Owning one word: the secret superpower of the successful

Let me lay it out straight: there’s one career move that separates the legends—the people who leave a mark on the world—from those who are quickly forgotten. Unfortunately, 99% of people will drift through life without ever nailing this one simple thing.

It’s about deciding which one or two words, or even short phrase, you want to “own” as your brand, whether it’s among your colleagues, within your company, across your industry or worldwide!

Great brands get this. When you think of “Volvo,” you think of “safety.” Google once owned “search.” That’s the kind of impact I’m talking about. And it’s the same for great entrepreneurs. Richard Branson owns “Virgin”—it’s not just a brand; it’s a word that’s synonymous with his maverick approach to business.

The Consequences of Not Owning Your Word

Here’s a real-world example from the farm. When we were buying polytunnels for our herd of friendly Belted Galloways, we tried to find a local supplier who could deliver a quality product in time for winter but had no luck. Frustrated, we opted to wait six weeks for a higher-quality structure from Scandinavia.

Our marketing manager, having worked with a client in that industry, later asked why we chose the structures we did. The truth was that the company we originally wanted to buy from had been a leader in their industry. However, after pivoting to new markets with an updated product range, they decided to rebrand. Their goal was ambitious—they wanted to be the “Tesla of high-tensile modular fabric structures.” However, in this rebrand, they purged all mentions of the word they used to own, “polytunnel,” because the senior leadership team didn’t like it. Within weeks, their fanatically loyal customers could no longer find them online, let alone new customers like us. Meanwhile, their competitors were laughing all the way to the bank.

This example highlights the risk of abandoning the words that define your brand. It’s not just about staying relevant—it’s about ensuring that your customers can find and recognise you in a crowded market.

How to Choose the Words You Should Own

So, how do you figure out what words you should own? Start by asking yourself some key questions:

• What are you best at?
• What’s your go-to skill?
• What do people in the office know you for?
• What expertise do you bring to the table that others lack?

For example, my books, podcast and newsletter about no-nonsense strategies for predictable and repeatable business growth have made me the “Mind your F**king Business guy”

Now, some people resist boiling down their identity into a couple of words. They think it’s limiting. But being laser-focused on who you are actually opens doors to more opportunities. I know a guy who became Mr. Social Media at his firm and leapfrogged senior execs to the top, my good friend Verne Harnish is “The Growth Guy”.

Or take Brian Sanders, an advertising illustrator whose work from the 1960s inspired the show Mad Men. At 75, he was hired to create a new campaign for the series. Why? Because no one does “figurative illustrations” like him. He owned those words, and it paid off.

Take Control of Your Brand—or Someone Else Will

Here’s the kicker: if you don’t decide on the words you want to own, someone else will brand you with something you might hate—like That Guy Who Always Stays Late Doing All the Grunt Work.

If that’s already happened, it’s time to flip the script. Identify the words that truly define your mission, and make sure everyone knows them. Register the URL, grab the social media handle, blog under that name, write a white paper or a book. The more you use those words, the more people will link them to you—so choose wisely.

And don’t stop there. Get the media to back you up. Whether it’s in your company’s newsletter, a trade journal, or even the national press, get yourself anointed as the owner of those words.

The Payoff Is Massive

The payoff is massive. Look at Darius Bikoff, the guy behind Vitamin Water. He’s the “godfather of enhanced waters.” Eric Ries? Thanks to his blog and book, his name is cemented with “lean startups.” And Tim Ferriss? Say “4-hour” anything, and you immediately think of him.

Maybe you won’t become world-famous for the words you own, but defining who you are and what you stand for is the first step to making a big impact. So, take action—figure out your words, and share this with five trusted colleagues or friends who can help you nail it.

Owning a word or phrase isn’t just a marketing tactic; it’s a strategy for life. It’s your chance to define how the world sees you. Don’t miss it.

??? New Episode Alert!

Dominic Monkhouse sits down with James Ashford , a renowned entrepreneur, author, and founder of GoProposal to dive deep into the world of business transformation and client-centric strategies. James shares his insights on building a scalable business model, the power of transparency in pricing, and how to create an unstoppable culture within your organisation.

Whether you're a seasoned business leader or just starting out, this episode is packed with actionable advice and inspiring stories that will challenge your thinking and ignite your passion for growth.

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