You may be familiar Simon Sinek's Ted Talk (and book) where he claims that "people don't buy what you do, they buy why you do it." I have a great deal of respect for Sinek. But if you hire me, you will discover a different, more realistic perspective.
During my 30-year advertising career, I have found through both wins and losses that the beliefs and values your brand stands for are critically important among today's consumers - especially millennials.
To that end, I show how and why brands need to go about defining their purpose, beyond generating profits.
However, you can folow that approach out the window.
Depending on where your brand is in its life cycle, what your brand does and how it performs can be even more important. This is especially true for start-ups.
I typically draw on humorous anecdotes from my years in the advertising agency business in order to make my point. You can be certain that your audience will walk away inspired as they gain new ideas and insights about how to better market their brand, regardless of where it is within its life cycle.
Be assured, by the time your people leave the room, they will clearly be able to reflect on what should stay and what should go from their brand's strategy.
On feedback forms, I consistently see things like, "he's short on theory, long on practical applications" and "Loved his funny stories." I am a storyteller. But I am not a sermonizer. I believe that it is always better to give audiences something to think about than it is to tell them how to think.
Audience's laugh at my anecdotes, but it's not all comedy. I provide business audiences with some serious facts; - facts that they must reckon with if there is ever going to be a chance of success.
My approach is very different from most who talk about branding.
I show business audiences how their brands are like story characters - characters who must overcome certain obstacles to achieve specific goals. Unlike others who claim that the customer is always the hero, I show how this perspective has caused the demise of many brands that were once household names.
Too often, we see brands sacrificing authenticity in order to acquiesce to consumer desires. I've learned through a great many experiences that it is important to listen to the consumer. But I've also learned what can happen when marketers give their consumer too much credit for being right.
I speak from a great deal of experience.
During my long advertising career, and while working for and heading up major agencies, I've managed accounts like Citibank, Burger King, McDonald's, Toshiba, General Electric, Kraft Foods, Clark Equipment, KFC and many other Fortune 500's.
The readers of Brand Quarterly Magazine recently named me to the list of the Top 50 Marketing Thought Leaders over 50.
I am the recipient of U.S. Bank's Smart Leader Award, and my book on StoryBranding has won numerous awards both in the U.S. and abroad. I am also a certified public speaking coach.
If you'd like to read more about me and the work I do, visit my website There you can download more information.