This document discusses market leadership and personal leadership. It argues that companies do not need to be big to be profitable, but rather need to be strong and sustainable. The document then discusses how to market a company by creating value for customers and competitive advantages. Finally, it discusses how to develop a strong personal brand by managing brand equity dimensions like awareness, associations, quality, and loyalty. It provides exercises for attendees to think about how to eliminate, reduce, create, and raise aspects of their own personal brand.