N°10 - Building a World, Not a Feed with Sifra Zaïdja Kuipers

00:00:13: Welcome to the Premium Way podcast.

00:00:16: A space where premium is not reduced to aesthetics or price tags but understood as identity, a way of life.

00:00:24: In here we operate at the intersection of psychology perception strategy leadership and the invisible signals that decide

00:00:35: who gets

00:00:35: chosen trusted and remembered.

00:00:39: Our philosophy

00:00:41: did the stereotypes

00:00:43: Ditch the idea that premium has only one face.

00:00:47: Premium was never meant to be sterile, it was meant to rich in character reflective of your true core and your dream buyers' deepest desires Like a finest wine layered complex unique

00:01:03: unmistakable.

00:01:04: those who know what they are tasting refined without losing its edge Unafraid to be different and impossible To confuse with anything else.

00:01:17: This is the room where The Ordinary stops applying, this Is Where Standards Are Set Not Followed And Where Premium Stops Being Something That You Chase And Become Something You Embody!

00:01:32: This Is Your Permission Slip To Succeed Your Way.

00:01:36: I'm your host Yasmin... ...and THIS IS THE PREMIUM WAY.

00:01:44: Welcome

00:01:45: back to another episode of The Premium Away podcast with an amazing guest in front me that I'm looking at right now.

00:01:54: Fresh and hot from the Netherlands, Sifra is here today!

00:02:00: And we're going talk about... the ins and outs of world building when it comes to your brand, owning your unrelatability edge.

00:02:08: And many more juicy nuggets that we're going to come up with throughout this conversation which is as always unscripted.

00:02:15: so I would just hand the mic to you now my love?

00:02:18: Have you give a little intro beyond labels?

00:02:21: but what makes you you um... What does really unrelated about you as well?

00:02:27: let's start.

00:02:28: Yeah,

00:02:30: good question.

00:02:31: So thank you for having me.

00:02:32: first of all That was an email.

00:02:35: I turned it off.

00:02:35: um yeah so You know i started My instagram page which wasn't in two thousand twenty three and i saw yesterday And i was like oh that's not the long ago right?

00:02:49: Um but i started after my old one got hacked.

00:02:53: so i Was so happy i was.

00:02:57: I thought i was making it, killing and growing fast and then got hacked.

00:03:02: And lost everything.

00:03:03: so all my clients were gone.

00:03:07: yeah and acquired a lot of course but you know what if can do once or twice?

00:03:13: At that time working at the nine to five job is not for me.

00:03:19: You know as well we are here.

00:03:22: make someone else rich into work in system.

00:03:26: So I was like, yeah fuck that.

00:03:28: I'm going all in.

00:03:29: so i did quit my job.

00:03:32: um...I had like two thousand euros saved but i was like oh i'm giving them my all.

00:03:40: Um..so i went for it and in three months i think i hit My first tenk month.

00:03:46: uh my thirty k followers Yeah, and I really thought I'm making it right now.

00:03:52: You know the followers of huge millions of views their money But that's a thing from be inside.

00:03:59: I was like Something is missing.

00:04:02: I don't know if you have that feeling Like.

00:04:05: I think many women in industry came to the point where they're like okay what?

00:04:09: I build a successful paper or from the insight Is just empty And i think that makes us different.

00:04:17: so Women that is always what I say who build a business and it was fine.

00:04:22: You hit the numbers you hit the views And then if stops So but some women want something more than that, and that is to be honest not a fun process It's really one.

00:04:38: because how?

00:04:39: If you feel like you have this million dollar mission and you want to make an impact Hitting them numbers is not enough.

00:04:48: so Last year I made the pivot to business, to movement and now after a year because also that takes a lot of emotional crying.

00:05:01: Identity crisis is... A lot of shit yo!

00:05:03: The shadows yeah.

00:05:06: And now i'm here really focusing on movements and sharing and focusing on messaging and movement.

00:05:13: finally what I always dreamed up was do everything falls together?

00:05:18: Yeah, and now of course I help other women to build the same.

00:05:25: Build a world?

00:05:28: So before you pivoted into more world-building specificity what exactly was it that were doing ?

00:05:34: I was social media coach so i was teaching people how go viral on instagram but not in any way like.

00:05:47: these are the viral hooks because I am specialized also in pathography and film as storytelling.

00:05:53: So, i found out that if you use a visual hook on story-thelling your reels go viral.

00:06:02: so that was what teaching other people.

00:06:05: um yeah it worked but every time I launched this isn't it!

00:06:10: And If don't feel with then just can do.

00:06:15: It's not in line For me, that's a story for me.

00:06:20: I pivoted the moment I was lying in bed and this is a little bit of sad story but i saw an also one girl on instagram coach And um She died in a car accident and I was looking at her instagram page and she wasn't there anymore.

00:06:38: So she had the numbers to followers But she wasn' t there so her page stopped?

00:06:44: Then I was like yeah if something happens to me There was a page with millions of views and followers, but it doesn't.

00:06:53: It isn't bigger than me.

00:06:54: It doesn't Continue if I'm not here anymore.

00:06:57: And that was for me the moment where I was like they're not doing that.

00:07:02: Oh

00:07:02: For me it was really about impact over the numbers.

00:07:07: and Yeah then the rest will follow.

00:07:14: yeah because ultimately that also is such a marker of playing at the premium league or level where it's like, It has to become bigger than you

00:07:25: and

00:07:26: premium buyers in general.

00:07:28: they don't just want the success.

00:07:30: At all costs Like if its not aligned with their heart their preferences and values, they would rather not have the numbers.

00:07:40: They wouldn't do it.

00:07:43: And It's just a matter of standards and I mean standard is also big topic in your world as well.

00:07:48: But everything you said basically really cemented The podcast episode title that i came up with which Is building A World Not Just A Feed Right?

00:07:57: Your transformation from...and I didn't know about That before we started talking today Your Transformation From Being The Social Media coach and girl going viral, hitting the numbers to hey when I leave this earth i'm just gonna leave a feat but I want to leave a world.

00:08:15: I wanna leave

00:08:17: a

00:08:17: legacy.

00:08:17: so what would you say in your words is the main difference for everyone listening between building a feat versus building a world because i'm sure it also got like.

00:08:28: aesthetics play a big role but also goes way deeper than that obviously?

00:08:32: So take us into little bit please.

00:08:34: Yeah, so that's a really good question.

00:08:36: So I don't see an Instagram feed anymore.

00:08:42: How do you see it?

00:08:43: Your Instagram feed is the first impression of your movement and if you step into this Chanel store on the outside what does its value look like inside?

00:08:56: And then there are four feeds.

00:08:58: So it's really true.

00:08:59: I see people on the internet and i can't see in three seconds, yes or no based on that feed.

00:09:05: so The feed is also messaging.

00:09:08: That Is Why I Love Messaging.

00:09:09: It Not Just Words?

00:09:11: The whole Feed Is Messaging!

00:09:13: How You Show Up In The Feed It Says Something About Your Work.

00:09:19: Well...It Has To Match But Nine Out Of Time There Was No Match.

00:09:22: Because I Know Women Are Freaking Delicious.

00:09:25: Their Work Is Incredible.

00:09:28: The front dog looks like shit, right?

00:09:30: Like more personal diary.

00:09:33: So imagine if Chanel does that you wouldn't walk inside.

00:09:38: That is I mean You don't walk in side Chanel asking for discounts.

00:09:41: know why?

00:09:42: because they said the standard Before dad.

00:09:45: so there's always.

00:09:46: why say Why do people come to your DM Asking for discount.

00:09:53: it's not a dead problem It's a new problem.

00:09:56: then somewhere you are leaking the standard.

00:10:00: So that's on YOU, not your clients.

00:10:04: So YOUR FEET is THE FIRST TASTE!

00:10:07: That was always how I would see it... It´s the front door of your movement.

00:10:10: and for me the difference is a FEET IS SOMETHING THAT AN AUDIENCE WATCHED but they don't really give a shit.

00:10:22: AND A WORLD IS WHAT WOMEN ENTER.

00:10:27: It's a different layer.

00:10:29: They are more emotional attached to the world, so what I want really... You know that feeling right?

00:10:34: You step into it and imagine you walk on the street And see the Chanel store and feel like shit is raining.

00:10:42: Hey!

00:10:42: Your not having any good day.

00:10:44: But when you walk inside they offer you champagne.

00:10:49: We all know then your in.

00:10:50: I mean first time i walked up to Champagne at Chanel.

00:10:54: They offered me champagne and I was like fuck this, i'm going to buy everything.

00:10:58: This made my day.

00:10:59: And that is building a world.

00:11:01: you step somewhere in your shift up You shift belief you shift identity and your feeling?

00:11:08: And then you are in before they even say the price.

00:11:12: and That Is what The World does.

00:11:14: It sells

00:11:15: for you.

00:11:16: it said already standard Before you Say Your Prices.

00:11:20: Yeah That's Different From A Feed Than A World.

00:11:24: love your breakdown of this.

00:11:26: Something that I don't have on my question notes, but i still want to ask because it's the...I totally agree with Chanel and you're welcome for the champagne and all those things!

00:11:39: The first time I had that was in Dior actually not in Chanel?

00:11:43: But I remember when I then went.

00:11:53: I think it was three years ago or something.

00:11:55: And...

00:11:57: ...I felt like the brand experience was breaking for me in that moment, so what i would love to talk about is because the sales associate she didn't ask me if I want a drink-something For the first time ever and The store was full.

00:12:11: It was shortly before Christmas But you could feel the stress in here.

00:12:15: Yeah!

00:12:16: That obviously not up to Chanel's standards.

00:12:19: So then she left me waiting fifteen minutes before she came back

00:12:25: and

00:12:26: the store was hot, I was thirsty.

00:12:29: There were no where to sit.

00:12:30: it was hectic.

00:12:34: this is not what i'm gonna pay figures for now.

00:12:41: so my experience ruined.

00:12:44: And we could now say, oh luxury problems.

00:12:46: but yeah indeed it's a luxury problem and its the costly one if you lose a Krastina otherwise happily paying like four or five even six figures whatever Talking about standards and taking this into consideration, you said like it's the first phase of movement when we come onto someone's feet.

00:13:06: Right?

00:13:06: And then also through entry to all... We have our first experiences inside that person's world!

00:13:12: That also energetically cements a certain standard.

00:13:18: I don't even know what question is It's not?

00:13:21: how do ensure that the standard has never broken?

00:13:26: I don't know, when life happens or whatever and like maybe critical situations happen.

00:13:30: How do you yourself?

00:13:32: Or help your clients to make sure that

00:13:34: they're

00:13:35: maintained not broken?

00:13:36: because it all sounds so glamorous right where we are inviting people into our world We said high standards That's beautiful until we have to actually uphold that sometimes.

00:13:46: Yeah.

00:13:51: So really good question.

00:13:53: I think really important part is many brands are pretty on the outside, but they suck on the inside.

00:14:02: So if you set the standards... You need to hold them also in the back.

00:14:08: so that's for me.

00:14:09: If you build a world.

00:14:11: That is why i'm obsessed with this.

00:14:13: it's in the smallest detail like For example the envelopes..I mean you can't see them But there were two envelops.

00:14:23: Okay which one looks more?

00:14:25: like my standard.

00:14:27: Well, I liked this one but which one did you like the most?

00:14:33: I feel that black is more you.

00:14:35: This

00:14:38: is more forbidden and classy.

00:14:42: so i have a white envelope with brown one But it's in the smallest detail.

00:14:51: So if your front door Sounding exclusive and in the back door.

00:14:57: You're just it isn't right.

00:15:00: There was you can't and I a lot of coaches, I know they are doing this like they look perfect that perfect life on The front door and then in the Backdoor with the clients?

00:15:11: I mean They don't answer questions day And i think is crazy in the end industry Like the smallest things That are normal for me and also For you that people thank me for my clients.

00:15:23: And I'm like, what the fuck?

00:15:24: Why are you thanking me for this?

00:15:26: because it's

00:15:27: normal!

00:15:29: It's like they pay five or six figures and then like Thank You For Caring So Much.

00:15:33: Yeah

00:15:37: exactly dad.

00:15:38: so yeah That is The First Thing...you have to hold the standard not only on a front but also in the back.

00:15:46: Yes, I have days.

00:15:47: I mean especially when you are in a pivot identity crisis.

00:15:52: To be honest last year it was my hardest year ever In my life.

00:15:56: i lost all my friends my the love of my life.

00:15:58: My mom got sick my grandmother died and The beauty of this is i'm back with Love Of My Life again by the way.

00:16:07: So we're back together And that's also So.

00:16:13: what many people don't know about me is that I have an anxiety disorder since i was seventeen years old.

00:16:18: and oh you too?

00:16:22: Yeah, it's a

00:16:23: hard way out of that.

00:16:25: It has literally been since seventeen when I got diagnosed with like a burnout at the end because it was eating me alive from inside.

00:16:36: my stomach was constantly anxious couldn't eat, couldn't drink.

00:16:41: I would vomit all the time.

00:16:42: it was insane yeah.

00:16:44: so how is that now?

00:16:46: Are you are better at that right

00:16:48: now?

00:16:48: oh but i went on for a good like...I would say almost ten years.

00:16:53: Yeah um

00:16:54: But life is good on the other side

00:16:57: yeah and I think many leaders there's also question and its not in the questions but Many people ask well How do we know if im born to build a movement?

00:17:07: You Know These are The Things I mean, you've been through shit.

00:17:12: You met your biggest fears the anxiety and sleepless nights The nights that you can't even explain to ordinary people because they are like... ...you're crazy but we know.

00:17:26: And if you know it then you were born for a movement.

00:17:31: So Even though i still have this anxiety or i'm walking on it But its beauty is.

00:17:37: I created the iconic identity, and i tap into her.

00:17:43: So you know about archetypes right?

00:17:46: Um...I tapped in to my iconic energy-my queen energy before I work.

00:17:54: Before this call..i started tapping INTO HER And im saying.. Im THE FUCKING QUEEN!

00:17:59: I CAN HOLD THIS

00:18:00: SHIT!!

00:18:01: So I'm tapping IN TO HER.

00:18:02: What happens for your nervous system?

00:18:05: It switched like Hannah Montana, you know when she steps on stage.

00:18:09: She becomes the Famous wonder spoke one and then in privacy just a normal girl.

00:18:15: And we all have this identity aside of us.

00:18:17: yeah I This this identity protects me and it can hold my clients My standards and After that i turn off my fame.

00:18:28: identity iconic identity?

00:18:29: Then i can cry him back.

00:18:31: You Know i'm still human but online I tune it on to, because i can become a bigger version of me.

00:18:41: You need that if you want to build the movement.

00:18:43: so that is how i can hold the standard by awakening...I mean If u look at Hannah she's awakening now her archetype already inside of her and she's seeing it now And Now She Is Killing It.

00:19:02: For everyone

00:19:02: listening, it's not Hannah Montana but a good

00:19:09: note.

00:19:10: A mutual friend colleague and client of Cifra and me The one that brought us together also.

00:19:19: so shout out to Hannah

00:19:20: Thank you

00:19:22: very much.

00:19:23: I love that You mentioned the archetype thing or we can even call it alter ego.

00:19:29: So that is also something

00:19:33: I'm

00:19:35: always working with, playing with and have.

00:19:38: Ever since I can think of dressing up as a child to play roles or get into costumes

00:19:43: etc.,

00:19:45: some acting skills really help you in terms presenting yourself in certain ways.

00:19:55: so

00:19:55: for your

00:19:56: archetype, iconic identity Yeah.

00:19:59: Your alter ego,

00:20:01: how

00:20:02: did your process look like in choosing which trade of yours to put forward or add to it?

00:20:08: Because I always think about it like you're brands are your alter egos is a caricature yourself right?

00:20:15: we enhance and highlight the best and most profitable features.

00:20:19: And so How Did You Decide and what advice can you give to the listener around Which trades To Put Forward Versus Which To Rather Keep To Yourself?

00:20:28: Yeah, that's a really good question.

00:20:30: It it's hard one because we carry all the archetypes is not That you're one of them but one of then is the most dominant.

00:20:39: So first I chose to the full rebel.

00:20:42: there was the first one.

00:20:45: But this is also what i see with my clients.

00:20:47: they choose.

00:20:48: some are really the rebel um...but Some think They Are The Rebel Because They Have A lot Of Angry Inside Of Them.

00:20:58: It wants to, more the motivation of a weight.

00:21:02: I'll show you that's not the right motivation because she was not here to prove.

00:21:09: so i wasn't that girl just like im gonna prove any every one day are wrong about me.

00:21:16: So I went full in on The Rebel and this is not it!

00:21:21: I wanted her be the queen.

00:21:25: She is cold, warm, she holds us standard.

00:21:30: So I shift to her now and i can be both.

00:21:33: I mean, I'm still the rebel.

00:21:35: my messaging...I like to say fuck for example the tone of voice.

00:21:39: but what if someone enters my world?

00:21:47: there has to be a clear archetype.

00:21:49: that is what I claim.

00:21:50: so The Queen in front door it's my archetype But of course, there was my secret sauce.

00:21:59: There is also the rebel.

00:22:01: so The Front Door Is The Queen.

00:22:03: If you get to know me a little bit more You see me on the rebel side.

00:22:07: I love that.

00:22:08: and now Also i think it's episode seven Of this podcast.

00:22:12: I actually brought This entire conversation into A single Episode as well because for Me yeah you have your primary archetype Which you said is the More predominant one And then you have a secondary one, which is your bridge archetype.

00:22:27: Which basically closes the gap between you and your audience because for example I've been going with The Ruler a lot but also to each Archetype You Also Have A Shadow right?

00:22:38: So that can be intonation For Example.

00:22:40: Now when i work With more spiritual entrepreneurs they might be a bit more intimidating, and it might need a little bit of the softness.

00:22:48: So I bring the Lover into play as The Bridge between the two.

00:22:52: And the Lever

00:22:53: like infuses the ruler with the Lava taste?

00:22:55: Yeah!

00:22:55: Like...I don't want to say Softens It but gives it a little like more Yasmine-y taste or whatever.

00:23:01: so yeah

00:23:03: i love that and one of your main themes also is Don't be for everyone on purpose and own that unrelateability edge about yourself.

00:23:15: And so on, and so forth.

00:23:16: So like your unreliability you said basically is your positioning

00:23:22: or

00:23:23: Contribute to your positioning?

00:23:25: Can give us a little riff around what comes into mind when we talk about Unrelatability and owning your ad not being apologetic around it?

00:23:33: if You're scared of the wrong people then That's great actually.

00:23:36: Yeah they don't belong in your world.

00:23:39: That's the thing, you know premium brands they are not there for everyone.

00:23:43: Why?

00:23:44: Because if someone knows she is special She wants to think that it's not for every one.

00:23:50: So what I see with my clients Is no but i want to help Everyone.

00:23:55: yeah we do because We have a good heart and this really hard because we want To help everyone or we can't?

00:24:02: we need to protect our own energy And hold some circumstances.

00:24:07: Because If The world is open I mean how many times imagine you walk into the supermarket and someone says, You can choose all of these things.

00:24:19: You will not be happy with what you chose.

00:24:21: but if somebody said that they know it's okay to walk in but you cannot choose chocolate do you know?

00:24:26: How much you want a chocolate?

00:24:28: right because everything is just human work.

00:24:36: If you can't enter something, if not everyone could be a part of it.

00:24:44: The right women want to be apart even more just how we work.

00:24:48: and this is not like I'm going to pretend building something exclusive because that's fake But you hold the standard and this is really important.

00:25:04: Why?

00:25:04: Because what I see there was a big mismatch between what clients are asking with the price, And they deserve that prize.

00:25:13: but if your speaking to someone it's not making money You feel stuck.

00:25:19: do you think they will move?

00:25:21: no How can somebody invest energetically If they burned out or stocked into a twenty five K mastermind?

00:25:30: They don't.

00:25:32: So yeah, yes.

00:25:35: That's right.

00:25:36: so that is why I see you said in the beginning about it Is a premium problem?

00:25:40: Yes It is.

00:25:41: we don't speak to regular problems.

00:25:43: We speak two premium plot problems like if you say this do a normal person they will Say oh what are your complaining about?

00:25:49: but that's exactly it.

00:25:51: my clients on making six seven figures.

00:25:56: That's not the problem.

00:25:57: They want more.

00:25:58: they want to move premium clients faster.

00:26:01: the premium problem.

00:26:03: So that is about being relatable.

00:26:05: if you speak to everyone, do attract nobody especially when some circumcises and thats why it's holding that standard of building a world where not every one allows because they can't afford you.

00:26:20: It's that easy.

00:26:23: so If we speak to everybody The ones who invest big want feel special.

00:26:31: Yeah and they don't feel it if its open for everyone.

00:26:39: I love the way you phrase this, thinking right now can we go a little bit deeper on this as well?

00:26:45: Yes

00:26:46: of course!

00:26:50: How do make someone feels special?

00:26:51: obviously with very surface level question.

00:26:54: that is not up to my standards but like let me draft in my brain.

00:27:00: so what do think is an offer characterised by makes a premium buyer feel special.

00:27:09: We talked about price tag, we talked about exclusivity but what else do you think is in the mix of this?

00:27:16: Yeah good question so it's that experience how you build around like world... The difference between a feed and a word as well.

00:27:28: to start with when she enters your page She wants to claim an identity.

00:27:35: That's the difference.

00:27:36: you're not selling a product You are not selling amastemite, or selling a vision and then identity.

00:27:43: And that makes it a deeper layer because premium clients doesn't want just a product.

00:27:49: We want to become the highest potential.

00:27:53: So if you see her-and this is real thing I mean did everyone say to you?

00:27:58: I see your potential You can go bigger.

00:28:01: No, why?

00:28:01: Because we were always the one that holding this shit and lifting other people up.

00:28:06: But if you find this coach just sees your potential.

00:28:09: I mean i have a client That said what i want to or i said To her Why aren't you going to rent a private jet And learn women how to fly in business and then jump out of The plane together?

00:28:20: and um why not?

00:28:23: So that's the beauty.

00:28:25: premium clients don't want someone too.

00:28:29: Turn her down.

00:28:30: That's what we do in our messaging.

00:28:32: too many times They want to lift up and finally meet someone that understands how well this crazy has dreams And if you Build that around your product about your mastermind In the smallest detail.

00:28:46: so like I do the envelopes right now, for example If someone signs up from my The forbidden table when they do i write a hand-write note.

00:28:56: I created these cards that i'm obsessed with and thinking about the phones.

00:29:00: And even then, um... The letter.. Yeah!

00:29:05: The phone and how it looks?

00:29:07: And I write them a note because I don't want to send welcome email.

00:29:11: So like Chanel does for Champagne I do this in smallest details.

00:29:16: That is how you make premium buyers move.

00:29:20: They feel special

00:29:21: Beautiful For everyone listening.

00:29:23: what's the forbidden table?

00:29:25: Like a little ad break.

00:29:30: No, yeah the forbidden tables I'm working on right now it's those lives in September where as we're focused for The Visionary Woman the taste makers To move from an internet business to movement.

00:29:43: Where?

00:29:44: We dive into premium positioning and i am obsessed with that messaging.

00:29:48: eye level sales and movement of course And It's A small group.

00:29:53: also the thing It's only for eight people, because yes some women want.

00:29:58: you know I don't believe in masterminds with more than that.

00:30:03: You have a mastermind?

00:30:04: Yeah i mean small always.

00:30:08: yeah exactly it.

00:30:11: we are not building here for one hundred two or five hundred people no give me a small exclusive ones that has shared vision and why this is important.

00:30:22: Many people speak to pain, so I spoke to a client this morning and she was in my DMs as he said... So

00:30:55: we talked a lot about the intricacies of brands and world building now,

00:31:01: but

00:31:02: summed up in a few sentences again.

00:31:04: What is ultimately or what ultimately turns a brand into place?

00:31:08: people want to emotionally answer?

00:31:12: Yeah good question.

00:31:13: so this really funny.

00:31:14: it's The Devil It's A Devil?

00:31:20: Let me explain!

00:31:22: If you look at all that the cultures, if you look in politics.

00:31:28: People are standing for something and against something.

00:31:32: so what happens?

00:31:32: You have to choose.

00:31:35: So In my business I had The Devil.

00:31:39: It's the ones who want to go viral And into that business.

00:31:43: The hustle or trending audios is a devil.

00:31:46: So i'm against it.

00:31:47: So i am standing For Exclusive Intimacy Small groups Movement.

00:31:54: So what happens is I'm building a world now where we are all standing for the same thing, not only to share vision but it's also shared devil.

00:32:07: You have that same enemy... How many times do you become friends with someone because of your shared enemies?

00:32:15: Yeah!

00:32:15: That was when you build up movements and you have an enemy And then you play with the Devil.

00:32:25: People want to belong to that.

00:32:26: if I go hard in with my content on Like yes, I posted yesterday the post about my world my worlds After that.

00:32:36: I see people buying from me because they want to be a part of.

00:32:40: That's what I'm saying.

00:32:41: like i'm against this and Yes, I also want it.

00:32:45: so that is what we are.

00:32:46: brain is Of.

00:32:49: We all built for safety?

00:32:51: We have a choice.

00:32:52: do you argue this woman or this women?

00:32:55: And you want to choose.

00:32:56: and that is also how you make people move.

00:32:58: The posts I created about some women build a business, some build personal brands... Some world people would kill to belong too.

00:33:07: They have three choices!

00:33:09: Make sure they chose the last one because You want to Choose!

00:33:17: And what i find very interesting Is having the shared vision and identity but also have the shared devil obviously And from a brand DNA perspective, beyond and below the visuals we have you and me.

00:33:34: We have so many similarities.

00:33:35: what we stand for What do we stand against?

00:33:37: Yet at the same time our brands come out totally different.

00:33:41: I mean i'm in like re-invention process or have been myself.

00:33:44: So yeah...we're nearing finally nailing The visual landscape again but ultimately Like what would say is Not the reason for it, but just like your thoughts on this.

00:33:56: Like

00:33:56: how

00:33:57: can we be so similar yet come out?

00:33:59: So differently at the same time because I feel like so many people are chasing

00:34:04: This

00:34:06: Differentiation factor that needs to be.

00:34:08: they think It needs to Be so fancy and it Needs To Be the only one in the world.

00:34:14: And they can't say or state, or claim anything someone else in the World has already claimed.

00:34:19: and I'm always like well good luck because that's going to be a never-ending chase cause every single day new people are born... ...and come into the industry!

00:34:29: Yeah this is..I love fancy but also it can be very limiting um and can slow you down a lot.

00:34:36: so what would you say those people thinking?

00:34:39: They need something extra ordinarily different instead of working with something they have that might be similar to someone else, but also recognizing hey it can still come out completely different than what that person is doing.

00:34:52: Yeah

00:34:53: because what makes you different is you?

00:34:56: so this always why I start with the zone of genius?

00:35:01: The ingredients?

00:35:03: yeah Because my life experience isn't yours right.

00:35:07: we Similar backgrounds.

00:35:09: We have similar geniuses so we can be in the same industry and even have the same devil And the same vision.

00:35:18: But the zone of genius is different.

00:35:20: I mean How i see at you, I mean?

00:35:24: I See that I'm tamed one by the way The rebel when I see your feet.

00:35:29: That Is how I feel immediately.

00:35:31: but also You Have Also this purple right a little bit recognizable, but that also is like the the wise one.

00:35:40: The spiritual purple.

00:35:42: so That's the communication of defeat And that's not me.

00:35:47: I mean i am obsessed with white With black?

00:35:51: I hate colors So you know.

00:35:54: But that's a good thing!That Is how You build A brand on your own taste.

00:35:58: and that is what she Also asked Like What is Taste?

00:36:01: The women with taste It's not like someone looks better.

00:36:05: No, it's a woman who dares to stand for what she believes in.

00:36:09: Yeah and do.

00:36:10: is it her way?

00:36:11: does it her ways?

00:36:12: So many people say you're making the brand too aesthetic.

00:36:16: Its two not human.

00:36:18: But I mean i liked that.

00:36:20: if you look at even my room its white Is black is beige no colors.

00:36:27: So, and you know what your interior is different by the way that your feet.

00:36:33: What I'm seeing

00:36:34: now?

00:36:35: I know but this was also more of a um... This game has furnished apartments so i didn't furnish it myself when I would like- You should see all the interior boards That I saved on Pinterest and into Instagram All the patterns And only everything.

00:36:48: Like Leo here.

00:36:49: uh ferns over there Glitz are Here!

00:36:52: And I love that.

00:36:54: as you said You're very minimalistic in your

00:36:59: studies and

00:37:00: I'm the hardcore maximalist.

00:37:02: Give me jewels, give me glitter... ...give me the chandeliers!

00:37:06: The bigger the better!

00:37:07: Give everything that just sparkles and

00:37:09: glitters?

00:37:11: And i am a happy girl because for me it's like It's the decoration of a goddess, or woman.

00:37:20: Be dazzle and be dual yourself!

00:37:22: And like...be full gold in all these things.

00:37:25: Celebrate being a fucking woman.

00:37:28: I really

00:37:29: love it because that is how you are.

00:37:33: Your visuals should reflect this.

00:37:38: That is also why the archetype is so important.

00:37:40: Because what to do?

00:37:44: If the queen archetype, if you look at that I mean... ...I don't want to tiger print and you know colors.

00:37:52: And i'm obsessed with some other women who do it!

00:37:55: That's beauty as well.. ..i can learn from a woman like YOU because you are online like the rebel.

00:38:01: You're dancing and I really love it but im not doing them Because this is beauty people will love for your aesthetic or their archetypes Or they dont OR THEY ARE THE OPPOSITE AND THEY WANT TO LEARN IT.

00:38:13: So that's the beauty of this.

00:38:17: I don't care what archetype someone is in, it has to be a line with who they are.

00:38:22: so if i look at some clients... They want colors!

00:38:26: They want

00:38:26: golds!!

00:38:27: They want tiger

00:38:28: print!!!

00:38:29: Would I choose it?

00:38:30: No but this is perfect match for how they are..so If they are that way yes build and go big on them And thats why I absolutely love.

00:38:42: You can have a still, like we said the same vision and that Same devil but how?

00:38:49: this is the taste.

00:38:50: These are the ingredients.

00:38:51: This is your secret sauce And you have to go big on that.

00:38:54: On How YOU Want To Build Your World?

00:38:58: That's The Beauty Of This!

00:38:59: There Are No Rules.

00:39:01: You Make The Rules Also When It Comes To Archaetype Offline.

00:39:07: I'm Not A Queen not always I mean, i wear no makeup.

00:39:11: I wear no heels You know but i choose to be the queen Because i want you and this is fun.

00:39:18: it's like creating your own sims.

00:39:20: It's not fake!

00:39:22: Its'nt pretending that you're someone or not.

00:39:24: But what happens?

00:39:25: Is...I started moving differently when i stepped into the Queen energy.

00:39:31: I start showing up differently because i can create my own character.

00:39:37: You decide what people whisper about you.

00:39:40: That's up to you, yeah!

00:39:45: It is so good that you bring out the Sims example because like when I started six years ago... ...that was literally what i told my clients from the get-I was like.

00:39:54: imagine.. ..you are building a sims character?

00:39:58: Like what would you dress it as?

00:39:59: What would you equip it with?

00:40:01: which like preferences and character traits and bad stuff do you give it?

00:40:07: think of it as the simulation.

00:40:09: So, look... It's crazy that you just

00:40:11: brought in?

00:40:11: Yeah!

00:40:12: I'm like oh beautiful i love that.

00:40:14: um now i lost my train of thought because i got excited for a second.

00:40:19: well and important is also its not like..it is a mask that helps us on earth system to build our world To build your character.

00:40:27: That what people laugh.

00:40:28: right but at the same time yes show your humanity.

00:40:34: many people don't understand.

00:40:36: they think there is no humanity, that's not it.

00:40:39: I mean still you can show up in which your bunny hat and go live.

00:40:44: It's not like you have to be this queen all the time.

00:40:49: That's not what this is about.

00:40:52: The bigger story Yeah its linked with that Queen

00:40:57: And i also really liked the consistency piece behind it do have a strap, not struggle.

00:41:06: A challenge both struggling the challenge whatever especially when they build personal brands because you've heard it for sure from your clients as well.

00:41:15: oh but I want to be authentic and so when i go through this next week...I feel like there's too much to say on what authenticity truly is!

00:41:28: Oh, but what if I'm not feeling like the queen?

00:41:30: Yeah.

00:41:30: This is exactly what your archetype is for to keep your brand in a direction

00:41:35: and

00:41:36: you gotta make it Not about yourself Like even If It's A Personal Brand And You're The Source Of It.

00:41:41: But Still Don't Make It About Yourself.

00:41:43: MakeItAboutTheClientAndIfYouChangedYour Brand Identity Or Archetype or Visuals of Whatever Like You're Changing Your Underwear.

00:41:51: They Pick

00:41:51: Up Subliminally.

00:41:53: You can't be trusted because you don't know who the fuck you are yourself.

00:41:56: So why would they pay your big money if you're so volatile in who you are and you can even keep one core identity?

00:42:03: Yeah, no matter how you're feeling basically.

00:42:06: And then many people get offended.

00:42:09: I mean thank god clients i've left behind or an audience i've Left Behind Because like that's...I Don't have any capacity Or energy to argue about this..you either Get it or you don' And If you dont you're not for me Period!

00:42:22: But yeah, I really like the consistency and throughline in your brand as well.

00:42:29: And also love the aesthetics even though these are not my brand aesthetic but for me it's maybe that should be a bit more clean sometimes too.

00:42:40: And so I really wanted to highlight that.

00:42:43: Also you saying, through this transition in the past year and it was difficult but despite all of these difficulties You stayed the course because you knew your vision Where were going?

00:42:57: What did you want?

00:42:58: Yes!

00:43:00: Or maybe had the urge or sometimes disrupted.

00:43:04: But i think its important to discipline ourselves.

00:43:08: Um, and it's also something I'm picking up way more again.

00:43:13: Cause again like I was in a two year metamorphosis of who the fuck am I?

00:43:19: Identity crisis this or that?

00:43:22: are these other than as you said when we have too many options is not even nice?

00:43:26: people think its freedom but sometimes It's The most unfreezing thing to be In This decision overwhelm.

00:43:35: And so yeah what When You Work With Clients certain issue with that consistency or disrupting their through line regularly.

00:43:43: What do you say?

00:43:46: Yeah, what's your fucking standards?

00:43:48: this all the time and I see it doing because we are car blocking ourselves at a time i deal with too.

00:43:54: i'm aware of that um on the front door maybe people don't see it but in the back uh Of course I have just same voices...I understand them.

00:44:06: for me it was also a journey and now I'm like yes this is it?

00:44:11: so it takes some time but what we do, if you start to see how other people are doing it.

00:44:20: And that's when we're going to be distracted.

00:44:24: of course i am on instagram.

00:44:25: maybe im on instagram thirty minutes per day?

00:44:27: I post...I go against the rules!

00:44:32: But..i am not on Instagram.

00:44:34: thats the funny thing because How they are doing it is incredible, but that's not my way.

00:44:39: And I don't want to be distracted from how.

00:44:42: why am i'm going in and did a too many times as our coach there was really inspired about what happens.

00:44:48: I started the sound like this.

00:44:51: What happened so?

00:44:52: I always say two of my clients that you remind yourself who you all right now think.

00:44:57: thats also the thing that people or not aware how specially aren't at.

00:45:02: that is enough that what they can do, their sound of genius the simplicity is enough to stand out and you have stick with it.

00:45:11: With one message

00:45:14: Yeah I love that.

00:45:18: Ah so much juice.

00:45:23: Let me think Is there anything left we could dive into as a final piece?

00:45:29: I would like close this with A tiny bit of practical spice or whatever.

00:45:40: when we hear all of that, the identity is important.

00:45:43: The shared vision but also the shared devil... Yes!

00:45:46: ...the standards as a filter, the taste as a filters are the aesthetics owning that and the unrelatability piece as well.

00:45:54: in really owning that edge instead of being scared that were scaring off other people whatever because exactly it's how it should be.

00:46:03: And so I think most people like get the identity piece But ultimately To close this off.

00:46:12: How does someone really know or how can they truly pinpoints?

00:46:17: Whether there are just creating content, Or really creating a world right

00:46:22: now?

00:46:23: So if you would die tomorrow and stop posting well You still lose people.

00:46:30: That's the difference between be other content And building a worlds.

00:46:34: world doesn't work for you.

00:46:36: it still moves people.

00:46:39: If we look at Michael Jackson I still move in people with his songs and he's not here anymore.

00:46:46: So if you stop, will your Instagram stop or can it still move?

00:46:52: People And If It Can You're Building a Movement.

00:46:55: If It Canned Your Building Content.

00:46:59: Yeah that is the difference.

00:47:01: Karen.

00:47:05: Siflan thankyou so much

00:47:07: for

00:47:09: taking time to be on the Premium Way podcast.

00:47:13: It was a delight to talk with you.

00:47:16: Delicious!

00:47:18: To keep in my movement language.

00:47:21: In your language it's delicious and chef's kiss is to end this with?

00:47:27: Yes,

00:47:27: I love

00:47:28: that.

00:47:30: What do we have upcoming?

00:47:31: where can people find us or what are best places for us to start our world?

00:47:36: Yeah of course on Instagram...what's my name?

00:47:39: I

00:47:41: will link everything to show notes, don't worry.

00:47:44: Yeah and of course i'm building the new program where this is exactly what i'm doing that iconic movement.

00:47:50: so every thing we talked about today it's um yeah it's more of an experience than a programme.

00:47:56: So its going by my one programme on legacy programme And thats it because you dont want the hundred programmes You just need simplicity that I gave it my all.

00:48:09: and um, That's what i'm building right now.

00:48:11: It goes live.

00:48:12: June.

00:48:12: uh twenty-two Yes?

00:48:15: And days

00:48:17: yes in ten days it goes live.

00:48:18: so yeah...I can't wait!

00:48:20: So um..that's What i'm working on Right Now.

00:48:24: All of that okay.

00:48:26: so all the links will be found In The Show Notes for sure.

00:48:30: again thank you so so much.

00:48:31: Thank

00:48:33: You For Having Me Here.

00:48:35: My pleasure everyone else you're gonna hear me in the next episode.