Is your personal 'leadership brand' the best it can be? · Accuracy Customer service Hard work Quickness Skill ... Contentment Gentleness Progress Self-actualization Willpower Contribution

1

wwwgreatnesscoach International Personnel Certification (IPC) 29th November 2017

Jean-Francois Cousin MCC Tehran 29th November 2017

Is your personal leadership brand the best it can be

Why it matters and how to get it right

2


Jean-Franccedilois Cousin Speaker Author and

Global Executive Coach serving Clients globally

former Senior Executive in Asia and Europe

Speaking coaching amp corporate experience Successful Clients

Contact info1-2-winnet

bull Spoke to hundreds of audiences around the world on leadership coaching and organizational transformation

bull Delivered over 10000 hours of coaching and team facilitation since Oct rsquo06

bull Author of lsquoGame Changers at the Circus how leaders can unleash Greatness in their organizationrsquo

bull Former Managing Director of a Fortune-500Company in Thailand (1998-2004)





Contact +66879960679 - email info1-2-winnet - website wwwgreatnesscoach

4


5


17












17




20


21


22


roastingsortinggrowing packing customer

$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip

a commodity managerjust giving your 2 cents worth

a leader providing a truly rewarding experience

What is the lsquoexperiencersquo of having you asbull a boss bull a colleague bull a subordinate bull a fellow board-member

26


General Electric is famous for developing leaders who are dedicated to turning imaginative ideas into leading products and services A GE manager can be trusted to be a strong conceptualist as well as a decisive thinker an inclusive competent team leader and a confident expert in his field

Source httpshbrorg200707building-a-leadership-brand

GE managerrsquos branding

27


Johnson amp Johnson is celebrated for developing leaders who provide scientifically sound high-quality products and services that help heal and cure disease and improve the quality of life A JampJ manager is known for being socially responsible and a stickler for product development and differentiation She takes a product to market in a disciplined way she is committed to building consumer trust to product quality and to safety


JampJ managerrsquos branding

28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo

Organization known for hellip Leaders this organization known for hellip

29


30


31


Your Organizationrsquos Purpose

YourPurpose

Purpose = the difference you wish to make to the world around you= a big part of lsquowhat makes you glad you are aliversquo

Your Purpose for your Organization should be bigger thanjust lsquohelp deliver business resultsrsquo

32


You

r m

ain

Val

ues

Accuracy Customer service Hard work Quickness Skill

Achievement Dependability Health Resourcefulness Sociability

Adaptability Determination Helpfulness Respect Specialness

Adventure Diligence Honesty Responsibility Status

Affection Discipline Hope Naturalness Strength

Alertness Dynamism Humility Nurturing Success

Ambition Education Imagination Optimism Sympathy

Assertiveness Effectiveness Impartiality Organization Tact

Authenticity Encouragement Independence Originality Talent

Balance Energy Innovation Patience Teamwork

Beauty Enjoyment Integrity Peace Thankfulness

Boldness Enterprise Joviality Perseverance Thoroughness

Broad-mindedness Enthusiasm Joy Persistence Tolerance

Calmness Excellence Kindness Personal mastery Tranquillity

Capability Faith Knowledge Playfulness Trustworthiness

Career Fitness Leadership Pleasantness Truthfulness

Caring Flexibility Learning Politeness Understanding

Clear thinking Focus Love Possessiveness Uniqueness

Compassion Forgiveness Loyalty Practicality Value

Competence Freedom Maturity Precision Versatility

Confidence Friendship Method Professionalism Victory

Conscientiousness Fulfilment Meticulousness Satisfaction Vigour

Consideration Generosity Modesty Security Warmth

Contentment Gentleness Progress Self-actualization Willpower

Contribution Good attitude Prosperity Self-control Wisdom

Cooperation Good humour Punctuality Sensibility Wit

Courage Growth Purposefulness Simplicity Youthfulness

Creativity Happiness Quality Sincerity Zeal

33


34


35


What do people say about you when you are not around

36


Common perceptions of leaders

Birds in flying formation

Man speaking

in front of crowdGoose with babies Jigsaw puzzle Tree Direction sign

MountainMother and child

Ripple in water

Candle

Ocean Tightrope walkerProtestor Person on white horse

leading change

Hands shakingBridge

Orchestra conductor

37


A Brand is a value proposition

with a differentiated consistent image and credibility

An effective brand is compelling

38


Examples of elements of value-proposition

1 Newness (TV)

2 Performance (Galaxy made a thinner iphone-look-alike or iMac vs PC)

3 Customization (Amazon recommends books)

4 ldquoGetting the Job Donerdquo (lsquoHubSpotrsquo)

5 Design amp Usability (cars)

6 Price (Hypermarkets)

7 Reducing Costs (Agodacom hotelroomscom)

8 Reducing Risk (Insurance company)

9 Accessibility amp Convenience (Instagram and convenience stores)

10 Brand or Status (Luxury)

39


ldquoInspired Experiencehellip

Hilton Garden Inn offers a transformative guest experience

distinctive and memorable (hellip) Hospitality is at its core (hellip)

It is an invitation to shake off the expected and be immersed in a wholly fresh and

transforming environment From the moment our guest arrives (hellip) thoughtful

details accompany every step insuring that every need is met

Hilton Garden Inn is a brand focused on our guests intent on building loyalty and

devotion achieved through an attentive warm relaxed and rejuvenating

experience one that is not soon forgottenrdquo

A brand is a value proposition

with a differentiated consistent

image and credibility


An example of brand

40


Brand attributes

42


Value-proposition example

44


A Personal Leadership Brand is

anchored in your Purpose and your Values

and features

bull Value Proposition What I stand for

bull Differentiation What makes me stand-out

bull Marketability What makes my lsquobrandrsquo compelling

45


Drafting your Personal Leadership Brand

My Stakeholdersrsquo core-needs

and frame of reference

Stakeholdersrsquo core-needs

To whom I am compared

My Value Proposition to the Organization

(what I stand for)

bull

bull

bull

46


My differentiation (what makes me stand-out)

My unique strengths (besides technical knowledge)

What else I am truly confident about that helps me stand-out

My lsquomarketabilityrsquo

(what makes my lsquobrandrsquo compelling)

My values

My credibility


47



and frame of reference-




(what I stand for)bull

bull

bull


48


(Real) draft of Personal Leadership Brand example

My Clientsrsquo (regional functional colleagues) core-needs ndashand frame of reference-

lsquoClientsrsquo core-needs they need thathellip

bull I collaborate effectively with them to communicate APAC development programs

bull I ensure the Thai BU is aligned with and contributes to APAC targets

bull I provide best practices for sharing across APAC

To whom I am compared Other 2s in APAC BUs

My Value Proposition to the Organization (what I stand for)

(second draft)

I deliver measurable valuable changes towards business excellence in my Organization in full

compliance with my Group Values through

o people development and engagement

o sustainable quality enhancement

o organizational alignment

o performance management

all of which contribute significantly to APAC business targets


Unique strengths

bull Knowledge of all activities (from my 30 year career with the Group)

bull Effective management validated by successful experiences in all positions

bull Agility to move in amp out of big-picture and details


bull Support of my world-wide network

My lsquomarketabilityrsquo (what makes my lsquobrandrsquo compelling)

My credibility

bull 30 year career experience across several disciplines

bull Former successes across the range of positions I occupied

My characterbull Always positive

bull Mature calm in storms balanced

First draft of Value proposition

bull I contribute my experience to enhance the effectiveness of our regional development programs

bull I help embed ldquoQualityrdquo as one of our business-drivers across my Organization

bull I help people link what they do with business outcomes and our APAC targets

bull I enhance performance management systems in a way that can be replicated in APAC

Elements of Company plans considered for

alignment

ldquoBusiness Excellence we deliver valuable changerdquo

bull Business Excellence is about developing and strengthening the processes and management systems to improve performance and create value for the business

bull It is about achieving excellence in Company commitment with Group values as well as operational aspects through continuous improvement process to deliver superior business results

bull Particular focus performance measurement 6-sigma staff engagement etchellip

2

49


17

50


Richard Branson CEO of Virgin Group since 1973

Purpose should

always be at the

heart of business

51


Leaders who own

their Personal Brand

Leaders who donrsquot own


Are Purposeful with their actions Are on lsquoautomatic pilotrsquo

Make a lasting impression Blend-in

Have a presence People ask about them ldquoWho was thatrdquo

Constantly grow themselves Stagnate

Are unique Are no different from anybody else

Create their legacy Let others define them

Seek feedback Avoid feedback

Add value Take up space

Communicate clearly Communicate in confusing ways

53


laquo The more the better raquohellipslides slides slides hellip

No clear message(or too many

messages)

Answers to objections

not prepared

No obvious benefits to the audience

Common pitfalls that ruin the impact of a presentation communication

Lack of logic in structure

54


(1) Whats my point

(2) Why does it matter

START WITH

WHY

Presentation preparation tips

55


Whats In It For Them

What are my USP

GO ON WITH

WIIFT Unique Selling Points


56


lsquoTop-20rsquo questions senior executives choose to reflect upon in coaching

bullWho am I as a leader really Who others say I am

bullWho should I be as a leader

bullWhat is holding me back from being the best leader I can be

bullHow can I shift my emotions from a liability to an asset of my leadership

bullI feel my role is requiring too big a stretch away from my personal values Irsquod like to

explore if thatrsquos real and ndashif so- ask myself ldquohow I should handle the situationrdquobullWhy woulddo people trust me in my role

bullWhat impact are my values beliefs and behaviors having on my employeesrsquo business

stake-holdersrsquo and family membersrsquo values beliefs and behaviors

bullHow can I capture more of my employeesrsquo hearts

bullWho am I being what am I doing that my team-members donrsquot play as a team

bullHow can I enhance the contribution of my team-members How can I have them role-

model our Companyrsquos values

bullWhat can I do to get more support from my Board of Directors or How can I lower my

Boardrsquos conservativeness

bullAm I handling integrity issues in my Company effectively

bullHow aware am I about politics in my Company Am I effective at discouraging it

bullAm I changing in sync with my people and my environment

bullHow can I invest more time into what matters most

bullHow can I empower further women and men to make the needed cultural changes in my

organization

bullDo I know whatrsquos really going on at the front-line and what customersrsquo experience are

like

bullHow can I make my employees feel the need to change to sustain success as much as I

do

bullAm I delegating myself out of the job fast enough or How can I groom my direct reports

faster

bullAm I providing my family-members with what they need from me now

Read more athttpwwwgreatnesscoachnewsletters

(Q3 2017 issue)

Or on

57


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59


Think of the ripple-effectsof your learning todayhellip

Copyright copy 2017 wwwgreatnesscoach all rights reserved

60


Do more of Do less of

Stop doing Start doing

My resolutions to unleash my Personal Leadership Brand

Next month

Over the longer-term

Next month


Next month


Next month


My Accountability-Partner

61


A man is insensible to the

relish of prosperity till he

has tasted adversity

Have patience

All things are difficult

before they become easy

Saadi Shirazi

62


63


Available on wwwamazoncom (paperback and kindle ebook versions)

rdquoبازیzwnjگردانانzwnjدرzwnjسیرک

64


Thank You for your

energy and contribution

info1-2-winnet

65


Greatness Leadership Coaching

Jean-Francois Cousin

JF_Cousin

Website wwwgreatnesscoach

email info1-2-winnet

66


httpwwwgreatnesscoachbook

67



68



Resource(click on picture for access)

On Amazon httpswwwamazoncomGame-Changers-Circus-Greatness-

Organizationsdp981095655Xref=tmm_pap_swatch_0_encoding=UTF8ampqid=1446086545ampsr=1-1


69


Resource

(click on picture for a preview)

Available on Amazon (paperback and ebook)


70


Praise for the BookldquoGame Changers at the Circus is a unique and charming story with important lessons for every leader Jean-Franccedilois Cousinrsquos creative energy springs from every page Read this book and make a positive difference in your organizationrdquondash Ken Blanchard co-author of The New One Minute Managerreg and Leading at a Higher Level

ldquoEnjoyable and compelling this timely fable and its lessons read like a novel but serves as animportant business manual With wisdom and context from a long and successful business career Jean-Franccedilois Cousin has painted a vivid picture

of how to enact change effectively with page after page of insightrdquo

ndash Marshall Goldsmith a Thinkers50 Top Ten Global Business Thinker and top ranked executive coach author of the NYT bestseller What Got You Here Wonrsquot Get You There

ldquoMany organizations struggle to build a high-performance culture Sometimes leaders canrsquot get aligned Sometimes they disagree about what is most important Letrsquos face itmdashsometimes it seems like a circus Jean-Franccedilois Cousinrsquos new book Game Changers at the Circus offers a powerful approach to change all that Packed with easy-to-apply principles and practical action steps this book will help you and your team achieve new levels of passion productivity and performancerdquondash Ron Kaufman New York Times bestselling author of UPLIFTING SERVICE The Proven Path to Delighting Your Customers Colleagues and Everyone Else You Meet

71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing

2


Jean-Franccedilois Cousin Speaker Author and

Global Executive Coach serving Clients globally

former Senior Executive in Asia and Europe

Speaking coaching amp corporate experience Successful Clients

Contact info1-2-winnet

bull Spoke to hundreds of audiences around the world on leadership coaching and organizational transformation

bull Delivered over 10000 hours of coaching and team facilitation since Oct rsquo06

bull Author of lsquoGame Changers at the Circus how leaders can unleash Greatness in their organizationrsquo

bull Former Managing Director of a Fortune-500Company in Thailand (1998-2004)






4


5


17












17




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21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing






4


5


17












17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing

4


5


17












17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing

5


17












17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing












17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing











17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing










17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing









17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing








17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing







17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing






17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing





17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing




17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing



17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing


17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing

17




20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing



20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing


20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing

20


21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing

21


22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing

22



$8$3$1 $10 $40

Pricelb

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing

23


24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing

24


25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


Gre

atn

ess L

ead

ers

hip

Co

ach

ing

25


Are you hellip




26





27





28


Wal Mart

FedEx

Lexus

Procter amp Gamble

McKinsey

Boeing

Apple

PepsiCo


29


30


31



YourPurpose



32


You

r m

ain

Val

ues





























33


34


35



36




Man speaking



Ripple in water

Candle


leading change

Hands shakingBridge

Orchestra conductor

37





38



1 Newness (TV)










39















An example of brand

40


Brand attributes

42



44




and features




45








(what I stand for)

bull

bull

bull

46







My values

My credibility


47








bull

bull


48










(second draft)









Unique strengths







My credibility











alignment





2

49


17

50



Purpose should

always be at the

heart of business

51


Leaders who own













53




messages)


not prepared




54


(1) Whats my point


START WITH

WHY


55



What are my USP

GO ON WITH



56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



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55



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56






















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(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







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27





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33


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53




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55



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56






















organization


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(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



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68







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Resource




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atn

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28


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33


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(what I stand for)

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(second draft)









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2

49


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51


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53




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54


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55



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56






















organization


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(Q3 2017 issue)

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57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




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55



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56






















organization


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(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







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55



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56






















organization


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(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


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33


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47








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49


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55



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56






















organization


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(Q3 2017 issue)

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57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







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55



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56






















organization


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57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







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55



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56






















organization


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(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


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56






















organization


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57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



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68







69


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55



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56






















organization


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(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



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68







69


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49


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50



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53




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55



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56






















organization


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faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


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atn

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54


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55



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56






















organization


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do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


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atn

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55



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56






















organization


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(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


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atn

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2

49


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50



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51


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53




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55



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56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




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71


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atn

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hip

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40


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42



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2

49


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50



Purpose should

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51


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55



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56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




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atn

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hip

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42



44




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46







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47








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2

49


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50



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54


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55



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56






















organization


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do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




70







71


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atn

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hip

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44




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46







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47








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2

49


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50



Purpose should

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51


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53




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54


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55



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56






















organization


like


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faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




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atn

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ead

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hip

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45








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47








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2

49


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50



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51


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53




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54


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55



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56






















organization


like


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faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




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71


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atn

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hip

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46







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47








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2

49


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50



Purpose should

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51


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53




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54


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55



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56






















organization


like


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(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




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71


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atn

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hip

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49


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50



Purpose should

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51


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53




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54


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55



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56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




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atn

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49


17

50



Purpose should

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54


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55



What are my USP

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56






















organization


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faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




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Gre

atn

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49


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50



Purpose should

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51


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54


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55



What are my USP

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56






















organization


like


do


faster



(Q3 2017 issue)

Or on

57


58


59




60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


63




64


Thank You for your


info1-2-winnet

65




JF_Cousin



66



67



68







69


Resource




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hip

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50



Purpose should

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51


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53




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54


(1) Whats my point


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55



What are my USP

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Next month


Next month


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61





Have patience



Saadi Shirazi

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(1) Whats my point


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What are my USP

GO ON WITH



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faster



(Q3 2017 issue)

Or on

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60





Next month


Next month


Next month


Next month



61





Have patience



Saadi Shirazi

62


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65




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68







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Resource




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Next month


Next month


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Next month



61





Have patience



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62


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Next month


Next month


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61





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Saadi Shirazi

62


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Next month


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Next month


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