Your Difference Is the Strategy
In a crowded market, blending in is the fastest way to be ignored. Stand out by being more you.
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It’s taken some time to make this episode with Celeste happen, but for some reason something always got in the way. Still, we never gave up and finally made it happen. We’ve been connected with Celeste for quite some time, so I’ve been familiar with her qualities and what a lovely person she is, and yet I was still positively surprised. Whether it’s her knowledge of the platform, her expertise in AI, her lead generation mastery, or her mindset, she brought it all.
That’s why I love meeting people like her. Not only do I learn something genuinely valuable, but I also feel inspired and get to know incredible people on a more personal level, even if only virtually. Needless to say, we could have talked for much longer with Celeste.
As you probably know by now, I’m a bit of a geography geek, so I had to start by diving into Celeste’s background. She caught my attention right away, as she comes from Mexico, and I had never spoken with anyone from there before. To be precise, not originally from Mexico, as a few guests have been based there.
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Smarter Not Harder: Using AI to Grow a Brand and Attract Clients on LinkedIn | #104: Celeste Yamine
Celeste Yamile is an AI and branding coach helping founders grow personal brands that actually build businesses. Through BrandWise Accelerator, she’s helped entrepreneurs systematise their content, boost engagement with AI, and show up confidently on video without the burnout. While most creators are still figuring things out, Celeste is part of the 2 percent who use AI to scale smarter.
In this episode, you’ll hear how Celeste skipped the traditional education route to teach herself everything she knows and how that choice shaped her success. It’s part masterclass, part mindset shift. From attracting the right clients on LinkedIn to using AI to streamline your strategy, this episode is packed with practical insight for anyone ready to grow without the overwhelm.
Lessons:
Who Needs a Degree When You’ve Got Drive?
Pick Your Platform, Own the Room
Trends Fade, Strategy Sticks
Blend In and You’ll Be Forgotten
Your Network Is Your Brand Power
Lesson 1: You Don’t Need a Diploma to Build a Career
This might be a controversial topic, but Celeste is the perfect example. No, the lesson here isn’t to drop out of school, ignore your parents, or sit at home. The real message is that there are many ways to educate yourself, grow your career, and develop as a professional.
I shared my own experience too. I went to university and interestingly studied a similar subject to what Celeste was interested in. What was my response when she told me that? You’ll have to listen to the episode to find out. Celeste didn’t take the university route. She found joy in learning online, reading books, doing courses, and exploring alternative paths. That’s what worked for her, what was available to her, and what she enjoyed. Did it work? You can probably answer that after listening to the episode or simply looking at her presence online. A perfect example.
Lesson 2: Pick Your Platform and Go All In
I know what you’re thinking. “Tomas, didn’t you recently say not to put all your eggs in one basket?” You’re right, but hear me out. It really depends on your goals, your circumstances, and your bandwidth.
Celeste spoke about this not just from her own experience but from working with many clients. When you're starting out, it's tempting to try to be everywhere, grow on every platform, and get your name out quickly. But is that sustainable? Do you have the time or the knowledge to do it all well? Maybe you do, but most people don’t. Instead, you could focus on one platform. The one that suits your audience, fits your style, and is truly accessible. For Celeste and many of her clients, it’s LinkedIn. For you, it might be something else.
Lesson 3: Don’t Chase Every Trend
This lesson could apply to a lot of areas. From chasing the latest viral content trend on LinkedIn to jumping on whatever’s hot on TikTok. In this context, we spoke about AI, and specifically, the choice of large language models.
I’m always curious what tools our guests are using, especially if they’re AI pros like Celeste. She’s a big fan of ChatGPT, which I admit I’m a little biased towards myself. But the key takeaway was not about which tool is the best. It’s about not switching tools just because of a cool update, a viral moment, or hype. You don’t need every model or platform. Find one that works for you, master it, and get the most out of it. That’s worth more than having ten tools and not really knowing how to use any of them.
Lesson 4: Stand Out by Owning What Makes You Different
Yes, this one’s been said before, but some lessons are timeless for a reason. Celeste works in personal branding, one of the most competitive spaces on LinkedIn, and still manages to stand out.
She does it through two things. First, her use of AI. She’s combined branding with automation and intelligence in a way that works really well. But second, and maybe more importantly, she leverages her background. Being from Mexico, many of her clients from Latin America or non-native English-speaking countries choose her because they feel represented and understood. She stands out by being herself. You don’t need to copy her formula, but you do need to find your own edge. That unique quality that makes people choose you over someone else.
Lesson 5: Surround Yourself With the Right People
This one came up again and again in our conversation. Celeste mentioned that her clients, many of whom are high-ranking CEOs or founders, often have full teams supporting them. That’s not surprising. And it’s something Celeste has built for herself too.
To run her business, build her brand, and still have a life, she has people around her who support her vision. But beyond the team, she also surrounds herself with voices that inspire her. Whether it’s podcasts, books, mentors, or simply people she learns from. And don’t forget the influence her father had on her when she was younger. It might sound like a cliché, but it’s true. The people you surround yourself with shape you. So choose your five carefully.
Of course, we covered so many interesting topics. It felt like Celeste delivered a concise masterclass on how to attract clients with high-quality content on LinkedIn, followed by some great tips on how to grow your brand on the platform. Maybe we finally got the answer to the question everyone loves to ask — “what’s your secret?” Or did we? Well, you’ll have to listen to find out.
And if that’s not enough, we also dive into AI mastery, the power of the right mindset, personal branding, and so much more. Enjoy!
Keep producing,
Tommen
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