Christa Haberstock
Founder & President of See Agency | Best-Selling Author of Become a Bookable Speaker | “I can spot a bookable speaker at 20 paces, blindfolded, 3 drinks in.”
Become a Bookable Speaker
Episode Summary
In this episode of the Keep Leading!® Podcast Eddie Turner interviews Christa Haberstock, the dynamic Founder and President of See Agency. Christa is a renowned speaker and industry expert and the best-selling author of the transformative book, “Become a Bookable Speaker.”
Episode Highlights
- Discover Christa’s new book, Become a Bookable Speaker, which has captivated the industry, achieving Amazon #1 bestseller status for four consecutive weeks and securing a spot on Forbes’ list of the 5 Must-Read Books for Personal and Professional Growth in 2024.
- Explore Christa’s journey of earning over $40 million in speaking fees to revolutionizing speaker management and branding through her groundbreaking ventures.
- Discover actionable strategies from Christa’s book to help speakers achieve long-term success in the ever-evolving events industry.
Keep Leading!® Live
About Christa Haberstock
Christa Haberstock, the CEO and Founder of See Agency, Bookable Speakers, See Agency Consulting, and Plan See, is a driving force in the events industry with nearly 30 years of expertise. Her numerous achievements and accolades speak volumes, with her agencies recognized on the Inc. 5000 list and Christa herself receiving the Above and Beyond Award and Dottie Walters Helping Hand Award. She was also a 2023 finalist for Best Female Entrepreneur by The Stevie® Awards for Women in Business.
Website
https://christahaberstock.com/
Other Website
https://justgreatspeakers.com/
LinkedIn
https://www.linkedin.com/in/christahaberstock/
Instagram
https://www.instagram.com/seeagency/
Christa’s Book
Leadership Quote
“Don’t ignore the obvious.”
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Connect with Eddie Turner
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About the Keep Leading!® Podcast
The Keep Leading!® podcast is for people passionate about leadership. It is dedicated to leadership development and insights. Join your host, Eddie Turner, The Leadership Excelerator®, as he speaks with accomplished leaders and people of influence across the globe about their journeys to leadership excellence. Listen as they share leadership strategies, techniques, and insights.
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Transcript
Eddie Turner
Hello everyone. Welcome to this live edition of the Keep Leading podcast. The Keep Leading podcast is dedicated to leadership development and insights. The goal is to help you stay inspired, stay motivated, so you can keep leading. I’m your host, Eddie Turner, the leadership accelerator. I work with leaders to accelerate performance and drive impact through the power of professional keynote speeches, masterful facilitation, and executive coaching.
Today, we’re broadcasting live on LinkedIn, Facebook, and YouTube. If you would like to hit the share button to allow your colleagues to join our conversation, we welcome you. We want you to be a part of this interview, so you can ask questions, share your reaction. If you don’t have a question, and you can’t communicate in the chat, you can send emojis. We love seeing that if you can’t do that as well.
And if you’re not following my guest today, I want you to hit the follow button, connect with her on social media. She’s someone you’re going to definitely want to stay connected with. As soon as this session ends, the recording is available to you right in the social broadcast you’re seeing it on, and in a week or so, you’ll find this available anywhere you download your podcast.
As a professional speaker, I am often asked, “How do you become a professional speaker?” And after giving an answer about what it takes, people say then, “Well, how do you get to move from being a free speaker to a fee-based speaker?” So I typically have been up to this point referring people to one specific person I consider an expert in this space. But now, I have another expert I’m going to start sending people to.
I am so excited about my guest today. When I saw her book, I reached out to her and said, “I have to talk to you. I want my audience to get to know you,” and her book answers so many of the questions that I’m asked.
My guest today is the amazing Christa Haberstock. Christa is the author of the best-selling transformative book, Become a Bookable Speaker. She is—let me just add her to our stage so we can see Christa as I’m talking about her.
Christa Haberstock
Hello everyone.
Eddie Turner
Hello, Christa. She’s a renowned industry expert. Now, this book, the title tells you everything you need to know, in my opinion, which is why I got so excited. But this book has become number one on Amazon and it stayed there for four consecutive weeks. It earned a spot on Forbes list of the top five books you need to read in 2024. And that was authored by my good friend, Dr. Ruth Gotian.
Christa Haberstock
Oh.
Eddie Turner
And she’s a prolific author, and anything that she writes, I believe.
Christa Haberstock
She is very, very cool. I met her through LinkedIn and I just—she speaks on mentorship. She lives, she’s amazing.
Eddie Turner
Isn’t she the best?
Christa Haberstock
Mhm.
Eddie Turner
So that’s the credibility of where that comes from. And so that’s why I wanted to highlight that. Christa has also, she’s been so successful in her work as the CEO and founder of the C Agency, Bookable Speakers, and CHC Consulting, that she has generated over $40 million in speaking fees. And her agencies are recognized on numerous prestigious lists and awards.
With that, I want to officially say welcome to the Keep Leading podcast, Christa. Thank you for being here.
Christa Haberstock
You’re so sweet. Thanks for inviting me. This is very cool.
Eddie Turner
Well, tell me what I missed.
Christa Haberstock
Oh.
Eddie Turner
I mean, I think you got it and then some. If anything, I would dial it back. It’s just, you know, I’ve been in the trenches grinding it out for 27 years in the event industry, working with speakers and finding myself in a lot of ways, you know, you really—if you do anything long enough, I think instead of refining the job you’re doing, it refines you in a lot of ways. And that’s what this job has done to me, and done for me. It’s been, you know, it’s been up and down. The events industry is not for the faint of heart. I’m sure you know as a keynote speaker that it is, uh, you know, you get out of it what you put into it, and sometimes you got to put into it for a long time to get anything out.
So, um, I’m really enjoying it. It’s interesting. Recently, I’ve been—people used to ask me what I did, and I’d say, well, generally you just say, “I work with motivational speakers,” because that’s easier, right? It’s like, “I run the represents motivational speakers.” And I have found myself recently saying, “It’s really fun.” Like, huh, looks like the pandemic is behind us if I can start saying it’s fun again.
Eddie Turner
Excellent. Well, you’ve already given us the quote of the day. “If you do a job well enough, instead of you refining it, it refines you.” And certainly you’ve done that. So thank you, Christa.
Christa Haberstock
Yes.
Eddie Turner
I also want to say thank you to a couple of folks who have joined us from LinkedIn. Uh, we have Dr. Vashanda McLean, who’s someone who I know personally. She’s one of Houston’s finest. She’s a police officer, but she also is a professor who is herself just given her first keynote speech recently. So welcome, Dr. McLean. We’re happy to have you with us.
Christa Haberstock
Great.
Eddie Turner
And, uh, also from LinkedIn, Leanne Schultz. She says, “You’re amazing.”
Christa Haberstock
Yes, well, I’m only amazing because Leanne’s amazing. She and I, we go way back. That’s so cool. She’s joining in. Hi, Leanne.
Eddie Turner
Well, splendid. Thank you for tuning in and for letting us know you’re here, Leanne. We appreciate your support and affirmation of Christa.
So Christa, everybody who’s joining us wants to know the million-dollar question.
Christa Haberstock
Yes.
Eddie Turner
How do we become a bookable speaker?
Christa Haberstock
We got to buy the book. The end. Just kidding. Um, so becoming a bookable speaker is, as anything that’s worth having is hard work. And being a speaker is no exception. It is, I’ve heard it referred to as the easiest profession to get into and the hardest one to actually become successful at. It’s very—there’s no school for it, there’s no Ivy League, there’s no, you know, bachelor’s or master’s. No masters of—I was going to say bachelor of something and I confused the two of them. You’re welcome for swearing on your show accidentally. Bachelors of anything or masters of anything. Um, you know, it’s a lot of school of hard knocks. You know, maybe a communications degree could help you, maybe not.
I would even say that for this side of the industry, the agents, we all kind of fell backwards into it as far as I can tell. There’s one person that I know that’s actually using their degree in their profession, which is really kind of interesting. But it’s much the same for speakers. So you, um, you know, it’s your story that qualifies you, but more than that, it’s what you learned from your story that qualifies you to speak to other people.
Eddie Turner
Isn’t that… So when a speaker gets on stage, I hear this a lot from speakers, “I have a great story and I feel like I need to share it.” That’s true. That’s meaningful for that speaker and their story. Is it meaningful for the audience? That’s the bigger question. So is the audience learning something from your stories?
So what I say oftentimes to your question, to answer your question about becoming a bookable speaker, is, how, why are you on that stage in the first place? Why are you holding that microphone? And to feel like you need to be on a stage, that’s one thing entirely, but what you’re going to say is completely another thing. And I would hope the reason that a speaker is on the stage is because something has qualified them to be there… Not a degree, not a master’s, not a bachelor’s, but an experience that can teach or help other people and make their existence better or easier or more meaningful or have purpose and impact.
So that’s at the fundamental level of what makes a speaker bookable is the foundation of authenticity.
Eddie Turner
The foundation of authenticity in a nutshell. Thank you. That is really good to know as we kind of start to dig down a little bit further. I just wanted to kind of get that high level. And of course, yes, we absolutely want people to buy your book. No question about it. So certainly, folks, here is the book, Become a Bookable Speaker, and Christa, that lovely cover, definitely get a copy of that wherever books are sold.
Additionally, we have someone else who just wants to let us know they’re here from LinkedIn. Good morning from UAGC, the University of Arizona Global Campus is what that stands for, by way of Southern Mississippi. A pleasure to learn from and she great. And this is Chivas. Chivas, thank you very much. He’s one of the top students there in his program. I sit on the board there, so that is, I just met him. So thank you for tuning in and supporting Christa. We appreciate that.
Christa Haberstock
That’s very nice.
Eddie Turner
All right, wonderful. Now, you said something that I thought was really, really interesting along the lines of becoming a bookable speaker and what you said about the foundation. You, I talked about the amount of revenue you’ve generated in my intro, but you literally have a skill of identifying folks and then helping them become bookable. So much so, your trademark is, you take people from no name to Hall of Fame.
Christa Haberstock
Mhm.
Eddie Turner
Tell us about that.
Christa Haberstock
Happily. Now, remind me to tell you about the second book that I accidentally wrote last week and I…
Eddie Turner
Oh, okay.
Christa Haberstock
You’re going to kick out of it. I don’t want to start with that, but I do want to talk a little bit about my experience. I have, again, fell backwards completely into this industry. In 1997, I moved from Edmonton, Alberta, Canada to Dallas, Texas. I moved—in Edmonton, I was an elementary music teacher, trained, got my arts degree in music and my elementary music degree and in education. So I was teaching up there in Edmonton.
Moved to Dallas and the circumstances as they were with immigration was that teachers couldn’t really get a visa very easily to teach in the states. So I had four offers from schools and the one that I chose started trying to get me a visa and it just never worked. So as a result, I was kind of stuck in Canada. I had quit my teaching job. We were going to move to Dallas and we were actually stuck in Edmonton for six months with, you know, we had sold our house, we had done everything.
Well, in October, which is when Canadian Thanksgiving is, my brother and sister-in-law, who live in Dallas, they came up to Edmonton for Thanksgiving. Now, it’s important to note that my brother, Vince Pacenti, is a Hall of Fame speaker in two countries. He was in the 1992 Winter Olympics as a speed skier. Did very well and his Olympic story has gained him, you know, this Hall of Fame New York Times best-selling status. It’s pretty incredible.
So he was a fledgling speaker at the time and his wife, Michelle, they met and married in the events industry. She ran a speaker’s bureau. So they came up to Edmonton and I was telling them what was going on with us. It was hard, you know, to—I called it life’s hallway where the door behind us was closed and the door in front of us was also closed and we didn’t know what to do from there, you know, give up or what we should do.
And so she called me. She got back to Dallas. She said, “Hey, so I just fired somebody and I think you might be able to do their job and get a visa for it.” Fast forward a week later, there I am in Dallas, working for a speaker’s bureau with zero sales experience, zero understanding really what the events industry was. Like, I thought it was wedding planners, what did I know, right? Speakers, I didn’t know.
So at like, long story short, quick half a day in the file room… She took me for lunch. I explained to her what a speaker’s bureau was. Okay. And she said, “Let’s go.” So I started planning showcases. And I started working with speakers.
Now, when you come into this industry or any industry, I would say, when you make a hard gear shift from elementary music teacher in another country and go to selling these thought leaders and sports celebrities and God knows what else, there’s a lot to learn. And I think it was a blessing. In fact, I know it was that I really had no experience because you pave your own way, which is what I did. I had to use my skills and what I now know as my obvious advantage. I used the things that came naturally to me, which was a love for connecting and a love for making things make sense to people.
So when you have a classroom of 30 students, you have to have the ability to make things make sense to each individual personality style. And that’s at the fundamentals of selling. But I also had to figure out how to make these speakers, what I now call bookable. So I would take their materials and I’d say, “Okay, how can I make this make sense to this one event planner?” And I would reverse engineer their materials into what the event planner needed and wanted and I became top producer for eight of my 10 years.
This was, yeah, this was an obvious advantage that was not obvious to me until I’m going to tell you in the last four or five years, I realized what I’ve been doing. And then I transferred it over to the agency. Look at you. So I was with the speaker’s bureau for 10 years and then I went on the representation side. Actually worked for one of the greats, Karen Harris, CMI, speakers in Calgary. I worked for her for a couple years. And found that I was entirely too entrepreneurial for my own good. And I also had a, you know, as you do, I had a different approach. I was just approaching things more creatively. I’m a musician and I’ve done stand up and improv.
Eddie Turner
So you were a teacher, a musician, stand up, improv. And I bet you were a great teacher. I did not know that about you.
Christa Haberstock
Oh.
Eddie Turner
I can totally see that. Well, listen, you’ve done that and you’ve gone into this area and you’ve had this big career shift, this big pivot.
Christa Haberstock
Yes.
Eddie Turner
And that’s a big deal for a lot of people. Now, when you’re working in the, in the, as in this, in the bureau, the big thing that we’ve learned in this industry coming up as speakers is, it’s hard to get into a bureau and the bureaus typically won’t represent you until you really don’t need to be represented by a bureau. So how do we get on your radar? That’s always what people want to know who are becoming professional speakers.
Christa Haberstock
Right.
Eddie Turner
Well, let me address a couple of things of what you just said and I think it might help with the answer. So as you’re coming up, it is hard to get the attention of a speaker’s bureau or a speaker manager like me or anyone who might be influential in the speaking industry.
So during my time with the speaker’s bureau, which was before I went on the actual representation management side, the speakers that got our attention did it in a few different ways. Now, this is something you don’t really have control over as a professional speaker, but it is really attention getting when you lose a booking to another speaker. So it’s, you know, you put all these names in a proposal and then the client comes back and says, “Well, sorry, we booked Eddie Turner,” and you go, “Who’s Eddie Turner?” Well, boy, that’s a very quick way to get an agent’s attention, isn’t it?
In fact, that’s how I found my speaker, Doc Henley was. I lost a booking to him for another speaker of mine and I called him up right away and I said, “We need to know everything about you.” And 16 years later, we’re still working together.
Eddie Turner
How about that?
Christa Haberstock
Yeah, yeah. So that’s, that’s one thing you don’t necessarily have control of. I definitely think, you know, and again, I will approach this more philosophically than more than, and practically, I hope, but philosophically, I want to point back to something that I learned actually from Steve Martin, not directly, I wish. He’s one of my heroes. He was in an interview. This was years and years ago… In an interview, he was asked, “How do you become a successful entertainer, performer, artist?” And he said, “Be so good, they can’t ignore you.”
Eddie Turner
Yes.
Christa Haberstock
Critical for speakers, to be so good that they can’t ignore you. When you lose a booking to another speaker, well, they don’t ignore you anymore. If you’re so good that a client comes to you and says, “Listen, have you heard of Eddie Turner?” And you’re like, “No, I haven’t heard of him, but I better look him up.” Um, so again, there are some ways to engineer that. If you have a client, Eddie, you know, or any professional speaker, if you have a great client that works with a speaker’s bureau as well, then you would say, “Would you mind mentioning my name to them because you’ll have their ear better than I will.”
And it’s really so much like, um, the one thing that I would love for speakers to take away from this practically too, is that, um, not every agency bureau—that those terms are kind of used interchangeably—are going to be a really good fit for them to.
Eddie Turner
Is there a difference in those terms? You said they’re using interchangeably. But you’re right, agency, bureau. Is one better than the other?
Christa Haberstock
Well, let me rabbit trail on this because that’s a good question. So let me just rabbit trail very quickly. Um, the definition of an agent or an agency is a person that represents. So let me just differentiate. You actually said it when you were setting up the question. You said, “How do I get a bureau to represent me?” Bureaus, unless you have an exclusive agreement, they don’t represent you, they list you.
So an agency, which is why I call my company C Agency, because we are the definition of an agency. You know, we represent our speakers. In this side of the industry, you call it a speaker manager, speaker manager or speaker management company. It’s kind of morphed into speaker management agency, which I like because that’s what we do. We’re managers and agents, 100% of both.
But a speaker’s bureau, now, there are, and I don’t want to get in the weeds too much, but I think it’s important that some of your listeners will appreciate this. So there are bureaus that represent speakers exclusively. That bureau would be their agency, right? But if you are listed, simply listed on a speaker’s bureau website, they do not represent you. I want to repeat that.
Eddie Turner
That’s a really good distinction, Janelle. That, I’m glad you answered that.
Christa Haberstock
Yes.
Eddie Turner
Now, another closely related distinction we need to make is, what’s the difference between a professional speaker and a public speaker? A lot of times you look at LinkedIn and folks will say, “I’m a speaker, I’m a public speaker.” How do you differentiate?
Christa Haberstock
You know, I’m going to probably get myself in trouble because I don’t 100% know, but I do know that public speaker is not the right definition for what you do. I think by the very definition of the word professional means that you earn your living from it or you earn money from it. And a public speaker, I don’t know. I think it’s just somebody who speaks. Not 100% sure. So I’m not, I really have never differentiated there, but I would encourage the use of professional speaker if this is something that you’re endeavoring to do as a career.
If it’s a hobby for you and, um, if you get money for it, you’re probably still a professional speaker, but I would encourage any speaker who wants to really, really make a good living out of it, it has to be a full-time job. You have to be dedicating the 40, 50, 60 hours a week or else it’s a hobby in my opinion.
Eddie Turner
Okay. Good to know. Thank you for that clarity. We appreciate that. And earlier you made a comment about it being the foundation of authenticity.
Christa Haberstock
Yes.
Eddie Turner
And Dr. McLean says, “I love it.” So we want to share that. Thank you, Dr. McLean for tuning in and also sharing your reaction. And then Troy Ottmer, he’s also based in Houston and he says he loves this. So everybody’s tuning in for you.
Christa Haberstock
Well, I hope that I can answer any questions they have. So, oh, look, he just asked, is there a blueprint?…
Eddie Turner
Yes.
Christa Haberstock
Chivas asked a question, “Is there a blueprint to building credibility to becoming bookable or does it come with time and experience?”
Christa Haberstock
Oh, what a good question. Allow me. This is so great. So is there a blueprint? I hesitate to say blueprint. I’m not going to correct you on just, you know, the semantics of it, but I’ll just tell you for me and for my money, I don’t say blueprint, I don’t say roadmap. Um, it’s not a straight line and it’s not the same for any speaker, as it shouldn’t be. So I think that the second you sense that there is a quick start or a potential assembly line that you can hop on, that’s when we lose the authenticity.
And this is, in my opinion, again, I’m an artist, I’m a creative. I don’t see things maybe scientifically as I should because, you know, professional speaking, the business of professional speaking is an art and a science, 100%. But from the art perspective, I see it very much as a person’s who they are coming out into what they say on stage. Who they are coming out into what they say on stage.
Let me just say this about that. I want to be very clear that a lot of speakers, the pendulum is swinging golly back and forth. Okay, the pendulum has swung over a little bit to the assembly line, okay? Like the quick start speaker in a box because technology is so easy to make things, you know, AI. I’ve been using AI on my PowerPoint presentation that I’m using on Thursday to speak. I’ve been using AI. I had AI write me a book last week, you know, it didn’t write it for me, but we wrote it together. And so I’m in the final edits on this crazy little book that should have probably taken me at least a couple months to write, but it, you know, fast tracked everything.
Now, this power could be used for bad, I guess, or for good and for evil, but to make a speaker look like someone they’re not or they haven’t done the reps. So the speakers who are authentic and doing the reps and have a stage craft and have a great story and they’re out there all the time, but their materials might be unselling them. You have to pay just as much attention to your materials and your brand as you do your stage craft. And let me flip that. You have to pay just as much attention to your stage craft as you spend on your brand and materials. They both have to be a level excellence to make it right now in 2025. I promise you that. It is highly competitive and both go hand in hand.
So the authenticity on stage, the realness of your story, the reason that you’re on stage has to match the quality of your materials and your brand or you’re probably going to be losing bookings to someone who’s done it better on either side of that.
Eddie Turner
Excellent. Thank you for that, thorough answer. And thank you, Chivas for tuning in and asking that question. We appreciate it. And Dr. McLean shares with us again her reaction. “Miss Haberstock, I’m so thankful for your gift of shared knowledge and thank you, Eddie Turner.” We appreciate that feedback, Dr. McLean.
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So, you made a good point there. It was going to be one of my final questions to you was about the outlook of the future of speaking and you already indicated how you’re using AI in your speaking, Christa. Is there anything else that you foresee in your work as an agent, as you also call yourself the speaker therapist? I wanted to know more about that. But as you look out into the future, is there anything else that’s impacting this business that we need to know about?
Christa Haberstock
Yes, for sure. So let me just address the speaker therapist thing really quick. So, um, it is a very short walk as I do my consultation with speakers between “What do you speak about?” And when they can’t articulate it, I say, “Well, why do you speak about that?” And they say, “Well, I don’t know.” And then I say, “Well, who are you as a speaker?” Then it’s an existential crisis. I’m telling you, it happens in the first thing. So, but I think to draw out the best in any speaker, you have to have a bit of therapist in you.
As far as what’s going on in 2025, I can give you what’s happening in the next six months probably. But, you know, we have this, the rapid speed of change is not unique to us. But I what I will tell you is that we are, event planners are prioritizing connection, audience interaction, authenticity, which was so nice for me to see on the list, and of course, AI and sustainability.
So, um, now, I want to just also point this out because I’ve only recently learned it. So I always want to, you know, as the teacher in me wants to make sure that you know all the stuff. But when you hear sustainability, I think a lot of speakers would say, “Well, I’m, oh good, well, I’m an environmental speaker. That means my day is here.” Not necessarily. The sustainability that they’re doing at their events is more of a priority for them than the actual topic.
So inspiration, motivation as topics, leadership will always be evergreen. I guess that’s a redundancy is evergreen. And, um, AI is just, it’s not going anywhere and the topic is at the top of the list right now. So that’s as far as topics. But as much as you can, connecting audience members, making sure that the evaluations and the feedback are high in terms of making everything more and more and more about the audience than a speaker ever has. That it’s critical that it’s a group experience and it’s not somebody with a microphone talking at the audience.
Eddie Turner
Making it about the audience and no matter how we’re incorporating the technologies. Outstanding. I could talk to you for hours. I have a ton of questions I still didn’t ask you. Listen, Troy says, who has joined us, Troy Ottmer says, “Great answer and advice.” Thank you for that feedback, Troy. And Dr. McLean says, “Miss Haberstock, I would love to connect.” So we’re going to encourage you to do that. And anyone who’s tuned in or if you listen to the podcast later, definitely tune in and connect with Christa Haberstock. She is amazing.
Eddie Turner
Can you tell us your website?
Christa Haberstock
Yes, sure. So I’ve got a few, but I think the one that you’re probably going to want to send people to is my first name last name.com. So Christahaberstock.com and that’s where I outline the obvious advantage for anybody and for speakers and for event professionals and for me.
Eddie Turner
Beautiful. So I’m showing that for the benefit of those who are tuned into this video. If you’re tuning into the podcast, it’s a first name last name as she said.com. Thank you so much for sharing the wisdom that you’ve shared with us today. You’ve given us a lot to think about.
Christa Haberstock
You’re very welcome. Thanks for having me.
Eddie Turner
And thank you for listening. That concludes this episode of the Keep Leading podcast, everyone, where we’ve learned about what it takes to become a bookable speaker. Left us with many memorable quotes and perhaps one of the ones that stands out the most is about being authentic and also making it about the audience. So, this is a reminder that leadership is not about our position or our title. Leadership is activity. Leadership is action. It’s not the case of once a leader, always a leader. It’s not a garment that we put on and take off. We must be a leader at our core and allow it to emanate in all we do. So whatever you’re doing, always keep leading.