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Persuasion is an art.
Psychology is a science.
Brand is the road that leads on.
I’ve been going down to that crossing for most of my life.
You really have to.
In under 10 minutes, you can discover your WHY—your purpose in life and the heart of your personal brand.
Personal, Not Corporate or Product
Your personal brand is now more important than ever. People don’t buy from companies—they buy from people. They make purchases from individuals with personalities they can sync with. They lay out hard-earned cash to folks they feel they know, like, and trust.
Feelings, Not Logic
Prospects become clients through emotional rapport, not a laundry list of features and benefits. We all find it easier to build a relationship with a person than with a product. We are, after all, human.
How to Turn the Corporate Ladder into an Escalator
When I first understood persona—what is now called personal brand—I realized each of us is perceived in some way, whether we plan it or not.
The thrilling discovery? Persona is malleable. Having one isn’t optional, but you can influence it. And that knowledge can turn the corporate ladder into an escalator.
Know Yourself
- Knowing why you do what you do gives you a competitive edge.
- Understanding how you operate results in peace of mind.
- Appreciating how you connect with others makes you a better leader, partner, parent, and friend.
The Mission Formula
In my advertising work, I looked for a simple process to build dominant brands—especially for coaches and consultants. I dug into psychological texts and took graduate-level courses, always searching for a reliable blueprint.
Eventually, I built a framework I call The Mission Formula.
Mission is:
- Why you do what you do
- What gets you up in the morning, proud to do it again
- The passion that drives you forward
- Your core purpose, values, and the words you’d use to “make it so” if you were a wizard
Knowing your mission gives you a practical tool for decision-making in every part of your life.
Getting to Your Mission
Until 2022, the easiest way I found to uncover your WHY was to start with simpler questions and build up. One international client called the process “fiendish… but it works!”
Ask yourself:
- What one or two words describe what you (or your business) deliver?
- Add one word that says how you provide it.
- Add a word or phrase for where you provide it.
- Add a phrase for who it is for.
- Add when—the occasion or context that makes it special.
Then, summarize it in a few words: Why does this brand exist?
An Example:
WHAT:
Trust-Based Brand Messaging
HOW:
Individually crafted
WHERE:
In person
WHO:
For coaches, consultants, and independent professionals
WHEN:
Who want to be even more memorable and more profitable
Summary:
Trust-Based Brand Messaging crafted for coaches, consultants, and independent professionals who want to be more memorable and profitable.
A Shortcut to Credibility
In 2002, everything changed. I discovered the WHY Institute. Even while recovering from knee surgery, I flew to Albuquerque to become a certified WHY.os Coach.
Their online WHY.os Discovery takes just 10 minutes. It reveals your purpose, process, and promise—the foundation of your personal brand:
- WHY – Your driving purpose
- HOW – The process you use to make it happen
- WHAT – The promise you deliver to the world
Discover Your WHY
Most of us can explain what we do and how we do it. But why? That’s harder to articulate.
It doesn’t have to be.
If you have 8–10 minutes, you can take the WHY.os Discovery online. Normally it’s $99—but if you email me with the subject line “I want to discover my WHY,” I’ll connect you to it for free.
The Nine WHYs
We each have one dominant WHY—our driving force:
- To Contribute
- To Trust in Relationships
- To Make Sense
- To Find a Better Way
- To Do Things the Right Way
- To Challenge the Status Quo
- To Seek Mastery
- To Create Clarity
- To Simplify
The Path to Trust
Trust comes from knowing and sharing your WHY. When you present yourself authentically through your WHY, people feel your clarity—and are naturally drawn to you.
You will:
- Become a better leader
- Build more engaged teams
- Improve all your relationships
Go Down to the Crossroads
It took me 50 years to find the shortcut.
You can find yours in minutes.
Learn how. Email me at: [email protected]
This could be your shortcut to credibility.
And the more credible you are, the more successful you’ll become.
