Transcrição completa de Stop Building a Frankenstein Brand (with Tiffany Neuman)

about systems Yeah, like those things and then setting my summer up for success ahead of time. I knew I wanted to have moments where I was not on the laptop and really could check out. all those things added up. And so I've I've done it in the past where I've taken what I like quote, summer sabbatical, but there was like these moments I'm still checking in. So that was the first time I like fully disconnected and it was so wonderful. Austin: Man, I hope everybody listening to this hears that and is inspired to go do the same. Cause I think all of us could probably use a little bit of like checkout. I think all the time about like how our brains are wired. And especially like if you just look back at the last thousands of years of humanity, it wasn't until like five minutes ago that we were like constantly being pulled into this thing that isn't even Real in the way that like people are real, you know? It's like this Tiffany Neuman: It's not three D. It's like right. Austin: abstract thing out in the the web. So, anyways, we're all like hyper-focused on something that isn't even like materially real. And I just I Tiffany Neuman: So that one. Austin: can't square up that being good for us all the time. I just can't see a way where like that's in line with how our bodies and brains and souls are meant to be. And I you just see it. People are. kind of miserable sometimes running businesses because they are so wrapped around the axle of like this machine that we're plugged into. And look, I'm like a I'm a tech guy. I'm an entrepreneur. So like I feel it. I'm I'm a part of that. You know, it I'm not on a high horse over here being like I've got it all figured out. But I do pay attention to it. And I think most entrepreneurs would be well served to do that as well. so thank you for the inspiration there. And and yeah, I think you're just a testament to it. Tiffany Neuman: Absolutely. And I I will share, like hearing you share share that, the the crazy thing that I wasn't planning on was when I got back and I had a huge influx of business. And one of the reasons I was a little p n I wouldn't say paranoid, but just to be transparent, like I had taken most of June off. What what we didn't say was like I had three trips business trips and other things and like kids stuff before that. So almost all of June I was checking in and then I was off for that period. But When I came back, I had a ton of influx of business. And usually summer's a little bit slower. And so I think there's something to be said about like the energetics of unplugging, is like I had new ideas and all of that. And I don't think it was an accident. I don't know, I came back and like I had a bunch of new clients and I was like, this is amazing. So if Austin: Yeah. Tiffany Neuman: anybody's like, well, I want to, but I'm not sure, like take that as an extra bonus. Austin: Yeah, well, amen. I think most people that are getting into this line of work do it so that they can have the freedom and

flexibility to go and do that and and we need space. Like, you know, the the label that we use for this space is thought leadership. I don't think that you can have original, clear thoughts thinking without taking that space. Like there's no way when we're wrapped around our routines and just like the the tedium of life, like And and the email inbox that never stops going off. And like, I don't think that we are able to like really step back and think original thoughts. I think we're really trapped in the pattern. So for anybody that's listening to this that considers themselves a thought leader, here's your encouragement today to like even just go take a walk, like leave your phone at home and like go look at a pretty tree or quack at a duck, like do something Tiffany Neuman: Yeah. Austin: that is going to get you out of the monotony. So you in our show notes or our our preparation for this, you mentioned a phrase that I thought was interesting that probably is like a good anchor for this. and that's an an authority brand. Did I say that right? Is that the label? Yeah, yeah. Tiffany Neuman: Correct. Yep. Austin: So can you give me like a one sentence? Like what is an authority brand and why is that thing that you focus on? Tiffany Neuman: Yeah, so the authority brand is so important because like you, focusing mostly on speakers, most of my clients are speakers, authors, coaches, consultants. And like you said, they're really either a thought leader already or they're stepping in. They're a an aspiring thought leader. And what I've noticed is over the years there's this pull to like Be authentic and you know, now it's like the Yap challenge or, you know, like be more vulnerable on Instagram and show up and dance on TikTok. And most of us who are really in the authority space, I don't know, this isn't true for everybody, but I came from the corporate world. Like I was you know, I taught college on a collegiate level, I taught branding. So I take my work very seriously. And so a lot of us get pulled kind of in that direction where we don't really have an authority brand. We collect oftentimes you know, followers or things like that because that's what we think we should do. and instead it becomes a vanity metric and it's not really positioning ourselves for the authority to say, stand on a TEDx stage or be booked for a high level keynote. And so for me, there's a specific way to build authority in our brand and really position ourselves with thought leadership. So that is, you know, creating our IP, writing the book, doing those types of things, and having the brand, the messaging and the website that reflects that. And so often we get pulled in these different directions or get, you know, have maybe a coach or someone that's like, okay, you gotta do it this way. And it doesn't actually help us move into our thought leadership further all of the time. Austin: Mm. Yeah, that makes sense. What do you think people are getting wrong about this? Like what I because I this isn't this isn't news, maybe is the right word. Like I think a lot of people have this intuition that what we're talk what you're talking about here is something that needs to be addressed. Tiffany Neuman: Mm-hmm. Austin: but I don't see a lot of people doing it like really well. And you know, that's probably a generalization. There's so many people that do it well. So if you're out there and you're like, you're wrong, I'm sure I am. But like Obviously, you know, you're you're a problem solver. So like w why do you think people aren't getting this right on their own? Like what what is what is the sticking point here? Tiffany Neuman: Gosh, there's there's a lot of things I could say here. The very first thing, and I to have been talking about this a lot recently, is they tend to kind of build the plane while they're flying it, while they're building their business or their thought leadership. And so the first thing is it kind of turns into a Frankenstein brand, like, okay, I'm gonna give this talk and then I'm gonna do that. And so over time they have a platform and they maybe have a website, but it's kind of built over time, and so it's not this. Very succinct, like codified ecosystem that really positions them for the one thing that they are want to get known for, andor they maybe did get known for one thing, and then they've evolved and they started talking about new things, but their footprint online is still talking about the old things. And so when people talk to them and they're applying for say stages, and then people go look at their website, there's like Wait a second, there's some sort of disconnect happening here that I'm not quite seeing. So the way I view it is you know, our brand evolves over time, and so we really need to think about like where are we heading in those next three, five, ten years? Reverse engineer it so we build a brand that we can evolve into, not necessarily for where we're at today, because otherwise it's this consistent like hustle to keep up and things like that. So I really like to build a brand for where. people want to go and then they can just naturally evolve into that. Austin: Mm-hmm. Yeah, it makes sense. I've I feel like there's some like tension here too, where on one hand, especially the people that are in this business, okay, I say this as a compliment, but like they're visionary type people that do this type of work. They're highly creative and they think big picture and it's like they're the opposite of somebody that's like an engineer that's like deeply in the details of things. And so I think because of that, somebody that's in that headspace Is constantly looking for like the next cool, interesting thing. And so it's like this constant evolving with somebody that gets really excited about shiny things. And that sometimes that can be beautiful. Like that really is what makes somebody a thought leader is that they're looking for that next thing, the thing that's around the

corner that not everybody is noticing. So that's good. But that's tensioned against like needing that like stable base to be able to become. well known and for people to be able to communicate what it is that you do to make a referral or whatever, right? Tiffany Neuman: Absolutely. Austin: but I can see on that side too, there could be a little bit of a slippery slope where maybe somebody gets so focused on it being like perfect that they never actually get into motion. Where like it has to be the exact right base. And so we never even take that first big step. So yeah, it's like tension between needing novelty for this business model to work on some degree, which is a benefit and a curse. And then on the other side, like needing that stable base, but the potential for never actually feeling settled enough there to make any real headway. So do you notice that with your clients? Like, how do you walk that that line? Tiffany Neuman: Yeah, I feel like I couldn't have said it. Better, honestly, Austin. Like you you nailed what is very common for my clients. and I think that's why, you know, you and I do the work that we do. Like you with systems, like if somebody is a visionary and a thought leader, like they don't want to be in the weeds trying to figure out their systems. And for me, it's I always say you can't see the label from inside the bottle. A lot of times my people are so close to their own work that they actually can't figure out how to verbalize it in the right way that actually connects with the right audience or the right decision makers you know that are gonna book them to speak or what have you. So it is this like fine line of where you absolutely need what I call a brand foundation. and so so many people come to me and they're just like I need a new pretty logo or I need a new website and I'm like okay that's great but we don't want to just put lipstick on a pig, right? We don't want this beautiful website that's not going to convert for you. So we really do need to slow down, not like spend ages on it or, you know, make it like focus on perfection, but slow down to create the brand foundation of like What is the message? What are your values? What's the vision at this point in this stage in your life and career? Because those things shift over time. And having them commit to that for a period of time, to your point, so they can get known. I mean, I've had clients that yeah, they have ten book ideas and they're all completely disparate. And it's like, okay, we have to put some form around this. Like, what is the ecosystem? What is the golden thread that's going to tie these all together because otherwise your audience is going to be so confused and you're never going to get that traction right so if we look like people like Brene Brown, Simon Sinek, you know the thought leaders that we look up to, first they create that body of work and foundation that they get known for and then they can kind of spread out from there and grow bigger. So you know I do believe at some point the riches are in the niches like you have to like focus for a period of time. But then once you do that, and I'm actually doing this with a client right now who like niched down almost too narrow and now it's like, okay, she wants to talk about different things. She's getting bored of that. Okay, now we have to open that net wider. And what is the message around that? So her current audience doesn't get confused, but she can bring in a lot larger audience as well. So it's a very fine line and also like there's a science to it. Yeah. Austin: Yeah. Well that tightrope walk, man. That's why people like you exist. Cause I could not, and most of my clients could not. So somebody that's like out there seeing these trends of this is why we run this show. This is why we have conversations like this. Is because I don't think most people even have the box to describe like where the tightrope is. Like they just know that they have an outcome in mind. And either you hire somebody that's gonna guide you to it, or you have to just like blindly follow your own way and like Man, people people spend a lot of time and energy and money on something that's not like backed by the science, as you just said, right? It's like vibe based. And we live in this really interesting time right now where people can be extremely confident in the stuff that they're doing because we have AI. Feels like you can just go to AI and ask a question and it gives you the gospel and like that's gonna be right every single time, and you can like take and leave it. Yes. Yeah. Tiffany Neuman: And then it tells you you're incredible and that's the best idea they've ever heard every two seconds. And it's like, is it Austin: Exactly. Tiffany Neuman: really, are we sure this is the right direction? Austin: Yeah, right, for sure. Well, yeah, it it doesn't have the real it doesn't have discernment, you know. I think that's the thing about a human brain that we just can't replace yet, is that it doesn't have discernment. It can't it it doesn't have that energetic exchange where you can feel it in somebody whether it's right or not. And you have enough anecdotes available in that specific lane where you can sort of pull context from different places to be able to synthesize the right thing as opposed to just give somebody information. We see this with systems where people can go on Chat GPT and say, like, hey, what should my CRM do? And like it's gonna give you a whole bunch of like really generic basic things that aren't wrong. It's not that it's wrong. It's just like it lacks that discernment that lets you like take it and tighten it to be like just right. And yeah, a lot of people get really stuck. Tiffany Neuman: For your specific situation that might be different than everybody else's. Austin: Yeah, for sure. Yep. And like so much of what you do, I imagine, is just based off of your I mean, your lived experience and you working with people and and

the gut check. Like there's some things that like you can't train because they just like require lived experience. And so that's good. I want I want those opinions from you. But also, this is a show about systems. And when we were talking about this show beforehand, you specifically said that there's like a process to be able to develop that authority brand that we were talking about earlier. So I'm curious, like, where does the art and the science of branding come together for you? Tiffany Neuman: Yeah, so for mere me, like you said, it's lived experience. So a little bit quickly around my background is for fifteen years I worked in the corporate world with brands like Burt's Bees and Adidas and really uns got the understanding of what a powerful brand is, right? And how you do build a system around it. And so that is why my process is actually called a brand operating system or OS. we develop brand operating systems. For businesses, because otherwise, it's yeah, it's what does chat GPT or Claude say today, or what is my coach telling me, or what do I feel like saying? And that's great, but to really grow and be seen as an authority and have like a codified body of work, you need to stay within some sort of lane, right? And so that's really the system that I've developed is like I keep Keeps using the word codify, but that's that's what I can describe it best as really getting clear on who you I I think in Venn diagrams, so like if you we think about who you are on one side and what is your true identity and the authenticity behind it and all of those things. I think that's why so many people build a website and they're like, it never really felt like me. This they didn't do the work to say, like, who am I, what is my identity? Because that shifts over your life. You have kids, you leave court. corporate, you whatever that is. and then the other side of the Venn diagram is your ideal client or your audience or the stages you want to get booked on, right? Like one thing is to be authentic and to share your truth, but if it doesn't align with those people, then what's the point? So we want to look at that sweet spot in the middle and then really walk through a specific process of looking at like what is your big vision? How do your values align that? What is your brand for voice. A lot of people say like, I just show up and talk and that's my brand voice, but how do you train AI to talk like you? Or maybe you have a VA, how do you you want them to help you comment on LinkedIn or something? Like they can't just use their voice. And that's why so many people outsource to say a copywriter or AI and then it it doesn't really convert or it doesn't sound like them, right? So when we really do that and really map out the whole brand story, the intellectual property of the brand and make sure Everything is this cohesive unit, then you can show up. A lot of people are like, that feels like I'm in a box, especially for visionaries. But really, what allows you to do is have the freedom. Like, for instance, the trip you asked about earlier, the reason I was t able to take most of June off is because my brand is so clear. My team can like create content and post for me. and I don't have to be the one doing that because we have a system. So I don't know if that fully answers your question. I went on a little tangent. But Austin: No, it's so good. Yeah. Like I love the Venn diagram thing that you pointed out too, because I feel like it's really easy to optimize for one or the other side of that Venn diagram, right? But it's such a trap because like if you over optimize for authenticity, even if it's accurate, you still are like not able to connect with somebody because it's not going to be the words that they are using to describe their situation. And so then you could go the other direction where you completely optimize for what the market is asking for, but you lose the soul and probably you lose some differentiation. Yeah, exactly. Tiffany Neuman: Then you sound like everyone else. Right. Austin: Right. Yeah. And it's funny. we just barely went through this exercise at SpeakerFlow where we've been doing this for some years now and we've worked with a lot of people. And so I have some gut instincts maybe about what people are looking for and why somebody would come to SpeakerFlow. And so we've used those gut instincts to really like inform how we talk about ourselves, our messaging on our website and the content that we create and so on and so forth. And as time has gone on, it seemed like l fewer and fewer people were connecting with that messaging. And so Taylorr and I recently went on this exercise where we went through we record every single conversation that we have with our clients and our sales calls and just 'cause that's the it's all Zoom based, so it's so easy to do it. So we have years worth of these conversations now. So we went through every single one of the clients that we've won over the last few years and pulled the sales conversations and then gave all of that to to Claude to help us synthesize. And what came out of that was like shocking to me and also felt so true. And it was that the people that we were talking to felt like frauds. They felt like they were authoritative, that they had the answers, they could solve real problems. But the back end of their business made them feel like they weren't a professional. And so they weren't confident approaching people. Or when they did approach somebody, things would slip through the cracks or whatever. And so what it what they felt like on the inside was that like I'm this high caliber person that can create huge value for the world. But like every time I interact with somebody, I am a mess. And like it feels like a mess. And so I feel bad about that. And so we changed Tiffany Neuman: Yeah. Austin: our messaging to think more about that. Like, hey, you're a very capable person. Your brain is probably just not wired to think in systems.

And that feeling that you have that you're not showing up the way that you should show up for people is fixable with systems. And it was the craziest thing. As soon as we changed that, it all the dynamics of all of our conversations changed. It went from, yes, I know I need systems when they came to the call to I saw that post and it like hurt in a good way because I knew that it was true. And I think that like maybe that's kind of like what you're talking about here in some way, where like we have to take the customer's situation, we have to take their words, we have to blend that with the way that we see the world. And it's that interlapping of those two things that is gonna connect well with people. And it's gonna be differentiated because it's based on our unique experience combined with the real problem that somebody has. So I'm curious, like as a as a brand strategist, is Is that move that SpeakerFlow made in alignment with how you might work with a client? how where does that fit? Did we do good? Did we do good coach? Tiffany Neuman: Yeah. I think so. I mean I'd have to like look at Everything, but especially I mean the main thing is if you're getting results, right? because so many times I have people come in and they're just like, It's not converting and I don't know what's wrong. Like you said, I know I can do it. and or I'll have people who are pivoting and they're like, Okay, I'm going to this whole new arena and I have no idea how to speak to people because it's it's so new to me. So b but based on that you are in the lucky situ not lucky, but like the great situation where you had those past conversations. So the market research, whether it's looking through past conversations like that or interviews we sometimes have people do. and if they're newer in business they haven't had a lot of clients, then that's another route is, you know, there's a lot of ways you can use AI, you could do other ways to do the research and then okay, based on that, how do we update the message and then also codify like a methodology that then positions you as the authority 'cause that's the next step I would say is like having the language that speaks to them and ensuring that works, but then also having a methodology or a system that shows that you are the expert to help them through that. Because sometimes we can say those things and they're like, Okay, great, I'll just like go get a different system or go get a brand expert or hire my neighbor, right? Like we can open their eyes to that. So I would say then that's that's the next step, which I'm sure like you guys are the obvious experts, to support, you know, speakers and thought leaders with systems. which is why I think, you know, like we get along so well. Yeah. Austin: Yeah. Amen. Yeah. Agreed. I like the way that you think about this for sure. when people come to you, like what do you feel like is a pretty typical starting point? Like w Tiffany Neuman: Hm. Austin: what what does the average conversation look like when they come to you? Like what's the situation that they're in that leads into improving their branding in the ways that we're talking? Tiffany Neuman: Yeah, that's a great question. I would say it's one of a few situations. So again, a lot of the biggest thing that I get is when people are moving into their next season or they have something big coming up. So for instance, the clients I'm I have three clients I'm working with right now. One is publishing a book and she's like, my gosh, this book is gonna be incredible. She actually has she's doing traditional public. Publishing all the right things, but she's like, my gosh, my brand, my messaging, all of that doesn't align. Like, I want this to be a huge launch, I want this to go big, my brand, my website, all of that needs to reflect it. So we're kind of working on updating to get her to that point. another person has been. I'm just using client examples because I feel like that's the easiest way to explain it. another man actually, you know. know, has been in thought leadership in one way or another. He's written multiple books, but he's kind of shifted his focus and he's been talking to a specific audience for a very long time and he's like, you know what? I'm like, you know, in a different season of life, you know, he's in his late fifties and he's like, I'm kind of tired of doing this. I have the credibility, but I'm ready to like move into this new space with new people. The problem is nobody knows me yet. So How do we take that cr credibility, lived experience, and all of those things and talk to this new subset of people But like nobody knows me yet. So how do we make him like an instant authority in that space? and then oftentimes it is just simply you know, people have been doing the work, they've they've had some success, but you know, like like you said, sometimes things shift, especially lately. Like, I feel like the world has shifted upside down in a lot of ways. So what used to work is no longer working, and then we have to sit and think, like, okay. What does this need to look like for it to convert? And, you know, AI can get us a lot of the way there, but to your point earlier too, like sometimes it actually just makes it more confusing if if you're like, you know, it's like this is a good idea, that's a good idea. So I love to just be thought partners with people and really create what I call is a an authority brand, but also a legacy brand. Like it's typically when people are ready to be seen for their thought leadership in a bigger way. Way. Austin: Hm. Yeah, which I think is kind of the underlying goal for most of the people doing this, right? Is to make an impact that's bigger than the one client that's in front of us at any given moment. Not to disparage that one client. Like every person that we come in contact with is special. But yeah, I mean, most people are trying to build something Great, you know? And like big isn't always necessarily the

thing, especially in the way that we think about big as scaling a business, you know, big team and huge revenue and all that. Like that isn't even always a thing, but big impact for sure. And like big problem solved. And yeah, I think Tiffany Neuman: Yes. Big profit. Like revenue can mean a lot of things, but it doesn't necessarily mean profit. I've come to see with a lot of clients, so it's like who cares if you're making eight figures if most of that's paying your team? Like would you rather live a sustainable life and make good profit and not have to work as hard? I don't know. Like that choice is up to you. Austin: I've been that person. I know what it's like to be on the other side of that, to build a business that might make a lot of money, but that provides very little profit to the people running it. And it's not fun. So that's good. And I think a lot of people in this space aren't as at risk of that as in some industries. You know, like this that what's Tiffany Neuman: Totally. Austin: beautiful about thought leadership is you can run it so lean. I mean, the average person in this industry is making like 330K according to the state of the industry report. And like most people only have one or two people. on their team and usually those are not full-time waged employees, they're contractors that help out with very specific things. Tiffany Neuman: Yeah. Austin: And so yeah, this business model has an unusual ability to create huge margin. And but it has to be intentionally Tiffany Neuman: It's so nice. Austin: cultivated, you know? And actually this kind of like ties into a something else I'm thinking of. Like, you know, when we think about branding, I feel like a lot of people, myself included, I've refined this a little bit as I've matured in my entrepreneurial experience. But think about branding is like, yeah, you build the logo, you do good copywriting, you create a website, you business cards, like whatever, you know, the the assets that go into having a brand. But I see this happen so often. Like to pick a really specific example, like somebody will build a really awesome lead magnet, like a quiz or something, right? Awesome. It can be so valuable. But it never actually like gets promoted and like people don't actually see it. And you've talked about conversion a couple of times here. So I know that this is top of mind for you. And I want people to like to take this down a level, right? Like outside of the creative side of this, the visuals and the words and the things that we use to put out in the world. What do you recommend your clients do on like an ongoing basis to reinforce that effort? To like make that actually do something for them as a business? Where do you take the higher level abstractions and make them like actually do something for the business? Tiffany Neuman: Yeah, that's a great question. Yeah, I mean so once to your point, that is the brand overall, right? Is the assets, is the website and how you're positioned and where you're showing up. But for me, the biggest thing that I peop see people struggling is, like you're saying, not knowing how to actually put it out into the world. So it's like build it and they will come and it's like, No, no, not not really. Like so there has to be Austin: Not anymore, at least. Tiffany Neuman: Yeah. There has to be strategy. Like first the brand has to be powerful, it has to position as the authority, and then you have to execute and keep that momentum going. And so that's why I look at it as a brand operating system, because you need to continually put it out there, but it also doesn't need to be stressful. You know, like someone like Gary Vee, who I don't know if he still says this because things have shifted, but he used to be like, you have to be on every platform all the time. That's how it is. Content wins. And I think maybe he's actually changes too. On this too. I don't follow him that closely. But content is not the key anymore because AI can put content out. We can everybody can spin out content so easily. So for me, it goes back, there's a few things. the Maya Angelou quote that I love, and I'm probably butchering it, I'm like the exact quote, is it's not about you know what you say, it's how you make people feel, right? So there has to be a feeling tone energetically in the brand as well. Well, and how you're showing up, and I know that sounds a little like out there when we're talking about systems, but it's so true because that's the human part, right? So that's one big piece of it, and then on the other side, so I guess we could say like soul plus strategy, right? Like we need that human element, and then the strategy pieces. I this is my particular advice is to pick like one powerful authority lane and and really get known in that place. So, for instance, I was on Instagram. I was on Facebook, I was on LinkedIn, all the places that I thought I should be, and none of them, it was like pushing three boulders up a hill, right? I wasn't really getting good traction anywhere, and most of my work was coming from referrals, and I I wasn't growing because of that. And so the minute I stopped posting on Facebook, I put a nine grid on Instagram, and I personally chose LinkedIn, and I'm not saying that's where everybody should hang out. I think we need to get strategic in again the Ven Venn Diagram Where do we want to hang out? Where do our customers hang out? But, anyways, as soon as I went on all on LinkedIn, now I'm really starting to build a platform there. Like I'm making sales and like there I get more engagement. And so that's the first step for me is to really sit with, and I help clients with this too, if they're not sure, is like where is your authority lane? And now that I'm really clear on LinkedIn, that's kind of my outbound. My podcast is really my kind of nurturing strategy so people can comment. and hear me speak and that's been enough. Now I am starting to think about adding Substack because I

have this body of work it's really easy to repurpose over there and I think it's a smart move for a lot of thought leaders. But anyways, that would be the first step is like that authority lane and then being consistent there because that's the other piece. If we show up once a month nobody's really going I mean this is obvious but then our authority isn't clear. Austin: Yeah. Yeah, I think it's so easy to get like to go wide instead of deep. And I think some of what you're talking about there is that. Like you didn't say and you said the antithesis of this. Don't go everywhere and stand on the rooftop and just blast it out. Like pick a lane that you think is well suited for the type of person that you're getting in touch with and then go deep. And then naturally, as that happens, you'll notice opportunities, just like you've noticed that Substack could be an opportunity. And what I didn't hear you say is so now I'm sprinting full speed ahead at Substack. You said, like, I noticed this, and like I'm gonna pay attention to it, and I'm sure that you're gonna experiment and we're gonna look at data. Like, this isn't just like a vibe-based thing. You have to like notice something and then test it and then be consistent with it and and then be honest with ourselves about whether or not it's actually serving or not. If and it is, amazing, go deeper, Tiffany Neuman: Yeah, do you have Austin: kill it if not. And it's I mean, really in some ways, like that's the story of doing business, right? Tiffany Neuman: Mm. Yeah. And I think that's where a lot of times we can beat ourselves up because I'll be the first to admit like I'm not always as like strategic as I used to be. I used to be that, jump on the plane and like you said, the shiny object syndrome. But now I think, you know, it's shifted to be like, do I have the capacity? Like, do I really need this to your point? And that's the thing I love to talk to clients through is like, you know, the thought leadership is one thing, but like is it fitting with your life? and do like if if your goal if your number one goal is to be known worldwide, well then yes, you're probably gonna go a lot harder and like have all of the platforms and and work harder to get there. But if you d if you want to be known, you know, in one area and speak on those stages, like there's easier paths a lot of the time. Austin: I think those are words of wisdom there. I think there's probably a lot of people that are listening to this and being like, Yeah, I I need some help here. So please, if you're one of those people, talk to Tiffany. One of my favorite people or one of my favorite things about Tiffany is that she's like, she's authentic. You can just have a conversation with Tiffany. So for listeners out there that know they have some improvement here, I guarantee you a short conversation with Tiffany, if nothing else, will yield you some really great ideas outside of all the clients that we've shared over the years that have said that you do amazing work. you mentioned something before we got into this though, a a tool that you've built that I think might be like a microcosm example of what you're talking about here, which is this like bio hel helper tool that g can you can you explain to our audience what is this tool that you've Tiffany Neuman: Yeah. Austin: built that can be a good example of of what you're talking about here? Tiffany Neuman: Sure, absolutely. So, you know, we've talked a little bit about AI today and it can be it can make things more confusing and it c it's it's it's just we're at such an interesting point and intersection in like technology right now, especially with systems. I can only imagine how much like how much AI do we use, how much do we not? So, anyways, I still love AI, don't get me wrong. But I think it needs to be really well trained and really well managed. And so this is one of the tools that I've created for clients that so you don't have to sit inside say Claude or ChatGPT and like spend hours prompting to get the perfect result. Like so this specific one will create an authority bio that Can use on your website on LinkedIn. You know, my one of my clients used it to pitch speaking at the UN and she got the the booking, so that was pretty awesome. Austin: Let's go. Tiffany Neuman: so again, it's it's maybe not gonna be the perfect bio. You may tweak a few words, but it's gonna get you there a lot faster than you staring at a blank screen or talking, you know, maybe to Chat GPT for hours. so it's really simple, asks you a few questions. I'm a verbal processor, so I even made it so you can talk in. to it if you don't want to type it out and then it will give you a short and long bio. So that is the tool. Austin: Awesome. Everybody go check it out. Link will be in the show notes. Tiffany, thank you so much for spending some time with us today. Any final thoughts for our listeners? Tiffany Neuman: Austin, I just I'm grateful to be here and I just feel like the systems and the brand go hand in hand. So, work with SpeakerFlow if you want to get your systems in place, and then work with me if you want the high level branding and messaging. they go together so perfectly and yeah, I'm just grateful for the opportunity and for thought leaders out there, the landscape is shifting. and I think a lot of us are unclear. we d we like you said earlier, like what the messaging that used to work is no longer working. So stay in touch because like we're on the forefront, I believe. I think you guys are with like the state of the industry report. And that is my job. I used to be a trend predictor in corporate and so like I love, you know, staying on top of it and I'm excited. Like let's see what comes next. I don't think it's a doomsday thing. I think there's a lot of opportunity for thought leaders.