October 2010

Issue 38, October 21, 2010

William ArrudaWilliam’s Words
By William Arruda

A note from the Founder of Reach Personal Branding.

Impressive People

I just led the Reach Masters Certification in New York and could not have been more impressed. Reach Personal Branding Strategists flew in from all over the world to participate in an intensive weekend-long training.

It was one giant love-fest and an energizing two days with an amazing and diverse group. We had participants from three continents. And even though each person brought a unique perspective, we share a singular mission – to help individuals increase their success and fulfillment and enable them to drive greater value for their organization.

At Reach, we have delivered over 1,000 certifications to consultants and coaches in 24 countries. Yet only nine people are certified to the Masters level. So join me in congratulating this elite group of really impressive and fascinating people:


Commercial Break
By William Arruda

What can personal branders learn from TV advertisements? Take a break and take a peak.

HP: Picturebook

I love this commercial because: This ad reminds us that HP has the total solution for digital photography, but that’s not why I like it. This ad is extremely impactful. They use technology in such a creative way to deliver the message. Every time I see it, I think, “How did they do that?”

This ad and YOUR personal brand: It is much more valuable to develop one thing that expresses your brand in an interesting and unexpected way than to have your message lost in the clutter of other mediocre communications. Focus on making an impact.

microphone1November 2010 Reach Personal Branding Teleseminar Details

William Arruda Interviews Jordan Friedman aka The Stress Coach

Date: Thursday, November 11, 2010

9:00 AM Los Angeles, 12:00 PM New York,
5:00 PM London, 6:00 PM Paris

There are only 500 spaces for the live call.

Sign-up here:


Leadership Is Stress Management
William Arruda’s conversation with stress-to-success guru Jordan Friedman was 2009’s most downloaded Reach interview. And since stress is probably still impacting your brand and potential in 2010, William is bringing Jordan back—this time to tell us why leadership and stress reduction are the same thing.

It’s no accident that most CEOs are Type B’s with cool and calm work styles, versus many of us Type A’s who are not that way. Is your stress compromising your health and success? Would you like to manage it more like a corporate head than a headless chicken? If you answered or clucked, “Yes,” join William and Jordan on Thursday, November 11, 2010 for the Reach Personal Branding Interview Series. It promises to be another lively and motivating discussion full of actionable strategies for you and those you want to help.

In this interview, which will be recorded, you will learn:

  • About the relationship between personal branding and stress,
  • Why leadership and stress management are the same thing,
  • Reasons why people feel so stressed today,
  • A simple litmus test for all stress reduction strategies,
  • The best way to start managing stress,
  • The 5 essential leadership practices that are also key stress reduction activities, and
  • How coaches and educators can use stress control concepts and tools in their work.

Sign up for the interview with Jordan Friedman and William Arruda soon. We rarely have guests on twice, but have decided to do this with our most popular past guests. Since we have a limited number of phone lines, we know registration will fill up quickly for this call.

Jordan Friedman

Bio: Jordan Friedman, MPH (aka The Stress Coach)

Jordan Friedman survived the largest brain tumor on record and years of near blindness. His remarkable stress-to-success story motivates his audiences to use his Stress Mapping, Mod Squad, and other strategies that both reduce stress and enhance communication, teamwork and challenge management. He’s done just this for thousands from 9/11 survivors and CEOs to NYPD officers and Federal prison inmates.

A pioneering stress management speaker and educator, Jordan also created the innovative Stressbusters program. It is a continuous and celebrated stress reducer for students and staff at Harvard, Johns Hopkins, the University of Missouri and other institutions.

Jordan’s work has been quoted and promoted by The New York Times, The Wall Street Journal, Entrepreneur, National Public Radio and O Magazine among others. You may already know him as a voice of ‘Alice,’ the first online source of straightforward answers to questions about stress, relationships and other wellness topics on Columbia University’s acclaimed Go Ask Alice website. As longtime director of Columbia’s health education program, Jordan penned hundreds of Internet and newspaper columns on everything from burnout prevention to employee retention. Jordan is the author of The Stress Manager’s Manual and co-author of the Go Ask Alice Book of Answers.


Reach Interview Series Handout for November, 2010.

The interview will be available to download here after the call.

Community News

William Arruda and Reach Branding are pleased to join with Lifetime Television in presenting The Fairy Jobmother Career Kickstart Boot Camp. The Fairy Jobmother Career Kickstart Boot Camp is a one-day event on Monday, October 25th, in New York, NY at Union Square Park’s South Plaza from 12-4pm, to promote the launch of the new unscripted series The Fairy Jobmother.

Premiering Thursday, October 28th, at 11pm ET/PT, after the Project Runway season eight finale on Lifetime, The Fairy Jobmother will follow international career specialist Hayley Taylor each week as she assists job-challenged families with her no-nonsense and tough love tactics to motivate them to get back on the payroll. Recognized for her no-holds-barred approach, Taylor will help and inspire those who have struggled with unemployment to realize new career opportunities.

In anticipation of the series, the South Plaza at Union Square Park will transform into a community platform set to entertain, engage and inform consumers of the job interview process from start to finish, as well as to provide general career advice in a fun and interactive way. Admission is free and open to the public.

William Arruda will deliver the keynote at this event at 1pm. He is pleased to be involved in this community event and anticipates incredible interaction with the public. A schedule of events includes the following:

  • Main Stage – with keynote speakers, including Hayley Taylor, The Fairy Jobmother, and William Arruda as well as panel discussions and audience interaction
  • Interactive Booths – with specific emphasis on Resumé do’s and don’ts, social media networking, job hunting advice and interviewing skills
  • Job Fair – Opportunity to interview with a Lifetime recruiter on-site at the event. There will also be additional companies offering key advice on the application and interview process, as well as best practices for being considered as an employee
  • Resumé drop box
  • Raffle prizes and other surprises for all in attendance!

To kick start your career or for additional information, go to Career Kickstart Boot Camp info page.

Sign up for your copy of YOUnique– The Personal Branding Newsletter – Click Here.

Issue 37, October 7, 2010

William ArrudaWilliam’s Words
By William Arruda

A note from the Founder of Reach Personal Branding.

The Freedom to Be Yourself

I interviewed Mitch Joel for the July 2010 Reach Personal Branding Interview series (great guy with a lot of valuable insights) and he reminded me of an amazing Oscar Wilde quote: “Be yourself because everyone else is already taken.” Oscar Wilde was witty and wise; and he was clearly a visionary in the field of personal branding.

I always say that personal branding is permission to be yourself – your best self. Here are some other quotes that really capture that sentiment:

  • “To be yourself in a world that is constantly trying to make you something else is the greatest accomplishment.” – Ralph Waldo Emerson
“It takes courage to grow up and become who you really are.” – E.E. Cummings
  • “Be who you are and say what you feel, because those who mind don’t matter and those who matter don’t mind.” – Dr. Seuss
  • “The most exhausting thing you can be is inauthentic.” – Anne Morrow Lindbergh
  • “He who trims himself to suit everyone will soon whittle himself away.” – Raymond Hull
  • “Always be a first-rate version of yourself, instead of a second-rate version of somebody else.” – Judy Garland

Are you being you?

The Strat
By Valerie Sokolosky

A Reach-certified Personal Brand Strategist offers tips and advice on our favorite topic – personal branding!

What’s keeping you from success?

In the late Kurt Vonnegut’s futuristic short story, “Harrison Bergeron,” the country in 2081 had worked so diligently to make everyone equal, deep thinkers wore government-programmed hearing aids that broadcast loud sounds periodically to prevent creative thinking…and those blessed with athletic ability were “equalized” with everyone else by being made to carry 47-lb. bags of birdshot around their necks.

Luckily, in today’s world, people with special skills and abilities are not “handicapped” by the government, but for many of us, there’s always that consistent limitation – that bag of birdshot we carry around with us — that keeps us from moving to the next level.

Of course, many people don’t have any idea about their personal stumbling blocks – which means if they can’t identify it, they can’t do anything about it. But, once they’ve identified what’s keeping them from moving ahead, they need to know what I call “the barrier fact sheet.”

      1. Everybody has at least one barrier…one deal-breaking hurdle. Some are simply not important – and some you can negate by hiring someone who will keep your barriers – like your penchant for disorganization under control. Others barriers – to self-confidence, self-control and the ability to foster meaningful relationships – may not be so easy to knock down.
      2. You can’t remove barriers you don’t or won’t recognize. Your barriers set your boundaries. They mark the bottom and the ceiling. We’re sometimes not willing to recognize these barriers – these handicaps – but we also tend to hang on to those that we really should let go of – like stubbornness or the inability to let go…of anything.
      3. Our barriers exist 24/7, not just in our business world. Notice when you don’t delegate certain chores because you think you can do them better than anyone else…or what about how you demand – rather than ask – that jobs get done…now!
      4. Our barriers can be helpful or harmful. Our behaviors – positive and negative – impact every part of our lives, but these constant behaviors cause problems only when they get between us and our goals. For example, a competitive spirit is beneficial in sports or team challenges…not so much in relationships or social settings.
      5. Those who live with the least barriers cross the finish line first! Look around you. It may not be the most talented or the hardest workers who win awards, recognition or promotions. It’s always those who live with the fewest barriers to success.


Commercial Break
By William Arruda

What can personal branders learn from TV advertisements? Take a break and take a peak.

IKEA: Get Organized

I love this commercial because: IKEA has always been irreverent in its advertising (there are other ads in this series that are much more provocative). This ad bolsters IKEA’s brand attribute of irreverent while reminding the viewer that they have literally everything you need to be organized. I also like the message that being organized does not mean you are boring!

This ad and YOUR personal brand: Do your communications bolster your most differentiating brand attributes? Does what you say and how you say it express your unique brand?

microphone1October 2010 Reach Personal Branding Teleseminar Details

Date: Thursday, October 21, 2010

9:00 AM Los Angeles, 12:00 PM New York,
5:00 PM London, 6:00 PM Paris

There are only 500 spaces for the live call.

Sign-up here:


The Happiness Project Revisited: The Social Engagement Journey
Happiness is a universal aspiration and yet can be so difficult to attain. On October 21, 2010 The Reach Personal Branding Interview Series is bringing back guest expert Gretchen Rubin, author of The New York Times #1 bestseller The Happiness Project, who was previously interviewed in September 2008. Gretchen will discuss her literary and personal journey creating the project and the book.

In fact, The Happiness Project is more than a book and a blog, it’s a movement. Happiness Project groups have sprung up from San Francisco to Johannesburg, where people meet to discuss their own happiness projects. Dozens of blogs have been launched by people following Gretchen’s example; hundreds of book groups have discussed the book; and rights for more than 31 foreign editions have been sold.

Ms. Rubin was first interviewed by William Arruda, founder of Reach Personal Branding, before The Happiness Project was published. We have asked Ms. Rubin to follow-up with what she learned about happiness, social engagement, and her personal brand in the process of writing the book.

In this interview, which will be recorded, you will learn:

  • Why The Happiness Project was both a book and a blog,
  • What it takes to blog consistently and authentically on brand,
  • How to handle criticism and negative comments online,
  • Which tools can be most effective for social engagement,
  • What practical, every-day activities can generate happiness,
  • How online visibility can impact your personal brand, and
  • How to balance online and offline social engagement.

Sign up for the interview with Gretchen Rubin and William Arruda above and do it soon! We rarely have guests on twice, but have decided to do this with our most popular past guests. Since we have a limited number of phone lines, we know registration will fill up quickly for this call.

Gretchen Rubin

Gretchen Rubin is the author of The New York Times #1 bestseller and international bestseller, The Happiness Project. It is an account of the year she spent test-driving the wisdom of the ages, the current scientific studies, and the lessons from popular culture about how to be happier.

On her popular blog, The Happiness Project, she reports on her daily adventures in the pursuit of happiness. An enthusiastic proponent of using technology to engage with readers about ideas, Gretchen has a wide, active following on Twitter, Facebook, and her monthly newsletter.

A graduate of Yale and Yale Law School, Rubin started her career in law, and she was clerking for Justice Sandra Day O’Connor when she realized she really wanted to be a writer. Her bestselling Forty Ways to Look at Winston Churchill and Forty Ways to Look at JFK are succinct, provocative biographies. Power Money Fame Sex: A User’s Guide is biting social criticism in the form of a user’s manual.

Raised in Kansas City, she lives in New York City with her husband and two young daughters.

Reach Interview Series Handout for October, 2010.

The interview will be available to download on Personal Branding TV after the call.

Sign up for your copy of YOUnique– The Personal Branding Newsletter – Click Here.