<p>Waiting doesn’t work. Women are often taught to wait until they’re qualified, polished, certain, and approved before putting themselves forward. Meanwhile, the people getting opportunities are usually the ones willing to move first.</p><p><br></p><p>Takin’ Care of Lady Business Episode 152</p><p><br></p><p>In this episode, Jennifer sits down with <a href="https://www.linkedin.com/in/alizalicht/"><u>Aliza Licht</u></a> — brand strategist, author, and the original voice behind DKNY PR Girl — to talk about visibility, momentum, personal branding, and why waiting for permission is one of the biggest mistakes women make professionally.</p><p><br></p><p>Before “personal branding” was even a term, Aliza was building one of the earliest and most influential anonymous brand voices online. Now, she’s once again experimenting publicly by releasing a novel in real time on Substack before it’s fully finished.</p><p><br></p><p>Together, they discuss why momentum matters more than perfection, how reputations are built in rooms you’re not in, the evolving role of AI and discoverability, and why clarity often comes after action — not before it.</p><p><br></p><p>What you’ll learn:</p><ul><li><p>Why visibility matters more than waiting to feel “ready”</p></li><li><p>How to build a reputation that creates opportunities before you’re even in the room</p></li><li><p>How to use AI and content strategically without losing your voice</p><p><br></p></li></ul><p><strong>Highlights:</strong></p><p>(00:00) Meet Aliza Licht</p><p>(02:16) The nostalgia that sparked a nineties fashion novel</p><p>(04:37) Why Love Story convinced her to publish on Substack</p><p>(10:35) The DKNY PR Girl origin story</p><p>(15:29) How to make AI find your content first</p><p>(17:50) Why Aliza has AI write her own prompts</p><p>(29:16) What content pillars are and why they matter</p><p>(30:03) Don&#39;t confuse likes with success on LinkedIn</p><p>(34:46) The worst advice women are still being given</p><p><br></p><p><strong>About Our Guest:</strong></p><p>Aliza Licht is a brand strategist, author, and former fashion PR executive best known as the voice behind DKNY PR Girl — one of the earliest digital fashion personas that helped reshape how brands show up online.</p><p><br></p><p>Long before “personal branding” became a business buzzword, Aliza was exploring how visibility, authenticity, and a strong point of view could create opportunity. Today, she continues to build publicly and in real time, using her latest novel and Substack as an experiment in momentum, audience-building, and creating before you feel fully ready.</p><p><br></p><p>Check out her new live manuscript on Substack: <em>Off the Record: Secrets of a 90s Fashion Insider in New York</em></p><p><br></p><p>Aliza Licht’s LinkedIn: <a href="https://www.linkedin.com/in/alizalicht/"><u>https://www.linkedin.com/in/alizalicht/</u></a></p><p>Aliza Licht’s Substack: <a href="https://substack.com/@alizalicht"><u>https://substack.com/@alizalicht</u></a></p><p>Aliza Litch’s Instagram: <a href="https://www.instagram.com/alizalichtxo/"><u>https://www.instagram.com/alizalichtxo/</u></a> </p><p>Explore Aliza Licht’s website: <a href="https://alizalicht.com/"><u>https://alizalicht.com/</u></a></p><p><br></p><p><strong>About Jennifer Justice and The Justice Dept.</strong></p><p>JJ’s LinkedIn: <a href="https://www.linkedin.com/in/jennifer-justice-354a0b99"><u>https://www.linkedin.com/in/jennifer-justice-354a0b99</u></a></p><p>The Justice Dept: <a href="https://www.thejusticedept.com/"><u>https://www.thejusticedept.com/</u></a></p><p>JJ’s Instagram: <a href="https://www.instagram.com/jenniferjusticel/"><u>https://www.instagram.com/jenniferjusticel/</u></a> </p><p>Newsletter: <a href="https://tkolb-newsletter-a50814.beehiiv.com/"><u>https://tkolb-newsletter-a50814.beehiiv.com/</u></a></p><p><br></p><p>The Justice Dept. is a female-focused advisory, consulting, and law firm advocating for female founders, talent, execs, and brands. We represent bo$$ ladies to make them 💰💰.</p><p><br></p><p>If you love what you hear, please subscribe and share with a friend.</p><p><br></p><p>This is a Lady Business LLC Production.</p>