Working On It
In this episode, we sit down with Emmy-nominated journalist and global communications expert Michelle Ponto to explore her fascinating career journey across three continents. Michelle shares her insights on the courage it takes to leave a comfortable career in the US and move to places like Saudi Arabia and the UAE to build new ventures. KEY TAKEAWAYS Embrace change and take calculated risks: Leaving a comfortable job to explore unknown territories, like moving from the US to Saudi Arabia to help build a university newsroom, can lead to unprecedented career growth. Take control of your personal brand: If you do not actively update your personal brand and tell your own story, others will write it for you based on outdated information. Be a language architect: Effective communication requires building a solid foundation of messaging rather than just using generic words, ensuring your core values are clear across all platforms. Avoid AI-generated fluff: While AI is a powerful tool for writing, it often produces generic corporate jargon, meaning you must inject your unique perspective and specific facts to stand out. Maintain consistency across channels: Your core message should remain identical whether it is on a website, a press release, or a podcast, even if the delivery format changes. BEST MOMENTS "Sometimes you just have to go where the journey takes you." "If you're not always talking and updating people, your personal brand whatever you're doing is stuck in somebody else's mind and it is incorrect. And they make up your own history for you and your own future." "If you don't change, your brain I think kind of can go to mush." "Language is almost like a system... you find these key stories, these key things that will be interesting to your audience, and you build your messaging from there." "AI won't know your personal stories; it will only know what it can find on the internet." HOST BIO Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow. He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting. Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader. Working On It is where he brings it all together - growth, grit, and getting better every week.
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