Everything They’re Not

There was a wine once called A Mano (by hand). From the moment I pulled the cork on that first bottle I knew I was in for something different. There was a powerful rush of aroma, something like jasmine. The flavor was equally unique.

I’m not even sure if this wine still exists. I’ll never forget that experience. It was like no wine I’d ever tasted, and I’ve sampled a few. This wine stood out because it was doing something no other wine had done. It struck a powerful chord. It held so much value for me. It stood out.

I strive to be A Mano.

There are so many players in the personal branding arena, some of whom are legit. But the vast majority seems to have positioned themselves around social.

Social media. That stuff you do every day. By yourself.

Ten years ago, sure. A good course on social media would have been an arguable necessity. Nowadays? Not so much.

Let me put it this way, I’ve been helping people design and shore up their personal brands since 2014. The ones who are serious about it all have one thing in common: they got their social game down.

That’s what they do. Here’s what I do:

I’m here to remind you why you’re doing this in the first place.

Seem silly? Go ahead and ask yourself. Why? Why are you doing this? What’s the truthful answer?

Money? Fame? Money and fame?

Is that all there is? I that the definition of success?

What about helping people? What about embracing true joy? What about sales without any selling?

Come on, Ted. That’s all bullshit. Pie in the sky. Doesn’t exist.

I beg to differ.

“Personal Branding is what people say about you when you’re not in the room.” [Jeff Bezos]

Your personal brand is your legacy. It’s what follows you into the grave and gets carved onto your tombstone. Too much? I don’t think so at all. Your personal brand is the good you do in the world and the value you bring to your fellow human beings.

Yes, it’s that important.

Is it difficult? A little. For some, maybe a whole bunch. That’s why I’m here.

I don’t teach how to beat the YouTube algorithm. I don’t teach how to kill it on Instagram, or TikTok, or Facebook, or any other form of social media, because it’s very likely you already know how to do this.

So why aren’t you blowing up?


Not necessarily your money. I’m guessing many of you would say you don’t have enough. It’s that other person’s money.

Crushing it with your social game costsĀ  A LOT. It’s advertising and marketing. It’s nearly a full-time job. And it’s best placed in the hands of a professional. Are you a social media professional? Right on. I’ll ask you the same question I ask all my new students: Why?

I’m here to do one thing and one thing only.

I’m here to help you come to grips with who you are, what you represent and why you do what you do. Could I teach you all that social shmutz? You bet. Would I be able to go to bed each night knowing I charged you for something a couple of YouTube videos could have answered?

Here’s my why…

I’m chronically disabled. There is no cure. I will never get any better. In fact, I will get progressively worse. (That’s kinda why they call it Primary Progressive MS.) Less than 10% of everyone diagnosed with multiple sclerosis will be told they have the Primary Progressive form. There’s something else they won’t be told: PPMS shaves a good 10 years off your life. In 2020, I turned 52.

Why am I telling you all this? Let me be straight. I’ve likely got a good 10 years left. After that, I’ll still be alive. But I’ll also very likely be confined to a bed with both a breathing and feeding tube. I doubt I’ll be of much use at that point.

Don’t feel sorry for me. I don’t. I love life. And I want you to feel the way I do.

Developing your personal brand takes a little time, but I promise you it’s time well-spent. Before you can build a tower you have to have a solid foundation. We’ve all heard this. But what does this mean? Why is it important to know your why?

I do one thing.

And I’m kinda good at it.


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