FAST-TRACK TIP NO. 3: GET COMFORTABLE BEING A BRAND

Earlier in the book, I discussed how important it is to think of yourself as a brand. You are a leader with a reputation you can leverage. Barbara Lynch, the chef and businesswoman extraordinaire whom you met in Chapter 4, was like many leaders I’ve met; initially she wasn’t the least bit comfortable being a brand. Her company was originally called Number 9 (after her first restaurant, No. 9 Park), and she worked for two years to decide on a new brand identity. Lynch says that “I finally had to admit to myself that I needed a comfort level with being the brand myself.”

Today Lynch has embraced the idea of being the brand. That started when she worked up the courage to put her name on the company. ...

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