thought leadership

Your Brand is Who You Are. Not What You Do.

Who you are and what you do are two different things.

Companies lose sight of this all the time in their branding. What they do becomes who they are and there’s no anchor, no identity beyond their services or products.

Your core values are an essential part of your brand, whether we’re talking about a person, employee, team, or company. It’s who you are in the good times — and bad.

This is so important because who you are ultimately fuels what you do and how well you do it.

So many of us had our lives turned upside down these past few weeks. Professionally, personally, all of it.

Now we find out who we are because what we do was taken from us — temporarily at least.

Some companies and people have made it clear who they really are by what they’ve done and said and how they treated people. That’s their brand now and for some it’s not good.

Some people have made it clear who they are by trying to help people — often complete strangers — find jobs or offer support in other ways such as references. They’re affirming their personal brand.

I’ve been thinking about this a lot lately as I am one of the tens of thousands who have lost their jobs in the DOGE layoffs. As I’m looking around for a place to land, I don’t want to lose site of who I am as I look to who I’ll work for and just settle without the company’s values aligning with mine.

So who am I? Just over 10 years ago I made a career switch from newspaper reporter. I started looking around for a consulting job and researched companies.

I found a company whose brand appealed to me. Not a big company, not one anyone would recognize. But three words I found on their website stood out to me as they described their purpose and values: “We over me.”

It appealed to one of my core values: teamwork. Values that helped shaped me a long time ago on cross country teams at Bend High School in Oregon. We worked hard. We cheered each other on. We picked each other up when one of us was having an off day.

We chose we over me and it helped us win a state title. I’ve never forgotten those lessons.

We over me is also a central tenet of my Christian faith. To serve. To help. To uplift.

I build. I affirm and elevate and hope to make things better when I leave them than when I found them. And I want people to join me.

We over me. That’s a brand and an identity.

The little things add up in building company culture

My company just gave every employee $100 for margaritas.

Well, Mexican food and margaritas. The occasion was celebrating National Margarita Day. The 250+ employees from Aptive Resources pumped a good chunk of money into the economy to take part in this momentous holiday with dinner and drinks on the company.

It was totally unexpected. They let us know in an email in the morning that they gifted us $100 for food and drinks. I had to ping someone at work on Teams to see if it was a legit email. It was. Straight from our COO.

It’s the third unexpected gift my company has given to me since I started just two months ago. And word has gotten out. I may have shared my good fortune in my circle of friends.

Now two of them are asking for referrals.

Generous. Caring. Empathetic. Kind. Professional. Smart. Talented. Listeners. These are just a few of the words I use to describe my colleagues and company in just a few months on the job.

How does that compare to your company? What would you say are the things that define your co-workers, your leadership, your company culture?

And how do you contribute?

The science that proves the power of strong leadership

Author’s note: I wrote this longform blog post for a client several years ago.

They are among the most prized handcrafted objects in the world.

They are precision instruments, highly specialized and known to produce refined sounds that resonate, alternately “velvety” and “stunningly brilliant,” according to experts.

They are also pure and powerful, projecting a sound that blossoms and radiates. They define their industry.

They are violins crafted by the famed Italian master Antonio Stradivari, who lived from about 1644 to 1737. His musical instruments are so treasured by musicians and collectors alike — the “Lady Blunt” Stradivarius sold in 2011 to a collector for a mind-boggling $15.9 million — you would almost think they could play themselves. 

Almost.

In the hands of a highly-skilled musician, one of the 650 surviving Stradivarius violins, or 55 cellos, or a dozen violas, produce beautiful music. Put one of them in my hands, however, and I can pretty much guarantee it won’t be beautiful music you’ll hear. 

It still takes talent, skill, expertise and 10,000 hours of practice to liberate the delightful sounds for which a Stradivarius is known around the world. Even someone who practices frequently and may be an accomplished violinist won’t make a Stradivarius sing.

It strikes me that running a business is like that. Certainly for any given business, there are plenty of talented, driven, smart and savvy people who could run it. But too often that’s not the case. 

Businesses are often left in the hands of people who don’t know how to truly coax all of the potential out of their company and its employees.

In an entrepreneurial nation where owning a business is a privilege and an honor, it’s a travesty.

Even then, though, a business can be in the hands of someone who appears to be skilled, but something’s not quite right. There’s something off.

The person might have the right pedigree, the proper degree from the right school and outwardly exhibit all the apparent qualities of a successful businessman or businesswoman.

But the company’s performance lags. It’s struggling.

It’s not making money, its customers aren’t happy, the employees who may be talented and sharp and skilled are frustrated … sound familiar? Could this be why our economy is stumbling along? Maybe this is why American businesses are dying faster now than ever before?

How could that be when by all appearances everything is in place for a business to succeed.

Let’s turn to the world of music and the science of something called “coordinated action” for the answer.

It’s a relative handful of people around the world who are privileged enough and skilled enough to coax magnificence out of a Stradivarius.

Yet put that extraordinary musician with the Stradivarius in a group, say an orchestra, and will they stand out? Or will the singular sound get lost in the accompanying strings, woodwinds, brass, percussion and other instruments?

Have you ever heard an orchestra warming up? Each musician tunes their instrument; maybe they go through the scale or play some notes from the composition they’ll perform. 

When everyone in an orchestra does his or her own thing as they are warming up, it sounds horrible. It’s hardly music.

It reminds me of listening to my lovely daughters banging on pots and pans in the kitchen when they were toddlers. That wasn’t music. It was cute, but it wasn’t music. At least to me.

It’s the conductor’s responsibility to ensure that an orchestra reaches its peak performance. Yet when it comes to an orchestra, each musician is a virtuoso who performs at the very top of their craft.

They should be able to read the music in front of them and play the song they’ve practiced over and over to produce a harmonious, beautiful sound.

A conductor doesn’t seem necessary when it comes to professional musicians. These folks are already pros, right

How can a conductor make that much of a difference? To the layperson the conductor’s baton waving looks inconsequential, silly even.

It turns out, an experienced conductor can make all the difference. 

A 2012 study by University of Maryland professor Yiannis Aloimonos and several colleagues sought to answer the influence a conductor had on these highly skilled orchestral musicians. Alomoinos and his colleagues tracked and recorded the movements of violinists and conductors during the performance of Mozart pieces to find causal relationships.

In the big picture, Aloimonos and his colleagues were studying “coordinated action.” It’s a social interaction skill at the basis of “evolutionary relevant collective behaviors such as defense, reproduction, or hunting,” according to their study. Or, I might add, the relevant collective behavior of a successful business.

To measure coordinated action and to draw a conclusion, the researchers took a conductor’s baton and installed a tiny infrared light at the tip of it. They also placed tiny infrared lights on the bows of the violinists in the orchestra, composed of professional Italian musicians. Infrared cameras were then placed around the orchestra.

The cameras were able to capture the lights as they moved to follow the conductor’s baton and the bows of the violinists. Analysts fed the light patterns into computers. Researchers used mathematical techniques developed by Nobel Prize-winning economist Clive Granger to find links between the movements of the conductor and the violinists.

The question was whether the movement of the conductor was a predictor of the movements of the violinists. If so, then the conductor was obviously leading the players.

But if the infrared patterns showed that the conductor was not predicting the movements of the violinists, then it was the musicians who were in charge.

The researchers concluded by using the Granger Causality method applied to human kinematics the conductors were leading the violinists. The infrared light patterns clearly showed that the conductors predicted the movements of the violinists.

The Leadership is REAL.

They didn’t stop there. In an interesting twist, Aloimonos and his team selected two conductors of vastly different abilities to lead the musicians:

—One was highly experienced who was a strong leader — NPR actually describes him as having an “iron grip.”

—The other was an amateur.

Aloimonos told NPR his team of researchers made a discovery.

“What we found is the more the influence of the conductor to the players, the more aesthetic — aesthetically pleasing the music was overall,” he said.

Even music experts noted a difference. Although they didn’t know which performance was led by which conductor, they unanimously concluded that the experienced conductor produced a superior orchestra.

Leadership MATTERS.

So what is all this telling us? Even the best employees with the best technology and tools (Stradivarius) need to be led by someone with the talent, experience, drive and inventiveness to coax greatness out of their subordinates.

In companies, all these employees can singularly produce good results. But pulling all the disparate parts together takes strong, determined leadership that’s decisive and visionary.

It’s the difference between good and great, or success and failure. It’s the difference between a finely tuned, expertly crafted instrument in the hands of an amateur or the Stradivarius singing for an expert.

And it’s the difference between a group led by an unaffected or inexperienced leader and one in the hands of an experienced master.


Links:

http://www.npr.org/templates/story/story.php?storyId=1972690

http://www.npr.org/sections/deceptivecadence/2012/11/27/165677915/do-orchestras-really-need-conductors

http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0035757

Do the hard things at work. Because others won't.

I grew up in Bend, Oregon, where the stark high desert meets the piney mountains. It’s got a little bit of altitude at about 4,000 feet of elevation, so the air is a little thinner.

Less oxygen means running is just a little bit harder. We also had lots of hills in Bend.

I was a long-distance runner. So I ran up lots of hills. Then I ran down the hills. Then back up other hills and back down again and sometimes it felt like I was going either up or down.

A really big hill is Pilot Butte, just two blocks from the house I grew up in. It had a paved road that wound around the butte to the top, rising about 500 feet in a mile.

I ran Pilot Butte so much I can still picture it clearly. Especially that last little curve where it got really steep.

I raced cross country for my school, the Bend High Lava Bears. At Bend High, I figured out that those boys from the Willamette Valley, especially the track runners who ran cross country in the fall, didn’t like hills.

So the hills became my calling card in races because I didn’t have the speed to keep up with them on the flats.

Runners generally don’t like hills for obvious reasons. But I embraced them. Attacked them.

I figured I would do the thing that my competitors didn’t want to do.

It paid off. I built strength running those hills. I could take the other runners on the hills and because of all that strength from running on so many hills at altitude I could keep up with them on the flats.

And then I had an epiphany. The place to really separate from the pack wasn’t running up the hill.

It was at the top of the hill when everyone was gassed. Where they least expected someone to really push the pace. Things got even better for me in the races.

Then when I got to the University of Portland, one of my cross country teammates taught how to run down the hill. Yes, there’s an art to it. He was a master at it and taught me well.

So the place on the race course that everyone hated and even feared, became my favorite section. I loved those courses with hills.

Our conference cross country meet was in San Mateo, California. We raced in the steep hills at Crystal Springs and you either were going up or down. I loved it and had a lot of success there.

Running those hills is something I think about often when it comes to work. When things are tough, when I come to those hills, what do I do?

What do you do?

Do you embrace those challenges? Attack them?

Or watch someone else go by you?

The best ideas are crowdsourced. So crowdsource them.

A CEO I worked for some time ago used to chat me up fairly regularly. I remember he just filled up the room.

By that I mean he did all the talking. Never did any listening. Had all the answers. Had all the gut feelings.

There wasn’t room for anything other than his voice. His thoughts. His direction.

That sums it up. It’s frustrating. It was for me and many of my co-workers. We’re not alone.

Great organizations have leaders who listen. Not every idea that filters up to them will be great.

Some ideas will be amazing. Others should marinate, evolve, get tossed around, go through a brainstorming session.

Some simply won’t be so great.

But the strength of an organization is its voice.

It’s not just one voice. It’s not the CEO’s voice.

It’s not the loudest voice in the room. Or the voice of experience that “has all the answers.”

It’s the organization’s collective voice.

Leaders, do you hear that?

Make your company better. Make the world better.

Several years ago, a boss I worked for decided to have an end-of-year company strategy session to do some brand identity.

Figure out who we were and what we’re about as a company.

It’s all good stuff. But it struck me that this person had launched the company and was running it for five or six years and couldn’t answer that for themself. This person truly needed someone else to do it for them.

That’s not good.

What’s your company about? What’s important to your company?

It should be a big-picture statement. Like, “My company makes the world a better place because we make (products) that help other companies be successful.”

Most importantly, how does what you do help your company do that thing or those things it’s all about?

Finish this sentence: I elevate my company’s brand by _____________________________.

And this one: I make my company better because _________________________________.

Now, try this one: I could make my company better by _____________________________.

Go do it.

The most powerful sentence you can speak starts with "Imagine"

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Imagine I am …

How do you finish that sentence? What’s on your mind? What’s in your heart?

More important, what’s holding you back as you think about finishing that sentence? Can you finish it? Can you dare to dream and give voice to something greater than you are experiencing now?

How we finish the sentence that starts, “Imagine I am” says everything about our dreams, our hopes, our station in life, our ambition, our failures, our present, our past, our perceived future.

Our faith.

Our fears.

Our value.

Our confidence.

Our desire.

It’s a sentence that either emboldens you with its potential or imprisons you if your very next sentence begins, “But…”

Try it. Say those words “Imagine I am” and finish that sentence.

Give voice to your hopes and dreams.

Then relentlessly pursue them.

Hope.

Believe.

Don’t give up.

Be unorthodox. The conventional world needs you.

Be unorthodox. The conventional world needs you.

unorthodox 

(adjective) | un·​or·​tho·​dox | ˌən-ˈȯr-thə-ˌdäks 

contrary to what is usual, traditional, or accepted | not orthodox

We all should be more unorthodox.

Be inventive. Take risks. Love, nay embrace, a good chance. Have flair. Be zesty. Do spicy.

Grow rainbow corn instead of plain ol’ yellow corn.

Be willing to do unorthodox when you aren’t sure how it’ll turn out.

I’ve been unorthodox in writing and failed miserably. I tried a new writing style for one of my stories I had published in a newspaper and an editor told me to never do that again. I learned from it.

But I didn’t quit taking risks as a writer.

Sometimes I made up words and it worked. Like the time I described a remote Oregon town as the place where the outskirts and “inskirts” are the same thing. Or the time I described a FEMA siren to alert a central Oregon community a nearby dam was failing as Volkswagen “Beetle-esque” in its lack of din, if not outright clamor. Apparently FEMA didn’t really want people to be alerted. I still remember laughing as I watched a county official take out his earplugs and squint and strain to hear the town-saving “siren.”

William O. Douglas, who served on the U.S. Supreme Court longer and wrote more opinions than anyone, had this to say about being unorthodox: “The great and invigorating influences in American life have been the unorthodox: the people who challenge an existing institution or way of life, or say and do things that make people think.”

So go be unorthodox.

The world needs you.