from the horse's mouth." 

That first meeting helped Shona see the real impact Vistage for its members. The group also gave her advice on how could pitch Vistage membership back to her organisation. She explains that "I was conscious that coming from a small charity, which is really what we are, that asking it to invest in me and my professional development was quite a significant ask out of our training and development budget." 

The group helped her articulate and justify the case to the board. As Shona was increasingly doing public speaking as part of her role, asking for an honorarium or some contribution was an obvious way to help fund her Vistage fees. She also made a case that in investing in the professional development and leadership skills of your CEO, you're investing in the development of the whole organisation, as it has a cascading effect.

No CEO gets left behind

Shona believes that we often concentrate on developing managers and senior leadership teams, but CEOs get left behind to fend for themselves. But, CEOs aren't invincible. 

"Joining Vistage has been life-changing. I expected it to focus on topics such as performance management, but it offers a far richer experience than that. Working in the cultural sector, you tend not to see yourself as a businessperson, so I also expected the other MDs not to speak the same language as me. However, being a CEO is largely about people - meeting the needs of your employees, customers and investors etc. – so there is commonality. I get enormous value from seeing how leaders in more traditional businesses approach what they do."

Covid-19 loomed its ugly head.

The Fringe Festival has been badly affected by Covid-19. But Shona has found that even in challenging situations like this, her Vistage group are always full of practical advice and help. 

She recently came to the group with a huge question, asking "How do I use this moment in time as a positive opportunity to create major change in the organisation I lead?" 

She explains that "it was honestly the most rewarding, brilliant session." Everyone in her group read the document Shona shared beforehand, and they all came to the session with a different perspective and something unique to say. She adds that "I left feeling completely energised and excited, but also with some very focussed ideas that are going to help me move forward. I know they'll absolutely hold me to account to make the changes I want."

The decision not to run the festival this year was hugely impactful, as it affects the economics of the whole city, and many people's livelihoods. However, the last few months have been a good time for reflection for Shona and her team, as they consider how to fast-track some of the significant changes they wish to see in future festivals.

"I aim to ensure the Fringe comes out of this pandemic not just the biggest performing arts festival in the world. I don't even care if it's the biggest, but the best. I know my Vistage group will support me every step of the way."