Your Central Organizing Principle

Differentiation starts by defining what you stand for.

What is the underlying principle that drives everything you do? I call it your Central Organizing Principle.

For me, it’s fearlessness.

For Fearless Branding client Lina Foster it’s “Say what needs to be said.”


Tell your clients and prospects your central organizing principle. See what kind of reaction you receive when you articulate it.

Does it intrigue and excite them?

It’s ok if it scares them (or you) a little – if the fear is based on the natural apprehension that comes from taking the risks you must take to play a bigger game.

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