#awinewith Vishma Mistry
MEET Vishma Mistry, Founder of Mistry of Words.
You can find them here:
Transcript
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Danielle Lewis: Amazing, Vishma, welcome to Spark TV! I'm so excited to have you here!
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Vishma Mistry: Well, thank you for having me.
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Danielle Lewis: So good. I, am already excited because I know that you're a go-getter. You only joined the Spark
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Danielle Lewis: membership, like, days ago, and you've already literally jumped on everything, booking in your podcast, recording, sending through an article, filling out your directory, like, I love people that just get in and get the most out of it, so I'm already excited to chat to you and share your story.
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Vishma Mistry: Thanks, though. I do believe in action, so, you know, why wait around? And, yeah, I'm really excited about, being part of Spark. So, I came across it, like, earlier this year, and I'm just glad that I've taken that leap.
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Danielle Lewis: So cool. Amazing. Well, let's start out by telling everyone who you are and what you do.
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Vishma Mistry: Hi, okay, well, hi everyone, I'm Vishma Mystery, and I am the founder of Mystery of Words, which is a copywriting and a brand design business. So, basically, I do copywriting for businesses with websites, social media, …
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Vishma Mistry: print collateral, anything marketing-based, so that could be capability statements and so on. And from a brand design perspective, I work with the psychology of fonts, colors, images, to help brands, mostly startups and those that are sort of
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Vishma Mistry: Rehashing their brands, …
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Vishma Mistry: to sort of create a brand that's going to connect with their audiences, because at the end of the day, I think whether we go, like, when we go out in the world, and the way we shop, or we connect with a brand or a business, is through our senses, and the colors, and the images, and, you know, that's what kind of attracts our sort of sales…
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Vishma Mistry: mindset, like, should I purchase this or not, before they even read anything further. So, you know, it's that instant connection that they have with the business. So, yeah, and it all ties together with the words.
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Danielle Lewis: Oh, I love it so much. So, how did you even get into this?
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Vishma Mistry: So, I was a marketing professional for over a decade,
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Vishma Mistry: had various marketing roles, and my long… one of my last marketing roles was seven and a half years in an IVF company. And during that period, I realized what my passion really was, and what my strengths really were, and that was
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Vishma Mistry: that passion for words and the colors and stuff when I worked with web developers, like, I was kind of like, there's something more beyond website
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Vishma Mistry: builds than, you know, just having something technical out there, and just going with the flow and putting words out there, or just, you know, styling things in a random way. So that kind of triggered,
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Vishma Mistry: Sort of, like, interest in that whole psychology of colors and etc, and how everything works in marketing.
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Vishma Mistry: And then, yeah, writing was just a natural passion. I mean, I think, in my mid-20s, I realized that I wanted to sort of pursue writing in some form, and yeah, it just so happened that, I quit my job.
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Vishma Mistry: And…
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Vishma Mistry: 2021… well, 2022, sorry, December 2022, 2020, sorry. And, … yeah, it was sort of like I didn't have another job to pull back in, or a safety net. It was just…
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Vishma Mistry: leap that I had to take for various reasons, which I won't dive into. But, yeah, no, just fate had it that it put me on this path, and I was like, you know what, like, because I'd already kind of created a platform, for sort of, I thought, like, so when COVID had hit.
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Vishma Mistry: I had decided, maybe just for a bit of extra pocket money, you know, and
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Vishma Mistry: carry on with my passion, I will create something on the side, and that's… I started that, but, you know, when you go back into a job, you don't really…
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Vishma Mistry: take that on, and then, yeah, fate had it that once I quit the job and I was, applying for work at the time, and, you know, there's only so many jobs you can apply to, I decided I'm gonna give this a shot, and here I am 5 years later.
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Danielle Lewis: Wow, isn't that wild? And I mean, so interesting, you know, everyone has different stories, but, you know, you started something during COVID, but it wasn't really until you kind of took the leap and quit the job that things started falling into place.
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Danielle Lewis: What was that transition like for you, from going from, you know, safe, corporate job, paycheck, and then having to, like, actually go out and find clients? What was that transition like for you?
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Vishma Mistry: I think it was exciting. I was, … Exciting, yet nervous, because…
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Vishma Mistry: I'm not, a full-on extrovert, I'll be honest, so, you know, picking up the phone and making those cold calls, not the easiest thing, but, you know, it's something that you did. I think I've always kind of liked…
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Vishma Mistry: Because you like, when you like what you do.
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Vishma Mistry: it's easy to just get into it, and you don't think twice, and I kind of found joy in it. Like, there was just a certain piece in that, and I've always been an optimist. I'm not, like… because I always look at the fact that you could be in a job, and you never know when you might get redund… made redundant, or….
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Danielle Lewis: Yeah.
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Vishma Mistry: let go for whatever reason, right? But, like, being in a job can also be unpredictable. Unfortunately, we don't think that, because we're, you know, built to think that, yes, jobs are secure, and they are, don't get me wrong, like, you know, you've got that regular income, etc.
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Vishma Mistry: And… but then, yeah, it's just… I think, yeah, for me, it's just that passion just took me…
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Vishma Mistry: with its wins, and… yeah, I don't know how it happened. Like, really, honestly, when something happens, it just happens.
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Danielle Lewis: I know, and it's so interesting, like, hearing people's different experiences as to how it's worked out for them, because I love that it can be different for everyone. Some people kind of do side hustle first, some people take the leap, some people, like.
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Danielle Lewis: struggle for years, some people just, like, find their groove, so I just love sharing different people's experiences, because I think that it is just so different in business. There's no kind of cookie-cutter formula that you can follow, you know, you really have to forge your own path, which…
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Danielle Lewis: To your point, is so exciting!
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Vishma Mistry: Yeah, yeah, and I'm still navigating. I think, you know, like, with any business, you have your ups, you have your downs, you have…
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Vishma Mistry: Like, you know, you're always navigating new paths, so….
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Danielle Lewis: Hmm….
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Vishma Mistry: Yeah.
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Danielle Lewis: Yeah, and you mentioned cold calling to get new customers. Is that a real thing? Did you really do that?
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Vishma Mistry: I did, I picked up so many phones, and that wasn't something very easy for me to do, and, you know, sometimes, obviously, yeah, they just put the phone down on you.
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Danielle Lewis: Oh my god, I love it.
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Vishma Mistry: Yeah.
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Danielle Lewis: So how else did you find your early customers? I mean, cold calling is, like, speaks to me, because I'm a salesperson, but I'm so always fascinated as to how people get customers for their business.
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Vishma Mistry: Yeah, so, obviously cold calling, and then, I…
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Vishma Mistry: At the time, I was doing a little bit, because obviously, with the marketing background, I was able to, sort of, apply that into, you know, the website that I'd created at the time, and any Google AdWords, and so on.
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Vishma Mistry: But I think the bulk of it also came from job boards, so I was a member of the Clever Copywriting School, run by Kate Toon, and I was just, like, honestly, that was really fabulous, so any copywriter that's, you know, starting out, I would definitely recommend
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Vishma Mistry: giving, her website a go. She's got a lot of tips, lots of advice, and, yeah, at the time, the job boards
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Vishma Mistry: worked fantastically for me. So, again, it was a lot of pitching. So, you know, you don't just go on a job board and apply. It's not like Seek, or…
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Vishma Mistry: Indeed or any of those platforms, it's more the case that you then have to write an email and put a strong pitch out there, because you are still competing against others who are
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Vishma Mistry: you know, others in the business that are trying to grab that job. So, yeah.
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Danielle Lewis: That's… job boards is such an underrated idea. I was just, as you were talking, I was thinking back, so my previous business, Scrunch, was a marketing agency, and we picked up so much work from job boards as well. There used to be, in Brisbane, Freelancing Gems.
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Danielle Lewis: And they had a job board, and we used to get so much work from there.
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Danielle Lewis: You know, just every day, like, is anyone looking for social media people, influencer people, content people? And we would just throw our hat in the ring for, like, everything. And yeah, we picked up so many big clients, it was so good. Yeah, I should put together a list of job boards for people.
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Vishma Mistry: You know, that's… that's you.
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Danielle Lewis: Brilliant.
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Vishma Mistry: Yeah, it's great, and I feel like it's kind of diffusing in a way, because obviously, again, like I said, like, the whole marketing system can switch
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Vishma Mistry: you know, within a flip, and you don't know when that's gonna change. And I feel like, yeah, like.
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Vishma Mistry: what works for you at one point won't necessarily work for you again, so I know that at one point that worked fantastic for me at one point at the beginning of my business, and now it's a whole different ballgame, so…
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Vishma Mistry: Yeah.
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Danielle Lewis: And how's your business evolved over time? That's a really interesting point, like, you're totally spot on, I, like, potentially a job board or cold calling, or something works really well in the beginning, but then potentially you change your products and services, or you change your customer type, or you change this.
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Danielle Lewis: So what is… how's your business actually changed in terms of offerings, and how do you… how would you go about acquiring a customer today?
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Vishma Mistry: I think, so the way it's evolved is it's grown from just being a copywriter
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Vishma Mistry: to then offering a whole comprehensive, service, so I also then help them publish and manage their website with the SEO, the meta descriptions, etc. So with businesses, obviously, you're busy.
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Vishma Mistry: and then instead of just being a writer, I go in and I will go into your website, I'll put all that information in, make sure all the alt tags, everything's perfect, that goes with the copy, which is something that can often get missed, you know, like, you can send a piece of copy, and then that's it, and make sure that all the links are there, the backlinks, and so on. And at the same time, I think social media's grown.
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Vishma Mistry: drastically at the moment. At one point, it was more, like, you put little bits out there, static words, all of that was fine. And blog articles. I think now, obviously, everyone's going more for video, and those personal conversations.
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Vishma Mistry: So in that sense, yeah, the business is evolving, and my strategies are changing in that form as well. There's a navigation, and I think, yeah, it's just reaching new audiences at the end of the day, yeah.
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Danielle Lewis: Yeah, absolutely. And that's… you've raised so many interesting, like, pieces of the puzzle when it comes to marketing. I think sometimes people get really…
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Danielle Lewis: trapped in, oh my god, I've just got to do a viral Instagram Reel, but, like, you've talked about SEO, like, making sure your website has the right metadata on it, blog articles, you know, cold email, like, there's so many different marketing strategies that a business can actually
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Danielle Lewis: like, try to grow their business. Would you have any advice for someone who's kind of wants to grow, and is looking at potentially a copywriter or a marketing person? Like, where should they actually be thinking to start?
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Vishma Mistry: As a copywriter?
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Danielle Lewis: As someone who maybe wants to engage a copywriter, so if I was one of your ideal clients, what should I be thinking about for my business?
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Vishma Mistry: Well, I definitely, you need to have your why. Why are you doing what you could… why you want to do what you want to do to begin with. I think a lot of businesses come and they say, we want to start this.
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Vishma Mistry: business, because we've got the experience in it. Okay, that's fine, but why? Why do you want to do what you want to do? What is it that you're then going to offer? What is that story, you know, the core foundation of what you're going to build? Because that will then filter into the tone of voice
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Vishma Mistry: Which is the first foundation of what you build, like, that turn of voice also includes your values and so on.
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Vishma Mistry: And that then feeds into… before you go into your words, it feeds into your logo and the colors and the fonts, because they're all talking to each other, which then filters into the words. So I think, somebody who's thinking of engaging a copywriter, if you've… you might already have that foundation done.
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Vishma Mistry: Right?
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Vishma Mistry: But yeah, if you're looking for a copywriter solely, then definitely look for somebody that has the experience.
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Vishma Mistry: brings will be SEO elements, and I think somebody who can also help with the web… has website knowledge. I know that as writers.
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Vishma Mistry: sometimes you can just be a writer, and that's… there's nothing wrong with that. But if you are a business business wanting to connect with your audiences in a big way and build.
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Vishma Mistry: Then, yeah, definitely, like, you need somebody who can understand
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Vishma Mistry: some level of marketing, a level of how websites function, how Google functions, and so on, to…
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Vishma Mistry: Build that forest.
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Danielle Lewis: Yeah, because it almost sounds like, you know, you need 3 elements, so yes, the words are great, but you bring a level of strategy and technical to it as well.
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Danielle Lewis: And I think that's the challenge. Sometimes, like, as a business owner, we think, oh, I just need someone to write better words, you know? Like, I just need… and it's almost like the brand photoshoot, right? Like, it's the pretty stuff, but there's so much that goes into that strategy, in terms of what are we actually doing here, and who do you want to target.
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Danielle Lewis: Yes, then the pretty words, but then also the technical execution, you know, to make sure that it actually reaches the person and keeps the Google gods happy and all of those things.
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Vishma Mistry: Yeah, yeah. And I often feel like that gets overlooked. Some people think, well, we don't need a website, we'll just go through social media, or word of mouth, because their business has grown that way for so long, but…
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Vishma Mistry: Your business is only going to grow so long.
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Vishma Mistry: in that manner for a while. Eventually, you know, if you do want to grow, then yeah, you're going to need to make sure you've got all of these elements into place. And yeah, that's, I guess, where I come in. And I know there's a lot of people that like to do it themselves as well, so I do help them with that as well, which I think is another element where my business is growing in the sense that
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Vishma Mistry: Bye.
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Vishma Mistry: Providing, … it's kind of in the works, but it started, the ball is rolling.
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Vishma Mistry: I've had my first client with that already, where I sit down with you and have a one-on-one branding session, so that then helps somebody who wants to just do it themselves for budget reasons or whatever. And they might be a complete startup, and they might say, look, I just want to start off with my branding.
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Vishma Mistry: before I go any further, so I sit with them and go through, like, the psychology with the fonts, the colors and imagery, and how you want to build that logo, how you want to build the taglines that go with, and, you know, sit down with them in a session, and we go through that, and…
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Vishma Mistry: Off they go, confidently, and they can do their own work, yeah.
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Danielle Lewis: I love that. And what's your… I mean, it's interesting you mentioned people that want to DIY things. What's your opinion on AI-written content?
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Vishma Mistry: Oh, God.
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Danielle Lewis: Special!
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Vishma Mistry: Sure, it is. Look, it's funny, because it's a conversation that pops up in every networking event that I've been to as well, and anyone that I say I'm a copywriter to, they'll be like, what do you think of AI? Look, I always say to everyone, like.
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Vishma Mistry: AI is more like an assistant. Always think of it as an efficient assistant that's there
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Vishma Mistry: to help you out, give you ideas. Yes, it can help quicken some work by building… helping you build a foundation on something, but at the end of the day, you need to put your own brain power into what you are doing, because only that
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Vishma Mistry: machine that we have is something that AI doesn't have. You know, we have the empathy, we have the ability to imagine, we have the ability to connect
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Vishma Mistry: one-on-one with people, and that's something that AI cannot do. It's not going to walk into your office and go, huh, okay.
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Vishma Mistry: you know, this is the essence, this is the core, or get to know you as a person person, emotionally, and so on. So, yeah, I would always say, and I do find, like, the ones that do want to go with copywriting and…
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Vishma Mistry: You want to use AI.
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Vishma Mistry: Which a lot of businesses are doing at the moment. …
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Vishma Mistry: I would say that, you do need to make sure you get it checked, at least, by a copywriter to make sure there's no plagiarism, it's edited perfectly, there's flow, there's structure, you know.
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Vishma Mistry: there's creative words that are used in there, and words that are going to connect with your actual audience.
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Vishma Mistry: So yeah, if you want to do it yourself, Girlfriend?
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Vishma Mistry: But do make sure you get, you know, a copywriter to check it through. Otherwise, I have come across a few clients where initially they want to do it themselves, and then they'll come back a few months later and go, can you fix this?
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Vishma Mistry: Please, it's not working. So, yeah, I don't have anything against AI, like I said, it's an assistant, it's growing, it's understanding, but it will never…
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Vishma Mistry: Overtake your mind that you have.
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Danielle Lewis: I do love that sentiment, because, you know, one of the words you used was, like, capturing your essence.
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Danielle Lewis: And it's so true, like, I find so much of the stuff that comes out of AI and so much stuff that you read where people have clearly used AI, it just feels cookie cutter, you know? It just feels so, like, same same and a bit boring. And I think that, you know.
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Danielle Lewis: We've never lived in a better time to start a business, but there's never been more competition, so it's like, the way to stand out is to actually be yourself.
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Danielle Lewis: And actually understand your values, what you stand for, what customer you serve, and…
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Danielle Lewis: it is hard, unless you really know how to use AI, or if you're a copywriter, or if you're whatever, it's hard to get there, so I just love the idea of, okay, if you're gonna DIY it, if you're gonna use AI, how about maybe you get a little expert opinion on the back end? Get it checked, because, yeah, you really do have to.
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Danielle Lewis: like… Be yourself, and make sure that your point of difference shines through your content.
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Vishma Mistry: Absolutely, yeah, yeah. I mean, it's experience that, as humans, we have experiences, and that only flows through us.
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Vishma Mistry: So, yeah. And we can have that through a conversation, or, you know, as a copywriter, I like to sit down with my clients and, you know, have that deep conversation to understand what's what, and why they're doing where they're… what they're doing, and why they're pivoting, even.
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Vishma Mistry: Yeah.
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Danielle Lewis: Yeah, I just… I love that. It's… it's so true. It's actually funny, that's why I lean into video, because I'm like… I mean, I'm just… I was just about to say, because you can't replicate me on video, but oh my god, AI can do that now.
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Danielle Lewis: But I'm like, that's why I'm leaning into video so much more now, because it's like, you just know it's me. And I think people almost love hearing the mistakes, and the trip-ups, and like, almost seeing you, like, formulate things in your brain, because they know at least it's a real human doing it, it's not just….
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Vishma Mistry: Cut and paste, cut and paste. Absolutely.
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Danielle Lewis: I think we're over, or cut and paste already.
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Vishma Mistry: Oh, exactly, yeah.
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Danielle Lewis: Oh, amazing. So what do you think over your time as a business owner has been one of the biggest challenges for you?
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Vishma Mistry: The biggest challenge, last year, I had a stroke.
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Danielle Lewis: Oh my god! That's fucking huge!
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Vishma Mistry: Yeah. It was out of the blue, so that meant I wasn't working for a year, and it was to the point that…
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Vishma Mistry: I couldn't speak, I couldn't write, I couldn't read, but here I am today, half of my limbs weren't working at that point, but they are perfect now. So yeah, no, I think that would be my biggest challenge, is…
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Vishma Mistry: Getting myself back up into work, …
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Vishma Mistry: I am not giving up. You know, it's easy to go, this has happened, I'm gonna give up. Especially when you're diagnosed with a rare disease and you're told.
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Vishma Mistry: you might want to manage your stress completely to the point that you don't do too much, but I'm not giving up, so that's where I'm also pivoting the work that I do, where I can also keep doing what I love doing.
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Vishma Mistry: Without having… Any damage done.
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Vishma Mistry: So, yeah, I think that's the biggest challenge, but, oh, look, I still, I always just see it as, …
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Vishma Mistry: something that's positive that's happened, and it's helped me become even better and stronger than what I was before. So, yeah, like I said, I want to….
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Danielle Lewis: Wow. Oh my god, that is such an incredible attitude for something that would have just been, at the time, I can imagine, just, like, so…
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Danielle Lewis: Like, life-changing, so frustrating, so challenging, and like, just literally turn your world upside down.
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Vishma Mistry: Yeah, it does, and I think also, like, you know, like, understandably, the clients that you have, they have their reasons to move on, because they've got work to be done, and so on. So, like I said, you know, for me, it's that…
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Vishma Mistry: the challenge of then re-picking myself up again from everything that I knew, to now going, okay, well, how do I rebuild this again with almost nothing there? You know, like, it's… yeah, it's a challenge, but it's one that I'm willing to take, and …
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Vishma Mistry: you know, it's, you know, your constant work, so I'd look at this as an opportunity for background work that I can build to help others by building resources, building, you know, one-on-one sessions that I can have to help other people grow their business in their own way.
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Danielle Lewis: I love that so much, that's so good, and so incredible that you've taken something, you know, that anyone could just throw their hands in the air and go, I just can't do this anymore, and you've gone, no!
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Danielle Lewis: I'll find a way. I mean, you know, like, and even… and I can tell you're that kind of person, even by the way you've come into Spark and gone, I'm gonna capitalize on every promotional opportunity, and they, like, run with this. I just love people like that, so, congratulations on…
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Danielle Lewis: bouncing back on everything you've built already, and, you know, looking ahead to the future. I just think you are so impressive, and I can't wait to share more of your story, it's incredible.
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Danielle Lewis: I could talk to you all day, but I always love to wrap up these podcasts with one last piece of advice.
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Danielle Lewis: Reflecting on your time in business, what would be a piece of advice that you would give to another woman on her business journey?
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Vishma Mistry: Number one, never give up, because there's always going to be ups and downs, and there's gonna be moments where you're gonna doubt yourself. So, even in those moments, just remember what you started, and…
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Vishma Mistry: stay positive. Keep that child alive in you.
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Vishma Mistry: Definitely, because that child within you is that one that's fearless, has the imagination.
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Vishma Mistry: can dream, like, you know, all the magic in the world, that anything's possible, and we'll look beyond, any darkness. Like, you know, we will, as business owners,
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Vishma Mistry: you will almost feel like nothing's going anywhere, even if you're doing everything that you think you're doing. But as a child, you always go, no, there's a way.
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Vishma Mistry: And yeah, and you know, just how, kids always will, if somebody says no.
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Vishma Mistry: to say, why not
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Vishma Mistry: You know, if somebody says, no, you can't do it, just say, why not? And find a way, and you will do it. So definitely that, and …
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Vishma Mistry: Yeah, I guess just… just be you. Just… just bring you to the business, because that is your…
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Vishma Mistry: Authentic self is what is your superpower, and that's what then your clients are going to connect with, and that's what's going to help you grow and have that support system.
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Vishma Mistry: Around you, even when you feel a bit low, or you feel like, you know, things aren't going where you hoped for going, so…
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Vishma Mistry: Yeah, absolutely. And, you know, when one door closes, there's another one that opens.
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Danielle Lewis: Oh my god, I love it so much. You are just a wealth of positivity, and, you know, like, bash down the doors, no one's getting in our way. I… I'm taking that energy into today. I had totally that day yesterday of just…
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Danielle Lewis: why I'm not making any progress, everything sucks, and I'm taking all of your advice into my day today, and I'm bringing the joy, and I'm bringing the, why not, energy. I love it.
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Vishma Mistry: Absolutely, and I have one more, which I was gonna say, was, … oh god, it slipped my mind.
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Vishma Mistry: Oh!
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Danielle Lewis: Always the way. You'll remember it as soon as we hang up.
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Vishma Mistry: Oh, yeah, that's it, … It's alright to ask for help.
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Danielle Lewis: Yes, that's so good.
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Vishma Mistry: I think as women, and women in business, we often go, no, I'll do it myself, I can do it myself, but yeah, there's nothing wrong with asking for help.
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Danielle Lewis: So true. I love it. Vishma, you are absolutely incredible. Thank you so much for sharing your journey and your story and your wisdom with the Spark community. It's been an absolute pleasure.
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Vishma Mistry: Thank you, thanks for having me, and I really enjoyed our conversation. Thanks.
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Danielle Lewis: Amazing! And then we just cut it there! I'll just hit stop….
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