Today’s rapidly moving, short attention-span world, demands that we think as both salesperson and marketer. Both are essential to standing out in a crowded marketplace. Attendees will examine their activities as if they could change their sales and marketing efforts today. Attendees will be asked to reflect on "why" they do what have been doing, not just “how” or “what” they have been doing. The session will review under the surface (iceberg) thinking and its role in sales and marketing. It will explain the 6 I’s of Branding; one’s brand of communications (perception IS reality); and the various levels of communications competence. This presentation will help organizations recognize what they do best, how they can build upon it, and effective ways to communicate this message, through multiple channels, (to achieve more success) in a noisy and impersonal world.