People are talking about you behind your back. Everyone is doing it: Your friends. Your co-workers. Your management. People you don’t even know! What are they saying? (What? You don’t know?!!)

Whether you like it or not, your name has a brand attached to it. Like Jeff Bezos (you know, the CEO of a tiny company called Amazon with a VERY strong brand) says, “Your brand is what people say about you when you’re not in the room.” Here’s the kicker though—you can't control your brand. It’s what OTHER PEOPLE think, say, and feel about you.

However, you CAN craft and control your story. Your story is the thing that leads to your brand. If you don’t tell people the story you want them to repeat about you—they'll absolutely make one up for you, and without your input.

You probably spend a lot of time working to ensure your reputation is solid, but how much time do you spend thinking about how that work is perceived? Once you understand the world’s perception of you, you can craft the story and spin the tale you want to be told about you.

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