Drive top performance and more rapidly achieve your next career milestone with a message you can deliver with conviction.
In healthcare, patient histories and testing help us define and refine treatment plans. Similarly, in executive personal branding, unique brand stories and testing help us define and refine key brand collateral, including our bespoke “transformation statement.”
Executive personal branding is at the fore because healthcare leaders who know their purpose deeply—and can effectively talk about it with others—are better positioned to deliver top performance and more rapidly achieve their next career milestones. When you do executive personal branding and excavate the transformation you are uniquely able to nurture, you’ll be better poised to give an incredibly effective all-staff presentation or TED Talk, get promoted into your dream job, achieve a board seat or even attract more of the right-fit clients that rave about your service.
We’ve previously posted on the Revealing Genius blog about how to develop a transformation statement—a carefully constructed sentence that encapsulates the essence of your personal brand. Today, let’s take a deeper dive into the key steps you can take to test and refine your statement, also known as an “elevator pitch,” or 30-second commercial or positioning sentence.
Testing and refining to affirm the transformation statement and all elements of brand collateral developed in the time-proven Excavate–Tell–Affirm™ is the final step in the executive personal branding process from Revealing Genius. This takes your brand to the next level, where you’ll be able to use it with conviction because you feel in your bones that it meaningfully expresses what you do singularly best in the world.
A Quick Review of Transformation Statement Development
Just as healthcare professionals listen actively to patients as they describe their unique medical stories, Revealing Genius listens actively to leaders as they tell their unique brand stories. Telling brand stories typically leads to an all-but-perfect transformation statement as this simple but effective formula gets filled in:
I <action word> <my beloved avatar> how to <do what they want to accomplish> so that they can <have the result/transformation>.
As an example, here are two iterations of the transformation statement of Revealing Genius:
1. To guide healthcare leaders to clearly identify what they do and why, so they become recognized for their brand value and swiftly achieve the fulfillment they deserve in their careers.
2. To guide healthcare leaders to purposely identify and articulate their brand value so they become recognized experts and rapidly achieve the next milestones in their careers.
A transformation statement isn’t done, though, until the leader has time to try it on.
Testing Your Transformation Statement During Executive Personal Branding
The first step in testing your transformation statement is to say it out loud to yourself over and over. Does it resonate? Then try it out with a trusted inner circle of family, friends and colleagues. What is their reaction? Does it perfectly fit who you are and what you stand for?
An important next step is to refine your transformation statement with a trusted business network. One option is to take our new online course or join our 7-Day Summit, during which participants help each other refine their elevator pitches by reflecting on such questions as the following:
• Does the action word in your statement make sense? (And is it truly “active”?)
• Can I form a clear picture in my mind’s eye of your “beloved avatar,” the person you most want to serve?
• Is “what you want to accomplish” crystal clear?
• Is the transformation only you can make happen specific enough?
• Overall, does the statement create an emotive response?
Online course and Summit participants also get access to an unlimited number of complimentary monthly Zoom calls to continue to test and refine their statement with a live group.
To see how this works, try answering each of these questions about this sample transformation statement:
“I teach state and federal policymakers whose decisions impact vulnerable populations how to effectively evaluate new healthcare initiatives so they can implement the best solutions for mental health patients.”
Learn how to define and refine your transformation statement as part of the Excavate–Tell–Affirm executive personal branding process from Revealing Genius by signing up for our complimentary Excavate Your Brand webinar or invest in the newly released online course or our 7-Day Summit. To accelerate the process, we provide 1:1 executive coaching options too.
