WEBVTT - Fear + Greed Collab Ep 2: Empowering Female Leaders Through Personal Branding

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

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

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<v Speaker 1>and influencers to share their own secrets to success. They're

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<v Speaker 1>high as their lows, the game changing moments, and how

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<v Speaker 1>they got to where they are today. It's a podcast

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<v Speaker 1>equivalent of opening the best Little Black Book of Contacts. Ever.

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<v Speaker 1>If this resonates with you and you're ready to step

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<v Speaker 1>outside of your comfort zone and into your power zone,

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<v Speaker 1>I invite you to join my exclusive community via our website,

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<v Speaker 1>The Powerful Josh Steps dot com.

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<v Speaker 2>Welcome to Powerful Leadership, a collaboration between Powerful Steps and

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<v Speaker 2>Fear and Greed. This is the second episode of our

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<v Speaker 2>six part series examining leadership and becoming the leader you

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

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<v Speaker 2>by Tory Archball from Powerful Stories. Today, Tory, we're talking

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<v Speaker 2>more about the power of brand and hopefully getting to leadership.

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<v Speaker 2>My favorite topic roll right, Why do people need a story?

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<v Speaker 2>Everyone has a story that very few people own that story.

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<v Speaker 2>And I believe that the best leaders around the world

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<v Speaker 2>are the ones that are raw, authentic. They show empathy,

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<v Speaker 2>and compassion because they're not afraid to share the experiences

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<v Speaker 2>of how they got to the top of their game.

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<v Speaker 2>It's hard to own your story though.

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

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<v Speaker 1>little black dress. In fact, I had sixty little black

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

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<v Speaker 1>thirty Morebery handbags because they kept giving them to me

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<v Speaker 1>year after year after year. So I was the person

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<v Speaker 1>that pulled the leavers for the CEOs, for the board directors,

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<v Speaker 1>for the movers and shakers, celebrities and influencers. And I

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<v Speaker 1>didn't pull any for myself. And it wasn't until I

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<v Speaker 1>understood the true power of my story and created powerful

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<v Speaker 1>steps that I understood that Sean, you and I are

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<v Speaker 1>the brands. Yep, anyone can become a brand out there.

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<v Speaker 1>You just need to understand the powerful steps to take

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<v Speaker 1>to do it.

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<v Speaker 2>So tell me give me your example of taking powerful

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<v Speaker 2>steps to do it to become the brand.

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<v Speaker 1>Yeah. I first had to take ownership of who I was,

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<v Speaker 1>which means that you really need to look at who

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

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<v Speaker 1>So you could be starting out in your career or

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<v Speaker 1>you could be a CEO and you can do this exercise,

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<v Speaker 1>and I do this with CEOs all around the world,

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<v Speaker 1>and they absolutely love it because they learn about themselves,

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<v Speaker 1>They understand the patterns of life, but most importantly, they

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<v Speaker 1>understand what their superpower is. So the first part of

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<v Speaker 1>your stories is where did you grow up, What kind

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<v Speaker 1>of a family did you come from, How did you

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<v Speaker 1>feel what did you want to become? Second part is

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<v Speaker 1>when you left school, what happened, who mentored you, what

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<v Speaker 1>was your first role, What was that kick ass moment

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

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<v Speaker 1>road or I'm going to switch and I'm going to

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<v Speaker 1>try another direction. Third part is always okay, well your

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<v Speaker 1>career is rocking. Now what are those successful high points?

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

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<v Speaker 1>those results driven achievements. Write them all down. Fourth part

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<v Speaker 1>is always that game changing moment. And I always say

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<v Speaker 1>it's a fuck you from the universe. I hope we

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<v Speaker 1>can swear on you can we swear that, but it

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<v Speaker 1>is it's that Moment's that live or die moments. So

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<v Speaker 1>for me, that live or die moment is I'm at

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<v Speaker 1>the top of my game. I'm working with the best

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<v Speaker 1>of the best around the world, but then all of

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<v Speaker 1>a sudden, I'm lying in hospital, I catch stepta semia

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<v Speaker 1>from my PANDIX bursting, and I've got a rise from

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<v Speaker 1>the ashes. How do you do it? What are those challenges?

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<v Speaker 1>What did you learn through that process? And we all

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<v Speaker 1>have a moment like that in this lifetime. Then the

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<v Speaker 1>fifth is like, where are we today? What do we

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<v Speaker 1>want to do? What do we want to anchor ourselves to?

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<v Speaker 1>What's our intent? Our purpose? Where is the next part

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<v Speaker 1>of our journey coming from? Now? Where you actually right

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<v Speaker 1>all that into a Google doc, right, and you can

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<v Speaker 1>share it with someone if you want. This action allows

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<v Speaker 1>you to see the patterns. So if I look at

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<v Speaker 1>my life story, I go resilient, creative, agile, not afraid

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<v Speaker 1>of a challenge. Right, All of these things end up

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<v Speaker 1>becoming my superpower. But then if I look at the

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<v Speaker 1>challenges versus a success story, I turn around and go,

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<v Speaker 1>you know what, I've had so many experiences that in

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<v Speaker 1>part five of my journey, I can share them. I

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<v Speaker 1>can inspire, I can encourage, I can empower others. So

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<v Speaker 1>once you understand what your superpower is, the power of

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<v Speaker 1>your story, the power of your experiences. You then need

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<v Speaker 1>to go, Okay, what's my brand? And so my brand

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<v Speaker 1>was not the little girl in the black dress making

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<v Speaker 1>it happen for everyone else. I had to step out

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<v Speaker 1>of the wings right into the future and go, who

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<v Speaker 1>is she? What does that brand look like? And how

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<v Speaker 1>am I going to create and build it?

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<v Speaker 2>Okay, before we get there, that's okay if you have

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<v Speaker 2>the self confidence to do that. Many people, perhaps not

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<v Speaker 2>me too much an ego in my case, many people

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<v Speaker 2>truly find that hard to find what's good about them.

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<v Speaker 2>And what you're saying is work out what you're good

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<v Speaker 2>at and what you're better than other people at, and

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<v Speaker 2>that sort of is the start of your journey to

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<v Speaker 2>your superpower. That's hard to do for some people.

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<v Speaker 1>I'm going to give you an example, and hello Will

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<v Speaker 1>and Steer, who is a CEO of Totally Awesome TV

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<v Speaker 1>out of Singapore. He came to me and he will

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<v Speaker 1>love sharing this story with your listeners as well, because

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<v Speaker 1>he was an adman, he was a storyteller. He was

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<v Speaker 1>at the top of his game. It was about to

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<v Speaker 1>move to New York, but took this role with Totally

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<v Speaker 1>Awesome TV and he wanted some media training because he said,

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<v Speaker 1>how can I build a brand? And I said to him,

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<v Speaker 1>the brand is your story. You are now working for

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

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<v Speaker 1>importantly it targets children. Let's go back to the power

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

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

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<v Speaker 1>What have you loved about that journey? But in this

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<v Speaker 1>new role that you have, those key learnings that you have,

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<v Speaker 1>how can you actually shine a light fathers and become

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

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<v Speaker 1>it like that. I'm like you advertising manner all the same.

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<v Speaker 1>And so then I said, you have a photo of

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<v Speaker 1>yourself that we can post on LinkedIn, and we can

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<v Speaker 1>actually reposition you as a leader, but a leader in

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<v Speaker 1>a new category, so that people actually see this rebirth

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<v Speaker 1>of you and you become the brand. You can attract

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<v Speaker 1>the right people to your team, you can attract the

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<v Speaker 1>right investment, but most importantly, you can grow and deliver

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<v Speaker 1>on what your KPIs are as a CEO. Now he

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<v Speaker 1>posted that within twenty four hours, I think there'd been

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<v Speaker 1>like two hundred and three hundred people liking it. It

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<v Speaker 1>went viral. I think it's had over five hundred people

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<v Speaker 1>comment to like on it now on LinkedIn. He sent

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<v Speaker 1>me a WhatsApp from Singapore and he goes, I feel

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<v Speaker 1>like a rock star, and I said, yeah, you are

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<v Speaker 1>a rock star because you believed in the power of

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<v Speaker 1>your story. But most importantly, you found the angle that

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<v Speaker 1>is relevant to the leadership role that you're in. Now.

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<v Speaker 2>Okay, so I was going to ask you what a

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<v Speaker 2>great story looks like, but I suspect you're going to

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<v Speaker 2>say they're all different. Is the answer to it the

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<v Speaker 2>fact that at the end of the journey you feel

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<v Speaker 2>like a rock star because you've found your power.

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<v Speaker 1>Do you know what? You find what you're good at,

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<v Speaker 1>But most importantly, you attract people that recognize what you're

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<v Speaker 1>good at. And I think that really is the key. So,

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<v Speaker 1>for instance, if you feel invisible and you're on a

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<v Speaker 1>board and you're a female, right, you're the one that's

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<v Speaker 1>the lever delivering those contracts. But basically the men are

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<v Speaker 1>all off celebrating and you come to me and you say, Tory,

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

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<v Speaker 1>Go back to that five point story. Now let's actually

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

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<v Speaker 1>people to celebrate you. Let's get the AFAR calling you

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<v Speaker 1>and wanting a profile story, and then all those people

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<v Speaker 1>that are ignoring you, you then become visible and they say, well,

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

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<v Speaker 1>you have to speak to Tory about that.

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<v Speaker 2>It's kind of a great example there. But let's say

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<v Speaker 2>you want the AFI to call you and talk to

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<v Speaker 2>you because you run a business and you know that

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<v Speaker 2>a public profile from somewhere as trusted as the IFI

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

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<v Speaker 2>I've worked out what my superpower is. I understand my brand,

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<v Speaker 2>I know what I'm good at. I can attract people

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<v Speaker 2>towards me because of that digital leverage. How do I

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<v Speaker 2>do it?

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<v Speaker 1>LinkedIn over a billion people per month or on LinkedIn?

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<v Speaker 1>And most importantly, you have the opportunity to build a

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<v Speaker 1>really powerful profile with the write image, but most importantly

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<v Speaker 1>the right bio because the first three sentences again it

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<v Speaker 1>goes back to your five point story. It's like that

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<v Speaker 1>boom boom boom moment. What are you good at? What

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

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<v Speaker 1>which is a brand. So so if anyone is googling

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<v Speaker 1>you straight away, it's like, oh my gosh, Sean, he's

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<v Speaker 1>the guy that was an editorial director at Fairfax, did

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<v Speaker 1>extraordinary things, but then decided he was going to actually

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<v Speaker 1>go and start his own media content platform, which is

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<v Speaker 1>Fear and Greed, which now has over half a million

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<v Speaker 1>people listening to it per month. Now I know for

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<v Speaker 1>a fact that's not actually written in your bio, and

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<v Speaker 1>I'd like to say.

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

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<v Speaker 2>but the fact.

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<v Speaker 1>Is that is how you get people talking about you.

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

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<v Speaker 1>too afraid, and I know that you always say to me,

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<v Speaker 1>what happens if you're humble Tory, you're too afraid to

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<v Speaker 1>step forward and actually post something about yourself, I say,

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<v Speaker 1>just get involved, start liking and engaging. And in answer

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<v Speaker 1>to your question, if you want to be in the AFR,

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<v Speaker 1>find out the writers that you love, follow them, connect

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<v Speaker 1>with them, engage with them, comment, put yourself on their

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<v Speaker 1>radar because they will notice you. And the other thing

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

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<v Speaker 1>give up.

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<v Speaker 2>And this is what powerful steps is all about.

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

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<v Speaker 1>and influencers, and now I do it for people.

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<v Speaker 2>Okay. Is it different for men and women?

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<v Speaker 1>Absolutely not.

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<v Speaker 2>Is it as easy for women to become a powerful

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<v Speaker 2>brand as it is for men.

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<v Speaker 1>I think we're all born equal. I mean, we're all

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<v Speaker 1>born naked, we die naked. So for me, I don't

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<v Speaker 1>buy into that men versus women. What I buy into

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<v Speaker 1>is believe that you can do it and you will

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<v Speaker 1>do it.

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

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<v Speaker 2>say in what regard because the world has traditionally been

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<v Speaker 2>run by men.

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<v Speaker 1>So here's a fun fact. Eighty percent of my clients

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<v Speaker 1>are torseda with men. I never ever thought that I

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<v Speaker 1>was not treated equally. I never ever thought that I

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<v Speaker 1>was not.

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

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<v Speaker 2>actually about treating you equally. It's the fact that eighty

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<v Speaker 2>percent of your clients, and they were high flying clients,

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

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<v Speaker 2>Like I'm just wondering whether.

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<v Speaker 1>It because they trusted me and I was the best

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<v Speaker 1>one for the job. And so for any woman out

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<v Speaker 1>there that thinks that the job that she wants won't

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<v Speaker 1>be hers, I call bullshit on that. Make it happen.

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<v Speaker 1>Shift the energy, connect with people, show people what you're worth,

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<v Speaker 1>show people your strengths, but also show them your weaknesses,

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<v Speaker 1>because that's how you win people over. When you're creating

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<v Speaker 1>and building a powerful brand, you take people on a

0:11:22.200 --> 0:11:24.920
<v Speaker 1>customer journey. When we talk about you and I being

0:11:24.920 --> 0:11:27.720
<v Speaker 1>a brand, we are the customer journey. We have to

0:11:27.720 --> 0:11:30.080
<v Speaker 1>shine the light for them and that comes from that story,

0:11:30.520 --> 0:11:33.480
<v Speaker 1>that comes from our experience, and so nothing is beyond

0:11:33.480 --> 0:11:36.559
<v Speaker 1>our reach. The only thing that is beyond our reach

0:11:36.679 --> 0:11:39.040
<v Speaker 1>is if we don't believe in ourselves. And so you

0:11:39.080 --> 0:11:42.800
<v Speaker 1>have to shift that mindset. Does everyone have a powerful

0:11:42.800 --> 0:11:46.559
<v Speaker 1>brand one hundred percent. They just need to understand how

0:11:46.559 --> 0:11:48.920
<v Speaker 1>to unleash it. I have people that come to me

0:11:49.120 --> 0:11:52.000
<v Speaker 1>and they're so afraid and they go Tory, I'm afraid

0:11:52.040 --> 0:11:54.760
<v Speaker 1>of my story. I'm afraid of judgment. I suffer from

0:11:54.800 --> 0:11:58.640
<v Speaker 1>imposter synjome. I can't be seen. You know what, if

0:11:58.679 --> 0:12:02.080
<v Speaker 1>you read my story, I say to them, I read

0:12:02.120 --> 0:12:04.880
<v Speaker 1>stories all the time. I live and breathe stories. Your

0:12:04.880 --> 0:12:08.040
<v Speaker 1>story is no different than anyone else's. It's just unique

0:12:08.040 --> 0:12:10.480
<v Speaker 1>to you because you're going to have a challenge in

0:12:10.480 --> 0:12:12.920
<v Speaker 1>that story in that Google doc. You're going to have

0:12:12.960 --> 0:12:14.880
<v Speaker 1>a success story in that Google doc as well. But

0:12:14.960 --> 0:12:18.320
<v Speaker 1>most importantly, what you're going to discover. The deeper that

0:12:18.400 --> 0:12:21.560
<v Speaker 1>you dig on who you are, the more powerful you

0:12:21.640 --> 0:12:23.640
<v Speaker 1>become because you've got nothing to lose and you get

0:12:23.720 --> 0:12:24.600
<v Speaker 1>freedom in your heart.

0:12:25.120 --> 0:12:28.240
<v Speaker 2>Okay, so remind listeners step one, what are they going

0:12:28.240 --> 0:12:31.960
<v Speaker 2>once they finish this podcast and getting excited about episode three,

0:12:32.080 --> 0:12:34.800
<v Speaker 2>which will be on your favorite podcast player. Just hit

0:12:34.840 --> 0:12:38.120
<v Speaker 2>follow and you'll get it Before they get that, though,

0:12:38.280 --> 0:12:39.720
<v Speaker 2>what's the first step they've got to do?

0:12:40.040 --> 0:12:43.640
<v Speaker 1>Believe that they can do it, but also believe in

0:12:43.679 --> 0:12:48.040
<v Speaker 1>the power of their own story and believe that you

0:12:48.080 --> 0:12:51.280
<v Speaker 1>will always have strengths, you will always have challenges. But

0:12:51.400 --> 0:12:54.160
<v Speaker 1>if you understand the power of your story and you

0:12:54.200 --> 0:12:56.600
<v Speaker 1>start shining a light, fathers anything as possible.

0:12:57.280 --> 0:13:00.160
<v Speaker 2>Tory Archbold, thank you for being part of Powerful Leadership.

0:13:00.400 --> 0:13:01.040
<v Speaker 1>You're welcome.

0:13:01.360 --> 0:13:05.200
<v Speaker 2>That was episode two of Powerful Leadership, a six part series.

0:13:05.400 --> 0:13:08.880
<v Speaker 2>Don't forget Follow us on your favorite podcast player. And

0:13:08.960 --> 0:13:11.480
<v Speaker 2>you'll get us delivered into your playlist as soon as

0:13:11.480 --> 0:13:13.360
<v Speaker 2>the next one's out, which will be soon of course.

0:13:13.679 --> 0:13:15.600
<v Speaker 1>Thank you for being here with me today. I trust

0:13:15.640 --> 0:13:19.160
<v Speaker 1>that you enjoyed listening to yet another powerful story. Sometimes

0:13:19.200 --> 0:13:21.839
<v Speaker 1>we can forget just how incredible we are as women

0:13:21.920 --> 0:13:24.720
<v Speaker 1>and how important it is to support each other. I'd

0:13:24.720 --> 0:13:26.360
<v Speaker 1>love for you to take a moment to review the

0:13:26.400 --> 0:13:29.199
<v Speaker 1>podcast and help support the show. You can also take

0:13:29.200 --> 0:13:31.480
<v Speaker 1>a screenshot of this episode and share it across your

0:13:31.520 --> 0:13:33.840
<v Speaker 1>social media. Be sure to tag me so that I

0:13:33.880 --> 0:13:36.160
<v Speaker 1>can give you a shout out too. I'm a true

0:13:36.240 --> 0:13:39.600
<v Speaker 1>believer of women supporting women, and I look forward to

0:13:39.720 --> 0:13:42.679
<v Speaker 1>connecting with you again soon. Much love, Toy