This course contains the use of artificial intelligence.

Ask ten people who respect you what you are known for. If you get ten different answers, you do not have an expert brand. You have a good reputation, which is not the same thing.

The gap this closes

You have fifteen years of hard-won judgement and no way for anyone outside your building to find out. The people getting invited to speak, quoted in articles and called about advisory work are not consistently better at the work than you are. They are legible. They have one sentence that says what they do and who it is for, and they have said it enough times that it stuck. Most experts skip that step entirely and start posting, which produces volume without recognition — a lot of effort that leaves no impression at all.

What this course covers

Thirty-seven lessons in the order the work actually goes. Positioning first: an audit of how you are described today, including by AI systems, then the positioning formula, fifty generated options stress-tested down to one, a messaging matrix, tone of voice and visual code, and metrics that are not reach. Then the raw material: getting the knowledge out of your head and into a form that can be published, structuring it, running retrospectives on your own mistakes, and checking whether any of it is used. Then production: generating and rewriting, adapting to a required style, images, structuring complexity, and building an assistant on your own documents so it writes in your voice rather than a generic one. Then authority proper: how trust is managed rather than announced, narrative and message framework, channels and opinion leaders, the architecture of an expert's public profile, public speaking and interviews, the boundaries of publicity, what to do in the first 24 hours of a reputational problem, and reputation measurement. Then the stage: Dale's cone, session design, group dynamics, resistance, metaphor as a teaching device, and webinars. Finally the conversion: development plan, profile, networking, getting onto a conference stage, negotiation, and mentors.

A note on the source material

Five of the six blocks were recorded as corporate role courses rather than personal branding courses. That is deliberate. You are getting the operating system a company applies to its own brand and reputation, pointed at one person instead. Brand and communications material transfers almost unchanged apart from budget scale; the knowledge block was written for a company wiki and is applied here to your own expertise; the training block is about live business training. The final block was recorded for a people-function audience, so its examples are drawn from that field even though the mechanics are general.

Who is teaching this

I am Mike. I built the people system at Preply as it became a unicorn, and I have worked at Wargaming, iDeals and Alfa-Bank. More than 1.6 million students have enrolled in my courses across 185 countries, and over 150,000 specialists have gone through my programmes. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries.

What is included

• Lifetime access to all 37 lessons

• Active instructor support in the Q&A section

• A Udemy Certificate of Completion

• Working material: the positioning canvas, the messaging matrix, the audit scorecard, tone of voice, the crisis playbook, the health dashboard, a 90-day plan

• AI workflows for audit, positioning generation, content production and monitoring

Where to start

Write the sentence now, before lesson one. "I help [who] with [what]." Whatever comes out will be too vague, and that is exactly the point — you will rewrite it in section one. Enrol now and start today.