I recall the time went pitching for a piece of business with the one of the world’s leading premium brands. The Managing Director of Europe and I spent nearly 45 minutes talking about one word – Integrity.

He asked me what that word meant to me. I explained that from a young age my dad had taught me that you are carefully about your words you say but if you commit to do something - you do it.

This was the vital decision making part for this MD. He thought I could best represent their brand. Interestingly after about two weeks of working together someone within his organisation broke their promise of demonstrating integrity. I called him and expressed my disappointment, I thought this was going to be a two-way agreement.

His response restored my faith in appropriate business behaviour - he apologized on behalf of the organisation agreed new terms and asked me to forward an invoice even though that work was yet to be completed by me.

He walked his talk.

I contrast that with recent examples of how some leaders believe is appropriate to behaviour when letting go of ‘no longer needed staff’. Recent case where in one room people are being advised they are about to leave and please take your belongings now.

In the very next room a party for a new product launch and a senior leader asking the survivors which top end sports he should buy.

Are these leaders:

A) Lacking self-awareness?

B) Have no humanity?

C) Wearing a mask, that makes them LOOK strong and invulnerable?

These leaders are missing a trick, such behaviour erodes trust and trust is efficient it is one of the basis of high performance of any team.

A new client recently made me blush, he described me a stick of rock. He said “your brand runs through you, you are all joined up, you live the advice you give whether in your book, on-line or in a coaching session.”

The key take away from this feedback is that our words, digital footprint and demeanour during human interactions, all need to align. Many people and organisations seem to take a dog is for Christmas approach. Promising the earth initially and then a series of poor service delivery or inconsistency.

I believe we have entered a new world in business - the workplace has changed forever. Conventional thinking does not meet the demands of today’s world, it must be challenged as outdated:

• Jobs go to the most qualified – no they don’t they go to the most connected.

• You get paid what you are worth – no you don’t you get paid what you negotiate.

• Highly refined business skills are for the naturally talented – all skills are learnable via deliberate practice.

• Companies exclusively own Intellectual Property – we all wake up every day with valuable skills that when systemized form our own IP.

• Highest human potential is available only the advantaged elite – we all have far more capacity than we currently demonstrate.

World leading Neuroscientist Rick Hanson commented:

“On average, about a third of a person’s strengths are innate, built into his or her genetically based temperament, talents, mood and personality. The other two-thirds are developed over time.

You get them by growing them.”

To me this is wonderful news…

My invitation to you is to grow your brand, ask yourself:

• What do I stand for?

• If struggling with first question, ask What do I stand against? (For me I know I hate bullies and people who abuse their power.)

• What do I know is true but conventional wisdom says differently?

• How can I test my hunches from question 3 and prove it works?

• Now live those truths every day and help others and yourself.

Be a first-rate version of yourself rather than being liked for something you are not.