Most well-being founders are extraordinary at what they do.
But when it comes to communicating their work, things fall apart. The message feels too wide. The content feels either too “spiritual conference” or too “marketing robot.”
And the client flow becomes unpredictable.

I support the founders who want neither hustle nor performance - just clarity, consistency, and a presence online that actually feels like them.

My work combines two parts of my life that used to feel separate:
• years in startups, business development, and branding
• over a decade of meditation, mindfulness, and inner practice

Together they became the Structure × Awareness method:
practical systems for visibility paired with grounded self-awareness, so your brand grows without burning you out or turning you into someone you’re not.

Some items in the program that I'll help you build:
• a skill-based niche that’s actually profitable
• a message people recognise instantly as yours
• a simple content rhythm you can sustain
• a steady flow of aligned clients, without ads or theatrics

This Structure × Awareness framework has been tested to reach over 1 M organic views in six months, no ads - not to chase vanity metrics, but to prove that mindful systems work.
It’s the same structure I now teach well-being founders to build steady, authentic client flow.

If you’re a well-being founder or coach ready to grow with calm and clarity, you can book a free Structure × Awareness call from my profile.

📎 Free Clarity Call → link in profile header

See more at mailankhong.com

The other day I said I have a high tolerance for LinkedIn DMs and pitching.
Today, it reaches a new level.

I want to show you two examples from the many I get, because honestly, they’re so funny I’m laughing again while writing this.

In the first one, we literally just connected. Twelve seconds of knowing each other. She sends me a message asking if I’d be interested in paying for her New Year retreat in Costa Rica.
There is no logic in the world where anyone makes a decision about a retreat like that.
I wasn’t even sure if she meant to sell it to me that way, so I asked for clarification.
Turns out yes. Yes, she did.

The second one was someone who kept sending me automated messages about this thing, that thing, another thing in her coaching. I replied once, politely, then stopped. She kept going.
Eventually I couldn’t help myself and told her she might want to rethink her DM approach (silence embraced)
Recently I looked back and saw her account had been blocked.
LinkedIn clearly agreed.

I said I had high tolerance for DMs.
But please… not like this.

I’m impressed by the commitment though.
If only my yoga routine had that level of persistence.

Mai-Lan Khong

Brand & Growth Strategist in the Well-Being Space | Ranked #2 worldwide by Favikon for meditation creators on LinkedIn | Meditation Coach | Personal branding for steady client flow | Ex-Startup Founder

The magic flow state. Today, I want to talk about relationships.

I’ve been trying to understand what it actually means to “flow” in a relationship. 

I love it when things are annoyingly simple. That’s always a good sign.
Flow comes in the moment when I stop treating my feelings like a crime scene I need to analyze. I stop squeezing the connection for answers about the future. I let things show themselves instead of forcing a storyline out of every small reaction.

Without that flow, I miss the most basic things: how my body responds around someone, where I tighten, where I calm down, what feels natural, what feels forced. The simple honesty of presence that actually shapes our experience.

Then there’s this other part I’m seeing more clearly: all the things we call “stability” or “safety” in a relationship, we talk about them as if our partner is supposed to hand them to us. Like they’re responsible for the part of us that’s scared or uncertain.

It’s so normal we don’t even question it. Especially for women, who are taught to lean on someone else for that sense of stability. To look outward when we feel unsteady. Even when we’re independent in every other part of life, the emotional script is still old.

But it doesn’t work.
It makes the relationship carry a weight it can’t hold.
It turns every small wobble into something huge.
And then we blame the relationship for something that was actually coming from inside us.

How is it to know better? The stability I want has to come from me. Not in the “I don’t need anyone” way. More in the sense of wanting to feel grounded in my own body, especially when I care about someone deeply. I don’t want to hand them the job of regulating my inner world with a thousand expectations. We share because we care, not because we’re trying to get rescued.

In theory, it should feel effortless. In practice, it doesn’t. Upbringing and noise get in the way.
But still, it's better than trying to wrestle connection into something that saves us, and I’m confident to say that this is the highway for genuine relationships that grow with us for a long time. 

I hope this feels truer than the usual clichés ;)

P.s: It didn't feel so comfortable to talk about something other than personal branding, especially in the middle of the week, where all the "funnels" should be running halfway to convert hahaha. But does it get boring for you sometimes, too?

We’re consuming more than ever, yet feeling less. 

Koyia, a Swedish perfume brand recently opened a store in the middle of a forest and removed the price tag entirely. To walk out with a bottle, you spend 599 seconds just sitting there, surrounded by trees. Almost ten minutes of doing nothing except being present.

The Koyia experiment isn’t just a quirky PR stunt in the woods.
For me, it’s a sign of where we’re heading.

For years, consumption was driven by speed.
Faster checkouts. Faster deliveries. Faster content.
But we’re hitting a limit.
We’re overstimulated, overfed, and somehow still starving.
And every time a brand asks us to go faster, the instinctive response now is resistance.

The shift that’s emerging is different.
We’re moving from volume to value, from “more” to “meaning” - in a biological way. Human nervous systems simply can’t keep up with the old model.

The next decade of consumption will reward the brands (and creators, and leaders) who understand one thing:
The appetite for speed is fading, while the appetite for substance is returning.

This is why a perfume brand asking for 599 seconds of silence works.
Why long-form content is making a comeback.
Why people save posts that feel honest instead of optimized.
Why creators who share one thoughtful idea outperform those posting five times a day.

Attention is becoming sacred.
Presence is becoming a competitive advantage.
Depth is becoming a differentiator.
And in personal branding, this matters more than anywhere else.
Because content is not just content anymore.
It’s food for someone’s mind. It’s shaping their pace, their emotions, their worldview.
If the old era was about capturing attention,
the new era is about respecting it.
The creators who learn that now will shape the future.

Favikon ranked me #2 worldwide for meditation creators on LinkedIn.

Yesterday someone tagged me in a post and I thought it was spam.
Then I looked again. No way, it was posted by Jeremy Boissinot, co-founder of Favikon 

Number two.
On a global list.
Me.
The girl who started posting about meditation because life was so confusing she needed somewhere to scream quietly.

I had one of those moments where you laugh first and process later.
Because this wasn’t planned.

No, I didn’t think, “Let me dominate a niche today.”
I just wrote whenever life punched me in the face or surprised me in a beautiful way.
Some days I posted with confidence.
Other days I posted with the emotional stability of a potato.

But gradually, people started showing up.
I don't think because meditation is a “hot niche” 🤣  but because more and more of us are tired of pretending we’re fine while we sprint through our careers like our hair is on fire.

That’s what makes this recognition feel sweet.
Meditation isn’t loud.
It’s not glamorous.
It’s not “crush your goals” content.

It’s the corner of the internet where people come to breathe.

And I built this corner from zero.
No reputation.
No fancy title.
Just writing posts between life, work, motherhood, and the existential questions that visit sometimes at the most chaotic moments. 

This made me very happy.
The #2 is super cool
But more because it reminds me of every small creator out there building something from nothing, with nothing but heart and stubborn consistency.

If you’re in that stage - keep going.
You have no idea who you’re reaching.
Or what list will randomly put your face on a purple hexagon one day haha 

Thank you Favikon team for the unexpected spotlight.
And thank you to everyone who reads my words.

P.S. It's clearly a signal from the universe that I should write more about meditation and life again 🧘‍♀️

Before you hire another content strategist, try this:
Spend 10 minutes noticing how you talk to your friends.
Seriously.
People are tired of thought-leader TED Talk voices here on LinkedIn. 

Every one of us already has a brand voice.
It’s the one that shows up when you:

Comfort a friend without overthinking it

Give advice that actually matters

Tell the truth, even when it’s slightly uncomfortable

You can’t outsource your authentic voice.
Especially not when that’s the exact tone that makes people trust you.
But you can notice it, refine it, and use it on purpose.

Try this:

1. Record yourself explaining what you do to a friend - how you helped a client overcome a challenge.

2. Highlight the words and phrases that sound most like you (and the small clues - dry humor, warmth, little imperfections).

3. Define the traits of your authentic tone. Then, whether you write alone or with AI, check: does this sound like me when I talk?

When I work with clients, we go deep into this.
Many are surprised - their true tone is not always the same as the one they like to read.
For example, I love poetic writing.
But that’s not how I actually talk on a daily basis or explain my work.
And that’s the difference between “beautiful” and “authentic.” Perhaps I'll save the "beautiful" part when I create art :D

Save this if you’re rebuilding your brand voice this season.
Your clarity might start with another strategy call, or Not - I just know for sure that listening to yourself is a never-get-old advice.

(If you’re in that stage of refining your authentic tone, I share more frameworks like this every week - follow for future ones.)

Brand & Growth Strategist in the Well-Being Space | Meditation Coach | Personal branding for steady client flow through Structure × Awareness | Ex-Startup Founder

“Escape the 9–5 and welcome to 24/7”
I said it like a joke the other day, but this whole year it’s been my reality.
When I started to post on LinkedIn in March, I didn’t do it with the confidence people assume.
I didn’t have a master plan, or a strategy deck telling me this would work.
I was SURE about one thing only: I get to try.

It has been how I lived my life. Sometimes irrationally. Sometimes stubbornly.
Sometimes with a weak passport in my pocket, trusting strangers across borders because I believed in the kindness of people.
I’ve made decisions no one could guarantee for me.

But I’ve never regretted the ones I made with a pure heart.
This year reminded me of that spirit again.
The 24/7 is real. The responsibility is heavy. The loneliness is louder than the wins.
But I’m still glad I took the step, because trying is the only way I know how to live (that's also how I dived into startups a couple of years ago).

And business… well, business is different.
People talk about data and KPIs and funnels, and it matters.
But every time I let it steal the awareness of my own experience, I lose the reason I even chose this path.
Efficient, and also empty.
Strategic, and also disconnected.

So I want to say this clearly: I’m not here to sell anyone a dream, even though my job is literally helping people build a personal brand so they can “be their own boss” haha.

If we only look at personal branding as a job tool or a business strategy, it becomes dry and annoying like every other operational thing we have to do.
For me, personal branding has always been a journey back to the Self.
That’s how I want to treat it, always.

It doesn’t matter what job you’re in, what business you’re running, or what chapter of life you’re standing in - your personal brand is still your most valuable asset. Because it’s you. The real you. The part that’s unique, the part that actually fulfills you, the part that naturally resonates with other people because it comes from your heart.

And as this year closes, I’m not looking for guarantees.
I’m just proud I kept trying.
That’s the only thing that has ever opened any door in my life.

How about you?

To feel more joy, open to your pain.
What happens when you start caring - again?
Joy arrives first. It feels bright and surprising, like some part of you finally woke up.
And then pain follows behind it, slow and familiar.
They can come from old places:
the moments you weren’t seen,
the distance you didn’t know how to close,
the fear of being left,
the memory of losing something that mattered.
…
And connection pulls all of that up, hopefully not to punish you haha, but to remind you that you’re open enough to feel again.
Because we don’t get real connection without the risk attached.
You can’t feel the joy without also feeling the part of you that could break.

There’s always a choice.
You can flatten your caring and call it “being in control.”
You can make everything smaller so nothing hurts too much.
Or you can let yourself care, even though it’s risky and inconvenient and makes your chest ache in twelve different ways.

Joy and pain showing up together when something real starts to matter.
It means you’re not performing your life anymore.
You’re actually in it.

If you’re building a presence that actually connects, you can’t do it from behind emotional glass. You can’t feel the joy of being seen without risking the pain of being misunderstood.

Being everywhere or being seen nowhere?

I had an interesting conversation this week with a digital content specialist - and the classic debate came up:

Should you be everywhere, or go all in on one platform?

They would be active on seven platforms because each attracts a different audience.
I admit that makes sense in theory: More platforms, wider reach.

But those audiences don’t actually accumulate - they divide your focus.

And if you’re a small team or a solopreneur, focus isn’t optional. It’s survival.

You don’t really have 7,000 people.
You have seven groups of 1,000 people who barely know who you are.

Now imagine what would happen if all your energy went into one place -
your message, your storytelling, your connection, your rhythm, your data analysis.

That’s how exponential growth happens: through focus, not expansion.

If your goal is visibility, post anywhere, maybe.

But if your goal is credibility - if you want your audience to convert, not just consume - choose the platform that works like a business ecosystem, not a stage.

For me, that’s LinkedIn.
why?
Over 80% of B2B leads generated on social media start here.
LinkedIn users are 2× more likely to trust what they read here.
And they have twice the buying power of the average online user.

So the real question is not, “Where else should I show up?”
It’s, “Where can I show up fully?”

If you’re building your personal brand and want to get clear on what to focus on next -
book a free Clarity Call with me. Link in my profile header.

We make your visibility meaningful.

[Boooring Alert] Almost everyone starts their personal brand thinking they don’t know what to write.
But this whole thing is not a one-post exam.
You’re allowed to write, post, try again, get bored, get better.
Your content isn’t a book. It’s drafts. Notes. Little snapshots of you figuring things out.

Last week, I was in a session with a woman who has 25 years of experience in her field.
Smart. Really grounded. A whole career behind her.
And when we talked about content, she looked at me and said:
“So… what should I write about?”
This isn’t about expertise at all.
We sometimes running out of ways to see your own life clearly.

When that happens, I tell people to ask themselves things like:
• What moment from this week keeps replaying in your mind?
• What sentence shifted your mood instantly?
• What client pattern keeps showing up?
• What tiny habit reveals how you think?
• What used to embarrass you that now feels funny?
• What question are you quietly living with?
• What private moment surprised you?

These small things are where your voice lives.
And collecting them is simple:

1. One note only. If your ideas scatter, they disappear.
2. Capture the smallest version. Just the trigger, nothing more.
3. Save moments, not conclusions. Depth comes later.
4. Each night ask: “What stayed with me today?”
5. Don’t judge. Let ideas breathe before you decide if they’re useful.

AI can expand your idea. Polish it. Shape it.
But AI can’t notice the thing you felt in the supermarket, or the laugh you had alone, or the tension in a client call.
Only you catch that.
And that’s the part people follow you for.

There are parts of life that fall apart the moment you push too hard.

To name some: Clarity. Creativity. Peace of mind. Even connection.
The more you try to squeeze a result out of them, the further they move.
(yes, I’ve been doing exactly that lately.)

Some goals collapse under pressure in a very practical way:
If you try to “write something meaningful,” nothing comes out.
If you try to “feel inspired,” you get annoyed at yourself for not being inspired.
If you try to “be consistent,” the whole thing feels heavier than it should.

The part that bothers me most is: I know better.
I know the indirect route works. 
We hate indirect strategies because they feel inefficient.
Humans love control.
You want to do something, measure something, force something, optimize something.
Indirect pursuit feels like “Letting the universe babysit my goals,” which drives high achievers insane.

But the irony is that indirect pursuit often works faster because it doesn’t activate resistance.

Examples:

Creativity
Direct: Sitting at your desk telling yourself you must write something brilliant.
Indirect: Going for a walk, no need more explanation.

Decision clarity
Direct: Staring at pros-and-cons lists until your eyes hurt.
Indirect: Talking about the situation out loud to a friend and realizing the moment the words leave your mouth that you already know the answer.

Falling asleep
Direct: Lying in bed repeating “I need to sleep, I need to sleep.”
Indirect: Reading ten pages of a boring book and passing out in two minutes.

Emotional regulation
Direct: Telling yourself “Calm down, calm down.”
Indirect: Taking five slow breaths, which shifts your nervous system without you trying to “be calm.”

Connection in a relationship
Direct: Forcing a “deep talk” because things feel off.
Indirect: Going for a walk together (yes, walk again hahah, I love walking)

Even productivity
Direct: Telling yourself to “focus.”
Indirect: Cleaning your desk, drinking water, sitting still doing nothing do way better than taking actions from a restless mind. 

So I’m giving myself permission to take the roundabout path for a while. Also my  December vacation comes close haha. 
Call it the lazy path, what I care is that I don’t have to grip everything so tightly.

Some things only return when you loosen your hand a little.

That uneasy feeling when someone ‘pitches’ you? It’s not always about them.

No one likes the feeling of being pitched to.

For real, if someone slides into my inbox and the first thing they say is about themselves, the red flag goes up instantly. 

How about when someone reaches out - offering help, genuinely, and for free?
Still, my default reaction is, “What do they want?”

The other day, out of sudden, I realized that voice wasn’t about them.
It was my own insecurity speaking.
That fearful part that still wonders, am I good enough at what I do? What if I really need help?
We hate being reminded of our own doubt.

Now, when someone reaches out, I pause before reacting.
If it’s not something I need, I move on, save time for both.
But if it could help me, I try to see it differently -
as an exchange of good intention, not manipulation.
The decision is still mine to make, but I’d rather make it from gratitude than suspicion. This change in perspective might serve you well in other aspects of life as well :)

Save this for the next time you feel that knee-jerk “what do they want?”
It might be your own self-doubt trying to talk louder than it should. 

#AuthenticCommunication #MindfulBusiness #FounderBranding #ConsciousGrowth

“I hate self-promotion.”

I said that for a long time. I told myself that self-promotion was inauthentic and that social media was just a stage for performing.

But honestly? What I really meant was: I was afraid of being judged.

“What if I fail? What if people think I’m a joke?”

We don’t know what we don’t know. If I hadn’t started building my personal brand here on LinkedIn, I would never have realized how much self-discovery is involved. Visibility isn’t arrogance. It’s honesty.

A personal brand that isn’t grounded in honesty doesn’t last. Showing up as yourself and saying:

This is who I am.
This is what I believe.
This is how I can help.

That isn’t “showing off.” 

If self-promotion still feels uncomfortable, try this:

Stop focusing on what people might think about you.
Start focusing on the people who genuinely need what you offer.

If you want to build your brand in a way that feels real and grounded, my Structure × Awareness clarity call is open. We’ll uncover your message and make it feel like you. Link in my profile header.

#MindfulBusiness #AuthenticVisibility #FounderBranding #ConsciousLeadership

If your work helps “everyone,” your business will help no one.

A lot of coaches start with the same trap I did: a message that sounds meaningful, but lands nowhere.

This week, I met with a personal development coach who reminded me of that early version of myself.
Big vision. Beautiful language. Words like consciousness, awakening, true growth.
All powerful. All too broad.

And just like I used to, he tried to speak to everyone.
Which meant he reached no one.

Here’s the first exercise I gave him (and the one I wish I’d done earlier):

Step 1. Identify your real skill.
Ask yourself:
• What have you actually learned to do well in your own practice?
• What do people already come to you for?
• What problem have you solved for yourself that others are still stuck in?
• Which of these feels natural enough that you’d still enjoy it 6–12 months from now?

Step 2. Check if it has real value.
Does your skill help someone:
• Make money, save money, or save time?
• Improve their health, confidence, or results?
• Feel more peace of mind or emotional stability?
If the answer is yes to even one, you already have the foundation of a profitable brand.

Step 3. Define who it’s for.
Don’t stop at “I help people live better.” Get specific across 4 layers:
1️⃣ Demographic - who they are
What life stage are they in? What do they do for work?
👉 Example: high-achieving professionals or founders juggling too much growth and too little clarity.
2️⃣ Psychographic - what they value
What drives them, frustrates them, or quietly scares them?
👉 Example: they crave calm but fear losing their edge; they want depth, but live on deadlines.
3️⃣ Behavioral - how they decide
What do they trust: data, emotion, or connection?
👉 Example: they’re thoughtful but skeptical; they buy only when they feel understood.
4️⃣ Aspirational - who they want to become
What transformation are they secretly chasing?
👉 Example: to stay ambitious and grounded. To feel successful without losing themselves.

When you can describe your person across these 4 layers, your message stops being vague - and starts being magnetic.

If you’re a wellness founder or coach still figuring out your unique skill and audience, there’s a free clarity call linked in my profile.
We’ll map it out together.

#MindfulBusiness #FounderBranding #AuthenticGrowth #ClarityCoaching

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