Goldie Chan on Personal Branding and Storytelling

For Goldie Chan, LinkedIn changed everything. 

By the time she launched her personal branding and storytelling agency, Warm Robots, in 2018, she was already fielding a steady stream of consulting requests from the sizable audience she’d built there. Warm Robots became a home for those clients—and a natural next step in her evolution as a trusted voice for creatives and leaders. Even the name, a nod to Battlestar Galactica, signals the sense of play and delight clients can expect when they partner with her.

Eight years later, Warm Robots is known for crafting global social media and digital marketing strategies grounded in research, original content, and community-building that turns audiences into fans. Goldie and her team have worked with brands like Skype and Adobe Experience—and with the release of her book, Personal Branding for Introverts, she’s expanded her reach even further.

Read on to learn more about Goldie, Warm Robots, and what’s next.

Have you ever felt like you’re “different”? In what ways has this contributed to your journey as an entrepreneur?

I have felt different as an entrepreneur, especially moving through the world as an AAPI founder. Being Chinese American shapes how I navigate business because I’m often aware that I might be the first person of color on a particular stage or the only one in a room. That experience makes me think deeply about how my presence can help open doors for others in my community. It also makes uplifting and amplifying AAPI voices feel like a meaningful responsibility instead of just something nice to do. Every time I’m given a platform, I want to make sure I’m pulling more folks up with me so I’m never the last.

What were the most difficult and most impactful lessons you’ve learned since you started your career?

The most difficult (and important) lesson that I've learned as a founder has absolutely been to be incredibly careful about team members, whether that's partners or people that I or my team manage. The energy or vibe has to match, but the work ethic and how they want to give back to the world and treat others are also critical, since my team is a direct reflection of me and my personal brand. Over the years, I have learned to vet for thoughtful, intelligent, hard-working people.

What’s the biggest misconception others have around entrepreneurship?

That the path is linear. Entrepreneurship has so many ups and downs, back and forth, and sideways journeys. One year, I had a full slate of clients and the next, the world shifted and the slate turned nearly empty. The following year, it filled up again. If they can, I believe entrepreneurs always have to think one to three years ahead.

We dare you to brag: What achievements are you most proud of?

I am unexpectedly very proud of myself for restarting my work post-cancer. I had to shut down my agency to focus on cancer treatment: surgery, chemotherapy, radiation, and more. When I came back to my work, it felt like a massive and overwhelming—but also beautiful—moment.

What would you tell your younger self if you were to start your professional journey all over again?

You will have many starts and stops, and each one will teach you something you need later. You will grow faster when you stop trying to rush the process. You will learn that rest is part of building something real. You will discover that your quiet strengths are the ones that carry you the farthest. You will not give up, even on the days you think you might.

What’s next for you and your career?

I'm excited to launch a few new projects, including a Substack on Analog Joy! I'm currently on my book tour and traveling all over the U.S. to speak to large companies and great communities with a lot of great momentum. My agency is also looking for new brand partners to work on co-hosting in-person events and we're excited to see what 2027 brings.