Astrid's story - Career tweaks: how small changes can transform your work
Urban Economist Astrid opted for a 'course correction' over a complete career change. The result? A career more fully aligned with her goals and values, more time to pursue a range of absorbing interests and space to embark on a PhD.
What sparked you to think about a career change?
I was becoming increasingly frustrated by the limitations of my industry and the lack of impact I felt I was having. Additionally, as a single mother working as an independent consultant and researcher, I faced the uncertainty of fluctuating income and the lack of benefits. I began to seriously consider transitioning to more stable, full-time employment as a better professional and personal option. I was feeling really stuck and uninspired.
I was also trying to figure out whether I should pursue a PhD. In truth, I've wanted to do a PhD for years, but I struggled to see how to fit it into my current career stage. It felt like something that made more sense a decade ago, but I couldn't see how it would be possible now.
What work were you doing at that point?
I was working as an independent urban economist.
On your career change journey, you realised you needed a career tweak, not a complete change; what happened?
I realised I needed a course correction, not a career change. I just needed to realign my current path more closely with my values and long-term goals. That discovery was a major turning point for me.
But it was still hard letting go of the idea that I needed to make a radical change. I had invested a lot of energy into imagining a total career pivot. Stepping away from that to deepen and refine my current trajectory was unexpectedly challenging. I needed to rethink what "change" really means.
What are you doing now?
I now work as an independent feminist urban economist. This may sound like a minor change, but it represents a significant shift in my approach to work. The career change process enabled me to reflect on the kind of impact I really wanted to make and which of my other passions I could integrate into my existing career.
I've always enjoyed working with cities on questions of funding and financing, but I realised these are not neutral or technocratic issues. They deeply affect people's lives, often in gendered ways. Feminism gave me a powerful lens to explore ways to make urban economics more inclusive, equitable, and accountable. Now, I'm bringing that lens directly into my work.
After 10 years of wondering whether I 'should' or 'could', I've been accepted to do a PhD in Sustainable Urban Development at Oxford University, thereby resolving my long-standing internal debate.
The coaching process with Jo helped me reframe my PhD dilemma. I got to think more clearly about what it means to pursue my dreams as well as meet the very real demands of paying the bills.
I've also created space for new things in my week, such as volunteering, writing articles, and serving on boards. These activities involve and connect me with exciting organisations outside my contract work. I get to use my skills in a different way.
How did you explore whether to change and what career tweaks to make?
With Jo's support, I spent several months deeply exploring what motivates and energises me and how I could build that into my day-to-day work. This process also helped me appreciate the benefits of being independent and understand why I'd decided to leave full-time employment in the first place.
Jo's exercises helped me expand my perspective on what is possible within a career. They opened my eyes to the many different ways people reshape their work to reflect their values and passions.
What help did you get?
In addition to Jo's coaching, I built a new website that truly reflects my refreshed professional identity. I hired a designer who helped translate the visioning exercises I'd done into a brand and logo that formed the visual foundation for my work.
What have you learnt in the process?
Change doesn't have to be dramatic to be meaningful. A shift in mindset, values, or direction can be just as significant as a change in job title. I also learnt that not everything we are looking for must come from our careers. Sometimes, the fulfilment we seek lies in other areas of our lives. The key is knowing what you're really looking for so you can fully pursue it.
How are you feeling about the changes you've made?
I feel incredibly proud of how I now present myself: as a feminist urban economist. It's a unique positioning that invites questions and curiosity, which in turn motivates me to continually refine my thinking and stay true to my values. The feedback has been overwhelmingly positive, and it has given me a stronger sense of purpose.
What do you enjoy most about your career now?
I have a fresh perspective on the career I've always had. I now actively engage with feminist theory and literature, applying those ideas to the field of municipal finance. That integration has been deeply rewarding, and it directly inspired my PhD research question.
What do you wish you'd done differently?
I wish I had gone into the career change process with a broader understanding of what "change" can look like. It definitely doesn't have to be drastic to qualify as change. Small, intentional steps can lead to transformative outcomes over time.
What 3 tips would you give others in the same situation?
Consider working with a career coach. Even if you don't want to change careers entirely, a coach can help you expand your thinking and make meaningful adjustments that better align your work with your values.
Be open to the career change coaching process. Some exercises may seem unclear at first, but they can lead to deep and surprising insights.
Pursue your dreams (even if they don't make perfect sense). Sometimes, what feels like a leap of faith turns out to be the best long-term investment you can make in yourself.
Hi, I’m Jo Green, a Career Change Coach.
I help thoughtful professionals who feel stuck or unfulfilled in their work find a clearer direction and move into work that feels meaningful and aligned with who they are.
Since 2016 I’ve supported hundreds of people to reshape their careers – whether that means changing roles, starting something new, or finding work that contributes more positively to people or the planet.
If you're thinking about a career change and want structured support, you can learn more about my career change coaching here.
Or you’re welcome to book a free 20-minute consultation to talk about where you’re at and whether coaching could help.
