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Trudgectory The final element of accomplishment branding is - at the same time - both intimately personal and intimidatingly public:  Does your brand have a DIRECTION?

We're all familiar with the term, trajectory.  We may not know the exact formulas for tracking a trajectory, but we know it's a path with a purpose.  There is a set direction for a projectile, and by golly, that projectile is headed in that direction.

But what if your accomplishments are on a "trudgectory"?  What if you're trying to accomplish things with no direction?  I've shared before about the danger of having a WUHOT on your team.  WUHOTs are not on a trajectory; they're on a trudgectory.  They're slogging through the swirly of failure and mediocrity, hoping that something happens TO them... or happens FOR them.  The term, trudgectory, was coined by a close friend of mine who was on the verge of ending his career working under a vile and venomous excuse for a human being.  Every day was a trudge from start to finish.  Now that he's out from under the weight of the waste of oxygen, he's in a different career, and I've been able to hear and see the energy return... he's a new man... his accomplishments again have direction... and HE KNOWS what that direction is.  He moved from trudgectory to trajectory.

The key for a DIRECTED accomplishment is alignment to something greater than itself.  Mission, vision, values, purpose, or (if you're in a project setting) portfolio will make the difference.  It's all about having the direction set to change the world and make it a better place... even if it's just your small corner of it.

So there you have it.  If you really want to brand your accomplishments, you have to be DRIVEN:

  • Directed
  • Real
  • Identifiable
  • Valuable
  • Engaging
  • Noticeable

And now, when it comes to branding, you can tell people that for the past week, you've been "DRIVEN" in reverse.  Now it's time for you to go VROOM, VROOM on your own accomplishments.  Are you ready?


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