Top Tips for Brand Storytelling: First-Gen Filipina American Lyka Ferry Shares How She Built Her Content Agency
“It’s only a “risk” if you jump into it without planning to take it seriously.” Today’s woman dreamer, Lyka Ferry, shares her inspiring journey in the Army National Guard, launching her own content agency Lykability, her work as a public speaking coach, and her experiences as a first-generation Filipina-American woman. A woman of many creative talents, Lyka shares her top three tips for sharing your story, and her advice to minority women looking to follow non-traditional career paths and make their dreams come true. A true woman dreamer, we are excited to share her story today!
1) You are quite the multi-faceted woman, as a content writer and marketing strategist, public speaking coach, and your work with the National Guard. Tell us your story. How did you find your passion, and what drives you?
I have always been drawn to writing. Since I was 5 years old, I was typing away on Microsoft Office creating fantastical stories. Growing up, I was also naturally drawn to theater, role playing games, and basically anything that involved my imagination.
I spent 4th and 5th grade in an International School in the Philippines. When I came back to the U.S. for middle school, I was placed in all regular classes. One day, I presented a story I wrote in front of my English class. After that presentation, my teacher went up to me and said that I belonged in Honors. She escorted me a few doors down and introduced me to my first unforgettable mentor in the art of writing: Dr. Hazzard. She was strict, held high standards, and was passionate about the English language. I knew it was my calling when mistakes excited me. I saw them as an opportunity to improve. The constant refinement only served to polish my desire, and this is where I truly set my launchpad into the art of writing. In High School, I joined Speech and Debate and took the highest English courses available to me. I won district, county, and state competitions in original oratory speech events and scored “5” (the highest possible score) in the AP English Language and AP Literature and Composition examinations. Despite my affinity and enthusiasm for writing and speaking, I was discouraged from seeing it as anything more than a hobby. After all, I was groomed to be “practical” and go into a STEM related career so that I could afford the time to “play” around with what I actually loved to do.
So, I graduated from my Pre-Med High School and went right into Army training as a Combat Medic. I excelled up to the point where I injured my hips and had to transition into being a Human Resources Specialist instead. I was in a lull. My inspiration was running dry. That is, until I visited family in California for my Aunt’s celebration of life. The Ghanaian side of my family is made of dreamers and risk-takers. Many of them were professors, lawyers, and other impressive titles, but the ones who truly motivated me to pursue my dreams were the entrepreneurs. I remember one of them saying that I could make a living out of anything I did as long as I put all my heart and effort into my passion.
The spark of hope that I could pursue my creative skills seriously while still making a living was exactly what I needed to rekindle my inspiration. So, I took one step out of my comfort zone and never looked back. I’m driven by my passion and mission to inspire other minorities and creatives who have been discouraged or even mocked for pursuing their dreams because of cultural pressure or self-limitations. The future is a vulnerable place, but we don’t have to grow alone. I offer myself as a resource and guide for those who are facing similar challenges, and hope to inspire others to rise to their full, unique potential in their own creative pursuits. I started Lykability in a phase of uncertainty, criticism, and self-doubt. It turned out to be the most fulfilling, awe-inspiring decision I’ve ever made, and I wouldn’t change a single thing about my journey from the “unthinkable” to the unstoppable.
2) Tell us about your work with the National Guard, particularly as a woman working and serving with the military? What has that experience been like, particularly as a first-generation filipina American woman serving in the U.S. military?
It’s been a wild ride. My family is diverse - with my mom’s Filipina side and my step-dad’s Ghanaian side - it’s an interesting mix of beliefs and culture. I’m first-generation military in the former and part of a lineage of service members in the latter. When I first broke the news that I enlisted, I seriously shook up the traditional side of my family and excited the other, so from the start it was an emotional roller coaster.
On top of that, during my first advanced training period as a Combat Medic, I injured my hips a couple weeks before graduation. I had passed the NREMT, succeeded with all the other requirements, and BAM - I was on crutches. I remember sobbing into my friend’s arms right in front of the physical therapy clinic. That was the first time I ever cried during my initial duty training.
I was devastated. I watched my friends and battle buddies I went through Basic Training with graduate the Combat Medic course without me. All because I was unable to attend the final mandatory training event in the field. As I celebrated with them, I couldn’t help but feel forgotten as I followed them to their graduation ceremony. I repeated this for multiple cycles of students - making friends and having to say goodbye upon graduation.
During my months of physical therapy, I was moved to G-Co (Golf Company), where I was bundled with the rest of the soldiers who were too injured to do much of anything (a.k.a. dead-man profiles). I was surrounded by people who were getting medically discharged/med-boarded, whose hearts were already out the door, and in sudden irony - I was assigned as their student leader.
Crutches and all, I stepped into the role as Student-First Sergeant with hesitation. I had no idea how I was going to lead these soldiers as a small, injured Filipina woman. After reflecting on all the resilient, diverse friends I’ve made throughout my time in training, I was inspired to change my mindset, overcome labels, and perform as an example despite my own emotional trepidations. Eventually, I completed physical therapy, earned a challenge coin as an award for transitioning out of G-Co, and moved on to my next training station in Fort Jackson as a Human Resources Specialist.
Once I graduated, I ended up in a Cavalry unit. It was an intimidating place to start as I felt like a minority of minorities there. The unit was filled with mostly men, and I did not get along with my own section. I was told that my bubbly, friendly personality wasn’t conducive to the mission and success of the section. Eventually, I was transferred to a Readiness Brigade where I was able to learn and interact with field grade officers and senior leadership from all walks of life. It continues to be an engaging, elevating experience as I’ve been able to contribute my creative expertise in developing content for events like Black History Month and eventually, female mentorship and beyond.
3) As a story marketer and public speaking coach, what are your top 3 tips for crafting your personal story? What are the three things every woman should communicate in their elevator pitch?
Be confident - be relatable - and don’t be afraid to be vulnerable. All of these elements are signals of strength and require us to be true to ourselves and connect on a human level.
A lot of improvement in both public speaking and brand identity can be amplified by investing time in your inner work. Developing self-confidence, self-love, and gratitude is a powerful, transformative practice that will help you speak, write, and communicate effectively and naturally.
My favorite tips that I repeat to myself regularly are:
“Don’t take yourself too seriously!”
“It’s better to be different than to be better.”
“Come from a heart of service.”
Especially in developing an elevator pitch, make sure that you identify what makes you unique, how you plan to bring value, and include a relatable/connecting piece to your “why”. The saying goes “when you come from a heart of service, it’s hard to be nervous.”
4) Tell us more about the "Anti-Safe Space Advocate for Entrepreneurs + Creatives'' What does that mean to you? What are your top 1-2 tips for minorities who want to follow a more non traditional career path?
I was inspired to share the “Anti-Safe Space for Entrepreneurs and Creatives” as a hard-to-miss sign for those who are looking for one. I believe that we are taught to stay within our comfort zone and maximize our potential based on those dimensions, and taking the risk into creative entrepreneurship is like stamping the word “FAILURE” on that box.
My response to that is:
It’s only a “risk” if you jump into it without planning to take it seriously.
So as my first tip to minorities who are playing with the idea of taking their creative skills to the next level: play to win. Make sure that you’re ready to go from start to finish no matter what.
I'm talking to the creatives who can't imagine doing anything else but what they love - who are willing to take the initiative and be wildily proactive in achieving their desired results.
That leads me to my second tip which is:
Find every opportunity - big or small - to be relentless.
Once you make the jump, be proactive. Look for opportunities, seek mentors, try something small that relates to where you want to be and learn something from everything. Even if you feel like you know everything about a particular something - “no, you don’t.” Always be open to learning, failing forward, and trying again when the “trying gets trying”.
5) As the platform for women dreamers, what is your next big dream?
My next big dream is inspiring others to relentlessly and bravely pursue their creative potential to the fullest. I see myself on stages that contribute to building a more innovative, inclusive narrative in society. Ultimately, I want to share my message on the TedTalk stage and inspire the rise of countless other riveting, relentless creators and dream catchers!
Thank you Lyka for sharing your inspiring story with us! We are excited to have you in our global women’s network!
BIO: Lyka is the Founder of Lykability, a writer, public speaking coach, and a member of the Army National Guard. Her expertise in brand voice and content development has served veteran, military spouse, and minority-owned businesses in various niches and business stages. Lyka is a passionate advocate for minorities in non-traditional pursuits and is driven to inspire others on their entrepreneurial journeys. When she isn’t writing or speaking about personal success and creative entrepreneurship, she’s traveling to amusement parks, hopping into local eateries, and visiting the occasional petting zoo.
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