In his excellent bookThe Brand Gap, Marty Neumeier wisely points out, “Your brand isn’t what you say it is. It’s what they say it is.” While I generally agree, I’ve also found some interesting exceptions. I ran an agency called SuperFriendly. Whenever I’d appear on podcasts or speak at a conference, people would introduce me as, “one of the nicest guys you’ll ever meet,” or some variation of that. Most of these people have never met me before. I’d bet that it was because t...
