I’ve always cringed at the idea of “selling yourself” since my days of applying for scholarships and acceptance to college. Admittedly, I’ve since learned that you have no choice but to do some of this if you want to pursue any goal out in the real world. If that’s the case, you may as well try and enjoy it and make it your own. Gregory’s book is full of heart and practical advice on how to sell yourself in business or any other opportunity to create a brand—by being who you already are. If you’re a mismatch with the very brand you create, Gregory describes, you’re unlikely to connect with potential customers, clients, prospects, and business partners as well. Through a number of reflective questions, the author asks you to explore the strengths and shortcomings of your brand or vision in an open and honest way. He doesn’t handhold you through cookie cutter techniques for creating a brand. I recommend this book before, during, and after the creative process for branding. A minor point of critique is that pitching for the author’s online program and course was somewhat excessive in the book, but otherwise I thought it was a great read and very helpful.