A New Workplace Hug

This Re-Run Friday reminds me of my roots. Workplace hugging.

Mailbag Question: Should Our Receptionist Hug Clients?

So, yes, I’m the “World’s Foremost Expert on Workplace Hugging” so it seems appropriate that this week I would get the following question from a reader:

Dear World’s Foremost Expert on Workplace Hugging, 

My boss asked me to do something this week and before I did it I wanted to ask an expert, like yourself, and get some other opinions. The situation is our CEO has asked me to ‘tell’ our front desk receptionist that she will now be required to hug each client that comes into our office. Our CEO feels this will create a more welcoming and friendly environment for our clients. What are your thoughts on doing this?

Thinking this doesn’t right in Middle America! 

Yes, this was an actual exchange that I had this week! I made up the name, but everything else is as accurate as I can make and still protect the innocent!

So, a CEO of an actual, successful company, wants “Mary” the Receptionist to start hugging every client that comes to the office. Wow. Right? Just, Wow!

Here’s my response:

Middle America,

First, being a hugger, I actually understand where your CEO is coming from. When I go into a business and I’m met with a friendly (natural, unforced) hug. I feel very welcome! When I’m down south, I seem to get more hugs than if I’m on either coast or in a big city. So, part of me actually understands the psychology behind this request.

That being said, I have one question for your CEO (and I encourage to ask this question): “If Mary leaves as your receptionist, and you hire “Mark” to replace her, will your CEO still want “Mark” to go and hug every client?” I’ll take make a ‘big’ assumption here and say, no, probably not!

This is a very quick and simple way to point out how harassing this action would be viewed by normal people. If you decide to go down this path of making hugging an actual work requirement, you will end up in a lawsuit at some point!

Okay, I’m a hugger, so let me tell you how you get most of what you want, without the lawsuit! Go hire a natural hugger to man your front desk and never discourage this behavior! You’ll get most of what you want, especially if your CEO and others mirror this hugging behavior to every client they meet in front of this person.

Good Luck,

Tim The World’s Foremost Expert in Workplace Hugging!

I love HR because of this very real, innocent question. You never actually know what the heck you’ll walk into each day, and there is no way of planning for the insane things that happen!

Have a great Friday HR Pros! You deserve it!

Employment Branding is the New Black

This Re-Run Friday was originally published in September 2015. Let me know what you think!

3 Things You Desperately Need to Understand About Your Employment Branding

Employment branding is the new black.

It’s been the new black for a few seasons now, so I keep waiting to see what’s next.  Talent Acquisition technology (mostly CRM based tools) are really hot right now and will get hotter in the future, but EB is still king for the moment.

Why?  Mostly because the majority of HR and TA leaders suck at marketing, and their internal marketing folks have bigger fish to fry, like driving top-line sales, increasing traffic, gaining market share, etc.  So, HR and TA pros are left to deal with their employment brand on their own.  Which means, they’re mostly paying others to do this work for them.

Here’s what most HR and TA leaders are missing:

1. Employment Branding is not Advertising. It’s marketing. Marketing and Advertising are different. Employment branding is not about increasing the number of applicants you are getting. It’s about telling and sharing what it’s like to work at your organization.  If you do a great job, yes, you’ll see more applicants. But, I could never share my employment brand and increase my applicants through just sheer advertising muscle.

2. Your Employment Brand is most valuable when people consume it organically. No one likes to be forced fed. They love it when someone introduces them to something cool. Kind of like, “hey, I just discovered this, check it out.”

3. Your own employees’ Network Effect is the most powerful way to share your brand. Network effect is the effect that one user of a good or service has on the value of that product to other people. Meaning your own employees are the most powerful vehicles to share your employment brand that you have. The key is finding ways where they’ll want to freely, and readily, share your brand to their network. This also speaks to the importance of Candidate Experience, since your candidates also have a strong network effect.

At the Glassdoor Employer Branding Summit last week we were asked, “where we see employment branding in five years?”  I see employment branding becoming much more integrated into the overall company branding.  Right now, some big companies are already doing this.  You see General Electric doing a strong job of finding ways to integrate their employment brand directly into their normal brand messaging.

Current GE advertising is sharing the message we are digital company who is also an industrial company, while going after Coders.  It’s a corporate brand message, that is also an employment brand message.  This is not owned or produced by GE’s HR function. This is clearly coming out of GE’s corporate marketing department, with influence from Talent Acquisition and Operations.

Employment branding is still for the most part an issue HR and TA are having to deal with. Within five years, this will be an organizational priority for not only HR, but the entire organization, and marketing will pull it over to their side of the fence, which I believe is where it belonged from the start.

What If Competitors Joined Forces?

This Re-Run Friday comes from 2017! Let me know what you think!

What if you and your competitors recruited talent together?

Think about most U.S. cities. What do they have in common? I travel all over the U.S. and to be honest, it’s all starting to look a lot alike!

Every city has a mall or three. At these malls, you’ll find the same restaurants. Chilis, Olive Garden, Applebee’s, Bravo, steak places, some random Japanese hibachi place, etc. Usually, down from the mall, you’ll find a Home Depot. Across the street from Home Depot, you’ll find a Lowes. Down from those are the car dealerships.

Sound like your city!?

Our cities are set up like this because it works. Putting all of these competitive places close together works for the consumer. They like all the choices close together.

Talent really isn’t much different.

If I’m a nurse, I want to be close hospitals. The more hospitals the better. That way if my job at one hospital isn’t working out, I don’t have to commute all the way across town to another hospital. If I’m in IT having a bunch of tech companies in the same area is desirable for the same reason.

What we don’t find, normally, are employers working together to solve their talent issues. A cook at one restaurant might be begging for more hours, but we never think about sharing that cook with the restaurant next door. We force the talent to go figure this out on their own.

Traditionally, I think career fairs thought they were doing this. Bring all the employers to one location and then all the talent can come and pick who they want to work with. It’s a start, but this isn’t really organizations working together to bring in more and better talent.

A modern-day equivalent to the traditional career fair might be cities working to ‘attract’ talent to their cities from places like Silicone Valley. In recent years, Minneapolis has been working to position themselves as a Midwest IT hub, so local and state government dollars have been working to get workers from other cities to come to Minneapolis.

What I’m talking about is what if two companies came together to share their talent databases for the benefit of both? Could it work? What would get in the way?

I think it could work. I think the organizations involved would be some forward-thinking leadership, some tight rules of engagement, and a very new way of thinking about collaboration.

So often we make a hire of someone we know if talented, but it doesn’t work out for a number of reasons, many times those reasons are self-inflicted by the organization. What if you could ‘move’ that talent to your ‘talent partner’ organization for a fresh start, and vice versa?

I love times when talent is tight because it forces us to start thinking about different solutions and ways of doing things. We all have talent in our databases that we aren’t using and might never use, but someone else might have exactly what we need in their database.

Instead, we sit on our unused, expensive inventory of candidates and do nothing. That doesn’t seem like a smart business practice…

It’s Not You, It’s Them

This Re-Run Friday was originally posted in September 2019.

Why am I being ‘ghosted’ after I interview?

Dear Timmy,

I recently applied for a position that I’m perfect for! A recruiter from the company contacted me and scheduled me for an interview with the manager. I went, the interview was a little over an hour and it went great! I immediately followed up with an email to the recruiter and the manager thanking them, but since then I’ve heard nothing and it’s been weeks. I’ve sent follow-up emails to both the recruiter and the manager and I’ve got no reply.

What should I do? Why do companies do this to candidates? I would rather they just tell me they aren’t interested than have them say nothing at all!

The Ghost Candidate

******************************************************************************

Dear Ghost,

There are a number of reasons that recruiters and hiring managers ghost candidates and none of them are good! Here’s a short-list of some of these reasons:

– They hated you and hope you go away when they ghost you because conflict is uncomfortable.

– They like you, but not as much as another candidate they’re trying to talk into the job, but want to leave you on the back burner, but they’re idiots and don’t know how to do this properly.

– They decided to promote someone internally and they don’t care about candidate experience enough to tell you they went another direction.

– They have a completely broken recruitment process and might still be going through it believing you’re just as happy as a pig in shi…

– They think they communicated to you electronically to bug off through their ATS, but they haven’t audited the process to know this isn’t working.

– The recruiter got fired and no one picked up the process.

I would love to tell you that ghosting candidates are a rare thing, but it’s not! It happens all the time! There is never a reason to ghost a candidate, ever! Sometimes I believe candidates get ghosted by recruiters because hiring managers don’t give feedback, but that still isn’t an excuse I would accept, at least tell the candidate that!

Look, I’ve ghosted people. At conference cocktail parties, I’ve been known to ghost my way right back up to my room and go to sleep! When it comes to candidates, I don’t ghost! I would rather tell them the truth so they don’t keep coming back around unless I want them to come back around.

I think most recruiters ghost candidates because they’re over their head in the amount of work they have, and they mean to get back to people, but just don’t have the time. When you’re in the firefighting mode you tend to only communicate with the candidates you want, not the ones you don’t. Is this good practice? Heck, no! But when you’re fighting fires, you do what you have to do to stay alive.

What would I do, if I was you? 

Here are a few ideas to try if you really want to know the truth:

1. Send a handwritten letter to the CEO of the company briefly explaining your experience and what outcome you would like.

2. Go on Twitter and in 280 characters send a shot across the bow! “XYZ Co. I interviewed 2 weeks ago and still haven’t heard anything! Can you help me!?” (Will work on Facebook & IG as well!)

3. Write a post about your experience on LinkedIn and tag the recruiter and the recruiter’s boss.

4. Take the hint and go find a company who truly values you and your talent! If the organization and this manager will treat candidates like this, imagine how you’ll be treated as an employee?

Must-Do Moves

This Re-Run Friday comes from 2019!

Bad is Stronger than Good in HR!

I spoke at a conference recently and one of the things that came up during my presentation was a conversation around “Must Do Moves”.  Must do moves are those things in your organization that you grab a hold of, as an HR leader, and make sure they happen.

I asked the group a question:

Do you have anyone in your organization that you need to get rid of?

100%, all hands raised up immediately, “Yes!” If you work in an organization that has a decent employee size, let’s say 100+, you almost always have a least one or two folks you would be better without. (for the record, my staff is less than 100, and I don’t have anyone I need to get rid of, they all rock! Don’t hate, I just follow my own advice!)

As HR Pros we hear about this in meetings with your executives and hiring managers, “Oh if we could only replace John, we would be so much better!” My point to the HR Pros in the audience is this is a value item that we can own in our organizations.  Must do moves. Especially those moves that make our organizations stronger,  need champions in HR.  When it comes to staff moves, we are that champion.

What we realize, but many of our hiring managers fail to realize, is that Bad is Stronger than Good, when it comes to employees.  We hear all the time “Addition through Subtraction”, and yet we struggle in our organizations to make this happen. Most likely this happens in your organization because you are trying to make your hiring managers, manage, and have them make this decision.

When in reality they have made the decision and they told you. They hate conflict, even more than you do, and this was their cry for help. Take it and run with it, make it happen.  It’s the one thing in HR we are all really good at, process and planning.  Put a plan together to get rid of your Bad and make it happen.

I didn’t just say go fire that person. That’s not a plan. Well, it is a plan, but not a very good one. I said make a plan to get rid of the bad. That means working with the hiring manager to determine timing, back-fill options, sourcing, recruiting, progressive discipline, all that good stuff, but make it happen.  Really, make it happen!  Executives like doers!

They like doers that get rid of Bad in our organizations. We own the Bad people in our organizations. Any time you have a Bad person in your organization you need to take on the persona, “this Bad person is my fault and I’m taking care of it.”  Bad is Stronger than Good, so you have to fight hard against Bad.

Want to look and be better in HR? Own the “Must-Do Moves” in your organization.

10 Words to Ditch on Your LinkedIn Profile

It’s Re-run Friday! Here’s a throwback from August 2015.

The Top 10 Words You Should Never Use in Your LinkedIn Profile

I love Fast Company magazines from about five years ago. Their writers pushed the envelope and challenged me in almost every article to rethink business and leadership. I couldn’t wait for the next copy to come out.

Recently, they’ve fallen off a ton on the quality side.  I blame their need to deliver daily content versus month content. When you have thirty days to put out limited content, you can make it really good. When you do daily content, some will be good, some will be complete crap.

Case in point, Fast Company recently posted an article titled “The 10 Words You Should Never Use In Your LinkedIn Profile” written by Stephanie Vozza.  It’s not really Fast Companies best work. It’s boring. It’s vanilla. They could have done so much better with this!

Here are the ten words Fast Company says you shouldn’t use on your LinkedIn profile:

LinkedIn Top Ten Global Buzzwords for 2014

  1. Motivated
  2. Passionate
  3. Creative
  4. Driven
  5. Extensive experience
  6. Responsible
  7. Strategic
  8. Track record
  9. Organizational
  10. Expert

These are all based on Vozza’s assumption that you shouldn’t use the same words as everyone else if you want your profile to standout. Not bad advice, but it’s not classic Fast Company advice.  It’s not edgy, or snarky, or fun.  It didn’t challenge me to think differently!

The “real” list of 10 Words You Should Never Use in Your LinkedIn Profile:

  1. Parole
  2. Moist
  3. Gingivitis
  4. Erection
  5. Maverick
  6. Disgruntled
  7. Horney
  8. Manscaping
  9. Purge
  10. Juicy

Honorable Mentions:  Any gross medical type terms – pus, mucous, ooze, cyst.  Ginormous. Retarded.  Nugget.

See!  My list is much better!  That is the list that Fast Company would have put out five years ago!

If you use Fast Company’s list, sure no one will notice your profile, but you can still get a job, and people will want to connect with you.  If you use words on my list, there’s not a chance you’ll get a job or connections.  Well, you might get connections, but probably not the ones you really want!

So, how do you make your LinkedIn profile stand out?

  • Have a pretty/handsome picture of yourself.
  • Don’t write your profile like you’re a used car salesman.
  • Tell people about yourself in real terms.
  • Let your personality come through, but make it the best side of your personality.

Here’s the deal. There is no secret sauce in building your profile because LinkedIn has become so diverse in its user base.  You need to write your profile for the type of person and company you want to connect with.  If you want to work for a big traditional, conservative company, you might want to tone down the profile to fit.  If you want to work for some cool, hip, new startup, you better not sound like your want to work for IBM.

Organizations tend to hire what they see in the mirror.  You need to look like they look. Not physically, but in your words and actions.

The Dirty Little Truth About Employee Experience

Another oldie but goodie! This Re-Run Friday originally ran in August 2018.

Is employee experience really all about your manager? #Maslow #Drink!

So, I’m sharing a post I wrote over at EXJournal.org (EX = Employee Experience). It’s site started by some brilliant people from all over the world and they invited me to write to bring down the overall quality of the site! I wrote this post and immediately thought, “Hey, I just leveled-up from my normal poorly written stuff!”.

I thought this because it’s an idea I’m passionate about and truly believe. I think we get lied to a bunch by HR vendors who are just trying to sell their shit. We’ve been lied to for a long time on the concept – “People leave managers, not companies” – that’s actually not true…enjoy the post and check out the new EXJournal site!


“Employees don’t leave companies. Employees leave managers.” 

How often have you heard this over the past decade? A hundred times? A thousand times?

We love saying this in the HR, management consulting, leadership training world. We use it for employee engagement and employee experience, to almost anything where we want to blame bad managers and take the focus off all the other crap we get wrong in our companies.

The fact is, the quote above is mostly bullshit.

Employees actually care about other things more

The truth is, employees actually leave organizations more often over money than anything else. We don’t want to believe it because that means as leaders we have to dig into our budgets, make less profit, and pay our employees true market value if we want them to stay.

Managers might be the issue if you’re getting everything else right. So, if you pay your employees at the market rate. Ifyou offer market-level benefits. If you give them a normal work environment, then yes, maybe employees don’t leave your company, they leave their managers.

But you forgot all that other stuff? Maybe the ‘real’ reason an employee left your company wasn’t the fact their manager wasn’t a rock star. Maybe it was the fact you paid them below market, gave them a crappy benefits package, and made them work in the basement?!

The dirty little truth about Employee Experience is that managers are just one component of the overall experience, and we give them way too much weight when looking at EX in totality. We do this because we feel we don’t have control over all of the other stuff, but it’s easy to push managers around and ‘train’ them up to be better than they actually are.

Rethinking Maslow for EX

There is a new Maslow‘s Hierarchy of Employee Needs when it comes to Employee Experience and it goes like this:

Level I – Money – cash!

Level II – Benefits – health, fringes, etc.

Level III – Flexibility of Schedule – work/life balance

Level IV – Work Environment – short commute, great design, supportive co-workers

Level V – The Actual Job/Position – am I doing something that utilizes my best skills?

Level VI – Your Manager – do I have a manager who supports my career & life goals?

We all immediately jump to Level VI when it comes to EX because that’s what we’ve been told is the real reason people leave organizations. Which actually might be the case if all of the other five levels above are being met. What I find is that rarely are the first five levels met, and then it becomes really easy to blame managers for why their people leave.

Managers aren’t the difference maker

When I take a look at organizations with super low turnover, what I find are that they do a great job at the first five levels, and they do what everyone else does at level six. The managers at low turnover organizations are virtually the same as all other organizations. There is no ‘real’ difference in skill sets and attitudes; those managers are just managing employees who are pretty satisfied because most of their basic needs are met pretty well.

I think the new quote should be this:

“Good employees leave companies that give them average pay, benefits, and work environment, that don’t utilize the employee’s skill set, and that make them work for a crappy boss.” 


(Tim note – Why the #Drink? It’s a game that my fellow HR/TA speakers and I play. We hate when someone uses the Maslow pyramid in a slide, so we make fun of it by claiming every time a speaker mentions “Maslow” or shows the pyramid the entire audience should have to take a drink – like a drinking game for bad speakers! The more you know…) 

Why I Love Being a Recruiter

Re-run Friday time! This post originally ran in July 2013.

Why ‘Recruiter’ is the best job in HR.

I grew up and lived most of my life in Michigan.  There are so many things I love about living in Michigan and most of those things have to deal with water and the 3 months that temperatures allow you to enjoy said water (Jun – Aug).  There is one major thing that completely drives me insane about Michigan.  Michigan is at its core an automotive manufacturing state which conjures up visions of massive assembly plants and union workers.  To say that the majority of Michigan workers feel entitled would be the largest understatement ever made.  We have grown up with our parents and grandparents telling us stories of how their overtime and bonus checks bought the family cottage, up north, and how they spent more time on their ‘pension’ than they actually spent in the plant (think about that! if you started in a union job at 18, put in your 30 years, retired at 48, on your 79 birthday you actually have had a company pay for you longer than you worked for them – at the core of the Michigan economy this is happening right now – and it’s disastrous!  Pensions weren’t created to sustain that many years, and quite frankly they aren’t sustainable under those circumstances).  Seniority, entitlement, I’ve been here longer than you, so wait your turn – are all the things I hate about my great state!

There is a saying in professional sports – “If you can play, you can play”.  Simply, this means that it doesn’t matter who you are, where you come from, how much your contract is worth – if you’re the best player, you will be playing.  We see examples of this in every sport, every year.  The kid was bagging groceries last month, now he’s start quarterback in the NFL!  You came from a rich family, poor family, no family – doesn’t matter – if you can play, you can play.  Short, tall, skinny, fat, pretty, ugly, smart, no-so smart – if you can play, you can play.  Performance on your specific field of play – is all that matters.  BTW – NHL released this video last year supporting the LGBT community (if you can play…) –

This is why I love being a recruiter!  I can play.

Doesn’t matter how long I’ve been doing it.  Doesn’t matter what education/school I came from.  Doesn’t matter what company I work for.  If you can recruit – you can recruit.  You can recruit in any industry, at any level, anywhere in the world.  Recruiting at its core is a perfect storm of showing us how accountability and performance in our profession works.  You have an opening – and either you find the person you need (success), or you don’t find the person (failure).  It’s the only position within the HR industry that is that clear cut.

I have a team of recruiters who work with me. Some have 20 years of experience, some have a few months – the thing that they all know – if you can recruit, you can recruit.  No one can take it away from you, no one can stop you from being a great recruiter.  There’s no entitlement or seniority – ‘Well, I’ve been here longer, I should be the best recruiter!’ If you want to be the best, if you have to go out and prove you’re the best.  The scorecard is your placements.  Your finds.  Can you find talent and deliver, or can’t you.  Black and white.

I love recruiting because all of us (recruiters) have the exact same opportunity.  Sure some will have more tools than others – but the reality is – if you’re a good recruiter – you need a phone and an ability to connect with people.  Tools will make you faster – not better.  A great recruiter can play.  Every day, every industry.  This is why I love recruiting.

Email Hero or Email Slave?

This Re-Run Friday is from July 2017 – Email Heroes – Are you one?

For most of their careers, my parents could never check their work email at home.  It did mean that they probably stopped working when they got home, unlike most professional employees today.  My parents also rarely made it home at 5 pm and worked in the office many Saturdays and Sundays when the work needed to get done. The world changed, we can now get work done almost anywhere.

When did we start defining work as sitting in the bathroom at home and replying to emails in five minutes as work?

Let’s face it, most people aren’t really working when they are home if they don’t normally work at home.  They like to believe that what they’re doing is real work, but if can also wait to be done the next morning when you arrive at the office, you’re not doing real work, you’re just narcissistic.  Oh, I better immediately get back to John and tell him I can definitely do that interview at 8 am, next week Friday…

We act like checking work email at home is the same as donating a kidney or something.

Studies show that 59% of males and 42% of females respond to emails when out of the office.  Those numbers actually sound low to me. The survey also shows that younger workers are more likely to think about work when going to bed and when waking. Just wait! Pretty soon thinking about work will be the same as work!

Are we losing our f’ing minds!?

Seriously! I want to know.  Having the ability to check and respond to emails outside of the office increase your work-life flexibility, but we talk about it like it’s an anchor.  That iPhone is only an anchor if you make it an anchor!  I have a son who plays baseball and I watch as many of his games as I can.  In between innings I always check my email and respond to work if necessary. I do not consider that work. I consider that watching my son play baseball!

Making the decision to take a half a day to watch my son play baseball is easy, because I know I can balance both jobs I have, running a company and being a Dad.  Does my son care that I’m checking email while he’s warming up in between innings?  No. He doesn’t even notice.  It’s not like I’m behind the backstop giving a performance review over the phone while he’s up to bat! I’m just checking and following up on some emails.

If you decide you want to stay connected to your job and organization while you are out of the office, that is a personal decision. Don’t act like you’re a hero going above and beyond by keeping up on your emails. You’re not, everyone does that.

If keeping up with your emails is the real work you’re doing, you’re highly overpaid and easily replaceable. If telling your coworkers you checked emails while out of the office on some personal time to show how dedicated and better you are than them, you need to get a life, email hero.

Your Company History: Snooze or News?

This Re-Run Friday was originally posted in July 2015!

Your Company’s History, is History

Is it important to KFC that Colonel Sanders wasn’t really a real Colonel?

Is it important to suburban teen clothing company, Hollister Co. that none of it’s history is real?

Is it important to your company about how it was started, who started it, etc. You know, the backstory.  Is your company’s backstory important to your business?

We like to believe it is, and I think for some organizations it’s important to their guiding mission. But, let’s face it, for most of us, it’s just a story. Culver’s has tells us some of their story about burgers and frozen custard in their commercials, but let’s face it, I’m not eating their because of their history.  I eating their because their cheeseburgers and ice cream are delicious!  I don’t care if their beginnings were in a prison kitchen, I’m buying!

Most people think like this.

Walmart has one of the best American made beginning of all time, and people hate them! They are arguably America’s biggest success of a company, but since they are no longer a small retailer from Arkansas, and began world domination, we hate them. We hate they became successful, and now sell stuff to us really cheap from China.

I believe it’s great to know your company’s history. Where you came from and how you got started. The problem many organizations run into is that they try to live in that past.  “Well, we started out selling washers, and we need to keep selling washers.” Even though our clients can now buy them overseas for 90% less than what you sell them for. This is why companies go under. This is why so many companies who were once great, are no more.

Your company’s history is valuable if people believe it’s actually a differentiator of your brand and success.  Once it no longer holds this designation, it’s just another old story.

Most organizations put way more value on their beginning, on their history, than is needed.  They do this because usually the person, or people, who were are apart of this history is still around.  This is ‘really’ important to them.  This is their legacy.  It might not be the ultimate legacy of the organization, but it is their legacy, now.

One of the hardest things you’ll ever come against as a leader is moving past your organization’s history, if it becomes a roadblock to moving your organization forward.  For many employees this becomes that one thing they can hold onto as true.  It’s what they know, and it doesn’t change. Creating new history is scary and unknown.  So, employees tend to fight back and hold on to the organizational history hard!

Getting employees to buy into the fact they can create and be apart of your new history moving forward is key to getting past your old history.  Your organizational history is just that, history.  Don’t make your history more than it has to be, especially if it isn’t adding value to your future.  If your history equals your brand, you better make sure that is what people want to buy!