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Unapologetically Canadian
Unapologetically Canadian

Episode 13 · 2 years ago

Step into the Spotlight with Tsufit

ABOUT THIS EPISODE

Experienced branding expert, speaker and author Tsufit shares tons of stories. We began with a hilarious little anecdote about an interview beginning on the wrong foot and continued through discussions about how she's helped entrepreneurs from all walks of life tighten their message and improve business. Get hints about how you can present your work with confidence and humour. Check out the show notes at https://traceyarial.com/blog/tsufit.

My name is Tracy Ariel and I am unapologetically Canadian, and today we are speaking with see feet. Actually, I should ask you. How do you say your first name? I only we've only been looked to speaking to each other online, so I only ever get to see how it's how it looks. Well, and how does it look? Really Fascinating. It's felled tsu fi t and it's pronounced two feet, two feet, and I'll tell you. I do a ton of radio interviews, podcast interviews, and a few years ago I was doing a what they called terrestrial radio, what some people think of his real radio, you know, with a radio station, but it was. But it was done at my in my phone, and she asked me before the show the same question. You know, usually people ask me off the air, as you did, and I said save it because I have a story. So anyway, she asked me how you pronounce the name and I said it because she was calling me to fit and I said no, no, it's two feet, feet, feet, like feet. So she wrote down feet right. So, no, no, no, listen it. So so that's what she wrote down. So anyway, so we start the show. Hello everybody, and welcome to the show and today our guest is award winning author to foot. So she she remembered, and it was live, by the way, because this is like radio. So she remembered the feet part. She just didn't get the not uncompletely yours, to foot. So yeah, there you go. And so where does the name come from? What does it mean? It's a Hebrew a Hebrew name, and it means humming bird or Sun Bird. And Yeah, and there was once an article in a Canadian newspaper in Ottawa that open, I think was the Ottawa Sun. It open with something like her name means to fied and or, and it makes sense because her wings are flopping so quickly you can't even see the move, or something like that. And that's because your specialty is actually getting people to shine brightly. It's a fabulous can you tell me a little bit about what got you into your specialty and how you actually became known in basically worldwide? I mean, I didn't even know you're a Canadian until you posted a recent email to your list, because I've been following you for years and you just you said something about being in Toronto and I'm like, wait a minute, she's Canadian. I had no idea. So that's what scored me this show. All Right, okay, so sure. Yeah, I grew up here. I've lived pretty much my whole life here. I was born overseas. I was born in Israel and went to the US when I was about three. My brother was born there, and then came to Canada, where my sister was born, and I've lived here ever since. When I was a kid, I use us to, you know, as to perform with neighborhood kids and then I was in, you know, the folk club and the high school musical and then the city ten theater and musicals and then university and all that stuff, and eventually did a professional music CD and ended up on national TV in a Canadian Sitcom for four years as the comedially evil cafeteria lady. Her name was Ludmila Kropolnik, and so yeah, I did that and, you know, had four baby daughters and four years I had been a lawyer, civil litigation lawyer, before that when I had my kids, and then after that I thought, you know what, now it's time for me to go for it, for me to follow my dream, and so I did, putting out, you know, performing on stage and singing at festivals and TV and and doing this music CD and...

...but then I had four kids and like a thousand or five hundred CDs in my basement. So I had to learn how to market and, you know, how to get these CDs out into the world and how to get publicity. So I got a ton of publicity and I got, you know, I was able to sell a lot of the CDs and people start asked me how to do that. How do you make top album lists on radio around the world, you know, in the folks are in the world music genre. And so I slowly started coaching other you know, I thought I would coach people in creative industries, like music, whatever, but it ended up by more coaching entrepreneurs, maybe because they had the money to pay for it, or we're willing to pay for it, because it was a business expense for them. And so for the last I don't know, seventeen, eighteen years, however long it is, I have been coaching entrepreneurs for the first few few years to follow their dreams like I did, you know, to I left law for the limelight. So I was coaching them to figure out what they wanted to be when they grew up and you know, often a very, very often a second career. You know, maybe the an accountant wants to leave to be a skydiver, who knows what it is. And but then it became very clear that, you know, it's one thing to follow that dream, but it's another thing to support you for a little. Babies doing it right. Jan are another unapologetically Canadian person. Very funny woman, actually, Singer, said that Canada's the only place where you can headline at Maple Leaf Gardens and still have to take the subway home. You know, you don't have to explain that when I'm interviewed on American shows, but I think in Canada we all get it right. Canada's not I mean bear naked ladies. Also, Canadian had to go to the US to get famous. I mean you could have seen them many Monday night on Queen Street, but no, they had to go and be in the background elrose place or whatever it is that they did to get famous. Soo and Margaret Lottery, I used to a bobby, bobby Wiseman, used to go to fat Alberts where I used to sing a little underground cafe in a church. And Yeah, that's a lot of FRONTO. Maybe I saw you seeing there and maybe you did. So anyway, it's that. That's kind of brings us to today. I did it for the first few years and then people said, well, can't you just write a book? So I wrote a book called step into the spotlight, a guide to getting noticed. You know, it's recent. I was recently overseas and I don't usually check my you know, my voicemail, my email, whatever when I'm overseas, but I had this voicemail from this very irate Canadian guy and he said to me, you know, Tafida, I'm a follower of your work and I'm a big Fan and I'm in your group and your linkedin group whatever, but I have an issue with you. Why are the spellings in your book American spellings? Like this is the issue, and I had to explain to my brother, to explain to my brother why I'm calling long distance from Israel to this guy that I've never met. I don't know. I personally called the guy and he was shocked that I called him. He I don't think he even knew I was calling from overseas, that he was shocked I personally called him to explain why I used American spellings. And the reason I used American spellings is because not everybody in Canada is unapologetically Canadian. A lot of people in Canada you kind to have to get known in the world, like, like you said, you know, you, you thought I was worldwide whatever, and I am. I do. I do think of myself as, you know, an international person, but you kind of have to get known elsewhere before people in Canada take you seriously. So the spell you know, Color Cooler, you know. And it's funny because when I post online I do use the you and then in brackets I always put yeah, I'm Canadian. You know, just it's too but in the book I thought, you know what, I want the book to be international and US is kind of where it's at. So anyway, that's a little bit of a backstory. I'll let you yeah, yeah, actually, and we're going a client a vote of on a book right now too, and we've decided to go with this American spellings for...

...the same reason, because most of the world will accept American expellings, but Americans won't accept to other spellings. So it's like it's easier if you want to be going. I remember being there and there. Well, yeah, US is kind of considered international. When I was I was in the states and grade nine for a year. My Dad was a he, rest in peace, was a math professor and we were there for a year for his sabbatical. They didn't know who our prime minister was. I mean there were times that I didn't know who our prime minister I mean I know every you know, I know the senators in the US. I watch the the democratic debates in the US, but the Canadian I just don't. You know, it's really weird. How I mean we had to have to. You know, I talked about branding a lot, as you know, in marketing and one of the things that I find interesting is that we had to have two Americans. I think it was dawn green and I forget the other guy's name, Michael. Somebody maybe define Canada for us with Maple leafs and beavers whatever, with their roots company, Right Rus, like Canadian company people. They're from Detroit, right, I know. I mean I think they went to camp here something and you know Budman, Michael Budden, they went to camp here and I guess they could. But the but our Canadian identity is formed by, you know, American and it's only very recently that I have come to appreciate that I'm Canadian, because when I was younger, I used to think of us as you know, the baby brother of you at like we didn't have McDonald's here. We had the Red Barn. I Read Barn Burn. I love the Red Bird. Yeah, there was I won't say it on the air, but there was some kind of anyway, I won't say it, but anyway. But but I used to it. When we got McDonald's, we became legit right, like we, you know, when starbucks came, when Walmart came. And now I'm thinking, wait a second, now I embrace it. Now I look out, I'm looking out as I'm speaking to you, at the most gorgeous green trees. Everywhere I walk is green and big and beautiful. But you know what this is really it's interesting because your show is called on Apodit apologetically Canadian and my expertise is branding and Canada had a bit of a branding issue and now I think we're doing great at it right, especially with this whole not my president thing, and I'm not going to I'm not going to get political. But, and hopefully this will be an evergreen podcast and and people will say who and they will have no idea what we're talking about. But but you know, Canada has recently upped itself on the international marketplace, but when I was growing up we were like Midge, not Barbie. You know, Midge was the best friend that nobody's ever heard of it. I remember for my birthday I got Mitch. I didn't get Barbie, I got me. You know, I was not tell her more what, sorry, would I got Midge to? Oh my God, mix sisters. I didn't appreciate it the time. I'm thinking, why he midge? WHO's Midge like? What are you giving me? Mitch, Mite would spot me's best friend. You know, there was Ken and then Barbie and there was probably a sale. I'm going the most skip. There was skipper. No on knowing that, knowing my family, that was probably a sale on midges. So you could get it. I'm in Quebec to so having a podcast called UN apologetically Canadian is particularly rebellious here, because the last question is I think I warned you will be. Do you consider yourself Canadian? and not everybody says yes, it's a. It always creates an interesting conversation. That's all the lot I'll have to and thanks for the warning. I'll have to come up with a good answer by then, but I'll forget about it for now. All right, it is and there is and my my annoyances when everyone says the rest of Canada here, I'm really...

...quite annoyed. I'm like, what do you mean the rest of Canada? Well, you know what I have to tell you? When I was applying to law school, not law school before law school, when I was applying to Undergrad, I got a nice scholarship offer from McGill and did not get initially didn't get a scholarship from Youve T, and my dad said go to you T. I mean like, it was pretty unstay, was it? Things were unstable at that time. Yeah, yeah, yeah, it's not unstable anymore. I mean it's yeah, you know, but at that time it at that time it was. Now it's I mean it's gorgeous, but enough about you. Let's talk about me small. Well, actually, what I wanted to talk to you about the king to say, isn't that? Well, it's fabulous. I do want to talk to you about your branding. Expertise, because I find I learned about you because of your linkedin group, which has been going on for quite a while and isn't as active now as it was then, but I just found it fascinating some of the experiences that you talked about on that group. What are your three or maybe well, let's start with your favorite solution that you've helped someone find when it comes to any for everything. Before we before we get to that, let's just correct what you just said. We're as active as ever in our linkedin group, which you can see at spotlight group DOT Biz. The challenge that we're having there is that Linkedin is not sending notifications in the way that they used to. So people are for making a little bit more challenging to to find. You know, we can't search our group the way we I mean they made a lot of changes in the fall, you know, the if it ain't broke, don't fix it kind of changes. It wasn't broken, they fixed it. But that said, we've managed to attract the WHO's who who will to the group, not just people like you, but you know, the Entrepreneur, Entrepreneur magazine editor in chief, and that's what winners where any water active. We are active. We you know, we'd like to be. I'm one of the to get more notifiction sent out. But now that's why I'm one of those people who doesn't see it often enough. Because it linkedin. I didn't know what our you know what our members do. I created a forward www dot group, dot biz be I said, and by the way, any of your listeners who want to join our group go to spotlight group Dot bis send a request to join in. If I like you, maybe I'll let you in the group now. Actually, if you tell me your friend of Tracy's or if you had a Midge doll, your right away anyway. But but so the group, the group is very active and people what they do is they keep that spotlight group Dot bizz forward on their ask top and they're in there every single day. In fact, the Huffington Post business wrote about us as being one of the few linkedin groups that has not become a ghost town. In fact, Linkedin itself has contacted me several people at Linkedin and work for Linkedin and interviewed me about how I keep the group so engaged in. In fact, very recently one of them said that she was interviewed for a big US magazine and she mentioned dark group as being one that embodies the you know, the purpose of Linkedin. But Anyway, to answer your question, you asked about solutions. What you want to wear in a little well, what I wanted to just talk about was you, because your specialty is helping people get attention on their brand and and get the right kind of attention, and so I just wanted to talk about one of the solutions that you've come up with with people, because you're constantly, I mean with the thing I love about your group is that everybody talks about personal stories all the time and they talk about how they've solved something for themselves or for others, and you're one of those people who always is mentioning an interesting story. So I thought it would be fun to talk about one of whatever one you think would be fun to talk about for the right now. Sure, sure, I mean, I'll just give you an example of one of my clients. But I have to say I mean like if you want to...

...be, I can be general and I can particular. I mean, let me start with general for a second and then I'll tell you one or two particular stories. It's at work. That's perfect, okay. So in general, if you want to get attention for yourself, for your brand, obviously the things to do are get out there and speak, you know, speak to networking groups, speak to business groups, speak at conferences, whatever. If you want to know how you get speaking engagements, for me, I went to business networking events, did a really good thirty seconds. I thought of it like a thirty second show, and people started asking me to speak, you know, paid engagements, not paid engagements, depending who the audience was. If it made sense, I did it. Even, you know, key noted a bunch of conferences and many of those came from just going to the local chamber of Commerce, Board of Trade, BNI, whatever it is, Latip, and just do thirty seconds. So that's one way. The other way is to write a book, which, as you know, I did, step into the spotlight, a guide to getting noticed. Or start writing articles and get them on you know, article distribution sites, get them on other people's blogs, do it on Linkedin, whatever. Be Active in social media, joint groups. I'm a member of other groups as well, not only my own, and and maybe, you know, create your own platform like I did with the linkedin group. So those are kind of general ways that you can get noticed and get known. Make sure when you open your mouth that there's some that there is story. You mentioned story, that there is a story to it, that there is some color, some flavor, some humor, something you know that makes it stand out. I have so many clients who are like coaches or financial advisors in the same the same old boring stuff as everybody else. That's not going to get you notice. To get a little more particular. Give you a couple examples of how I help my clients do exactly that. I had a client who came to me because she she had a speaking bureau, but she was not a professional speaker herself, Speakers Bureau and but she was invited by one of the professional speakers associations to come give a speech because she ran this bureau and she came to me because she said Sofie, I don't want to look bad in front of these people. In my speech is kind of dry and boring. And I said to her, well, yeah, you're right here. Speech is dry and boring. Let's see what we can do about it. I'm not very good at tying up the truth in a pretty red ribbon. I just tell it like it is. So what we did was I asked her about, you know, her story. I asked her, you know, tell me about you. Tell me about you as a kid. What did you do? How was your childhood? And she said, well, she grew up on a tomato farm and she used to help her dad pick tomatoes and take them to market. And I said, well, that's interesting and that can help us add some color, because tomatoes are colorful. Right there read you can visualize them, and so we made this analogy between tomatoes and speakers and we said in her speech that some speakers are just seedlings and they're not ready for market, they're just growing, others are still too green to go to market, others are ripe and plump and juicy and ready for market and other tomatoes are just playing Rott just like some speakers. So she used that, she used that analogy. We're dressed her up in some Red Gingham or whatever it was. She went to this thing and she was a hit. She said that was a lineup of people waiting to speak to her afterwards. So any one of us can do this. I had another client who used to go to the networking events and she do her thirty seconds and she'd say hi, I'm so and so, I have a graphic design company. So for all your graphic design needs, whether it's a website or a book or brochure, you know, we can help you. But or business cards, we can help you. And so finally one of her friends pushed her to come to me, which it took her about two years to get around to doing it, and when she finally did, I said to her, what's the matter for you? And everybody has an uncle or a neighbor or a you know, a friend who is a graphic designer, everybody. And nobody...

...needs your silly little websites because everybody's got some nephew. I mean my first website was made by somebody's nephew for a few hundred bucks. Right. It was a young kid in high school, okay, and that was then, right, that was like twenty years ago. Now, are you kidding me? And do your all right? So that's not going to do it. But I said books. Not Everybody does books. So she changed the name of her business to we make books dot sea. She made a plaque for her because she had a brick and mortar business as well. She made a back that said we made books. Don'ts a for the front door. So that was part of it, getting narrow and particular, but the other part of it was telling her story. So I did the same thing with her. I said, okay, tell me your story. Tell me where did you grow up? Where were you born? Well, she told me a very interesting story, that she was born in the Swiss Alps and she grew up in a six hundred year old farmhouse at the top of the hill and or mountain or whatever it was, and she has to used to have to go she loved books. You love to read. Used to have to go down all the way down to the valley to get books from the library because that's where it was. And I said, you know, wouldn't be cool if we said that your favorite book was Hidi, and she said to feed it was the reason I suggested that we would be cool to say that, other than the Swiss Alps thing, he's because her name was Heidi, also writing with a why. Yeah, you can make this stuff up, and the only difference is she was hidy with a why instead of with an eye, like the story anyway. So we tell the story. She starts telling it at networking meetings. It changed everything. All of a sudden, she wasn't shy and talking into her lap, you know when she she was, she held her head high and she started talking only about books. She started getting known for books, well, so much that to the point that when I taught the book creation workshop, which you know, I teach people how to write books, I brought her on as a guest for are you know, the part about actually getting it to published or self publishing a book, because she got a lot more confident about about speaking, and that came because she was telling a good story that people were interested to hear. But if she had been she could have gone for the rest of her life telling the same hold boring story about high we're graphic design. I mean, who isn't, right? Yeah, no, and so there are a couple of examples. Yeah, that's fabulous. Those are as exactly the kind of examples that I saw you speaking about in the linkedin group continually. And actually your emailist is fabulous too, because you've taken to I don't know what gave you this idea, but lately you're sending US different ads that you really like and why you like them, and that is why, actually, I love it. It's a spot of brilliant. I'll tell you why. First of all, for any of your listeners who want in on this, if you go to www dot spotlight secrets with an s at the endcom spotlight Secretscom, put your name, your full name, and your email address, a second formal pop up. Thanks to the Canadian government with Anti Spam Regulations Castle, a second form will pop up and you'll have to put your name and email again and your country. Once you do that, you're confirmed and you will get the same series that Tracy is speaking about and I'll put out how did it too, by the way. I will put all this wonderful one wonderful. So how that came about was I decided thirteen years ago to share a few tips. It was eleven spotlight secrets. That's all it was going to be, was eleven. When I was done, I was done. I wasn't going to bug people. I'm Canadian. Were polite. We don't. We're not aggressive marketers. I wasn't going to bug people for the rest of their lives. Okay, so eleven tips and it was over. Right. So I go to this conference in Dallas and one of the loyal people on my list, which has been going since, yeah, for thirteen years now. One of the people on the list said to me to feed, how came you stop sending me emails? And I said, well, there were eleven tips. You got them over eleven. You know, it wasn't exactly eleven weeks.

Sometimes there a few days apart, sometimes a week, sometimes ten days, but you got all eleven. I'm done. I don't want to bug you. She could would even bug me. I love your stuff. Right. So I came home and wrote a twelve one which said I went to a conference in Dallas. I met this woman. She told me, how can you stop to it? Like I just told her the same on this twelve email, I just told the same story I just told you right now, which was the truth. Right. So that was the twelve emale and I said, okay, I'm going to keep sending you guys stuff, right. Because the first eleven were about you know, how you stand out in thirty seconds. But after that I thought okay, what else can I share? So if I saw an interesting add or if I maybe reasons to write a book or I forget what I've added over there. But now there's like nine hundred days. Now they don't come every day. I think they come more or less once a week now. The first few days they're more like three in a week and then they're down to every seven to ten days. But I've got almost two and a half, you know, hopefully soon to be three, years worth of that. And you know what, I've had people on there for thirteen years. So when they're done, they just go back to the beginning and start again, because you know, you don't get it all at once. Just like I've had a woman who tells me she's read my book thirty five times because you see stuff that you didn't see the first time that you read it. Now I feeling a little bit of pressure that I have to keep adding because I'm thinking, you know what, like I know that a lot of the people are at a certain point where soon they're going to run out. So I keep thinking, okay, what can I add? What can I add? And so whenever I see something cool, I just, you know, take a few minutes and add another to the series. It's a it's a IT works on an auto responder so I don't physically send it out, because it means that people get it wherever they are in the sequence. So if you if you start today, on day one, you're not going to get the note that Tracy got today, you're going to get the day one. No, yeah, which is the but those eleven tips are worthwhile too, so it's worth while signing up, regardless of when you're sign up. I mean it's well, thank you, and I'll just tell you that I've had more than one and more than two and more than three. I don't even know how many people ask for permission to syndicate those first eleven tips on their website or to put them in their newsletter or in an article, because people do want to share the yeah, well, because what you specialize in is important to everybody, regardless of where they are and their entrepreneurial journey. You still need to be standing out for, you know, whatever you're trying to do, you can't do anything unless you start with standing out. Well, and you know that's so true because I was I was actually watching the tape of the Democratic convention last night because I missed it when it aired, and it really struck me how some people understand the concept of sound bites or thirty seconds or or giving an answer that has an end to it, and other people just ramble on until somebody says okay, that's enough, we're moving to the next person, like they just don't get it. The concept that if you know your time is limited, like if you're on I mean this podcast is, you know, a long form podcast, so I can, you know, speak a little bit more at length. But when I do radio interviews, if you're on drivetime radio, it could be a five minute spot, it could be an eight minute spot. I've done TV where it's like eight minutes. That goes in a blink of an eye, like you just open your mouth and it's done and you're thinking, seriously, we're done. You have to learn how to be effective and be not just articulate but but to stand out in such a short period of time and also to make what you say remarkable enough that people will repeat it, that people will remember you by it and say, you know, I saw that. They may not remember my name. Two feet is not the easiest name for people in Canada to remember. Tsuf I t is not something that you see very often here. But even if they don't don't remember the name. I remember I was at a networking meeting once and I gave a business card to the woman in charge of the meeting and she didn't remember my name, but the card stood out and what it said on the card stood...

...out and she was telling people about it, even if she couldn't remember the name. And sometimes now, if people forget my name, they say, Oh, you know that woman that you know talks about stepping into the spotlight, or even before I had stepped in spot you know that woman that teaches you how to stand out and probably and she's always and she's funny and what? And people would come up with my name. So you have to figure out what is your branding? What do you stand for? What? And you know who's really terrible about this? Coaches are really bad at this. Financial advisors are really bad at this. Real turs are really bad at this, because real chors will say, you know, now it's a good time to buy or sell a house because mortgage rates are low. Yeah, and what Reel Jord doesn't say that right through? It's like a one of those thoughts that we all have. We know and and like the graphic designers everybody has an ex door neighbor and an uncle and you know a co worker who's a real chor so if you don't do something to make to stand out. On the same coaches, I was speaking at a coaching conference in Las Vegas and I met probably a thousand coaches and nine hundred ninety nine of them probably said the identical I mean somewhere life coaches, somewhere business coaches, but they all said more or less some version of I help my clients break through the barriers and I help that, you know, as you a bigger vision of Blah Blah, blah, blah, Blah Bah. Well, I don't remember any of them, but there was one woman, one coach, who said I help bosses that are have been identified as aggressive or I forget exactly what the words were. Oh, you remember that and you know to refer them to exactly. And and you know, there are some niches that are more obscure, like there was a guy in my linkedin group who coached or taught trained angry, angry anger management for physicians. Okay, so he had two specialties. One is the anger management specialty and the second is for whom? For Physicians, okay, so that's double narrowing. That one is to narrow on topic and the seconds to narrow on audience. You gotta do one or the other, or you know ideally to do you should do both. Most financial advisors don't do that. Most coaches don't do that. You know, I saw another I think he was actually a psychiatrist or psychologist, but let's say it was a coach who coached people who fell in love with inmates. Okay, that is not in everyday occurrence. You're not going to go to your local be and I are, your local networking meeting and stand and do your thirty seconds and they're going to say, Oh, I fell in love with an but, but, but, but, but, but. There are a lot of their thousands. I don't probably many more than that in the world. And if you can get articles written about you and you know, the word will spread in that small group and you will be the guy. You'll be the person in that group. When when my music CD came out, it was independently done. There was a graphic designer who wasn't, you know, stupid like a lot of I shouldn't use the word stupid, but he wasn't like most graphic designers and said, you know, I'm a graphic designer for all your website. You know. No, he specialized in the music industry. So you know, like my client is specialized in books. This guy made the covers for music CDs. Right. So I would go to music conferences. He would not only be on stage introducing people, but he did the little side things where you get, you know, five three minutes with the thing. He would. So when I went to do my music CD he was a first guy at called. Course. No, I didn't end up using him because the truth is. Truth is I didn't love his designs. I use somebody else and I actually drew the first picture and then had an artist, you know, draw and design it. But he was a first guy at called, yeah, because he had made a niche for himself, a brand. That's great advice. And and now when your book, You when did your book get published? Because now you are it came out. It came out a while ago, but people are still,...

...you know, still buying it. They're buying it by the case and it is spreading to places like, you know, pair. It's bring any clients from New Zealand and Hong Kong and France you to. You know, the good thing about a book is it's got the pass along value right. So you know, it's one thing for me to get my message out there, but some of my clients I've never met. They met my book somewhere, you know, they ran at one. One of them he doesn't even know who told him about the book, but he's been my client for many years. Know, what I was going to say is the kind of thing that you would actually give out at conferences and things. So that's why I was asking when it when it came out, because it is the probab person of what I think of when you think of a book and a brand message all in one, because your brand message is the cover of your book. The thank you. The truth is I don't recommend that authors necessarily give them out at conferences unless you've made some arrangement with the person who asked you to speak at the conference and they've bought them from you or it's part of your fee. When it first came out, I did give some to a conference of bloggers because that made sense right. Every person there is, you know, a blog, especially at that time, was a form of medium. So you know, I did that, but generally when I go to a conference I do something else. I make sure that the store in the hotel has my book on the counter for the week that I'm there. and every ro everybody idea, which I arrange a month or two ahead of time. People show up at the conference, they see my book there, they think I'm super famous right when they and then they meet me in personally go oh my God, I just saw your book right. They don't know that I arranged for it to be there. They just think it's everywhere and the whole you know us, the whole content right, because they have addia on as a mission for I'm actually a Harvard Conference next month. I'm going to phone the hotel book stores right away. I mean that's really it's not easy to it's not easy to arrange. I will tell you that, and I don't share that very often actually, but there's a really better I love it because I because everybody does it. It won't be effective, but there's a little you know, I do a lot of podcast as you know. I told you I'm doing for today, or the third of four today, and yours is the first today that I've divulged that secret on because, like I said, if everybody does, it won't be effective for me anymore. But there you go. You got to go nugget the most people don't. Yeah, thank you very much. I appreciate that. We are coming to the end of our conversation. So, as you know, the last question in my series is, do you so, do you consider yourself a Canadian? And if and what does that mean to you? Way, regardless of the answer, you know, I I totally forgot that you were going to spring this on me, even though you warned me again, and it's interesting because I guess the answer is yes and no. I'm a lot prouder and happier to be a Canadian now then I was growing up. I mean growing up I'd thought it was, you know, we were the the no name brand of the oaths. I mean that's how it kind of felt, right generic. I I now feel we have a stronger, better brand. It's green, it's beautiful, it's clean and I really do identify with it many ways. So in that sense yes, and I remember after eleven going to my kids school and they played Oh Canada. It was just like a few days later or the week after, I almost started crying just hearing Oh Canada. It just felt so great to be here. And and I just recently saw the movie based on come from a way, and you know what happened. Are and it's very powerful. So yes, I mean I love the fact that I'm Canadian. It feels it feels refreshing to travel in the world and and say we're Canadian, which which is very exciting to me now. But and...

...and the roots thing did help. I mean this this identity of being green and clean and beautiful and natural and and and polite and nice and all those things are great. So in that sense, yes, and I'm very proudly Canadian. In another sense, I really feel international. I mean I am a citizen of another country. I was born in another country. That's one thing, but so I'm a citizen of both. But the other thing is I really don't think of my identity as to do with where I am. I think of my identity as me wherever I happen to be. So I do feel like I am international. That said, this is a great place to go. Ha, well, that's it's I don't it's interesting because, regardless of whether you grew up here or not, the answer to that question is so diverse and so it's perfect for the person that I'm speaking to and I cannot believe that you ended on global when I started with thinking of you as a global brand. Person It. It just gets a little bit deeper about how people really, people who are good at being themselves, are themselves no matter what they are doing, including answering the question about nationalism, which, you know, people are, people can be uncomfortable. Are you a Canadian? Is actually a very uncomfortable question. So I appreciate your honesty. Well, you know, I brag about it now, though, online I brag about it all the time because, like, like I said, I you know, deliberately when I'm posting, I very often use the Canadian spellings and then always in brackets I say yeah, I'm Canadian or yes, I'm from a glue country or, you know, whatever something to because again, that makes us stand out and, and I love the title of your show, unapologetically Canadian, because the truth is, when I grew up we were kind of apologetic about it, like we were, you know, kind of the and now I feel like we're the superior brand. That's really flipped for me. Well, and the extraordinary thing is we are own around the world for saying sorry too often. Often. I mean that's why I use my apologetic Anadian because so often people say, Oh, you say sorry too often. You must be Canadian. Do you know so funny? You know so funny? I just got back from overseas, like a few weeks ago, and I was in that grocery store and I think, I don't know if I bumped into a woman or she bumped into me, or I or not even bump. I forget what it was, but this woman apologized to me for something which it made no sense to me at all that she should be apologizing to to me, and I kind of joked with her and I said, yeah, back in Canada, right, like you're apologize in anywhere else. We don't. Anywhere else you're pushing, you're doing your what up, but here, like you're apologizing for that, like I must be back in Canada. And we both laught. That's true. Will thank you so much for your time. I appreciate it. Thank you for listening to an apologetically Canadian. This episode was brought to you by notable nonfiction. Notable nonfiction teaches people to grow through their own ingenuity. Find out more at notable nonfictioncom.

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