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As a part of the Morning Lazziness collection highlighting empowering ladies who’re making a outstanding impression with their concepts, I had the pleasure of interviewing Lauren Clemett.
Lauren heads up The Audacious Company, a premier profile-building and award-winning specialist firm. With over three many years of expertise in model administration and a fame as a sought-after keynote speaker, Lauren empowers entrepreneurs and enterprise homeowners to construct highly effective private manufacturers. Because the model navigator Lauren and her staff assist leaders to boldly stand out from the competitors and be sought-after credible model champions.
On this candid dialog, Lauren shares her journey, insights, and the methods which have helped her construct a results-driven enterprise and empower different entrepreneurs to do the identical.
What impressed your leap into entrepreneurship, and what sparked the concept behind your present enterprise?
Rising up in a aggressive surroundings at a YMCA camp, the place every thing we did gained ‘factors’ for awards on the finish of the week, I realized to attempt for fulfillment from a younger age. Later, working within the advert company world, I noticed how awards had been the last word forex of success. I bear in mind seeing overflowing bins of awards and certificates impaled on spikes – it was clear that recognition mattered, despite the fact that I believed it was a bit ostentatious.
Nevertheless, my perspective on awards really modified once I gained a Silver Stevie Award in 2016 for my private branding method. It wasn’t simply concerning the trophy; it was concerning the credibility and profile it gave me. That’s when the concept for The Audacious Company was sparked. We noticed so many sensible entrepreneurs who had been the world’s best-kept secret as a result of they weren’t being seen or observed. Australia has an insidious tall poppy syndrome that retains folks enjoying small, and we needed to create a method for enterprise homeowners to boldly stand out from the competitors. Our company’s distinctive method isn’t nearly writing award entries. It’s about strategically leveraging each a part of the awards journey to construct a reputable and visual profile that makes extra impression and will get innovators and leaders the popularity they deserve.
What core downside does your small business resolve, and the way does your method stand out from others within the area?
Too many sensible entrepreneurs, thought leaders, and enterprise homeowners are doing superb, revolutionary work, however battle to get the visibility and credibility they need to make an actual impression. That is notably true for ladies, who make up 80% of our clientele and sometimes face challenges like imposter syndrome and societal stress to play small. Most people we work with wish to play an even bigger function, however they don’t know that there are awards on the market they’re eligible for, and all of them are extremely time poor. Despite the fact that they want the popularity, they merely don’t know the place to begin. They see their competitors, and people with much less expertise, and inferior services or products profitable awards as a result of they’re higher at self-promotion. The award winners are seen because the leaders of their sector, not essentially those that present the perfect options – and that’s extremely soul-destroying and irritating for the true change-makers and innovators on the market.
Our method stands out as a result of we’re not only a copywriting service or a PR company; we’re premier profile-building specialists. We’ve innovated a novel and strategic 3R’s course of that delivers assured outcomes. We begin by figuring out a consumer’s Distinctive Profile Place (UPP) after which craft a complete 12-month plan. That is the primary R of the method – Repute. This plan contains deciding on the precise awards and classes that may construct the precise profile to amplify the consumer’s fame for what they wish to be recognized for. Then the second R of the method kicks in – Recognition. We write and submit compelling entries, delving deep into the purchasers’ tales, and offering the metrics that matter to judges, together with skilled help documentation. We even assist purchasers collect case research and testimonials to again up their claims. We submit every thing and report on the outcomes, ensuring all deadlines are met.
Lastly, the third R of the 3R’s course of is activated – Respect. Lengthy earlier than the award outcomes are introduced, we assure 100% leveraging from the second an entry is submitted, repurposing this very important and compelling content material into blogs, social media posts and articles in on-line publications.
A snowball impact of recognition builds momentum, belief, and credibility, no matter whether or not they win an award. That’s the true win for us and our purchasers.
What had been a few of the hardest obstacles you confronted early on, and the way did you navigate by means of them?
After we began The Audacious Company, one of many greatest obstacles was altering the mindset round awards. Lots of people, together with myself earlier than we launched, noticed awards as a one-off self-importance train. The thought of standing within the highlight and speaking about your achievements could be intimidating, particularly for these with impostor syndrome. I needed to persuade myself to see the worth past the fast gratification of a trophy and work out how we may create an company utilizing a mannequin that confirmed the worth of investing in a long-term imaginative and prescient of profile constructing.
Early on, our companies had been a bit fractured and reactive, primarily based on the mistaken perception that purchasers would get uninterested in awards and transfer on to PR. This led to excessive consumer churn and staff stress. The surprising departure of a enterprise companion in early 2024 was a pivotal second. As an alternative of shutting down, I needed to make a tricky determination to rebuild the company from the bottom up.
To navigate this, I modified from a ‘scale up’ mindset again to ‘begin up’ mode, utterly streamlining our providing to deal with our core energy: awards writing, leveraging and profile constructing. This pivot was a danger, however it paid off. We applied revolutionary options, together with integrating AI into our workflow to deal with analysis and grunt work, which freed up our writers to deal with creativity and assured award leverage, ditching conventional PR pitching.
This new mannequin has led to a 56% discount in churned income and a 166% enhance in lively subscription purchasers, proving that my deal with long-term worth and assured leveraging was the precise path all alongside. I’ve now additionally applied an associates program, so we have now PR firms, advertising and marketing businesses and e-book publishers always recommending our companies to their purchasers. We’ve turn into the premier profile builders, a significant a part of the private branding service chain.
When the going will get robust, what retains you grounded and motivated to maintain pushing ahead?
What retains me grounded and motivated is the core goal of The Audacious Company and the unbelievable folks we work with. Our mission is to shine a light-weight on extraordinary innovators and change-makers who’re doing superb work within the shadows.
It’s a tricky tablet to swallow when a consumer doesn’t win, even with our spectacular 97% finalist success charge and 78% win charge. We by no means promise a win as a result of we imagine in integrity over pay-to-win applications. The true magic, and what retains me going, is our deal with the long-term journey. I’m not serious about short-term wins; I’m targeted on long-term outcomes.
Don’t get me incorrect, it’s superior to win and an incredible feeling to carry that award above your head and provides an acceptance speech, and we’re targeted on doing all we are able to to attain that, however we additionally keep grounded in actuality. We by no means, ever hand over. We discover a strategy to construct the consumer’s profile, to stage up and create compelling model consciousness, as a result of we use the awards entries to generate compelling content material that resonates with their trade, friends and viewers. Serving to purchasers construct credible profiles whatever the awards end result retains me going.
I’m extremely proud to see our purchasers, who as soon as felt ignored, step into their energy and achieve the popularity they’ve rightfully earned. My private journey, particularly overcoming my very own studying difficulties, has instilled in me an underdog spirit and a fierce resolve to assist others who really feel underestimated. This drives every thing we do. Our purchasers construct credibility and develop in confidence, attracting new alternatives to attain lasting success. That’s a win that goes far past any single trophy.
What every day habits or non-negotiable routines enable you to keep productive, targeted, and creatively energized as a founder?
Certainly one of my most vital routines is getting up early, which is crucial for managing my day and sustaining focus. I imagine within the energy of bodily self-discipline to gasoline my psychological and inventive vitality. My bodybuilding routine, which led me to win third place within the 50+ sports activities mannequin and fifth within the 40+ division in 2024, is a non-negotiable a part of my life. It’s a testomony to the long-term dedication and energy that I deliver to my enterprise each single day – to construct a robust model, it’s the identical as constructing a robust physique – you need to put within the reps!
Past that, my staff, and different ladies main companies who I’ve as a help crew round me are an enormous supply of vitality. I discover plenty of motivation in my function as a frontrunner and mentor, elevating them up and serving to them obtain their very own milestones. The unbelievable work they do – like our Manufacturing Supervisor, Kerenza, who just lately gained Worker of the Yr, or the best way our writers leverage their expertise, the associates we work with and the unbelievable feminine leaders doing unbelievable issues to construct their manufacturers – they hold me creatively charged. I additionally dedicate time to mentor up-and-coming leaders by way of the Uncommon Birds mentoring program, and I host the That’s Audacious Podcast, sharing unbelievable tales of enterprise leaders who’ve turn into award winners, and the way that’s impacted their life and enterprise.
What’s been essentially the most highly effective progress lever for buying new clients or increasing your consumer base?
Essentially the most highly effective progress lever for us has completely been our associates program. We’ve constructed strategic partnerships with different firms that share our values and perceive the significance of what we do, together with e-book publishers, PR businesses, and advertising and marketing companies. These companions constantly refer purchasers to us, which has been a game-changer.
This third-party endorsement has been an enormous shift in how we purchase purchasers. We’re not simply chasing leads – we’re attracting higher-quality purchasers who come to us with a transparent understanding that our companies are a significant a part of their brand-building course of. The leads are sizzling, and the joy once they first come to us is palpable. It’s a win-win-win scenario for our companions, our purchasers, and our company. These affiliations have additionally helped us break into new markets and solidify our place because the premier award-writing specialists in Australia.
What branding or advertising and marketing transfer made the largest distinction in elevating your small business?
Our fame as leaders within the awards area has additionally attracted greater and higher purchasers, largely resulting from our function as representatives for prestigious applications just like the Stevie, Globee, and Titan Awards within the Australia/New Zealand area. Moreover, my function as an awards choose for quite a few applications, together with the Stevie Awards, Franchise Affiliation Awards, the ABLE E book Awards, and the Image Awards, has solidified our authority and experience. We’ve additionally gained a number of awards for our companies, and there’s nothing like having the proof within the pudding that you’re working with the perfect within the enterprise. We stroll the speak!
Past our accolades, a serious advertising and marketing transfer that has made an enormous distinction by way of model consciousness was our strategic rebrand in 2024. This wasn’t nearly a brand new look; it was a philosophical shift that solidified our core values and distinctive method. Impressed by a seemingly small touch upon a pickleball courtroom when somebody received a bronze medal however introduced it was “rose gold”, our new model deliberately departs from the standard glitzy gold of awards. Our rose gold color embodies attaining excellence at each stage of the journey, not simply the highest spot. The brand new brand’s accent over the å symbolises the “oooh” of shock and admiration – that second of recognition for audacious efforts. This rebrand was a public declaration of our new enterprise mannequin, which focuses completely on our core strengths and reinforces the premier place in our sector.
How do you personally outline success, each as an entrepreneur and as a human being?
For me, success is not only about trophies or revenue; it’s intricately woven into a cloth of celebration, impression, and enabling others to shine.
As an entrepreneur, my thought of success is sort of easy – do what you like and what you had been born to do, and to be recognised and revered as a frontrunner for that.
Essentially the most rewarding a part of my work is seeing our purchasers rework from the world’s best-kept secret to trade leaders, and the private {and professional} progress that comes with it. Seeing their confidence bloom as they entice new alternatives is the last word measure of success.
As a human being, my definition of success can also be deeply tied to others. It’s about being the chief of an superior staff and serving to them obtain their very own milestones. A second I actually felt profitable was when our Manufacturing Supervisor, Kerenza, gained a gold award for Worker of the Yr. That recognition of her dedication and expertise was extremely affirming and a testomony to the success we attempt for with all our purchasers.
Finally, success is figuring out that The Audacious Company is enjoying a significant function in bringing the tales of gifted, impactful folks to mild and making certain they get the popularity they deserve. My legacy, and the true measure of our success, is a neighborhood of sensible, audacious entrepreneurs who’re not afraid to be seen as the perfect.
Are you able to share a mistake or misstep that taught you a lesson you continue to carry with you right now?
A major lesson I’ve realized is concerning the vital significance of profitable enterprise partnerships. Over time, I’ve had a number of enterprise partnerships that, for varied causes, finally failed. This wasn’t due to an absence of effort or imaginative and prescient, however typically resulting from a misalignment of core values, work ethic, and a shared dedication to long-term success. I’ve been advised I could be intimidating, which might be true. I’m direct and could be blunt as a result of I’m intensely targeted on making an enormous impression and delivering on our guarantees. That’s a demanding vitality, and never everybody has the enterprise acumen, perception, and willpower to maintain up.
Essentially the most profitable, worthwhile, and happiest I’ve been as a frontrunner has been working in partnership with my boss, who’s now my husband! Now we have a protracted historical past of working collectively successfully, and now, with me because the CEO with him because the Basic Supervisor, we have now a dynamic that’s seamless, productive, and extremely supportive. We merely get it completed and are aligned in our deal with potential and efficiency. This partnership, which has been going for over 20 years, taught me that true energy and resilience come from having a co-pilot who shares your unwavering imaginative and prescient and relentless drive. It’s all right down to the truth that success is not only concerning the work itself, however who you select to construct your legacy with. It’s been essentially the most empowering and transformative expertise of my profession.
What’s your greatest recommendation for somebody simply beginning out, particularly first-time entrepreneurs feeling overwhelmed or unsure?
The perfect recommendation I can provide to a first-time entrepreneur who’s feeling overwhelmed or unsure is to before everything, get clear in your why. Your mission, your goal, or that deeper calling is what is going to drive you to maintain going when issues get arduous. Entrepreneurship is a relentless problem, and your deep-seated conviction is what offers you the tangible, transformative impression you wish to have.
Secondly, embrace your personal audacious story and authenticity. Don’t be afraid to share it, even when your palms are sweaty and your arms are shaking. My journey, particularly overcoming my studying difficulties with dyslexia, has taught me that vulnerability is a good energy. You may’t depart a legacy when you don’t make an impression, and you’ll’t make an impression if you’re afraid to be seen. Don’t be afraid to face out from the gang.
Lastly, do not forget that success is a journey, not only a vacation spot. Keep in mind that receiving a rose gold medal is a reminder to have fun each step of the best way, not simply the highest spot. You’ll have to be agile, resilient, and open to vary, and that’s okay. The best studying moments typically come from the fiercest storms, not the calm waters. My staff and I are nonetheless right here, nonetheless alive, and nonetheless kicking huge targets as a result of we hold our imaginative and prescient unwavering and focus relentlessly on our goal.
How do you method danger and innovation in your decision-making course of?
What’s the worst that would occur? That’s the mentality I’ve, and each enterprise proprietor ought to have. I imagine that, if in case you have an thought, it’s best to at all times give it a crack. This mindset is a direct results of my background, notably rising up within the bush New Zealand. We had been raised with a pioneering spirit and an unbelievable sense of self-reliance, which Kiwis name Quantity 8 wire ingenuity – the power to make or repair something with no matter is at hand. This resourceful perspective taught me to depend on myself and imagine that I may resolve any downside that got here my method.
I imagine innovation can come from anybody at any time, and that we should at all times be open to new alternatives. It’s about being agile, asking questions, and by no means anticipating to know every thing. The one actual failure is just not making an attempt. This philosophy has guided our enterprise by means of a few of its hardest occasions. When confronted with a serious problem, as an alternative of retreating, see it as a possibility to innovate. We embraced new applied sciences, like AI, to streamline our processes, not as a substitute for our creativity, however as a device to boost it. We realized to lean into change and see it as an opportunity to redefine ourselves and are available out stronger. We by no means let the processes outline our innovation, although. Being human is main, enabling and permitting trial nd error builds a staff spirit, after which all of us have fun within the success of our achievements.
If you happen to lead a staff, how do you foster a robust tradition of belief, collaboration, and progress?
I lead by instance and ignite the identical decided spirit in others that has pushed my very own journey. I imagine everybody has a robust story deserving of recognition, and my function is to assist them discover it. I’ve at all times aimed to create a tradition the place we uplift and help one another, and that is particularly vital for our staff. I would like my staff to really feel empowered to embrace their very own audaciousness, simply as I realized to embrace mine.
I run a totally clear collaborative surroundings the place our artistic staff advantages from an open contractor mannequin, the place the entire writing staff earn the identical 30% of regardless of the purchasers pay us. Our 100% distant work mannequin redefines work-life steadiness as an ordinary apply, which is very vital for the younger ladies and moms on our staff. I imagine that by eliminating commutes and giving them management over their time, we allow them to do their greatest work.
I additionally imagine in empowering contribution and innovation. I be sure that 100% of the content material our staff creates is utilised, which eliminates the frustration of wasted effort widespread in conventional PR pitching. This makes their work considerably extra rewarding and empowers them to take satisfaction in every bit of content material that contributes to a consumer’s success. We additionally embrace innovation by utilizing AI instruments like Gemini to deal with analysis, which cuts down the analysis work and permits them to deal with artistic refinement and the compelling storytelling that really units our purchasers aside.
Lastly, I imagine in recognition and help. When purchasers do effectively, we have fun with get together packs for digital celebrations, and we offer month-to-month wellness vouchers for self-care, acknowledging the demanding nature of their work. This holistic method ensures our staff feels valued and appreciated, and it’s a serious cause we’ve achieved our distinctive success charges. It’s about demonstrating that perceived limitations could be overcome, that audacious targets are achievable, and that each particular person has a robust story deserving of recognition.
What are the highest 5 mindset shifts or practices that helped you overcome self-doubt and develop your confidence as an entrepreneur?
The highest mindset shift for me was really understanding that I’m award-worthy. Rising up, I used to be advised I had phrase blindness and would by no means be capable to learn or write correctly. This might have created a deep-seated self-doubt, however with a fierce resolve, I defied that limitation to turn into a five-time bestselling writer and an award-winning author. Realising that my journey, with all its challenges, was worthy of recognition was a basic change that silenced plenty of the adverse speak in my head.
Second, I needed to study to imagine that I’m chief. This was an enormous shift that got here after my enterprise companion left, and I used to be confronted with a interval of intense self-doubt, questioning if I may step up from Managing Director to CEO. This expertise was a take a look at of resilience, and it taught me that true management isn’t nearly navigating calm waters, however steering the ship by means of the fiercest storms with unwavering imaginative and prescient and willpower.
Third, I made the aware determination to just accept that my expertise and abilities are helpful. My background in artistic industries, promoting, and branding, began in a world earlier than the web, and gave me a novel perspective on connection and communication that isn’t broadly taught. I leaned into my very own dyslexia incapacity because it grew to become my biggest asset, utilizing it to assist entrepreneurs perceive how the mind sees manufacturers so they might construct revered private manufacturers in aggressive sectors. This means to assume creatively and outdoors the field is the engine of our company and a core a part of my worth to purchasers.
Fourth, I do know I can contribute to the lives of others in a constructive method. This mindset is what really drives me. Once I see purchasers open doorways to new alternatives, rising their manufacturers and companies due to the credibility we helped them construct, I do know we’re making an actual, tangible impression. My why is to assist the quiet innovators and change-makers who’re doing extraordinary work within the shadows get the popularity they deserve.
Lastly, I’ve realized that the massive image is at all times extra vital than the small points. Churchill as soon as mentioned that if we cease to throw stones at each canine that barks, we’ll by no means attain our vacation spot. This implies specializing in collaboration over competitors. I firmly imagine {that a} rising tide lifts all ships, and that we should always all be shining a light-weight on extraordinary companies, fairly than tearing one another down. This philosophy guides my each determination and pushes me to constantly problem myself and others to see past what’s now, to what might be sooner or later, in order that they hold their eyes on the prize of long-term success.
If you happen to may spark a world motion or mission by means of your work, what wouldn’t it be—and why does it matter to you?
If I may spark a world motion, it might be to eradicate imposter syndrome and the insidious tall poppy syndrome that’s so prevalent right here in Australia and New Zealand. There may be an “itty-bitty-shitty-committee” in our heads that retains sensible folks enjoying small. It’s an inside voice of self-doubt, typically amplified by a societal tradition that’s too fast to pull others down for his or her success.
This motion issues to me as a result of my whole enterprise, The Audacious Company, is constructed on serving to folks overcome this. My mission is to empower entrepreneurs, particularly ladies, to step into their energy and boldly stand out for what they do greatest. My journey of being advised I might by no means be capable to learn or write correctly gave me a profound understanding of what it feels prefer to be underestimated and to have your potential ignored. I do know the sensation of getting to battle in your voice to be heard, and my goal is to make sure that the audacious efforts of others don’t go unnoticed. This is the reason we work to vary the tradition to considered one of collaboration over competitors, and of celebrating your entire awards journey, not simply the wins, so we are able to all carry one another up and create a neighborhood the place innovators are not afraid to be seen as the perfect.
What’s a quote, philosophy, or guiding perception that shapes the way you lead and dwell day-after-day?
My guiding philosophy, one that really shapes how I lead and dwell day-after-day, is impressed by T.S. Eliot’s quote: “Between the concept and actuality, lies the shadow.” This quote has at all times resonated with me as a result of it’s a robust reminder that the true impression occurs within the ‘shadows’ – the arduous work, sleepless nights, worries, and struggles that occur behind the scenes. For me, the mission is about empowering folks to do the work within the shadows after which confidently step into the highlight.
This philosophy is the muse of The Audacious Company’s goal: to assist sensible entrepreneurs who’re doing superb, revolutionary work to get the visibility and credibility they deserve. I’m doing it for the quiet and intelligent innovators and the change-makers who’re doing extraordinary work within the shadows. It’s why I’m so keen about serving to others again themselves and turn into their very own greatest supporter, so their audacious efforts don’t go unnoticed they usually can flip their unbelievable concepts into actuality, making the impression they dream of and leaving a legacy they’re proud to move on to future generations
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