Last week a client said to me:
I want people to hear my name and instantly know what I’m about.
Spot on.
In elite sport, reputation gets built whether you design it or not. Same off the pitch.
Most practitioners drift into their reputation. The strong ones decide it.
If you want Your Name = X, stop waiting to be discovered. Go make the association, then keep repeating it until it’s undeniable.
Your brand is a field of relations
We don’t exist in isolation - only in reference to people, places, projects, and principles.
Stand close to the right clubs, conferences, or collaborators long enough - not as a satellite but as a contributor and their meaning starts to live on you.
Borrowed light. Earned heat.
Association does two things: it lends light (credibility) and heat (attention).
Borrow light from trusted rooms. Earn heat by adding value there.
The trick? Don’t just pose for the photo. Participate.
Signals carry ethics.
Signal what you’re actually becoming. Choose associations you plan to deserve, then do the work to deserve them. That’s how trust compounds.
World > post.
A post can spike attention. A world holds attention.
Doorways (where people find you), rooms (where they stay), and rituals (why they return) are all associations you can design on purpose.
So, how do you own an association?
1. Own the Slot (make Name = X inevitable)
Pick one paid problem, a distinct lens, and the room you want to be of, not just in.
Formula: X = Problem × Lens × Room.
Example: James Clear = Habits × Evidence-based × Mass readers.
2. Codify X (words > vibes)
Write a slotting statement: I help [who] get [result] with [distinct lens].
Create a tiny lexicon (3–5 phrases) you’ll repeat until they’re yours.
3. Signal X (designed associations)
People: peers/clients who embody X.
Places: 1–2 platforms + one recurring room.
Projects: a keynote, a column, or one collab per quarter.
4. Ship X (proof loop)
Weekly: one signal post, one micro-case, one meaningful conversation.
Monthly: one longer POV worth sharing.
Quarterly: one flagship case study with method + metrics.
5. Measure X (mindshare, not just metrics)
Add a 2-second survey: When you think of me, what’s the word?
Track whether inbound leads describe your X without prompting.
6. Defend X (say no to noise)
Keep a short “No List” of collabs that would dilute your slot.
Differentiate by lens, not louder volume.
And remember, association cuts both ways
Attention isn’t neutral. Before you say yes to a collab, room, or shoutout, run the 5-Question Filter:
Clarity: Does this make my Name = X clearer tomorrow?
Buyer-fit: Will this attract my buyer, not just spectators?
Values: If this partner trended for the wrong reasons, would I still stand by the association?
Provenance: Am I proud to have this pinned for 12 months?
Opportunity cost: What does this dilute or delay?
Four yeses or it’s a no. Reputation is a network effect, pick your edges with care.
Start here (one thing this week)
Pick your room. Rename your work. Pin your proof.
Room: Which room already values your X? A conference, a LinkedIn niche, a federation network? Commit to showing up there weekly.
Rename: Title your process (The [X] Protocol) and add it to your bio/site.
Pin: Make one definitive explainer of X + one proof post your profile’s home base.
If you’re a practitioner moving from elite sport into your own business, this is the on-ramp. Decide what your name equals and keep repeating it until it’s undeniable.
What my “Name = X” is (so you remember 😉 )
If I’m doing my job right, when you think of me:
Alex = Business growth through personal brand systems.
Final Thought
Association is a choice you repeat.
Choose the slot. Codify it. Signal it. Ship it. Measure it. Defend it.
Until your name equals the thing in everybody’s head.
That’s it for this week.
Keep building.
Alex