How the World Sees You

It matters less how you see the world. It matters more how the world sees you. If you fail to understand what your audience truly values, then you can’t communicate yourself in a way that makes people want to build connection and loyalty.

Today it’s not enough to be the world’s best if no one realizes you’re there.

Great advertising isn’t about what a company wants to say. It’s about what the market wants to hear about, talk about, and buy.

You don’t need to find the light. You are the light. When you let your personality shine, you can light up the world.

Leaders need to know how to tap into their team’s variety of Advantages so that they can help each person develop signature areas of performance. You already have built-in

You will not win by being invisible. Today, you win by being seen and remembered.

Authority is developed through commitment and knowledge.

MEET YOUR ARCHENEMIES Distraction threatens your connection with others. Competition threatens your ability to stand out and win. Commoditization threatens your relationships and loyalty.