Evan Le Clus 00:01

Hello, you are listening to the dare to scale show with me, Evan.

Warsha Joshi 00:03

And me Warsha. This show is about all things scaling, scaling your business, your journey. And you,

Evan Le Clus 00:15

You’re here because you dare to dream dead to dream big. So, sit back and enjoy the conversation, or perhaps even join in.

Warsha Joshi 00:26

Greetings from our desk at the Dare to Scale show. Thank you for joining us on this fabulous episode. We’ve been having this conversation with our guest today already, and I can tell you it is going to be the one to watch out for. Please join us in welcoming a Surbhi Dedhia, to our episode today. Surbhi is the founder of her boutique, digital marketing agency called Digital Genie. And importantly, she’s also a fellow podcaster, having recently launched her own podcast called the making of a thought leader. Surbhi, welcome to the dare to scale show. Finally, after all this time, such a pleasure to have you.

Surbhi Dedhia 01:12

Thank you, Warsha and Evan, it’s absolutely my pleasure to be with you, guys. And importantly on the show.

Evan Le Clus 01:19

Hi Surbhi welcome, and welcome to the show. Really great to have you on. So, tell us a little bit about your story how you got into digital marketing? And how long have you been doing this

Surbhi Dedhia 01:30

Very interesting question to start with, actually, a lot of things in my life are by luck, probably being in the right place at the right time. I graduated from an MBA college did marketing as a specialization and also entrepreneurship. So, I have two specializations. And then I ended up in a market research consulting company, where the position that they were really hiring me for was public relations and corporate communications, they were completely new, they were into the space of expanding into different geographies and public relations happened to me, it was thrown into this whole area of media and you know, getting in touch with people putting word out about this company, all of that. And then another opportunity came around where I had to replicate the same into an events situation, but in completely different geography that was in Asia Pacific. So, I landed up in Singapore, I did the same idea of you know, going to the market promoting talking about the company, bringing audiences together, providing them a platform. And from there, another opportunity again, came around with the whole digital marketing was evolving. So, from a traditional space where we would write press releases, and put advertisements into newspapers and stuff to promote our marketing or promote our company. It went into digital space. So now it was completely collaborative opportunity between me being in Singapore, my team being in India, in Chennai, and this entire global marketing space where we were partnering with each other in our organization, but taking the global vision and applying it locally. So, while that was happening, and it was going on for like probably six or eight years, another opportunity happened where I met this author from the New York Times bestselling book called Uplifting Service, Ron Kaufman. And he says, hey, why don’t you come on board and help me set up my department. And that seemed very different role than what I was used to. It was like, at a startup level from a big MNC global marketing to a startup. But you know, this was here in Singapore. Ron being a global personality, it was really taking all of that to a global level. So really are learning. And again, putting it put applying, all of that I have learned into different situation is in short, how marketing and digital marketing happened to me. I’ve grown into it, I think,

Evan Le Clus 04:05

Absolutely lovely. And you said the unlearn which is one of the key things we talked about in data scale, so unlearn and relearn, what was one of the biggest things you have to take across into your new into the new sort of venture.

Surbhi Dedhia 04:17

So, after this whole, running corporate, or being in corporate marketing, so as to say, when I moved to Dubai, entrepreneurship also happened to me quite by accident. I was taking projects after projects to apply, you know, corporate marketing. And while I was giving it to you, so entrepreneurship was not really on the horizon, and it kind of came around and I think one of the biggest things that I had to unlearn was multitasking. For me when I was in a corporate role, it was so easy to multitask, because I had these resources, team members who would take on with all the things that I had planned or you will all doing, working towards as an entrepreneur. It was after many different failures that I realized, oh, multitasking is not going to work here, isn’t it? So that’s one biggest thing that I had to learn, able to focus on a particular task, able to really put time for different areas of the business is something that I’m still learning, not a pro. But yeah, that’s, I think, what I have really had to learn.

Warsha Joshi 05:24

That’s really good, because I was going to ask you earlier when you said, you move from a multinational to almost at a startup scenario. So, what were specifically now talking about your field of expertise, which is at that stage marketing, because digital marketing exists in the form that it does today? And if it did not, what was that seen in those days? How, first of all, how many years ago was this?

Surbhi Dedhia 05:53

This was about seven years ago. And digital marketing was not at the pace and dynamic state as it is right now. It was, I think, the correct word to describe that phase of time is transitioning. So, a lot of tools and you know, applications were already available. And it was really thought upon as Oh, that’s for the big companies, we are small company, we are not going to be applying that. However, the difference was that Up Your Service around Kaufman’s company was a very forward-thinking futuristic approach in their marketing, they wanted to really invest in goal-based business marketing. First, when I joined, the first thing that we did was rebranding, and you know, having a website and the biggest asset, the digital face of the company to be performing for us to have, you know, all these things that we talked about today, the SEO, the stickiness of the website, building landing pages, all of that we were already doing back, then in a much, I think archaic way, if I can say there were like these tools and applications that we use were very archaic, in that in their user interface. Now, things are much different. So that was the difference I can see. And we’ve grown tremendously in sense of what is available in the market today.

Warsha Joshi 07:14

Yeah, we’ve grown tremendously. And we continue to grow globally, we continue to grow that evolve, I suppose tremendously in that specific field. Now, just so this is clear in my head, as well as some of our listeners, and I will raise my hand first to say, what exactly is digital marketing? Because there is confusion, usually in my head, that is marketing, then there’s digital marketing, and it goes so like you were describing just now, it is a whole rainbow of spectrum, isn’t it? Yes. What is this digital marketing? And how different is it from old school marketing?

Surbhi Dedhia 07:52

Sure. So, I think it is a landscape or canvas, if you can put it in that way. And it is a canvas, which is full of multiple colors, as you rightly mentioned, of a rainbow, it’s a full spectrum, what is majorly different from back then or the traditional marketing is what it offered, when it started was the ability, the insight into what your customers prospects are looking at how they’re behaving on your digital platforms. So that aspect is something which was very different. And now suddenly, the marketers were able to get the seat at the table and really intelligently tell, build a narrative saying that, look, these are the behaviors of your prospects or the customers and this is where sales can actually intelligently close the deal or convert them, right. I think now what has happened, and what I’m increasingly seeing, for companies, small or big, is the whole conversation piece has completely changed the post pandemic, you know, and the whole digital marketing is now kind of seeping into different aspects of an organization, be it customer service, be it building your thought leadership. So that also covers the branding aspect, be it the whole tribe community building, so which is again, prospecting building them into customers. So, it kind of goes into different areas. And marketing becomes like this hub of the spoke, you know, to kind of dry these different campaigns in different areas. So, I think that impact is very meaningful at an organization.

Warsha Joshi 09:32

And this is true, of course, whatever the size of the organization is in it, and whatever stage of development the businesses in that.

Surbhi Dedhia 09:40

Yeah, absolutely. That’s true.

Warsha Joshi 09:42

And now I’m going to take you straight into the SME world. We will let the corporates be for a while because it’s the SMEs were that need most help. That need most guidance that need most hand holding? Because like we say in Dare To Scale, most business owners start a business because they’re good at what they do not so much good at running a business on different aspects of it. And that’s where people like you come in. So, within the SME field Surbhi, and I’m now talking specifically, companies that have gone slightly past the startup stage, were in the SME scaling up stage, in your experience, and because I know you run through Digital Genie, you support a lot of businesses. So, in your experience, what are some of the rookie mistakes that happen? And I know I’m going straight for the juggler by talking about what mistakes we do, because we can talk about till the cows come home about how wonderful things people do. But let’s talk about what are some of the rookie mistakes that we tend to do knowingly or unknowingly? So, what are some of the things that you find when you are starting up with a new client?

Surbhi Dedhia 10:54

Sure, I think this is a fantastic question, and one, which is very, very close to my heart, specifically, because I have seen, from my experience, I have seen the corporate style of implementing it, and also done it on a business that was scaling up SMEs type of business. And now that I’m supporting SMEs, it really helps to see when people don’t make those mistakes, how fast they’re able to leverage digital marketing. So, I think the first point that really comes to my head all the time, is please build a solid foundation. That is one mistake that people often do. And they have everything in their heads. They think that yes, we need marketing. Yes, we have a great partner to work with. But they miss out on the finer points. And I’ll explain that a little bit here. So not having a solid foundation is one of the first rookie mistakes and foundation by foundation, I really mean a marketing foundation. In that I feel the first one is not building a buyer persona. Most of my conversations when I walk into any of a new client is that Do you have a persona that I can see? And they say, no, we sell to everyone. I’m like, let’s take a step back. Can I see about your persona. And that is what is a transformational thing that I find when people have buyer for people, meaning organizations have buyer persona by taking the whole team together and they build it. And what it results directly is that it avoids poor targeting. So why you invest into marketing you have Keep aside a marketing dollar for, you know, building your business. Why not, if you don’t build a buyer persona is definitely not going to help you target better. So please invest in building a great buyer persona. And again, buyer persona is not a onetime build, like a corporate manual and keep it there you kind of grow with it. The second thing for the foundation, I feel is brand building activity. Now it doesn’t just stop at like a fantastic looking logo and a tagline. I feel there are very few and far companies in between I know Warsha your company Platinum VA has done this and I’m in awe of that being whatever size I think just spending time with your team to build a brand personality, tone of voice, keywords, the lingo, the nuances that builds and it seeps into so many different things like having a great culture, people being able to relate to what you’re like the employees being able to release, I think that is a very basic takes not long, but lives for very, very long. And the third part on the building a good foundation is strategy. Marketing Strategy often is just built up as it is on its own. But not with the organisation’s who will say like the top, it is not a top to bottom approach. It is just bottom to top or side to top kind of thing where people just see what others are doing. And they want to just mirror that. Instead, it has to be more strategic, where each of the business unit owner or business founder, business growth team, as I call them, like the CMOS, the CFOs. The CEOs, everybody should sit together and talk about it as a topic. So, strategy is a very important part. And I think what it avoids or what it results in a long term is it allows you to keep on track and avoid the classic shiny object syndrome. Let’s go for the next big app or next social media channel platform that’s coming out. So that really helps to stick to the path. So that’s one of the biggest rookie mistakes in that the next rookie mistake is not being consistent, not being consistent with the messaging, not being consistent with the channels that you are playing in. And also, not being consistent with engagement.

Surbhi Dedhia 15:03

And what all of these inconsistencies do is, they kind of dilute or completely watered down all the foundations that you’ve built in place before. So being consistent is absolutely the key to building a great business with marketing first business, as I call them. And the third rookie mistake is really not measuring. Marketing today is all about applying, measuring and fine tuning. And fine tuning really goes a long way. So, what happens is people say I have this much budget, I’m going to spend on SEO and run with it, or I’ll spend on SEO plus website or social media and run with it. What happens typically, and I see most of the SME’s kind of divide the budget equally in the three or four areas of marketing the top three, four areas. And what I often see is that they don’t see if the SEO is not working, talk that budget in other area, which is working so they don’t adjust or fine tune as they go along. And what I think it results in not doing this mistake is one is patience goes a long way. Marketing is a long-term investment you it is not like a shiny silver bullet that you just apply, and it will work for you. The second thing being measuring allows, is that it allows you the ability to take feedback from the audience allows you the time to get the feedback and go back and apply. And the third thing that it really allows you the if you keep measuring, what it allows you to do is it allows you to be a giant, it allows you to tweak and be flexible and be fast. In getting results from digital marketing.

Evan Le Clus 16:49

Surbhi, you’re talking about measurement. So, for an SME founder, they may or may not have a marketing person there and just saying measuring being agile. It’s kind of scary. Yeah. So, what is the best way to approach that?

Surbhi Dedhia 17:03

Yeah, I think that’s a very, very interesting and a very nice question there. Because you’re right, a lot of times SME founders, being a Lean management organization, they would think I will drop this area, because that’s going to consume a lot of time. And I don’t have the luxury of that. So, I would tell them that look, there are a lot of dynamic tools available today. One of the simplest and the basic that you can apply is Google Analytics to your website, because definitely you have a website at the stage when you are growing. And you want to have the next leap. I’m not saying apply or get a lot of technical tools, which may, like you know, put you in this confusion spot. I’m only saying that be smart about what are the free tools available, look at what is working for you even from the smart tools or the free tools that you will apply initially. Please understand whether what you are receiving as a report or whether what you’re getting at the end of the month, end of the quarter? Does it convey something, is that a trend that you’re seeing? And believe it or not, there are so many people out there who will just look at probably your past six months report and say this is working. This is not this, you know, there are other ways that you can work around it only if you do it. And I think out of everything that you do measuring is the biggest and the most critical right now. Because there is just so much happening in the whole digital marketing landscape that if you don’t know where you’re going, it’s kind of scary, because you just empty in your pocket, putting in dollars for marketing and not measuring it.

Evan Le Clus 18:40

I like that. I mean, there’s a bunch of points buyer persona, building your brand strategy, being consistent, measurement. So, there’s a key sort of message there. It’s being on top of your marketing. So, like Warsha was asking, what are the rookie mistakes? If you’ve definitely covered those? The follow up question was like, so what’s the effect of these mistakes? And I think you’ve covered those beautifully. For the most part, it’s the losing of your budget or you know squandering of the budget, and then essentially sort of getting off track. But I want to take you back to the buyer persona. What’s the key problem there? Or what’s the key outcome of making a mistake with the buyer persona?

Surbhi Dedhia 19:17

You know, this is such a phenomenal question. Somebody asked me this the other day as well. And I’ve made a post about it, because that’s what was the conversation about and I think the biggest mistakes or common mistakes that I’m seeing is people build it, because they think oh, that’s what marketing is supposed to do. Or, you know, the team who’s front ending is supposed to do this, and they build it in a silo. That’s one of the common mistakes. This is going to be used by marketing. So, marketing your marketing team, here you go, go build a buyer persona. Don’t do that. Please build a buyer persona with your growth team or you’re a player within because everybody and anybody in the organization is equally responsible for buyer persona. The second thing common mistake that I find people do is that they build a buyer persona with all the fanfare, and then they just keep it in somebody’s computer in somebody’s folder, they never refer to it, which is criminal. Because if you have spent time going organization wide to build something which is talking about the person that you’re selling towards your customers, it has to be plastered everywhere around, because that will help you, even the front desk person should know when you she’s picking up the phone that this is the buyer persona was called it like you know what I mean? It has to really be applied that way. I think one of the organizations even took it further. And they use this buyer persona as an onboarding process for employees, which is I thought that was really phenomenal. Because then right from the start, the employee knows who they are going to talk to. The third mistake. And again, this is something that they don’t pay attention to is the finer nuances like, you know, they just say psychographic demographic. What about the digital personality of that person today, everything has become so digital like, is the person’s digital avatar, really what you’re thinking. So, it’s very easy to find all this now. But I think what people don’t do is they don’t update the Bios; they make it once and let it sit. And then don’t update. It’s I feel, even if you as a smaller organization, you don’t have the bandwidth to keep doing updating it regularly. At least take a moment from your you know, like the offsite or annual planning meeting, take a moment sit with a bio, talk to people what has changed, or what do they think is going to change for that persona. And I think one of the other mistakes they say that I’m so passionate about this, that I can keep talking about this is that they don’t apply it properly, which means you make the buyer persona, probably know who is your target audience. But then what they do is they just have amongst the whole universe of people out there, they’ll just have like the bullseye target like one persona, they will not have multiple personas, because you’re not selling to only one kind of audience, there are definitely these affiliates, there are definitely there’s influencers, if you will, in your universe that can turn around that can come back, or influence somebody else to become a customer. So, I feel it should don’t build only one persona, build at least two, three. So, then you have your communications can apply to different aspects of it.

Warsha Joshi 22:37

Surbhi, this is so useful. And it’s absolutely brilliant. And to the point, mainly, because this month, I knew very well now, and I think a lot of our listeners know this as well, every two weeks Evan and I go live on LinkedIn. And we pick a topic and turn it into a discussion, right? This time the topic is your strategic or your business is strategic playing field, the sandbox as part of that yes, sandbox but slightly larger than sandbox as well, because it contains the conversation starts from Why do you do? Who do you sell to? what do you sell? Where do you sell? How do you sell? How are your products laddered? So, it’s a fairly wide one of the pinecones to red wood but the foundational toolkits that we use in that scale. And what you’re talking about absolutely fits into one of those very important elements is the Who?

Surbhi Dedhia 23:35

Brilliant, I love this. I’m going to be a part of that LinkedIn live for sure.

Warsha Joshi 23:37

Yes, please be because it’s already turning out to be quite a discussion talking points when Evan and I were making those notes. So, keeping on the first rookie mistake that you broke down into three parts, which is the buyer’s persona, the brand building and marketing strategy. Can you tell us a little bit about the marketing strategy? What does marketing strategy mean? What does it encompass? And how do you know that you’ve got a reasonably well-built marketing strategy in your hand?

Surbhi Dedhia 24:14

I think, the way I would like to approach this question is turn it around a little bit and say that business owners’ founders, marketing is not complex. Why? Because if you are selective about how you’re going to approach and you’re able to use those tools consistently for a period of time, it will give you results. It’s not so complex as it feels or it is painted out there to be, which means that when you design a strategy, for your business, for marketing strategy for your business, you have to be really selective. Now don’t go and copy paste somebody else. As your competitors marketing toolkit or apply all those campaigns that they are doing, firstly, so obviously, if you’ve built a solid foundation, you’re going to be you know where to begin with, you know, who you’re selling to, you know, what your brand is what you’re talking about. So that helps to kind of build into the strategy piece where a lot of unknowns become known variables. The second piece is, well, that thought leadership piece, because you know, you can get a world of applications around. But if you don’t build your thought leadership, like who you are, what are you bringing to the market? what problem are you solving to the for your community, build that tribe, build a community, get out there, put yourself on the digital map, what that does, is that you start getting feedback, you’re building conversations, you start knowing what customers want. So that is the piece. And the, I think the other third piece I feel is get smart, digitally smart. So that’s where I was meaning when I say that don’t go after all the shiny tools that are out there. Think long term, like for one, I can say SEO is definitely long term, which means that if you invest in it, you are going to get results. It builds like that feedback mechanism from the variety of tools available. So, SEO is a great tool to have, if you’re investing invest in SEO, it brings you a lot of data understanding of what keywords people are looking for, what are people searching for? What problems are they typing into the search string? So those kinds of things. Other thing I feel you need to really do is website, make it work for you, which means don’t just put who you are, what you do, what are your pricing, all of that I think give value is very important today, because it’s become such a noisy place. That moment, you are just copy pasting somebody else’s content, or you’re you know, just saying the same thing that is often said, people are turning off. So, you don’t want to get into that space. So that’s how you get smart. You build piece by piece into your digital marketing strategy. I think I covered a lot of ground.

Evan Le Clus 27:13

Totally. So, in terms of that Surbhi, when you say, reposting copy, paste that sort of thing. Are you distinguishing between, say social media where you’re reposting something, as opposed to making your own blog or something on your own website?

Surbhi Dedhia 27:27

And I’m talking really at the strategy level. And thank you for clarifying that. What happens is a lot of business owners may think, oh, somebody is doing AdWords, I’m going to go and do that to copy paste that maybe they’re doing AdWords because they know what people are looking for. So, they have done SEO for a long period of time. And now they are into SEM where they’re doing search engine marketing, like putting money into AdWords and now scaling up differently. You know, classic example. People just get on different social medias. If you go to small business website, they will have a Twitter handle, they will have a LinkedIn page, they will have a Facebook page, probably Instagram, Snapchat, tick tock clubhouse, everything. But when you go on to that individual page, they’re a not updated, very lackluster doesn’t say anything about community engagement, building trust. So, you know, today’s golden rule is now the way you are presenting yourself in the physical world. Are you the same in the digital world? Which means for example, if you’re carrying a Gucci bag or you know, wearing a Prada sunglasses, is your digital avatar doing the same? Is it reflective resonating? It’s just an example hypothetical, like you know, the brand is, but I’m just saying that if your digital avatar is not resonating with your physical avatar, you know, it’s not going to work long term.

Warsha Joshi 28:51

Wow, very nice. And while we’re still talking about this Surbhi, I also want to ask you, what according to you, and I know you’ve actually covered this in different ways. But if you were to summarize this and recap this for our listeners, what are some of the absolutely non-negotiable things that most business owners must do in the marketing aspect, in within their business?

Surbhi Dedhia 29:17

Sure, three points, one solid foundation, build a solid foundation for marketing, two build your thought leadership, thought leadership actually extends even to organization level where you see if there is an individual in your organization who so believes in your product and your service. Give that person an opportunity to talk about in his way in his style on the social platforms, because that also says so much about the company and the culture. And three is please get smart on the digital. Don’t go after all the shiny objects. Go for the social media channel where your audiences if your audiences on Instagram and Facebook to that don’t go on the others where you spread yourself so thin, and you’re not able to keep up to date on the fast pace of this whole dynamic digital marketing.

Warsha Joshi 30:08

Thank you, that is a very, very clear summary. And no doubt, I know it’s gonna be quite useful for everybody who has tuned into today’s episode. And while on that Surbhi, we also want to know a little bit about your podcast do tell us what is it podcast about what do you do over there? And who is it aim for? We are loving your podcast episodes, by the way, and I know our listeners will as well. So, tell us a more

Surbhi Dedhia 30:38

Thank you so much, you know, I believe in this podcast medium. In fact, I have inspired few business owners to start where I see business owner, having the ability or having that story, I really feel that podcast is such a brilliant medium to bring out those stories for an entrepreneur or and also the community, the tribe around that person. So, on the making of a thought leader podcast, the first thing that we talk is the thought leaders are made, not born. So obviously there are a lot of discussion around why thought leadership is relevant today, why you should build how you can go about it. You know, there’s an eight P framework that I talk about. So, all of that plus, I bring entrepreneurs who have done some things really interesting in their journey to build their thought leadership, because obviously, they are not thought leadership is a process a day that you start a podcast or a webinar or a blog post, you don’t become one. And we are definitely not talking about the self-proclaimed thought leaders who says that, hey, I’m a thought leader. So those So, are the kinds of guests I also invite authors, people who are fellow marketers, even who help entrepreneurs think differently about a platform about marketing in a different way. So, it’s a it’s a combination of podcasts, a lot of value. And I think one of the biggest learnings so far that I have got from doing this podcast is this whole conversation is because as an entrepreneur, I felt that I was very lonely. You talk about that a lot. Entrepreneurs are lonely at the top. And it should not be that way. And bringing people on board for podcast, talking to them sharing the listeners giving me feedback about what they liked. And like, is such a conversation, you know, a new avenue that is open for me. So that’s my podcast, and me. I’m pretty young, six episodes in should definitely I’m pretty excited. You can tell from my voice? Of course, of course.

Evan Le Clus 32:36

Totally, Surbhi. I mean, it’s a wonderful journey. In fact, one of those mistakes entrepreneurs that you referred to, we were actually those some of those people who encouraged to go Clus 32:36 ahead and do a podcast. And I think it’s made all the difference to us. because like you said, it’s such a wonderful medium, and you get to meet such interesting people. And they really add value to your life. So, it’s wonderful. So Digital Genie, podcasting, what can we look forward to from you over the next couple of years,

Surbhi Dedhia 33:06

I think what I really am building towards this inspirational piece of body of work where whoever touches Digital Genie, podcast, or however we connect, I want to really inspire them to go out there put yourself because I was in that space a few months ago, where I was hesitant. I knew so much I have this experience, how do I the channels, I was just sitting there doing nothing with it. And when I started doing it, I felt Wow. This is giving me such fresh perspective, from different areas. So, I feel I want to inspire entrepreneurs, business owners to get out there, invest in digital marketing, invest in building your own thought leadership. And when I say invest, it doesn’t really mean you know, invest by spending a lot of money, I feel you can be really smart about doing it differently.

Warsha Joshi 34:03

Very nice. And we’re looking forward to the next few years. To see all these brilliant and inspirational in your own words body of work that you are creating. I echo Evans words earlier when you said yes, we are one of those people who you said go ahead start a podcast and here we are 27 episodes later. I know look how time flies. 27. Yeah, this is funny sound funny eight episodes. What a brilliant, brilliant journey. It has been so far. And you do get to meet some phenomenal people out there who are doing great work. Eventually, we found you and made sure that you had the time to come as a guest on our show today.

Surbhi Dedhia 34:54

Such a pleasure. This is Thank you.

Warsha Joshi 34:56

It has been. Now hold on. You’re not going anywhere just yet because the real question hasn’t been asked yet. You know, in Dare To Scale was a no matter what happens we all have an I dare to statement hidden inside us. We usually show it in our work we usually say it in in not quite these many words. But if you were to today, talk about your I dare to statement, what would that be?

Surbhi Dedhia 35:22

Yeah,I think I came prepared with this because I’ve seen so many, not seen heard so many episodes of Dare To Scale, and I’m so inspired by everybody’s dare. And I’m like, Oh my god, that statement sounds interesting. And this statement sounds interesting. And then I said, hang on a minute, I have a dare already. I dare to inspire entrepreneurs to build their thought leadership with modern marketing tools.

Warsha Joshi 35:47

Fantastic. And who better to do this with than Surbhi Dedhia? Our own Surbhi,who is growing her company her own individual thought leadership, so beautifully. Surbhi, I know straight after this episode, people are gonna want to get in touch with you. Where and how, please tell us, we will of course put all the links that you give us on the show notes. But where does that one place that people can click and say, Hey, Surbhi, we need to talk.

Surbhi Dedhia 36:17

Perfect. I am on LinkedIn, because that’s where my audiences is. Remember, That’s what I said be where your audiences is. Okay, so online, people can find me as Surbhi Dedhia my full name. I’m also on Twitter as Surbhi Dedhia. And of course, welcome to listen to my podcast, which is the ’Making of a thought leader podcast.’ It’s available on all podcast players. If you’re in Dubai and fancy a cup of tea or coffee, just ping me, drop me a note and we should be able to meet up I’m fully vaccinated.

Warsha Joshi 36:39

Hey, if you really again, you are vaccinated, that is wonderful to hear and you want a phenomenal coffee that you’ve ever had, because the conversation will make that coffee, go take up Surbhi on that offer, because what you will walk away with his brilliance beyond experience, anything that you have experienced before. So Surbhi, thank you very much for opening that channel up for some of our listeners.

Surbhi Dedhia 37:17

Thank you, Warsha. You’re so kind.

Warsha Joshi 37:19

No, thank you, my goodness, because we have firsthand experience what that coffee means, so, takes Surbhi up on that offer. Surbhi, Thank you. Thank you so much for taking the time. Thank you for sharing your brilliant experience with our listeners, particularly in this topic that can get muddled quite easily and quite quickly.

Surbhi Dedhia 37:41

Yes, I want to say don’t get muddled. It’s not as complex as it seems

Evan Le Clus 37:43

Surbhi, it’s been an absolute pleasure as always. And I take some courage in the fact that you said it’s not as complicated as you think. I mean, a lot of it is practice, I guess. Yes. But it gives me hope, you know that we can one day sort of follow in your footsteps.

Surbhi Dedhia 37:58

Thank you. You are generous, Evan, thank you

Warsha Joshi  38:02

Surbhi until we meet next time, which we are hoping it will be at one of our power hour later this month. So, we’ll keep talking. Brilliant.

Surbhi Dedhia 38:12

Keep talking. Absolutely. My pleasure. Warsha always with you guys. It’s so inspirational. I love all that you do. So, keep it up.

Warsha Joshi 38:20

Thank you so much such wonderful kind words. And on that note what a note to end the episode in. Thank you for joining us, everybody. This is Surbhi Dedhia. And remember to join us on our LinkedIn live when we bring Surbhi, back to the screens from our desk to yours.

Warsha Joshi 38:58

Thank you for joining us and for listening, all the way through to get the show notes, The transcription, and of course to subscribe visit daretoscale.fm.

Evan Le Clus 39:09

The success of the show is thanks to you. So please keep the five-star reviews coming. Remember to share this with your network, and keep the community expanding. Catch you in our next episode and in the meantime, keep daring and keep growing.