Creating Space for theActor’s Soul
Top Business Women Making an Impact in 2025
Photo Credit I Paw Castillo
CEO and Founder I SightlinesActors Space
LETTER EDITOR’S
Top Business Women Making an Impact in 2025
Top Business Women Making an Impact in 2025
DWhatdoesittrulymeantomakeanimpactinaworldsaturatedwithnoise?It'snolongerjustabout
quarterlyreportsormarketshare.It'saboutbuildingsomethingthatresonates,thatsolvesagenuine humanneed,andthatredefinestheboundariesofwhat'spossible.In2025,thevanguardsofthisnew paradigmarewomenwholeadnotwithauthorityalone,butwithempathy,authenticity,andarelentlessvision forabetterfuture.Theyarethearchitectsofchange,theinnovators,andthementors.Itiswithimmensepride thatwepresentthisspecialissue,“TopBusinessWomenMakinganImpactin2025,”atestamenttothe leaderswhoarenotjustparticipatingintheconversationbutarecourageouslyleadingit.
Ourcoverleader,AlecxLorica,embodiesthisspiritofauthenticimpact.AstheCEOandFounderof SightlinesActors'Space,sheoperatesintheprofoundspacewhereartmeetsentrepreneurship.Herworkis builtonapowerfulpremise:thatgreatactingisnotaperformance,but“asliverofunvarnishedhumantruth.” Alecxhasbecomeanarchitectofthesemomentsofunderstanding,guidingover250studentsworldwideto findtheirowntruth.ADesignatedMeisnerTeacher,shehasbuiltaglobalcommunityfromherbaseinthe Philippines,provingthataworld-classimpactisnotdefinedbyahigh-riseofficebutbythedepthof connectiononefosters.Herjourneyteachesusavitallessoninmodernleadership:toinfluenceothers,you mustfirsthavethecouragetodeeplyunderstandyourself.
Thespiritofinnovationechoesthroughoutthesepages.Wearehonoredtoalsofeatureaformidablerosterof leaderscarvingnewpathsintheirfields:thestrategicvisionofSkeviPerdikouatGeofem;thedigitalhealth revolutionledbyAmaniAbulabanatWebteb;thespecializedcareofDr.MirnaGeorgeattheEuropean UniversityClinicDentalCenter;andthescientificexcellencechampionedbyRichieEustaquioat ChemisphereLabSciences.
Eachofthesewomenoffersamasterclassinresilienceandpurpose.Theirstoriesarenotjustchroniclesof success;theyareblueprintsforbuildingamoreinclusiveandimpactfultomorrow.Wehopetheyinspireyou asmuchastheyhaveinspiredus.
HappyReading!
Pankaj Gholap PROJECT EDITOR
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10
ALECX LORICA
Cover Story
CEO and Founder I SightlinesActors Space
Alecx LORICA
Creating Space for theActor’s Soul
“
Life’s too short and this is the only one you’ve got so make the most out of it. Better to let yourself fail rather than wondering about what ifs.
“
Cover Story
Photo Credit I Paw Castillo
Thethingaboutacting,thekindthatstayswith youlongafterthecreditsrollorthecurtain falls,isthatitfeelslesslikeaperformanceand morelikeaconfession.It’sasliverofunvarnished humantruthofferedupforpublicconsumption. AlecxLorica,theCEOandFounderofSightlines ActorsSpace,hasbuiltherlife’sworkaroundthe cultivationofthattruth.Tomeetheristoencountera quietintensity,afocusedcalmthatseemsperfectly suitedtothedelicateworkofcoaxinghonestyoutof peoplewhoare,byprofession,mastersofillusion.She doesn’toperatefromahigh-riseofficeorabustling studiolot.Herdomainisthelesstangible,yetinfinitely moreprofound,spacebetweenpeople—the ‘sightlines’ thatconnectonehumanexperiencetoanother
Alecx’sownstoryisadeliberate,almostacademic, layeringofpassionandpragmatism.It’sajourneythat revealsafundamentalunderstanding: that before you can convincingly be someone else, you must first have the courage to deeply understand yourself Alecx hasbecomeanarchitectofthesemomentsof understanding,notjustforherself,butforagrowing internationalcommunityofactorswhoflocktoher, virtuallyandinperson,seekingnotjusttechnique,buta sustainablewaytopracticetheirart.
TheForkintheRoad:TwoDegreesofDedication
ThescriptforAlecx’slifecouldhavegoneavery differentway.Asachild,thedreamwassimple,asmost childhooddreamsare:tobeanactor.Butasadolescence gavewaytothepracticalitiesofuniversityapplications, asecondvoiceemerged,oneofreason,of diversification. “I thought it would be good to diversify my skills and pursue a course that I’m interested in, but can also open up more work opportunities for me,” Alecxrecalls.ShechoseABCommunication,asensible path.Yet,thegravitationalpullofthestagewas relentless.Shededicatedanytimeshecouldcarveoutof herscheduletothetheater.
Theturningpointarrivedinherthirdyearofcollege. A plantosimplyminorinTheaterArtswasthecatalyst. “The moment I took my first Theater Arts class, I realized I can’t just settle for a minor,” Alecxsays. Thedecisionwasmade.Shewouldpursueasecond degree,a Bachelor of Fine Arts in Theater Arts, concurrently.Itwasademandingpath, a testamenttoaworkethicthatwouldlaterbecomethe bedrockofherownenterprise.
Heruniversityyearsweremorethanjustacollectionof classes;theywereanincubationperiod.Asanactive memberandeventuallythe Artistic Director of the Ateneo Blue Repertory,arespectedmusicaltheaterorganization, shewasn’tjusthoninghercraftonstage.Shewaslearning tolead,tomanage,tonurturethecreativeimpulsesof others.Thesewerethenascentskillsofanentrepreneur, unknowinglybeingsharpened.Hereffortsculminatedin the Loyola School Awards forthe Arts for Performance, avalidationofherdualcommitment.Itwasalsoduring thistimethatanewpassionignited.Whileassistant directing,shediscoveredtheprofoundsatisfactionof teaching. “It’s when I truly fell in love with acting as a craft and discovered its power as a medium for change,” Alecxreflects. “This is also when I first tried out assistant directing, which ignited my passion for teaching acting.” TheseedsforSightlinesweresown.
AnActor’sGym:TheGenesisofSightlines
TheideaforSightlinesActorsSpacewasaslow,steady burn.Itgrewfromapersonalconviction,aphilosophy forgedinthecrucibleofherowntraining. “I believe that learning is never-ending, and that actors are athletes who need to continuously train,” Alecxexplains.Thissimple, powerfulmetaphoristhecoreofSightlines.She envisioneditas“anactor’sgymtoconsistentlyworkon theiractingmuscles.”
Launchedfromadesiretocreateapermanenttraining ground,Sightlineswasbuilttofosteracommunitywhere artistscouldnotonlylearnbutalsocollaborateandcreate. Inanindustryoftencharacterizedbyisolationand competition,Alecx’semphasisoncommunityisaradical act. “Acting as an artform is meant to be done with other people,” shestates, “so building and fostering our community is integral in our mission.” Thegoalis empowerment,givingactorsthenetworkandconfidenceto initiatetheirownprojects.
Howdoesonekeepacurriculumbasedonhumanemotion “fresh”?ForAlecx,theansweriselemental.“Ibelieve thathumanconnectionwillalwaysbefreshand meaningful,andSightlinesdoesjustthat…weconnect peoplethroughactingandthespacethatwecreated.”
Thisisaliving,breathingentity Alecxandherteamare perpetualstudents,engaginginnewresearch,taking classesthemselves,andconstantlyrefiningtheir curriculum.Theschoolevolvesnotjustwiththeindustry, butwiththeever-unfoldingunderstandingofthehuman conditionitself.
Cover Story
I believe that learning is never-ending, and that actors are athletes who need to continuously train
“ “
TheSightlinesMethod:ADeepDiveintotheCraft
Walkintomostactingschools,andyou’lllikelyencounter the“toolbox”approach,asamplerplatterofvarious techniques.AnactormightgetatasteofStanislavski,adash ofAdler,asprinkleofStrasberg.Alecxsawalimitationin this. “An often critique for these types of acting curriculums is that actors only get a taste of the different acting approaches but don’t really get a full understanding of the approach,” sheobserves.
Sightlinesoffersadifferentpath.It’sauniquehybridmodel, ablendofthetoolboxandadeep-diveimmersion.The school’scoreprogramscurrentlycenteronMeisner, Movement,andVoice.Theintentionisdeliberate:toallow actorstoplungeintoaspecificmethodology,to understanditsnuancesanditspower,withoutthe techniquebeingdiluted “This provides an opportunity for the actors to try out different approaches without diluting the technique itself,” Alecxsays.Theultimateaimisto empowertheactortobuildtheirownprocess,tofindwhat resonates,andtoforgeapersonalmethodologyfromaplace ofdeepunderstanding,notsuperficialsampling.
Thisinternationalschool,truetoitsname,hasaglobal reach,withstudentsandpartnershipsspanningtheworld.
Themissionissimpleyetprofound:“Create SpaceforALL”—Acting Truthfully, Learning Actively, and Living Courageously It'sa commitmenttoprovidingasecureenvironment foractorsfromallwalksoflife,fromnervous beginnerstoseasonedprofessionals,toexplore theircraftthroughsustainablepractices.And thejourneydoesn'tendwhenthecoursedoes. Avibrantcalendarofcommunityevents ensuresthattheconnectionandcollaboration continuelongafterthefinalclass.
TheMeisnerConnection:Truthinthe Moment
It’stellingthatthefirsttechniqueAlecxchose tobecomecertifiedinwastheMeisner technique.DevelopedbySanfordMeisner,it isanapproachpredicatedonreactingtruthfully tothepresentmoment.Foranactorwho describedherownearlyobstaclesas “overthinking and not being able to let go of control,” Meisnerwasanantidote.
“I gravitated towards it because it addressed the obstacles I was facing as an actor at the time,” Alecxadmits.
HertrainingattheMeisnerInstituteunderpinsmuch oftheworkatSightlines.Shefoundthetechnique universallyapplicable,developingfoundationalskills essentialforanymedium—film,television,theater,or evenvoiceacting.Theresult,shenotes,ismore truthfulperformances.
ButAlecxisnorigidtraditionalist.Shehasadaptedthe techniqueforthe21stcentury.Drawingfromher traininginIntimacyCoordinationandDirection, shehaswovenconsent-basedandtrauma-informed practicesintothecurriculum’sDNA. “There are also some traditional Meisner exercises that we’ve removed from our curriculum because we don’t see it appropriate to today’s world anymore,” shestates firmly.Theyhaveevendevelopednewexercises, blendingMeisnerprincipleswithotherapproaches, creatingaprogramthatisuniquelySightlines.When askedhowhermethodhelpsactorsbreakthrough commonblockslikeperformingemotionorjudging theircharacters,sheoffersawrysmile. “You’ll have to take our class to experience it yourself.”
TheViewfromtheDirector'sChair
AdayinthelifeofAlecxLoricaisastructureddance betweenthecreativeandtheadministrative.Mornings areoftenformeetingsandtheessential,lessglamorous tasksofrunningabusiness.Anafternoonmightholda workoutorabriefescapeintoatelevisionseriesshe’s obsessingover.Eveningsareforteaching,forbeing presentinthatspaceshesocarefullycultivates.
Themilestonesshe’sproudofaretelling.There'sthe internationalexpansion,liketeachingin-person workshopsinJakarta,andthehigh-profilepartnership withStarMagic,oneofthePhilippines’premieracting agencies.ButwhenAlecxspeaksofwhatsheis truly mostproudof,hervoicesoftens.
“I would say what I’m truly the most proud of is the community of actors that we’ve built and the personal breakthroughs of our students. Each time I hear about the successes of my students, my heart is beaming with pride and joy to see their hard work pay off.”
Sheadds, “None of this would have been possible without the incredible team behind Sightlines. I want to recognize the Sightlines team for the hard work they put in to uphold the vision I have for the school. These milestones are shared accomplishments, and I am deeply grateful for their belief in me.”
Alecx’spathhasn’tbeenwithoutitshurdles. “Too many to mention,” shesayswitha knowinglaugh. “The challenges will always be there.” Hercopingmechanismisa combinationofradicalgratitudeandstrategic thinking.Sheseesrejectionsnotasfailures, butas “redirections,” opportunitiestodevise anewgameplan.Thepassionfortheworkis thefuelthatkeepshergoing. “I wouldn’t trade my job for anything else.”
Thisphilosophyextendstoherpersonallife. Alecxdismissesthenotionofa “perfect” work-lifebalanceasanimpossibility.Forher, especiallywithADHD,thekeyisvarietyand self-awareness.Workouts,danceclasses, boardgames,andtimewithlovedonesare non-negotiable. “It’s important for me to have life outside of work because that actually improves the quality of my work,” sheinsists. Vacationsarenotindulgences;theyare necessitiestoresetandmakeroomfornew ideas.
TheNextScene
ThefutureofSightlinesisoneofexpansionandcreation.A newMovementforActorscourseisonthehorizon,destined tobecomeacoreoffering.Morepartnerships,bothlocaland international,areindevelopment.Butperhapsmostexciting istheambitiontomoveintoproduction. “We’re also hoping to venture into creating and producing our own stuff soon with our community,” Alecxreveals.It’sthenaturalnext step:fromtrainingactorstocreatingtheplatformsfortheir worktobeseen.
Herpartingadviceisareflectionoftheveryprinciplesshe teaches:ablendofvisualizationanddecisiveaction.
“Visualize the future that I want for myself,” sheshares.
“From there, I make the necessary steps and decisions in alignment with that future.” It’sapowerful,proactive approachtolife.
“Go for what you want no matter how scary it is,” Alecx urges. “Life's too short and this is the only one you've got so make the most out of it. Better to let yourself fail rather than wondering about what ifs.”
It’samantrathatcouldeasilybeanactor’sguidetoabrave performance,oranentrepreneur’stoaboldnewventure.
ForAlecxLorica,itisclearlyboth.Sheisn’tjustteaching peoplehowtoact;sheisteachingthemhowtolivemore truthfully,bothonthestageandoff.Andindoingso,sheis buildingmorethanabusiness;sheisbuildingalegacyof authentichumanconnection.
Skevi Perdikou
Unleashing Satellite Innovation to Forge a New Era in Global Infrastructure
SkeviPerdikou(CEOofGeofem)hasbuiltacareerthat fusesgeotechnicalengineeringwithcutting-edgesatellite remotesensing.Withtwodecadesofexperience,shehas becomealeadingexpertinusingsatelliteradardatato monitorgroundandinfrastructuremovementwith millimetricprecision,employingDifferential InterferometricSyntheticApertureRadar(DInSAR). Skevi’sdualexpertiseingeotechnicalengineeringand DInSARallowshertodelivercrucialinsightsforthe infrastructure,mining,andenergysectors.
Skeviisalsoproficientin3DFiniteElementModelling,a toolsheusestofurtherrefineherassessments.Overthe years,shehasledseveralinnovationprojectsforthe EuropeanSpaceAgencyandotherEuropeanandnational bodies,applyingsatelliteremotesensingtoaddresscivil engineeringchallenges.
Inadditiontohertechnicalwork,Skevihasplayeda significantroleinadvancingindustrystandards.Asa foundingmemberoftheFieldMonitoringCommittee (TC220)oftheInternationalSocietyforSoilMechanics andGeotechnicalEngineering(ISSMGE),sheplaysakey roleinshapingbestpractices.Shealsoservesonthe steeringgroupforCIRIA’sguidancedocumentson naturalslopesandInSARapplications.Herworkin satelliteremotesensingandcivilengineeringhasreceived
recognitionthroughnumerouspresentationsand publications.
FromGroundtoSpace:TheJourneyofSkevi Perdikou
Skevi’sjourneytobecomingCEOofGeofembeganwith afascinationforthestructuresandinfrastructurethat shapetheworld—transportationnetworks,dams,and citiesthatenhancehumanlives.Hercuriosityledherto civilandgeotechnicalengineering,whereshedevelopeda deepunderstandingofthebuiltenvironment.Pursuinga Ph.DinSatelliteRemoteSensingsetheronauniquepath, launchingnewsatelliteswithnewcapabilities,always learningnewthings,andadvancingtechnology.
“What excites me more is being able to use these advanced space technologies for the built environment and our infrastructure, combining all my skills in civil and geotechnical engineering with satellite remote sensing!” saysSkevi.
HercareerbeganintheUKasageotechnicalengineerfor amajorinternationalconsultancy,whereshegained experienceonhigh-profileprojects.Shelaterreturnedto Cyprusandplayedakeyroleindesigningand supervisingtheinstallationofaseweragenetworkand
“
You should choose to do something you are passionate about and try every single day to give your best!
pumpingstations,oneofthecountry’s largestinfrastructureprojects.Her passionforteachingledhertoan assistantprofessorship,whereshe sharedherknowledgeofsatellite remotesensingwithfutureengineers.
In2014,Skevibecameanadvisorto thegovernmentofCyprus, contributingtothedevelopmentofthe nation’sspacepolicyandengagingin negotiationswiththeEuropeanSpace Agency(ESA).Thisroledeepenedher expertiseinthefield.In2017,she joinedGeofemasTechnology Manager,wheresheledthe developmentofthesatelliteremote sensinggroup.Underherleadership, Geofemexpandeditspartnershipswith ESAandsuccessfullycommercialized newproductsandservices.
Inearly2024,SkevibecametheCEO ofGeofem.Shenowfocuseson integratingadvancedsatellite technologieswithengineering solutionstomeettheneedsof infrastructure,mining,andenergy sectorsworldwide.
Geofem:PioneeringSatellite TechnologyforInfrastructure Resilience
Foundedin2007asageotechnical consultancy,Geofeminitiallyfocused onprovidingspecializedengineering solutions.Adecadelater,in2017,the companytookasignificantleap forwardbyincorporatingsatellite remotesensingcapabilitiesintoits offerings.Thisstrategicexpansion allowedGeofemtocombinetraditional geotechnicalengineeringwithcuttingedgesatellitetechnologies,settingthe stageforitsfuturegrowth.
In2020,Geofempartneredwiththe EuropeanSpaceAgency(ESA), markingakeymomentinits development.Thiscollaboration
establishedGeofemasaleaderin integratingsatellitedatawith engineeringsolutions.Sincethen,the companyhasexpandeditsglobal reach,securingnumerousprojectsand buildingastrongreputationinthe field.
Geofem’scoreservicesfocuson satellite-basedInSARdisplacement monitoringandgeohazard susceptibilitymapping.InSAR technologytracksgroundmovements withmillimeter-levelaccuracyby analyzingradarimagesovertime.This precisemonitoringhelpsdetect subsidence,landslides,andother ground-relatedrisksinurbanareas, naturalhazardzones,andcritical infrastructuresites.
Geofemalsospecializesingeohazard susceptibilitymapping,whichuses satelliteremotesensingdataand GeographicInformationSystems(GIS) tocreatedetailedriskmaps.These mapsassessvulnerabilitiestohazards suchassubsidenceandlandslides, guidinginfrastructuremaintenance effortsandsustainableconstruction. Together,thesetoolsprovideprecise, actionableinsightsthatsupportdisaster preparednessandenhance infrastructureresiliencebyeffectively identifyingandmanagingrisks.
HarnessingSatelliteRemoteSensing forDiverseInfrastructureNeeds
Geofemservesawiderangeof industrieswithitssatelliteremotesensingsolutions,addressingvarious infrastructurechallengesacross multiplesectors.Theprimaryconcern forinfrastructureassetownersisthe potentialforcostlycatastrophic failures.Geofem’stechnologyoffers crucialinsightsformonitoringroad andrailnetworks,assessingthe stabilityoftailingsdams,and evaluatingoffshoreoilplatforms.
Skeviemphasizestheversatilityof satelliteremotesensinganditsbroad applicationtodifferentinfrastructure assets.Sheexplainsthat “SAR satellites operate continuously, in all weather conditions, making them reliable for monitoring any infrastructure, regardless of scale.” Earlyhazardidentification,sheadds, canminimizedisruptionstoeveryday life.
ADayintheLifeofSkevi
Skevistartsherdayat6a.m.witha triptothegym,whichsetsthetonefor aproductiveday.By9a.m.,shearrives attheofficeandreviewshercalendar toprepareforupcomingmeetings.
AsCEO,shehandlesawiderangeof responsibilities.Sheinteractswith clients,attendsindustryevents,and staysconnectedwithhernetwork. Throughouttheday,shemonitorskey projectsandmakesdecisionsthatkeep thecompanymovingforward.
Onceaweek,Skevimeetswiththe seniorteamtostayinformedaboutall areasofthebusiness.Shealsoholdsa monthlymeetingwiththeentirestaffto ensurecommunicationandalignment withthecompany’sgoals.
SatelliteRemoteSensingfor Climate-ResilientInfrastructure
Skevihighlightstheincreasing significanceofsatelliteremotesensing forinfrastructurestakeholdersinthe faceofclimatechange.Shenotesthat satellitetechnologydeliversglobal coverageandreal-timemonitoring, crucialfordetectingandassessing environmentalimpactson infrastructure.
Shenotesthathigh-resolutionsatellite imageryenablesadetailedexamination ofstructuralconditions.When
SMART WOMEN LEADERS
Stay Visible Without Burning Out
You Don’t Have to Be Online to Be On Point
Let’sstarthere:Therealprosdon’tsprinteveryday.Theypacethemselveslikemarathonerswitha warplan.
That’ssomethingmostpeopledon’ttellwomenleadersbuildingapersonalbrand:Visibilitydoesn’t meanvolume.
Somewherebetweenthelatestwebinaron“consistency”andthesocialpostthatsays,“Justshowup daily,”manywomeninbusinessconfuse constant availability with strategic visibility.That confusionisexpensive.Itcostspeace.Itcostshealth.Itburnsoutyourcreativity.
Thegoodnews?Youdon’tneedtochoosebetweengrowthandyournervoussystem.
Youjustneedashield.
YouAretheBrand—ButYou'reAlsotheOperator
Therearetwoversionsofyou:
1.Theonethatshowsuponline.
2.Theonethatrunsthewholeoperationbehindthescenes.
Toomanywomenthinktheirbusinesswillstopiftheirfacedoesn’tappearoneverytimeline.But whenyou’rethestrategist,thecreativedirector,theCEO,andsometimestheassistant…it’snotjust okaytopause—it’sessential.
Let’sbeblunt:Youcan’tbuildabrandworthfollowingifyou’rerunningonfumes.
Thinkofitthisway.Ifyouarethelight,yourvisibilityistheswitch.Youcontrolit—notthe algorithm.Thegoalisnottobe seen allthetime.Thegoalistobe remembered whenitcounts.
AthenaDidn’tPostDaily
TheGreekgoddessAthenadidn’t marchintoeverywar.Shepickedher battles.Shecarriedashield,notjust todefend—buttosignalpower Presencewithoutchaos.
Youdon’tneedtoexplainyour silenceorjustifyyourbreak.If you’reinaseasonwheretheenergy’s low,that’sdata.Useit.Adjust.
Youcanstilllead,stillsell,still inspire—withoutlive-streamingyour entireemotionalcycle.
Infact,alotofpeopletrustyoumore whenyoushowrestraint.
ThePowerPause:AReset,Nota Retreat
There’ssomethingmosthighperformingwomenavoidtalking about:theoff-switch.
Nottheglamoroussabbaticalorthe post-hustleBalitrip.I’mtalking aboutaquietTuesdaywhereyou just…don’tshowup.Nopost.No launch.No“I’llbebacksoon”note.
Youjustpause. Strategically
Likeawomanwhoknowshervalue doesn’tdisappearwhenshelogsoff.
Youknowwhatthatdoes?Itbuilds intrigue.Itcommandsrespect.Andit makesspace—fornewideas,sharper offers,andbetterboundaries.
Don’tFeartheAlgorithm—Train It
Let’sgetpractical.Youdon’thaveto abandonyourbrandtotakea breather Youjustneedtosetitup likeabusiness,notamoodboard.
Here’showtoprepfora“quietpowerseason”:
1.Batchyourbrilliance
Spendonefocusedmorningrecordingorwriting2–3pieces ofcontentthatreflectyourvalues,notjustyourvoice. Schedulethem.Letthemrunwhileyourest.
2.Pinyourpresence
Craftoneclearmessagethatlivesatthetopofyourprofiles. Alinethatsays:
“Operatingatfullclaritybehindthescenes.Staytuned.” That’snotgoingdark.That’sgoingdeep.
3.Defineyourred-linerituals
Chooseyournon-negotiables.Maybeit’samonthlyemail.A bi-weeklystory.Orjustavisualpostwithnocaption.Makeit your minimum visible dose.
4.Protectyourcreativeprimetime
Areyoumostfocusedat6amorafterdinner?Reservethat timefornon-publicwork—offers,strategy,reading,thinking. Visibilitystartsintheshadows.
RedLipstickVisibility(andWhatItReallyMeans)
Somewomenuseloudbranding.Someuselogos.Someofus useredlipstick.
It’snotaboutthemakeup.It’saboutthemessage: “I’m here. But on my terms.”
Thattinysymbolofcontrolmatters.Itcanbeawalkatnoon. Apost-itnotethatsays“nomeetingstoday.”Ora3-week breakfromLinkedInwithoutfeelingguilty.
Yousettheterms.Nothustleculture.Notsome10-step contentfunnel.Anddefinitelynotthewomanyouadmire whopostseverydaybutsecretlywantstodisappearfora week.
Visibility≠Access
Let’sclearthisup.Youdon’toweyouraudience24/7energy
Beingvisibledoesn'tmeanbeingaccessible. Beingtrustworthydoesn'tmeanbeingon-call. Beingaleaderdoesn’tmeanbeingloud.
Sometimes,thestrongestpersonalbrandistheonethat quietlysays: “I’mbuildingsomethingbiggerthanthismoment.”
That’swhatyourpausecansignal. Stability.Strategy.Self-leadership.
Here’sWhatI’mDoingThisSummer(Feel FreetoStealIt)
Nograndexitpost.
No“here'swhyI’mtakingabreak”carousel. Justaquietplanthatkeepsmealigned and alive.
· I’mshowinguponceaweekwithvalue-led contentIcreatedweeksago.
· I’msayingnotoallreal-timespeakingunlessit deeplyenergizesme.
· I’mschedulingdeepworkblockswhereno one—notevenmyteam—canreachme.
· I’mlettinginspirationarrivenaturally,noton deadline.
Andifagreatideahitsatthepool?I’lljotit down.ButIwon’tstopswimming.
FinalWord:RestIsaStrategy
Mostpeopletreatrestlikeareward.Something youearnafterburnout.
Smartwomenleaders—realpowerplayers—they treatrestlikeapillar.Somethingthat enables output,notdelaysit.
Sono,you’renot“losingmomentum”bytaking afewweeksoffsocial.
You'rebuildingbrandintegrity.You’reinvesting inyourlong-game.
Andwhenyoureturn?Youwon’tjustbevisible. You’llbeunstoppable.
OneActionStep(Don’tSkipThis)
Openyourcalendar. Picka10-daywindow. Markit:“StrategicBrandRest.”
Prep2posts.Pin1brandmessage. Thenlogoff.
Leavethedooropenjustacrack.Letthe audiencefeelyourpresencewithoutgetting accesstoit.That’sinfluence.
Andifsomeonedoesn’tunderstand? Theywereneveryouridealaudienceanyway
HealthcareintheMiddleEastandNorthAfrica (MENA)regionstandsatacrossroads.Rapid technologicaladvancementsaretransforming howpeopleaccessmedicalinformationandservices.At theforefrontofthischangeisAmaniAbulaban,theCEO ofWebteb,aplatformreshapingdigitalhealthcareinthe Arabworld.Abulaban'svisionfocusesonleveraging technologytoclosethegapinhealthcareaccessandbring accurate,culturallyrelevantmedicalinformationto millionsofArabicspeakers.HermissionwithWebtebisn’t justaboutprovidinginformation—it’saboutempowering individualstomakeinformedhealthdecisions.
Webteb:RevolutionizingHealthInformation
Webtebhasemergedasavitalsourceofhealthand wellnessinformationforArabicspeakersacrossthe MENAregion.Millionsrelyonitsplatformsfortrusted adviceonawidearrayoftopics,fromdiseaseprevention tomentalwell-being.Abulaban’sleadershiphasbeen instrumentalinthissuccess,guidingWebtebtobecomethe mostreputablehealthinformationplatformintheArab world.
“We’renotjustsharinginformation;we'retransforming lives,”Abulabanstates.Webteb’scommitmentisclear: deliverreliable,culturallyappropriatehealthcontent developedbyhealthcareprofessionals,makingit accessibletopeopleinalanguagetheyunderstand.
TheCatalystforChange:Abulaban’sJourney
Abulaban’sjourneyintohealthcarebeganwithapersonal drivetomakeadifference.Withabackgroundinpharmacy andexperienceatleadingpharmaceuticalfirmslike AstraZenecaandMSD,shewitnessedfirsthandthe transformativepowerofinnovativemedicalsolutions.Yet, sherecognizedagap—reliableArabichealthinformation wasscarce,anddigitaltechnologywasn’tbeingusedtoits fullpotentialintheMENAhealthcaresector
ThisrealizationledhertoWebteb,whereshecould combineherexpertiseinhealthcare,marketing,anddigital transformation.“Webtebofferedmetheplatformtoimpact millionsoflivesbyprovidingtheinformationtheyneedto makebetterhealthdecisions,”shesays.
AStrategyBuiltonTrustandCollaboration
Webteb’ssuccessrestsonitsunwaveringdedicationto deliveringup-to-date,evidence-basedhealthinformation. Abulaban’sstrategycentersonastraightforwardprinciple: knowledgeempowers.Byeducatingusers,Webtebenables themtotakecontroloftheirhealth,makinginformed decisionsthatleadtohealthierlives.
Abulabanexplains,“Weaimtoprovideknowledgethatnot onlyinformsbutalsotransforms.Partneringwithglobal leaderslikeMayoClinicandHarvardMedicalSchool,we ensurethatourcontentisnotonlycrediblebutalso culturallyrelevanttoouraudience.”
InnovatingDigitalHealthcare:Webteb’sOfferings
WebtebextendsbeyondcontenttoofferasuiteofB2B solutionstailoredforhealthcareandwellnessinstitutions. Fromtargetedadvertisingandleadgenerationto comprehensiveSEOservices,Webtebpositionsitselfasa keyplayerindigitalhealthmarketing.
· TargetedAdvertising:Throughcontextualaudience targeting,businessescanreachtheiridealcustomerson high-trafficpages,ensuringthatmarketingcampaigns connectwiththerightaudience.
· WebtebPro:Forhealthcareprofessionals,thisplatform offersanextensivedirectoryofphysiciansandmedical news,enhancingvisibilityforspecialistsandinstitutions.
· HealthEducation:Webtebproducesengaging educationalcontentinvariousformats—articles,videos, podcasts—tohelphealthcareproviderseducateandinteract withtheirpatientsmoreeffectively
AdaptingtoChangeinaDigitalLandscape
Thefast-pacedevolutionofdigitalcontentposes significantchallenges.Abulabanacknowledgesthatuser preferencesareshiftingtowardinteractiveandvisual contentlikevideosandpodcasts.“Weneedtostayahead ofthesetrends,”shesays.Toadapt,Webteblaunched “MeetthePioneers,”thelargesthealthandwellness podcastseriesinMENA,whichhasstrengthenedits connectionwiththeaudiencebyprovidingcontentin new,engagingformats.
DuringtheCOVID-19pandemic,Webtebdemonstrated itsadaptabilitybyrampingupitsdigitaloutreach.The teamlaunchedtargetedcampaigns,deliveredreal-time updates,anddevelopedmentalandphysicalhealth resourcestoaddressthecrisis.Thisagileresponse solidifiedWebteb’sroleasatrustedhealthinformation provider,drivingpeaktraffictoitsplatformsduringthe pandemic.
BuildingaHealthierFutureAlignedwithVision2030
Abulaban’svisionforWebtebalignsseamlesslywiththe goalsofSaudiArabia’sVision2030andtheGCC’sfocus onenhancinglifequality.Webteb’sapproachintegrates advancedtechnologywithadeepunderstandingof holistichealth.Theplatformprioritizespreventivecare, mentalhealth,andlifestylediseaseswhileensuringthat usershavesecure,privateaccesstotheirdata.
“Ourmissionistoempoweruserstomakeinformed healthchoices,”saysAbulaban.“Byprovidingtailored, relevantinformation,weaimtoreducelifestylediseases andimproveoverallhealthawarenessintheregion.”
NavigatingChallengeswithInnovation
Abulabanrecognizesthatnavigatingthedigitalhealthcare landscaperequiresconstantinnovationandadaptation. Shehasbuiltateamthatthrivesoncreativityand collaboration,fosteringaculturewherenewideasare encouraged,andtalentisnurtured.Continuoustraining anddevelopmentensurethatWebtebremainsaheadof industrytrends,maintainingitscompetitiveedgeindigital health.
“Wefocusonsolutionsthatdirectlyaddressour audience’sneeds,”Abulabanemphasizes.Byintegrating userfeedbackanddataanalyticsintoitsstrategy,Webteb ensuresthatitscontentremainsrelevantandimpactful.
AGlobalVisionwithLocalRoots
Lookingforward,AbulabanenvisionsWebteb expandingitsreachbeyondtheMENAregion,making itsmarkonaglobalscale.Hergoalistotransform Webtebintoaworldwideleaderindigitalhealthcare, usingitsuniqueblendofhealthcareexpertise, technologicalinnovation,andculturalinsight.
“We’reonamissiontosetnewbenchmarksindigital health,”shesays.“Ourfocusremainsondelivering localized,accurateinformationthatempowers individuals,nomatterwheretheyare.”
EmpoweringtheNextGenerationofHealth Entrepreneurs
Abulaban’sadvicetoaspiringhealthcareentrepreneurs issimpleyetpowerful:understandyourpurposeand knowyourimpact.“Definewhatyoubringtothetable andhowitwillimprovelives,”sheadvises.For Abulaban,successinhealthcareisn'tjustabout innovation;it’saboutcreatingsolutionsthatgenuinely addresstheneedsofthecommunity
ALegacyofChange
AmaniAbulaban’sleadershipatWebtebexemplifiesa blendofinnovation,empathy,andarelentlessdriveto transformhealthcare.Byharnessingtechnologyand fosteringcollaboration,shehaspositionedWebtebas notjustaleaderindigitalhealthcarebutalsoacatalyst forchangeintheMENAregion.
Webteb’sjourneyunderAbulaban'sguidanceshowsthat withvision,determination,andtherighttechnological tools,it’spossibletocreateahealthier,moreinformed society AsWebtebcontinuestoevolve,itsmission remainsclear:empowerindividualswiththeknowledge theyneedtoleadhealthierlives,onesearchatatime.
Let’sGetBrutalforaMinute.
You’renotconfused.
You’re avoiding the real question.
You’renotspinningincirclesbecauseyoudon’tknowhowto buildabrand.Orpriceyouroffers.Orwritetheperfectbiothat screams“humblegenius.”
You’respinningbecauseyou’reaskingweak,genericquestions thatkeepyourpowerdiluted.You’vegotvision-boardglitterin youreyesandyoucan’tseethedamnroad.
You’reasking:
· “WhatshouldIdo?”
· “WhatnicheshouldIpick?”
· “HowdoInotsoundtoobraggywhilealsosounding likeBeyoncé?”
You’rechasinganswerstoquestionsdesignedtokeep you small
NowI’mgoingtosaysomethingyourcoachwon’t. Thosearethequestionsthatamateursask.
Prosdon’task,“WhatshouldIdo?” Theyask,“WhatdoIwanttobeknownfor?”
Readthatagain.
ThatQuestionChangesEverything
It’sthe power seat.Itdoesn’tcarewhat’strending.It doesn’tcarewhatyourcompetitor’scharging.It doesn’tneedaCanvatemplate.
Itasksyoutostandstillforonesecondandremember: You’renotheretofitin.You’rehereto own your lane.
Andnoonecanownanythingtheyhaven’t claimed. Sohere’sthetruthnoone’sputtingonInstagram: Ifyoucan’tanswer“whatdoIwanttobeknown for?”,thennothingelsematters.
Notthelogo.Notthepackages.NottheDMstrategy Notthethree-partemailfunnel.
Becauseifyoudon’tknow why yourworkmatters,whythe hellshouldanyoneelse?
Let’sTalkAboutYou.No,Seriously
You’vebuilt,orarebuilding,somethingthatmatters.That takesguts.Butsomewherealongtheway,youstopped buildingamovementandstartedbuildingabrochure.
Youoverthinkyourpositioning.
Youwaterdownyourmessage.
Youwritecaptionsthatsoundlikeyouswallowedan inspirationalquotebookandpanickedhalfwaythrough.
Meanwhile,therealyou—theonewhohasstoriesthat couldchangelives,lessonsburnedintoherbones,anda truthonly you canspeak—iswaitingtobeinvitedtothe table.
Here’stheplottwist:Youarethedamntable.
LetMeAskYouThis:
· Whatdoyouknowfor sure aboutwhatyouoffer?
· Whatdopeoplesayaboutyouwhenyou’renotintheroom?
· Whatdoyou wish theysaid?
· Whatwouldyoufightfor,evenifnooneclapped?
Ifyoucananswerthat,youdon’tneedto“findyourniche.” Youaretheniche.
RealConfidenceIsn’tLoud.It’sClear
Whenyouownwhatyou’reheretobeknownfor:
· Yourbiowritesitself.
· Yourcontentbecomesmagnetic.
· Yourpricingstopsfeelinglikeamathtestandstartsfeeling likeaboundary
· Youstopwaitingforpermissionandstartactinglikethe leaderyoualreadyare.
Youwalkintoroomsdifferently.Youpostdifferently. Hell,youwakeupdifferently.
Becausethisisn’taboutbeingperfect.It’saboutbeing undeniable
Here’sthe3-StepClarityDetox
(Ifyou’vebeenstuckin“I-don’tknow-what-to-say”land,thispart’sfor you.)
1.KilltheMediocreQuestions.
They’redeadweight.Stopasking, “WhatshouldIdo?”and“HowdoI lookcredible?”Askinstead:
· “What’sthestoryonlyIcantell?”
· “WhatamIalreadydoingthat peoplethankmefor?”
· “WhatimpactdoIwantmyname attachedto5yearsfromnow?”
2.ClaimYourCategoryofOne.
You’renotcompeting.You’recreating. You’renotheretofitthemold.You’re heretobreakit.Soask:
· “Whatpartofmyworkisnonnegotiable?”
· “WhatamItiredofapologizing for?”
· “WhatdoIdodifferentlywithout eventrying?”
3.SpeakFromThatPlace.Always.
Stopwritinglikeastranger.Stop diluting.Stopmarketinglikeyou’re askingsomeoneoutonadate.
Startsaying,“Here’sthework. Here’swhyitmatters.Ifit’sfor you,let’sgo.”
BeingtheAuthorityIsn’taTitle.It’s aDecision.
Youdon’tneed10,000followers.You don’tneedtolooklikeanadfor ForbesWomen.Youdon’tneedto speakonfivepanels.
Youneedtostopoutsourcingyour confidencetometricsthatdon’tmatter
Yournamebelongsinroomsyouhaven’tenteredyet—butonlyifyou startusingyourvoicelikeithasadestination.
SoLet’sWrapThisUptheWayItStarted
Pullyourchaircloser
You’renot“figuringitout.”
You’re remembering who the hell you are.
You’reheretobuildsomethingbiggerthanabrand.
You’reheretobe known forsomethingthatoutlivesanysinglecampaign, post,orlaunch.
Sostopwaitingto“haveitalltogether.”
Youalreadyknowwhatyoustandfor.
Nowmakeitundeniable.
FinalPrompt:WriteThisSomewhereBigandLoud
“WhatdoIwanttobeso wildly known for thattheysaymynameinroomsI'veneverevensteppedinto?”
That’stheonlyquestionworthanswering.
Andyou’vealreadygottheanswer.Startsayingitoutloud.
TheOrthodonticExpertRedefiningUAESmiles MIRNA GEORGE
Dentistryplaysa
crucialrolein maintainingoverall healthandwell-being.Inthe UAE,thedemandfor specializeddentalservicesis rising.Accordingtorecent reports,thedentalcaremarket intheMiddleEastiscurrently valuedataround$1.44billion in2022andisforecastedto growto$2.54billionby2030, withaCAGRof7.4%.
Orthodontists,inparticular,are essentialforaddressingdental irregularities,whichcan significantlyimpactaesthetics andfunction.Theirwork ensuresthatpatientscanlead healthierliveswithimproved oralhealthandconfidence.
AstheUAEcontinuesto developitshealthcaresector, theroleoforthodontists becomesincreasinglyimportant inprovidingqualitydentalcare andcontributingtotheoverall healthofthecommunity
Dr.MirnaGeorge:AJourney ofDedicationandExcellence
Dr.MirnaGeorgeisa SpecialistOrthodontistwith over10yearsofprofessional experienceinEgyptandthe UAE.Shegraduatedwitha BachelorofDentalSurgery (BDS)fromAlexandria Universityin2012.Afterward, shepursuedadvancedstudiesin
orthodonticsanddentofacialorthopedics,earningher Master’sdegreefromtheEuropeanUniversityCollege.In 2019,sheobtainedaSpecialistCertificateinOrthodontics fromMalmöUniversityinSwedentofurtherenhanceher expertise.
Dr.Mirnaisrenownedforhereffectiveplanningof orthodontictreatmentsandherabilitytointegrate multidisciplinarycareintoherpractice.AsaCertified ProviderofInvisalignandIncognitoLingualBraces,she providesawiderangeoforthodontictreatmentsfor childrenandadults.Herdedicationtoherpatientsand commitmenttoprovidingthehighestqualitycarehave earnedherareputationforexcellenceinthefield.
EUCDentalCenter:World-ClassDentalCareinthe HeartofDubai
Dr.MirnaGeorgeisakeymemberoftheteamatthe EuropeanUniversityClinicDentalCenter,locatedin DubaiHealthcareCity TheEUCDentalCenteris renownedforitspatient-centeredapproach,consistently deliveringhigh-qualitydentalservicestobothchildren andadults.TheCenter’smissionistoprovideworldclass,evidence-baseddentalcaretoeverypatient,every day.
EUCDentalCenteroffersacomprehensiverangeof generalandspecializeddentaltreatments.Theirservices includepediatricdentistry,orthodontics,endodontics, prosthodontics,periodontics,implantology,andoral surgery.Thiswiderangeofservicesensuresthatpatients receivecompletecareunderoneroof,addressingalltheir dentalneedswiththehigheststandardsofquality.
TheCenter’steamofdentistsandspecialistsare internationallyrecognizedfortheirexpertiseinall dimensionsofdentalcare,includingaddressingthe uniquechallengesfacedbypatientswithmedical complications,disabilities,dentalphobias,andspecial needs.Thiscommitmenttoexcellenceandpatientcare hasmadeEUCDentalCenteratrustednameinthedental community
Inadditiontoprovidingtop-notchdentalcare,EUC DentalCenterhasarichhistoryrootedinquality education.Formanyyears,theclinichasbeena prestigioustrainingfacilityfordentistsseeking postgraduatespecialization.Thistraditionofexpertise continuestoinfluencetheirdedicationtoexcellence. Throughtheintegrationofadvancedclinicalpracticeand
continuouseducation,EUCDentalCenterensuresthat itsteamstaysattheforefrontofdentalinnovationand patientcare.
APersonalizedApproachtoOrthodonticExcellence
Dr.MirnaisavitalpartofEUCDentalCenter, providingexpertorthodontictreatmentstailoredto eachpatient’sneeds.Shecollaborateswithother specialiststoensurecomprehensivecareandisadeptat addressingcomplexdentalissuesforoptimal outcomes.
ThekeyaspectofDr.Mirna’spracticeisherfocuson patienteducationandinvolvement.Shebelievesthat informedpatientsarebetterequippedtomake decisionsabouttheirdentalhealth.Bytakingthetime toexplaintreatmentoptionsandprocedures,she empowersherpatientstotakeanactiveroleintheir care.Thisapproacheffectivelyenhancespatient satisfactionandcontributestobettertreatment outcomes.
Moreover,Dr.Mirnaisanactivememberofthe AmericanAssociationofOrthodontistsandtheWorld FederationofOrthodontists.Thisallowshertostay updatedwiththelatestadvancementsinorthodontics andtonetworkwithotherprofessionalsinthefield. HerproficiencyinbothEnglishandArabicenablesher toeffectivelycommunicatewithadiversepatient population,furtherenhancingherabilitytoprovide personalizedcare.
AtEUCDentalCenter,Dr.Mirnacontinuestomakea significantimpact,helpingpatientsachievehealthier andmoreconfidentsmiles.Asthedemandfor specializeddentalservicesgrowsintheUAE,leaders likeDr.Mirnaplayavitalroleinadvancingthefield andensuringthatpatientsreceivethehighestquality care.
Let’sgetonethingstraight—noonebuysyour product.Theybuytheirowntransformation.
That’sthepunchlinetoomanyentrepreneursmiss.If you’restillpitchingfeaturesorbraggingaboutyour process,you’releavingmoneyonthetable.
Thetruth?Peoplebuywhentheyfeellikethestory you’retellingsoundslike their story.Notyours.
Andthemostpowerfulwaytomakethathappenisby hijackingsomethingancient:TheHero’sJourney.
Thisisn’tatrend.Thisishumanpsychology.It’swhat ourbrainsdefaulttowhentryingtomakesenseoflife, change,orchallenges.Hollywoodknowsit. High-performingbrandsknowit.
Founderswhobuildcategory-definingstartupsknow it.
Let’sbreakdownhowyouembeditintoyourbrand messaginglikearealstrategist—notacontentcreator who’swingingit.
1.YourCustomerIstheHero.You’reJustthe Guide.AcceptIt.
Thisoneshiftwillcleanup80%ofyourmessaging clutter
Stoptryingtoconvinceyourcustomerhowsmart, qualified,orexperiencedyouare.Theydon’t care—yet.
Theycareaboutthemselves.Theirproblem.Their need.Theirconfusion.Theirdesiretostopthe bleeding.Soputthematthecenterofyourstory
You’renotthemaincharacter You rethepersonwhohelpsthemaincharacter win.
ThinkYoda.ThinkHaymitch.ThinkMoana’s grandmother They’retheoneswhonudgethe herooutoftheircomfortzone,handthemthe compass,andsay, “This way. I’ve walked this road. You're not alone.”
That’syourjob.
Sonexttimeyouwritecontent,don’tstart with, “I help women build soulful businesses.”
Startwiththis:
“You know that feeling when you’ve outgrown your business, but every pivot feels risky and wrong? Let’s fix that.”
Seethedifference?
2.TheProblemIsn’tJustaProblem—It’s theCalltoAdventure
Yourcustomer’sstuckmoment?That’swhere yourstory starts.
Notyouroriginstory.Notyour“why.”Theirs. Youneedtoarticulatethetensionthey feel—butcan’talwaysname.
Whendoneright,theyreadyourcontentand say, “Wait, how are you in my head?”
That’swhentheykeepscrolling.
Here’showyougetthatclarity:
· Lookatwhatyourbestclientssaidwhen theyhiredyou.
· CheckDMs.Emails.Exitsurveys.
· Payattentiontowheretheyalmostgave up.
· Usetheir actual words.Don’ttranslate themintobrandlanguage.
Example:
· Not: “I help burned-out professionals realign with purpose.”
· Try: “You thought quitting your job would feel like freedom. But now it’s 2PM, and you’re Googling how to price your service—again.”
That’sthecalltoadventure.
Makeitsovividtheyfeelslightly uncomfortablereadingit.That’swhenthe shiftstarts.
3.YouStepIn.NotWithHype—With Help.
Here’swheremostbrandsgowrong.They hear“guide”andthinkitmeans“guru.”
Nope.
Yourjobisn’ttosoundimpressive.It’sto offersomethingsolidtheycanuse today Somethingthatbuildstrustwithoutpressure.
Youofferawayforwardthatfeelssafe. Predictable.Testable.
Youbreakdownthenextstepsclearly.Like this:
“We map out your new messaging in 90 minutes. Then you try it out. We adjust what doesn’t land. You go live without overthinking it.”
That’saplan.
Youdon’tneedfireworks.Youneedstructure.
Shareasmallsuccessstory.Showproof.Bereal.Noneedforpolished perfection.That’snotwhatbuildsconversion.
Claritydoes.
4.ThenYouSelltheTransformation.NottheOffer.
Peopledon’tcareaboutyour6-weekprogram,yourgroupcalls,your templates.
Theycareaboutwhatchangesafterworkingwithyou. Sostoplistingdeliverableslikeamenu.Paintaclearbefore-and-after picture.
Makeitsogrounded,theycanvisualizethemselveslivingitnextweek.
Here’swhatthatsoundslike:
· Before: “I hate marketing. It feels fake. I never know what to post.” · After: “Now I write posts in 30 minutes flat—and people DM me saying, ‘This hit hard.’”
That’sreal.
You’reshowingthemthenewidentitywaitingontheothersideofthe work.
It’snotabout“6coachingcalls.”It’sabout“knowingwhattosaywhen someoneaskswhatyoudo.”
Sell that.
5.YouDon’tNeedaFunnel.YouNeedaNarrativeArc.
Let’sgetpractical.
ThisiswhattheHero’sJourneylookslikeinyourcontentecosystem:
Usethismap.Repeatit.Rotateitthroughyourchannels. Don’tjust“postvaluablecontent”—build narrative momentum.
6.IfYourBrandIsn’tSticky,YourStory’sNotSharp Enough
Mostpeopledon’tquityourcontentbecauseit’sbad. Theyquitbecauseit’svague.
You’renotnamingthetension.You’renotarticulatingthe shift.You’renotclosingtheloop.
Here’swhatfixesthat:
· Cut80%ofyouradjectives.Add20%moreverbs.
· Don’ttellpeopleyou’re“aligned.”Tellthemyou stoppedcryingonSundaynights.
· Don’tsayyouhelppeople“scale.”Sayyouhelped someonedoublerevenuewithoutdoublinghours.
Storystickswhenit moves.
7.LetTheirEndingBeYourBeginning
Here’sthebigone.
Whenpeopleseethemselvesinyourclients’wins,they self-select tostartthejourney
Sobuildyourcontentaroundtransformationsalready happening.
Documentyourclient’sfirstwins.Themessymiddle. Thesurpriseoutcomes.
Saythingslike:
· “Whenwestarted,Samwasn’tevensureshehadareal business.Today,shebookedoutQ3intwoweeks.”
· “Miratoldmeshefeltinvisible.Lastweek,shegother firstpressmention.”
Thesearen’ttestimonials.They’remini-herojourneys. Andtheyshowyouraudienceonething: This is possible for you, too.
NoOneBuysCoaching.OrCourses.OrSystems. Theybuybelief.
Beliefthat this time,they’llmakeitwork.Beliefthat someoneactuallyunderstandswhattheyneed.Beliefthat theywon’twastemoneyagain.
Storiesgivethemthatbelief.
Nothype.Nothacks.Nothigh-ticketurgencytactics. Stories.
Andnotjustanystory—astorywherethey win. That’stheonlypitchthatreallyworks.
FinalWord
Look.We’renotsellinglipstickhere.We’rebuildingtrust withpeoplewho’velikelybeenburnedbefore.Thattakes somethingdeeperthandopaminemarketing.
Ittakesnarrativestrategy
Soditchtheguruvibes.Stepintotheroleyou’reactually builtfor:thewomanwhoshowsupwithamap,amirror, andaflashlight.
You’renotsellingservices.
You’resellingself-belief.
Getyourstorystraight—andwatchwhathappensnext.
KeyPoints:
● ChemisphereLabSciences,Inc.isa fullyFilipino-ownedcompanythat specializesinanalyticallaboratory, processcontrol,andmanufacturing instrumentation.
● LedbyManagingDirectorRichieM. Eustaquio,thecompanyhasateam ofyoungprofessionalswith specializedsciencebackgroundsto meettechnicaldemandsand customerrequirements.
● Richiesays,“Wearethebridge betweentechnologyandinnovation, connectingwithend-usersinthe market.Ourpurposeistoeducate, providesolutions,andcollaborate withcompaniesthatrequireour productsandservices.”
Thepharmaceuticalandbiotech
industriesareattheforefrontof developinganddeliveringhealthcare productsthatcanimprovethequalityoflife formillionsofpeople.However,these productsarenotcreatedinavacuum;they requirerigoroustesting,monitoring,and optimizationtoensuretheirsafety,efficacy, andquality.Thisiswhereanalytical laboratory,processcontrol,and manufacturinginstrumentationsolutionsplay avitalrole.
Oneoftheleadingprovidersofthese solutionsisChemisphereLabSciences, Inc.,afullyFilipino-ownedenterprisethat specializesinofferingacomprehensive rangeofinstrumentsandservicestovarious sectors,includingpharma,biotech,foodand beverage,environmental,andeducation. Withavisiontobridgetechnologyand
Navigating the Lab Sciences Frontier with Chemisphere’s Innovative Solutions
innovationandamissiontoeducate, collaborate,andsatisfycustomers,the companyhasestablisheditselfasatrusted partnerinthemarket.
BusinessAPAChadtheopportunitytotalk to ,the and RichieEustaquio President ManagingDirectorofChemisphereLab Sciences,whosharedherjourney, achievements,aswellaschallengesand opportunitiesinthepharmaandbiotech markets.
(ThefollowingQ&Ahasbeeneditedfor lengthandclarity)
BusinessAPAC:Thefieldofanalytical laboratory,processcontrol,and manufacturinginstrumentationis constantlyevolvingandexpanding. WhatinspiredyoutostartChemisphere LabSciences,Inc.,andhowdidyou growitovertheyears?
Richie:ChemisphereLabSciences specializesinanalyticallaboratory,process control,andmanufacturing instrumentation.Westartedasasmall teamoffourpeopleina25sqmofficeat EntrataUrbanComplexonNovember14, 2014.Ourmainbusinesswasproviding serviceandsupportforBrukerFT-NIR systems.Weofficiallybeganour operationsinJanuary2015.
In2018,weacquiredArrowfil Technologies,Inc.,whichexpandedour productportfoliotonewmarketssuchas semiconductor,photovoltaic,anddefense.
Afterfivesuccessfulyearsintheindustry, wehavedevelopedastrongportfolioof well-knownbrandsthatareexperiencedin theirrespectivefields.Weofferproducts rangingfromtop-of-the-linescientific instrumentstogenerallaboratory equipment.
Wecatertovarioussectorssuchasfood andagriculture,pharmaceutical, semiconductor,environmental,and academe.Ourcompany’smantrais
Lab Sciences, Inc.,
“Laboratorymadesimple”.Wetakeprideinoffering thebestlaboratorysolutionstoourcustomersby understandingtheirchallengesandneeds.Weadopta consultativeapproachthatallowsthemtosharetheir problemswithconfidenceandreceivethemost efficientandcost-effectivesolutions.
BusinessAPAC:Youhaveanimpressive educationalandprofessionalbackgroundin chemistryandsales.Howdidyoustartyour journeyinthepharmaandbiotechindustry,and whatmotivatedyoutobecomeanentrepreneur?
Richie:IgraduatedwithaBachelorofSciencein ChemistryfromAdamsonUniversityinManila. Rightaftergraduation,Ipursuedacareerinsalesand workedwithdifferentbigmultinationalcompaniesin thepharmaandbiotechindustries.Ilearnedalot fromscratchandgraduallyclimbedthecorporate ladder.Iwasalsorecognizedasaconsistentsales performerandreceivedseveralaccoladesand awards,includingatopsalespersonawardinAPAC. Ithinkmyintegrity,credibility,anddisciplinehelped medevelopmyleadershipskillsandpreparedmeto startmyownbusiness.
BusinessAPAC:AsthePresidentandManaging DirectorofChemisphereLabSciences,Inc.,you havealotofrolesandresponsibilitiestofulfill. Howdoyoumanagethem,andwhataresomeof theawardsandachievementsthatyouareproud of?
Richie:Ioverseetheoveralloperationsofthe companyandensurethatwemeetourshort-termand long-termgoals.Ialsosetthestrategicdirectionfor businessgrowthanddevelopmentandaligned everyoneinthecompanywiththeirtargets. Oneofourproudestmomentswaswhenwereceived theBestLeadingScientificInstrumentsDistribution Companyawardfromaprestigiousbusiness excellenceorganizationinDecember2023.Thiswas proofandvalidationthatwearedoinggreatinour lineofbusiness.
BusinessAPAC:Tellusaboutyourteam.Howdo youmotivateandinspirethemtobeproductive?
Richie:MyteamconsistsofmillennialsandGenZs. Somepeoplethinkthesegenerationsaredifficultto manage,butIdisagree.Theyallhavetechnical
expertisewhenwehirethem,andwetrainthemtodevelop theskillstheyneedtobethefront-linersofthecompany.
Isetthestandardthroughmyactions,leadingbyexample. Demonstratingdisciplineinmywork,Ibelievethatsuccess followscloselywhenonemastersself-discipline.I consistentlystandbymyteamduringchallengesand commendthemfortheiraccomplishments.Additionally,we ensuretheirneedsaremetbyofferingmonetaryincentives.
BusinessAPAC:Howdoyoudealwiththechallengesof leadinginthepharmaandbiotechindustry?Whatare someofthedifficultiesthatyouhavefacedand overcome?
Richie: Leadinginthepharmaandbiotechindustryisnot easy,asitisdynamicandcompetitive.Iamthetypeof
leaderwhodoesnotshyawayfromany challenge.Ifacenewchallengesand situationseveryday,whichrequiremeto adaptandrespond.Iseechallengesas opportunitiestogrowanddefinemyselfas aleader,soIalwaysfacethemwith courageandconfidence.Ihaveovercome variousdifficulties,suchascustomer demands,supplychainissues, organizationalchanges,andmore.These havetestedmyabilitytohandlepressure andfindsolutions.
Oneofthemainchallengesistobridgethe gapbetweentechnology,innovation,and themarket.Ourroleistoeducate,offer solutions,andpartnerwithcompaniesthat needourproductsandservices.However, itisdifficultwhenthemarketispricesensitiveandcompromisesthequalityand safetyoftheproducts.
“Y ur nam is y ur gr atest badge; saf guar i .”
BusinessAPAC:Work-lifebalanceis essentialforanyleader,especiallyina demandingindustrylikepharmaand biotech.Howdoyouachieveitandwhat areyourhobbiesorinterestsoutsidework?
Richie:Myfamilykeepsmegrounded.Iam justanordinarypersonwhenIamwiththem. Wealwaysplanagetawaywhenour schedulesallowit,butIthinkitwillbeharder inthenextfewyearsasmydaughterwillbe busywithherstudies.Inmyfreetime,Ilike toreadself-helpbooks,dosomelight exercises,andwatchmovies.
BusinessAPAC:Thepharmaandbiotech sectorisconstantlyinnovatingand adoptingnewtechnologiesandmethods. Whataresomeofthecurrenttrendsyou observe,andwhatareyourpredictionsfor thefuture?
Richie:Inmyindustry,Iseeagrowing demandfornon-destructiveanalysisand minimalsamplepreparationtechniques.These methodsaremoresustainableandreducethe risksofusingharmfulreagentsinthe laboratory.Ithinkthesetrendswillcontinue anddominatethemarketin2024andbeyond.
BusinessAPAC:Thepharmaandbiotech industryisachallengingbutrewarding careerpathformanyprofessionals.What aresomeofthetipsandinsightsthatyou cansharewiththem?
Richie:Thisindustryisdemanding,butyou havetostartsomewhereandnotbeafraidof theuncertainties.Youhavetotrainyourselfto seethepositivesideofeverydifficulty,asthe experienceswillenhanceyourpersonal growthandbusinessacumen.Youhaveto keepmovingforwardanddevelopastrong workethic.Youalsohavetobuildagood reputationbymaintainingyourintegrity,as yournameisyourmostvaluableasset.
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