Ditch. Dare. Do! is deliberately succinct, designed to be read in one sitting or in brief bursts. But don’t let our brevity fool you—you’ll learn exactly what you need to do to know, show, and grow your brand. In fact, we’re so dedicated to maximizing your time while you’re building your brand that we even tell you how to start doing it in just nine minutes a day! (More on that later.)
Our only caveat? No matter how eager you are to “dip in and do,” read the chapters in the order in which they are presented. Each chapter builds on the information and actions presented in previous chapters. It’s hard to be patient, but don’t let urgency inhibit understanding.
We designed Ditch. Dare. Do! to be conversational, quick, and primed for action—to nurture new ideas and stimulate execution.
Ditch. Dare. Do! is organized into three main sections—KNOW, SHOW, GROW—and a brief “take action” section, GO. Each covers a seminal aspect of the personal branding process.
Part One, KNOW, is all about you. You’ll learn to become introspective. You’ll begin to understand what makes you, YOU, by looking inward and by seeking feedback about your professional reputation. But take courage in hand, because authenticity doesn’t come easily. Be patient, because before you get to the good stuff, like building loyal fans or getting that big promotion, you need to take the time and do the work to be clear about who you are and where you want to go. And bring your wellies: Discovering and refining your brand gets muddy before it gets clear.
Once you’re clear, it’s on to Part Two, SHOW. In SHOW, it’s not about you anymore! Here, the focus shifts to others—the people who need to know you so you can reach your goals. You’ll identify them and develop leading-edge, branded communication materials you can use to inspire, engage, intrigue, influence, attract, and ______ (put YOUR preferred verb here!).
Part Three, GROW, is about you and them. You’ll start to toot your own horn—without bragging—to go from invisible to ever-present. You’ll learn how to build your personal promotion plan and execute it in support of your goals. You’ll be real, you’ll be virtual, and you’ll be known online and offline. You’ll go from “Who?” to “Must know!” to “WOW!”
Finally, to help keep you focused and turn learning into action, there’s Part Four, GO. GO outlines the most critical actions you must take to move your brand and career forward on the fast track or whatever the right track is for you.
Here’s how it works:
Each KNOW, SHOW, and GROW section starts with a QUICK QUIZ to assess the strength of your brand and then explores key concepts in six to eight action-inspiring chapters.
Every chapter of every section contains three SNAPS—two-page, stand-alone executive brand topics designed to fit your schedule, spark your interest, and prime you for action—and they can be read in a “snap.”
Each SNAP ends with a DITCH, a DARE, or a DO challenge:
• A ditch replaces thinking and habits that aren’t helping you move forward.
• A dare propels you to take new, exciting risks.
• A do is a critical step you must execute to build your brand.
Each chapter of three snaps is followed by a page designed to capture your SPARKS. Sparks are “ditch, dare, and do” ideas that come to you as you read—ideas that will spark action.
When you reach the end of each KNOW, SHOW, GROW, and GO section, you’ll find a Go-time Grid where you can capture, refine, and prioritize your sparks to create an action plan.
Here’s the best part: as you read, you’ll be building your personal brand plan. And when you’re finished, you’ll have four Go-time Grids ready to roll it out. That’s Ditch. Dare. Do! action!
To your 3D success!
Follow the Ditch. Dare. Do! 3D brand plan to your executive success—in the book and on the companion website: www.ditchdaredo.com. In a few minutes between meetings, on the subway, in the airport lounge, or in a few spare moments on the weekend, dip into Ditch. Dare. Do!, read a few snaps, and create a few sparks. Or settle into your easy chair or your beach blanket and read it through.
It’s up to you. Read it fast; read it slow. Spend nine minutes a day or nine hours a month. Then make your action plan and invest some time in the most important priority on your calendar: YOUR brand.
Regardless of your approach, you’ll be equipped to out-compete, out-perform, and manage your career in the new world of work. You’ll be able to contribute to your organization while expanding your career success. You’ll be more contented personally and more fulfilled professionally. You’ll be influential, indispensable, and incredibly happy at work!
Sound good?
How to Fit It In
The Ditch. Dare. Do! Nine-Minute Brand Plan
If, despite our best efforts to make Ditch. Dare. Do! fit your busy life, you’re starting to feel a bit overwhelmed, take a breath; you’re not alone. The idea that significant “branding time” is required each day prevents many executives from doing anything to manage their career. It’s just another thing piled high on a mountain of commitments. But we have a solution!
William has developed a revolutionary concept: Just nine strategic minutes each day doing small but meaningful actions is all you need to manage your brand and advance your career. He recently presented his “Nine-Minute Brand Plan” in a white paper produced for LinkedIn, and overworked, double-booked, never-a-spare-moment professionals (and the media) took notice.
Here’s why: We all desperately want to manage our careers, but the endeavor feels too complex and time-consuming to break into small actions. So we don’t do anything, and we feel frustrated and guilty about it. We keep putting it off until we have time. And usually we don’t have time until we lose a job or a promotion. Then our career becomes the priority that captures our time and attention.
Yet, consider this: little things add up. Committing to nine minutes every workday amounts to nearly 40 hours a year of steadfast focus on moving your brand forward. That’s the equivalent of taking off a full week of work (or using a whole week of vacation) to invest time in career development—something most of us will never do. But each of us can invest nine minutes a day.
As you use the Go-time Grid action plan worksheets to record the ditches, dares, do’s, and sparks most valuable to you, assign them a priority, and identify a date by which you plan to complete them. Then break them into smaller tasks that can be completed in nine minutes and schedule (at least) one every day.
If you’re tempted to skip days, remember, doing this for a year is like spending an entire week focused on the single most important thing that will advance your career and happiness—the brand called YOU. Make it a habit, like brushing your teeth or working out—a non-negotiable commitment to your brand’s health.
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