Hint: it doesn’t start with wordsmithing
In the dense forests of Northern California stands Hyperion, the tallest known living redwood tree, reaching a breathtaking 380 feet into the sky. What’s less visible—but equally impressive—is the vast underground root system that supports its height. While redwoods don’t have deep taproots, they survive by intertwining their roots with other redwoods, forming a wide, resilient network that keeps them grounded and upright.
This is the metaphor we invite you to consider as you think about how to communicate your own transferable skills and leadership genius: it’s not about towering over others or blending into the canopy. It’s about rooting into your unique value with clarity, conviction, and connection—so you can rise without toppling, thrive without apology, and serve without shrinking.
If you’re a C-Suite executive, senior leader, business owner, or founder facing a pivot (planned or unplanned), launching something new, or simply trying to find your next peak, this newsletter is your compass. You’ll learn how to position your strengths without sounding salesy, how to overcome imposter syndrome (everyone has it!), and why every summit starts at the base—with strong roots and a clear declaration of who you are.
The Power of Positioning and Messaging: Ground First, Then Rise
Most senior leaders don’t struggle with communicating the essence of their personal brands because they lack experience, intelligence, or vision. They struggle because they’ve spent so much time doing the work, they haven’t made the time to step back to message the work. Many of my clients tell me that when it comes time to reposition, pitch, or pursue something new, they either sound “too vague, too verbose or too self-promotional—and none of them land very well.”
The antidote? Clarity. And clarity doesn’t start with wordsmithing—it starts with your roots. It starts with what we call a Brand Declaration (BD)—a bold, precise articulation of who you are, what you stand for, and how you lead.
Your BD has three essential parts:
- Your Purpose (2-3 words): The unshakeable core of why you exist to serve.
- Your Why: The place where you’re best in the world and the transformation you create when you’re operating from your inherent strengths, your unique zone of genius.
- Your Hows: Your leadership filters—your non-negotiable floor for how you show up that enable you to say no gracefully to things that no longer serve you and to lean into what truly lights you up.
When rooted in this clarity, your message writes itself. You’re no longer explaining what you’ve done—you’re expressing who you are and how you lead. You’re not asking for validation—you’re extending an invitation to work with someone extraordinary: you.
Please, before you do your TEDtalk or commencement speech, write a book, submit your CV/resume, redesign your website or revise your LinkedIn (you get the picture!), start here. This is your messaging bedrock, your personal brand GPS.
Lessons from the Summit: What Past Climbers Know That You Might Forget
Talk to any accomplished climber—or executive who’s made a bold leap—and they’ll tell you: what gets you to one summit won’t always get you to the next. In fact, every ascent begins with a descent: letting go of old mindsets, outdated narratives, and overly humble language that no longer fits.
If you’re a C-suite leader leading transformative change or pivoting industries or a founder who just sold a company, the temptation is to lead with the safe stuff: years of experience, titles held, metrics achieved. But the truth is, people don’t buy your resume—they buy your relevance. They want to know what you know how to do now, in today’s climate, with today’s teams, tools, and challenges.
That’s where transferable skills come in—but only if they’re positioned properly.
You have to translate them, not just list them. You’re not saying, “I ran ops for a $100M healthcare startup.” You’re saying, “I translate chaos into structure. I scale ideas into impact. I honor and involve people to transform cultures.” See the difference? One tells your history. The other is an introduction to tell your story.
And here’s the thing most summiters know: you have to tell the story before someone else does. Because if you don’t define your brand, the market will do it for you—and yikes, they’ll likely get it wrong or it will get lost in a sea of sameness.
That’s why you need a Brand Declaration. It’s your line in the sand and your launchpad. When done right, it becomes the backbone of your:
- New role, new mandate, or new leadership chapter
- New business or brand launch
- LinkedIn, website, CV, or bio refresh
- Messaging for pitches, media, speaking, book outline or interviews
Before you go to market with any asset, get your narrative straight. Not just the story of what you’ve done, but the story of who you are becoming and the why that drives you.
Overcoming Self-Doubt: The Confidence to Claim Your Genius
Let’s talk about the elephant in the boardroom: Imposter Syndrome. You’d be surprised how many high-level leaders whisper the same fear: “What if I’m not really that good?” or “Who am I to say I’m the best in the world at this?”
The truth? If you’re asking those questions, you’re probably more self-aware—not less. And if you’re hesitating to claim your unique edge, it’s not because you don’t have one—it’s because you haven’t yet rooted into it with words that resonate.
So let’s get real. You don’t need more credentials. You need more conviction.
The fastest way to quiet the inner critic is not to shout louder—but to get still, to ground, and to write your Brand Declaration. The process of naming your purpose, why, and hows forces you to get intimate with your brilliance—without embellishment, without bravado. Just truth.
And once you see that truth on paper? You’ll stop shrinking. You’ll stop second-guessing. And you’ll start leading—and messaging—with the kind of clarity that attracts the right people who give you energy, and detracts those that simply aren’t a right fit.
As redwoods show us: power doesn’t come from shouting above the canopy. It comes from rooting into the earth—and rising together.
Ready to Get Grounded and Grow?
If your voice has gone quiet… if your confidence has wobbled… if your message feels off… you’re not alone.
You just need to get grounded again. You need to draw a line in the sand, put down roots, and rediscover what you were always here to do. That’s the starting point.
That’s why we created the Brand Declaration (BD) Summit, a guided experience for high-achieving leaders like you. In less than one week (just one hour each day), you’ll reclaim your sea legs, your clarity, your confidence, and your conviction.
Inside, you’ll craft your Brand Declaration—from scratch, with expert guidance—and use it to:
- Lead and communicate from your zone of genius
- Launch or reposition your business or career
- Rebuild your message from the ground up
- Make moves, decisions, and connections that feel 100% aligned
You’ll experience live group facilitation to spark momentum and private follow-on coaching to lock it in. This hybrid model is the secret sauce that makes the BD Summit more effective than anything you’ve tried before.
The next cohort kicks off June 5. Don’t wait to get your roots in the ground.
Enroll in the BD Summit now. Let us help you rise like Hyperion—grounded, clear, and connected to the people you’re here to serve.
Because the world doesn’t need a louder you.
It needs a clearer you.
Let’s begin.
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