After many years of on the job training and research, in 2011 I started, in partnership with my wife, our own brand consultancy, Gordon Creative, with a mission to help people identify, communicate and deliver their unique value to build stronger personal, team and corporate brands. We based our work on the concept of personal branding made popular by Tom Peters in a 1997 Fast Company article called, The Brand Called You.
It is a concept and a strategy I wanted to make my own and share with the world. I created "Stand for Your Brand," my signature keynote presentation which I’ve been delivering for many years to rave reviews. It became the basis for my first book, published by John Wiley & Sons, “TIP: A Simple Strategy to Inspire High Performance and Lasting Success.”
I have three accomplished children. Two have jobs of their own in the real world and one is finishing up her studies at Northwestern. Having student-athletes and young talent going through their own journeys of discovery has influenced my work in the most positive of ways. Understanding their unique challenges as they continue to build their own brands has given me unique understanding and empathy for young talent who are just starting their careers, and has helped me build my presentations to connect visually and viscerally to give them takeaway strategies for success. I live by the words of the famous Last Lecture professor and writer, Randy Pausch, who said, “Don’t tell people how to live their lives. Tell stories. They’ll figure it out for themselves.”