is able to drive the business forward. if you have a strong brand, that's -- >> so it's interesting. so it's not necessarily to the consumers. you're talking about -- i mean, there might be something to get your consumer's people to buy your product. you about it's really about running your business. okay. so now let's get to the how-tos. number one, you say suppress what you want to be known for. >> yes. the starting place, many people think wrongly that personal branding is about looking into the world and saying what does the world want me to be and how can i pretend to be that? that's where it gets knocked because people say it's about phoniness or inauthenticity. that couldn't be further from the truth. first it's about clarifying what your values are and what's most important to you. it's about saying here are my strengths in the world and how can i better share them and portray them to people. >> got it. that makes sense. assemble your mental board of directors? >> yes. so everybody in business these days knows having a mentor is important. but i think that there's some