Kindness Pays: Jill Lublin’s Take on Publicity, Personal Branding, and the Power of Giving

Introduction

Nicholas Kuhne kicks off a bright springtime episode of From Startup to Wunderbrand with Jill Lublin, an international speaker and four-time bestselling author who's helped over 100,000 entrepreneurs boost their visibility through strategic publicity. Jill brings a refreshing, human-first approach to marketing—anchored in kindness, generosity, and real-world PR tactics that don’t break the bank.

From her Return on Kindness (ROK) framework to the ins and outs of guerrilla publicity, Jill delivers a powerful message: being a decent human being isn't just good for the soul—it’s great for business.

Key Takeaways

Kindness might not be the first word that comes to mind when we talk about branding, but for Jill, it’s a secret weapon. Her philosophy is simple: if you can be remembered for kindness, you’ll be remembered full stop. It’s not about softening your edge—it’s about standing out in a way that builds trust, loyalty, and word-of-mouth buzz.

She also touches on guerrilla publicity techniques that allow startups to gain traction without big budgets, while underscoring the importance of flexibility, generosity, and clear storytelling in personal branding.

And it’s not just fluff. Jill’s work has been featured in Forbes, Inc., and Fox News—and she’s got the receipts to prove that kindness converts.

Chapter Summaries

The Power of ROK: Return on Kindness

Jill introduces the ROK framework—Return on Kindness—as a counterbalance to traditional ROI thinking. In today’s fast-paced, cutthroat environment, she believes kindness isn’t just a virtue; it’s a differentiator. Her seven ROK principles include flexibility and patience—traits that help businesses earn loyalty and goodwill.

From Honda’s kindness-themed commercials to San Francisco’s “Human Kindness” public bus campaign, Jill gives tangible examples of brands leaning into empathy—and reaping PR rewards as a result.

Personal Branding: Start with Kindness

As Nicholas points out, not every business will become the next GM or Coca-Cola. Most will depend on the strength of their personal brand. Jill’s advice? Start small. One act of kindness a day—whether it's sending an article to a prospect or offering a helpful resource—goes a long way in building a brand that feels authentic and memorable.

Flexibility and generosity, she adds, are crucial. Whether it’s adjusting policies for genuine clients or donating seats in her workshops to nonprofits, Jill proves that giving back has a funny way of circling back to you in business.

Networking Mistakes (and How to Avoid Them)

Jill dives into her “Networking Magic” mindset, urging entrepreneurs to use what she calls the three Cs: connect, communicate, and create. A surprising number of people freeze when asked, “How can I help you?” So she recommends prepping your “who do you know who…” questions ahead of time and always having a crisp elevator pitch in your back pocket.

Nicholas shares his own classroom technique for building 30-second intros, highlighting just how essential self-awareness is in networking effectively.

Publicity for the People: The Guerrilla Approach

In a world where PR agencies can cost upwards of $8,000/month, Jill’s “Guerrilla Publicity” philosophy offers a welcome alternative. Her three-day publicity challenge helps entrepreneurs get press-ready without draining their budgets. The secret? Replicable systems and simple strategies anyone can execute.

PR isn’t just a buzz generator—it builds credibility, establishes authority, and gets you in front of your audience in meaningful ways. And yes, it really does lead to sales.

Conclusion

Jill Lublin’s approach to publicity and branding flips the traditional playbook. In a time when audiences crave connection and authenticity, her message couldn’t be more relevant: kindness, flexibility, and generosity aren't just feel-good ideas—they’re sharp, effective business tools.

Whether you’re just starting out or looking to revitalise your brand, the tools Jill shares are a brilliant reminder that doing good and doing well can go hand in hand.