An Exclusive Interview with Toby Usnik: A Journey Through Communications, CSR, Global Impact, and Much More
June 4, 2024 - Anjolaoluwa Odusanya
Welcome, everyone!
Today, I am thrilled to introduce a phenomenal guest who has made waves in business development and communications for over 25 years: Toby Usnik.
Now, if you’re not familiar with Toby, let me give you a little rundown. Toby Usnik is not just your average communications expert; he's a passionate and strategic leader who excels at deal-making, public relations, and ESG/social impact with multinational organizations.
Currently, Toby is the Head of Communications at the British Consulate General in New York. That means he oversees all the Consulate's communications and press outreach strategies across their region, promoting the UK Government's economic and prosperity agenda, and showcasing the UK as a top destination for business, arts, and culture. Pretty impressive, right?
But that's just the tip of the iceberg. Toby has a strong background in the art and media sectors. He has served as the Chief Corporate Social Responsibility Officer and International Head of Corporate Communications at Christie's, the Executive Director of Public Relations at The New York Times, and the Director of Global Communications at Razorfish. And if that's not enough, he's also the podcast host and author of "The Caring Economy," a book that explores how CSR can align with business purpose and create value for stakeholders.
Additionally, Toby founded Philanthropic Impact, a global social impact advisory firm that connects philanthropists and business leaders with high-impact investment opportunities. He's a frequent public speaker, a Fulbright scholar, a private pilot, and a member of the Century Association. Oh, and did I mention he’s a charity auctioneer who has raised over $5 million for nonprofit organizations? Talk about impressive!
Today's interview dives deep into Toby's inspiring career, his thoughts on communications, his groundbreaking CSR work, and much more. Let's get started!
Featured in Ageist Magazine
Q: Anjolaoluwa Odusanya: What inspired you to pursue a career in communications?
A: Toby Usnik: I was completing my graduate degree at Columbia University and had finished a year's research in Belgium as a Fulbright Scholar. I began considering long-term career options and through an iterative process, I concluded that my passion for international affairs and my skills in research, writing, editing, and instructing were very translatable to corporate communications with multinational organizations. That's when I went to American Express in their Public Affairs department.
Anjolaoluwa Odusanya: Wow, that's incredible! It's amazing how your background and experiences converged to lead you into such a dynamic field.
Q: Anjolaoluwa Odusanya: What has been one of the most memorable projects in your career?
A: Toby Usnik: There have been many, including communications around the Tasini Supreme Court case and the Jason Blair plagiarism scandal at the NYT, but I would say doing crisis communications on September 11, 2001, and it's aftermath was the most profound, challenging, and rewarding effort of my career. All of the NYT team went into overdrive covering the news and getting it to our readers while we were also living through the tragedy of the attacks in our own hometown. It was exhausting, emotional, and exhilarating all at the same time.
Anjolaoluwa Odusanya: That sounds both intense and exhilarating. It must have been an experience to be at the center of such critical communications during that time.
Q: Anjolaoluwa Odusanya: How did your time at Christie's influence your career?
A: Toby Usnik: Christie's gave me the richest experience in developing and managing a large team of communications professionals (30+) across 6 continents. It required my spending more time in the regions, which I enjoyed, and it led to my developing and managing the first Corporate Social Responsibility (CSR) platform in the art market -- Art + Soul.
Anjolaoluwa Odusanya: That's fascinating! Leading such a diverse and global team must have been incredibly rewarding.
Q: Anjolaoluwa Odusanya: How did your experience at The New York Times shape your approach to corporate communications?
A: Toby Usnik: It reinforced the best practices I had already learned at American Express and Razorfish focus on being service-oriented, accurate, timely, and professional with media and colleagues. It reminded me to always remember the R in PR - it's a relationship business.
Anjolaoluwa Odusanya: Absolutely, building and maintaining those relationships is so crucial.
2019 Address to Shenzhen Charity Association
Q: Anjolaoluwa Odusanya: What project or initiative at the British Consulate General New York are you most proud of, and why?
A: Toby Usnik: We launched a podcast, Brits in the Big Apple (BITBA), informed by my 14 seasons of programming with my personal podcast, The Caring Economy. Not only was BITBA inexpensive and fun to produce, but it has also actually gelled the British diaspora in NYC, seeding new friendships and collaborations that were never imagined previously. BITBA has become a sort of connective tissue for Brits and Anglophiles.
Anjolaoluwa Odusanya: That's fantastic! It's amazing how such initiatives can bring communities closer together.
Q: Anjolaoluwa Odusanya: What motivated you to found Philanthropic Impact, and how do you see it making a difference in the world of social impact investing?
A: Toby Usnik: I have always been involved in volunteerism and advocacy work in my personal life, and employers like American Express and Christies challenged me to bring that similar energy and effort to the workplace. I was on the employee committee at Amex in the mid-90s that successfully lobbied for domestic partner benefits long before marriage equality was even a concept. At Christies, I was asked to build and lead our CSR efforts. These experiences inspired me to launch my own social impact firm, Philanthropic Impact, to help catalyze greater good around the world.
Anjolaoluwa Odusanya: Your efforts are undoubtedly making a significant difference in the world. It's inspiring to see how personal passion can translate into such impactful professional endeavors.
Q: Anjolaoluwa Odusanya: What inspired you to write "The Caring Economy," and what are the central themes you hope readers take away from it?
A: Toby Usnik: The book is a sharing of my lessons learned in building Christie's CSR program, Art + Soul. I wanted to share my knowledge with CSR practitioners and those considering doing CSR in order to help them. As well, we are living in a time when employees expect more of a CSR commitment from their employers, so this book helps a younger generation identify leading brands to embrace.
Anjolaoluwa Odusanya: That's fantastic. It's so important to have resources like this to guide and inspire the next generation of CSR leaders.
Q: Anjolaoluwa Odusanya: What do you enjoy most about hosting your podcast?
A: Toby Usnik: I love having long-format discussions on substantive topics with such incredibly bright, diverse, and caring leaders in their fields.
Anjolaoluwa Odusanya: Those deep, meaningful conversations can be so enriching. It must be a joy to engage with such inspiring individuals.
Q: Anjolaoluwa Odusanya: What tips do you have for becoming a confident public speaker?
A: Toby Usnik: Join Toastmasters in a place near you - it's inexpensive and incredibly helpful. And practice, practice, practice!
Anjolaoluwa Odusanya: Great advice! Practice really does make perfect.
Cindy McCain Fireside Chat in Davos at World Economic Forum
Q: Anjolaoluwa Odusanya: How do you approach building and maintaining professional networks?
A: Toby Usnik: That's the topic of my new book, "Connecting the Dots: Building Your Network and Legacy." It's all in my book, which comes out in June.
Anjolaoluwa Odusanya: I can't wait to read it!
Q: Anjolaoluwa Odusanya: Who has inspired you the most in your career, and why?
A: Toby Usnik: My mom. She instilled in my four brothers and me a true work ethic and respect for others. In retrospect, I realize how much emphasis she put on treating all people with respect and dignity. I believe we are all on this planet to be of service to others. That's an inspiration that began with my mother and one that I've observed with every great brand or leader that I've known in my life. And it's an inspiration that I try to manifest in my daily life and work.
Anjolaoluwa Odusanya: That is so touching. It's clear she passed down some truly valuable principles.
Q: Anjolaoluwa Odusanya: What current trends in communications do you find most exciting?
A: Toby Usnik: I'm very bullish on AI and have been teaching courses in AI for social impact. We need our citizens to be conversant in the basics of AI in order to help shape where it takes us. I'm also hoping and willing forward a return to an emphasis on the R in PRrelationships.
Over my career, we've made such a nearly complete commitment to digitally-led communications that we aren't really generating long-term relationships that have been forged by sustained dialogue. The challenges of polarization, current affairs, and fear are damaging our society. So much so that a return to more traditional journalistic practices, true public relations, and civil discourse may actually be coming back in favor. I'm trying to help catalyze this with my podcast, public speaking, and new book.
Anjolaoluwa Odusanya: This is really inspiring. It's refreshing to see someone actively working towards fostering genuine relationships and civil discourse in today's digitally-driven world. Keep up the excellent work!
Q: Anjolaoluwa Odusanya: What is your top piece of advice for aspiring leaders?
A: Toby Usnik: Listen. I try to practice active listening as best I can, but I know I can always do better. It's like a muscle that gets better with exercise. An effective leader needs to see, hear, and understand who he/she/they are leading.
Anjolaoluwa Odusanya: Absolutely. Active listening is such a crucial skill for any leader.
Q: Anjolaoluwa Odusanya: What key skills and experiences should young professionals focus on to succeed in communications and PR?
A: Toby Usnik: Write as much as possible, and edit others' works when possible - practice makes us better writers. As well:
-- Put your hand up in meetings and share your ideas and solutions.
-- Develop great eye contact
-- Do less texting and speak directly with colleagues in person or over the phone.
-- Keep things brief but not too brief a haiku may not convince your CEO to follow your advice, but a thank you note in a haiku might leave her with a really favorable impression of your thinking and creativity.
-- Smile as much as possible - it's the most attractive thing one can wear and people will remember you for it.
-- Take an active interest in others - ask them great questions that you are eager to learn the answers to.
-- Always respond to others promptly, even if it is to acknowledge that you don't have an answer for them.
-- Be of service to others and noble causes.
Anjolaoluwa Odusanya: This is a masterpiece. Truly invaluable tips for any young professional looking to make their mark.
Guest Speaking at the East Harlem School about careers and purpose in life
Q: Anjolaoluwa Odusanya: As someone with a diverse and demanding career, how do you maintain work-life balance?
A: Toby Usnik: Early in my career I found that my daily workouts were helpful in clearing my head, helping me process ideas, and keeping in shape. Work and working out were mutually beneficial. Everyone can benefit from a minimum 30-minute walk each day to do the same, wherever they live and whatever they do. I hope all of your readers can create a 30-minute space in their lives to walk each day.
Now in the latter part of my career, the lines are completely blurred between my work and life. My day job and side hustles are all so core to my purpose of making a difference through daily discovery and adventure, that I actually draw more energy the more I do. So I actually think I am maintaining an equilibrium.
Anjolaoluwa Odusanya: That's such an insightful approach, Toby. It's inspiring to hear how you've woven your passions seamlessly into your daily routine. Your perspective on finding balance through alignment with personal purpose is incredibly motivating.
Q: Anjolaoluwa Odusanya: How has being a private pilot influenced your professional life or provided unique perspectives in your career?
A: Toby Usnik: Being a pilot requires tremendous training and discipline -- we take our lives and those of others into our hands when flying a plane. I believe in applying the same rigor and respect to my career and interactions with others. Whether we are in a plane or reading a news story, we need to trust the person in the cockpit or byline.
Anjolaoluwa Odusanya: That's a powerful analogy, Toby.
Q: Anjolaoluwa Odusanya: In what ways do you think arts and culture can influence and enhance corporate communications?
A: Toby Usnik: Arts and culture can be a powerful asset for corporate communication in a number of ways:
Creativity and Innovation: Art forms like design, storytelling, and even improvisation can inspire fresh ideas for campaigns, presentations, and messaging. By incorporating artistic approaches, companies can break out of stale communication patterns and develop more engaging content.
Emotional Connection: Arts can evoke emotions and forge deeper connections with audiences. A company video that incorporates artistic elements like music or a compelling narrative can resonate with viewers on a stronger level than dry, factual communication.
Brand Building: Art and culture can be leveraged to build a strong brand identity. Sponsoring artistic events, partnering with cultural institutions, or even incorporating artistic elements into company branding can help a company position itself as innovative, socially conscious, and invested in the community.
Diversity and Inclusion: Arts celebrate the richness of human experience. By showcasing diverse artistic expressions, companies can demonstrate their commitment to inclusion and a wider range of perspectives. This can resonate with a broader audience and foster a more positive company image.
Employee Engagement: Art programs and initiatives within a company can boost employee morale and creativity. This can lead to a more engaged workforce and a more positive internal culture.
Anjolaoluwa Odusanya: These are incredibly compelling points, Toby. Its fascinating to see how integrating arts and culture can bring about such diverse benefits; sparking creativity, strengthening brand identity, fostering inclusivity and much more.
Q: Anjolaoluwa Odusanya: What has been the most valuable lesson youve learned throughout your career?
A: Toby Usnik: Be of service to something bigger or greater than yourself.
Anjolaoluwa Odusanya: That's a profound lesson, Toby. Your dedication to serving a greater purpose is truly inspiring and a reminder of what truly matters in our professional journeys.
Q: Anjolaoluwa Odusanya: Can you tell us a bit about your upcoming book, "Connecting the Dots"?
A: Toby Usnik: "Connecting the Dots: Building Your Network and Legacy" is a transformative guide by my co-author Samir Kanuga and me, offering a wealth of strategies for forging powerful connections in today's fast-paced world. This book delves into the art of networking across generations, teaching readers how to engage with anyone and build strategic relationships that resonate with their life's purpose. It emphasizes the importance of diversity and trust, providing a blueprint for nurturing relationships that can withstand the test of time. With a focus on the digital age, it equips you with the tools to leverage technology and maintain the human touch in your interactions. Whether you're looking to enhance your personal or professional life, this book is your compass for creating a meaningful legacy through the connections you make.
Anjolaoluwa Odusanya: That sounds like an invaluable resource, Toby. Its clear that "Connecting the Dots" will be a must-read for anyone looking to enrich their personal and professional networks.
Now, for the last question, Toby,
Q: Anjolaoluwa Odusanya: When you think about your legacy, what do you hope to be remembered for both professionally and personally?
A: Toby Usnik: I want to be remembered for having tried to leave the world in as good or better place as when I entered it.
Anjolaoluwa Odusanya: We definitely need more people like you in this world, Toby. Thank you so much for this interview. Your insights were not only invaluable but truly eye-opening. I wish you continued success and happiness in your remarkable career journey. I have no doubt that you'll continue to make a significant impact wherever your path leads.
As we close the curtains on this captivating conversation with Toby Usnik, it feels like we've been on a journey of discovery ourselves. Toby's story isn't just a career trajectoryit's a masterclass in resilience, passion, and purpose.
Key Takeaways from this interview:
Embrace Your Journey: Toby's career path wasn't a straight line, and that's the beauty of it. His story reminds us that the twists and turns of life often lead us to our true calling.
Make Every Connection Count: Toby's ability to build meaningful connections, whether in the air or in the boardroom, teaches us that relationships are the currency of life. It's not just about who you know; it's about how you show up for others.
Leave Your Mark: Above all, Toby's commitment to leaving a positive impact on the world is a powerful reminder that our actions today shape the legacy we leave behind tomorrow. It's a call to action for each of us to strive for something greater than ourselves.
As we bid farewell to Toby, let's carry these lessons with us: embrace the journey, stay true to who you are, nurture your connections, and leave a mark that echoes long after you're gone. Thank you, Toby, for sharing your wisdom and inspiring us to reach for the stars.
And if you're looking for more wisdom from Toby, keep an eye out for his latest book, "Connecting the Dots: Building Your Network and Legacy," co-authored with Samir Kanuga, set to be published by Blue Ocean Press in the summer of 2024.
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