Being the Unicorn: The Business Guide To Being Magical, Mystical, And Getting Noticed

By Gregg J. Herning

When a unicorn enters the room, people look in amazement and are certain that something magical is about to happen. When a unicorn enters the room, people look in amazement and are certain that something magical is about to happen. Gregg J. Herning, a business unicorn who has crafted a personal brand to stand out from the masses, shares lessons on how being a unicorn can lead to personal and business success in this guide to making an impact.He shares lessons from visionaries who dared to be different, including: Jack Welch, the outspoken chairman and CEO of General Electric from 1981 to 2001, who boosted the value of the company 4,000 percent during his tenure. Steve Jobs, who may have used his horn a bit recklessly when it came to forging lasting relationships, but whose relentless passion for innovation and perfection in design and marketing changed our lives profoundly. Coach Bill Belichick of the world-champion New England Patriots, who consistently outthinks, outwits, and outmaneuvers his opponents.Whether youre an operational specialist, sales professional responsible for driving revenue, a seasoned manager or an emerging leader, its essential to stand out from the crowd in order to gain an advantage.Boost your career, develop a personal brand, help others, and declutter your life by mastering the art of Being the Unicorn.

• Language: English
• Publisher: Archway Publishing
• Release date: Aug 31, 2018
• ISBN: 9781480864962

Gregg J. Herning

Gregg J. Herning is a business unicorn who for more than thirty years has used the power of the proverbial horn to nudge others to overcome mediocrity and traditional thinking. He enjoys telling stories that inspire, educate, and entertain. Herning currently lives in Henderson, Nevada. Visit www.beingtheunicorn.com.

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Copyright © 2018 Gregg J. Herning.

All rights reserved. No part of this book may be used or reproduced by any means, graphic, electronic, or mechanical, including photocopying, recording, taping or by any information storage retrieval system without the written permission of the author except in the case of brief quotations embodied in critical articles and reviews.

This book is a work of non-fiction. Unless otherwise noted, the author and the publisher make no explicit guarantees as to the accuracy of the information contained in this book and in some cases, names of people and places have been altered to protect their privacy.

Archway Publishing

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Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

Any people depicted in stock imagery provided by Getty Images are models, and such images are being used for illustrative purposes only.

Certain stock imagery © Getty Images.

ISBN: 978-1-4808-6497-9 (sc)

ISBN: 978-1-4808-6498-6 (hc)

ISBN: 978-1-4808-6496-2 (e)

Library of Congress Control Number: 2018953842

Archway Publishing rev. date: 08/27/2018

CONTENTS

Introduction

Chapter 1 Being The Unicorn

Without the Horn, It’s Just a Horse

Chapter 2 The Voices on Your Shoulders

Let Them Know Who’s Boss

Chapter 3 Finding the Eye of the Hurricane

The Lost Art of Thinking

Chapter 4 Break on through to the Other Side

Whatever You Do, Do It Differently

Chapter 5 Engagement is Everything

The Great Equalizer

Chapter 6 The Path of Most Resistance

That’s Why They Call It Work

Chapter 7 The Magical-Mystical Tour

Celebrating Unicorn Moments

Chapter 8 Speaking Unicorn

The Universal Language of Epic

Chapter 9 Unicorn Leadership

The Three Powers of the Horn

Chapter 10 Time to Burst Some Balloons

It’s Your Time: Be Magical, Mystical, and Get Noticed

Acknowledgments

To all the thinkers, the thought leaders,

and the unicorns.

INTRODUCTION

When a unicorn enters the room, people stop what they are doing. They look in amazement, certain that something magical is about to happen.

It is vital that in both our business and personal lives, we take the opportunity to craft our unique personal brand to stand out from the masses and deliver a positive impact on those who share our space. Though each of us arrive to this world as unique creatures, there is a tendency, even an eerie urgency, to conform to what may be perceived as normal. Instead of celebrating our gift to the world, we adjust to fit in with the crowd. Beautifully diverse as we may be, we have a strange aversion to being different.

Whether we find ourselves as operational specialists, sales pros driving revenues for our organizations, or emerging leaders, we should strive to establish ourselves as unique in this jungle that we call business. Standing out from the norm is a distinct advantage.

Do we roar like the feared lion, or are we cunning like a fox? Are we as swift and agile as the gazelle, or powerful and steadfast like the elephant? While all of these styles contribute to an effective business persona … behold the unicorn.

Being the Unicorn is the survivor’s guide to staying relevant and current. It’s a reference manual to help navigate the obstacle course that lies ahead, and an advanced course in high-performance leadership. Business is the ultimate survival of the fittest, but being fit may look differently than you think.

I have written this book to serve as a reminder to all high achievers to despise mediocrity and to always seek continual improvement. I encourage you to reinvent, unlearn, and relearn your individual platform and to keep pace with your changing environments. My message is meant to be energizing and thought-provoking. Effective solutions are offered to bridge existing gaps, cut quickly through smokescreens, and establish true differentiation. It is my sincere hope that you will discover new doors to open and not only have the courage to enter, but to enter with a purpose.

Being a unicorn marks you as a truly unique creature—one who eats, lives, and breathes innovation and forever challenges conventional thinking. The chapters have been selected very carefully to provide useful tools that will empower you to stand out and be noticed.

Please enjoy the journey to being magical, mystical, and getting noticed.

Chapter 1

BEING THE UNICORN

Without the Horn, It’s Just a Horse

At first glance, the unicorn appears odd. Some may describe the creature as mystical and mesmerizing, while others may find the beast daunting and a bit scary. When a unicorn enters a room, there is certainly a distinct reaction. While some are repelled, others are drawn to its unique persona and undeniable presence. The unicorn means no harm. But a clear message is sent that things are about to change.

Throughout my career, I have often been the unicorn walking into the room. The experience is both amusing and empowering. To see the eyes in the room with expressions of wonder, trepidation, and bewilderment as introductions are made is to me a sure bet that we are about to have some fun. And just as the distinctive horn protruding from this unique beast’s head is both admired and feared, so is the mood that permeates the space when a unicorn enters the room.

Some years ago when I was named the brand vice president of a small but influential luxury hotel company, I was excited to meet my new executive team. We were not total strangers. I had held other senior sales, marketing, and operational positions within the company and had just left the GM post at one of the properties to take on this expanded role. The company had recently made an extensive expansion to our asset in Orlando, one that placed our property into a potential leading position in the city and the national convention arena, and I was named to lead the new coming out campaign. Most of the executive team at the Orlando hotel wore two hats—serving as division heads for the Orlando hotel and as corporate directors for the chain. The president of the company was also based at this property and doubled as the hotel’s chief operating officer.

My reputation for innovative thinking and over-the-top production had preceded me that day. I knew that upon entering the boardroom, I would see a group of familiar and smiling faces but that behind the smiles, there would be a good dose of angst. Most of this team had been together for over twenty years. The president was proud of his tenured team and often boasted that they finished each other’s sentences. Though highly respected throughout the company, this executive team was also known to be a bit set in their ways and rigid in their thinking.

With the extensive expansion of this hotel and being the largest investment the company had ever made within their hotel portfolio, there was no question that we would have to think, market, and operate differently. After a couple of false starts, the launch of the expanded brand was behind schedule. I was honored when the president called and asked me to lead the charge. To be fair, I knew that there was a healthy amount of excitement surrounding my arrival. The team did, in fact, admire my past accomplishments and had expressed many accolades over the years, but they did so from afar. Now I would be invading their well-oiled machine with new ideas, new looks, and bolder branding statements while seizing control of a substantial pre opening marketing budget. There was a nervous tension in the room, but I had expected such.

I was comfortable with my new responsibilities, but the questioned loomed whether this leadership team would be open and nimble to new ideas in the promotion and operation of the hotel that they had served for nearly twenty-five years. I came to the team with a significant respect for not only their tenure but also their accomplishments in the industry. But at the same time, I suspected that this seasoned team of senior leaders would at times, find my involvement, my opinions, and my energy annoying and pervasive. I was correct.

As the president of the company formally introduced me to the executive team, along with the smiles and the words of welcome an intense burning of eyes focused specifically on that horn protruding from my forehead. Yes, a unicorn had entered their room, and they were wondering what was going to happen next.

That particular chapter in my career was intensely rewarding. The executive team eventually accepted and embraced their unicorn—some faster than others—and together we went on to relaunch an expanded resort, convention complex using innovative promotion and awareness initiatives that sent our competitors reeling. It was unicorn thinking and execution at its best. Our new messaging to the market was compelling, inviting, and effective. Our small but influential brand became the topic of