I want to separate out the word personal from branding. I think a personal brand is the moment when you start to lie. Focus first on the personal and you beat up all the competition instantly. Just being honest, being yourself, doing the work, applying the daily practice for just a few months, and your personal self will come to life more than it ever has before. You'll be honest with the people around you and that automatically beats all the competition because they’re too slick, too dishonest, too focused on their brands. You’re not focused on that anymore. When you come up with honest, sincere ideas for people, and you give rather than expecting to take, then you suddenly have separated yourself out from 99 percent of the competition. You win. And it’s that easy to do it.