2026: Go big or go targeted?

"I’m really happy with how my LinkedIn is going."

That’s what one of my Mastermind cadets told me a few days ago.

The compliments were flowing. Their dream audience was commenting. Their ideal clients were sliding into their DMs.

"Great, what shall we aim for next in 2026?" I quipped.

I immediately regretted making this comment as I realized something I hadn’t fully articulated before: Not everyone has the same ambitions for 2026.

Some of us want to be loud, to command stages, to publish books, to have the world hear our voice.

Others prefer consolidating their gains and deepening their impact with a carefully curated audience.

Both paths are valid.

But both require a strategy.

What will your 2026 look like?

In 2025 alone, I’ve worked with nearly 250 industry professionals and business owners in my 12-month virtual Brand Builder Mastermind VIP membership community.

I’ve noticed my Mastermind cadets generally fall into two camps when it comes to their personal branding ambitions. Neither is better than the other; they just require a different playbook.

Path 1: Big & Bold

If you want 2026 to be your breakout year, and if you are ready to exude "main character energy," then you must start to seriously build intellectual property assets.

Your 2026 checklist:

• Optimize your LinkedIn profile so it converts clients and recruiters
• Amplify posting and commenting strategy (think: daily presence)
• Expand to more platforms (e.g. Instagram, YouTube, newsletter)
• Secure a book contract and/or build your keynote talk (Join my virtual 10-week Expert Ladder Advanced Bootcamp from 28 Feb to 9 May 2026)
• Get invited to 5–10 industry panels as a trusted expert
• Run 3–5 corporate workshops or paid keynotes
• Win an industry award or secure a "Top Voice" badge
• [For business owners] Sign 10–20 new corporate or individual clients

This "big and bold" path requires you to show up consistently, put yourself out there repeatedly, and tolerate the discomfort of parasociality.

If this describes you, you need sustainable systems, accountability, a no-nonsense coach, and a supportive community that pushes you.

You CANNOT do this alone doom-scrolling LinkedIn at midnight.

Path 2: Focused & Targeted

If you don’t want to be everywhere and would rather be known deeply by a select group of people, you need to develop discipline of a different kind: the discipline to say "no" to shiny objects that distract you, and to trust that depth beats breadth.

Your 2026 checklist:

• Double down on LinkedIn as your primary platform
• Launch a highly targeted newsletter to nurture your audience
• Aim for 1–2 keynotes at industry summits as the niche leader
• Secure 3–5 panel appearances at conferences to build credibility
• [For business owners] Sign 5–10 high-quality clients who are the perfect fit

This strategy may be smaller in scope, but it is harder than it sounds. A strategic coach can help you discern which opportunities are worth your time and which are just noise.

But let me tell you about the worst path of all

There are pros and cons to going big or going targeted, and I’ve seen people thrive on both.

I’ve seen introverts quietly build empires with a tiny but fiercely loyal audience. I’ve also seen extroverts dominate stages and maintain long waitlists for their services.

But there’s one path that guarantees failure.

And that path is to DO NOTHING.

To aim small when you’re capable of more.

To mute yourself because you’re afraid of what people might think.

To lose market share to others who showed up when you didn’t.

Forget the excuse of "maybe when things settle down in Q2." I’m a mother-of-two CEO running a strategic communications agency. Spoiler: Things never "get less busy" as the year progresses. It only gets busier. 

This is my final call for my Black Friday offers

Everything expires on Sunday, 30 November at midnight 11:59 PM (GMT +8).

1) Brand Builder Mastermind early-bird sale (US$100 off)

Our January 2026 cohort is enrolling in our early bird phase, which ends at midnight.

Our Mastermind cadets have reported LinkedIn News features, significant increases in engagement and DMs, invitations to industry panels and podcasts, successful launches of side hustles and newsletters, and booking real clients.

Here are some (of more than 50!) upcoming workshops and fireside chats:

• Advanced LinkedIn branding with Jasmin Alić
• CliftonStrengths with Chuen Chuen Yeo
• Speak as a leader with Nausheen Chen 
• From founder to creator with Rachel Lim
• Executive improv training with Anna Ong
• Influencer at 45 with Aunty HR Sim Ling Ku
• ... and many more!

There are more than 100+ hours of workshops already available inside for your on-demand playback.

Whether you’re going big or going targeted, the Brand Builder Mastermind gives you the roadmap, the accountability, and the community to make 2026 your year.

🎟️ Early bird pricing ends at midnight!

2) My Black Friday $67 sale

• ChanGPT Pro annual subscription at US$67/year: Use coupon code CHANGPT67
• Both LinkedIn Masterclasses (and e-book!) at US$67: Use coupon code MASTERCLASS67
• Asian Scientist Junior 6-book box set at SGD$67: Discount auto-applied here

At midnight, these Black Friday offers turn into a pumpkin like Cinderella’s carriage.

To your 2026,
Juliana your rocketship captain 🚀

PS: If you’re still on the fence about the Mastermind, ask yourself this, where do you want to be in December 2026?