Chris Hilicki - May I Have Your Attention Please: Build a Better Business by Telling Your True Story

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ffirs.qxd 11/30/04 9:49 PM Page iMore Praise for May I Have Your Attention, Please?Give Chris Hilicki your attention and shell give you somethingpriceless: the ability to discover and live your true story. She notonly helped me tap into the core essence of my publishing company,she helped me tap into the core essence of my personal story. Mybrandand my lifeare the richer for it.Allen Arnold, Senior Vice President and Publisher,WestBow Press, A Division of Thomas Nelson, Inc.A few years ago, Chris set out to build a childrens book companyand created a powerful brand recognized and adored by children andparents across America. Along the way, she discovered and nurturedher own personal brand identitya feat that served to catapult hercareer and contribute to a high level of personal satisfaction. Christrue story approach to branding is compelling and motiva-tional. At last we have a unique branding strategy with insightand advice to empower us on both a personal and a professionallevel.Yvonne Martin Kidd, Director, Marketing andCommunications, Vanderbilt Owen GraduateSchool of ManagementChris Hilicki has written a profoundly human business bookthat urges each of us to be aware of ourselves as brands. Whetherwe know it or not, we all stand for something in the eyes of others.Our reputations account for only part of this, for that term too nar-rowly reflects the rational side of our natures. Our personal brandidentities encompass reputation, but also the deeper symbols and val-ues we embody and that frame our social personas. Chris Hilickisenormously warm and readable book reminds us that we are the onesresponsible for constructing and shaping this social personaour per-sonal brands. It is not just Oprah Winfrey and Bill Gates who createtheir own personal brandsit is each of us. In awareness of this liesunique power and freedom. In the venerable American tradition ofthe motivational guide, May I Have Your Attention, Please?is sureto be worthwhile for readers at all stages of their careers.Scott McDonald, Ph.D., Senior Vice President,Research, Cond Nast Publications

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ffirs.qxd 11/30/04 9:49 PM Page iiMe? A brand? Are you kidding? May I Have Your Attention, Please?makes us realize that not only do our own experiences greatly impactwho we are, they create an impression in others minds that we cancall our personal brand. The unique history and character of a corpo-rate organization is the true basis for a brand, much more than just alogo. Chris Hilicki persuades us to thoughtfully take the time to ana-lyze and rebuild our own brands. By sharing her extraordinary per-sonal and professional experiences, Chris reveals the secrets to whattruly sets brands apart. This book helps us all realize that shining alight on what makes us different is the essential first step to creating apowerful brand. Read it and get started on your journey to success!Theresa Reagan, Executive Director,Childrens Health Education Center, WisconsinChildrens HospitalAfter reading Hilickis book I realize I have been studying the mostpowerful branders in the worldbabies. Babies do just what Hilickisays a brander should do: Their stories are short, incredibly clear, un-apologetically attention getting, and, most important, authentic andunique. Hilicki does something for us that babies cant do. She tells ushow to discover our own story. She gives each of us ways to dis-cover our authentic meand genuinely make others a part of ourstory. When people experience our story they will feel thrilled toknow, share, and be connected to us, just like with babies. So, whenyou read this book you risk becoming a baby, but the benefit is mak-ing yourself into a unique brand.Ed Tronick, Chief of the Child Development Unit,Associate Professor of Pediatrics and Psychiatry,Harvard Medical SchoolChris Hilicki has put together a great resource for every CEO andcompany that wants to define and improve their brand. Each ofus, whether as individuals or as organizations, has a story that mustbe told. Chris helps us create the chapters that immediately bring thebrand to a better life.Kevin E. Dunn, Former USA Division President,McDonalds Corporation

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ffirs.qxd 11/30/04 9:49 PM Page iiiMay I Have Your Attention, Please?Build a Better Businessby Telling Your True StoryChris HilickiJohn Wiley & Sons, Inc.

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ffirs.qxd 11/30/04 9:49 PM Page ivDedicated to Rich, for loving me just the way I amCopyright 2005 by Chris Hilicki. All rights reserved.Published by John Wiley & Sons, Inc., Hoboken, New JerseyPublished simultaneously in Canada.No part of this publication may be reproduced, stored in a retrieval system, ortransmitted in any form or by any means, electronic, mechanical, photocopying,recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the1976 United States Copyright Act, without either the prior written permission of thePublisher, or authorization through payment of the appropriate per-copy fee to theCopyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400,fax 978-646-8600, or on the web at www.copyright.com. Requests to the Publisher forpermission should be addressed to the Permissions Department, John Wiley & Sons,Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008.Limit of Liability/Disclaimer of Warranty: While the publisher and the author haveused their best efforts in preparing this book, they make no representations orwarranties with respect to the accuracy or completeness of the contents of this bookand specifically disclaim any implied warranties of merchantability or fitness for aparticular purpose. No warranty may be created or extended by sales representatives orwritten sales materials. The advice and strategies contained herein may not be suitablefor your situation. You should consult with a professional where appropriate. Neitherthe publisher nor the author shall be liable for any loss of profit or any othercommercial damages, including but not limited to special, incidental, consequential,or other damages.For general information about our other products and services, please contact ourCustomer Care Department within the United States at 800-762-2974, outside theUnited States at 317-572-3993 or fax 317-572-4002.Wiley also publishes its books in a variety of electronic formats. Some content thatappears in print may not be available in electronic books. For more information aboutWiley products, visit our web site at www.wiley.com.Library of Congress Cataloging-in-Publication Data:Hilicki, Chris.May I have your attention, please? : build a better business by telling your truestory / Chris Hilicki.p.cm.ISBN 0-471-67889-9 (cloth)1. Success in business.2. Self-actualization (Psychology)I. Title.HF5386.H52 2005658.8'27dc222004016913Printed in the United States of America.10987654321

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ftoc.qxd 11/30/04 9:50 PM Page vContentsForewordixPrefacexiiiAcknowledgmentsxviiPart ONEBelieve in the BrandChapter ONEEveryone Needs a Little Attention, BrandsNeed a Lot3Attention for Better or WorseThe Relationship betweenAttention and BrandsHow to Use This Book What DoYou Want to Be When You Grow Up?The Time for Truth HasTruly ComeTrue Stories Cant Be Copied Unlock YourIdentity and Lock onto Your BrandBranding Is All aboutStories and StorytellingWhat Do You Call Attention?Attention and Humility Can CoexistA Higher Rung on theLadder of SuccessWhat Does Sharing Your Story Mean?Chapter TWOTrue Confession: Good for the Soul,Great for the Brand23Brands Matter. Brands Matter. Brands Matter.To Matter YouMust Be Original. To Be Original You Must Find YourselfWhov

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