Proudly Authentic, Always Real

Joanne Lockwood

Tags: personal branding, authentic leadership, social media authenticity, Overcoming Fear, Inclusive Communities, Brave Spaces, LGBTQ Empowerment, Small Business Growth, Visibility Matters, Resilient Entrepreneurs

The Power of Being Proudly Authentic in Business

Jodie Goodchild explores the power of unapologetic authenticity, visibility, and community in business, sharing how embracing one’s true self paves the way for resilience, connection, and meaningful, inclusive growth.

In this episode of The Inclusion Bites Podcast, Joanne Lockwood welcomes Jodie Goodchild to explore what it means to live and work with unfiltered authenticity. Joanne and Jodie have a candid exchange about the journey towards embracing one’s true self, overcoming internal and external barriers, and using authenticity as a foundation for both personal fulfilment and business success. Their discussion sheds light on the transformative moments that come from “coming out” — not just in terms of sexuality or gender, but in stepping into the public as a business owner, thought leader, or simply as a more visible version of oneself. The episode also covers the dynamics of building trust and visibility on platforms like LinkedIn, the evolving landscape of community creation, and practical ways to make inclusion and psychological safety central to business culture.

Jodie is an award-winning community creator, author, and LinkedIn trainer, deeply rooted in Portsmouth. She is renowned for her ability to empower others to grow their brands and businesses authentically and on a zero-budget basis. Jodie’s own story of embracing her identity as an out and proud lesbian woman serves as both a personal triumph and a catalyst for change within her networks. Her core strength lies in facilitating brave spaces where people feel comfortable being real, discussing their challenges, and supporting one another in a truly inclusive environment. Having built a thriving business community that champions visibility, vulnerability, and celebrating the everyday, Jodie offers a refreshing perspective on how sharing genuine lived experiences can foster both commercial and societal transformation.

Throughout their conversation, Joanne and Jodie highlight the importance of visibility, not just as a sales tactic but as a means of creating social proof, building community, and inspiring others to step forward. They reflect on the value of storytelling, celebrating difference, and using moments of discomfort to drive personal and professional growth. The dialogue delves into how being proudly authentic can help dismantle stereotypes, open new opportunities, and create safer spaces for all, regardless of background or identity.

The key takeaway from this episode is that authenticity is not only a powerful lever for meaningful inclusion but also a strategic advantage for individuals and businesses alike. By embracing and sharing our true selves, we foster connection, resilience, and change—proving that being “proudly authentic, always real” is the most compelling way to thrive and help others do the same.

Published: 05.09.2025

Recorded: 31.03.2025 Episode Length

Duration: 1:03:09

Shownotes:

AI Extracts and Interpretations
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Other Links
seechangehappen.co.uk SEE Change Happen: The Inclusive Culture Experts
Inclusion Bites Podcast on YouTube

Clips and Timestamps

Viral Topic: Coming Out and Self-Acceptance
“I actually didn’t feel like I started living my life until I was about 19 years old, because I went through what most of us, well, all of us do in the LGBT community, which was, you know, not understanding who I was and being scared and afraid to talk to anyone about that because there was no education and there was nobody to tell me that actually that was okay.”
— Jodie Goodchild [00:04:04 → 00:04:22]

Viral Topic: Authenticity on Social Media: “And then when they met somebody in person, the person said, can I say something to you? And I don’t want this to offend you, but I didn’t think you’d be like this because you don’t speak like this on LinkedIn.”
— Jodie Goodchild [00:16:26 → 00:16:36]

Viral Topic: The Power of Authenticity on LinkedIn: “And that is just being yourself on LinkedIn in, in my world and making people connect with you. And then you either remind somebody of something they need or you educate them on something that they don’t yet know that they need, that they then go, that makes a lot of sense. I need that.”
— Jodie Goodchild [00:19:14 → 00:19:29]

The Death of Transactional Sales: “It is just a world where the transactional sales is, is I, I almost believe it’s nearly dead.”
— Jodie Goodchild [00:22:01 → 00:22:06]

Viral Topic: The Power of the Silent Audience: “the amount of opportunities I’ve had that have come through from people that have never liked or commented or even spoken to me before, and they are the lurkers, like you say, that kind of just lurk in the background and they consume all of this educational content that you share, and then they go, you know, actually, I’m gonna. I’m gonna reach out to this person.”
— Jodie Goodchild [00:23:52 → 00:24:09]

The Lonely Side of Entrepreneurship: “But when you’re at home, there’s only so much you can annoy your girlfriend before she tells you to leave the house.”
— Jodie Goodchild [00:24:52 → 00:24:57]

Overcoming Self-Doubt on LinkedIn: “When I met her in October, she said, jodi, no one is going to want to talk hear me talking about hr. It’s such a boring subject. And fast forward to now, she’s had over 1 million impressions on LinkedIn.”
— Jodie Goodchild [00:29:15 → 00:29:28]

Viral Value of Online Visibility: “If you were to pay for traditional marketing to get that kind of visibility, it would cost you at that point, probably would have cost, you know, thousands and thousands and thousands of pounds.”
— Jodie Goodchild [00:30:24 → 00:30:34]

Breaking the Entrepreneur Stereotype: “That’s exactly what I’m trying to do, is break that mould of showing people that you don’t have to look a certain way or act a certain way to, you know, to do well in life and be successful.”
— Jodie Goodchild [00:38:54 → 00:39:02]

The Importance of Self-Care for Entrepreneurs: “I’ve realised recently, as many do when they run their own business, that I spent so much time in amongst the, you know, building the business and helping people that I’ve almost actually neglected myself a little bit because I’ve focused so much on the business.”
— Jodie Goodchild [00:48:06 → 00:48:20]

Definition of Terms Used

What is Imposter Syndrome?

Definition: Imposter syndrome describes a psychological pattern in which individuals doubt their abilities, talents, or achievements and have a persistent fear of being exposed as a “fraud”, despite evident success.
Relevance: Discussed in relation to posting on platforms like LinkedIn, imposter syndrome can prevent business owners and professionals from sharing their achievements or opinions, impeding authentic self-promotion and engagement.
Examples: A capable entrepreneur hesitates to post about a new award, fearing others will question their expertise; a professional refrains from commenting online, believing they lack anything worthwhile to add.
Related Terms: Self-doubt, Self-esteem, Perfectionism, Fear of Failure
Common Misconceptions: Many think imposter syndrome only affects those at the beginning of their careers, whereas it is prevalent at all levels, including among high achievers and award-winning individuals.

What is Personal Branding?

Definition: Personal branding is the conscious and intentional effort to create and influence public perception by positioning oneself as an authority in their field, elevating their credibility, and differentiating themselves from the competition.
Relevance: Central to the episode’s discussions about business development and social visibility, personal branding distinguishes “who you are” and supports entrepreneurial growth, especially for those starting with limited resources.
Examples: An individual consistently creating original thought leadership posts on LinkedIn to establish themselves as an expert; a business owner sharing their values and stories online to connect with potential clients.
Related Terms: Professional Identity, Thought Leadership, Visibility, Influence
Common Misconceptions: Personal branding is sometimes mistaken for simple self-promotion or vanity, when in fact it involves building trust and authentic engagement over time.

What does ‘Coming Out’ mean (in a business or professional context)?

Definition: While traditionally referring to openly declaring one’s sexual orientation or gender identity, in the business context ‘coming out’ describes the process of revealing one’s authentic self, opinions, or business ambitions—often by making the first public post or sharing an origin story online.
Relevance: The podcast uses ‘coming out’ metaphorically to describe the bravery required for entrepreneurs and professionals to break their silence, overcome lurking behaviour, and start sharing their true selves or unique business perspectives on social media.
Examples: Publishing a personal story about professional setbacks; sharing an honest reflection on LinkedIn for the first time.
Related Terms: Authenticity, Vulnerability, Self-disclosure, Lurker
Common Misconceptions: Some assume ‘coming out’ is only linked to LGBTQ+ identity; however, the phrase can encompass any situation where someone decides to openly embrace and share a fundamental aspect of themselves.

What does it mean to ‘Be Marmite’ in Branding or Communication?

Definition: To ‘be Marmite’ means to adopt a communications or branding approach that is unapologetically polarising—eliciting strong positive or negative reactions, much like the British condiment Marmite, famous for being either adored or despised.
Relevance: Utilised in the episode as advice for those seeking to make an impact with their brand or message, this concept encourages individuals to embrace distinctiveness, knowing they will not appeal to everyone.
Examples: A leader or influencer publicly supporting a controversial cause, thus gaining loyalty from some and criticism from others; a brand deliberately using bold messaging that divides opinion.
Related Terms: Polarisation, Brand Differentiation, Standing Out, Audience Segmentation
Common Misconceptions: Being Marmite is not about courting controversy for its own sake; it’s about being authentic and willing to stand for something in order to create genuine engagement and loyalty.

What is Social Proofing?

Definition: Social proofing refers to the psychological phenomenon where people adopt the actions or recommendations of others in an attempt to undertake behaviour in a given situation—in business, it manifests as evidence of value or trust, such as testimonials, endorsements, or evidence of widespread approval.
Relevance: The episode discusses social proofing as essential for credibility and growth, especially for small businesses leveraging online platforms—showcasing client feedback and third-party recommendations to amplify trust and visibility.
Examples: Sharing a LinkedIn post congratulating a client, who then adds a positive comment; posting about a collaborative project with real client acknowledgements; displaying case studies and reviews online.
Related Terms: Testimonials, Endorsements, Word-of-mouth Marketing, Crowd Behaviour
Common Misconceptions: Some assume social proof is only about gathering reviews, but genuine, ongoing client interactions and peer engagement are equally important.

FAQ: Frequently Asked Questions

What is Imposter Syndrome? – A persistent internal belief in one’s inadequacy or fraudulence, despite evidence of success or competence, often discussed regarding professional visibility and confidence.
What is Personal Branding? – The strategic cultivation of one’s professional reputation and digital presence to enhance recognition and influence, regularly referenced in entrepreneurial success and online engagement.
What does ‘Coming Out’ mean in the context of business? – Moving beyond metaphor, it describes the act of truthfully revealing one’s opinions, ambitions, or story in a professional setting, especially online, not restricted to LGBTQ+ contexts.
What does it mean to ‘Be Marmite’ in communication? – To deliberately embrace polarisation in your messaging or brand, knowing that provoking strong feelings will cement loyalty among supporters and help define your core audience.
What is Social Proofing? – Building credibility and trust through visible client recommendations, testimonials, and authentic online engagement, crucial for small business owners leveraging social media for growth.