Ed delivers his message with clear and compelling stories. There is emotion, humor, relevancy in his messages. Do you want to drive change, or build trust, or inspire bigger dreams? The context you seek is woven into the message. Ed’s stories move your audience to think and act. They will remember his stories and the message they convey much longer than a deck of slides can convey. What is a personal brand? Why is it important? What does it mean to my career? How do we get it? Who judges it? What do we do with it? I relate stories of people who had their brand was changed for him, involuntarily and how they dealt with it. And those who changed their own brand. We talk about well known companies whose Brand changed from the original intent. Making the point that: The lesson is that changes in business strategies were not incidental footnotes in the histories of these businesses. Rather, in each case, the changes that were made unlocked new dimensions of revenue and profitability – heights that would never have been reached by staying the course. Making such changes requires both the foresight to know that existing strategies are ill-suited for future opportunities and the discipline to enact fundamental shifts in corporate focus. The audience defines Personal Brand and what it means to them. We look at what it takes to have a strong personal brand---answer: values, goals, focus, discipline, confidence, education/training, mentally tough, motivated, courage, intelligence ….and more. Is your Personal Brand is important if you want to be promoted or find success in the marketplace? Why? If you don’t have a Brand, what happens? Can you change that situation and develop a Personal Brand? Can you change your Brand in mid-stride? Who will judge your Brand? …How do you want to be judged? Then we transition into a military example. We correlate an Army Ranger patrol with “real world, business relationships.” In business if we perform well in an assignment then we will probably have another chance at an even better assignment. Is that fair to say? And we will probably move up the ladder. We have to be accountable to each other and to ourselves. We must deliver on our roles and responsibilities. But if we don’t perform well we may never get another chance. Is that accurate? Allow me for a few minutes to relate your role to that of a military combat leader. Specifically, a Ranger patrol on a combat mission. Think of your role in a life or death manner. It’s the difference in being a high performer or not. Except in combat someone might get killed if each of you does not perform at your highest levels. The Personal Brand of the Rangers is described and explained. Relating it to the audience as being about values, building your brand and your reputation, becoming a trusted resource, relying on your team, and more. We look at the structure of a ranger patrol and relate it to the business world. The team relies on each other for the success of the total. Discussion centers on how we can use these concepts in our businesses. The Rangers have their Personal Brand. They develop it. They work at it every day. Each one. Officer and enlisted. And they don’t let the guard down. Can we do the same thing? Can we learn from the Rangers’ approach to their work and make a direct translation into our work? I think the answer is yes because I have done it for a long time. I’ve also observed it being done by others in business. Can we utilize some of their principles? Aspire for the levels of performance and competence in our work as they do in theirs? Can we coordinate a team as they do?