Corporate Brand, Inc.

Corporate Brand, Inc. Enabling corporate leaders to effectively communicate brand messages with confident, powerful, and d

I, John Zalepka... believe that everyone has a confident, powerful, and dynamic voice inside of them... am focused on helping corporate leaders find that voice and effectively communicate brand messages with authenticity... am determined to inspire and develop each client I work with to be the best possible presenter they can be... believe every great speech is focused around one main idea; has a

killer opening, strong supporting stories, and a call to action... believe you are still “writing” your speech until you speak your first word... believe the only way to become a better speaker is with preparation and practice... do not think that practice makes perfect; I believe that it's perfect practice that makes perfect... know that we cannot become the best version of ourselves, by ourselves.

Manifesto #8 I believe that you cannot become the best version of yourself by yourself.Love him or hate him, Tom Brady ...
01/05/2021

Manifesto #8

I believe that you cannot become the best version of yourself by yourself.

Love him or hate him, Tom Brady is one of the GOAT’s (greatest of all time).

I was watching the Tampa Bay Buccaneers’ game this past Sunday, and at one point the camera panned from Bruce Arians (Head Coach), to Byron Leftwich (Offensive Coach), to Clyde Christensen (Quarterbacks Coach), to Anthony Piroli (Strength & Conditioning Coach). I was amazed that arguably the best quarterback of our time, had no less than four coaches on his team. Then I started to think about some of the other “coaches” that he probably has, a financial planner, a PR firm, and a real estate agent quickly came to mind.

Can you imagine if Tom Brady had to spend his time in the off-season researching investments, looking for endorsement deals or trying to find a house when moving to Tampa Bay (Oh yeah, Derek Jeter helped him there, but you get my point)? I’m sure he also employs a nutritionist and a personal trainer to keep him in tip top shape. Throughout the years, coaches have kept him on track towards greater and greater levels of achievement, helping him to stay focused on what is best at, throwing touchdowns on Sunday afternoons.

“Be most interested in finding the best way, not in having it your way.” – John Wooden

I chose John Wooden for this post because I believe he is the greatest coach of all time. Someone whose life work was committed to helping others become the best versions of themselves. He was the head basketball coach at the UCLA where his teams won 10 national championships in 12 years, including seven in a row at one point. Under his tutelage, he was able to build a model of consistency and excellence while working with a roster full of young men that turned over roughly 25% every season. However, he was able to bring out the absolute best in every one of his players, as they “bought-in” to his system, delivering at peak performance year after year after year.

So, who needs a coach?

You… Me… Anyone… “Everyone needs a coach.” – Bill Gates

As a coach myself, the only way I can get better at being a coach is having a coach. Most recently I had the opportunity to work with Al

Manifesto #7 I believe that it’s perfect practice that makes perfect.We have all heard the motto “practice makes perfec...
01/05/2021

Manifesto #7

I believe that it’s perfect practice that makes perfect.

We have all heard the motto “practice makes perfect”, but I think that there is a little more to the story. A lesson I learned the hard way, many years ago at football practice.

Being an only child, I had a protective mother who wouldn’t let me play organized football until I was in middle school (totally arbitrary, I know). So, this meant that if I wanted to tackle someone, I was going to have to do it on the neighborhood playground (ironically, without protective equipment). A few friends of mine showed me how to “put my head down” and “hit with the top” of my head when taking an opponent down. It’s amazing that I didn’t paralyze myself, as I would often hit other kids this way over and over in our backyard brawls.

When I was finally allowed to play organized ball, Pop Warner, it was a very exciting time for me. I’ll never forget the day we “put the pads on”, I was finally going to be able to show everyone just how hard I could hit!! Within 5 minutes, after my first tackle, the coach grabbed me by my facemask and screamed, “Where the f #@$ did you learn how to tackle like that?!” I was sent to the bench, unknowingly exiled for being a dirty player.

It seems I had been practicing tackling the wrong way for years. I thought I was about to show off my “skills”, but the very skills that I thought I had “perfected” with “practice”, could have literally killed someone. Had it not been for that coach’s hot breath and spittle flying in my face that fateful day, it may have been me. Thankfully, the coaches would teach me proper form tackling, thus avoiding the many concussions I was certain to have tackling the wrong way.

The moral of the story is, WHAT you are practicing is a critical component when practicing. If we practice the wrong things, we will get very good at doing the wrong things. Bad habits are as easy, if not easier, to pick up as good habits. So, make it a habit of practicing the right things.

Confucius say… “To know what you know and what you do not know, that is true knowledge.”

In other words, you don’t know what you don’t know. In fact, there will always be gaps in your

Manifesto #6 I believe the only way to become a better speaker is with practice and preparation.Many books and blog pos...
01/05/2021

Manifesto #6

I believe the only way to become a better speaker is with practice and preparation.

Many books and blog posts offering tips and tricks have been written on how to become a better speaker. But if you break down these “tips and tricks” you will see that in some way they have their roots in “practice” or “preparation”… eliminate filler words (practice your speech and these will go away), listen to yourself speak (record practice sessions and prepare to change things you don’t like), monitor your speed (practice and prepare speech timing), listen to other speakers (this is all about preparing to be the best), address your weaknesses (practice makes perfect), make eye contact with the audience (practice your prepared speech so you will not need notes), etc, etc, etc.

Nothing beats practice and preparation… good old-fashioned blood, sweat and tears kind of stuff. I actually think that you could insert almost any noun in place of “speaker” in this manifesto and it would hold true. Let’s try it…

I believe the only way to become a better (athlete, actor, doctor, lawyer, friend, lover, parent, teacher, etc.) is with practice and preparation.

Think about a professional athlete for a moment. She spends all “off-season” running and lifting, preparing her body for the riggers of the “season”, where she will often wake up before dawn to get a workout in before heading off to “practice”.

Think about a medical doctor now. He spends 4 years as an undergrad, 4 years in med school and another 4 years in residency. All these years of “preparation” just so he can start his own “practice”.

In Steven Pressfield’s book, “Turning Pro: Tap Your Inner Power and Create Your Life's Work” he talks about the importance of “practice” to turning pro. He says that “practice” has a time, a place, and an intention. It’s this simple, consistent preparation, or routine that enables you to let quality do its thing. He defines it as “a rigorous, prescribed regimen with the intention of elevating the mind and the spirit to a higher level.”

However, there are times when the game plan that you practiced all week must be thrown out the window. Sticking to sports metaphors, sometimes

Manifesto #5I believe you are still “writing” your speech until you speak your first word.Whenever I am asked how long ...
12/29/2020

Manifesto #5

I believe you are still “writing” your speech until you speak your first word.
Whenever I am asked how long does it take me to write a speech, I always respond… “When is the speech?”

Google tells me that either Mark Twain, Henry David Thoreau, or Blaise Pascal said something to the effect of, “I would have written a shorter letter, but I did not have the time.” Whoever it was, they were making the point that if they had more time, they could have condensed their words and more succinctly got to the point.

This is a wonderful philosophy when “writing” anything, particularly a speech. I use quotation marks around the word “writing” because I have clients that define writing a speech differently. Some could never imagine “writing” out a speech, instead preferring to use bullet points in their head to keep them on task. While others could never imagine not having their speech, or script in some cases, scrolling along a teleprompter. Some “write” their own speeches, while others have their speeches “written” for them. However, or whoever pens the actual words, it is ultimately up to the presenter, the speaker, YOU to perform it on stage. When speaking is not only about the words you say, but often how you say them that determines your connection with your audience. Maya Angelou said, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

The more time you have with your words, the better chance you have to make us feel the way you want us to. The only way you can truly connect with your audience is if you first make that connection with yourself. If you don’t believe the words coming out of your mouth, how can we?
Here are a few tips when “writing” your next speech.

For every speaking engagement you are called to deliver, you should create a custom "MAP", carefully considering your overall MESSAGE, the AUDIENCE’s goals and finally the PACE of your speech.

MESSAGE
To create a talk your audience will remember, you have got to be organized. “Writing” out your speech ahead of time will define the purpose and provide better tone and structure when supporting the main id

Manifesto #4I believe every great speech is focused around one main idea; has a killer opening, strong supporting stori...
12/28/2020

Manifesto #4

I believe every great speech is focused around one main idea; has a killer opening, strong supporting stories, and a call to action.

Like a butterfly fluttering from flower to flower, we have all been subjected to a speaker who rambles on and on constantly changing topics before ending with something along the lines of, ‘that’s all I have to say about that.’
When you are called on to be the speaker, or the voice of your (company, team, organization, charity, church, community, etc.) you should always start with the end in mind. What do you want your audience “TO DO” when you are done speaking?

There are many different reasons why you may be asked to speak; sometimes it is to motivate and lift your team’s spirit, other times there may be a clear objective such as a sales quota or fundraising goal, and then there are the times where your purpose is persuading for a cause, a movement or possibly a candidate for political office for example. The reason for your speech will help you establish your speech’s goal, which will set up “your call to action”… ‘sign-up for the next team building activity’… ‘give with your heart’ … ‘act now while supplies last’ …or ‘4 more years! 4 more years!’

Now that you have determined what you will ask of your audience, that will help you establish your speech’s “one main idea”. And once that is set in stone, you can go to work on your “killer opening” and “strong supporting stories”.

Depending on the speech length, your opening may very well be a story unto itself. However, no matter what it is, your opening has really got to grab the audience’s attention. If you don’t, you could be telling the audience the actual meaning of life and they will have already started pecking away at their iPhones trying to find the meaning of life. Great openings can be anything from a thought-provoking question to a historical quotation to a mind-altering statistic. The opening is where you get to firmly establish yourself as the subject matter expert for the next ‘however long’ you have them for.

The final component to your speech is crafting your supporting stories an often overlooked, but crucial component to effective public speakin

Manifesto #2I am focused on helping corporate leaders find that (confident, powerful and dynamic) voice and effectively...
12/27/2020

Manifesto #2

I am focused on helping corporate leaders find that (confident, powerful and dynamic) voice and effectively communicate brand messages with authenticity.

Too many corporate leaders, who are very good at their jobs, let a fear of public speaking hold them back in their careers. Why is it that some people seem to be able to speak with confidence anytime, anywhere? What is their secret?

I believe the answer is focus.

I am a sucker for a great motivational poster; I saw one recently that defined FOCUS acronymically as: Follow One Course Until Successful.

I believe that public speaking, or what I call effective communication, is a skill you can learn with focus. It is no different than accounting, analytics, finance, management, negotiating or any other business skill that can be developed with practice.

Effective communication is as important in your everyday speech, as it is in the boardroom, as it is in your marketing and brand messaging. Deep down we all know it’s not just what you say, but how you say it. And that comes down to authenticity. We have all had the experience of someone saying something to us but knowing they didn’t believe what they were saying; their words a front, rehearsed or worse, disingenuous altogether.

Don’t let that be you…
Develop your executive presence and empower yourself by finding your voice.

What’s your story?

I can help you tell it… Take action today with a complimentary 30-minute Effective Communication Strategy Session (via Zoom or phone), where we will:
• Develop clear goals.
• Determine what’s holding you back.
• Outline a 3-step road "MAP" that will make you the best possible presenter you can be.

So, if you are ready to get out of your comfort zone, reach new levels of communication effectiveness and start speaking like the corporate leader you are, message me today!!

Manifesto #3 I am determined to inspire and develop each client I work with to be the best possible presenter they can ...
12/27/2020

Manifesto #3

I am determined to inspire and develop each client I work with to be the best possible presenter they can be.

Mahatma Gandhi has often been credited with the quote “Be the change you wish to see in this world”. This quote is a mantra by which I live my life. If there is something that I don’t like about my current situation or my life in general, I change it. Looking externally, if I see something that I have the ability to change, or develop, I always jump in headfirst and offer a helping hand.

So, what change do I wish to see?

Well, I absolutely abhor bad presentations.

Which is why I am determined to be the inspiration to change this, one speaker at a time. I believe whole-heartedly, that when you find your true authentic voice and polish your stories you will become the best possible presenter you can be… thus saving me and everyone else from having to sit through another bad presentation.

My goal is to be the Ghandi of public speaking. Together I believe we can “be the change” and develop your skills as a speaker… so that you too can go and be the voice, “be the change” that YOU wish to see in this world.

Message me today for your free 30-minute Effective Communication Strategy Session (via Zoom or phone), where we will:
• Develop clear goals
• Determine what’s holding you back
• Outline a 3-step road "MAP" that will make you the best possible presenter you can be

Get out of your comfort zone, reach new levels of communication effectiveness and start speaking like the corporate leader you are!!

Manifesto #1I believe that everyone has a confident, powerful, and dynamic voice inside them.Whether you are presenting...
12/26/2020

Manifesto #1

I believe that everyone has a confident, powerful, and dynamic voice inside them.

Whether you are presenting one-on-one, to a small group virtually, or in front of a packed stadium (remember those?), the ability to speak with a confident, powerful and dynamic voice is a critical component to commanding the attention of your audience and effectively communicating your message.

We have all seen nervous, note-fumbling speakers who are underprepared by evidence of the number of ‘ah’s’ and ‘um’s’ riddled throughout their presentation. Not only is under-preparation distracting, but it is a downright insult to the listening audience. There is no better "medicine" for an ill-prepared speaker than preparation and practice (more on that in Manifesto #7).

If you are not a subject matter expert (SME), then become one, or at the very least, become an expert on the speech topic you are presenting.

Can you remember a time when you spoke confidently and effortlessly on a topic that you were an expert on? Maybe it was only that one time at a party where you were able to rattle off the score for every Super Bowl game and the MVP… but it happened… that confident, powerful and dynamic voice is in you… let us hear it!

A manifesto is a way of life. It help shapes every decision you make and every action you take. It thinks big and declar...
12/24/2020

A manifesto is a way of life. It help shapes every decision you make and every action you take. It thinks big and declares the change you plan to be in the world.

So then, what exactly is the difference between a manifesto and a mission statement?

While both manifestos and mission statements are designed to unite people behind a cause, manifestos are meant to ignite action. The most powerful manifestos are so emotionally charged in their beliefs that their impact can endure the tests of time. Some famous historical examples include the Ten Commandments, the Declaration of Independence and an emotional speech delivered at the Lincoln Memorial establishing a clear and convincing purpose for American Civil Rights. Martin Luther King’s ‘I Have a Dream’ is arguably the most inspiring manifesto of our time.

To keep things simple, think of your mission statement more as your purpose, and your manifesto more as the unshakeable, core beliefs that drive that purpose. To illustrate this point, below is my mission statement followed by my manifesto.

Mission:

Enabling corporate leaders to effectively communicate brand messages with confident, powerful, and dynamic voices.

Manifesto:

I believe that everyone has a confident, powerful, and dynamic voice inside of them. I am focused on helping corporate leaders find that voice and effectively communicate brand messages with authenticity. I am determined to inspire and develop each client I work with to be the best possible presenter they can be. I believe every great speech is focused around one main idea; has a killer opening, strong supporting stories, and a call to action. I believe you are still “writing” your speech until you speak your first word. I believe the only way to become a better speaker is with preparation and practice. I believe that it's perfect practice that makes perfect. I believe that we cannot become the best version of ourselves, by ourselves.

What does your brand say about you? What do you say about your brand?“Your brand is what other people say about you when...
09/29/2020

What does your brand say about you? What do you say about your brand?

“Your brand is what other people say about you when you’re not in the room,” Jeff Bezos, the founder of Amazon.com, is credited with saying in a talk from TEDGlobal 2012.

While this is an insightful definition of what a brand is, I believe what you say about your brand can be the catalyst for what others will eventually say about your brand.

We may not achieve the same level of success as Amazon's Bezos, or have the charisma that Steve Jobs displayed when launching a new product, however there are two things that we can do to more effectively communicate brand messages with confident, powerful, and dynamic voices.

What do you think they are?

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