Creating significance for your life and business, with Courtney Lukitsch

Creating significance for your life and business, with Courtney Lukitsch

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Announcer  0:04  
introspective, inward looking, self examining, characterized by or given to introspection. Welcome to the introspective podcast, your compass for internalizing the path towards optimal lifestyle design, business success and mindful entrepreneurship with your host, Jake Anderson.

Jake Anderson  0:27  
Hey, welcome back to another episode here on the introspective podcast. My name is Jake Anderson, I'm your host. And today, we are going to dive into some interesting topics specifically around understanding really how to create significance. And tying that into the whole business world. I know that there's been a lot of changes with everything that's happened with the pandemic and just the way the world has just changing and really talking about building brands kind of in this new era that we're in. And today I am joined by special guest, Courtney lukovitch, who is the owner of Gotham PR one of the first multi disciplinary boutique firms in New York focus on arts and entertainment, architecture in design arts and advocacy, development and real estate with clients in 30 countries and 30 cities in North America. Courtney is a Forbes council member and publish author with her new book creating significance which we are going to cover on this interview. So without further ado, I welcome Courtney to the show, Courtney, how are you doing today?

Courtney Lukitsch  1:37  
Good. That's quite an introduction. Thank you.

Jake Anderson  1:40  
Yeah, absolutely. It's, it's it's impressive to hear that you have, um, you really have a global footprint. I mean, before we were speaking, you know, on when we were speaking on the pot, or before the podcast that started before we started recording, you know, I know that we live in a time where I guess technically, we're all online. And we can be global because we have the technology. But do you actually have physical footprints, you know, throughout the world? So tell me a little bit about just let's just start there like being that you're, you have such a such a presence on a global scale, like how have businesses been able to innovate, you know, throughout the globe, for your experience, just through these interesting times that we're in?

Courtney Lukitsch  2:27  
I think the lockdown certainly proved to give people a lot of extra time and shift their focus, I think you and I, before we started recording, we're touching on how we both shifted our perspective to look at significance versus success. And I think that the difference between significance and success is building something that has lasting value that really underscores your values, and utilizes best principles to build a lasting brand or reputation. And that's been very much my experience over close to 20 years of owning and operating my own firm. And I think it's fascinating because I've never solicited business, and yet clients in 30 countries and 30 cities in North America, find us. And I think a lot of that is due to the internet and making yourself not only searchable, but living in a visual culture where branding is so Paramount, providing solutions, creative ones, moreover, two thinkers who really are quite courageous and want to really be first and category. And if you look at our client roster over the past, I guess we're in our 19th year now. They are all first and category for whatever it is they do. And sometimes we had to create a category that didn't exist. Now they call that disruption. They didn't call it that 20 years ago. So it's just it's a it's a it's a constantly evolving arena. And I think that's what makes it exciting. I would love to be a startup right now, quite frankly,

Jake Anderson  4:01  
you so I'm curious, like you have all these companies to work with their first and category. That's, that's really interesting to hear. Because I think a lot of people when they're trying to like kind of break in market, or they're getting started. It's like finding ways to differentiate themselves. That that puts them in that position to kind of, you know, be that you sit on that pedestal on that category to be at the top. So like, what are what's the commonality between these companies that really puts them at that first rank?

Courtney Lukitsch  4:34  
Yeah, that's a great question. That's really what the book creating significance is about. It's for entrepreneurs of all stripes, who will have the benefit of lessons that I didn't have when I first started my own practice of doing a positioning audit and defining a niche and really, it is that kind of niche orientation. I think that allows you to build a successful brand or business and you know that from your own experience as an expert podcaster helping other podcasters sort of define their own channels. So being an expert, I think in multi channel marketing, I think people hear the word PR, and they think it's only about press. But it's really about business development, strategy, positioning, branding, and the coalescence of building out a very successful multi channel marketing plan to help a brand grow and drive and scale. It sounds more complex than it is when you're first starting out. But when you take it step by step, it actually is fundamental to every business. So while our clients are, certainly don't compete with each other, there is a unique aspect to each one of them, which encouraged me to take them on as clients in the first place. And sometimes I say no more, no more than I say yes to signing on a client because I need to make sure they're going to be as successful as the investment of time and resources we placed into them as well.

Jake Anderson  5:55  
So what do you like when you're qualifying clients? because anybody that's ever been in, like, especially in before we talk to you, as you know, like I was in a service provider role. And I remember through that, there was this, like, anytime I would onboard or enroll a client is wasn't a good fit. It almost made you just want to, like leave your business because it was such as such an especially like something like what you do in PR, and that's such a close relationship have. So it's really important that you make sure that you enroll the right people into into your world and how you work with them. So like, what are some of the qualifiers that you think about when it comes to enrolling the right people to work with,

Courtney Lukitsch  6:39  
that's really spot on. I mean, we interview our clients, as much as they interview us, I look to who their clients are. And again, if they're a startup, it really is sort of a temperature check as to how I assess whether or not we'll be able to work well together and succeed. So some of that is being willing to take direction. I think that when you hire an expert, you should follow the experts guidance, because they are providing you the best that they have in their skill set or wheelhouse. So I think sometimes there's a tendency to want to second guessed, or I don't want to say undermine efforts. But those are the clients that it's not going to be a successful engagement. And it is a process. So giving the process time to succeed. I think it's really interesting in this media culture, because you see so much fluff and sort of infotainment published. And there's certainly a lot of sponsored media, but to really earn media, which is a third party critical endorsement, you know, from a paper of record, like the New York Times or The Wall Street Journal, there's a lot of diligence that goes into each one of those features. And sometimes it can take three months, sometimes it can take six months, sometimes it can take upwards of a year. And that's a lot different than just posting something on Instagram with a bunch of hashtags. It's it's a completely different. Yeah. Right. So I mean, all these businesses that are launching on Instagram, I mean, good for them. That's wonderful. But it's, it's really all in the mix. And I think you can attest to that as a podcaster that now podcasting is really at the forefront. And as we all know, radio is not exactly a new medium. But podcasting really came out of the the blogging and webcasting world and is this really interesting admixture and now that people have time to spend listening to ideas and want to be inspired to innovate? It's now one of the number one channels for marketing, which I find fascinating, personally.

Jake Anderson  8:35  
Yeah, it's, you know, and I think what's really cool, uh, gosh, I could geek out on podcasting all day. It's, it's, it's certainly it is, there's so many benefits to it. But even like, like, right now, we are producing a podcast interview and highlighting your message, you know, serving an audience and providing that value. But then there's also, you know, the connection, the relationship, getting to know people building your network. And there's all kinds of things that kind of spark off of podcasting. But one thing that, that you had mentioned, because you talked about earned media, and especially like, if you want to get published in the New York Times, or whatever, some publication, how, like, how established does somebody need to be? Is there any kind of a benchmark or benchmarks that people need to be thinking about when it comes to getting published? Like because I know, I've had conversations with people and they're like, yeah, I really want to get published in Forbes. I really want to get published and whatever this publication is, and they're like, I feel like I need to get my website done. I gotta get my pieces done, you know, all these things together before I even start pursuing it. I mean, is that the case or like when is a good time to start reaching out and thinking about, you know, getting getting in front of these other publications for our media?

Courtney Lukitsch  9:57  
Yeah, that's that's a number one. highly valued question, I would say that if you're going to launch as a brand, you obviously have to invest in visual identity and create the branding and have a website presence. You have to be searchable, right. And so if you just have an Instagram account, even a really wildly flourishing one, I had a client that came to me from the UK a prospect who developed a really cool product. And he wanted to do a lot of entrepreneurial press around himself, and yet he didn't have that other piece. Ready. In other words, you have to be able to leverage some success stories or talk about who the intended audiences, I do think it favors startups to be in the press, quite frankly, if you're looking at a fast company, or Forbes. Certainly easier than some of the more established companies truthfully, because that's their core demographic. And to your point, you have entrepreneurs listening to this podcast and the way that they have entrepreneurs reading their publication. So an Inc, an Entrepreneur Magazine, and a Fast Company is probably going to be the best venue, Mashable, CNET, those kind of publications or platforms to get into. Currently, I'm getting ready to in the second quarter, we're launching numerous platforms, because we've been building out UX for a company called aluna. Calm and they're in beta right now. So I encourage everybody to sign on. And it's a global education platform. So if you have a skill as a teacher, or if you're a student that needs one on one tutoring, you can sign on to it in real time anywhere in the world and get experts. And that will include, you know, teachers who are out of work or students who are disgruntled and their parents can't afford an expensive tutor to help them with their exams, all the way up to celebrity chefs. And if somebody has an audition, and they want to talk to our client, Hill Harper, who's an actor on the good doctor, they can have access to him. And he's actually on our board. So there's all kinds of sort of exciting things to your point that are opening up universally in a way that borders don't matter because of the internet.

Jake Anderson  12:09  
That now let me I want to make sure I get this this link. Right. He says aluna calm.

Courtney Lukitsch  12:13  
It's spelled AL, eu and na. And that means student in a Kalyan?

Jake Anderson  12:19  
Perfect. All right, well, I'll make sure to make sure I will make sure that's linked up in the show notes. And anybody that's looking to seek this, especially in beta, we always get a little bit extra in beta a little bit extra video. So take advantage of that. It's a L you in a crate? Got it? Yeah, perfect. Okay. So I want to I want to get into talking a little bit more about really this idea of creating significance and the difference between like, understanding the real difference between significance and success. And, and from there like to kind of pull that into talking a little bit more about your book. But let's just start there, like the difference between significance and success. What does that mean to you?

Courtney Lukitsch  13:02  
Well, again, significance as lasting a success might be a temporary win. But when you're looking to build a legacy, or business of value, or brand of value, I don't know. And again, this may differ from, you know, person to person or entrepreneur to entrepreneur. But when you get into it, I don't know that you're looking to get out immediately, right. So the idea is to build something of lasting value and worth And to your point, if you're going to put so much into it, particularly as a service provider, because direct to consumer is probably the hottest category there is right now, you definitely want to make the most of that significant experience. So what we're seeing is companies that have values, whether it's sustainability, which again, is should be the leading determinant for pretty much any business or brand at this point on the planet, but one that is not based on what I would call sort of dated values. So this significance aspect comes into not necessarily being self promotional, or self aggrandizing. But it's about engagement. Right? So there's a bigger conversation there. No pun intended, since we're on a podcast, but it really is about engagement and pulling people into that dynamic. It's not a one way exchange, let's put it that way.

Jake Anderson  14:22  
So it's the two way relationship. That's, that's really that's what you're you're speaking to here is that two way relationship is created. And, you know, I've, I get really like, curious about how people promote themselves online and how they kind of do you know, handle their marketing and their content online and, and even just with my own content, I've noticed that brands that just like everything's about, like their company, their product and their service, the engagements like it's a ghost town, it's like nobody, it's like no, but you've been You might see a little bit of engagement. And I've always looked at this is something recent cuz I was like, you know, how do you how do you define this, like I was thinking about engagement is like movement? It's like how much movement? Can you get, you know, within a piece of content. So if you post something and you get a few likes, and, you know, just so you get likes, like, that's a form of movement, right? But it's very different, like, I love content, you know, have you ever, like put out a post or seen a post, and people are actually having conversations inside

Courtney Lukitsch  15:28  
within your channel

Jake Anderson  15:30  
in your head? Like, that's like, that's completely different. And then you have people that might put this is amazing fire emoji, or whatever. And they put little comments like that. But it's just, you know, you look at it. And I kind of I see like measuring the success of that content based on the level of movement that's created within the threads on that piece, like, are they sharing it and talking about it? So so that is, that is that kind of that movement within the content and how they're putting themselves out there, creating that relationship? It's a two way relationship

Courtney Lukitsch  16:05  
very much. So it should aim to inspire and educate. I mean, we work with some of the biggest thinkers in the world. I mean, these are people who are planning entire cities around the world, not least of which we work with so many essential deemed essential workers, designers, architects, construction contractors, people during the pandemic, given the housing boom, that when they post blueprints or ideas for reconciling really complex challenges, you see the level of engagement go up, because it's so valuable, it's not just a pretty picture of a pretty room, right? It's showing people infrastructurally, what goes into building something from the ground up or rescuing something from a you know, infrastructure disaster like plumbing, or how you completely renovate a full, you know, apartment building in real time or a house due to historic preservation code. So I find those to be kind of much more interesting than the, what we call vanity Press into your earlier point, I think people follow people that seems to be the new operating norm in media. And I think that's true. Like, you'll follow your favorite writers, you'll follow your favorite podcasters, will you necessarily follow the business as such, I think we are engaging more on the human level more than ever before. And that I think is largely driven by pandemic. And also because everybody's kind of zoomed out, I mean, it gets to the point where you just sort of see shapes at a certain point. It's a very, it's it's not a super warm medium, not that the internet is either it's, it's considered to be kind of a cold medium, it's just very functional. So I'm going to be very interested to see what happens, you know, once everybody is moving forward into the next phase of our economy and interaction, I don't, I don't think zooms going anywhere. because of the sheer convenience, but I do think, you know, if you look at subscription levels, for magazines, newspapers, podcasts, films, books, they're all exploding because people are taking the time that they spent commuting and doing all these other things and putting them into learning and experiencing and feeling on a new level. And I think that translates to business leadership as well. I think this will be a time that requires a lot of courage. I think businesses always required a lot of risk taking like no risk, no reward and sort of big t temperament the thrill seeker to a certain extent, you know, when you start a business, it's almost like the most important relationship you have in your life because you put so much into it. So I think we're going to see this evolution, and it's already happening in real time, out of necessity, right? Because I think the way that people were doing things, it's just, you know, it plateaued and now we're on the precipice of doing things in an entirely new way. That's significant.

Jake Anderson  19:00  
Yeah, yeah, absolutely. It's, it's, it's it? Well, you have to, you have to, I think that human level, like you speak to is, is what is what was missing, it seemed like for a lot of a lot of brand experience. You know, online is, it's, it's, it's interesting, again, going back to what I was saying earlier, with regards to just kind of like being very curious about how people handle their content, just like anybody listening right now. Like, go and just look at, or even test this yourself, like, I have, I have, just, like the power of telling stories in a way that connects with your audience is unbelievable. And it's like it doesn't need you know, like that's almost almost feels like that's the new brand, right? It's being able to, like I have I have, like my most engaging posts have been literally just mean, like talking about a story that's kind of personal, but it also hooks into Like what I'm doing in my life in my business. And it's just like, like, people were just talking and commenting and having this like, isn't level engagement. And it's just a little thing. It's like, I want to put this out there see how, how an impact in like, I guess it makes it almost looks like it makes things feel more approachable. Maybe? I mean, what do you think like, like,

Courtney Lukitsch  20:21  
in the in the design world, we call that human scale? Okay. Yeah, that's what you're alluding to. And so, you know, we went through the era of big tech and a focus on sort of this mass adoption to all these different platforms and apps. And certainly the secret channels that are proliferating now or by invitation like clubhouse. And so I think this one on one is sort of going back to the future, so to speak, right, where people want to hear authenticity, and they want to hear proven, I mean, I can't tell you how many experiences I have with Uber drivers, I can write a whole book on these incredibly meaningful conversations we have, as we're traveling around the country and around the world together. Because of the there's an intimacy there that isn't filtered by any kind of artifice, because we're just strangers talking. And so it's always actually kind of fascinating, and I always learn a lot.

Jake Anderson  21:23  
That would be a cool book conversations with Uber drivers. Because I mean, you're right, I you always depends on what's it cuz some of them have, like, some of them are very open with, with things. And, you know, by the time you especially if it's like a little bit of a longer commute, it's like a 20 or 30 minute drive. And by the end of this, like, I feel like we should exchange phone numbers, maybe like, because you seem like a best friend right now. But yeah, it's no, I see what you're saying. And, and there's certainly, it's, it's really interesting, and I think it's I think it's, I think it's this is good change.

Courtney Lukitsch  21:59  
Yes, very much.

Jake Anderson  22:00  
So, this is really positive change in this is something I think our our world needs, unity and connection. Now more than ever, so I liked it, it's good to know that in the corporate world, in the business world, especially like what you're seeing with some of these larger companies, they're actually starting to kind of embrace that idea. And I think that's going to really help, you know, just our society. And I don't know,

Courtney Lukitsch  22:31  
I mean, I think that the realness and the authenticity you speak, to invite a lot of people who haven't been able to participate into the system. And that's everywhere, from, you know, investors to people trading stocks, to educating populations that are kind of left out of the banking system. You know, there's, there's still a big segment in our own society that, you know, have been kind of disenfranchised. So I see that shifting, I see that sort of boat turning into water in real time, and it's very exciting.

Jake Anderson  23:03  
So let's hear about the book like, tell me about like, what, what can somebody it's called creating significance,

Courtney Lukitsch  23:09  
yeah, how to design your life's work. So it's about making choices. And also, I think there are so many resources available today that weren't available when I was starting my business. And I just kind of wish I had it distilled with case studies, into a format that I think is very usable. And that really is my intent. And again, I'm working with these great companies. So it's really fascinating to illustrate the startups, you know, from a 25 year old entrepreneur to somebody who's been in business at five years, and what they've managed to do, it really is quite significant. Typically, most businesses as you could probably attest to require about 10 years in to really reap the benefits. I think sometimes people think it's easier than it is. But that's not to say that it isn't easier now than it was traditionally again, because I think the market has shifted. You have very sophisticated consumers, they know what they want, why they want it, and how to find it. And that's largely driven by the internet. So again, as a sort of multimedia expert with a background in technology, I'm always interested in new business platforms. And so I think that maybe was a differentiator for me and my own business is that people understood that I could understand models and how to scale their business, right? So I mean, promotion on its own, to your point on a podcast or press is not enough to really drive a business. That's just one component, right? So it's that constant, as you say, cultivation of a network, always be developing opportunity. Have this courage to know that one day is never going to be like the next which I personally think is a great thing. You know, you have to be adept at change, right. That's really all about change management right now.

Jake Anderson  25:02  
So what like what are you talking about? Like the choices that you make? And thinking about that? business owner, executive or entrepreneur? What have you that's, that's 25 years and and then you think about the person who's just getting started? What's the disparity in decisions and choices that people make between those two people?

Courtney Lukitsch  25:26  
Right? I love this question because I do work with multi generational corporations and succession plans. And it really is interesting to see. And like, in my arena, people will work way into their 70s, sometimes even 80s. Not necessarily in PR, but like in architecture, and some of the more infrastructural type engineers, those kind of firms versus the younger, I think, you know, people always talk about this sort of culture clash of the 25 year old versus the 65, or 75 year old. If anything, I see there's a mentoring relationship that goes on where one teaches the other. And it's actually kind of wonderful to see, to your earlier question about positioning, I think once an entire organization undergoes a positioning, audit, or exercise, everybody kind of gets on the same strategy. roadmap, I think that definitely helps. Obviously, the younger ones are so adept at Digital because they're digital natives. And it's been really fascinating for me to see the companies that were so resistant to engaging in social and multi channel marketing, are now running their own podcasts, and they've got in house, filming studios, and they're posting to Instagram Stories every day. And they're hosting LinkedIn webinars. And for me, I just feel like I'm gonna pat myself on the back, because I had to fight all those hard fights to like, get them to embrace it, but you know, decision makers, the sea level. So seeing a company evolve in real time and doing it, not only within sort of the course of six to 12 months, but embracing it as a whole culture change. There are numerous examples of major major companies and firms that I've been involved with to do that. And sometimes it's almost like you're fighting the client to help themselves, it's really a very unusual dynamic. Whereas with the startups, it's like, it's like candy, it's so easy, because you don't have to explain hardly any of that. It's so intuitive, because they've grown up with it. They're very savvy to advertising, marketing, self promotion, and they don't have a problem being on camera. I mean, I think there's whole generations where they're like, No, I don't want to be self promotional. And that's sort of against our, our brand DNA. And now, of course, if you don't promote, you get lost in the noise, right? So you have to have a presence, you have to engage. And that's not again, going back to my message. It's it's a two way dialogue. It's not a one way conversation.

Jake Anderson  27:56  
You think, do you think people who have established these business brands that aren't, you know, very, you know, well known in our own right. Do you think it's important for I guess, whoever you would consider like a like a, let's just say, Steve Jobs, you know, yeah, he was still alive, like Steve Jobs. And apple. Right. Steve Jobs is very much so was the face of apples as quick as now? Do you think that? Steve, would you say, Steve, I think we need to work on your personal brand. Do you think a personal brand should be something that is built in conjunction with the business brand? Is that makes sense as a question cuz

Courtney Lukitsch  28:36  
he, I think he was the brand to a large extent. So maybe he's not the right example, I think when a company gets that big, yes. And also because he gave life to it, certainly. I think it does help to have a face to the name, certainly. And most companies, particularly in the creative fields, you know, arts and entertainment, that's the expectation is that you would always be front and center and that the name of the company is almost secondary. And as a matter of fact, a lot of people named the company after themselves. And then there's a whole other category of people that just want to be behind the camera. And that's largely been me to my whole career, because I'm so busy working on so many facets of other people's businesses that I wasn't incredibly self promotional, but working with coaches, they encouraged me, you know, pursue these podcasts and opportunities, like you secure for your clients all the time, because it only makes sense when you're trying to share information that you put yourself forward. So that's why we're here today.

Jake Anderson  29:37  
Yeah, you know, I've got a follow up question, because this is this is something that, as you know, like I recently went through a business sale, and I remember going through that business sale, I remember one of the things that was important to that was that was a something that was highly considered by the buyer. So any Buddy who's building business? Like, cuz I think thinking about like, even though you're starting at least having it somewhere in your mind, like, what is the exit strategy? That's

right. Like, so

if you're if you as the person is so attached to that brand, in order to feel complete, being able to sell that business becomes more challenging. So and I'm not sure like this is this was like just something that just kind of hit me as we're talking about this was like, Well, you know, I certainly agree, everything here, I think that having that presence and even especially, like you said, in arts and entertainment, a lot of their companies are named after them. But you know, I just wonder, I'm just kind of thinking openly about this as like, what's the exit strategy for that person? Because I don't know. I mean, can you sell that business is a business that you can even sell? And I'm not even sure if this is something that you've even had experience in? But it makes me?

Courtney Lukitsch  30:54  
Yes, I mean, again, I've had some many offers to buy my firm, and probably at some point, I will, but likewise, I've also trained so many protegees and talent, that if they didn't go off and enjoying, you know, start their own company or join some bigger brands, which many of them have, they're, they're entrepreneurs in their own right, which, you know, I take a lot of pride. And so most likely, that's what will happen is, a couple people that I know are at, you know, the Vice President level, at major companies will probably take over my firm at some point. And, you know, I'll continue consulting. But as you know, running a global business is pretty intense. But yeah, they're to your point, there's a market for agencies, and particularly one with a footprint like this, I just happen to grow up around the world. So I'm interested in working in a more complex manner than I could as easily as I did, at the beginning of my practice, just keep it to the New York City clients only. But now we're seeing LA is really booming. The west coast in general is Florida certainly is, as I mentioned, because we open another office.

Jake Anderson  31:57  
Yeah. So interesting. Yeah, it's the exit is always is, you start to learn a lot of things that, you know, as you go through the exit of a business that you weren't really quite sure about. And I remember, you know, when I was going through mine, it's like, having your processes really documented, like really, business. And I think that really comes in play. So let's, let's kind of circle back around, because now we're getting closer to the end of time here. And I want to talk about just to just to talk a little bit more about your book. Where can people find your book? Like, how can how can people get connected with you? Okay,

Courtney Lukitsch  32:41  
I will give you that, first of all the book is going to publish this summer. So I just want to put that out there. That's 100% available. I am publishing articles at Forbes, on the topic. So I certainly will publish that look for me on LinkedIn, I have a very healthy work and I'm always growing it. It's a it's a great place to network to your point on my LinkedIn profile, because I do have so many big decision makers and journalists and all kinds of interesting people there. And again, you can just find me my email is very simple. It's Courtney at Gotham PR. com, I answer every email, I don't plug it out to an assistant. And I really did try to help people who asked me questions, we have a very healthy established internship program. And once we decide what we're doing, about going forward with being an office, again, we'll be hiring people probably in the fall, so Okay.

Jake Anderson  33:40  
Any any particular positions that you want to plug in here?

Courtney Lukitsch  33:44  
our supervisors, again, we signed, I tripled the business over the pandemic, which I know seems counterintuitive, but that's what happened. And so I spend a lot of time on business development during lockdown. And so, you know, heading into 2022, I'm already sort of mentally there and

Jake Anderson  34:05  
going the business during the past. You know, some i think that i think some people and you're certainly an example of this really, you know, sought out the opportunity from

Courtney Lukitsch  34:16  
and Well, that's it goes back to always be cultivating opportunities for development, right? So it goes into that courageousness. But I think also the fact that I was on an airplane every three days, and constantly in meetings with clients, like the lockdown forced me to go on to zoom and not have to travel so much. And so I just harness that and got really focused. So it was save time for me. And I was able to help more people ultimately.

Jake Anderson  34:43  
So we all have this extra time now because there's commutes are taken out of the equation. So the decision becomes what do you do with that time?

Courtney Lukitsch  34:51  
That's right, you know,

Jake Anderson  34:52  
are you gonna actually use it for something productive, put it back into, you know, developing your business, the things that really move the needle. for your business,

Courtney Lukitsch  35:01  

Jake Anderson  35:01  
Are you gonna do the endless scroll on Instagram? Are you gonna say,

Courtney Lukitsch  35:05  
Yeah, I attended so many important conferences, everything from Fast Company to inc 5000. I get invited to fascinating webinars almost every day, if not every other day, and I try to at least carve out an hour to learn something new. And obviously always reading and so forth.

Jake Anderson  35:24  
Perfect. Yeah, I

Courtney Lukitsch  35:27  
enjoy it. I like the engagement.

Jake Anderson  35:31  
Yeah, no, I'm with you. And it's, it's been nice to be able to, in a way things have slowed down, but in some ways they've sped up, like, cuz I feel like the internet things, just actually, I remember listening to a podcast by James Wedmore. I'm not sure if you're familiar with him or not. He was saying that. He's like an internet years, he kind of calls like, he almost relates internet years to dog years. It's like, you know, one internet year is feels like five years, because things move so fast. When you're online. And, and I remember thinking like, Oh, my gosh, like in this past year, I feel like I've been able to accomplish more being online, in terms of relationship building connections, because you're just so your, your ability to connect with people is instantaneous, like, there is no getting in a car flying to get to the person or to the people, you can just click the zoom link, and there you are, or go live. And there you are, or attend some, you know, virtual, you know, webinar or what have you. In there you are. And so things have been seemed to have been moving very quickly. But at the same time, you're able to take so much time back, you know,

Courtney Lukitsch  36:40  
no, it's interesting. I presented it with the head of Google's social media division last year, her name is Jenna Clark, right before lockdown. We were in Miami. And I just reconnected with her recently. And she said, Gosh, that seems like that was 25 years ago. Because imagine working at Google what that's been like, this past year, I can only imagine.

Jake Anderson  37:01  
Yeah, I definitely see that. Well. Listen, this has been just fantastic. I really appreciate you coming on to the show and sharing your message and talking about the importance of significance and really defining what that means. And I'm excited about about the release for your new book. And definitely keep me posted on that. Because I want to help you.

Courtney Lukitsch  37:20  
I mean, your copy

Jake Anderson  37:22  
to me. Yeah, I mean, let me know how I can help support in that mission. And, and I'll even go back like for anybody. When you do have your book, I'll even go back because by that time, I'll have my website for the podcast really humming and everything. Wonderful organize. That's that's on that's on No, this is this is being recorded as a march your episodes coming out next month. But But the thing is, is getting that in place, so we'll have that traffic there. But when your book goes out, I'll make sure to update your section on that on the site so people know exactly where to find. So if anybody's listening right now, definitely keep your eye out for that. For Courtney's book, creating significance is coming. He said this summer is when you release it. Okay, perfect. All right. Well, thank you again, this has been great. Appreciate your time. Yeah. And for everybody listening. Thank you for being here. It's been an amazing, deep dive talking about building brands and innovating and just the importance of that two way relationship that you need to have online. As you're promoting yourself getting into that place of authenticity. Go back and re listen to this episode. Get out a notepad, definitely take some notes here because I think that there's some really important takeaways that's going to help you in building your brand and taking your business to the next level. Thank you so much for listening, and I'll see you on tomorrow's episode. All right. Wonderful.

Transcribed by

Welcome back to another new week here on the Introspective. Today, we have Courtney Lukitsch here to talk about building brands particularly in this new era. Courtney is the owner of Gotham PR, one of the first multidisciplinary boutique firms in New York focusing on arts and entertainment, architecture and design, arts and advocacy, emerging tech and the built environment, development and real estate with clients in 30 countries and 30 cities in North America. In addition to that, Courtney is a Forbes Council member and she recently authored a new book entitled ‘Creating Significance’ which we are also going to cover in this interview.

For this episode, we are going to dive into some interesting topics specifically around understanding the value of significance in the whole business world and how to create it. Due to the unprecedented and extraordinary situation that we are still in with the pandemic, it’s really important we really have a closer look on the changes in the entrepreneurial world and in general as well. Don’t miss this episode as we are going to hear insights from someone who has seen it all on a global scale.

What You'll Learn

  • The importance of investing in visual identity and having a website presence when launching as a brand
  • The difference between significance and success
  • Finding the right time to start reaching out in terms of publications and media

“Have the courage to know that one day is never going to be like the next. You have to be adept at change.”

-Courtney Lukitsch

Learn the difference between significance and success in the entrepreneurial world.

Connect with Courtney Lukitsch

Resources mentioned on this episode

  • Crafting unique campaigns and partnerships that deliver results:
  • Courtney’s book, “Creating Significance,” will be published this summer.

Follow this Podcast

Thank you for taking a deep dive on today’s episode of the Introspective Podcast.  If you found this episode to be interesting, valuable, and provided some fresh perspective for your entrepreneur journey - then head on over to Itunes to subscribe and leave a review with your feedback.  If you’re not an Apple user, then feel free to leave a comment below with your thoughts.  Your feedback is paramount to the success of this show, and provides direction for how I can best serve you.

-Your friendly Podcast Host, Jake Anderson 

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