Katy Goshtasbi is a former securities lawyer, branding expert, researcher, and founder of Puris Consulting. She works with organizations on growing, in size and profits, by mastering change and developing brands that get their message out effectively. The results include happier, more productive professionals, reduced stress, attracting better clients, and more revenues. www.purisconsulting.com

Can you tell our readers about your background?

I’m a refugee.  I decided to go to law school to save the world.  I practiced for 14 successful years until one day, 2 years before the Recession, I realized I was not serving my purpose.  I was stressed and it was making me sick, literally.  I quit my legal career.

What inspired you to start your business?  

I took a course on Natural Talent taught by an ex-Harvard litigator, of all people.  He made me realize that I had a natural talent in supporting professionals to unearth and market who they were- their brand.  My natural talent also lies in syncing the business brand to represent the personal brand.  There’s so much healing that happens as a result of my work.  I consider it Divine and am blessed to do this work with clients.

Where is your business based? 

My main office is in San Diego, California.  We used to have an office in Austin, Texas as well.  I’m actually everywhere! I’ve consulted globally for years.  I’ve been using Zoom for 5 years now!

How did you start your business? What were the first steps you took?

I stopped and thought about what others really wanted from me.  For years, lawyers had been asking me to help them market and sell themselves.  I realized that the Recession was coming, and professionals had NO idea how to rely on their own “brand” instead of constantly selling their corporate brand. I then incorporated and spent lots of time researching an effective business name, one that would represent my mission, values, and life purpose.

What has been the most effective way of raising awareness for your business?

Showing up and speaking.  It turns out, I’m a natural public speaker.  Who knew?!  No one ever asked me to speak as a lawyer.  Now, when I give keynote addresses, training, or webinars, I give from my heart with love for my audiences.  The result is each attendee feels this affection and spreads the word.  I have the same impact when I do community service.

What have been your biggest challenges and how did you overcome them?

My own mindset.  I teach mindset as a component of “owning” and selling your brand.  It took me years to not see myself as a lawyer and, instead, see myself as an expert and CEO.

How do you stay focused?

I used to stay focused on managing my time.  Then I got burned out.  So now I stay focused with a morning routine consisting of prayer, meditation, cardio, and yoga. 

How do you differentiate your business from the competition? 

I use my personal story and share who I am, NOT what I do.  I never waste time researching my competition.  I only choose to see others as complementary, not competitive, because I’m unique and so is my business model.

What has been your most effective marketing strategy to grow your business?

Show up and speak, as I said above.

What's your best piece of advice for aspiring and new entrepreneurs?

Take the time to get to know yourself and know WHO you are, then be able to communicate effectively this information with heart.  This will ensure you have the stamina for the long haul that is required for entrepreneurship.

What's your favorite app, blog, and book? Why?

I love Hay Houses’ app.  So much wisdom.  I love Susie Orman’s blog.  Everyone needs to be educated about their finances.  Because I’m curious and a writer, I read so many books (I’m always reading fiction and nonfiction at the same time), it’s hard to pick just one.  I gift “A Return to Love” by Marianne Williamson to my clients.

What's your favorite business tool or resource? Why?

I’m a fan of Ontraport.  We use it as our CRM and our outbound marketing communication with my audience. 

Who is your business role model? Why?

Oprah.  She has the business savvy and has heart.  It’s a potent combination that works miracles.  No good business exists without compassion, caring, and love.

How do you balance work and life?

I have learned to listen to my inner voice, which has allowed me to slow down and love myself more.  If I’m not in harmony, then I can’t run an effective business. End of story.  I stop sending emails after 5 pm, no matter what. 

What’s your favorite way to decompress?

I love taking salt baths and listening to Jazz.  I sound like I’m 85 years old, don’t I?!

What do you have planned for the next six months?

With COVID 19, everything is virtual.  My Branding Bootcamp program has been running virtually for years and now the same program is even more popular.  I’m also working on finishing the manuscript for my third book, a teaching memoir.  Other than that, my mother is on hospice and so my family focuses on being together virtually as much as possible.

How can our readers connect with you?

I can be reached at katy@purisconsulting.com, www.purisconsulting.com or www.katygoshtasbi.com

I offer a Degree of Influence Personality Brand Assessments as a great tool for those who want answers and an intentional branding plan for their future success.