Personal Brand Statement

A 38-year-old director of product at a healthcare startup has a genuinely distinctive career: she started in clinical research, moved into user experience, and has spent the last five years building product from the ground up at two companies. She cannot tell the same story twice. In networking conversations she emphasizes different things depending on who's asking. On LinkedIn her headline says 'Product Director | Building at the intersection of health and technology' — a statement that describes the industry but nothing about her. She came to coaching because she's been passed over for two VP opportunities and received the same feedback both times: 'We weren't sure what you'd bring to this role specifically.' The brand statement worksheet structures her inventory and produces a 2-3 sentence statement that holds across contexts.

Frame this as ending the multiple-version problem. 'You've been telling different stories to different audiences, which ...