BUILDING YOUR BIO

1. BUILDING YOUR BIO Board Connection

2. Paula Asinof MBA,NLPC,CCM • Founder, Yellow Brick Path • Credentialed Career Manager & Resume Expert • Wharton MBA • Certified Coach • Executive Search, Career Services, Career Coaching, Executive Coaching • Executive Roles in IT & Finance BE SHARP is being provided to you today compliments of the Board Connection. It is also available on Amazon Board Connection

3. Why Do I Need a Bio? • Personal Marketing Tool • Tells your story – short and engaging • “Personal press release” • Entices someone to want to get to know you The Point is…. Engage with Your Audience • Organization Distribution • Press and Membership • Board Connection? Board Connection

4. “Tell Me About Yourself” • So, what is it exactly that you do that would make me want to pay you $$$$$? • Listen you to you? • Pay attention to you? • Follow you? • Let you represent me? • GIVE YOU A SEAT ON MY BOARD – to do all of the above? Board Connection

5. Your Response • Clear, articulate, and message-driven • Focus on contribution • Communicates executive stature – “powered up” to your level of accomplishment • Credentials you Board Connection

6. How it All Got Started • AWC Houston – Top Women in Technology • 2003 – 2006, and 2008 Award Gala Programs • Bios that presented the honorees with polish and professional stature – show them as the award winners they were • “Robert’s Story” – 2004 • As late as May 2007, relatively unchanged, his bio appeared on the company Internet where he was President & CEO of a computer software startup. Board Connection

7. Why Most Bios are Bad Board Connection

8. About Those “Bad” Bios…. • The only people who actually like those long detailed bios are headhunters who are looking for candidates • It’s an easy way to compile dossiers on key prospects • BTW, an executive search consultant is unlikely to pay attention to your “good” bio – get them a “great” resume For BOD searches, send the bio along anyway Board Connection

9. But I have a resume… Board Connection

10. Bio and Resume Design Board Connection

11. The Family of Bios • Bios have a wide range of applications with formats and length modified for the purpose • Business proposals • General marketing materials • Websites • Public speaking – from seminar brochures to speaker “one pagers” • Job search • Board of Directors Board Connection

12. Basic Bio Structure • 1 page, big margins, 300 words or less • 4 paragraphs • Positioning • Current/most recent job – the most stunning accomplishments • Rest of career – yes, you can if you stay on message • Credentials • Add keywords at the top for job search • Picture optional – make sure it is good! • Contact information Board Connection

13. Board Bio Structure Board Connection

14. Sample Board Bios • Robert T. Johnstone (p. 99) • Vice President & Practice Leader, Strategy & Organization, Able, Baker & Carter Consulting • Susan Salomon (p. 100) • President, Alpha Music, Inc. • R. Harlan Martinson (p. 101) • Chairman & CEO, Fortune Foods, Inc. Board Connection

15. What Boards Want • Cachet • Well-recognized – bring an element of stardom and credibility to the company • Functional Expertise • Informed perspective for pragmatic and reasonable decision-making • Valuable Relationships • Open the right doors –know who to call and can get things done through their networks • Skilled Governance • Thoughtful sophistication for strategic policy decisions and overall governance of the organization Board Connection

16. And, Not-for-Profits • Passion for the mission • Personal monetary contributions • Personal relationships with significant donors (individual and corporate) that will deliver monetary and other support to the organization Board Connection

17. The Board Bio • Who are you, viewed through the eyes of a board selection committee (and shareholders)? You may have to be approved by the shareholders. • Why would this company want you on their board? What is the most important contribution you think you could make to this particular board? Board Connection

18. Paragraph 1: Positioning • Three factors • Essence: who you are as a professional • I am a… • Guru: what you know that makes you a subject matter expert • I have expertise in, in depth knowledge of • Star: what you do that sets you apart • I am known for, recognized for, people say • Be specific and avoid “business speak” Board Connection

19. Paula Asinof Factors I’m [ESSENCE] a career consultant, [GURU] authority on introductions, bios and resumes, and [ESSENCE] founder of Yellow Brick Path, a career management firm. [STAR] I’ve been a catalyst for accelerating numerous careers by helping professionals and executives to “move up or move on”. [GURU] Clients appreciate the depth of my “real world” experience in major corporations, career services, and executive search [STAR] as I help them become more focused, articulate, and energized. [STAR] People say I have a contagious enthusiasm and passionate belief in people that inspires them to be prouder, stronger, and more valuable contributors to their organizations. Board Connection

20. Business Speak • As simple as generic descriptors, e.g. “leadership”, “interpersonal”, and “communication” skills • If you have these, please raise your hand – so we now have a group of undifferentiated people • Don’t say it – prove it • Allow the listener to reach the conclusion • As complex as business jargon, e.g. “seamless, interoperable systems”, • Don’t let the listener get stuck – build pictures, tell stories, use colloquial language • Is there anyone who knows what a “seamless, interoperable system” is while holding a glass of wine? Board Connection

21. Essence Factor Questions • Who are you as a professional? • Future orientation, not just your last job • What “file drawer” do you belong in? • What context helps the audience understand you? Board Connection

22. Sample Essence Factors • I am an innovative on-line marketing professional who has been immersed in the Internet world for over 10 years. • I am an accomplished strategic alliances executive. • I am a marketing communications executive who creates campaigns based on strategic brand positioning. • I am a technology executive who has built several successful startups as CEO. • I am an emerging market strategist with cross-industry CEO and venture capital experience. Board Connection

23. Guru Factor Questions • Do you have a unique and specific knowledge base? • What are those areas or subjects in which you are a “go to” person or a “subject matter expert?” Note: Not everyone has a Guru Factor Board Connection

24. Sample Guru Factors • I am frequently called upon for my knowledge of wartime surgery. • I am known for expertise in Six-Sigma principles as they are applied to factory floor processes. • I have in-depth knowledge of global supply chain and enterprise systems. • I have expertise in women’s and “tween’s” buying patterns and purchasing decisions. • I specialize in the design of fault-tolerant infrastructures that are essential to uninterrupted email and voicemail communication. Board Connection

25. Star Factor Questions • What do you love about what you do? • What makes you good at what you do? • How do you get things done? • Why do people like to work with or for you? • What do people say about you? (Boss, peers, subordinates, customers) • Why would a former boss rehire or recruit you? • What good things were in your last performance review? Board Connection

26. Sample Star Factors • I have the vision and stamina to lead companies through the stealth and mental gymnastics it takes to emerge reinvented and energized. • I am known for “cutting through the noise” to find the right people and getting the deal finished. • Those who work with me say I am unrelenting in my quest to “do things better”. • I have a passion for making the most out of every opportunity, which inspires others to strive for exceptional results. • I am recognized for building teams of smart, energetic, and creative individuals. Board Connection

27. Brand vs. Positioning In marketing, positioning has come to mean the process by which marketers try to create an image or identify in the minds of their target market for its product, brand, or organization. (Wikipedia) A brand is the identity of a specific product, service or business. A brand can take may forms including a name, sign, symbol, color combination or slogan. The word “brand” began simply as a way to tell one person’s cattle from another using a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity – it affects the personality of a product company or service. (Wikipedia) Board Connection

28. Do you have a brand? • Brand  Metaphor • Corporate Chiropractor – ability to align a corporation from top to bottom • Corporate Athlete – …to help companies cross the finish line • Flying Ace in the world of IT leadership – …navigates…, piloting innovation to benefit the bottom line Board Connection

29. What’s wrong here? • I am a senior pricing professional with experience in pricing process transformation…. • I am an indirect auto lending executive…. • I have overcome significant challenges from tactical to strategic levels…. • I am a seasoned sales professional who believes in building relationships as part of sales success…. • I am a senior management consultant who likes to think of myself as a “corporate chiropractor”. By that I mean, I am known for my ability to align a corporation from top (vision, mission and strategy) to bottom (people, processes, technologies, and projects). Board Connection

30. Showcasing Accomplishment • Paragraphs 2 and 3 • Credential you through your employers and/or customers • Establish the “level” of your achievement • Showcase your accomplishments Board Connection

31. Accomplishments • The WOW! Factor • Value-added contributions where you made an important difference to the company, the industry, or the world • Not activities performed • Specific results – how did the story end? • Quantified whenever possible • May include recognitions/awards Board Connection

32. Accomplishments - MORE • Direct accomplishments • Revenue increase; market share increase; cost reduction • Productivity increase; time to deliver reduction • Customer satisfaction; unplanned turnover reduction • 1st… • Very fast, in less than…, ahead of schedule, below budget • Indirect accomplishments • Instrumental in; spearheaded • Selected; appointed • Key member of; led the team that Board Connection

33. Non-Accomplishments • Led the strategic planning process (and as a result?) • Directed the construction of the new widget plant in Mexico City (and how did it turn out?) • Frequently interacted with executive management (why? at the water cooler? what was accomplished?) • Managed the system to improve billing cycle time (so did it?) • Participated on the ABC task force (were you “selected”? what was the goal? why was it important to the business? was it accomplished?) Board Connection

34. Paragraph 2: Current Position • Currently as…. for company…. responsible for (scope and interesting stuff) • In this role…. “Cherry pick” and highlight only the 1 or 2 most remarkable accomplishments • WOW • WOW • Are these the accomplishments you would select to present to the Board Selection Committee? • If you have high profile, prestigious customers – and permission to disclose – consider including this information. They provide an additional form of credentialing – “by the company you keep” Board Connection

35. Paragraph 3: Rest of Career • Select and/or group jobs • Previously (Prior, Earlier) as xxx…. • “Cherry pick” and highlight only the 1 or 2 most remarkable accomplishments • WOW • WOW • For Board Bios, this is VERY short Board Connection

36. Paragraph 4: Credentials • What are credentials? • Education, certifications, licenses • Membership, leadership, Boards • Awards, recognitions • Languages • Publications, speaking, presentations • Arts or athletic accomplishments • Military • Other Board Connection

37. Credentials Boards Like • Boards like candidates who have already been discovered by other organizations. Include board membership (and leadership role if applicable) current or in the past, corporate or not-for-profit. • Industry, civic, or charitable leadership roles that demonstrate your ability to guide an organization beyond your current or prior positions • Achievement recognition, awards, honors, honorary degrees • Visibility – publications, speaking engagements, media interviews, quoted in…. • The standards – languages, education, licenses that matter Board Connection

38. So, is it any good? Structured Feedback Gets More Useful Information Board Connection

39. Contact Us www.YellowBrickPath.com 214-526-8690 pasinof@asinof.com 3816 Travis Street – Dallas, TX 75204 Board Connection