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Speaker 1: Hello, I'm Tory Archbold. For two decades, I've nurtured the

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Speaker 1: world's top performing retail brands and celebrities. Now I'm asking entrepreneurs, CEOs,

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Speaker 1: and influencers to share their own secrets to success. They're

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Speaker 1: high as their lows, the game changing moments, and how

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Speaker 1: they got to where they are today. It's a podcast

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Speaker 1: equivalent of opening the best Little Black Book of Contacts. Ever.

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Speaker 1: If this resonates with you and you're ready to step

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Speaker 1: outside of your comfort zone and into your power zone,

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Speaker 1: I invite you to join my exclusive community via our website,

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Speaker 1: The Powerful Josh Steps dot com.

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Speaker 2: Welcome to Powerful Leadership, a collaboration between Powerful Steps and

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Speaker 2: Fear and Greed. This is the second episode of our

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Speaker 2: six part series examining leadership and becoming the leader you

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Speaker 2: want to be. Now episode two. Once again, I'm joined

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Speaker 2: by Tory Archball from Powerful Stories. Today, Tory, we're talking

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Speaker 2: more about the power of brand and hopefully getting to leadership.

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Speaker 2: My favorite topic roll right, Why do people need a story?

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Speaker 2: Everyone has a story that very few people own that story.

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Speaker 2: And I believe that the best leaders around the world

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Speaker 2: are the ones that are raw, authentic. They show empathy,

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Speaker 2: and compassion because they're not afraid to share the experiences

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Speaker 2: of how they got to the top of their game.

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Speaker 2: It's hard to own your story though.

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Speaker 1: It's very hard. Look, I was a girl in the

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Speaker 1: little black dress. In fact, I had sixty little black

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Speaker 1: dresses in my career with Torsta. Seriously, I'm probably about

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Speaker 1: thirty Morebery handbags because they kept giving them to me

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Speaker 1: year after year after year. So I was the person

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Speaker 1: that pulled the leavers for the CEOs, for the board directors,

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Speaker 1: for the movers and shakers, celebrities and influencers. And I

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Speaker 1: didn't pull any for myself. And it wasn't until I

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Speaker 1: understood the true power of my story and created powerful

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Speaker 1: steps that I understood that Sean, you and I are

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Speaker 1: the brands. Yep, anyone can become a brand out there.

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Speaker 1: You just need to understand the powerful steps to take

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Speaker 1: to do it.

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Speaker 2: So tell me give me your example of taking powerful

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Speaker 2: steps to do it to become the brand.

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Speaker 1: Yeah. I first had to take ownership of who I was,

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Speaker 1: which means that you really need to look at who

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Speaker 1: you are, Like I say, break it down into five parts. Yeah,

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Speaker 1: So you could be starting out in your career or

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Speaker 1: you could be a CEO and you can do this exercise,

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Speaker 1: and I do this with CEOs all around the world,

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Speaker 1: and they absolutely love it because they learn about themselves,

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Speaker 1: They understand the patterns of life, but most importantly, they

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Speaker 1: understand what their superpower is. So the first part of

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Speaker 1: your stories is where did you grow up, What kind

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Speaker 1: of a family did you come from, How did you

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Speaker 1: feel what did you want to become? Second part is

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Speaker 1: when you left school, what happened, who mentored you, what

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Speaker 1: was your first role, What was that kick ass moment

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Speaker 1: in your career where you're like, I'm on the right

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Speaker 1: road or I'm going to switch and I'm going to

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Speaker 1: try another direction. Third part is always okay, well your

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Speaker 1: career is rocking. Now what are those successful high points?

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Speaker 1: What are those achievements that you're so proud of? Right,

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Speaker 1: those results driven achievements. Write them all down. Fourth part

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Speaker 1: is always that game changing moment. And I always say

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Speaker 1: it's a fuck you from the universe. I hope we

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Speaker 1: can swear on you can we swear that, but it

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Speaker 1: is it's that Moment's that live or die moments. So

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Speaker 1: for me, that live or die moment is I'm at

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Speaker 1: the top of my game. I'm working with the best

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Speaker 1: of the best around the world, but then all of

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Speaker 1: a sudden, I'm lying in hospital, I catch stepta semia

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Speaker 1: from my PANDIX bursting, and I've got a rise from

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Speaker 1: the ashes. How do you do it? What are those challenges?

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Speaker 1: What did you learn through that process? And we all

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Speaker 1: have a moment like that in this lifetime. Then the

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Speaker 1: fifth is like, where are we today? What do we

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Speaker 1: want to do? What do we want to anchor ourselves to?

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Speaker 1: What's our intent? Our purpose? Where is the next part

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Speaker 1: of our journey coming from? Now? Where you actually right

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Speaker 1: all that into a Google doc, right, and you can

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Speaker 1: share it with someone if you want. This action allows

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Speaker 1: you to see the patterns. So if I look at

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Speaker 1: my life story, I go resilient, creative, agile, not afraid

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Speaker 1: of a challenge. Right, All of these things end up

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Speaker 1: becoming my superpower. But then if I look at the

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Speaker 1: challenges versus a success story, I turn around and go,

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Speaker 1: you know what, I've had so many experiences that in

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Speaker 1: part five of my journey, I can share them. I

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Speaker 1: can inspire, I can encourage, I can empower others. So

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Speaker 1: once you understand what your superpower is, the power of

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Speaker 1: your story, the power of your experiences. You then need

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Speaker 1: to go, Okay, what's my brand? And so my brand

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Speaker 1: was not the little girl in the black dress making

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Speaker 1: it happen for everyone else. I had to step out

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Speaker 1: of the wings right into the future and go, who

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Speaker 1: is she? What does that brand look like? And how

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Speaker 1: am I going to create and build it?

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Speaker 2: Okay, before we get there, that's okay if you have

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Speaker 2: the self confidence to do that. Many people, perhaps not

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Speaker 2: me too much an ego in my case, many people

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Speaker 2: truly find that hard to find what's good about them.

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Speaker 2: And what you're saying is work out what you're good

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Speaker 2: at and what you're better than other people at, and

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Speaker 2: that sort of is the start of your journey to

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Speaker 2: your superpower. That's hard to do for some people.

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Speaker 1: I'm going to give you an example, and hello Will

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Speaker 1: and Steer, who is a CEO of Totally Awesome TV

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Speaker 1: out of Singapore. He came to me and he will

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Speaker 1: love sharing this story with your listeners as well, because

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Speaker 1: he was an adman, he was a storyteller. He was

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Speaker 1: at the top of his game. It was about to

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Speaker 1: move to New York, but took this role with Totally

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Speaker 1: Awesome TV and he wanted some media training because he said,

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Speaker 1: how can I build a brand? And I said to him,

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Speaker 1: the brand is your story. You are now working for

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Speaker 1: totally Awesome TV. It's anchored into family values, but most

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Speaker 1: importantly it targets children. Let's go back to the power

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Speaker 1: of your five point story. You've been married to your wife,

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Speaker 1: Gina for a long time, You've got three beautiful children.

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Speaker 1: What have you loved about that journey? But in this

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Speaker 1: new role that you have, those key learnings that you have,

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Speaker 1: how can you actually shine a light fathers and become

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Speaker 1: a great leader? And he's like, I never thought of

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Speaker 1: it like that. I'm like you advertising manner all the same.

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Speaker 1: And so then I said, you have a photo of

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Speaker 1: yourself that we can post on LinkedIn, and we can

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Speaker 1: actually reposition you as a leader, but a leader in

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Speaker 1: a new category, so that people actually see this rebirth

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Speaker 1: of you and you become the brand. You can attract

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Speaker 1: the right people to your team, you can attract the

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Speaker 1: right investment, but most importantly, you can grow and deliver

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Speaker 1: on what your KPIs are as a CEO. Now he

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Speaker 1: posted that within twenty four hours, I think there'd been

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Speaker 1: like two hundred and three hundred people liking it. It

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Speaker 1: went viral. I think it's had over five hundred people

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Speaker 1: comment to like on it now on LinkedIn. He sent

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Speaker 1: me a WhatsApp from Singapore and he goes, I feel

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Speaker 1: like a rock star, and I said, yeah, you are

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Speaker 1: a rock star because you believed in the power of

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Speaker 1: your story. But most importantly, you found the angle that

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Speaker 1: is relevant to the leadership role that you're in. Now.

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Speaker 2: Okay, so I was going to ask you what a

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Speaker 2: great story looks like, but I suspect you're going to

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Speaker 2: say they're all different. Is the answer to it the

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Speaker 2: fact that at the end of the journey you feel

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Speaker 2: like a rock star because you've found your power.

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Speaker 1: Do you know what? You find what you're good at,

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Speaker 1: But most importantly, you attract people that recognize what you're

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Speaker 1: good at. And I think that really is the key. So,

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Speaker 1: for instance, if you feel invisible and you're on a

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Speaker 1: board and you're a female, right, you're the one that's

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Speaker 1: the lever delivering those contracts. But basically the men are

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Speaker 1: all off celebrating and you come to me and you say, Tory,

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Speaker 1: how can I become more visible? I'll say the same thing.

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Speaker 1: Go back to that five point story. Now let's actually

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Speaker 1: bring who you are alive on LinkedIn. Yeah, let's get

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Speaker 1: people to celebrate you. Let's get the AFAR calling you

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Speaker 1: and wanting a profile story, and then all those people

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Speaker 1: that are ignoring you, you then become visible and they say, well,

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Speaker 1: why isn't the AAR for calling me? And they say, well,

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Speaker 1: you have to speak to Tory about that.

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Speaker 2: It's kind of a great example there. But let's say

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Speaker 2: you want the AFI to call you and talk to

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Speaker 2: you because you run a business and you know that

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Speaker 2: a public profile from somewhere as trusted as the IFI

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Speaker 2: makes a difference. How do you leverage that? Let's say

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Speaker 2: I've worked out what my superpower is. I understand my brand,

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Speaker 2: I know what I'm good at. I can attract people

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Speaker 2: towards me because of that digital leverage. How do I

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Speaker 2: do it?

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Speaker 1: LinkedIn over a billion people per month or on LinkedIn?

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Speaker 1: And most importantly, you have the opportunity to build a

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Speaker 1: really powerful profile with the write image, but most importantly

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Speaker 1: the right bio because the first three sentences again it

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Speaker 1: goes back to your five point story. It's like that

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Speaker 1: boom boom boom moment. What are you good at? What

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Speaker 1: have you delivered what's your superpower? That goes into captain Google,

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Speaker 1: which is a brand. So so if anyone is googling

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Speaker 1: you straight away, it's like, oh my gosh, Sean, he's

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Speaker 1: the guy that was an editorial director at Fairfax, did

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Speaker 1: extraordinary things, but then decided he was going to actually

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Speaker 1: go and start his own media content platform, which is

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Speaker 1: Fear and Greed, which now has over half a million

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Speaker 1: people listening to it per month. Now I know for

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Speaker 1: a fact that's not actually written in your bio, and

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Speaker 1: I'd like to say.

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Speaker 2: I'd like to do that. Really we are recording this,

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Speaker 2: but the fact.

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Speaker 1: Is that is how you get people talking about you.

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Speaker 1: It's becoming visible in a virtual world. Now, if you're

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Speaker 1: too afraid, and I know that you always say to me,

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Speaker 1: what happens if you're humble Tory, you're too afraid to

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Speaker 1: step forward and actually post something about yourself, I say,

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Speaker 1: just get involved, start liking and engaging. And in answer

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Speaker 1: to your question, if you want to be in the AFR,

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Speaker 1: find out the writers that you love, follow them, connect

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Speaker 1: with them, engage with them, comment, put yourself on their

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Speaker 1: radar because they will notice you. And the other thing

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Speaker 1: I'll say is this You never know who's watching, don't

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Speaker 1: give up.

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Speaker 2: And this is what powerful steps is all about.

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Speaker 1: One hundred percent. I created and built powerful brands for retailers, celebrities,

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Speaker 1: and influencers, and now I do it for people.

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Speaker 2: Okay. Is it different for men and women?

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Speaker 1: Absolutely not.

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Speaker 2: Is it as easy for women to become a powerful

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Speaker 2: brand as it is for men.

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Speaker 1: I think we're all born equal. I mean, we're all

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Speaker 1: born naked, we die naked. So for me, I don't

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Speaker 1: buy into that men versus women. What I buy into

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Speaker 1: is believe that you can do it and you will

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Speaker 1: do it.

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Speaker 2: Okay, but doesn't does society not bias men? Shall we

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Speaker 2: say in what regard because the world has traditionally been

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Speaker 2: run by men.

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Speaker 1: So here's a fun fact. Eighty percent of my clients

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Speaker 1: are torseda with men. I never ever thought that I

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Speaker 1: was not treated equally. I never ever thought that I

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Speaker 1: was not.

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Speaker 2: But in a sense, that's the point. So it's not

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Speaker 2: actually about treating you equally. It's the fact that eighty

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Speaker 2: percent of your clients, and they were high flying clients,

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Speaker 2: were men. Is that because women didn't have the opportunity,

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Speaker 2: Like I'm just wondering whether.

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Speaker 1: It because they trusted me and I was the best

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Speaker 1: one for the job. And so for any woman out

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Speaker 1: there that thinks that the job that she wants won't

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Speaker 1: be hers, I call bullshit on that. Make it happen.

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Speaker 1: Shift the energy, connect with people, show people what you're worth,

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Speaker 1: show people your strengths, but also show them your weaknesses,

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Speaker 1: because that's how you win people over. When you're creating

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Speaker 1: and building a powerful brand, you take people on a

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Speaker 1: customer journey. When we talk about you and I being

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Speaker 1: a brand, we are the customer journey. We have to

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Speaker 1: shine the light for them and that comes from that story,

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Speaker 1: that comes from our experience, and so nothing is beyond

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Speaker 1: our reach. The only thing that is beyond our reach

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Speaker 1: is if we don't believe in ourselves. And so you

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Speaker 1: have to shift that mindset. Does everyone have a powerful

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Speaker 1: brand one hundred percent. They just need to understand how

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Speaker 1: to unleash it. I have people that come to me

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Speaker 1: and they're so afraid and they go Tory, I'm afraid

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Speaker 1: of my story. I'm afraid of judgment. I suffer from

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Speaker 1: imposter synjome. I can't be seen. You know what, if

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Speaker 1: you read my story, I say to them, I read

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Speaker 1: stories all the time. I live and breathe stories. Your

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Speaker 1: story is no different than anyone else's. It's just unique

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Speaker 1: to you because you're going to have a challenge in

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Speaker 1: that story in that Google doc. You're going to have

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Speaker 1: a success story in that Google doc as well. But

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Speaker 1: most importantly, what you're going to discover. The deeper that

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Speaker 1: you dig on who you are, the more powerful you

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Speaker 1: become because you've got nothing to lose and you get

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Speaker 1: freedom in your heart.

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Speaker 2: Okay, so remind listeners step one, what are they going

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Speaker 2: once they finish this podcast and getting excited about episode three,

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Speaker 2: which will be on your favorite podcast player. Just hit

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Speaker 2: follow and you'll get it Before they get that, though,

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Speaker 2: what's the first step they've got to do?

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Speaker 1: Believe that they can do it, but also believe in

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Speaker 1: the power of their own story and believe that you

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Speaker 1: will always have strengths, you will always have challenges. But

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Speaker 1: if you understand the power of your story and you

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Speaker 1: start shining a light, fathers anything as possible.

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Speaker 2: Tory Archbold, thank you for being part of Powerful Leadership.

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Speaker 1: You're welcome.

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Speaker 2: That was episode two of Powerful Leadership, a six part series.

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Speaker 2: Don't forget Follow us on your favorite podcast player. And

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Speaker 2: you'll get us delivered into your playlist as soon as

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Speaker 2: the next one's out, which will be soon of course.

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Speaker 1: Thank you for being here with me today. I trust

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Speaker 1: that you enjoyed listening to yet another powerful story. Sometimes

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Speaker 1: we can forget just how incredible we are as women

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Speaker 1: and how important it is to support each other. I'd

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Speaker 1: love for you to take a moment to review the

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Speaker 1: podcast and help support the show. You can also take

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Speaker 1: a screenshot of this episode and share it across your

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Speaker 1: social media. Be sure to tag me so that I

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Speaker 1: can give you a shout out too. I'm a true

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Speaker 1: believer of women supporting women, and I look forward to

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Speaker 1: connecting with you again soon. Much love, Toy