brand? think about what you stand for. >> i'm going to give you an idea. there is a person who, oh, my gosh, i have a tech problem. i don't know how to fix my computer. so and so is the go to person. is it as easy as having a specialized skill? >> sure. also you can be the person who is -- i'm called the five-tool player. the person in the office who can fix any kind of problem. you can pitch in on one program or project while you are doing another one. if that is who you are, make sure you brand reflects that. your core expertise is this. 4.6 people are looking for every job available. you need to know who you are and sell it to the person on the other end. >> this is great stuff. i buy into it. >> you do? >> i do. i need to make a mission statement. >> you made a comment about h l