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Is your LinkedIn ‘blurb’ the whole extent of your existence? Is your quirky, deeply-considered and often trademarked tagline the result of deep introspection, or just a marketing tool for making you special? I’ll be blunt – I suspect for many it is the latter. It has a genuine purpose, and you’ve put a lot of thought into it. But the motivation may not be ‘right’.

We are not a job title, quirky or otherwise. We are far more than any professional trademark can ever describe with any accuracy. What is more, what we are we are all The time, whereas the registered trademark (is it really, or have you just popped an ® by it?) is, at best, nothing more than who we are at work.

We are whole human beings, and our senses of being, purpose and relating should be reflected in a set of self-defined guidelines that, if we are to be seen as having true integrity, must be executed with consistency.

That is why I wrote The Way – Integrity on Purpose. It is a deep-diving guide to identifying, defining, designing and executing on a personal credo that is about as comprehensive as I could make it. It is a book that provides counsel on self-analysis to the point at which you – yes YOU, not me or anyone else – decides what your are for in your personal, interpersonal and professional lives to the point at which you are congruent in the way you ‘are’ at all times, instead of different people in different situations.

It is also the route I took to deciding to write and (try to) live by the contents of my magnum opus The Three Resolutions. It is also the foundation to my ability to roll with the several punches I have suffered over the years in terms of cancer, professional challenges and occasional failures.

To be frank, and some psychologists would agree, material and counsel of this type is what can turn someone from feeling ‘meaningless’ to ‘purposeful’ – and we know the devastation that can occur when that gap isn’t addressed, don’t we.

If you have any sense of self-doubt – any at all – then reading this book will, I firmly believe, at least point you towards a bespoke solution for rediscovering a sense of purpose and inner peace.

It’s not about having a registered trademark to hide behind. It’s about having a set of standards to which you hold yourself, all the time and everywhere.

Go and explore the index. See if there’s something there for you – or for someone you care about.

Don’t just be a By-Line. Seek a “Be Line.”