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Carol Cox:
Are you providing transformation or

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information in your presentations in content

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here while you want to increase the

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transformation and decrease the information

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in this episode of The Speaking Your Brand

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podcast. More and more women are making an

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impact by starting businesses running for

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office and speaking up for what matters.

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With my background as a TV political analyst,

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entrepreneur and speaker,

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I interview and coach purpose driven women to

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shape their brands, grow their companies,

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and become recognized as influencers in their

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field. This is Speaking Your Brand,

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your place to learn how to persuasively

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communicate your message to your audience.

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Hi there and welcome to the Speaking Your

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Brand podcast. I'm your host,

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Carol Cox. The past few episodes have

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showcased some of our recent graduates from

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our Thought Leader Academy.

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Last week we had on Christie Rocca,

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and Christie and I talked about the hub and

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spokes of your thought leadership message.

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The week before that was with Nicole Edwards,

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and we talked about creating a memorable bit

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for a keynote talk.

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That's a really fun one.

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And then the week before that,

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we had Kelly Carlstrom,

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who's a pharmacist and our lead speaking

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coach, Diane Diaz, and they talked about

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working together to create Kelly's lead

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generation signature talk.

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So those are great episodes to listen to.

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If you want to get a sense of what the women

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in our Thought Leader Academy work on and how

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they're using their thought leadership and

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their signature talks.

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Today, I want to talk about providing

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information versus transformation in your

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presentations, your keynotes and your content

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in general. So there's a difference between

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information and transformation.

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I know that whenever I work on a presentation

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like a training or even a keynote or the

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agenda for the in-person client retreat we're

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holding in April, my default,

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my instinct is to think,

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first of all, the information I want to

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convey to the audience,

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everything I want to teach,

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all the tips, all the techniques,

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all the strategies.

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And you may be the same way,

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but I want to challenge you like I challenge

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myself to reduce the information and increase

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the transformation.

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And I know this may at first seem

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counterintuitive because of course we want to

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provide value to our audiences,

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but I promise you there is more value in

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transformation than there is an information.

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And why is this? Because you'll have a bigger

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impact on your audience when they can see

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what's possible for themselves,

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and also by providing more transformation

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than information.

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This is the way you get traction on your

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thought leadership message, and this is how

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you can increase your prices both for the

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speaking fees that you charge and the pricing

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for the services and programs that you offer.

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So we're going to dive into that today.

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I shared on LinkedIn recently that I'm a bit

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obsessed with business TV shows like

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Succession We Crash and Inventing Anna.

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I'll share later in this episode the three

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lessons I've taken from watching these real

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and fictional characters.

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Three positive lessons that we can take.

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Because certainly if you've watched any of

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these shows, you know that what they do,

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what these main characters do is not always

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what we would want to role models. So we're

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going to take three positive lessons from

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that. Now let's get on with the show.

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I don't know about you,

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but I feel inundated with information all of

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the time, whether it's updates from the

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people I follow on social media podcasts,

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I listen to shows, I watch the news articles

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that I read. It's just a lot of information

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to consume day in and day out.

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And of course, I enjoy it.

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I enjoy the podcast, I listen to the TV shows

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that I watch the LinkedIn post from people I

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follow and so on.

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But it's still a lot, and this is why I want

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you to start thinking about transformation

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and not so much information in your

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presentations and content.

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In times past, information was harder to get.

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You had to go to the library to look up

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something. You remember doing that back in

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the day? I certainly do.

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You had to buy a set of encyclopedias if you

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wanted to have quicker access at home.

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If you think about it, as a kid, we had a set

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of encyclopedias. If we wanted to look up

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something like information about a country or

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something that had happened in history, and

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now literally we can just put a search into

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Google. How amazing is that?

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Or we had to ask an expert who might know the

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answer. Information in the past was at a

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premium. If you knew a lot and you could

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share a lot, you were highly valued.

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Now, however, since information is ubiquitous

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and answers to questions can literally be

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found with a quick search on our phones,

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or by asking Alexa or Siri having and sharing

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a lot of information, isn't that valuable?

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It's like a commodity where if you have a lot

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of a commodity, the price goes down.

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Will the same thing with information. There

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is so much information that it's not as

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valuable anymore.

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And we think though that our audiences want a

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lot of information.

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This is the expert trap that I talked about

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last year in episode 241 of this podcast.

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And I believe though if you pack your

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presentations with a lot of information,

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you're doing your audience a disservice.

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You think you're providing value to them, but

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really you're providing a disservice to them.

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What? Your audience needs from you is

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curation, discernment and wisdom rather than

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a lot of information. So they need curation,

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discernment and wisdom.

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Let me give you a few examples.

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Imagine that you're interviewing some website

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developers to create your new website.

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You talk to web developer A and she gives you

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a lot of specific details,

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a lot of information when you talk to her all

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about WordPress and the plug ins that she

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recommends, how many megabytes of storage

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there'll be, how many words and images she'll

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put on the pages, how she'll hook up your

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calendar and your payment system and so on.

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Whew. That is a lot.

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Is your brain feeling full just for me

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running off that list?

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If it is, you're also less likely to make a

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decision and move forward.

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So this is also could be hampering your sales

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if you're providing way too much information,

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way too many of these types of details in

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your sales conversation.

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Now, this information is useful.

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There are some clients of web developers who

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want these specifics, so put it in a proposal

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document and send it to them.

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Now let's look at a different approach,

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Web Developer B and what she does.

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When you talk to her about your new website,

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she asks you what you want your new website

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to do for you and your business,

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what your current site is doing as far as

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generating leads, how you want to be

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perceived, how you want people to feel,

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and what you want people to think when they

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come to your site.

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That's transformation.

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It's about goals, it's about identity,

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and it's about vision of what's possible.

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Let's take a look at another example,

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an executive leadership coach.

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Now, let's imagine Coach A,

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you're talking to her because you want to

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hire an executive leadership coach and she

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talks about all of the features of working

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with her. You get six coaching calls that are

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an hour each and you get lots of worksheets

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to fill out and then she'll review the

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worksheets and she'll give you feedback.

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So she's running through all of these

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details, which is all information,

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but does that really help you to make a

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decision about whether to move forward?

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Now let's look at Coach B.

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When you have a conversation with her,

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she asks you questions like,

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What do you want to accomplish?

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Where are you feeling stuck?

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What does success look like to you?

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That's transformation again,

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goals, identity, vision of what's possible.

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And we do this ourselves in our sales and

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marketing for our Thought Leader Academy.

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We talk about how in our Thought Leader

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Academy you evolve from being an expert

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presenter to a thought leader so that you

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could have a bigger impact with your message

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on your audiences.

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So you can get bigger opportunities in in

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speaking and in the media and so that you can

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grow your income.

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And again, that's transformation,

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your goals, your identity as a thought leader

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and a vision of what's possible for you and

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your business. So those are examples from

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business offerings. So let's take a look at a

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presentation example.

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Last year we did a training on business

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storytelling for a very large multinational

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corporation. As I was creating the

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presentation content, I could have packed it

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full of information like the history of

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telling stories, why businesses traditionally

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suck at storytelling, why businesses need to

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use storytelling, and what a bunch of

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different people have taught about

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storytelling, their different approaches and

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their different frameworks. So I could have

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just packed this presentation content full of

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all this information and research.

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But what's wrong with this approach?

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First off, it's a lot for the attendees to

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absorb in just an hour.

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Even if it was several hours long,

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that would still be a lot for them to absorb.

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The second thing is that it's not curated

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content as the speaker,

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as the facilitator.

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It's my job to learn about storytelling and

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then decide what are the pieces I need to

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share that are going to be the most useful to

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that particular audience.

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I need to curate the content for them.

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The third thing that's wrong with this

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content approach full of information is that

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it doesn't walk the talk.

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After all, if you're going to teach about

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storytelling, you better tell stories in it.

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There's also no vision in it,

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no vision for the attendees and what's

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possible for them.

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And there's no applied learning as well.

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So here's what I did when I created the

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training. First I opened with a fun story and

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use the storytelling elements I was going to

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teach them. So I use the what I call our

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ideal story ingredients ideal as an acronym.

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I talk about this in episode 137 of this

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podcast. I used humor,

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I use suspense, and I used a prop in the

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story that I opened with.

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And then at the end I book ended the

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presentation where I came back to that story

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and gave the ending of the story.

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So that was I left them in suspense during

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that hour. The second thing that I did is

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around empathy.

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I understood that the attendees were leaders

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in this company and they wanted to learn how

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to use storytelling to better pitch their

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ideas and get buy in from the leaders above

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them. So I acknowledge this in the

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presentation, acknowledged that they were

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leaders who needed to learn how to pitch,

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that they could get their ideas out there.

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I also practice curation.

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I determine the best storytelling framework

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to teach them, one that I created based on

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everything I've learned about storytelling.

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So I took all these different approaches and

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frameworks and all the research I have done

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and then created a storytelling framework

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that would work for them.

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I also painted a picture,

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a vision of what's possible with

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storytelling. I had an example from President

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John F Kennedy. I had an example from Malala

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in her Nobel Peace Prize acceptance speech.

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So I played those video clips of how

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important storytelling is to paint a vision.

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And then I also included hands on activities

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to get them involved so that they could

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practice storytelling as well.

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So you see the difference there between just

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a bunch of information versus transformation,

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that vision and that curation.

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Here's how to think in terms of

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transformation versus information.

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Number one, empathy.

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Get into your audience's heads as you're

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working on your content.

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What do they want for themselves?

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What are their goals and their dreams?

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What's getting in their way?

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What's keeping them stuck?

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And how do they talk about what they want?

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So that's number one, empathy.

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Number two is vision paint,

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a vision of what's possible for them as

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individuals and as a whole.

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So whether it's a team that you're talking

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to, a company, an organization or society or

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a community as a whole paint a vision of

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what's possible for them,

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both as individuals and as a whole.

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And number three stories do this through

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stories, your own stories and your client

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stories and other people's stories. And even

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have the attendees themselves share stories.

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That's how you're going to get to

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transformation. So that's empathy,

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vision and stories.

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Now, as I mentioned in the intro,

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I'm a bit obsessed with shows like Succession

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We Crash and Inventing Anna Succession is a

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show, a fictional show on HBO that is modeled

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after the Murdoch family.

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They are in the the news media business.

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So it's a patriarch of the family and then

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his children who are fighting over control of

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the company as he gets older.

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And so that succession we crashed is a new

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show on Apple Tv+, which is about the

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founding of We Work the CO Working Company.

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And then Inventing Anna is a show on Netflix

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about a real woman named Anna Dalvi.

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And basically she's a con artist and she

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pretended to be this German heiress and ended

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up getting money from bankers and all sorts

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of high society people in New York City.

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Fascinating shows.

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Here's what I see that these main characters,

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whether they're real or fictional, have in

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common. They have a big vision and they share

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it with others.

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Confidence sells.

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They are uber confident about their vision

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and who they are and how they can make it

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happen. And then the other lesson that I took

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from this is that people want to believe in

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something, in someone.

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So even though there are red flags,

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even though a lot of these characters are

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frankly just not that nice,

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and we definitely don't want to model the

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that behavior.

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But really, people want to believe in

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something, in someone.

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So what I take from watching these shows is

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that belief in our vision and the confidence

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to put it out into the world in a big way can

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make a huge difference.

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Your audience wants to believe in the vision

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you paint for them. They want something

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better. And as a speaker and a thought

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leader, that's your role.

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Your audience can get the information.

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They can get it somewhere out there.

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They can even get it from you in your course,

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your book, your podcast,

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your video series, other documents that you

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provide to them.

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But in your talks, whether it's a keynote or

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a lead generation signature talk,

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you're helping them see what the information

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can do for them by showing the transformation

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that's possible.

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Speaking of vision and of course,

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we have to walk our talk to you as Speaking

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Your Brand. Our vision is to have more women,

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thought leaders and more prominent women

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speakers. When I do a Google search right now

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for thought leaders, what comes up is a bunch

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of men, a bunch of white men.

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And I am here to change that.

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Our entire team is speaking.

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Your brand is here to change that because we

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know that women's stories,

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women's voices, women's experiences,

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women talking about the issues that matter is

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what's going to challenge the status quo and

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change our world for the better.

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But we need more prominent women speakers,

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women with more prominent voices,

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and women as thought leaders to make that

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happen. That's why we provide the coaching,

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the support and the community in our Thought

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Leader Academy and in our Catalyst Collective

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program, so that you as a woman have that

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support to build the confidence,

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to put yourself out there in a bigger way.

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And this is what we help you to do in our

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Thought Leader Academy as you work on your

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thought, leadership idea and platform,

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your. Signature talks and your visibility and

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revenue plan. We have our next start date

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coming up in May.

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I encourage you to apply today.

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Go to Speaking Your Brand, IMG Academy to get

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all of the details and to submit your

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00:15:29,130 --> 00:15:30,900
application again. That's Speaking Your Brand

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academy. In our Thought Leader Academy,

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we work together in both the group calls and

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one on one coaching calls and our five step

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process to help you get clear on your

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compelling idea and your thought leadership

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message and uncover and connect your core

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story, your personal journey to your thought

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leadership idea that is so important.

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We help you craft your signature talk one for

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lead generation in another one that's a story

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driven keynote style talk.

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You create your visibility plan.

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You identify the best monetization methods

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for your speaking, including setting your

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speaking fees and usually higher than what

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you probably would think.

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And we also work on delivery for impact and

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income while we hear from women who've gone

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through the academy is that I gave them not

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only these tangible outcomes but confidence

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in themselves and a community women who share

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the same desires.

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The first step is to submit an application.

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We then have a zoom call with you so we can

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talk through your goals and make sure that

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the Thought Leader Academy is the best fit

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00:16:29,760 --> 00:16:31,710
for you. Again, get all the details,

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00:16:31,710 --> 00:16:34,110
including pricing and submit your application

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00:16:34,110 --> 00:16:37,440
by going to Speaking Your Brand academy.

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The next episode of this podcast,

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I'm going to be talking about the business

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case for thought leadership and if your

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00:16:43,710 --> 00:16:46,860
business is not run around volume.

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So in other words, you're not looking for

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00:16:48,300 --> 00:16:50,280
thousands of clients, which most likely

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00:16:50,280 --> 00:16:52,680
you're not. You definitely need to listen to

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00:16:52,680 --> 00:16:54,570
this next episode about the business case for

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thought leadership. Then the episode after

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that will be the takeaways from our in-person

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client retreat. Cannot wait to share those

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with you until next time.

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Thanks for listening.