In this episode the focus is on content creation, particularly through the lens of personal branding and its importance in today's digital landscape. Ananya Narang, a Gen Z content creator, shares her journey from the corporate world to establishing her company catering to content creation for corporates and individuals. She highlights the significance of crafting a personal brand, consistency in content creation, and understanding one's audience on platforms like LinkedIn. Ananya discusses the misconceptions and realities of personal branding, the role of content strategy for future generations, and the psychological aspect of maintaining authenticity online. The episode also explores how personal branding can impact entrepreneurs and the importance of leveraging one's unique voice in a saturated market.
[00:00:00] Personal Brand is a good thing that is the founder of itself. Why consistency is important.
[00:00:04] Someone comes to me and says,
[00:00:05] If you put content on LinkedIn, you can put a lot of money.
[00:00:07] I'm saying,
[00:00:08] My personal brand is not required for everything.
[00:00:11] That is when you'll have that motivation to click on my profile and see what I do.
[00:00:16] So I did that entire project, I sent it back and he loved it.
[00:00:19] There is so much more in the platform and right now,
[00:00:22] people have so much effortless that anyone knows exactly what it is and how it is used.
[00:00:27] How are you doing?
[00:00:28] This is the big game in the thought of it.
[00:00:34] Hello everyone, welcome to Wisdom Whispers with Abhishek Mittal.
[00:00:38] Today we will talk about content creation.
[00:00:41] Not that podcast.
[00:00:42] There are many things that are created by content creation.
[00:00:45] When we are marketing, there is also a big part of content creation.
[00:00:50] We see so many advertisements that we see in our hearts.
[00:00:53] We have content creators who work behind them.
[00:00:56] Similarly, when you become a public figure,
[00:00:58] when you are taking your brand to market,
[00:01:01] you are doing LinkedIn through content creation.
[00:01:04] Many of our content creators are active on LinkedIn.
[00:01:07] So, one of them is our partner, Ananya Narang.
[00:01:11] Who is a founder of Interage.
[00:01:13] It is a content as a service providing company.
[00:01:16] We will talk about this topic today.
[00:01:19] Let's welcome Ananya to the show.
[00:01:20] Hi, Ananya.
[00:01:21] Hey, Abhishek. How are you?
[00:01:23] I am doing good.
[00:01:23] I am doing good.
[00:01:24] Nananya, thanks a lot for making out time.
[00:01:26] We have talked about that you are a Gen Z.
[00:01:30] You are providing content creation as a service today.
[00:01:33] You are providing many corporate services,
[00:01:35] many personal brands,
[00:01:39] and you are doing something in your branding.
[00:01:42] You are doing something with them.
[00:01:43] So, let's start this journey.
[00:01:45] You have done a corporate join.
[00:01:49] You have left corporate.
[00:01:51] I have left corporate.
[00:01:52] I have been almost 20 years,
[00:01:55] but still I have been doing corporate.
[00:01:57] I have been doing corporate.
[00:01:58] So, what happened to me when I started to start a corporate?
[00:02:02] It was not that I woke up one day and I was like,
[00:02:05] no, I don't want to do it.
[00:02:07] It was not that I thought that I had thought
[00:02:10] that I just wanted to do corporate for the time.
[00:02:13] And last month, I would do it.
[00:02:16] There was nothing like that.
[00:02:18] I was in the content space for 5-6 years.
[00:02:23] I was working on different profiles.
[00:02:24] I was working as a freelancer.
[00:02:26] I was working with brands.
[00:02:28] I was working with agencies.
[00:02:30] But because I had a background in commerce,
[00:02:32] there is always that there is a lot of pressure in college
[00:02:34] that the finance, investment banking is a top thing.
[00:02:37] If you haven't done this,
[00:02:39] you are missing out on something in life.
[00:02:42] So, I got this opportunity to work.
[00:02:44] And I thought that content is a craft.
[00:02:48] It's an art.
[00:02:48] So, I have it up my sleeves and I know it.
[00:02:52] So, I can come back to it if I want later.
[00:02:56] But, maybe the opportunity to try to finance today is that I won't get it again.
[00:03:01] Right?
[00:03:02] So, I took that leap of faith.
[00:03:04] I spent the mergers acquisitions.
[00:03:06] I spent around 10 to 12 months over there.
[00:03:10] And that was when during every single day, I realized that is this for me or not.
[00:03:18] Because I have said many people who joined us in 3 months,
[00:03:22] they said that we don't have to do anything.
[00:03:24] 3 months, it seems to have to learn something.
[00:03:26] I said, 6 months.
[00:03:27] The ones that you talk about profiles,
[00:03:29] it will take years.
[00:03:30] Because I am in mergers and acquisitions.
[00:03:32] So, it's been like good 12 years.
[00:03:35] But, I haven't learned a lot of things.
[00:03:37] So, because you are dealing with the industry,
[00:03:39] and industry changes every day.
[00:03:40] Absolutely.
[00:03:41] So, you have to change every day.
[00:03:44] Right?
[00:03:45] So, you learn something new every day.
[00:03:46] But, over all this time, what I realized is that there were a lot of things that were not working for me.
[00:03:56] Maybe, that is what is the hardcore finance.
[00:04:00] That was, which is like a part of the M&A.
[00:04:03] To make models, to make evaluations, etc.
[00:04:06] I didn't have much fun in that thing,
[00:04:08] as much as I had to make decks.
[00:04:10] To make it color, to write captions, to make it better.
[00:04:13] To make it better design.
[00:04:15] So, because I came from that content background.
[00:04:20] And, my managers have said something to me.
[00:04:23] You are very good.
[00:04:24] You are doing this.
[00:04:27] So, what I observed there is that
[00:04:29] the things that are painful for others.
[00:04:31] So, to make it drawing, to make it creative things,
[00:04:35] was a pain for other people in the team.
[00:04:37] But, I enjoyed that thing.
[00:04:39] For me, the excels to manage it was a pain.
[00:04:42] It was not that it was not.
[00:04:44] It was so bad.
[00:04:45] I had fun doing it as well.
[00:04:46] But, it didn't come naturally to me.
[00:04:49] And, I thought, I took a moment and I realized,
[00:04:51] that, I was very clearly seeing what I was learning.
[00:04:59] And, what I naturally learned.
[00:05:01] And, sometimes, we take a little bit of our natural instincts.
[00:05:05] I took a little bit of our natural instincts.
[00:05:09] So, I thought, now, can I, do I see myself doing the same thing day in and day out for the next 10 years of my life?
[00:05:18] And, the answer was a maybe.
[00:05:19] Mm-hmm.
[00:05:20] And, when, if it's not a yes, it's a no.
[00:05:23] Yes.
[00:05:24] And, that was when I decided,
[00:05:25] that, yeah,
[00:05:27] I took a leap of faith before one year.
[00:05:29] I took a leap of faith again.
[00:05:31] And, now, let's more actively do something that comes naturally to me.
[00:05:35] Mm-hmm.
[00:05:36] So, this time, once I left my job,
[00:05:38] instead of starting as a freelancer or a side gig,
[00:05:42] I set up, like, the entire company.
[00:05:43] And, we did it from a very entrepreneurial perspective.
[00:05:47] And, I have fun doing it.
[00:05:48] Mm-hmm.
[00:05:49] So, I don't think that every day, there's something,
[00:05:54] there's something, something, something, something.
[00:05:57] And, but, all solutions come very naturally to me.
[00:06:00] So, I don't need to go to YouTube for basics.
[00:06:07] Mm-hmm.
[00:06:08] Because, it's instinctively coming.
[00:06:09] So, I think that leap of faith has worked.
[00:06:12] And, maybe, another leap of faith will come in 2, 3, 4 years.
[00:06:16] So,
[00:06:18] It will come.
[00:06:18] Why won't it come?
[00:06:19] So, when you started your content creation,
[00:06:24] so, you made a personal brand,
[00:06:26] which is very important.
[00:06:27] So, when you realized that,
[00:06:32] I'm strong as a personal brand,
[00:06:33] in the world,
[00:06:34] that, my content will automatically sell.
[00:06:39] So, when did you hear this personal brand word?
[00:06:42] Recently heard it.
[00:06:43] I heard it.
[00:06:44] It's not very old phenomenon.
[00:06:45] So, when I started,
[00:06:47] there was nothing personal brand.
[00:06:48] If it was, then we didn't.
[00:06:50] Mm-hmm.
[00:06:50] So, I started writing on my LinkedIn, I think,
[00:06:54] somewhere around 20, 21 or 22.
[00:06:58] Mm-hmm.
[00:06:59] Why did I write it?
[00:07:00] Because, I've always been a writer.
[00:07:02] I'd write in school,
[00:07:05] my articles, blogs,
[00:07:06] something, something.
[00:07:09] So, I used to write a blog.
[00:07:11] Mm-hmm.
[00:07:11] That was my own website.
[00:07:13] And, I used to write random philosophical blogs,
[00:07:15] and all these.
[00:07:17] So,
[00:07:19] I just thought one day,
[00:07:21] I was checking the stats and all,
[00:07:23] the Vix,
[00:07:23] or some platform.
[00:07:25] Mm-hmm.
[00:07:25] So, it was telling me that,
[00:07:27] okay, there were two readers,
[00:07:28] three readers,
[00:07:29] four readers.
[00:07:30] I said, okay, how are these readers?
[00:07:31] Mm-hmm.
[00:07:32] Okay. So, I thought,
[00:07:33] man, this is a LinkedIn platform.
[00:07:35] I'll add a link to this,
[00:07:35] with my blog,
[00:07:37] with one paragraph.
[00:07:39] I added,
[00:07:40] that was six readers from three readers.
[00:07:42] It was eight readers from ten readers.
[00:07:44] I said, this is big.
[00:07:45] Mm-hmm.
[00:07:46] So,
[00:07:47] and, I kept doing it for a while.
[00:07:50] So, it was like a blog distribution thing for me.
[00:07:52] Okay.
[00:07:52] Because, personal brand did not exist at that time.
[00:07:55] Mm-hmm.
[00:07:56] And then,
[00:07:57] after that,
[00:07:58] I,
[00:08:00] I felt like, okay,
[00:08:01] this is something that is interesting.
[00:08:03] Because,
[00:08:03] after reading my blog,
[00:08:04] I told a few seniors or somebody from the industry,
[00:08:07] they messaged me saying,
[00:08:08] yeah, you're good.
[00:08:10] Start writing on LinkedIn also.
[00:08:12] Mm-hmm.
[00:08:12] Because,
[00:08:13] I used to post on the blog,
[00:08:15] so, then what I used to post on the blog.
[00:08:17] Same thing on LinkedIn.
[00:08:18] I posted on LinkedIn.
[00:08:19] So,
[00:08:20] then,
[00:08:22] I think one of the posts,
[00:08:24] then somewhere or the other,
[00:08:25] picked up with like,
[00:08:26] and picked up,
[00:08:28] I was like,
[00:08:28] I was like,
[00:08:29] I was like,
[00:08:31] okay,
[00:08:32] this is interesting.
[00:08:35] you're not learning anything,
[00:08:36] you're not learning anything,
[00:08:36] you're not learning anything,
[00:08:38] Without any additional things,
[00:08:40] you have an acknowledgement,
[00:08:41] a validation,
[00:08:42] but why not?
[00:08:43] So, I kept doing it.
[00:08:44] It was like a zero effort thing for me.
[00:08:47] And then,
[00:08:49] what happened one day,
[00:08:50] was somebody from a company's marketing head,
[00:08:54] or someone called me.
[00:08:55] They're like,
[00:08:55] Ananya,
[00:08:56] we want you to talk about our company's product,
[00:08:59] on your LinkedIn.
[00:09:00] I'm like,
[00:09:01] okay, why would I do that?
[00:09:02] Like,
[00:09:03] okay, we'll pay you 2,000 rupees for it.
[00:09:05] I'm like,
[00:09:07] I'm like,
[00:09:08] okay, you don't have to do anything.
[00:09:09] I'm like,
[00:09:10] You'll write me the content?
[00:09:11] Yes.
[00:09:12] You'll just click on the post?
[00:09:14] Yes.
[00:09:15] Yes.
[00:09:15] You'll give me the money?
[00:09:16] Yes.
[00:09:16] You'll give me the money.
[00:09:18] So,
[00:09:19] I'm like,
[00:09:19] yes,
[00:09:19] I think,
[00:09:22] you have three,
[00:09:22] four thousand followers.
[00:09:24] I'm like,
[00:09:24] one minute.
[00:09:25] There are followers in London?
[00:09:26] Where are they?
[00:09:27] Where do they see?
[00:09:29] So, I was so surprised.
[00:09:31] I talked to that guy and,
[00:09:34] I was like,
[00:09:34] you had a meet,
[00:09:35] you'll see me screen share,
[00:09:36] where do they see followers?
[00:09:38] So,
[00:09:38] we immediately met him,
[00:09:39] and he made me screen share my account,
[00:09:41] and he said,
[00:09:41] there's a number of followers here,
[00:09:43] and you have 5,000.
[00:09:44] I'm like,
[00:09:45] okay.
[00:09:47] So,
[00:09:48] I'm like,
[00:09:48] I'm thinking of the big game.
[00:09:50] And that was in which year?
[00:09:53] This was before,
[00:09:54] I graduated.
[00:09:55] I think it was,
[00:09:56] I don't know,
[00:09:57] some,
[00:09:58] okay.
[00:09:59] 22 start.
[00:10:00] Okay.
[00:10:01] Yeah, 21 end something.
[00:10:02] Yeah.
[00:10:03] So, that was your first LinkedIn income?
[00:10:05] Yeah.
[00:10:06] So, because,
[00:10:07] we get stipends,
[00:10:10] you get 5,000 a month,
[00:10:12] six thousand.
[00:10:13] I got 50% of my monthly stipend,
[00:10:17] without anything.
[00:10:19] So,
[00:10:20] I was like,
[00:10:20] okay.
[00:10:20] I was very fascinated by it,
[00:10:22] because I was very away from the creator community.
[00:10:24] So, I didn't know,
[00:10:25] I thought,
[00:10:25] the creators are so expensive,
[00:10:27] I thought,
[00:10:27] I don't have any work on anyone,
[00:10:28] I'm doing it.
[00:10:31] But that was my first,
[00:10:32] I would say,
[00:10:33] foot into the door,
[00:10:34] in the creator side of things,
[00:10:36] from a business,
[00:10:37] or a monetary POV.
[00:10:39] So,
[00:10:39] that was a little kick.
[00:10:41] What happened after that?
[00:10:42] Then,
[00:10:43] I was like,
[00:10:44] that zero effort thing,
[00:10:45] that was a little 10x effort.
[00:10:47] So now,
[00:10:48] that was when I intentionally started putting in effort.
[00:10:51] That,
[00:10:52] okay, let me do something,
[00:10:53] let me,
[00:10:54] at least think through what I'm writing.
[00:10:56] Right.
[00:10:57] Things happened very nicely,
[00:10:59] a few posts blew up.
[00:11:02] Then,
[00:11:03] I got a lot of people,
[00:11:04] that said,
[00:11:05] we really like your contact,
[00:11:07] we want to show you our account,
[00:11:08] can you help us with that?
[00:11:10] I thought,
[00:11:11] okay,
[00:11:12] for sure,
[00:11:13] I'll do that.
[00:11:14] So,
[00:11:15] that was when,
[00:11:16] somebody for like a,
[00:11:18] months,
[00:11:18] I think 10, 15 posts,
[00:11:19] I was like,
[00:11:20] okay, we'll pay you 5,000.
[00:11:21] I thought,
[00:11:21] okay,
[00:11:22] you'll write in 15 posts,
[00:11:22] in two days.
[00:11:25] So,
[00:11:26] in my mind,
[00:11:28] the entire calculation was happening,
[00:11:30] I thought,
[00:11:30] how much time I typed it,
[00:11:31] how much time I converted it.
[00:11:34] Interesting.
[00:11:35] So,
[00:11:35] that's when happened,
[00:11:36] I get two,
[00:11:37] three more,
[00:11:38] self-interest,
[00:11:38] I have never done cold outreach.
[00:11:41] It didn't need to be great.
[00:11:42] So,
[00:11:43] things happened,
[00:11:44] things like,
[00:11:44] fell into place automatically.
[00:11:45] If you ask me,
[00:11:46] what you're doing today,
[00:11:48] how are you doing today,
[00:11:49] when are you doing it,
[00:11:50] you planned it,
[00:11:50] I didn't know anything to me.
[00:11:52] Honestly.
[00:11:53] So, everything just fell into place,
[00:11:54] all by itself.
[00:11:56] And,
[00:11:57] after that,
[00:11:58] so that was the second kick.
[00:12:01] Okay,
[00:12:02] this promotional side is of course,
[00:12:03] an aspect to it,
[00:12:04] but 1000,
[00:12:05] 2000 was like,
[00:12:06] okay,
[00:12:07] I didn't trust that,
[00:12:08] to be a good source of income,
[00:12:10] that way.
[00:12:10] But,
[00:12:11] this thing,
[00:12:12] was a more recurring source of income,
[00:12:14] for me.
[00:12:14] This is fun,
[00:12:15] and it's not even worked for me.
[00:12:17] Because people,
[00:12:18] if people will like it,
[00:12:19] you will continuously give it.
[00:12:21] Yeah,
[00:12:22] things work on a very retainer basis,
[00:12:24] that monthly,
[00:12:25] they give you some,
[00:12:27] XYZ post,
[00:12:28] number,
[00:12:29] and,
[00:12:30] once you,
[00:12:31] because,
[00:12:32] to build LinkedIn,
[00:12:33] not a one week,
[00:12:34] two week,
[00:12:34] or one month job.
[00:12:35] So,
[00:12:35] if someone does it,
[00:12:36] they will do it for six months straight,
[00:12:38] or a year,
[00:12:38] at least.
[00:12:40] So,
[00:12:40] there was a recurring aspect of things,
[00:12:42] that came into the picture.
[00:12:44] After that,
[00:12:45] another kick was,
[00:12:47] when somebody reached out to me,
[00:12:49] and they were like,
[00:12:50] Ananya,
[00:12:51] we want you to do a project.
[00:12:52] He was like,
[00:12:53] and,
[00:12:54] okay, sure,
[00:12:55] let's get on a call and discuss.
[00:12:57] And that project,
[00:12:58] was for one of the biggest entrepreneurs,
[00:13:00] of the country.
[00:13:01] Okay.
[00:13:01] So,
[00:13:03] I mean,
[00:13:03] and,
[00:13:04] it was like a hype.
[00:13:07] That,
[00:13:08] dude,
[00:13:08] this is what I want to do with my story.
[00:13:10] I also wanted to know.
[00:13:12] So,
[00:13:13] I got the project,
[00:13:14] I think it was somebody from his team,
[00:13:16] who coordinated with all of this.
[00:13:19] I was like,
[00:13:20] for sure,
[00:13:20] sure, sure, I'll do it.
[00:13:21] I'll do it.
[00:13:22] So, I did that entire project,
[00:13:24] I sent it back,
[00:13:25] and he loved it.
[00:13:26] So, he called me and said,
[00:13:27] come on,
[00:13:28] you need to go to the office.
[00:13:29] Let's discuss more.
[00:13:31] So,
[00:13:32] that was my,
[00:13:35] you know,
[00:13:36] entry into another league of operation.
[00:13:38] Very cool.
[00:13:39] And it was extremely unexpected,
[00:13:42] extremely unblind for.
[00:13:45] So,
[00:13:46] every three,
[00:13:47] four,
[00:13:47] six months after,
[00:13:48] a push,
[00:13:50] a kick,
[00:13:50] that,
[00:13:51] there is something more on the platform.
[00:13:53] There is something more.
[00:13:54] Because most people I see,
[00:13:56] their personal brand,
[00:13:58] it's like,
[00:13:59] okay,
[00:13:59] we'll get X amount of followers,
[00:14:00] and we'll get X amount of promotions.
[00:14:02] But that's the baseline.
[00:14:04] That's the start of me.
[00:14:06] There is so much more in the platform.
[00:14:09] Today,
[00:14:10] my promotional money that I get,
[00:14:13] that is not even the 10% of the things that I'm doing on LinkedIn and around.
[00:14:19] So,
[00:14:20] I think,
[00:14:20] that personal brand,
[00:14:21] it's a very different context.
[00:14:26] And right now,
[00:14:27] people have taken so much,
[00:14:29] that people don't know exactly what they are.
[00:14:32] And how do we use it?
[00:14:34] So,
[00:14:34] my next question was on BC.
[00:14:36] The content strategy,
[00:14:38] people make the content strategy,
[00:14:40] let's talk about LinkedIn only.
[00:14:41] And on LinkedIn,
[00:14:42] even on the brand.
[00:14:43] The content strategy,
[00:14:44] what should we do?
[00:14:46] Because,
[00:14:47] the next generation,
[00:14:49] even Gen Z and Gen Alpha,
[00:14:51] who will be coming onto the LinkedIn very soon,
[00:14:54] what should we do?
[00:14:55] What should we do?
[00:14:56] What should we do?
[00:14:56] What should we do?
[00:14:57] I think,
[00:14:57] one thing that is very important here,
[00:15:01] that is,
[00:15:02] that it's your objective.
[00:15:04] And it's your objective,
[00:15:06] it's not that there is no objective.
[00:15:08] But you have to be very self-aware
[00:15:10] and very clear with it.
[00:15:12] And what I've seen is,
[00:15:13] that many people,
[00:15:14] are not transparent for them,
[00:15:16] for their objective.
[00:15:17] They have to be objective,
[00:15:19] that it means,
[00:15:19] that it means,
[00:15:20] that we have followers,
[00:15:21] but we have to earn money.
[00:15:23] But,
[00:15:24] they have to sugarcoat it,
[00:15:25] and say,
[00:15:26] no, no, we are just doing,
[00:15:27] because we want to be a part of the way,
[00:15:29] we want to,
[00:15:30] you know,
[00:15:31] have a very nice looking aura,
[00:15:33] and all of that.
[00:15:35] So, it's very important to be transparent.
[00:15:38] Don't tell others,
[00:15:38] but what is your agenda?
[00:15:41] Because,
[00:15:41] your strategy,
[00:15:42] it's dependent on those layers.
[00:15:44] And,
[00:15:45] if you don't align your goals,
[00:15:47] then you have to consistently do it.
[00:15:49] Because, you will not see something coming out of it.
[00:15:51] Next,
[00:15:52] you picked up the very next thing,
[00:15:53] like, consistency,
[00:15:54] how much is the content creation?
[00:15:56] So,
[00:15:57] I think,
[00:15:58] I have a very controversial opinion on it.
[00:16:01] I think,
[00:16:02] not even consistency,
[00:16:03] people have created it like a,
[00:16:05] a huge deal.
[00:16:07] Hmm.
[00:16:08] So, in the last six months,
[00:16:10] I have rarely posted anything on my account.
[00:16:13] I have been zero consistent.
[00:16:15] Okay.
[00:16:16] Okay.
[00:16:17] I mean, once a week,
[00:16:18] or in fact,
[00:16:19] there was a month,
[00:16:20] where I didn't have anything for a month.
[00:16:22] So,
[00:16:24] did my reach drop?
[00:16:26] Yes, of course.
[00:16:28] If I had a post potentially,
[00:16:30] two or three thousand likes,
[00:16:31] now,
[00:16:32] what would be 1000?
[00:16:33] So,
[00:16:34] yes, for sure.
[00:16:35] But,
[00:16:36] why was that consistency,
[00:16:37] that was so important.
[00:16:40] Because,
[00:16:41] ultimately,
[00:16:42] your goal should be,
[00:16:43] that your ultimate objective is,
[00:16:45] we are back to the objective.
[00:16:47] My objective is not to grow followers anymore.
[00:16:50] Right.
[00:16:51] My objective is to be authentic to my business.
[00:16:55] So,
[00:16:55] I don't want to push out anything,
[00:16:57] that is not in line with what my business is heading towards.
[00:17:02] So,
[00:17:02] if I had this thought of going forward,
[00:17:05] going under the covers,
[00:17:06] and working on my business,
[00:17:07] and not talking about anything online,
[00:17:09] I didn't post anything.
[00:17:11] You are okay with it, right?
[00:17:12] That's your decision which you have taken,
[00:17:13] because your objective is different.
[00:17:15] Absolutely.
[00:17:16] But,
[00:17:16] if my objective would have still been,
[00:17:19] that,
[00:17:19] the followers grew,
[00:17:21] I want more promotional activity to happen on my account,
[00:17:23] and I want to make money out of it.
[00:17:25] So, then, of course,
[00:17:26] consistency became a problem.
[00:17:28] Because, if I am not posting,
[00:17:29] then, of course,
[00:17:30] if I have that promotional post,
[00:17:31] then, my income dropped.
[00:17:33] So,
[00:17:34] and secondly,
[00:17:36] why,
[00:17:36] so this was more like a,
[00:17:39] it's a general thought on it.
[00:17:41] Another factor,
[00:17:42] now,
[00:17:43] why consistency is important,
[00:17:45] is a very psychological analysis,
[00:17:48] I will give you.
[00:17:49] Okay?
[00:17:50] Now,
[00:17:51] if you think about it,
[00:17:52] you are scrolling LinkedIn, okay?
[00:17:53] Yeah.
[00:17:53] Let's imagine you scrolling something.
[00:17:55] You are watching on the homepage,
[00:17:56] you are watching,
[00:17:56] you are watching,
[00:17:58] if someone has posted a post,
[00:17:59] it's a very nice post,
[00:18:00] you have written a big post,
[00:18:01] okay, I will drop a like and move on.
[00:18:03] Correct?
[00:18:04] Now,
[00:18:04] you have opened the phone again,
[00:18:06] you have scrolled again,
[00:18:08] you have seen the same DP,
[00:18:09] that same name,
[00:18:10] and you have turned the post again.
[00:18:12] I said,
[00:18:12] dude,
[00:18:13] I have seen this post yesterday,
[00:18:14] I have seen the same page,
[00:18:15] so now,
[00:18:15] you will probably comment with your like,
[00:18:18] and you will still scroll over it.
[00:18:21] You have seen the next day,
[00:18:22] that you are the same DP,
[00:18:24] the same name,
[00:18:25] and the post is the same.
[00:18:27] Who is this?
[00:18:28] What is this?
[00:18:30] That is when,
[00:18:31] you will have that motivation,
[00:18:33] to click on my profile,
[00:18:34] and see what I do.
[00:18:36] And after that,
[00:18:38] you will,
[00:18:38] of course,
[00:18:39] if you are seeing the profile,
[00:18:40] if you will see some synergy,
[00:18:42] then you will reach out,
[00:18:43] and you will reach out.
[00:18:46] So,
[00:18:46] the consistency helps here.
[00:18:48] It builds your recall value.
[00:18:50] Right.
[00:18:51] But if this is a gap,
[00:18:52] in a week,
[00:18:54] then you will not remember,
[00:18:55] that you will see a post on your week,
[00:18:57] so a lot of people talk about consistency,
[00:19:00] from an algorithm perspective.
[00:19:02] Yes.
[00:19:03] Yes,
[00:19:04] that is true,
[00:19:05] that might be true,
[00:19:05] that might not be true.
[00:19:07] Because honestly,
[00:19:07] I have seen those accounts,
[00:19:09] who have not posted a month,
[00:19:11] but put a post after that,
[00:19:12] and that was viral.
[00:19:13] Mm-hmm.
[00:19:14] I have seen those accounts as well,
[00:19:15] that are not posting a day,
[00:19:15] but they are not working.
[00:19:17] Mm-hmm.
[00:19:18] I have seen those accounts as well,
[00:19:19] that are showing a picture,
[00:19:21] and then they are running.
[00:19:22] So,
[00:19:23] it is different performance.
[00:19:24] So,
[00:19:25] I don't know,
[00:19:25] or I have not read enough,
[00:19:27] about how the algorithm treats it.
[00:19:29] Okay.
[00:19:30] But,
[00:19:30] what I understand is the psychology.
[00:19:32] Mm-hmm.
[00:19:33] And that has turned out to,
[00:19:34] work well in my favour,
[00:19:36] in the past.
[00:19:37] So,
[00:19:37] that's what I propagate as well,
[00:19:39] that,
[00:19:39] that,
[00:19:59] that's not the problem.
[00:20:09] that,
[00:20:09] that mindset shift,
[00:20:10] so a lot of things start happening,
[00:20:12] in the right way.
[00:20:13] That's a great thing.
[00:20:14] Uh,
[00:20:15] that's a lot of questions,
[00:20:16] that are going to be in this,
[00:20:17] so,
[00:20:19] maybe,
[00:20:19] this topic,
[00:20:20] we'll continue.
[00:20:22] that,
[00:20:22] to be honest,
[00:20:23] that,
[00:20:24] you've thought that,
[00:20:24] that personal brand,
[00:20:25] when you've heard about your own personal brand?
[00:20:27] When you've heard about it?
[00:20:27] But,
[00:20:28] today,
[00:20:28] there is a lot of focus on personal brand.
[00:20:30] Not just,
[00:20:31] for students and young corporate professionals,
[00:20:34] but today,
[00:20:35] for established entrepreneurs,
[00:20:37] and also,
[00:20:37] personal branding is very important.
[00:20:39] When you see people,
[00:20:40] because I've interviewed a lot of people from Shark Tank,
[00:20:44] who have presented their business,
[00:20:45] who have presented there,
[00:20:46] they say,
[00:20:47] that one thing changed our own,
[00:20:49] that is our personal brand.
[00:20:50] Because as an entrepreneur,
[00:20:51] we never thought that,
[00:20:52] we'll be famous.
[00:20:53] Our business is famous?
[00:20:55] Absolutely.
[00:20:56] That is,
[00:20:57] everyone is thriving for.
[00:20:58] Right?
[00:20:58] But,
[00:21:00] personal branding is so important,
[00:21:02] because,
[00:21:04] it builds credibility.
[00:21:06] Right?
[00:21:07] Recall value,
[00:21:08] which you've said,
[00:21:09] we've seen,
[00:21:10] we've heard,
[00:21:11] so,
[00:21:12] if this doesn't work,
[00:21:13] then,
[00:21:13] someone else will be,
[00:21:14] so,
[00:21:15] according to your opinion,
[00:21:16] because,
[00:21:16] you're working on personal branding,
[00:21:19] and they're making their personal brand,
[00:21:22] so,
[00:21:22] how important is personal branding?
[00:21:24] I'll give you a very unconventional answer,
[00:21:26] coming from somebody who's doing this.
[00:21:29] I'll try to be as honest as I can.
[00:21:32] Personal branding is not required for everybody.
[00:21:35] Okay.
[00:21:37] As opposed to what a lot of people say so.
[00:21:40] Mm-hmm.
[00:21:41] If,
[00:21:42] if,
[00:21:43] if,
[00:21:44] I'm going to sell a lot in Noida,
[00:21:46] in Noida,
[00:21:46] in Noida,
[00:21:48] someone will come and say,
[00:21:49] I'll give you a lot of money.
[00:21:51] Why?
[00:21:54] I don't have to give anyone.
[00:21:56] Similarly,
[00:21:57] if,
[00:21:57] my business is targeting,
[00:21:59] and working,
[00:22:00] to tap into,
[00:22:01] somebody who's working at a tier 3,
[00:22:02] or tier 4,
[00:22:03] city.
[00:22:04] Mm-hmm.
[00:22:05] Mm-hmm.
[00:22:06] I don't think they would have access to LinkedIn,
[00:22:08] as much as we do.
[00:22:10] Absolutely.
[00:22:10] So,
[00:22:11] why do I need a LinkedIn brand for that?
[00:22:14] Right?
[00:22:14] So, that is from a very customer point of view.
[00:22:16] So,
[00:22:17] when you decide that you make a brand,
[00:22:19] you need to consider a lot of factors.
[00:22:22] First,
[00:22:23] you just want to reach out to the audience.
[00:22:25] Is it on the platform or not?
[00:22:27] Right.
[00:22:28] Second,
[00:22:29] again,
[00:22:30] be very transparent and self-aware,
[00:22:32] that you have to be a brand objective.
[00:22:35] Because many entrepreneurs say,
[00:22:37] that we will use this brand for our business,
[00:22:40] and,
[00:22:40] you know,
[00:22:41] we want it to be like an extension of credibility for my business.
[00:22:47] But,
[00:22:48] if you have no relation to that business,
[00:22:51] to what LinkedIn stands for,
[00:22:53] or what LinkedIn can provide,
[00:22:54] so then you're doing it more for a validation perspective.
[00:22:56] Yeah.
[00:22:57] Which is not wrong.
[00:22:58] But you need to be aware about it.
[00:22:59] Because the target audience is not the one that is on LinkedIn.
[00:23:02] Correct.
[00:23:03] That is,
[00:23:03] then,
[00:23:04] there is no use for them.
[00:23:05] Let's say,
[00:23:06] I'm sending some products for retired people.
[00:23:10] Then,
[00:23:10] LinkedIn might not be the right platform,
[00:23:12] because,
[00:23:13] maximum,
[00:23:14] that generation is not there on LinkedIn.
[00:23:16] Correct.
[00:23:17] So,
[00:23:18] now,
[00:23:19] there is an interesting exception that comes in.
[00:23:22] Okay,
[00:23:22] maybe I don't have my customer.
[00:23:24] But I can find investors if I'm looking for funding.
[00:23:27] Yes.
[00:23:28] I can find access to events if,
[00:23:31] you know,
[00:23:32] I want to expand my network.
[00:23:33] Right.
[00:23:35] I can,
[00:23:36] so probably,
[00:23:37] if you think that I don't have my audience on LinkedIn,
[00:23:40] although there are my clientele,
[00:23:41] but if it doesn't,
[00:23:42] then,
[00:23:43] even if I was posting some random content,
[00:23:46] you saw my profile,
[00:23:47] you called me on the podcast.
[00:23:49] Do you know,
[00:23:50] my audience in your podcast viewers?
[00:23:53] Mm-hmm.
[00:23:54] So,
[00:23:55] there are like a lot of varied factors.
[00:23:57] What can you get from LinkedIn?
[00:23:59] The only thing is that you need to be very targeted and very aware about it.
[00:24:03] Especially for entrepreneurs.
[00:24:04] So,
[00:24:05] you have to see,
[00:24:06] it's very important that you have business viability,
[00:24:09] or not.
[00:24:10] Mm-hmm.
[00:24:10] Sometimes,
[00:24:11] I have many entrepreneurs who are very bullish that they are not a personal brand.
[00:24:16] I would say that they don't need it.
[00:24:31] Mm-hmm.
[00:24:32] And one thing that I very strongly feel is that,
[00:24:35] personal brand is a thing that is the founder of itself.
[00:24:38] They can't outsource it.
[00:24:40] So,
[00:24:40] being a founder and coming from the investor community and all of that,
[00:24:44] you can see that the founder is very valuable.
[00:24:46] Right.
[00:24:47] So,
[00:24:47] anywhere,
[00:24:47] if I see that,
[00:24:49] man,
[00:24:50] could be founder of its time to take that thing,
[00:24:52] so that he doesn't get results.
[00:24:54] So,
[00:24:54] I am the first person to see that.
[00:24:56] If it's not a problem,
[00:24:56] then,
[00:24:57] it's very difficult.
[00:24:58] Because if your team can do it,
[00:24:59] that's okay.
[00:25:00] Mm-hmm.
[00:25:00] Right.
[00:25:01] Because your team has the time to experiment.
[00:25:03] But as a founder,
[00:25:04] you have to be very much more careful about where you're investing your time.
[00:25:08] Because you are,
[00:25:08] you only have limited 24 hours.
[00:25:10] So,
[00:25:10] it's better for you to go out and get more customers,
[00:25:12] than sit behind the camera and,
[00:25:14] you know,
[00:25:14] write some,
[00:25:15] or sit behind the screen and write 500 words to just get some validation.
[00:25:21] But on the other hand,
[00:25:24] if your product is like a very strong story,
[00:25:27] for example,
[00:25:27] you'll see a lot of F&B companies now coming,
[00:25:31] that are very strongly positioned on the health aspect of things.
[00:25:34] Right.
[00:25:35] Right.
[00:25:37] Protein-driven things,
[00:25:39] very no sugar.
[00:25:41] So,
[00:25:42] here,
[00:25:42] you don't have a product,
[00:25:44] you're selling a story.
[00:25:47] When the founder comes to tell that story,
[00:25:49] you're telling me,
[00:25:50] that is something that's much more impactful than somebody else coming in.
[00:25:56] Look at MDH,
[00:25:57] right?
[00:25:57] The best example.
[00:25:58] Absolutely.
[00:25:59] Now,
[00:26:00] let me ask you something.
[00:26:01] If you,
[00:26:01] if I say,
[00:26:02] what is the one name that comes to your mind when I say Lenskart?
[00:26:07] Piyush.
[00:26:07] Piyush does,
[00:26:08] right?
[00:26:09] But Lenskart,
[00:26:10] which I think is the most recent commercial,
[00:26:12] was Karan Johar.
[00:26:12] I think that's what I've done.
[00:26:13] Mm-hmm.
[00:26:15] So,
[00:26:15] if celebrity endorsements are so powerful,
[00:26:19] then you don't have a product.
[00:26:20] Mm-hmm.
[00:26:21] Absolutely.
[00:26:22] Right?
[00:26:23] Same with like,
[00:26:24] for example,
[00:26:25] when we talk about all of these companies,
[00:26:30] what do we feel as a consumer?
[00:26:31] This is all very,
[00:26:32] I've not traded anywhere,
[00:26:34] I've not researched that way.
[00:26:35] But it's very observational.
[00:26:37] Because it's all consumer behavior in consumer psychology.
[00:26:40] So,
[00:26:41] if I saw a celebrity endorsement of any brand,
[00:26:44] I think that,
[00:26:45] okay,
[00:26:46] you get money.
[00:26:47] Mm-hmm.
[00:26:48] So, there's a distrust.
[00:26:50] Yes,
[00:26:50] but those people,
[00:26:51] who think they are very limited,
[00:26:53] who think they will get money.
[00:26:55] Absolutely.
[00:26:56] They follow that,
[00:26:57] if they're doing this,
[00:26:58] I'll do it too.
[00:26:59] Correct.
[00:26:59] Now,
[00:26:59] this also depends upon,
[00:27:01] that your celebrity,
[00:27:03] which is level?
[00:27:04] Mm-hmm.
[00:27:05] Because all the people,
[00:27:07] who know,
[00:27:08] the top tier celebs,
[00:27:10] meaning our majority in India,
[00:27:11] you have a major top tier celebrities,
[00:27:13] who are all of them.
[00:27:14] Right.
[00:27:15] And they're not affordable for everyone.
[00:27:17] And what I've also seen behind the scenes is,
[00:27:19] that your,
[00:27:21] the teams that manage all of these celebs,
[00:27:24] they have a very exhaustive checklist process.
[00:27:26] Mm-hmm.
[00:27:27] That's how we'll do our brand celebrity,
[00:27:29] or not.
[00:27:30] So,
[00:27:31] brands and founders,
[00:27:32] they're very excited,
[00:27:33] that they're just,
[00:27:34] they're just paying money.
[00:27:35] Mm-hmm.
[00:27:37] Now, think about it,
[00:27:38] on the other side of the table,
[00:27:40] when you start your brand from day one,
[00:27:42] you have the power to change that narrative.
[00:27:47] You can be the celebrity of your brand.
[00:27:49] So,
[00:27:50] are you willing to pay 50 lakhs,
[00:27:53] two years down the line,
[00:27:54] to one celebrity,
[00:27:55] to do 10 ads for you?
[00:27:57] Or do you want to spend,
[00:27:58] 10 minutes of your time,
[00:28:00] every single day from today,
[00:28:01] for the next two years,
[00:28:02] and change that status quo?
[00:28:03] So,
[00:28:04] you're talking about startups,
[00:28:05] as well as you're talking about,
[00:28:06] so,
[00:28:08] there's no point of these people,
[00:28:13] that they're not doing it right.
[00:28:15] Or you say,
[00:28:16] this is a learning for the startup founders,
[00:28:18] that they should do it like this.
[00:28:19] Is it about,
[00:28:20] that they should endorse themselves in their brand,
[00:28:24] or make their brand,
[00:28:25] so that people can relate to it?
[00:28:27] Or,
[00:28:28] there is something else.
[00:28:29] So,
[00:28:30] I'll give you two perspectives.
[00:28:32] I'll give you one of my personal views,
[00:28:34] and second,
[00:28:35] I will tell you what,
[00:28:36] I've seen the industry reacting to this.
[00:28:39] So, personally,
[00:28:40] what I feel is,
[00:28:41] that,
[00:28:43] founders,
[00:28:44] the biggest mistake that they make is,
[00:28:46] they outsource the entire,
[00:28:48] 100% content creation process,
[00:28:52] to either their teams,
[00:28:53] or the agency that they work with.
[00:28:56] There's no time, right?
[00:28:58] There's no time,
[00:28:58] but,
[00:28:59] what's happening here?
[00:28:59] What's happening here?
[00:29:01] What I've seen that,
[00:29:03] a lot of founders also come to me,
[00:29:04] and they're like,
[00:29:04] Anandana,
[00:29:05] why do we,
[00:29:06] do this contract with you?
[00:29:08] When we can use this,
[00:29:09] in two seconds,
[00:29:10] chat GPT.
[00:29:12] Or,
[00:29:12] we can use AI to do it.
[00:29:15] Now,
[00:29:15] the question here is,
[00:29:16] that I always ask them,
[00:29:17] and it leaves most of them,
[00:29:19] you know,
[00:29:20] without words.
[00:29:22] It's like,
[00:29:23] think about it.
[00:29:25] All of the,
[00:29:25] with all of these AI tools coming in,
[00:29:27] the content creation process has become much,
[00:29:29] much easier.
[00:29:30] Yes.
[00:29:31] Right?
[00:29:32] So,
[00:29:32] this means,
[00:29:32] that,
[00:29:32] when one person wrote content,
[00:29:35] now,
[00:29:35] 10 people are writing.
[00:29:38] But,
[00:29:39] it's not enough to study.
[00:29:41] So,
[00:29:41] you create,
[00:29:43] how do you distribute?
[00:29:46] So,
[00:29:47] if 10 people,
[00:29:48] are talking about the same thing,
[00:29:50] why would the reader,
[00:29:52] listen to you,
[00:29:53] and not the nine other people?
[00:29:56] That is what personal brand is.
[00:29:58] Yes,
[00:29:58] because,
[00:29:59] I had a question too,
[00:30:00] because,
[00:30:01] naturally,
[00:30:01] I'm also using a lot of these tools now,
[00:30:03] to build these content,
[00:30:05] that,
[00:30:06] a personal touch is missing.
[00:30:09] Right.
[00:30:09] So,
[00:30:10] personal brand is the same thing,
[00:30:11] that,
[00:30:11] that,
[00:30:12] that,
[00:30:12] that,
[00:30:13] people will,
[00:30:15] go and,
[00:30:16] watch or listen,
[00:30:17] or read about,
[00:30:18] his content,
[00:30:19] or her content.
[00:30:20] But,
[00:30:20] the second thing is,
[00:30:22] the personal touch,
[00:30:24] you write it from the machine,
[00:30:26] there is a personal touch missing.
[00:30:27] So,
[00:30:30] ChatGPT,
[00:30:31] has a new memory feature,
[00:30:32] released,
[00:30:32] where,
[00:30:33] where,
[00:30:34] it's,
[00:30:34] memories being updated,
[00:30:35] with every command,
[00:30:39] probably,
[00:30:40] the technology might develop so much,
[00:30:42] there's this,
[00:30:42] another company called,
[00:30:43] Neo Sapiens,
[00:30:44] that,
[00:30:44] that's coming in.
[00:30:45] I think,
[00:30:46] it's,
[00:30:46] it's like a locket,
[00:30:47] which,
[00:30:48] you're recording,
[00:30:50] and they're gonna create an LLM,
[00:30:52] based on you.
[00:30:53] So,
[00:30:53] who are you?
[00:30:54] What have you been talking?
[00:30:55] So,
[00:30:55] it's constantly recording you.
[00:30:58] So,
[00:30:59] I,
[00:30:59] I feel that,
[00:31:00] the technology might get so advanced,
[00:31:03] that they can replicate your personal,
[00:31:05] aspect of things.
[00:31:06] Okay.
[00:31:06] But,
[00:31:07] another problem that will come there is,
[00:31:08] that,
[00:31:09] most people just don't know what they want to talk about.
[00:31:12] Or what they should talk about.
[00:31:14] Because,
[00:31:15] because,
[00:31:16] we're deeply involved in our story,
[00:31:20] that we miss out on a lot of talking pointers.
[00:31:23] So,
[00:31:24] we have to figure out that,
[00:31:24] that,
[00:31:25] you can write a chat DVD,
[00:31:26] but,
[00:31:26] what do you want to write?
[00:31:28] You don't give prompts to us.
[00:31:29] Because,
[00:31:31] more,
[00:31:31] I think,
[00:31:32] a lot of founders that I work with,
[00:31:34] they have the first thesis that,
[00:31:35] that,
[00:31:36] that,
[00:31:36] that,
[00:31:36] that,
[00:31:39] when I sit with them,
[00:31:41] so,
[00:31:41] I,
[00:31:42] I,
[00:31:42] of course,
[00:31:42] don't record,
[00:31:43] but it's like a podcast that we do for them,
[00:31:45] unofficial.
[00:31:46] I'm just asking questions,
[00:31:47] learning.
[00:31:48] So,
[00:31:48] I take out 15 content pieces.
[00:31:51] Like,
[00:31:52] where did you come from?
[00:31:54] So,
[00:31:55] I think,
[00:31:56] it's a mix of a lot of things.
[00:31:57] So,
[00:31:59] what I feel is,
[00:32:00] that you can't outsource this personal branding exercise.
[00:32:04] But,
[00:32:04] you can make it much more efficient and impactful,
[00:32:06] if you have right people supporting you in it.
[00:32:08] Okay.
[00:32:09] But ultimately,
[00:32:10] the founder or the person,
[00:32:11] they have to be involved.
[00:32:12] in person,
[00:32:13] you can become a personal brand.
[00:32:15] It's true.
[00:32:16] I mean,
[00:32:17] that's the same thing.
[00:32:20] I think,
[00:32:21] that machines can do something.
[00:32:23] But,
[00:32:23] I hope so.
[00:32:25] I want you to be true.
[00:32:26] Yeah.
[00:32:26] Because,
[00:32:26] my mind is like this.
[00:32:28] That's why it's like,
[00:32:30] I mean,
[00:32:32] when you're writing something,
[00:32:34] then,
[00:32:34] your style of writing is a style of writing.
[00:32:35] Correct.
[00:32:36] Which means,
[00:32:37] you will have any grammatical errors,
[00:32:39] you will have added some extra words,
[00:32:42] which means that the meaning is different.
[00:32:44] Right?
[00:32:44] It's your style.
[00:32:45] And,
[00:32:46] when you use the chat GPT or Gemini,
[00:32:47] they use the tools,
[00:32:48] they will correct it.
[00:32:50] Absolutely.
[00:32:52] People do find out that.
[00:32:54] Yeah.
[00:32:55] It's an extra word.
[00:32:57] Where did it go?
[00:32:58] Right?
[00:32:59] he was personally writing.
[00:33:01] The person,
[00:33:01] he was writing himself.
[00:33:03] And,
[00:33:03] now,
[00:33:03] he's writing his own tools.
[00:33:06] I think,
[00:33:07] yes.
[00:33:08] But,
[00:33:08] if someone is missing,
[00:33:09] they might not be able to relate to it.
[00:33:12] I don't know if he's writing himself.
[00:33:13] I'm consuming it.
[00:33:14] But,
[00:33:14] he doesn't write that person,
[00:33:16] who is a personal brand,
[00:33:17] he doesn't write himself.
[00:33:18] So,
[00:33:18] what importance is that for me?
[00:33:20] Absolutely.
[00:33:21] But,
[00:33:22] I think,
[00:33:22] my thoughts here,
[00:33:23] that,
[00:33:24] it's not inherently the activity of writing.
[00:33:28] Hmm.
[00:33:29] But,
[00:33:29] it's more about the thought process of that person.
[00:33:33] Hmm.
[00:33:33] So,
[00:33:34] without a doubt,
[00:33:37] any other person is doing anything else.
[00:33:40] Not an AI tool.
[00:33:41] Hmm.
[00:33:41] But,
[00:33:42] even if other person is executing it.
[00:33:44] If that,
[00:33:45] content piece,
[00:33:46] contains a very transparent and honest thought of that,
[00:33:49] what that person would say.
[00:33:51] Hmm.
[00:33:51] It still justifies the purpose.
[00:33:53] Okay.
[00:33:53] Because,
[00:33:54] maybe somebody like you and me,
[00:33:56] we can sit and we can write something in 10 minutes.
[00:33:58] But,
[00:33:59] I've worked with so many people,
[00:34:00] who are very bad at writing.
[00:34:02] Yes.
[00:34:03] But, they're very intellectual.
[00:34:04] They know their shit like nothing else.
[00:34:06] Hmm.
[00:34:07] They know what they're doing in the industry.
[00:34:09] Maybe they're not as good with English.
[00:34:11] Hmm.
[00:34:11] Or, LinkedIn, I think I've rarely seen anybody talking in Hindi.
[00:34:14] So,
[00:34:14] the communication barrier that way is,
[00:34:17] that way is,
[00:34:18] that way is solved by one time.
[00:34:20] We can move on to one time.
[00:34:21] But,
[00:34:22] the person behind that content,
[00:34:25] that has to be true.
[00:34:27] Our ultimate philosophy is,
[00:34:28] whenever we work with somebody,
[00:34:30] it's like,
[00:34:31] if someone is doing online,
[00:34:33] because of your content,
[00:34:35] and,
[00:34:35] if you get offline,
[00:34:37] then,
[00:34:38] you don't have to disconnect.
[00:34:39] Hmm.
[00:34:40] If you disconnect,
[00:34:41] then,
[00:34:41] the entire exercise is futile.
[00:34:44] Then,
[00:34:44] it will feel fake.
[00:34:45] Absolutely.
[00:34:46] If someone is writing for me,
[00:34:48] then...
[00:34:48] So,
[00:34:48] you'll have to judge the intellectual capacity.
[00:35:19] I think,
[00:35:49] branding principles blindly.
[00:36:19] If you get a check,
[00:36:21] you'll forget your academics.
[00:36:24] So,
[00:36:24] that's a disconnect for me.
[00:36:26] So,
[00:36:27] I want to pick this point on this podcast.
[00:36:30] So,
[00:36:30] what I feel here is,
[00:36:34] in this time,
[00:36:36] I think,
[00:36:36] our generation is very deeply,
[00:36:38] of growth,
[00:36:39] of exposure,
[00:36:40] of learning.
[00:36:40] Yeah.
[00:36:40] Aspirations are very high.
[00:36:42] I mean,
[00:36:43] everyone has to be a million people in their first time.
[00:36:46] So,
[00:36:47] some people are ready for that.
[00:36:50] So,
[00:36:51] if someone is taking the pain at one point,
[00:36:54] then,
[00:36:55] I think,
[00:36:55] that is appreciated.
[00:36:56] Right.
[00:36:57] But,
[00:36:58] where it goes wrong,
[00:36:59] is when you project it to be something that it is not.
[00:37:02] Hmm.
[00:37:03] For example,
[00:37:04] I think,
[00:37:05] some time ago,
[00:37:06] I was scrolling through the Indian and I came across a profile,
[00:37:10] where a second year child is telling how to crack the best placement.
[00:37:13] I mean,
[00:37:14] this is not a second year child's story.
[00:37:16] I mean,
[00:37:17] that there is so much knowledge available on LinkedIn,
[00:37:19] from their people,
[00:37:21] who have not seen their lives.
[00:37:23] Right.
[00:37:24] So,
[00:37:25] that is where,
[00:37:26] he will get likes on that post and all of that.
[00:37:29] But,
[00:37:30] that person will lose your trust forever.
[00:37:32] I mean,
[00:37:32] I will give that post,
[00:37:33] I will remove the person's profile,
[00:37:34] and I will remove,
[00:37:35] I don't like content like this.
[00:37:37] that will remove.
[00:37:38] Because,
[00:37:41] this platform can give you a lot of work.
[00:37:43] Mm-hmm.
[00:37:43] But,
[00:37:44] people only want to work with people who are genuine,
[00:37:47] who are trustable,
[00:37:48] and who have some kind of authenticity attached to them.
[00:37:51] I,
[00:37:52] I started doing this when I was in my college also.
[00:37:54] So,
[00:37:54] I have no stance in judging people who are doing it today.
[00:37:58] Right.
[00:37:58] Right.
[00:37:58] But,
[00:38:00] I was very honest with the people that I was working with also.
[00:38:03] I told them ki,
[00:38:05] you know,
[00:38:05] I'm just starting out or,
[00:38:07] you know,
[00:38:07] I don't have,
[00:38:08] I am not somebody who's learning literature or,
[00:38:10] I'm not an English honours kind of a person.
[00:38:13] Uh,
[00:38:15] but,
[00:38:15] where is the problem today?
[00:38:17] That people are missing that step.
[00:38:19] Mm-hmm.
[00:38:20] In this form of FOMO,
[00:38:21] you will see that you will get a seven figure freelancer on LinkedIn.
[00:38:27] What is it?
[00:38:28] Where are seven figures?
[00:38:29] Where are you?
[00:38:31] And why are you not seeing that?
[00:38:34] People are being now more driven from numbers.
[00:38:38] Mm-hmm.
[00:38:38] 50 million views created.
[00:38:41] Impressions generated and yeah, yeah, yeah.
[00:38:43] Right. And,
[00:38:44] XYZ 30 lakhs earned in a year.
[00:38:47] Now,
[00:38:48] yes, that is true.
[00:38:50] You talk about it,
[00:38:51] but,
[00:38:51] that cannot be the core of your brand.
[00:38:53] The core of your brand has to be the art that you're doing.
[00:38:56] If,
[00:38:58] if the business of a business could be the product,
[00:39:04] It could be the customer or the founding team.
[00:39:09] So,
[00:39:10] this is also a fundamental question.
[00:39:13] And what I believe is that all markets go in a pendulum.
[00:39:16] Mm-hmm.
[00:39:17] The rest of the year,
[00:39:18] there was nothing like this.
[00:39:20] About anything around a personal brand.
[00:39:24] there were so many brilliant founders
[00:39:26] that came out of India
[00:39:27] that we don't know about.
[00:39:29] Right?
[00:39:29] Because there was nothing like that.
[00:39:31] They were all celebrities
[00:39:32] doing the major chunk of it.
[00:39:33] Yes, because their business is saying,
[00:39:35] they weren't saying it.
[00:39:36] Correct.
[00:39:37] And now,
[00:39:38] the pendulum is on the extreme right swing
[00:39:40] where everybody wants to do it.
[00:39:42] But I think in the next few years,
[00:39:45] that pendulum will come down
[00:39:46] in a stagnant stage
[00:39:47] where people who only
[00:39:50] gain value from it are doing it.
[00:39:52] So that will be a major industry change
[00:39:54] that I see coming in.
[00:39:55] Lovely.
[00:39:56] Now, let's quickly ask a rapid-fire question
[00:39:58] so that they can close their conversation.
[00:40:02] What's the one thing you wish
[00:40:04] brands understand about Gen Z?
[00:40:06] I think they're very loyal.
[00:40:08] Okay.
[00:40:09] But you need a lot of effort
[00:40:11] to make them loyal to you.
[00:40:13] So it's like,
[00:40:14] if they're not loyal to you,
[00:40:18] then you can't do anything with them.
[00:40:21] But if they're loyal to you one time,
[00:40:23] then they'll do anything for you.
[00:40:25] Like Apple.
[00:40:28] Most important social media platform
[00:40:30] for businesses?
[00:40:32] I think there's no right or wrong answer to it.
[00:40:34] Yeah, yeah.
[00:40:34] No.
[00:40:34] But with the virtue of my business,
[00:40:36] I'll say,
[00:40:37] I'll not go against it.
[00:40:39] And most effective content type
[00:40:41] for engagement?
[00:40:42] So I think this completely varies.
[00:40:44] There's no right or wrong answer to it.
[00:40:45] Yeah, yeah.
[00:40:47] According to you,
[00:40:48] because you write a lot, right?
[00:40:49] But there are a lot of content type, right?
[00:40:52] I'm doing a podcast.
[00:40:53] This is also a content creation.
[00:40:55] So there are so many different ways.
[00:40:56] So I think
[00:40:58] a mix of all has to be the answer.
[00:41:01] Because
[00:41:03] your text will be one of the purposes.
[00:41:05] But when you're coming in front of videos
[00:41:07] and cameras,
[00:41:08] it creates a recall value of your face.
[00:41:10] The text creates a recall value of your thoughts.
[00:41:14] The podcasts,
[00:41:16] these kind of conversations
[00:41:17] might create a recall value
[00:41:18] of who you are as a person.
[00:41:19] Right.
[00:41:20] Right.
[00:41:20] So I think every media type
[00:41:22] serves a very different purpose
[00:41:24] for everybody.
[00:41:25] But if I answer this for my own self,
[00:41:28] I feel
[00:41:30] obviously text has been my go-to always.
[00:41:33] because it just gives me much more space
[00:41:35] to, you know,
[00:41:37] not do things from a very
[00:41:39] for the sake of
[00:41:41] for the camera perspective.
[00:41:42] I feel much more comfortable
[00:41:43] being raw on text.
[00:41:45] But that being said,
[00:41:47] I'm actually
[00:41:48] hopefully planning and exploring
[00:41:50] on trying out the
[00:41:51] video aspect of things as well.
[00:41:53] But
[00:41:53] I've been saying that
[00:41:54] for the last six months.
[00:41:55] So let's see.
[00:41:56] This might work out today.
[00:41:59] The next time I do a podcast,
[00:42:01] I'm going to see this back
[00:42:03] and I see
[00:42:03] I'm going to measure
[00:42:04] if there's been some improvement
[00:42:06] or not.
[00:42:07] For sure.
[00:42:07] For sure.
[00:42:08] I have seen my first
[00:42:09] and now
[00:42:10] I know what exactly
[00:42:11] the changes I have done.
[00:42:13] So do influencers
[00:42:14] have a significant impact
[00:42:15] on consumer decisions?
[00:42:16] Absolutely.
[00:42:17] As for you.
[00:42:17] Absolutely.
[00:42:18] Because
[00:42:19] they make your
[00:42:21] distribution
[00:42:22] hyper-personalized.
[00:42:24] Okay.
[00:42:24] I might trust
[00:42:26] an influencer
[00:42:29] whose journey
[00:42:30] that I've seen
[00:42:30] from let's say
[00:42:31] 100 followers
[00:42:32] to now
[00:42:32] or 100k
[00:42:33] to now
[00:42:33] 1 million.
[00:42:34] I will trust them
[00:42:35] much more
[00:42:36] than somebody
[00:42:37] whom I met
[00:42:37] who's already
[00:42:38] at 5 million
[00:42:38] or 10 million
[00:42:39] or somebody
[00:42:39] who's a celebrity.
[00:42:40] Because I'm much more
[00:42:41] personally attached
[00:42:42] to them.
[00:42:43] That is why
[00:42:44] another industry trend
[00:42:45] that you'll see today
[00:42:45] is that
[00:42:48] vernacular media
[00:42:49] platforms
[00:42:49] and vernacular
[00:42:50] content creation
[00:42:51] is increasing.
[00:42:52] Because people
[00:42:52] relate with somebody
[00:42:53] speaking in their
[00:42:54] own language.
[00:42:55] Yeah.
[00:42:56] So there is
[00:42:56] I think I read
[00:42:57] this stat somewhere
[00:42:58] that
[00:43:00] Kanada content
[00:43:01] creators
[00:43:01] or the Tamil
[00:43:02] creators
[00:43:02] they're earning
[00:43:03] much more
[00:43:04] than what
[00:43:05] English creators
[00:43:06] are earning.
[00:43:07] Yeah.
[00:43:07] So I've seen
[00:43:08] there was one
[00:43:10] content creator
[00:43:10] who came on my
[00:43:11] show.
[00:43:12] He's from a
[00:43:12] Marathi
[00:43:13] from Maharashtra.
[00:43:15] So he had a
[00:43:15] Marathi channel
[00:43:16] and his Marathi
[00:43:17] channel is doing
[00:43:18] wonders.
[00:43:19] Absolutely.
[00:43:20] So
[00:43:22] why do people
[00:43:23] pay them?
[00:43:23] Because they've
[00:43:23] cracked the
[00:43:24] distribution.
[00:43:25] Ultimately
[00:43:26] I mean
[00:43:26] everyone
[00:43:27] wants to
[00:43:27] sell their
[00:43:27] product.
[00:43:28] So
[00:43:30] influencers
[00:43:30] crack the
[00:43:31] distribution
[00:43:32] the more
[00:43:32] they've
[00:43:33] gone inside
[00:43:34] your head
[00:43:34] or been
[00:43:35] more
[00:43:35] relatable
[00:43:35] to you.
[00:43:36] So I think
[00:43:37] influencers
[00:43:37] do this
[00:43:38] much better
[00:43:38] than
[00:43:38] celebrities
[00:43:39] do.
[00:43:39] Great.
[00:43:40] Last question
[00:43:41] then we'll
[00:43:41] close it.
[00:43:42] And this is
[00:43:43] what we have
[00:43:44] discussed the
[00:43:44] entire day.
[00:43:45] So do
[00:43:45] personal
[00:43:46] brands
[00:43:46] need to
[00:43:47] be perfect?
[00:43:48] Because
[00:43:48] many people
[00:43:49] try to
[00:43:50] start this
[00:43:52] as
[00:43:53] Absolutely
[00:43:53] not.
[00:43:54] I think if you're
[00:43:55] personally
[00:43:56] refer to online,
[00:43:59] correct?
[00:43:59] Yeah.
[00:44:00] So again
[00:44:00] very interesting
[00:44:03] thought here
[00:44:03] that if you're
[00:44:05] looking online,
[00:44:06] you're looking at
[00:44:06] perfect
[00:44:06] the same
[00:44:07] you're looking
[00:44:07] at the
[00:44:08] Now
[00:44:09] when you get
[00:44:09] that,
[00:44:10] of course
[00:44:10] every person
[00:44:11] has,
[00:44:11] they're not
[00:44:12] as perfect.
[00:44:13] So you're
[00:44:14] a bit of
[00:44:14] perfect scale
[00:44:15] drop down.
[00:44:17] So
[00:44:18] that personal
[00:44:19] brand is
[00:44:19] anti.
[00:44:21] Because
[00:44:21] that person
[00:44:22] doesn't
[00:44:22] expectations.
[00:44:24] Instead
[00:44:25] if you're
[00:44:26] in someone's
[00:44:27] online presence
[00:44:28] and you're
[00:44:29] 50%
[00:44:29] ranked
[00:44:30] and you're
[00:44:31] getting them
[00:44:31] and you're
[00:44:32] it's 70%.
[00:44:33] So you'll
[00:44:34] be more
[00:44:34] chammed.
[00:44:35] Right.
[00:44:35] But that's
[00:44:36] not the
[00:44:37] ideal strategy
[00:44:38] to go ahead
[00:44:38] with.
[00:44:39] You should
[00:44:39] be equal.
[00:44:41] But
[00:44:41] you get
[00:44:42] negative
[00:44:43] that
[00:44:44] you lose
[00:44:45] trust.
[00:44:46] So
[00:44:47] this is
[00:44:48] a very
[00:44:49] big learning
[00:44:50] for me
[00:44:50] as well.
[00:44:51] And for
[00:44:51] everyone
[00:44:52] I think
[00:44:52] this should
[00:44:54] be
[00:44:54] because
[00:44:54] a lot
[00:44:54] of people
[00:44:55] they just
[00:44:55] think
[00:44:56] that
[00:44:56] they start
[00:44:56] from perfection
[00:44:57] because
[00:44:58] it's my
[00:44:59] own
[00:44:59] personal
[00:44:59] brand.
[00:45:00] But
[00:45:00] naturally
[00:45:00] everyone
[00:45:01] has
[00:45:02] imperfections.
[00:45:02] Because
[00:45:02] if you're
[00:45:03] perfect
[00:45:03] pretend
[00:45:03] people
[00:45:04] won't
[00:45:05] connect
[00:45:05] with you.
[00:45:06] And
[00:45:06] the biggest
[00:45:07] thing in
[00:45:09] cracking
[00:45:09] engagement
[00:45:10] and social
[00:45:10] is
[00:45:10] you make
[00:45:12] people
[00:45:12] relate
[00:45:12] with you.
[00:45:14] So that
[00:45:14] is why
[00:45:15] you've
[00:45:15] seen
[00:45:15] a lot
[00:45:15] of
[00:45:15] people
[00:45:16] talk
[00:45:16] about
[00:45:17] things
[00:45:18] when they
[00:45:19] wanted to
[00:45:19] do something
[00:45:20] but they
[00:45:20] couldn't
[00:45:20] do
[00:45:21] the failure
[00:45:22] stories
[00:45:22] etc.
[00:45:22] And that
[00:45:23] is what
[00:45:23] brings more
[00:45:24] engagement
[00:45:24] from a numerical
[00:45:25] perspective.
[00:45:26] Why?
[00:45:26] Because
[00:45:27] more people
[00:45:27] relate to
[00:45:27] it.
[00:45:28] If I
[00:45:29] post
[00:45:30] today
[00:45:30] that
[00:45:30] have
[00:45:31] 100
[00:45:32] marks
[00:45:33] and
[00:45:34] then
[00:45:34] I
[00:45:35] have
[00:45:36] one
[00:45:36] number
[00:45:37] mistake
[00:45:37] then
[00:45:38] most of
[00:45:39] the
[00:45:39] people
[00:45:39] out there
[00:45:40] won't
[00:45:40] relate
[00:45:40] to it.
[00:45:43] So you
[00:45:44] have to
[00:45:45] figure out
[00:45:46] that
[00:45:46] it's
[00:45:47] perfect
[00:45:47] to be
[00:45:47] there.
[00:45:49] Because
[00:45:50] I can't
[00:45:51] say
[00:45:52] I'm
[00:45:52] not
[00:45:52] doing
[00:45:52] it
[00:45:53] to
[00:45:53] the
[00:45:53] best
[00:45:53] of
[00:45:53] my
[00:45:53] capability.
[00:45:54] But
[00:45:55] who am
[00:45:55] I
[00:45:55] as a
[00:45:56] person?
[00:45:56] That
[00:45:57] cannot
[00:45:57] be
[00:45:57] perfect.
[00:45:58] If
[00:45:58] you
[00:45:59] then
[00:45:59] you
[00:46:00] everything.
[00:46:02] You
[00:46:02] will
[00:46:02] think
[00:46:02] that
[00:46:03] I
[00:46:03] am
[00:46:03] a
[00:46:03] god.
[00:46:05] Right?
[00:46:08] So
[00:46:08] Ananya,
[00:46:09] great talking
[00:46:10] to you.
[00:46:10] It was an
[00:46:11] interesting
[00:46:12] conversation
[00:46:12] on personal
[00:46:13] branding
[00:46:14] on LinkedIn.
[00:46:15] It's also
[00:46:15] an eye-opener
[00:46:16] on LinkedIn.
[00:46:17] I'm also
[00:46:18] trying to
[00:46:18] crack it.
[00:46:19] Very
[00:46:19] difficult.
[00:46:19] You
[00:46:20] have
[00:46:20] cracked it
[00:46:20] in
[00:46:22] early age.
[00:46:22] So
[00:46:22] hope
[00:46:23] for the
[00:46:23] best.
[00:46:24] You
[00:46:24] have
[00:46:24] seen
[00:46:25] 3-4-year-old.
[00:46:26] something
[00:46:26] new
[00:46:26] to me.
[00:46:27] Absolutely.
[00:46:27] I'm
[00:46:28] going to
[00:46:28] wait for
[00:46:29] that next
[00:46:29] kick.
[00:46:30] Yeah,
[00:46:31] absolutely.
[00:46:32] Absolutely.
[00:46:33] Thanks a
[00:46:33] lot for
[00:46:34] joining us.
[00:46:34] Thank you
[00:46:34] for calling
[00:46:35] me.
[00:46:35] And
[00:46:36] Abhishek,
[00:46:37] what I
[00:46:37] feel is
[00:46:37] that
[00:46:38] all the
[00:46:39] knowledge
[00:46:39] is
[00:46:39] to
[00:46:40] reach
[00:46:40] people
[00:46:40] like
[00:46:40] you.
[00:46:42] And it's
[00:46:42] podcasters
[00:46:43] and people
[00:46:44] like you
[00:46:44] who are
[00:46:45] trying to
[00:46:45] collect these
[00:46:47] mind spaces
[00:46:48] from different
[00:46:48] people,
[00:46:49] putting them
[00:46:49] and stitching
[00:46:49] them together.
[00:46:51] So
[00:46:51] all the
[00:46:52] very best
[00:46:52] to you
[00:46:52] for that.
[00:46:53] And
[00:46:53] really,
[00:46:54] really
[00:46:55] looking forward
[00:46:56] to seeing
[00:46:56] your channel
[00:46:57] grow like
[00:46:58] crazy.
[00:46:59] Thank you.
[00:46:59] Thanks a lot.
[00:47:01] Thanks for
[00:47:01] your wishes
[00:47:01] as well.
[00:47:02] Absolutely.
[00:47:03] Thank you.
[00:47:04] Personal
[00:47:04] branding.
[00:47:05] We
[00:47:06] need
[00:47:06] everything.
[00:47:06] We
[00:47:07] think
[00:47:07] how
[00:47:08] our
[00:47:08] personal
[00:47:09] brand
[00:47:09] will
[00:47:09] it.
[00:47:10] So
[00:47:11] talk about that.
[00:47:12] If you
[00:47:12] thought it
[00:47:13] is interesting
[00:47:14] and you
[00:47:14] want to learn
[00:47:14] something else,
[00:47:15] please
[00:47:16] connect
[00:47:18] and
[00:47:21] if
[00:47:23] you
[00:47:23] are
[00:47:24] watching
[00:47:24] us on
[00:47:24] YouTube,
[00:47:25] please
[00:47:25] subscribe
[00:47:25] to the
[00:47:26] channel
[00:47:26] so that
[00:47:26] we
[00:47:27] can grow
[00:47:28] and
[00:47:29] if
[00:47:30] you
[00:47:30] are
[00:47:30] listening
[00:47:31] to
[00:47:31] us
[00:47:31] on
[00:47:31] audio
[00:47:32] podcast
[00:47:32] platform,
[00:47:33] then
[00:47:33] please
[00:47:33] follow
[00:47:33] us.
[00:47:34] Every
[00:47:34] week
[00:47:35] comes
[00:47:35] a new
[00:47:35] episode.
[00:47:36] We
[00:47:36] a new
[00:47:38] share
[00:47:38] to
[00:47:39] so
[00:47:41] for
[00:47:42] We
[00:47:43] will
[00:47:43] see
[00:47:43] next week
[00:47:44] with
[00:47:44] next
[00:47:44] episode.
[00:47:45] Have
[00:47:46] a good
[00:47:47] day.