Dream Big

Everything starts with a dream. You will become big if you dream big and you will remain small if you dream small. You will not be successful in life if you don’t have a dream. You are hallucinating if you have a dream but have not put this into action.  

Your dream is related to a higher calling. Everyone has a higher calling, a so called inner assignment. We should be aware of this higher calling and must have the courage to follow it in order to be successful in life. Remember what Oprah Winfrey said: “I’ve come to believe that each of us has a higher calling that’s as unique as a fingerprint – and that the best way to succeed is to discover what you love and then find a way to offer it to others in the form of service, working hard, and also allowing the energy of the universe to lead you”.  Your dream can be thought of as a synonym for your vision. Your mission is aimed at the being (is an articulation of what you’re all about), and your vision at becoming. Your vision is a description of how you would like to realize your dream in the long term.  Once you discover the core of your nature, your higher self, and know who you really are, you will find that it is possible to make every dream come true. In Walt Disney’s words, “All our dreams can come true, if we have the courage to pursue them.”  Henry David Thoreau said— “If a man advances confidently in the direction of his dreams to live the life he has imagined, he will meet with a success unexpected in common hours……Go confidently in the direction of your dreams. Live the life you have imagined.” Ralph Waldo Emerson believed that— “Your dream is the germ from which all growth of nobleness proceeds.”  By discovering and formulating your higher self, you will become visionary and will find out that you have something unique to offer. Your work is to find out what that is, and to work at it with passion and love. It is important that you think big. I want to illustrate this with the picture below that I received last year from Donald Trump after I did send him a  copy of my latest book Be The CEO of Your Life. On this picture he wrote: “To Hubert: ALWAYS THINK BIG”

Once you better understand who you are, what your genius and unique talents are, what you stand for, what your long-term intentions are, and what type of relationship you would like to have with others, it will be much easier to channel your energy in the right direction, to achieve a dream which is worthy of your effort.  Also remember what Bill Clinton said:  “We need a more unifying, more inclusive vision. Once you know where you’re going, it’s a lot easier to decide what steps to take to get there. If you don’t know where you’re going, you can work like crazy and you would be walking in the wrong direction”.    To be successful in life you must know the meaning of your life and take the responsibility to define your dream and to write it down. Defining your dream is about working out your destiny. Also remember what Eleanor Roosevelt said: “The future belongs to those who believe in the beauty of their dreams’

Everyone has the responsibility to identify his/her own dreams and to respond to it with love and passion. In this way you will become a visionary soul. Visionary people are imaginative, idealists, innovators, and creators. They know their genius, dream, higher calling, and know what the meaning of life is. They make the world go ’round. Since everything starts with ideas, everything comes from them and begins there. Remember what George Bernard Shaw said: ‘The people who get on in this world are the people who get up and look for the circumstances they want, and, if they can’t find them, make them’. You have to be able to dream outside the box. Also remember what Walt Disney said; “If you can dream it, you can do it”. Here are some individuals who defined and implemented their authentic dream successfully and whom I admire enormously:

Bill Gates’ dream about 30 years ago was— A PC on each desk in each house. Recently he said, “When I was 19, I saw the future and based my career on what I saw. I have been right……Personal computers have become the most empowering tool we have ever created. They are tools of communication, they are tools of creativity … and they can be shaped by their user“. The richest person in the world knew his dream at that time, namely developing and marketing PC software. Since then he is doing related work with love and passion. Years ago he left Harvard, dropping out because he was too busy fulfilling his own dream to wait around for a Harvard degree.

Oprah Winfrey’s dream was/is—Female empowerment. This dream is the guiding principle of her brand, the emotional connection with her audience. She said: “Create the highest, grandest dream possible for your life because you become what you believe. ….Hold the highest dream possible for your life and it can come true ….   Go for your highest and greatest dream for your life and align your purpose with the flow of your life. …Follow your passion…Sooner or later, your passion is going to win out and nobody can stop you’.

JK Rowling’s dream was— to become a professional writer. She is the genius behind the Harry Potter series. As she later said: “I was very low, and I had to achieve something. Without the challenge, I would have gone stark raving mad.”  Having reached her lifelong dream, she encourages children who want to write to read as much as they can.

Henry Ford’s dream was— “I will build a motor car for the great multitude . . . constructed of the best materials, by the best men to be hired, after the simplest designs that modern engineering can devise . . . so low in price that no man making a good salary will be unable to own one—and enjoy with his family the blessing of hours of pleasure in God’s great open spaces.”— This dream reflected his Personal Brand and the Ford Motor Company Brand. He was the first to introduce the assembly line in 1914, and to mass produce cars, which made them affordable for the general public. He was a technological genius who followed his passion and was the creative force behind an industry of unprecedented size and wealth that in only a few decades permanently changed the economic and social character of the United States.

Walt Disney’s dream was– Making life more enjoyable, and fun. His dream came from his unique ability (his genius) to see the entire picture and from the fond memory of the past and persistence for the future. He was a pioneer, innovator, creator, imaginative, and aesthetic person who followed his dream with passion; the possessor of one of the most fertile and unique imaginations the world has ever known. He built his brand by pursuing his dream with passion. He said: “I dream, I test my dreams against my beliefs, I dare to take risks, and I execute my vision to make those dreams come true.”

Sheikh Mohammed bin Rashid Al Maktoum’s dream is– Transforming Dubai and the UAE into international hubs for commerce and finance. The ruler of Dubai holds his country up as an example of extraordinary development based on his dream. He said:..Every man should have a vision and objectives and set himself a certain time in which to achieve them. .. When a man knows the way to the future, he should take the reins and advance, for this is our duty towards our people and our nation…..We are very realistic, despite our big dreams, and we work hard to be the best, relying on God and our citizens. ..”

Konosuke Matsushita’s dream was to balance Western rationalism with the spiritualism of the East. The founder of Panasonic had no money and no real business experience, but he did have drive and a dream. Matsushita started with nothing but an idea for an electric plug, and created a vast business empire that spread around the world. His management objective was: “we will devote ourselves to the progress and development of society and the well-being of people through our business activities, thereby enhancing the quality of life throughout the world.” He admitted that his futuristic dream was responsible for his success— “I have tried to envisage intuitively rather than analytically, the changes that will occur in our society and I have tried to create what life will be in the next century.”

Akio Morita’s dream was to change the world’s image of the term ”Made in Japan” from one of shoddy imitations to one of high technology and high reliability in miniature packages. His passion was innovation. As a result of his passion he helped steer Japanese industries toward creation of new technologies and introduced various innovative products to the world. The co-founder of the Sony Corporation developed innovative products people don’t even know they want: the Walkman, the Trinitron television, video watchman, the compact disc (CD), and more. With ingenuity in the design of electronics and cutting-edge business practices, it did not take long to see how or why his dream all became reality. He said: Don’t let people hold you back with their expectations of what you should be. Believe in yourself and create your own Sony… Even though you may be facing terrible odds and are running out of money, find a way to continue and don’t abandon your dream…Carefully watch how people live, get an intuitive sense as to what they might want and then go with it. Don’t do market research. Trust your gut and going with what you think will work despite what the data and experts are telling you…Don’t be afraid to make a mistake. But make sure you don’t make the same mistake twice… If you are afraid of making mistakes, you will miss countless opportunities before you. The more mistakes you make the wiser you will become and the more successful you will be…  Be different and unique.  Become the expert for your niche and get known as the leading figure in your field.”

Albert Einstein’s dream 100 years ago was— Understanding the universe. His genius fundamentally changed the way we look at the universe. The gentle genius saw the universe as a puzzle, and he delighted in trying to solve its mysteries. All he needed to contemplate the cosmos was his most valuable scientific tool—his imagination. He said: “Imagination is more important than knowledge.” When somebody asked Einstein what question he would ask God if he could ask one, he replied, ‘Why was the universe created? Because then I would know the meaning of my own life.”

Barack Obama’s dream is—brings about real change, change that we can believe in. Parts of his speeches:  “America is a land of big dreamers and big hopes. It is this hope that has sustained us through revolution and civil war, depression and world war, a struggle for civil and social rights and the brink of nuclear crisis. And it is because our dreamers dreamed that we have emerged from each challenge more united, more prosperous, and more admired than before…….It’s change that I’ve been fighting for over two decades ago. Because those dreams – American dreams – are worth fighting for”.

Mahatma Gandhi’s dream was- Achieving freedom through the path of non-violence. He was the man who played a significant role in achieving independence for India from the British Empire with his simplicity and strong willpower. Mohandas Karamchand Gandhi believed in living a simple life. He proved to the world that freedom can be achieved through the path of non-violence.

 Martin Luther King, Jr. dream was– Free at last.  Part of his “I Have a Dream” speech in 1964: “I have a dream. It is a dream deeply rooted in the American dream. I have a dream that one day this nation will rise up and live out the true meaning of its creed; ‘We hold these truths to be self-evident, that all men are created equal. I have a dream that one day on the red hills of Georgia, sons of former slaves and the sons of former slave-owners will be able to sit down together at the table of brotherhood……And so let freedom ring from the prodigious hilltops of New Hampshire…… Let freedom ring from the mighty mountains of New York. ……From every mountainside, let freedom ring…..Free at last! Free at last!

Nelson Mandela’s dream was– A free and just society in South Africa. He made conscious choices based on what he truly stood for and got credit for his relentless commitment to his dream. His dream of transforming the racist society ofSouth   Africa into a multiracial democracy lasted more than 50 years. His determination to pursue that dream with passion and love, to keep fighting despite intense torments to both his people and himself, carried him to a day in May 1994 when he became the president of all South Africans.

Mikhail Gorbachev’s dream was/is—Change and openness. His dream resulted in his concept of Perestroika (restructuring) and Glasnost (openness) which was a distinct break with the authoritarian past of the Soviet Union. He said: “We, our generation, were not associated with the repression. When we found ourselves active participants in life, in work, and in politics, then we began to see a great deal and see it clearly. Little by little there came the awareness that in this country, this society, this system, no matter how hard we tried, no matter how sincere our convictions were, very little good could be achieved. Therefore the system had to be changed’.

The discussed role models have proven that if someone has a clear authentic dream, responds to it with love and passion, has the courage to pursue this dream, has faith in him/herself, and lives according to their dream, this dream will guide that person’s life and will result in purposeful and resolute actions. My heroes took the responsibility to identify their authentic dreams and to respond to them with love and passion. Stop complaining and do not blame others for your failures. Take the initiative and the responsibility to develop, implement, and cultivate your authentic dream as well, and keep it at the forefront of your mind each day. Anyone can deliver peak performances and be successful in life, because all of us have the genius within us to do so. Success is not something that will come automatically or something that the world will define for you. It’s what you define in your ambitious dream and in the way you pursue this dream. Remember what Marva Collins said; ‘Success doesn’t come to you …you go to it’. You must have a dream in life, follow your heart and love what you do, if you expect exceptional success. You will surely have it, since people who ask for it, wish it, dream it, fix it in their mind, visualize it, feel it, allow it, give your peak performance to it, respond to it with love, passion and integrity, attract success. In my new book “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand”, I explain in detail how you can realize your dream successfully.

My related master classes are: AUTHENTIC PERSONAL BRANDING, CORPORATE BRANDING and SOCIAL MEDIA MARKETING     and   AUTHENTIC PERSONAL BRANDING         Latest article in Brandchannel:   Reinforcing Employee Engagement       

 BA/MBA/DBA/PhD degree in Personal Branding at the Business School of the Americas            Personal Leadership Branding at MIT SLOAN 

Interview in BusinessWeek

Article in brandchannel

About the author

Dr. Hubert Rampersad is a leading authority on Authentic Personal Branding and Performance Management. He is co-founder at the Business School of the Americas. He holds a PhD in Management from the Eindhoven University of Technology in the Netherlands and a MSc. in Robotics at Delft University of Technology. He is the prominent author of the bestselling books “Total Performance Scorecard: Redefining Management to Achieve Performance with Integrity ” ,”Personal Balanced Scorecard; The Way to Individual Happiness, Personal Integrity and Organizational Effectiveness “, “TPS-Lean Six Sigma; Linking Human Capital to Lean Six Sigma – A New Blueprint for Creating High Performance Companies “, “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand “, and “Be The CEO of Your Life: The Ultimate Authentic Personal Branding Formula for Standing Out from the Crowd“, which have been published globally in many languages. His views on happiness in work-life and on personal branding were published in Fortune Magazine and BusinessWeek. He can be reached at tpsi@live.com.  His resume can be viewed at this link and his lifestory at this link. His Authentic Personal Branding concept is being used in the Social Media Marketing Class at University of California, Los Angeles (UCLA). He taught at MIT Sloan (MIT Leadership Center) to MBA students as part of the Sloan Innovation Period.

AUTHENTIC PERSONAL BRANDING

Two-Day Master Class;  How to build credibility and a solid reputation and to put you above your competitors

They all identified and leveraged their personal brand and responded to it with love and passion. …. What about you?

Most buying decisions are based on trust, confidence, and the feeling of connection people have related to a product or person. It is the trusted relationship that counts! Having a strong authentic personal brand is a very important asset in today’s online, virtual, and individual age. It is becoming increasingly essential and is the key to personal success. Personal Branding is the positioning strategy behind the world’s most successful people, like Oprah Winfrey, Donald Trump, Richard Branson and Bill Gates. It is therefore important to be your own brand and to become the CEO of your life. Everyone has a Personal Brand but most people are not aware of this and do not manage this strategically, consistently, and effectively. You should take control of your brand and the message it sends and affect how others perceive you. By way of his unique Master Classes, Dr. Hubert Rampersad will offer you an advanced breakthrough formula and a new blueprint to build, implement, maintain, and cultivate an authentic, distinctive, meaningful, and memorable Personal Brand, which forms the key to enduring personal success. It is based on his newest bestselling books “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand’” and “Be The CEO of Your Life: The Ultimate Authentic Personal Branding Formula for Standing Out from the Crowd” . We trust you will join us in this World-Class event, and become empowered to manage the challenges facing in the 21st Century. We look forward to seeing you there!

Additional information: a) Dr. Rampersad’s workshop Personal Leadership Branding at MIT Sloan  b) his interview by Marshall Goldsmith in BusinessWeek  c) his interview in  Fortune Magazine  

 From the book’s foreword by Marshall Goldsmith:  “In Authentic Personal Branding, Hubert Rampersad has provided a sorely needed guidebook for knowledge workers. He shows us all how to build our own personal brand – and just as important – how to persuasively communicate this brand to the world… I love his focus on authenticity… My request to you, the reader, is – make this book part of your life.  Don’t just read this book for its ‘interesting’ content.  Don’t be content with a few ‘aha’ moments. Make it part of your life planning – and ultimately part of your life!  If you do, you can become a more integrated and successful person – and better enable your company to help you make a positive difference in our world!” – Marshall Goldsmith is Author of What Got You Here Won’t Get You There, a New York Times bestseller, Wall Street Journal #1 business book and the Harold Longman Award winner for Best  Business Book of the Year for 2007. He is recognized by the American Management Association as one of 50 great thinkers and leaders who have impacted the field of management over the past 80 years.

 From the Afterword by Dave Ulrich: “Hubert Rampersad has a knack for preparing comprehensive frameworks for analyzing important issues… The four stage model that he suggests proposes an explicit way to turn a desired external identity into something concrete and actionable… It’s a wonderful step by step approach to making out desired brand explicit… The mental models and their related investigative questions will help you know where you are today so you can get to where you want to be tomorrow… This book offers an architecture to turn these ideas into action.” – Dave Ulrich is Professor of Business, University of Michigan, and Partner, The RBL Group. Co-author of the bestselling book “Leadership Brand’ ( Harvard Business Press, 2007). He was ranked as #1 management educator and guru by Business Week, #2 among management thinkers by Executive Excellence, and listed by Forbes as one of the “world’s top five” business coaches.

Why attend this Seminar?
Building an authentic Personal Brand is an evolutionary and organic process and a journey towards a successful life. Your Personal Brand should emerge from your search for your identity and meaning in life, and it is about getting very clear on what you want, fixing it in your mind, giving it all your positive energy, doing what you love and develop yourself continuously. This seminar provides you a holistic and complete branding framework that will help you to create a powerful, authentic, consistent, and memorable personal brand identity that builds a trusted image of yourself and will help you enrich your relationships with others, master yourself, unlock your potential, and develop self-esteem. By aligning your Personal Brand with yourself you will create a stable basis for your trustworthiness, credibility, and personal charisma. This seminar is an experience that will enhance the core of personal leadership.

Who should attend?

This unique program is geared toward executives,  professionals and anyone who wishes to differentiate him/herself, set him/herself apart from others, position him/herself strongly in relation to competitors, and build credibility and a solid reputation.

Two Day Program (in-house or public seminar):

 Authentic Personal Branding Model

 How to Define and Formulate your Dream

 How to realize your dreams and brand desires in a sustainable, enduring, and harmonious way.

 How to Define and Formulate your Personal Brand

 How to Formulate your Personal Balanced Scorecard and enhance your personal effectiveness based on this

 How to Cultivate your Personal Brand and become successful in life

 How to implement your personal brand effectively

 Alignment with yourself; Developing Personal Integrity

 How to build your Corporate Brand

 Alignment with your Corporate Brand

 How to create employee engagement and a happy workforce within your organization

 How to use the Personal Brand Software

 Happy Hour/Networking

 

What you will learn

You will learn how to build, implement, maintain, and cultivate an authentic, distinctive, relevant, consistent, concise, meaningful, exciting, inspiring, compelling, enduring, crystal clear, ambitious, persuasive and memorable Personal Brand.  How to create positive perceptions and emotions in the mind of your prospects (that you are different, special, and unique) based on your Personal Brand. How to build a strong reputation that is aligned with your vision and passion, develop an effective image of yourself that you want to project in everything you do, and  create positive perceptions and emotions in the mind of others.  Remember what Oprah Winfrey said: ‘Create the highest, grandest vision possible for your life because you become what you believe. ….Hold the highest vision possible for your life and it can come true ….   Go for your highest and greatest vision for your life and align your purpose with the flow of your life. …Follow your passion…Sooner or later, your passion is going to win out and nobody can stop you”-

Trainer/coach: Dr. Hubert Rampersad

Fee: US$ 950

Includes attendance to the session, seminar documentation, certificate of attendance, signed copy of the personal branding book, refreshment breaks, lunch and happy hour drinks. When three or more people from the same company register at the same time, every member of the team receives a 10% discount.

For more information about this master class, please e-mail at tpsi@live.com

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AUTHENTIC PERSONAL, CORPORATE BRANDING and SOCIAL MEDIA MARKETING

AUTHENTIC Personal Leadership BRANDING MASTERCLASS

This workshop is brought to you by MIT Sloan guest professor Dr. Hubert Rampersad  

• How to attract success and become a strong personal brand
• How to generate more business
• How to manage yourself effectively like a business
• How to become a  authentic personal leadership brand
• How to realize sustainable personal & organizational change
• How to build credibility and a solid reputation and to put you above your competitors
• How to enhance your personal & organizational performance
• How to position yourself effectively and build your business with SOCIAL MEDIA MARKETING
•  How to become a Personal Brand Coach
•   How to reinforce employee engagement                    

They all: Identified/leveraged their authentic personal brand and responded to their brand with love and passion

What about you?

Most buying decisions are based on trust, confidence, and the feeling of connection people have related to a product or person. It is the trusted relationship that counts! Branding is more important than marketing and sales. Don’t waste time and money on marketing and sales by not maximizing your brand. It is about time to focus on branding. In life, as in business, branding is more effective, powerful, and sustainable than marketing and sales. Having a strong authentic personal brand is a very important asset in today’s online, virtual, and individual age. It is becoming increasingly essential and is the key to personal success. Personal Branding is the positioning strategy behind the world’s most successful people, like Oprah Winfrey, Michael Jordan, Donald Trump, Richard Branson, Barack Obama, and Bill Gates. It is therefore important to be your own brand and to become the CEO of your life. Everyone has a Personal Brand but most people are not aware of this and do not manage this strategically, consistently, and effectively. You should take control of your brand and the message it sends and affect how others perceive you. By way of his unique master class, Hubert Rampersad will offer you an advanced breakthrough formula and a new blueprint to build, implement, and cultivate an authentic, distinctive, meaningful, and memorable personal brand, which forms the key to enduring personal success.  It’s based on his new personal branding books.

Advanced Praise for the book Authentic Personal Branding:

From the book’s foreword by Marshall Goldsmith: “In Authentic Personal Branding, Hubert Rampersad has provided a sorely needed guidebook for knowledge workers. He shows us all how to build our own personal brand – and just as important – how to persuasively communicate this brand to the world… I love his focus on authenticity… My request to you, the reader, is – make this book part of your life.  Don’t just read this book for its ‘interesting’ content.  Don’t be content with a few ‘aha’ moments. Make it part of your life planning – and ultimately part of your life!  If you do, you can become a more integrated and successful person – and better enable your company to help you make a positive difference in our world!” — Marshall Goldsmith is Author of What Got You Here Won’t Get You There, a New York Times bestseller, Wall Street Journal #1 business book and the Harold Longman Award winner for Best  Business Book of the Year for 2007. He is recognized by the American Management Association as one of 50 great thinkers and leaders who have impacted the field of management over the past 80 years.

 

From the Afterword by Dave Ulrich: “Hubert Rampersad has a knack for preparing comprehensive frameworks for analyzing important issues… The four stage model that he suggests proposes an explicit way to turn a desired external identity into something concrete and actionable… It’s a wonderful step by step approach to making out desired brand explicit… The mental models and their related investigative questions will help you know where you are today so you can get to where you want to be tomorrow… This book offers an architecture to turn these ideas into action.” — Dave Ulrich is Professor of Business, University of Michigan, and Partner, The RBL Group. Co-author of the bestselling book “Leadership Brand’ ( Harvard Business Press, 2007). He was ranked as #1 management educator and guru by Business Week, #2 among management thinkers by Executive Excellence, and listed by Forbes as one of the “world’s top five” business coaches. 

We trust you will join us in this World-Class event, and become empowered to manage the challenges facing in the 21st Century. We look forward to seeing you there!

Warm regards,

 Warren Bryan

Why attend this Seminar?
Building an authentic Personal and Organization Brand is an evolutionary and organic process and a journey towards a successful life. Your Personal Brand should emerge from your search for your identity and meaning in life, and it is about getting very clear on what you want, fixing it in your mind, giving it all your positive energy, doing what you love and develop yourself continuously. This seminar provides you a holistic and complete branding framework that will help you to create a powerful, authentic, consistent, and memorable personal and corporate brand identity that builds a trusted image of yourself and will help you enrich your relationships with others, master yourself, unlock your potential, and develop self-esteem. By aligning your Personal Brand with yourself you will create a stable basis for your trustworthiness, credibility, and personal charisma. This seminar is an experience that will enhance the core of personal leadership and will provide you the tools to manage change in your organization successfully.

 Who should attend?

This unique program is geared toward executives,  professionals and anyone who wishes to develop his/her personal leadership skills, become a successful authentic leader, manage organizational change effectively, differentiate him/herself, set him/herself apart from others, position him/herself strongly in relation to competitors, and build credibility and a solid reputation.

What you will learn

You will learn how to build, implement, maintain, and cultivate an authentic, distinctive, compelling, enduring, and memorable Personal and Corporate Brand.  How to create positive perceptions and emotions in the mind of your prospects (that you are different, special, and unique) based on your Personal Brand. How to build a strong reputation that is aligned with your vision and passion, develop an effective image of yourself that you want to project in everything you do, and  create positive perceptions and emotions in the mind of others.  You will also learn how to become an authentic leader and manage change within your organization successfully.

Program

- How to Define and Formulate your Dreams; How to Define and Formulate your Personal Brand; How to realize your dreams and brand desires in a sustainable, enduring, and harmonious way; How to Formulate your Personal Balanced Scorecard and enhance your personal effectiveness based on this. 

- How to Cultivate your Personal Brand and become successful in life; How to implement your personal brand effectively;Alignment with yourself; Developing Personal Integrity; How to develop your personal leadership en interpersonal communication skills.

- How to build your Corporate Brand &  Alignment with your Corporate Brand; How to create employee engagement and a happy workforce within your organization;How to manage change in your organization successfully;Social Media Marketing;Personal Brand Coaching;  Happy Hour/Networking.                            

Trainer/Coach: Dr. Hubert Rampersad 

He was featured in Fortune Magazine  His interview in BusinessWeek  His workshop at MIT Sloan His books: Book 1  Book 2  Book 3 Book 4 Book 5  Harvard Business School endorsement His Resume

Your Investment:

Early Bird Fee; 995 EURO

Normal Fee;  1395 EURO

Group Discount; Organizations that register 3 or more participants are eligible for a 10% discount for the third and subsequent participants from the same organization.    Fee includes: seminar documentation, certificate of attendance, two personal branding books “Authentic Personal Branding:  A new blueprint for building and aligning a powerful leadership brand’ and  “Be The CEO of Your Life: The Ultimate Authentic Personal Branding Formula for Standing Out from the Crowd“, refreshment breaks, lunch and happy hour drinks.

Location: Amsterdam, Moscow, London, New York, Sao Paulo, Aruba, Paramaribo

tpsi@live.com www.bsa-edu.org  www.pbu-edu.org

AUTHENTIC PERSONAL and CORPORATE BRANDING IN THE FASHION

Masterclass door Hubert Rampersad

De meeste koopbeslissingen zijn gebaseerd op vertrouwen, emoties en percepties die een bepaalde naam of een bepaald product bij mensen creëren. Dit heeft met branding te maken. Een brand (merk) bestaat uit de verwachtingen, het beeld en de perceptie die het creëert in het hoofd van anderen wanneer zij een naam, product of logo zien of horen. Het gaat om het beïnvloeden van anderen door middel van het creëren van een brandidentiteit welke bepaalde percepties en gevoelens in associatie brengt met de identiteit. Branding is erg belangrijk geworden, wat geïllustreerd kan worden door het feit dat we iedere dag aan duizenden brandberichten worden blootgesteld en dat mensen bereid zijn veel hogere prijzen te betalen voor een brand dat men kent en vertrouwt, vergeleken met brands waarmee men niet bekend is.  Branding is doeltreffender dan marketing en sales bij elkaar. Marketing heeft betrekking op presenteren. Sales is anderen op basis van je vaardigheden overtuigen. Branding is beïnvloeden van anderen op basis van een sterke brand identiteit. Met branding creëer je vertrouwen en een emotionele connectie.

Trends en ontwikkelingen in de mode-industrie (http://www.hbd.nl) en hoe met ons authentic personal & corporate branding systeem effectief hierop in te spelen:

1. Houdbaarheid mode beperkt;  Modetrends volgen elkaar in snel tempo op. De consument wil steeds iets anders. De omloopsnelheden van collecties nemen daarom toe en etalages wisselen bijna wekelijks.  Het sturen op cijfers op basis van de modewinkel balanced scorecard, authentiek leiderschap, gepassioneerde verkopers/verkoopsters (klantgerichtheid door alignment van persoonlijke & winkel brand) en betere samenwerking met leveranciers zijn belangrijke voorwaarden om  op de externe ontwikkelingen succesvol in te kunnen spelen.

2. Mode is meer dan kleding; De consument is zeer modegevoelig. Dit houdt niet op bij kleding. Mensen kopen kleding vooral om er leuk uit te zien. Behalve kleding zorgen woonaccessoires, brillen, tassen, etc. hiervoor.  Modewinkels kunnen hierop succesvol inspelen door de winkel-brand en winkel–BSC te ontwikkelen en deze effectief te implementeren.  Opname van bovengenoemde  artikelen en woonaccessoires in het assortiment  maakt hier deel van uit.

3. Consument wil niet veel betalen; Consumenten verwachten niet dat al hun kleding jaren meegaat. Ze kopen ook kleding voor één seizoen omdat het kledingstuk de juiste modekleur heeft. Ze zijn echter minder bereid voor deze seizoenskleding veel te betalen.  Dit betekent dat modewinkels resultaatgericht en kostenbewust moeten werken en menselijke en procesgerelateerde verspillingen moeten reduceren.  TPS en TPS-Lean Six Sigma biedt hiertoe oplossingen.

4. Oudere klanten zijn graag bereid naar luxere modewinkels te  gaan die klantgericht zijn en een rustige uitstraling hebben;  Dit geldt vooral voor luxere modewinkels met een vaste, wat oudere klantenkring. Een klantenkring die bereid is om om te rijden voor een rustige winkel en  voor klantgericht personeel dat tijd heeft voor de klant. Oplossing: personal & winkel BSC, personal & winkel brand en de alignment  hiervan.

5. Een groeiend aantal consumenten koopt kleding via internet;  Lang is gedacht dat kleding zich hiervoor niet leende omdat de consument kleding wil passen en bekijken voor de aankoop. Dit is ondertussen achterhaald. Aan kleding en schoenen blijken consumenten online bijna twee keer zoveel uit te geven dan als aan boeken en tijdschriften. Bovendien zijn internetwinkels 24 uur per dag, zeven dagen per week open. Op internet zijn ook sites die zich geheel richten op niches binnen de modebranche. Inmiddels biedt ongeveer een op de vijf modewinkels met een website, de mogelijkheid om online te kopen (inclusief bezorging). Personal & winkel branding in combinatie met sociale media marketing biedt perspectieven!

6. Consumenten maken gebruik van veel verschillende bronnen en oriënteren steeds vaker via internet; Modeverkopers zullen daarom in de toekomst verschillende kanalen moeten inzetten om hun kleding te promoten. De opkomst van social media marketing en digitale televisie maakt het mogelijk kledingstukken direct via internet te bestellen. Dit vereist ook speciale aandacht voor winkel BSC en winkel branding in combinatie met social media marketing.

7. Consument eist transparantie  en persoonlijke integriteit; De consument wil weten wat hij koopt. Transparantie en persoonlike integriteit zijn erg belangrijk. De consument wil geen kleine lettertjes, maar wil weten waar de kleding wordt gemaakt, welke producten zijn gebruikt, of hij er geen allergie van kan krijgen of het brandveilig is en dat er geen kinderarbeid aan te pas is gekomen, etc. Dit heeft met alignment  van persoonlijke brand en winkelbrand te maken en effectieve implementatie van de winkel BSC.

8. Ondernemersbestand vergrijst; Ook in de modebranche zien we een vergrijzing van het ondernemersbestand. Ongeveer één op de drie ondernemers is ouder dan 50 jaar, dit was in 2004 nog maar een kwart. Dit vereist beter, slimmer, anders en efficienter werken op basis van onze unieke en innovatieve TPS, Personal & Corporate BSC, Authentic Personal & Corporate Branding en TPS-Lean Six Sigma methoden en technieken.

Onderscheidend vermogen en passie

In deze masterclass worden concrete methoden en technieken aangereikt om adequaat op deze ontwikkelingen en trends in de mode-industrie in te kunnen spelen. De concurrentie in de mode-industrie is erg groot. In het huidige online, virtule en individuele tijdperk telt het onderscheidend vermogen.  Wat maakt uw kledingzaak uniek en speciaal, en waar bent u in relatie met anderen echt goed in?  Een goede modewinkel zijn is niet genoeg. Hoe doeltreffend ook, met branding van uw winkel alleen bent u er niet. Het gaat vooral ook om de branding van het verkoopteam. Als de winkeldame niet gepassioneerd kan vertellen over een bruidsjurk loopt de klant de winkel uit. Vertelt ze met liefde en passie haar verhaal dan maakt ze een emotionele connectie en bindt ze de toekomstige bruid aan zich. Dat doet ze echter pas als er een balans is en haar personal brand, in lijn ligt met  de brand van de bruidsmodewinkel (zie recente interview Hubert Rampersad in  European Bride And Bridal Buyer).

Branding in de mode-industrie is dus niet langer slechts een zaak voor modewinkels. Ook de verkoopsters in de modewinkel hebben dus elk een personal brand dat ze uniek en speciaal maakt. Zij moeten zich hiervan bewust worden en hun brand effectief managen, teneinde hun klanten gepassioneerd en succesvol te kunnen bedienen en op deze wijze hun salesperformance te verhogen. Dit zal ze helpen actief te groeien en zich te onderscheiden als een uitmuntende sales professional. Hun personal brand moet hiertoe authentiek zijn, wat betekent dat het altijd hun ware karakter moet tonen en het gebaseerd moet zijn op hun droom,  talenten, passie, specialisatie, karaktereigenschappen en dingen die ze met liefde doen. De modewinkel zal succesvol zijn indien er een alignment is tussen de authentieke brand van de winkel en de authentieke brand van de verkoopsters.   De verkoopster zal zichzelf moeten managen en de winkelmanager zal op zijn of haar beurt de verkoopster weer moeten coachen. Als u de klanttevredenheid wilt verhogen moet u eerst de tevredenheid van u medewerkers zien te verhogen. Als medewerkers ongelukkig zijn maakt u uw klanten ook ongelukkig en blijven ze weg. Daartegenover staat dat als beide brands in balans is u slimmer en klantvriendelijker gaat verkopen. Hierdoor zullen zowel de modewinkel als de verkoopsters kopers aantrekken die perfect bij ze passen en  topprestaties leveren. Hiertoe introduceert Hubert Rampersad in deze masterclass een organisch, holistisch en authentiek personal & corporate brandingconcept dat die zich in de praktijk succesvol heeft bewezen. Door het in overeenstemming brengen en synchroniseren van de authentieke personal brand van de medewerkers met de corporate brand kunt u de beste match maken tussen medewerker en organisatie. De kern hier is het op één lijn brengen van de medewerkers met de organisatie, waardoor ze gestimuleerd worden zich te focussen op activiteiten die waarde creëren voor klanten. Deze afstemming is een kans om plezier, passie, toewijding, motivatie en commitment binnen de organisatie creëren. Om meer klanten binnen te halen is het namelijk van essentieel belang dat de passie van de verkoopsters ook in de winkel terug te vinden is. Het heeft ook met de law of attraction te maken (success attract success). Uw eigen passie geeft gepassioneerde klanten en het gaat niet werken als u er zelf niet keihard voor werkt.  U zult een positieve attitude moeten ontwikkelen en uw authentieke personal brand vervolgens moeten gebruiken om een emotionele connectie met uw klanten te maken. Daardoor trekt u meer klanten aan en bent u uiteindelijk in staat om op korte termijn uw salesprestaties sterk te verhogen. Deze masterclass zal u succesvol begeleiden op deze weg en is gebaseerd op Rampersads nieuwe boeken die in vele talen zijn vertaald.  Additionele informatie: a) zijn workshop Personal Leadership Branding at MIT Sloan  b) zijn interview by Marshall Goldsmith in BusinessWeek  c) zijn interview in de prestigeuze Fortune Magazine 

Lof van managementgoeroes uit Amerika voor zijn boeken:

‘Met Personal Branding, leiderschap vanuit Authenticiteit biedt Hubert Rampersad een handboek aan dat hard nodig is voor kenniswerkers. Hij toont ons allen hoe we ons eigen personal brand kunnen ontwikkelen – en minstens zo belangrijk – hoe dit brand overtuigend te communiceren naar de wereld… Ik hou van zijn focus op authenticiteit… Mijn verzoek aan u, de lezer, is – maak dit boek een deel van uw leven. Lees dit boek niet slechts voor zijn “interessante” inhoud. Wees niet tevreden met slechts enkele “aha” momenten. Maak het onderdeel van uw levensplanning – en uiteindelijk deel van uw leven! Wanneer u dit doet kunt u een meer geïntegreerde en succesvolle persoon worden – en uw organisatie beter in staat stellen u te helpen een positief verschil te maken in de wereld!’ –- Uit het voorwoord door Marshall Goldsmith. Auteur van What you got here won’t get you there, een New York Times bestseller, Wall Street Journal #1 managementboek en de winnaar van de Harold Longman Award voor het beste managementboek van het jaar 2007 in Amerika.

‘Hubert Rampersad heeft gevoel voor het ontwikkelen van begrijpelijke concepten voor het analyseren van belangrijke zaken… Het door hem voorgestelde vierfasenmodel biedt een expliciete manier om een gewenste externe identiteit in iets concreets en handelbaar te vormen.Het is een geweldige stap-voor-stapaanpak om uw brand expliciet te maken… De mentale modellen en hun bijbehorende onderzoeksvragen helpen u te onderkennen waar u vandaag de dag staat, zodat u kunt komen waar u morgen wenst te zijn… Dit boek biedt een architectuur om deze ideeën om te zetten in actie’. —Uit het nawoord door Dave Ulrich, Professor of Business, University of Michigan. Co-auteur van het bestselling boek Leadership Brand (Harvard Business Press, 2007).

Werkwijze
Tijdens deze  interactieve leergang staat zelfwerkzaamheid centraal. Via oefeningen en praktijkcases wordt de theorie continu gekoppeld aan uw eigen realiteit. U krijgt tijdens deze training nieuwe inzichten en praktische aanbevelingen die u direct kunt toepassen in uw dagelijkse praktijk.

Doelgroep

Deze training is bestemd voor managers in de mode-industrie die de performance van hun winkel en de  persoonlijke effectiviteit van hun medewerkers willen verhogen alsmede een sterke reputatie en een betrouwbaar imago willen bouwen die ze succesvol willen projecteren op hun klanten.

Wat levert dit programma u op?

Na deze masterclass: 

• Bent u in staat om een sterke authentieke personal en organisatie brand te ontwikkelen en deze op effectieve wijze te implementeren en cultiveren;
• Bent u in staat om op basis van uw personal en organisatie brand positieve percepties en emoties bij anderen betreffende uw uniekheid en onderscheidend vermogen te stimuleren;
• Weet u hoe u uw authentieke brand op consistente wijze naar anderen kunt communiceren en op unieke wijze kunt aangeven waar u voor staat, wat uw toegevoegde waarde is en wat u uniek, anders en speciaal maakt;
• Bent u in staat om uzelf en uw organisatie sterk te positioneren in de markt middels social media marketing technieken.
• Weet u hoe u een vertrouwensrelatie met anderen kunt opbouwen, een emotionele verbinding met hen kunt leggen en hoe u hun verwachtingen en percepties effectief kunt managen;
• Kunt u beïnvloeden hoe anderen over u en uw organisatie denken en u ervaren;
• Weet u hoe u uw authentieke brand op consistente wijze naar uw potentiële klanten kunt communiceren en op unieke wijze kunt aangeven waar u voor staat, wat uw toegevoegde waarde is en wat u uniek en speciaal maakt;
• Bent u in staat een sterke reputatie en een betrouwbaar imago op te bouwen dat u effectief kunt projecteren in alles wat u doet;
• Weet u hoe u uw personal brand in lijn met uzelf kunt brengen en op basis hiervan uw eigen geloofwaardigheid kunt ontwikkelen en uw charisma, betrouwbaarheid en persoonlijke integriteit gunstig kunt beïnvloeden;
• Weet u hoe u op basis van de persoonlijke balanced scorecard en de plan-deploy-act-challenge-cyclus controle over het bewustzijn kunt krijgen, uw effectiviteit en zelfverantwoordelijkheid kunt ontwikkelen en voortdurend nieuwe uitdagingen kunt aangaan en hierdoor gelukkig kunt zijn;
• Hoe u op effectieve wijze een balans tussen werk en privé kunt bewerkstelligen en de kloof hiertussen kunt reduceren; hoe u meer van uw werk kunt genieten en uw vrije tijd effectiever kunt besteden;
• Weet u hoe u op basis van de balans tussen de personal en corporate brand de best fit tussen medewerker en organisatie kunt bewerkstelligen, angst en wantrouwen uit uw organisatie kunt verdrijven en op duurzame wijze voorwaarden kunt scheppen voor meer zelfsturing, zingeving, leren, toewijding, passie en plezier in het werk en innerlijke betrokkenheid; hoe u dus op basis hiervan een klimaat van vertrouwen en warmte in uw organisatie kunt creëren en maximale persoonlijke ontplooiing van medewerkers routinematig kunt bewerkstelligen en hun talenten effectief kunt managen, ontwikkelen en benutten;

Inhoud

Het programma bestaat uit de volgende onderdelen:

• Het authentieke personal branding model;
• Definiëren van uw persoonlijke ambitie, personal brand en Persoonlijke Balanced Scorecard;
• Voortdurende persoonlijke ontwikkeling van uzelf op basis van de Plan-Deploy-Act-Challenge leercyclus;
• Hoe effectieve balans tussen werk en privé, alignment met uzelf (persoonlijke integriteit ontwikkelen) en alignment met uw organisatie (passie en plezier op het werk) creëren.
• Personal branding versus corporate branding
• Balans tussen personal en corporate brand;
• Hoe u een personal brand coach kunt worden;
• Gebruik van de personal en corporate brand coach software.

Doorlooptijd

De duur van deze training omvat 2 dagdelen.

 Studiemateriaal

Boek “Personal Branding, leiderschap vanuit Authenticiteit” (uitgeverij Quist, Leidschendam, 2008)  of  “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand’ (IAP, USA, 2009) of  “Be The CEO of Your Life: The Ultimate Authentic Personal Branding Formula for Standing Out from the Crowd” (Global Vision Publishing, India, 2010) van Hubert Rampersad.

 Uw trainer/coach

Hubert Rampersad

Uw investering

Uw investering in deze  training bedraagt € 950 per deelnemer, incl. 1 uur individuele coaching na de training, certificaat, handout en boek. Investering tweedaagse in-house training  bedraagt € 15000, bij maximaal 30 deelnemers.

Informatie

tpsi@live.com    www.bsa-edu.org

 

Hubert Rampersad’s Workshop Personal Leadership Branding at MIT

Personal Leadership Branding; Be the CEO of your life  

Workshop to MBA students at MIT Sloan as part of the Sloan Innovation Period (MIT Leadership Center, Cambridge/Massachusetts)

By Hubert Rampersad Ph.D. , President  Personal Branding University

Wednesday, October 20^th , 2010 8:30-5:30

Personal leadership branding is the positioning strategy behind the world’s most successful people. It’s therefore important to be your own brand and to become the CEO of your life. Everyone has a personal brand but most people are not aware of this and do not manage this strategically, consistently, and effectively. You should take control of your brand and the message it sends and affect how others perceive you. With an authentic personal brand, your strongest characteristics, attributes, and values can separate you from the crowd. Without this, you look just like everyone else. By way of this unique workshop, Dr. Hubert Rampersad will offer you an advanced breakthrough formula and a new blueprint to build, implement, and cultivate an authentic, distinctive, and powerful personal brand, which forms the key to enduring personal success. Building an authentic personal brand is an evolutionary and organic process and a journey towards a successful life. Your personal brand should emerge from your search for your identity and meaning in life, and it is about getting very clear on what you want, fixing it in your mind, giving it all your positive energy, doing what you love and develop yourself continuously. This workshop provides you a holistic and complete branding framework that will help you to create a powerful, authentic, and memorable personal brand identity that builds a trusted image of yourself and will help you enrich your relationships with others, master yourself, unlock your potential, develop self-esteem, and create work-life balance. By aligning your personal brand with yourself you will also create a stable basis for your trustworthiness, credibility, and personal charisma. By aligning your personal brand with your corporate brand you will create a passionate and happy workforce (employee engagement). This workshop is an experience that will enhance the core of your personal leadership brand. This program is geared toward executives and professionals who wishes to differentiate themselves, set themselves apart from others, position themselves strongly in relation to competitors, and build credibility and a solid reputation in a sustainable way. You will learn how to build and cultivate an authentic personal leadership brand, how to build a strong reputation that is aligned with your dreams and passion, and how to manage yourself as business effectively based on the personal balanced scorecard.

Hubert Rampersad is a leading expert on Authentic Personal Branding and Performance Management. He has a B.S. and M.Sc. in Mechanical Engineering from Delft University and a Ph.D. in Management from Eindhoven University in the Netherlands. He is president/founder at TPS International Inc. and the Personal Branding University in Miami Beach and author of the books “Total Performance Scorecard: Redefining Management to Achieve Performance with Integrity” , “Personal Balanced Scorecard; The Way to Individual Happiness, Personal Integrity and Organizational Effectiveness”,  “TPS-Lean Six Sigma; Linking Human Capital to Lean Six Sigma – A New Blueprint for Creating High Performance Companies”,  “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand”, and “Be The CEO of Your Life: The Ultimate Authentic Personal Branding Formula for Standing Out from the Crowd”, which have been published in 10-22 languages.  He is also a member of Marshall Goldsmith’s prestigious Thought Leader Advisory Board (San Diego), and selected by The Marshall Goldsmith School of Management as one of the 35 distinguished thought leaders in the US in the field of leadership development. His views on branding were published in BusinessWeek and Fortune Magazine. He has conducted presentations, workshops and seminars for leading companies such as: ABN AMRO Bank, Nokia, Philips Electronics, Lucent Technology, and Shell Oil Company. From 1987 on he has been successful as an international management consultant and coach: guiding and training leading organizations in the areas of his professional interest: personal & corporate branding, organizational behavior, organizational learning, performance management, and TPS & Lean Six Sigma (Human Six Sigma). He is currently working through the MIT Leadership Center in teaching a workshop to MBA students as part of the Sloan Innovation Period.

Praise for his book Authentic Personal Branding:

From the book’s foreword by Marshall Goldsmith:

“In Personal Branding, Hubert Rampersad has provided a sorely needed guidebook for knowledge workers. He shows us all how to build our own personal brand – and just as important – how to persuasively communicate this brand to the world… I love his focus on authenticity… My request to you, the reader, is – make this book part of your life.  Don’t just read this book for its ‘interesting’ content.  Don’t be content with a few ‘aha’ moments. Make it part of your life planning – and ultimately part of your life!  If you do, you can become a more integrated and successful person – and better enable your company to help you make a positive difference in our world!”

From the Afterword by Dave Ulrich:

“Hubert Rampersad has a knack for preparing comprehensive frameworks for analyzing important issues… The four stage model that he suggests proposes an explicit way to turn a desired external identity into something concrete and actionable… It’s a wonderful step by step approach to making out desired brand explicit… The mental models and their related investigative questions will help you know where you are today so you can get to where you want to be tomorrow… This book offers an architecture to turn these ideas into action.”

Personal Branding University Suriname
tpsi@live.com  www.bsa-edu.org  www.tua-edu.org

Become a Certified Personal Brand Coach

Become a Certified Personal Brand Coach  

About Our Certification Program

You can become a Certified Personal Brand Coach by attending the Certified Personal Brand Coach Certification Program at our Personal Branding University in Florida. The emphasis is on building, implementing, maintaining, and cultivating an authentic, distinctive, relevant, consistent, concise, meaningful, crystal clear, and memorable Personal Brand, which is in harmony with your dreams, life purpose, values, genius, passion, and with things what you love doing.  The image of your brand is a perception held in someone else’s mind. Successful Personal Branding entails managing this perception effectively and controlling and influencing how others perceive you and think of you. Personal Brand Coaching is based on a holistic and authentic framework, described in Dr. Hubert Rampersad’s new book “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand”  and  “Be the CEO of”your Life”.The Personal Brand Coaching process involves fifteen phases with comprehensive exercises, tools, and activities associated with each phase to be used by Personal Brand coaches to coach others. Our related Personal Branding Software will assist you to execute this process efficiently. This program is being offered online and face to face.

 

Who Should Attend?

 This program is appropriate for coaches and other professionals responsible for life and executive coaching in both public and private organizations. It is geared towards: ·Executive & Life Coaches ·Individuals who provide coaching within a work environment ·Individuals who assist executives and teams implement organizational change ·Executives and managers·Senior business consultants·Anyone who wishes to excel, to be successful in life, to develop their personal brand, personal leadership, deliver peak performance, enhance employee engagement, and enhance sustainable personal and organizational effectiveness. 

   

Program Benefits

 The Personal Branding University recognizes practitioners who have demonstrated proficiency in using its authentic Personal Branding system in ways that are in keeping with the Personal Branding Code of Ethics. The CPBC designation is an indication that you have met the standards our Personal Branding system as evidenced by your past work, knowledge, and Personal Brand coaching skills. It shows that you have demonstrated proficiency in the authentic Personal Branding profession. Participants who receive the CPBC designation must be re-certified every year to maintain the credential. Once you achieve the Personal Brand Coach certification your name will be listed on a registry that is available to potential clients and employers, you will be listed on the Personal Branding University website, and you may display the CPBC designation on your business cards, stationary, and marketing materials. You will also get the ability to set up a successful Personal Brand Coaching practice, networking opportunities with our coaches from all over the world and the ability to conduct Personal Brand Coaching sessions in an international environment.

 

 

 

You will learn how to:

• Build, implement, maintain, and cultivate an authentic, distinctive, relevant, consistent, concise, meaningful, exciting, inspiring, compelling, enduring, crystal clear, persuasive and memorable Personal Brand
• Coach others to do the same
• Coach and facilitate improved behavior in others in a holistic way
• Enhance your effectiveness as a coach and the effectiveness of your clients
• Evaluate and attain your full potential and the potential of your clients
• Coach your clients to utilize their talents effectively
• Develop employee engagement
• Create work-life balance
• Bring about the best fit between employee’s and company’s ambition and brand, and create lasting conditions for self-guidance, commitment, passion, and happiness.

What are the requirements for Personal Brand Coach Certification?

The eligibility requirements to apply through the regular certification process include: ·at least two years experience as coach, consultant or trainer ·completion of the 2-day individual face to face Personal Brand Coaching workshop or completion of eight times two hours online individual training session·4 hours individual coaching (online or face to face)to help you finalize and implement your Personal Brand, after completion of the workshop. Participants will also talk with their instructors by phone or Skype as the coaching experience unfolds.·a detailed description of Personal Brand coaching with at least two clients for a total of 10 hours, performed in a manner that demonstrates the use of the Personal Brand Coaching Framework with attestations from clients.

How will proficiency be assessed?

An applicant’s proficiency will be assessed through a combination of a description of education, experience, testimonials by clients or employers, and a review of documents by qualified reviewers. Reviewers will be professionals from the Personal Branding University who have received training and guidelines for doing the review. The Certified Personal Brand Coach (CPBC) Certification has a validity of one calendar year and can be extended based on the results of an annual audit conducted by the Personal Branding University.

Total Fee: 7500 EURO.

Training location: Amsterdam, Miami Beach, New York, Sao Paulo, Moscow, Jakarta, Aruba, Dubai 

Additional information: a) Dr. Rampersad’s workshop Personal Leadership Branding at MIT Sloan  b) his interview by Marshall Goldsmith in BusinessWeek  c) his interview in  Fortune Magazine  

Email for Registration: tpsi@live.com  

A 4-Point Survival Guide for Turning Personal Financial Crisis into Opportunity

The current financial crisis is driving the world into a global recession. There is no job security anymore. Especially in times of financial crisis you need to be independent, become the CEO of your life and redefine yourself in order to create and attract new creative opportunities. This can be realized successfully according to an innovative four-stage authentic personal branding model, that will be introduced in this article, based on the bestselling book “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand’ (Information Age Publishing, USA, 2009). You can get yourself out of this crisis by re-branding and managing yourself effectively and by building, implementing and cultivating your authentic personal brand according to this model. If you are well branded according to this approach, you will master the financial crisis successfully, smartly save costs, generate new revenues, find it easier to convince others and attract the people and opportunities that are a perfect fit for you.

This new system will help you to actively grow and distinguish yourself as an exceptional professional. Remember what Albert Einstein said: “In the middle of difficulty lies opportunity”. Now is the best time to engage in a meaningful dialogue with yourself and build your personal brand in order to better master the financial crisis with your unique value proposition. This innovative personal branding approach will provide you a roadmap to translate your genius, dreams and aspirations into manageable improvement actions and will help you adjust your market offerings to the different crisis needs of various customer segments. Now during the crisis it is a great time to reposition yourself strongly in relation to your competitors, built a strong reputation, develop an effective image of yourself that you want to project in everything you do, and become more creative and innovative. While some individuals fight for survival, this financial crisis is an excellent opportunity for visionary people who like to differentiate themselves, set them apart from others and create an identity around themselves. This makes it easier for others to remember who they are, become known as a thriving and distinguished professional and improve themselves continuously. They develop their own creative responses to this financial crisis instead of following the standard responses of individuals during a recession. They master the personal financial crisis because they have identified and leveraged their authentic dream, respond to it with passion, know what make them unique, special, different and outstanding, identified their genius, expand their limits based on this, and have faith in themselves and the courage to pursue their dream and personal brand.

Figure 1: Authentic Personal Branding Model (Rampersad, 2009)

Four Points to Master a Personal Financial Crisis

Building an authentic Personal Brand to response to the financial crisis is an evolutionary and organic process. This process consists of the following four phases, which are the building blocks of a strong authentic Personal Brand (see figure 1):

1) Define and formulate your Authentic Personal Ambition; This phase involves defining and formulating your Personal Ambition in an exciting and persuasive manner and making it visible. Your Personal Ambition is the soul, starting point, core intention and the guiding principles of your Personal Brand. It’s the fuel for your brand and encompasses your personal vision, mission, and key roles. It is about developing your self-awareness and identifying yourself and figuring out what your dreams are, who you are, what you stand for, what makes you unique and special, why you are different than anyone, what your values are, and identifying your genius, incorporating an introduced breathing and silence exercise. You are almost twice as likely to accomplish your brand if you write this down. Your Personal Ambition makes your Personal Brand Personal and links this to your values.

2) Define and formulate your Authentic Personal Brand; This phase involves defining and formulating an authentic, distinctive, relevant, concise, meaningful, compelling, enduring, and crystal clear Personal Brand promise, and use it as the focal point of your behavior and actions. First of all, perform a personal SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) and evaluate yourself after using the breathing and silence exercise. This will also make you aware of the signs of the financial crisis in your internal and external environment. The result of SWOT analysis is the definition of your personal life style. This relates to your personal ambition and brand objectives. Your brand objectives entail what you want your Personal Brand to accomplish. You also need to determine your specialization, concentrating on a single core talent. Define your main specific services, your key characteristics your single leading and most powerful attribute. Finally, determine what your audience (domain) is and what their greatest needs are. Your Personal Brand Statement entails the total of your Personal Ambition, brand objectives, specialty, service dominant attribute, and domain. It also includes your Unique Value Proposition. The next step in this second stage is to define your Personal Brand Story (Elevator Pitch), which is the essence of what you want to say about your Personal Brand in order to produce a positive emotional reaction. Finally you should design your Personal Logo, which is a single graphical symbol that represents your Personal Brand.

3) Formulate your Personal Balanced Scorecard (PBSC); Personal Ambition and Personal Brand have no value unless you take action to make them a reality. Therefore the emphasis in this stage is developing an integrated and well balanced action plan based on your Personal Ambition and Personal Brand to reach your life and brand objectives and to eliminate any negative elements. It’s about translating your Personal Ambition and Personal Brand into your PBSC (action). Your PBSC entails your personal critical success factors that are related to your Personal Ambition and Brand and the corresponding objectives, performance measures, targets and prioritized improvement actions to master the crisis and to manage yourself effectively. It is also divided into the four perspectives: internal, external, knowledge & learning, and financial perspectives. Your PBSC translates your Personal Ambition and Personal Brand into manageable and measurable personal objectives, milestones and improvement actions in a holistic and balanced way. Your PBSC is needed to improve and manage yourself continuously based on your Personal Ambition and Brand. It’s an effective tool that you can use to manage and master yourself and monitor your behavior and actions.

4) Implement and cultivate your Personal Ambition, Personal Brand and Personal Balanced Scorecard; Personal Ambition, Personal Brand, and the PBSC have no value unless you implement them to make it a reality. Therefore the next step is to implement, maintain, and cultivate your ambition, brand and PBSC effectively. You have to articulate your Personal Brand with love and passion, be committed to change, and improve your perceived value in the marketplace and yourself continuously. In addition, try to build credibility and become an expert in your field. Get the word out through a variety of media channels, do work you love which is consistent with your Personal Brand and values, gain experience in areas of your brand in which you are weak, promote yourself, market your brand frequently and consistently, make conscious choices about the people you associate with, build a strong network, deliver on your brand promise, and in short live according to your brand promise. To guide you in this process a unique learning cycle called the Plan-Deploy-Act-Challenge cycle (PDAC cycle) have been introduced, which should be followed continuously. This is necessary to let your brand awareness grow gradually. This learning process will help you to become proactive, manage your time effectively, and anticipate on the crisis. The introduced breathing and silence exercises will help you calm down and regain control of your mind and body during the crisis.

This 4-point model forms the key to master the financial crisis effectively. Through this approach you will also be able to make yourself and others happy on an ongoing basis. Please ask for further information about our related master class at: The Personal Branding University;

This article is based on Dr. Hubert Rampersad’s new book “Authentic Personal Branding:  A new blueprint for building and aligning a powerful leadership brand’ (Information Age Publishing Inc, 2009). You may email him at h.rampersad@tps-international.com. Additional information: a) Dr. Rampersad’s workshop Personal Leadership Branding at MIT Sloan  b) his interview by Marshall Goldsmith in BusinessWeek  c) his interview in  Fortune Magazine  

Build Your Business with AUTHENTIC PERSONAL BRANDING and SOCIAL MEDIA MARKETING

2-Day Master Class

In today’s online, virtual, and individual age and in the rapidly evolving world of Internet authentic personal branding and social media have begun playing a leading role. To stay ahead of the game, you need to have a strong personal brand and need to know how to use innovative social media to maximum effect. This master class will guide you to become a powerful authentic personal brand and introduce you to the many opportunities offered by social media.

Authentic Personal Branding is about influencing others, by creating a brand identity that associates certain perceptions and feelings with that identity. A brand identity that is in harmony with your dreams, life purpose, values, passion, competencies, uniqueness, genius, specialization, characteristics, and things that you love doing. Personal Branding is the positioning strategy behind the world’s most successful people, like Oprah Winfrey, Michael Jordan, Donald Trump, Richard Branson, Barack Obama, and Bill Gates. It’s therefore important to be your own brand and to become the CEO of your life. Everyone has a personal brand but most people are not aware of this and do not manage this strategically, consistently, and effectively. You should take control of your brand and the message it sends and affect how others perceive you.

Nobody can ignore Social Media. Whether you are a student, accountant, car dealer or machining manufacturer, Social Media is having an impact on your personal life and business. Clients want individuals and companies they do business with to be engaged with them. If you are an individual or business that has not started to use Social Media, you will not be successful. Social media marketing involves the distribution of content you have created through all kinds of online channels. This content must be in harmony with your personal brand in order to generate interest in your business and service. You will get more business and attract clients by providing valuable content that links to your site and is easily distributed by readers. It’s a way to build links to your site and create a strong personal and corporate brand identity. The key to effective social media marketing is creating the right kind of content that is strongly related to your personal and corporate brand and making it easy to find. It’s an effective strategy to get your content out there, working for you, and attracting the right people and clients.

By way of this unique master class, Dr. Hubert Rampersad will offer you an advanced breakthrough formula to build and cultivate an authentic personal brand, and will show you the many opportunities offered by social media to market your brand effectively. It’s based on his new book “Authentic Personal Branding:  A new blueprint for building and aligning a powerful leadership brand’ (Information Age Publishing, USA, 2009). He is the world’s leading authority on Authentic Personal Branding, bestselling author, keynote speaker, and president at Personal Branding University in the USA. His Authentic Personal Branding concept is currently being used in the Social Media Marketing Class at University of California, Los Angeles. Please klick here to read his interview in BusinessWeek by Marshall Goldsmith. Additional information: a) Dr. Rampersad’s workshop Personal Leadership Branding at MIT Sloan  b) his interview in  Fortune Magazine  

Our 2-day course covers:

• How to Define and Formulate your Dream
• How to Define and Formulate your Personal Brand
• How to Formulate your Personal Balanced Scorecard and enhance your personal effectiveness based on this
• How to Cultivate your Personal Brand and become successful in life
• Alignment with yourself; Developing Personal Integrity
• Alignment with your Corporate Brand
• Introduction to popular social media sites
• Getting started with Twitter, Facebook, Myspace, LinkedIn and other social networking tools
• Hands on with Twitter, Facebook and Linked In
• How do I use social networking effectively
• Determining which sites are most beneficial for you
• Writing content that will draw readers
• The basics of blog and article posting
• Building a strategy for posting your content
• Building Relationships

Who should attend?

This unique program is geared toward executives, professionals and anyone who wishes to position themselves strongly in relation to competitors, build their business effectively, and and build credibility and a solid reputation.

Fee: $ 1495, includes signed copy of the book, seminar documentation, and lunch.  When three or more people from the same company register at the same time, you receive a 10% discount.

REGISTRATION FORM

Fill out the registration form below and mail to tpsi@live.com

Your Name                                        :  ___________________________________________________________

Company/Organization name              : ___________________________________________________________

Phone                                               : ___________________________________________________________

Email                                                : ___________________________________________________________

Celebration of Hubert Rampersad’s New Groundbreaking Personal Branding Book

Be The CEO of Your Life: The Ultimate Authentic Personal Branding Formula for Standing Out from the Crowd

ISBN: 978-81-8220-282-5, Global Vision Publishing House, New Delhi, India, 2009.

Check Rampersad’s recent related interview in BusinessWeek, by clicking on this link.

About the Book

This book offers an advanced breakthrough formula to build, implement, maintain, and cultivate an authentic, distinctive, relevant, and memorable Personal Brand, which forms the key to enduring personal success. This new Personal Branding blueprint entails a systematic and integrated journey towards self-awareness, happiness, and enduring marketing success. If you are branded in this holistic way you will automatically attract success and the people and opportunities that are a perfect fit for you. Hubert Rampersad has introduced an advanced authentic Personal Branding model and practical related tools, that provide an excellent framework and roadmap for building a strong authentic Personal Brand, which is in harmony with your dreams, life purpose, values, genius, passion, and with things what you love doing.

“Hubert Rampersad has provided a sorely needed guidebook for knowledge workers. He shows us all how to build our own personal brand – and just as important – how to persuasively communicate this brand to the world….I love his focus on authenticity. …My request to you, the reader, is – make this book part of your life. Don’t just read this book for its ‘interesting’ content. Don’t be content with a few ‘aha’ moments. Make it part of your life planning – and ultimately part of your life! If you do, you can become a more integrated and successful person – and better enable your company to help you make a positive difference in our world!” — From the Foreword by Marshall Goldsmith. Author of What Got You Here Won’t Get You There, a New York Times bestseller, Wall Street Journal #1 business book and the Harold Longman Award winner for Best Business Book of the Year for 2007. He is recognized by the American Management Association as one of 50 great thinkers and leaders who have impacted the field of management over the past 80 years.

“Hubert Rampersad has a knack for preparing comprehensive frameworks for analyzing important issues.The four stage model that he suggests proposes an explicit way to turn a desired external identity into something concrete and actionable. It’s a wonderful step by step approach to making out desired brand explicit.The mental models and their related investigative questions will help you know where you are today so you can get to where you want to be tomorrow.This book offers an architecture to turn these ideas into action.”— Dave Ulrich, Professor of Business, University of Michigan, and Partner, The RBL Group. Co-author of the bestselling book “Leadership Brand’ (Harvard Business Press, 2007). He was ranked as #1 management educator and guru by Business Week, #2 among management thinkers by Executive Excellence, and listed by Forbes as one of the “world’s top five” business coaches.

CONTENTS

Preface
Author’s Profile
1. Introduction
2. An Authentic Personal Branding Model
3. How to Define and Formulate Your Personal Ambition
4. How to Define and Formulate Your Personal Brand
5. How to Formulate Your Personal Balanced Scorecard
6. How to Implement and Cultivate your Personal Brand
7. Alignment with Yourself
Epilogue
Appendices
References and Recommended Reading
Index

About the Author

Hubert K. Rampersad, B.S., M.Sc., Ph.D. is the world’s leading authority on Authentic Personal Branding, and Keynote Speaker. He is the prominent author of the bestselling books “Total Performance Scorecard: Redefining Management to Achieve Performance with Integrity“, “Personal Balanced Scorecard; The Way to Individual Happiness, Personal Integrity and Organizational Effectiveness”, “TPS-Lean Six Sigma; Linking Human Capital to Lean Six Sigma – A New Blueprint for Creating High Performance Companies”, and “Authentic Personal Branding: A new blueprint for building and aligning a powerful leadership brand”, which have been published in many languages. Dr. Rampersad is member of the Editorial Advisory Board of the journal Training and Management Development Methods (UK), member of the Editorial Advisory Board of the journal Measuring Business Excellence (UK), member of the Editorial Advisory Board of the TQM Magazine (UK), and editorial advisor to Singapore Management Review. He is also a member of Marshall Goldsmith’s prestigious Thought Leader Advisory Board (San Diego), and selected by The Marshall Goldsmith School of Management as one of the 35 distinguished thought leaders in the US in the field of leadership development. His views on happiness in life and work were published two times in BusinessWeek.

Video interview with Hubert Rampersad on Telearuba (Youtube) regarding Authentic Personal Branding

Click on these links to watch the video (5 parts):  Part1  Part  2   Part 3    Part 4   Part 5

Additionele informatie: a) Rampersads workshop Personal Leadership Branding at MIT Sloan  b) zijn interview by Marshall Goldsmith in BusinessWeek  c) zijn interview in de prestigeuze Fortune Magazine 

AUTHENTIC PERSONAL BRANDING

Personal branding is the positioning strategy behind the world’s most successful people. It’s important to be your own brand and to become the CEO of your life. Everyone has a personal brand but most people are not aware of this and do not manage this strategically, consistently, and effectively. You should take control of your brand and the message it sends and affect how others perceive you. With an authentic personal brand, your strongest characteristics, attributes, and values can separate you from the crowd. Without this, you look just like everyone else. By way of this workshop, Dr. Hubert Rampersad will offer an advanced breakthrough formula and a new blueprint to build, implement, and cultivate an authentic, distinctive, and powerful personal brand, which forms the key to enduring personal success (read more).

Building an authentic personal brand is an evolutionary and organic process and a journey towards a successful life. Your personal brand should emerge from your search for your identity, meaning in life, and your dreams (read more). It is about getting very clear on what you want, fixing it in your mind, giving it all your positive energy, doing what you love and develop yourself continuously. He will provide you a holistic and complete branding framework that will help you to create a powerful, authentic, and memorable personal brand identity that builds a trusted image of yourself and will help you enrich your relationships with others, master yourself, unlock your potential, develop self-esteem, and create work-life balance. By aligning your personal brand with yourself you will also create a stable basis for your trustworthiness, credibility, and personal charisma. By aligning your personal brand with your corporate brand you will create a passionate and happy workforce (Reinforcing Employee Engagement). This event is an experience that will enhance the core of your personal brand. It’s geared towards students, executives, and professionals who wishes to differentiate themselves, set themselves apart from others, position themselves strongly in relation to competitors, and build credibility and a solid reputation in a sustainable way.

Dr. Hubert Rampersad is an Authentic Personal Branding Pioneer, founder of the Business School of the Americas (www.bsa-edu.org), and president at TPS International Inc. in Miami, Florida  He holds a PhD, MSc and BSc from leading Dutch universities; a PhD in Management the Eindhoven University of Technology in the Netherlands and a MSc. in Robotics at Delft University of Technology. He is the prominent author of the bestselling books “Total Performance Scorecard: Redefining Management to Achieve Performance with Integrity ”  ,”Personal Balanced Scorecard; The Way to Individual Happiness, Personal Integrity and Organizational Effectiveness “, “TPS-Lean Six Sigma; Linking Human Capital to Lean Six Sigma – A New Blueprint for Creating High Performance Companies “,  “Authentic Personal Branding: A new blueprint for building and aligning your brand “, and “Be The CEO of Your Life: The Ultimate Authentic Personal Branding Formula for Standing Out from the Crowd“, which have been published in 15-20 languages. His books have been endorsed by Professor Paul Bracken (Yale School of Management), Professor Dorothy Leonard (Harvard Business School), Professor Marshall Goldsmith (Harvard Business Press, New York Times, and Wall Street Journal bestselling author), Professor Dave Ulrich(University of Michigan, Harvard Business Press bestselling author), and many other leading management gurus in the US. Dr. Rampersad is member of the Editorial Advisory Board of the journal Training and Management Development Methods (UK), member of the Editorial Advisory Board of the journal Measuring Business Excellence (UK), member of the Editorial Advisory Board of the TQM Magazine (UK), and editorial advisor to Singapore Management Review. His views on happiness in work-life and on personal branding were published in Fortune Magazine and BusinessWeek  (read also). He has conducted presentations, workshops and seminars for leading companies such as: Nokia, Philips Electronics,  ABNAMRO Bank, and Shell Oil Company. He conducted a workshop at MIT Sloan (MIT Leadership Center) on Personal Leadership Branding to MBA students as part of the Sloan Innovation Period. From 1987 on he has been successful as an international management consultant and coach: guiding and training leading organizations in the areas of his professional interest: personal & corporate branding, personal management, organizational behavior, organizational learning, performance management, TPS & Lean Six Sigma, organizational transformation, and leading complex change. Dr. Rampersad can be reached at tpsi@live.com His Linkedin profile can be viewed at this link. His recent articles on personal branding in Brandchannel: Reinforcing Employee Engagement  and  Authentic Personal Branding  

Endorsements:

“In Authentic Personal Branding, Hubert Rampersad has provided a sorely needed guidebook for knowledge workers. He shows us all how to build our own personal brand – and just as important – how to persuasively communicate this brand to the world… I love his focus on authenticity… My request to you, the reader, is – make this book part of your life.  Don’t just read this book for its ‘interesting’ content.  Don’t be content with a few ‘aha’ moments. Make it part of your life planning – and ultimately part of your life!  If you do, you can become a more integrated and successful person – and better enable your company to help you make a positive difference in our world!” – Marshall Goldsmith is Author of What Got You Here Won’t Get You There, a New York Times bestseller, Wall Street Journal #1 business book and the Harold Longman Award winner for Best  Business Book of the Year for 2007. He is recognized by the American Management Association as one of 50 great thinkers and leaders who have impacted the field of management over the past 80 years.

 “Hubert Rampersad has a knack for preparing comprehensive frameworks for analyzing important issues… The four stage branding model that he suggests proposes an explicit way to turn a desired external identity into something concrete and actionable… It’s a wonderful step by step approach to making out desired brand explicit… The mental models and their related investigative questions will help you know where you are today so you can get to where you want to be tomorrow… This book offers an architecture to turn these ideas into action.” – Dave Ulrich is Professor of Business, University of Michigan, and Partner, The RBL Group. Co-author of the bestselling book “Leadership Brand’ ( Harvard Business Press, 2007). He was ranked as #1 management educator and guru by Business Week, #2 among management thinkers by Executive Excellence, and listed by Forbes as one of the “world’s top five” business coaches.

Foreword Total Performance Scorecard by Harvard Business School Professor Dorothy A. Leonard

“Total Performance Scorecard; Redefining Management to Achieve Performance with Integrity “  By Dr. Hubert Rampersad (Butterworth-Heinemann Business Books, Elsevier Science, Massachusetts, May 2003).

Foreword by Dorothy A. Leonard, The William J. Abernathy Professor of Business Administration, Harvard Business School, Boston.

Ask any manager what the primary assets of her organization are and the answer is usually “people.” We are far removed from the days when an employee checked his brains at the door at the same time he removed his overcoat. We recognize that the tacit (unarticulated) dimensions of knowledge in a person’s head may be as vital to achieving the organization’s goals as are the explicit, codified forms of knowledge that have been built up over time^.i In fact, who is not a “knowledge-worker” in the developed world? Farmers possess the most sophisticated knowledge of seeds and seasons. Steel workers run highly computerized machinery. Custodial staff can make fine distinctions in types of stains and cleaning materials. The know-how possessed by anyone who has been doing certain tasks for long enough to build up a repertoire of experiences can be extremely valuable to the organization for whom he works.

On the other hand, ask any manager how she spends most of her time, even in very technically oriented organizations, and the answer is usually “handling people problems.” This term covers everything from highly egotistical, self-centered behavior by “prima donnas” who can’t work in teams, to alcoholism or other personal problems that lower productivity, to ingenious modes of resistance to change and unwillingness to share knowledge. Managers have always faced the dual challenge of exploiting individual knowledge and skills for the benefit of the organization while demonstrating appreciation for those employee contributions so as to motivate continued productivity. However, in recent decades, the need both for employee generosity in sharing individual intelligence and for managerial sophistication in rewarding employee effort has intensified.

Today’s organizations are generally running very, very lean and in the throes of great environmental change. Therefore, they need innovation and employees who cannot only bend with change but thrive on it. In particular, perhaps more than ever before, organizations today desire two abilities in their employees: (1) rapid learning, and  (2) creativity. Organizational leaders cannot expect to inspire those skills merely by demanding them. Rather, leaders need to develop considerable insight into how and why people learn and into what stimulates creativity. Let us consider each in turn. First, learning. Business organizations no longer represent lifelong commitments for most employees. Rather, today’s knowledge workers are free agents, typically carving out two or more careers in life and with the expectation that they will work in multiple organizations during their work life. Employees, therefore, are preoccupied with gaining skills from employment and increasing their own value in their chosen field, not just in their organization. Fortunately for organizational leaders, humans do have a strong need for community; we are social animals and in general like to learn with and from others. Therefore, managers can link individual identity to corporate brand, individual aspirations to business goals, and individual learning objectives to needed organizational capabilities. But such linkages have to be individually forged, and with the full understanding that when you hire someone today, you hire the whole person—personal aspirations included. This is the good news and the bad news. It is good because a person whose personal learning goals are aligned with those of the organization are likely to be fully engaged and highly productive.

It is bad because people are not always clear about their own objectives and even if they are, managers are not always able to align employees’ personal goals with organizational needs. Ambiguity leads to frustration. Moreover, managers often mistakenly equate learning with formal training sessions. But we do not gain know-how through reading manuals, observing PowerPoint slide presentations, or attending training lectures. From such sessions, we can certainly obtain useful mental frameworks and armatures (know-what) to which we attach knowledge. However, we learn deep skills from practice and experience—and gaining experience takes time. Job rotation helps, as does assignment to cross-functional project teams, but the best managers also regard themselves as coaches and teachers. Coaches use a variety of approaches, from one-way directives to joint problem solving, but the more that the learner is guided through experience, the more lasting is the knowledge^.ii . Organizations whose leaders regard the provision of guided experience as essential, and development of people as one of the primary responsibilities of all managers—one for which they are held accountable in job evaluations—have a competitive advantage.

It is also in the power of leaders to inspire more creativity in the groups they lead^.iii As noted earlier, an employee’s identity in today’s world is unlikely to be tied long term to an organization; therefore, managers have to create loyalty and commitment not through patronizing (the organization will take care of you) but through providing an interesting and exciting place to work. Creativity cannot be managed or controlled, but it can certainly be nurtured or killed. In the search for meaning to their lives, people find great satisfaction in having created something—a product, a service, an innovation that leads to improved conditions for someone. Too often we do not make the link between what an individual is doing on a daily basis and some larger purpose. Most people do not spring out of bed in the morning, eager to make 10% more for the stockholders of their company. That is too abstract a goal, directed toward unknown individuals (and financial gain for someone else is an unlikely aspiration)! Even personal financial gain may not be enough of a motive. Research shows that individuals are motivated best by a combination of intrinsic motives (I enjoy doing this for some personal reason) and extrinsic ones (doing this gains me more recognition or more financial security). Therefore, leaders who can provide both intrinsic and extrinsic motives for their employees are more likely to retain them and their valuable knowledge.

Unfortunately, there are serious barriers to both learning through experience and to creativity today. A primary one is time constraints. Information can be delivered at huge speed (the old analogy to drinking from the firehose) and people can be thrown into a situation to “sink or swim,” but know-how takes time to develop. Time pressures, recent research in multiple organizations shows, inhibit creativity^.iv Another constraint is managerial lack of understanding of basic human behavior. We need leaders who have enough life experience to understand, for example, what motivates people, the best forms of interpersonal communication, and the human inclination to interpret intellectual or positional disagreements as interpersonal attacks. Managers who have a sophisticated understanding of human psychology and who know how to use it in the workplace are more likely to have an innovative employee base. In this book, Hubert Rampersad has amassed and synthesized a huge amount of material written on these and related topics. The book serves as a practical guide, in that there are numerous exercises and business illustrations. However, it is also an extensive reference guide to many other works on management if the reader wishes to delve more deeply into any of the singular bodies of knowledge that the author has brought together into the Total Performance Scorecard.

Professor Dorothy A. Leonard

The William J. Abernathy Professor of Business Administration, Harvard Business School, Boston

ⁱ See Dorothy Leonard. Wellsprings of Knowledge: Building and Sustaining the Sources of Innovation. Boston: Harvard Business School Press, 1995, 1998.

ⁱⁱ See Dorothy Leonard and Walter Swap. “The Value of ‘Been There, Done That.’”In F. Hesselbein, M. Goldsmith, I. Somerville (eds.), Leading for Innovation and Organizing for Results. San Francisco: Jossey-Bass, 2001, pp. 165–176.

ⁱⁱⁱ See Dorothy Leonard and Walter Swap. When Sparks Fly: Igniting Creativity in Groups. Boston: Harvard Business School Press, 1999.

iv See Theresa Amabile, Constance N. Hadley, and Steven J. Kramer. “Creativity Under the Gun.” Special Issue on The Innovative Enterprise: Turning Ideas into Profits. Harvard Business Review 80, no. 8 (August 2002):52–61.