The Resonate Podcast with Aideen

Empowering Entrepreneurs Through Niche Branding with Mallika Malhotra: Episode 67

• Aideen Ni Riada • Season 1 • Episode 67

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Unlock the secrets to effective brand building with Mallika Malhotra, the Brand CEO, as she shares her transformative journey from a corporate advertising career to becoming a leading brand strategist. Discover the power of focusing on a niche, creating the Bullseye branding formula, and the courage it takes to make strategic business decisions that align with personal values. Malika’s insights are invaluable not just for female entrepreneurs but for anyone eager to learn how to set boundaries and make intentional business choices that lead to both passion and profit.

Join us as Mallika recounts her transition from brand photographer to strategist, a shift marked by clear communication and transparency, especially during the chaotic times of the pandemic. Learn how to harness the human side of business evolution, the significance of mentorship, and the mindset shift necessary to view oneself as a CEO. Whether you're a midlife entrepreneur or someone just starting, Malika's story is a testament to the importance of community support and expert guidance in navigating the complexities of business growth and making informed decisions.

Connect with Mallika
 
Website: www.thebrandceo.com

Instagram: @thebrandceo   

LinkedIn: @thebrandceo   

Discover your niche with her Free Tool

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Thanks for listening! To book a free consultation with Aideen visit https://www.confidenceinsinging.com/contact/

Aideen Ni Riada:

Welcome to the Resonate podcast with Aideen, my guest today. Mallika Malhotra is joining me and I'm excited to introduce you to her. She's known as the brand CEO and she's an award winning brand strategist, niche expert and mastermind mentor. Using her signature Bullseye branding formula, she helps female entrepreneurs get crystal clear on their message, carve out their power niche and stand out as the go-to expert in their industry, without lowering prices, hustling for clients and living on social media. We spoke a little before we started recording there, and I want to let anyone who isn't a female entrepreneur but is interested in listening know that we will be covering things like focus setting, boundaries, saying no, making decisions and the process of choosing, whether that be within a business or without, so you might still find this content really of interest. So thank you so much, Maliki, for joining us today.

Mallika Malhotra:

Thank you for having me. I'm so happy to be here.

Aideen Ni Riada:

So I'm curious and I'm kind of guessing that you have had a journey yourself finding your own niche, and that's one of the reasons why you're so passionate about helping people to hone in on what really makes them unique and to really connect with their audience. Tell us a little bit about that journey.

Mallika Malhotra:

Yes, thank you.

Mallika Malhotra:

So you know, I used to work in advertising corporate advertising back in the day, and then I sort of opted out of that as many women do when they have children and become a mother and just decided that I was going to go down this entrepreneurial path, and I've had multiple businesses under my belt trying to kind of figure out the way, but the one that stuck for me was about feels like almost two decades ago, I started to do photography and I did photography for children and family, and then I added photography for business and branding, and there was a season in my life where I call it the junk drawer phase, where I was starting to do all the things, all different types of photography from, you know, christmas portraits to senior portraits, to headshots for business.

Mallika Malhotra:

I was going into corporate settings and helping them with product launches and then on the side, I was doing strategy for businesses, instagram workshops, vision boarding, workshops, doing all of the things and I really felt like at that point it was very, very messy and I was spinning kind of out of control, which happens right in some points of our business where we're trying to do a lot of things. We're in reactive mode and I had to make some changes in order for me to feel like an expert, to feel like I was communicating the value that I offered and getting paid what I wanted to get paid, and yes.

Aideen Ni Riada:

So what I'm hearing is that there was a point where your previous identity as a photographer that can do it all had to kind of shift into something a little bit more um, where you felt more of your credibility. I think this happens to a lot of women as well. As we get a little older, like I, like I can be quite girly in my my own, my personal life, for instance, but then when we move into our professional lives, um, we have to find a way to ground ourselves and present ourselves in a way that is, um, that's really more true to the experience that we have, the knowledge that we have, the you know, the kind of, even our qualifications that we have, because people can look at us and we you know, really, you know fun, or we are very light at heart, but that doesn't always communicate what we really need people to see, for them to choose us.

Mallika Malhotra:

Right, I think what I've struggled with and what a lot of women in my community struggle with is they become a Jane of all trades. They do a lot of things and they're not seen as a specialist or as an expert as you're saying right. They're not leveraging their skills and strengths in a way where they can stand out from the competition and they can focus their area of expertise, their zone of genius, so that they do work that they actually love to do and they actually see results. And so when I was in that messy phase, I was spinning and doing all the different things and it wasn't sustainable. I was actually on my road to burnout and I had to make some CEO decisions.

Mallika Malhotra:

Right. I had to look at my business and really see where's the money coming from, where's the opportunity, where is my passion, where can I leverage my skills and my strengths to the utmost so that I can create an expert brand? And I had to go through the process of sort of cutting and culling out the things that weren't working for me and for matching and in alignment with what my values were, what my passions were, where my prowess was. And that's hard to do right. It's hard to sort of step back and really kind of put yourself in a lane, and some people might say you're putting yourself in a box, but the way I saw it was I was cutting out the things that were not really working for my business and going all in and putting a stake in the ground with what I knew I could grow into a healthy, sustainable, profitable business.

Aideen Ni Riada:

Well, that's just a very powerful statement, what you've just made there, because it's that power of deciding, and deciding means also letting go, and a lot of the time we feel afraid of letting go.

Mallika Malhotra:

Yes, and it does take courage. It takes courage but it also takes, you know, really looking at the data that you have at hand. And so you know, when people ask me about niching, sometimes they think that we're just going to pick out of the sky some niche for them, some area of focus for them, some specialization, when in truth, we're looking at intel and data that you already have at hand. Where is the revenue coming from? Where are the referrals coming from? What is your reputation already built upon? And looking at that and then making strategic decisions about where you set the boundaries, what you say no to and what you want to attract more.

Aideen Ni Riada:

Yeah, and it comes down to that what do you want? What is it you want to attract?

Mallika Malhotra:

Yes, and that's a question I think sometimes we don't ask ourselves because we are reacting. We are just taking what people want from us instead of really thinking about is this in alignment with what my skills and strengths are, the problem that I can solve best, the transformation that I can deliver at a level of excellence, and is this something that I want to offer in the long game Not the short game, but in the long game? I always advise my clients to really look at all the offers. Do you need so many offers? Do you need multiple target audiences? There is something to be said. When you narrow and prioritize and find your lane, it becomes simpler, it becomes specific, it becomes specialized.

Aideen Ni Riada:

And sometimes that helps you stand out even more. Yes, I can imagine, because it's as soon as you include five different groups into that sentence of I help you know here's. Here's an example that I've used right Professionals, creatives, business owners. As soon as you've done three there, the professionals have gone. Well, she's not for me, because she also does this and this. The creatives are going. I'm not sure, because I'm also. She just does this and this. So there's a point in people's minds and in the mind of our audience where they tune out if we try to do too much. Yes, so when you're speaking to say, for instance, your own target audience, what are the ways that you find that you know? How do you communicate in a way that helps people to see that specialty, that you have that uniqueness and that thing that you can call it a niche, but you could also call it just your unique selling point?

Mallika Malhotra:

Yeah, I think it's specificity. I think it's being very tangible and precise and concrete. Often when I'm networking and you hear people do an elevator pitch, like you said, they have this kitchen sink where they're throwing everything in there and then sometimes it's so vague and fluffy that you don't see the value. But when you can niche or focus, what you're doing is you're giving context to your offer, your brand, your business, and you're allowing people then to raise their hand to self-identify that says she is actually talking to me or she is actually speaking about a friend that I can you know had that problem and just talk to me about. But it's about getting very specific on the problem. It's about getting very specific on your area of expertise, getting very specific on how you are differentiated and also in your solution.

Mallika Malhotra:

And when you can get specific on all those things, which is part of that bullseye branding formula that you talked about. That is going to help you differentiate and that's what we need in our competitive marketplaces, right? There's so many, so much noise, so much competition, and it'll always be there. That's just a fact, and so you kind of have to just let that be and really think about what can I do in my communication, in my business, that will allow me to stand out from everyone else? Is it disrupting and creating a new solution? Is it really talking to a very specific client instead of everybody? Is it tapping into your strengths and skills, your zone of genius, instead of saying I'm a leadership coach, but getting really, really specific in a specific area of expertise within that umbrella?

Mallika Malhotra:

so that you are not, you know, blending in with everyone else. That's really the idea behind niching.

Aideen Ni Riada:

Tell us a little bit about how you did that, because now, I mean, you're obviously working as the brand CEO and that came from photography. Like that doesn't seem like a. You know, in my mind I don't see the dots that are connecting those things. Tell us a little bit about how you found this niche and this focus from there.

Mallika Malhotra:

Well, and so that is kind of a illustration of how your niche yes, you want to commit to it, but it will also evolve over time, and so you know I mentioned that I was a photographer at first doing all the things, but then I niched down to brand photography because I saw that was an opportunity. Back in 2015, when social media was on the rise, and by cutting out all those other things that allowed me to focus and that was great I became the go-to brand photographer in the New York and New Jersey area. But as I did brand photography in my methodology, I did a lot of strategy.

Mallika Malhotra:

I didn't just show up and shoot. I actually asked some of these deeper questions about the brand, the mission, the vision, the values, the personality. And soon I found clients were coming to me for both strategy and photography, and so I had these two arms to my business and then came a point where we had a pandemic and photography was no longer a priority and I had to kind of make another hard decision in my business of how to pivot and I had to really think hard of my skills, my area of expertise, and because I had this background in advertising and strategy and marketing, I really felt like I was a better strategist than I was a photographer. And I did go through an identity crisis, to be honest. But I had to do the work to really look at myself, that self-discovery, to see you know who I was, what I wanted out of the work that I was doing, where were my skills and my passions, what did I believe in? And so then I shifted again into brand strategy and so I've been doing brand strategy probably for the last six years and then, within brand strategy, now niching to. I want to be the go-to niche expert.

Mallika Malhotra:

So it is a constant evolution, as branding is. It's always organic, right. It's always like a living, breathing thing. It's very dynamic, but you can make decisions. It's not on your tombstone that you have to be a certain thing. You can make some decisions to change, but there is a commitment you have to make. You cannot change Every week, right? And because it's about not confusing your audience, so it has to be a gradual thing, so that you're preparing your audience for where you're going to go next.

Aideen Ni Riada:

That's an interesting concept. So you said you're preparing your audience for where you're going next. So is that relating to like changing things more gradually, like, say, if somebody is is moving from one kind of, you know, say, photography to brand strategist? There was obviously a phase where you spoke about the strategies of the photos, or you know the. So I'm interested in that, um, that idea, because this is something that I find quite tricky, because I'm an all or nothing person generally, so I usually just jump straight in and I am reluctant to make big changes because I know that I might surprise people. But you're saying that we can actually prepare people for that surprise.

Mallika Malhotra:

Yeah, I think it's clear communication right. You don't wanna just show up with a new brand and a new target audience and a new focus. You want to prepare your audience and be transparent with your audience with the changes that you're making. And, yes, you might have to fire or leave behind some of those clients, but the equity that you built with those clients could open doors with a new niche or the new focus that you want.

Mallika Malhotra:

So I am a believer in doing things gradually, so that you're preparing and that communication is clear and that you have the time to warm people up to the place that you want to take them. And it's not like you're burning bridges. You're actually leveraging and using the people that are already in your world to help you go to the next step, the newer version or the next version of you. So even for me I was a photographer for many, many years and I had to let go of those clients. I had to tell them of the change, but I actually brought them on the journey with me and I found that by being transparent and doing it gradually, they stayed with me. They referred people to me and I found that, by being transparent and doing it gradually, they stayed with me, they referred people to me, they helped share and promote me as I went into this. You know new direction, so that's kind of what I'm speaking about.

Aideen Ni Riada:

Yeah, I understand what you're saying, because if you can, if you change things very dramatically, you can sometimes lose people's trust.

Mallika Malhotra:

Yes.

Aideen Ni Riada:

So what you did was you. You were kind of bringing people with you in a way that helped them understand what you were doing. They still trusted you. They still know you as a person of integrity, a kind person, someone who you know can deliver, you know advice, clearly, whatever they knew about you as a photographer, and they could see then that those skills are transferable into what else you're doing.

Mallika Malhotra:

But at the core of it, they like you Right, it's the know, like and trust, and I think it's also the human element.

Mallika Malhotra:

We're all evolving, we're all works in progress, right, and so by making it not abrupt and making it not dramatic and just kind of shifting black and white and kind of taking them on the journey with you there's something so powerful about that and sharing the why behind the change, right, I have found by doing that, approaching it that way, that I've had more success once I've come to the other side.

Mallika Malhotra:

So, letting go of that photography and I was a photographer a long time, so it was very hard but by gradually moving into it and I'm not talking five years, it was like maybe a six-month process, right, right, you know, telling people on my newsletter, sharing it on social media, having it on my website, doing both things, maybe, and then taking one down. It was a very intentional and mindful process and you know, I think when you, when you plan it out that way, it just helps in the transition, it helps maintain the trust and it helps people to see that you're human behind the brand and we're all growing all the time, right, and so I think people, it makes it relatable.

Aideen Ni Riada:

When you get a new client, what are the fears that you find that you have to overcome to help them to take some of these steps?

Mallika Malhotra:

Yeah. So it's a big mindset fear of how can I say no to people. You know, if they're coming my way, how can I say no to like money that they might bring to me? And the way I look at it is they might not be the right clients, they might not be the right experience, right, you might not be maximizing and optimizing all of your expertise, and so by saying no and sending them to someone else who's a better match, you're then keeping the door open for those better clients, right?

Mallika Malhotra:

The second thing is, you know I don't want to be put in a box. I hear that a lot and I would say why wouldn't you want to be in your zone of genius? Why wouldn't you want to work all the time in the thing that you do best, that you love to do, instead of trying to do all these different things and almost feeling like an imposter doing things that you might not be should be doing, right? I mean, I remember doing Instagram workshops. I'm not a social media person. Like I shouldn't have been doing that and I did it because someone asked me and there was an interest, but it really wasn't a good match and it didn't feel good. I felt a little bit of a fraud. But you know, when you are doing work you're meant to do, you're in that sense of flow, you're in that you feel like you are like producing good, good work and getting good results. Why wouldn't you want to be in that state of mind? So I don't see it as a box, I see it as mastery, I see it as leadership, I see it as being an authority.

Mallika Malhotra:

And then another. You know, misconception or challenge people have is. You know, I'm multi-passionate, I have so many different interests and I understand that. And so is there a way like you were mentioning that you have a lot of things is there a way to connect that with an umbrella brand, some way, so that your audience isn't confused? Because right now you might like to do all of these things, but your audience is confused and it's not about you, it's about your audience and the transformation that you can give them. And so one thing is how can we tie everything up so that it's all connected? Or maybe there's some passions that are side passions, right? Maybe it is not meant to be in the business realm and it should be on the personal realm. And you know your personal brand is important and you can touch on some of those things, but you don't need to do all of the things because, again, it comes to clarity, confidence and minimizing the confusion so that people your clients can say yes.

Aideen Ni Riada:

What would you say the benefits are when somebody does make those changes and they start to step into that authority which you mentioned leadership. How does that change their everyday working life?

Mallika Malhotra:

Well, I think you're finally working in your zone of genius. So there's a confidence that comes with that right, that now you actually know. And then it's simpler. Now I actually know what I have to talk about every single day and it's liberating. I don't need to talk to multiple audiences, I don't need to talk about all the things.

Mallika Malhotra:

There's one problem one person, one area of expertise it's the power of one is amazing. And then also as a specialist, as an expert, you can actually then command higher prices right, because now people see you as an expert and you have, you know, maybe a signature offer or signature talk or signature framework that supports that, and then the value is much clearer and you can demand or command higher prices and that's a game changer for a lot of people with their brands. Also, it helps differentiate you so that you know I choose you over somebody else. You become the go-to expert in your niche when you step into that role right, and then, honestly, opportunities start coming to you more easily. You know, when people have podcasts or speaking gigs, when you are not so broad and mainstream, but you are in a certain lane, people want that. They want specificity and specialization. So you'll find that your inbox gets flooded now with new visibility opportunities for you to share that expertise.

Aideen Ni Riada:

Oh, I love it. So for someone who's very creative, right, so like that multi-passionate person, um for myself and I know others that might be listening we have many ideas and it's easy to kind of um to, to see an idea and and get behind it um very quickly because we're passionate about it. What would you ask, what would you suggest? I ask myself, or someone listening ask themselves before they decide to put their eggs in this basket over here.

Mallika Malhotra:

Yeah. So a couple of questions I would ask is this something that your ideal client really wants? Is this something and you might have to do some research, some talking, customer conversations? I call that right Proof of concept. You know, as creative people, we have a million ideas, but we have to know that this actually is it solving a real problem? Is it solving an urgent problem?

Mallika Malhotra:

Yeah, okay, is this new idea in alignment with the work that I want to be doing and the vision of the business, of where I want to be taking it?

Mallika Malhotra:

This is why having a brand mission and a brand vision statement is so important to keep you on track. Right, because you know I have it too the, you know, shiny object syndrome, all the different things. But if we want to act as a CEO of our business and stay on track, we need to make sure that we go back to the big why, behind our business. Does this new idea fit with what I am trying to do, why this matters? Does this new idea fit with where I want to go? And then I would just ask is this in alignment with the way I'm running my business right now, with the other offers that I have? Does it fit in that offer stack, because you know we want to take our clients through a customer journey. Again, it's about minimizing the confusion and making sure that we're offering an experience that will solve their problem in a way that they say yes, easily and readily.

Aideen Ni Riada:

I love what you said. There Is it about where I want to go. So sometimes we can be entrenched in the moment. We're like, oh my gosh, I have to, you know, get a new client today, because you know someone just finished up or someone left, and then we're not really thinking about that big picture. So do you think that a lot of people have a difficulty kind of visualizing where it is they want to go?

Mallika Malhotra:

Yes, it's hard, you know it's. You know it's that big picture, the visionary picture of who I want to become. Where do I want to take the brand in one year, three years, five years? It's the giving myself permission to dream big. Three years, five years it's the giving myself permission to dream big.

Mallika Malhotra:

You know, if and I use this exercise if money or fear or time were not an issue, what would I be doing in order for you to start, like you know, flexing that muscle of dreaming bigger than where you are, because it's easy to get bogged down in the day today, right, but it is the idea of dreaming big and seeing where you want to take the brand, the impact you really want to be making, and then reverse engineering what you need to do now in order to get there.

Mallika Malhotra:

So that will also help you kind of minimize this. You know response like the trigger, pulling the trigger really quickly. When you have a plan, when you you know 2025 is around the corner, do you know what you're going to be offering, when you're going to be offering it, do you have a system in place so that it is organized and it's not confusing and you don't have three offers at once, so that your audience is just bombarded and exhausted and no one's buying. So planning ahead of time really looking to see where those launches are, what are the offers that you're going to be spotlighting at each moment of the year is going to help you, so that you're not always kind of looking for that quick fix.

Aideen Ni Riada:

Yeah, and I think a lot of solo entrepreneurs and a lot of solo women entrepreneurs just undervalue what they do slightly and they don't see it as a like a big business. You know it's I mean even using the word, the brand CEO and and calling yourself a CEO. That's like stepping into a different identity within your business. And do you have to work with people on that side of things too?

Mallika Malhotra:

Yeah, it's a mindset thing, very much so. Where it is, you know, looking at your business as this opportunity for growth and for wealth building and for impact and for transforming people's lives, right, there's a lot of fear. You know there's a lot of fear. You know why would they choose me? I hear a lot and I say why wouldn't they choose you? You know, like, do I have to remind you of your professional experience, your personal experience, all the things that you've done? So a lot of my clients are in that midlife phase right.

Mallika Malhotra:

So a lot of my clients are in that midlife phase right, and when they come to me, I call them invisible experts, because they are really good at what they do, they have great experience, but for some reason they're still underpaid, undervalued and overlooked. And it is because of that confidence, that mindset of seeing themselves as an expert. I challenge them. I say tell me what the sentence would be if you said I am the go-to expert in, and they're like, oh, they pause, and they're like they almost whisper it I am the go-to expert. Meanwhile they've had years of experience, right, and so sometimes it takes some mentorship or being in a community where people can help you see and leverage what you already have and package that in a way so that it's clear to your audience with the value and the transformation you can bring.

Aideen Ni Riada:

I just feel like mic drop, here we go, We've done it. This is. It's so amazing what you have gone through there today. It really convinced me and I bet there's a lot of people listening that are starting to really it's starting to make sense, because part of the problem is we get so we get confused, because there's so many aspects to running your business.

Aideen Ni Riada:

We've got so many day-to-day tasks and I think one of the things that I would encourage the listeners and that I realize the value of a lot more myself as time goes on is that we need others. We need an expert like you, maybe on the team. We need someone who can take a bird's eye view. Your husband isn't not going to be able to do that for you, right? Because they just know you too much.

Aideen Ni Riada:

You know and you know somebody who's got that expertise that can see the big picture and encourage you to dig deeper into what it is you want where it is you want to go. That is priceless. Want where it is, you want to go. That is priceless because then when you make those choices later, you are making them from a very informed place, and that, I think, is the is the issue, maybe with myself as well, and maybe with some of the listeners, is that we're making decisions but we're not fully informed, and I liked how you talked about you know, looking at your, your revenue streams, looking at the facts of your business, and then you know pulling out what is really working and what isn't.

Mallika Malhotra:

Yeah, I think it's. You know, when you hire a mentor or a coach and I've always hired someone to help me so that and that teaches me to be a better mentor and coach right. So it just helps you see things that you cannot see. It helps you shortcut and have proven strategies so that you get to the results faster, because it's hard to do it on your own. You can get caught in the black hole of it and second guess yourself and just having someone to bounce ideas off of, to tell you you know, this is how I did it when I had the same problem, that you had right. Or this is someone I know in my network who could use your services, making connections, having the camaraderie of people in a community.

Mallika Malhotra:

It's so important not to do this work alone. I really do believe that if you have a mentor, or you have a community, or you have both, it's going to accelerate your path to results, because when you're surrounded and you have that energy, you become more of an action taker, because you feel that there's evidence, there's support, there's a system, there's a strategy, there's a formula that someone is sharing with you. And always, at the end of the day, this is what I tell my clients. This is your business. I am here just to advise you and tell you what I think you should do or what I would have done or what I have done. But you have to take that information and apply it to your business the way you see fit, because it's your business at the end of the day. But at least you have, you know, someone else who has their eyes and their brain on your business to help you and guide you along the way.

Aideen Ni Riada:

And it's like you're investing in your business and then your mentor is investing in your business as well. It's like you're giving something that's going to have a return, because sometimes, sometimes we think of you know, okay, spending money on the business, but when there's a return for that money, it's an investment. And I like to remind people that you're investing in your business when you get the help that you need, you get the coach, when you get the advice, the consulting, whatever it might be, and and even listening to this podcast is a form of investing in your knowledge and your understanding. So, at all of you who are listening, I'm very glad that you decided to stay with us today.

Aideen Ni Riada:

Mallika has some amazing offers. She has a mastermind coming up very soon and the doors are open for the brand breakthrough mastermind, so you can find out more about that. I'll be putting the details into the show notes If you're not ready to make a decision on joining Malika's Mastermind. She also has a fantastic offer of a way to help you find your niche in 10 minutes. Tell us a little bit about that.

Mallika Malhotra:

Yeah, so it's called Niche in 10. And what I have found the struggle with niching is like how do I even start? And so what I've done is I have 10 questions that I ask you and I ask you to do it in 10 minutes so that you don't obsess or just think too much. It's kind of rapid fire. You just kind of answer the questions and then I actually have you take all your answers and I give you a chat GPT prompt that will take your answers with the prompt and then it will sort of spit out what your niche could be, or at least give you a little bit of a foundation for you to you know, play with and think about. You can go back and tweak your answers if you need more time, but it's really this idea of getting started and seeing what could my area of expertise be or my target audience could be. So it's a kind of a fun way for you to get started.

Aideen Ni Riada:

Yeah, generating those ideas is your first step, isn't it? It's like doing a mind map or brainstorming yes, get it all out of your head and down on a piece of paper or into a document and go from there. So do you want to tell people a little bit about the masterminds that you have opening soon?

Mallika Malhotra:

Yeah, I'd love to. So this is probably my fourth year running Brand Breakthrough Mastermind. It is my love, my core offer. It's four months and I keep it small. I really don't have more than 15 to 16 people in it because I want people to feel seen and heard and I really treat your business like it's my business. So if you're struggling standing out in your industry, if you feel like that invisible expert that we talked about, you're going to get mentorship over four months where you have hot seat coaching, q&a, trainings all the things that you need to start moving into becoming more of the go-to expert. I help you with positioning and messaging and strategy all the things that you can do to you know. Leverage what you already have, but package it in a way that people only see you as the choice in your industry.

Aideen Ni Riada:

Yeah, and to get that response, that like that immediate response from people that they can, they want you, that's really awesome. I'm excited for your mastermind. Thank you, malika, for joining us today. Is there any last piece of wisdom or anything that you'd like to say to our listeners before we finish up?

Mallika Malhotra:

Yes, well, thank you for having me. I mean, what I would say is don't be afraid to go narrow and to go small, to sort of prioritize your skills and strengths and specialize, because I think you might feel like it puts you in a box, but I do feel like it opens all of these doors for you, because to be seen as the expert and the authority means you have more impact. So, even though it might feel small, that you're being narrow, you actually are creating this deeper connection and this bigger impact with your audience, and that's undeniable and it's very, very powerful.

Aideen Ni Riada:

Thank you so much for that, Mallika. Thank you all for listening. This has been the Resonate Podcast with Aideen. I'm Aideen Ni Riada and I look forward to inviting you to listen to another episode very soon. Take care and goodbye.