“Uncovering your Conviction” 
 
Drafting off the argument and examples I outlined in my Keynote above, I will take attendees through the process we have developed that helps companies uncover their fundamental ‘Conviction’. This would be an interactive workshop where I leverage the questions and interrogation tools we have honed over the last 10+ years in the branding, identity, and strategy to ensure each attendee walks away with a true core belief they will be able to apply immediately. In this class, I will walk through: 
 
● Our moment in time and the need for deep beliefs 
● Case studies of culture-creating companies and how they lead from ‘Conviction’ 
● Work we have done that’s positioned leaders to lead from ‘Conviction’ (i.e. Pedro Martinez, hall of a fame baseball player from the Boston Red Sox) 
● Strategic questions attendees can ask themselves - and their brand - to begin to uncover their beliefs 
● A framework for analyzing how to apply their ‘Conviction’ throughout the organization so it is immediate and actionable 
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