We’re all guilty of it—when someone asks what we do for a living, we tell them about the products we make or the services we provide. We never tell them what we believe.Unfortunately, business works the same way, and the result is forgettable brands with zero identity. We assume this approach is right because everyone does it.Put simply, we’re all wrong. Way wrong. In Stand for Something, Brian Burkhart invites you to break free from the herd and reconnect to the core beliefs that make you stand out. He shares insightful case studies that provide powerful lessons about major brands doing it right, and some that get it all wrong. You’ll see how everything is better when you deeply understand what you stand for. Perhaps for the first time, you’ll find the right job, your relationships will be enriched, internal alignment and excitement will skyrocket, and the right customers will magically come your way. "Are you ready to make a stand? People buy your purpose first, your products second. In other words, your mojo matters. This book will help you bring your special brand of mojo--your core beliefs--to market." --Mike Maddock , CEO of Maddock Douglas and author of Free the Idea Monkey and Amazon #1 Plan D "Brian Burkhart concisely and passionately lays out the importance of finding your core beliefs and then how to scream them from the mountaintops. It's a message that has never had more importance or relevance to any business." --Michael Sansolo , food industry consultant, speaker and author of The Big Picture "Brian has done us all a favor by capturing key points of his marketing wisdom and putting them in this book. Of course, it's more than just about marketing; it's insight into what drives decision making in a world that is hungry for authenticity." --Kathy Kolbe , founder & global thought leader, Kolbe Corp. "Do you know what you stand for? Are you clear on the core beliefs that drive your organization? If you don't, it's unlikely you'll achieve the kind of extraordinary success exemplified by the world's most beloved and high performing brands. Brian's book is an invaluable resource that will help you gain clarity around your core beliefs and ultimate Purpose. Highly recommend it for anyone seeking to cultivate a deeper, more meaningful connection with those they serve." --Haley Rushing , co-founder and chief purposologist at The Purpose Institute "I've had the pleasure to see Brian speak, work with him on my own speeches, and now read his book on how to build a brand. He is a master storyteller, so even when he's teaching you something, you feel like you're being entertained. After you finish Stand for Something, you will, indeed, be able to stand for something and build a brand people will be drawn to because of its authenticity and uniqueness. Don't walk. Run to the counter (or your online shopping cart) and buy this book so you can read it immediately." --Gini Dietrich , founder and author of Spin Sucks "I've seen Brian's work firsthand. His approach and the outcomes he produces provide tremendous value to even the most talented marketers." --Andrew Razeghi , founder of StrategyLab, Inc., educator at Kellogg School of Management at Northwestern University, and author of Bend The Curve: Accelerate Your Startup's Success and The Riddle: Where Ideas Come From and How to Have Better Ones "Brian is the one who taught me how brands truly connect, and why so many miss the mark. Open this book to any page and you'll see (and feel) why I believe in his message." --Andy Crestodina , technologist, entrepreneur, and author of Content Chemistry: The Illustrated Handbook for Content Marketing "I say this with 100% confidence and clarity: Brian Burkhart will challenge everything you've ever known about building a company that matters, and there is no one in the world better to write this book than him." --Robbie Abed , executive ghostwriter, marketer, author and contributing writer for Inc Magazine "In an era where it's all about the architecture of the brand, Brian's book couldn't be more timely." --John Ondrasik , platinum recording artist, Grammy nominated founder of Five for Fighting, and keynote presenter Brian Burkhart  believes in making waves. He operates multiple businesses as a founder, CEO, or partner, and takes an active role in building those brands. One of those companies --SquarePlanet--was named an Inc. 5000 company in 2018. A sought-after keynote speaker, Brian works with some of the world's leading brands, including Google, Red Bull, McDonald's, ZICO Coconut Water, Stryker, United Airlines, and Citibank. He's prepped ten firms that have appeared on TV's  Shark Tank  and worked with dozens of TED presenters. He's also an adjunct lecturer at Northwestern University's prestigious Farley Center for Entrepreneurship and Innovation.