WHAT ARE YOURPASSIONSThese are activities, interests or conversational topics thatfascinate or excite you and make you feel energized. Yourpassions make you get out of bed at 6:00 a.m. on a Saturdaymorning or get you talking enthusiastically with otherpeople.
WHAT’S YOURPURPOSE?Exercise: Defining Your PurposeNow imagine yourself at your own funeral. You are hoveringabove the room and can hear what people are saying aboutyou. What are they saying about what you accomplished,how you touched their lives, how you made a difference tothem and to the world? Their comments suggest yourpurpose. Write what you are hearing below.
TARGET AUDIENCEExercise: Describing Your Target AudienceTake a few minutes to think about your target audience. Ifyour career goal is the make it to CEO of your currentcompany, your target audience will include many peoplethat you know by name. If you are looking to make a majorcareer change, you will probably be able to identify yourtarget audience by job title or industry or geography.
TARGET AUDIENCEDemographics: Age range Gender Career/job position/title Income Location/geography Education
TARGET AUDIENCEPsychographics: What do they do in their spare time? What do they like to read? What movies or TV shows do they watch? What do they do for vacation? What are their professional activities outside of work?
COMPETITIONExercise: Describing Your Competitors or PeersThink about your competitors or peers—actual andpotential. Can you identify them by name? By category?What do they all have in common? What makes youdifferent from your competitors? Write your answers tothese questions below.
YOUR OFFERINGSExercise: Defining Your OfferingsWhen defining your offerings, ask yourself/others thefollowing questions: What do I offer? How do I deliver it? How do I make it unique? How do I leverage this to reach my career goals?
PERSONAL SWOTStrengths WeaknessesOpportunities Threats
BRAND SUMMARYValues: Integrity, Authenticity, Trust, Free thinking,Continuous self improvementPassions: Social revolution, Benefits of technology, Humanrelationships, Being a leader/Entrepreneur, Having Fun,Developing people, Adding value to peoples livesBrand Attributes: Leader, Confident, Focused, Forward-thinking, Entrepreneurial, Successful, IntelligentBrand Statement:Combining Communications andTechnology to Change the World.