Latest / Women of Color An Intimate Conversation / Stop Shrinking: Luxury Branding for Women 50+

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Stop Shrinking: Luxury Branding for Women 50+ · Women of Color An Intimate Conversation

0:15
Hello, everybody, and welcome to Women of
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Color Live. This is a live version of my
0:21
top 20, 100 best women's empowerment podcasts,
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Women of Color, an Intimate Conversation.
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We're here every Thursday live. However you're
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watching, continue to watch that way. And
0:35
if you miss it, there's always the recap.
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I want to shout out the Leon Thomas group
0:41
who is producing WOC Live. I'm so grateful
0:45
for you. And on the ones and twos today is
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Orn. So Orn, shout out to you. So today we
0:53
are talking about stop shrinking Raise Your
0:57
Standards with Cheryl Pullens. Cheryl is
1:00
a luxury personal brand strategist and advisor
1:03
for women 50 plus who are still building.
1:07
And guess what? Cheryl is also part of the
1:11
Dream Lifestyle Collective, which is a collective
1:15
community sanctuary that I'm building for
1:18
Black women 50 and up. So Cheryl, I'm so
1:21
thankful that you are part of that. Now,
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let's go ahead and turn it over and welcome
1:26
Cheryl. Cheryl, welcome to WLC Live.
1:30
Thank you so much, Nene. It is definitely
1:33
an honor, a pleasure, a joy to be here on
1:37
Women of Color Live broadcast. And I was
1:40
so excited to receive your invitation to
1:43
be your, I guess, kickoff guest. And it's
1:50
a thrill to be here.
1:51
Yeah, absolutely. You are my very first guest,
1:54
because today is the very first live, so
1:56
that's exciting. And the way that we know
1:59
each other, and I definitely want to lift
2:01
that up, is we know each other through Hope
2:02
Magazine. You are the editor of Hope Magazine,
2:06
and I happen to contribute. And so when we
2:09
spoke about a month or two ago, I told you
2:12
I was going to follow up on something. Do
2:14
you remember what that something is?
2:16
Ooh.
2:20
Spot quiz. Ooh. Yes, you know how it goes.
2:26
Now look around me, because that's the hint.
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Oh, oh.
2:28
Look around. Oh, oh. Oh. All right. Yes.
2:34
Honey, honey, honey. Are you in your art
2:40
journey? Oh my gosh, you know, it's really,
2:43
really funny. I'm just looking at new artwork
2:47
last week. I literally started looking at
2:50
new artwork last week. So I'm on the journey.
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I'm on the journey. I am.
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Wonderful, wonderful. And so for those of
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you who are watching or listening, Cheryl
3:00
and I have talked about her love of art.
3:02
We both share that. And I think she had took
3:05
a pause from collecting and I said, well,
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I'm gonna remind you to get back into it.
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So that's exactly what we're talking about.
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We're both collectors. Again, like I said,
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we love art specifically for me and I think
3:17
for Cheryl as well, but black art. So that's
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what it's about for me.
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Yeah, absolutely. Actually, my art was stolen
3:27
when my house was broken into some year ago
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when I lived in Philadelphia, and they took
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art off my wall. And yeah, that caused some
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tragic residual and I've gotten back into
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it. Deneen definitely inspired me to do that.
3:48
And just last week, I had just started looking
3:50
at new artwork. Yay! I'm so happy! Yay!
3:54
The art world is smiling! So listen, again,
3:59
for those of you who are watching, drop WOC
4:03
so we know you're out there. If you happen
4:06
to be part of the Dream Lifestyle Collective,
4:09
drop Dreamer. And if you are a family member,
4:12
drop that as well. So Cheryl, let's get into
4:15
it. Who were you before the title? And what
4:19
was the decision that shifted your trajectory?
4:23
Well, so over the years, I've had all kinds
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of titles. And probably even memos, right?
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So it's this ongoing title changing journey.
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However, the title that I'm currently embodying,
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embracing is my title, if you will, a personal
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brand strategist advisor for women 50 plus.
4:52
women in 50 and over. And this shift really
4:56
came about because of my own job. So I started
4:59
my business when I was 47. That's when I
5:03
was fresh out of corporate. We were relocating
5:06
from my husband's job to Florida. And I decided
5:09
I was going to try and start my own business.
5:12
What I didn't realize was I really had no
5:14
idea about everything that goes into it to
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operate, to sustain, to make a business profitable.
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So over the past day, many women in my community
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and the ones with me, They're now 50 and
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over. They were in their late 30s, early
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40s, and now they've hit 50. And I just started
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paying attention to that. So my shift a direct
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response. It's a direct response to their
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shift. And me creating a platform that speaks
5:58
directly to them in the season of life. And
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what we're doing is we're just looking at
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it through a different lens. Once you hit
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a certain age, obviously things look a little
6:12
different.
6:15
Yeah, absolutely. And so we share that similarity
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and that personal as well. So taking even
6:21
a few steps back for me before I retired
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from corporate, I was thinking about what
6:26
does life look like afterwards? And my focus
6:30
was on, and have been all of that particular
6:32
year, is living a dream life. And that dream
6:35
life for me was travel, right? Number one,
6:38
travel and attending events. and art, right?
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So to travel to any art event, I'm in total
6:43
heaven. But then as time went on, I started
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thinking about, OK, where are the women my
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age? Like when I'm going out to different
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events, I was associated, still am associated
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with different groups. And it was a younger
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group, more millennial. And I said, where
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are my women 50 and up? And then with so
7:02
many Black women being displaced, over 350,000
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Black women losing their jobs, I'm like,
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you know what? We need a safe space. We need
7:11
something for us ourselves. And that's why
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I created the Dream Lifestyle Collective.
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So when I asked you to be my first guest,
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I didn't even realize that, you know, your
7:21
business was focused on women 50 plus. So
7:24
that just goes to show how, you know, the
7:26
universe God conspires to make things happen
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for us. So, again, I'm so thankful that you're
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here. So what did you have to unlearn to
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operate at the level you're operating at,
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right? And how has that changed how you define
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success?
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So this was, to me, this was a really loaded
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but highly valuable question that I had to
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to really think about and go, okay, what
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did I have to learn? And to be honest, Dineen,
7:57
the biggest thing that I had to unlearn was
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who I was. I had unlearned a lot of things
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about myself. You know, I unlearned how I
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saw myself, what I thought about myself,
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how I thought people saw me. I had to unravel
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all of those bits and pieces about me that
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were, one, they were blocking me from really
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moving forward, but two, they were really,
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really were like just skewing how I saw myself
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out amongst others in different places. And
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it's not from a comparison standpoint, but
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it was really from the perspective of am
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I truly showing up authentic to who I am?
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Or am I showing up as a representation of
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all the different expectations and thoughts
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and ideas that have been placed on me by
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others?
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No. And you know what? And I feel that, right?
9:06
Because here's the deal. It's not even just
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about your age. It was also about your transition
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from corporate to being an entrepreneur,
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right? That there. And then add the age in,
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right? Because for me, honestly, I'll say
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this. Today's 50 is not 50 when we were younger.
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I'm going to say that because we're young.
9:25
We're just getting started at 50. So for
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those who haven't made it yet, look, life
9:30
does get much better when you turn 50 and
9:33
look forward to that. So that's what you
9:36
were having to deal with. And I fully understand
9:38
that. So this podcast, this live is about
9:41
empowering women of color, especially black
9:44
women. It's empowering us. Um, and it's to
9:48
teach us something. So before we go to break,
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I want to ask this question. And this question
9:53
is, you know, the answer to this. I want
9:56
us to, like, really teach and motivate those
9:58
who are watching or listening later. So pulling
10:03
from your specific journey again, we've talked
10:06
about how you work with women over 50 who
10:08
are still building. What shifts when a woman
10:12
refuses to shrink her experience? and instead
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structures her visibility to match her authority.
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So the biggest shift that I believe comes
10:28
about in particular as it relates to message
10:31
and what I share, and that shift is that
10:35
you don't have to reinvent yourself. That
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your success doesn't require reinvention.
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But it does require you to reclaim. Reclaim
10:48
the truth of who you are. So you've got decades
10:52
of experience and leadership and wisdom.
10:55
You've already learned, right? And it doesn't
11:00
mean that when you get to this phase, you
11:02
abandon it. So you don't have to reinvent
11:05
yourself. really have to do is reclaim the
11:08
truth, reclaim the part of you that are true
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to who you are, and then layer that with
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your experiences, with your knowledge, with
11:18
your expertise, with your wisdom, right?
11:21
Because wisdom seems to be, you know, thrown
11:24
out the window nowadays. But wisdom, wisdom
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is valuable in this season. Instead of asking
11:30
yourself, okay, well, how do I start over?
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The art of starting over. Well, instead of
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asking that, ask, how can I translate what
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I already know, what I already have learned
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and experienced? How do I translate into
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this season of my life in a way that's going
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to support, serve, and sustain me? Absolutely.
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That's what I believe.
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Yeah, because it's a continuum. And that's
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how I look at it. It's like this is the next
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part of your journey. Like I look at my entire
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life as it's been a journey. And where are
12:06
we today? You know, it's like a big book.
12:09
What chapter are we on? Right. Like we didn't
12:11
start the book over. We didn't start the
12:13
journey over. It's just a continuum. This
12:15
is where we are today. And even so, I've
12:18
been retired since June of 2022. And, you
12:23
know, when I retired, I said I was going
12:24
to do this thing. And then that thing kind
12:27
of became another thing. Right. And then
12:29
today it's kind of like going back to that
12:31
first thing. But it's a continuum and it's
12:33
OK. We can continue to be different. We can
12:37
continue to add layers to ourselves. So we're
12:40
going to take a break and we'll be right
12:41
back.
12:56
I'm Leon Thomas with the Leon Thomas Group
12:59
podcast, virtual events, webinars, streaming
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shows, and so much more. We want to be your
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partner in all things virtual.
13:18
All right, welcome back to Women of Color
13:21
Live. Today we're talking about what it actually
13:24
takes to build at a higher level. And like
13:26
what Cheryl said, reclaim the truth of who
13:29
you are. We're speaking with Cheryl Pullins.
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Cheryl, let's get back into it. So for the
13:35
woman watching who feels the pull towards
13:38
more, what permission would you give her
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so that she knows she's meant for more?
13:47
Oh, permission. I think the permission is
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kind of a riff off of what we just talked
13:53
about. One, you don't have to reinvent yourself.
13:59
Give yourself permission to explore. Give
14:04
yourself permission to recalibrate. Give
14:08
yourself permission to move beyond people's
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expectations and thoughts about who you should
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be in this season of your life. When you
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get 50, you get a little bit more bold. Right?
14:26
You get a little bit more listen. Right?
14:31
Because somewhere along the way, hey, people
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told you, you have to be a certain way. And
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I'm sure you know this. I'm 20 years in the
14:39
corporate space. I always say corporate raised
14:42
me because I started when I was very young.
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So I was taught, you only do this. Only wear
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this. You only say this. You only act like
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this. You only do this. You don't do that.
14:54
And so much of that ingrained in me You know,
14:58
so even going back to things that are unlearned,
15:01
unlearned to be a corporate employee, unlearned
15:07
that so that I could, I could really be more
15:10
who I was. So I think giving yourself, giving
15:14
yourself the permission to explore, to recalibrate
15:18
and reclaim and to, and to lean in to the
15:23
things that you love even more, you know,
15:25
things lean into, You know, you're loud then
15:30
loud and into that because you're going to
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you're going to find.
15:37
No, I love that. So you don't wait for permission.
15:39
You become it. Right. And what you said,
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unlearning, especially, you know, for the
15:44
women who are 50 and up, there are some things
15:47
we have to learn. Like we were there was
15:50
a certain way we had to be in corporate,
15:52
right? And, you know, hair was a big thing,
15:55
right? Like, how do I wear my hair to this
15:57
thing? Like, should I, you know, straighten
16:00
it? You know, are braids okay? Like all the
16:02
things that we have to think about when we
16:04
show up, right? And so unlearning that and
16:08
learning that it is okay to be you and really
16:10
anyone who has a problem with it is their
16:12
problem, not yours, you know, lean into your
16:15
authenticity. Just know what it is that you
16:17
want. And then with anything, whatever it
16:19
is that you want, lean into it and know that
16:22
there could be consequences. And if you're
16:24
OK with that, be you, do you. Absolutely.
16:31
So let's talk about what you do. I want to
16:34
learn more about this luxury brand strategy
16:37
that you have going on.
16:39
You know, I've spent a lot of time, I've
16:41
been doing this for over a decade, and I've
16:44
spent a lot of those 10 years getting people
16:47
to unlearn what they know about branding.
16:52
Because I've done branding like a service
16:55
from the standpoint of, we all focus on the
16:58
visuals. We only focus on the logo and the
17:00
colors and the website and all of those facing
17:03
things. But a lot of people don't understand
17:06
the depth Um, and then the strategy of what
17:10
you create in order to build your, your business
17:14
brand or an original brand. And I like to
17:16
focus on personal brand because, cause with
17:19
personal brand, you get, get more leverage.
17:21
You can leverage your personal brand into
17:24
anything that you are attached to. Be it
17:27
business, be it a, a, a jointure, be it a
17:31
podcast, be it a, you know, you know, being
17:34
an author, any of those things. So. I like
17:38
to focus on the personal brand and still
17:42
it's a very strategic standpoint. We start
17:46
with your identity. We start with you knowing
17:50
who you are. That way you're not just dress
17:53
up something that's going to kind of implode
17:58
on itself in a few years because I've seen
18:01
it happen. But you're going to really look
18:05
and say, who am I? What have I been called
18:08
to do? How do I want to show up in the world?
18:09
What are the authentic pieces of me that
18:12
I want to share with the world? What message
18:14
do I want to have? What mission do I want
18:17
to live from? What movement do I want to
18:21
start? And from there, you start to build
18:24
and shape your personal brand in a way that
18:27
now you decide, I want to start my own business.
18:31
Now you have something you can leverage and
18:33
you can use that can start the business because
18:36
people, people, anyway, they don't buy, don't
18:39
buy, don't really buy products and services.
18:41
They buy into the person that is the face
18:45
of, if you will. And I always talk about
18:48
There are two brands I talk about. One is
18:50
a business brand. One is a personal brand.
18:53
The business brand I always talk about is
18:55
Apple. Why? Because Apple used the face of
18:59
Steve Jobs to create the culture it created.
19:04
We don't buy their stuff for their products.
19:07
Yeah, we, you know, brag a little bit. We
19:10
buy because of the culture of Apple. That's
19:14
why we buy. The other brand that I like is
19:18
a personal brand. They're a couple, actually.
19:20
One is Oprah. One is Martha Stewart. Because
19:22
these women built media empires based on
19:27
their names, based on them showing up. And
19:32
my work sits at the intersection of that.
19:37
Me helping women that have the knowledge,
19:40
the skill, the experience, the desire, the
19:42
passion, the dream. to build something that's
19:45
going to be sustainable, that's going to
19:49
create impact, that's going to generate the
19:53
income they want, and that's going to leave
19:56
a legacy.
19:57
Yes. And I love all of that. And so, you
19:59
know, you mentioning the photo, the picture,
20:03
how that resonates. And so we are streaming
20:06
live on LinkedIn, YouTube, and One thing
20:10
about LinkedIn that people say is that when
20:12
you're posting, if you're seeing people's
20:15
posts and they include a picture of themselves,
20:18
and you're probably wondering, why are you
20:19
including a picture of yourself? And what
20:22
they've said and what I believe is kind of
20:24
what you just said. People get to know you.
20:27
They're buying from you. They're wanting
20:29
to connect with you. So adding your photo
20:32
is a way to connect with your audience, with
20:35
the people who are reading your posts, again,
20:36
whether it's on a LinkedIn and also on other
20:39
platforms. Your thoughts on that?
20:43
Oh, absolutely.
20:45
100%.
20:45
We process the image a lot quicker. Yeah,
20:48
so if we're seeing ones, you know, if they're
20:50
posting something of value and they're adding
20:54
their image, their photo to it, I'm processing
20:58
that photo a lot sooner than I'm even processing
21:02
what they're saying. So the more I'm seeing
21:05
that image more, even if I don't the first
20:45
10 posts, I might start reading that after
21:10
a while because I keep seeing this person
21:12
over and over and over again. So it's going
21:15
to cause lean in. You're absolutely correct
21:17
with that, Denise. I know people who like
21:19
to shy away from it. I know people who criticize
21:22
it. I heard someone say to someone one time,
21:25
your face is on everything. And I told them,
21:28
put your face on everything.
21:32
Absolutely, right? Everywhere, all over,
21:34
all over.
21:34
Everywhere.
21:35
We'll see you and remember you. Absolutely.
21:38
I love that. Absolutely. I like what you
21:41
said as far as the identity, right? So for
21:43
us to get, who are we? And so I look at that
21:47
as defining your why, your what, and then
21:50
backing into it, which is pretty much what
21:52
you kind of shared. Finding that thing, identifying
21:55
your identity and then backing into it. Like
21:58
what leads you to that? What relates and
22:01
interlinks with that? And then that movement.
22:03
I really love how you said movement because
22:06
that's what the dream lifestyle is. It's
22:08
a movement. We're just getting started. Again,
22:11
it's it's a place for black women 50 and
22:14
up for us to come together and for us to
22:16
share and lift one another up and we have
22:18
years and years of experience to share with
22:21
one another and then to be able to share
22:24
that with other people as well. That's what
22:27
it's about and I'm so excited again that
22:30
you are part of that and Again, it's new.
22:33
It's new. It's a new thing. It is very new.
22:36
We welcome you in, so make sure you check
22:39
it out. Again, it's the Dream Lifestyle Collective.
22:42
So Cheryl, we've been talking about what
22:46
you're doing, what you've been up to, and
22:48
ways that women can lean into being themselves,
22:52
right? We're talking to any woman who's watching
22:56
or listening. We're especially talking to
22:58
women who are 50 and up. And so, again, if
23:01
you are watching, drop WOC so we know you're
23:05
out there. If you are part of the Dream Lifestyle
23:08
Collective, drop Dreamer. And if you are
23:10
a family member, drop them because, again,
23:13
we want to know that you're out there, and
23:15
we appreciate you, and we thank you. So,
23:17
Cheryl, we've been talking. What else we
23:20
want the people to know on this very first
23:22
live?
23:25
Let's see, what else do we want people to
23:28
know? I think what would be a good time to
23:31
share with people, now is really a good time
23:37
to assess where you are and decide if you're
23:44
on the path. You know, it's a, it's a, it's
23:47
a good time to just take, take a assessment.
23:50
You know, we've come into the third month
23:52
of a, of a new year and you know, people
23:55
get a little antsy and not, not only that,
23:57
there's so much going on around us that some
24:02
people are getting sucked into that, that
24:04
vortex, you know, you know, and do what you
24:07
need to do to keep from being sucked into
24:11
someone's world. and start to look around,
24:15
assess your own world and decide if you're
24:19
on the right path, if you're on the right
24:21
track. Do you need to be in a community?
24:24
And that's a question that is an easy yes
24:27
to me. A community like what you have, Denine,
24:32
is where we get to come and we get to gather
24:35
and we get to be. where we don't have to
24:39
perform, where we don't have to be something
24:43
other than what we want to be. And I think
24:47
now is just a good time to assess where you
24:51
are, assess yourself. You know, what circles
24:54
are you in? Are these circles really for
24:56
your soul or are they sucking the life out
24:58
of you? You know, and why does this matter
25:01
to your personal brand? Because who you surround
25:04
yourself with is important. What you focus
25:07
on matters because all of it shows up and
25:11
you show up. Those are just a couple things
25:14
that I would really want people to really
25:16
lean in and to know and to do. Now's a good
25:20
time to assess where you are. Now's a good
25:22
time to assess your circles and where you're
25:25
showing up. And now's a great time to get
25:29
to community.
25:31
And I agree wholeheartedly, and that's part
25:34
of my journey as well, right, is locking
25:36
into that sisterhood. And it's not even just
25:38
about one, but it's about multiple, right?
25:42
Get your board of directors, get your squad,
25:46
right? People who can lift you know, invest
25:49
in you, pour in you, lift you up and vice
25:51
versa. It's not just about receiving. It's
25:54
also about the giving. So I love all of that.
25:57
And definitely the assessing, like, are you
26:00
in rooms that you need to be in? You know,
26:02
and it's time to like peel some back. And
26:04
I'm doing that and I've done that. Right.
26:06
I've thought about it. It's like, you know,
26:08
sometimes we stay in rooms for whatever reasons.
26:11
And then when you just stop, if you're constantly
26:13
pushing or forcing to be in that room, stay
26:16
in that room or whatever, that's probably
26:17
not the room for you. So give that energy
26:20
to something else, because the longer that
26:22
you're like trying to force yourself into
26:24
it, the longer you continue and raise your
26:26
hand and people are not calling on you. or
26:29
they call on you and it's still nothing,
26:30
like the more you were doing that is keeping
26:33
us from something else. So yes, now is that
26:36
time to assess. So before we wrap, I do have
26:40
one more question. So next week, I, along
26:43
with thousands of other black women, especially
26:46
are going to Las Vegas for Black Enterprise
26:50
Women of Power Summit.
26:52
Oh yeah, yeah. What'd you say?
26:57
Top of mind as to how we show up at that.
27:00
Yes. Yeah. Yeah. First of all, that's a very
27:05
powerful event to attend a wonderful gathering
27:08
for Black. And I think that's a great time
27:11
for you to decide that you're going to show
27:13
up exactly as who you are. Yes. In truth
27:16
and in authenticity. I think that's a great
27:18
time. And I think the timing of it is amazing
27:22
because I think people are going to be showing
27:25
up a little different. I think they're showing
27:26
up really looking for community and sisterhood.
27:29
I think that they're going to be showing
27:31
up really looking for a place to be exactly
27:35
or as a Black woman. Because we know a lot
27:38
of the places, you know, we're being, you
27:41
know, kind of pushed out and a lot of other
27:43
spaces. And I just, I just going to have
27:46
a very different vibe this year as it relates
27:51
to black women showing up in a space where
27:55
they feel so seen. Absolutely. By virtue
27:58
of the fact that they're a black woman.
28:01
Absolutely. It's perfect timing, right? Right
28:04
now, it is absolutely perfect timing. It
28:06
is a community. It's that sisterhood. You
28:09
know, we can come together and then, you
28:12
know, just what can we do together, right?
28:15
And how I mentioned about, you know, your
28:17
board of directors, your squad, your sisterhood.
28:20
that is definitely the space for that. And
28:23
this is perfect timing too. So if you're
28:25
ready to not just hear it, but live it, that's
28:28
what we build inside the Dream Lifestyle
28:31
Collective. strategy, sisterhood, and structure
28:35
for your next chapter. And so we just mentioned
28:38
the Women of Power Summit, which is next
28:40
week, March 11th through the 15th in Las
28:44
Vegas. I do have a discount code. So for,
28:48
you know, make sure you check the notes because
28:50
that discount code is there. And also next
28:52
week, I will be in Las Vegas and the live,
28:56
we're doing a live from Las Vegas. So that
28:59
will be exciting and different Next week's
29:01
guest is Kaylin Forhey. Kaylin is also a
29:05
part of the Dream Lifestyle Collective, and
29:07
she's an OG Women of Color and Intimate Conversation
29:12
alum. So she was actually, from the very
29:15
beginning, she was one of my very first guests
29:18
back in 2020. And I mention that because
29:21
we are going on six years in April, and that's
29:24
exciting as well. Thank you, thank you, thank
29:29
you, thank you. So we are at the close, and
29:33
so I want to thank everyone for watching
29:36
WLC Live, which is the live version of Women
29:40
of Color in Intimate Conversation, which
29:42
is, as I said at the beginning, is a top
28:01
20, 100 best women's empowerment podcast.
29:50
And that's huge, right? To be on the list
29:53
and then to be top 20, that is huge. We're
29:58
here live every Thursday at 1 p.m. Eastern.
30:01
You can always catch the replay and or listen
30:04
on your favorite podcast platform. And I
30:07
want to thank again Cheryl Pullens for being
30:10
my very first guest.
30:12
You're welcome. You're welcome. My pleasure,
30:15
Janine. Thank you. Thank you so much.
30:16
You're welcome. And shout out again to the
30:19
Leon Thomas Group for production. And again,
30:21
Warren on a ones and twos. And if this resonated
30:24
with you, share it with a woman who's building,
30:27
a woman who deserves to be seen. And again,
30:30
see you next time on WOC Live.