From Setbacks to Standout: Turn Challenges into a Brand that Elevates and Inspires

I was sprinting up a muddy rugby pitch, about to put my foot to the ball, when an opposing player, in a blatant cheap shot, dove into my extended right knee. In an instant, I felt a glass jar shatter inside my brain as a blinding white light of pain exploded. My leg bent backward unnaturally. I was 23 years old.

Two days later, the orthopedic doctor for the New Orleans Saints delivered a crushing diagnosis: I had torn entirely both collateral ligaments, my anterior cruciate ligament (ACL), and both menisci. He told me I’d likely walk with a cane for the rest of my life.

I looked at him squarely and said, “You do your job, and I’ll do mine.”

For two years following surgery, I rode a bike six miles to and from the gym five to six days a week, where I trained with weights and leg machines. My leg was so stiff that I had to ride standing up. The doctor told me that would be the extent of my mobility, but over the years, I regained about 90%, eventually allowing me to run, coach rugby, and even play.

Don’t let setbacks define you. Harness them to tell your story and advance your career.

Ten years later, I stood at 18,000 feet, overlooking the base camp of Mt. Everest, with a 60-lb. pack on my back. At the same time, I was also leading as a national rugby coach.

I wish that were my last major challenge, but life doesn’t work that way. Setbacks are inevitable, but what defines us is how we channel those experiences into strength, wisdom, and, ultimately, reinvention.

My next pivot was to apply to the Freeman School of Business at Tulane University, one of the most challenging programs in the world, where I earned my Executive MBA. My goal was to apply the team-building skills and discipline I learned from rugby and my rehab to help leaders and organizations transform themselves.

Others don’t define your value or purpose in life. You do.

Management consulting became a career. I led over 40 large-scale transformations, delivering $2.7B in benefits at an average ROI of 11:1 after transformation costs. In the process, I built the Learning and Development Team for a Big Four firm, which trained over 2,000 practitioners in 25 countries on leading practices in organizational transformation.

What Defines You?

Let me share something I wish I could have told that 23-year-old with a shattered knee: Others don’t define your value or purpose in life. You do.

Had it not been for the knee injury, I perhaps would not have coached a national team and gone to consult worldwide. So, one of the worst events in my life framed my life’s purpose.

Your Story + Your Identity = Your Brand

Regardless of where you are in your life or career journey, the world is hungry for your passion. Let’s discuss how to turn your Story and Identity into your Brand.

Your Story

It’s simple: if your story is one of being damaged or disadvantaged, and you allow that to become your identity and influence how you behave towards others, that is your Brand.

If your story is one of how your setbacks shaped and inspired you to do more extraordinary things, wanting the best for others out of a spirit of empathy, THAT becomes your Brand. What is your story? How has that inspired you?

Your Identity

A strong Personal Brand isn’t just about what you do; it’s about why you do it. Your Values influence your Identity.

One of the first lessons I learned as a rugby coach was that any success I achieved would be due to the accomplishments of others. That realization gave expression to my values. I enjoy developing others’ abilities to tackle challenges with new capabilities, and win.

As scripture tells us, “As a person thinks in their heart, so they are” ((Proverbs 23:7 (KJV)). When you embed your values into your Brand, you create a connection beyond titles and achievements—it becomes your “Why.” It sets you apart and makes you relatable.

Your Brand

Now, let’s turn your Story and Identity into your Brand.

Your Brand Statement will shape how the world sees you, beginning with how you see yourself. Here’s where to start:

To frame your Brand Statement, begin with this simple structure:

• “I am a [role] who helps [audience] overcome [their challenge] to achieve [benefit].
• Unlike [alternatives], I [key differentiator], with [audience] to [expand on benefits].
• As a [Unique Value Proposition] and following [your values], we [summarize].”

With these elements in place, tell it like a story. For example, here is my Brand Statement:

“I am a transformational leader who helps C-suite executives successfully lead large organizations through change. Since 70% of transformations fall below expectations, a leader’s greatest fear, they face a formidable challenge.

Unlike the traditional consulting model, I prioritize strategies that engage their talent, accelerate the speed to benefit, create sustainability, and deliver a >10:1 ROI based on 35-50% savings.

As a former national rugby coach, I have led 40+ large-scale transformations globally, following these principles. I have delivered $2.7B at an 11:1 ROI while training thousands of practitioners worldwide on leading practices.

FREE Personal Brand Review

Now that we are acquainted, I’d love to help you take your next critical step. Message me your Brand Statement, and I’ll provide a FREE review and feedback.

Let’s craft a compelling brand that will open doors and propel your career forward. You can thank me later by helping the next person.

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