Hello and welcome to my website!
However you landed here, with me, is just fine, and… I’m so glad you did!
You might know me personally. Perhaps a friend or colleague told you about the work we’ve done together. Or you may have just been referred to me and have questions about what sort of person I am, and what I do.
The interview I’ve shared, below, answers some frequently asked questions. If yours aren’t answered here, send me a note through the contact page. I ask a lot of questions myself, so I’m happy to answer yours.
An Interview with Rosemary Davies-Janes, founder of MIBOSO®
Q: Who are you and what do you do?
A: As a Master Brand Architect and Business Growth Expert, I help good people build great businesses. They use my strategies, tools, training and systems to grow their revenues, attract and retain more customers. What’s often more important, I get business owners out of overwhelm, help them set up their businesses to work FOR them, so they can take back their lives.
I have a unique ability to pinpoint what makes people and businesses stand out. I’ll get you get clear on your purpose and direction, then develop the custom road maps and tools you need to make your vision— your new reality. Your road maps (strategies) and tools (typically sales and marketing assets) leverage the distinctive benefits you offer to attract ideal customers, boost your profits and grow your business or professional practice.
Q: What does that business growth look like?
A: You’ll attract more ideal customers faster, keep them longer, increase your revenues and profits, all while doing work you love. Typically you’ll double or triple what you were making before we began working together, in the first 12 to 24 months.
Q: Those are big numbers. Is there a lot of training involved?
A: No, I don’t make you become a master marketer or salesperson, because if that’s what you wanted to do, if that’s what you’re great at, you’d already be doing it. No. You started your businesses to follow your heart, use your skills, fulfill your desire to make a difference… or to free up your time create a different lifestyle. So yes, I do ensure that you’ll gain essential marketing and sales skills. But I DON’T overwhelm you with intensive training that distracts your focus from your life or your work.
Q: Are YOU a master marketer and salesperson?
A: Yes I am. There’s literally nothing I haven’t seen or worked with in the marketing realm. In addition, I have an extensive background in sales, sales training and sales copy writing. There’s a lot of psychology involved in sales, which makes it endlessly fascinating. And I have a passion and deep expertise in branding… I consider branding, excellent branding, where the brand promises accurately reflect the customer’s experience, as a high level fusion of marketing and sales.
Q: How long have you been doing this work?
A: It all started in 1986 when I changed my career focus from Clinical Psychology to Advertising, Marketing and Sales. I went on to spend 20 years in progressive roles in ad agencies, lead corporate marketing teams, and work with some of the best known brands in the world, including FedEx, PepsiCo, Toys “R” Us and Staples. In 1998 I left the corporate world to start up my own branding agency, MIBOSO.
Q: What does MIBOSO Mean?
A: MIBOSO is an acronym I created from the first two letters of MInd, BOdy and SOul. I created it to serve two purposes.
1. It reflects my holistic approach, work with the whole person or whole leadership team.
2. It conveys that what I build for my clients is a fusion of their minds, (their vision, preferences, natural talents and strengths) hearts (their mission, principles and ethics) and souls (their beliefs and values).
Q: Why did you give up your corporate career?
A: In my corporate and agency days, I met a lot of people who weren’t happy with their lives. They had long ‘unhappy lists’ and big concerns about how their lives were turning out.
…like Steve, a brilliant natural comedian who spent his days crunching data, yearning to cast off his corporate shackles and take to the comedy club stage.
…and Paula, a talented artist whose 12 hour days were spent negotiating brutal deals that ground vendors’ profits down to single digit percentage points.
Q: What was different about the personal branding world, back in 1998?
A: The short answer is, it didn’t exist. It was the year before Tom Peters made headlines with his best-selling personal branding book, “The Brand You 50.” So when I told people I was ran a personal branding business, they usually looked puzzled and asked… “Branding like cows?” No, I would answer, “Branding like Coke and Pepsi!”
Q: What inspired you?
A: Do you remember Steve and Paula?
Well they were just two of so many. Their unhappiness triggered my resolve to figure out how people could pinpoint their right-livelihoods. Stop suffering in jobs they hate. Start doing work they love that leverages their greatest strengths—which I called their genius. My personal branding slogan is, “Transforming genius into your brand of success.” I was certain that branding held the key to connecting people’s strengths and skills with the roles that fulfill them AND the people and organizations that need what they offer. That’s why I chose to apply my expertise in branding—to people. It worked for laundry soap and toilet paper. So I was confident I could make it work for people, and I did.
Q: How do you brand people?
A: I’m going to frame my answer with a quick outline of how traditional branding works. Let’s say we’re branding a product, like Coke, or a business, like Starbucks. We brand experts identify the ‘attributes’ (specific values, preferences and strengths) that have proven appeal to identified target markets. (Loyal Coke or Starbucks fans, plus those who have the potential to become loyal fans.) We weave these attributes together to create a ‘brand personality’ which is then assigned to the product or business. A brand personality is crafted to support the branded products’ or business’ performance, by attracting a specific group of customers.
I adapted this process to fit people. Instead of applying artificially constructed brand personalities, their brands are built with their genuine attributes. The ‘people branding’ process I created actually amplifies peoples’ existing personalities. It produces authentic personas that are hugely attractive to the individual’s intended target market (their future fans).
Q: Is that what inspired the name of your process?
A: Absolutely! Your personal brand looks like you, sounds like you and is instantly recognizable as yours. “Authentic Personal Branding” describes my process perfectly. There’s nothing made up, assigned, faked, falsified or fluffed. It’s a fusion of who you really are, fueled with results-producing marketing assets.
Q: What do personal brands do for people?
A: They connect people’s strengths and skills with the roles that fulfill them AND the people and organizations that want what they offer. My branding process also gives you a great deal of insight into yourself, your strengths and preferences. It helps you gain clarity on what you do and don’t want, what you will and won’t do. It also gives you peace of mind, boosts your confidence, satisfaction, happiness and fulfillment. It reduces your stress, indecision and frustration. And enhances your relationships, career and impact.
The people I’ve worked with gain more freedom and free time, and earn more money with less effort… As you can see, it’s a long list. And – your question is a common one. Many people wonder what a brand will do for them, and how they can measure their results. It’s why I created a ROI tool that calculates exactly what my clients’ investment in their personal brands delivers for them.
Q: What is a Personal Brand ROI?
A: It starts by measuring how a person’s brand improve their life. In research terms, increases in confidence, satisfaction, happiness and fulfillment are all considered ‘qualitative’ measures. My ROI tool uses a research technique called ‘triangulation’ to translate those qualitative benefits into three solid, quantified outcomes. 1) Time Saved 2) Money Earned and 3) Money Saved. Here’s an example…
A corporate executive used this tool to calculate that in year one, her personal band drove over US $500K in combined savings and earrings for her employer, plus earned her $182K. Here’s the math:
- $43K was attributed to brand-driven increases in her “clarity, focus, and productivity”
- $134K increase in “job security” was attributed to her brand-driven “performance consistency”
- $4K worth of vacation time was earned by her brand-driven “efficiency”
- $1.5K worth of personal time was saved by outsourcing tasks that fell outside her brand-defined “strengths, values and focus”
Q: Can a personal brand make people more money?
A: Yes! Personal brands deliver financial gains people can track every month or every year. By making brand-driven choices, they’ll save hours each week; time they can spend enjoying their personal interests, advancing their education, professional skills, careers, or businesses. Authentic Personal Brands can also increase people’s earnings, reputations, happiness, satisfaction, and much more.
Q: So you work with Employed Professionals, AND Business Owners?
A: Yes- in fact – I work with 3 very different groups of people. The first is Business Owners that want to grow their businesses by attracting more clients and making more money WITHOUT working harder. The second is Experienced Experts and Business Leaders who want to develop legacy products and programs to ensure their life’s work continues to benefit the world after they pass on. The revenues their legacy products produce fund non-profit foundations that ensure the continuation of their legacy. Revenues can also be used to fund their retirements, their preferred charities, their grandchildren’s educations… The third group is Employed Professionals who aim to leave the corporate world and launch their own successful businesses.
Q: Do clients approach you from industries you’ve never worked in?
A: Yes, and, that’s never an issue because branding and business growth are not industry or occupation specific. Imagine asking a plumber working in your home if they can work as easily as on a boat or in a commercial building. They’d say, plumbing is plumbing. In the same way, people are people. Sure, our personalities, passions, dreams and problems are different, but the personal branding process takes that into account. And businesses are businesses. No matter how their visions, missions, products or services differ, they all want to attract customers that value what they sell, employees that are a great fit, and healthy profits.
Q: What got you into branding businesses?
A: It was 100% organic and natural. As soon as I was running MIBOSO Authentic Personal Branding, clients I had worked with on their Personal Brands approached me and asked me to develop authentic brands, sales and marketing strategies for their businesses. And so, MIBOSO Authentic Business Branding was born.
Q: How do you define branding?
A: I borrowed my branding definition from The Walt Disney Company, or as insiders call it, ‘The Mouse House.’ Their former CEO, Michael Eisner, defined a band as “… a living entity… enriched or undermined cumulatively over time, the product of a thousand small gestures.” Disney maintains its brand’s integrity by ensuring that its marketing messages completely reflect its customers’ experiences. Disney also ensures that the quality of their movies and theme parks consistently aligns with the quality of their products and customer service.
Q: How do sales and marketing strategies relate to branding?
A: My branding process includes what most people think of when branding comes up: Logos, benefit statements and slogans—plus business growth tools and strategies… These tools range from custom sales funnels, customer service systems and websites, to product and service research and development, and the creation of marketing assets like referral systems, elevator speeches, social media and direct marketing campaigns. I’ve developed branded products and presentation decks for clients that turn them into client magnets at trade shows and conferences. I’ve even provided sales training and investor pitches for entrepreneurs.
Q: How did you gain expertise in so many areas?
A: I’m a learning junkie – a sponge for information. My agency and corporate experience made me a ‘marketing generalist’ and loaded my toolbox with branding, sales and marketing skills. But I didn’t stop there. I’m always involved in some sort of learning or training. This is good for my clients, as I am continually refining and sharpening my skills. Plus, keeping up with the constant evolution of marketing and sales platforms is critical to the success of my own and my clients’ businesses.
Q: How do you support businesses and independent professionals?
A: I provide essential ‘user level” marketing and sales training. And by that I mean the level of training the average person needs to use word processing or spreadsheet software. (As opposed to ‘developer level’ training, which is only necessary for the folks who develop that software.) Yes, business owners do need to become competent in basic marketing and sales skills, but they don’t need to become experts. They grow and scale their businesses by employing the custom sales and marketing structures I develop for them. This frees them to focus on the business activities of they love and do brilliantly.
Q: How much does a business owner need to invest to get started?
A: The investment is less than most expect—for custom products. For new businesses, or those earning less than 6-figures, I offer starter packages that bundle user-level training with one or two custom sales and marketing tools. This gets them started generating strong monthly revenues right away. Once the cash is flowing in steadily, in 3 to 6 months, I deliver their complete custom systems.
Q: Tell me about your legacy work with established senior leaders and experienced experts.
A: I use my “dot connecting’ skills to look at large bodies of work and pinpoint the most relevant and marketable themes. I may help a prolific author develop programs that train and certify others to carry their concepts forward, far into the future. Or I may help a leader who has never taken the time to sit down and write, condense their thinking into a seminal book, connect them with a publisher, support their book’s launch and ongoing sales.
Q: What inspired this work?
A: From 2002 – 2006 ago I hosted a radio show called ‘The Many Faces of Coaching.’ It was broadcast via “internet radio’ which was live streamed across the web. (This was an early version of Podcasting.) By featuring people who had achieved ‘their brands of success’ the show aimed to inspire those who were just beginning their journey. Over time, listener asked me to interview some well known thought leaders. The list is long (150 interviews in total) and includes: Michel Gerber (e-Myth), Byron Katie (The Work), Marshall Goldsmith (Top Business Coach), Gary Craig (EFT Founder), Dr. Paul Pearsall (Heart’s Code)… and many more.
Dr. Jerry Fletcher, (Patterns of High Performance) was a guest on my radio show in 2005. While preparing for his interview, I spotted many similarities between his work and my Authentic Personal Branding process. We made a great connection ‘on air,’ and went on to experience each other’s programs. Jerry and I began collaborating on a new business venture, but shockingly, he passed away very suddenly and our partnership was cut short. Jerry had written several books, but he had not developed his legacy. As a healthy, vital, busy consultant, he never imagined his life would end at 66. Neither did any of his friends, family, clients or colleagues. The end of our partnership made me incredibly sad, but fortunately, a number of colleagues banded together to ensure Jerry’s work lives on. While I am delighted, I always wondered… How much better would it be if Jerry had been an active participant in the creation of his legacy? The loss of this wonderful human being planted the seed that grew into this work.
Q: Do you consider yourself a thought leader?
A: Not until the facts began stacking up:
- As a recent graduate, I chose to follow my heart, not my education and training.
- As a corporate manager, I was hired to build more productive and efficient systems and structures. And I did! I could always find a better more effective, less costly way to do something.
- As a corporate department leader, I cross-trained all of my team members so anyone could ‘fill in’ for anyone else, on a lunch hour, a vacation or a maternity leave. This was not a common practice at the time, but to me, it was common sense.
- In my agency days I felt it was important to understand both sides of the business, ‘creative’ and ‘suit’ (sales). Few trod this path.
- I trained as a professional coach in that industry’s infancy (1997 – 1999)
- I developed the first comprehensive personal branding processes and programs.
- I hosted a web-radio show when few people knew about web radio. I even offered listeners a ‘chat’ function so they could send in their questions for my guests while we were broadcasting, live. Of course, listeners could phone in too – and my engineer would screen the calls, or send their questions in by email.
- Today, I believe I am the only business growth expert offering clients customized sales tools and marketing assets with the ‘user level’ training they need to get revenues rolling in right away.
Q: What makes you different from other business growth experts?
A: Unless you are willing to pay $10,000 or more, for one day of expert mentoring, the business coaches I surveyed offer only ‘DIY’ (do-it-yourself) programs. At best, they provide templates and ‘how to’s.” Participants are expected to adapt and apply these templates to create their own sales tools and marketing assets. Unfortunately, if you are running a business or employed full time, this quickly becomes overwhelming. Without personalized support, you’re left to guess which sales tools and marketing assets are the best fits for your business.
Sure, anyone can follow a template and do their best. But they can’t replicate the thought processes employed by experts. The ‘templates + training’ model also fails to convey the mechanics behind the process. I believe this model sets people up to fail. ‘Good’ is not necessarily ‘good enough.’ Business owners have enough on their plates without the overwhelm that results when they try to be their own marketing departments and sales-forces.
Q: You’re really passionate about this!
A: Oops! Was I on my soap-box? <laughs> Yes, I think it’s a big problem today. Employees are taught to follow specific processes. They rarely ask, or are told, how these processes work. Or why they were selected. Good employees learn not to rock the boat. They just show up and process, process, process. And if one day they want to strike out on their own, build a business or become a consultant, they typically replicate the processes they used as an employee, because that’s what they know to do. But since they don’t know how they work or why they were chosen, they’re missing critical information that could cause their business to fail.
Q: Were you a good employee?
A: I sure was! But sometimes my bosses didn’t agree. <laughs> I’m an idea factory so I love to be challenged to find a better way to do things. I am also curious, so I ask a lot of questions. Last, but not least, I am an achiever, so I live for measurable results. Some of my bosses didn’t like my questions, especially the ones they couldn’t answer. Others felt uncomfortable. A few even felt threatened. And some of the businesses clients I served didn’t want results – strange as that might seem. One organization actually shut down their sales funnel as soon as leads from the Fortune 500 clients they claimed to want, began pouring in. As it turned out, their goal was to stay perpetually in the ‘planning to plan’ phase.
All of this came up, by the way, when Jerry Fletcher identified my High Performance Patterns. People who innovate and develop systems tend to not be interested in perpetually managing what they have built. We want to continue innovating and developing. That’s what makes the variety of the work I do now so interesting. Every business I work with is different. I get to do research every time I meet a new client. And I get to flex my innovation muscle every time I customize a new client’s marketing and sales system to ensure they become irresistibly appealing to the customers who want what they offer.
Q If I am your client, how should I show up to get the best results?
A: That’s easy. Tell the truth about yourself and your goals, even your fears. Ask questions as they occur to you. The more questions you ask, the better I can serve you and everyone I work with after you. And never mess with the systems and tools I provide. If you think they need adjusting, let me know and I’ll work with you on some fine tuning. Or I’ll explain the mechanics behind them. Every part of the systems I tailor for you has a specific purpose. Mess with them and you’ll risk messing up your success.
Q: When I work with you, what results can I expect?
A: That truly depends on your line of work and your goals… You’ll see lots of examples on my Rave Reviews page. My clients consistently triple their revenues and customer bases, sometimes in as little as 12 months after they implement their sales and marketing system.
Q: For how long will we work together?
A: That all depends on where you are when you start. If you’re still a corporate executive planning to step into a consulting role in 6 or 12 months, it will take a little longer. but if you’ve been running your business for 3-5 years, the uptake will be much faster.
Q: Have the same clients ever come back to you for more support?
A: Yes, I’ve worked with many people multiple times. This tends to happen when they have sold their first or second business and are starting another. As I mentioned earlier, people who come to me for their personal brands often call on me to build their business brands, sales and marketing strategies. And a surprising number of the executives who have turned to me to help them accelerate their careers come back when they choose to step out of the corporate world.
Q: Do you accept credit cards?
A: Of course. Plus I offer monthly payment plans to business owners who are struggling financially, as I KNOW they need my help, ASAP.
Q: Do clients have to meet specific criteria to work with you?
A: Yes, I ask applicants to answer a set of key questions. I get back to everyone quickly. They either receive an invitation to work with me, or valuable information they can apply to ensure they DO qualify to work with me in the future.
Q: Let’s end on a light note. What would most people never guess about you?
A: Hmmm… I think people might be surprised to learn:
- I have a motorcycle license
- I grew up in Australia (Geelong)
- I went to Art College in South Africa (Bloemfontein). So yes, I am a fine artist….
- I spend as many Canadian winter months as I can in South Africa
- I’ve been told my directness can be intense. To honor our time, I go deep—fast
- I am deeply spiritual, up-lifting, collaborative and supportive
- I’m naturally soft spoken, but my “dog training voice” is really loud
- My love for dogs led me to foster for the Humane Society and to become an approved Rhodesian Ridgeback Rescuer… Riggs below, rescued in 2015, is named after the Lethal Weapon character… “Cuz he’s just a lil’ bit crazy.”
- Oh – and I bring this up in case it happens when we’re meeting… I’m also a really loud sneezer!
- Les Brown treated my team and I to dinner when we were in Miami Beach in 2008 for our MIBOSO 2.0 Planning Retreat… and we all ended up dancing late into the night!
Remember… send me your questions or comments here. 🙂