August 25, 2025 • 28 mins
Anna Crowe, founder of a global PR firm, author, and TEDx speaker shares her journey of personal reinvention and finding authentic purpose through life's challenges and transitions. Anna shares her journey from corporate accounting to global entrepreneurship, revealing how following your passion and recognizing your unique strengths can guide you toward your authentic path. Instead of feeling overwhelmed by the prospect of a complete life overhaul, she offers practical wisdom how to make small changes that honor your responsibilities while still moving you toward fulfillment.
We dive deep into energy management, identifying relationships and activities that either energize or drain you, and creating personalized recharging practices that restore your vitality. Anna's approach to authenticity, especially in our hyper-connected world, provides a new framework for expressing yourself genuinely while remaining strategic about your personal brand.
For anyone feeling stuck or uncertain about their direction, Anna's insights on overcoming self-doubt, redefining success beyond material possessions, and creating compelling personal narratives provide both inspiration and practical guidance. Her three-part approach to authentic storytelling: being clear, consistent, and compelling; applies beautifully to both brand building and personal transformation.
Connect with Anna Crowe
https://www.crowepr.com/our-nest/anna-crowe
Anna Crowe on Instagram
https://www.instagram.com/acrowepr/
Anna's book, Get Real:
https://www.amazon.com/Get-Real-Leadership-Transparent-Authentic/dp/1544502516
Connect with Sabrina:
https://www.instagram.com/Sabrina_Soto/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to Redesigning Life.
I'm your host, sabrina Soto,and this is the space where we
have honest conversations aboutpersonal growth, mindset shifts
and creating a life that feelstruly aligned.
In each episode, I'll talk toexperts in their fields who
share their insights to help youstep into your higher self.
Let's redesign your life fromthe inside out.
Hi everyone, welcome to anotherepisode of Redesigning Life.
(00:25):
This week I have Anna Crow, whonot only runs a huge PR firm,
but is also an author and a TEDxspeaker.
That's like a big deal.
So today we're going to talkabout shifting perspectives,
shifting careers.
If you're stuck, how to getunstuck?
I want to get started, anna,thank you so much for joining us
(00:46):
today.
Speaker 2 (00:46):
I'm so excited to chat with you, Sabrina.
Speaker 1 (00:49):
So can you give my listeners a little bit of a
background of where you camefrom and sort of like what your
stick is?
Speaker 2 (00:55):
Yeah, how much time do we have now?
Yeah, I'll do my elevator pitch.
So, as you mentioned, I run anintegrated PR firm.
We're a global firm called CrowPR and in addition to that, I
write and I volunteer and I'm amom and I really you know my
background is I came to the USas a teen and, have you know,
(01:18):
been in pursuit of figuring outwho I am and where my greatest
power, my superpowers are and myskills, and just following my
passion.
So over the course of my life,I've changed my career several
times, but all leading to thispath of entrepreneurship and
creativity and, yeah, and justfinding joy in life.
Speaker 1 (01:37):
So, you are.
You have a book already GetReal and now you are working on
your second book, the Real Shift.
I mentioned to you that I thinka lot of people who listen to
this podcast are in a space intheir lives that maybe they want
to start over, or maybe they'restuck and they don't know where
to begin to figure out what todo next.
(02:00):
So, even though the book's notout yet, can you give us a
little bit of an insight of whatyou know, what you're writing
about and how that real shifthappens?
Speaker 2 (02:08):
Yeah, well, I think with the first book, get Real.
You know, we talk about thetopic of authenticity, right,
and it's really about figuringout who we are at the core
because, as we know, theprivilege of a lifetime is to
become who we truly are.
And I was actually justlistening to Bruce Lee's
daughter's book I don't know ifyou've read Be Water, my friend,
really beautiful book but ittalks a lot about
(02:31):
self-actualization and figuringout who we are and how life
molds us and shifts us and howwe're looking as we age and
become older and wiser.
Try to come back to who wetruly are meant to be.
So, when the first book focuseda lot on corporate and your
professional journey as a leaderas starting at a company,
growing and then pursuing otherinterests and also building a
(02:53):
transparent company of culture,this book that I'm working on
now is really more about peelingoff the layers that we have
found in our lifetime due to alot of different stretches and
pulls and things that happenright, and to get back to what's
truly ours, to our passion, toour purpose, to all that stuff.
But the thing is that it can bereally daunting and there's so
(03:15):
many things around.
Do I deserve it.
But I need to do this.
I have these responsibilitiesand it can be overwhelming.
So the idea is figuring outwhat our truest path is and just
making sometimes subtle shiftsand sometimes big leaps, like
for me when we talk about mybackground.
I started I was in New York incorporate, worked for a big four
CPA firm.
(03:35):
If you told me then that I'd bestarting a PR firm many years
later on the West Coast,becoming an entrepreneur doing
the Inc 5000 route, writing abook, I'd be like no, this is my
area.
Speaker 1 (03:47):
This is what I do right, so it's like reinvention
too, yeah, so if you're sayinglike finding the core of who you
are, and it sounds like easy onpaper, but I think there's
probably women out there thatlike, yeah, I want to shift I
(04:11):
don't really know who that isbut at the same time, I have
kids at home, I have a partner,I have to pay bills.
Speaker 2 (04:12):
How am I supposed to completely make a sharp right
turn when I need to keep thistrain on the tracks Right?
And sometimes, to your point,it's not sharp turn.
It could be a subtle shift inperspective, a subtle, and it
doesn't always have to beprofessional.
I think sometimes as women,especially as moms, you may
think well, this is myresponsibility, now, this is
what I'm committed to, this iswhat I have to do, and sometimes
it's professional or personal.
We make that choice, but itdoesn't always have to come out
(04:35):
in a making all this money way.
It can also come out as what'sthe word?
Not habits, habits, not habits.
I'm thinking of the right sorry, english is a second language.
It can come out as things thatwe like to do in our spare time.
What do we call that?
Hobbies, hobbies.
My goodness, see what happenssometimes.
(04:55):
We should do a game showtogether.
Yeah, I swear, I'm incommunications.
Sometimes they come out indifferent ways or personal
connections.
Right, you may be having such abeautiful gift of giving people
time and sitting down with themand hearing them, like someone
else cannot do so.
It's figuring out what lightsus up inside, what makes us
vibrate at that higher frequency, to be a little woo-woo, if we
(05:18):
may, and then doing more of that, as opposed to doing things
that completely drain our energyday in and day out, because
that's the game right, theenergy is what we're really
bringing and doing more of thethings that recharge us and
light us up, versus that dim us.
Speaker 1 (05:34):
Okay.
So I'm going to give you anexample in my own life that I've
now realized.
So I'm totally into the woo-woo.
I mean, everyone who'slistening to this already knows
that I always put a little dashof woo-woo in every episode.
But I do believe in frequenciesand I believe that when we are
sort of vibrating at a higherfrequency it's a lot easier to
be happy to manifest newopportunities, new friendships,
(05:57):
new connections, new everything,health, wellness.
I started realizing there's afew people in my life that every
time I would get off the phonewith them I'd feel drained.
That doesn't mean they're badpeople, but I started giving
less of my time to thosedraining people and I have felt
a shift in my life.
So if anyone's listening, wouldyou agree that it's not about
(06:20):
these huge starting fresh,moving to a farm, never talking
to anyone.
It's just shifting in a tinylittle bit to make a change in
your life.
Speaker 2 (06:30):
I think you're spot on there, because the
relationships are a big part ofit.
We've heard the term toxicrelationships that could be with
your partner, could be family,could be at work no one's
physically poisoning you, right,but there is toxicity that
you're feeling that maybesomeone else next to you may not
be.
So there is this energyexchange and it's either
(06:50):
productive and super positive orit's really draining.
It doesn't mean also that wehave to eliminate all people
from our life that don't lightus up all the time, but it's
that understanding, it's thatawareness, and sometimes, when I
know that I'm going to bedealing with people that may be
more difficult, that drain me.
I have to charge myself up toprepare for that.
So I mean okay so I mean,there's different methods.
(07:14):
I call it my toolbox, right,but we all have different
toolboxes.
So if I know for a fact thatI'm going to have this, I will
probably do one meditation overanother one.
I may exercise that morning, Imake sure you know I maybe get a
better breakfast.
So whatever it is that I feelin that moment that I need to be
prepared, I'll do that anytimeI can.
(07:35):
Life's not perfect.
Sometimes you just have to getup, pick up the phone and
somebody calls and you're likeokay, I'm just going to make
this quick and then I'll gorecharge myself after.
That's the other thing.
It I'm just going to make thisquick and then I'll go recharge
myself after.
That's the other thing.
It could also be something youdo after.
Sometimes it's just taking afew breaths.
It doesn't have to be superintense.
But we, I think, as part ofthis journey, we have to
(07:56):
understand and test thedifferent tools and see what
makes us recharge and bounceback from things that are
inevitably going to hit us.
Speaker 1 (08:02):
Yeah, and there's not a one size fits all scenario,
because I love to hike, love it.
It brings me joy, peace.
I get to be in nature.
A lot of my friends cannotstand like being with the dirt,
and so it's just you have tofind what really feels good to
your soul.
Speaker 2 (08:20):
A hundred percent Like sometimes.
We live in California.
Sometimes it's just looking atthe ocean for five minutes right
.
To some people it is hugging atree.
Everybody has their own methods.
Sometimes it's picking up abook, whatever it is, or calling
a friend.
We have so many different toolsat our disposal.
The key is to just be aware andthat goes back to our
authenticity what works for me,what is the right thing?
Speaker 1 (08:44):
You talked about in your book, get Real, the power
of authenticity.
And I think now, especially onsocial media, you're seeing a
shift of people wanting less ofthese polished feeds and more of
why, more of somebody's life,more of who they are instead of
what they're selling, and Ithink that's because we got so
(09:06):
tired of seeing everyone'sperfect lives.
So how does someone, how cansomebody, find their voice and
be a little bit more authenticin their space, regardless of
what sort of business they're in?
Speaker 2 (09:18):
Yeah, Social media is so interesting, right, and in
the short time that it's been onthis planet with us, it's
already evolved so many ways andit's created a lot of beautiful
things and a lot of chaos aswell.
And you're right, it ischanging again, as just the
whole world of marketing andreputation and branding and all
(09:39):
that stuff.
So I mean, I think that itseems so obvious, like, well,
just be yourself and just dowhat feels right Seems so easy,
but to your point, in this worldit is a little bit harder
because we always want to put alittle bit of polish on it or we
always want to look at it fromanother perspective.
So I think for me, like, ifwe're talking about social media
, look, I can't say that I'vecracked the code, but it depends
(10:01):
on what you mean by success onsocial media or success of
cracking the code.
Like, for me, the mostimportant thing is, hey, like
leaning into my intuition, whatfeels right, and striking the
right balance between strategicand curated and just real, and
I'm always going to lean on theside of real as much as possible
.
But at the end of the day, youalso can't share everything and
(10:24):
be an oversharer, because why dothat.
So I think it also just goesback to your why.
Why are you sharing what youwant to share?
What is the end result?
And it's going to be differentfor different people.
To your point, there's somemonetization that some people
will go to create a business tomake money off of it Fine.
Some people because they wantto connect and engage.
Some people because it givesthem a sense of creativity.
(10:47):
So, understanding, going backto what's my why and how do I do
it in the best, in the waythat's the most genuine to me,
and if I have to edit a littlebit, that's okay too, but just
don't overdo it.
Speaker 1 (10:59):
And then if somebody is figures out what their why is
, but then at like the, thenormal imposter syndrome that
many people, including myself,deal with.
How do you push through thatwhen you're feeling a little bit
like you're questioning whetheror not you're capable of doing
what your goals are?
Speaker 2 (11:18):
Yeah, I just did a blog on this.
Four out of five people haveimposter syndrome, or I like to
reframe it as self-doubt,because syndrome just seems so
like ah, there's nothing wrongwith me?
We all have it.
We all have self-doubt.
It's like a virus, I know.
Right, yes, pandemic.
No, we have doubt, totallynormal.
If we didn't have doubt, weprobably wouldn't survive as a
(11:39):
species, because we do have tohave that.
So I think A understandingthat's normal.
Sometimes we do have to convinceourselves a little bit, and
what I love to do in my career,if I've ever gotten promoted and
I thought, shoot, I don't knowif I'm ready for this, I don't
know if I'm, what are theyseeing that I'm not seeing?
Why do they think I'm ready?
(11:59):
I would sometimes actually listout, make a list of the things
that I've done, why I'mqualified, why I belong here,
just to convince myself.
It's all real things.
But sometimes that just creepsin and we are, we can be our
worst critic and we have tounderstand that, realize and
actually communicate with thatpart of us that is, for whatever
(12:20):
reason, perking up at thatpoint.
I also noticed that when we'rehealthy mind, body, spirit it is
easier to put down any of thatnegative sentiment.
Yeah, right, but when we'restressed, when we're not getting
out of nature a lot, when we'renot exercising, we're not
getting enough sleep, which canbe very easy for especially like
new moms and other women,working women like it can be
(12:43):
easy, but when when we getourselves into that busyness,
race and the hustle culture,it's a lot easier for that stuff
to creep in and take over.
Speaker 1 (12:51):
Absolutely.
Speaker 2 (12:52):
Right, and so we have to step back and find our tools
to ground ourselves Absolutely.
Speaker 1 (12:56):
Right, and so we have to step back and find our tools
to ground ourselves.
Yes, I mean, I hear thisthere's a shift in this boss
babe mentality of work, work,lean in and everyone's burnt out
.
And the truth of the matter iswe can obviously be CEOs and run
businesses and do all thisstuff and be great moms and
great partners and sisters andfriends and fill in the blank.
But there are times that onething's going to take precedence
(13:19):
from the other, and that's okay.
There's going to be a shiftbecause, at the end of the day,
we can't be boss babes if we'reexhausted.
We can't be good moms if we'reexhausted.
There has to be balance and Ithink a lot of women, especially
in my circle we're alldiscussing like what does that
even look like?
What does it look like to beable to have all the things we
want and take care of ourselves?
(13:39):
So what's your take on likeself-care while being a business
owner and a mom and a wife?
Speaker 2 (13:46):
Yeah, you know, I think it's so interesting
because, to your point, it'schanged over the years and
generationally there's a changeto whether it's Gen X or Gen Y
or whatever.
Right, we have all thisinformation coming at us too.
I'm fully aligned with that,and it might be just because I'm
older now too, but I used tofeel really guilty if I needed
(14:08):
to take time out for myself,like no, no, I could just work,
or I could just go out to dinnerwith my friend, or I could take
care of the babies, or whatever.
No, no, no.
But what happens when we don'ttake care of us?
I mean, we are the mostimportant person that we have to
physically take care of,because if we don't take care of
ourselves, we can't take careof anybody else.
That's right.
Can't take care of ourbusinesses, can't take care of
our families right?
So I think the sooner yourealize that, the easier it
(14:30):
becomes to feel to incorporatethat into your life naturally
and make that a habit.
See, I'm using that in theright way.
Now that actually has to becomea habit.
And also figuring out what ismy self-care routine For me.
I love massages.
I'll go get a massage once aweek and I don't feel guilty
about it because I know that I'ma better human and I show up
better when I have that in mylife.
(14:51):
Or doing a sunset walk, I knowthat I'm a better human when I
get to do.
That Doesn't mean I have to dothat every day, but if I can
squeeze that in a few times aweek, fantastic.
So, understanding what that isfor us and we used to have this
perception of being busy isbeing productive.
Yes, yes, yes, but we'velearned we don't have to be busy
(15:11):
to be productive.
In fact, we could do 10 Xthings by being less busy,
because we're more intentional,we are more strategic and it's a
cultural shift and it's still.
We're in the process of it.
I don't think we've gottenquite there, because there's
also the other side of it where,like I don't have to work, I
can just post content and not domuch.
(15:32):
Whatever.
It is Right, like there's,there's't exist, yeah, so you
have to come in moderation, butyeah, I'm with you, I think, and
we can't do it all every day,and I think it's a false
perception that every day youhave the same routine.
Things are gonna go great.
Speaker 1 (15:50):
They don't no, and it is okay, like I used to be.
I'm a Capricorn, soeverything's like buy the book,
I love a list.
And there were days I don't doit anymore that I just felt
guilty when I wasn't keeping upwith the self-care routine or my
gratitude list.
And now I realize that it'sokay, because if it now becomes
(16:12):
a burden, whatever yourself-care routine is, if it's a
burden of just another thing onyour to-do list, that is the
opposite of how it should feeland I think letting go of that
pressure too, I hope that peopleare starting to realize like
just doing your best is goodenough 100% Like giving yourself
grace.
Speaker 2 (16:29):
I think we always have to give ourselves grace.
We know who we are.
We know if we're working hardor we're not working hard, and
that's okay.
Some days, whatever it is right.
Like, as long as you are happywith the person that you are,
you are making a positive impact.
You're doing the things thatare moving your life forward in
some way, shape or form.
Some days it's just a littlebit, some days it's a big leap.
(16:49):
That's okay.
And showing up healthy, and youknow there's so many things
that I think we can we showingup healthy, and you know there's
so many things that I think wecan we.
There's so many ways that wecan describe success.
That's another conversationthat I love to have is just, the
definition of success haschanged and continues to change,
but not everybody's on the samepage and nor should we be.
We all have differentdefinitions of it and I think
(17:12):
just understanding what yourdefinition is and it may look
very different than someoneelse's, and that's okay, you
don't have connection andexperiences than stuff Like
stuff.
Speaker 1 (17:20):
To me now it doesn't really matter, I think it's just
clutter, whereas 15 years ago,when I lived in New York City or
(17:44):
whatever, I loved a pair ofhigh heels that were designer
and so you know some reallyfancy schmancy bag.
It's just, I think, thatsometimes our tastes change and
what we need for our soulchanges.
Speaker 2 (17:56):
Yes, and I'd like to think that we do Our eyes, you
know, we do open up.
As we develop, as we grow, wesee more things, we go through
different life experiences, andso we weigh these things
differently.
And in 10 years we weighdifferently again.
And that's okay, right, that'sa journey.
Speaker 1 (18:12):
Yeah, somebody was telling me yesterday on another
podcast that every seven years,as women or as people, a lot of
the times we change the peoplearound us, our friendships, and
I think that that goes, and Ibelieve that there's a change in
that timeframe of your tastebuds too.
I think it's okay to change andgrow, and your life shouldn't
(18:34):
look the same 10 years later,you know.
And it's okay to outgrow beliefsystems, it's okay to outgrow
people, and you know what'simportant to you as well, yeah,
and similar to that statistic.
Speaker 2 (18:48):
a friend of mine who wrote a book called Ikigai,
which is about purpose, heshares that every eight years or
so our purpose changes.
So if our purpose changes, ofcourse it's so natural that
these things that you're talkingabout are also starting to
change, and that's okay too.
Speaker 1 (19:06):
I know that you also.
You face thyroid cancer andbreast cancer in a very short
amount of time.
Those sort of illnesses canjust shift your mindset and your
life completely.
After dealing with those twocancers, how has that showed up?
How do you show up differentlyand what has changed in the way
that you move through life?
Speaker 2 (19:26):
Yeah, the first one.
So the thyroid cancer was 2019.
So that's six years ago.
That felt extreme at the time,but it was very short lived.
It was okay.
You have this.
It's not the worst thing in theworld Surgery recovery good to
go.
So I think that one was just abit of a bump or a misstepped
(19:48):
sort of thing like a tripped ona step.
That's how it feels inhindsight.
The second cancer, which was2023, was definitely a lot more
profound and made a greaterimprint in me.
I'd say because that one Athere was a lot more uncertainty
I've lost family members atthis age to that type of cancer
and the way it was diagnosed andall these things.
(20:11):
There was a lot of stuff thatwas very and there was a bunch
more surgeries.
So, long story short, I thinkthat one number one I definitely
became a lot more woo-woo, Imean, if you-.
Speaker 1 (20:22):
Like how, so Tell me, I need all the juice.
Speaker 2 (20:25):
If we were talking about manifestation 10 years ago
, I'd be like, okay, I meanwe're all manifesting.
But okay, if we were talkingabout crystals, I'd be like,
sure, nice, now I'm like buyingcrystals, you know, like it's
just such a different way andit's and it's normalized it.
For me it doesn't, you know, itdoesn't sit all the way on the
other side of the spectrum forme anymore, it's part of
(20:46):
everyday life.
I think, because when you'redealing with things that may
really impact your future, tothe point where you may not be
in the future, and you have tothink about things, you just
start the little things thatmattered start mattering a lot
less.
Right, give me an example.
Like, okay, so you know, I usedto, let's say, I was in a
(21:10):
conversation with a girlfriendand we would complain about
something silly, like, oh, the,the, the traffic on the BQE, or,
you know, talking about goingback to New York, right, or this
happened and that happened, andyou kind of put a little energy
into this and that stuff.
It's just, it, just it takes noenergy anymore.
It's just like that's not,that's not important, that's not
(21:31):
changing my life, that's notjust changing course in my life,
and I sort of leaned into thisbelief that everything does
happen for a reason and intothat surrender experiment type
of belief, right when things aregoing to happen.
What can I learn from them?
I'm going to let them, I'mgoing to watch them, I'm going
to see where they take me, I'mgoing to flow with them, them,
I'm going to see where they takeme, I'm going to flow with them
(21:51):
and I'm not going to put a lotof energy stressing out over
them.
But I used to stress out a lotabout things.
I mean working, living in NewYork I think everything was
stressful and just the noisesalone.
And it doesn't mean you can'tlive in New York and not be
stressed anymore.
It's just a different mindsetnow for me.
Where it's like that's not,it's not worth my energy, that's
really the biggest takeaway,that's not worth it.
Or if somebody's you know, likewe talk about people that are
(22:13):
someone's going off of you aboutsomething and they're upset,
okay, that's maybe in the past.
It would get me riled up,that's okay.
You know, I'm trying to giveother people more grace now too,
and I think the last thing Iwould say about it is just just
believing in the greater, theuniverse, the world way farther
than us, you know, and justknowing that we're just such a
(22:34):
small, we understand such asmall part of what's really
happening, and being okay withthat and being curious about it.
Speaker 1 (22:40):
What are your favorite books that you've read
in the last few years thatreally help with your mindset
and keep you focused?
Speaker 2 (22:46):
Oh, I have so many.
I love books so much.
Well, I'm currently reading Imentioned I'm really enjoying it
so far is Be Water, my friend,which is Bruce Lee's daughter.
I love Michael's books like theSurrender Experiment or the
Untethered Soul.
But I also will complement thatwith a lot of leadership stuff
like Good to Great and 10x iseasier than 2x and kind of like.
(23:09):
They get me excited andinspired.
But that doesn't mean that Ihave to grind for 14 hours a day
to get them done.
It's more just like okay, thinkbigger, think bolder, get
inspired.
And then how do I do it?
In my own way.
Speaker 1 (23:22):
Yeah, as a PR, like owning a PR firm and with social
media, storytelling is such abig part of people.
Everyone's got their own brand,everyone has their way of
storytelling and it's such apowerful tool in leadership and
branding and owning a PR firm.
What's a common mistake you seepeople making when they're
(23:43):
trying to share their story anddoing their own storytelling?
Speaker 2 (23:46):
Yeah, I think a lot of people don't know where to
start.
Well, first of all, pr.
It's such an interestingmisconception.
A lot of people don't reallyunderstand what it is and a lot
of people will assume it's justa lot of you know parties in New
York and you know velvet ropes,okay.
And then some people believe it.
It's like, oh, it's just abunch of press conferences and
oh, it's a press release.
(24:06):
There's just so many misnomersaround what we actually do.
But at the end of it, it'sreally about the reputation,
right, it's the reputation andawareness of the brand and the
company.
And it could be a thoughtleader, it could be a person, it
could be a celebrity or itcould be, you know, a big
corporation.
And it's about, I mean, we.
Everything we do goes back toour reputation.
(24:27):
When people meet us, whenpeople interact with us, it's
our reputation, right it back toour reputation.
When people meet us, whenpeople interact with us, it's
our reputation, right, it's ahuge asset for us.
And so in this world, we focuson building that reputation,
protecting it, maintaining itand getting the stories out
there.
And then the other thing is justconnecting through stories.
I mean, storytelling has beenaround for how many years?
Right and in general fables,all of those stories by the
(24:53):
fireplace, fireside, and we ashumans connect through stories.
So when we talk about brandsversus products, customers
engage with brands because theycan form a connection, more of a
human connection, versus aproduct.
But a lot of people will think,well, but I can just advertise,
I could just throw a bunch ofdollars and talk about our
(25:14):
product being the best.
That doesn't connect the sameway as a great story of a
founder who traveled millions ofmiles, who had this idea, who
created this company.
That's changing the world ormaybe changing the way customers
do something, or consumers dosomething or humans do something
.
So it's a big difference and Ithink a lot of people don't
understand how critical it isand how much our reputation
(25:35):
affects everybody in oureveryday life.
Speaker 1 (25:37):
Yeah, and when it comes to reputation and this,
the storytelling and the the whyis like how how can you, how do
you see in all the years thatyou've been doing this, the
success stories and doing thatand sort of merging all of those
together?
What does that look like?
You mean what we've done at thecompany?
Yeah, you work with so manydifferent brands, right?
(25:58):
So how do you see, like, acampaign going really well and
then the difference between onethat's not really hitting?
Where do you think thedisconnect is, so that people
don't make that mistake in theirown brand?
Speaker 2 (26:09):
Yes, so we go back to authenticity.
Authenticity is storytelling,right, it's do what you say, say
what you do.
You know a company can't saywe're sustainable, we're amazing
, but actually then do somethingcompletely opposite.
So I always think about beingclear on what you do and what
you're offering is what yourvalue proposition is.
(26:30):
To be consistent in it, sorepeating that message across
different channels so it'sconsistent.
And then be compelling whatmakes you different, what makes
you unique, what are those threeCs?
Because if you're missing one ofthem like think about how much
noise is coming at us asconsumers between phones, social
media, right and we can getreally excited about something
and then forget about it fiveminutes later because something
(26:52):
else comes into our feed or inour purview or someone tells us.
The consistency is being ableto show up and tell your story
in a similar way acrossdifferent channels and then just
show what makes you different.
Why do people want to dobusiness with you?
Why do people care about whatyou're doing?
And then maintaining that, likeyou've seen, I mean in the
(27:15):
press every other day, if notevery day someone's reputation
gets tarnished by something theydid or didn't do.
Speaker 1 (27:21):
Yep.
Speaker 2 (27:23):
And so how do you protect that?
How do you mitigate that risk?
That's an important part ofwhat we do.
Speaker 1 (27:28):
When is your new book coming out?
Speaker 2 (27:29):
2026.
Okay, of what we do, when isyour new book coming out?
2026.
So, yeah, so working on it,putting some touches on it and
excited to you know, really tellthis side of it, because when I
wrote the Get Real, the firstbook, I really thought I cracked
it.
I was like I know everythingthere is to know about
authenticity.
You know, I was an immigrantwho tried to fit in and then I
(27:50):
found my way back and I was incorporate, I was in accounting,
I was in marketing, I was inwhatever.
And then after that, after myfirst cancer journey, I started
getting into neuroscience andspirituality and all these other
techniques and I thought, oh,my goodness, I was just
scratching the surface and it'sso cool to actually challenge
yourself and go deeper.
(28:10):
So I'm really excited about it.
Speaker 1 (28:12):
I love it.
Well, if anyone's listening, Iwill have in the show notes how
to get in touch.
Also link to your past book,get Real, and then obviously
I'll update it when the new bookis out, Congratulations.
Thank you so much for joiningme.
It was such a greatconversation, thank you.
Speaker 2 (28:28):
Sabrina, great chatting with you.
Welcome to Redesigning Life.
I'm your host, sabrina Soto,and this is the space where we
have honest conversations aboutpersonal growth, mindset shifts
and creating a life that feelstruly aligned.
In each episode, I'll talk toexperts in their fields who
share their insights to help youstep into your higher self.
Let's redesign your life fromthe inside out.
Hi everyone, welcome to anotherepisode of Redesigning Life.
(00:25):
This week I have Anna Crow, whonot only runs a huge PR firm,
but is also an author and a TEDxspeaker.
That's like a big deal.
So today we're going to talkabout shifting perspectives,
shifting careers.
If you're stuck, how to getunstuck?
I want to get started, anna,thank you so much for joining us
(00:46):
today.
Speaker 2 (00:46):
I'm so excited to chat with you, Sabrina.
Speaker 1 (00:49):
So can you give my listeners a little bit of a
background of where you camefrom and sort of like what your
stick is?
Speaker 2 (00:55):
Yeah, how much time do we have now?
Yeah, I'll do my elevator pitch.
So, as you mentioned, I run anintegrated PR firm.
We're a global firm called CrowPR and in addition to that, I
write and I volunteer and I'm amom and I really you know my
background is I came to the USas a teen and, have you know,
(01:18):
been in pursuit of figuring outwho I am and where my greatest
power, my superpowers are and myskills, and just following my
passion.
So over the course of my life,I've changed my career several
times, but all leading to thispath of entrepreneurship and
creativity and, yeah, and justfinding joy in life.
Speaker 1 (01:37):
So, you are.
You have a book already GetReal and now you are working on
your second book, the Real Shift.
I mentioned to you that I thinka lot of people who listen to
this podcast are in a space intheir lives that maybe they want
to start over, or maybe they'restuck and they don't know where
to begin to figure out what todo next.
(02:00):
So, even though the book's notout yet, can you give us a
little bit of an insight of whatyou know, what you're writing
about and how that real shifthappens?
Speaker 2 (02:08):
Yeah, well, I think with the first book, get Real.
You know, we talk about thetopic of authenticity, right,
and it's really about figuringout who we are at the core
because, as we know, theprivilege of a lifetime is to
become who we truly are.
And I was actually justlistening to Bruce Lee's
daughter's book I don't know ifyou've read Be Water, my friend,
really beautiful book but ittalks a lot about
(02:31):
self-actualization and figuringout who we are and how life
molds us and shifts us and howwe're looking as we age and
become older and wiser.
Try to come back to who wetruly are meant to be.
So, when the first book focuseda lot on corporate and your
professional journey as a leaderas starting at a company,
growing and then pursuing otherinterests and also building a
(02:53):
transparent company of culture,this book that I'm working on
now is really more about peelingoff the layers that we have
found in our lifetime due to alot of different stretches and
pulls and things that happenright, and to get back to what's
truly ours, to our passion, toour purpose, to all that stuff.
But the thing is that it can bereally daunting and there's so
(03:15):
many things around.
Do I deserve it.
But I need to do this.
I have these responsibilitiesand it can be overwhelming.
So the idea is figuring outwhat our truest path is and just
making sometimes subtle shiftsand sometimes big leaps, like
for me when we talk about mybackground.
I started I was in New York incorporate, worked for a big four
CPA firm.
(03:35):
If you told me then that I'd bestarting a PR firm many years
later on the West Coast,becoming an entrepreneur doing
the Inc 5000 route, writing abook, I'd be like no, this is my
area.
Speaker 1 (03:47):
This is what I do right, so it's like reinvention
too, yeah, so if you're sayinglike finding the core of who you
are, and it sounds like easy onpaper, but I think there's
probably women out there thatlike, yeah, I want to shift I
(04:11):
don't really know who that isbut at the same time, I have
kids at home, I have a partner,I have to pay bills.
Speaker 2 (04:12):
How am I supposed to completely make a sharp right
turn when I need to keep thistrain on the tracks Right?
And sometimes, to your point,it's not sharp turn.
It could be a subtle shift inperspective, a subtle, and it
doesn't always have to beprofessional.
I think sometimes as women,especially as moms, you may
think well, this is myresponsibility, now, this is
what I'm committed to, this iswhat I have to do, and sometimes
it's professional or personal.
We make that choice, but itdoesn't always have to come out
(04:35):
in a making all this money way.
It can also come out as what'sthe word?
Not habits, habits, not habits.
I'm thinking of the right sorry, english is a second language.
It can come out as things thatwe like to do in our spare time.
What do we call that?
Hobbies, hobbies.
My goodness, see what happenssometimes.
(04:55):
We should do a game showtogether.
Yeah, I swear, I'm incommunications.
Sometimes they come out indifferent ways or personal
connections.
Right, you may be having such abeautiful gift of giving people
time and sitting down with themand hearing them, like someone
else cannot do so.
It's figuring out what lightsus up inside, what makes us
vibrate at that higher frequency, to be a little woo-woo, if we
(05:18):
may, and then doing more of that, as opposed to doing things
that completely drain our energyday in and day out, because
that's the game right, theenergy is what we're really
bringing and doing more of thethings that recharge us and
light us up, versus that dim us.
Speaker 1 (05:34):
Okay.
So I'm going to give you anexample in my own life that I've
now realized.
So I'm totally into the woo-woo.
I mean, everyone who'slistening to this already knows
that I always put a little dashof woo-woo in every episode.
But I do believe in frequenciesand I believe that when we are
sort of vibrating at a higherfrequency it's a lot easier to
be happy to manifest newopportunities, new friendships,
(05:57):
new connections, new everything,health, wellness.
I started realizing there's afew people in my life that every
time I would get off the phonewith them I'd feel drained.
That doesn't mean they're badpeople, but I started giving
less of my time to thosedraining people and I have felt
a shift in my life.
So if anyone's listening, wouldyou agree that it's not about
(06:20):
these huge starting fresh,moving to a farm, never talking
to anyone.
It's just shifting in a tinylittle bit to make a change in
your life.
Speaker 2 (06:30):
I think you're spot on there, because the
relationships are a big part ofit.
We've heard the term toxicrelationships that could be with
your partner, could be family,could be at work no one's
physically poisoning you, right,but there is toxicity that
you're feeling that maybesomeone else next to you may not
be.
So there is this energyexchange and it's either
(06:50):
productive and super positive orit's really draining.
It doesn't mean also that wehave to eliminate all people
from our life that don't lightus up all the time, but it's
that understanding, it's thatawareness, and sometimes, when I
know that I'm going to bedealing with people that may be
more difficult, that drain me.
I have to charge myself up toprepare for that.
So I mean okay so I mean,there's different methods.
(07:14):
I call it my toolbox, right,but we all have different
toolboxes.
So if I know for a fact thatI'm going to have this, I will
probably do one meditation overanother one.
I may exercise that morning, Imake sure you know I maybe get a
better breakfast.
So whatever it is that I feelin that moment that I need to be
prepared, I'll do that anytimeI can.
(07:35):
Life's not perfect.
Sometimes you just have to getup, pick up the phone and
somebody calls and you're likeokay, I'm just going to make
this quick and then I'll gorecharge myself after.
That's the other thing.
It I'm just going to make thisquick and then I'll go recharge
myself after.
That's the other thing.
It could also be something youdo after.
Sometimes it's just taking afew breaths.
It doesn't have to be superintense.
But we, I think, as part ofthis journey, we have to
(07:56):
understand and test thedifferent tools and see what
makes us recharge and bounceback from things that are
inevitably going to hit us.
Speaker 1 (08:02):
Yeah, and there's not a one size fits all scenario,
because I love to hike, love it.
It brings me joy, peace.
I get to be in nature.
A lot of my friends cannotstand like being with the dirt,
and so it's just you have tofind what really feels good to
your soul.
Speaker 2 (08:20):
A hundred percent Like sometimes.
We live in California.
Sometimes it's just looking atthe ocean for five minutes right
.
To some people it is hugging atree.
Everybody has their own methods.
Sometimes it's picking up abook, whatever it is, or calling
a friend.
We have so many different toolsat our disposal.
The key is to just be aware andthat goes back to our
authenticity what works for me,what is the right thing?
Speaker 1 (08:44):
You talked about in your book, get Real, the power
of authenticity.
And I think now, especially onsocial media, you're seeing a
shift of people wanting less ofthese polished feeds and more of
why, more of somebody's life,more of who they are instead of
what they're selling, and Ithink that's because we got so
(09:06):
tired of seeing everyone'sperfect lives.
So how does someone, how cansomebody, find their voice and
be a little bit more authenticin their space, regardless of
what sort of business they're in?
Speaker 2 (09:18):
Yeah, Social media is so interesting, right, and in
the short time that it's been onthis planet with us, it's
already evolved so many ways andit's created a lot of beautiful
things and a lot of chaos aswell.
And you're right, it ischanging again, as just the
whole world of marketing andreputation and branding and all
(09:39):
that stuff.
So I mean, I think that itseems so obvious, like, well,
just be yourself and just dowhat feels right Seems so easy,
but to your point, in this worldit is a little bit harder
because we always want to put alittle bit of polish on it or we
always want to look at it fromanother perspective.
So I think for me, like, ifwe're talking about social media
, look, I can't say that I'vecracked the code, but it depends
(10:01):
on what you mean by success onsocial media or success of
cracking the code.
Like, for me, the mostimportant thing is, hey, like
leaning into my intuition, whatfeels right, and striking the
right balance between strategicand curated and just real, and
I'm always going to lean on theside of real as much as possible
.
But at the end of the day, youalso can't share everything and
(10:24):
be an oversharer, because why dothat.
So I think it also just goesback to your why.
Why are you sharing what youwant to share?
What is the end result?
And it's going to be differentfor different people.
To your point, there's somemonetization that some people
will go to create a business tomake money off of it Fine.
Some people because they wantto connect and engage.
Some people because it givesthem a sense of creativity.
(10:47):
So, understanding, going backto what's my why and how do I do
it in the best, in the waythat's the most genuine to me,
and if I have to edit a littlebit, that's okay too, but just
don't overdo it.
Speaker 1 (10:59):
And then if somebody is figures out what their why is
, but then at like the, thenormal imposter syndrome that
many people, including myself,deal with.
How do you push through thatwhen you're feeling a little bit
like you're questioning whetheror not you're capable of doing
what your goals are?
Speaker 2 (11:18):
Yeah, I just did a blog on this.
Four out of five people haveimposter syndrome, or I like to
reframe it as self-doubt,because syndrome just seems so
like ah, there's nothing wrongwith me?
We all have it.
We all have self-doubt.
It's like a virus, I know.
Right, yes, pandemic.
No, we have doubt, totallynormal.
If we didn't have doubt, weprobably wouldn't survive as a
(11:39):
species, because we do have tohave that.
So I think A understandingthat's normal.
Sometimes we do have to convinceourselves a little bit, and
what I love to do in my career,if I've ever gotten promoted and
I thought, shoot, I don't knowif I'm ready for this, I don't
know if I'm, what are theyseeing that I'm not seeing?
Why do they think I'm ready?
(11:59):
I would sometimes actually listout, make a list of the things
that I've done, why I'mqualified, why I belong here,
just to convince myself.
It's all real things.
But sometimes that just creepsin and we are, we can be our
worst critic and we have tounderstand that, realize and
actually communicate with thatpart of us that is, for whatever
(12:20):
reason, perking up at thatpoint.
I also noticed that when we'rehealthy mind, body, spirit it is
easier to put down any of thatnegative sentiment.
Yeah, right, but when we'restressed, when we're not getting
out of nature a lot, when we'renot exercising, we're not
getting enough sleep, which canbe very easy for especially like
new moms and other women,working women like it can be
(12:43):
easy, but when when we getourselves into that busyness,
race and the hustle culture,it's a lot easier for that stuff
to creep in and take over.
Speaker 1 (12:51):
Absolutely.
Speaker 2 (12:52):
Right, and so we have to step back and find our tools
to ground ourselves Absolutely.
Speaker 1 (12:56):
Right, and so we have to step back and find our tools
to ground ourselves.
Yes, I mean, I hear thisthere's a shift in this boss
babe mentality of work, work,lean in and everyone's burnt out
.
And the truth of the matter iswe can obviously be CEOs and run
businesses and do all thisstuff and be great moms and
great partners and sisters andfriends and fill in the blank.
But there are times that onething's going to take precedence
(13:19):
from the other, and that's okay.
There's going to be a shiftbecause, at the end of the day,
we can't be boss babes if we'reexhausted.
We can't be good moms if we'reexhausted.
There has to be balance and Ithink a lot of women, especially
in my circle we're alldiscussing like what does that
even look like?
What does it look like to beable to have all the things we
want and take care of ourselves?
(13:39):
So what's your take on likeself-care while being a business
owner and a mom and a wife?
Speaker 2 (13:46):
Yeah, you know, I think it's so interesting
because, to your point, it'schanged over the years and
generationally there's a changeto whether it's Gen X or Gen Y
or whatever.
Right, we have all thisinformation coming at us too.
I'm fully aligned with that,and it might be just because I'm
older now too, but I used tofeel really guilty if I needed
(14:08):
to take time out for myself,like no, no, I could just work,
or I could just go out to dinnerwith my friend, or I could take
care of the babies, or whatever.
No, no, no.
But what happens when we don'ttake care of us?
I mean, we are the mostimportant person that we have to
physically take care of,because if we don't take care of
ourselves, we can't take careof anybody else.
That's right.
Can't take care of ourbusinesses, can't take care of
our families right?
So I think the sooner yourealize that, the easier it
(14:30):
becomes to feel to incorporatethat into your life naturally
and make that a habit.
See, I'm using that in theright way.
Now that actually has to becomea habit.
And also figuring out what ismy self-care routine For me.
I love massages.
I'll go get a massage once aweek and I don't feel guilty
about it because I know that I'ma better human and I show up
better when I have that in mylife.
(14:51):
Or doing a sunset walk, I knowthat I'm a better human when I
get to do.
That Doesn't mean I have to dothat every day, but if I can
squeeze that in a few times aweek, fantastic.
So, understanding what that isfor us and we used to have this
perception of being busy isbeing productive.
Yes, yes, yes, but we'velearned we don't have to be busy
(15:11):
to be productive.
In fact, we could do 10 Xthings by being less busy,
because we're more intentional,we are more strategic and it's a
cultural shift and it's still.
We're in the process of it.
I don't think we've gottenquite there, because there's
also the other side of it where,like I don't have to work, I
can just post content and not domuch.
(15:32):
Whatever.
It is Right, like there's,there's't exist, yeah, so you
have to come in moderation, butyeah, I'm with you, I think, and
we can't do it all every day,and I think it's a false
perception that every day youhave the same routine.
Things are gonna go great.
Speaker 1 (15:50):
They don't no, and it is okay, like I used to be.
I'm a Capricorn, soeverything's like buy the book,
I love a list.
And there were days I don't doit anymore that I just felt
guilty when I wasn't keeping upwith the self-care routine or my
gratitude list.
And now I realize that it'sokay, because if it now becomes
(16:12):
a burden, whatever yourself-care routine is, if it's a
burden of just another thing onyour to-do list, that is the
opposite of how it should feeland I think letting go of that
pressure too, I hope that peopleare starting to realize like
just doing your best is goodenough 100% Like giving yourself
grace.
Speaker 2 (16:29):
I think we always have to give ourselves grace.
We know who we are.
We know if we're working hardor we're not working hard, and
that's okay.
Some days, whatever it is right.
Like, as long as you are happywith the person that you are,
you are making a positive impact.
You're doing the things thatare moving your life forward in
some way, shape or form.
Some days it's just a littlebit, some days it's a big leap.
(16:49):
That's okay.
And showing up healthy, and youknow there's so many things
that I think we can we showingup healthy, and you know there's
so many things that I think wecan we.
There's so many ways that wecan describe success.
That's another conversationthat I love to have is just, the
definition of success haschanged and continues to change,
but not everybody's on the samepage and nor should we be.
We all have differentdefinitions of it and I think
(17:12):
just understanding what yourdefinition is and it may look
very different than someoneelse's, and that's okay, you
don't have connection andexperiences than stuff Like
stuff.
Speaker 1 (17:20):
To me now it doesn't really matter, I think it's just
clutter, whereas 15 years ago,when I lived in New York City or
(17:44):
whatever, I loved a pair ofhigh heels that were designer
and so you know some reallyfancy schmancy bag.
It's just, I think, thatsometimes our tastes change and
what we need for our soulchanges.
Speaker 2 (17:56):
Yes, and I'd like to think that we do Our eyes, you
know, we do open up.
As we develop, as we grow, wesee more things, we go through
different life experiences, andso we weigh these things
differently.
And in 10 years we weighdifferently again.
And that's okay, right, that'sa journey.
Speaker 1 (18:12):
Yeah, somebody was telling me yesterday on another
podcast that every seven years,as women or as people, a lot of
the times we change the peoplearound us, our friendships, and
I think that that goes, and Ibelieve that there's a change in
that timeframe of your tastebuds too.
I think it's okay to change andgrow, and your life shouldn't
(18:34):
look the same 10 years later,you know.
And it's okay to outgrow beliefsystems, it's okay to outgrow
people, and you know what'simportant to you as well, yeah,
and similar to that statistic.
Speaker 2 (18:48):
a friend of mine who wrote a book called Ikigai,
which is about purpose, heshares that every eight years or
so our purpose changes.
So if our purpose changes, ofcourse it's so natural that
these things that you're talkingabout are also starting to
change, and that's okay too.
Speaker 1 (19:06):
I know that you also.
You face thyroid cancer andbreast cancer in a very short
amount of time.
Those sort of illnesses canjust shift your mindset and your
life completely.
After dealing with those twocancers, how has that showed up?
How do you show up differentlyand what has changed in the way
that you move through life?
Speaker 2 (19:26):
Yeah, the first one.
So the thyroid cancer was 2019.
So that's six years ago.
That felt extreme at the time,but it was very short lived.
It was okay.
You have this.
It's not the worst thing in theworld Surgery recovery good to
go.
So I think that one was just abit of a bump or a misstepped
(19:48):
sort of thing like a tripped ona step.
That's how it feels inhindsight.
The second cancer, which was2023, was definitely a lot more
profound and made a greaterimprint in me.
I'd say because that one Athere was a lot more uncertainty
I've lost family members atthis age to that type of cancer
and the way it was diagnosed andall these things.
(20:11):
There was a lot of stuff thatwas very and there was a bunch
more surgeries.
So, long story short, I thinkthat one number one I definitely
became a lot more woo-woo, Imean, if you-.
Speaker 1 (20:22):
Like how, so Tell me, I need all the juice.
Speaker 2 (20:25):
If we were talking about manifestation 10 years ago
, I'd be like, okay, I meanwe're all manifesting.
But okay, if we were talkingabout crystals, I'd be like,
sure, nice, now I'm like buyingcrystals, you know, like it's
just such a different way andit's and it's normalized it.
For me it doesn't, you know, itdoesn't sit all the way on the
other side of the spectrum forme anymore, it's part of
(20:46):
everyday life.
I think, because when you'redealing with things that may
really impact your future, tothe point where you may not be
in the future, and you have tothink about things, you just
start the little things thatmattered start mattering a lot
less.
Right, give me an example.
Like, okay, so you know, I usedto, let's say, I was in a
(21:10):
conversation with a girlfriendand we would complain about
something silly, like, oh, the,the, the traffic on the BQE, or,
you know, talking about goingback to New York, right, or this
happened and that happened, andyou kind of put a little energy
into this and that stuff.
It's just, it, just it takes noenergy anymore.
It's just like that's not,that's not important, that's not
(21:31):
changing my life, that's notjust changing course in my life,
and I sort of leaned into thisbelief that everything does
happen for a reason and intothat surrender experiment type
of belief, right when things aregoing to happen.
What can I learn from them?
I'm going to let them, I'mgoing to watch them, I'm going
to see where they take me, I'mgoing to flow with them, them,
I'm going to see where they takeme, I'm going to flow with them
(21:51):
and I'm not going to put a lotof energy stressing out over
them.
But I used to stress out a lotabout things.
I mean working, living in NewYork I think everything was
stressful and just the noisesalone.
And it doesn't mean you can'tlive in New York and not be
stressed anymore.
It's just a different mindsetnow for me.
Where it's like that's not,it's not worth my energy, that's
really the biggest takeaway,that's not worth it.
Or if somebody's you know, likewe talk about people that are
(22:13):
someone's going off of you aboutsomething and they're upset,
okay, that's maybe in the past.
It would get me riled up,that's okay.
You know, I'm trying to giveother people more grace now too,
and I think the last thing Iwould say about it is just just
believing in the greater, theuniverse, the world way farther
than us, you know, and justknowing that we're just such a
(22:34):
small, we understand such asmall part of what's really
happening, and being okay withthat and being curious about it.
Speaker 1 (22:40):
What are your favorite books that you've read
in the last few years thatreally help with your mindset
and keep you focused?
Speaker 2 (22:46):
Oh, I have so many.
I love books so much.
Well, I'm currently reading Imentioned I'm really enjoying it
so far is Be Water, my friend,which is Bruce Lee's daughter.
I love Michael's books like theSurrender Experiment or the
Untethered Soul.
But I also will complement thatwith a lot of leadership stuff
like Good to Great and 10x iseasier than 2x and kind of like.
(23:09):
They get me excited andinspired.
But that doesn't mean that Ihave to grind for 14 hours a day
to get them done.
It's more just like okay, thinkbigger, think bolder, get
inspired.
And then how do I do it?
In my own way.
Speaker 1 (23:22):
Yeah, as a PR, like owning a PR firm and with social
media, storytelling is such abig part of people.
Everyone's got their own brand,everyone has their way of
storytelling and it's such apowerful tool in leadership and
branding and owning a PR firm.
What's a common mistake you seepeople making when they're
(23:43):
trying to share their story anddoing their own storytelling?
Speaker 2 (23:46):
Yeah, I think a lot of people don't know where to
start.
Well, first of all, pr.
It's such an interestingmisconception.
A lot of people don't reallyunderstand what it is and a lot
of people will assume it's justa lot of you know parties in New
York and you know velvet ropes,okay.
And then some people believe it.
It's like, oh, it's just abunch of press conferences and
oh, it's a press release.
(24:06):
There's just so many misnomersaround what we actually do.
But at the end of it, it'sreally about the reputation,
right, it's the reputation andawareness of the brand and the
company.
And it could be a thoughtleader, it could be a person, it
could be a celebrity or itcould be, you know, a big
corporation.
And it's about, I mean, we.
Everything we do goes back toour reputation.
(24:27):
When people meet us, whenpeople interact with us, it's
our reputation, right it back toour reputation.
When people meet us, whenpeople interact with us, it's
our reputation, right, it's ahuge asset for us.
And so in this world, we focuson building that reputation,
protecting it, maintaining itand getting the stories out
there.
And then the other thing is justconnecting through stories.
I mean, storytelling has beenaround for how many years?
Right and in general fables,all of those stories by the
(24:53):
fireplace, fireside, and we ashumans connect through stories.
So when we talk about brandsversus products, customers
engage with brands because theycan form a connection, more of a
human connection, versus aproduct.
But a lot of people will think,well, but I can just advertise,
I could just throw a bunch ofdollars and talk about our
(25:14):
product being the best.
That doesn't connect the sameway as a great story of a
founder who traveled millions ofmiles, who had this idea, who
created this company.
That's changing the world ormaybe changing the way customers
do something, or consumers dosomething or humans do something
.
So it's a big difference and Ithink a lot of people don't
understand how critical it isand how much our reputation
(25:35):
affects everybody in oureveryday life.
Speaker 1 (25:37):
Yeah, and when it comes to reputation and this,
the storytelling and the the whyis like how how can you, how do
you see in all the years thatyou've been doing this, the
success stories and doing thatand sort of merging all of those
together?
What does that look like?
You mean what we've done at thecompany?
Yeah, you work with so manydifferent brands, right?
(25:58):
So how do you see, like, acampaign going really well and
then the difference between onethat's not really hitting?
Where do you think thedisconnect is, so that people
don't make that mistake in theirown brand?
Speaker 2 (26:09):
Yes, so we go back to authenticity.
Authenticity is storytelling,right, it's do what you say, say
what you do.
You know a company can't saywe're sustainable, we're amazing
, but actually then do somethingcompletely opposite.
So I always think about beingclear on what you do and what
you're offering is what yourvalue proposition is.
(26:30):
To be consistent in it, sorepeating that message across
different channels so it'sconsistent.
And then be compelling whatmakes you different, what makes
you unique, what are those threeCs?
Because if you're missing one ofthem like think about how much
noise is coming at us asconsumers between phones, social
media, right and we can getreally excited about something
and then forget about it fiveminutes later because something
(26:52):
else comes into our feed or inour purview or someone tells us.
The consistency is being ableto show up and tell your story
in a similar way acrossdifferent channels and then just
show what makes you different.
Why do people want to dobusiness with you?
Why do people care about whatyou're doing?
And then maintaining that, likeyou've seen, I mean in the
(27:15):
press every other day, if notevery day someone's reputation
gets tarnished by something theydid or didn't do.
Speaker 1 (27:21):
Yep.
Speaker 2 (27:23):
And so how do you protect that?
How do you mitigate that risk?
That's an important part ofwhat we do.
Speaker 1 (27:28):
When is your new book coming out?
Speaker 2 (27:29):
2026.
Okay, of what we do, when isyour new book coming out?
2026.
So, yeah, so working on it,putting some touches on it and
excited to you know, really tellthis side of it, because when I
wrote the Get Real, the firstbook, I really thought I cracked
it.
I was like I know everythingthere is to know about
authenticity.
You know, I was an immigrantwho tried to fit in and then I
(27:50):
found my way back and I was incorporate, I was in accounting,
I was in marketing, I was inwhatever.
And then after that, after myfirst cancer journey, I started
getting into neuroscience andspirituality and all these other
techniques and I thought, oh,my goodness, I was just
scratching the surface and it'sso cool to actually challenge
yourself and go deeper.
(28:10):
So I'm really excited about it.
Speaker 1 (28:12):
I love it.
Well, if anyone's listening, Iwill have in the show notes how
to get in touch.
Also link to your past book,get Real, and then obviously
I'll update it when the new bookis out, Congratulations.
Thank you so much for joiningme.
It was such a greatconversation, thank you.
Speaker 2 (28:28):
Sabrina, great chatting with you.
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