Thought Leadership through Summit Speaking with Carol Cox

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Welcome to Virtual Summit success.

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I'm Jenn, founder of Virtual Summit Search, and you're in the right place.

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If you want to make the most of your virtual summit experience, whether

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you're a host or virtual summit speaker.

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Let's get going with your next step to virtual summit success!

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Hey!

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I am so excited to bring you snippets of the presentations from Sell With a

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Speaker Edition this season, along with some bonus episodes along the way.

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Today, you're going to hear from Carol Cox, the amazing

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founder of Speaking Your Brand.

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I would highly recommend joining the evergreen Sell With a Summit:

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Speaker Edition so you can watch her full presentation as she

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gives some really helpful examples that will help you envision what

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she's talking about even better.

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We didn't have time to include them all here, but her presentation is

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seriously life-changing and I hope you get as much out of it as I did.

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Let's go!

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We're going to talk today about how to establish your thought leadership

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through summit speaking - and really this applies to any type of speaking

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that you do, not just for summits.

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We know, especially with the pandemic having gone on now for over a year

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and a half, that we're all Zoomed out.

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Zoom fatigue.

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We've been to so many webinars, so many virtual presentations, that you

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need to stand out with the content and delivery that you're presenting.

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So what you want to hear when you're doing your summit speaking, or when

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you're doing speaking in general, is feedback and testimonials.

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And so here's an example from our own summits that we hosted earlier this year

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and in 2020, where this is the kind of feedback that we got from attendees as

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well, they raved that it was the best virtual event that they've ever attended.

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The presentations were incredible.

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The diversity of the voices, it was very much appreciated, and they really

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could see the quality of what went on.

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So that's definitely what the type of feedback that you want to get.

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And there's a way to get this type of feedback.

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And we're going to talk about that here in this presentation.

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So really what makes the difference?

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And so this is what doesn't make the difference.

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I found this online because I was looking for memes that had to do

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with not wanting to give an opinion.

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So I feel like what holds so many of us back from really taking our presentations

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and taking our speaking to the next level is that we're so afraid of having an

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opinion about anything - an opinion on our topic, an opinion about our industry,

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an opinion about the way that businesses run or the way that we run our business

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or the way that we help our clients.

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So what happens is that we end up having rather generic content or content

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that really could be plug-and-play.

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The people watching your presentation are not going to remember if you

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said it or someone else said it on whatever your area of expertise your

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topic is because it's interchangeable.

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So I'm sure the strategies that you present on are very helpful and

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very valuable, there's no doubt.

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And I want you to continue to share all of the tips and the strategies and the

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techniques and the tactics that you are.

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And I want you to add another layer onto it.

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And so we're going to talk about what that is.

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Now, a little bit about me is that I've - in addition to running my

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business, speaking your brand, I've been a democratic political analyst

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on the TV news for the past 15 years.

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And so I'm used to giving my opinion.

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I like to say that I actually get paid to share my political opinion.

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So I've been doing this for a really long time.

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Now you may not have built up a similar muscle and when I say that you should

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share your opinion, I don't mean that you have to share your political

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opinions in your summit speaking at all - that probably is not related to

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your topic, your area of expertise.

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However, I feel like as women we've been socialized not to share our

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opinions, very much to go with the flow.

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And there's a lot of reasons for that, but we don't have time to get into today.

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However, I'm encouraging you to start thinking about how sharing your opinions,

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sharing your perspectives is a way for you to establish your thought leadership.

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I love this quote from the writer, Anais Nin.

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She said that the role of a writer - and I would add speaker - "the role of a

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writer is not to say what we all can say, but what we are unable to say."

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And this is really where being a thought leader comes in: is what is

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it that other people aren't saying?

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What is it that other people aren't able to say?

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That's where you come in as a thought leader.

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Because, you see, there's a difference between being an influencer, an

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expert, and a thought leader.

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And a lot of times for us, we enjoy presentations, we enjoy speaking,

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we're really good about our area of expertise and we tend to fall

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into this expert category, which is fine, but I want you to see yourself

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evolving into a thought leader.

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an influencer says to their audience, "be like me."

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These are the Kardashian-Jenner clan, who, you know, obviously are all over

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the place and they are really influencers because they have mass audiences - so they

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have very large audiences - and they sell mass market products to these audiences

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- either their own products or they are advertisers for other company's products.

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And so influencers are aspirational; their audience wants to be like them.

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They want to have the lifestyle like a Kim Kardashian: how wealthy she is,

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how beautiful she is, how glamorous she is, all these events that she gets to

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go to, the people that she hangs out.

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So influencers are aspirational and their content and their audience and the

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products that they sell reflect that.

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Now, most likely you are not an influencer in this category.

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That doesn't mean that you don't have influence over the audience, the following

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that you have, but for the most part, you probably have a rather niche audience and

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a niche product or service that you sell, which is ideal in being an entrepreneur,

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being in the small business world.

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So most likely, you are an expert, and especially when it comes to

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speaking and summit speaking, is that you're sharing your expertise.

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You're helping the audience learn something to take some strategies

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that they can apply to themselves.

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This is Dr.

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Tasha Eurich, who's an organizational psychologist.

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She's written books related to this, she's given speeches

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and Ted talks related to this.

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She's an expert in what she does, which is fantastic, and people learn

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from her, learn from the work that she does and learn from her books.

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However, here's what transitions someone into being a thought leader.

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Of course, Brene Brown is like the penultimate example of a thought

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leader because thought leaders say to their audience, "imagine with me."

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Thought leaders say to their audience, "you haven't thought about X yet;

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what would happen if you did?"

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Thought leaders help their audience see things that maybe they haven't seen

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before, or haven't thought about before.

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Thought leaders also put themselves into the work that they do.

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The reason that Brene Brown's original TEDx talk when viral - I think it's what,

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11, 12 years ago now - is because she very much put herself into her big idea,

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into the content that she was sharing.

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And I analyzed her talk that she brings up this idea of vulnerability and shame and

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our desire for connection and belonging, and then she says at some point, "oh,

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and I went to my therapist and I realized that this research I was doing around

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vulnerability and shame was very much talking to me as much as it was talking

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to the participants I was studying."

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So Brene Brown realized, "oh, like this applies to me.

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My story is a part of this as well."

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And she takes us along her journey of discovery in her TEDx talk and

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that's what made it so powerful.

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they put themselves into their content and they

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share their opinions and they really are like a mirror, a reflection, a

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sounding board for us as their audience.

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So let's talk a little bit about what a thought leader is, three types of

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thought leaders, and key questions you can answer for yourself about creating

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your own thought leadership content.

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So my definition of a thought leader is someone who has an interesting idea,

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especially one that hasn't been talked about a lot in their circle of influence.

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So in your corner of the internet, what is something that's not

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being talked about that much?

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A thought leader challenges the status quo and our assumptions about certain things.

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Thought leaders communicate with conviction of boldness.

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They inspire people to take action.

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And they cause people to be self-reflective and to learn more

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about themselves and how they relate to the world, as we saw

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in those examples, I just shared.

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So now there's three types of thought leaders that I've identified based

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on the research that I've done.

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The first type is personality driven and they say to their

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audience, "who do you want to be?"

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So these are kind of like influencers, but they're in the thought leadership space.

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This is Rachel Rodgers.

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She has a podcast and a company called Hello Seven.

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She recently released a book called We Should All Be Millionaires.

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She's definitely a thought leader in the entrepreneurial space,

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and she is what I would call a personality-driven thought leader.

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Her content is very much around her lifestyle, the way she lives, travel,

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events that she does, which is great because she's really setting this

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example of what it looks like to be a successful, wealthy black woman.

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The second type of thought leader is what I call research driven.

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And so they say to their audience, "who are you and why?"

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So they really cause the individual to dig in deeper into thinking about what is it

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that you, as the individual, are doing?

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Why are you doing it, and what could you possibly want to do differently?

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An example that comes to mind is Tara McMullin.

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She's the host of the What Works Podcast and the What Works Network.

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And if you follow her on Instagram, under tara_mcmullin, and you subscribe

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to her email newsletter, you'll very much see this research-driven thought

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leadership content that she is putting out around business and marketing.

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And finally there are mission-driven thought leaders and they say to

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their audience, "who can we become?"

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So mission driven thought leaders are much more about kind of a societal

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level versus an individual level.

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And they really are taking a magnifying glass and looking at society and

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say, what can we do different?

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How can we challenge the status quo?

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How can we make this better?

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And what comes to mind are the three women who started the

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Black Lives Matter movement.

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Now they are the spokespeople for Black Lives Matter, but really

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it's about so much more than them.

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They are mission-driven because they put the spotlight on others

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and they really want as many people as possible to take up this cause.

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So which type of thought leader resonates the most with you?

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The personality-driven, the research-driven or the mission-driven?

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There's no right or wrong answer; one is not better than the

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other, it's based on your own personality and what feels natural.

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So what we do here is speaking your brand is we help women entrepreneurs

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create their thought leadership message and their signature talks.

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I have a podcast called Speaking Your Brand that has been on since early 2017.

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We do both one-on-one coaching and group programs, and we

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run events like our Brave.

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Bold.

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Beyond.

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LIVE Virtual Summit.

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So I've been speaking and presenting for over 20 years - really for all of

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my career, plus going back into high school and college - all different types

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of venues and stages and audiences.

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And I do live video presentations, whether it's - well, this is a recorded

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presentations - I do live ones as well.

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And I'm pointing out on the screen here this arrow down to my index cards.

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This is like a behind the scenes of my setup for our summit here, so there

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are ways for you to set up where you can have your little notes there.

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And the thing that I forgot to do is that I was wearing my contacts

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in this presentation versus the glasses, which I'm wearing now.

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And when I wear contacts, it is very difficult for me to read things just

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because of the way my eyesight is, so I had these lovely index cards with my

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notes for my speech, yet I couldn't really read them because I have my contacts in.

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So pro tip, make sure if you're going to do the same, that you can

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actually read whatever it is that you've written for your notes.

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So our mission at Speaking Your Brand is to amplify and champion

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diverse, progressive, and purpose-driven women's voices.

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And this is a screenshot from our about page on our website.

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And so, I very much infuse my values, my worldview, my thought leadership into

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the content that we create at Speaking Your Brand and into the work that we

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do, whether it's the challenge that we ran last year called Choosing Women's

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Voices, or the episode that we did in the summer of 2020 after the death of

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George Floyd, about the work of antivirus racism as white women that we did because

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I knew how important it was to speak to our audience about what was going on.

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So here's why thought leadership matters and the impact that it

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can have on you and your business.

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So, this is one of our clients, Tammy Lally.

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I worked with her on her TEDx Talk back in 2017 and now has over 2

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million views, which is extraordinary.

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Most TEDx Talks get a couple thousand views, but hers was so powerful

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that Ted - the national parent organization - selected her talk to

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put on their homepage and in their email newsletter, and because of that,

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it has gotten this incredible reach.

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And Tammy really told her own personal, hard story, along with her big idea

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around money shame, and she had the emotional courage to do that.

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And we worked so hard on that talk and she worked so hard on that talk.

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And the result is many, many people all over the world who have been impacted by

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the story, by the message that she shared.

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We also walk our talk by telling our own own hard stories, which I did.

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One particular episode I remember from August of 2020 - episode

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185; and you can go and take a listen to that if you'd like.

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And the result is that others will recognize what you do.

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I've been featured in Forbes because of content and episodes I've done about why

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women speakers aren't paid the same as male speakers and what we can do about.

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And as I mentioned, we've done our own online events, which is

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our thought leadership in action.

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And the result has been selling out our programs and I was recognized as one

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of Orlando's women of the year in 2021.

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So this is what happens when you put your thought leadership out there is

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you attract amazing clients, you get opportunities,

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you get recognition, and I'll tell you that just staying the expert,

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just sharing strategies and tips and techniques only goes so far.

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You have to push yourself beyond that.

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So here's how to identify your thought leadership message.

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The first question to ask yourself is what's important to you that you're

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noticing is missing - noticing that's missing in your industry, around your

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topic, around the people that are in your community, within your business.

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So for example, as we did our Choosing Women's Voices challenge, because I

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noticed that so many of the nonfiction books that I was reading - business

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marketing books, as well as podcasts that I was listening to - were all by men.

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And I hadn't really thought about it until I did an audit and I looked at

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everything and I was like, "oh wow, where are all the women's voices?

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I haven't been intentional about choosing them," so then we ran this challenge

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to encourage other people to do this.

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Here's an example from one of our clients who went through our

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Thought Leader Academy, Jackie Roby.

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She is very much an advocate for diversity, equity, and

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inclusion in the travel industry.

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She's been part of the travel industry for years as a sales consultant, and

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now she's really pushing them on DEI issues because she's noticed that

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has been missing within her industry.

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The second question to ask yourself is what ticks you

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off or what gets you riled up?

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What gets you up on your soap box?

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Because if it's something that gets you up on your soapbox, it's

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something that you're passionate about, and that could be an indicator

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of your thought leadership message.

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Here's another example of one of our clients, Patty Perez, and where

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it gets her up on her soap box is organizations that don't walk their talk.

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And so she did some webinars and some events and some content related

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to that, especially last summer.

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Question number three is what makes you think, "this isn't

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right - there must be a better way"?

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Could be business practices in your industry, could be marketing

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practices, sales practices.

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Are there things going on where kind of they rub you the wrong way and you think,

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"Ugh, there has to be a better way!"

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So this is another one of our clients, Dr.

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Bibi Pirayesh, and her thing is around she's an educational therapist and

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she recognizes that when we look at learning differences that children have,

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it's really a social justice issue.

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It's not just about helping them with their learning difference, but

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it's really about social justice.

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So she has now created an initiative called the Differences, Not

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Deficit Project, and she created this out of the work that she did

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in our Thought Leader Academy.

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Question number four to ask yourself is what are people not seeing or

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understanding that you do see?

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A lot of times, the answer to this question comes out of an experience

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that you had, an impactful experience that you had at some time in your

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life where it caused you to shift your perspective on something, it

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caused you to change your mental model about the way that you see the world,

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where it's caused a paradigm shift.

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So think back to something that has happened to you that

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caused you to change something.

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And then how can you relate that journey of discovery to your audience?

that the results come: 00:17:21

So this is another one of our clients, Jhaymee Tynan.

that the results come: 00:17:24

She founded an initiative called 100 x 2030 to get more healthcare organizations

that the results come: 00:17:30

to sponsor women of color within theri organizations for advancement.

that the results come: 00:17:34

And as a result of this thought leadership message and initiative that Jamie

that the results come: 00:17:38

has put together, she gets speaking invitations - including paid speaking

that the results come: 00:17:43

invitations - as well as she recently got a book deal to write a book, and

that the results come: 00:17:47

it's precisely because of putting herself out there as a thought leader.

that the results come: 00:17:52

Question number five to ask yourself is what do we want to be known for?

that the results come: 00:17:57

What's the lens through which you see the world?

that the results come: 00:18:00

So there might be a lot of things that you get on your soap box about,

that the results come: 00:18:03

or that you get riled up about, but they may not be what you want to be

that the results come: 00:18:06

known for related to your business.

that the results come: 00:18:08

So kind of filter that through the lens of," okay, what do you want to be

that the results come: 00:18:10

known for related to your business?"

that the results come: 00:18:12

So this is Joyce Spencer.

that the results come: 00:18:14

She's one of our clients and she's also one of the coaches in our

that the results come: 00:18:18

Thought Leader Academy, and so she calls herself the Reframe Specialist.

that the results come: 00:18:22

She helps - especially women in their careers - reframe their gifts, their

that the results come: 00:18:27

talents, into doing creative projects for themselves, not just for their job.

that the results come: 00:18:31

So she has a new podcast that she launched called Reframe to Create

that the results come: 00:18:34

out of the work that we did together.

So here's what I believe: 00:18:38

I believe that absolutely you can be a thought leader.

So here's what I believe: 00:18:43

And as a woman, we need you to be a thought leader.

So here's what I believe: 00:18:46

If you Google the term "thought leader," you will see that it's mostly all men.

So here's what I believe: 00:18:51

The images that come up are mostly all men, and we

So here's what I believe: 00:18:54

definitely need that to change.

So here's what I believe: 00:18:56

When you're not the default, you can see the system for what it is,

So here's what I believe: 00:19:00

like in the Matrix, when the system wasn't set up for you and by you,

So here's what I believe: 00:19:04

you can see the cracks in the system.

So here's what I believe: 00:19:06

And this is what we do, especially as women, because the work system, because

So here's what I believe: 00:19:11

the business structure, because our society was not built for us to be

So here's what I believe: 00:19:15

part of the public sphere, to be part of the working world - I mean, we're

So here's what I believe: 00:19:18

making do the best we can over the generations - but we can see those cracks.

So here's what I believe: 00:19:22

We can see what needs to change.

So here's what I believe: 00:19:24

We can challenge that status quo to make things better.

So here's the thing: 00:19:29

ideas are contagious.

So here's the thing: 00:19:31

Your thought leadership is contagious, and contagious in the

So here's the thing: 00:19:34

good way, and they start with you.

So here's the thing: 00:19:36

You putting yourself out there, you having opinions, having ideas,

So here's the thing: 00:19:40

having perspectives, and start integrating that into your content.

So here's the thing: 00:19:45

So, if you'd like to learn more, I invite you to listen to the

So here's the thing: 00:19:47

Speaking Your Brand Podcast.

So here's the thing: 00:19:49

You can also subscribe to our YouTube channel; we have lots of

So here's the thing: 00:19:52

great episodes on the podcast, we're putting more onto YouTube as well.

So here's the thing: 00:19:56

And so you can go and check those out, subscribe there so that you don't miss

So here's the thing: 00:20:01

any of the content that we put out.

So here's the thing: 00:20:03

You can also download our free workbook on thought leadership.

So here's the thing: 00:20:07

This has question prompts in there, including some of the questions that

So here's the thing: 00:20:11

I just went through today, as well as six steps that you can start taking to

So here's the thing: 00:20:14

position yourself as a thought leader.

So here's the thing: 00:20:17

In addition, you'll see that there's also our Speaking Your Brand Signature

So here's the thing: 00:20:21

Talk Canvas Framework - these three acts that you see screenshotted here.

So here's the thing: 00:20:24

This will help you to start thinking about putting together your own thought

So here's the thing: 00:20:28

leadership message and integrating your personal story into that.

So here's the thing: 00:20:32

You can get that free workbook by going to speakingyourbrand.com/workbook.

So here's the thing: 00:20:38

I hope you've enjoyed this presentation and I hope I've given you some food

So here's the thing: 00:20:42

for thought to think about how you can be a thought leader, how you can

So here's the thing: 00:20:45

start integrating thought leadership content into your speaking and into

So here's the thing: 00:20:49

other content that you do, and invite you, again, to check out the podcast,

So here's the thing: 00:20:55

connect with me on Instagram and LinkedIn and download our workbook

So here's the thing: 00:20:58

at speakingyourbrand.com/workbook.

So here's the thing: 00:21:01

Thank you so much.

Jenn: 00:21:02

Okay, isn't Carol amazing?

Jenn: 00:21:04

She blew my mind with her full presentation, so I'm sure you got

Jenn: 00:21:07

some great gems from the snippet.

Jenn: 00:21:09

To get the full presentation, including the visuals that she shared, go to

Jenn: 00:21:12

sellwithasummit.com/speakeredition - all one word.

Jenn: 00:21:16

You'll get access to Carol's presentation along with all of

Jenn: 00:21:18

the other amazing sessions from the Speaker Edition for free.

Jenn: 00:21:22

I'd love to hear your biggest takeaways, so leave a review and let me and Carol

Jenn: 00:21:25

know what steps you're going to take on your thought leadership journey as you

Jenn: 00:21:28

build your summit speaking experience.

Jenn: 00:21:30

See you on the next one!

Jenn: 00:21:34

Thanks for listening to Virtual Summit Success.

Jenn: 00:21:36

Don't forget to leave a review and let others know your biggest

Jenn: 00:21:38

takeaways from this episode.

Jenn: 00:21:40

Every review helps others find us and the more successful virtual

Jenn: 00:21:43

summits that are, the more tips we'll have to share with you!

Jenn: 00:21:46

For show notes, links, and other resources, go to