The document discusses branding and authenticity. It advises against trying to brand yourself with labels like "guru" or "expert" and promotes being yourself instead of worrying about fitting a mold. It notes that authenticity stands out more these days and encourages people to follow their own path rather than what others expect. The document emphasizes the importance of being true to who you are.

1. Never match your socks

2. Personal branding is
bullshit.

4. How not to brand yourself
• Calling yourself a guru, mogul, maven or
expert
• Zombie branding
• Trophies
• The best/the one/the only
• My Tasks, My Skills
• Disruptor, catalyst, change agent

13. Because we’re all afraid
of rejection.

14. The day I learned about
“Purple People”

16. “The reasonable man adapts himself
to the world; the unreasonable one
persists in trying to adapt the world to
himself. Therefore all progress
depends on the unreasonable man.”
-George Bernard Shaw

17. Branding only works on
cattle.

19. Who do you look up to?

20. My
Hero’s

21. Barbara

22. Shep
Celebrate little miracles
Great art divides
Create history

25. Seth
Small is the New Big
Purple Cow
Tribes
The Icarus Deception

26. You can fit in or standout
but you can’t do both.
-Seth GODIN

27. Stop
Stealing
Dreams

28. Ricardo
No dress codes!
No rules!
Trust your people

30. Richard
Have FUN
His 7 favorite words
You don’t
need to
know
everything

32. It’s not about what you know
OR
who you know, it’s about
who knows you.

38. Vulnerability
(The most underrated
characteristic in people)

40. Change your
mind
(Consistently moving your cheese)

41. “It ain't what you don't know
that gets you into trouble. It's
what you know for sure that
just ain't so.”
-Mark Twain

42. Awards are
overrated
(The story of Amos Tversky &
Daniel Kahneman)

44. The Upside
of Quitting
(Create your very own “stop doing” list)

46. Be a hero
(Grade 6 story of music class)

49. Stop caring about your
personal “brand” and
start caring about
being yourself.

50. Authenticity is
underrated these days,
it stands out when you
be yourself.

51. You don’t have to
match your socks.
You don’t have to get
a “normal Job”.

52. You don’t have to fit
in.
You don’t have do
what other people tell
you.

54. It’s never been more
important to be the
person you are,
whatever that is.

55. strategylab.ca
@StratLab
jeph@strategylab.ca