Page 120 - Midas Touch

recognition as a company that gets things done and gets them done right.
That was, and has remained, a wonderful opportunity for any brand. We’re
now going into our twelfth season.

I have always been approached to speak at various events and meetings,
but after the success of The Apprentice, I was asked to do many television

commercials and to host Saturday Night Live. The invitations to speak
approached dozens per week. I was also approached by publishers to write
more books. It was a tremendous opportunity for my business to expand
and flourish as never before. My point is that I took a very active part in
all of these opportunities—because I knew what it meant to the brand.
Having a terrific product is not much use if no one knows about it or has

heard of it. The name has to get out there, and the recognition should be
instantaneous.

When you are presented with similar opportunities to bring your brand to
greater recognition, be sure to assess them and take advantage of the
chance to broadcast your brand. Never permit yourself to stay in your
comfort zone. You should welcome risks. If you’re not sure of your brand,

then you should get it straight before you do much talking. You should be
so sure that your brand is the best, that announcing it worldwide should be
exciting, not daunting.

Are You a Communicator?
I’m naturally outgoing. I like to communicate, whether it’s with two
people in my office or with thousands. I like to tell stories to illustrate my

points. If you have a harder time with that, one way to overcome it is to
turn your focus onto your audience. What would they like to know? What
would make it interesting and fun for them? In a way, it’s like negotiating.
Try to figure out where they are coming from. Then the focus is less on
yourself and your nerves will disappear, or at least calm down.

Being able to speak in public is critical to developing your brand.
Otherwise, you should find a spokesperson to take your place until your

skills have been honed. The stories I use are usually personal stories. For
example, I like to tell the story of a friend who was in the wrong business.
Through that story, I emphasize the importance of loving what you do in
order to be successful, and this guy was a great example. He worked on
Wall Street because his family did, and he thought he should follow suit.