Aliza Licht: Author of ON BRAND & Founder of LEAVE YOUR MARK

Episode 379

On this episode, Aliza Licht, Author of the new book ON BRAND and Founder of LEAVE YOUR MARK, shares all about how you can leave your mark and build your own personal brand. Aliza is an award-winning marketer, author, podcaster as well as an expert on the topic of personal branding. Aliza shares her story including all about how she created the voice of the anonymous social media phenomenon DKNY PR GIRL plus she also gives us a glimpse of her new book ON BRAND. This episode is awesome and filled with a ton of great ideas that will leave you excited and wanting to execute!. On this episode of #TheKaraGoldinShow.

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Kara Goldin 0:00
I am unwilling to give up that I will start over from scratch as many times as it takes to get where I want to be I want to be, you just want to make sure you will get knocked down but just make sure you don’t get knocked down knocked out. So your only choice should be go focus on what you can control control control. Hi, everyone and welcome to the Kara Goldin show. Join me each week for inspiring conversations with some of the world’s greatest leaders. We’ll talk with founders, entrepreneurs, CEOs, and really some of the most interesting people of our time. Can’t wait to get started. Let’s go. Let’s go. Hi, everyone is Kara Goldin from the Kara Goldin show. And I’m so excited to have my next guest. Here we have Aliza Licht, who is the founder of a great company called leave your mark. But she’s also the author of the brand new book new this week. So very, very excited to have this incredible book out there. It’s called on brand and I actually got an advance reading copy that I’ve got right here if you’re watching this on video, but it’s super, super, super great. So I’ve known Aliza for a while and she is just such an incredible person. I loved even doing a little bit more research on her as well as I was getting ready for this podcast. Actually we have had her on a long time ago but but was really excited to have her on again for this new book. So leave your mark by the way, the company that she founded as a multimedia brand, and consultancy, but Aliza is an award winning marketer. She is a an author of a previous book called leave your mark. She’s also a podcaster. She has just built her expertise for over two decades in marketing and communications and digital strategy, primarily in the fashion industry. But I think she’s shown that she can crossover into other industries as well. She’s a social media pioneer, and one of the first fashion influencers. I’m going to get her to chat a little bit more about this, but the social media phenomenon DK and why PR girl which generated over 230 million media impressions that is so crazy. So I’m really, really excited to chat more about that. But again, her book on brand is her second book. And it’s out this week, and I’m just super excited to discuss a lot more of what I was able to read in that. So welcome Aliza, how are you?

Aliza Licht 2:47
Kara? Thank you so much. First of all, I love seeing you and I love everything you’re doing and you’re such a force and I’m honored to be here. So thank you for that lovely intro.

Kara Goldin 2:56
So nice. I have to say Aliza and I we will collect sisters. So when we do set up today, I don’t have my hair down long. But but definitely we we could definitely walk down the street and you would think that we were sisters. So very, very honored. So okay, so let’s start at the beginning, not at the super, super beginning. But I just want to ask you this question. So looking back at small Aliza, did you always think that you would have this much fun and influence?

Aliza Licht 3:25
Oh, my God, what a question. Um, I would say that I grew up in a household where we were very much encouraged to have a voice. So whether my opinion was right or wrong at the time, I would say that it was always welcome. And, you know, I never, of course, thought about influence or anything related to that. Certainly, we never thought about personal brands back in the day, it was more, you know, have a good name have a good reputation, but No, probably not. I really, I really didn’t think that far ahead, to

Kara Goldin 3:59
be honest. That’s great. I read that you wanted to be a plastic surgeon as I read and

Aliza Licht 4:05
I kind of feel like now that I’m getting older, it would be really handy to be in plastics, you know,

Kara Goldin 4:10
right. When that when that be great. So, super awesome. So okay, so you spent years and media and specifically in fashion. You landed at Donna Karan International, where you spent almost but not quite two decades. I’d love to hear about your experience there and, and like what did you learn? Obviously, you went in when you were just getting started, but share a little bit more about that experience.

Aliza Licht 4:41
Well, I had just come from the magazine side of the industry and this is in the late 90s When print magazines were so incredibly important. And I felt like I wasn’t getting ahead on that side of the business. So I was like, Oh, I speak to these PR people all day long. I kind of understand what they do. So I ended up getting a job I try in the late 90s. And I think being on the inside of that world, and certainly in luxury fashion, because we had Donald here in New York, which was the collection, luxury brand. And then Deakin. Why I really learned what it meant to kind of engineer media, right? Because you don’t always have a great collection, you don’t always have something the media wants to write about. But the relationships you build with the journalist, is how you really carry your brand through because being able to pick up the phone and say, hey, just do me a favor, just cover this one thing, that or killing a story, right? Be like, please, like, I’ll give you something else. Just don’t write about this, though. Those kinds of skills are really eye opening as to what really goes on behind the scenes in press.

Kara Goldin 5:48
So interesting. And working guests for a company that the, you know, the founders name was on the door. Yeah, had was that just, I mean, that’s something that I don’t even know if you sort of thought about that when you went in there. But I mean, such a powerful connection to have at a very young age.

Aliza Licht 6:10
I think it actually makes a huge difference to have not only a founder, but a female founder at the helm of the company. She was the matriarch. I mean, we stayed, it wasn’t just me who stayed there. 17 years, everyone stayed, because we stayed for her. And I think that the loyalty and the dedication, and also like the creativity, right, because you know, you’re a founder, like, your vision is what motivates everybody else and inspires everybody else. Because not every employee has that level of creativity. And I think Donna allowing everyone around her to really aspire, is what really made the brand so strong, and the brand is still around today. It’s obviously been through, you know, multiple owners at this point. But she is the reason that brand is still around, because the founding promise and the DNA of that brand, you know, is is really what gave it the foundation. And if you can’t just pull that out of brand. Yeah, it’s always there.

Kara Goldin 7:14
Yeah, no, definitely. And it’s, but it’s definitely, you know, a great brand. I always tell people, you have to have, you know, a quality product and a quality brand. But I think when it’s a founder led company, it’s just different. Right? It is an energy that is just different. And, and obviously, you were definitely a part of that whole story as well. So the infamous handled DK and why PR girls, how did that come about?

Aliza Licht 7:44
Well, that was later in the career. That was I think, 11 years later, in 2009 We were sitting around a marketing meeting thinking about this, you know, newish platform called Twitter, that maybe we wanted to participate in. And you know, I was concerned and when you speak about a founder led brand, you know, Donna, Karen was a human person, but the company shared the same name. And I was scared that if our handle on Twitter was act on a Karen, people would assume she was tweeting. And being that I was a publicist, and obviously understanding crisis communications and communication gone wrong. I was just like, that’s gonna be a nightmare, who’s going to write that copy? Who’s we’re gonna have to get it approved? It’s gonna be a whole thing. So Gossip Girl was was the thing back then the original? And I was like, Well, why don’t just have it be anonymous, we can have it be like a character, like decam wipr. Girl, we could put it through the lens of PR. And our General Counsel, you know, we pitched the idea to her and she was like, that sounds great. Only one person can do this. Aliza, since you are SVP of communications. You’re the one who’s going to happen to her. And I didn’t even know what it meant. I was like, Okay, I’ll do it. You know, whatever. And then slowly, but surely, I you know, I started to teach myself how to tweet. And the whole idea was being a fly on the wall in the fashion industry when nobody was giving you those behind the scenes. No one knew what happened and award season. No one knew what happened behind the scenes of fashion shows. And I gave people that anonymously for two years. Wow, that I know, a sequel for two years. Nobody.

Kara Goldin 9:22
So were people asking you who is this was it? Yeah, lifeguard and I, it was

Aliza Licht 9:27
Gossip Girl. And one day teen, an editor from Teen Vogue called me in the office and they’re like, hi, we would love to share my Purell to come speak at our conference. And I was like, Oh, well, she’s anonymous. So you know, that’s not going to be possible. And I hung up the phone and I went into Patty’s office, my mentor, fellow redhead, and I said, Patti, you know, all these social media conferences are popping up. It was like that time Do you remember when it was a thing? Like, it was new and I was like, it’s so like, it kind of sucks. Like, we’re not getting credit for anything. And then we sort of made a decision. We’re like, okay, you know what, let’s reveal the First and beyond beyond the Twitter handle, and that is what led to leave your mark, because an editor from at the time Grand Central was following the character and called me up one day and said, I think you should write a book.

Kara Goldin 10:11
That is just so, so wild. So it was wild, but crazy. So in so many ways, you were an early influencer before that term was even, you know, kind of coined. And, you know, it wasn’t for a couple of years before you were actually known, as you just mentioned, but quickly became an expert on personal branding. Obviously, that was not a term back then either when you were first starting, if you were to look back on that experience, what would you say you you learned, either about the consumer or about branding? I mean, what was kind of the big thing that you what was the big takeaway,

Aliza Licht 10:57
don’t sell, don’t sell anything, tell a great story. And that is something that I felt intuitively. Dry was a very big company, we had a lot of licensees. Once the Twitter handle, you know, became Twitter, Instagram, Tumblr went, you know, became very, very big, over 1.5 million followers organically at the time, which was a lot back then. Everyone wanted a piece of it from the perspective of like, Oh, can you announce our new fragrances on sale, can you announce our announced our handbags are on sale, like all of these sort of like performance marketing call to actions that felt off brand for the shipyard girl. So I was very, I was very fortunate to have the support of management, which you know, is is not a given, to be able to be empowered enough to be like, That is not what the community wants to hear. I am bringing them into the brand through storytelling, and making them loyalists. And eventually, they’ll figure out that we have handbags, and maybe they’re on sale, but I never wanted to sell.

Kara Goldin 12:06
So interesting. So you weren’t just talking about Donna Karen, either you were like talking about other things, you know, in the industry. I mean, it was it was not just focused on your brand.

Aliza Licht 12:17
Well, it was it was focused on the role of peep, right. So it was my job as a PR overall, obviously, you know, living in the world of Donna Karan, but telling people what the job entails. So then that involves, you know, me having lunch with the person who was tweeting for Bergdorf and you know, Spino meeting with Vogue or whatever the case may be, but it was definitely about a fly on the wall experience, which was something new and different and and brand hadn’t figured it out yet. You know, brands were very especially in luxury. Like they don’t show, you know, behind the curtain. Yeah.

Kara Goldin 12:55
So interesting. So you wrote a great book called on brand which was out this week. Can you share a bit more about why did you decide to write it?

Aliza Licht 13:06
Well, the truth story is, sound. This might some of your listeners might be like, Oh my God, that’s the coolest thing ever. And some of them might be like, okay, is she okay? I was on the phone with a psychic. i This is the true story. I love and and she was like, second book. And I was like no one and done. Like I was so sure one and done. She was like no way think you are. And I’m like, Okay, if I was going to write a book, what would it be on? She was like personal branding. Now, I do speak a lot about personal branding and professional development. And obviously, I’m a global mentor, and I am that is the leave your mark brand. So it’s not crazy that she would see that. And I was like, oh, that sounds like me. But now. And then three weeks later, my editor from leave your mark texted totally out of the blue. And she was like, I think you should meet a literary agent. And I’m like, why don’t we need an agent? You you literally went direct to me for leave your work. And I’m not writing a book. And she’s like, No, you’re gonna write a second book. And I’m like, I am not. And she’s like, No, you are, am I okay, what is it on? She’s like, personal branding. So then I’m like, Oh, God, it’s the universe. Hello universe. And then I was like, you know, well, it makes sense. And obviously, I’ve put it out. I put out so much of that energy. Yeah, that I do believe it came back

Kara Goldin 14:24
around. Yeah, definitely. So was this during the pandemic was this kind of your pandemic project?

Aliza Licht 14:30
I didn’t know it was later. But it was, you know, I started it was due this past June. So I started I got the contract in March. And it was, you know, it was a hustle by it. You know, I’m glad I did it. It was way harder than my first book. I will say,

Kara Goldin 14:46
yeah, lots harder. Well, that’s that’s a whole other podcast, probably. But what would you say are the non negotiables and building a personal brand?

Aliza Licht 14:57
Well, you know, it’s so funny because As a founder, Kara, you, you did this, and you did it intuitively. So it’s it’s starting with your belief system, right? It’s starting with understanding why you’re doing what you’re doing, why you’re choosing to align with something. And understanding what those guardrails are. And I think a lot of people don’t really self reflect to the extent that a brand would write, when you’re building a brand, you’re thinking about your core values, your mission, the problem you’re solving. I mean, we know your story from Leader Mark podcast about the problem you are trying to trying to solve when you created him. It’s like, so there is a there’s a real authenticity, to that founding story. But people don’t usually apply those same rules. So what I did in on brand is really take my, you know, two decades of marketing, communications and digital later on, and say, Okay, this is what we did in fashion. And this is how we created image that made you want to buy stuff. Now let’s apply it to people, and really marrying self reflection with perception. Because at the end of the day, you know, perceptions reality, it doesn’t matter what you think of yourself, it’s how others perceive you.

Kara Goldin 16:13
Yeah, definitely, I loved. There was a point in the book where you talk about, kind of in person over email, and on social media communications, how you’re actually presenting, and I think that, you know, people call it like followers and stuff, but it’s, and sometimes I think that followers has gotten sort of a bad rap that people are following. I think, especially if you’re known as an authentic leader, because you’re inspiring them. And yeah, I’m way and and I think, you know, the more that they can believe that you’re connected, and you’re thinking, like they would want to be inspired, you’re not going to hit it every single day. But I totally, totally agree with what you were saying on that. Do you want to expand on that a little bit?

Aliza Licht 17:03
Yeah. So I think that, you know, what I really wanted to make sure in this book is that if you want to be an influencer, great, this book will help you become an influencer. But it’s also about how you present in real life. And it is just as much for the person who is buying for that promotion, as it as the entrepreneur who needs to impress investors, right, or the college student who’s coming out and really wants to land their first job. Because your personal brand is is not a choice anymore. Having what you already have, everyone has some version of one, it starts with what makes you you, right? But in this world, this hybrid slash virtual world that we now work and live in, every single person needs to understand how they’re presenting, no matter the medium. So it could be email, like you said, on social media, when you show up in a meeting on Zoom, and your cameras off, all of those things contribute to how your personal brand is perceived, you know, the energy you give off, if you’re someone who makes a meeting better or worse, you know, I mean, there’s a lot of things that contribute to it. And it’s in the spoken and unspoken, like, if I asked you what font is on brand for you, I’m sure you’d have a very clear answer of like, what your favorite font is, right? It’s just one of those things and Mac’s visual identity, right? So everyone has that they just don’t necessarily think about it the way brands do. So that’s what I’m trying to achieve for people.

Kara Goldin 18:35
I love it. So let’s say you’ve done it all wrong, not you. But I mean, let’s say that you’re an individual and you’re thinking, gosh, I have not. I don’t have a specific font or five, I have like five fonts, right like that. If you just feel like I’ve never really paid attention to any of this. Where do you start? Like, where is the beginning for somebody who really wants to get better at this?

Aliza Licht 19:01
So it starts, like I said, first with the belief system of like, what is the message you’re trying to put out there? What do you want to be known for? And that starts in the book. I call it mental gymnastics, because there’s little workshops, but it does start with actually holding the people around you people, you work with your friends and family, asking them to describe you in a couple of words. And there’s a whole series of exercises in the book that take you through. I mean, I really didn’t want this feel like a textbook and I didn’t want it to feel intimidating. So a really is like a friend telling you how to embark on this. And it’s like very small, digestible bites. So as you’re going through the book is no. It’s like I introduced these little snippets slowly. And then I put in some personal anecdotes or I have some experts who weigh in on the subject, but it doesn’t. It starts with really self reflecting and then figuring out where you want to go. So like thinking about all your social media bios, has anyone looked at their LinkedIn bio in probably two years? Like thinking about how you’re showing up online and in person? And if that’s how you intend to or not?

Kara Goldin 20:12
Yeah, no, I think that’s so important. Do you think women are more conscious of this than men?

Aliza Licht 20:19
I think that women are constantly striving to be better. And certainly the people that you and I surround ourselves with are people who are very goal oriented, who have a lot of creativity and a lot of energy that they put out into the world. I think women probably feel like they need to prove themselves more obviously, we know women, you know, definitely suffer more from imposter syndrome than men. You know, in the book, when I said that I was, you know, founding my consultancy, originally, I felt super weird and insecure about calling myself a CEO, like CEO of what, like, I didn’t feel like I could own that title. And I didn’t own it. I called myself a founder and president at the time, but certainly a man would have no problem slapping CEO on a business card, right? It just didn’t feel like I felt like I hadn’t earned it. And I don’t think a man would think that way.

Kara Goldin 21:17
You know, it’s interesting, I look at like LinkedIn, I’ve looked at this for a lot of male friends of mine. And it and it’s fascinating to me, because they really just haven’t paid attention to sort of how they’re showing up. And a lot of times, I think it’s, you know, super boring. I’ve had men who have talked to me about boards, for example, and I’m like, Okay, well, let’s start at LinkedIn and go through exactly how you’re showing up. And right. Anyway, that’s what I think that it’s, it’s something like, what would you say to people are the top? Like, what are the three things that they should do? At the beginning to just kind of, you know, change who they are, or pay attention more? Where would you go? LinkedIn, maybe, especially from a business standpoint?

Aliza Licht 22:06
Yeah. So LinkedIn, I think it’s about choosing platforms that you feel comfortable on, and that you feel like you can be consistent with, especially if you’re looking to build some sort of following and I agree with you, I hate the word followers, I really do. But at the end of the day, I think especially on a platform like on LinkedIn, like LinkedIn, we’re all looking to learn and I think, you know, we’re constant learners, and I don’t think you can ever know enough. So LinkedIn is to me, nonnegotiable, like LinkedIn is 100%, where you need to make sure that you have a consistent presence. And then if you’re someone who is more visual, and you feel like you can do Instagram well, and you’re I take people through content strategy and brand voice and how you actually build a social media following in the book. Like you don’t have to, you can also work on executive presence and how you’re showing up in meetings and why you’re the always the person who gets asked to take the notes, you know, at any level, you can start to uncover how you’re perceived based on what you’re asked to do or not to do.

Kara Goldin 23:13
What is kind of the major misconception for people like in terms of showing up that they just don’t really recognize how they are showing up or? I I’m so curious how you would respond to that.

Aliza Licht 23:28
I think people are very tone deaf 200. And you can see it online, especially when you know, we all have people in our in our timelines that are just either going hard to the extreme of constantly talking about what they’re doing, how they’re achieving all their wins to the point that you’re like, I’m going to meet this person, this is all too much for me. And then there’s people who are waiting for someone to notice how great they are. And that and those two extremes are both not good. They’re trying to bring people to the center where understanding how to strategically share your wins, which I go through the book, and in an elegant and strategic way. So my rule of thumb is, every time I talk about myself, I’m gonna make a conscious effort to amplify five other people on social and support five other people for every one time I’m promoting myself. I don’t know where I came up with five, but it felt right. And that’s what

Kara Goldin 24:26
I love it. No, that’s great. There’s quite a few people who are changing careers. I think the pandemic sort of lit a match for many people trying to figure out what they want to do. I mean, I guess it’s been called the Great resignation sometimes, but I think it really boils down to people are thinking and trying to figure out what do I want to do when you talk about shaping your narrative? That was the first thing that I thought of so people want to go into do something totally different. How should they be talking about themself? Oh, I just left my job. And now I’ve got to go figure out? Probably not. I mean, what, what would you suggest? Like? How do people present themselves when they’re starting to think about that they want to go and do something new?

Aliza Licht 25:12
Well, in the book, I really lean on the idea of a Venn diagram, because I think it applies to when you’re mapping a social strategy. And it also applies to when you’re trying to transition from one one role to another. It’s like finding that middle point of where your skill set and experience overlaps with what you’re trying to do. And then understanding how to tell that story. I think a lot of people to your point, don’t really plan for the question. Oh, what do you want to do? So there are so many missed opportunities, you could be at a cocktail party, and someone asks you that and you don’t have a succinct way of arming people with the information so they can help you people have zero attention spans. So understanding that elevator pitch and tweaking it based on what you want to do next, is really something so simple, but yet everyone ends up being a deer in headlights when they’re asked a question. And one of the things that I did very strategically, after I left my role at Donna, Karen, I decided I didn’t want to do PR anymore. So I needed to arm my network with the idea that like, No, don’t come to me with PR jobs. I don’t want to do that. Here’s what I want to do. I want to do brand marketing and digital. So understanding how to share that in a succinct way I think is is the answer. But also when people are starting new jobs. The first question they’re gonna say is like, Oh, where did you come from? Why did you leave your last job? Why did you come here? It’s like, those are easy answers that can really trip you up if you don’t plan for them. And it’s, it’s you don’t have to tell them, you know, deep, dark secrets, but it’s shaping the story. So it makes sense for other people. And shaping your narrative also means handing people the headline, you want them to pass along on your behalf. Otherwise, people just make up their own stories.

Kara Goldin 27:04
Totally. Yeah, no, I think that’s so that’s so true. I also just feel like, there’s this learning aspect to that I think sometimes people max out on, they know, what they’re doing every single day really, really well. And so I’m really encouraged by the fact that people are trying to step outside of their comfort zones. That’s what I’m seeing. So I think that there’s some kind of narrative around that, that makes people feel like, you know, look, I’m overqualified to do a lot of things. But I really want to jump into something where, you know, I’m, I can definitely use my skills, I can, you know, do a PR plan in my sleep. But I want to go and do other things. I mean, that is the the key narrative, I think there that people need to be kind of focusing on not yours specifically. But you know what I mean? Like, I think I think you’re right. Yeah, I think that that’s an exciting thing. And definitely something that I should say a topic that I think a lot of people would want on their team, for sure. So building a personal brand is very much part of being an entrepreneur, you are an entrepreneur, I am an entrepreneur as well, consumers buy from people, not from companies, many established business owners also, I think, should be building their brand. I’ve been asked to speak at companies numerous times about building a personal brand. And guests. I feel like it’s so challenging for people, you know, to kind of think, especially if they’re in a large, established company, should they be doing that? Shouldn’t they be doing that all of these things, but what’s your best advice for up and coming and established business owners? Who are thinking, you know, I’ve been so busy building my brand. I’ve been so busy working at this company, what do you think they should really be thinking about?

Aliza Licht 29:03
So I love this question. And actually, Candice Nelson was on leave your mark last week. And one of the things she said was that, like, a founder, having a personal brand is non negotiable, like again, has helped her so tremendously in building sprinkles, and now her new next project. And I think that it is 100% The most important thing any founder can do. And a founders personal brand, can only help their actual brand. Yeah, if they do it correctly. And I think that a lot of times, especially, you know, if your company becomes really big and there’s a lot of, you know, investors involved that can sometimes go by the wayside and people don’t they forget how the whole thing started, right. But at the end of the day, the whole thing started and got to be where it is today. Very much important. Because of the founders vision and the founder making a connection with the community of people that purchase that brand. So I think it’s very important. One of the things in leader work that I say is like, Don’t name your company, your name, like make your name stand on its own, have your company be a different name, or if they’re going to be the same, like don’t sell it right at the end, you know, Donna ended up selling her name to LVMH at one point, and you lose control, obviously, of where your brand ends. So I think it’s very important, I think it’s very symbiotic to the actual company. And start, people who are starting out can really lean on this bulk to take those baby steps towards building their personal brands, I will say this, you got to have your finger on it. A lot of people think they can outsource this kind of work. As a founder, if something is going out in the world and has your name on it, you have to have last controller, it doesn’t matter if someone’s putting it together or not. At the end of the day, you can’t blame the intern for a post that goes wrong. Like you have to have, have your name on it in a way where you feel good about what’s going out into the world. And also, by the way, like people want to connect with you, they want to learn from you, they want to be inspired. And if you are a founder like you are a camera, like all these people are looking at what you’ve built, and they want to follow in your footsteps. So it is really important that you have that authenticity in your in your digital strategy.

Kara Goldin 31:32
Yeah, definitely. I think that there’s there’s another thing that I I’ll just add on to what you’re saying, I I feel like there are people who think that it’s, you know, you’re an egomaniac, if you like build this big personal brand. I also feel that there’s this responsibility, especially to your employees and to your company, because it’s it’s a North Star for people. Right? It’s you talked about it from Donna, Karen, it’s, you know, when the founders are in the building, and and, you know, there’s this feeling there that, you know, you know, what you’re working towards. And it’s it’s very, you know, it’s that connection, I think so the more that you can actually highlight this, especially when you’re not able to spend as much time with your team, when they’re actually able to see who you are and what you enjoy. And things like that is really, really important. So it’s not just about you building your own individual, it’s helpful to a lot of people who you’re leading and who you’re following.

Aliza Licht 32:41
Oh, and to your point, it also makes them really proud to work at that company, totally. Especially, you know, on LinkedIn where you know, thought leadership is so important. Like, when you know, LinkedIn is the place where you say where you work. So if your founder has a really big presence on LinkedIn, and is putting out her thought leadership and really inspiring younger entrepreneurs, you know, with the lessons that she’s learned, you’re free to work at that company. That is a really big thing. And I would never say it’s about being an egomaniac. I would say, one of the things that I was really thoughtful about and on brand because I am not looking to sell this book and make you know 1000s of egomaniacs. That is not my goal. It’s really thinking about it in a way that is not just about you, but it’s service oriented like if you’re out there sharing your learnings that’s not ego that’s surface.

Kara Goldin 33:37
Definitely, no this is this is such a good discussion. So

Aliza Licht 33:41
Aliza, so great,

Kara Goldin 33:43
thank you and thank you already buy this book on brand is it on Audible yet or it’s

Aliza Licht 33:51
not on Audible yet? I got email though this week that I need to read it but yeah, I have my matching copy with you. galley, Cara has the galley. It’s actually a metallic cover when it comes when it comes off. But right now, that’s all that’s all we have.

Kara Goldin 34:05
It’s so good. And definitely get a copy of it. So thank you again, Aliza.

Aliza Licht 34:10
Oh my god. Thank you care for your support.

Kara Goldin 34:13
Thanks again for listening to the Kara Goldin show. If you would, please give us a review and feel free to share this podcast with others who would benefit and of course, feel free to subscribe so you don’t miss a single episode of our podcast. Just a reminder that I can be found on all platforms at Kara Goldin and if you want to hear more about my journey, I hope you will have a listen or pick up a copy of my book on daunted which I share my journey, including founding and building hint. We are here every Monday, Wednesday and Friday. And thanks everyone for listening. Have a great rest of the week and 2023 and good bye for now. Before we sign off, I want to talk to you about fear. People like to talk about fearless leaders. But achieving big goals isn’t about fearlessness. Successful leaders recognize their fears and decide to deal with them head on in order to move forward. This is where my new book undaunted comes in. This book is designed for anyone who wants to succeed in the face of fear, overcome doubts and live a little undaunted. Order your copy today at undaunted, the and learn how to look your doubts and doubters in the eye and achieve your dreams. For a limited time. You’ll also receive a free case of hint water. Do you have a question for me or want to nominate an innovator to spotlight send me a tweet at Kara Goldin and let me know. And if you liked what you heard, please leave me a review on Apple podcasts. You can also follow along with me on Facebook, Instagram, Twitter and LinkedIn at Kara Goldin. Thanks for listening