There are two ways for Insurance Companies, Banks, Private Equity firms, MGAs, and insurtechs to approach complex risk in 2025:

1. Rely on generic solutions, potentially overlooking critical gaps.
2. Partner with specialized expertise that delivers clarity and tailored protection.

Many sit in the first category, often underserved by mega-brokers.

Your institution has unique strengths and ambitions. 

But is your risk management truly aligned? 

Or are you unknowingly exposed due to:

–  Coverage gaps hidden in the fine print?

–  Lack of access to sophisticated global markets?

–  Decisions made without credible peer data or advanced analytics?

–  Impersonal service that doesn’t grasp your specific operational realities?

The bigger problem?

You're leaving strategic advantage on the table and potentially facing significant financial or reputational risk down the line.

The solution?

Transform your risk management from a necessary cost center into a strategic asset through a bespoke, expert-driven partnership.

That’s my focus at LION Specialty.

My approach combines:

– Penetrating technical analysis honed by deep experience (including handling complex Fortune 100 accounts) to uncover what others miss.

– Global market access (London, Bermuda) and perspective, crafting solutions beyond standard domestic offerings.

– Process mastery & advanced analytics delivering clarity and confidence, not complexity.

– Authentic human connection, building partnerships that thrive.

(informed partly by my wellness background as a Pilates instructor… sustainable success requires balance)

–  Are you serious about closing critical coverage gaps?

–  Are you ready for risk management bespoke to your institution's needs?

–  Is it time for a partner who brings both sophisticated expertise and a refreshingly collaborative approach?

Let's connect and explore how we can elevate your strategy together.

Natasha Kiemnec

The SEC doesn't always send a lawsuit.
Sometimes they just ask for a "voluntary" interview.


That "voluntary" interview cost my client $250,000 in legal fees.

They received a request for documents. Not a subpoena. Not a Wells Notice. Just a request.

They hired top-tier counsel to respond (as they should).

They sent the bill to their insurer.

The Denial:
"This is not a Claim. A Claim is defined as a written demand for monetary or non-monetary relief. This is just a request for information."

Technically, the carrier was right.
The standard policy was silent on "inquiries."
The client paid the $250k out of pocket.

The Architect Solution:
We don't use standard definitions.
We expanded the definition of "Claim" to include "Pre-Claim Inquiries."

Now, when the regulators "just have a few questions," the policy responds.
It pays for the lawyers to answer those questions correctly—before they turn into a lawsuit.

If you wait for the subpoena, you’ve waited too long.
Your coverage needs to start when the risk starts.

Does your policy cover "Pre-Claim Inquiries" or just "Claims"?

One definition is worth $250k.

DM me "INQUIRY" and I'll check your language.

P.S. Ever been to Mexico City? One of the coolest spots I’ve frequented the last few years! It’s a vibe.

Natasha I.  Kiemnec, ARM

Managing Partner & Co-founder of LION Specialty | Global Financial Institutions & Private Equity Broker | Classical Certified Pilates Instructor

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Your $5M policy is not actually $5M.


Unless you structured it correctly.

Most D&O policies are "eroding limits."
Every dollar spent on lawyers reduces the limit available for the settlement.

If you spend $2M defending a frivolous lawsuit...
You only have $3M left to pay the judgment.

The lawyers get paid first. You get paid last.

We structure defense costs outside the limit, in addition to, or specific sub limits outside the limit. 

This means the insurance company pays for the defense or other limits in addition to the policy limit.

Your $5M limit remains fully intact for settlements and judgments.

Why this matters:
In a complex securities claim, defense costs can easily hit $500k-$1M before you even get to a motion to dismiss.

If that money comes out of your limit, you are underinsured.

If it sits outside, you have a dedicated war chest for the fight.

Don't let your legal bills eat your protection.

Check your declarations page. Does it say "Defense Costs Included" or "Defense Costs in Addition"?

What other sublimits are included, if any?

If it says "Included," you have less coverage than you think.

DM me "LIMITS" and I'll review it for you.

I was 24 years old, the youngest person in the room by at least 15 years.

And I was terrified of asking the wrong question.

The client was one of Aon's marquee accounts. The meeting was high-stakes. Everyone around the table had decades more experience than me.

So I stayed quiet.

I nodded along. I took notes. I tried to look like I belonged there.

But halfway through the conversation, something wasn't adding up.

The numbers the client was describing didn't match the risk exposure we'd outlined in the proposal. It seemed like a pretty basic disconnect, but no one was addressing it.

I figured I must be missing something obvious. These senior leaders would've caught it if it mattered, right?

But the gap kept nagging at me.

So I took a breath and asked what felt like the most obvious question in the world:

"Can we walk through how you're calculating exposure? Because I'm seeing a difference between what you're describing and what we've modeled."

The room went quiet.

Then the client looked at his CFO and said, "That's a good question. Can we?"

Turns out, they'd been using an outdated methodology. And no one on their team had flagged it because they all assumed someone else understood it.

My "obvious" question uncovered a $2M gap in their coverage.

That moment taught me something I still carry today:

Technical excellence doesn't come from pretending to know everything.

It comes from being curious enough to ask the questions everyone else is afraid to raise.

Now, when I'm mentoring the next generation of actuaries at LION, I tell them this:

The questions you're embarrassed to ask? Those are usually the ones the room needs to hear.

Because the most dangerous assumption in any technical field is that someone else has already figured it out.

Your lack of experience isn't a weakness. It's permission to question the status quo without ego getting in the way.

So ask the obvious questions. Challenge the assumptions. Speak up when the numbers don't add up.

That's how you build real expertise—not by faking confidence, but by staying relentlessly curious.

What's one question you've been afraid to ask in your work that might actually be worth raising?

The easiest way for a carrier to deny a $10M claim is not a coverage exclusion.


It is a calendar error.

"Late Notice" is the silent killer of D&O claims.
Most policies require you to notify the carrier "as soon as practicable" or within a specific window (30-60 days).

But what counts as a claim?
Is it a lawsuit? A demand letter? A verbal threat?

If your General Counsel gets a letter on January 1st, handles it internally, and then notifies the broker on March 1st...
You might be denied. Entirely.
Not because the claim wasn't covered.
But because you missed the window.

The LION Process:

We don't leave "Notice" to chance.

1. The Definition Trigger
We negotiate the definition of "Claim" so it triggers only when a written demand is received by the Risk Manager or General Counsel—not just any employee. This prevents a mailroom mistake from voiding your coverage.

2. The Protocol
We build a "Notice Flowchart" for your legal team before the policy binds. Everyone knows exactly who to call and when.

3. The "Laundry List"
At the end of every policy period, we notice everything. Every potential circumstance. Every rumble of thunder. We lock in coverage under the expiring limits so you start fresh.

Process beats panic.

Don't let a clerical error cost you your limit.


Does your team know exactly what triggers a notice requirement?

DM me "NOTICE" and I'll send you our protocol checklist.

What makes someone great?


The book, Good to Great, would tell you it’s disciplined people making consistent, focused decisions over time. 

In light of the Olympics, Lindsey Vonn has said, you have to believe in yourself when no one else does. You can give up, give in, or give it all you’ve got. 

The themes are consistent
Discipline
Focus
Internal drive 

For me, these have always been where I found my success. 

The competition with myself to be the best. 

It’s amazing what you find in the hours of pushing yourself. 

In a marathon
Hours of studying
Early mornings at the gym 
Late nights at the office 

If you’ve been there, you know what I’m talking about…

The one other thing I’ve unexpectedly found to bring that same drive in life, is love. 

In light of Valentine’s Day, a shout out to my fiancé taking his third bar exam coming up in a week. 

Not because he didn’t pass the first two but because he’s going to be barred in the whole country soon (except Louisiana - haha don’t worry I don’t want to move there next)

The drive, effort, dedication, commitment that he puts into his work makes me want to find the next level within…

So I’d add admiration and love for someone to that list of reasons to find a third or fourth gear in yourself. 

While it was yesterday, I thought I needed something more than insurance humor in celebration of the day. Happy Valentine’s!

So incredibly proud of you David Gutierrez ❤️

What’s your take on what makes people great?

Eighteen years in insurance taught me what no training manual covers.


Here are the unspoken rules that matter most:

1. Relationships outlast resumes.
The best placements don't come from knowing the product. They come from knowing the underwriter who can make an exception. Build the relationship before you need the favor.

2. Saying "No" is a skill.
Early in my career, I said yes to everything. I learned the hard way that overcommitment leads to mediocrity. Boundaries create the space for excellence.

3. Ask the "Junior" questions.
I was 24, manuscripting policies with General Counsels. I asked questions that probably annoyed them.
But asking when you don't understand builds expertise faster than pretending you do.

4. Own mistakes immediately.
Coverage errors happen. The brokers who survive own them fast. The ones who spiral try to hide them. (This one I learned early days from my parents.)

5. Physical discipline supports mental performance.
You cannot sustain high performance on declining physical capacity. Insurance rewards endurance. Train for it.

Nobody told me these rules at 22.
I learned them through trial, failure, and watching others burn out.

What has been the key to your most career success?

Ps. Also! Make the most of the travel, and make it fun.

Legally, a drone is an aircraft.
That one definition nearly created a multi-million dollar uninsured loss.


I was reviewing a policy for an insurance carrier client.

We reached the "Aircraft and Operational Machinery" exclusion.

The CFO stopped me.
"Wait. We use drones to inspect property claims. If this exclusion stands, are we covered?"

Technically? No.

If the policy excludes "aircraft," and the FAA defines a drone as an "aircraft," the carrier can deny the claim.

Most brokers would wave this off.

"It’s a standard exclusion. They know what you do. It’ll be fine."

I don't rely on "fine." I rely on the contract.

We added a carve-back:
"This exclusion does not apply to the use of unmanned aircraft for claims handling and loss assessment."

One sentence.

Total protection.

Standard forms are written for hypothetical companies.

Manuscript policies are written for your operations.

How many "standard" exclusions in your policy are silently blocking your actual business operations?

Book a review. We usually find the first gap in 15 minutes.

The insurance industry is approaching a 400,000-worker deficit.


CFOs, CUOs, and board members at regional insurers, reciprocals, and mutuals…

Here's the part most people get wrong: Gen Z isn't avoiding insurance careers. They don't know they exist.

In my 18 years in this industry, I've watched the narrative problem compound:

We're an industry that has exactly what younger generations want — meaningful work, people-first culture, good pay, career growth.

But we've done a poor job of telling that story.
Meanwhile, the talent we do have? We're burning them out. A CII study found 78% of employers have taken no steps to address secondary trauma in claims professionals.

We manage external risk all day. We should apply the same rigor to our own teams.

This week's Friday Five covers all of it — the talent gap, the burnout blind spot, and what leaders are doing differently (including 250 Pilates classes).

Comment "BRIEF" below if you're not on our distribution…

Stay covered!

P.S. If you're serious about building the next generation of insurance talent, it starts with telling your story. We've had great success being authentic on social media about who we are and what we stand for.

P.S.S. Getting out in nature, doing pilates, meditation helps with burnout. Can you guess where this is?

Innocent until proven guilty" is a legal right.
It is not an insurance right.


Most D&O policies contain a "Conduct Exclusion."
It states the insurer will not pay for claims arising from fraud or criminal acts.

That sounds reasonable. You shouldn't be insured for committing crimes.

The problem is the trigger.

In standard policies, the carrier can often stop paying defense costs as soon as there is a "fact in dispute" or a credible allegation of fraud.

If a plaintiff accuses you of fraud, the carrier can say:

"This looks like it falls under the exclusion. We are pausing defense payments."

You go bankrupt proving you didn't do it.

We change the trigger.

We demand "Final Adjudication" language.

This means the carrier must pay your defense costs all the way through trial and appeal.

They can only apply the exclusion if a judge or jury issues a final, non-appealable ruling that you actually committed the act.

We shift the burden of proof from you to the contract.

Check your policy for "Final Adjudication" wording.

If it's not there, you are exposed to the allegation alone.

This is just one of 10 tweaks we make to the conduct exclusion alone to ensure that you have defense cost coverage. 

DM me "CONDUCT" and I'll help you find them.

A single word just split a federal court ruling.


Most financial institutions treat their Crime Bond and their Cyber Policy as two separate safety nets.
But a recent ruling (Hartford vs. HSB) just proved why that is a dangerous assumption.

The Bond was dismissed. The Cyber policy survived.
The difference wasn't the loss itself. It was the definition of "Causation."

Here is the nuance that most programs miss:

1. The Bond: Often excludes losses where an employee is "tricked" into sending money (Social Engineering). It requires the computer itself to be the cause.

2. The Cyber Policy: Applies a more permissive "direct result" standard that holds up even when human error is involved.

If you are relying on a $250k Social Engineering sublimit to cover a seven-figure wire fraud loss, you are exposed.

I’ve spent years architecting programs for financial institutions, and I always look for this specific friction point.

You cannot map these coverages in silos. They have to work together.

We broke down the full legal framework in this week’s Boardroom Briefing.

Comment "BRIEF" and I'll send it over.

Early in my career, I said "Yes" to everything.
Every client call. Every project. Every "quick question."

I thought availability was a competitive advantage.

I was wrong.

Overcommitment is the enemy of excellence.
If you are always available, you are never deeply focused, creative, or unique.

I learned the hard way:

You cannot manuscript a complex policy while answering emails every 5 minutes.

You cannot negotiate a difficult claim while jumping on "quick syncs."

The Pivot:
The process was developed. 
Each day had a focus throughout the week. 
Each month prepared for the next. 
Always aligning with the client’s calendar 
150 days out from expiration. 
Sunday nights were for alignment of the week. 
Fridays for policy checking. 

It felt too structured but the focus helped my alignment,
the team,
The client. 

My clients stopped getting "fast answers."
They started getting better answers. 

Structure creates the space for 
deep work, 
unique, 
creative outcomes.

And deep work is the only competitive advantage that lasts.

What is one thing you need to “structure" this week to better align the team?

At the American Bankers Association Risk Management Conference in Orlando?

I’m on the Brightline Trains on my way up. 

Would love to meet up! Send me a note. 

(And yes, I changed my hair)

Kroll just surveyed 325 PE executives about cybersecurity.

The headline number: 80% experienced hold-period cyber disruption. Average financial hit per deal: $2.1 million.

But the number that stopped me...82% of PE firms have no dedicated cybersecurity leader managing portfolio risk.

Not "could improve their approach." 
No leader. 
Period!

When Flip and I review these reports for the Friday Five, we're looking for the data point that changes how our clients think about their next renewal. 

This week had three of them.

The $77.7 billion US data center construction surge creating entirely new risk classes for carriers. 

The PE cyber governance gap that predicts whether a firm absorbs a valuation hit at exit. 

And the plaintiffs' bar expanding its litigation analytics to 1,200 additional state courts.

Three forces. 

One common thread...the institutions slowest to adapt pay the most.

We broke all of it down in this week's Boardroom Brief.

Link in comments.

Comment "BRIEF" if you want it in your inbox every Friday.

If your insurance coverage doesn't work in a simulation, it won't work in a crisis.


We don't just place the coverage and file the binder.

We stress-test it.

Before the program binds, we run "Mock Claim" scenarios against the proposed language.

We simulate the specific nightmares that keep the C-Suite awake:

1. The Friday Night Hack

A ransomware event hits at 6 PM. Who do we call? Does the "Breach Response" definition actually trigger immediate counsel, or are we stuck waiting for carrier approval?

2. The Regulatory Subpoena

A short-seller report triggers a stock drop. The SEC calls. Does the policy cover the "Informal Investigation" costs, or does it only trigger after a formal Wells Notice?

3. The Nuclear Verdict

A jury awards $50M. Does the excess tower sit flush on top of the primary, or is there a gap in the attachment point that leaves you exposed?

We usually find the cracks during the simulation.
It is infinitely better to find them in a conference room than in a courtroom.

You stress-test your software.
You stress-test your financials.
Start stress-testing your risk transfer.

Ready to see if your program holds up?

DM me "STRESS TEST" and let's run a scenario.

Ps. This is how we react when we hear of another prospect’s program not working and they need a LION!

The single biggest leverage point…


Time

Most brokers start the renewal process 30 days before expiration.

They flood the market with submissions. They cross their fingers. They hope for appetite.
You get daily emails asking for "just one more thing" while trying to close your quarter.

We operate on a 150-day cycle.

Day 150: The Strategy
We map out exactly where we are headed. We identify the story we need to tell before we ever open a submission file.

Day 120: The Build
We construct the submission. We test every angle of the risk narrative.

Day 90: The Approach
The carriers see our first approach now. We are reading the market, not reacting to it.

Day 60: The Options
We have your options locked down.

Day 30: The Bind
Bindable terms in hand. No drama. No surprises.

One client saw their limits jump 25% at flat premium simply because we had the runway to position them properly.

You negotiate effectively when you control the clock.

If your renewal is July 1st, we should be starting right now.

DM me "TIMELINE" and I'll share our 150-day execution roadmap.

I’m exceptional at bar games. 


Corn hole / bags

Shuffleboard 

Darts 

Ping pong etc. 

And if you’re a guy reading this you’re probably like most other guys who think…

Ya I’m sure she is for a girl. 

Well I’d probably beat you too 😂

I’m rarely this confident about my ability but repetition lends itself to credibility. 

It’s not that people underestimate me. 

It’s that they never thought to ask. 

They just decide. 

That I wouldn’t be good

Couldn’t be that good or whatever it is

But the reality is that this happens everywhere in life at all times. 

It often happens with the megabrokers. 

Well, of course, they’ll be the best because it’s

Xyz or abc or whichever three letter broker it is. They’re the biggest or they have the most data or insert whatever assumption. 

But that really isn’t the case. 

What makes someone or some team exceptional is that 

Drive
Skill
Extra effort 
Hidden talent 

Being a guy with a sport or a mega broker with a deal doesn’t make you necessarily the best. 

At LION Specialty we pride ourselves on being that team that has that extra effort, and hidden talent. 

Curious what that looks like?

Come talk to us. 

What talent of yours often gets overlooked?

P.S.  for a little video proof… the ongoing dual between my fiancé and me… anytime there’s a game to be played… and yes, the record is 62 / 57 … me. We’ve kept score the whole time we’ve been together. For the record, he’s also pretty incredible at games.

Most executives discover their D&O coverage gap the day they get sued—not the day they sign the policy.


Here's the brutal part:

CFOs and general counsels spend weeks negotiating premium rates and policy limits. But the language that actually determines whether you're covered? Most never read it.

I've reviewed hundreds of D&O policies. And the same technical gaps show up over and over.

These aren't edge cases. They're the exact provisions insurers use to deny claims when executives need coverage most.

Here are 3 policy traps that sink real claims:

1/ Fraud exclusion language with a "dishonesty”trigger

Vague fraud exclusions let the insurer deny coverage based on allegations alone—no final judgment required. Executives are left funding their own defense. 

✅ Protective: "Fraud as determined by final non-appealable adjudication"
❌ Risky: "Fraud resulting from dishonest acts" (no adjudication requirement)

2/ Hammer clauses forcing lowball settlements

This provision penalizes you for rejecting settlement offers the insurer wants to take.

Refuse a settlement? The policy limits your recovery to what you would've paid if you'd accepted.

✅ Protective: No hammer clause, or "modified hammer" (insurer shares excess costs)
❌ Risky: "Insurer's liability limited to settlement amount offered"

3/ Representations language that outright excludes coverage and relies on all being material

If your policy application becomes part of the contract, any misstatement—even unintentional—can be used to deny 

This includes statements made by people you don't even know about facts you can't verify.

✅ Protective: "Severability of applications" + "only material items to acceptance can be used to deny"
❌ Risky: "Application is part of this policy and all statements are warranties"

I've seen GCs negotiate policies for months and yet miss some key details like these

Which of these gaps exists in your current D&O policy?

Talk birdie to me


The line the from sweatshirt I’m wearing here. And a term that is on the minds of many pros this week at TPC Scottsdale golf tournament.  

As I watched these pros and amateurs tee off yesterday, I’m constantly reminded of the dedication and skill that it takes to get to the top of your game. 

While it starts with above average skill, it always comes back to finding beauty and comfort in the mundane. 

That extra effort to do the next rep, 
one more hour of practice,
one more review,
one more check

I see it in all aspects of life:

My cousin who did make a birdie yesterday in the tournament - has played golf for 40 years but just changed his golf swing recently to find that “next level”

Our team who reviews each document over and over again to make sure there are no mistakes. 

I’ll continue to believe that drive will allow anyone to outperform those around them. 

While it can’t be trained, it can be encouraged by team members who share that same desire to continue to level up. 

What are you doing to level up?

Right now we are perfecting our internal data to make sure we are accurately capturing it for the future!

Freedom of speech and press as given by this platform itself


How lucky are we to be able to have individual liberties that some only dream to have

•	Believe in who or what you wish
•	To gather with whom we wish 
•	The right to a fair trial if accused 

To get to use social media to promote

Our companies
Our ideas
Ourselves 

It’s seemingly sometimes lost on people but what a gift it really is. 

So today, I’m grateful for those who came well before this time, while many and much had to happen to get us to where we are, it was those founding fathers and first presidents who started us on this incredible path that we are on today. 

Happy Presidents’ Day

“The stiff and unbending is the disciple of death. The gentle and yielding is the disciple of life". 


A quote from the Tao Te Ching. 

In building a business, being around friends at different phases of life, from different cultures, marrying someone of a different ethnicity, and trying at all times to immerse myself in culturally rich cities, I’ve found this to be true to almost an unnerving point. 

If you’re not willing to bend
Change your habits
Continually grow
Apologize for your wrongdoings
Shift your path based on another 

You’ll find yourself in the same place for most if not all of your life. 

I was reminded of this quote in finishing the book Atomic Habits by James Clear . 

While on the face it’s about habits, I took away more the ability to

- take what is automatic and make it a deliberate practice 
- Learn to master the process of narrowing your focus to truly the most important element of success
- Constantly review and reflect

And more importantly than anything learning to fall in love with the mundane. 

Why does any of this matter?

Because it’s what makes people great. 

To be applied anywhere of deep success:

Successful entrepreneur
White glove service
Professional athlete 
Fighter pilot
The charismatic wealthy friend who seems to have it all 

Which all comes with the desire to master as task but always being willing to grow. 

Most do not have this level of discipline especially these days with AI, social media, and attention spans being less than 10 seconds. 

So for those who fall in this camp.  I applaud you, and hope to meet you someday!

Happy Saturday. 

Ps. A brand that definitely has this dedication to constant improvement and refinement! Their location in France was quite the experience!
Ruinart

Over the last 14 years, I’ve built two successful companies and have spoken in over 14 international countries, sharing my expertise with a growing community of over 100,000 people.

My mission is to help companies create engaging content, generate leads, and profit from social media, and empower speakers to gain confidence, secure paid gigs, and become thought leaders.

I’m the founder of ZC Social Media, where we specialise in social media strategy, content creation, and lead generation, and of The Credibility Formula, dedicated to helping speakers become professional speakers and recognised thought leaders.

My portfolio:

→ I'm the founder & CEO of ZC Social Media, a social media agency with a vibrant online community of over 100,000 people
→ I’m the founder & CEO of The Credibility Formula, where I coach speakers to build their confidence and secure paid speaking engagements
→ I offer bespoke 1-2-1 training and consultancy to help businesses and individuals master social media
→ I lead the ZC Social Media Growth Academy, a programme designed to help businesses grow their online presence
→ I am a published author, recognised as a Top Voice on LinkedIn, and have made appearances on BBC, ITV, and BBC World News to share my insights on social media and thought leadership
→ I’ve had the privilege of speaking for NATO, a top brand to work with, further establishing my credibility on the global stage

My results:

→ 100k+ online community
→ 14+ years as the owner of ZC Social Media Agency
→ Speaker at events in 14+ international countries
→ Published author and recognised thought leader
→ TV and radio appearances on BBC, ITV, and BBC World News, Sky News, Ch4 and KMTV

If you want to learn more about how I built this, you can join my newsletter and receive a free video on “How to Get More Speaking Gigs from LinkedIn”:

→ GO HERE: http://www.zcsocialmedia.com/newsletter

If you want to explore 1-2-1 training or consultancy, visit my personal site:

→ GO HERE: http://www.zcsocialmedia.com

If you want to join the ZC Social Media Growth Academy:

→ GO HERE: http://www.zcsocialmediaacademy.com

If you want to join The Credibility Formula to gain confidence, get paid gigs, and become a thought leader, DM me.

Instagram: @zcairns
Facebook: ZoeCairnsUK
Twitter: @zoe_cairns
YouTube: @ZoeCairns

Zoe Cairns

16 YEARS OF ZC SOCIAL MEDIA.

And honestly… if you’d asked me back then where I thought I’d be now, I’d never have guessed this.

On 10 February 2010, I sat down with my boss and told him I was thinking about getting into social media and starting my own business. There was a recession. Uncertainty everywhere. There was definitely no “right time” to leave.

At that point, I was a mortgage broker and IFA. I loved what I did, but when the recession hit, it got tough, and it started to affect my health. After being diagnosed with Crohn’s disease in 2008, I knew I needed a fresh start and something that worked better for me long term.

Tech had always been there in the background. At university, I wanted to build websites, but the dot-com boom meant jobs were hard to come by. So I began my career in a small mortgage broker IFA firm in Gravesend, never imagining I’d move from finance into social media.

Going from IFA one day to social media expert the next felt like a leap. Two very different industries. Plenty of raised eyebrows. So I networked everywhere and spoke wherever I could. I properly saturated Kent.

One conversation changed everything. Carole Black gave me my first big speaking opportunity at a Women in Business event with Best Business Events. From there, I kept saying yes and showing up, until I was told I’d “done” Kent and needed to look further afield.

That led to my first international speaking gig in Warsaw, Poland, with Maurits Bruggink and Seldia | The European Direct Selling Association. Press and media followed, including speaking at NATO in Montenegro (Thank you Franky Saegerman) , picked up by the KM Media Group as a “Kent businesswoman speaking at NATO” story. That moment shifted everything.

Working with Shu Richmond opened doors I never imagined. ITV, BBC World News, BBC, and more. 

Over time, I’ve spoken in more than 14 countries across Europe, India, Malaysia, Ireland, London, and the US.

Alongside all of that, ZC Social Media has grown and evolved, from management and consultancy to training, strategy, and a membership site I absolutely love. Building my personal brand has become one of my favourite parts of the journey.

None of this happens alone. I’m grateful for the collaborators, team members past and present, our brilliant current team, my hubby Gareth and our clients who trust us every day with their brands.

I’m excited about what’s next, especially where AI is going and how we’re helping organisations and small businesses use it in practical, workable ways.

If you’re thinking about a change or starting something you’re unsure will work, sometimes you just have to start.

 Even when the timing feels far from perfect 💜

International Social Media Speaker and Trainer |Social Media Consultant | Social Media Strategist | BSc Hons

THEY ASKED ME TO PAY TO SPEAK. I SAID NO!

Over the last week, I’ve had a few speaking invitations land in my inbox. 

Which two did I turn down? One in London. One international. Both came back asking for a speaker fee… from me. 

And yes, I was shocked. 

But I’m also seeing this happen more and more across the industry.

Let’s be clear about something. 

Speaking is not a favour.
Speaking is preparation.

It’s experience built over the years.

It’s credibility, travel, delivery, and taking responsibility for the room you’re standing in front of.

I’ve spoken on stages in over 14 countries worldwide. 

I don’t say that to impress anyone, but to be very clear about this: I am a professional speaker, and I treat speaking as a profession.

When I’m presented with a speaking opportunity, I look at it in three very clear ways.

1. Paid speaking: This is where I’m hired for my expertise. 

I create a bespoke talk for that specific audience, based on their needs, their challenges, and their goals. That fee reflects my time, preparation and experience.

2. Unpaid speaking: On occasion, I’ll consider this, but only when it’s a strategic decision. 

Who is in the room is critical. Are they my ideal audience? 

If not, it’s a no. I also look at whether there are genuine opportunities to share my work, have meaningful one-to-one conversations, and build my list in a way that leads directly into my wider offers. 

Early in my career, back in 2011, I spoke anywhere I could. Now, I choose carefully.

3. Pay-to-speak: This is not something I do. 

I’ve invested years into building my knowledge, reputation and authority. I invest time into preparation and delivery, and I show up fully for every audience I speak to. 

Paying for the privilege to do that is not an option for me. It may suit some people right at the start of their journey, but even then, it’s worth pausing and asking what you’re really gaining.

If a speaking opportunity lands in your inbox, slow down before you reply. 

Ask questions. Who’s attending? What’s the outcome? What opportunities are actually on the table? Those answers will tell you very quickly whether it’s aligned or not.

You don’t have to say yes.
You don’t have to justify your experience.
You don’t have to fit someone else’s event model.

Know your worth.

I’ve had more messages about this than I expected…

Thank you to everyone who’s messaged saying they’re excited… and also to those of you trying very hard to get it out of me what this actually is! 

I promise I’m not being awkward, I just genuinely can’t say yet.

We’re launching it tomorrow.

What I can say is this. 

AI is a bit of a minefield for a lot of business owners. 

You’re already running a business, you’re trying to think about marketing, and then AI gets added into the mix and suddenly everything feels more complicated than it needs to be.

That’s exactly why we’ve been working on this.

So… tomorrow at 10am, we’ll finally be sharing it properly. 

I can’t wait to talk about it openly and show you what we’ve been building.

Nearly there 👀

p.s The photo of me and Susie was taken in 2015 at a cheese and wine night!

I’ve been working behind the scenes on something fun and exciting with Susie Warran-Smith CBE DL.

We’ve worked together and been good friends for over ten years now, which honestly feels mad when I think about it. We’ve had some brilliant times, plenty of laughs, and a lot of proper business conversations along the way.

What I really value about working with Susie is that she brings inspiration and seriousness in equal measure, and she’s very good at pushing me out of my comfort zone when I need it. Those are the best people to have around you.

When you combine Susie’s depth of business knowledge with all the AI, content creation and social media geeky stuff I share on here, something interesting starts to happen. And that’s exactly what’s been going on.

We’ve come up with something we’re genuinely excited about.

We can’t say much just yet, but on Tuesday at 10am we’ll be announcing our new thing. That’s all I’m saying for now.

What I can tell you is this. It’s happening in March. It’s in person. And we cannot wait to share it with you.

Watch this space 👀

This looks exciting! Who else got one? 

Dragon Coworking I’m wondering if this is you behind the scenes 🫣

It’s live 👏 

Susie and I are finally sharing what we’ve been working on behind the scenes.

Over the last few weeks, I’ve talked a lot about the same things I keep hearing from business owners. 

AI feels confusing. Marketing feels messy.

And when you’re already running a business, it can all start to feel like a lot.

That’s exactly where this came from.

WTF to Ninja is a one-day, in-person working day in March. 

It’s for business owners who want things to feel clearer, simpler and more joined up. 

Not more tools. 

No more noise. 

Just better direction and a sensible way to approach AI and marketing.

This isn’t a sit-and-listen kind of day. It’s about working things through, making decisions and coming away knowing what to focus on next.

We’ve put a lot of thought into this, and I’m really glad we can finally share it properly.

All the details are now live here: https://lnkd.in/eth5vQva

P.S. If AI and marketing have been sitting in the “I know I should deal with this” box for a while, it’s definitely worth a look.

More AI tools won’t fix your content. A better setup will.

One of the biggest causes of AI overwhelm I see is people jumping from tool to tool, hoping the next one will magically make things easier. What works far better is having a small, intentional AI toolkit where each tool has a clear role and fits into a wider workflow.

Here’s what I actually use for social media content creation and client work.

→ ChatGPT
This sits at the centre of my workflows. I use it to map processes, streamline repeatable tasks, repurpose content efficiently, and reduce the time spent starting from scratch. It helps turn ideas, notes, and long-form content into structured outputs that can actually be used.

→ Nano Banana
Used for creating AI visuals when I want something more creative than standard stock imagery.

→ Perplexity
Great for research, summaries, and sense-checking topics when I want clarity and sources. You can do research in ChatGPT too, but this is my preference when I’m in research mode.

→ Opus Clips
Used to identify strong moments, cut clips efficiently, and then refine them with human judgement so they fit the brand and platform.

→ Fathom
This captures meetings, pulls out key insights, and helps turn client conversations into content ideas without relying on memory or messy notes.

The tools themselves aren’t the value. The value is knowing how to use them together to save time, reduce friction, and still produce work that’s thoughtful and on brand.

You don’t need every AI tool. You need the right few, used with purpose.

P.S. This is exactly the kind of thing we’ll be covering at From WTF to Ninja, our one-day, face-to-face event with me and Susie. Clear AI choices, simple workflows, and using AI without the overwhelm. https://lnkd.in/eth5vQva

MORE THAN 80+ BUSINESSES JOINED US  TO GET PRACTICAL WITH AI

Last Thursday was a brilliant day inside the Growth Academy.

We started with over 30 members joining me for our AI Workshop at The Bridgewood Manor Hotel & Spa

The aim wasn’t to overwhelm anyone with tech talk. 

It was to show them how to actually use AI in their own business in a way that makes sense.

During the session, we covered:
• How to write better AI prompts using my C.L.A.R.I.T.Y Method
 • How to build their own AI model to create personal brand images
 • How to create an AI Twin for consistent, on-brand photos
 • How to set up simple workflows to automate repetitive weekly tasks using tools like Make and Zapier

What I loved most was seeing the shift in confidence across the room. 

People who started the day unsure about AI were leaving with real results and clear next steps.

One piece of feedback really stood out. Fiona said:

“I’d recently completed a prompt engineering course elsewhere, and although I finished it, it was so dull and a real struggle. Your AI course was the total opposite. Your examples bring everything together, so it makes sense and comes to life in front of us.”

That’s exactly what I want, clear, practical and useful.

Later that afternoon, we hosted our quarterly FREE ZC Social Media Academy networking event, which this time was an AI Special. 

Over 60 businesses joined us alongside our members. I shared three simple AI workflows that people can start using straight away.

We also launched the new AI Studio LAB inside the Growth Academy, with more hands-on AI training coming soon.

We finished the day with pizza, feedback, and some open conversations about what’s coming in 2026. 

It was a brilliant day! One I loved was delivering and also working with some amazing Kent and Medway businesses.

p.s If you’d like to know more about the Growth Academy, send me a message and I’ll happily share the details.

Especially if you’re curious about our upcoming ManyChat Automation Masterclass.

Kathy Barbara Gareth Hanna Tawa Fiona Mark Roland Lorraine Teresa Angel Sapphire Charles Jude Amanda Clare Paul Katherine Phil Unchalee

Everyone talks about AI automation like it’s complicated… but it doesn’t have to be.

For most, the real problem isn’t a lack of tools. It’s time. 

Time to plan content. 

Time to review what worked. 

Time to sit there wondering what to post next.

This is where simple AI workflows come in. Not fancy systems. Not tech overload. 

Just one small setup that quietly helps you every week.

Imagine this. 

Every Monday morning, you receive a short social media plan. 

It looks at what you posted last week, what actually worked, what didn’t land, and what’s currently trending and working in your niche. 

From that, it suggests a few clear, relevant ideas for the week ahead, written in your tone and ready to use.

You didn’t ask for it. 

You didn’t sit down for an hour to plan it. 

It just… appears.

That’s the opportunity most people miss with AI. It’s not about doing more. It’s about removing friction from the things you already need to do.

When people see this for the first time, there’s usually a pause, followed by “oh… that would actually help me”.

And that’s exactly the point.

AI doesn’t need to be overwhelming to be useful. 

One simple workflow can save you time every single week and give you more headspace to focus on running your business.

P.S. This is exactly the kind of thing we’ll be building and walking through step by step at From WTF to Ninja. 

If AI feels confusing, messy, or you’re not sure how it fits into your business, this day is designed to change that. Learn more: https://lnkd.in/eth5vQva

Should we ban social media for under 16s?

I’m talking about this on GB News later today and, if I’m honest, I’ve got mixed views.

→ Safeguarding comes first.

That’s the starting point for me. 

We can’t ignore the concerns around mental health, harmful content and how addictive some platforms are. 

If something is causing harm to young people, we should take it seriously.

I work in social media every day. 

And even as an adult, I can see how one post, one video, one comment can change your mood or how you feel about yourself. 

It doesn’t take much. 

So if that can affect us, of course we need to think about how it affects young people.

I don’t have children, but I’ve got two amazing nephews. I’ve watched them grow up online, through gaming, YouTube, social platforms and it’s just part of their everyday life now.

→ Preparation.

But here’s the other side of it.

Social media isn’t going anywhere. It’s how people communicate. It’s how businesses market themselves. 

It’s how a lot of young people will end up working.

Some leave school at 16 and go straight into work. 

Technology is moving fast. AI is moving fast. 

If we block access completely until 16, what happens then? 

Do they just turn it on one day and suddenly know how to handle it?

For me, schools should be teaching young people how this stuff actually works. 

How algorithms work. 
How to protect yourself. 
How to spot fake stuff. 

Not just “stay off it” but how to use it properly.

→ Accountability

And I’m definitely not defending big tech.

These platforms are built to keep people on them. 

That’s the model. 

So responsibility can’t just sit with parents and teenagers. 

The platforms themselves need to be held to account for how content is pushed out and what young people are being exposed to.

So yes, protect young people.

But we also need to prepare them and hold the platforms responsible.

It’s not a simple yes or no.

What do you think? Would love to hear your views 👇🏻

Something I've been working on behind the scenes for a while is finally ready to share. ✨

Influence, a 12-month, in-person personal brand programme.

One focused day together every month. A small group of just 8–10 people. And a full year of building the kind of visibility, credibility and authority that creates opportunities.

This is for business owners, consultants, and experts who know they're capable of more and are ready to take action.

We kick off in April, and I'd love to have the right people around the table.

If it sounds like something you want to know more about, just DM me, I'd be happy to have a chat. 💬

#PersonalBrand #Influence #ThoughtLeadership #Visibility

The easiest way to stop AI sounding like AI

If AI keeps giving you generic content, it’s rarely the tool.

It’s usually the prompt.

Strong prompts aren’t clever. They’re clear.

Here are five things that consistently improve the quality of what AI gives back.

→ Give it context. Tell AI who you are and what you do before you ask it to create anything. The clearer the role, the better the output.

→ Define who you’re speaking to. A post written for small business owners will sound very different to one written for marketers or corporates. AI needs that distinction upfront.

→ Be clear on the outcome. Are you educating, starting a conversation, building trust, or encouraging action? Without intent, the response will be vague.

→ Set tone boundaries. Explain how you write and how you don’t. This is where you remove the “AI voice” by being specific about language, structure, and style to avoid.

→ Reuse what works. Save your strongest prompts and refine them over time instead of starting from scratch every time.

That’s prompt engineering in practice.

Not complicated. Just intentional.

P.S. Come along to From WTF to Ninja on the 23rd March to learn how to give AI good prompts that get you better results, faster. https://lnkd.in/eth5vQva

Followers don’t equal revenue. Engagement does.

At this time of year, I’m having a lot of conversations about followers.

People are setting goals, watching creators with huge audiences, and assuming that more followers automatically means more money.

It doesn’t.

I’ve worked with creators and influencers with tens of thousands, even hundreds of thousands of followers, who openly say they’re not making any money from it. Their content is strong, the audience is there, but the conversion piece is missing.

I’d take 1,000 engaged followers over 100,000 passive ones every single time.

Here are three things I always encourage people to think about instead.

→ Look at the audience you already have

If even a small percentage of the people already following you took action, how different would your business look right now?

Growth doesn’t always come from chasing more people.

Often, it comes from serving the right people better.

→ Get clear on your core offering

One clear service or product will always outperform mixed messaging.

Different platforms attract different audiences, and your offering should reflect that.

For example, LinkedIn is where I focus on speaking, consultancy, and social media management. Instagram and Facebook are where I share my Growth Academy and digital products.

Same business.
Different audiences.
Different needs.

→ Be honest about why you want more followers

If it’s about awareness, credibility, or building a community, followers matter.

But if you want to sell a service, a product, or a book at some point, engagement matters far more than the number under your name.

An audience that trusts you, interacts with you, and takes action will always outperform a larger one that scrolls past.

It’s not about followers alone.
It’s about connection, relevance, and engagement.
That’s where real growth comes from.

Question for you:
Are you focusing more on growing your numbers this year, or strengthening the audience you already have?

Should businesses post from company pages or personal profiles on LinkedIn?

I get asked this all the time.

Many teams and business owners aren’t sure where to focus. 

Do we put all our effort into the company page? Or should the directors and team be posting from their own profiles?

It can feel like one always gets left behind. 

When the company page is active, leaders go quiet. 
When leaders are posting, the company page looks flat. 
Then people say, “LinkedIn isn’t working.”

Here’s the reality. 

They do different jobs. And they work best together.

Personal profiles usually get more reach. LinkedIn is built for people. People follow people. When a leader shares their thoughts, experience or opinion, it feels real. 

That’s why engagement is often higher on personal profiles.

Company pages still matter. They build credibility. They show what the business actually does. Case studies, services, team updates, culture, job opportunities this is where it all lives. 

When someone checks you out, your company page needs to look active and clear.

So how do you balance both?

→ Clear role for leaders
Leaders shouldn’t just repost company updates. They should share insight, lessons, opinions and stories from their own experience. That’s what builds trust.

→ Strong, consistent company page
The company page should post regularly about services, results and what’s happening in the business. It needs to look alive and up to date.

→ Link everything together
Leaders can mention company projects in their posts. The company page can tag leaders. This creates more visibility in different feeds.

It’s not brand versus profile. It’s brand and profile.

When you use both properly, one builds relationships, and the other backs it up with credibility.

P.S. If you’d like a professional review of your LinkedIn company page and leadership profiles, DM me to book a discovery call.

If AI feels confusing or a bit overwhelming right now, you’re not alone.

At From WTF to Ninja, my part of the day is for business owners who know AI could help them, but haven’t quite found a way to use it confidently or consistently yet.

This isn’t about chasing every new tool or trying to do everything at once.

It’s about slowing things down and showing you how AI can fit into the way you already work.

We’ll focus on how to use AI to support your content and workflows in a practical, realistic way. I’ll guide you through choosing the right tools for your business, creating a simple system for content, and building a workflow that saves time rather than adding pressure.

You’ll see how to stop starting from scratch every week and instead create something repeatable that feels manageable and on-brand.

You don’t need to be technical. You don’t need to have used AI before. You just need a willingness to learn in a supportive, no-jargon environment.

If you want AI to feel clearer, calmer, and useful, this day will give you that starting point.

Learn more here: https://lnkd.in/eth5vQva

P.S. You’ll leave with focus, confidence, and a plan you can actually put into action straight away.

If AI and marketing feel harder than they should, you’re not imagining it.

Most business owners I speak with aren’t against AI or marketing. They’re just trying to work out what actually matters and where to start, without adding more noise to their week.

That’s exactly what we’ve been working on behind the scenes.

I can’t share the details just yet, but it all goes live on Tuesday at 10am.

If this feels familiar, keep an eye out.

Is AI helping your business… or just adding more noise?

There are so many AI tools popping up every week that it’s easy to jump from one to another, hoping the next one will be the answer. Most of the time, that’s where the overwhelm creeps in.

The issue usually isn’t the tool. It’s choosing tools before you’re clear on what you actually need.

Here’s how I suggest approaching it so AI works for you, not against you.

→ Spend a couple of weeks writing down what you actually do. Daily tasks, weekly tasks, the repetitive stuff, the things that drain time and energy. Once it’s on paper, highlight what could realistically be automated or supported by AI. This step alone brings focus.

→ Then start looking at tools. Brainstorm a short list based on those tasks, not on what’s trending. Ask peers what they’re using, get recommendations, and do your research so you understand what each tool is designed to do.

→ Trial out the tool. Map one clear task or workflow and test whether the tool can actually deliver the outcome you want. If it doesn’t fit, move on without guilt.

AI should simplify your work, not create another decision you have to manage every day.

P.S. This exact process is what we’re covering on From WTF to Ninja, a one-day, face-to-face event with me and Susie, focused on making AI practical, usable and aligned with how you actually work. 

Find out more here: https://lnkd.in/eth5vQva

These are brilliant interviews Rachael Bryant and Ben Bryant I’m watching one per evening 😀

🎬 Be the Hero of Your Brand! | Video Podcasting Strategist | Helping Businesses Tell Their Story & Build Trust with their Audience | Keynote Speaker & Podcast Host 🎙️

I’m a little bit of everything, all rolled into one: I’m a b(rand w)itch, I’m a (culture) lover, I’m a child, I’m a mother. You know you wouldn’t want it any other way 😉

Please take a moment to think about how you can help support women, men and children affected by domestic abuse in Kent and Medway.

1) Grab a friend, and buy two tickets (it'll be less than £50 for a fun night out)

2) Share with some others who you think SHOULD be interested.

3) Get a group together to have a table all to yourselves - your sports group, mum's chat, old Uni mates, neighbours...book club...erm...anyone you know.

4) Ask your employers to book a table for a staff bonding sesh.

5) Invite your customers to a night out on you - to thank them for being lovely.

6) Just like and comment for reach!!!

You can choose any or all of these options, but please do AT LEAST ONE OF THEM.

You'll be helping some amazing people, offering support and life-saving help for those affected by domestic abuse in Kent and Medway.

Inspiring speakers, music, a raffle, the chance to put on your posh clothes AND hide behind a mask. What's not to like??

Link to purchase tickets in the comments below - please do what you can, but don't do nothing.

Oasis Domestic Abuse Service Katy L. Hollie Dowding Rebecca Foreman  Charlotte Budd Mark Brooks OBE Wendy Gannon 📸

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The Battle

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Engagements

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