Sherry Dutra – Dutra Associates

Emotional Intelligence (EQ): Skills to Create a Thriving Culture

June 2, 2020 By Sherry Dutra Leave a Comment

Think of the best manager you ever had during your career. What is it or was it about this person that made him or her so great? When I reflect back on the person who comes to mind for me, what stands out was my manager’s ability to stay calm in difficult situations, to be supportive and encouraging – a person who saw the best in me, even when I couldn’t. This manager listened to my ideas, and those of others on the team, and always made us comfortable to speak up, even if we had differing views. Additionally, this manager never hesitated to share information so that we all had the opportunity to learn and grow. No matter the situation, this manager had the capability to determine what was needed and address that need accordingly. Decades later, I still feel the positive impact of working for, what I learned later, was an emotionally intelligent leader.

EQ / IQ / Style

Much has been written about emotional intelligence over the years and many models of EQ exist. One of those models, brought to us by John Wiley and Sons, defines emotional intelligence as:

EQ: “the ability to read the emotional and interpersonal needs of a situation and respond appropriately…even if it’s difficult”.¹

Some organizations have embraced the concept of EQ and have actively helped their leaders to develop these skills. Such forward-thinking companies are finding that they are much better prepared to adapt and pivot quickly. Cultures are created where employees are engaged and motivated which significantly improves retention and positively impacts the bottom line. Unfortunately, for many organizations, developing leaders’ skills in this area has not been a high priority. Consequently, many leaders find themselves far outside their comfort zones when dealing with interpersonal issues in the workplace.

Data consistently shows the link between EQ and leadership effectiveness.² A leader’s ability to demonstrate the behaviors and mindsets of emotional intelligence is as important, if not more so, as their:

IQ: the skills, knowledge, and capability a leader possesses and the ability to apply that to problem-solve or meet goals, and
Behavioral style: how leaders approach their work and relationships.

A Solution

When it comes to leading yourself and others through the challenges being faced as we move through the pandemic, emotional intelligence skills are more critical than ever to cultivate. As leaders strive to rebuild businesses, show empathy to employees dealing with a myriad of stressors both inside and outside of work, manage their own cadre of emotions, make decisions during great ambiguity, and so on, there is a need to understand our emotional intelligence mindsets, leverage our strengths, and take action to improve the areas requiring more effort. Doing so will improve our ability to read situations and respond in a constructive way.

The good news is that there is now a program, Everything DiSC® Agile EQ™, that helps organizations and people adapt to whatever the future may hold, so that when it arrives, they are ready to meet the challenge. The power in the program lies in the combination of practical application and personalized learning. Each participant learns their likely EQ strengths based on their DiSC® behavioral style. Then, they receive specific feedback around their EQ opportunities with actionable recommendations to learn methods to stretch outside their comfort zone as circumstances may require.

Tips to Start Building EQ

Here are a few key tips³ to begin enhancing emotional intelligence. Some of these may be easier for you than others. With practice, those that are more of a stretch will take less effort.

Take a breath to help you stay calm in high pressure moments.
Separate emotions from the facts to see situations more clearly.
Confront issues that may impact important standards and goals.
Assert your conviction about your opinions and ideas.
Take concrete steps to transform your ideas into reality.
Put aside time and energy to create and maintain relationships with others.
Listen for what is not being said in interactions and use inquiry to draw out and understand the other person’s perspective.
Stay open to other’s ideas and be willing to compromise or even set aside your own preferences for the good of the team or a colleague.

Take Action

Dutra Associates, LLC is now offering Everything DiSC® Agile EQ. If you want to develop the leaders and teams who will be nimble and agile in facing challenges, both now and in the future, please contact me to discuss your organization’s needs. Both the assessment and subsequent training to deepen the learning can be conducted virtually to support remote workers. We also can support you and your team with virtual individual and group coaching to help support the development and application of emotionally intelligent mindsets.

¹ Agility Unlocked | Revealing the Connection Between Agility and Emotional Intelligence, John Wiley and Sons, Inc., 2020

² John Wiley and Sons, Inc. 2020 Agile Organization Survey Results; The Impact of Emotionally Intelligent Leadership on Talent Retention, Discretionary Effort and Employment Brand, Benjamin R. Palmer and Gilles Gignac, Vol. 44 NO. 1 2012, pp 9-18 © Emerald Group Publishing Limited, ISSN 0019-7858 | INDUSTRIAL AND COMMERCIAL TRAINING

³ Agility Unlocked | Revealing the Connection Between Agility and Emotional Intelligence, John Wiley and Sons, Inc., 2020

About the Author: Sherry Dutra is a Talent Development, Career and Retirement Coach and Facilitator who works with corporate leaders in small to mid-size businesses, across the span of their careers. She helps them to accelerate business outcomes and team performance, navigate their own career path, and transition to retirement with ease using proven methodologies and strategies that get results. If you would like to uncover and address hidden challenges that may be sabotaging your success, leverage your strengths, and accelerate your progress toward the results you desire, contact Sherry for a complimentary consultation.

Adaptability: A Key Management Skill for Challenging Times

May 5, 2020 By Sherry Dutra Leave a Comment

As I write this, parts of the United States are beginning to allow some businesses to slowly re-open. Over time, more and more people will be going back to work. If you are a middle manager, you might be inclined to attempt a ‘business as usual’ approach as your team returns. Yet, there is nothing usual about the path forward. Most of us are experiencing the greatest ambiguity, volatility and complexity that we have been faced with in our entire personal and professional lives. There is no roadmap to follow, no prescription to cure the impact that COVID-19 has had on every aspect of our lives. A key management skill that is especially critical to your success right now is your level of adaptability. How able are you to adapt or adjust to new conditions?

As a middle manager, you are on the front lines with your team. It is your role to execute on the strategies that senior leaders set forth. And, it is equally your role to be there for your team and create an environment where people can be open about their concerns. You will be walking a tightrope as you strive to balance between empathetically helping your team cope with the stress they are feeling and ramping up productivity. There is no way to know what is coming next. Will stay at home orders start up again in the fall? Will there be furloughs or layoffs ahead? When will business rise to pre-COVID levels? No one has the answers.

So, rather than focus on what is out of your control, help your team to get focused on what they can control or influence. Draw on the key strengths of your team, provide them with the latitude and support to do their work, and keep yourself in a positive frame of mind as a model to your team. Developing your capacity for adaptability can support you in these challenging times to be the manager that you would like to be. Here are a few tips to consider:

Learn: You do not need to have all the answers. Being curious, asking questions, and involving others in finding the way forward will generate innovative solutions and commitment to your evolving business.
Be mindful of the conversation in your head: What are you telling yourself? Self-doubt will paralyze you and prevent you from taking what might be some necessary bold moves.
Step outside your comfort zone: Everyone is in new territory. Expand your horizons and try new approaches. Leaning too heavily on what is already known to you will slow your progress. Experimenting with new possibilities is what is called for now.
Take small steps forward: In the current environment, the best strategy is one in which you use what you know right now to determine just your very next step. When you take that step, check for the result and let that determine the next small step. Small steps in unknown territory allow for easy course correction.
Show yourself some compassion: Not every step will have the intended result. Let that be okay. Rather than spending any time on beating yourself up, instead look at what you might learn that will inform your next move.

No matter the situation, your ability to lead is tied directly to how you choose to behave. Your ability to choose your behavior versus react to circumstances is improved through self-care. Ensure that you ask for the support you need from your own manager and lean on your colleagues so that you are grounded, calm and empathetic. Practice the skill of adaptability and you will be primed to lead your team through this crisis.

Navigating the Emotional Roller Coaster of Change Transitions

April 16, 2020 By Sherry Dutra Leave a Comment

“Who are you?” said the Caterpillar…
“I – I hardly know, Sir, just at present,” Alice replied rather shyly, “at least I know who I was when I got up this morning, but I think I must have changed several times since then.”

Lewis Carroll
Alice’s Adventures in Wonderland¹

What have you felt since COVID-19 impacted nearly every corner of our world and every aspect of our lives? Have there been days when you’ve felt a bit like Alice – changing multiple times throughout the day? I know I have.

Over the last couple of months, we have experienced change unlike any other we’ve been exposed to in our lifetime. To successfully navigate through this time as a leader, you must take a step back to recognize and acknowledge the full impact of the changes raining down upon us. Then, choose how you wish to respond and manage the impact on you as well as on your team. In other words, logic and action alone aren’t enough to save the day. We must pay attention to the emotional roller coaster that accompanies all change, particularly the drastic changes we are currently facing.

Bridges’ Transition Model

Many researchers have explored and written about change and its’ effect on people. What they have all discovered are patterns in how we react and respond to change that are quite consistent across the human experience. The model that I have used most extensively with leaders is William Bridges’ 3 Stage Transition Model consisting of Endings – Neutral Zone – New Beginnings.

Change vs Transition

Before we look at each of the stages, let’s make a distinction between change and transition. What tends to create the challenge for us isn’t the change itself but the process of adjusting to it and moving from the old reality to the new. You see, change is external, situational, and often out of our control. In this case, the COVID-19 pandemic is the external change. The internal emotional and psychological process we go through to come to terms with the change is the transition. Consequently, we must turn our attention to the transition process. It is within this process that we will find what we can control – our response.

Endings

In Bridge’s model the first phase is Endings. This phase begins with the external event and our realization that the change is really happening. So, think back to when you first learned about COVID-19. Then, consider what occurred when it first hit your country. Then, your local area. Then, perhaps you or someone you know. At what point did you realize that we truly had a pandemic on our hands? When did you find yourself moving from the known to the unknown? This is when your Endings phase began. You likely experienced any number of emotions including denial, anger, fear, anxiety, grief, frustration or depression. Cycling between these emotions is common as well (e.g. anger one moment, fear the next). You may still be experiencing them.

Keep in mind that your colleagues and team members were and are experiencing their own emotions. What can you do to support those around you during this stage and help them to let go of the way things were?

Acknowledge and validate the emotions that others are experiencing
Articulate what is actually coming to an end. Determine what might be lost as a result of the change and what might stay the same
Communicate, communicate, communicate

Neutral Zone

The Neutral Zone represents the phase of transition where we have started to let go of the old way of being but haven’t yet found our footing in a new reality. Typical emotions that arise during this phase include uncertainty, confusion, overwhelm or frustration. While there is a lack of a solid foundation in this phase, we do begin to experiment with new possibilities. Using our COVID-19 example again, you might find yourself feeling a bit numb, overtired, struggling to get used to working from home, or overwhelmed by suddenly becoming your children’s teacher. Yet, you’re also beginning to realize that what you are feeling is natural – that you are not alone. As you move through this phase, you gain perspective and more effectively cope with uncertainty which allows you to begin to see possibilities for taking positive action.

Everyone moves through this phase at a different pace. Don’t try to rush it. As a leader, you can support others by:

Continuing to listen and communicate
Trying new things
Encouraging the progress that people are making
Giving yourself and others time to process

Beginnings

The final stage of the model is New Beginnings. This phase is marked by acceptance of the change and a renewed sense of energy that propels action. When we have successfully moved into the New Beginning, we have embraced the new reality and started to experience solid ground again. In our example, our teams will have adjusted to a new way of working, established a new structure to their day, and found a new rhythm. Creative ways of contributing to the team begin to emerge along with new ways of doing business. During this phase, emotions shift in a more positive direction. You might be feeling excitement, optimism, and a greater sense of motivation.

What can you do to support people in this stage?

Set an intention for how you choose to move forward
Encourage others to continue taking small steps each day
Stay focused on solutions versus problems
Proactively offer and ask for support from others

Conclusion

Viewing transition in terms of William Bridges’ three stages helps you understand that the needs, challenges and opportunities presented by change can be managed as a progression of responses. Your ability to understand this and apply it to yourself as well as to help your team transition during change will go a long way to making any type of change you deal with less daunting.

Where are you in the process of change? Where is your team? What might you do today to accept where you and others are in the process and to navigate your way successfully through the massive change we are experiencing?

Lewis Carroll, Alice’s Adventures in Wonderland. New York: Signet Books, 1960, 47.

Reference:
Bridges, William. Transitions: Making Sense of Life’s Changes, 2^nd Edition. Boston, MA: Da Capo Press, 2004.

Networking – It’s Not a Dirty Word

February 28, 2020 By Sherry Dutra Leave a Comment

When you hear the word “networking”, what immediately comes to mind for you? Do you cringe and want to retreat into the safety of your home? Do you feel as though it’s about pitching your wares, trading business cards and manipulating people? If so, it’s no wonder that you resist doing it. Who wants to feel like they are using others and being viewed as insincere?

A Key Success Factor for Life
Often a key factor of my clients’ success strategy includes networking of some sort. Whether they are:

exploring a new career path,
seeking a new job,
looking to expand their leadership capabilities
starting or building a small business or
considering a transition to retirement,

connecting with and learning from others helps them to reach their goals. However, when networking is brought up, it is often met with resistance and a very undesirable view.

Points to Ponder
Yet, it doesn’t have to be that way. If you come from a perspective of networking that is based on building relationships and seeking opportunities to add value, you can change your entire experience of connecting with others. How might you feel differently about networking if you considered the following questions prior to your next networking opportunity?

What can I share and offer that is valuable to others?
What can I do to help someone else feel comfortable?
How can I contribute to another’s success?
How can I truly listen to what another is saying so I can identify ways to help them?
Who do I know who would be a great connection for this person?
How can I simply engage in a relaxing conversation with someone?
What am I curious about regarding this person?
How can I be my true self and make genuine connections with people?

Call to Action
What does networking mean to you now? Hopefully, you are beginning to see networking in a more positive light. One in which you build relationships based on true connection, integrity and mutual support. I invite you to create an opportunity to network with someone over the next week and focus on building a new relationship or deepen an existing one. Feel free to share how shifting your mindset around networking impacted your experience.

“Why Can’t We Get Things Done?”: Exploring the Link Between Execution and Individual Perceptions

January 28, 2020 By Sherry Dutra Leave a Comment

A common frustration that leaders and managers share is that their organization has difficulty with execution. While they may do well in accomplishing daily activities and tasks, they consistently struggle with effectively executing on time, within budget, and with high quality on the strategic issues that impact the long-term success of the organization. Over time, this can lead to losing market share, decreasing revenues, and even the demise of the organization itself.

There are many factors that impact an organization’s ability to execute. In this blog, we’ll focus on 4 perceptions that noticeably make a difference in a person’s ability to execute effectively.

4 Perceptions that Get in the Way

Relationships: Some individuals refrain from initiating and nurturing professional relationships. They don’t step back and take the time to think strategically about building a strong network within their organization. As a result, when they need to make a high priority request, they may not have the necessary political capital to get what they need.
Influence: Others are unsure of how to sell an idea within the organization. They may not recognize that different approaches are needed for different people or situations and continue to use the same approach every time. Consequently, they struggle to know how to get buy-in for their ideas from key stakeholders such as their boss, peers, team, and cross-functional colleagues.
Time: Ah, the illusive time. We all have the same 24 hours in the day yet we’re not all as effective as some at using them wisely. Some procrastinate. Some say “yes” to everything and need to set boundaries. Some fail to establish and stay focused on their top priorities. Some let email, text messages and chatty colleagues distract them.
Results: Finally, some leaders focus on the wrong results. Rather than keeping an eye toward the long-term success of the organization, they may focus on being right, looking good in front of others, or perhaps as the person with all the answers. While short-term success may be achieved, this view of results often has a negative impact on their career in the long-term, their team and/or their organization.

An added factor to keep in mind is that leaders can often have limiting beliefs that get in the way of their ability to execute and can often link to the perceptions outlined above. For example, a manager who has a belief that everything must be perfect will have issues with time management and difficulty building relationships because of their unrealistic expectations.

Call to Action

Do you find yourself having a difficult time getting things done? If so, do any of the perceptions outlined above sound like you? What step are you willing to take to begin to make noticeable improvements in your execution performance?

Adapted with permission by Center for Executive Coaching

When Was the Last Time You Took a Break?

November 4, 2019 By Sherry Dutra Leave a Comment

Are you experiencing overwhelm, stress, even burnout in your professional or executive role? These are all the frequent unfortunate side effects of a world that seemingly can never be turned off along with a persistent drive for greater productivity. Harvard researcher and psychologist, Shelley Carson stated, “If you are stuck on a problem…a distraction may provide the break you need to disengage from a fixation on the ineffective solution.” We’ve all heard that sometimes people find that they get their best ideas in the shower. Since we don’t have to give too much thought to how we go about our daily shower, it frees the mind up to work on other things. So, taking a break can actually improve your productivity. And, sometimes, we need more than just a 10-minute break when we’ve let the drive to get things done go on for too long.

As a case in point, I recently found myself feeling fatigued, foggy and a bit stressed after a non-stop month. How in the world did this happen? I’m usually so conscious of giving myself a break. Yet, due to two weekend commitments to teach, a weekend with an out-of-town family event, along with working normal work weeks, nearly a month went by without a day off. No wonder that my energy level had plummeted and I couldn’t think straight!

Slipping away from our practices to give ourselves time off during hectic times can happen to all of us. Sometimes, it may be necessary to take a few days away to rest and recharge when we let ourselves get beyond a certain point. Recognizing that I’d passed that point, I took a Friday afternoon off, spent the weekend enjoying time with my significant other, and put my feet up and watched a movie. The focus of attention was on completely non-work-related things. By the end of the weekend, I felt like myself again – rested, focused and ready to be fully engaged. What I noticed the following week was a higher level of productivity, by far, than in previous weeks. Does this scenario sound familiar to you?

So, what to do? Ideally, we stay consistent with taking time off each week and doing those activities that replenish our energy, whatever they may be. Additionally, we look for those moments within each day to insert a brief break. Doing so also contributes to our productivity and creativity. Rachael O’Meara, the author of “Pause: Harnessing the Life-Changing Power of Giving Yourself a Break” suggests 4 practices to consider. They include 1) standing and taking 10 deep breaths 2) taking a digital break – no devices for a set period of time each day 3) taking a walk to change your environment, and 4) creating one-minute of mindfulness while eating or brushing your teeth. These are very simple strategies that, practiced daily, will support our ability to keep our energy up, and allow us to accomplish far more than if we keep trying to power through what’s on our plate.

If you recognize that you’re not feeling rested and renewed, please join me in recommitting to incorporating breaks into each day and week. Doing so will positively affect every aspect of your life.

About the Author: Sherry Dutra is a Talent Development, Career and Retirement Coach and Facilitator who works with corporate leaders in small to mid-size businesses, across the span of their careers. She helps them to accelerate business growth and team performance, navigate their own career path, and transition to retirement with ease using proven methodologies and strategies that get results. If you would like to uncover and address hidden challenges that may be sabotaging your success, leverage your strengths, and accelerate your progress toward the results you desire, contact Sherry for a complimentary consultation.

Who Am I If I’m Not an Executive? – Preparing for the Transition Called Retirement

October 1, 2019 By Sherry Dutra Leave a Comment

Recently, I’ve been hearing a variety of stories regarding business owners and corporate executives who’ve been ready to sell their business or step down from their leadership role and retire, only to back out or panic at the last minute. The common theme among these stories is the concern they were experiencing about what their days would look like after they made the transition to retirement. Without preparation, it can feel like going from 120 miles per hour to zero in an instant.

Retirement, or what I prefer to call ReIgnitement™, requires planning. And, while many have focused attention on financial planning for retirement, few have considered the non-financial aspects of this life transition. Even in companies with strong succession planning processes, the vast majority do not focus any attention on preparing the executive for the next stage of their life. Transitions of any type can create stress in your life, even if the change is something that you have been looking forward to. When that transition arrives, you can react to the changes that arise such as loss of identity, work relationships, and/or purpose. Or, by taking a planful approach, you can prepare yourself to respond effectively to the transition and ease the way.

This month, I’d like to share a simple tool to help you gauge your readiness for this transition. If you’re roughly 2 – 5 years from retirement, or know someone who is, please use this tool or share it with another to get a quick read on your readiness. If you’re already retired, you can use this tool to pinpoint those areas that might need some attention.

Click on the link for the Retirement Readiness Wheel. The 8 sections you’ll address take into consideration a holistic view of retirement. These sections include the following:

Clarity of Identity, Purpose
Health
Leisure/Travel
Home/Residence, Location
Marriage/Significant Other
Work/Business, Volunteering
Financial Resources
Optimism About Aging

As you review and rate each section, take a moment to determine what that section means to you. Then, to determine your readiness, circle your level of satisfaction with your preparedness for each of the 8 sections on a scale of 1 – 7 (1 = least satisfied, 7 – most satisfied). For example, for Home/Residence, Location – ask yourself “how satisfied am I with my preparedness on where I’m going to live?” Or, for Marriage/Significant Other, consider how prepared your relationship is for the transition. Go with the first response that comes to mind as you review each part of the wheel. That tends to be the one that is most indicative of the way you truly feel.

Once you’ve rated each section, draw a line connecting each of the numbers around the circle. What kind of wheel do you have? How smooth and balanced does it feel? How bumpy might a ride on that wheel be?

If you discover that one or more areas of your ReIgnitement™ could use some tweaking and you’re not sure where to begin, a coach can help. I invite you to explore my profile as well as those of my colleagues on the Retirement Coaches Association website to find a coach who is right for you. We help our clients think about and prepare for retirement like never before. Take the time to plan so that you can hit the ground running when you step into the next phase of your life and career.

Building Your Personal Brand – Part Three

September 10, 2019 By Sherry Dutra Leave a Comment

In this final segment on Personal Branding, we’ll cover steps 9 – 12 which are focused on messaging, image, consistency and visibility.

As a quick review, in Part One we looked at the importance of a personal brand and the initial steps to defining how you choose to be known in the world. In Part Two, we built on your initial foundation by exploring what makes you valuable, unique and impactful.

So, bring out the work you’ve done so far and let’s put on the finishing touches.

What is your compelling message?

There are several key messages that you’ll want to create. If you look to the work you’ve completed up to this point, you’ll find that you already have a head start on this.
- First, create a simple statement that quickly identifies who you are. The formula we used in step 5 serves this purpose, “I help X get Y.”
- Second, if you own your own business, it’s important to have a tagline that, in one clear phrase or sentence, defines who you are. One way to come up with this is to reflect on why you do what you do. What is it that gets you up every day? Michael Port, the author of several books including, Book Yourself Solid (https://www.bookyourselfsolid.com/), has become known as “the guy to call when you’re tired of thinking small.” This tagline clearly demonstrates his desire to “help people think bigger about who they are and what they offer the world.” What’s your tagline?
- A third component is to craft a brief story – no more than 30 seconds – that describes your greatest achievement. Start with a short description of the problem, then move on to the actions you took and finally speak to the results that were achieved. This demonstrates the value that you offer.
- Finally, it’s important to craft an overall marketing message that allows you to talk about what you do in an interesting and compelling way. Keep in mind that, if you completed steps 1 – 8, you already have most of the components for this. Michael Port offers a 5-part formula for creating this message.
  1. Summarize your target market in one sentence. Who do you help?
  2. Summarize the three biggest and most critical problems that your target market faces.
  3. List how you solve these problems.
  4. Demonstrate the #1 most relevant result you help others achieve.
  5. Reveal the deeper core benefits that they experience (e.g., financial, emotional, physical, spiritual.
    Put this all together to develop your message. For a firm that provides tax services, it might sound something like this: “I’m a tax advisor. I help small to mid-size business owners protect their wealth. You know how business owners are looking to maximize their profit while minimizing their tax liability but often complain about how complicated the tax code has become? What I do is get to know my client and their financial goals and work closely with them to create a strategy to achieve those goals in a cost-efficient way that, at the same time, helps them to sleep at night knowing their tax return is submitted correctly.”

10. What image aligns with your message?

- How do you actually embody the brand? Consider everything from how you personally present yourself to your logo and marketing collateral to the types of groups and associations that you will align yourself with. How well do these various components align with who you are and what you do?

Be consistent.

If you’ve ensured that you’ve created an authentic message throughout this process, then consistency should be easy. Be yourself, in alignment with your brand, wherever you go and with whomever you encounter. Be clear about how you want each person you interact with to experience you. What behaviors do you need to modify or adopt to create this consistency?

Be visible.

You might have the best brand in the world yet, if it’s also a best kept secret, it won’t have its intended result. Determine how you want to gain that visibility.
- Networking is a key strategy for building and expanding your connections.
- Social media is another important strategy to keep in mind. Pay attention to the platforms where the people you want to meet hang out. For example, LinkedIn is critical for anyone in the business community. A strong profile along with being an active member through posting, participating in LinkedIn groups, etc. is a must.
- Look for ways to participate. This could include a leadership or committee position in the community or with a professional association that allows you to meet those in decision-making roles.

Call to Action

So, as this series opened, I ask again. Who needs a personal brand? Essentially everyone who has a career. Whether you own a business, serve others as an independent consultant, or work inside a company, personal branding is a powerful tool to help you further your career goals. I encourage you to set aside some time and work your way through this personal branding process. It’s your opportunity to establish how you want to be known in the world.

Adapted with permission by Center for Executive Coaching.

Building Your Personal Brand – Part Two

August 7, 2019 By Sherry Dutra Leave a Comment

In Part One of this three-part series, we reviewed the importance of a personal brand and the first four steps to crafting your own. In this month’s segment, we’ll build on what you have done so far and work on steps 5 – 8. The steps we are covering in this segment are focused on honing in on your unique value and gifts and how you choose to express those meaningfully in the world.

To recap, steps 1 – 4 asked you to start with assessing your current brand. Then, you identified your talents and core values. And, lastly, you created your mission statement which focused on the contribution you want to make to the world.

It’s time to flesh out your personal brand a bit further. Let’s get started.

Why are you valuable to others?

A good value statement can be as simple as, “I help X get Y.” Fill in X with a specific group of people that you serve. This could be a particular demographic (e.g. Baby Boomers), an industry (e.g. technology), a size of business, etc. Fill in Y with what you help your employer or your client to achieve. Being as specific as possible is important. The more that your employer or client can identify with who you serve and how you serve them, the more likely they are to be interested. Here are some examples:
- I help analytical leaders to become people leaders.
- I help small to mid-size companies improve employee engagement, decrease attrition and improve productivity.
- I help companies use marketing automation software to grow their businesses.
- I help solo entrepreneurs in service-based industries build a six-figure business in 18 months or less.

Identify what is unique about the value that you bring and what drives you.

If you have been in the working world for a while, bring to mind what stands out about you. If you are relatively new to the workforce and are still building your skills, what do you need to do to become unique? Some refer to this as the Unique Selling Proposition or USP. I prefer a term coined within the Transformational Presence community – Unique Soul Position. This refers to articulating how you are equipped to serve different people in your company, your business or your leadership that is in alignment with who you are at your core. What is unique about who you are and what inspires you to do what you do? To get in touch with that, consider the following questions:
- What have you been good at your whole life?
- What are the top three things that you get compliments on?
- What are three things that others find memorable about you?
- What do you simply love to talk about in regards to your personal life?
- What do you simply love to talk about in regards to your work life?
If you’re having a little trouble with this step in the process, it can be helpful to gather a group of supportive friends, who know you well, and ask for their input. Because our unique talents come so naturally to us, they often don’t stand out to us as being special. Others can help to illuminate them.

Your brand must have impact.

Without impact, no one will remember you. In this step, you want to consider what you’d like people to say about you after they’ve met or experienced working with you. What positive characteristics and attributes do you already demonstrate that you can leverage to make you more memorable? What characteristics and attributes might be important for you to develop in order to have greater impact? Keep in mind to maintain alignment between the impact that you want to make and your personal values and mission. Below are a few examples of impact to get you started.
- Compassionate / Collaborative / Energetic / Knowledgeable / Bold / Passionate / Meticulous / Risk-Taker / Innovative / Trustworthy / Assertive

Be prepared with proof to back up your promise.

There are many ways in which to quickly improve your credibility such as volunteering on the board for a relevant professional association or non-profit; serving in a leadership capacity where your ideal clients tend to gather; or speaking at a professional association. Examples of proof include:
- Case studies that document outcomes with previous clients
- Credentials and on-going development
- Testimonials or recommendations from past employers or clients
- Published books or articles
- Articles in which you’ve been interviewed and quoted

Call to Action

Set aside some time in the coming weeks to build on what you completed last month and take action on these next four steps. Please stay tuned for Part Three next month where I’ll discuss the final four steps in building your personal brand.

Adapted with permission by Center for Executive Coaching.

Building Your Personal Brand – Part One

July 3, 2019 By Sherry Dutra Leave a Comment

Who needs a personal brand? Essentially everyone who has a career. Whether you own a business, serve others as an independent consultant, or work inside a company, personal branding is a powerful tool to help you further your career goals.

In an increasingly complex world, we must develop our own personal brand where we clearly and consistently define, express and communicate who we are and what we uniquely offer the world. Gone are the days where we join a company after high school or college and stay there throughout our careers. The Bureau of Labor Statistics has indicated that the average worker holds 10 jobs by the time they are forty and this number is expected to grow for younger generations in the workforce. Developing a personal brand allows you to stand out and increase your chances for success.

What makes these well-known people masters of personal brand?

What comes to mind when you think of Beyoncé, Lada Gaga, or Elton John?
How is it that Michael Jordan still gets amazing endorsement and business opportunities long after his basketball career has ended?
What makes comedians like Jim Carrey and Whoopi Goldberg stand out?
Why did Richard Branson, Walt Disney, Oprah Winfrey, Steve Jobs, and Arianna Huffington become such business icons?
What makes Tiger Woods still so popular after more than one major misstep?

All of them have developed a personal brand containing key characteristics:

They are unique. They march to the beat of their own drum and are instantly recognizable.
They stay true to who they are. The experience we have of them is consistent.
They are memorable. Their personal brand creates a vivid picture of them that stays with us.
They have something valuable to offer. A truly powerful brand is built on a foundation of competence, value, and substance.
They are trustworthy. When you break trust, your personal brand will be damaged. In some cases, like Tiger Woods, you can rebuild that trust but it can take a long time. It’s better to ensure that you don’t break trust in the first place.

In order to have a successful brand, it’s critical to embrace the characteristics above. To help you begin the process, I’ll be sharing twelve steps to creating your personal brand. In Part One of this series, I will share the first four with some tips for each to get you started.

What is my current brand?
- Identify 10 – 15 people you work with who interact with you on a regular basis and ask questions that help you to understand how you are currently perceived. Make sure that you answer the questions for yourself first and see how much alignment there is or there isn’t in the responses. This can be eye-opening as we often don’t see ourselves in the same way that we are perceived. Some suggestions you might consider include:
  - What is most unique about me?
  - What are three strengths that stand out?
  - What is one thing I can do to have a stronger personal brand?

What are my talents?
- We talked earlier about having something valuable to offer. What are the things that you already do exceptionally well that you can leverage and continue to develop to mastery?
What are my most important values?
- A strong personal brand is established on a foundation of core values that you’re willing to stand up for. What are those values that are most meaningful to you?
Create a mission.
- This is focused on what brings meaning and purpose to your life. What is the contribution that you want to make to the world with your unique talents and gifts?

Call to Action

Set aside some time in the coming weeks to take action on these first four steps. This is your opportunity to begin defining how you choose to be known in the world. Why leave it up to chance? Please stay tuned for Part Two next month where I’ll discuss steps 5 – 8 in building your personal brand.

Adapted with permission by Center for Executive Coaching.