S1:E8 - From Russia to Arizona: Arina's Bold Business Journey

**00:00:00 -- 00:00:38**\
Hi, my name is Irina Tannenbaum and I am a content strategist for small businesses in Arizona. And I love helping small businesses get more exposure through organic and paid socials. I would love for you to listen to my story on Bold Move podcast, which is, I hope, inspiring for you, especially if you're going through some stuff and hope that you'll enjoy it. Welcome to Bold Moves, the show spotlighting fearless trailblazers, entrepreneurs and visionaries forging new paths across Arizona and beyond. Each episode we dive deep into uplifting stories, game changing strategies, and the unstoppable spirit powering real transformation.

**00:00:39 -- 00:00:54**\
Whether you're launching a business, chasing a dream, or reshaping your community, get ready to unleash your boldness. Join your host, Matt Torres, as he sparks your imagination, amplify action, and help you thrive. So buckle up and let's ignite your boldest moves yet.

**00:00:56 -- 00:01:14**\
Please welcome our special guest, Arena Tannenbaum. Alrighty. We are back with the Bold Moves podcast and I have a very special guest. I have Irina Tanenbaum. And what's interesting is Arina is a social media content specialist, strategist.

**00:01:14 -- 00:01:26**\
She helps small businesses with their social media growth and I'm really excited to have her on the show. Arina, would you like to say hi and kind of tell everybody what you do? Hi. Thank you so much for having me. Super excited.

**00:01:26 -- 00:01:42**\
It's my first time podcasting, so it's exciting. I do content creation for small businesses in Arizona and that is mostly video, but it does include social media management, ads, all that stuff. Like content for ads, anything. Content is me. Awesome.

**00:01:42 -- 00:02:22**\
Yeah, I'm really, like, excited about that because social media can be very scary to a lot of people, especially small businesses. And a lot of small businesses that, you know, are probably run by people that have a lot more wisdom, I would say, than most. And it can be a lot more intimidating. But yeah, no, it's funny because I'm also excited this is your first podcast because, like, very cool to be like, the first one for you. But it's funny when we talk about, like, on this show, like, Bold Moves and things that we've done in our life that, you know, are a little bit scary or challenging, we're kind of afraid, you know, to take that step.

**00:02:23 -- 00:02:49**\
But I would like to kind of kick things off and, you know, really kind of find that that moment that captures, like, the intensity of your journey. So can you kind of share like, what's like one dramatic or pivotal moment that really sticks out with you, something that that, like Totally made you just kind of like, stop in your tracks. Well, I have a few. Had a few. But I.

**00:02:49 -- 00:03:02**\
I guess you can hear my accent. I'm from Russia originally. Disclaimer. I didn't choose to be born there. I was professional, so no judgment, but the, like, move itself was a very big, big thing for me.

**00:03:02 -- 00:03:20**\
And I never knew I was gonna move here. I actually kind of, like, hated America in advance, even though I've never been here. But I study with meditation and Buddhist teacher, and he is located here. So I would come, like, back and forth. I would go to retreats.

**00:03:21 -- 00:03:40**\
And this is, like, was my first time, like, seeing the States through the, like, desert retreat. Like, like, you know, solitude cabin. Like, that was my first impression of America. But then I moved over here and I stayed. I met my future ex husband and I stayed with him.

**00:03:40 -- 00:04:03**\
This is how I moved. So, like, through him. So that that big move, like, actual move was from, you know, the other side of the world to here. And I guess the next thing was that it was very, very difficult relationships, like, on its own, like, apart from the move. And it took me a very long time to exit them.

**00:04:03 -- 00:04:18**\
And that was like a whole, you know, big thing, like divorce and then all the papers and that. That was, like, terrifying. And that was probably my up to date. That was the biggest move, like, emotional move that I made for sure. How long ago was that did you move?

**00:04:18 -- 00:04:24**\
I moved here eight years ago. Oh, wow. Yeah. Okay, so, gosh. So how.

**00:04:24 -- 00:04:37**\
You don't have to give your age, but I was just curious, like, how old you were. 29. I'm 29 now and I was 21. Wow. So the first 20, 21 years of your life, you were in Russia and.

**00:04:38 -- 00:04:49**\
Yep, exactly. Okay, what. I'm curious, like, what kind of sparked that. That desire to kind of come over here? Well, initially it was, you know, just to see the, like, meditate and do, like, my practice.

**00:04:49 -- 00:05:02**\
But then I met the guy and I was like, well, it's not gonna work. He's not moving to Russia. I'm not, you know, we're not gonna keep meeting like, like that. So that was the reason I moved for him. So, like, leave everything behind.

**00:05:02 -- 00:05:14**\
Like, of course I had plans. I never, like, I never wanted to move anywhere. I mean, I thought I would move to Europe, but eventually. But this was like a very drastic and, like, fast change for me. So, like, I'm going now.

**00:05:15 -- 00:05:22**\
Pack, like one suitcase, and here I am. What did you do for work when you were in Russia? I was a marketer as well. Really? Yeah.

**00:05:22 -- 00:05:33**\
Okay, so is there any difference between marketing in Russia than there is in the U.S. yes, but it also was, like, nine years ago. Eight. Nine years ago. So that's also very different time period.

**00:05:34 -- 00:05:49**\
But, yes, like, the mentality is absolutely different. So you do market differently. Like, you know, it's like the. You know what they say about, like, how Russians don't smile and they're not that friendly, which might be true. They're very straightforward.

**00:05:49 -- 00:05:58**\
And for me, it's a. Still, like, it's still a little bit of a challenge. Like, my new husband. Great husband, tells me, like, don't be Russian. Be nice.

**00:05:58 -- 00:06:09**\
Be soft. Because I'm used to just, like, not wasting people's time and be, like, right to their face and be like, this is your problem and your business. And some people don't like it. Some people get their feelings hurt. So that's.

**00:06:09 -- 00:06:33**\
To me, that's an adjustment still, and I'm working on it. You know, I think that's just in general to some people. Like, I know a lot of people who are not Russian, who are, you know, born here and are very direct and aggressive, and I think it's just a personality trait a lot of the times, too, you know? Like, some. Some people, you know, were just kind of like, hey, deal with it, you know, and then some.

**00:06:33 -- 00:06:38**\
I. You know, I. I kind of like to adjust sometimes, too, you know, So I can. I can see that. That's crazy.

**00:06:38 -- 00:06:46**\
Wow. Okay. Do you. Do you ever plan on, like, going back to Russia or visiting? Or do you just, like, have dual citizenship?

**00:06:46 -- 00:06:53**\
Is that what they call it? Yes, I do. I did go, like, six months ago, so I went recently. I don't go that often. It's.

**00:06:53 -- 00:07:01**\
Especially now. It's just hard. Hard to go there. But, yeah, I mean, I visit sometimes. My family moved to Israel, so.

**00:07:01 -- 00:07:07**\
Yeah. So they're just kind of, like, away from what's going on there. Yeah, yeah, yeah. There's. There's.

**00:07:07 -- 00:07:15**\
Not. Not. Not to get into the politics, but there's a lot going on over there. It's crazy. So let's talk about, like, that.

**00:07:15 -- 00:07:31**\
That big leap. So, like, what was, like, the risk that you took, you know, and. And why did it matter so much to you at the time? And I know, like, we talked about the risk of coming over here, but, like, going into business in the US Like. Like, like, what was the risk for you there?

**00:07:31 -- 00:07:46**\
Like, how did you. How did you deal with that? I honestly, like, never had a choice. Like, I was just not born to work for a company. I tried that for like, I think my longest was a month and it just, it doesn't fit.

**00:07:46 -- 00:07:56**\
Like I don't fit. I, I'm not happy. I don't make the company better when I do that. So I'm like, I just need to figure it out. So it's like, I feel like as a business owner you don't really have a choice.

**00:07:56 -- 00:08:08**\
Like if you're a true business owner, you know, like, you know, this is what you're born to do and you just figure it out. Yeah. So that's the ball move for sure. Yeah, yeah. It's funny, like there's.

**00:08:08 -- 00:08:23**\
Myself included. Like being stuck in an office like all day is really difficult. And I think also to like, I have ADHD and you know, I've got. Yeah, it's. I've.

**00:08:23 -- 00:08:45**\
My mind is constantly going and if I am not like interested in whatever I'm doing, then it's like forget about it. Like, but for me, like coding and like web design or development, marketing, stuff like that, I will go all in and I will hyper focus and all of a sudden it's like one, two in the morning and I'm like still working on that sort of thing. So that's the kind of job I want. That's, that's what you for. Sure.

**00:08:45 -- 00:08:52**\
Yeah, same. Which is why you got into social media. Yeah, Content and management and everything. I'm exactly like that. But with marketing.

**00:08:52 -- 00:09:01**\
Social media. Yeah. That's awesome. Okay, Very cool. Yeah, I talk to a lot of people that, that are usually can, like, can you kind of share like some.

**00:09:01 -- 00:09:23**\
Because like the social media marketing part is really interesting. Like can you kind of walk us through like a typical client and like kind of like what you do for them and like how that like the results, you know, how it grows their business, you know, just kind of like maybe like a case study or anything. I'm just kind of really curious about that part of what you do. Sure. So there are several different clients that I can work with.

**00:09:23 -- 00:09:44**\
I can work online and I can go like in person and film content. So it could be just a strategy that I write out for you and like what to do. You could be anywhere in the world or you could be here in Arizona and you want video content. Because like for example, my dental client, I have a dental clinic right now that I'm working with. They need content every day.

**00:09:44 -- 00:09:57**\
They're like, we want to grow. We know the importance of it. It's you know, branding, awareness, all that. And I'm there every week, several times a week. I'm filming their cases, their smile deliveries and I film them talking to the camera.

**00:09:57 -- 00:10:17**\
So I come in with a list of what I want them to talk about and they just sit in front of the camera just like I do here. And they talk about it and I edit it and I deliver, I post. That also includes for them ads. So like, I also, you know, create ad content and that's honestly a whole nother story. So like organic and ads or two different things.

**00:10:17 -- 00:10:28**\
Um, but I create ads, I post them, I track what's performing, I get them leads. And that's like a whole. That's like a full time thing. Yeah, yeah. No, that's crazy.

**00:10:28 -- 00:10:41**\
I'm curious, like, what kind of tools do you use? Cause like there's. There's a lot of like technology out there, you know, like software applications and stuff that are available to people. I'm just kind of curious. Are there any like, you know, this tool is like absolutely amazing.

**00:10:41 -- 00:10:49**\
You've got to try this. Like any type of tools like that. Like equipment wise. Well, not. Well, yeah, maybe equipment, but like from, from like the software side.

**00:10:49 -- 00:11:02**\
You know how there's so many like apps out there now that can do stuff. Like, is there anything in particular you use for like editing or for sharing or content posting, like things like that? I love capcat. Like, I know, like, you know, I just love it. It's like simple.

**00:11:02 -- 00:11:09**\
I do know a little bit about Premiere Pro and I'm trying to figure it out. It's just, to me it's a little more compl. It. It's not worth the time. I need it quick.

**00:11:09 -- 00:11:36**\
I need it. Like capcat can deliver very good quality results right now, like where it's at. And I know like tons of people use it as far as like posting content. I am a believer in manual posting, like, because I am like a quality freak and I need everything to be where I want it to be. And I believe in some conspiracy theories on like how Instagram likes when you put text in there manually.

**00:11:36 -- 00:11:51**\
So you're using Instagram font like inside. So it gives it a little more SEO recognition. It might be like a conspiracy theory, but I believe in it. I think it works in my experience. Okay, that's funny.

**00:11:52 -- 00:12:24**\
I use capcut too. And I just recently started using it because I was using Imovie for a long time, a long time ago for little stuff. And then I started using DaVinci Resolve, which was pretty complicated. I started messing around with Premiere Pro and I'm like, there's so many different settings, and I think if like, you're making like a big movie and you need like, a lot of, like, stuff, I think that's great. I think for what you and I do, like, Cap Cut is amazing because, like, I can throw it in there and just do some quick things.

**00:12:24 -- 00:12:43**\
I think it's really interesting, like, especially on your phone. Like, there's a lot of stuff you can just do on your phone with the capcut phone app. Because I use both, like, the phone and the desktop. But yeah, I really like that. Have you ever heard of a software application called Voobli V U B L I?

**00:12:43 -- 00:13:06**\
So it's interesting. It's kind of like a poster. Like, not a poster, but, like, it posts your content, but you can upload your video and then it will basically create like a description, a title, tags, and then it. It's almost like manually doing it because you still. You still have to go through and like, review it.

**00:13:06 -- 00:13:21**\
But it. You can adjust each one so every platform can have its own content and it's. It's all different. And then when you post it, then it posts it, but you can also schedule it, which was kind of cool. But yeah, I didn't know if you.

**00:13:21 -- 00:13:35**\
You knew of anything like that because there's. I'm testing out some other stuff and I'm not liking a lot of them. There's tons of. Tons of different video editing and AI is going on next level. So, yeah, yeah, I'm just thinking about making my own because I don't like what all the stuff that I'm seeing.

**00:13:35 -- 00:13:58**\
But that is crazy awesome. So it, like when we, when we talk about, like, you know, our lives and going through stuff, usually, like there's this breaking point or like, you know, this spark, like what finally pushed you to kind of like, take, you know, the, the risk. Like, because when you talked about, like, moving over to the U.S. like, that's a big thing. And I know you were coming over here to like, you know, study and stuff.

**00:13:58 -- 00:14:12**\
Like, what Was there anything that just kind of like, just like, I gotta do this, I gotta move. Or like, even when you were here and you were trying to work and you were going in a business, like, was there, like, what was it? Was there something that was just like, yep, I gotta do it? Like, there's. Was that.

**00:14:12 -- 00:14:35**\
That big thing that moved you? Um, well, the move over here was like, really because of the relationships and like, I needed, like, we need to, to figure something out. Uh, but in terms of business, I would say that's where, like, I felt something similar to that. Um, again, I felt like I kind of don't have a choice. Like, I don't want to be miserable at a job.

**00:14:35 -- 00:14:42**\
And I know I have a skill. I love marketing. I'm like, I'm obsessed with marketing. It's like, in a bad way. So I.

**00:14:42 -- 00:15:02**\
This is what I want to do. This is what I'm researching at 2:00am um, and it's like, kind of like there is no choice and I have to do it. And yes, it's scary. And mind you, I grew up in a post communist country, which means, like, teaches you from very young age. You have no rights, you have no opinion, you cannot speak up.

**00:15:02 -- 00:15:21**\
Like, I would go to musical school that, like, you can't dress up, like, in bright colors. You can't like, paint your nails. Like, you have many restrictions in, like, expressing yourself and, and moving here. It's very different over here. And I'm still learning how to be comfortable in being seen.

**00:15:22 -- 00:15:43**\
And that has a lot to do with content as well and building a business, getting out there and networking. So it's a constant work in terms of. I'm still pushing myself to do that. And yeah, it's still kind of hard to be honest, even being here and doing this. It's out of my comfort zone.

**00:15:43 -- 00:15:55**\
But kind of get used to being out of your comfort zone. You're like, okay, I'm just uncomfortable. That's okay. You know? So, like, you get used to being uncomfortable and like, believing in your nervous system that it's like, it's okay.

**00:15:55 -- 00:16:00**\
Nobody's gonna kill me. I'm not dying. Everything's fine. You're gonna survive this. Yeah.

**00:16:00 -- 00:16:07**\
So, yeah. Okay. How do you normally get your business? Like, how do you. How do you generate for.

**00:16:07 -- 00:16:24**\
For your clients? It's usually like, word of mouth. Um, like, I usually get good results and people just refer me or somebody's asking, who does your social media? Um, but yeah, I have, like, right now I'm fully booked, so I cannot physically accept anyone else. I'm not advertising.

**00:16:24 -- 00:16:42**\
Sometimes I would put out, like, advertisement, like, like I do for my clients. But yeah, right now I am personally focusing on, like, online presence and just having a brand built for myself because, like, I did for other people. But when it comes to me, I'm like, it's okay. Like, I just sit here in the shade. So that's.

**00:16:43 -- 00:16:59**\
And I now I feel all the struggles that my clients go through because it's like being in front of the camera. And like, I tell them to be, like, loud, you know, controversial, all that. And, like, when it comes to me, and I'm like, well, I don't want to do that. I tell you to do that. Yeah, I don't want to do it myself.

**00:16:59 -- 00:17:04**\
So, like, yeah, there's. There's a lot to it. That's funny. Yeah, I think we all. We all do that.

**00:17:04 -- 00:17:16**\
Even I had the longest time, like, just go do it. So that's a really good thing to have. Like, be fully booked. Like, you're being busy and generating. That's.

**00:17:16 -- 00:17:21**\
That's. That's good. That's awesome. Gosh. So I'm.

**00:17:21 -- 00:17:38**\
I'm curious. The clients that you have, like, what kind of results have you. Have you seen? Like, what kind of growth, like, have they gone from, like, you know, zero engagement and activity to, like, now they have like a billion followers? You know, I'm not saying a billion, but you know what I mean?

**00:17:38 -- 00:17:53**\
Like, is there like some metrics or anything that you can share as far as kind of business has. Has seen? Yes, absolutely. So it's hard to track, especially with organic social media. It is, like, if anybody tells you, like, I'll get you, I don't know, several sales, like, a number of sales.

**00:17:53 -- 00:18:03**\
Sales from social. Organic social media. That's complete bs. Like, you can't. I mean, you can track, but it's really hard to track because, like, somebody watches your reel and six months later they buy something from you.

**00:18:04 -- 00:18:15**\
How do you track that? So I do have, like, the metrics of views, followers, engagement, clicks to the website. You know, we. And with. In terms of ads, that's easy.

**00:18:15 -- 00:18:30**\
This is where you track. So this is why I usually recommend to do both organic and ad together. Um, because like, organic grows your audience, like in. In an organic way. And then you use that organic audience to advertise to.

**00:18:30 -- 00:18:56**\
Because those people, like, you know, engaged with your content and then you just show them the offers that you have. Uh, but yeah, in terms of results, got like close to 50,000 followers on one account. That is just completely like a speaking, like, coach, actually my Buddhist teacher, he's amazing. Um, and with a dental clinic, it's all like, leads. So like, they just get tons of leads through ads and we're testing constantly.

**00:18:56 -- 00:19:21**\
So there is another thing with, like, you have to be constantly testing when it comes to organic and ads. I see many people who just like marketers who just create one ad creative and just run it for a year straight and nothing changes. Wow. And that's like, kind of Like, a very, very bad practice that, like, that's not a good marketing. It's like, has to be always, like, evolving and changing.

**00:19:21 -- 00:19:35**\
So you test and then you make an educated guess and you move forward and you test again. And that's really what marketing is. What's like, your. What platform do you find performs, like, the best? Both.

**00:19:35 -- 00:19:58**\
Like, I had some good success on TikTok. Like, if we're talking organic, um, like, I mean, TikTok, Facebook, Instagram, all that. I mean, honestly, Facebook kind of, like, a little weird to me. Like, I don't get Facebook that well. But I would say, like, TikTok is great for organic growth, especially if you have, like, a little bit of a personality that's awesome.

**00:19:58 -- 00:20:25**\
If it's like, more like, personable content, Instagram is probably my, like, main, like, go to in terms of also organic. But it's changes, you know, like the algorithm now. But yeah, I mean, all of them. And I feel like you should be absolutely putting out content on, like, all four, maybe five platforms like LinkedIn right now with short videos there, too. Like, you just have to be doing all of it because then you have more opportunity to actually hit, like, a bigger audience.

**00:20:26 -- 00:20:40**\
Yeah, that's like a common thing that I've been hearing is, is you got to touch on all of them. You can't really just focus on one or two platforms. It's funny he laughed at Facebook because it's like, it seems like all the old people now are on Facebook. You know what I mean? Like, I have.

**00:20:41 -- 00:20:51**\
I have a couple nieces and they're. They're like in their 20s and they're like, Facebook. Like, no one uses Facebook. I think they. Yeah, I think they finally got.

**00:20:51 -- 00:21:17**\
Or at least one of my nieces got a Facebook just to be connected to the rest of the family because everyone else is, like, on there. That's so funny. Like, do you see, like, TikTok being the one to, like, just kind of explode over the next couple years? You know, that's tricky, especially with everything that's going on. And especially just happened with TikTok in terms of the algorithm, for sure.

**00:21:17 -- 00:21:33**\
Like, the algorithm is amazing. This is why Instagram is copying everything that's happening on TikTok. Very good for discoverability, very good for getting ready. The thing with TikTok is it's like, as I said, it's more like personable. So you do have to show your face.

**00:21:34 -- 00:22:05**\
Like, if you're planning on posting, like, boring, static posts, like, I don't know, go to LinkedIn but it's not gonna work anywhere anyway. But yes, absolutely, for like face like content and like relatable content. TikTok is the go to. Instagram is getting there too, but it's kind of like a little slower and it's a little more kind of like Instagram kind of like wears a suit when TikTok is like like baggy T shirt, that kind of stuff. But it's both of them, Instagram and TikTok, they're great for discoverability for like lots of potential to go viral.

**00:22:06 -- 00:22:17**\
I have tons of like videos that went viral on both platforms. A little bit of YouTube. It's also like hit or miss. But yes, I focus on those two. TikTok and Instagram.

**00:22:17 -- 00:22:54**\
Okay. Yeah, it's funny because I'm seeing more and more like small businesses, even big businesses too, but a lot of businesses like getting on there and I'm glad to see like different content, you know what I mean? Like not just the stuffy commercial type thing, you know, like, but just like funny stuff, you know, stupid stuff, you know, stuff that's just kind of quirky and unique and it seems like TikTok just really shines on, on that type of content. Would. Do you usually recommend your clients to kind of go that direction like when they create stuff like being more open minded?

**00:22:54 -- 00:23:03**\
Yes, absolutely. Have you seen the Bristol Hyundai advertisement with cats? It's hilarious. No, it's. Oh my God.

**00:23:04 -- 00:23:17**\
This is like everything you need to know about advertising. It's like super weird. Like animation with cats and like the car there. It's like so like not on brand. And this is why it performs so well.

**00:23:17 -- 00:23:48**\
Like it got them, I won't lie, was like 20 million views, like when they usually get like 20,000, you know, so it's like, you know, this is, this is. There's always this fine line, especially with big brands. Like if we're talking about like dental clinic or med spa or even like something corporate, like how far are you willing to go for good, engaging content and views? And not many businesses want to go like step out of their box. Like they want to be like, let's be serious.

**00:23:48 -- 00:24:02**\
We want to be perceived as serious. I don't want to post anything silly. It's like, sure, nobody's going to watch that. Yeah, like, okay, yeah, exactly. You're just, you're not going to be having any viewers.

**00:24:02 -- 00:24:12**\
Yeah, that's so funny. Anything with a cat in it is going to do well. And it's so funny you said that because I was editing a video the other, other day. And my son, he's like, showing interest and he wants to, like, edit stuff. And I'm like, okay.

**00:24:13 -- 00:24:24**\
But he was like saying, dad, you should just put a cat in your picture. Like, if you get a cat, you'll get millions of views. And I'm like, very true. I'm like, what? And then you're saying it too, and I'm like, oh, okay, maybe he's onto something here.

**00:24:24 -- 00:24:29**\
I'm like, that's funny. Oh, gosh. I. I'm seriously considering trying that. Actually.

**00:24:29 -- 00:24:39**\
That might be pretty interesting. You know, it's just entertainment. Like, you got to think, like, social media is for you don't get on Instagram to buy something. Like, oh, I wonder if I can buy something today. You.

**00:24:39 -- 00:24:52**\
You want to be entertained, you want to relax. You had a long day at work and you want to scroll some cats. And then if you happen to see a car in there, you're like, whoa, that's a cool beer. Like, something that's like, breaks the pattern is a great ad. So that's interesting.

**00:24:52 -- 00:25:05**\
I don't go on there, like, planning or thinking I'm going to buy something, but I will admit I have. Exactly. I'm like, looking at something. I'm like, that's really cool. I'm like, I could actually use something like that.

**00:25:06 -- 00:25:22**\
And I'm like, wow. But somebody posted a video and they did thing, and it's just amazing, all the different types of content. Because I think social selling, like, because I follow Gary Vee a lot and he's. He talks about it and I. I don't know if.

**00:25:22 -- 00:25:44**\
If it'll get to the level at China and, and over. Over there, because they're, they're on a different level. I mean, if you've seen the social selling there, I mean, stuff sells like, like that and they're going through it. But I think in a way, like, I think that's picking up here and more and more people are probably going to be buying things after they see a review of somebody using the thing. And they're like, oh, yeah, that's exactly what.

**00:25:44 -- 00:26:00**\
Because that's what we want to see, you know, we want to see it being used. And like, I think, though, like, there's going to be a line of, like, okay, how authentic is this? You know, like, are they really, like, liking this or are they just trying to sell it to me, you know? Yeah, yeah, exactly. With the reviews.

**00:26:00 -- 00:26:18**\
That's always the problem. Especially now with affiliate links. Yeah, exactly. I'm curious, like, what was the or what was some of the toughest challenges or maybe even doubts that you had that you were trying to overcome early on?

**00:26:20 -- 00:26:50**\
I would say my confidence levels for sure. Not being confident in myself, being like scared to even speak up. Like when you move from another country, when you have to learn a different language in order to just survive in a new country, that's like a whole nother level. And with me also was like very like heavy, difficult, non supportive relationships. Whereas like he was the only person I would rely on and I would not get support forth there.

**00:26:50 -- 00:27:09**\
So it was awful. It was pretty bad. So I had nobody to rely on by myself and just figuring it out and just you know, like it was tough. It was really tough. So like you asking me what moved me, what triggered me, like I literally feel like I have no choice.

**00:27:09 -- 00:27:35**\
I could have just like sat there and like crumbled and like fall apart, but that's not a choice, you know, So I have to do something. And like starting a business with all that, like it was pretty crazy, pretty difficult. You know, like in the beginning I didn't know how to like go to post office and how to send something or like, like who do I talk to, what do I say? Like it's just like Russia and America. Like it's completely two different worlds.

**00:27:35 -- 00:27:52**\
Like it's, it's insane. You should go sometime later. Later. But yeah, it's, it's getting out of your shell and just like you're going to be seen, you're going to be perceived, people are going to think their thoughts about you and that's okay. And it's literally my whole like thing right now.

**00:27:52 -- 00:28:18**\
Even after all that, like that happened like three years ago. But even now I have like the post trauma and like some like autoimmune stuff because of like how much stress that caused me. But just being like it's okay. Like these self talk and like self parenting and a lot of like therapy and like shadow work and all that stuff. It just needs to happen if you want to be like successful in business.

**00:28:18 -- 00:28:37**\
And I see that with my clients. Like it's crazy the way it is connected. Like your inner stuff connected to what's going on in your professional world and how my clients like have changed. Like my dental clinic, like I love them, like I want to hang out with them all day long. They're amazing.

**00:28:37 -- 00:28:58**\
They appreciate me, I appreciate them. And there's like this new level of relationship between like clients just because like I feel like I learned how to appreciate myself a little more. You Know through all that. And that's what I see reflected in my professional world as well. Wow, that's crazy.

**00:28:59 -- 00:29:06**\
Like, being here all by your. Yourself because your. Your family is not here. And wow. Yeah.

**00:29:06 -- 00:29:16**\
That takes a lot of resilience to be able to overcome that. Yeah. There is no plan B. That's the thing. I mean, going back, but that was never a plan for me.

**00:29:17 -- 00:29:32**\
You mentioned two different worlds. What were some of the things that stuck out to you the most? From comparing how Russia and us do things. You mentioned post office. What are some of the things that just are core memories for you right now?

**00:29:33 -- 00:29:56**\
I guess, you know, when people come to America for the first time, and I. I'm sure many immigrants would agree, you just, you feel like you're in the movie because, like, there's tons of movies, like, and always treats all the, like, everything. It's just like, wow, now I'm in it, like, because this is how I saw America before. Like, only three movies. So that's the first, like, experience, like, and people are so nice.

**00:29:56 -- 00:30:07**\
I remember, like, I used to tell my ex husband, I'm like, they're smiling all the time. Like, what the heck? Why is that? And it's nice. Like, it's just so unusual when you, like, first come here.

**00:30:07 -- 00:30:20**\
But then when I go back to Russia, I'm like, you people are mean. Like, what's wrong with you? So it's just a different personality. And I don't think that, like, Russians are mean or unfriendly. I feel like it's more they're.

**00:30:20 -- 00:30:43**\
It's like, absolutely has to do with like, post communism and how, like, you're not supposed to have anything and if you have any, like, everybody suffered pretty much. So like, it was like the whole country of suffering, but nobody's allowed to speak up. And that's why everybody's sad. They were just like, deeply suffering, you know, and if somebody is smiling and means something, you have something. Like, you got something and I'm telling you.

**00:30:44 -- 00:30:53**\
Or because you have something that I don't have it. Like, why are you so happy? Everybody else is miserable. So that's the. I feel like that's why smiling is kind of like, weird.

**00:30:53 -- 00:31:04**\
Yeah, it's like, yeah, it's changing now. It's kind of like used to be like 10 years ago, but. Yeah. Wow, that's crazy. It's like tipping somebody off like that, that you've got something you're not supposed to.

**00:31:05 -- 00:31:26**\
Wow, that's crazy. What was Phoenix? Was Arizona like, your first spot? So you didn't go any, any weather anywhere else in the US I mean I did later on, but my first like Tucson actually was the first airport and then they took us straight to Diamond Mountain. Diamond Mountain is the retreat center, like in the middle of desert where you're supposed to just meditate in solitude.

**00:31:26 -- 00:31:35**\
So there is nothing. So my first. And we came, I think we arrived like at night. So it was like I'm in the middle of the desert, I'm like, okay, this is America. Interesting.

**00:31:36 -- 00:31:55**\
There's like nothing. That was my first impression. But now if you would have landed in like New York somewhere. Where New York is tend to be known more for people that are like a little more direct and just quick and maybe not so friendly. Which I've been there a couple times and it's true.

**00:31:55 -- 00:32:01**\
There's like people. Yeah, it's, it's. Yeah. Not when some. I'm used to like more friendly people I go to.

**00:32:01 -- 00:32:14**\
When I went to New York a couple times, I'm like, what's going on here? People almost running people over on the cars. I'm like, that's weird. This is like a big city mentality. So like I'm from Moscow, so it's the same thing, you know, it's like big city, you don't have time for any, you know, bs.

**00:32:14 -- 00:32:26**\
You just do your thing. Yeah, yeah, I think I went, I went out to my hotel and I went to this restaurant. It wasn't even like a restaurant. It's like a walk in thing. You go up to the counter and the dude was like, hey buddy, what do you want?

**00:32:26 -- 00:32:40**\
And I'm like, I'll take that. Like, please. Lobster thingy sandwich, please. Like I'd never been asked, you know, like, like that, you know, it was very rough and like direct. I was like, okay, like this is how they do things here.

**00:32:40 -- 00:32:48**\
That's just funny. But did you get your sandwich? I did, I did, yeah. And then I went back up to my room and I'm like, I'm going to eat it up there. I'm curious.

**00:32:48 -- 00:33:03**\
So like there's, there's usually like like a turning point in our life. Like what was like this breakthrough moment? Like what, what like finally like clicked for you. Like, okay, like this is happening. Like this is working.

**00:33:03 -- 00:33:08**\
Like I know what I'm doing. You know what I mean? Was there like that moment for you, that breakthrough moment?

**00:33:10 -- 00:33:32**\
I would say like probably recently, like six months ago, I pretty much like have had to like finish my relationship with all my past, past clients and just because mentally I wasn't okay. I was making really good money. I had like, lots of clients, but it wasn't like, you know, it's hard to explain. I guess. Like, it's.

**00:33:32 -- 00:33:44**\
We'll go back to the woo woo stuff. You know, it's like, what's happening inside of you, like, happens outside of you. So. Yeah. And I had to just like, stop doing everything.

**00:33:44 -- 00:33:57**\
And it was very scary. So I just took three months to myself. I didn't work. I didn't do like, anything like, you know, efficient, proactive to get clients, and it was very scary.

**00:33:59 -- 00:34:17**\
Yeah, I don't know if that answers your question, but that's like, you know, just doing the inner work and then like, finding the. Like, like, okay, what, what. What it is that I want to do? What clients do I want to have, who do I want to work with and what can I give them? And like, starting there with, like, fee.

**00:34:17 -- 00:34:32**\
Feeling calm in your nervous system and then your body and just starting there. Like, I feel like that has to be like, the ground zero for everyone. And business is stressful. Like, you, you cannot rely on anybody by yourself. You know, like, see my.

**00:34:32 -- 00:34:58**\
My story again. So you have to have that support within you to be like, I don't have to be like, successful to be somebody. I don't have to, like, I exist and that's enough and that's good and I don't need to do anything else. So, like, and because, like, you know, when you're trying to advertise, you come across desperate, and that's the worst thing I feel like you can do for your marketing when you like, okay, I'll do it for 50% off. 60, 70.

**00:34:59 -- 00:35:17**\
Just do it. There's. It's like, it's icky and you don't want to. Like, this is like, why I feel like you do need that, like, inner support, inner strength, and then you can go and do business and help people because you can actually focus on them, not on how. What you need and like, what you need help with and like, the money you need or any of that.

**00:35:17 -- 00:35:34**\
Yeah, I think just like, psychologically we. We turn away from like, desperation, you know, I mean, like, it's funny, you were saying you're totally booked up on clients, and I was like, thinking, oh, man. Like, because I was like, thinking of so many different businesses. Like, I didn't even. I even know my.

**00:35:34 -- 00:35:48**\
Our business, you know, could use social media. And I was like, okay, I gotta get on the calendar or something. Like, you know, so it's like, that same thing. I think a lot of people can. Can adopt into their marketing, you know, like, don't be so desperate.

**00:35:49 -- 00:36:13**\
I think even as a salesperson, you know, you come across desperate. They're like, okay, I don't want what you're buying, you know, but you come across totally opposite. Like, I don't even know if I. If I can help you, you know, like, then it comes across a little bit more, I guess, authentic or not needy. You know, it's like, even in relationships, you know, like, you come across as, you know, desperate and, like, not going to happen.

**00:36:13 -- 00:36:35**\
You're not going to get that date. Probably, like most people. Exactly. I'm curious, if you were to, like, sit down with a version of yourself, like, right before you took your big leap of faith, like, what would you say to that past version of yourself? That's a very good question.

**00:36:36 -- 00:36:37**\
Hmm.

**00:36:39 -- 00:37:04**\
Oh, my God. Honestly, like, right now, I would say that, like, you did everything right. Like, there is nothing that'd be like, oh, you should have done that, or change that, or, like, don't do that. Like, like, and this is, like, the mentality that, honestly, I want to keep. Like, I used to be like, oh, I should have done, like, I used to, like, you know, think of, like, what I should have done, like, for days after, I don't know, an event or something.

**00:37:04 -- 00:37:16**\
And it's just so unhelpful. It's not going to change anything. So I just feel like I'm grateful for where I am right now. All that struggle brought me here, and I'm happy. Like, I have a great business.

**00:37:16 -- 00:37:49**\
I have a great relationships. I'm pretty much healthy, you know, like, everything is, like, it really worked out because. And I really strongly feel like if you choose yourself and, like, what you really believe in, if you're honest with yourself, that's what's gonna get you places. Like, if you have an idea of how you should be and how successful you should be or what clients you need, like, that's not gonna get you anywhere. And it's kind of, like, gonna make you look desperate and gonna make you look, like, frustrated and feel awful.

**00:37:50 -- 00:38:01**\
But that belief in yourself, that you're gonna be there when the time is right, you're doing everything you need to do, and just, like, relaxing in that is seriously, like, the biggest thing for me right now.

**00:38:04 -- 00:38:13**\
When. When we look at, like, all the bold moves and everything that we. That we take usually. Well, not usually. Sometimes they can, like, reshape how.

**00:38:14 -- 00:38:55**\
How we define, like, what winning is, you know, or or success. How, if any, how has your definition of, of success changed because of this, this journey that you've been on? Oh my God, tremendously. Like, I, of course I thought like being successful means like having tons of money and like, you know, applying business class and going on trips every month and like money, like money was the definition of success. And right now it's just being able to do my morning meditation, being able to be quiet, being able to have my own schedule and if I don't feel like working, I don't work.

**00:38:55 -- 00:39:22**\
And that's, oh my God, that's like. And then being happy and fulfilled with that, that's, that's success. And I feel very successful right now and I'm so grateful for that. That's, that's interesting because like, for an ADHD brain, like, and even like, I think the term is ah, dhd, you know, like where it's some autism, some adhd, and it's a little bit of both. I, I've been watching some tick Tock videos, like kind of explaining it.

**00:39:22 -- 00:39:53**\
I'm like, that is what I. Explains a lot. I'm like, yep, ding. But it's funny because the like dopamine levels in your brain, like if they could be up or they could be down and we're constantly chasing that and then sometimes we need to recharge because we're overloaded. It's, I think, key to find a job that kind of is suited to that brain chemistry, like that what's going on?

**00:39:54 -- 00:40:20**\
Because if we're locked into a traditional 9 to 5 where you gotta clock in, clock out, do something you don't like, it's just not gonna work. And I've tried it and I failed. And it's only when I find positions like you're doing where okay, I want to work and I'm doing these things and it's not like, oh, I want to be lazy. It's like we'll work till like two in the morning doing stuff. It's different times, you know what I mean?

**00:40:20 -- 00:40:46**\
And we'll put in more than 40 hours a week. It's just in different times, you know, like, I'll skip a day where I'm just like, I need to recharge. But then the next day I'm working like 18 hours, you know, so it's just interesting that you, you found that because that's, that's key. I would, I would, I would just say, and I don't know, there's probably a few people listening that are not in that position. Where they have those things going on and like, why is it not clicking?

**00:40:46 -- 00:40:53**\
Like, why is it. Yeah, I just. That's a good call. So I definitely think that that's awesome. Yeah.

**00:40:54 -- 00:41:17**\
So even like the most boldest people out there, you know, they've, they've got moves that, you know, they, they haven't really made yet. So what's the next bold move that you're kind of still a little hesitant or scared to take? And like, really, what's, what's holding you back? Oh, man. It's definitely working on my own branding, my own content.

**00:41:17 -- 00:41:30**\
Like, I'm very great at advising people and telling them what to do. And it works. Like for my clients, it works. Like I give them recommendations, they do that and it works. But for myself, like, do I really need to do the same thing?

**00:41:31 -- 00:41:54**\
Like getting in front of the camera, talking, getting low views, you know, here's where all the, like, you know, like ego stuff, like, oh, I don't want to do this. Like, it's not working. And you know, this is where I am right now. Like, I'm working on it and it's, I don't get like my clients accounts getting like much higher views than my own. I'm inconsistent.

**00:41:54 -- 00:42:17**\
I'm not, like, I'm not following my own instructions on how to do this, but it's, it's a big thing. Like the fear of being perceived, you know, like, that's what's stopping me right now. And this is what I'm working on. And I'm, you know, the same thing we're talking about, like getting some rest and believing in your nervous system that you're going to be okay. Nobody's gonna eat you if you post a video.

**00:42:17 -- 00:42:33**\
Like, you're not gonna be attacked by a tiger or anything. But that's literally like the literal body response. And I, I now feel it for my clients because I'm like, come on, like, you can do this. Just talk to the camera. And when I'm in front of that camera, I'm like, damn, I don't know.

**00:42:33 -- 00:42:50**\
That's funny. Well, I mean, you're taking like that first step now, like being on a podcast and being on camera and, you know, sharing it. So that's, that's a step. Yeah. Is there, is there anything else that you're doing to kind of like push you into that, that direction?

**00:42:50 -- 00:43:02**\
Yeah. So I did improv. It was horrible. It was so scary. I stopped for a little bit just because I need a, I need a little break, but it was so great.

**00:43:02 -- 00:43:10**\
Especially doing improv in a second language. Oh, my God. Like, every time I walked out of there, I felt like I'm about to have an aneurysm. It's just. It's.

**00:43:10 -- 00:43:21**\
It's like a next level of. And this is where you can really check if you're fluent in your second language. Because how, like, you don't have time to think at all. Like, there is no. You just go for it.

**00:43:21 -- 00:43:33**\
And you're looking stupid. And in my, like, acting studio that would film it. And they're like, you should watch by yourself. And I'm like, oh, my God, I don't want to watch that. Because, like, they watch your performance and, like, you can see it on the video.

**00:43:33 -- 00:43:50**\
Oh, it's so scary. Especially for someone like me. But it was super helpful. It's like, again, telling your body you're gonna be fine if you're gonna do weird stuff on video and in front of people and see nobody died. Whoa.

**00:43:50 -- 00:44:07**\
It's like every time, it's like a learning process to be like, okay, we survived that. Awesome. It's very scary. What studio did you go to? I might mispronounce it Deer Acting during something like that?

**00:44:07 -- 00:44:14**\
Yes. Okay. It's like in Northern Phoenix. They're really great. Yeah, I'm going to come back to them.

**00:44:14 -- 00:44:19**\
It's just. Yeah, I know. I. I know of them, really. So I.

**00:44:19 -- 00:44:44**\
I've done some acting. Haven't been doing it lately, but I took some classes for the longest time, and I even had, like, quite a few auditions at Deering Studio up there. But I know a lot of actors in the community, and I know quite a few of them that study over there, which is pretty cool. But, yeah, improv is different than, like, you know, scene study, acting and everything. And it's.

**00:44:44 -- 00:45:23**\
It's something that I would say can definitely help you, like, just in general, like, even out if you don't plan to, like, act or do, like, comedy or anything like that. Just the general improv, like, skill is super beneficial. Like, it's just insane. I was surprised because I took acting classes for, like, I think seven years or something like that. And five or seven years and the growth from day one to the end, not just, like, acting in general, but just communicating and interacting with people is just mind blowing.

**00:45:23 -- 00:45:51**\
And I always recommend people in sales especially, or even businesses, like, go take an acting class here or there. Like, it's not gonna kill you, but just kind of like, experiment with that and get out of your comfort zone, you know, like, you were talking about and you'll see some differences in, in how you like talk to people and how you feel when you talk to people because that changes too, which is like wild. But how long ago was it that you took the improv class? Like a few months ago. Okay, so fairly recent.

**00:45:51 -- 00:46:02**\
Very recent. Yes. And it's, it absolutely. Like all that you're saying is so true. And is it definitely like after that you don't feel that scared to do stuff?

**00:46:02 -- 00:46:09**\
Because like that was the scariest part. Yeah. Scary thing I did this week. And the rest is fine. You know, the rest is like podcasting videos.

**00:46:09 -- 00:46:36**\
All good, as long as I don't have to do this for the rest of the week. My, my guest I had on last week, Becky Jo Harris. She, she was in my first acting studio that I went to and now she's really good at improv. She went to the Groundlings in la, which is like a really big improv studio that a lot of comedian, like famous comedian actors like went to. And she's just really good.

**00:46:36 -- 00:46:54**\
She's, she's, she's really comedic and she can really put a spin on things. So if you ever look like, look her up, you should try to connect with her. Like she's really cool, she's a cool person. But yeah, that'd be fun. Do you plan or have like any like desire to do like improv or acting or anything like that?

**00:46:54 -- 00:47:14**\
Like more than just take the class, maybe acting. But it was mostly it's kind of self development thing for me for sure. For like working on the confidence, working on like being able to put yourself out out there, like seeing that you're not going to be like eaten by anybody. Like working with the fear. That's the main purpose for me for sure.

**00:47:14 -- 00:47:25**\
Okay, nice. Yeah. If you're looking for an acting studio, I'm just going to throw a plug in there. I went to the Howie Acting Studio. It's in Mesa.

**00:47:26 -- 00:47:50**\
It was originally run by the late Bill Howie. He did pass away, but his wife is running the studio now. She's doing an amazing job because she knows everything that Bill knew. But they come from LA and they taught actors, all the famous actors you can think of. I'm not going to name drop or anything other than their son, Steve Howey.

**00:47:51 -- 00:48:02**\
I don't know if you probably saw him. If you've seen Shameless, he was on Shameless. He's on the new True Lies spin off show. It's on cbs. He was also on Reba.

**00:48:02 -- 00:48:29**\
He was van on Reba. So I Remember that watching as a kid. But he's, he's done some cool stuff and he'll come into the studio every once in a while to kind of like talk to the students and stuff. But very serious study scene, study class, like, it's, it's not usually for those that just kind of want to, like, have fun. It's like if you want to be a working actor and you want to learn some skills, like, that's the place to do it.

**00:48:29 -- 00:48:44**\
And I seriously got some, some solid, like, feedback when I was going through stuff and again, kind of just changed me a little bit. But yeah, just, you know, in your back pocket. You know, it's down the road if you ever plan on doing it. Yeah, I'll connect. I'll connect you.

**00:48:44 -- 00:49:02**\
And Carla, she's, she's the owner there. But so just a couple quick fire questions. What's your favorite book or your favorite podcast or really any resource out there that inspires you to be bold?

**00:49:04 -- 00:49:25**\
So I got two books. First is by the meditation Buddhist teacher that I mentioned, Michael Roach. The book is the Diamond Cutter. Amazing book for just kind of like how to live your life and how helping others make you happy. And it's like the real actual cause of happiness for me that worked.

**00:49:25 -- 00:49:41**\
And I like, I love the book. I love the author. And the second one, Tuesdays with Maury. And that's a recent book that I read. It's kind of like if you're more in the depressed side of the world right now, it's amazing.

**00:49:41 -- 00:49:56**\
It really kind of like opens your heart and also has to do a lot of, with like, principles in life and maybe even a little bit in business. But it's, yeah, very inspiring. Okay, what's the best piece of advice that you've ever received?

**00:49:59 -- 00:50:18**\
It would have to be give what you want to get in all areas and relationships and business especially. I would say that's very big for business. How would you encourage someone to be bolder today?

**00:50:21 -- 00:50:38**\
I would probably say, like, set your goals and if being bold for you means, like, you know, having time for yourself and that's a bold move. It could be. You know, some people so busy they don't, don't have time for themselves. But for me, it's always been my goals. So, like, set your goals.

**00:50:38 -- 00:50:53**\
Like, I do want to have a big online presence. I do want to have a personal brand, and this is why I'm doing all of this. So just focusing on that and maybe, you know, kind of like a regular advice everybody would give you. But it's true. That's what's been working for me for sure.

**00:50:53 -- 00:51:05**\
Okay. And if you had to choose one word to define what boldness means to you, what would that one word be? Resilience. For sure. Nice.

**00:51:05 -- 00:51:10**\
Yeah. Def. I would agree with that. Cool. So how can people get a hold of you?

**00:51:10 -- 00:51:22**\
How can they find you? How can they connect with you? Well, I have social media accounts that I'm currently growing to prove you that I know what I'm talking about. I can show you my clients accounts. Okay.

**00:51:22 -- 00:51:43**\
Because they have really great results. But yeah, I'm on social media. I'm up in north Phoenix. I am filming with my clients and I'm like working on getting more of a, like a community up there, business owners and, you know, I'm always down to hang out and network and have a coffee and all that. Very cool.

**00:51:43 -- 00:52:15**\
Well, you are also going to have a guest page on the Bold Moves website, which is bold movespodcastaz.com so there'll be a special page for you there and they'll have your headshot and your links and your bio and all that cool stuff. So if anyone needs to reach you, they can always go there. If they don't know how to find your socials, which I think they should because he's pretty easy to find. But yeah, I appreciate you taking the time to come on the show and kind of share your journey. It's been amazing.

**00:52:16 -- 00:52:32**\
I think this was like some great information and knowledge that you had to share with some of our listeners. And yeah, I'm really excited to see your business grow and to see you get more film exposure and all of that cool stuff. But yeah, I'm excited. Thank you so much. Really appreciate it.

**00:52:32 -- 00:52:38**\
Matthew, like, amazing. Loved your questions. Love the atmosphere and everything. Thank you. No, very cool.

**00:52:38 -- 00:52:59**\
All right, guys, that has been a wrap for the Bold moves podcast with Mrs. Arena Tenenbaum. Awesome. Hi, my name is Arina Tenenbaum and I am a content strategist for small businesses and Arizona. And I love helping small businesses get more exposure through organic and paid socials, Reels, TikToks, as well as ads and ad management to get you leads.

**00:52:59 -- 00:53:18**\
This is what I do. You can find me through my social and I'd be happy to connect. Thanks for tuning in to Bold Moves with Matt Torres, where we celebrate Arizona's fiercest innovators, risk takers and dreamers. We hope this episode sparked fresh ideas and fueled your courage to take action. Remember, real change begins with that first brave step.

**00:53:18 -- 00:53:36**\
Stay connected for behind the scenes, insights, exclusive episodes and community updates. Follow us on social media to share your journey. For more inspiration, resources and connections, visit BoldMovesPodcastAZ.com until next time, Keep daring, keep dreaming and keep making bold moves wherever you are.