167: The Power of Being Known for Something with Jo Living

What happens when you stop trying to show everything you can do and become known for one thing?

In this episode, Sophie is joined by Jo Living, Founder and CEO of Aces High London, to talk about building a personal brand around an unusual specialism.

After ten years in investment banking, personal loss led Jo to rethink her career and eventually build a business around poker. With no background in marketing or personal branding, she had to work out how to position herself, build credibility and get people to take notice.

Jo has also had to challenge some fairly entrenched perceptions of poker along the way, moving the conversation away from gambling, bluffing and boys’ nights and towards the skills that translate directly into business, including decision-making, negotiation, communication and confidence.

Sophie and Jo discuss why being known for something specific can make your personal brand stronger, how having a clear point of view helps you stand out and whether choosing a niche risks boxing you in. They also look at the role PR has played in building Jo’s profile and creating opportunities.

In this episode, you’ll hear about:

Jo’s move from investment banking to entrepreneurship

Building a personal brand from scratch

Why an unusual specialism can become an advantage

Challenging perceptions and developing a clear point of view

Using PR to build credibility and open doors

The benefits and potential risks of becoming known for one thing