Lisa Burling: Lifelong learning isn’t about credentials – it’s about curiosity
In this piece, Lisa Burling, Founder of Grass is Greener Marketing Communications explains why lifelong learning doesn’t have to mean more of the same. After 25 years in PR and marketing, and a career stacked with awards, accolades and industry recognition, Burling’s heading back to school to keep her curiosity alive.
As agency founders, we’re told that lifelong learning is essential. But in our industry, “learning” is often framed as another marketing qualification, a shiny certificate, attending a conference with us all saying the same things, or the latest digital badge to add to our LinkedIn profile.
I’ve built my career in PR and marketing over 25 years here and in the UK. A decade ago I set up my own agency, LBPR (which is now Grass is Greener Marketing Communications) and a few years ago I was recognised as a Fellow of the peak industry body (CPRA). I’ve collected national awards, written business books, lectured wide-eyed and energetic students at universities, and mentored some of Australia’s bright graduates.
On paper, it’s fair to say I’ve done all the ‘right’ things to stay relevant and prove my expertise.
And yet, just weeks away from turning 50, I’ve made an unexpected decision: I’ve gone back to university to study a Bachelor of Laws.
It’s not necessarily a career pivot (I’m not hanging up my marketing hat anytime soon), but it is a deliberate choice to step outside the bubble of my industry and pursue something that has fascinated me for years. Of course, legal knowledge may well prove useful in my career – whether it’s client contracts, digital influencer agreements, copyright issues, or employment offers – but ultimately, I’m doing it for my own interest, not as a professional strategy.
Part of the reason this feels so refreshing is that, for a long time, I’d quietly retreated from ‘formal’ learning. I couldn’t face more of the same industry echo chamber. Don’t get me wrong – I’m all about linking arms and learning from one another – but sometimes we need to step outside the tent and listen to other voices.
And here’s what I want other agency founders and marketing leaders to hear: lifelong learning doesn’t have to mean chasing more marketing qualifications. It can mean chasing what truly lights you up, even if it takes you beyond the boundaries of your industry.
In fact, I’d argue it’s a power move. Doing something completely new when you’re already seasoned in your field may appear to be a professional midlife crisis but I see it as evidence of confidence. It’s proof that you’re not defined by your job title, and that you’re willing to keep evolving on your own terms.
For me, studying law is about curiosity, not credentials. For you, it might be something entirely different like art, coding, history, design, a new language, or simply a course that has nothing to do with your CV. The point is: you don’t need permission and you don’t need to do it to stick another feather in what I suspect is an already over-feathered marketing cap!
My view is that our industry is better when its leaders are well-rounded, curious humans, not just endlessly credentialed marketers. By stepping outside the confines of our own knowledge set and experiences echo, we bring back new perspectives, deeper empathy, and fresh ways of thinking.
So, if you’ve been quietly wondering what it would feel like to study something new, try something unexpected, or reignite a long-held passion, consider article your invitation. Lifelong learning isn’t about staying in your lane; it’s about giving yourself permission to explore where your curiosity leads. And, after decades in this industry, I know curiosity is the one thing we must always nurture to succeed.
You can find more at www.gigmarketing.com.au , connect on Instagram @lisaburling_writer and listen to Unscripted with Lisa Burling podcast on Apple Podcasts.