2. EXTRACT The Reach™ 1-2-3 Success! Process

3. You Are a Gem EXTRACT

4. Extract Phase Elements Peers Target Audience You Your Brand

5.  Internal Perspective  External Perceptions Let’s Start With YOU You

6.  Internal Perspective Know Yourself You

7. Time Line – Events that Moved You Birth Today x

8. Turn Your Goals into GOLD

9. Goals Give Your Brand Direction

10.  Specific  Measurable  Attainable  Relevant  Time-frame specific Goals Must Be SMART S M A R T

11. “As long as you are going to be thinking, you might as well think big. ” Donald Trump

12. How Does it Read? x

13. Three Techniques to Get You There  The Three R’s  Kaizen  The Buddy System  The Three R’s  Kaizen  The Buddy System

14. The Three R’s of Goals  Regularly…  Read  Review  Revise  Regularly…  Read  Review  Revise

15. Kai-zen  Continuous improvement

16. The Buddy System

17. Get to Know Your VPs

18. The VPs of Brand YOU  Vision  Purpose  Values  Passions  Vision  Purpose  Values  Passions

19. Vision and Purpose  How you see the world could be  Your role in making your vision a reality  How you see the world could be  Your role in making your vision a reality x

20. Vision Concept  Peace  Justice  Creativity  Excellence  Communication  Peace  Justice  Creativity  Excellence  Communication  Equality  Love  Faith  Relationships  Community x

21. Guided Imagery  Rocking Chair  Funeral  Airport  Rocking Chair  Funeral  Airport x

22. Purpose Actions  Which action verbs appeal to you? x

23. Values – What Angers You? 1. What values or principles impact you in this manner? 2. Do you currently act on these principles? 3. Can you imagine at least 3 times when you felt very proud? Are the principles that you listed above evident in these examples? If not, did this stimulate some additional principles to add to your list? 1. What values or principles impact you in this manner? 2. Do you currently act on these principles? 3. Can you imagine at least 3 times when you felt very proud? Are the principles that you listed above evident in these examples? If not, did this stimulate some additional principles to add to your list? x

24. Values Selection  Which values speak to you? x

25. Passions – Driving Interests 1. What excites you most in the world? 2. What angers you most in the world? 3. If you could teach others about what most excites you, what would you teach? 4. If you could teach others about what most angers you, what would you teach? 5. How can you use what excites you most to change or affect what angers you most? List 3-5 ways. 6. What would make you spring out of bed at 6:00 am on a Saturday morning? 7. What cocktail party conversation do you find the most interesting? 1. What excites you most in the world? 2. What angers you most in the world? 3. If you could teach others about what most excites you, what would you teach? 4. If you could teach others about what most angers you, what would you teach? 5. How can you use what excites you most to change or affect what angers you most? List 3-5 ways. 6. What would make you spring out of bed at 6:00 am on a Saturday morning? 7. What cocktail party conversation do you find the most interesting? x

26. BREAK

27. Memory Story  Vision  Foundation  Three steps  Madonna  Three Cs  Emotion  Vision  Foundation  Three steps  Madonna  Three Cs  Emotion  Map  Starbucks  Six  Pyramid  Web address  Photograph

28. Perception IS Reality

29.  External Perceptions Know Yourself You

30. Supportive Colorful Honest Creative Smart Funky Reliable Adventurous Irreverent Sassy Caring Stubborn Funky Driven Outrageous StressedOut Bold External Perceptions Leader-like

31. Generous Humble Courageous Pioneering Sophisticated Successful Composed International Rugged Heroic Hard working Prolific Connoisseur Eccentric Renaissance- man Strong Brands Are Easily Recognizable

32. There are no limits to what I can do. Innovative Bold Maverick Risk Taker Successful Competitive Boundless Richard Branson – The Intrepid Brand

33. Empathetic International Leader Great Communicator Contemporary Almost Approachable I Want To Do What is Right (Left) for America and for the World. DishonestUntrustworthyPhilandering Bill Clinton – The Charismatic Brand

34. www.reachcc.com/360reach

35. 1 Big Picture Assessment

36. Questions  Were you happy with the number of responses you received?  How did the process make you feel?  Why do you think you felt that way?  How do you feel about the overall results?  Were you happy with the number of responses you received?  How did the process make you feel?  Why do you think you felt that way?  How do you feel about the overall results?

37. 2 Category of Respondent

38. Process  Group the results into the different groups by respondent category  Is there consistency within each group?  Is there consistency among the various groups  Where is there congruence and where is there none?  Group the results into the different groups by respondent category  Is there consistency within each group?  Is there consistency among the various groups  Where is there congruence and where is there none?

39. 3 Consolidated Data

40. Process  Look through the summary for adjectives that are congruent  Group under a common heading  Change the scoring to reflect the consolidation  Identify those with the highest score and those that correlate well with the rest of the data  Identify emotional and rational attributes  Look through the summary for adjectives that are congruent  Group under a common heading  Change the scoring to reflect the consolidation  Identify those with the highest score and those that correlate well with the rest of the data  Identify emotional and rational attributes

41. Attribute Consolidation  Intelligent (12)  Intelligent  Bright  Cheerful (8)  Honest (16)  Honest  Sincere  Confident (8)  Honest (16)  Honest  Sincere  Confident (8)  Supportive (19)  Caring  Helpful  Supportive  Enthusiatic (9)  Enthusiastic  passionate  Supportive (19)  Caring  Helpful  Supportive  Enthusiatic (9)  Enthusiastic  passionate  Accessible (8)  Leader-like (8)  Leader  Entrepreneur  Enterprising  Accessible (8)  Leader-like (8)  Leader  Entrepreneur  Enterprising = emotional

42. Your Actions  Based on your goals:  Which attributes are going to be most valuable?  Which will get in your way?  Which are compelling to your target audience?  Which can you more consistently inject into your brand environment?  Based on your goals:  Which attributes are going to be most valuable?  Which will get in your way?  Which are compelling to your target audience?  Which can you more consistently inject into your brand environment?

43. Projective Exercises Explained  The two projective exercises (car and breakfast cereal) are included to:  Provide richer data (more detail beyond just attributes)  Validate input provided in the attributes and strengths and weaknesses section  The two projective exercises (car and breakfast cereal) are included to:  Provide richer data (more detail beyond just attributes)  Validate input provided in the attributes and strengths and weaknesses section

44. 4 Value Assignment

45. Process  Look at the positive and negative aspects of each attribute  Document the pluses and minuses associated with each  Think about which of these are most the target audience and differentiating from the competitors  Look at the positive and negative aspects of each attribute  Document the pluses and minuses associated with each  Think about which of these are most the target audience and differentiating from the competitors + -

46. Attribute Consolidation  Intelligent (12)  Intelligent  Bright  Authentic (10)  Genuine  Credible  authentic  Honest (16)  Honest  Sincere  Confident (8)  Honest (16)  Honest  Sincere  Confident (8)  Supportive (19)  Caring  Helpful  Supportive  Enthusiatic (9)  Enthusiastic  passionate  Supportive (19)  Caring  Helpful  Supportive  Enthusiatic (9)  Enthusiastic  passionate  Accessible (8)  Leader-like (8)  Leader  Entrepreneur  Enterprising  Accessible (8)  Leader-like (8)  Leader  Entrepreneur  Enterprising = emotional

47. Value from The Target Audience Perspective  Who is your target audience?  What do they value?  Which attributes differentiate you?  Who is your target audience?  What do they value?  Which attributes differentiate you?

48. 5 Self-assessment Comparison

49. Your Self-Identified Attributes  Adventurous  Ambitious  Authentic  Creative  Enterprising  Generous  Humorous  Intelligent  Intuitive  Successful  Adventurous  Ambitious  Authentic  Creative  Enterprising  Generous  Humorous  Intelligent  Intuitive  Successful Items in red indicate that these are also primary attributes identified by respondents.

50. Attributes In your strengths

51. Attributes Cont’d In your Self identified strengths

52. 6 Prioritizing Results

53. Team Role Your Input Focus on others

54. BREAK

55.  Understand your target audience and key influencers Your Target Audience

56. Define Your Target Segment  Just embarking on career  Entrepreneur defining niche  Just embarking on career  Entrepreneur defining niche Target Audience x

57.  Demographics  Age range  Gender  Career/job position/title  Income  Location/geography  Education Know Your Target Audience Target Audience x

58.  Psychographics  What do they do in their spare time  What do they like to read?  What movies or TV shows do they watch?  What do they do for vacation?  What are their professional activities outside of work?  What are their key needs in life?  What are their key personality similarities? Know Your Target Audience Target Audience x

59. Focus.

61. Andrew, IT Director  Goal: Chief Technology Officer in financial services firm  CEOs Financial Services firms  CTOs, Technology Executives and Tech Professionals  Financial Services Industry Professionals  Goal: Chief Technology Officer in financial services firm  CEOs Financial Services firms  CTOs, Technology Executives and Tech Professionals  Financial Services Industry Professionals

62. Angelie – Marketing Manager  Goal: Head of Philanthropy  Current head of philanthropy and those in the org  Professionals in corp social responsibility  Cause marketing professionals  Goal: Head of Philanthropy  Current head of philanthropy and those in the org  Professionals in corp social responsibility  Cause marketing professionals

63. Ellen – Life Coach  Goal: The leading life coach dealing with women returning to the workforce  Leading women executives  Woman who have taken time off to have children  HR managers involved in diversity  Women in professional associations  Goal: The leading life coach dealing with women returning to the workforce  Leading women executives  Woman who have taken time off to have children  HR managers involved in diversity  Women in professional associations

64. Randall, Executive Assistant  Goal: senior marketing manager, healthcare  All marketing executives  Leaders in marketing led companies  Senior staff in healthcare companies  Goal: senior marketing manager, healthcare  All marketing executives  Leaders in marketing led companies  Senior staff in healthcare companies

65. Jean-Pierre, CFO  Goal: CFO in large multinational company (with major presence in Europe)  CEOs in large, international companies  Senior IT leaders  Goal: CFO in large multinational company (with major presence in Europe)  CEOs in large, international companies  Senior IT leaders

66. Philip – Communications Consultant  Goal: The leading communications consultant focused on international communications  PR execs in global companies  HR training directors in global companies  Business Communicators  Consultants who focus on other aspects of communication  Goal: The leading communications consultant focused on international communications  PR execs in global companies  HR training directors in global companies  Business Communicators  Consultants who focus on other aspects of communication

67.  What’s the same?  What separates you? Know Your Peers/Competitors Peers x

68. Understanding Your Peers  Current peers  Others with similar goals  Current peers  Others with similar goals x

69. To Be Outstanding, Stand Out.

70. Understanding Your Differentiation  Test with target audience  Ensure consistency of message  Don’t change your colors  Test with target audience  Ensure consistency of message  Don’t change your colors

71. What Do You Offer?  Make it proprietary  What do you do?  How do you do it?  You are not your job title  Take a stand  Describe it in terms of value or solving a challenge  Make it proprietary  What do you do?  How do you do it?  You are not your job title  Take a stand  Describe it in terms of value or solving a challenge x

72. Quadruple Venti, half caf, iced, non-fat, carmel Macchiato  If it not unique, it’s a commodity

73. Administrative Assistant  Work for the head of engineering  Keep track of and support a team of 12 dynamic engineers so that they can be productive  Support engineering leaders to deliver new products by managing their administrative tasks so they can focus on what they do best  Work for the head of engineering  Keep track of and support a team of 12 dynamic engineers so that they can be productive  Support engineering leaders to deliver new products by managing their administrative tasks so they can focus on what they do best

74. Marketing Account Executive  Project manage marketing programs  Build relationships between the design firms and product managers to create powerful marketing materials to drive recognition and revenue  Create measurable marketing campaigns that empower sales people to excel  Project manage marketing programs  Build relationships between the design firms and product managers to create powerful marketing materials to drive recognition and revenue  Create measurable marketing campaigns that empower sales people to excel

75. Benefits Manager  Manage employee benefits  Work with external healthcare and financial agencies to deliver the latest, most flexible benefits to everyone in the company  Lead a team of benefits professionals to deliver highly competitive offerings that meet the needs of our diverse employees  Manage employee benefits  Work with external healthcare and financial agencies to deliver the latest, most flexible benefits to everyone in the company  Lead a team of benefits professionals to deliver highly competitive offerings that meet the needs of our diverse employees

76. Web Developer  Build web sites  Connect design, copy and technology to WOW customers and prospects  Use the latest technology to design and launch cutting edge web sites to keep my company two steps ahead of the competition  Build web sites  Connect design, copy and technology to WOW customers and prospects  Use the latest technology to design and launch cutting edge web sites to keep my company two steps ahead of the competition

77. Chief Information Officer  Manage the corporate information systems  Lead and develop technology executives to drive business value by delivering the right information to the right person at the right time  Make sure that everyone in the company has the info they need to be more effective in their jobs  Manage the corporate information systems  Lead and develop technology executives to drive business value by delivering the right information to the right person at the right time  Make sure that everyone in the company has the info they need to be more effective in their jobs

78. Training & Development Manager  Train the employees  Make the company’s human assets more engaged, powerful and fulfilled through comprehensive training programs  Increase corporate efficiency by providing employees with the skills they need to be effective  Train the employees  Make the company’s human assets more engaged, powerful and fulfilled through comprehensive training programs  Increase corporate efficiency by providing employees with the skills they need to be effective

79. VP Marketing  Manage all aspects of marketing  Own the customer relationships  Deliver cut-through creative marketing programs to support all other corporate functions, making our company visible and respected  Manage all aspects of marketing  Own the customer relationships  Deliver cut-through creative marketing programs to support all other corporate functions, making our company visible and respected

80. Finance Executive  Manage the corporate finances  Find ways to increase the financial efficiency of the company  Manage all financial aspects of the business to deliver shareholder value - ensuring transparency, ethics and accountability  Manage the corporate finances  Find ways to increase the financial efficiency of the company  Manage all financial aspects of the business to deliver shareholder value - ensuring transparency, ethics and accountability

81. To Stand Out -Take a Stand  Don’t be ‘Me too’  Make it proprietary  You will offend some people  Others will respect you  You’ll attract like-minded colleagues  Don’t be ‘Me too’  Make it proprietary  You will offend some people  Others will respect you  You’ll attract like-minded colleagues

82. Eliminate the ‘F’ Word

83. Strong Brands are Not… F_ _ I NE X Outstanding Exceptional Best Extraordinary

84. S O T W Call In The SWOT Team x

85. Maximize Your Strengths  Strengths and weaknesses from 360°Reach  Input from others  Research  Strengths and weaknesses from 360°Reach  Input from others  Research

86. “Unfortunately, most of us have little sense of our talents and strengths. We become experts in our weaknesses and spend our lives trying to repair these flaws while our strengths lie dormant and neglected.” Marcus Buckingham

87. S O T W Performing Your SWOT

88. S O T W

89. S O T W

90. S O T W

91. Be Positive!

92. The Power of Positivity  Accentuate strengths  Be open to opportunities  Stay focused on the positive  Don’t let details drag you down  Accentuate strengths  Be open to opportunities  Stay focused on the positive  Don’t let details drag you down

93. What You Focus On… E-X-P-A-N-D-S

94. r Make a Statement

95. Review  Your goals  VPs  Your offerings  Your target audience  Your differentiating attributes  Your strengths  Your goals  VPs  Your offerings  Your target audience  Your differentiating attributes  Your strengths

96. Your Personal Brand Statement I use my ___________ to ________ for ___________ I support/help/empower/activate_________ _______ by __________ ________ Leveraging my __________ and ____, I deliver ________ to ______ I use my ___________ to ________ for ___________ I support/help/empower/activate_________ _______ by __________ ________ Leveraging my __________ and ____, I deliver ________ to ______. x

97. The Three Simple Rules 1. One sentence long 2. Easily understood by a 12-year old 3. Able to be recited by memory 1. One sentence long 2. Easily understood by a 12-year old 3. Able to be recited by memory

98. Your PBS – an Example I redefine what it means to be retired and inspire retirees in North America to kick over the rocking chair and lead rich, fulfilling, philanthropic lives. Feisty Practices what she preaches Philanthropic Positive

99. Your PBS – an Example I use my quirky nature, confidence and passion for fun to motivate creative teams in ad agencies and marketing departments to work together more effectively to drive greater value for their organizations. Quirky Collaborative Creative Confident

100. Your PBS – an Example Through my natural enthusiasm and my empathy for others, I inspire research and development professionals to develop innovative products in biotechnology. Empathy Leader-like Creative High-energy

101. Your PBS – an Example I deliver Zen-like tele-seminars and on- line learning programs to stressed out, overworked police officers, firemen and other emergency workers to help them identify, manage and reduce stress. Calming Philanthropic Forward thinking Caring

102. Your PBS – an Example In working collaboratively with designers, I write witty, pithy, timely and compelling copy for marketing materials for B to B companies. Funny Team focused Sarcastic Likeable

103. Your PBS – an Example Sitting at the intersection of technology and business, I use my passion for communication to help IT professionals in Fortune 100 companies express themselves in ways that are understood by business people. Nerdy Intelligent Makes the complex simple Corporate

104. Your PBS – An Example I use my 25 years of experience in - and passion for - marketing to help senior marketing executives in large organizations succeed by making marketing valued inside the organization. Intellectual Passionate People-focused Executive

105. Your PBS – An Example Through my intuition and genuine concern for- and interest in - others, I build long-lasting, fruitful relationships with my team, my business partners and clients to drive consistent, recurring revenue for my company. Results focuses Intuitive Compassionate Committed

106. How to Use it  Try out several iterations  Refer to it often  Ask yourself if you are being true to your brand  Try out several iterations  Refer to it often  Ask yourself if you are being true to your brand

107.  Remember:  Branding is based in authenticity  Your brand is your unique promise of value  Know what makes you stand out from your peers  Know what is relevant and compelling to your target audience  Use your brand to guide your decisions Extract Phase Summary

108. BREAK