First and foremost is to be very, very clear on what it is that you do.

Be very clear, because most people cannot articulate what they do in less than five words.

It sounds really simple, but oh my God, it’s the hardest part of the puzzle.

Once you understand what you do in under five words, then you can figure out who it is that you serve, and what is your promise.  That’s the starting point for your personal brand.

Beyond that, it’s then unpacking the specialization, and considering how you actually systematize that.

Understanding what you do in less than five words is the fundamental foundation to taking the right steps forward.