April 29, 2025 • 42 mins
Ever wondered how Zara took Australia by storm and achieved a million-dollar launch day? Join Aja Bradley on Making the Moment as she uncovers the incredible story of Tory Archbold, the marketing powerhouse behind this retail phenomenon. Discover the surprising strategies and meticulous planning that fueled this unprecedented success and learn the insider secrets to creating a launch that truly captivates and converts.
@toryarchboldofficial
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:00):
We've all seen them, those experiences that stop us
(00:03):
in our tracks, the moments thatflood our feeds, shift culture,
and bring people together.
I'm Asia Bradley-Kemp, and I'vehelped generate millions in
revenue and billions ofimpressions by creating
scroll-stopping moments for someof your favorite brands and
celebrities.
This is Making the Moment, thepodcast that brings you the
untold stories, unfilteredinsights, and big ideas from the
(00:25):
architects behind the momentsthat matter.
In each episode, I'll show youhow to design experiences that
not only captivate audiences,but also drive tangible value
for your organization.
Whether you're looking to buildbuzz, boost loyalty, or drive
revenue, I want to help youdesign customer experiences that
truly make an impact.
This is for the moment makersand the culture creators.
(00:46):
Welcome to Making the Moment.
Welcome to Making the Moment,where we dive deep into the
events that shape culture andspotlight the architects who
make them unforgettable.
Today, we're honored to haveTory Archbold, a powerhouse who
not only launched Zara andintroduced Steve Madden to the
Australian market, but is nowthe driving force behind
Powerful Steps.
(01:07):
Tory's journey isn't just aboutThank you so much for being
here, Tori.
We're so excited to have you.
Of course, I would not miss itfor the world.
(01:29):
Well, I want to start, you know,from almost the beginning, you
have had such a storied careercreating these amazing moments
for retailers in Australia.
And the one that comes to mindoff the bat is Zara.
Let's just start there.
How did that come about?
(01:50):
You know, you're an Australianagency and Zara's opening up all
around the world.
How did they find you?
SPEAKER_01 (01:57):
It's a fantastic way to kick off this podcast because
I truly believe that in life weattract, we don't hustle.
And when I was 24, I created anagency which went on to become
one of the most recognized inAustralia called Torstar.
And the agency was really builtoff the power of rejection.
I knew that I wanted to createand build brands.
(02:20):
I knew that I loved differentpillars of what brands had to
offer, yet no one would actuallygive me a job.
So I thought to myself, whydon't I create what I want to
experience in terms of what Iconsidered at the time a
world-class agency that I couldlead, that I could create, but
(02:41):
most importantly, what wouldhappen if I anchored it to three
core values?
So I attracted Zara throughthese values.
The first one is passion.
I was always passionate aboutcreating and building brands.
The second one was integrity.
And the third one was deliverybecause I always believed that
you're only as good as an agencypartner or as a leader of your
(03:02):
own destiny in your business andlife as the experience that you
leave with someone.
And so when I started thatagency, when I was 24, I had$0
in the bank.
I had absolutely no idea how tocreate a press release, an
event, I really just taughtmyself by listening and
observing.
And I think that by walking thestreets all around the world,
(03:24):
like you could talk about anyfootprint in any shopping center
in any major city, and I made itmy job to get to know it.
So by the time Zara actuallyapproached me to launch their
brand in Australia, I was reallyfamiliar with their flagship
store in Rome, their new conceptstore in Dubai in the Mall of
(03:44):
Emirates.
But most importantly, you know,one of their flagships, which
was in Paris at the time.
So I think when you talk aboutsuccessful launches, you
actually plant the seeds of thebrands that you want to attract
and work with way in advancefrom receiving the call.
And I think that the magic thathappened on that day in
Australia, because it really wasthe first high street retailer
(04:06):
to hit our market, it wasn'tbecause of me and my agency.
It was because our...
you know, our brand synergieswere aligned.
We shared the same values likeZara and Interdex, like a
multi-billion dollar brand.
I believe it's still number onein the world.
They were so passionate aboutcreating and building brand
experiences for their customersso that they could become
(04:28):
long-term engaged customers.
They also worked with integrity.
You know, we were not allowed toopen that store until the owner
of the brand had photographsthat we had shot with a separate
photographer than thephotographer for the that
actually showed him every singlecorner and detail in the shop,
(04:48):
right?
Wow.
This is just like extraordinaryattention to detail.
And of course the delivery was asuccess because we worked as a
team.
We really worked as a teamdespite the fact that we were
all located in differentcountries because when I got the
call, when I was awarded thebusiness, I was actually at the
Mondrian Hotel in LA, but Ididn't let it onto anyone.
(05:10):
And I worked with my team inAustralia, their team in Spain.
You were working on Australianhours.
Yeah, I was in LA.
So it's a successful event isnot just like, hey, I got the
brief and I delivered it.
It starts when you plant theseed of who you want to connect
with, who you want to work with,but most importantly, how you go
about that delivery.
(05:31):
Now, that is known as thegreatest retail launch in
Australian history.
And it's written about as a casestudy because we had 22,000
people on the day of launch andwe did a million dollars in
sales and I know while Zara doesnot comment publicly on what a
success story is privately itwas their most successful retail
(05:52):
launch in the world but itwasn't about me it was about the
people you know it was about theteams and the people and the
dedication the passion theattention to detail but most
importantly understanding thatcustomer experience I could
never have been a team leader oran agency partner if my energy
was not invested in their brandbefore we launched.
(06:13):
And I was in a unique positionwhere I loved retail.
I love brands and I love Zara.
So, you know, that came throughand it shone.
Yeah, it was an energetic match,but I think that that love and
that passion that I had matchedwhat they had as well.
SPEAKER_00 (06:30):
And so after you get the business, you know, you talk
about the attention to detail,which is key to creating any
kind of experience.
It's really about the details.
What were some of like theframeworks that you use to, you
know, make it become the mostsuccessful launch in retail
(06:51):
history for Zara?
And my other question to that islike, did you have a benchmark?
that you were trying to reach toget it to this historic point?
Yeah, when a
SPEAKER_01 (07:02):
brand connects with an agency, they have the
benchmark, right?
They always set the benchmarkand the benchmark is created
through the brief.
So we always know what height weneed to deliver.
But I think my secret to successwith my agency Torstar was I
always over deliver it.
So what happened was not onlywith Zara, but the other brands
that we attracted, which wereall top performing retail brands
(07:24):
around the world, not onlylaunching them into Australia,
but launching in other marketsas well, was the fact that I
could see the brief.
I could see the benchmark.
I knew I could deliver thatbenchmark, but I always said to
myself, what can I do better?
Yeah.
And what can I do better?
What is that icing on the cakethat the client doesn't expect,
(07:44):
but I know that I can create?
That is what delivers anextraordinary brand experience,
but also that's what delivers apartnership, right?
So on average, my clients withTorstar were with me for eight
and a half years.
Now in agency land, that isincredibly unusual because most
people are just chasing, youknow, the next big sugar hit of
(08:07):
this agency can do this with meor that agency can do that for
me.
But what I did is I looked atthat brief and I looked at the
benchmark and I always askedmyself, how can I do better?
That's how you create a brandpartnership.
That's how you create the magic.
That's how you get peopletalking about you as an agency.
But I think the most powerfulpart of this conversation is
(08:29):
when people want to work withyou, they also want to refer you
to other businesses.
My business was built onadvocacy.
So that anchoring deliverysystem that I had in my value
set of passion, integrity,delivery.
The delivery was actually one ofthe most key components out of
the three because the deliveryact as a sales pipeline to my
(08:51):
business.
And that's why I was able to,you know, build a business with
22 staff.
We were recognized as aworld-class agency.
Everyone wanted to work with us.
And I built it into amultimillion dollar business
where people wanted to buy itand activate their ideas into it
and be a part of what we werecreating.
And I think for your listenerswho are either agency or brand
(09:13):
side, always go back to thebrief because if the brief
doesn't is not something thatthe agency can deliver, go to
someone else.
But if that agency looks at thebrief and they know the
frameworks that they haveinbuilt into their system, their
team, their culture, and theirexperience to deliver, that's a
match.
But if that agency has knowledgeat a much higher level that's
(09:36):
going to take you to a highlevel, that's the way the magic
of retail brands are created.
SPEAKER_00 (09:43):
Yeah.
So there's a lot of alignmentyou talk about there with
matching intentions.
You travel the world and we'llget into what exactly you're
doing now and that has you inevery corner of the earth at the
moment.
But when you look at the retailspace, whether it's in Australia
(10:06):
or here in the US, what are youseeing as an opportunity for
marketers to build more engagingand effective customer
experiences.
SPEAKER_01 (10:19):
This is a great question because last month I
was in West Hollywood and Iactually took two days out of my
schedule to walk the streets andI usually stay in Santa Monica
and obviously it had beenaffected by the fires but also
retail is quite dead in thatarea so stepping out in West
Hollywood I absolutely loved itand you know retail is in my
(10:41):
blood it's in my husband's bloodhe's actually the head of retail
for Jones Lang LaSalle in SaudiArabia so I spend my life
Walking through shopping centersand understanding experiences.
What I'm seeing is it's aboutthe customer experience.
Like, you know, I went into RioFarm in West Hollywood and they
(11:03):
have these teepees that youactually go in.
and experience the clothesbecause what they wanted to do
was they wanted to bring thiswhole sustainability practice
back into the sustainabilityelement of what customers were
buying.
So, you know, I strip off, I getnaked, I try things on.
I didn't end up buying anything,but I wanted to experience what
(11:24):
was going on.
Like even their sales rack, itwas not out on the floor.
It was in a teepee.
So I found that fascinating.
I went into Glossier becauseobviously I've got a 20-year-old
daughter and I wanted to seewhat the heartbeat of that brand
was all about because many yearsago in New York, there were
queues, you know, block thepeople lining up just to get
(11:45):
into Glossier.
It was the hottest thing ever.
And I remember that experiencein New York and I wanted to see
like when you fast forward fiveor six years, was it going to be
the same experience when Iwalked in?
Now, I'm a 51-year-old woman.
I got hooked.
I spent a few hundred dollars,but then they said to me, oh,
you've spent over$300.
Would you like to do...
(12:07):
would you like to do this kindof pop-up thing where you can
win a prize?
And I said, oh, I don't need anymore product, but maybe if I win
a prize, I can get it for mydaughter.
So here I am on this machineexperiencing how to pick up a
ball with a claw.
Oh, it's a claw machine, okay.
And I was like, oh, that's socool.
(12:29):
And so then I'm videoing and I'msharing it with my daughter and
she's like, oh my gosh, mom,that's so cool.
When I get there, I want toexperience that as well.
So it was about me steppingoutside of my comfort zone as a
51 year old going, oh, this issomething that a teenager would
do.
But actually my daughter's onthe other side of the world and
I'm engaging her with the brand.
I love that experience.
(12:49):
Then I walked further down and Icould see all of these people
like lining up to get into, Ididn't even know what it was,
but it was Hayley Bieber's newbrand wrote.
And, you know, when I was in myagency days and we were
launching brands in differentmarkets.
And in particular, I rememberwhen we were launching the
Nespresso into Australia, I usedto just listen to people's
(13:10):
habits and I used to just askthem, why are they there?
I didn't go inside the roadstall.
But guess what?
I asked about six or sevenpeople in the queue, why are you
here?
How long have you been lining upfor?
And it honestly, it was soinspirational for me because if
you get into the hearts and theminds of the people and you
understand the brand, as anagency partner, That is success
(13:36):
because before you've evenreceived the brief, you
understand the heartbeat of whatpeople want.
So those are three verydifferent examples across like
fashion retail, to beauty, toe-tail, which really, you know,
Glossier and Road is an e-tailbrand.
But also Farm Rio, I experiencedthat brand six weeks earlier in
Saudi Arabia.
(13:56):
It was a very differentexperience to what I had in West
Hollywood.
But I was able when I was inthat store to say, hey, I
actually discovered your brand.
in Saudi Arabia and they'relike, well, how did that happen?
So what you do is you plan yourenergy into brands that you feel
would be a good fit for you asan agency, but you get to know
(14:18):
the people that buy the productbecause if you don't understand
the people and the end customerexperience, you can't answer the
brief.
You can't.
Even though I've got a differentbusiness now, I'm still into
like what's the heartbeat?
Where do people spend theirmoney?
What is it?
Yeah.
SPEAKER_00 (14:35):
And it's understanding the consumer, like
you said, and it's, you know,how can you deliver joy to that
consumer?
Like that's ultimately what it'sabout.
And at least that's the lensthat, you know, we operate in.
And it sounds like that, youknow, is what you experience.
It's, you know, you had theseunexpected moments of joy, but
they tied back into the soul ofthe brand and, you know, the
(15:00):
type of customer that theyattract.
So that's pretty cool.
UNKNOWN (15:03):
Yeah.
SPEAKER_00 (15:03):
You worked with Drew Barrymore many years ago, and I
found it interesting that in2016, way before you started
Powerful Steps, you postedsomething saying that if you
weren't doing this for a living,which was Tour Star, that you'd
(15:26):
be helping to empower others,that life is about taking
chances and believing inyourself.
What was going through your mindand in your life at that point
in 2016?
Because it's almost like you'vemanifested what you're doing
now, which we'll get into next.
(15:46):
But tell us that story.
How did this all come about?
SPEAKER_01 (15:52):
Yeah, was that an interview with Ad News that you
picked up
SPEAKER_00 (15:54):
on?
I think so.
I think so.
SPEAKER_01 (15:56):
Yeah.
It's so crazy because I remembersitting in my office at Tourstar
and they asked me a whole lot ofquestions.
I remember very clearly writingthat down, but I hadn't even
thought about the idea forPowerful Steps at that point in
time.
And I guess it's like beforeZara had approached me, I hadn't
even thought about working withthem.
I just planted the seeds.
(16:16):
I just planted my energy there.
So what was going through mymind was probably that my
intuition knew that I was aboutto go through a transition and
exit out, but I didn't know atthe time.
And I always think it's reallyinteresting when you look back
on those reflections is thatyour heart knows you're That
instant knows you just got tofollow the flow.
So that moment with DrewBarrymore actually came about
(16:39):
because throughout my entirecareer, and I think this is
really important, is that when Istarted it, I couldn't afford to
buy people lunch.
And I was in a very, you know,high impact industry, which was
very glamorous, where peoplewanted to drink Dom Perignon all
the time, but I couldn't affordto buy that for them.
So I started my career by havingthree coffee dates a week, one
with someone I know, one withsomeone I want to partner with,
(17:00):
and one with someone completelyoutside of my comfort zone.
So I've committed to that fornow 25 plus years.
And the reason why Drew cameinto my life was because I
coffee dated with her bestfriend from high school who
owned an agency in LA.
I didn't even know theconnection.
She emailed me and she said, oneof my best friends is launching
a brand in Australia.
Will you help them?
(17:22):
I didn't even question who itwas.
I was like, absolutely, becauseI had a great chemistry with
this friend of hers.
And that's how I ended uplaunching Flower Beauty into
Australia.
Now, you have an agency thatcreates, you know, extraordinary
events.
And so did I at the time.
And the part that really stoodout for me with that event was
that we'd hired out an iconicdesigner.
(17:44):
restaurant called Icebergs inBondi.
And of course, every celebritywanted to be seen there.
We knew that it was going toactivate really good content
around the world.
We knew that it was going towork in terms of the influences
that we could get there.
But there was something insideof me when Drew got up to thank
everyone and shared a part ofher story that struck me that
(18:05):
all of these frameworks that Icreated in my agency days to
create and build other people'sbrand narratives could actually
be transformed into creating myown.
And so I'd never had aphotograph with a celebrity and
my daughter had never been toone of these major events.
And I'd finally relented andsaid, yes, you can have the day
off school.
(18:25):
And she had this photo with Drewand And Drew was like, Tori,
Tori, come into the photo.
And I was like, oh, really?
Just I'm so used to blendinginto the background.
But I said yes for my daughterultimately.
And the three of us had a photo.
The photographer clicked and Iwas like, my career's over.
I'm done.
And so what I did was I wentfrom being invisible to visible.
(18:45):
And through the power oflistening to other people like
Drew Barrymore, share thosehighs, lows and game changing
moments.
I thought, what if I couldactually share my own, which I'd
never shared before?
And so I did.
SPEAKER_00 (19:01):
It's so interesting that you said, because I never
knew that part of your story interms of being used to being
behind the scenes and not beingnatural to be in front of the
camera.
And I come back.
from that era as well.
And I talk about it with otherguests on our podcast, you know,
(19:22):
the shift generationally, Iguess you can say from kind of
that old school thinking of, youknow, we're there to support the
talent, not be the talent.
Whereas now you have to be thetalent and support the talent.
You have to have your own brand.
How did you, was it easy?
Like once you took that firststep of After taking that photo,
(19:44):
was it easy for you to be outthere?
How did you get from there towhere you are now as such a
confident, you know, front ofthe camera, you're everywhere,
you know, there's no shame.
And I don't mean that in a badway, but you know, this is very
(20:05):
natural now to you.
And I would have never thoughtthat at one time, you know, it
was something that might've beena little bit intimidating.
SPEAKER_01 (20:13):
So let's just take it back.
When I had my agency tour star,I always wore black.
So I had 60 little black dressesfrom every designer that you can
imagine in the world.
And I wore black because Iwanted to blend in.
And so even though I was thepowerhouse, making it work for
everyone else behind the scenes,I just, I didn't really want to
be seen.
So to actually step forward andbe seen, you know, it literally
(20:35):
makes you...
How am I going to do this?
And so I remember when MarieClaire magazine approached me to
do a story on single moms withglobal businesses, I was very
clear with them because I'dnever done a story before.
before on my business, exceptfor a couple of publications in
almost 20 years, which werereally more trade related.
(20:56):
And we used as a sales pipelineto highlight who we're working
with.
And I just remember saying tothe journalist, that's not my
story.
And she's like, what do youmean?
And I said, I don't want to bein that story.
My story's changed.
And in that moment in time,something shifted in me and we
had this off the recordconversation.
And I hadn't even shared thestory with my friends, but For
(21:17):
some reason, I trusted thiswoman and I said, this is my
story.
And she was like, whoa, what?
No one knows this.
And I said, I know, and I'm notsure why I'm telling you.
And she said, let me speak tothe editor, but we want to
transform this story into afeature.
And I remember saying, but it'snot just my story.
(21:39):
It's my daughter's story.
And I've just met someone, youknow, who's likely going to
become my life partner.
Like my life is at a crossroads,but I know that the power of
this story will change lives.
Anyway, she came back and shegoes, we want to do the feature.
We're going to do a three pagefeature.
And so we did the interviews,but I actually sat on the
interview for four monthsbecause when you talk about
(21:59):
what's it like showing up, howdo you go from behind the scenes
to the front of the scenes?
I really struggled with that.
And so I made the decision thatafter Drew came left the country
that the story would come outand literally it transformed my
life.
And what I was most afraid ofwas judgment, losing clients.
You know, what are people goingto think?
(22:21):
Am I still going to be invitedto things?
Oh, the opposite happened.
I don't even know why I wasworried because people were
like, wow.
But what happened was behind thescenes, and it is a crazy, crazy
story, obviously, is that peopledidn't know that for, you know,
12 years of my life, I wasstalked, harassed, intimidated
by an ex.
(22:42):
I was contacted up to, you know,100 times a day.
It was a little bit like thatDirty John Netflix series that
went viral years ago.
But what they didn't know wasthat I had this near-death
experience, which I didn't tellanyone either because I was an
agency header I was at the topof my game and I almost lost my
life.
You know, before I went toLondon was 72 hours before a
(23:05):
flight, my appendix burst.
So I had a team in London.
I had a team here.
I had events being activatedaround the world, but here I am,
you know, lose eight kilos infive days.
I'm on life support.
I contract septicemia.
I'm told I can't travel.
I can't do anything.
And the only thing that saved mylife was a surgeon just looking
at me and he goes, I'm going togive you a mantra and you're
(23:28):
going to live your life.
life by this mantra a happyheart is a magnet for miracles
anything that's not making youhappy anymore starts dripping
out so when we talk about thepower of that story the power
lies in the fact that I cleanedup my life quietly and silently
and until that story came out noone knew what was happening and
(23:48):
that became my power because Istarted standing in my authentic
truth and so when you first getasked to go on tv and share your
story with the world I can'ttell you how much I was shaking.
It was crazy.
I could help narrate CEOs ofmulti-billion dollar businesses.
This is what you say when you goup and you talk about your brand
(24:11):
on TV.
But the hardest thing for me washaving to learn how to do that
myself.
And so what I did was it becameeasier because I had this five
point story framework, which bythe way, your listeners can
download.
If you go onto my website,there's a community app and you
can get a seven day free trial.
And there's a whole video seriesthat is actually for free in
(24:34):
there around how I claimed mypower and how I rewrote my story
to become a thought leader andto stand alongside other thought
leaders around the world and itreally became how I cracked the
code for launching not only mypersonal brand and powerful
steps but now the brands ofother women and men around the
(24:54):
world so I've helped thousandswith this framework and it's
called the five point storyframework and so when you're
asking me these questions Idon't need to go and rehearse
what I'm going to say because Ialready know because I have the
framework and I consistentlyupdate it and I'm able to share
messages with impact because Iknow what resonates.
(25:15):
But most importantly, I'veexperienced it firsthand.
SPEAKER_00 (25:20):
And we'll definitely link in the notes to the website
and to that series so that allthe listeners and the watchers
can...
work on that themselves.
Tell us a little bit about theprogram and specifically your
business attraction program forC-suite women, because you're
(25:42):
really transforming women andtheir organizations and their
lives.
And I've seen it a firsthand.
The group chats from yourprograms are on fire with these
amazing women.
So tell us about that and howour audience, if they want to
(26:03):
get some coaching from you, cando that.
SPEAKER_01 (26:08):
Yeah, so the business attraction program was
really created off the basis ofyour last question.
How do you tell your story,Tori?
You know, how do you as abusiness owner or as a leader
step forward and become a brand?
And what I really recognized wasthat women become stuck.
I'm stuck.
You know, what's my next powermove?
(26:28):
Or how do I take my business tothe next level?
or I really want to beauthentic, advertising's
inauthentic.
So what I really discovered was,you know, you and I, we are the
brand.
The way we show up, it's stillanchored to those same values
that I have of passion,integrity, and delivery, but
it's placed into a frameworkthat works.
So it's a six-week program, andthe next one's on the 21st of
(26:51):
May.
It's all online.
And I really help you create andunpack your story narrative as a
female leader.
you know, who are you?
Where did you come from?
You know, who mentored you?
How did you get your big break?
What's your game changingmoment?
And how did that game changingmoment transform your life?
And I lead by example, like I'vejust shared the power of some of
(27:15):
my story, probably only 2% withyour audience.
But when you actually understandthe power of your story, you
know, it's not just about yourachievements that you share as a
leader to attract business.
It's about your failures.
It's about the lessons that youlearned, because everyone knows
now, especially with socialmedia, that life is not glossy.
(27:37):
Yeah, life is definitely notglossy.
So in that program, I share howthe five point story framework
can actually be used not onlywith yourself, but with your
business and your teams.
So a lot of female founders willcome into that program and And
they'll then activate what Iteach with their teams and their
agencies.
(27:57):
And it switches the narrative sothat they begin attracting
rather than hustling forbusiness.
And then what I do is I layer itby connecting people with my
little black book and obviouslythe WhatsApp group that you're
on as well as a great examplewith coffee dates.
You know, it's the same thingthat I spoke about earlier in
the podcast.
If you want to build a globalnetwork, if you want to attract
(28:19):
the best of the best, if youwant to work with the top one
percenters and you want to makea difference in this world,
we'll go out there and startconnecting with people and
sharing your story.
Now you can't coffee date withpeople unless you know your
brand narrative, which is whythat five point story framework
is so important.
So I coffee date with purpose.
Again, it's like one withsomeone I know, one with someone
(28:40):
I want to partner with, one withsomeone completely outside my
comfort zone.
I'm not afraid to ask for help.
And if you can actuallyintegrate that in to your sales
pipeline, it becomes a really,really powerful tool.
And then the third thing that Ireally teach people now is like
the importance of AI.
You know, you do not want tosound like a robot when you're
(29:03):
pitching.
when you're in a room withsomeone or when you're showing
up on social media.
So how do you integrate thatfive point story?
So it's got your tone, yourlanguage, your voice, so that
you stand out as a leader.
Now with those three tools, whatwe do is we integrate it so that
when people Google your name, itcomes up with who you are,
(29:24):
right?
You're magnetized.
So for the last five years withPowerful Steps, I've really
focused on content creation, notonly for the Powerful Steps
brand, but for my own personalbrand as well.
So it acts exactly in the waythat I used to walk around in
those Zara stores in like Paris,Dubai, Rome, before it even came
(29:44):
to Sydney.
What I'm doing, I'm using thatsame premises, walking around
and planting my energy inplaces, but I'm using social
media to do it for me.
So I'm activating my voice.
I'm activating my message.
I'm activating how I can be ofservice to other people.
And so I'm naturally attractingthe right people into my life.
(30:05):
So by the time they connect withme, it's a yes, nine times out
of 10.
SPEAKER_00 (30:11):
They already know so much about you.
SPEAKER_01 (30:14):
Correct.
And also whether it's abusiness, like you're an agency
owner, you have people listeningto this probably going, well,
what's my sales pipeline?
What am I going to learn out ofthis?
Well, if you own your ownagency, or even if you're an
account director or hire, you'regoing to turn yourself into a
brand because
SPEAKER_00 (30:31):
Because someone else out there is a brand.
SPEAKER_01 (30:34):
And if you don't show up and share the life
lessons or share the casestudies or share who you are as
a person, that person's notgoing to want to work with you
because someone else is sharingand it makes their decision to
work with them so much easierthan it does with you.
Right.
SPEAKER_00 (30:54):
That's a great point.
And that actually leads intosomething I wanted to ask you
because you are very well awareof what's happening here in this
country from a politicalstandpoint and economically as
well.
And the tech industry is layingoff, the government, federal
government's been laying off.
So in light of those things, Iknow people that are losing
(31:16):
their jobs or transitioning fromtheir jobs and they're senior
level people.
What are some actionable tipsthat, you know, our audience can
use, you know, from yourframework or, you know, from
your experience?
What do you, if they aregetting, they've gotten laid off
today or they have to go out andhunt for a job, you know, the
(31:36):
competition.
Great question.
What are some actionable tipsthat they can do?
SPEAKER_01 (31:41):
Never play the victim.
Never play the victim.
Play the hero.
Yeah.
And also never commentpolitically online.
Never.
I will never comment on my viewsor anything like that.
What I will do is pay forward myknowledge and I will narrate how
I can help people.
So I'll give you a good example.
I had a client out of Singaporewho unexpectedly lost her job.
(32:03):
And in Singapore, the laws arethat you only get two weeks
notice.
It doesn't matter how longyou've worked there.
You get two weeks notice.
So it's crazy, right?
So she had babies to feed.
And ironically, her husbandactually lost his job 24 hours
later.
And she called me and she goes,Tori, what do I do?
And I said, number one, take adeep breath.
And I've got you.
Yeah.
(32:25):
And I'm happy to be your cheersquad for the next 48 hours.
But what I want you to do is Iwant you to show up.
And she goes, but I've just lostmy job.
I've lost my self-esteem.
And I said, I don't care.
What you are going to do is youare going to show up and you're
going to share what you havecreated and delivered, which is
multi-dimensional.
million dollar businesspipelines for the business
(32:47):
that's just retrenched you.
And you're going to go onlineand you're going to share what
you've done.
No one needs to know that you'velost your job in the next 24
hours.
It's just more and it hurts, butkeep the message, keep the
momentum, keep the level of whoyou are consistent now before
people find out.
And so she did that.
And then she doubled down withcoffee dates.
(33:08):
I said, you get out your littleblack book and you start making
phone calls and you're not goingto be having three coffee dates
a week.
You're going to be having threea day and you are going to
double down and you're going totalk to people and you're not
even going to let on that you'vebeen retrenched yet.
And you're going to startopening doors.
She got a bigger and better rolewithin six weeks.
Wow.
Not only did she get a biggerand better role, she got a
(33:29):
regional role.
So for anyone out there feelinglike, oh my gosh, poor me.
Oh, please.
Seriously, get off your tush.
Get
SPEAKER_00 (33:39):
off your butt and work.
Get it moving.
Be proud of who you are.
You've got to put one foot infront of the other and keep
going.
SPEAKER_01 (33:52):
Now that woman had also gone through my business
attraction program.
So the other thing I said toher, I was like, go back and
update your five-point storyframework.
Because it will give you theconfidence to understand and
ground you as to who you are anduse that content to narrate the
story to attract what you wantto attract.
And that's how it happened.
(34:13):
So my advice is really don'tcomment on things that are out
of your remit.
Comment on yourself and what youcan give to the world.
Comment on how you areemployable.
SPEAKER_00 (34:25):
Yeah.
I think that's a great pointbecause there are so many things
that we as individuals arepassionate about.
But, you know, you also want tobe conscious of not alienating
people.
And, you know, there's a timeand a place for everything.
And everybody has to decide whatthat is for themselves.
SPEAKER_01 (34:48):
Yeah.
And also just remember yourstory has lots of plots, twists
and turns.
And it's not about...
sharing the poor me.
It's about showing how you had achallenge and translated it into
an opportunity.
Now, the crazy thing is thatwoman who came to me for that
(35:09):
advice, she now gives thatadvice to other people.
So it's how you choose to showup.
And again, that anchors back tomy three delivery aspects of my
values of, I told her to share apassion and I told her to show
it with integrity.
But most importantly, I toldher, show people how you
(35:29):
deliver.
And that delivery piece is soimportant.
And yes, I understand that thejob market is tough.
Yes, I understand that manycountries are going into
recession, but you can attracthigh vibrational opportunities
if you choose to play at thatlevel.
And I choose to play at thatlevel.
I mean, I was told that Icouldn't be a brand.
(35:50):
I couldn't be an influencer,right?
SPEAKER_00 (35:54):
I love it.
Well, we'll need to have youback to talk about your events
here, like in that context,because, you know, if you're,
you're getting$100,000sponsorship deals, like as a a
community that you've created.
I wish you would have told methat beforehand.
We could have talked about thata little bit more, but we'll
(36:16):
just have you, we'll have youback on another episode because
I'd like to talk about thecommunity events here once you
get those going.
So yeah.
And also, sorry,
SPEAKER_01 (36:25):
there's also just one last thing.
There's an opportunity for yourbrands as well to become
involved because it's, we reallycreate, it's a brand partnership
where we create a pipeline of Imean, it's the same as what I
did for my agency.
We're creating pipelines ofcustomers for people at the
highest level.
SPEAKER_00 (36:44):
Tori, it's been so great having you.
And I know that all of ourlisteners that are listening to
this podcast are really going tobe inspired to take action.
And I think this has beenlife-changing for so many
people, whether they are workingwith brands and trying to engage
their customers more, or justnow looking at themselves as a
(37:07):
brand and what they can do outin the world.
You've given us so much to thinkabout and to work with.
Before you go, we want to askyou a closing question, a fun
little question.
In terms of moments, who ishaving a moment, what is having
a moment, or where is having amoment, in your opinion?
SPEAKER_01 (37:29):
So I think Reese Witherspoon is definitely having
a moment right now.
And she recently joinedLinkedIn.
And I think for a celebrity, abrand maker and an impact maker
to understand that Instagram maynot be the place to be right now
and shift her focus ontospeaking at a more business
(37:51):
level is a game-changing momentfor many, many people.
And I remember when she did theannouncement on Instagram and
she said, I'm about to joinLinkedIn, me being a brand
strategist, I was like, I'mgoing to watch this.
And I could see the numbersrise.
And so what I think is the morepeople that stand in their
(38:11):
truth, the more people thatshare the power of their wisdom,
the more people that show up onplatforms that give them a
voice, the more you can make andcreate an impact.
SPEAKER_00 (38:24):
Love it.
Thank you for that.
And where can we find you,follow you?
What do you have coming up next?
How can we stay in touch withyou?
SPEAKER_01 (38:34):
So I recently stood in my power and changed my
Instagram handle to ToriArchbold Official.
So you can follow me on that.
On LinkedIn, I'm Tori Archboldand my website is
powerful-steps.com.
And I will be in Los Angeles asI'm hosting another business
activation retreat on the 5th tothe 7th of May.
(38:56):
Asia, I know that you're goingto be coming along.
I can't wait to have you.
And it's really going to beallowing American women to stand
in their or authentic truth, toown their power, to create their
brand narrative.
But what I've also done is I'vegot some incredible speakers
there who have created andlaunched global brands, but also
transformed them intomultimillion dollar businesses
(39:18):
for exit.
I think staying ahead of theretail trends, the brand trends,
AI technology, but also having areally strong understanding of
who you are as a leader, as abrand, as a business is the way
for any brand female founderlistening to these podcasts to
move powerfully forward becausewhen we own our story, we own
(39:41):
our power.
It's pretty simple.
SPEAKER_00 (39:44):
Excellent.
And it's great for executives aswell, right?
Not just founders and
SPEAKER_01 (39:49):
Yeah, we have a lot of senior corporate executives
and I've been lucky enough tomentor, you know, some of the
heads of Apple, Asana,Salesforce, some of the leading
banks around the world.
And I really like to integratethe energy of corporate life
into founder life because Ibelieve that we can learn from
each other.
SPEAKER_00 (40:10):
Definitely.
Wonderful.
Well, I can't wait to see you inMay.
And thank you again so much forbeing here.
And we look forward to seeingall of the amazing things that
you have coming up over the nextyear in the U.S.
SPEAKER_01 (40:23):
And likewise, Aja, thank you so much for this
opportunity.
But I'd just like to point outas well that you continue to
rise.
You continue to show up.
You continue to have a globalvoice.
And that is something that theworld really needs right now.
So thank you for creating thebenchmark for many people to see
the possibilities in an industrythat is honestly unique.
(40:45):
It has its ups and downs, butyou've stayed on course.
You're still creating, you'restill delivering.
And that's something to beincredibly proud of.
So thank you.
Thank you.
SPEAKER_00 (40:54):
Thanks again, Tori, for being here and sharing how
you created amazing brandmoments and how we can use that
framework to create our ownpowerful brands.
For everyone tuning in, Toriwill be in Los Angeles hosting
an event May 5th through 7th,where you can learn how to
transform your business andcareer.
Click the link in the show notesfor an exclusive discount code
(41:15):
courtesy of Making the Momentand we'll see you next time.
We've all seen them, those experiences that stop us
(00:03):
in our tracks, the moments thatflood our feeds, shift culture,
and bring people together.
I'm Asia Bradley-Kemp, and I'vehelped generate millions in
revenue and billions ofimpressions by creating
scroll-stopping moments for someof your favorite brands and
celebrities.
This is Making the Moment, thepodcast that brings you the
untold stories, unfilteredinsights, and big ideas from the
(00:25):
architects behind the momentsthat matter.
In each episode, I'll show youhow to design experiences that
not only captivate audiences,but also drive tangible value
for your organization.
Whether you're looking to buildbuzz, boost loyalty, or drive
revenue, I want to help youdesign customer experiences that
truly make an impact.
This is for the moment makersand the culture creators.
(00:46):
Welcome to Making the Moment.
Welcome to Making the Moment,where we dive deep into the
events that shape culture andspotlight the architects who
make them unforgettable.
Today, we're honored to haveTory Archbold, a powerhouse who
not only launched Zara andintroduced Steve Madden to the
Australian market, but is nowthe driving force behind
Powerful Steps.
(01:07):
Tory's journey isn't just aboutThank you so much for being
here, Tori.
We're so excited to have you.
Of course, I would not miss itfor the world.
(01:29):
Well, I want to start, you know,from almost the beginning, you
have had such a storied careercreating these amazing moments
for retailers in Australia.
And the one that comes to mindoff the bat is Zara.
Let's just start there.
How did that come about?
(01:50):
You know, you're an Australianagency and Zara's opening up all
around the world.
How did they find you?
SPEAKER_01 (01:57):
It's a fantastic way to kick off this podcast because
I truly believe that in life weattract, we don't hustle.
And when I was 24, I created anagency which went on to become
one of the most recognized inAustralia called Torstar.
And the agency was really builtoff the power of rejection.
I knew that I wanted to createand build brands.
(02:20):
I knew that I loved differentpillars of what brands had to
offer, yet no one would actuallygive me a job.
So I thought to myself, whydon't I create what I want to
experience in terms of what Iconsidered at the time a
world-class agency that I couldlead, that I could create, but
(02:41):
most importantly, what wouldhappen if I anchored it to three
core values?
So I attracted Zara throughthese values.
The first one is passion.
I was always passionate aboutcreating and building brands.
The second one was integrity.
And the third one was deliverybecause I always believed that
you're only as good as an agencypartner or as a leader of your
(03:02):
own destiny in your business andlife as the experience that you
leave with someone.
And so when I started thatagency, when I was 24, I had$0
in the bank.
I had absolutely no idea how tocreate a press release, an
event, I really just taughtmyself by listening and
observing.
And I think that by walking thestreets all around the world,
(03:24):
like you could talk about anyfootprint in any shopping center
in any major city, and I made itmy job to get to know it.
So by the time Zara actuallyapproached me to launch their
brand in Australia, I was reallyfamiliar with their flagship
store in Rome, their new conceptstore in Dubai in the Mall of
(03:44):
Emirates.
But most importantly, you know,one of their flagships, which
was in Paris at the time.
So I think when you talk aboutsuccessful launches, you
actually plant the seeds of thebrands that you want to attract
and work with way in advancefrom receiving the call.
And I think that the magic thathappened on that day in
Australia, because it really wasthe first high street retailer
(04:06):
to hit our market, it wasn'tbecause of me and my agency.
It was because our...
you know, our brand synergieswere aligned.
We shared the same values likeZara and Interdex, like a
multi-billion dollar brand.
I believe it's still number onein the world.
They were so passionate aboutcreating and building brand
experiences for their customersso that they could become
(04:28):
long-term engaged customers.
They also worked with integrity.
You know, we were not allowed toopen that store until the owner
of the brand had photographsthat we had shot with a separate
photographer than thephotographer for the that
actually showed him every singlecorner and detail in the shop,
(04:48):
right?
Wow.
This is just like extraordinaryattention to detail.
And of course the delivery was asuccess because we worked as a
team.
We really worked as a teamdespite the fact that we were
all located in differentcountries because when I got the
call, when I was awarded thebusiness, I was actually at the
Mondrian Hotel in LA, but Ididn't let it onto anyone.
(05:10):
And I worked with my team inAustralia, their team in Spain.
You were working on Australianhours.
Yeah, I was in LA.
So it's a successful event isnot just like, hey, I got the
brief and I delivered it.
It starts when you plant theseed of who you want to connect
with, who you want to work with,but most importantly, how you go
about that delivery.
(05:31):
Now, that is known as thegreatest retail launch in
Australian history.
And it's written about as a casestudy because we had 22,000
people on the day of launch andwe did a million dollars in
sales and I know while Zara doesnot comment publicly on what a
success story is privately itwas their most successful retail
(05:52):
launch in the world but itwasn't about me it was about the
people you know it was about theteams and the people and the
dedication the passion theattention to detail but most
importantly understanding thatcustomer experience I could
never have been a team leader oran agency partner if my energy
was not invested in their brandbefore we launched.
(06:13):
And I was in a unique positionwhere I loved retail.
I love brands and I love Zara.
So, you know, that came throughand it shone.
Yeah, it was an energetic match,but I think that that love and
that passion that I had matchedwhat they had as well.
SPEAKER_00 (06:30):
And so after you get the business, you know, you talk
about the attention to detail,which is key to creating any
kind of experience.
It's really about the details.
What were some of like theframeworks that you use to, you
know, make it become the mostsuccessful launch in retail
(06:51):
history for Zara?
And my other question to that islike, did you have a benchmark?
that you were trying to reach toget it to this historic point?
Yeah, when a
SPEAKER_01 (07:02):
brand connects with an agency, they have the
benchmark, right?
They always set the benchmarkand the benchmark is created
through the brief.
So we always know what height weneed to deliver.
But I think my secret to successwith my agency Torstar was I
always over deliver it.
So what happened was not onlywith Zara, but the other brands
that we attracted, which wereall top performing retail brands
(07:24):
around the world, not onlylaunching them into Australia,
but launching in other marketsas well, was the fact that I
could see the brief.
I could see the benchmark.
I knew I could deliver thatbenchmark, but I always said to
myself, what can I do better?
Yeah.
And what can I do better?
What is that icing on the cakethat the client doesn't expect,
(07:44):
but I know that I can create?
That is what delivers anextraordinary brand experience,
but also that's what delivers apartnership, right?
So on average, my clients withTorstar were with me for eight
and a half years.
Now in agency land, that isincredibly unusual because most
people are just chasing, youknow, the next big sugar hit of
(08:07):
this agency can do this with meor that agency can do that for
me.
But what I did is I looked atthat brief and I looked at the
benchmark and I always askedmyself, how can I do better?
That's how you create a brandpartnership.
That's how you create the magic.
That's how you get peopletalking about you as an agency.
But I think the most powerfulpart of this conversation is
(08:29):
when people want to work withyou, they also want to refer you
to other businesses.
My business was built onadvocacy.
So that anchoring deliverysystem that I had in my value
set of passion, integrity,delivery.
The delivery was actually one ofthe most key components out of
the three because the deliveryact as a sales pipeline to my
(08:51):
business.
And that's why I was able to,you know, build a business with
22 staff.
We were recognized as aworld-class agency.
Everyone wanted to work with us.
And I built it into amultimillion dollar business
where people wanted to buy itand activate their ideas into it
and be a part of what we werecreating.
And I think for your listenerswho are either agency or brand
(09:13):
side, always go back to thebrief because if the brief
doesn't is not something thatthe agency can deliver, go to
someone else.
But if that agency looks at thebrief and they know the
frameworks that they haveinbuilt into their system, their
team, their culture, and theirexperience to deliver, that's a
match.
But if that agency has knowledgeat a much higher level that's
(09:36):
going to take you to a highlevel, that's the way the magic
of retail brands are created.
SPEAKER_00 (09:43):
Yeah.
So there's a lot of alignmentyou talk about there with
matching intentions.
You travel the world and we'llget into what exactly you're
doing now and that has you inevery corner of the earth at the
moment.
But when you look at the retailspace, whether it's in Australia
(10:06):
or here in the US, what are youseeing as an opportunity for
marketers to build more engagingand effective customer
experiences.
SPEAKER_01 (10:19):
This is a great question because last month I
was in West Hollywood and Iactually took two days out of my
schedule to walk the streets andI usually stay in Santa Monica
and obviously it had beenaffected by the fires but also
retail is quite dead in thatarea so stepping out in West
Hollywood I absolutely loved itand you know retail is in my
(10:41):
blood it's in my husband's bloodhe's actually the head of retail
for Jones Lang LaSalle in SaudiArabia so I spend my life
Walking through shopping centersand understanding experiences.
What I'm seeing is it's aboutthe customer experience.
Like, you know, I went into RioFarm in West Hollywood and they
(11:03):
have these teepees that youactually go in.
and experience the clothesbecause what they wanted to do
was they wanted to bring thiswhole sustainability practice
back into the sustainabilityelement of what customers were
buying.
So, you know, I strip off, I getnaked, I try things on.
I didn't end up buying anything,but I wanted to experience what
(11:24):
was going on.
Like even their sales rack, itwas not out on the floor.
It was in a teepee.
So I found that fascinating.
I went into Glossier becauseobviously I've got a 20-year-old
daughter and I wanted to seewhat the heartbeat of that brand
was all about because many yearsago in New York, there were
queues, you know, block thepeople lining up just to get
(11:45):
into Glossier.
It was the hottest thing ever.
And I remember that experiencein New York and I wanted to see
like when you fast forward fiveor six years, was it going to be
the same experience when Iwalked in?
Now, I'm a 51-year-old woman.
I got hooked.
I spent a few hundred dollars,but then they said to me, oh,
you've spent over$300.
Would you like to do...
(12:07):
would you like to do this kindof pop-up thing where you can
win a prize?
And I said, oh, I don't need anymore product, but maybe if I win
a prize, I can get it for mydaughter.
So here I am on this machineexperiencing how to pick up a
ball with a claw.
Oh, it's a claw machine, okay.
And I was like, oh, that's socool.
(12:29):
And so then I'm videoing and I'msharing it with my daughter and
she's like, oh my gosh, mom,that's so cool.
When I get there, I want toexperience that as well.
So it was about me steppingoutside of my comfort zone as a
51 year old going, oh, this issomething that a teenager would
do.
But actually my daughter's onthe other side of the world and
I'm engaging her with the brand.
I love that experience.
(12:49):
Then I walked further down and Icould see all of these people
like lining up to get into, Ididn't even know what it was,
but it was Hayley Bieber's newbrand wrote.
And, you know, when I was in myagency days and we were
launching brands in differentmarkets.
And in particular, I rememberwhen we were launching the
Nespresso into Australia, I usedto just listen to people's
(13:10):
habits and I used to just askthem, why are they there?
I didn't go inside the roadstall.
But guess what?
I asked about six or sevenpeople in the queue, why are you
here?
How long have you been lining upfor?
And it honestly, it was soinspirational for me because if
you get into the hearts and theminds of the people and you
understand the brand, as anagency partner, That is success
(13:36):
because before you've evenreceived the brief, you
understand the heartbeat of whatpeople want.
So those are three verydifferent examples across like
fashion retail, to beauty, toe-tail, which really, you know,
Glossier and Road is an e-tailbrand.
But also Farm Rio, I experiencedthat brand six weeks earlier in
Saudi Arabia.
(13:56):
It was a very differentexperience to what I had in West
Hollywood.
But I was able when I was inthat store to say, hey, I
actually discovered your brand.
in Saudi Arabia and they'relike, well, how did that happen?
So what you do is you plan yourenergy into brands that you feel
would be a good fit for you asan agency, but you get to know
(14:18):
the people that buy the productbecause if you don't understand
the people and the end customerexperience, you can't answer the
brief.
You can't.
Even though I've got a differentbusiness now, I'm still into
like what's the heartbeat?
Where do people spend theirmoney?
What is it?
Yeah.
SPEAKER_00 (14:35):
And it's understanding the consumer, like
you said, and it's, you know,how can you deliver joy to that
consumer?
Like that's ultimately what it'sabout.
And at least that's the lensthat, you know, we operate in.
And it sounds like that, youknow, is what you experience.
It's, you know, you had theseunexpected moments of joy, but
they tied back into the soul ofthe brand and, you know, the
(15:00):
type of customer that theyattract.
So that's pretty cool.
UNKNOWN (15:03):
Yeah.
SPEAKER_00 (15:03):
You worked with Drew Barrymore many years ago, and I
found it interesting that in2016, way before you started
Powerful Steps, you postedsomething saying that if you
weren't doing this for a living,which was Tour Star, that you'd
(15:26):
be helping to empower others,that life is about taking
chances and believing inyourself.
What was going through your mindand in your life at that point
in 2016?
Because it's almost like you'vemanifested what you're doing
now, which we'll get into next.
(15:46):
But tell us that story.
How did this all come about?
SPEAKER_01 (15:52):
Yeah, was that an interview with Ad News that you
picked up
SPEAKER_00 (15:54):
on?
I think so.
I think so.
SPEAKER_01 (15:56):
Yeah.
It's so crazy because I remembersitting in my office at Tourstar
and they asked me a whole lot ofquestions.
I remember very clearly writingthat down, but I hadn't even
thought about the idea forPowerful Steps at that point in
time.
And I guess it's like beforeZara had approached me, I hadn't
even thought about working withthem.
I just planted the seeds.
(16:16):
I just planted my energy there.
So what was going through mymind was probably that my
intuition knew that I was aboutto go through a transition and
exit out, but I didn't know atthe time.
And I always think it's reallyinteresting when you look back
on those reflections is thatyour heart knows you're That
instant knows you just got tofollow the flow.
So that moment with DrewBarrymore actually came about
(16:39):
because throughout my entirecareer, and I think this is
really important, is that when Istarted it, I couldn't afford to
buy people lunch.
And I was in a very, you know,high impact industry, which was
very glamorous, where peoplewanted to drink Dom Perignon all
the time, but I couldn't affordto buy that for them.
So I started my career by havingthree coffee dates a week, one
with someone I know, one withsomeone I want to partner with,
(17:00):
and one with someone completelyoutside of my comfort zone.
So I've committed to that fornow 25 plus years.
And the reason why Drew cameinto my life was because I
coffee dated with her bestfriend from high school who
owned an agency in LA.
I didn't even know theconnection.
She emailed me and she said, oneof my best friends is launching
a brand in Australia.
Will you help them?
(17:22):
I didn't even question who itwas.
I was like, absolutely, becauseI had a great chemistry with
this friend of hers.
And that's how I ended uplaunching Flower Beauty into
Australia.
Now, you have an agency thatcreates, you know, extraordinary
events.
And so did I at the time.
And the part that really stoodout for me with that event was
that we'd hired out an iconicdesigner.
(17:44):
restaurant called Icebergs inBondi.
And of course, every celebritywanted to be seen there.
We knew that it was going toactivate really good content
around the world.
We knew that it was going towork in terms of the influences
that we could get there.
But there was something insideof me when Drew got up to thank
everyone and shared a part ofher story that struck me that
(18:05):
all of these frameworks that Icreated in my agency days to
create and build other people'sbrand narratives could actually
be transformed into creating myown.
And so I'd never had aphotograph with a celebrity and
my daughter had never been toone of these major events.
And I'd finally relented andsaid, yes, you can have the day
off school.
(18:25):
And she had this photo with Drewand And Drew was like, Tori,
Tori, come into the photo.
And I was like, oh, really?
Just I'm so used to blendinginto the background.
But I said yes for my daughterultimately.
And the three of us had a photo.
The photographer clicked and Iwas like, my career's over.
I'm done.
And so what I did was I wentfrom being invisible to visible.
(18:45):
And through the power oflistening to other people like
Drew Barrymore, share thosehighs, lows and game changing
moments.
I thought, what if I couldactually share my own, which I'd
never shared before?
And so I did.
SPEAKER_00 (19:01):
It's so interesting that you said, because I never
knew that part of your story interms of being used to being
behind the scenes and not beingnatural to be in front of the
camera.
And I come back.
from that era as well.
And I talk about it with otherguests on our podcast, you know,
(19:22):
the shift generationally, Iguess you can say from kind of
that old school thinking of, youknow, we're there to support the
talent, not be the talent.
Whereas now you have to be thetalent and support the talent.
You have to have your own brand.
How did you, was it easy?
Like once you took that firststep of After taking that photo,
(19:44):
was it easy for you to be outthere?
How did you get from there towhere you are now as such a
confident, you know, front ofthe camera, you're everywhere,
you know, there's no shame.
And I don't mean that in a badway, but you know, this is very
(20:05):
natural now to you.
And I would have never thoughtthat at one time, you know, it
was something that might've beena little bit intimidating.
SPEAKER_01 (20:13):
So let's just take it back.
When I had my agency tour star,I always wore black.
So I had 60 little black dressesfrom every designer that you can
imagine in the world.
And I wore black because Iwanted to blend in.
And so even though I was thepowerhouse, making it work for
everyone else behind the scenes,I just, I didn't really want to
be seen.
So to actually step forward andbe seen, you know, it literally
(20:35):
makes you...
How am I going to do this?
And so I remember when MarieClaire magazine approached me to
do a story on single moms withglobal businesses, I was very
clear with them because I'dnever done a story before.
before on my business, exceptfor a couple of publications in
almost 20 years, which werereally more trade related.
(20:56):
And we used as a sales pipelineto highlight who we're working
with.
And I just remember saying tothe journalist, that's not my
story.
And she's like, what do youmean?
And I said, I don't want to bein that story.
My story's changed.
And in that moment in time,something shifted in me and we
had this off the recordconversation.
And I hadn't even shared thestory with my friends, but For
(21:17):
some reason, I trusted thiswoman and I said, this is my
story.
And she was like, whoa, what?
No one knows this.
And I said, I know, and I'm notsure why I'm telling you.
And she said, let me speak tothe editor, but we want to
transform this story into afeature.
And I remember saying, but it'snot just my story.
(21:39):
It's my daughter's story.
And I've just met someone, youknow, who's likely going to
become my life partner.
Like my life is at a crossroads,but I know that the power of
this story will change lives.
Anyway, she came back and shegoes, we want to do the feature.
We're going to do a three pagefeature.
And so we did the interviews,but I actually sat on the
interview for four monthsbecause when you talk about
(21:59):
what's it like showing up, howdo you go from behind the scenes
to the front of the scenes?
I really struggled with that.
And so I made the decision thatafter Drew came left the country
that the story would come outand literally it transformed my
life.
And what I was most afraid ofwas judgment, losing clients.
You know, what are people goingto think?
(22:21):
Am I still going to be invitedto things?
Oh, the opposite happened.
I don't even know why I wasworried because people were
like, wow.
But what happened was behind thescenes, and it is a crazy, crazy
story, obviously, is that peopledidn't know that for, you know,
12 years of my life, I wasstalked, harassed, intimidated
by an ex.
(22:42):
I was contacted up to, you know,100 times a day.
It was a little bit like thatDirty John Netflix series that
went viral years ago.
But what they didn't know wasthat I had this near-death
experience, which I didn't tellanyone either because I was an
agency header I was at the topof my game and I almost lost my
life.
You know, before I went toLondon was 72 hours before a
(23:05):
flight, my appendix burst.
So I had a team in London.
I had a team here.
I had events being activatedaround the world, but here I am,
you know, lose eight kilos infive days.
I'm on life support.
I contract septicemia.
I'm told I can't travel.
I can't do anything.
And the only thing that saved mylife was a surgeon just looking
at me and he goes, I'm going togive you a mantra and you're
(23:28):
going to live your life.
life by this mantra a happyheart is a magnet for miracles
anything that's not making youhappy anymore starts dripping
out so when we talk about thepower of that story the power
lies in the fact that I cleanedup my life quietly and silently
and until that story came out noone knew what was happening and
(23:48):
that became my power because Istarted standing in my authentic
truth and so when you first getasked to go on tv and share your
story with the world I can'ttell you how much I was shaking.
It was crazy.
I could help narrate CEOs ofmulti-billion dollar businesses.
This is what you say when you goup and you talk about your brand
(24:11):
on TV.
But the hardest thing for me washaving to learn how to do that
myself.
And so what I did was it becameeasier because I had this five
point story framework, which bythe way, your listeners can
download.
If you go onto my website,there's a community app and you
can get a seven day free trial.
And there's a whole video seriesthat is actually for free in
(24:34):
there around how I claimed mypower and how I rewrote my story
to become a thought leader andto stand alongside other thought
leaders around the world and itreally became how I cracked the
code for launching not only mypersonal brand and powerful
steps but now the brands ofother women and men around the
(24:54):
world so I've helped thousandswith this framework and it's
called the five point storyframework and so when you're
asking me these questions Idon't need to go and rehearse
what I'm going to say because Ialready know because I have the
framework and I consistentlyupdate it and I'm able to share
messages with impact because Iknow what resonates.
(25:15):
But most importantly, I'veexperienced it firsthand.
SPEAKER_00 (25:20):
And we'll definitely link in the notes to the website
and to that series so that allthe listeners and the watchers
can...
work on that themselves.
Tell us a little bit about theprogram and specifically your
business attraction program forC-suite women, because you're
(25:42):
really transforming women andtheir organizations and their
lives.
And I've seen it a firsthand.
The group chats from yourprograms are on fire with these
amazing women.
So tell us about that and howour audience, if they want to
(26:03):
get some coaching from you, cando that.
SPEAKER_01 (26:08):
Yeah, so the business attraction program was
really created off the basis ofyour last question.
How do you tell your story,Tori?
You know, how do you as abusiness owner or as a leader
step forward and become a brand?
And what I really recognized wasthat women become stuck.
I'm stuck.
You know, what's my next powermove?
(26:28):
Or how do I take my business tothe next level?
or I really want to beauthentic, advertising's
inauthentic.
So what I really discovered was,you know, you and I, we are the
brand.
The way we show up, it's stillanchored to those same values
that I have of passion,integrity, and delivery, but
it's placed into a frameworkthat works.
So it's a six-week program, andthe next one's on the 21st of
(26:51):
May.
It's all online.
And I really help you create andunpack your story narrative as a
female leader.
you know, who are you?
Where did you come from?
You know, who mentored you?
How did you get your big break?
What's your game changingmoment?
And how did that game changingmoment transform your life?
And I lead by example, like I'vejust shared the power of some of
(27:15):
my story, probably only 2% withyour audience.
But when you actually understandthe power of your story, you
know, it's not just about yourachievements that you share as a
leader to attract business.
It's about your failures.
It's about the lessons that youlearned, because everyone knows
now, especially with socialmedia, that life is not glossy.
(27:37):
Yeah, life is definitely notglossy.
So in that program, I share howthe five point story framework
can actually be used not onlywith yourself, but with your
business and your teams.
So a lot of female founders willcome into that program and And
they'll then activate what Iteach with their teams and their
agencies.
(27:57):
And it switches the narrative sothat they begin attracting
rather than hustling forbusiness.
And then what I do is I layer itby connecting people with my
little black book and obviouslythe WhatsApp group that you're
on as well as a great examplewith coffee dates.
You know, it's the same thingthat I spoke about earlier in
the podcast.
If you want to build a globalnetwork, if you want to attract
(28:19):
the best of the best, if youwant to work with the top one
percenters and you want to makea difference in this world,
we'll go out there and startconnecting with people and
sharing your story.
Now you can't coffee date withpeople unless you know your
brand narrative, which is whythat five point story framework
is so important.
So I coffee date with purpose.
Again, it's like one withsomeone I know, one with someone
(28:40):
I want to partner with, one withsomeone completely outside my
comfort zone.
I'm not afraid to ask for help.
And if you can actuallyintegrate that in to your sales
pipeline, it becomes a really,really powerful tool.
And then the third thing that Ireally teach people now is like
the importance of AI.
You know, you do not want tosound like a robot when you're
(29:03):
pitching.
when you're in a room withsomeone or when you're showing
up on social media.
So how do you integrate thatfive point story?
So it's got your tone, yourlanguage, your voice, so that
you stand out as a leader.
Now with those three tools, whatwe do is we integrate it so that
when people Google your name, itcomes up with who you are,
(29:24):
right?
You're magnetized.
So for the last five years withPowerful Steps, I've really
focused on content creation, notonly for the Powerful Steps
brand, but for my own personalbrand as well.
So it acts exactly in the waythat I used to walk around in
those Zara stores in like Paris,Dubai, Rome, before it even came
(29:44):
to Sydney.
What I'm doing, I'm using thatsame premises, walking around
and planting my energy inplaces, but I'm using social
media to do it for me.
So I'm activating my voice.
I'm activating my message.
I'm activating how I can be ofservice to other people.
And so I'm naturally attractingthe right people into my life.
(30:05):
So by the time they connect withme, it's a yes, nine times out
of 10.
SPEAKER_00 (30:11):
They already know so much about you.
SPEAKER_01 (30:14):
Correct.
And also whether it's abusiness, like you're an agency
owner, you have people listeningto this probably going, well,
what's my sales pipeline?
What am I going to learn out ofthis?
Well, if you own your ownagency, or even if you're an
account director or hire, you'regoing to turn yourself into a
brand because
SPEAKER_00 (30:31):
Because someone else out there is a brand.
SPEAKER_01 (30:34):
And if you don't show up and share the life
lessons or share the casestudies or share who you are as
a person, that person's notgoing to want to work with you
because someone else is sharingand it makes their decision to
work with them so much easierthan it does with you.
Right.
SPEAKER_00 (30:54):
That's a great point.
And that actually leads intosomething I wanted to ask you
because you are very well awareof what's happening here in this
country from a politicalstandpoint and economically as
well.
And the tech industry is layingoff, the government, federal
government's been laying off.
So in light of those things, Iknow people that are losing
(31:16):
their jobs or transitioning fromtheir jobs and they're senior
level people.
What are some actionable tipsthat, you know, our audience can
use, you know, from yourframework or, you know, from
your experience?
What do you, if they aregetting, they've gotten laid off
today or they have to go out andhunt for a job, you know, the
(31:36):
competition.
Great question.
What are some actionable tipsthat they can do?
SPEAKER_01 (31:41):
Never play the victim.
Never play the victim.
Play the hero.
Yeah.
And also never commentpolitically online.
Never.
I will never comment on my viewsor anything like that.
What I will do is pay forward myknowledge and I will narrate how
I can help people.
So I'll give you a good example.
I had a client out of Singaporewho unexpectedly lost her job.
(32:03):
And in Singapore, the laws arethat you only get two weeks
notice.
It doesn't matter how longyou've worked there.
You get two weeks notice.
So it's crazy, right?
So she had babies to feed.
And ironically, her husbandactually lost his job 24 hours
later.
And she called me and she goes,Tori, what do I do?
And I said, number one, take adeep breath.
And I've got you.
Yeah.
(32:25):
And I'm happy to be your cheersquad for the next 48 hours.
But what I want you to do is Iwant you to show up.
And she goes, but I've just lostmy job.
I've lost my self-esteem.
And I said, I don't care.
What you are going to do is youare going to show up and you're
going to share what you havecreated and delivered, which is
multi-dimensional.
million dollar businesspipelines for the business
(32:47):
that's just retrenched you.
And you're going to go onlineand you're going to share what
you've done.
No one needs to know that you'velost your job in the next 24
hours.
It's just more and it hurts, butkeep the message, keep the
momentum, keep the level of whoyou are consistent now before
people find out.
And so she did that.
And then she doubled down withcoffee dates.
(33:08):
I said, you get out your littleblack book and you start making
phone calls and you're not goingto be having three coffee dates
a week.
You're going to be having threea day and you are going to
double down and you're going totalk to people and you're not
even going to let on that you'vebeen retrenched yet.
And you're going to startopening doors.
She got a bigger and better rolewithin six weeks.
Wow.
Not only did she get a biggerand better role, she got a
(33:29):
regional role.
So for anyone out there feelinglike, oh my gosh, poor me.
Oh, please.
Seriously, get off your tush.
Get
SPEAKER_00 (33:39):
off your butt and work.
Get it moving.
Be proud of who you are.
You've got to put one foot infront of the other and keep
going.
SPEAKER_01 (33:52):
Now that woman had also gone through my business
attraction program.
So the other thing I said toher, I was like, go back and
update your five-point storyframework.
Because it will give you theconfidence to understand and
ground you as to who you are anduse that content to narrate the
story to attract what you wantto attract.
And that's how it happened.
(34:13):
So my advice is really don'tcomment on things that are out
of your remit.
Comment on yourself and what youcan give to the world.
Comment on how you areemployable.
SPEAKER_00 (34:25):
Yeah.
I think that's a great pointbecause there are so many things
that we as individuals arepassionate about.
But, you know, you also want tobe conscious of not alienating
people.
And, you know, there's a timeand a place for everything.
And everybody has to decide whatthat is for themselves.
SPEAKER_01 (34:48):
Yeah.
And also just remember yourstory has lots of plots, twists
and turns.
And it's not about...
sharing the poor me.
It's about showing how you had achallenge and translated it into
an opportunity.
Now, the crazy thing is thatwoman who came to me for that
(35:09):
advice, she now gives thatadvice to other people.
So it's how you choose to showup.
And again, that anchors back tomy three delivery aspects of my
values of, I told her to share apassion and I told her to show
it with integrity.
But most importantly, I toldher, show people how you
(35:29):
deliver.
And that delivery piece is soimportant.
And yes, I understand that thejob market is tough.
Yes, I understand that manycountries are going into
recession, but you can attracthigh vibrational opportunities
if you choose to play at thatlevel.
And I choose to play at thatlevel.
I mean, I was told that Icouldn't be a brand.
(35:50):
I couldn't be an influencer,right?
SPEAKER_00 (35:54):
I love it.
Well, we'll need to have youback to talk about your events
here, like in that context,because, you know, if you're,
you're getting$100,000sponsorship deals, like as a a
community that you've created.
I wish you would have told methat beforehand.
We could have talked about thata little bit more, but we'll
(36:16):
just have you, we'll have youback on another episode because
I'd like to talk about thecommunity events here once you
get those going.
So yeah.
And also, sorry,
SPEAKER_01 (36:25):
there's also just one last thing.
There's an opportunity for yourbrands as well to become
involved because it's, we reallycreate, it's a brand partnership
where we create a pipeline of Imean, it's the same as what I
did for my agency.
We're creating pipelines ofcustomers for people at the
highest level.
SPEAKER_00 (36:44):
Tori, it's been so great having you.
And I know that all of ourlisteners that are listening to
this podcast are really going tobe inspired to take action.
And I think this has beenlife-changing for so many
people, whether they are workingwith brands and trying to engage
their customers more, or justnow looking at themselves as a
(37:07):
brand and what they can do outin the world.
You've given us so much to thinkabout and to work with.
Before you go, we want to askyou a closing question, a fun
little question.
In terms of moments, who ishaving a moment, what is having
a moment, or where is having amoment, in your opinion?
SPEAKER_01 (37:29):
So I think Reese Witherspoon is definitely having
a moment right now.
And she recently joinedLinkedIn.
And I think for a celebrity, abrand maker and an impact maker
to understand that Instagram maynot be the place to be right now
and shift her focus ontospeaking at a more business
(37:51):
level is a game-changing momentfor many, many people.
And I remember when she did theannouncement on Instagram and
she said, I'm about to joinLinkedIn, me being a brand
strategist, I was like, I'mgoing to watch this.
And I could see the numbersrise.
And so what I think is the morepeople that stand in their
(38:11):
truth, the more people thatshare the power of their wisdom,
the more people that show up onplatforms that give them a
voice, the more you can make andcreate an impact.
SPEAKER_00 (38:24):
Love it.
Thank you for that.
And where can we find you,follow you?
What do you have coming up next?
How can we stay in touch withyou?
SPEAKER_01 (38:34):
So I recently stood in my power and changed my
Instagram handle to ToriArchbold Official.
So you can follow me on that.
On LinkedIn, I'm Tori Archboldand my website is
powerful-steps.com.
And I will be in Los Angeles asI'm hosting another business
activation retreat on the 5th tothe 7th of May.
(38:56):
Asia, I know that you're goingto be coming along.
I can't wait to have you.
And it's really going to beallowing American women to stand
in their or authentic truth, toown their power, to create their
brand narrative.
But what I've also done is I'vegot some incredible speakers
there who have created andlaunched global brands, but also
transformed them intomultimillion dollar businesses
(39:18):
for exit.
I think staying ahead of theretail trends, the brand trends,
AI technology, but also having areally strong understanding of
who you are as a leader, as abrand, as a business is the way
for any brand female founderlistening to these podcasts to
move powerfully forward becausewhen we own our story, we own
(39:41):
our power.
It's pretty simple.
SPEAKER_00 (39:44):
Excellent.
And it's great for executives aswell, right?
Not just founders and
SPEAKER_01 (39:49):
Yeah, we have a lot of senior corporate executives
and I've been lucky enough tomentor, you know, some of the
heads of Apple, Asana,Salesforce, some of the leading
banks around the world.
And I really like to integratethe energy of corporate life
into founder life because Ibelieve that we can learn from
each other.
SPEAKER_00 (40:10):
Definitely.
Wonderful.
Well, I can't wait to see you inMay.
And thank you again so much forbeing here.
And we look forward to seeingall of the amazing things that
you have coming up over the nextyear in the U.S.
SPEAKER_01 (40:23):
And likewise, Aja, thank you so much for this
opportunity.
But I'd just like to point outas well that you continue to
rise.
You continue to show up.
You continue to have a globalvoice.
And that is something that theworld really needs right now.
So thank you for creating thebenchmark for many people to see
the possibilities in an industrythat is honestly unique.
(40:45):
It has its ups and downs, butyou've stayed on course.
You're still creating, you'restill delivering.
And that's something to beincredibly proud of.
So thank you.
Thank you.
SPEAKER_00 (40:54):
Thanks again, Tori, for being here and sharing how
you created amazing brandmoments and how we can use that
framework to create our ownpowerful brands.
For everyone tuning in, Toriwill be in Los Angeles hosting
an event May 5th through 7th,where you can learn how to
transform your business andcareer.
Click the link in the show notesfor an exclusive discount code
(41:15):
courtesy of Making the Momentand we'll see you next time.
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