1 00:00:00,120 --> 00:00:03,960 Speaker 1: This is Bloomberg Business Week with Carol Messer and Tim 2 00:00:04,000 --> 00:00:07,760 Speaker 1: Stenebek on Bloomberg Radio. Well, our next guest is the 3 00:00:07,760 --> 00:00:11,119 Speaker 1: founder of a consultancy called Leave Your Mark. She's a marketer, 4 00:00:11,280 --> 00:00:14,560 Speaker 1: she's an author, she's a podcaster. She's written a couple 5 00:00:14,560 --> 00:00:16,960 Speaker 1: of books. Her latest book is a book that I 6 00:00:17,000 --> 00:00:20,440 Speaker 1: need a lot more than you need, Maddie, because you 7 00:00:20,480 --> 00:00:24,959 Speaker 1: are so good with your personal brand. Maddy's got like 8 00:00:25,079 --> 00:00:29,160 Speaker 1: twenty five thousand followers on TikTok, She's got thousands of followers. 9 00:00:29,320 --> 00:00:31,080 Speaker 1: Get me out of my Instagram too. 10 00:00:31,280 --> 00:00:32,239 Speaker 2: I'm going to let him go with. 11 00:00:32,159 --> 00:00:35,839 Speaker 1: This one, and I like, I have some followers on Instagram. 12 00:00:35,920 --> 00:00:37,840 Speaker 1: I just do not leave in to social media Twitter, 13 00:00:38,240 --> 00:00:38,760 Speaker 1: you mean X? 14 00:00:39,159 --> 00:00:39,839 Speaker 3: You mean X? 15 00:00:40,159 --> 00:00:43,320 Speaker 2: Thank you? Yeah, teas so much as it makes me 16 00:00:43,520 --> 00:00:44,680 Speaker 2: not even want to use it as much. 17 00:00:45,640 --> 00:00:48,400 Speaker 1: Alisa Lickt is the voice you hear. She's the author 18 00:00:48,440 --> 00:00:51,360 Speaker 1: of on Brand, Shape your narrative, Share your vision, and 19 00:00:51,479 --> 00:00:54,240 Speaker 1: shift their perception. Alisa, good to have you with us 20 00:00:54,240 --> 00:00:55,400 Speaker 1: in the Bloomberg Interactive. 21 00:00:55,560 --> 00:00:57,640 Speaker 4: I am so happy to be here and to dive 22 00:00:57,720 --> 00:00:58,920 Speaker 4: into this conversation. 23 00:00:59,360 --> 00:01:01,600 Speaker 1: Okay, you are you in your book? That first impressions 24 00:01:02,000 --> 00:01:04,240 Speaker 1: are so important. What's the first thing you do when 25 00:01:04,280 --> 00:01:06,319 Speaker 1: you meet someone new you just met us moments ago? 26 00:01:06,640 --> 00:01:07,640 Speaker 1: How do you present yourself? 27 00:01:07,760 --> 00:01:09,240 Speaker 3: How do I present myself? 28 00:01:09,400 --> 00:01:11,600 Speaker 4: Well, the first thing I would do is probably say Hi, 29 00:01:11,600 --> 00:01:12,399 Speaker 4: I'm Malise A Licht. 30 00:01:13,520 --> 00:01:13,920 Speaker 3: Who are you? 31 00:01:14,640 --> 00:01:17,680 Speaker 4: So I don't dive into like the elevator pitch. I 32 00:01:17,760 --> 00:01:21,440 Speaker 4: actually think it's more interesting you ask questions. I ask questions, 33 00:01:21,640 --> 00:01:25,360 Speaker 4: and I think it's more interesting to be interested in 34 00:01:25,400 --> 00:01:26,200 Speaker 4: the other person. 35 00:01:26,560 --> 00:01:27,679 Speaker 3: And then they'll turn it around. 36 00:01:27,760 --> 00:01:30,760 Speaker 4: But yes, I'm a founder, I'm a marketer, author, podcaster. 37 00:01:31,360 --> 00:01:32,279 Speaker 3: I change it. 38 00:01:32,240 --> 00:01:34,120 Speaker 4: Depending on the situation in the audience. 39 00:01:34,560 --> 00:01:37,679 Speaker 2: Well, I have to admit that I know who you are. 40 00:01:37,840 --> 00:01:41,200 Speaker 2: I know you from DK and YPR girl, which I 41 00:01:41,280 --> 00:01:43,720 Speaker 2: know that that is part of your past and now 42 00:01:43,720 --> 00:01:46,200 Speaker 2: you have this incredible media empire of your own. But 43 00:01:46,319 --> 00:01:49,200 Speaker 2: I'm curious how much of the kind of principles you 44 00:01:49,320 --> 00:01:52,640 Speaker 2: learned through that experience are applied to the work you 45 00:01:52,680 --> 00:01:55,240 Speaker 2: do now and then for those who may not be familiar, 46 00:01:55,440 --> 00:01:56,160 Speaker 2: can you tell them? 47 00:01:56,360 --> 00:01:57,600 Speaker 3: Absolutely so. 48 00:01:58,160 --> 00:02:00,520 Speaker 4: My former life, I was a corporate public syst for 49 00:02:00,560 --> 00:02:03,640 Speaker 4: Donna Karen for seventeen years and back in the day 50 00:02:03,720 --> 00:02:06,600 Speaker 4: in two thousand and nine when brands were first starting 51 00:02:06,640 --> 00:02:10,080 Speaker 4: on Twitter not X at the time, I created an 52 00:02:10,120 --> 00:02:14,400 Speaker 4: anonymous social media personality inspired by Gossip Girl that was. 53 00:02:14,440 --> 00:02:15,679 Speaker 3: Called my pr Girl. 54 00:02:15,880 --> 00:02:20,920 Speaker 4: Through my role in PR and I learned one valuable 55 00:02:21,000 --> 00:02:24,680 Speaker 4: lesson that that still holds true today, which is, don't 56 00:02:24,720 --> 00:02:28,720 Speaker 4: sell anything, tell a great story. And that really was 57 00:02:28,760 --> 00:02:32,840 Speaker 4: the filter that I shared the brand through and that 58 00:02:33,040 --> 00:02:36,120 Speaker 4: sort of set off, you know, everything else. And I think, 59 00:02:36,240 --> 00:02:38,760 Speaker 4: you know, when we think about storytelling online and we 60 00:02:38,800 --> 00:02:42,640 Speaker 4: think about personal branding, you know, I became synonymous with 61 00:02:42,680 --> 00:02:45,919 Speaker 4: that company that was my identity and in on Brand 62 00:02:45,960 --> 00:02:47,720 Speaker 4: and in my previous book, Leave Your Mark, I talk 63 00:02:47,760 --> 00:02:51,160 Speaker 4: about why you don't want to suffer from last name syndrome, 64 00:02:51,280 --> 00:02:54,280 Speaker 4: which means you want your name to mean something on 65 00:02:54,360 --> 00:02:57,040 Speaker 4: its own, because what you do today may not be 66 00:02:57,240 --> 00:02:58,040 Speaker 4: what you do tomorrow. 67 00:02:58,160 --> 00:02:59,800 Speaker 1: And I'm always puzzled by people who have the name 68 00:02:59,840 --> 00:03:02,280 Speaker 1: of the employer in their Twitter handle. 69 00:03:02,360 --> 00:03:04,120 Speaker 3: That's a great point. That's a great point. 70 00:03:04,280 --> 00:03:06,000 Speaker 4: So it's not to say that you can't be proud 71 00:03:06,000 --> 00:03:07,799 Speaker 4: of where you work. I think there's a great halo 72 00:03:07,800 --> 00:03:11,000 Speaker 4: effect of leveraging where you work and vice versa and 73 00:03:11,080 --> 00:03:13,720 Speaker 4: being proud to work there. But at the same time, 74 00:03:14,000 --> 00:03:16,960 Speaker 4: it's not really about where you work. The skills are yours, right, 75 00:03:17,000 --> 00:03:19,320 Speaker 4: the experience is yours. You take it with you anywhere, 76 00:03:19,880 --> 00:03:22,079 Speaker 4: So why not build equity in your own name? 77 00:03:22,400 --> 00:03:24,800 Speaker 2: What's your biggest piece of advice for that? Then, for 78 00:03:25,000 --> 00:03:28,120 Speaker 2: people who are really tied to an employer right now, 79 00:03:28,120 --> 00:03:30,440 Speaker 2: they're worried about the economy, but they want to make 80 00:03:30,480 --> 00:03:33,440 Speaker 2: sure that they are building their own brand for the 81 00:03:33,480 --> 00:03:34,400 Speaker 2: skills that they offer. 82 00:03:34,680 --> 00:03:37,360 Speaker 4: Such a great question. So in on brand, I really 83 00:03:37,480 --> 00:03:41,400 Speaker 4: try to be equal between people who are into building 84 00:03:41,400 --> 00:03:45,040 Speaker 4: social media presence like you did, and people who are like, 85 00:03:45,080 --> 00:03:48,200 Speaker 4: that's not for me, because your personal brand is not 86 00:03:48,440 --> 00:03:52,080 Speaker 4: just online, right, it's in real life. It's the executive 87 00:03:52,120 --> 00:03:54,200 Speaker 4: presence that you have and the weight you carry in 88 00:03:54,240 --> 00:03:57,280 Speaker 4: a meeting. It's how you earn social capital. Yes, it 89 00:03:57,360 --> 00:04:00,960 Speaker 4: is definitely easier if you have an online presence. I 90 00:04:01,000 --> 00:04:04,960 Speaker 4: believe every single professional person should be active on LinkedIn. 91 00:04:05,080 --> 00:04:09,040 Speaker 4: That is the non negotiable platform. But everything else is 92 00:04:09,480 --> 00:04:10,960 Speaker 4: really up for debate. 93 00:04:12,080 --> 00:04:14,480 Speaker 1: How do you do it in an environment where you 94 00:04:14,520 --> 00:04:18,159 Speaker 1: know it's like, okay, well Twitter was so important for journalists. 95 00:04:18,400 --> 00:04:21,400 Speaker 1: Now it's called X. You're like punished for not paying 96 00:04:21,720 --> 00:04:25,120 Speaker 1: the reach isn't what it was. They're deprioritizing news. It's 97 00:04:25,120 --> 00:04:29,120 Speaker 1: as cesspool blah blah blah. People who spent years on 98 00:04:29,160 --> 00:04:31,960 Speaker 1: that platform building their followings or walking away from it. 99 00:04:32,640 --> 00:04:35,200 Speaker 1: Do they want to invest in the next biggest thing? 100 00:04:35,279 --> 00:04:35,440 Speaker 4: Right? 101 00:04:35,480 --> 00:04:37,320 Speaker 1: The next what could be the next big thing could 102 00:04:37,400 --> 00:04:40,920 Speaker 1: be threads? Who knows? Is it TikTok where Maddie does 103 00:04:40,960 --> 00:04:43,480 Speaker 1: such great work and that takes so much time to 104 00:04:43,520 --> 00:04:46,640 Speaker 1: do Maddie, I know TikTok is crazy? Is it Instagram? 105 00:04:46,680 --> 00:04:46,800 Speaker 4: Like? 106 00:04:47,040 --> 00:04:48,760 Speaker 1: Where do you know where to spend your energy? 107 00:04:49,279 --> 00:04:52,280 Speaker 4: So I think the answer is really simple. You don't 108 00:04:52,279 --> 00:04:53,640 Speaker 4: put your eggs in one basket. 109 00:04:53,839 --> 00:04:56,000 Speaker 3: Right. We are renting audience. 110 00:04:56,400 --> 00:05:00,080 Speaker 4: Wow, that is not unless you book collecting emails, you 111 00:05:00,240 --> 00:05:02,800 Speaker 4: do not own that audience. So that means at the 112 00:05:02,839 --> 00:05:05,720 Speaker 4: flick of a light switch, if Instagram changes their algorithm 113 00:05:05,760 --> 00:05:07,599 Speaker 4: and all of a sudden, your views are different. TikTok 114 00:05:07,640 --> 00:05:09,880 Speaker 4: does that? Instagram does that? We see it happen all 115 00:05:09,880 --> 00:05:13,560 Speaker 4: the time. You are really at risk, especially if you're 116 00:05:13,560 --> 00:05:18,600 Speaker 4: really building a business on one particular platform. So diversification, 117 00:05:18,800 --> 00:05:20,840 Speaker 4: just like in stocks, right, you can't just put all 118 00:05:20,880 --> 00:05:23,080 Speaker 4: your money into one company. You have to make sure 119 00:05:23,080 --> 00:05:26,600 Speaker 4: you protect yourself. So, by the way, I don't think 120 00:05:26,640 --> 00:05:30,760 Speaker 4: people are leaving Twitter because people have spent years building 121 00:05:30,760 --> 00:05:33,560 Speaker 4: that audience and that's not an easy thing to replicate. 122 00:05:34,080 --> 00:05:36,960 Speaker 4: And yes, you know, if you jump on a platform early, 123 00:05:37,240 --> 00:05:39,760 Speaker 4: like a lot of people did with Threads and myself included, 124 00:05:40,400 --> 00:05:44,640 Speaker 4: you gain equity in that platform and your fans. You know, 125 00:05:44,720 --> 00:05:48,200 Speaker 4: it's new, it's exciting, everyone's there. That's when you test 126 00:05:48,200 --> 00:05:50,560 Speaker 4: out a new platform, even if you don't plan on staying, 127 00:05:51,120 --> 00:05:53,400 Speaker 4: jump in the pool when it starts. 128 00:05:53,480 --> 00:05:55,279 Speaker 1: I mean three years ago, if we were having this conversation, 129 00:05:55,320 --> 00:05:57,719 Speaker 1: we'd be talking about Clubhouse. Now if you go to Clubhouse, 130 00:05:57,720 --> 00:05:58,680 Speaker 1: you're speaking. 131 00:05:58,360 --> 00:06:01,640 Speaker 4: To yourself, right, And I jump on Clubhouse immediately, and 132 00:06:01,680 --> 00:06:04,240 Speaker 4: it was huge. It was huge and for people, some 133 00:06:04,279 --> 00:06:06,960 Speaker 4: people launched businesses off of that. So you kind of 134 00:06:07,000 --> 00:06:09,479 Speaker 4: have to use the platform as much as they use us, 135 00:06:09,560 --> 00:06:12,480 Speaker 4: which they are right. Without us, there's no content, So 136 00:06:12,520 --> 00:06:15,000 Speaker 4: you have to use the platform and you kind of 137 00:06:15,040 --> 00:06:17,560 Speaker 4: have to defer to what is important. 138 00:06:17,160 --> 00:06:18,200 Speaker 3: To them at the time. 139 00:06:18,720 --> 00:06:21,719 Speaker 4: So like when Instagram came out with reels, people were like, oh, no, 140 00:06:21,800 --> 00:06:23,920 Speaker 4: I'm not doing that, I'm just going to post pictures. Okay, Well, 141 00:06:23,960 --> 00:06:27,200 Speaker 4: fun fact Instagram is going to deprioritize your photos because 142 00:06:27,200 --> 00:06:29,719 Speaker 4: they want you to post video. So it's not that 143 00:06:29,800 --> 00:06:30,640 Speaker 4: hard to figure out. 144 00:06:30,839 --> 00:06:31,279 Speaker 3: Yeah. 145 00:06:31,400 --> 00:06:33,560 Speaker 2: Yeah, In our final minute with you, I want to 146 00:06:33,560 --> 00:06:35,480 Speaker 2: do a couple of rapid fires. Yes, we don't have 147 00:06:35,520 --> 00:06:39,240 Speaker 2: a lot of time. How LinkedIn biggest mistake you see 148 00:06:39,240 --> 00:06:41,440 Speaker 2: people making over sharing? 149 00:06:42,080 --> 00:06:45,120 Speaker 4: I'm a big in on brand. One of my sections 150 00:06:45,160 --> 00:06:47,000 Speaker 4: is called don't bring your whole self to work? 151 00:06:47,360 --> 00:06:48,720 Speaker 3: Oh my god, because. 152 00:06:48,560 --> 00:06:52,720 Speaker 4: Everyone loves to say that, and it is a Hallmark card. Okay, 153 00:06:52,880 --> 00:06:55,320 Speaker 4: it's a Hallmark card. Your whole self is not appropriate 154 00:06:55,360 --> 00:06:58,760 Speaker 4: for work. So really, if you ask yourself what your 155 00:06:58,800 --> 00:07:01,040 Speaker 4: goal is you want to be known for. 156 00:07:01,880 --> 00:07:04,080 Speaker 1: The Problematti is you live too close to work, so 157 00:07:04,160 --> 00:07:04,560 Speaker 1: you don't. 158 00:07:04,440 --> 00:07:06,640 Speaker 2: Have to have an insane personality. 159 00:07:06,640 --> 00:07:08,479 Speaker 1: You don't have time to drop off your the rest 160 00:07:08,520 --> 00:07:08,920 Speaker 1: of yourself. 161 00:07:09,560 --> 00:07:12,080 Speaker 2: What about the biggest mistake people make in meetings? 162 00:07:12,960 --> 00:07:15,440 Speaker 4: Well, okay, camera off would be one of them. I 163 00:07:15,480 --> 00:07:19,160 Speaker 4: think people have to engage and see your eye contact 164 00:07:19,240 --> 00:07:21,920 Speaker 4: and that you're engaged. And the second thing is not 165 00:07:22,040 --> 00:07:25,160 Speaker 4: being prepared, not not not coming to the table with 166 00:07:25,240 --> 00:07:27,040 Speaker 4: ideas and then also not contributing. 167 00:07:27,160 --> 00:07:29,000 Speaker 2: Yeah all right, Alisa, we have to leave it there. 168 00:07:29,000 --> 00:07:31,480 Speaker 2: But so many more tips on things to do and 169 00:07:31,560 --> 00:07:34,560 Speaker 2: not do in your book, Alisa lickt Leave your mark 170 00:07:34,680 --> 00:07:37,680 Speaker 2: consultancy and of course author of On Brand, Shape your narrative, 171 00:07:37,680 --> 00:07:40,640 Speaker 2: share your vision, shift their perception. Thank you so much. 172 00:07:40,800 --> 00:07:41,600 Speaker 2: This is Bloomberg.