“The face isn’t a secondary billboard for internal feelings but an equal partner in the emotional process.”4

For most people, it means you have to make choices about the actions you want to emphasize. The best place to start is by choosing the actions that make up your core values or, in other words, your personal presence brand.

“Let thoughts go, let feelings be.” The idea is that even performers at the top of their craft get nervous. It’s a physical reaction. Instead of fighting it and resisting, learn to observe it and acknowledge it

The kind of presence that attracts other people to you, makes your team want to move mountains for you, and propels you ahead is the opposite of fake. It is pure authenticity—being more of the person you already are, without the mental subterfuge that gets in the way.

I am routinely asked for the Right Way to stand, talk, gesture, or present. In fact, there is no Right Way. How you should stand, talk, gesture, or present depends on what you want to communicate. Anything else erodes authenticity—and for many people, confidence as well.

I define having an intentional presence as understanding how you want to be perceived and subsequently communicating in a manner so that you will be perceived the way you want. It means aligning your thoughts with your words and actions. And it requires a keen understanding of your true, authentic self, as well as your impact on others.

Determine Your Personal Presence Brand

If you want to be seen as trusted and credible, then your actions must be in alignment with your intentions, both stated and unstated. It’s the only way to be received with clarity.

When I address these top executives, I introduce the concept of the red blinking light. When a leader walks into a room, it’s as though a red blinking light is flashing a message: “This is important!” When the CEO goes into a meeting, the importance of that meeting rises. If he decides to skip a meeting, its importance is reduced. Leaders have to b