Welcome to the Trusted Authority! The show all about becoming known, respected and of course trusted for your area of expertise, beyond your credentials and titles. I’m your host Petra Zink, and I’m on a mission to make the smartest voices heard and recognised, not the loudest. Every week, you learn strategies, tactics and best practises on how to go from technical expert (and best kept secret) to become the trusted authority in your industry. And that’s a wrap, thank you so much for listeni ...
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162. 3 Things You Get Wrong About Personal Branding in 2024
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Intro: The second you stand still, you are already falling behind. This is how I’m feeling right now—it's time to make big changes. The world is evolving, and so are key players. Maybe I’m just me being in my own bubble, or maybe it’s a sign of the times, but lately, I’ve noticed significant shifts: C-suite executives and founders are leaving their…
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161. The Green Collar Jobs: Green Careers with Purpose and Profit [Anna Sidoti]
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If you've been thinking about how you can leverage your skills and experience to not only make money but also to do good and give back (to people and the planet) - this episode is for you. Having global sustainable development goals is excellent as it focuses on what really matters and sets the Northstar, but without the support of people contribut…
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160. Influence vs Authority: Navigating Leadership in Today's Market
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29:38
Have you noticed the same key trend that is flooding my feeds and DMs? High-profile C-suite leaders and founders transitioning at their career peaks. This shift highlights the difference between authority due to title and influence through trust and transparency. Key Insight: Traditional hierarchies are flattening, digital-first interactions are th…
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159. The Now, The Next, and The New in Cybersecurity [Jon Luthje]
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28:05
There is one topic that keeps most executives up at night and that is the increase of and the severity of Cyber attacks. In 2023 alone, there were over 2,200 cyber attacks per day, which means there is an attack happening somewhere in the world every 39 seconds. These aren't just random numbers; they represent real threats to our businesses, our da…
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158. 18 Insider Tips for Building an Authority Brand in 2024
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39:25
So, here we are - halfway through 2024. The digital world is evolving faster than ever, and so are the rules of personal branding. It's not just about having a polished LinkedIn profile or a catchy tagline anymore. It's about mastering the subtle, powerful strategies that truly set you apart in this crowded space. In this episode, I’ll cover 18 cru…
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157. The Secret Sauce of Effective Marketing: Cut-Through Messaging [Phoebe Wright]
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38:25
You can have the best product, service or even skill set and yet, but if the positioning and the messaging of it doesn’t resonate with the decision maker, chances are, your efforts might fall short. Especially in today’s world with so much more noise and competition and at the same time, shorter attention spans, having a clear and compelling messag…
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156. Strategic Shifts To Stay Relevant In Any Industry, Profession and At Any Age
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29:49
I'm turning 40 (!!!) and it also marks 10 years in recruitment (which got me into Personal Branding) so it's time to share some insights on how personal branding has evolved and the necessary strategic pivots to make to stay relevant in today's fast-paced digital world. Shift 1: Micro-Communities Over Large Audiences Deeper Engagement: Smaller comm…
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155. Leadership In A Demanding Market: Strengthening Your Professional Toolkit [Brendan Stewart]
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44:56
As the saying goes: things are easy until you get punched in the face. And this is exactly what leadership is in tough times. This week’s guest knows this all too well, having navigated through one of the most challenging periods and crisis in Australian history. was Chairman of one of the largest organisations, the Australian Wheat Board, the chai…
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154. Article Your Ideas More Clearly With These 6 Tips
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21:04
Have you ever stumbled or lost your train of thought mid-sentence, leaving you frustrated? This episode is designed to address those challenges by exploring ways to master the art of articulation, whether you're preparing for a presentation, engaging in discussions, or simply wanting to elevate your everyday communication skills. Before you can sta…
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153. Level Up Your Brand Online: Building a Brand Search Engines Love
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48:10
No matter if you’re starting or if you’re a veteran in your field- this week's conversation will be an eye opener when it comes to staying relevant and ahead in the game. Having a digital footprint has been a non-negotiable for a while but nowadays with the influx of emerging technologies like AI, we have to rethink what it takes to not only be fou…
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152. Executive Edge: Effective Strategies For Content Creation For Executives
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31:35
If you think content creation is just for influencers, this week’s episode is for you. I will not only explore why content creation should be on your agenda, no matter your role, industry, or profession but also share my workflow to make content creation a seamless part of your routine rather than a separate task. Throughout my 8+ years of content …
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Communication skills are rated as the most in-demand skills to navigate today’s and tomorrow’s complex business landscape. And it shouldn’t come as a surprise because when leaders and teams aren't communicating effectively, it becomes harder to get things done. Engagement and productivity decrease, change becomes harder to implement, and reputation…
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150: Lessons Learned from Top-Level Executives and Entrepreneurs
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We're 150 episodes old or young - either way, it’s the perfect opportunity to reflect and look back on the biggest lessons learned to date, working with some of the most influential and successful leaders, entrepreneurs, executives, and impact makers who have shaped industries and inspired change. In this special milestone episode, I’m taking a dee…
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149. The Economy of Algorithms [Prof. Marek Kowalkiewicz]
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34:27
AI, in all its shapes and forms, has certainly taken center stage across pretty much every industry and profession. And let’s be honest—we are literally just at the beginning of what’s possible. But that’s the question: How can we, as individuals, leaders, and businesses, prepare for this next economy in terms of leveraging emerging technology to o…
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148. Behind The Lens - Bring Your Personal Brand To Life Through Photography [A Step-by-Step Guide]
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If you’re still sitting on the fence about whether to do a personal brand shoot or not, whether it's because the last shoot didn't give you images that actually represented you or you have never done one so you’re not sure what to expect and how to prepare - this episode is for you as I give you the exact blueprint on how to make your next shoot a …
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147. Beyond Clicks: Marketing Strategies For Business Growth That *Actually* Work [Andrea Eisele]
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33:40
You can be the best in your industry, but if nobody knows about it, it won’t get you far. This is where effective marketing comes in. Especially nowadays, with more choices and competition in the market, having a clearly articulated value proposition and valuable differentiator is key to standing out and not only staying in business but becoming a …
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146. Outsourcing Your Personal Brand Activities? The Do's and Don'ts
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20:56
Personal branding activities require a certain set of skills and aren’t innate talents. However, the good news is that they can be learned. That being said, it takes time to develop not only the necessary skills but also to establish the assets, systems, processes, and workflows needed to make it happen effectively. This is where many people strugg…
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145. Monetising Your Personal Brand[ed Business]: Financial Strategies [Carla Titus]
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32:43
If you want to be taken seriously you need to take yourself seriously and that also applies to you if you want to commercialise your personal brand. And this is where facts, data and numbers come in. It’s easy to say things don’t work or blame everyone and anyone for not getting the results you want but this is usually just emotions taking over. We…
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144. The Business Case For Personal Branding
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If you thought personal branding was just a vanity metric activity, think again, because today's podcast episode is a mini masterclass in the financial side of investing in your brand. Get ready to uncover the equations, formulas, and frameworks that demonstrate the tangible value of investing in your personal brand. In detail, we cover the followi…
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143. Leading in a Dynamic World: Managing Change for Modern Leaders [Toni Martignetti]
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If there’s one skill leaders have to master in today’s and tomorrow’s landscape, it's change. We not only experience change more often but also more significantly. Whether it's the evolving expectations from the five generations in the workforce, the diverse makeup of teams, including hybrid, AI, and onsite members, or the dynamic market landscape …
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142. Build Your Next Level Network
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If you can't be seen, you can't be considered. However, it's not about being seen by everyone. It's about being seen by the right people and for the right reasons. This is where strategic networking comes in, which involves building connections with decision-makers, door-openers, and those who can make introductions, rather than just building a net…
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141. Connect & Convince: The Power of Strategic Leadership Communication [Mel Kettle]
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40:06
Not only has the way we work together changed significantly over the last few years, but also the makeup of the workforce continues to evolve. So while we're trying to find our feet in this next world of work, we're already facing the next challenge, whether it's the constant pressure to do more with less, changing market conditions, or increased c…
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140. The Trifecta To Amplify Your Brand's Value and Perception.
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15:56
Building a powerful personal brand isn't just about what you do or say; it's about how others perceive you and the value you bring to the table. In this episode, we're uncovering the three key elements that form the trifecta for enhancing your brand's impact and influence: Credibility through assets, systems and processes Community and connections …
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139. Communi-Gagement: The Art & Science Of Building Communities [Elise Green]
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50:46
Strong leadership comes down to getting results and that comes from getting buy in for a topic or cause, the support to make an inspiring vision come true and of course a level of accountability to step up, especially when things are hard or have gone wrong. And this is where communities come to play. Especially the last few years, communities have…
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138. If I was your Authority Brand Coach, This Is What I Would Do
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23:52
Becoming a trusted authority in your industry isn't easy. It's a journey that requires consistent effort and the right actions. But because everyone's goals, resources, and backgrounds are unique, there's no one-size-fits-all approach to personal branding. The coaching industry adds another layer of complexity because it lacks regulation. Different…
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137. Revolutionising Business Leadership with Advisory Boards [Louise Broekman]
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Starting growing and scaling businesses certainly has never been easy. However, in the last few years we have seen increased complexities from cyber attacks to requirements to meet ESG standards and everything in between. And clearly the pressure on boards and leaders has increased. Now with that said, over the last few years also the importance an…
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136. Reputation Management Blueprint: Controlling Your Narrative
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32:13
We live in a world filled with knowledge, data, and information, which levels the playing field and intensifies competition, one crucial factor sets you apart and positions you as the chosen one: your reputation. As the saying goes: Your reputation is your REP - the reason everyone pays you. It's not just about credibility; it's your currency, infl…
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135. Legally Branded: [How To] Protect Your IP The Right Way [Donna Patane]
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36:37
TM, verified badges, digital certificates, and everything in between - it’s safe to say that in today's world of abundant information, access to knowledge, and the rise of deep fakes, we're all searching for who’s legit and who we can trust. This is where the legal side of branding steps in, and it’s safe to say, it can be overwhelming. Figuring ou…
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134. Unlock Creativity: Getting Your Mojo Back for Futures Thinking
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13:37
Looking around the corner, being strategic with decision-making, and also being creative with reimagining how we can future-proof our careers, teams, and businesses is becoming a necessity. And yet, so many are stuck in a rut and can’t think beyond this week, this month, or this year. If you feel a bit blah with your visionary thinking and want to …
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133. Executive Excellence: CEO Mindset Strategies [Carmen Reed-Gilkison]
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35:38
We’re seeing more and more executives and experts stepping out of corporate and into entrepreneurship. For some it’s a choice, for others its a necessity. Whatever camp you may be in, your mindset is what either gets you to where you want to be or not. And whilst it’s often thought of a woohoo topic, today we’re shedding some light on what a true C…
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132. The Visual Edge - Mastering Communication 2.0
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21:00
The one big difference between an expert, often the best-kept secret, and an authority, the Go-To in their industry, is mastering the art and science of communication. The importance of cut-through communication is nothing new, but I truly believe it’s becoming more sophisticated and more complex in 2024. Why? Because the expectations are higher, t…
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131. Communication As Your Competitive Advantage [Nadia Bourboulas]
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41:32
When you can speak well, you can easily outshine others and whilst communication is more an art than a science, this week’s episode will give you practical tips, tactics and approached to become a better speaker so you can make communication your competitive advantage. We are joined by someone who has made communication her profession: Nadia is a M…
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130. Decoding 2024 Leadership: Challenges, Opportunities, and Strategies
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13:06
Being a leader has always been challenging but I’d argue that it’s now more challenging than ever before as we’re facing more complexity, more uncertainty and of course, consistent change which comes with a new set of challenges and opportunities. Since the way we work, act and live is changing, we also need to rethink leadership, reprioritise thei…
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129. Futures Thinking and Strategies for Tomorrow: A Futurist's Exploration of the World of Work [Dr. Elissa Farrow]
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Who wouldn't love to have a glimpse into a crystal ball every now and then? 🔮👋 But the next closest thing to preparing for the future — with a more scientific aspect — is to talk to a futurist. And that's exactly what we do in this week's Trusted Authority - The Podcast interview. We're joined by Dr. Elissa Farrow, who specialises in working with c…
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128. Navigating The Next Normal: 3 Predictions Reshaping Authority, Influence, and Impact in 2024
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25:28
2024 is here, and if 2023 has taught us one thing, it's that change is inevitable, and disruption is the new normal. Being able to look around the corner and prepare for what’s next is how you can not only future-proof your career, your team, and/or your business but create an economy of one! The question is - what is ahead in 2024, and how does it…
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127. Beyond Trends: Insights on Future-Proofing Your Career [Interview with Richard Triggs]
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44:47
The world is changing and so is the job market. Some skills that were in hot demand only a few years ago have become a commodity. Mass redundancies, more competition with a global talent pool, rising interest rates and the impact of Ai overall have been in discussion over the last few months and will continue in 2024. The question is - how do you p…
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126. 5 Things To Do Before The End Of The Year To Set Yourself Up For [Career] Success in 2024
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34:46
The Christmas period is the perefct time to reflect, rest but also use to plan the year ahead. This episode gives you 5 practical strategies you can follow to set yourself up for success: Step 1: Mindset Check Reflect and Evaluate Set Boundaries and Prioritise Diversify and Innovate in your personal life Step 2: Audit Your Skills Step 3: Enhance Yo…
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125. The Now, The Next and The New in AI [+ The Impact On The Future of Work] - Interview with Denver Naidoo
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44:35
No matter which camp you find yourself in regarding AI—whether you're an enthusiast or a skeptic—one thing remains undeniable: artificial intelligence is shaping the future in ways we couldn't have imagined just a few years ago. With constant changes and evolution happening literally daily, there are, of course, numerous concerns and questions rega…
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124. The Secret Sauce to Authority: Crafting Your Signature Framework
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39:12
We live in a knowledge economy where information is not only easily accessible to almost everyone but is also free. This trend has turned titles and credentials into commodities and means that we now face increased competition in the traditional employment space. Not only that - there's also been an increase in experienced professionals looking to …
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123: Innovate or Evaporate: Strategies for Thriving in the Digital Age [Interview with Andrew Economopoulos and Leanda Willshire from Staxd]
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40:59
In today's rapidly evolving business landscape, the rules have changed. What used to be 'good enough' no longer cuts it. Customers demand more, talent is scarce, costs are rising, and competition is fierce. To survive, businesses must adapt and innovate like never before. Digital transformation is no longer a buzzword—it's a necessity. But with cou…
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122. Building Your Personal Brand in the Age of AI
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24:44
AI is here and it’s here to stay. If you listen to this episode in real time, it’s pretty much the 1st anniversary when ChatGPT was released to the public and AI tools have become mainstream. In this AI-dominated landscape, personal branding takes on a whole new level of significance. It's the distinguishing factor that sets you apart from the algo…
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121. Promote with Purpose: Self Promotion The Right Way [Interview with Eleni Dracakis]
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28:32
Self-promotion is often associated with bragging or arrogance. However, being able to talk about yourself in a clear, concise, and, of course, confident manner is often what sets you apart and gets you chosen over someone else. Can it feel icky to put yourself in the spotlight? Absolutely. But it doesn't have to. I always say: skills to succeed in …
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120. Navigating Change: Your Repositioning and Rebranding Guide in a Rapidly Changing Economy
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30:19
Join the FINAL Live Intake for the (starts: 2nd Nov 2023) _________ The increase in clients who want to change gears and reposition themselves, whether by stepping out of their industry or profession and starting a completely new chapter or by rethinking how they can leverage their background and repackage it to deliver it in a different way (often…
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119: Peak Performance Unleashed: The Beginner's Guide To Biohacking [Interview with Tanessa Shears]
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36:49
If you’ve ever woken up and already being tired, took forever to complete a simple task or have all the grand plans but feel like you’ve got nothing left in the tank to actually embark on this journey - then chances are - your energy levels are off and it’s time to calibrate them back so you can not only perform at your highest level but do it in a…
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118: Redefining Traditional Roles: Providing Value in a Changing Landscape [+ BTS Of My Biz & Career Journey] - Part 2
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32:07
This episode is a continuation of a conversation I reecently had to JR Lowry where we went down memory lane of my career/ biz journey and discuss how not only roles have changed but the way we provide value in this digital-first world of work. We talk about how we have to rethink our skill sets and future-proof ourselves by evolving and embracing e…
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117. Navigating the Future: Strategies & Tactics for Career Resilience + Relevancy [Interview with Jane Kim]
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34:52
No matter the industry or profession you're in right now, the skills that have gotten you to where you are may not necessarily propel you further. Technology, especially AI, is disrupting and reshaping nearly every profession and industry at an unprecedented pace. So, what can you do to future-proof yourself while staying true to your core strength…
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116: Redefining Traditional Roles: Providing Value in a Changing Landscape [+ BTS Of My Biz & Career Journey] - Part 1
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30:42
Over the last few weeks the focus has been on pivoting, reinventing and shifting gears and that’s been for a reason because I’m in the midst of my 4th pivot and only slowly getting a clearer picture as to what it is. So I wanted to set the scene, start the conversion and taking a leave out of my own book and work out loud. Now I haven’t quite worke…
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115. Trust as Currency: Strategies For Success in the Trust Economy [Interview with Michelle Hughes]
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31:29
Did you know that the level of trust is directly correlated with your profitability, especially when you're in a serviced based profession? And: it's now meaurable and trackable. This week's episode will give you mindblowing insights from a research this week's guest conducted as part of her MBA studies and trust me when I say: you want to take not…
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114. Mastering LinkedIn Branding for Businesses and Teams
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22:52
Leaders realise the importance and value of turning their employees into brand ambassadors and elevate the company brand through personal brands. However, a common concern that comes up is the worry pretty much every company addresses with me: that their staff's LinkedIn profiles were attracting recruiters and their talents are getting poached left…
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113. Scale Your Personal Brand(ed) Business - The Right Way, aka: With A Team [Interview with Lyra Almoite]
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39:43
Building a personal branded presence or personal branded business doesn’t mean you have to do it alone and you definitely don’t have to do it all. Truth told- I’ve had support for many years across various aspects, from designing content to setting up systems, automating workflows, building sales funnels, … you name it, I probably had help and toda…
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