WEBVTT - Shaping Your Narrative

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<v Speaker 1>This is Bloomberg Business Week with Carol Messer and Tim

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<v Speaker 1>Stenebek on Bloomberg Radio. Well, our next guest is the

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<v Speaker 1>founder of a consultancy called Leave Your Mark. She's a marketer,

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<v Speaker 1>she's an author, she's a podcaster. She's written a couple

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<v Speaker 1>of books. Her latest book is a book that I

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<v Speaker 1>need a lot more than you need, Maddie, because you

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<v Speaker 1>are so good with your personal brand. Maddy's got like

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<v Speaker 1>twenty five thousand followers on TikTok, She's got thousands of followers.

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<v Speaker 1>Get me out of my Instagram too.

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<v Speaker 2>I'm going to let him go with.

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<v Speaker 1>This one, and I like, I have some followers on Instagram.

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<v Speaker 1>I just do not leave in to social media Twitter,

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<v Speaker 1>you mean X?

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<v Speaker 3>You mean X?

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<v Speaker 2>Thank you? Yeah, teas so much as it makes me

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<v Speaker 2>not even want to use it as much.

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<v Speaker 1>Alisa Lickt is the voice you hear. She's the author

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<v Speaker 1>of on Brand, Shape your narrative, Share your vision, and

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<v Speaker 1>shift their perception. Alisa, good to have you with us

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<v Speaker 1>in the Bloomberg Interactive.

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<v Speaker 4>I am so happy to be here and to dive

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<v Speaker 4>into this conversation.

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<v Speaker 1>Okay, you are you in your book? That first impressions

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<v Speaker 1>are so important. What's the first thing you do when

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<v Speaker 1>you meet someone new you just met us moments ago?

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<v Speaker 1>How do you present yourself?

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<v Speaker 3>How do I present myself?

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<v Speaker 4>Well, the first thing I would do is probably say Hi,

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<v Speaker 4>I'm Malise A Licht.

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<v Speaker 3>Who are you?

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<v Speaker 4>So I don't dive into like the elevator pitch. I

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<v Speaker 4>actually think it's more interesting you ask questions. I ask questions,

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<v Speaker 4>and I think it's more interesting to be interested in

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<v Speaker 4>the other person.

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<v Speaker 3>And then they'll turn it around.

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<v Speaker 4>But yes, I'm a founder, I'm a marketer, author, podcaster.

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<v Speaker 3>I change it.

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<v Speaker 4>Depending on the situation in the audience.

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<v Speaker 2>Well, I have to admit that I know who you are.

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<v Speaker 2>I know you from DK and YPR girl, which I

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<v Speaker 2>know that that is part of your past and now

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<v Speaker 2>you have this incredible media empire of your own. But

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<v Speaker 2>I'm curious how much of the kind of principles you

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<v Speaker 2>learned through that experience are applied to the work you

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<v Speaker 2>do now and then for those who may not be familiar,

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<v Speaker 2>can you tell them?

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<v Speaker 3>Absolutely so.

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<v Speaker 4>My former life, I was a corporate public syst for

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<v Speaker 4>Donna Karen for seventeen years and back in the day

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<v Speaker 4>in two thousand and nine when brands were first starting

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<v Speaker 4>on Twitter not X at the time, I created an

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<v Speaker 4>anonymous social media personality inspired by Gossip Girl that was.

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<v Speaker 3>Called my pr Girl.

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<v Speaker 4>Through my role in PR and I learned one valuable

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<v Speaker 4>lesson that that still holds true today, which is, don't

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<v Speaker 4>sell anything, tell a great story. And that really was

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<v Speaker 4>the filter that I shared the brand through and that

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<v Speaker 4>sort of set off, you know, everything else. And I think,

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<v Speaker 4>you know, when we think about storytelling online and we

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<v Speaker 4>think about personal branding, you know, I became synonymous with

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<v Speaker 4>that company that was my identity and in on Brand

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<v Speaker 4>and in my previous book, Leave Your Mark, I talk

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<v Speaker 4>about why you don't want to suffer from last name syndrome,

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<v Speaker 4>which means you want your name to mean something on

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<v Speaker 4>its own, because what you do today may not be

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<v Speaker 4>what you do tomorrow.

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<v Speaker 1>And I'm always puzzled by people who have the name

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<v Speaker 1>of the employer in their Twitter handle.

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<v Speaker 3>That's a great point. That's a great point.

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<v Speaker 4>So it's not to say that you can't be proud

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<v Speaker 4>of where you work. I think there's a great halo

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<v Speaker 4>effect of leveraging where you work and vice versa and

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<v Speaker 4>being proud to work there. But at the same time,

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<v Speaker 4>it's not really about where you work. The skills are yours, right,

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<v Speaker 4>the experience is yours. You take it with you anywhere,

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<v Speaker 4>So why not build equity in your own name?

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<v Speaker 2>What's your biggest piece of advice for that? Then, for

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<v Speaker 2>people who are really tied to an employer right now,

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<v Speaker 2>they're worried about the economy, but they want to make

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<v Speaker 2>sure that they are building their own brand for the

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<v Speaker 2>skills that they offer.

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<v Speaker 4>Such a great question. So in on brand, I really

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<v Speaker 4>try to be equal between people who are into building

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<v Speaker 4>social media presence like you did, and people who are like,

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<v Speaker 4>that's not for me, because your personal brand is not

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<v Speaker 4>just online, right, it's in real life. It's the executive

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<v Speaker 4>presence that you have and the weight you carry in

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<v Speaker 4>a meeting. It's how you earn social capital. Yes, it

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<v Speaker 4>is definitely easier if you have an online presence. I

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<v Speaker 4>believe every single professional person should be active on LinkedIn.

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<v Speaker 4>That is the non negotiable platform. But everything else is

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<v Speaker 4>really up for debate.

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<v Speaker 1>How do you do it in an environment where you

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<v Speaker 1>know it's like, okay, well Twitter was so important for journalists.

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<v Speaker 1>Now it's called X. You're like punished for not paying

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<v Speaker 1>the reach isn't what it was. They're deprioritizing news. It's

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<v Speaker 1>as cesspool blah blah blah. People who spent years on

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<v Speaker 1>that platform building their followings or walking away from it.

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<v Speaker 1>Do they want to invest in the next biggest thing?

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<v Speaker 4>Right?

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<v Speaker 1>The next what could be the next big thing could

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<v Speaker 1>be threads? Who knows? Is it TikTok where Maddie does

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<v Speaker 1>such great work and that takes so much time to

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<v Speaker 1>do Maddie, I know TikTok is crazy? Is it Instagram?

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<v Speaker 4>Like?

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<v Speaker 1>Where do you know where to spend your energy?

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<v Speaker 4>So I think the answer is really simple. You don't

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<v Speaker 4>put your eggs in one basket.

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<v Speaker 3>Right. We are renting audience.

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<v Speaker 4>Wow, that is not unless you book collecting emails, you

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<v Speaker 4>do not own that audience. So that means at the

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<v Speaker 4>flick of a light switch, if Instagram changes their algorithm

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<v Speaker 4>and all of a sudden, your views are different. TikTok

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<v Speaker 4>does that? Instagram does that? We see it happen all

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<v Speaker 4>the time. You are really at risk, especially if you're

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<v Speaker 4>really building a business on one particular platform. So diversification,

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<v Speaker 4>just like in stocks, right, you can't just put all

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<v Speaker 4>your money into one company. You have to make sure

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<v Speaker 4>you protect yourself. So, by the way, I don't think

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<v Speaker 4>people are leaving Twitter because people have spent years building

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<v Speaker 4>that audience and that's not an easy thing to replicate.

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<v Speaker 4>And yes, you know, if you jump on a platform early,

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<v Speaker 4>like a lot of people did with Threads and myself included,

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<v Speaker 4>you gain equity in that platform and your fans. You know,

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<v Speaker 4>it's new, it's exciting, everyone's there. That's when you test

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<v Speaker 4>out a new platform, even if you don't plan on staying,

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<v Speaker 4>jump in the pool when it starts.

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<v Speaker 1>I mean three years ago, if we were having this conversation,

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<v Speaker 1>we'd be talking about Clubhouse. Now if you go to Clubhouse,

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<v Speaker 1>you're speaking.

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<v Speaker 4>To yourself, right, And I jump on Clubhouse immediately, and

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<v Speaker 4>it was huge. It was huge and for people, some

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<v Speaker 4>people launched businesses off of that. So you kind of

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<v Speaker 4>have to use the platform as much as they use us,

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<v Speaker 4>which they are right. Without us, there's no content, So

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<v Speaker 4>you have to use the platform and you kind of

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<v Speaker 4>have to defer to what is important.

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<v Speaker 3>To them at the time.

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<v Speaker 4>So like when Instagram came out with reels, people were like, oh, no,

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<v Speaker 4>I'm not doing that, I'm just going to post pictures. Okay, Well,

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<v Speaker 4>fun fact Instagram is going to deprioritize your photos because

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<v Speaker 4>they want you to post video. So it's not that

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<v Speaker 4>hard to figure out.

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<v Speaker 3>Yeah.

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<v Speaker 2>Yeah, In our final minute with you, I want to

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<v Speaker 2>do a couple of rapid fires. Yes, we don't have

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<v Speaker 2>a lot of time. How LinkedIn biggest mistake you see

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<v Speaker 2>people making over sharing?

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<v Speaker 4>I'm a big in on brand. One of my sections

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<v Speaker 4>is called don't bring your whole self to work?

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<v Speaker 3>Oh my god, because.

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<v Speaker 4>Everyone loves to say that, and it is a Hallmark card. Okay,

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<v Speaker 4>it's a Hallmark card. Your whole self is not appropriate

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<v Speaker 4>for work. So really, if you ask yourself what your

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<v Speaker 4>goal is you want to be known for.

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<v Speaker 1>The Problematti is you live too close to work, so

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<v Speaker 1>you don't.

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<v Speaker 2>Have to have an insane personality.

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<v Speaker 1>You don't have time to drop off your the rest

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<v Speaker 1>of yourself.

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<v Speaker 2>What about the biggest mistake people make in meetings?

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<v Speaker 4>Well, okay, camera off would be one of them. I

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<v Speaker 4>think people have to engage and see your eye contact

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<v Speaker 4>and that you're engaged. And the second thing is not

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<v Speaker 4>being prepared, not not not coming to the table with

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<v Speaker 4>ideas and then also not contributing.

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<v Speaker 2>Yeah all right, Alisa, we have to leave it there.

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<v Speaker 2>But so many more tips on things to do and

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<v Speaker 2>not do in your book, Alisa lickt Leave your mark

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<v Speaker 2>consultancy and of course author of On Brand, Shape your narrative,

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<v Speaker 2>share your vision, shift their perception. Thank you so much.

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<v Speaker 2>This is Bloomberg.