I developed You…The Brand™ (YTB™) as a proven paradigm shift in how upperclassmen and graduate-level students prepare to pursue (and secure) their first job after college. The objective is simple: put the student front and center, spotlight on, captivating the audience that matters most — future employers. My job is to make sure they become the lead in the show, not a chorus member.

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This transition from college to career should be one of the most exciting chapters of a young person's life. YTB™ makes that a reality — and the skills built here extend well beyond the job search. My students leave better prepared for the professional challenges, personal decisions, and life moments they'll navigate for decades to come.

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Is YTB™ Quantifiable?

Yes.

• 98% of students retain the content presented across sessions and follow-up support

• 90% apply YTB™ principles immediately — in internship interviews, job searches, and their personal lives

 

Students don't just find jobs. They take control of their future with confidence and a fundamentally clearer outlook on who they are and where they're going.

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The Experience Behind the Program

For 35 years I've been entrenched in the advertising, media, and entertainment industries — working alongside iconic entrepreneurs and business leaders who built some of the most recognized brands on the planet. Leaders including Richard Branson, Founder of the Virgin Group; Phil Knight, founder of Nike; Sherry Lansing, former Chairman and CEO of Paramount Pictures; Jeffrey Katzenberg, former Chairman of Walt Disney Studios; David Ellison, Chairman and CEO of Paramount Studios; and Barry Diller, Founder of Fox Broadcasting Company and IAC. 

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I've also been intimately involved in building brands including Disney, FedEx, Apple, M&Ms, McDonald's, Pepsi, Coca-Cola, Miller, and Evian, among others.

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You…The Brand™ is where it all intersects — the thinking, the strategies, the innovation, the culture, the personalities, the strengths, the failures, and the breakthroughs of the world's most brilliant leaders and brands. Assembled into a structured mentoring program built around the most important brand I've ever worked on: the student.

 

The Fundamental Truth Behind YTB™

There is no meaningful difference between a successful individual and a successful corporate brand. Both require the same foundational elements to win:

• A distinct identity and positioning — specific features and benefits that are uniquely their own and resonate with the target audience. In this case, the employer is the buyer.

• A compelling narrative — one that attracts attention, communicates value, and makes the right people want to know more.

• Differentiation — the ability to rise above the competition and cut through the noise of a crowded, highly competitive job market.

• Articulated value — a clear picture of what they bring to the table, short-term and long-term.

• Connection over convincing — the most powerful brands don't just persuade. They connect. At YTB™, that connection happens with the hiring managers and executives who hold the keys to the next chapter.

 

My students learn these principles — they don't memorize them. They become who they actually are, rather than who they think they're supposed to be. And interviewers know the difference the moment someone walks through the door.

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