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Transcript

...

Hi, everybody. I'm just inviting Sabrina up on stage, our guest

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for today. So

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Oh, wonderful. I see you up there.

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and you can go ahead and unmute yourself by clicking on the little my

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phone button or the little monkey button at the bottom. There you go.

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Hi.

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Hi sabrina.

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Oh,

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hey. How are you? So great to be here.

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Wonderful. Glad to have you here too. So

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people, you know, will be trickling in as we as we get started,

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Okay.

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So I'm just setting up the buttons on my ends to get started.

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and we're very excited to talk

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to Sabrina Horn today about her new book.

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make it don't fake it. And

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I think she knows a little bit about that. She is an award winning Ceo.

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a c suite advisor, a communications expert and an author

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with only five hundred dollars and five years of work experience, she founded the hardened group

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a public relations that for a quarter of a century

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advise thousands of executives and their companies from the hottest

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startups to the Fortune five hundred. She was one of the

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few female Ceo in silicon Valley,

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in the early nineteen nineties, and has always aimed to exe the authenticity

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and advisor her clients on its merits. She's written for publications, including the Wall Street journal

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ink, entrepreneur, forbes o dot com.

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Welcome Sabrina.

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Hi, Susan. Thank you so much for

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having me and and hello, everybody.

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Yeah. We're very excited to have you here today, and

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I'm anxious to. I I just finished your book, and I'm anxious to talk about it because

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I wanna first start about talking about why you wrote this book because

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we have been told our entire lives to fake it until you make it.

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And now you're telling us

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make it. Don't fake it. So what is that all about? Why did you write this

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book. Can you tell me a little old a backstory for this?

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Yeah. Sure. I ...I mean, that's a great place to start.

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over the last

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ten years. I really felt increasingly that there's just too many people

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old

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in society and in business who forgotten about the

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fact that integrity matters

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and the whole fake until you make it egos ethos

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which started out quite.

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If you look back at its origins, Right, it has mutated

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through social media,

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and taken on a life of its own, I really feel has fueled

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best to the point where

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in some cases, like integrity feels like it's

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optional

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And so what what was originally an innocent little clip?

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took on a wife of its own, and now I talked

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to young people, and they say, well, if I don't fake it,

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I will

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succeed.

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so essentially, exaggerating the truth are distort the facts and taking shortcuts

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constantly to get ahead or acceptable.

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The problem with that

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is that the truth

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always comes out and when it does,

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you know, could be a day a month or a year or more.

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Right? But when it does, you'll be exposed

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ruin your reputation that of your companies, your employees,

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and and so Natasha success,

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So

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that topic is important to me as both a person who

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from Silicon Valley. Saw a lot of fig.

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and, you know, danced with that line a little bit myself.

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But I also saw a lot of great leadership

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and I and I was a ceo of my own firm, and And had

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no management training it's learned on the job had a be a leader.

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So the reason why I wrote this book is to help other entrepreneurs and executives

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push the recent reset button.

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on integrity and run their businesses authentically for a better chance of six

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stuff.

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Yeah. And I I think, you know, it's great that

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you did that because you used some of the examples that we all know about the birdie made of the world,

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you know, toronto Ceo, Elizabeth Homes, and others. And

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So it's it's a little scary when you when you think of

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Mhmm.

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what fake it to you make it or fake it at all means in the business world.

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Yes. Yeah. I mean, night so I

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I created this

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schematic called the fake governor.

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Mhmm.

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Because when I was writing my book, I was

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I was thinking of all the different ways that people fake it, some innocent,

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you know, some I'm not so innocent all the way

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after the band.

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and I put them into buckets on this continuum and call it the fake commenter.

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And but, you know, I think most

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people. Right? They exaggerate the truth a little bit, like,

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you know, you've stretch the truth on your

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investor deck to get your base

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seized to wanna put money in you and, you know, you say the products available now, but it, you know,

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really isn't. Or you

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are salesperson person and you over promise what your

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what your offering can deliver to customers.

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the most common way of faking it is lying on your resume.

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But

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from from there, you kind of go off the off the defense.

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Oh,

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So are you staying

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Are you saying never to say it then?

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Well, no. I'm not saying that.

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there are innocent ways

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where

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you're faking it that's called acting as if.

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And this was a form of cognitive behavior therapy that

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was invented bio created eye

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a psycho therapist in the nineteen twenties. His name was Alfred Adder, and it was just

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really essentially helping people pretend

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to demonstrate those behaviors that they themselves wanted to exhibit.

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you know if you're feeling insecure, you really wanna be more confident

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you try and emulate the behaviors you want to become.

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to have until you embody them. And that's perfectly fine. I mean, that

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just helping yourself. You cross the line,

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into the bad ways of bad forms of faking it.

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when you do and say things.

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and other people's expense

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for personal gain.

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agreed agreed. And so if we know that integrity is the foundation of

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every business, why do companies and people who run our work for them fake it or or

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really just plain lie. And also, do you see a difference in

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you know, between males and females in that regard.

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Well, I think

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I'll take the second part of the question first. I think that

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women who are trail lasers

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and minorities

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particularly prone to faking it because they're

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in situations that they may not have encountered before.

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similarly entrepreneurs and as Ceo who are new

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to to the leadership position can be under that kind of pressure where

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you just don't know what to do. And so you're just

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gonna say something and make it up and and and thank it.

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Right?

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So having said that,

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men and women are

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are boat, like, it's not exclusive

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to women or to man, like, any anybody

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particularly high achieve

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experience this.

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at some point and and behave that way.

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if integrity is the foundation every business, I mean,

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here's the reason why why people say it

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even if they know that integrity is the right thing.

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The issue with integrity is by definition,

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you have to be grounded in the truth, like you're facing the truth

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and you're looking at reality,

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And the problem with the truth is that

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it can be really harsh. You know, like, reality sucks sometimes

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and

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and so you you don't wanna deal with it. You show the problem under the rug.

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you look sideways, maybe you blame it on someone else, you pretend it doesn't exist.

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you know, how many times have we seen company executives

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not admit to a product flaw when they have to do a recall.

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and then it's too late or or if you're

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in a market downturn like a recession, and you realize

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you have to do a lay of your employees

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I nobody wants to do that. So it's easier

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to shove the problem under the rug or lie

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and minimize

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the truth.

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Yeah. And it's it's interesting that you mentioned that because ...when I was reading your book, I almost felt like it was

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the memoir more than it was a you know, a guide for

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for leadership and authenticity, which I really like

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about. I mean, I I thought you were very candid and

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super brave and honest to to talk about some of your own painful

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experience as a Ceo, which most people try to cover up because

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first of all, is painful. And second of all, you know, it it may be embarrassing as a Ceo to admit

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mistakes. But, you know, you talk about it experience with employee fraud that you had to deal with

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and self described to disastrous. I

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Vm presentation. You were about five years into your business in New York City. And so

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why did you decide to open up and talk about those things because, you know, they they

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could be

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to a lot of people they could be embarrassing, but I thought you were

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so incredibly brave to do that. And so can you talk a little bit about those

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Mhmm.

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experiences why you chose to share those with the world in this book.

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Well, I mean, there's nothing like

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sliced that's wife example,

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bring.

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to bring that to make a point. Right? I mean, I

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I could have made something up, but it wouldn't have been as meaningful

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to the reader or to me, frankly,

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to just say, like, well, here, I do this and not provide

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a reason why for it. And

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you know, I also think that there's something very

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wonderful about being vulnerable.

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And I don't think that people are vulnerable enough. We all put up these walls

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And every leader most leaders, I've met feel that they have to have all the answers

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and that they have to be strong.

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and act strong and fake it Right when

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but actually, you don't have to have all the answers, and it's okay to

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to to exercise humility

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and say, you know what? I really blew that.

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can we just get together and talk about

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like, how we can do that better next time.

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and and, like, how you guys can help me not mess that up. But because that

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levels the playing field.

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it draws people in

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and in practice, it builds a really collaborative

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and a collaborative learning type of culture in in your business

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and, you know, that that's what makes it sustainable.

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And so are there examples of when you should not

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share that information or

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Yeah.

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I mean,, of course, you have to be judicious with anything

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you know that you say, you know?

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being authentic doesn't mean

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revealing every single detail that

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you know, people don't need to really know.

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I felt that readers needed to know what happened

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to me and the mistakes that I made to make my case that

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it's much better

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to make it honestly and earnest

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and lead in in a certain way in my case with humility. Right?

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than then to do it in in another way, But

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I mean, would I share the the some of those stories just, like, randomly, you know,

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Of course, not. It has to be channels in the right way.

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Yeah. Yeah. And so, I mean, you're just

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you're just incredibly honest in candid. So in an era of fake news,

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and minimizing realities. What can we learn about the value of being honest?

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especially when it's hard, like, you know, in some of the cases that you talked about or some of these other

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stories that you've mentioned in your book.

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Yeah. I mean, I

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faking it is just though is a losers game. There's

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there's nothing result or attractive about it.

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as I said in the beginning, like,

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you you might fake it for a while and achieve some short term success.

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but the truth does always come out.

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and when it does, it will ruin the reputation

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your personal reputation of your your business and your employees and

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you know, the other thing is just the morality of it, like,

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If you're faking it,

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like, first of all, while you're waiting to be exposed,

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You can develop anxiety.

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It's very unpleasant, but faking it also undermine

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who you are as a person, and it can eat away at you.

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you start to become so good at faking it that you actually become

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and impostor. And, you know, there's there's a whole lot as

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being talked about right now about impostor Syndrome.

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So, you know, it's it's not a recipe for success.

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it's not how to run a business.

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and I think that fake it till you make it just flies in the face.

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of true leadership and and of successful marketing for that matter.

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Yeah. That that makes

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perfect sense. And for our audience members, who are just

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joining us. We're talking to a award winning Ceo c suite adviser, and author

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Sabrina Horn, and if anybody has questions for her comments or once

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chat with her you can invite yourself up on stage at any time.

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feel free to do that. And

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So do you think that faking it is the same thing as lying?

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Oh,

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I ...yes and no. That's a that's an interesting question.

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most of the time faking it is a form of line.

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exaggerating the truth

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minimizing

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what are the facts?

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or distort them

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selective truth telling, which could be extremely dangerous.

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given the situation this is when

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you're actually telling the truth button leaving out certain packs

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this very dangerous as was in the case of the Boeing Max aircraft.

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disaster

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But in some cases,

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picking it is not lying, You could be faking it when

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say you're completely overwhelmed.

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you know, running up business, you're an entrepreneur, you starting a business,

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and the problems are just

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falling from the sky, it's raining sideways,

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and you truly don't know what to do.

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I call this ostrich line because you're like an ostrich. You're sticking your head in the

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found

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I have a small example because I could share it.

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it was when

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I was eight months pregnant with my second daughter

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and it was during the Internet bubble when it was first.

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and I

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I literally saw

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my company that I worked so hard to build for ten years.

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vaporize eyes around me.

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companies richest dropping like flies, cutting their budgets,

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putting their programs with us on hold. And meanwhile, I just wanted to

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you know, enjoy having a baby.

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and had hoped for a move transition

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to to doing that. But I had to ...I had to do a layout in my ninth month of

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pregnancy because a financial advisor came to me one day and said

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sabrina.

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you have to protect the financial health of your business

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and you have to lay some people off because otherwise,

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you're gonna go out of business if you don't do something. And that was the case of where I was in

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stuck my head in the sand. I was faking it

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I pretended that everything would just get better.

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or hoped it would go away.

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Yeah. And as we know, it it never does. Right?

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Right. Yeah. It makes the problem worse.

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the the longer you procrastinate and delay at making a decision

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or facing reality.

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the bigger problem you're gonna have to solve

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for sure for sure. Well, I mean, you really are a trail

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trail laser because you were one of the first female Ceo in Silicon Valley and

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so I'd love to hear, you know, kind of the trajectory of your career, how you got started and

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you know, you've been through a lot in all your years in business. I mean, you know,

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sessions and layoffs and hurricanes and, you know, all kinds of

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self employee fraud. And I mean, you've been through a lot, but how did you get

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started and, you know, how how did you become one of the first female Ceo?

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well, my

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the backstory is that I am the only child of German immigrants

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Oh,

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I think my parents

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another two.

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Oh, really? Oh, very nice. Yeah. My parents

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came to this country in nineteen fifty seven.

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they were researched chemists, hired by Union Car

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world war two, and they probably had a hundred dollars between the two of them.

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And I think that their survival instincts

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and entrepreneurial spirit, really in

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used me and

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gave me the courage and the

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the

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option, frankly, to think that someday,

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I could hang up my own shingles. So my upbringing was

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with tough in a way because, you know, the

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they I was taught. There's no free lunch in life.

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and you make your own luck.

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So

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go out there and do it.

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And

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with a few years of of experience working for a few other

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agencies, I

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got this idea that maybe I could hang out my own jingle, and I just

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needed to

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to find an idea and and do my research.

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So I I did study the the tech industry I at that time, personal

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computers were like, just arriving on the scene, so that

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tell you how old I am in the early nineties. And there was a slew of

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companies making business software applications for the Pc

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that I'm thought

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would have a complicated story to tell and needed a good agency to help

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And at the same time, also, you have to know that

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back in the nineties.

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public relations was just a tactical marketing function of

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literally, it was like spray and prey was

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you know, writing out press releases, and it wasn't considered very strategic.

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in the sea suite at all. And I had an idea that maybe

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what I could do would be a little bit more a strategic and holistic in terms of it.

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communications approach not just pure

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so I wrote a business plan over a a weekend

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with four pages, it wasn't very long and

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I had been working with through the company that I was employed by

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was exposed to another software company in writing a press release.

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there was a company called people soft, which made Hr software four

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the personal computer platform. And I've gotten a phone call from the head of Market

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being

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you know, few months later just randomly and

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by this time, I was thinking, yeah, you know, maybe ...maybe I could do my own

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And so the timing was perfect., and she said,

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you know, do you wanna, like, maybe come and do that for us?

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And I and I said, well, I mean, I work for another firm, but

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you know, I've been thinking of starting my own company and

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So I I I thought okay. Well, I'll I'll give it a shot.

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And I I took a day off. It went in. I pitched my heart out and by the time

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I got home. There was a

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a message on my answering machine that I had won the business

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And so

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that's how I got started.

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then I offered that piece of business to my employers because it was on their watch.

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but it was calculated risk because I knew that they weren't interested in that.

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kind of a client, and and the fee wasn't large enough for them.

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But for me, it was planning. And so, you know, from there, I just

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kind of built a franchise of of clients around that kind of

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technology model.

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and then I realized at a certain point that

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I really had a tighter by tail, you know, and companies were

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coming to me, and I had to hire people, and I had to

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be a Ceo. I had to step up my game and be

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a leader of a real company. So that's when the trajectory

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really changed.

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And and as we all know, there's there's a lot of

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fear uncertainty and doubt and

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know, be being a Ceo starting your own company and it

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Mhmm.

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fact, there actually is a thing called the fed factor, and

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can you talk a little bit about that what it is and what it means and

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Yeah. Yeah. I mean, we've certainly experienced a little

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Yes.

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of the fun factor in the last year. Right?

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The fun

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actor used to be a an old sales term that was used

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to

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create

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the sense of fear in a customer in order to get them to buy your product.

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that now has just changed into a state of mind.

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And it's it's when the world is

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gone crazy, You know, the pandemic is certainly an example of that.

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But any other sorts of crises

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create fear uncertainty and doubt. And as as a leader,

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you can't let that get to you because it can ship away at your consonants.

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and like I said, it can overwhelm you, and it can cause you to

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to fake it in a certain way, like, pretend you know the answers to something to sound

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strong or stick your head on the sand. And so I learned

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that

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in some in a hard way a few times, but

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I started to learn how important it is to be resilient.

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as a leader and to to

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arm fear and organize organized risk.

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that was like my thing. You just have to disarm that fear

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I

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getting information, like, no what is unknown

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and the morning you know, the more

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confident. You feel like, okay. Like, maybe I got this. Right? And

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organizing risk for me was this concept of

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saying, well, what's the worst thing that could happen?

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like ...and then if that happens, how would I recover?

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So I started to develop

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contingency plans.

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I was

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like, not planning for planning sake. But, like, if this happens, I'm gonna do this.

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that happens. I'm gonna do x y z

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And so I was somehow able

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to operate in the middle with more confidence.

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and no know what to do rather than how this temptation to fake it.

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Yeah. Understood, Understood. And

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you know, if if there's anybody in the audience who's who's had some of these experiences or who wants

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share their own experiences or have questions, on wars,

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Ceo. We'd love to hear it from you and feel free to invite yourself up on stage.

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I wanna talk a little bit about gender bias us

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And what advice you have for women in positions of leader who

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leadership who who deal with that

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And I mean, have you personally experienced it and, you know, how

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how did that affect you? And how did you handle it?

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Well, how much time do you have?

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I mean,

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I could write a a couple of books about that.

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Your next block.

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Yeah. I mean,

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you know, here's the deal, Like, a thousand thousands of years of gender bias isn't gonna

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make it go away even if you're running your own company.

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in I had a measure of control

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over that because I was in charge in terms it's a

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people I hired and certainly the clients that we chose to work with.

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but it still existed. And there's

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I I would say this to the women and the men in the audience.

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because gender bias

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goes both ways.

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use the channels that are available to you to report

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inappropriate behavior.

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always

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Next, make it your business to know

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the people who are

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above and around the ecosystem.

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of the individuals who is behaving badly

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get to know those people and start to really understand what

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relationship is and and if you can ask them for help,

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The next thing that I had to do many times is to

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stuff really, really hot cup of coffee and

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a a few guide laughs who just

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behaving poorly, a dinner worth lunch there's a, you know, a client

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professional business meaning.

...

Yeah. You actually

...

Yeah.

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about one of those stories in the book.

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Yeah. I mean, forget it. Like, I don't need to

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put up with that. And like, the last thing is like, ladies like you

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Don't have to put up with it. There's plenty of

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great companies out there in the world who would be lucky to have you working for them.

...

and you can't change a tiger stripes. Right? You can't change that kind of behavior

...

you you just have to pick up your ball and take it somewhere else.

...

yeah. Yeah. And that, you know, sometimes that leads to

...

The next topic that I wanna talk about is is

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loneliness as as leaders and Ceo and

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why do you think it is that so many Ceo and leaders

...

lonely. I mean, you always hear it's slowly at the top, but

...

is there truth to that?

...

Oh, my gosh. It is such a thing.

...

leader loneliness is

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absolutely a thing, and I experienced it

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And didn't know really

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why I was feeling sad or had anxiety and then even

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maybe I was even a little bit depressed. I mean,

...

you know, making payroll for twenty four years we'll do that through a person, but

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Or

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But here's here's the thing. If you're a Ceo by definition,

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there's only one of you.

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there's no one else that has your title in your company that you can go down the hall into

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off to. Number two, you're also a chief decision maker.

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at the end of the day, the buck stops with you.

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for better or for worse, and it's for worse when you have to make decisions that are

...

very unpopular, like laying people off.

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Now their your employees

...

you know, certainly, they don't wanna go out with you after work and get drinks because you're the boss.

...

So all of this plus the constant

...

problems that you have to solve and challenges and unexpected

...

issues that you have to deal with can really wear on the

...

soul, and you can find yourself experiencing leader loneliness.

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So I do offer some suggestions in my book

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You know, a couple of them are always

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grounded in human connection.

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human connection is just so essential for mental wellness.

...

And if you're a Ceo, you've got to find

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peer group, whether it's in the industry, you know, in your own industry or

...

in a third party kind of group like this stage or White po,

...

and find a group of other

...

exact

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at your level to talk to. And then next, I highly recommend

...

that you must have a

...

safety net of mentors. These are people that

...

they're they're not on your board. They're not your advisory counsel. They're your own personal

...

hand mentors

...

of people who've been in your shoes who

...

want you to succeed, and they're gonna tell you what you need to hear.

...

not what you wanna hear, and they will help

...

break that isolation iceberg.

...

And how do you know the difference between you know, a trusted advisor and somebody

...

for example, in your case, you had a

...

an employee who was actually a friend and was committing fraud

...

but you didn't know it. Is there any way

...

to monitor that and to figure that out before it becomes, you know,

...

Yeah.

...

catastrophic

...

Well, I mean,

...

like I

...

made a mistake

...

in

...

perhaps being too trusting, but I also did not have the right checks and balance

...

is in place.

...

to maybe catch that

...

like, we were privately held

...

company

...

And

...

So we didn't really need to have our books audited, and it was

...

about eight or ten thousand dollars that I didn't wanna spend.

...

So I figured everything was looking pretty good.

...

And

...

what was ironic was that the hurricane sandy

...

The devastation of hurricane Sandy made me revise my numbers

...

because I knew clients were gonna be pulling back a little bit in in New York anyway.

...

and that reveal the sort of line where our expenses were too high.

...

And, you know, had I done better planning? Maybe I would have had

...

other checks and balances in place to to have prevented that

...

unfortunately, I have to say to everybody listening, like,

...

that kind of stuff happens a lot more often than you think.

...

and it's not, you know, often that it's discovered because it happens in little

...

tiny places and for not much money.

...

you know, it slips away and slips through the cracks.

...

But all I can say is make sure that you have

...

checks and balances and making the investment against your books on.

...

Yeah. For sure.

...

can we talk a little bit about the difference between vital truths and us

...

been ...so why why is good actually about the troops?

...

and not about spin because

...

mm-mm

...

and then that what business leaders look for. They look for spin to

...

you know, to

...

Yeah.

...

I don't know to promote the bills or

...

Yeah.

...

oh, to take it, You know?

...

Yeah. I mean, listen honey if I had a nickel

...

every client that I had to explain that, you know, we're not gonna spend the truth for you.

...

the best public relations is not about sin.

...

it is always about peeling back the onion.

...

and understanding what the truth is,

...

dealing with it and then providing a pass forward

...

That is the best. That's the kind of p you want.

...

Right? You're ...we we turned away so many clients

...

who said, hey, you know, can you just make this problem go away for us?

...

sabrina or

...

you know, we really are kind of behind the Eight, so can

...

you can you just make us like a hot company to watch?

...

you know, like, okay. And you have no product and you have no customers

...

and like, no. How about no?

...

so, you know, here's the thing. Like, people think

...

because of pop culture, that,

...

is all about spin, and certainly, there been some

...

than doctors out there that have solid our reputation.

...

But I'm here to tell you that

...

you know, the the best peers is not that it's

...

the opposite it's about telling the truth.

...

And so there are still p firms out there doing spin,

...

I mean,

...

I'm sure that there are individuals who are

...

traveling that fine line into faking it. I mean, I did

...

Yeah.

...

And because I didn't know any better,

...

but you, you know, you get checked because

...

as a P person, you are the intermediary between a client

...

and

...

and a reporter or an analyst and so by

...

extension. We are telling our clients stories

...

to reporters who rely on us

...

for accurate information.

...

So we ruined both ...we ruin our relationships by giving them the wrong and

...

information, they won't want to come to us for

...

you know, as much as we will ruin our client's reputation by

...

extension by telling a fake story. So

...

if you think about it that way,

...

keeps you honest.

...

you go. Yeah. It's true.

...

well, what I'm curious though is because we are

...

the fake until you make it

...

Mantra is so ingrained in our brains as

...

how how do you get our entire culture of that?

...

to turn around and and see it, you know, in terms of

...

you know, making it instead of faking it.

...

Well, I mean, I guess,

...

a wonderful

...

question to ask, and I

...

Mean, I think it starts by reading by example.

...

I mean,

...

you've gotta do it on your own, and you've got to lead

...

tell your people

...

like, what you stand for. Right? At at the end of the day, you have to

...

figure out what your core values are.

...

and

...

try to infuse your business, your culture,

...

your business processes, how you serve your customers, how you talk

...

each other as employees, the behaviors, you will tolerate and and

...

she wound, and that creates

...

a brand. Right? It creates your reputation.

...

And I think if if we start by revisiting our core values and actually

...

you're thinking about them

...

and what we want to represent what kind of brand we want to be

...

then I think

...

maybe we can start to

...

stick to that and turn and turn the corner.

...

my my hope is that with this book, you know, I can chip away on it a little bit and

...

if I ...if I can help whoever is reading this book,

...

think twice before maybe they're like, oh, yeah. Maybe I should do

...

that way or maybe I'll try this and, you know, I'll feel better about

...

where I'm headed and then the book have done its job.

...

Absolutely. And and just a reminder that if anybody wants

...

holographic autograph copy of sabrina books. You can just go to our website at adventures by the book

...

dot com and order a copy there, and we will mail it to you.

...

you know, speaking of core values,

...

is that something we typically think of on a business plan and should

...

should it be listed on a business plan and do most people do that?

...

you know, I think value is going out of fashion.

...

I when I started my company values were not something that went into a business

...

plan.

...

but I bought out it because I've never started a company before.

...

and I thought, you know, I'm in the reputation business.

...

So maybe I should think about what we stand for. And

...

truth, public relations is really always about risk assess

...

not in seeing what threats and opportunities are out there.

...

So to me, it was important to just say, like, okay. I'm gonna do this.

...

what am i what do I stand for? But most

...

tech companies, and I would venture to say, you know,

...

it's not a unique to the tech industry must companies when they're

...

starting out are too busy building a product or finding their first customer

...

to really sit down and think about like, what are chore barriers? And

...

But I I do think that it's coming back into fashion. There's

...

a lot more books out these days about

...

the importance of company culture in creating an authentic brand.

...

and that all stems from articulating values.

...

So, yes, I believe that if you're starting a business

...

you should try and write down in your business plan.

...

what your values are and how you intend to

...

to use them to infuse the rest of your business.

...

And is that how you find yourself becoming an authentic

...

brand. I mean, how do you become an and stay an authentic brand?

...

Again, like, we would need a lot more time to talk about that. And

...

there been volumes written about that. But I mean, I can say in short,

...

you must protect the heritage of your business and and the core values.

...

which got you this far. Number two,

...

you want to maintain a consistent

...

customer experience

...

over time.

...

and

...

you know, a brand is the

...

emotional connection that

...

a person has with a product or a company

...

it's based on trust, and the customer experience is everything about that.

...

So maintain a a consistent customer experience. And then lastly,

...

listen to your customers, listen to their complaints,

...

and their feedback and watch

...

what's happening and changing because you may have to evolve with it.

...

Yeah. Good good advice. And, you know, as we're winding down our last,

...

few questions. I just wanna remind the audience if anyone has anything that like

...

to share any questions for sabrina feel freedom to invite yourself onstage stage. Don't be shy. The

...

Yeah. Come on. You guys.

...

That's what's great about op.

...

like, this is my This is my first book. I want some questions.

...

Yeah. Right. It is your first book.

...

So we we want some engagement here, so anybody who

...

who wants to invite themselves up at stage. I just ...I may just invite you just to ask you

...

share some of your business experiences or your thoughts on faking it

...

you make it. You only even don't have to be in business. I'd love to hear people's thoughts On faking it till you make it. Have you done it.

...

do you recommend it? What have you experienced?

...

experienced. And and while we're doing that,

...

you know, what wanna talk about faking versus lying,

...

Oops. Did we lose you? Sabrina?

...

Okay. I see ...okay. There we go.

...

sabrina, I'm gonna invite you back up on stage. I don't know what happened there.

...

Okay. Great. Sabrina is back on stage.

...

and we are joined onstage stage by Chris.

...

and Chris, if you'd like to unmute yourself, welcome, and we'd love to hear your thoughts.

...

questions, faking it so you make it, making it to you don't think

...

whatever you have to share with us. Welcome.

...

Thank you. Hi

...

see hi sabrina. I

...

just just gave here about ten minutes go.

...

I will certainly be listening back

...

play because

...

I would I'm really hanging on your

...

word.

...

I'm extremely close to someone who is

...

this ceo. Let keep my voice down next

...

showing.

...

It's

...

please in and like closed

...

to somebody

...

who is in

...

know.

...

who is the first time Ceo o.

...

who is really happening at Girl there

...

right now. So

...

I I really really would love to see

...

him find a mentor or

...

How what advice do you have?

...

for someone to find that person.

...

because their ears a fair amount

...

of

...

eating crow.

...

to go to come and say, hey, I'm human. I'm not

...

the

...

the badass leader. I like to think Am.

...

you know, and ted,

...

to be humble

...

to to find somebody to trust them.

...

how this one go about

...

finding those people

...

and having an honest discussion

...

kind of exposing themselves.

...

Yeah. Well, it's

...

a great question. I dealt with it to

...

Could you right? You can't try

...

everybody and you how to choose wisely.

...

I first wrote down

...

the areas in which I need

...

I thought needed how

...

the most

...

Wait. If it was

...

And and, Chris, I I don't wanna violate any privacy issues, but can you

...

can you talk about? What tech what industry this is in?

...

Media. Okay.

...

I am I try just

...

I

...

former Cfo

...

or it was

...

in

...

the practice of public relations. I

...

I went to my former boss

...

oh

...

I so soy

...

I was very specific like,

...

and it i matter. Right

...

problem area. And I have, like,

...

six or seven and doors that I would talk

...

to one point another about whatever

...

was bro eleven

...

to me, that faith could relate to. I also

...

I went to people who were

...

retired executives because I knew that they would have

...

almost a lifetime of experience to share with me.

...

they would have nothing to lose by giving me helpful advice.

...

and they've been enough through the ringer that

...

you know, I'm I'm so glad you asked out because

...

they almost expected

...

me to be humble.

...

because her her book is called, make it. Don't fake it.

...

and to say like, god, I just can't do this. Please help me.

...

leading with authenticity for real business success, and you can order an autograph

...

And then short of that, there are some really excellent coaches

...

copy on our website at adventures by book dot com.

...

But I ...you know, I did wanna Mention to everybody that you can click on Sabrina

...

in the industry that you ...it's a paid relationship. Right? It's a third party.

...

icon or her her photo, and you can follow her so that any anytime she is on fire

...

but boy, there are some excellent coaches out there that

...

I can even ...i'd be happy to provide a rough reference for you.

...

side, you'll have a chance to talk to her. But, you know, please please use

...

share with us sabrina how we can find you how Chris and her

...

for your Ceo who can help you get through those

...

Ceo o friend can can find you.

...

situations and their, you know, their neutral third parties

...

so they work out great.

...

Yeah.

...

media.

...

It's media. And

...

Oh, thank you for joining us onstage stage. I appreciate

...

Yeah. And i lot these research

...

date that. And again, as a reminder to anybody in the audience,

...

I see if you're a number of people just joined us too and if you

...

if you wanna talk to Sabrina, talk about your experience if

...

Ceo o as an employee as a

...

you know, one who has faked it one who hasn't fainted one who's, you know,

...

any kind of questions or comments you have. This is Sabrina for book, and she's anxious to talk to you.

...

So those were really great questions.

...

Can you can you talk about

...

the first step you would advise anybody, and and this may be helpful for Chris

...

to to start applying your advice tomorrow to make it

...

don't fake it. What what kind of advice? How how do they get started with that?

...

Because, again, just to to reiterate, we

...

we've been raised in a culture where that's what we do. We fake it until we make it. We've all done.

...

And so, know, to not do that,

...

it's almost like you have to backtrack entirely or do you.

...

that's that's great. It's nice, and it just ...it reminds me of a funny little story, and I don't I don't know if this is

...

considered faking it. I I wanna hear your thoughts on it. So

...

when I first started in the publishing industry, and I I was the direct

...

of marketing and events for an independent bookstore store. And

...

I didn't realize there was a protocol for requesting authors to come

...

speak to your store. I just thought that I just reached out to anybody I wanted. And

...

so I wanted Barack Obama, and this was before he was president

...

you know, you know, like, fifteen years ago. And so

...

he was ...he was in Chicago, and, you know, he had written

...

written

...

I can't remember which book he had written that I was interested in having him

...

so I ...you know, I just contacted his office, and I said, hey, You know?

...

Putting these events together. I wanted to come to

...

San Diego and and doing events. And, you know, I just pretended that I knew what I was doing. I was fake

...

it right here here here, I want this this

...

incredible leader and up and coming political force.

...

sounds and didn't have a clue what I was doing. And

...

you know, they were really nice about it. They sent me a forms to fill out and

...

I mean, I just thought I was so excited that, oh, this is happened. I'm actually gonna meet

...

Barack obama my god can't even and believe it it. And so then, you know, I it's talking about it.

...

And the next thing you know a few weeks later, there's a phone

...

call, and my staff came running back and said, oh my god. Barack bombs.

...

offices on the phone for you. And, you know, of course, I'm faking, and I'm calm cool and

...

like, yeah. This is what I do all the time, Of course. You know? But inside, I was just

...

screaming and excited and I ran back to my office and

...

you know, they were calling to tell me politely that, you know, we appreciate your

...

your inquiry, but, of course, we can't make this work and keep your

...

you know, the usual will keep your request on file type of thing.

...

I'm telling you after that, the staff looked at me. I was just

...

this new person. Looked at me with this new newfound respect, like,

...

Oh my god. This woman works with barack obama. And so

...

was that faking it? I guess it was? But, you know,

...

is that harmful? You're you telling me not to

...

what would you say about

...

scenario.

...

So that's the difference is faking it to

...

Okay. Okay. Right. Well, I'm gonna close with

...

one last question, but I wanna give the audience one last opportunity to invite yourself up

...

on stage, any entrepreneurs, Ceo, people who've experience

...

faking it, who have any questions who have any comments

...

And otherwise, we're gonna close out with one last

...

question, which is

...

tell us what your plans are for the future. I mean, you're you're not

...

are you still a Ceo? And are you going to be writing more books and

...

share a little bit about us with what your plans are next.

...

Well,

...

Oh, that's right today as. Congratulations. Happy.

...

j.

...

Turn round applause. This is her first book.

...

experience flight.

...

Well, it's great that you have shared your

...

experience and your expertise to to help others and

...

I echo Chris Chris Sentiments who

...

typed in congrats on the book, and I I wanna congratulate you to as well. And so

...

this is a difficult time to publish as we're, you know, just starting to

...

open up after a very dry year year and a half.

...

of of Covid. And what does that mean for you as an author? Are you

...

are you going on any kind of physical book tour? You're not able to do that? Yet. What are your

...

your plans for author events and and

...

being able to talk about your book. I mean, we're really fortunate that we have this great app with Fireside

...

we can do this virtually, and I I love the call in

...

capability that we can we can chat with the audience, but

...

what do you see for yourself in terms of the in person of events

...

is that there's even a possibility?

...

Yeah. It's it's been a dry year, and I'm looking forward to the world opening up.

...

so ...and thank you for joining us today again, Sabrina Horn,

...

Ceo c advisor

...

our acute communications experts, and author of the brand new book, which just

...

released today. Make don't fake it leading with authenticity,

...

for real business success. Is this your first event?

...

Oh, my

...

I feel so honored and we're we're

...

here guys the audience this is her refers to be to Algebra for her book.

...

so this is really exciting.

...

So

...

but congratulations and continued success

...

and come back and join us another time we'll

...

Yeah. Thank you everybody in the audience. And ...yeah. This will ...this event will be

...

recorded so that you can go in and listen again or share it with other people.

...

So thank you, sabrina, thank you

...

The end my

...

just to reminder that, you can click on Sabrina photo or on my photo and you

...

can follow us so that you can join us for future events.

...

Thank you again, and have a great day.

Fortune Cookie