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26 – All Things Marketing with Surbhi Dedhia

All Things Marketing with Surbhi Dedhia

Episode #26 | All Things Marketing with Surbhi Dedhia

We are so excited to welcome our guest, Surbhi Dedhia on this episode. Surbhi is the founder of Digital Genie, a boutique marketing company, and also the host of her own podcast, The Making of a Thought Leader. Her expertise as a digital marketer has helped large organisations – including author Ron Kaufman – to execute complex marketing strategies.

In this episode, she shares her learnings and experiences as a digital marketer and how businesses – large or small- can leverage modern marketing to create value for their consumers.

Episode Highlights:


Guest Pages:

Twitter :      www.twitter.com/surbhidedhia

Company Pages:

Website:     www.digitalgenie.co/

Website:     www.jotmybio.com/

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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.

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Terms and Conditions

These terms and conditions outline the rules and regulations for the use of Dare To Scale Website.

PO Box 74687, Dubai, UAE

By accessing this website, we assume you accept these terms and conditions in full. Do not continue to use Dare to Scale website if you do not accept all of the terms and conditions stated on this page.
The following terminology applies to these Terms and Conditions, Privacy Statement and any or all Agreements: “Client”, “You” and “Your” refers to you, the person accessing this Site and accepting the Company’s terms and conditions. “The Company”, “Ourselves”, “We”, “Our” and “Us”, refers to our Company, Dare to Scale. “Party”, “Parties”, or “Us”, refers to both yourself and ourselves, or either yourself or ourselves. All terms refer to the offer, acceptance and consideration of payment necessary to undertake the process of our assistance to you in the most appropriate manner, whether by formal meetings of a fixed duration, or any other means, for the express purpose of meeting your needs in respect of provision of the Company’s stated services/products, in accordance with and subject to, prevailing law and exclusive jurisdiction of the English Courts of the Dubai International Financial Centre (“the DIFC Courts”), Dubai, United Arab Emirates. Any use of the above terminology or other words in the singular, plural, capitalisation and/or he/she or they, are taken as interchangeable and therefore as referring to same.


We employ the use of cookies. By using the Site, you consent to the use of cookies in accordance with the Site’s privacy policy.
Most of the modern day interactive web sites use cookies to enable us to retrieve user details for each visit. Cookies are used in some areas of our site to enable the functionality of this area and ease of use for those people visiting. Some of our third party plug-ins, affiliates or advertising partners may also use cookies.


Unless otherwise stated, the Company and/or its licensors own the intellectual property rights for all material on the Site. All intellectual property rights are reserved. You may view and/or print pages from the Site for your own personal use subject to restrictions set in these terms and conditions.

You must not:

– Republish material from Dare to Scale Site.
– Sell, rent or sub-license material from Dare to Scale Site.
– Reproduce, duplicate or copy material from Dare to Scale Site.
-Redistribute content from the Site (unless content is specifically made for redistribution).

User Comments

1. This Agreement shall begin on the date hereof.

2. Certain parts of this website may offer the opportunity for Users to post and exchange opinions, information, material and data (‘Comments’) in areas of the website. Dare to Scale does not screen, edit, publish or review Comments prior to their appearance on the website and Comments do not reflect the views or opinions of Dare to Scale, its agents or affiliates. Comments reflect the view and opinion of the person who posts such view or opinion. To the extent permitted by applicable laws Dare to Scale shall not be responsible or liable for the Comments or for any loss cost, liability, damages or expenses caused and or suffered as a result of any use of and/or posting of and/or appearance of the Comments on this website.

3. Dare to Scale reserves the right to monitor all Comments and to remove any Comments which it considers in its absolute discretion to be inappropriate, offensive or otherwise in breach of these Terms and Conditions.

4. You warrant and represent that:

a. You are entitled to post the Comments on our website and have all necessary licenses
and consents to do so;

b. The Comments do not infringe any intellectual property right, including without limitation copyright, patent or trademark, or other proprietary right of any third party;

c. The Comments do not contain any defamatory, libelous, offensive, indecent or otherwise unlawful material or material which is an invasion of privacy

d. The Comments will not be used to solicit or promote business or custom or present commercial activities or unlawful activity.

e. You hereby grant to the Company a non-exclusive royalty-free license to use, reproduce, edit and authorize others to use, reproduce and edit any of your Comments in any and all forms, formats or media.

Hyperlinking to our Content

1. The following organizations may link to our Site without prior written approval:
– Government agencies;
– Search engines;
– News organizations;
– Online directory distributors when they list us in their directory may link to our Site in the same manner as they hyperlink to the Web sites of other listed businesses; and
– System-wide Accredited Businesses except soliciting non-profit organizations, charity shopping malls, and charity fundraising groups which may not hyperlink to our Web site.

2. These organizations may link the home page, of our Site to publications or to other Web site information so long as the link: (a) is not in any way misleading; (b) does not falsely imply sponsorship, endorsement or approval of the linking party and its products or services; and (c) fits within the context of the linking party’s site.

3. We may consider and approve in our sole discretion other link requests from the following types of organizations:

– commonly-known consumer and/or business information sources
– dot.com community sites;
– associations or other groups representing charities, including charity giving sites,
– online directory distributors;
– internet portals;
– accounting, law and consulting firms whose primary clients are businesses; and
– educational institutions and trade associations.

We will approve link requests from these organizations if we determine that:

(a) the link would not reflect unfavourably on us or our accredited businesses (for example, trade associations or other organizations representing inherently suspect types of business, such as work-at-home opportunities, shall not be allowed to link);

(b)the organization does not have an unsatisfactory record with us;

(c) the benefit to us from the visibility associated with the hyperlink outweighs the absence of Dare to Scale; and

(d) where the link is in the context of general resource information or is otherwise consistent with editorial content in a newsletter or similar product furthering the mission of the organization.

These organizations may link to our home page, to publications or to other Web site information so long as the link:

(a) is not in any way misleading;
(b) does not falsely imply sponsorship, endorsement or approval of the linking party and it’s products or services; and
(c) fits within the context of the linking party’s site.

If you are among the organizations listed in paragraph 2 above and are interested in linking to our website, you must notify us by sending an email to marketing@daretoscale.com. Please include your name, your organization name, contact information (such as a phone number and/or e- mail address) as well as the URL of your site, a list of any URLs from which you intend to link to our Web site, and a list of the URL(s) on our site to which you would like to link. Allow two to three weeks for a response.
Approved organizations may hyperlink to our Web site as follows:

– By use of our corporate name; or
– By use of the uniform resource locator (Web address) being linked to; or
– By use of any other description of our Web site or material being linked to that makes sense within the context and format of content on the linking party’s site.

No use of the Company’s logo or other artwork will be allowed for linking absent a trademark
license agreement.


Without prior approval and express written permission, you may not create frames around our Web pages or use other techniques that alter in any way the visual presentation or appearance of our Web site.

Content Liability

We shall have no responsibility or liability for any content appearing on your Web site. You agree to indemnify and defend us against all claims arising out of or based upon your Website. No link(s) may appear on any page on your Web site or within any context containing content or materials that may be interpreted as libelous, obscene or criminal, or which infringes, otherwise violates, or advocates the infringement or other violation of, any third party rights.

Reservation of Rights

We reserve the right at any time and in its sole discretion to request that you remove all links or any particular link to our Web site. You agree to immediately remove all links to our Web site upon such request. We also reserve the right to amend these terms and conditions and its linking policy at any time. By continuing to link to our Web site, you agree to be bound to and abide by these linking terms and conditions.

Removal of links from our website

If you find any link on our Web site or any linked web site objectionable for any reason, you may contact us about this. We will consider requests to remove links but will have no obligation to do so or to respond directly to you.

Whilst we endeavour to ensure that the information on this website is correct, we do not warrant its completeness or accuracy; nor do we commit to ensuring that the website remains available or that the material on the website is kept up to date.


To the maximum extent permitted by applicable law, we exclude all representations, warranties and conditions relating to our website and the use of this website (including, without limitation, any warranties implied by law in respect of satisfactory quality, fitness for purpose and/or the use of reasonable care and skill). Nothing in this disclaimer will:

1. limit or exclude our or your liability for death or personal injury resulting from negligence;
2. limit or exclude our or your liability for fraud or fraudulent misrepresentation;
3. limit any of our or your liabilities in any way that is not permitted under applicable law; or
4. exclude any of our or your liabilities that may not be excluded under applicable law.

The limitations and exclusions of liability set out in this Section and elsewhere in this disclaimer: (a) are subject to the preceding paragraph; and (b) govern all liabilities arising under the disclaimer or in relation to the subject matter of this disclaimer, including liabilities arising in contract, in tort (including negligence) and for breach of statutory duty.

To the extent that the website and the information and services on the website are provided free of charge, we will not be liable for any loss or damage of any nature.


This Privacy Policy governs the manner in which The Dare to Scale website (“Site”) collects, uses, maintains and discloses information collected from users (each, a “User”) of the Site.

Personal identification information

We may collect personal identification information from Users in a variety of ways, including, but not limited to, when Users visit our Site, register on the Site, fill out a form, respond to a survey, and in connection with other activities, services, features or resources we make available on our Site. Users may be asked for, as appropriate, name, email address, phone number. Users may, however, visit our Site anonymously. We will collect personal identification information from Users only if they voluntarily submit such information to us. Users can always refuse to supply personally identification information, except that it may prevent them from engaging in certain Site related activities.

Non-personal identification information

We may collect non-personal identification information about Users whenever they interact with our Site. Non-personal identification information may include the browser name, the type of computer and technical information about Users means of connection to our Site, such as the operating system and the Internet service providers utilized and other similar information.

Web browser cookies

Our Site may use “cookies” to enhance User experience. User’s web browser places cookies on their hard drive for record-keeping purposes and sometimes to track information about them. User may choose to set their web browser to refuse cookies, or to alert you when cookies are being sent. If they do so, note that some parts of the Site may not function properly.

How we use collected information

Dare to Scale may collect and use Users personal information for the following purposes:

To run and operate our Site
> We may need your information display content on the Site correctly.

To improve customer service
> Information you provide helps us respond to your requests and support needs more efficiently.

To improve our Site
> We may use feedback you provide to improve our centre.

> To send periodic emails
We may use the email address to respond to their inquiries, questions, and/or other requests.

How we protect your information

We adopt appropriate data collection, storage and processing practices and security measures to protect against unauthorized access, alteration, disclosure or destruction of your personal information, username, password, transaction information and data stored on our Site.

Sharing your personal information

We do not sell, trade, or rent Users personal identification information to others. We may share generic aggregated demographic information not linked to any personal identification information regarding visitors and Users with our business partners, trusted affiliates and advertisers for the purposes outlined above.

Changes to this privacy policy

Dare to Scale has the discretion to update this privacy policy at any time. When we do, we will post a notification on the main page of our Site. We encourage Users to frequently check this page for any changes to stay informed about how we are helping to protect the personal information we collect. You acknowledge and agree that it is your responsibility to review this privacy policy periodically and become aware of modifications.

Your acceptance of these terms

By using this Site, you signify your acceptance of this policy. If you do not agree to this policy, please do not use our Site. Your continued use of the Site following the posting of changes to this policy will be deemed your acceptance of those changes.

Contacting us

If you have any questions about this Privacy Policy, the practices of this Site, or your dealings with this Site, please contact us.

This document was last updated on 13 September 2020.


Effective: May 25, 2018
Dare To Scale uses cookies on https://daretoscale.com and affiliated websites (collectively the “Site”).

Our Cookies Policy explains what cookies are, how we use cookies, how third-parties we partner with may use cookies on the Site, and your choices regarding cookies. Please read this Cookies Policy in conjunction with our Privacy Policy, which sets out additional details on how we use personal data and your various rights.

What are cookies

A cookie is a small file which asks permission to be placed on your computer’s hard drive. Once you agree, the file is added and the cookie helps analyse web traffic or lets you know when you visit a particular site. It also allows the Site or a third-party to recognize you and make your next visit easier and the Site more useful to you. Cookies allow web applications to respond to you as an individual. The web application can tailor its operations to your needs, likes and dislikes by gathering and remembering information about your preferences.

Essentially, cookies are a user’s identification card for the Dare To Scale servers. Web beacons are small graphic files linked to our servers that allow us to track your use of our Site and related functionalities. Cookies and web beacons allow Dare To Scale to serve you better and more efficiently, and to personalize your experience on our Site.

If you do not agree with our use of cookies, then you should either not use this site, or you should delete our cookies once you have visited the site, or you should browse the site using your browser’s anonymous usage setting (called “Incognito” in Chrome, “InPrivate” for Internet Explorer, “Private Browsing” in Firefox and Safari etc.)

We use traffic log cookies to identify which pages are being used. This helps us analyse data about web page traffic and improve our website in order to tailor it to customer needs. We only use this information for statistical analysis purposes and then the data is removed from the system.

Overall, cookies help us provide you with a better website by enabling us to monitor which pages you find useful and which you do not. A cookie in no way gives us access to your computer or any information about you, other than the data you choose to share with us.

You can choose to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. This may prevent you from taking full advantage of the website.
If you don’t want to receive cookies, you can modify your browser so that it notifies you when cookies are sent to it or you can refuse cookies altogether. You can also delete cookies that have already been set.

If you wish to restrict or block web browser cookies which are set on your device then you can do this through your browser settings; the Help function within your browser should tell you how. Alternatively, you may wish to visit www.aboutcookies.org, which contains comprehensive information on how to do this on a wide variety of desktop browsers.

How Dare To Scale uses cookies

When you use and access the Site, we may place a number of cookies files in your web browser.

Dare To Scale uses or may use cookies and/or web beacons to help us determine and identify repeat visitors, the type of content and sites to which a user of our Site links, the length of time each user spends at any particular area of our Site, and the specific functionalities that users choose to use. To the extent that cookies data constitutes personal data, we process such data on the basis of your consent.

Cookies can be “persistent” or “session” cookies.

We use both session and persistent cookies on the Site and we use different types of cookies to run the Site:

  • Essential cookies. Necessary for the operation of the Site. We may use essential cookies to authenticate users, prevent fraudulent use of user accounts, or offer Site features.
  • Analytical / Performance cookies. Allow us to recognize and count the number of visitors and see how visitors move around the Site when using it. This helps us improve the way the Site works.
  • Functionality cookies. Used to recognise you when you return to the Site. This enables us to personalise our content for you, greet you by name, and remember your preferences (for example, your choice of language or region).
  • Targeting cookies. Record your visit to the Site, the pages you have visited, and the links you have followed. We will use this information to make the Site and the more relevant to your interests. We may also share this information with third parties for this purpose.

Third-party cookies

In addition to our own cookies, we may also use various third-party cookies to report usage statistics of the Site and refine marketing efforts.

  • Tracking cookies. Follow on-site behavior and tie it to other metrics allowing better understanding of usage habits.
  • Optimization cookies. Allow real-time tracking of user conversion from different marketing channels to evaluate their effectiveness.
  • Partner cookies. Provide marketing conversion metrics to our partners so they can optimize their paid marketing efforts.
  • Google Analytics. We use this to understand how Dare To Scale is being used in order to improve the user experience. Your user data is all anonymous. You can find out more about Google’s position on privacy as regards its analytics service at Google Privacy Overview
  • Facebook Advertising. We use Facebook advertising conversion tracking and re-targeting pixels, which allows us to collect or receive information from your website and elsewhere on the internet and use that information to provide measurement services and target advertising.

What are your choices regarding cookies?

If you’d like to delete cookies or instruct your web browser to delete or refuse cookies, please visit the help pages of your web browser.

Please note, however, that if you delete cookies or refuse to accept them, you might not be able to use some or all of the features we offer. You may not be able to log in, store your preferences, and some of our pages might not display properly.

Most web browsers allow some control of most cookies through the browser settings. To find out more about cookies, including how to see what cookies have been set, visit www.aboutcookies.org or www.allaboutcookies.org.
Find out how to manage cookies on popular browsers:
Google Chrome
Microsoft Edge
Mozilla Firefox
Microsoft Internet Explorer
Apple Safari

To find information relating to other browsers, visit the browser developer’s website.
To opt out of being tracked by Google Analytics across all websites, visit Google Analytics Optout.

We are planning to enhance our cookie tool to allow users to more easily change their cookie settings after their initial choice.