180: Stand Up For Your Values To Stand Out (ft. Ashlee Sang)
Values may sound like a buzzword or simply a box you need to check in your business, but the reality is that our values can help guide our business and stand out. When you’re able to communicate your values, you can better connect with your audience. In this episode, Ashlee Sang joins us to share how to determine your values, communicate them effectively, and work them into your speaking strategy.
If you loved this episode and it motivated you to work on more polished presentations, I’d love for you to leave a review on iTunes and tell me about your biggest takeaway. Take a screenshot of you listening on your device, post it to your Instagram Stories, and tag me @jessicarasdall.
Resources mentioned in this episode:
Meet Ashlee
Ashlee Sang is based in Central Illinois, with a background in anthropology and a penchant for travel. Through Ashlee Sang Consulting, she works with visionary founders who want to grow their impact and their business in a way that’s rooted in values and propelled by purpose.
Before doing brand messaging strategy and consulting, she worked with a variety of nonprofit organizations, including a human rights education NGO in Senegal and a local branch of Habitat for Humanity. The common thread has been sharing messages that matter.
Ashlee is passionate about small, personal changes anyone can make to improve the environment and other people’s lives. She’s a fan of one-liners, happy surprises, and taking walks in the sunshine. Learn more at ashleesang.com.
Creating Business with Impact
When building a new business, the goal is usually the same across the board—to serve people. If we allow that mindset to take over, we can create more than a business that serves, but also a business that impacts.
Many business owners are visionaries that have a dream of impact and change, but what they’re lacking is a facilitator that can make it happen. That’s where Ashlee steps in to vicariously live through their impact.
Clarifying Your Vision, Values, & Communicating It Well
We are often too close to our vision to know how to communicate it well. Even if our vision is crystal clear to us, others don’t live within our hearts and head, so we need someone to bridge the gap to communicate it.
So, how do you start to clarify that message?
Build a list of what you don't believe.
Ask yourself, “What do I want to be known for?”
Ask, “What legacy do I want to leave?”
Ask, “What do I want my customers to feel?”
Once you get clarity, it makes running and growing your business so much easier. You can make marketing and operational decisions with ease.
Differentiate Yourself with Your Values
In many creative businesses, services can look alike, and it may be hard to distinguish yourself from other brands out there. Your values can be that differentiation from another brand.
Values and audience are their own ecosystem, in that they influence each other. As you get to know your customers better, they’re able to impact your values. Additionally, your values are how you attract people, build trust, and nurture them.
Building Confidence in Your Values
While values are important, you don’t have to be extremely overt in how you convey them. You can subtly share it with your clients, while not shouting it from the rooftops.
If you are wanting to be overt with your values, it will help with attracting the right clients and repelling the wrong ones. While it may feel scary to repel potential clients, you’ll find that an alignment in your values with clients will be beneficial to everyone in the long run.
When it comes to sharing about your values in your messaging, you can look at your values as a lens. You can look at every opportunity you’re faced with and determine if their values align with yours.
Loved this episode? follow us on Pinterest and pin it for later!
Other related episodes you’ll love
Review the Transcript for this Episode
Transcript for Episode 180:
Jessica Rasdall
While our offers and programs may be incredible, they are not enough on their own to make us stand out. Our audience cares about who we are, why we got into the work we do, and what truly matters to us. In today's episode, we're going to talk about our values as business owners, and how they play a role in standing out as a speaker. Welcome back to another episode of The speak to scale podcast, where we're helping business owners just like you grow and scale their companies by speaking on stages, podcasts, webinars, and more. I'm your host, Jessica Rasdall, and today we're talking values. Now it may sound like a buzzword to you or box that you need to check something that needs to go on your about page and you just keep on moving. But we all know that the work that we're doing is about connecting with people. And every time we step onto a stage or get onto a podcast, most of the people who are listening to our message are meeting us for the very first time. So how can we stand out to those new listeners? How can we make a quick connection with them in a way that lets them feel seen and heard and wanting to know more? When we can learn how to communicate our values well and work them in to the work we do. And the presentations we deliver. We stand out from the masses and start drawing in the right types of clients. In today's episode of the podcast, Ashley saying is joining us to talk all things values from how to figure out what errors are, how to communicate them effectively, and how to work them into our speaking strategy, even when it comes to finding events to speak at. So if you feel really good about your offers, but you're wanting to truly stand out and connect with more ideal clients. Today's episode is for you. Let's have a listen. Listening to the podcast is a great first step. But I want you to go take action. So if you are ready to apply everything you've learned here on the show, listen up, we took all of our best resources, like our plugin, play crafting your story workbook, or how to select your speaking topics, workbook resources on crafting your talk finding and pitching events, we put them all together inside of the speak to scale vault, and we put them in order. So you know exactly what to do and when to do it. to scale your business was speaking, ready to unlock the entire vault, head on over to speak to scale vault calm or click the link in our show notes. But be sure to use the code podcast for a special discount for me. For our listeners who are meeting you for the very first time, can you give us a quick little rundown about really who you are, who you serve? What kind of work do you do?
Ashlee Sang
Yeah, thank you. So I am Ashlee Sang and I run Ashlee Sang consulting, I wanted a lot more creativity in the name, but I knew that wasn't gonna change. It didn't change when I got married. So I figured my business name wouldn't change either. So I work with visionary founders on their brand messaging strategy and other consulting needs that they have, so that they can really stand up for something in order to stand out. And normally that's something is their values. And I'm all about having them show up consistently and confidently, and in a way that feels really well aligned not only with themselves as the founder, and the business that they want to build, but also with the audience that they're trying to serve. Because I really believe that business, especially business for good or business that has any kind of impact should be in existence to serve people. Because at the end of the day, that is why we show up. That's why we create our offers and we just want to improve people's lives.
Jessica Rasdall
I'm we're all about that here. We always talk about that, that speaking is not about standing in the spotlight or it's not for the fame or the glory, but it's truly the act of leaving people better than you found them. And we talk a lot about the ripple effect of speaking and the idea that we never know who's listening. We never know how many lives will be impacted when we share our story or grab a microphone or teach a group but we have faith that we're not only impacting the people in that room, but we're also hopefully igniting a spark in them that in turns helps them help them go out into the world. and do great work for others. And I know I saw that you say that your goal and your work is vicarious impact. And I'd love to hear a little bit about what that looks like what that how that shows up in your business because it feels so perfectly in alignment with what we do here when it comes to speaking.
Ashlee Sang
Yeah, so I said, I work with visionary founders, and I don't consider myself to be particularly visionary, right? Every entrepreneur has to have some sort of vision, like, we all take that leap of faith, right. But I, I really get energized, being around these people, these founders who have this pie in the sky vision, who know what they want to create. And they will do it at all costs, or it is something that maybe has never been done before, or it's never been done in that way. And that's really exciting to me. So I really see my role as being a facilitator as lifting them up as getting their message as clear as possible, so that they can amplify it as far as possible. And so the vicarious impact is, if I work with visionary founders, or just amazing leaders, right, whether they're a nonprofit leader, or some sort of corporate company that has this impact in mind, then by me injecting myself in whatever small role I play, they can then go on to have this amazing impact that is so much bigger than I could have done alone, so much bigger than they could have done without me, and so much more than any of us could have imagined. So it's really this idea of amplification. And just like knowing where our strengths are, and then letting, letting the rest build from there,
Jessica Rasdall
I love that I'm always have that, I feel the same way about my work, I've spent, you know, 15 years speaking, but it's almost more life giving, to be able to be behind the scenes, helping somebody else do that same type of work and, and knowing you get to be a tiny piece of their big impact puzzle is just incredible. So I've seen also working with a lot of these visionaries that when they are so close to the work they do, and the impact they want to make, that they really struggle to put it into words to like, tie this up with a bow, and be able to communicate the difference that they're making. So especially values like I, more often than not, I've seen the like, I don't know what my I'm not perfectly clear on what my values are. But I know what my values are not right. They're there, it's easier to communicate what they do not value. So how do you help? How can I a visionary, clarify this and communicate it? Well?
Ashlee Sang
Yeah, so that's exactly why my business even exists is because we are too close to our own dreams, we're too close to our own vision, we're too close to our own business to be able to communicate it clearly to people who don't live inside our head and heart every day. You know, like, even if it is crystal clear to us. And sometimes it's not. Sometimes we just kind of have this vague idea of where we're going. But we don't know exactly what it looks like, I am that distillation process, I am that filter, so that they're able to bridge their hopes and dreams into something that's real in the world that's actually having an impact. So in terms of values work, I actually think that's an amazing place to start is what you don't believe in what gets you riled up what you absolutely would not want to be known for. That's amazing. That's like, that's already plenty of clarity to get started. And so you could literally make like an anti value list and then brainstorm. Okay, what are some really positive words that are on the flip side of that, that could be the foundation of your brand values? Or you can also ask yourself the question, what do I want to be known for, you know, what legacy do I want to leave? What how do I want my customers or clients or partners to feel values can be they converge into that touchy feely territory, and still be really really meaningful components of a powerful strong business? I think so often, we gloss over values because we just think like, we just, you know, pop three words on our about page and Sailor about our values, but Really, if you are clear on your values, you're able to make marketing decisions and operational decisions so much more easily and efficiently. And so they have a real impact once you do get clarity on. Alright, what are my guiding forces? What are these values that I want to live out in my business every single day? It makes running your business and growing your business so much easier?
Jessica Rasdall
Yeah, absolutely. We this has been a big behind the scenes conversation for us here between myself and my operations manager, as making some new hires. And, you know, not just like skills can be learned, anybody can learn how to do something, but it was the our are we have, are we connected on the same values is this a match here, because that's what's going to make this work. And if we don't see the world in business, and the way we operate through the same lens, my image to mine might not be the perfect fit. Exactly. When visionaries are thinking about their values, and maybe they see the value of it internally like that for, for making hires for making decisions for making all of those tough calls, what about when it comes to showing up in front of our potential clients or customers? What is the value of sharing our values in in that type of space?
Ashlee Sang
Yeah, so having something that differentiates you is essential. And it is so hard for just your offer to be that differentiating factor. Because so many people offer more or less the exact same service, the exact same product, of course, you do have your secret sauce, you do put something special on it. But really, it's your values that are completely different. It's how you make those customers feel when they interact with you and your brand. And even the products or offers that you create it is that your values are how you attract people. It's how you build trust with them. And it's how you continue to nurture them. And what I really love about values and audience is that it's an ecosystem. So they influence each other. And so taking a really strong stand of this is what I believe in, this is what our brand is going to represent and give back money toward higher specific groups of people because of who this is where we're going to show up in person or online because of our values. Those types of things are attracting the exact types of people that you're wanting to serve. But what's really special is that as you get to know your customers better as your audience grows, they're then able to impact the values that your business stands for. So if for example, transparency wasn't originally one of your values, as a founder, or just as a brand as you were building it, you just didn't really think much about transparency. But the more you attract the audience that you're aiming to serve, the more they say, it's really important to us to know how much you pay your workers or what your backstory is, or what other whatever other type of information, makes them feel like you are transparent and trustworthy. And so that can become a core value for your business, your your business is allowed to evolve in the exact same way that your audience and your team and your values are able to evolve. So it's a really special cycle. You don't want to be loosey goosey by any means you don't want to you know just be chasing like the the latest audience or the freshest value because one person said it. But if continually over time, either the audience shifts or the values shift, then you need to adapt accordingly. Because that is how you build a thriving business.
Jessica Rasdall
And so what do you say to somebody though, on the flip side, just play devil's advocate who says, you know, that's great that values will, you know, help attract the right people. But what about the people who are going to be turned off by that? What if I received criticism for sharing what's important? What if I'm just scared? What do you say to the people who who know what their values are but are not competent and standing up and making that a visible part of their business?
Ashlee Sang
Yeah, so two things. One, it doesn't always have to be Extremely overt, there are subtle ways to convey it. So for example, I'm a 1% for the planet member, have it in my email signature line, I have it at the footer of my website. But I don't post a ton of content around eco conscious living or anything like that, right. But that that's a core value of mine to be a steward of the environment, essentially. So that is a subtle way that I inject that value, but I don't sort of plaster it all over. So there are ways to do that. But the flip side, I think the more or overt you can be, the better because you want to be repelling those people, just like you want to be attracting the right people, you absolutely want to be repelling the wrong people, because they will not be happy with their experience with you. If it's misaligned, you will not be happy working with them. If it's misaligned, they may bring in more people like them, that will not feel good. So the more you can attract the right people and repel the wrong people. As scary as that is, especially if you're just getting a business off the ground, and you sort of want as much income as possible. Eventually, you'll find that the more alignment the better it is for everyone. And what I find with audience growth, and just marketing to a specific type of person is it's like a bull's eye. And so your core values should align with that core audience you're trying to reach. And you will naturally attract people outside of there, right? Like, you're never going to hit the bull's eye every single time without a doubt. And so as long as people can be vaguely onboard with who you are what you stand for as a brand, then they'll probably be happy. But the further you get from that bull's eye, the less confidence you should have in being able to deliver the results that you want to deliver. And just having the experience both on their end and your end, that's, that's actually going to feel good.
Jessica Rasdall
Absolutely, I'm no don't want any of the outliers. We love it's always we, we talk internally about our students and our clients. And we, we value and protect our, our community so tightly because they are so encouraging of each other and they're so supportive. And it's such a safe, like unique space in our tiny little corner of the internet. And I would never want anyone to disrupt that. And I think it says it very clearly, like in the onboarding process, like there's no disrespect tolerated was like, I will happily kick you out without a refund, like I have no, no problem. Because like that, like creating a space online where people feel safe and comfortable sharing these intimate stories and presentations that they've been working on is hard. And I would never want to start to attract people who feel like, it's okay to put someone else down or to do something like that. So all yes, please more of the good, no need for the bat will pass.
Ashlee Sang
What's really cool is by putting your stake in the ground, again, you're just differentiating yourself, there's someone else out there who will happily take that person who is not a good fit for you. And that's not your responsibility, you are only responsible to show up and serve in the exact way you want to in the best way you're able to and in the way that you know is gonna get the best results for for the your customers. So those people who want to be disrespectful or want to poke fun at someone, they can find a different community and, and they can pay their money there and it'll be good to go. But you don't have to deal with them. And that is your privilege as a business owner. And that is your right to adhere to your values. So good for you. That's amazing.
Jessica Rasdall
Oh, thing, things it's, it's tough work is speaking isn't easy or comfortable by any means. And it's we've got to push through a lot of our own insecurities and blocks in order to get up there. And we want to be surrounded by people who are doing the same thing and feel seen and understood and valued. And that's just so important to us. And when we look at speaking, right, like I think when you're first getting started, just like when you're talking about when you're first getting started in business, and you want to take on all the clients and we're maybe a little less selective or vocal about those values, I think That happens a lot to business owners as they step into speaking as well, of wanting to say yes to every opportunity to get on every stage or just not miss out on something. And I know that doesn't work. And how as business owners can we start to bring, work our values in when we're looking at opportunities we want to speak out, or even the messages that we're sharing?
Ashlee Sang
Yeah, so this is where the values, in theory actually get applied and be put into practice, which is why they're so important. So really, the values are a lens, and they're not the only lens, again, you want to think of the audience you're trying to serve, you want to think of the ultimate impact you want to have. But if, for example, you are researching conferences that you can speak at, well, you're able to narrow your search if you have so if for example, that you see that the entire panel is middle aged white men, okay, that might be great for their community. But is that something that you want to be part of? Yes or no? All right, that's a quick, yes, I want to reach out to them. No, I don't. Or if, for example, you've seen that in the past, they have spoken on topics or haven't spoken up about topics that you care about. That's an easy yes or no, of whether or not to pitch them. And you can also think about the people that are going to be in the audience, what types of people are attending this? What are their goals, if for example, you only work with six figure owner or like six, six figure earners, and you're going, you have an opportunity at a conference that serves brand new freelancers, and Sagres probably not the right fit. Again, you can look deeper into it, you can see if it might be aligned in some way. If for example, one of your values is sort of paying it forward and and really lifting up those people so that they can become six figure earners. Okay, great, that might be a good fit. But otherwise, it's not the right fit. And you just have to find the place and the stage and the audience that is right for you. So using your values as a lens cuts down on a lot of what ifs, and it cuts down on a lot of time and energy and money spent that isn't pushing you toward your goals, because every single decision, while it's easier said than done, should be pushing you toward your goals and that big picture vision that you have.
Jessica Rasdall
Absolutely. I love that you talked about that, too. Like this is where we're putting it into action, right? Because I think it's easy to do that. Well. I did the exercise there on my about page. I'm done. Yeah. But the being how we show up where we show up how we make people feel like that's really where we're, we're living this or breathing this like it becomes a part of what we do. And it's true, it does get easier if you like it's the the more we're doing it it becomes second nature becomes a part of how we communicate how we talk to people how we work things into our messaging. But no box checking over here, please. No, thank you. When you look at founders who are it through the lens of values, and all things values? Are there any big, like misconceptions or things that you wish people knew? Things that maybe are being shared or said or done that are not necessarily the case? That we can kind of clear the air for here?
Ashlee Sang
Yeah, I think one big misconception is that like, some values are inherently good or bad, which is absolutely not the case. So if you are going back to your community, for example, if you are building a community of any kind inclusivity might be super important. You might want to have tons of different perspectives in the room, you might want to have a lot of different voices and experience levels and, and personal experiences that color the room. Right? That might be really, really important. But at the same time if you're building a community, having a super niche, exclusive community could be really, really important if that community has historically been left out, or has been underserved in any way, or needs an extra extra safe space to explore that one facet of their identity and having other voices in the room who haven't lived through that experience, and that identity might actually be harmful to the community you want to build. So inclusivity and exclusivity are not good or bad, it just depends on that aim, you have like, what impact you're trying to make, and the people you're trying to serve. And same with every other sort of value, you know, transparency versus mystery, you know, like, maybe having a really mysterious brand is super important to you, because of XY and Z, and maybe being really transparent about how and why you do things. And every level of your business is really, really relevant. So it's important to not just look at peers or big corporate companies, or anyone else, when you're establishing your values, you need to do a deep dive into yourself as the founder or the leader. And then for sure, if you have a team include their perspectives, because they might be able to add something that you couldn't see yourself and shape those values, again, based on the vision, not based on any other external thing that might be influencing it.
Jessica Rasdall
So if our listeners want to get more clarity around their own values, and start blending this into their work, and really not just checking the box, but living this out making that impact as a part of their day to day business. Where can they go to get started? What should their first steps be?
Ashlee Sang
Yeah, so again, it all starts with reflection. And then I personally recommend outside perspective. But I do have a workbook, it's called the stand up to stand out workbook. And this guides you through sort of the basics of brand messaging, and in my approach values is a really important part of that. So it kind of walks you through some prompts of how to your values and your mission and your audience and those core messages that you want to put out into the world really tied together for that big picture, impact vision. And then because I don't like to just live in theory. It also comes with a consistency checklist. So these are boxes, you do want to check, these are things that you you do want to make sure are aligned, so that your values aren't just like dead on the page sort of living in your inbox or the depths of your Google Drive, you know, they're actually getting applied and lived out into real decisions, your actual social bio, your lens to which you approach partnerships, or speaking opportunities, etc, etc. So get that workbook is totally free for anyone who is interested in going through it. It is available at Ashley saying.com/speak, to scale.
Jessica Rasdall
And we will link that in the show notes, you can easily just click and hop on over there. And where's the best place for us to really connect with you on the internet if we want to chat more or learn about your values?
Ashlee Sang
Yeah. So you can obviously visit my website at Ashley saying calm it's actually with two E's and saying like sang a song. And then I am most active on Instagram at Ashley saying consulting and LinkedIn. That's kind of where I hang out on the internet. And I always love to chat, I always love to hear how people got this fandangled idea to start a business or, or do anything else in their lives. So I'd love to hear your personal story and the values that you want to put out into the world.
Jessica Rasdall
I can't say thank you enough for sharing all of this with our audience. I know, this will be such a blessing to so many of our listeners, and our students and us internally. And so often, like we said, we're just way too close to the work that we're doing to be able to communicate effectively. And I hope that this episode really gives our audience one the permission slip to walk the walk in our business, but also just the resources to get a little more clear on what those are for us.
Ashlee Sang
Yes, thank you so much for having me.
Jessica Rasdall
Thank you so much for tuning in to today's episode of The speak to scale podcast. It would mean the world to us if you could just take a second and head on over to iTunes and leave us a review. Your support of this show allows us to continue creating this content for you each and every week. And we appreciate your reviews and you sharing about the show more than you know. As always, I will be over here cheering you on friend. I'll see you next week for another episode of This speak to scale podcast
*Affiliate links may be included above. However, we only share resources with you that we personally use and love!