Be you Brand - The Podcast

You don’t need more confidence—you need a new identity. In this episode, I’m breaking down the real reason you’re not showing up at your next level (and no, it’s not strategy). If you’ve been waiting to feel ready before you go all in, this is the shift that changes everything. Connect with Ati-Start here: Step 1: Get clarity on your brand Take the Profitable Personal Brand Quiz https://atigrinspun.com/quiz/ Step 2: Want personalized strategy? DM “AUDIT” on Instagram https://www.instagram.com/ati.grinspun/ Step 3: Ready for ongoing support? Join the Be You Brand Collective ($55/month) Join the Be you Brand Collective Resources Mentioned The Brave Athlete: Calm the F**k Down and Rise to the Occasion — Simon Marshall & Lesley Paterson Get the book here Episode Highlights The moment that forced me to choose between my emotions and my identity Why waiting to feel ready is keeping you invisible and underpaid What an identity mismatch is and how it shows up in your business How Beyoncé used an alter ego as a tool to step into her power The bridge between who you are today and the woman you are becoming Key Takeaways Confidence doesn’t come before action—identity does You’re not stuck; you’re operating from an outdated version of yourself Your feelings are valid, but they don’t get to lead your business Growth happens when you decide who you are and act from that place Your next level requires embodiment, not more information Quotable Moments “You don’t wait to feel like her—you decide to be her first.” “Your feelings don’t get to run your business. Your identity does.” “The alter ego isn’t fake—it’s the bridge to who you already are.” Episode Timestamps 00:00 – Welcome and episode overview 02:10 – The real-life moment that sparked this conversation 06:45 – The identity question that changes everything 10:20 – What an identity mismatch actually is 14:30 – Why most women stay stuck in preparation mode 18:05 – Beyoncé, Sasha Fierce, and the power of alter ego 23:40 – My personal alter ego story (triathlon and business) 30:15 – When you stop needing the alter ego 34:20 – How this impacts your content, sales, and visibility 38:10 – The 3-minute identity activation exercise 44:00 – Your next steps About Your Host Ati Grinspun is a personal branding coach and business strategist helping women become seen, known, and paid through powerful visibility, identity work, and aligned strategy. She supports women in building six-figure brands that reflect who they actually are. About the Show Be You Brand Podcast is for the woman entrepreneur who is ready to build a million-dollar personal brand, increase her income, and create real impact. This show blends personal branding, business strategy, mindset, and energetics to help you become the woman who is seen, respected, and paid.

Episode 89: How We Select Speakers for Be You Brand Live OUTSIDE the Speaker contest   In this episode, Ati shares the behind-the-scenes process of selecting speakers for Be You Brand Live and addresses the questions she's been getting about speaking opportunities. What You'll Learn: How Ati curates the speaker lineup based on attendee experience, not just speaker credentials The two main reasons behind the speaker contest Why providing opportunities for emerging speakers matters The importance of supporting events before asking to speak How to approach event hosts respectfully when pitching yourself Key Takeaways: ✨ Speaker selection is about creating a specific experience for attendees at all levels—from beginners to seasoned entrepreneurs ✨ The speaker contest gives new speakers a platform AND full speaking time (not just 5-10 minutes) ✨ If you want to speak at an event, support it first by buying a ticket and being in the room ✨ Give first, then ask—this is the golden rule of making authentic connections Resources Mentioned: Be You Brand Live Speaker Contest Take the Profitable Personal Brand Quiz: attigreenspan.com/quiz Connect with Ati: Website: atigrinspun.com/quiz Take the quiz to power-charge your personal brand journey  

✨ SHOW DESCRIPTION You’re showing up, posting, networking, and creating offers…yet clients still aren’t reaching out. In this solo episode, Ati Grinspun breaks down why visibility without strategy keeps your brand invisible — and the four foundational elements that must be in place before consistent 10K months become possible. This episode is a must-listen for women entrepreneurs who are done blending in and ready to be clearly known for what they do. 🔥 CONNECT WITH ATI Ready to build a brand that gets you seen, known, and paid? ✨ Seen & Known (4-Week Mini-Mind) 👉 Comment ‘SEEN’ on Instagram @ati.grinspun ✨ Free Training: The 100K Brand Training 👉https://atigbranding.myflodesk.com/100kpath ✨ Free: Take the Profitable Personal Brand Quiz 👉 https://atigrinspun.com/quiz/ ✨ Work Together: Book a discovery chat for Be You Brand Academy, 1:1 Intensives & more 👉 https://calendly.com/atigrinspun/discoverychat Connect with me: Instagram: https://instagram.com/ati.grinspun  Website: https://atigrinspun.com/ 🎯 EPISODE HIGHLIGHTS Why activity alone doesn’t create demand for your work The danger of being “broad” in your messaging How to decide what you actually want to be known for What it really means to establish expertise online The role storytelling plays in authority and trust Why opinions and convictions are the missing link in most brands 💡 KEY TAKEAWAYS If people can’t clearly explain what you do, they won’t hire you Being known for one problem builds faster momentum than trying to help everyone Expertise is shown through clarity, not credentials alone Your story creates connection and positions you as the guide Conviction is what separates unforgettable brands from invisible ones 🗣️ QUOTABLE MOMENTS “Visibility without clarity keeps your brand invisible.” “Your story is part of your expertise.” “Repetition is the mother of reputation.” ⏱️ EPISODE TIMESTAMPS 00:00 Introduction to Personal Branding 01:46 Identifying Your Brand's Core Message 06:03 Establishing Expertise and Authority 09:47 The Importance of Storytelling 16:41 Expressing Your Opinions and Convictions 19:13 Conclusion and Call to Action 🧠 LISTENER REFLECTION PROMPT Ask yourself: If someone heard my name today, would they instantly know what problem I solve? If the answer feels unclear, that’s your starting point. 👋 ABOUT YOUR HOST Ati Grinspun is a personal branding coach, speaker, and the creator of the Be You Brand™ framework. From world-champion flair bartender to photographer to coaching hundreds of women into visibility, authority, and consistent income — Ati brings a bold, no-BS approach to personal branding that actually converts. 🎧 ABOUT THE SHOW Be You Brand Podcast is for women entrepreneurs who are done hiding, done doubting, and ready to build a powerful, profitable personal brand rooted in clarity, confidence, and truth. Categories: Entrepreneurship • Business • Marketing • Self-Improvement Core Pillars: Personal Branding • Business • Mindset • Energetics • Purpose • Life

What if the reason you’re working nonstop but still not seeing real profit has nothing to do with mindset and everything to do with your numbers? In this episode, Ati sits down with operations and finance expert Michelle M. Ghassemi to break down the single most important metric every coach and service provider must track to build a sustainable, six- or seven-figure business — without burnout or guesswork. 🔗 Connect With Ati Take the Profitable Personal Brand Quiz 👉 https://atigrinspun.com/quiz/ Explore working together (Academy, Ascension, 1:1) 👉 Book a discovery call: https://calendly.com/atigrinspun/discoverychat 📲 DM me on Instagram: @Ati.Grinspun RESOURCES MENTIONED Ascension Mastermind 2026, Sedona, January 22–25, 2026: atigrinspun.com/mastermind2026   👉 FREE: Unblock Your BS A short worksheet to help business owners get unstuck, clear mental noise, and move forward with grounded momentum.  👉 FREE: 30 min biz assessment calls with Michelle M. Ghassemi: https://calendly.com/michelle-ghassemi/bizassessmentcall   👉 CEO Operating Dash A simple CEO-level clarity tool that helps business owners see their numbers clearly, stop reacting emotionally, and make calmer, more strategic decisions without complicated software or accounting overwhelm.   GUEST BIO Michelle is a sought after business mentor focused on growth & operations, as a mani gen she understands what it is like to have “all the ideas” but her no BS style is what guides her clients to new heights. With over 8 years of founder experience in CEO, COO & CFO roles she has been able to use those skills & frameworks to not only take her first business from 0-7 figures but support other business owners as well. Michelle is an expert in helping multi 6-7+ figure business owners cut through noise, stay focused, optimize systems & data while most importantly increasing profits. When she isn’t working out, blasting hip hop & spending time with her husband, she is investing in her continued growth, being a community leader & volunteering.  ✨ What You’ll Hear in This Episode Why cost of goods sold is the foundation of confident pricing The difference between base bills, COGS (Cost of Goods Sold), and profit Why tracking revenue trends matters more than total income The mistake most service providers make when pricing their offers How emotional avoidance of numbers keeps businesses stuck Why comparing your pricing to others is dangerous (and misleading) The role of self-trust in financial decision-making How intentional visibility and follow-ups drive sustainable growth 🔥 Key Takeaways You can’t price confidently without knowing your COGS: Every service provider needs clarity on what it actually costs to run their business. Revenue trends matter more than vanity income: Knowing where your money comes from allows you to scale smarter, not harder. Your time is not your value — your expertise is: Pricing based only on hours worked ignores years of experience and skill. Avoiding your numbers creates financial stress, not safety: Awareness builds control, confidence, and sustainability. Profit is intentional, not accidental: Businesses that last are built by owners who understand their data and act on it. 💬 Quotable Moments “If you don’t know your cost of goods, you’re guessing — not running a business.” - Michelle M. Ghassemi "You are not counting your time as part of your cost... if I have to pay someone else to deliver this, I still have to make money." — Ati Grinspun CONNECT WITH MICHELLE M. GHASSEMI Email: [email protected] Instagram:@opsandgrowthmentor LinkedIn: Michelle Ghassemi   EPISODE TIMESTAMPS 01:00 The #1 Metric: Breaking down COGS (Cost of Goods Sold). 00:00 Introduction to Business Metrics 02:57 Understanding Cost of Goods Sold 06:03 The Importance of Pricing Strategies 09:05 Revenue Trends and Conversion Rates 11:48 Mindset and Emotional Blocks in Business 14:50 Building Self-Trust and Confidence 18:05 Navigating the Coaching Industry 20:52 Final Thoughts and Resources ABOUT YOUR HOST Ati Grinspun is a personal branding coach, speaker, and creator of the Be You Brand™ Framework. From world-champion flair bartender to photographer to coaching hundreds of women entrepreneurs, Ati helps experienced women build visible, confident, and profitable personal brands rooted in clarity, authority, and truth. ABOUT THE SHOW Be You Brand Podcast is for women entrepreneurs ready to stop hiding, stop doubting, and start building a powerful personal brand that leads to consistent income, visibility, and impact — without shrinking, over-explaining, or chasing validation. Core Pillars: Personal Branding Business Mindset Energetics Purpose Life

Welcome to one of the most powerful conversations to kick off 2026. In this live panel recorded at Be You Brand Live in Las Vegas, you’ll hear from the newest best-selling authors of Ascension Mastermind as they share what actually happened behind the scenes of writing their stories — the fear, the healing, the identity shifts, and the moment they stopped hiding. These women didn’t just write a book. They claimed their voice, expanded their authority, and built businesses rooted in truth. If you have big dreams, a message that won’t leave you alone, and a desire to build a brand that fully reflects who you are — this episode is for you. 📖 The Book Featured in This Episode This conversation features the authors from Be You Brand – Volume Two, a best-selling collection of stories about identity, leadership, healing, money, and becoming visible without abandoning yourself. 👉 Get the book here: BE OU BRAND BOOK on Amazon (If you’ve already read it, leaving a review directly supports these authors.) ✨ What You’ll Hear in This Episode What it really takes to write your story when your nervous system wants to shut it down Why your story is not a disqualifier — it’s the reason people trust you How shame, burnout, money wounds, and self-doubt get alchemized into authority The difference between leading from performance vs leading from truth How these authors are using the book as a credibility, visibility, and business asset What Ascension Mastermind creates beyond the book itself 📚 Meet the Ascension Mastermind Authors You’ll hear from women who came from: Burnout, money shame, and imposter syndrome Corporate leadership crossroads and integrity decisions Chronic illness and deep healing journeys Early-stage business ownership and self-doubt …and who are now: Best-selling authors Clear in their message More visible, grounded, and confident in their leadership Building brands and businesses aligned with who they truly are 🔥 Key Takeaways Your story doesn’t make you “too much.” It makes you credible. Healing is not external — it’s an internal reclamation. Money work requires awareness of both your numbers and your nervous system. Leadership rooted in truth builds deeper trust than performance ever will. You don’t become someone new — you remember who you’ve always been. 💬 Quotable Moments “It’s not a disqualifier. It’s a f*cking qualifier.” “When I finally saw myself, everything changed.” “I won’t take a penny to silence this voice.” 🌵 Ascension Mastermind + Sedona 2026 As shared in the episode, Ascension Mastermind Volume Three is heading to Sedona, January 22–25, 2026. This experience includes: Becoming a published author Speaking on stage at Be You Brand Live Podcast guesting and expanded visibility Deep personal brand and identity transformation A room that holds you to your truth, not your comfort There are two additional author spots available. 🔗 Connect With Ati Take the Profitable Personal Brand Quiz 👉 https://atigrinspun.com/quiz/ Explore working together (Academy, Ascension, 1:1) 👉 Book a discovery call: https://calendly.com/atigrinspun/discoverychat 📲 DM me on Instagram: @Ati.Grinspun Send me “AUTHOR” if this episode stirred something in you and you’re ready to explore what’s next. 🎧 About the Show The Be You Brand Podcast is for women entrepreneurs who are done hiding, done performing, and ready to build a brand that matches their depth, power, and ambition. This is where identity, visibility, money, and leadership intersect — without fluff.