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Thought Leadership through Summit Speaking with Carol Cox
Episode 1820th December 2021 • Virtual Summit Success • Jenn
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Thought leadership is NOT the same thing as being an influencer or expert. Did you know that? I didn't! At least, not until I heard Carol explain the differences on this episode. If you want to build your thought leadership through summit speaking (or speaking in general), this episode is for YOU.

Get Carol's guide: https://www.speakingyourbrand.com/workbook/

Want to learn more about growing your business through summit speaking? Get access to the full presentations from Sell With a Summit: Speaker Edition and start building YOUR summit speaking strategy!

Learn more about Carol and Speaking Your Brand at https://www.speakingyourbrand.com/

Mentioned in this episode:

Summit Speaker Strategy Audio Training

If you want to learn more about summit speaking strategies and how you can use it to grow your business, jump over to virtualsummitspeaking.com. I put together a free audio training that you can take on the go in your regular podcast player!

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Transcripts

Jenn:

Welcome to Virtual Summit success.

Jenn:

I'm Jenn, founder of Virtual Summit Search, and you're in the right place.

Jenn:

If you want to make the most of your virtual summit experience, whether

Jenn:

you're a host or virtual summit speaker.

Jenn:

Let's get going with your next step to virtual summit success!

Jenn:

Hey!

Jenn:

I am so excited to bring you snippets of the presentations from Sell With a

Summit:

Speaker Edition this season, along with some bonus episodes along the way.

Summit:

Today, you're going to hear from Carol Cox, the amazing

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founder of Speaking Your Brand.

Summit:

I would highly recommend joining the evergreen Sell With a Summit:

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Speaker Edition so you can watch her full presentation as she

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gives some really helpful examples that will help you envision what

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she's talking about even better.

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We didn't have time to include them all here, but her presentation is

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seriously life-changing and I hope you get as much out of it as I did.

Summit:

Let's go!

Carol Cox:

We're going to talk today about how to establish your thought leadership

Carol Cox:

through summit speaking - and really this applies to any type of speaking

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that you do, not just for summits.

Carol Cox:

We know, especially with the pandemic having gone on now for over a year

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and a half, that we're all Zoomed out.

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Zoom fatigue.

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We've been to so many webinars, so many virtual presentations, that you

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need to stand out with the content and delivery that you're presenting.

Carol Cox:

So what you want to hear when you're doing your summit speaking, or when

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you're doing speaking in general, is feedback and testimonials.

Carol Cox:

And so here's an example from our own summits that we hosted earlier this year

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and in 2020, where this is the kind of feedback that we got from attendees as

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well, they raved that it was the best virtual event that they've ever attended.

Carol Cox:

The presentations were incredible.

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The diversity of the voices, it was very much appreciated, and they really

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could see the quality of what went on.

Carol Cox:

So that's definitely what the type of feedback that you want to get.

Carol Cox:

And there's a way to get this type of feedback.

Carol Cox:

And we're going to talk about that here in this presentation.

Carol Cox:

So really what makes the difference?

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And so this is what doesn't make the difference.

Carol Cox:

I found this online because I was looking for memes that had to do

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with not wanting to give an opinion.

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So I feel like what holds so many of us back from really taking our presentations

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and taking our speaking to the next level is that we're so afraid of having an

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opinion about anything - an opinion on our topic, an opinion about our industry,

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an opinion about the way that businesses run or the way that we run our business

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or the way that we help our clients.

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So what happens is that we end up having rather generic content or content

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that really could be plug-and-play.

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The people watching your presentation are not going to remember if you

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said it or someone else said it on whatever your area of expertise your

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topic is because it's interchangeable.

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So I'm sure the strategies that you present on are very helpful and

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very valuable, there's no doubt.

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And I want you to continue to share all of the tips and the strategies and the

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techniques and the tactics that you are.

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And I want you to add another layer onto it.

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And so we're going to talk about what that is.

Carol Cox:

Now, a little bit about me is that I've - in addition to running my

Carol Cox:

business, speaking your brand, I've been a democratic political analyst

Carol Cox:

on the TV news for the past 15 years.

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And so I'm used to giving my opinion.

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I like to say that I actually get paid to share my political opinion.

Carol Cox:

So I've been doing this for a really long time.

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Now you may not have built up a similar muscle and when I say that you should

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share your opinion, I don't mean that you have to share your political

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opinions in your summit speaking at all - that probably is not related to

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your topic, your area of expertise.

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However, I feel like as women we've been socialized not to share our

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opinions, very much to go with the flow.

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And there's a lot of reasons for that, but we don't have time to get into today.

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However, I'm encouraging you to start thinking about how sharing your opinions,

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sharing your perspectives is a way for you to establish your thought leadership.

Carol Cox:

I love this quote from the writer, Anais Nin.

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She said that the role of a writer - and I would add speaker - "the role of a

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writer is not to say what we all can say, but what we are unable to say."

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And this is really where being a thought leader comes in: is what is

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it that other people aren't saying?

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What is it that other people aren't able to say?

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That's where you come in as a thought leader.

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Because, you see, there's a difference between being an influencer, an

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expert, and a thought leader.

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And a lot of times for us, we enjoy presentations, we enjoy speaking,

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we're really good about our area of expertise and we tend to fall

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into this expert category, which is fine, but I want you to see yourself

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evolving into a thought leader.

So here are the differences:

an influencer says to their audience, "be like me."

So here are the differences:

These are the Kardashian-Jenner clan, who, you know, obviously are all over

So here are the differences:

the place and they are really influencers because they have mass audiences - so they

So here are the differences:

have very large audiences - and they sell mass market products to these audiences

So here are the differences:

- either their own products or they are advertisers for other company's products.

So here are the differences:

And so influencers are aspirational; their audience wants to be like them.

So here are the differences:

They want to have the lifestyle like a Kim Kardashian: how wealthy she is,

So here are the differences:

how beautiful she is, how glamorous she is, all these events that she gets to

So here are the differences:

go to, the people that she hangs out.

So here are the differences:

So influencers are aspirational and their content and their audience and the

So here are the differences:

products that they sell reflect that.

So here are the differences:

Now, most likely you are not an influencer in this category.

So here are the differences:

That doesn't mean that you don't have influence over the audience, the following

So here are the differences:

that you have, but for the most part, you probably have a rather niche audience and

So here are the differences:

a niche product or service that you sell, which is ideal in being an entrepreneur,

So here are the differences:

being in the small business world.

So here are the differences:

So most likely, you are an expert, and especially when it comes to

So here are the differences:

speaking and summit speaking, is that you're sharing your expertise.

So here are the differences:

You're helping the audience learn something to take some strategies

So here are the differences:

that they can apply to themselves.

So here are the differences:

This is Dr.

So here are the differences:

Tasha Eurich, who's an organizational psychologist.

So here are the differences:

She's written books related to this, she's given speeches

So here are the differences:

and Ted talks related to this.

So here are the differences:

She's an expert in what she does, which is fantastic, and people learn

So here are the differences:

from her, learn from the work that she does and learn from her books.

So here are the differences:

However, here's what transitions someone into being a thought leader.

So here are the differences:

Of course, Brene Brown is like the penultimate example of a thought

So here are the differences:

leader because thought leaders say to their audience, "imagine with me."

So here are the differences:

Thought leaders say to their audience, "you haven't thought about X yet;

So here are the differences:

what would happen if you did?"

So here are the differences:

Thought leaders help their audience see things that maybe they haven't seen

So here are the differences:

before, or haven't thought about before.

So here are the differences:

Thought leaders also put themselves into the work that they do.

So here are the differences:

The reason that Brene Brown's original TEDx talk when viral - I think it's what,

So here are the differences:

11, 12 years ago now - is because she very much put herself into her big idea,

So here are the differences:

into the content that she was sharing.

So here are the differences:

And I analyzed her talk that she brings up this idea of vulnerability and shame and

So here are the differences:

our desire for connection and belonging, and then she says at some point, "oh,

So here are the differences:

and I went to my therapist and I realized that this research I was doing around

So here are the differences:

vulnerability and shame was very much talking to me as much as it was talking

So here are the differences:

to the participants I was studying."

So here are the differences:

So Brene Brown realized, "oh, like this applies to me.

So here are the differences:

My story is a part of this as well."

So here are the differences:

And she takes us along her journey of discovery in her TEDx talk and

So here are the differences:

that's what made it so powerful.

hat's what thought leaders do:

they put themselves into their content and they

hat's what thought leaders do:

share their opinions and they really are like a mirror, a reflection, a

hat's what thought leaders do:

sounding board for us as their audience.

hat's what thought leaders do:

So let's talk a little bit about what a thought leader is, three types of

hat's what thought leaders do:

thought leaders, and key questions you can answer for yourself about creating

hat's what thought leaders do:

your own thought leadership content.

hat's what thought leaders do:

So my definition of a thought leader is someone who has an interesting idea,

hat's what thought leaders do:

especially one that hasn't been talked about a lot in their circle of influence.

hat's what thought leaders do:

So in your corner of the internet, what is something that's not

hat's what thought leaders do:

being talked about that much?

hat's what thought leaders do:

A thought leader challenges the status quo and our assumptions about certain things.

hat's what thought leaders do:

Thought leaders communicate with conviction of boldness.

hat's what thought leaders do:

They inspire people to take action.

hat's what thought leaders do:

And they cause people to be self-reflective and to learn more

hat's what thought leaders do:

about themselves and how they relate to the world, as we saw

hat's what thought leaders do:

in those examples, I just shared.

hat's what thought leaders do:

So now there's three types of thought leaders that I've identified based

hat's what thought leaders do:

on the research that I've done.

hat's what thought leaders do:

The first type is personality driven and they say to their

hat's what thought leaders do:

audience, "who do you want to be?"

hat's what thought leaders do:

So these are kind of like influencers, but they're in the thought leadership space.

hat's what thought leaders do:

This is Rachel Rodgers.

hat's what thought leaders do:

She has a podcast and a company called Hello Seven.

hat's what thought leaders do:

She recently released a book called We Should All Be Millionaires.

hat's what thought leaders do:

She's definitely a thought leader in the entrepreneurial space,

hat's what thought leaders do:

and she is what I would call a personality-driven thought leader.

hat's what thought leaders do:

Her content is very much around her lifestyle, the way she lives, travel,

hat's what thought leaders do:

events that she does, which is great because she's really setting this

hat's what thought leaders do:

example of what it looks like to be a successful, wealthy black woman.

hat's what thought leaders do:

The second type of thought leader is what I call research driven.

hat's what thought leaders do:

And so they say to their audience, "who are you and why?"

hat's what thought leaders do:

So they really cause the individual to dig in deeper into thinking about what is it

hat's what thought leaders do:

that you, as the individual, are doing?

hat's what thought leaders do:

Why are you doing it, and what could you possibly want to do differently?

hat's what thought leaders do:

An example that comes to mind is Tara McMullin.

hat's what thought leaders do:

She's the host of the What Works Podcast and the What Works Network.

hat's what thought leaders do:

And if you follow her on Instagram, under tara_mcmullin, and you subscribe

hat's what thought leaders do:

to her email newsletter, you'll very much see this research-driven thought

hat's what thought leaders do:

leadership content that she is putting out around business and marketing.

hat's what thought leaders do:

And finally there are mission-driven thought leaders and they say to

hat's what thought leaders do:

their audience, "who can we become?"

hat's what thought leaders do:

So mission driven thought leaders are much more about kind of a societal

hat's what thought leaders do:

level versus an individual level.

hat's what thought leaders do:

And they really are taking a magnifying glass and looking at society and

hat's what thought leaders do:

say, what can we do different?

hat's what thought leaders do:

How can we challenge the status quo?

hat's what thought leaders do:

How can we make this better?

hat's what thought leaders do:

And what comes to mind are the three women who started the

hat's what thought leaders do:

Black Lives Matter movement.

hat's what thought leaders do:

Now they are the spokespeople for Black Lives Matter, but really

hat's what thought leaders do:

it's about so much more than them.

hat's what thought leaders do:

They are mission-driven because they put the spotlight on others

hat's what thought leaders do:

and they really want as many people as possible to take up this cause.

hat's what thought leaders do:

So which type of thought leader resonates the most with you?

hat's what thought leaders do:

The personality-driven, the research-driven or the mission-driven?

hat's what thought leaders do:

There's no right or wrong answer; one is not better than the

hat's what thought leaders do:

other, it's based on your own personality and what feels natural.

hat's what thought leaders do:

So what we do here is speaking your brand is we help women entrepreneurs

hat's what thought leaders do:

create their thought leadership message and their signature talks.

hat's what thought leaders do:

I have a podcast called Speaking Your Brand that has been on since early 2017.

hat's what thought leaders do:

We do both one-on-one coaching and group programs, and we

hat's what thought leaders do:

run events like our Brave.

hat's what thought leaders do:

Bold.

hat's what thought leaders do:

Beyond.

hat's what thought leaders do:

LIVE Virtual Summit.

hat's what thought leaders do:

So I've been speaking and presenting for over 20 years - really for all of

hat's what thought leaders do:

my career, plus going back into high school and college - all different types

hat's what thought leaders do:

of venues and stages and audiences.

hat's what thought leaders do:

And I do live video presentations, whether it's - well, this is a recorded

hat's what thought leaders do:

presentations - I do live ones as well.

hat's what thought leaders do:

And I'm pointing out on the screen here this arrow down to my index cards.

hat's what thought leaders do:

This is like a behind the scenes of my setup for our summit here, so there

hat's what thought leaders do:

are ways for you to set up where you can have your little notes there.

hat's what thought leaders do:

And the thing that I forgot to do is that I was wearing my contacts

hat's what thought leaders do:

in this presentation versus the glasses, which I'm wearing now.

hat's what thought leaders do:

And when I wear contacts, it is very difficult for me to read things just

hat's what thought leaders do:

because of the way my eyesight is, so I had these lovely index cards with my

hat's what thought leaders do:

notes for my speech, yet I couldn't really read them because I have my contacts in.

hat's what thought leaders do:

So pro tip, make sure if you're going to do the same, that you can

hat's what thought leaders do:

actually read whatever it is that you've written for your notes.

hat's what thought leaders do:

So our mission at Speaking Your Brand is to amplify and champion

hat's what thought leaders do:

diverse, progressive, and purpose-driven women's voices.

hat's what thought leaders do:

And this is a screenshot from our about page on our website.

hat's what thought leaders do:

And so, I very much infuse my values, my worldview, my thought leadership into

hat's what thought leaders do:

the content that we create at Speaking Your Brand and into the work that we

hat's what thought leaders do:

do, whether it's the challenge that we ran last year called Choosing Women's

hat's what thought leaders do:

Voices, or the episode that we did in the summer of 2020 after the death of

hat's what thought leaders do:

George Floyd, about the work of antivirus racism as white women that we did because

hat's what thought leaders do:

I knew how important it was to speak to our audience about what was going on.

hat's what thought leaders do:

So here's why thought leadership matters and the impact that it

hat's what thought leaders do:

can have on you and your business.

hat's what thought leaders do:

So, this is one of our clients, Tammy Lally.

hat's what thought leaders do:

I worked with her on her TEDx Talk back in 2017 and now has over 2

hat's what thought leaders do:

million views, which is extraordinary.

hat's what thought leaders do:

Most TEDx Talks get a couple thousand views, but hers was so powerful

hat's what thought leaders do:

that Ted - the national parent organization - selected her talk to

hat's what thought leaders do:

put on their homepage and in their email newsletter, and because of that,

hat's what thought leaders do:

it has gotten this incredible reach.

hat's what thought leaders do:

And Tammy really told her own personal, hard story, along with her big idea

hat's what thought leaders do:

around money shame, and she had the emotional courage to do that.

hat's what thought leaders do:

And we worked so hard on that talk and she worked so hard on that talk.

hat's what thought leaders do:

And the result is many, many people all over the world who have been impacted by

hat's what thought leaders do:

the story, by the message that she shared.

hat's what thought leaders do:

We also walk our talk by telling our own own hard stories, which I did.

hat's what thought leaders do:

One particular episode I remember from August of 2020 - episode

hat's what thought leaders do:

185; and you can go and take a listen to that if you'd like.

hat's what thought leaders do:

And the result is that others will recognize what you do.

hat's what thought leaders do:

I've been featured in Forbes because of content and episodes I've done about why

hat's what thought leaders do:

women speakers aren't paid the same as male speakers and what we can do about.

hat's what thought leaders do:

And as I mentioned, we've done our own online events, which is

hat's what thought leaders do:

our thought leadership in action.

hat's what thought leaders do:

And the result has been selling out our programs and I was recognized as one

hat's what thought leaders do:

of Orlando's women of the year in 2021.

hat's what thought leaders do:

So this is what happens when you put your thought leadership out there is

that the results come:

you attract amazing clients, you get opportunities,

that the results come:

you get recognition, and I'll tell you that just staying the expert,

that the results come:

just sharing strategies and tips and techniques only goes so far.

that the results come:

You have to push yourself beyond that.

that the results come:

So here's how to identify your thought leadership message.

that the results come:

The first question to ask yourself is what's important to you that you're

that the results come:

noticing is missing - noticing that's missing in your industry, around your

that the results come:

topic, around the people that are in your community, within your business.

that the results come:

So for example, as we did our Choosing Women's Voices challenge, because I

that the results come:

noticed that so many of the nonfiction books that I was reading - business

that the results come:

marketing books, as well as podcasts that I was listening to - were all by men.

that the results come:

And I hadn't really thought about it until I did an audit and I looked at

that the results come:

everything and I was like, "oh wow, where are all the women's voices?

that the results come:

I haven't been intentional about choosing them," so then we ran this challenge

that the results come:

to encourage other people to do this.

that the results come:

Here's an example from one of our clients who went through our

that the results come:

Thought Leader Academy, Jackie Roby.

that the results come:

She is very much an advocate for diversity, equity, and

that the results come:

inclusion in the travel industry.

that the results come:

She's been part of the travel industry for years as a sales consultant, and

that the results come:

now she's really pushing them on DEI issues because she's noticed that

that the results come:

has been missing within her industry.

that the results come:

The second question to ask yourself is what ticks you

that the results come:

off or what gets you riled up?

that the results come:

What gets you up on your soap box?

that the results come:

Because if it's something that gets you up on your soapbox, it's

that the results come:

something that you're passionate about, and that could be an indicator

that the results come:

of your thought leadership message.

that the results come:

Here's another example of one of our clients, Patty Perez, and where

that the results come:

it gets her up on her soap box is organizations that don't walk their talk.

that the results come:

And so she did some webinars and some events and some content related

that the results come:

to that, especially last summer.

that the results come:

Question number three is what makes you think, "this isn't

that the results come:

right - there must be a better way"?

that the results come:

Could be business practices in your industry, could be marketing

that the results come:

practices, sales practices.

that the results come:

Are there things going on where kind of they rub you the wrong way and you think,

that the results come:

"Ugh, there has to be a better way!"

that the results come:

So this is another one of our clients, Dr.

that the results come:

Bibi Pirayesh, and her thing is around she's an educational therapist and

that the results come:

she recognizes that when we look at learning differences that children have,

that the results come:

it's really a social justice issue.

that the results come:

It's not just about helping them with their learning difference, but

that the results come:

it's really about social justice.

that the results come:

So she has now created an initiative called the Differences, Not

that the results come:

Deficit Project, and she created this out of the work that she did

that the results come:

in our Thought Leader Academy.

that the results come:

Question number four to ask yourself is what are people not seeing or

that the results come:

understanding that you do see?

that the results come:

A lot of times, the answer to this question comes out of an experience

that the results come:

that you had, an impactful experience that you had at some time in your

that the results come:

life where it caused you to shift your perspective on something, it

that the results come:

caused you to change your mental model about the way that you see the world,

that the results come:

where it's caused a paradigm shift.

that the results come:

So think back to something that has happened to you that

that the results come:

caused you to change something.

that the results come:

And then how can you relate that journey of discovery to your audience?

that the results come:

So this is another one of our clients, Jhaymee Tynan.

that the results come:

She founded an initiative called 100 x 2030 to get more healthcare organizations

that the results come:

to sponsor women of color within theri organizations for advancement.

that the results come:

And as a result of this thought leadership message and initiative that Jamie

that the results come:

has put together, she gets speaking invitations - including paid speaking

that the results come:

invitations - as well as she recently got a book deal to write a book, and

that the results come:

it's precisely because of putting herself out there as a thought leader.

that the results come:

Question number five to ask yourself is what do we want to be known for?

that the results come:

What's the lens through which you see the world?

that the results come:

So there might be a lot of things that you get on your soap box about,

that the results come:

or that you get riled up about, but they may not be what you want to be

that the results come:

known for related to your business.

that the results come:

So kind of filter that through the lens of," okay, what do you want to be

that the results come:

known for related to your business?"

that the results come:

So this is Joyce Spencer.

that the results come:

She's one of our clients and she's also one of the coaches in our

that the results come:

Thought Leader Academy, and so she calls herself the Reframe Specialist.

that the results come:

She helps - especially women in their careers - reframe their gifts, their

that the results come:

talents, into doing creative projects for themselves, not just for their job.

that the results come:

So she has a new podcast that she launched called Reframe to Create

that the results come:

out of the work that we did together.

So here's what I believe:

I believe that absolutely you can be a thought leader.

So here's what I believe:

And as a woman, we need you to be a thought leader.

So here's what I believe:

If you Google the term "thought leader," you will see that it's mostly all men.

So here's what I believe:

The images that come up are mostly all men, and we

So here's what I believe:

definitely need that to change.

So here's what I believe:

When you're not the default, you can see the system for what it is,

So here's what I believe:

like in the Matrix, when the system wasn't set up for you and by you,

So here's what I believe:

you can see the cracks in the system.

So here's what I believe:

And this is what we do, especially as women, because the work system, because

So here's what I believe:

the business structure, because our society was not built for us to be

So here's what I believe:

part of the public sphere, to be part of the working world - I mean, we're

So here's what I believe:

making do the best we can over the generations - but we can see those cracks.

So here's what I believe:

We can see what needs to change.

So here's what I believe:

We can challenge that status quo to make things better.

So here's the thing:

ideas are contagious.

So here's the thing:

Your thought leadership is contagious, and contagious in the

So here's the thing:

good way, and they start with you.

So here's the thing:

You putting yourself out there, you having opinions, having ideas,

So here's the thing:

having perspectives, and start integrating that into your content.

So here's the thing:

So, if you'd like to learn more, I invite you to listen to the

So here's the thing:

Speaking Your Brand Podcast.

So here's the thing:

You can also subscribe to our YouTube channel; we have lots of

So here's the thing:

great episodes on the podcast, we're putting more onto YouTube as well.

So here's the thing:

And so you can go and check those out, subscribe there so that you don't miss

So here's the thing:

any of the content that we put out.

So here's the thing:

You can also download our free workbook on thought leadership.

So here's the thing:

This has question prompts in there, including some of the questions that

So here's the thing:

I just went through today, as well as six steps that you can start taking to

So here's the thing:

position yourself as a thought leader.

So here's the thing:

In addition, you'll see that there's also our Speaking Your Brand Signature

So here's the thing:

Talk Canvas Framework - these three acts that you see screenshotted here.

So here's the thing:

This will help you to start thinking about putting together your own thought

So here's the thing:

leadership message and integrating your personal story into that.

So here's the thing:

You can get that free workbook by going to speakingyourbrand.com/workbook.

So here's the thing:

I hope you've enjoyed this presentation and I hope I've given you some food

So here's the thing:

for thought to think about how you can be a thought leader, how you can

So here's the thing:

start integrating thought leadership content into your speaking and into

So here's the thing:

other content that you do, and invite you, again, to check out the podcast,

So here's the thing:

connect with me on Instagram and LinkedIn and download our workbook

So here's the thing:

at speakingyourbrand.com/workbook.

So here's the thing:

Thank you so much.

Jenn:

Okay, isn't Carol amazing?

Jenn:

She blew my mind with her full presentation, so I'm sure you got

Jenn:

some great gems from the snippet.

Jenn:

To get the full presentation, including the visuals that she shared, go to

Jenn:

sellwithasummit.com/speakeredition - all one word.

Jenn:

You'll get access to Carol's presentation along with all of

Jenn:

the other amazing sessions from the Speaker Edition for free.

Jenn:

I'd love to hear your biggest takeaways, so leave a review and let me and Carol

Jenn:

know what steps you're going to take on your thought leadership journey as you

Jenn:

build your summit speaking experience.

Jenn:

See you on the next one!

Jenn:

Thanks for listening to Virtual Summit Success.

Jenn:

Don't forget to leave a review and let others know your biggest

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takeaways from this episode.

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Every review helps others find us and the more successful virtual

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summits that are, the more tips we'll have to share with you!

Jenn:

For show notes, links, and other resources, go to