Everyone’s using it.

Everyone can see the results.

And yet strangely…

Nobody really wants to admit it.

AI is starting to feel a lot like Ozempic.

Not because they’re the same thing.

But because ...

Most people are not struggling with ability.

They’re struggling with interpretation.

You can be:

• intelligent
• experienced
• creative
• hardworking

…and still be completely forgettable profession...

Over the last few weeks, thousands of people have taken the Personal Brand Archetype Assessment.

And honestly?

The early results have been fascinating.

Because one thing is becoming clear very quic...

Thousands of people have now completed the Personal Brand Archetype Assessment.

And first of all, thank you.

Because the patterns emerging from the results have been incredibly revealing.

One insig...

If this sounds familiar…

• you’re a graduate trying to land your first real job
• you’re a parent supporting a son or daughter through the process
• or you know someone capable who just cannot seem to
...

The results are in.

After running the Interview Story Assessment in private beta and now publicly, one very clear pattern is emerging.

And first of all, thank you to everyone who’s taken part so far...

Sounds simple.
But it’s one of the biggest lessons I’ve learned over 25+ years working across industries, disciplines, countries and cultures.

From founders to creatives, from account directors to c‑sui...

Which one are you chasing?
“Dream Big” is the motivational poster we’ve all seen.

But flip it around to “Big Dream” and it becomes personal. 

Yours. Not abstract. Not theoretical.

It’s the vision that pul...

Which one are you doing?
“Work Hard” sounds heroic. But Hard Work? That’s real.

It’s not glamorous.
It’s not always recognised.
But it’s where the breakthroughs live.

There’s a difference between being bus...

Which one are you?
Out of all the slides I’ve ever used in my workshops, keynotes, and offsite sessions, this is the one I end with. Every time.

“One day…” or “Day one”?

And without fail, it’s the one pe...

If you’re posting content.
Building an audience.
Focusing on reach, clicks, or visibility.

You’re probably marketing.

And that’s not wrong. 

Marketing = Attention.
It’s loud. It’s fast.
It’s a great starting...

But I’ve now been fortunate enough to have helped countless people, from graduates to executives, use storytelling and their Origin Story to stand out in interviews.

And there’s one thing that has help...