<?xml version="1.0" encoding="UTF-8"?><rss xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:atom="http://www.w3.org/2005/Atom" version="2.0"><channel><title><![CDATA[Sophie McDonald]]></title><description><![CDATA[Sophie McDonald]]></description><link>https://www.sophiemcdonald.co.uk/blog</link><generator>RSS for Node</generator><lastBuildDate>Tue, 06 Oct 2026 20:53:17 GMT</lastBuildDate><atom:link href="https://www.sophiemcdonald.co.uk/blog-feed.xml" rel="self" type="application/rss+xml"/><item><title><![CDATA[Navigating the new normal]]></title><description><![CDATA[My first three employers were big, bonafide household names. You’ve definitely heard of the NHS. Probably eaten Cadbury’s. Given a bit of cash to Cancer Research UK now and then. Huge, complicated machines with many cogs, and I was one of them. They had whole departments to look after branding, whole teams to write text, months of work could go into agreeing a message and then they would still bring in outside agencies and experts to create the thing itself. Well, that’s one end of the scale,...]]></description><link>https://www.sophiemcdonald.co.uk/post/navigating-the-new-normal</link><guid isPermaLink="false">6ac5192d0fcb82ad1a590a3e</guid><pubDate>Tue, 06 Oct 2026 17:40:08 GMT</pubDate><enclosure url="https://static.wixstatic.com/media/c0779a_3016fa836b634fb7bc1542bae706a6b3~mv2.jpg/v1/fit/w_1000,h_1000,al_c,q_80/file.png" length="0" type="image/png"/><dc:creator>Sophie McDonald</dc:creator></item></channel></rss>