A lot of people talk about personal branding, but they talk about it from the aesthetic standpoint. It’s, “Look at me, look at me. I want to get rich and famous on social media.”

That’s not the game I’m playing. I don’t play in that space. The space that I play in is that to work with me, first of all, somebody must have a minimum of 10,000 hours dedicated to their specialization.

Otherwise, I can’t work with that person, keeping in mind that my version of personal branding is turning the human being into a business. I need inventory to do that. I can’t do it without inventory.

There’s all the branding attributes that are a given, but then there’s also the business assets, the inventory that I need to merge those two together because they have to be congruent.

Why do they have to be congruent? Because if they’re not congruent, you cannot, and you will not, be believable and trustable.