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As a part of the Morning Lazziness sequence highlighting empowering ladies who’re making a exceptional influence with their concepts, I had the pleasure of interviewing Luana Ribeira.
Bestselling writer, speaker, actress, and founding father of Dauntless PR, Luana Ribeira, helps private manufacturers safe options on TV, radio, podcasts, magazines, and main information retailers. Via her work, she empowers specialists to spice up model consciousness, construct credibility, and set up themselves as main voices of their fields. Luana Ribeira has been featured in Forbes, OK! Journal, FOX TV, ITV, BBC, Channel 4, Teen Vogue, Insider, and lots of extra.
What impressed your leap into entrepreneurship, and what private experiences sparked the thought behind your present enterprise?
I’ve at all times been an entrepreneurial spirit – the thought of a standard 9-5 has by no means actually excited me. My mother and father have been each entrepreneurs so I at all times knew there was an alternative choice to simply getting a job and dealing my means up the profession ladder.
My journey within the enterprise world hasn’t at all times been a straightforward one however I’ve at all times discovered a method to bounce again and transfer ahead.
One expertise which actually modified me was after I signed a contract I didn’t absolutely perceive and ended up shedding one in every of my companies to my associate. I hit all-time low and wished to cover from the world.
Whereas my shallowness was at an all-time low. I learn the Divergent trilogy by novelist Veronica Roth. The e-book is ready in a dystopian society the place society is split into factions in accordance with their character traits and the plot actually captured my creativeness. Within the novels, these thought-about courageous belong to the faction generally known as Dauntless and I made a decision that what I wanted to do to not simply survive however thrive was to turn out to be dauntless myself.
At first, the one means I may take care of issues was to channel my performing abilities, get into character and turn out to be dauntless. Then at some point, I awoke and realised I didn’t must get into character any extra, I already was dauntless and at all times had been.
This helped me put my fears behind me and begin a brand new enterprise – an performing faculty – with simply £500. It additionally impressed the identify of my present enterprise – Dauntless PR. I began Dauntless PR, a PR company which specialises in serving to individuals construct private manufacturers, as a result of I wished to create the type of firm I wanted had existed after I began to construct my very own model and turn out to be extra seen.
Via Dauntless, I counsel my purchasers to point out up persistently as their true selves and share their very own truths, which is strictly how I constructed my very own private model. Once I launched Dauntless PR, I knew I didn’t wish to mix in with the norm. I wasn’t involved in protected, company messaging or enjoying the fake-perfect skilled sport. I wished to work with different rebels, disruptors and badasses who wished to be daring and genuine of their method whereas creating an actual optimistic influence on the earth.
What core drawback does your corporation remedy, significantly for ladies or underserved communities—and the way does your method stand out in right this moment’s aggressive area?
Dauntless PR helps amplify vital messages that individuals want to listen to. We work with specialists, coaches and disruptors who wish to change the world for the higher and want extra individuals to know they exist and listen to what they must say.
The work we do at Dauntless shines a highlight on superb individuals and the work they do. A lot of our purchasers are ladies who’re doing their bit to assist underserved communities. We assist them make their voice louder to allow them to be heard all around the world and attain new audiences who want to listen to what they must say.
Our method is completely different to many different PR corporations – we don’t consider in sharing unfavorable messages and solely work with purchasers who wish to make the world a greater place. We don’t must agree with every part our purchasers say however we do must consider in them, their mission, their imaginative and prescient and their experience.
We additionally by no means inform our purchasers to tone issues down or adapt their method, we wish everybody we work with to point out up as their genuine selves. We amplify who they are surely in such a means that the media creates area for them.
What have been among the hardest obstacles you confronted early in your journey as a girl entrepreneur, and the way did you navigate via them?
As I discussed earlier, I used to be tricked out of one in every of my companies after I didn’t absolutely perceive a contract I used to be signing. It might have been straightforward at that time to simply quit and determine being an entrepreneur wasn’t for me. And consider me I used to be tempted at instances to simply quit my goals and get a pleasant protected job working as a grocery store cashier or one thing comparable.
In the long run, I realised that whereas that call would possibly hold me protected, it will even be egocentric. Individuals wanted my assist and I wanted to seek out the power to push via and hold going. Studying the Divergent books was a life-changing time for me as they gave me precisely the message I wanted to listen to on the time. I knew I wanted to turn out to be dauntless and run in the direction of challenges as an alternative of away from them.
I’ve three tattoos that are impressed by the Divergent trilogy and if I’m ever feeling not sure, I take a look at them they usually remind me I should be dauntless, similar to my enterprise.
When the going will get robust, what retains you grounded and motivated to maintain pushing ahead?
When issues are actually robust and I’m questioning whether or not I can hold going, I cease and I lean into these feelings. I don’t try to push it away, I permit myself to totally really feel the feelings and keep there for so long as is required till the emotions turn out to be much less intense.
When the depth has dropped, I take into consideration what the worst case situation is and plan what I’ll do if it occurs. That often lessens the depth and places me in a greater mindset so I can transfer on to fixing what is definitely happening.
I begin considering of options and do some brainstorming and actually concentrate on reminding myself why I began, what I’m right here to realize and what the choice is. I ask myself ‘If this turned too onerous, what’s the different?’ I consider another issues I’d do and each one in every of them shall be one thing my complete physique is saying no to and this provides me the motivation to do no matter it takes to make it work.
What each day habits or non-negotiable routines enable you to keep centered, creatively energized, and balanced as a founder?
I at all times used to say that I didn’t have a morning routine however I now do three issues which actually assist me really feel energized, centered and balanced. Each morning, I do Martin Sharp’s Sharp Match for Life morning exercises at 6am they usually get me actually centered for the day – he’s a ray of sunshine. I can get up actually grumpy and by the tip of the 30-minute session, I’m buzzing. I additionally do Christopher Richard’s guided meditation for abundance – I’ve discovered that to be actually highly effective. As soon as I’ve achieved these two issues, I’m going for an extended stroll for about two hours. I give myself area and that’s the place a whole lot of my concepts are available. I don’t overstructure my days – generally I’ll cease and write content material whereas I’m out on my stroll. The afternoons are extra free-flowing however after I really feel myself begin to hunch, I’ll go for a swim to get my power ranges again up.
What’s been the best development lever for buying new purchasers or increasing your buyer base?
It in all probability received’t shock you to listen to the founding father of a PR company say PR, however it completely is the best means I’ve discovered for sharing my messages, reaching new individuals and getting new purchasers to come back and work with me.
One factor I’ve discovered with PR is that it doesn’t must be business-focused to spice up your corporation. I typically discover if I’ve been within the media sharing a private story, I get lots of people reaching out, following me on social media or wanting to debate their very own PR wants.
What branding or advertising and marketing choice had the largest influence in elevating your corporation and constructing belief along with your viewers?
I made a acutely aware choice to not overpolish or overscript when it got here to my advertising and marketing and it has labored wonders in constructing belief with my viewers. I made a decision to not censor myself an excessive amount of however to be actual and uncooked and hold exhibiting up with honesty. Any time I listened to different individuals inform me how I needs to be doing issues and it led to being too cautious with my wording or ensuring my movies had all of the bells and whistles, it was a mistake.
How do you personally outline success—not simply as a enterprise proprietor, however as a girl dwelling a purpose-driven life?
With the ability to reside life on my phrases. I lately moved to Portugal and I’ve the liberty to take pleasure in my life right here. I swim, I’m going for lengthy walks, I spend time taking care of my little boy and happening adventures. With the ability to design my life so it really works for me, along with making a optimistic influence with my enterprise and serving to others share their vital messages and knowledge is the definition of success to me.
Are you able to share a mistake or misstep that taught you a lesson you continue to carry with you right this moment?
The errors I’ve made have at all times been to disregard my very own instinct and belief different individuals over myself. Prior to now, I’ve chosen to belief different individuals’s opinions over what I knew to be proper as a result of I seen that particular person as an skilled. Every time this has occurred and I ignored a sense that it wasn’t proper, it has been the fallacious choice. In distinction, each time I’ve trusted my very own instinct regardless that it appears to go in opposition to all logic, it has been the best choice. Now I belief my very own instincts above all else and whereas I’d hearken to what different individuals say, I by no means allow them to drown out my very own inside voice.
What’s your greatest recommendation for ladies simply beginning out—particularly first-time entrepreneurs feeling overwhelmed or not sure of their subsequent steps?
My greatest recommendation is to be genuine. Ladies generally suppose they should fake to be another person to achieve success – this isn’t the case in any respect. Don’t be afraid to point out up as who you’re – you don’t must be favored by everybody. In your individuals, you may be sufficient.
Take into consideration what you actually wish to obtain and how one can assist others with your corporation. If you concentrate on the influence you may make fairly than considering solely about cash, good issues will occur.
How do you method danger and innovation, particularly when breaking new floor in a male-dominated or fast-changing trade?
I’ve at all times been somebody who has run in the direction of the issues that scare me fairly than away from them. Issues are continuously altering and it is very important transfer with the instances fairly than making an attempt to withstand them.
For instance, we at the moment are having to adapt the way in which we work to go well with a world the place AI is a vital instrument. One in every of our goals now could be for our purchasers and what they do to be recognised by generative AI engines like ChatGPT in addition to serps like Google. Increasingly more individuals are getting their info from AI now fairly than visiting web sites and it is very important at all times hold tweaking your method so it suits the world you’re in.
In case you lead a workforce, how do you foster a tradition of belief, inclusivity, collaboration, and development?
I’m a fantastic believer in radical honesty and transparency and this is applicable to my workforce in addition to my purchasers. I’d wish to suppose I’ve created a tradition of openness the place my workforce members really feel they’ll inform me if they’ve made a mistake or they need assistance or assist.
As a frontrunner, I worth accountability however don’t consider in blame. We’re all working collectively in the direction of the identical targets and it’s important that we take pleasure in doing it. It’s taken a short while to get there however I’ve constructed a workforce the place all of us actually take pleasure in working with one another.
Most days are a whole lot of enjoyable and we make one another snort and rejoice one another’s achievements.
What are the highest 5 mindset shifts or private practices that helped you overcome self-doubt and develop your confidence as a girl entrepreneur?
Every time I expertise doubts or I’m unsure whether or not to do one thing, I ask myself 4 questions – what’s the worst that may occur? If the worst occurs, what’s going to I do about it? What’s the most effective that may occur? And at last, is it price it? If the reply to that remaining query is sure, then I take motion immediately and run in the direction of it earlier than concern has an opportunity to catch up.
If I’m not energetic for a few days, I actually begin to really feel it in my mindset so I make train a precedence. I like wakeboarding, it’s such an adrenalin rush. If I’ve a day hunch, I’m going for a stroll across the lake and infrequently go for a swim in there. I additionally love fight, yoga and dancing.
I at all times begin my day with train and guided meditation to verify my mornings get off to begin.
Immersing myself in nature is de facto vital to me. I like wandering into the woods, ideally barefoot as it’s actually grounding.
I’ll solely encompass myself by individuals who elevate me up and need me to succeed and I’ll at all times provide the identical in return. I’m not accessible for any type of relationship whether or not that’s private or skilled which is lower than that in anyway.
In case you may spark a worldwide motion via your work, what wouldn’t it be—and why is that mission significant to you?
The center of Dauntless PR is visibility, authenticity and amplifying voices that should be heard. I like shining a highlight on the superb issues individuals are doing to make the world a greater place. If I may spark a worldwide motion, I’d like it to be one the place individuals really feel pleased exhibiting up as they’re and sharing their messages with others.
Once I was younger, I used to be extremely shy and infrequently felt too anxious to talk in any respect so serving to others to talk out and have their voices heard by thousands and thousands all around the world is extremely significant to me.
What’s a quote, philosophy, or guiding perception that shapes the way you lead, create, and reside day by day?
The guiding philosophy I reside my life by is to maintain exhibiting up absolutely as myself. And to point out up day by day, even when issues are onerous and I won’t really feel prefer it. Authenticity is extraordinarily vital to me and I hold issues actual and uncooked. Typically that may not be fairly however I share the entire journey, even the messy bits fairly than a rigorously curated highlights reel of my life and enterprise.
The place can our viewers join with you, discover your work, or comply with your entrepreneurial journey on-line?
You’ll find out extra about me at Dauntless PR or by following me on Facebook, Instagram, or LinkedIn.
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