Archive for the ‘Ditch. Dare. Do!’ Category

Ditch. Dare. Do! for YOU: Tell Me About Ditch. Dare. Do!

Thursday, September 5th, 2013
William ArrudaDitch. Dare. Do! for YOU
By William ArrudaThe 3D adventure where fearless early adopters, career-minded people, and enlightened companies join the 3D personal branding revolution!

Tell Me About Ditch. Dare. Do!

William Arruda and Deb Dib share their thoughts 3D Branding for Executive Success!

Find the Ditch. Dare. Do! website here!


Career REinvention – Dream BIG!: Networking Online and Your Personal Brand – Part 1

Thursday, September 5th, 2013
Susan Guarneri_0634Career REinvention – Dream BIG!
By Susan Guarneri
Looking for your dream job? Ready to try something new? Helpful tips and tools to move you from one career to another.

Networking Online and Your Personal Brand – Part 1

Social media networking has gained ever-increasing importance for job search and career success. For example, the Jobvite 2012 Social Recruiting Survey (July 2012) revealed that 92% of employers in 2012 used social media networks in recruiting, with LinkedIn topping the list of most-used sites.

In addition, the Jobvite 2012 survey indicated that one out of every seven people referred by someone in their networks had been hired. In contrast, only 1 out of 100 candidates who were not referred had been hired. Those are impressive statistics that support the use of online networking in your job search.

So how does social networking intersect with personal branding?

  • Profiles. Each of the top social networking sites, such as LinkedIn, Facebook, Twitter, Pinterest, and Instagram, require that you create a user profile. What clear statement (your personal brand value proposition) do you want to convey about yourself in those profiles? What will distinguish you from other similarly well-qualified candidates?
  • Messages. Whether composing a post or tweet, re-tweeting, or re-pinning an image or an infographic that you find online, you are establishing and nurturing your personal brand statement within your public and social networks. Are your messages consistent and relevant to your job search goals? Or are you spinning off in multiple directions at once?
  • Multi-media. More employers than ever before are using social media as a key recruitment tactic. Images and videos, distributed via your social networks, can be powerful tools in terms of attracting and keeping the interest of employers and recruiters. How can you distinguish yourself from other similarly qualified job candidates to be memorable? Are your multi-media consistent with your personal brand?
  • Connections. Building your social networks requires more than simply connecting to people you already know (first-level connections). Look beyond those folks to the people they have in their networks (second-level connections), as well as third-level connections. Who do you need to establish relationships with – in what industries, companies, and organizations – in order to get the referrals you need for your jobs of choice? What will those connections imply about your personal brand?
  • Frequency. Sporadic social networking efforts will not keep you on employers’ and recruiters’ radar screens. Gaining and keeping high visibility for your personal brand requires a strategy of frequent social media activity. It really can be done in as little as 9 minutes a day! When will you create your social networking plan? What will you do to hold yourself accountable to that plan?

Susan Guarneri, Career Assessment Goddess and Reach Master Branding Strategist, can guide you to your best-fit career options and help you land your DREAM Job.


Ditch. Dare. Do! for YOU: Be a Ditch. Dare. Do! Daredevil on Vacation

Thursday, August 8th, 2013
DebDib headshotDitch. Dare. Do! for YOU
By Deb Dib

The 3D adventure where fearless early adopters, career-minded people, and enlightened companies join the 3D personal branding revolution!

Be a Ditch. Dare. Do! Daredevil on Vacation

It’s August! Summer is still here, and many professionals will be enjoying some well-earned vacation—probably a working vacation, with emails checked, problems fielded, and reports written, and phone calls made. Whether our holiday is luxury travel, camping, or a stay-cation, many of us can’t (or won’t) “un-tether.”

Do any of these fit you? My boss expects 24/7 availability. My business can’t run without me. If I don’t handle something right now, it might blow up before I get back. I can’t miss calls from key clients. I have too much to do to just stop doing it. I just can’t imagine not being connected. I’m afraid I might miss something important!

But have you thought about what you’re really missing?

Do you get some of your best ideas in the shower? Or while you’re on a run? Or while gardening? Or on your commute home? When our brains are engaged in something other than work or the daily chores of living, they are free to play—to float, to get creative, to make connections. And vacation is certainly playtime. Or is it?

As recently as 10 years ago, vacation time was vacation time—a time to relax and play, a time to reconnect with family and friends. And people knew that leisure was a real ROI business resource—a playground for spontaneous ideas.

It’s ironic isn’t it? Now, by plugging into work, we unplug from the casual, circuitous, enjoyable meanderings of our brains, and often lose the opportunity to grab an idea from the ether—and idea that could make a real difference at work or in our world.

So here’s an idea: adapt the concepts from William Arruda’s Nine-Minutes-a-Day Brand Plan to craft a nine-minutes-a-day working vacation plan that keeps you playing while connecting and creating.

Set a timer on your phone or computer for nine minutes, focus, and GO! Blast through your e-mail (be sure you’ve set-up your vacation auto-responder so people don’t expect replies). Review for top issues ONLY. Send BRIEF replies to the highest value issues ONLY. Make FAST phone calls, for emergencies ONLY…and be realistic about what constitutes an emergency. Then let go, and go play!

Ok, I hear you: I have more than email to do on vacation, too. In fact, I’m writing this article on vacation! Often we have to leave the office with things hanging that need to be wrapped up. So save part of one vacation day (often day one works best) to handle those things and let your companions know you are doing it so you can free your mind and schedule—for them and for fun.

Then, for the remainder of your vacation, use just nine minutes day, one-to-three times a day, to stay in touch with your work. Use the rest of the time to stay connected with your vacation! Your family, friends, stress level, and creativity will thank you.

If you think that this will reflect badly upon your reputation, consider this: Letting go may release unimaginably positive consequences. Your example may set the tone for your reports to let go a little on their vacations (and they will love you for it!). Your customers may see you as a little more human. Your boss probably won’t know the difference since you’ll still handle the critical things. You may even be seen as more efficient! And your family may actually trust that when you say you need a few minutes for email and will down to the pool shortly, that you really mean it.

People are doing this already. Be one of them. Ditch the workaholic label; dare to test the nine-minute-a day working vacation, and do relax with those you love and care for (including you!). Be a Ditch. Dare. Do! Daredevil and start the nine-minutes-a-day working vacation revolution in your circle of influence!

You can read more about the Nine-Minutes-a-Day brand plan in Ditch. Dare. Do! And for more nine-minutes-a-day ideas join us at the Nine-Minutes-a-Day LinkedIn group.

Known as The CEO Coach, Deb Dib is a Reach Master Brand Strategist, speaker, educator, and co-author, with William Arruda, of ‘Ditch. Dare. Do! 3D Personal Branding for Executives.’ Her work is featured in 30+ career books, and has been in the Washington Post, The Wall Street Journal,,, and other major media.


Career REinvention – Dream BIG!: Tips for Creating a Compelling Brand Bio

Thursday, August 8th, 2013

Career REinvention – Dream BIG!
By Randi Bussin
Looking for your dream job? Ready to try something new? Helpful tips and tools to move you from one career to another.

Tips for Creating a Compelling Brand Bio

Summer is a fabulous time to revisit your career marketing documents and get them ready for the Fall. If you have not dusted off your bio for a while, consider writing a branded bio (yes, it’s different!) and using all or parts of it on LinkedIn, and other social media sites. Here are some quick tips for crafting a compelling branded bio:

  • Inject your personality into your bio. Look at your 360Reach results, identify those traits that are most unique and compelling to you and incorporate them in your bio. Don’t be afraid to let the authentic you shine through.
  • Give people a feel for who you are, what drives you, what’s important to you. Create that much needed chemistry to “hook” the reader.
  • Let your softer skills come through-what makes you a great leader? It is your ability to mentor and coach employees? Is it your persuasive communications?
  • Include the whole YOU- your work, community and life. These are not three separate people but one holistic, integrated you!!!
  • Include a quote or testimonial from a client, industry expert, or subject matter expert. Get someone else to speak on your behalf and to validate your expertise.

In an effort to practice what I preach, I have hired Deb Dib, co-author of Ditch. Dare. Do! to help me with mine. We have been having fun this summer revisiting some of the basics of the Extract phase. Here is the link to my current and somewhat “dusty” brand bio.

Deb and I are working on my new brand bio this summer, and I’d be happy to share the results in an upcoming post.

Stay tuned….

Randi Bussin, a Career Reinvention strategist, guides executives and business owners towards a renewed sense of direction, an actionable career reinvention and personal branding plan.


William’s Words: A Giant Love-Fest!

Thursday, July 25th, 2013

William’s Words By William Arruda
A note from the Founder of Reach Personal Branding.

A Giant Love-Fest!

A couple of weeks ago, Deb Dib and I hosted a celebration of the launch of Ditch. Dare. Do! in New York City… and it was amazing. Not amazing because of the food or the music or the book signing or the incredible venue in Chelsea (all of which was great). What made it truly amazing is the people who came.

We had about 75 attendees – Reach Personal Branding Strategists, clients, colleagues, friends, family, the media… Many came from outside New York City (Rocio took a train up from Washington DC, Randi, Suzette and Martin came in from Boston, Michelle came from near Philly…). And when most arrived, they knew few others. By the end of the night, it seemed like a gathering of close friends – a giant love fest!

We live-streamed the event and had hundreds who couldn’t be there watch it as it happened. Isn’t technology incredible?! That two-hour video is available here if you want to check it out.

So with this installment of William’s Words, I’d like to thank everyone who was involved in planning, executing and participating in the event. Those of you who have planned events know how many moving parts there are and how much effort it takes to make it look like it took no effort! A special thanks to celebrity photographer, Nicolai Grosell. You can see some of the photos he took here. You’ll probably recognize a few people in the crowd!

If you didn’t make it and want to get a copy of Ditch. Dare. Do!, you can get yours here. And if you got a copy at the event (or elsewhere), Deb and I would be thrilled if you could write a brief review at Amazon!


Ditch. Dare. Do! for YOU: NINE – The Magic Career Boosting Number

Thursday, July 11th, 2013
William ArrudaDitch. Dare. Do! for YOU
By William Arruda

The 3D adventure where fearless early adopters, career-minded people, and enlightened companies join the 3D personal branding revolution!

NINE – The Magic Career Boosting Number

In Ditch. Dare. Do! Deb and I suggest you spend nine minutes a day – every work-day – building your brand. This amounts to a full week each year! To make it easy for you, we prepared this infographic. It includes 27 different nine-minute brand-building actions. It also highlights ways to maximize those brief but fruitful minutes.

And if that isn’t enough to get you in the nine-minute mindset, here are some additional resources:

How will you spend your nine minutes today?


Ditch. Dare. Do! for YOU: Are you a Ditch. Dare. Do! Daredevil?

Thursday, June 6th, 2013

DebDib headshotDitch. Dare. Do! for YOU
By Deb Dib

The 3D adventure where fearless early adopters, career-minded people, and enlightened companies join the 3D personal branding revolution!

Are you a Ditch. Dare. Do! Daredevil?

“Goals, guts, and glory!” may well be the mantra of the Ditch. Dare. Do! (3D) personal branding movement. While personal branding has always required the courage to be real, 3D personal branding digs deep, tapping new dimensions of self-knowledge, career awareness, and personal activism.

The 3D approach to brand building extends across every one of your touch points—in your life, your work, and your world. It first requires the discipline of introspection and goal creation. It then requires the guts to courageously edit multiple strengths into a single unambiguous branded message of value that helps you achieve your goals—your particular version of glory.

Most people will never do this; they are concerned that limiting their message limits their opportunities. And they couldn’t be more wrong. In personal branding, less is more. Strong brands focus on one thing, not many things. Strong brands are memorable for simple clear value.

So here’s a DARE for you: Get gutsy and focus steadfastly on the single strength you need to drive your brand, reach your goals, and go for glory. (Just make sure the strength is one that your target market needs and/or values!)

Think it can’t be done? Why not emulate the brand strategy of wildly successful companies. Consider these leaders and their crystalline brands: Walmart is known for low prices; Apple is all about innovation; Nordstrom equals exceptional service; Target is the place for “cheap chic.”

What does that look like in human terms? Think about your colleagues, family, and friends–you can probably describe a number of them with one or two words that speak to each person’s singular most visible strength.

Do these sound familiar?

  • The Fixer—he’s the go-to guru who can make anything better.
  • The Simplifier—she’s the “bottom-line-it for me” champ.
  • The Innovator—he’s the “big audacious ideas” generator.
  • The Whiz Kid—she’s the talented GenY hire, on rocket fuel.
  • The Rock—he’s the “we’ll get it done” port in the storm.
  • The Organizer—she’s the project manager extraordinaire.
  • The Negotiator—she’s the tough-as-nails, win-win producer.
  • The Connector—he always knows someone you should know.

Whether by design or by default, these people are branded. They are often top-of-mind when their organization, team, or personal circle needs their particular brand strength. And if they are consciously and strategically managing their brand message they make sure to keep that key strength consistently visible, valuable, and–most importantly–memorable.

What’s your singular strength?

To find out, seek feedback from trusted colleagues, friends, family and advisors. Think about what you’re good at, what you love to do, what happens when you do it, and the ROI that doing it delivers. Think about which strengths your company and your targets value. You’ll have many answers. Filter those answers by asking yourself which of your great strengths can propel you to the top of your profession.

Then DITCH any “fear of focus,” DARE to be gutsy enough to pick just one strength, and DO make a plan to integrate that single strength into everything you do, every day. Of course you’ll use other strengths as well, but, by being smart, strategic, and selective, you’ll be consistently demonstrating the strength for which you plan to be known.

You’ll soon be in a class by yourself–a Ditch. Dare. Do! Daredevil–memorable, marketable, and positioned to meet (and even surpass) your goals!

Known as The CEO Coach, Deb Dib is a Reach Master Brand Strategist, speaker, educator, and co-author, with William Arruda, of ‘Ditch. Dare. Do! 3D Personal Branding for Executives.’ Her work is featured in 30+ career books, and has been in the Washington Post, The Wall Street Journal,,, and other major media.


William’s Words: Gratitude

Thursday, May 23rd, 2013
William Arruda

William’s Words By William Arruda
A note from the Founder of Reach Personal Branding.


The topic of gratitude comes up a lot in the weeks leading up to Thanksgiving. But it’s May. So why am I bringing it up now? Well, the act of being grateful is a year-long and a life-long activity. It shouldn’t be reserved for holidays!

Being grateful and acknowledging others for their good deeds feels good – and it has tremendous health benefits too (detailed in this NYTimes article).

I’m a naturally thankful person, I think, and make it a priority to acknowledge the thoughtful acts of others. The recent launch of Ditch. Dare. Do! gave me an opportunity to experience kindness by the truckload. So I’d like to use this installment of William’s Words to express gratitude for the tremendous support and generosity that I experienced. I am grateful for:

  • Deb Dib for being a witty and wise coauthor who is an absolute delight. She tells me she is grateful to all these people too!
  • The amazing Dick Bolles for writing the brilliant foreword for the book. He’s an inspiration to so many people!
  • Team 3D – the Reach-certified Strategists who are committed to the 3D philosophy and the book’s success.
  • Bestselling authors and sages Dan Pink, Marshall Goldsmith, Martin Yate and Gretchen Rubin for their endorsements and reviews of the manuscript.
  • The Reach team – especially Tara Kachaturoff and Deborah Reast who managed every single step of the long – and sometimes arduous -process.
  • The dozens of people who read the book as soon as it was available and provided our first reviews at
  • The over 30 people who contributed stories and quotes.
  • Our launch partners who gave away valuable gifts on launch day.
  • The countless others who provided content, creativity, support, advice, resources, wisdom, feedback, promotion…
  • YOU, the reader of YOUnique who shared your encouragement and ideas as we updated you with the progress of the book.

THANK YOU! Let me close this installment of William’s Words with a Malayan proverb that sums up my feelings: “One can pay back the loan of gold, but one lies forever in debt to those who are kind.”


Editor’s Note: Good Things Really do Come to Those Who Wait

Thursday, May 9th, 2013
Editor’s Note

By Peter Sterlacci

Good Things Really do Come to Those Who Wait

I am thrilled beyond words about the release of William & Deb’s new book Ditch. Dare. Do!

While I am not an author of a published book myself, I can certainly sympathize with the ‘birthing’ of an idea to a finished product. As a reader of any book we really never know all the hard work, the ups and downs, and the cheers and tears the authors experience. A handful of us in the ‘inner’ Reach community have been more intimately aware of William and Deb’s excitement about a pending release, only to have unforeseen problems cause more delays. I also believe in the adage that ‘good things come to those who wait.’ After reading this book I can firmly say IT WAS WORTH THE WAIT!

There are many books out there that offer something to the personal branding world. Some are good, some are great. William and Deb have produced what I consider THE most practical and digestible personal branding books I have read to date. It is better than good and far beyond great! Once you start reading this book you simply cannot help but turn the page and continue to the end! What I love are the quick quizzes, placed to record your actions and learnings, and useful real-world examples.

With personal branding expanding all around the world we need a book that is easy to read even for non-native English speakers. Ditch. Dare. Do! is ideal because the 66 digestible ‘snaps’ (as they are called) are quick reads written in clear and concise language. Each ‘ditch,’ ‘dare,’ and ‘do’ gives the reader something that is immediately actionable.

Pick up this book on Amazon here and become influential, indispensable, and incredibly happy at work and life.

Peter Sterlacci, founder of BeYB – Believe. Become. Be Your Brand, , combines personal branding strategy with cycling imagery to empower on-the-move careerists in global companies in Japan to shift gears, get out of the saddle, and sprint to career success.


Ditch. Dare. Do! for YOU: How often do you step outside your comfort zone?

Thursday, May 9th, 2013

William ArrudaDitch. Dare. Do! for YOU
By William Arruda

The 3D adventure where fearless early adopters, career-minded people, and enlightened companies join the 3D personal branding revolution!

Today, we dare!

How often do you step outside your comfort zone?

Do you ever regret not having done something because fear stopped you in your tracks? Do you mentally inflate the potential negative consequences of pursuing your goals to prevent you from taking necessary risks?

If you’re a bit risk averse, you’re in good company. Most of us spend a lot of time inside our comfort boundaries. Fear keeps us there.

Author Neil Gaiman wrote “If you dare nothing, then when the day is over, nothing is all you will have gained.” Deb Dib and I agree. That’s why we dare you to take risks that will move your brand forward in Ditch. Dare. Do!

One element of the branding process that often feels risky is getting feedback – anonymous, candid feedback. Yet knowing what people think about you is critical to successful personal branding. Many of us let fear impede obtaining the feedback we need. So today, I dare you to get this essential external feedback.

We just launched the latest version of 360Reach – the personal branding survey which allows you to get honest feedback about your brand. Watch this video to learn about it:

I want you to use it to get the brand feedback you need. 15-day passwords to the basic version are free! And if you’re one of the first 25 people to send a request, we’ll send you a premium password for 45-days access to this incredible tool. Just send me, williamarruda at reachcc dot com, an email with ‘I DARE’ in the subject and we’ll send you a password. No need to put anything in the body of the email.

I close with a quote from Albert Einstein “A ship is always safe at the shore – but that’s not what it is built for.”

Here’s to being daring!