The document promotes Ryan Berman and his company Courage Brands. It introduces Berman as the creator of Courage Brands and author of the book "Return on Courage". Berman helps brands build courage through storytelling and consulting. He has worked with major companies and founded Sock Problems, a sock brand that donates to causes. Courage Brands aims to help companies liberate themselves from fears through holistic internal and external change.

1. C O U R A G E O U S
A R E Y O U A C O U R A G E O U S B R A N D ?
D E L I V E R I N G A R E T U R N O N C O U R A G E
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

2. HI! I’M RYAN BERMAN, THE
CREATOR OF COURAGE
BRANDS™, AND FOUNDER
OF COURAGEOUS:
I AM THE AUTHOR OF BEST SELLING BOOK
‘RETURN ON COURAGE’ AND I TRULY BELIEVE
COURAGEOUS IDEAS ARE THE ONLY ONES THAT
MATTER. I’VE MADE A CAREER CREATING
STORIES FOR BRANDS INCLUDING MAJOR
LEAGUE BASEBALL, PUMA, QUALCOMM,
SUBWAY, UNICEF AND US SKI TEAM.
I ALSO HAVE MY OWN COURAGE BRAND CALLED
SOCK PROBLEMS; AN ALTRUISTIC SOCK
COMPANY THAT “SOCKS” DIFFERENT PROBLEMS
IN THE WORLD WITH CAUSE-CENTERED SOCKS.
FINALLY, I’M GRATEFUL TO HAVE BEEN HIRED TO
KEYNOTE AT GOOGLE, SNAPCHAT, CHARITY:
WATER, PLEDGE 1%, DIGITAL SUMMIT, CREATIVE
MORNINGS, LOGITECH, CAESARS
ENTERTAINMENT AND MANY MORE.
/ / W H O A M I ?
C O U R A G E O U SC O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

3. RYAN BERMAN REINVENT WITH COURAGE
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

4. Sock Inequality
Sock Extinction
Sock Prostate Cancer
Sock Hate
#48C8D0
#000000
Sock Gun ViolenceSock Breast Cancer
Sock Climate ChangeSock Cancer
Sock Autism
Sock Racism
SOCKING PROBLEMS WITH ALTRUISTIC SOCKS.
25% OF EVERY PURCHASE GOES BACK TO SELECTED CHARITY PARTNERS
C A R E . W E A R . S H A R E .
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

5. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
PERSONAL
C O U R A G E O U S
C O U R A G E O U S I D E A S A R E T H E O N L Y O N E S T H A T M A T T E R
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

6. WE BUILD COURAGE BRANDS. WE LEAD COURAGE BRANDS.
S P E C I A L F O R C E S C H A N G E C O N S U L T A N C Y
C 0 U R A G E O U SC O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

7. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
COURAGEOUS
LEADERS
COURAGEOUS
IDEAS
COURAGEOUS
CULTURE
COURAGEOUS
LEADER
COURAGEOUS
INNOVATION
HOLISTIC CHANGE FROM THE INSIDE-OUT
P A T H T O R E L E V A N C Y
HOLISTIC CHANGE FROM THE OUTSIDE-IN
WE BUILD COURAGE BRANDS
WE LEAD COURAGE BRANDS
(INTERNAL CHANGE)
(EXTERNAL CHANGE)
C O U R A G E O U SC O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

8. WHY COURAGE BRANDS
IS NOT FOR YOU…
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
W H Y W E S H O U L D N ’ T W O R K T O G E T H E R

9. 1. TOO MUCH HIERARCHY EGO’S, SILO’S + ORG SPEED BUMPS.
2. TOO DISRUPTIVE “ESTABLISHED” CULTURE.
3. TOO HARD CHANGE = PAIN.
4. TOO ABRUPT 12-18 MONTH STRATEGY IN PLACE.
5. TOO EXPENSIVE UNEXPECTED COST.
6. NO GUARANTEE UNKNOWN SCARY RESULT.
W H Y C O U R A G E B R A N D S I S N O T F O R Y O U
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

10. 1. TOO MUCH HIERARCHY EGO’S, SILO’S + ORG SPEED BUMPS.
2. TOO DISRUPTIVE “ESTABLISHED” CULTURE.
3. TOO HARD CHANGE = PAIN.
4. TOO ABRUPT 12-18 MONTH STRATEGY IN PLACE.
5. TOO EXPENSIVE UNEXPECTED COST.
6. NO GUARANTEE UNKNOWN SCARY RESULT.
W H Y C O U R A G E B R A N D S I S N O T F O R Y O U
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

11. 1. TOO MUCH HIERARCHY EGO’S, SILO’S + ORG SPEED BUMPS.
2. TOO DISRUPTIVE “ESTABLISHED” CULTURE.
3. TOO HARD CHANGE = PAIN.
4. TOO ABRUPT 12-18 MONTH STRATEGY IN PLACE.
5. TOO EXPENSIVE UNEXPECTED COST.
6. NO GUARANTEE UNKNOWN SCARY RESULT.
W H Y C O U R A G E B R A N D S I S N O T F O R Y O U
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

12. 1. TOO MUCH HIERARCHY EGO’S, SILO’S + ORG SPEED BUMPS.
2. TOO DISRUPTIVE “ESTABLISHED” CULTURE.
3. TOO HARD CHANGE = PAIN.
4. TOO ABRUPT 12-18 MONTH STRATEGY IN PLACE.
5. TOO EXPENSIVE UNEXPECTED COST.
6. NO GUARANTEE UNKNOWN SCARY RESULT.
W H Y C O U R A G E B R A N D S I S N O T F O R Y O U
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

13. 1. TOO MUCH HIERARCHY EGO’S, SILO’S + ORG SPEED BUMPS.
2. TOO DISRUPTIVE “ESTABLISHED” CULTURE.
3. TOO HARD CHANGE = PAIN.
4. TOO ABRUPT 12-18 MONTH STRATEGY IN PLACE.
5. TOO EXPENSIVE UNEXPECTED COST.
6. NO GUARANTEE UNKNOWN SCARY RESULT.
W H Y C O U R A G E B R A N D S I S N O T F O R Y O U
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

14. 1. TOO MUCH HIERARCHY EGO’S, SILO’S + ORG SPEED BUMPS.
2. TOO DISRUPTIVE “ESTABLISHED” CULTURE.
3. TOO HARD CHANGE = PAIN.
4. TOO ABRUPT 12-18 MONTH STRATEGY IN PLACE.
5. TOO EXPENSIVE UNEXPECTED COST.
6. NO GUARANTEE UNKNOWN SCARY RESULT.
W H Y C O U R A G E B R A N D S I S N O T F O R Y O U
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

15. PROBLEM
MANY BUSINESS LEADERS DON’T SEE
COURAGE AS RELEVANT TO THEIR COMPANY.
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

16. EMPLOYEES THAT ARE NOT COURAGEOUS
DON’T SEE THE BENEFIT IN RISK-TAKING.
PROBLEM
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

17. COURAGE
kur-ij // noun
The ability to do
something that
frightens you.
Dictionary Definition
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
NOT
HELPFUL!

18. C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
THE CLARITY EPIDEMIC

19. W H I C H O N E A R E Y O U ?
C O U R A G E O U S
COWARD BRAND ASPIRATIONAL BRAND COURAGE BRANDSTASIS BRAND ITERATIVE BRAND
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

20. YOU DRIVE CHANGE CHANGE DRIVES YOU
WILL CHANGE DESTROY YOU?
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

21. C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
34TH CHIEF OF STAFF OF THE ARMY
“IF YOU DON’T LIKE CHANGE, YOU’RE GOING
TO LIKE IRRELEVANCE EVEN LESS.”
-ERIC SHINSEKI, 4 STAR ARMY GENERAL

22. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
PERSONAL
OF STUDYING
1000 DAYS
RESEARCH
C O U R A G E O U S
COURAGE

23. THE
BRAVE
ASTRONAUTS, NAVY SEALS,
TORNADO CHASERS, ETC
1 0 0 0 D A Y L I S T E N I N G T O U R
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
THE
BULLISH
GOOGLE, AMAZON,
APPLE, METHOD, ETC
THE
BRAINIAC
CAMBRIDGE PhDs, FEAR EXPERTS,
IMMUNOLOGISTS, ETC

24. THE 4 TRUTHS OF THE
BUSINESS APOCALYPSE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
W H Y C O U R A G E N O W

25. TRUTH #1:
COMPANIES ARE PERISHING
AT AN ALARMING RATE.
C O M P A N I E S A R E P E R I S H I N G A T A N A L A R M I N G R A T E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

26. 52% OF THE FORTUNE 500
SINCE 2000 ARE EXTINCT.
http://utopiayouarestandinginit.com/2015/01/26/fortune-500-firms-in-1955-vs-2014-89-are-gone/
C O M P A N I E S A R E P E R I S H I N G A T A N A L A R M I N G R A T E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

27. LIFE EXPECTANCY OF A FORTUNE 500
BRAND 50 YEARS AGO: 75 YEARS.
http://utopiayouarestandinginit.com/2015/01/26/fortune-500-firms-in-1955-vs-2014-89-are-gone/
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
C O M P A N I E S A R E P E R I S H I N G A T A N A L A R M I N G R A T E

28. LIFE EXPECTANCY OF A FORTUNE 500
BRAND TODAY: < 15 YEARS.
http://utopiayouarestandinginit.com/2015/01/26/fortune-500-firms-in-1955-vs-2014-89-are-gone/
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
C O M P A N I E S A R E P E R I S H I N G A T A N A L A R M I N G R A T E

29. http://www.businessinsider.com/chambers-40-of-companies-are-dying-2015-6
“40 percent of all companies will
be dead in 7 years.”
-JOHN CHAMBERS, OUTGOING CEO CISCO
C O U R A G E O U S
C O M P A N I E S A R E P E R I S H I N G A T A N A L A R M I N G R A T E
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

30. IS YOUR
COMPANY
NEXT?
C O M P A N I E S A R E P E R I S H I N G A T A N A L A R M I N G R A T E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

31. TRUTH #2:
WHAT GOT YOU HERE,
WON’T KEEP YOU HERE.
W H A T G O T Y O U H E R E , W O N ’ T K E E P Y O U H E R E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

32. “The thing that drives a lot of traditional companies
is the fear of losing what you already have.”
JONATHAN MILDENHALL, AIR BNB, CMO
W H A T G O T Y O U H E R E , W O N ’ T K E E P Y O U H E R E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

33. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
BACK VS GOT YOUR BACK. LIBERATE FROM INAC
- GEOFFREY, MASCOT, TOYS ‘R US
W H A T G O T Y O U H E R E , W O N ’ T K E E P Y O U H E R E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

34. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
BACK VS GOT YOUR BACK. LIBERATE FROM INAC
- ROGER MARTIN, SVP, CHIEF IP STRATEGIST, QUALCOMM
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
W H A T G O T Y O U H E R E , W O N ’ T K E E P Y O U H E R E

35. ROGER MARTIN, SVP + IP STRATEGIST, QUALCOMM
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
W H A T G O T Y O U H E R E , W O N ’ T K E E P Y O U H E R E

36. “If someone in the beginning would have recognized
ROGER MARTIN, SVP + IP STRATEGIST, QUALCOMM
that the zombie was dangerous & taken it seriously,
they could have quarantined it & killed it.”
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
W H A T G O T Y O U H E R E , W O N ’ T K E E P Y O U H E R E

37. ROGER MARTIN, SVP + IP STRATEGIST, QUALCOMM
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
“Stop doing the thing that right now is making you a ton
of money. You have to start shifting, and that puts
the current income stream at risk.”
W H A T G O T Y O U H E R E , W O N ’ T K E E P Y O U H E R E

38. TRUTH #3:
YOU NEED TIME,
BUT DON’T HAVE TIME.
Y O U N E E D T I M E , B U T D O N ’ T H A V E T I M E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

39. TURNAROUND TIME TURN OVER TIME
Y O U N E E D T I M E , B U T D O N ’ T H A V E T I M E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

40. TOO MUCH STRESS TOO LITTLE SPEED
LACK OF ABILITY. LACK OF CLARITY.
LACK OF PROCESS. LACK OF TRUST.
DEADLINES. LACK OF ALIGNMENT.
SPECULATION. INTERNAL DISCORD.
Y O U N E E D T I M E , B U T D O N ’ T H A V E T I M E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

41. https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-2018-millennial-survey-report.pdf
43% of MILLENNIALS BELIEVE THEY’LL
- 2018 DELOITTE MILLENNIAL STUDY
BE IN A NEW JOB IN TWO YEARS.
Y O U N E E D T I M E , B U T D O N ’ T H A V E T I M E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

42. TRUTH #4:
WE ARE WIRED TO
FEAR CHANGE.
W E ’ R E W I R E D T O F E A R C H A N G E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

43. C O U R A G E U
NICHOLAS ALP, CAMBRIDGE PHD, IMMUNOLOGY
W E ’ R E W I R E D T O F E A R C H A N G E
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

44. - NICHOLAS ALP, CAMBRIDGE PHD, IMMUNOLOGY
“You can’t get rid of the original
archaic layers of the central nervous system.”
W E ’ R E W I R E D T O F E A R C H A N G E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

45. TECHNOLOGY HAS EVOLVED.
WE HAVE NOT.
W E ’ R E W I R E D T O F E A R C H A N G E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

46. W E ’ R E W I R E D T O F E A R C H A N G E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

47. OUR CENTRAL NERVOUS
SYSTEM PARALYZES US.
SCARY
TRUTH
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

48. CENTRAL NERVOUS SYSTEM
AT YOUR CORE DESIGNED FOR SAFETY YOU ARE AN OS
W E ’ R E W I R E D T O F E A R C H A N G E
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

49. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
W E ’ R E W I R E D T O F E A R C H A N G E
CENTRAL
NERVOUS
SYSTEM
CENTRAL
NERVOUS
SYSTEM
CENTRAL
NERVOUS
SYSTEM
CENTRAL
NERVOUS
SYSTEM
CENTRAL
NERVOUS
SYSTEM
CENTRAL
NERVOUS
SYSTEM CENTRAL
NERVOUS
SYSTEM CENTRAL
NERVOUS
SYSTEM
CENTRAL
NERVOUS
SYSTEM
CENTRAL
NERVOUS
SYSTEM
CNS

50. SCARY
TRUTH
95%: FREEZE OR FLIGHT.
5%: FIGHT. C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

51. SCARY
TRUTH
FEAR COURAGE
95% 5%
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

52. SCARY
TRUTH
PRESERVATION LIBERATION
95% 5%
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

53. COURAGE IS YOUR
COMPETITIVE ADVANTAGE
SCARCE
TRUTH
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

54. GOAL
SET
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
SCARCE
TRUTH
MIND
SET
SKILL
SET

55. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
PERSONALCOURAGE BRANDS TRAINING
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

56. COURAGE
kur-ij // noun
The ability to do
something that
frightens you.
Dictionary Definition
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
NOT
HELPFUL!

57. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
//KNOWLEDGE
REDEFINING COURAGE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

58. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
//KNOWLEDGE FAITH
C O U R A G E O U S
REDEFINING COURAGE
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

59. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
//KNOWLEDGE FAITH ACTION
REDEFINING COURAGE
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

60. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
//KNOWLEDGE FAITH ACTION COURAGE
REDEFINING COURAGE
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

61. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
//KNOWLEDGE FAITH ACTION PARALYSIS
C O U R A G E O U S
X
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
WHAT ISN’T COURAGE

62. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
//KNOWLEDGE FAITH ACTION RECKLESS
C O U R A G E O U S
X
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
WHAT ISN’T COURAGE

63. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
//KNOWLEDGE FAITH ACTION SAFE
C O U R A G E O U S
X
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
WHAT ISN’T COURAGE

64. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
//KNOWLEDGE FAITH ACTION COURAGE
REDEFINING COURAGE
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

65. COURAGE BRANDS
CREATE THE CHANGE
AND ADDRESS
BUSINESS FEARS BY...
1. GATHERING ENOUGH KNOWLEDGE
2. BUILDING ENOUGH FAITH
3. THEN TAKING SWIFT ACTION
W H A T I S A C O U R A G E B R A N D ?
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

66. WHEN TO TAKE ACTION?
HOW TO BUILD INTERNAL/EXTERNAL FAITH?
WHICH KNOWLEDGE TO FOLLOW?
T H E C O U R A G E T R A I N I N G
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

67. LIBERATE FROM IRRELEVANCE. LIBERATE FROM
LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING.
LIBERATE FROM IRRELEVANCE. LIBERATE F
INTERNAL POLITICS. LIBERATE FROM LACK
ALIGNMENT. LIBERATE FROM “THAT’S HOW
WE’VE ALWAYS DONE IT”. LIBERATE FROM
WATCH YOUR BACK VS GOT YOUR BACK.
TE FROM
ACK OF
OW
OM
K.
I HAVE A
JOB.
// W H I C H I S M O S T L I K E Y O U ?
A
I HAVE A
CAREER.
B
I HAVE A
CALLING.
C
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

68. LIBERATE FROM IRRELEVANCE. LIBERATE FROM
LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING.
LIBERATE FROM IRRELEVANCE. LIBERATE F
INTERNAL POLITICS. LIBERATE FROM LACK
ALIGNMENT. LIBERATE FROM “THAT’S HOW
WE’VE ALWAYS DONE IT”. LIBERATE FROM
WATCH YOUR BACK VS GOT YOUR BACK.
DISCOURAGED
WORKFORCE
// I N Y O U R C U R R E N T C O M P A N Y , Y O U A R E P A R T O F A …
A B
TE FROM
ACK OF
OW
OM
K.
ENCOURAGED
WORKFORCE
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

69. LIBERATE FROM IRRELEVANCE. LIBERATE FROM
LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING.
LIBERATE FROM IRRELEVANCE. LIBERATE F
INTERNAL POLITICS. LIBERATE FROM LACK
ALIGNMENT. LIBERATE FROM “THAT’S HOW
WE’VE ALWAYS DONE IT”. LIBERATE FROM
WATCH YOUR BACK VS GOT YOUR BACK.
INSTALL
COURAGE
// I N Y O U R O P I N I O N , W H I C H N E E D S T O C O M E S F I R S T …
A B
TE FROM
ACK OF
OW
OM
K.
INSTILL
COURAGE
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

70. LIBERATE FROM IRRELEVANCE. LIBERATE FROM
LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING.
LIBERATE FROM IRRELEVANCE. LIBERATE F
INTERNAL POLITICS. LIBERATE FROM LACK
ALIGNMENT. LIBERATE FROM “THAT’S HOW
WE’VE ALWAYS DONE IT”. LIBERATE FROM
WATCH YOUR BACK VS GOT YOUR BACK.
TE FROM
ACK OF
OW
OM
K.
// H O W D O E S Y O U R C O M P A N Y C U R R E N T L Y O P E R A T E ?
RECKLESS
ACTION
A B C D
INTERNAL
PARALYSIS
STATUS
QUO
COURAGEOUS
DECISIONS
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

71. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
PERSONAL
RETURN ON
ROC: MAXIMIZE YOUR ROI
COURAGE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
R O C I S H O W Y O U M A X I M I Z E Y O U R O I

72. P R I C EPRIORITIZE RALLY IDENTIFY COMMIT EXECUTE
OF BECOMING A
COURAGE BRAND.
®
THE
C O U R A G E O U S
T H E C O U R A G E T R A I N I N G
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

73. PRIORITIZE
THROUGH
VALUES
T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

74. RALLY
BELIEVERS
T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

75. IDENTIFY
FEARS
T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

76. COMMIT TO
A PURPOSE
C O U R A G E O U S
T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

77. EXECUTE
YOUR
ACTION
T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

78. PRIORITIZE
THROUGH
VALUES
C O U R A G E O U S
T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

79. P
PRIORITIZE
THROUGH
VALUES
92% OF PEOPLE WANT TO DO BUSINESS WITH
COMPANIES THAT SHARE THEIR VALUES.
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

80. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
P
PRIORITIZE
THROUGH
VALUES
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

81. P
PRIORITIZE
THROUGH
VALUES
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

82. CORE VALUES ARE
NOT EYE ROLLS.
THEY’RE HOW THE
EXCEPTIONAL ROLL.
P
PRIORITIZE
THROUGH
VALUES
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D

83. “Values help speed up our ability to make choices.”
— MILTON ROKEACH, SOCIAL PSYCHOLOGIST
P
PRIORITIZE
THROUGH
VALUES
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

84. P
PRIORITIZE
THROUGH
VALUES
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

85. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
/ / T H E A R M Y : L D R S H I P
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

86. “Our 10 core values are the number 1 thing in our
company. They’re on every employee badge.”
TYLER WILLIAMS, ZAPPOS // HEAD OF BRAND AURA
/ / Z A P P O S K E Y C A R D S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

87. P
PRIORITIZE
THROUGH
VALUES
IF YOU DON’T KNOW WHAT YOU STAND FOR
YOU’LL NEVER KNOW WHEN TO TAKE A STAND.
/ / T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

88. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
SACRIFICE.
SPEED.
MAGIC.
CHANGE.
WE HELP DRIVE HARD CHOICES; NOT EVERYTHING CAN BE THE MOST IMPORTANT THING.
WE INJECT A SENSE OF URGENCY IN A SENSIBLE PLAN. WE KNOW WHERE TO GO SLOW TO GO FAST LATER.
WE’RE IN THE BUSINESS OF MAKING PEOPLE BELIEVE. WE MAKE YOU THINK, FEEL AND DO.
WE CREATE MEANINGFUL CHANGE THAT DRIVES FUTURE CULTURE, STORY OR BUSINESS.
C O U R A G E O U S C O R E V A L U E S
C 0 U R A G E O U S
PPRIORITIZE
THROUGH
VALUES
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

89. “PERSONAL” CORE VALUES
PLAYFULNESS.
CREATIVITY.
COURAGE.
EXCELLENCE.
PPRIORITIZE
THROUGH
VALUES
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

90. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
R E V I E W T H E L I S T B E L O W . W H A T D O Y O U
P E R S O N A L L Y V A L U E ? J O T D O W N T H E 6 - 8
V A L U E S T H A T F E E L L I K E Y O U . F E E L F R E E
T O A D D A W O R D I F I T ’ S N O T L I S T E D :

91. “PERSONAL” CORE VALUES
PLAYFULNESS.
CREATIVITY.
COURAGE.
EXCELLENCE.
PPRIORITIZE
THROUGH
VALUES
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EMAIL ME FOR
CORE VALUES
ASSESSMENT
ryanberman@couragebrands.com

92. RALLY
BELIEVERS
T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

93. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
C O U R A G E O U S
HOW DO YOU EAT AN
ELEPHANT?
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
T H E E L E P H A N T I N T H E R O O M …
R
RALLY
BELIEVERS

94. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
C O U R A G E O U S
WITH A PACK OF
STRATEGIC LIONS
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
R
RALLY
BELIEVERS

95. WATCH-YOUR-BACK
CULTURE
A
R
RALLY
BELIEVERS
C O U R A G E O U S
GOT-YOUR-BACK
CULTURE
B
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
W H I C H O N E A R E Y O U ?

96. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
R
RALLY
BELIEVERS
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

97. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
R
RALLY
BELIEVERS
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

98. C O U R A G E O U S
R
RALLY
BELIEVERS
THE GOAL OF LEADERSHIP IS BELIEVERSHIP.
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

99. YOU MAKE BELIEVERS OR FAKE BELIEVERS
R
RALLY
BELIEVERS
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

100. R
RALLY
BELIEVERS
HOW DO YOU
‘MAKE BELIEVERS’?
// Respecting Makes Believers
// Repeating Makes Believers
// Caring Makes Believers
// Seeing Is Believing
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

101. R
RALLY
BELIEVERS
HOW DO YOU
‘MAKE BELIEVERS’?
// Respecting Makes Believers
// Repeating Makes Believers
// Caring Makes Believers
// Seeing Is Believing
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

102. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
-JIM COLLINS
R
RALLY
BELIEVERS
C O U R A G E O U S
“The signature of a pedestrian company
is persistent inconsistency.”
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

103. R
RALLY
BELIEVERS
HOW DO YOU
‘MAKE BELIEVERS’?
// Respecting Makes Believers
// Repeating Makes Believers
// Caring Makes Believers
// Seeing Is Believing
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

104. R
RALLY
BELIEVERS
HOW DO YOU
‘MAKE BELIEVERS’?
// Respecting Makes Believers
// Repeating Makes Believers
// Caring Makes Believers
// Seeing Is Believing
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

105. IDENTIFY
FEARS
C O U R A G E O U S
T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

106. I
IDENTIFY
FEARS
FEAR AND COURAGE
C O U R A G E O U S
ARE BROTHERS.
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

107. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
BACK VS GOT YOUR BACK. LIBERATE FROM INACC O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
I
IDENTIFY
FEARSADDRESS FEAR
VS
SUPPRESS FEAR

108. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
IDENTIFY
FEARS
I
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

109. PERCEPTION FEARS PERSONAL FEARSPRODUCT FEARS SERVICE FEARS
I D E N T I F Y F E A R S
C O U R A G E O U S
INDUSTRY FEARS
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

110. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
IDENTIFY
FEARS
I
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

111. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
IDENTIFY
FEARS
I
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

112. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
IDENTIFY
FEARS
I
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

113. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
IDENTIFY
FEARS
I
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

114. IDENTIFY
FEARS
I
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

115. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
IDENTIFY
FEARS
I
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

116. HAVE AN INDUSTRY FEAR?
BECOME THE INDUSTRY FEAR.
IDENTIFY
FEARS
I
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

117. MERCK’S “KILL THE COMPANY” EXERCISE
IDENTIFY
FEARS
I
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

118. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
BACK VS GOT YOUR BACK. LIBERATE FROM INAC
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
// M O D U L E 3 : T A S T E O F C O U R A G E C A S E S T U D Y
-ADAM GRANT, ORIGINALS
“For the next two hours, the executives worked in groups,
pretending to be one of Merck’s top competitors.”
IDENTIFY
FEARS
I
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

119. PERCEPTION FEARS PERSONAL FEARSPRODUCT FEARS SERVICE FEARS
I D E N T I F Y F E A R S
C O U R A G E O U S
INDUSTRY FEARS
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

120. COMMIT TO
A PURPOSE
C O U R A G E O U S
T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

121. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
- SIMON SINEK, START WITH WHY
C
COMMIT
TO A
PURPOSE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

122. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
S P A C E X
C
COMMIT
TO A
PURPOSE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
INJECT A RALLY CRY IN YOUR WHY.

123. MEET 75% OF YOUR WORKFORCE
IF THEY DON’T BUY IN, THEY’RE OUT.
C
COMMIT
TO A
PURPOSE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

124. “NEXT GEN” WANT TO HAVE THEIR CAKE.
THEY WANT TO EAT IT TOO. AND THEY
WANT THE CAKE TO BE GLUTEN-FREE.
C
COMMIT
TO A
PURPOSE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

125. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
BACK VS GOT YOUR BACK. LIBERATE FROM INACC O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
- LAURENCE FINK, BLACKROCK - 6.5TRILLION IN ASSETS
“Society is demanding that companies, both public
and private, serve a social purpose.”
C
COMMIT
TO A
PURPOSE

126. LIBERATE FROM IRRELEVANCE. LIBERATE FROM
LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
BACK VS GOT YOUR BACK. LIBERATE FROM INAC
C
COMMIT
TO A
PURPOSE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

127. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
- ERIC RYAN
- ADAM LOWRY
C
COMMIT
TO A
PURPOSE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

128. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
C
COMMIT
TO A
PURPOSE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

129. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
/ / C O M M I T T O A P U R P O S E
AGAINST DIRTY.
THE PEOPLE
RALLY CRY IN THEIR WHY:
METHOD
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

130. EXECUTE
YOUR
ACTION
C O U R A G E O U S
T H E P . R . I . C . E . O F B E C O M I N G A C O U R A G E B R A N D
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

131. LIBERATE FROM IRRELEVANCE. LIBERATE FROM
LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING.
LIBERATE FROM IRRELEVANCE. LIBERATE F
INTERNAL POLITICS. LIBERATE FROM LACK
ALIGNMENT. LIBERATE FROM “THAT’S HOW
WE’VE ALWAYS DONE IT”. LIBERATE FROM
WATCH YOUR BACK VS GOT YOUR BACK.
TE FROM
ACK OF
OW
OM
K.
4.
2 3
CONVICTION
CHANGE
INNOVATION
CHANGE
SUSTAINABLE RELEVANCE A CULTURE OF BELIEVERS + ADVOCATES
1
COMMUNICATION
CHANGE
INTERNAL + EXTERNAL STORY SHIFT
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
P A T H T O R E L E V A N C E F O R T H E
S A K E O F C O U R A G E O U S C H A N G E ? EXECUTE
YOUR
ACTION
E

132. A TASTE OF
COURAGE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

133. C O U R A G E O U S
“When I joined at the end of ’08, we had just come
off three consecutive years of negative sales.
The stock price was as low as $2.84. It was a mess.”
— RUSSELL WEINER, DOMINO’S PIZZA, PRESIDENT
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

134. PRODUCT FEAR
EXECUTE
YOUR
ACTION
E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

135. PERCEPTION FEAR
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

136. C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

137. “It’s not a slight tweak. We changed everything
— J PATRICK DOYLE, DOMINO’S PIZZA, CEO
on our pizza from the crust up.”
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

138. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
BACK VS GOT YOUR BACK. LIBERATE FROM INAC
LIBERATE FROM IRRELEVANCE. LIBERATE FROMC O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E
KNOWLEDGE

139. KNOWLEDGE
FAITH
C O U R A G E O U S
KNOWLEDGE
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

140. KNOWLEDGE
FAITH ACTION
C O U R A G E O U S
KNOWLEDGE
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E“OH YES WE DID”

141. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
BACK VS GOT YOUR BACK. LIBERATE FROM INAC
LIBERATE FROM IRRELEVANCE. LIBERATE FROMC O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

142. C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

143. C O U R A G E O U S
“Our 24-hour sales were so crazy. After the second
week, we were 2 days from running out of pepperoni.”
— RUSSELL WEINER, DOMINO’S PIZZA, PRESIDENT
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

144. C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

145. C O U R A G E O U SC O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

146. C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

147. C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
EXECUTE
YOUR
ACTION
E

148. C O U R A G E O U S
YEAR END STORE COUNT
’08 Stock Price:
$2.84
EXECUTE
YOUR
ACTION
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
E

149. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM COMPETITION. LIBERATE FROM PARALYSI
LIBERATE FROM IRRELEVANCE. LIBERATE FROM
INTERNAL POLITICS. LIBERATE FROM LACK OF
ALIGNMENT. LIBERATE FROM THAT’S HOW WE’V
ALWAYS DONE IT”. LIBERATE FROM WATCH YOU
BACK VS GOT YOUR BACK. LIBERATE FROM INAC
- AESOP
Return On Courage:
’18 Stock Price
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

150. C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

151. — RUSSELL WEINER, DOMINO’S PIZZA, PRESIDENT
EXECUTE
YOUR
ACTION
E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

152. “Too many people come in and they just clear house. Yeah, you
have new people, but you lose all that great institutional knowledge.”
— RUSSELL WEINER, DOMINO’S PIZZA, PRESIDENT
EXECUTE
YOUR
ACTION
E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

153. YOUR
RETURN ON
COURAGE
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
/ / R O C I S H O W Y O U M A X I M I Z E Y O U R R O I

154. VALUES PURPOSE ACTIONBELIEVERS FEARS
P R I C E
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
COMMUNICATION
/ / Y O U R R E T U R N O N C O U R A G E

155. VALUES PURPOSE ACTIONBELIEVERS FEARS
P R I C E
C O U R A G E O U S
CONVICTION
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
COMMUNICATION
/ / Y O U R R E T U R N O N C O U R A G E

156. VALUES PURPOSE ACTIONBELIEVERS FEARS
P R I C E
CLARITY
C O U R A G E O U S
CONVICTION
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
COMMUNICATION
/ / Y O U R R E T U R N O N C O U R A G E

157. VALUES PURPOSE ACTIONBELIEVERS FEARS
P R I C E
CLARITY CAUSE
C O U R A G E O U S
CONVICTION
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
COMMUNICATION
/ / Y O U R R E T U R N O N C O U R A G E

158. VALUES PURPOSE ACTIONBELIEVERS FEARS
P R I C E
CLARITY CAUSE CHANGE
C O U R A G E O U S
CONVICTION
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
COMMUNICATION
/ / Y O U R R E T U R N O N C O U R A G E

159. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
COURAGEOUS
TWO
COURAGEOUS
SLEW
COURAGEOUS
FEW
COURAGEOUS
YOU
COURAGEOUS
CREW
C O U R A G E O U S
T H E C O U R A G E C O N T I N U U M
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
LEADER LEADERS BELIEVERS BELIEVERSHIP CULTURE
CREATING CHANGE STARTS WITH ONE…

160. 1. EVOLVING, RELEVANT BUSINESS GROWTH OPPS + SIDE-STEP STASIS/DEATH.
2. TOTAL BUSINESS CLARITY AWARENESS + ALIGNMENT.
3. INTERNAL BELIEVERS COMMITTED LOYALISTS ON ‘THE ROCKET SHIP’.
4. EXTERNAL BELIEVERS BOUGHT IN INFLUENCERS + ADVOCATES.
5. CORPORATE CONFIDENCE COURAGE BREEDS COURAGE.
COURAGE BRANDS MAXIMIZE
THEIR ROI WITH ROC.
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
R O C I S H O W Y O U M A X I M I Z E Y O U R O I

161. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
/ / E X E C U T E Y O U R A C T I O N
COURAGE
BREEDS
COURAGE
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N

162. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
PERSONAL
RETURN ON
ROC: MAXIMIZE YOUR ROI
COURAGE
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
R O C I S H O W Y O U M A X I M I Z E Y O U R O I

163. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
PERSONAL
COURAGE
8 WEEK ONLINE COURSE
BOOTCAMP
C O U R A G E O U S
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N
O P E R A T I O N A L I Z I N G C O U R A G E

164. LIBERATE FROM COMPETITION. LIBERATE FROM
FAKE BELIEVERS. LIBERATE FROM INACTION &
PARALYSIS. LIBERATE FROM LURKING BUSINESS
FEARS. LIBERATE FROM CHANGE DRIVING YOU.
LIBERATE FROM CONVENTIONAL THINKING. LIBE
FROM IRRELEVANCE. LIBERATE FROM INTERNAL
POLITICS. LIBERATE FROM LACK OF ALIGNMENT.
LIBERATE FROM “THAT’S HOW WE’VE ALWAYS
DONE IT”. LIBERATE FROM WATCH YOUR BACK
VS GOT YOUR BACK. LIBERATE FROM LEGACY
VALUES LIBERATE FROM CYA THINKING. LIBERA
FROM YOUR CENTRAL NERVOUS SYSTEM. LIBER
PERSONAL
COURAGEOUS
ryanberman@couragebrands.com
THANK YOU
C O U R A G E O U S@ R Y A N _ B E R M A N C O U R A G E B R A N D S . C O M@ R Y A N B E R M A N