Read Transcript

OK We've done personal
branding before this will not
be new to anyone who's
gone through the archives.
Maybe this framework is a new
take or a slightly different
look at it.
So this is a personal
branding call no.
One personal branding,
call nine, and we're
going to be focusing
on your two word brand
to distill it down to
something super simple.
So there's a couple
of steps here.
So step one is to
realize that and you
heard me say this
before, there's
an infinite number
of versions of you
that exist in the universe,
and what we want to do
is we want to just
shape that a little bit.
We want to influence
how people perceive us,
and we can help
them by being more
intentional about the
things that we say
and the things that we do.
So one thing that becomes
really hard for people
is that they don't know
how to describe themselves.
They really don't.
Right and when we say,
like, well, who are you?
You might write
down three words.
So I've done this with a group.
I think I've done with
this group before,
but we're just going
to start fresh.
OK, so just hang tight with me.
If you've done this before.
Don't sweat it.
You go take a break.
You know, go check your
Instagram or something.
What I want you to do is
try to describe yourself
through the lens of someone
who really admires you.
We're going to spend 10 minutes
and want to spend spinning out
into breakout rooms.
And so you can just work on this
and you can compare and share.
I want you to try to write
literally hundreds words.
And I don't want you
just to necessarily focus
on the words that make
you look like a Saint,
but also like a sinner,
because in the sin.
There's something really cool.
There's things I do not like
about myself that I think
could be better, but
they actually make me me,
and there's nothing
I can do about that.
You'll notice sometimes
I get a little snappy.
I'm not the most patient person.
I can get a little hangry
and I just embrace that.
Jose used to refer
to me as sardonic.
I had to look up that word
sardonic, acerbic, acrid.
You know, there's a little bit
part of that is true for sure.
And instead of running away from
it instead of suppressing it,
I lean into it.
Now, if you should
start this exercise
and you feel really
stuck, there's
some, some ways I can
help you because you
might think to yourself,
nobody looks up to me.
Nobody admires me.
I'm a nobody.
OK, that's fine.
Well, find somebody else.
Maybe you have a pet.
Look at yourself through
the eyes of your pet.
It's your dog, your cat,
your goldfish, your hamster,
your gerbil, whatever your
pet snakes, your tarantula,
they look at you like
the hero that you are.
And that's one prompt.
OK, now here's another prompt,
like what would your alarm
clock say about you?
I mean, it's an
exercise in looking
at yourself in a neutral
and objective position
to see yourself for
really who you are.
And I know this, I've had
a hard time seeing myself.
Now, I don't have an alarm
clock, I don't set an alarm,
so how would I be
able to do this?
Well, the nonexistent
alarm clock
would say he doesn't
need me to wake him up.
Why is that?
Because he's driven
by something else.
He gets up early,
he goes to bed late,
so we know he's a
bit of a workaholic,
he's passionate about
what he's doing,
and that's how you should
start writing about yourself.
I've asked Emily to do this
because she's like, Chris,
how are you able to be
so objective sometimes?
And I told her a
little exercise,
and I think she's been writing
some wonderful stories yet
to be shared.
But every time
you have some kind
of strong feeling or emotion,
either happiness or sadness,
or I'm feeling isolated or
whatever you're feeling.
That night or later that day,
try to write the narrative,
look at yourself as a third
party omniscient observer.
And right, what happened?
So instead of saying I felt
this, she would write and lead,
did this, this person did
that and she would just
try to see herself
for the first time
from a different point of view.
It's a little trippy.
But it's worthwhile to do.
What would your
bedroom say about you
in the writing exercise?
Malcolm Gladwell
talks about this.
He's like, you know, you
could describe a person
and you can only go so far.
But if you describe
their bedroom
and then you make some
logical leaps inferences,
you'll start to understand the
person is the room well kept.
Or is it is it messy
and what does that say?
Is it surrounded by books?
What does that say about
what kind of books?
What does it say about you?
Is there a dark
room, a light room?
Is it purely utilitarian?
Or is it super luxe?
What your bedroom say about you?
OK, so I'm going to
stop this right here.
And I want you to
write your 100 words.
OK, I'm going to
give you 10 minutes.
We have time today.
I think I need to.
What am I doing?
OK almost hit Stop Recording.
I need to create a
breakout room here.
And there are so many of us I'm
thinking for people to room.
What is that like?
2020 rooms, 17.
Thank you so precise.
Somebody good with their
math assigned automatically.
Nice you know, I can also
let you choose your own room.
No, let's just.
No, no, no, no.
Here we go.
I'm going to send
you off to your room
if you have three
people, two people.
Don't worry.
I'm going to give
you 10 minutes.
I will send you a little
notification, right?
100 words.
You as a Saint, you as a sinner
and everything in between.
Get to the truth, that's
what we're trying to do.
I feel like the words 90 through
100 will be the true words.
So here we go.
Open all the rooms.
See you guys in 10 minutes.
Sorry, amiri, when we're away.
Can you look at the
time for the PM call
because I'm not sure
it is 10 could be.
Oh, it might be 9.
Let me double check, thank you.
Yeah, I think it's nine.
Should it be 9 or 10?
I think it's nine,
but we can have it 10.
But I mean, just so
we say the right time.
What do you prefer?
I prefer 10.
But I mean, because it's for
Europe, it's better later.
Yeah, it's better for Europe.
OK, let me because it's an hour
later, so we don't have go up.
Five OK.
What do you do?
10 minutes, I got
to set the time.
Oh, sorry.
OK, see you.
Yeah hey, Chris.
Hey, everybody.
Hey yeah, forget
I. Yeah, I didn't
have the meetings on the
counter, so I just got here.
I'm in your room.
16 cool.
There you go.
They must need a room.
Alex, how are you doing, buddy?
Doing good, I just
wanted to say, OK,
so how do we do everybody?
Do you find some really
interesting, juicy words?
Here's what I'm going to do.
Write down your funniest, most
coolest or interesting word
in the chat right now.
Just drop one word in there.
I'd like to see some of the
interesting words you guys came
up with.
Uh-huh Dan, come on.
Really?
that is not.
I supply hope.
Is, well, maybe that
I read the wrong one,
didn't you read supplier?
I don't know that I'm
going to rewind this one.
Maybe I read somebody else's
that you read someone else,
I think it was right
next to the one that
was the S word and there.
Yeah, yeah, somebody
stirring it up.
I'm like, that can't be Diane.
That's not my Diane.
Come on.
OK, mysterious.
Yeah, that's too funny, Chris.
Maybe you should
start using that.
Why not?
That was me.
Oh, all right.
It was you, OK, all right.
Process driven and
self-motivated.
That is crazy.
That's the weird one.
Self-effacing, OK.
I don't even know
what that word means.
I have to look that up.
No, I mean to yourself.
Really self-effacing, I think.
I can't even say it right.
No, asked Mario, he knows
what that is to people
with their fancy $6 vocabulary.
All right.
OK some interesting words there.
OK, so we're going to go
to step two, step two.
Let me share the
screen here, but I
hope that was kind
of fun for you
just to kind of look at
yourself for a minute.
From a different light.
OK, we're still recording, all
right, so step two, here we go.
The whole point of
marketing and branding
is not just to be different,
but to be radically different,
to be radically different.
That's what you want to do.
You want to stand
out from the crowd
and it's best ways you
can while not just trying
to be goofy for goofy sake.
So what I want you
to do is, no, I
want you to pick
five words that feel
the most accurate personal.
Dare I say weird.
OK, so take a look
at your long list.
So the way we do this is
you're going to sit there
and you're going to
look at your list
and go ahead and underline
or circle or put a check
mark some way that you can tell,
OK, those are my five words.
Oftentimes, we say,
just pick one word.
It becomes very,
very difficult. So we
go through a process
of elimination,
and this is a very helpful
process for facilitation.
So if you do any kind of
meeting with your client,
and they can't decide if
you show them five logos,
say let's reduce this down to
3 and then pick your top two.
And then that's the one
through process of elimination.
You can arrive at what you
think is the best word.
And take a look at
those five words
now, for the sake
of time, I'm not
going to spin you
out to another group,
so we're not going
to do that just yet.
Ok?
I got some other stuff
to cover with you.
OK, so.
Well, you want to
do is you're looking
to claim a space that
somebody is ignoring right now
and it doesn't take a whole lot.
It's often referred to as
blue ocean strategy, where
the red ocean is,
where everybody's
competing and cutting each
other apart to just stand out.
And I would say, if you call
yourself a designer or logo
designer, even a person who
does branding or marketing
that space is really noisy and
crowded because all you have
to do is go on Clubhouse
and you'll see everybody's
a brand or marketer strategist.
Fill in the blank
multimillionaire.
So we've got to
find a space that we
can claim that's our own.
And in between all these super
busy, noisy places is your gap.
OK and what I want to do is
play a little game with you,
I did this with the EO.
This is lifted straight from
my ego jumpstart program.
OK, so I'm going to play
a little quiz with you.
I'm going to throw
up two words and then
I want you to just
write in the chat what
you think the answer is.
OK, so when I tell you
of a two word brand,
I want you to identify.
A two word I want you to
identify the brand, so.
So what do you think of when
you hear this, this two word
combination?
Insanely great.
This one's obvious.
So we set it up.
So it's easy and it gets
really, really hard.
Really quick.
So go ahead.
Drop it in the chat.
I can't see it right now.
What brand.
Do you think of when you
see the word insanely great?
OK, I think I've given you
enough time and the answer.
That would be awesome.
That would be amazing if that
happened, but it's Apple.
We know that through
the marketing,
insanely great and
insanely great.
It's such a powerful
two word combination.
It's the Saint and the sinner.
Altogether insane because
Steve Jobs is insane.
He's obsessed.
He's obsessed with detail.
And he's one of
the few executives
who can Zoom in and
Zoom out into a problem.
He can sit there and think
about the Apple store
and then he'll fly
out to Italy to pick
the exact sheet of marble
that's going to go in the store.
That's how insane is, but
that attention to detail
has made the company famous.
And one of the most
powerful brands ever.
That's the greatness of it.
OK zooming and zooming
out insanely great.
That's how they
embrace their brand.
Here's the next one what brand.
Do you think of when
you see this two word
combination everyday magic?
3D magic, whoever is typing can.
Do you mind if you just
hit mute unless you
want to say something?
I can hear you.
I think it's me.
Is that you only?
I think so sorry.
It's OK.
I mean, you can keep your mic
on if you want to say something.
It's really cool everyday magic.
Go ahead and write
that into the comment.
Let's see how well these
companies have been able
to brand themselves.
No logo, no tagline.
What company do you think
of when you hear the two
words everyday magic 3 to one?
OK, who got this right?
Who got this wrong?
And what did you write?
Anybody?
lots of people said Disney.
Oh, that's great.
It's great I had to
do research on this,
I don't know these
things myself,
I had to find the
combination everyday magic.
OK it's going to get a
little harder right now.
So here's the third.
OK, go ahead.
You don't see the chat.
I cannot see the chat.
My screen is there.
OK, that's what.
OK OK, I see.
Yeah Yeah.
OK, so here we go.
Here's the next one.
No, I'm sorry.
I had to rewind there because I
thought someone had a question.
Here we go.
This one's going to be tough.
OK, if you get this one,
you're really paying attention.
What brand.
Do you think of?
When you hear the two
words consciously mindless.
I had to look this up myself.
Consciously mindless.
It's interesting to
word combinations.
Yeah mm-hmm.
Go ahead, write it in the chat.
The chat probably
slowed down real quick.
OK, are you ready?
Believe it or not,
the answer is.
NBC and I know this also
because many years ago,
NBC sent over this
massive 60 page
document about their brand.
And they do take credit
for shifting the culture
by normalizing certain things.
They're one of
the first networks
to have an affluent,
well-educated Black family.
The Huxtables on television.
And they say in some
ways this is them.
It led to Barack
Obama being president.
So even though
you're kind of zoning
out, sitting on the couch.
Couch surfing.
Different channels,
they're actually
trying to introduce
different ideas to America
that's consciously mindless,
that's what drives them.
Next up.
This one's a little easier.
Before we end on the last
one, so curiously strong,
what brand is curiously strong?
If you're a student
of advertising,
you know this right off
the bat, if you're not.
Probably not.
And this two word combination
is the actual tagline
for this company.
And it's the genesis of a
multi-year marketing campaign.
Super funny and ridiculous.
And the product itself
is pretty basic,
so this is how you can take
a pretty ordinary thing
and make it extraordinary.
OK, there are people dropping
in the answer, Stanley,
since I can't see.
Yes, they are a little
bit about bounty bounty,
OK, tic tac means.
Fishermen, friends.
Yeah, Yeah.
Here's the answer.
Altoids I don't even
know what that is.
They're they're breath mints.
OK.
And they're super spicy.
Mm-hmm And what they do is
a lot of these companies,
they just lean into the
negative attributes, the center
part of them.
Right, when you pop one
of these in your mouth,
it's not a coat of sugar,
it's the really strong mince.
Mm-hmm So that's why
it's curiously strong.
And what they did
was they did a series
and they photographed
a bunch of like, really
odd and interesting
weird people.
Like teenagers going
through puberty
with their braces
and their weird hair.
It's like fiercely strong.
There's something and
they shoot it in kind of.
Like an exploitation
style photography,
it's really interesting.
It stands out, so if you
look up Altoids campaign,
you'll see what
I'm talking about.
OK, here's the last one.
And if you know this one?
My goodness.
Hats off to you.
Much respect.
What brand.
Do you think of with
21st century books?
First of all, I love
this combination
because books are
not 21st century.
It's kind of an
interesting juxtaposition
makes you really pay attention.
What's going on here?
21st century books.
What publisher do you think of?
You're probably not
thinking anything
because it's like you don't even
know who a publisher is, right?
Like, I'm not really paying
attention to that myself,
so I'm not going to.
Make you wait too long, so
the answer is Harper Collins.
OK, so when I share this with
people about finding your two
word brand naturally
think, well, Chris,
these are companies.
Yeah, we could do that.
But what about for people?
So it works for people too.
And one of the most famous
who's been able to do this based
on her Ted Talk is Brene Brown.
Do you guys remember Bren
Browns two word brand?
Does anybody remember?
Now I know you're a
fan of Brene Brown.
Yeah, but I don't know that you
don't see, you know, on stage.
And she's like, before I go,
I have to tell you a story.
I'm telling my
friends what I do.
Then I describe myself
as this and she goes, no,
Bernie, that doesn't exist.
OK remember, ok?
OK researcher, I don't
research as part of it,
yes, researchers, one of them.
That's the part everybody
knows about her.
She's a researcher.
But she sees herself as
a researcher storyteller.
Oh, what an interesting and fun
combination, don't you think?
and then that starts to
shape all the kinds of things
that she talks about
storytelling based on research.
OK and personalities like
iron Mike Tyson so early
in his life and career.
I mean, this is
not just for him,
but he's known as
a knockout artist.
And I love that somebody
who is violent but does it
in such a poetic way.
Knockout artist, and I think
and I've been working on this,
I'm not sure I love
this combination yet,
but he's really
transformed himself.
He's he's become
super self-aware
and really centered
and grounded,
so I kind of consider him
now like a mindful Warrior.
He's still interested
in boxing, but he's
way in a different space.
And I'm playing now
acknowledging all the wrongs
he's done in the world.
And how he's just trying
to be a better person.
So what I want you
all to do, excuse me,
is to find two words that
are opposing each other.
The first word
will be your spine.
The thing that you think
everybody knows you for.
You work with that first.
So in your list of five words.
Pick one that you're like that
most accurately represents me.
Then I want you to find
a strong opposing word.
Well, we don't want to do
is we don't want to say.
Spicy, hot.
Those two words don't add
to each other in the way
that I want you to.
And so if you find a
two word combination
that if you were to substitute
that word with something
with like a synonym
and it doesn't really
change and impact the meaning,
I would ask you to try again.
Like, if you said
mindful thinker, well,
are there mindless thinkers?
And some people do find
those two word combinations,
so when the two words
overlap and they're not
pulling each other apart,
that's not unclaimed space.
OK, so some examples here
of what it might sound like,
we're looking for juxtaposition.
We're looking for.
Something that's almost
like an oxymoron, a paradox,
so sexy science, you don't
think of science as being sexy.
But there's a brand
that I was working
on there called Moon juice.
So it's somewhat like
pseudoscience stuff,
but it's really about beauty
and health and wellness.
And so I think for them,
sexy science really
describes them really well.
I can't remember what
company said this,
but I found this
somewhere soulful data.
Doesn't that even just
sound wonderful the way
it sounds, and I saw that
somebody commented on circle,
I can't remember.
I hope you don't recall
who said, consider.
I think it was Van
consider the way it sounds
when you say it out loud.
Is there a flow
of cadence to it?
It does it feel
good on the tongue?
And then I'm reading
books about innovation,
and I think this is
from Ryan Holiday's book
the obstacles the way.
Is a be radically pragmatic.
So I'm like, that's good, that
sounds a little bit like me.
I want to break things, but I
also want to make them work.
And some gyms that might
describe it as necessary
torture.
So these are really
fun, like they kind of
make you smile in
your mind when you
put these two words together.
The one that everybody
knows is affordable luxury.
So that's not Earth
shattering, but I just
wanted to give you
the range of things
that you can come up with.
And yeah, this is a
little bit copywriting,
and I have to get to
wordsmithing here a little bit.
And so if you can't find the
word final word that you think
represents the meaning and
then go up onto thesaurus
and find a synonym.
Try and find that beautiful
combination of two words.
OK, so now what I
want you to do is
I want you to try this
out with the group
that I'm going to
send you back into.
I want you to generate five word
pairings with opposing ideas.
You're going to have five
minutes, so 5 and 5 five word
pairings.
The first one is your core
and they could be different.
Just try things out
and then do that, ok?
So for me, just as an
example, I look at my brand
through the lens of
being a loud introvert,
but I'm also a
compassionate snob.
And sometimes some
people have described me
as a charming razorblade
or a kind critic.
You see how those Push
against each other,
and I'm pretty
sure if I sat here,
I could probably generate
10 20 more of these things
that all of them describe me.
And some of them are
more unique than others,
but I think they
capture who I am.
So I just happened to
choose loud introvert,
and I'm working
with that right now.
So when I often introduce
myself now, I'll say.
Everybody, I'm a
loud introvert, I'm
a recovering graphic designer.
Then hopefully, everybody
has a little laugh.
Let's get into it, so the
way I explain it, I'm loud
and this is the part that
people don't understand me
or I'm sorry.
Let me restate that
people who know me today
in the last year or so would
say, you're really loud, Chris.
You're opinionated, you're
confident, you're social,
you're an influencer.
But what they don't know is that
that's not a mask, but a layer
on top of the core identity.
My own identity,
which is an introvert.
You know, and I put all
these words out there,
and introversion is not one that
you would go around bragging
to people, yeah,
I'm an introvert
because we live in a
world where we seem.
We live in the age of charisma.
Where the extroverts seem
to get all the attention.
But I find strength
in my introversion,
and I look at these words here,
and I put them up on my map
here and I'm like, yeah,
that does sound like me.
And there's one
word in there, but I
need to lean into more
is the weird part.
And Lee would say
the vulnerable part.
But you know, I like
the weird part of me,
and it's taken me a
while to recognize that,
to appreciate that.
And I'm hoping that I set
you in that direction today.
Maybe you won't hit it
tomorrow, but at least now we're
talking about it.
And you can become
more aware of it.
OK And then when we find
this, what we want to do
is we want to start to
speak using this voice.
When I say speak, I don't mean
literally the way you talk,
but in the way that you
write the kinds of content
that you curate and
share with others,
you want to tell
stories using this lens.
For me, the loud introvert,
what I've been doing
is I've been going through
all my old photos and things
I've written, and I
try to find things
that are an example of me
being a loud introvert.
And that flip from being an
introvert into being this,
the pseudo extrovert
person talking about things
is the magic.
That's my unclaimed space
and I want you to find that.
OK, so going to break here, I'm
going to give you five minutes.
I'm going to send you
back into your rooms.
I'm going open all the rooms and
I'll see you back in 5 minutes.
OK, I'll give you
a little Warning
and then I'll close
the room down.
There we go.
And if you need a
room, let me know.
Kind of set my alarm here.
A pause, a recording.
OK how do we do?
Oh, I see you guys
already starting
dropping things in here.
How are you two work
combinations, everybody?
Let's do this.
Happy grump.
OK the underground educator, I
like that underground educator,
so let's do this.
Everybody, go change
your names right now.
Click on that three dot thing
and then go change your name.
And from here on out, at
least for the rest of today,
I'm just going to go
by your two word brand.
Ok?
how do I do that?
Hover over your face in your
name and there's three dots
and then you just go and rename.
And see, I can rename myself
right now from the future.
I'm going to change my name.
Oh, I can rename
you by accident.
OK, I almost did that, let me
make sure I change my name,
not yours.
I mean, opposite, Chris.
OK, that's a fair
space to claim.
OK I like it.
That's so good.
The pragmatic dreamer.
There we go.
OK systematically creative.
OK the saucy sweetheart,
I bet you are.
I bet you are.
Sir, you're saying
you're saying now,
I don't know anybody's
name anymore,
so I shouldn't have
done that because I'm
horrible with names.
So you're saying
I'd like to welcome
to the stage, my good friend.
Some of us know her as a
sassy sweetheart and please.
Silent applause for
the silent introvert.
And we feel in it.
Yeah, the passionate
procrastinator.
OK the laid back trailblazer.
All right, all right.
You guys are getting
somewhere with this.
OK, I have to.
I have something
that I can't even.
I don't even know how
beach should help me.
What's the problem?
No, I can't have it.
I messaged you a message.
Yeah, I don't even
know what it means.
I don't know. don't
think it's a good thing,
but I don't know what it means.
OK hey, Tom, you
have a question.
Yes, I do.
We were talking in the breakout
room about what you just
said about the positioning.
With that to what brand,
because you have to tell
your stories through that lens.
Yes, I feel like if I'm saying
I'm a pragmatic dreamer,
but it's not aligned
with my content,
how do I get this
into an alignment?
I think it's a difficult
decision to make.
You know what I mean?
I know what you mean.
And so I don't want
you to rebrand.
I want you to find your brand.
And so you've been
making content.
You've been writing things.
You've been making videos.
And there's your
two word brand ring.
True I just want you to
give it shape and voice.
So I only did this recently
because, excuse me,
I was designing an
exercise for EO.
And then I was telling
my wife like, honey, I
think I'm a loud introvert
and she goes, I love that.
That's good.
And then I look back
at all my posts,
I'm like, yeah, that is me.
I didn't make something up.
I'm not trying to tell people
I'm somebody different.
So if you don't
think you've been
a pragmatic dreamer in
your post and your content,
I would just say, keep working
on it until it rings true.
It's not a rebrand.
OK, now let's say
you're relatively young,
and Tom is relatively
young, so maybe he's
not made that much content,
he's not really been intentional
before, so moving
forward, his content is
going to talk about that.
And if it's not clear
enough in his two word brand
in terms of how it shapes
the things he does and says,
then I would go back and
just keep thinking about it.
Hopefully, if you
do this right, it'll
be the springboard of a
campaign that will run you
10 years called your life.
So try it on for size.
Doesn't have to fit
perfectly, it can be altered.
It can be tailored
to suit your needs.
So just live with
it for a little bit.
My god, I'm going to change
my bio every week, ok?
I kind of think of it like
from academia, how people put
M.D. after their name, right?
So Chris, is Chris Doe
comma loud introvert?
Mm-hmm OK, I have a
couple of quick examples.
We're going to wrap
up this part of it,
and I made some
promises earlier today,
and I don't even remember
what they are anymore.
And so you'll have to just
remind me a little bit.
OK, so we're almost done here.
All right.
OK, so there's this
grid that I made up.
It's the matrix and
matrix sounds fancy,
but it's just a table,
and I look at Brands that
have really strong identity.
Maybe they're not successful
as they used to be,
but I know what they stand for.
Ok?
and I look at to their call
to arms or their tagline
or through line.
There's a lot of different
ways of describing this,
but it's kind of interesting
as to what it says about them.
Now, Harley Davidson recently
changed their tagline,
but we'll just go with the
one that they're kind of
known for and well established.
And I think they're
changing their tagline
because their business is
not doing well these days.
So the call to
arms, their tagline
is American by birth,
a rebel by choice.
And you could just say American
rebel to reduce it down
to their two word brand.
I think that would really
describe them really well.
And you could say,
well, isn't Americans
known for being rebellious?
Maybe, but there are a lot of
different kinds of Americans
out there.
But that gives them a lot of
ways to express themselves.
And Whole Foods.
Granted, I'm not doing
a ton of research here.
They used to say whole foods,
whole people and whole planet.
And I really like that.
That's a three word
repeating chain.
OK, so ho, ho, ho.
And it starts with what you eat.
And if you are what you
eat, then you improve,
if you improve, the
planet improves.
And I just love that 3
phrase cadence, whole foods,
whole people, whole planet.
Now one way that we can start to
test if we know our brand well,
and there's a reason
why it's blank.
At the bottom here,
because that's
where you would fit yourself.
You know, you would put
your logo or your face
there on the lower
left quadrant.
What's your tagline?
And you could use
your two word brand.
Someone would be
the loud introvert.
So the way we test, if our
brain is clear enough, is we
have to apply it to some things.
And the clearest thing
that I know how to do
is like, well, what
does hell look like
and what does heaven
look like to this tribe?
And they may be opposing
each other even.
So for harley-davidson
people, that tribe,
what does hell look like,
you guys can go ahead,
unmute yourself if you want
to throw out a suggestion
or if you're a
little bit quieter,
like the silent
extrovert, you guys
can just type in something in
the chat so you can play along.
OK, so it's not a game of like,
who speaks first or anything,
but just try and think of what
is hel look like for a Harley
Davidson tribe and what
does heaven look like?
And then you would just
do this for every brand.
It's like, oh, I
get it, I get it.
If you can't define yourself
through your two word brand,
maybe you need to rework that.
So give you an example.
Well, I'll give you
some time to think here.
So for me, the loud introvert,
what is hell look like for me?
Hell looks like
probably a party.
Like a bar, you know,
with lots of people.
Hell, looks like maybe standing
on stage with ThousandEyes
looking back at you.
Or maybe a meet and
greet speed dating thing.
That feels like hell
for a lot of introvert.
What is heaven?
Probably mean my computer.
No one around.
Just working.
And there's lots of
versions of heaven.
And most of them look like
just me and one person, maybe.
Going on a hike or something.
So for some of us, maybe hell
for the Harley Davidson tribe
is probably maybe
people in yoga pants.
That's hell for them.
A traffic jam.
Probably hell, maybe.
A yuppie, a three piece
suit, a 9 to 5 a cubicle.
That sounds like hell for a
Harley Davidson tribe person.
And then heaven is probably
just the open road.
Just wide stretches of pavement.
You guys get it.
How to play this game.
And what is health look like
for whole foods, probably
a lot of plastic containers.
Unsustainable farming.
What is heaven look
like for whole foods?
Anybody hear a Whole Foods fan?
What is heaven look
like for a Whole Foods
person if you're in that tribe?
You cannot unmute yourself.
Because I can't
see you right now.
I buy local food.
Go ahead.
I like whole foods,
so I'm thinking
heaven will be like
all organic, organic,
like just a line of
fresh produce and fruit.
Yes little pesticide.
Farmers market.
Yeah Yeah.
Anything else?
Small traders.
Yeah, once you think about
what hell will look like,
then heaven kind of
right itself like, right?
You mentioned plastic
containers and then
immediately I thought about
sustainable containers.
Yeah right, there's
no humans, right?
Humans are the ones
who are contributing
to all the pollution.
Maybe a perfect world is
like the Garden of Eden,
or there's just two
people, just maybe
animals, just
animals to me and me.
Yeah, my Yeah.
OK, so you guys get
that part, right?
OK, so remember now also part of
the Russell Brunson, his whole,
you know, being an
attractive characters
like you have a backstory,
you have character flaws,
you have parables
or stories that you
can share with people
learnings in life,
and your point of view.
It should be polarizing.
So if I look at this through
the lens of a loud introvert,
I go into my story
and say, well, well,
what was I like as a kid?
And where was I
fully an introvert?
And it's easy for me to
pull out the stories then
because I know what
I'm looking for now.
All of us have an infinite
number of stories.
Not all of them are
interesting, and not all of them
are relevant.
So now we've got
to go back and say
through the lens of a
loud introvert, what's
my back story?
The origin story?
The defining moment.
And so I've shared
stories before when
I'm working in my office,
when Keir comes in and says,
hey, we've got to get
you to talk to clients.
That's a transformative story,
how the introvert starts
to learn how to become loud.
So I have many such stories.
Backstage scared knees knocking.
The Emmy story waiting
to give an acceptance
speech that's 1 minute long
just wrecking my nerves.
So the character flaws then
become very apparent to.
And I'm not for everybody.
Sometimes I'm too loud
for the introverts,
and sometimes I'm
too introverted
for the loud people.
Look, if I'm in a room full
of sales and marketing pitch,
people that are doing six,
seven eight figure businesses,
you know, the 10th
one exited four.
I'm going to be
the guy who says,
you know, to me, stop pitching.
It's just really annoying.
Could we stop talking
about ourselves,
can we stop high
fiving one another?
Super annoying.
And then in the
room of introverts,
I'm like the snake oil salesman.
You see how that works.
You have to claim some space.
You're going to
make some enemies.
So here's an example of
some two word brands mini
Cooper, what's mini
coopers, two word brand?
What do you think?
I just made this up.
It's not part of any
campaign for them.
Mini Cooper really small cars.
And that's a deficit
for a lot of people.
And so they go with this idea
that they're mighty small.
And it's just me
reversing reverse
engineering their ad
campaign, and I found some ads
for Mini Cooper.
So you use that two word
brand and you send it
through the filter and
just what it looks like.
So small, but it packs a punch.
It's small, but it's potent.
That's a bumblebee, in
case you can't see that.
Small butts like a firecracker,
it'll ignite your passion.
When you're clear about who you
are and you can reduce it down
to a very succinct two word
phrase, your two word brand.
Like I said, if you
do it right, it's
a springboard for ideas, visual
and words, stories, videos.
Podcast everything.
Even how you introduce
yourself to a room.
A Johnny cupcakes has
to be one of the best
to work brands ever.
Johnny is some kind
of marketing Savant.
Johnny's is a t-shirt bakery.
That doesn't even make sense.
That's how good that is.
Johnny cupcakes.
Cupcakes is a bakery,
but we make t-shirts,
we don't sell anything
that you can eat.
That's really genius,
Johnny cupcakes.
And here's how this
tour brand filters
throughout everything he
does, not just an ad campaign.
So because he sells
t-shirts really
uninteresting and bakeries
are a dime a dozen.
That's a bakery term, I think.
But the intersection between
these two, the overlap
is really what makes Johnny
cupcakes so special and unique.
And he has an endless
reservoir of ideas
on how to translate this.
In fact, I think he releases a
new t-shirt every single week.
He's been doing this for years.
So instead of using.
Normal retail shelves and racks.
He puts the shirts
inside refrigerators.
And he uses pastry boxes
instead of bags for his goods.
And then he pumps in
vanilla frosted scents
throughout his store.
So it smells like
a bakery when you
walk in making people hungry.
But he has nothing
for you to eat.
He describes his marketing
prowess as secret ingredients.
Is affiliate partners are not
partners, their cake dealers.
And it's hilarious, because
now he gets angry Yelp reviews,
and he's proud of them.
So, so much clarity here.
Unlimited ideas and concepts.
This is the gold standard.
This is the sweet
smell of success
when you know your
two word brand.
This is what I want for you.
So if you look at
the pinkberry, which
is a frozen yogurt
line that my friend Joe
Santos had worked on.
Instead of just saying
open from 7:00 to 10 PM
or whatever they
say, swirling daily.
So every facet of your messaging
can be sent through this filter
and come out unique to you.
I couldn't find it
again, but I think
at a harley-davidson
dealership instead
of saying don't park
here loading zone
only their sign says,
don't even think about it,
that's the American rebel voice.
See how clear that is.
OK, that's it for this, I'm
going to stop the share.
Escape out of this,
let's open it up.
OK, so now you know
what the end goal is,
and I don't mean
to tell you, I'm
an expert marketer,
advertising copywriting person.
I am not, but I know
what it looks like,
and I'm hoping to get you
somewhere closer to that.
Let's pretend today you're zero,
and Johnny cupcakes is a 10.
If I can get you to move
two points to the right,
we've done a good thing today.
OK, even if you
still have a zero.
Give me one second,
even if you're at 0
and you're ready to
take one step forward,
I can sit out a win.
Let's be more intentional
about our brand
and how we filter that.
Ok?
politely fierce go.
We had a discussion about
if we have those two words,
where do we include like
what we actually do?
Because when you introduce
yourself that way,
most people know
who you are already.
But if they don't know
us where it's like our,
you know, where do
we put our not title?
But you know what I mean?
I want people to
know what I do also.
Yeah OK, so what we want to do
is we describe ourselves really
quickly with two
words and then we
describe a benefit What
it is we're trying to do.
Oh, OK.
OK I'm very different, right?
So you keep talking
to me about this.
We'll figure this
out for the group.
Yeah, Yeah.
So for me, I say I
am a loud introvert
with a really big
mission telling people
how to make a living,
doing what they love.
That's the benefit.
So they immediately know it's
something about teaching.
Yes, making a living.
So there's a lot
money, but there's
something about art and artistry
because something I love.
Yeah, right?
So you politely fierce
would be politely fierce,
helping brands find x, y and z.
I don't know what it is.
Yeah, Yeah.
Doesn't feel so
smooth for me, but I
think I need to go to work.
I mean, you're like, Chris,
aren't you a marketing genius?
Can't you do this in
10 seconds or less?
No, I cannot.
It takes time.
Maybe Diane can let you know.
She's like, no, I cannot.
But it's like, you know, I
can't do this on the fly, guys.
Yeah, people, too.
Yeah but I mean, I like
that two words and then
describe the benefits.
It's perfect, the
words and the benefits.
All right.
And you can do this.
And I would say that if you
can't describe it on Instagram
and you have too many words.
Mm-hmm Yeah, so many words.
I take the challenge.
I will have it ready tonight.
It's a real deadline here.
Yeah, I like that.
Yes Yes.
OK somebody else
have a question.
So that's what you want to do.
You're going to use
your two word brand
and you can do it
in different order.
You can write about the
benefit first and then add
your two word brand.
Or you can just use
a two word brand
and write the copy the
message and not even
say you're allowed to
introvert or politely fierce.
It just comes through with
the way you describe things.
Mm-hmm OK, we have hands.
So let's go to
Alejandro, and then we're
going to go to Mo and then
the lazy overachiever.
OK, thank you.
So I have a question.
How important do you
think is search engine
optimization for clubhouse?
Because I used to put the
two words that I had selected
previously, but
then I was in a room
and they were talking
about the CEO.
And when I look at the word that
I was trying to position myself
with, I didn't appear.
But then when I put a
brand identity designer
at the beginning of,
you know, the first line
and then I did the
search, it appeared.
So my question is,
how important is that
in specifically in clubhouse?
You know, I don't
know, Alejandro.
I can't even tell you clubhouse
is going to be here in 30 days.
I'm not going to live
my life like if I
know this is what I want
to do, I'm going to do it
and I'm not too concerned
about SEO right now.
And I'll tell you, because
clubhouse crashes all the time,
all the time, and they're
having a lot of growing pains.
But I do know that you
exist beyond clubhouse.
The clubhouse is not the end in
the beginning to who you are.
And I just want to
cinch you in a direction
if you're concerned about SEO.
Start with brand identity
designer through systematically
practical or you know,
you can start the words,
the way that you want if
you're concerned about SEO.
Is that what you're asking?
Yeah, yeah, I think
that, you know,
this is great for positioning
yourself, you know,
in a very different way.
But my concern was is
will this affect somehow
CEO for people that are
interesting in that?
Interesting Yeah.
So go ahead and start with
the thing that's CEO friendly
and then quickly get
into who you are.
So you can be found, but you'll
be remembered for your two word
brand.
Awesome Thanks.
OK, now remember, excuse
me, the two word brand
is not something that you
just write about yourself
and you think it's cool.
If you don't live it,
it doesn't matter.
If it's not true,
it doesn't matter.
A lot of people
think you can just
write something in the world
will just align itself to you.
It doesn't work that way.
The two word brand
is just to help
you tell your story in
a very succinct way that
reflects who you are.
Gabe, I have to say that
10 more times I will.
You can't make this stuff up.
You just trying to crystallize
it and make it shareable.
OK, so next up is Mo.
Hi, Chris.
You just wanted to get your
opinion on my two words in bio,
Tom and I seem to have
the two same words,
so Tom will figure that out
after, but pragmatic dreamer.
Yes, I bust the myth
of the hungry artists
by coaching creatives
to turn their knowledge
into profitable courses.
OK there is a little
bit of misalignment
between your pragmatic dreaming
and what it is that you do.
you're helping other educators
to turn their knowledge
into something, right?
Yes so I almost think
of you as an alchemist.
You turn.
Random metals into gold.
Got it, got it, but I just love
the work alchemy and alchemist
because it stirs up magic and
science together, you know?
Mm-hmm So when I asked you to
find really interesting words.
There shouldn't be the two
people that accidentally
have the same two words.
We got some issues there.
OK I mean, you
could call yourself
an educational alchemist.
Who can claim that right now?
Yeah, I really like
the word alchemist
because I did a SWOT analysis
with some friends asking them
what my strength was.
And one of the
things they mentioned
was the ability to take
anything, whether a pipeline,
whether I'm familiar with it or
not, break it down into pieces.
And we put it together
in a way that's
very accessible
for the layperson.
So so that word is, is
such a great choice.
So this is where,
you know, of course,
we can't wave a magic wand
as much as Annalee wants me
to like in 60 minutes or less.
You spit out in the other end
a beautiful, resonant brand
that's unique and rings true
that it has some weight.
To it, right, we can't.
We know that.
At least we should
know better than that.
So this is where you need to dig
into your leg, into your brain
and sit there and let it
chew on it for a while
and just meditate over
it like, man, what is it?
And then one day you hear a word
that's like, that's the word.
Ideally, what you
would do is you
would take this
exercise with you
and go for an hour and a half
hike, no music, no discussion.
Just go for a nice,
strenuous walk.
And just sit there
like, who am I?
What is this?
It's like you're
going into your cave
while you walk into
the cave of your mind.
Find something there.
OK.
All right.
And typekit moving.
You're welcome.
I keep moving here,
the lazy overachiever.
Talk to me.
Hey, Chris.
So I've been struggling
a bit with the not so
happy connotation right
off of the word lazy,
but I do have a nice kind
of brand message that says,
like, I'm the lazy
overachiever, the guy that
will find the path
of least resistance
to exceed your goals.
So I kind of like
feel like it's good,
but I can kind of
struggling with.
Removing the bad connotations.
Yeah, so your word, if you
use the word like insane,
you have to really work
hard on the other side
to kind of figure out
the right combination
and lazy is a dangerous word
to be putting into your title.
OK I don't think you're lazy.
I think you're just
like, you optimize.
And you're very efficient.
I used to describe
myself lazy, but I'm just
looking for like hacks.
I know how to navigate
systems and I optimize.
So there's another
word out there for you.
It's just lazy.
Doesn't fully
describe it just yet.
OK because also, I'm
having a hard time
understanding the
overachiever part, Yes.
You found two words that
fight against each other,
but the pairing of the two have
to add up to a greater whole.
And for me right now,
it's not there yet.
So I would encourage you
to keep working on it, ok?
Perfect OK.
Next, the silent
extrovert, Chris.
For me, I had the same question.
I asked initially.
So Instagram has a
limitation of how much,
how many words you
could put in the bio,
whereas clubhouse doesn't
have that restriction.
So the is a bit long
for me. have seen that
for many, many other people.
Yeah, but Instagram
has something
where we try to put the
call to action there.
So the sentence that I've
put on Clubhouse is silent.
Extrovert and brand
specialists have
been brands express
themselves better
by thinking out of the box.
So, but I'm not really sure if I
put this sentence on Instagram,
I can put those call to
actions because you've
got to make some hard choices.
Life is about hard
choices, my friend.
I just look at my bio.
I got everything.
I wanted it.
Use fewer words.
Just just remember guys
I know in your world
and in your parents' eyes.
You're so special.
But the world has like a
second to remember something
about you, the more you
put in there, the harder it
is for them to remember.
If I were to give you
a test later today,
like, for example, if everybody
here in this room, all 66
of you were to read
your Instagram bio
and had a test for you
later, how many things
could you possibly remember?
Just think about that.
And use that same filter when
you write about yourself.
So if people stop remembering
anything about me,
I do want them to remember
I'm allowed introvert
with a big mission,
like a big mission,
what does that mission?
Oh, right, he's trying to
teach a bunch of people, right?
And that's good enough for me.
But if I'm like, click
to download my book,
enroll my workshop, you know,
visit the website and watch it
and give it this thumbs up
and share with two friends.
How is anybody going
to remember that?
It's too much.
So reduce the noise,
make it easier
for people to remember you, ok?
Be unforgettable in that way.
OK, next up is the unapologetic,
unapologetic mom preneur.
Where are you?
I'm right here.
Go ahead.
Yes so I want your
feedback on this,
I wrote this a two weeks ago and
I kind of settled on this right
now, but I need your feedback.
So unapologetic
mountaineer with dreams.
I help entrepreneurs with
their visibility online
so they can attract
premium leads.
One more time, please.
I'm getting a lot of
echo in your room.
For some reason it's
Messing me up here.
Yeah, I have a virtual
online chat going on
and we're like, yeah, man,
can you close the door?
All right.
Open up your mind.
OK, sorry about that.
Go ahead.
So one more time.
Unapologetic mom,
their big dreams,
I help entrepreneurs with
their brand visibility
online so they can
attract premium leads.
OK do we need to
have you with dreams?
Do we not all have dreams?
We all do so, but Yes.
But I see a lot of single moms
struggling with their dreams.
They some roadblocks keep going.
So you only want to be
for mom entrepreneurs.
But I wanted to,
but I want people
to have think in a bigger
picture and they can do a lot.
This is not the end
of the world for them.
Is that what they think?
Yeah OK, so what I
want you all to do
is get into the
habit of reduction.
You've got to just keep
reducing this down.
I want you to boil it.
Take all your ideas
and boil it down.
Get it to that
sweet reduce state.
And it's like we have a
mission, we have a belief.
And then we help other
people to make money,
and it's a lot for
me to remember.
OK just do that test,
try to boil it down now,
who's your peak performance
partner in this group?
Rachel, Rachel, there she is,
the calm perfectionist, ok?
The two of you need to sit
there and just hammer it out.
It's like, you know,
there's a piece of metal.
And it's been in the cauldron
and you put it on the anvil,
and both you just
hit it, hit into it
becomes a refined
piece of steel.
OK, I want you to keep
testing and pushing
each other in the most
loving and supportive way
in a calm, perfectionist
kind of way.
I want you to do that.
OK, so now that I have
Rachel on there, Rachel,
what is your thing?
I love to hear it.
I feel like I'm still
working through it.
You know, I think
that the challenge is
that I like I
actually like words,
so I feel like if you
really love words,
then you really struggle
with this because you try to.
And maybe because I'm
an open perfectionist,
I'm really, really trying.
I'm like, calm.
That sounds really like, I
don't know, like a little bit
lukewarm, but like, it's not
it doesn't have a hot feeling
to it, but I also don't
want the word to be awkward.
Someone's introducing me,
you know what I mean, like?
Very true.
Very true.
And so for you,
perfectionist has
certain negative
connotations there.
I see you're trying
to balance the spice
with a little
mildness to it, right?
Yes if you just said, I'm
a recovering perfectionist.
It's like I'm working on it.
Even in that statement,
like I'm imperfect while I'm
being a perfectionist,
I have to think about it
because I feel like that.
Yeah, OK, OK, I'm going to think
about it, I think about it,
but you need to
make perfectionists.
Not a negative thing anymore.
Sorry OK, you need
to work on that.
You come up with something.
So you and my friend Adam,
the unapologetic partner,
really needed to just hammer
it out with each other.
She's got too much and
you're not ready to commit.
Either way, you guys need
to meet in the middle
and come up with
something beautiful.
OK OK.
I know you guys can do it.
I believe in you.
Just don't try to grab
much off the shelf.
Reduced, reduced.
Reduced make it easy.
Make it flow off the tongue.
The one issue I have with
unapologetic mom preneur
is that's a lot of syllables.
For a person whose original
language is monosyllabic,
it's a lot for me to
say, look, I'm almost
like my tongue is tied
up, so remember what,
what van Cooley said?
Make sure it's nice to say.
It's got to sound good.
It should make you smile.
OK we have hippo,
I don't know who
that is, but wrote
something about,
I'm a mom who helps me by doing.
Mm-hmm is that what
you said, chris?
How we introduce ourselves?
Yeah where's our next
call called the 180?
Mm-hmm How La the whole time?
Yeah is that how we can ride?
Yeah, something like that.
Yeah OK.
But we take out all
the unnecessary words.
There's not even I am.
That's an unnecessary word.
OK straight into it, a lot of
introvert with a big mission
teach a billion people.
How to make a living
doing what they love.
It's really that simple.
OK work on it.
Remember, if you
can't remember it,
here's how I know
my thing works.
When people introduce
me now, I don't even
have to tell them
what to say anymore.
What automatically gets
inserted into the conversation
is what Chris has an amazing,
big mission, you guys.
It's really important.
And so now the conversation
is anchored around that.
So arnhem, think about that
when you introduce yourself.
What is that you
want to be known for?
How do you help people?
Because that's what people
are going to remember.
OK just really think about that.
OK thank you, Chris.
You're welcome.
You're welcome, ok?
I get on my hands.
No, the quiet rebel g.
Where are you?
Hey, sorry, sir.
There you are.
Sorry, I was late.
I got the time wrong anyway.
I thought I'd get a couple
of opinions from you,
like for quiet rebel, as
well as it's interesting
that you mentioned alchemist
because I actually registered
a company called
the brand alchemist
agency a few months ago.
There you go.
For when I'm ready to
become the brand strategist,
I'm not ready yet,
but I love it.
Yeah OK, you're
planting the seeds.
You know, where are you going?
Well, that was actually
before I joined the future.
I'm not trying to
take credit for it.
I think I just I
said, you know where
you're going to have to know.
But since then I've gone in
many different directions.
And I think I've
come back to wanting
to becoming a brand strategist.
Yeah anyway, yeah, so.
Yeah what you can
think of quiet rebel?
So for now, rebel,
it's not magical yet.
I think it needs
more work and going
to tell you something
when you hear an idea,
it makes you smile.
You're like, yeah,
that's how you've got it,
because it's an expected
juxtaposition that actually
has meaning.
OK, so you can have two
ideas that oppose each other,
but aren't magical.
This is semiotics like putting
two words together creates
a hybrid.
Third, meaning
like, here's an idea
I'm going to throw
it out to you.
I don't know if
anybody's using it yet.
Like you remember this
movie with Robert Redford.
It was called the
horse whisperer.
Mm-hmm Trailer was
something really cool.
He was talking to
a lady and she's
like, I want you to
help me with my horse.
So he goes, I don't help
people with horse problems.
I help horses with people
problems like bone.
I love that.
Oh my God.
Oh good.
I like 35 years later,
I still remember it.
Oh, me too.
If somebody said, I'm
the brand whisperer.
It would then just be an idea.
Right right, and so then
you can write a line
that something similar
to the horse whisperer.
You know?
So, OK.
Oh, I had a tagline
for the brand alchemist
that was mixing logic and magic.
Yes OK.
Is that about a result?
A benefit, yeah, that
would be good, explains.
I would prefer you talk
about a result, right?
OK, now partial.
The other day got some
excellent help, I have to say.
So you got some
excellent free help
on the late night
call and clubhouse.
And she's like, happy.
She's like, Oh my god, I got it.
I'm like, yes, you do.
And through a little magic
and bouncing back and forth
between everybody on
the stage between Blair
and myself and others, we were
able to come up with something
and something was something like
I turned best selling authors
into masterclass
courses in 45 days.
And it was just missing
one part, the objection.
The objection was even if
you think you're boring
and then it's done.
It's super clear, and that
is straight up headline
copywriting one on one.
Results timeline
objection, wrote results.
Objection timeline.
OK, so the result?
I convert.
Bestselling authors.
Into masterclass courses, that's
a result I want if I'm like,
I'm an author, a bestselling
I want to master class,
my hands are up in the air.
In '45 days, that's
the timeline.
I didn't know you
could do it so fast.
Even if you think
you're boring, boom.
There's nothing left now, some
more wordsmithing will happen,
but she's like really
on to something now.
So you guys think about that
when you write your bio result.
Timeline objection.
If you can make
it work like that.
You're going to be golden.
Mindful of time, I don't
have a lot of time left,
I have another appointment.
So Tom, you've asked a
whole bunch of questions.
Can I just ask you to pause for
a second and Leigh, go ahead.
We need to welcome new members.
So they can
introduce themselves.
Yeah yes, we.
OK, so Tom, I'm just asked,
just hang out for a little bit
and I see my he's got
her hand raised up too,
so I hate just one second.
I want to make sure
I do this because I
have to talk to Anthony banks
in 13 or 12 minutes here.
Who's new here?
Can everybody just
first lower your hand?
I would like for
anybody that's new, who
wants to introduce themselves.
I would love to
say Hello to you.
OK, I'm going to hit Stop right
now, cause officially over
and hit stop.