The Conviction Institute presents
Discover Your Personal Brand as a Leader
Drop the Act. Reclaim Yourself.
You made compromises to fit the environment. They felt safe and they got you here. What nobody told you: that armor isn't protecting you anymore. It's costing you.
In one day you walk out with a name for how you lead, a tagline, a comprehensive analysis of your personal brand, written from your prework, and observer cards from participants who watched you work. Not invented. Discovered.
Watch
See the day
The Cost of the Armor
You keep the act up rather than lead.
The exhaustion is not from the work. It is from the armor. This is not a skills gap. It is a knowing gap. You cannot build on what you have not named. Three leaders in four are guessing at how they land.
The Definition That Changes Everything
Less than 15% of professionals have truly defined their personal brand. 70% believe they have.
Read the essay →It shows up as
“I had been striving so hard to conform to standardization, inadvertently losing touch with my own unique personality in the process.”
Peipei Wang · D&T Manager, Data Science, General MillsYour Personal Brand Isn't About Ego. It's About Conviction.
Your personal brand is the consistent experience others have of you.
Self-promotion is a claim you make about yourself. Your personal brand is a verdict other people reach about you.
In one day you name it. Then you use it in the rooms that taught you to compromise. That is how conviction is earned.
“Many organizations are stuck in standardization. This program opened my eyes to the actual value of individuality.”
Alex Gomez · Media Producer, Carbe DiemWhat You Walk Out Holding
This isn't a personality assessment. This isn't StrengthsFinder. Those give you a type. This gives you a name, in your own words, verified by people who watched you lead.
Discover Your Personal Brand as a Leader
Personal Brand Analysis
[Your Name]
[Your defining moment goes here.]
The artifacts, shown empty. What fills them is yours, written the day you earn it.
Your Brand Name
Two words for how you lead, earned from your answers, not assigned from a menu. Principled Advocate. Steady Truth-Teller. Systems Bridge-Builder.
Your Tagline
Under ten words. The sentence people repeat about you when you are not in the room.
Your Personal Brand Analysis
Written from your three pieces of prework. No template. No type. No borrowed language. Where your view of yourself and others' view of you diverge, the analysis names the gap and turns it into an opportunity. It arrives before you do.
Your Observer Cards
Written by the participants at your table after each round. How you landed, in their words, not yours.
Your Brand Story
In your voice, ready to tell. To a board, a team, a recruiter, yourself.
Your Peer Map
Who in your cohort is strongest where you are weakest, and who will push you. You leave with names, not a workbook.
Your 90-Day Application Plan
A proposed 90-day plan for placing your brand where your organization has a gap, with an accountability tool so it does not stay in the room.
This isn't something you invent. It's something you discover. Then it's something you use, on purpose, in the environments that used to make you shrink.
“I was able to truly build out my personal brand so that someone having a relationship with me knows who I am, what I stand for, and how I uniquely show up.”
Irene Orozco · Lead Process Manager, Supply Chain, Target Register now →The Four Questions Behind Every Answer
Everything above comes from four questions. You can answer them tonight. You will be wrong about at least one of them, and you will not know which.
What is your enduring idea?
Not unique, but a little different based upon my background.
Identifying the best path forward.
Thinking outside the box, willingness for change.
Analytical, focused, rational.
Caring, supportive.
What is your primary differentiator?
Break problems down into individual elements, test them, perfect them.
An ability to break down issues to component parts, optimize and put them together better.
People can rely on you.
Compassion.
Importance on team dynamics, collaboration.
What is your primary experience?
I think I intimidate people.
Calm and goal-directed, no problem is unsolvable.
Listen, observe, lift others.
How can we.
The why.
What do you solve for?
Making people's lives better, easier.
Organized, complete, multi-faceted solutions.
Bring and foster a safety environment.
Sustainable progress.
Left blank.
An AI can help you answer these questions. It cannot tell you that you are wrong.
Only people who watched you work can do that.Caring Engineer
Giving people control, one solved element at a time.
Your answers are already in you. The gap is in what you have never been asked.
Take the brand diagnostic →Who it's for
Built for the leader ready to drop the act.
If you are the one in the room
- You have arrived, and you still cannot say in one sentence what you stand for.
- You are weighing your next move and you want to know what makes you irreplaceable.
- You are stepping into bigger responsibility and you want conviction, not a script.
- You are exhausted from being everything to everyone, and you are ready to stop.
If you lead the room
- You lead a team and you need every person on it to know what they uniquely contribute, and to say it to each other.
- You lead an organization and you want your leadership team to go through this together.
The role never caught up to who you already are. Different starting points. The same gap.
“It had a huge impact not just because of what we learned, but also in the level of trust and connection that was developed during the sessions.”
Katey Alden · General MillsThe next cohort meets December 12, 2026
One day. Three phases. Nothing generic.
Before
Prepare
Three assessments. One analysis. A seat chosen for you.
- You complete three proprietary assessments about how you lead.
- Your analysis is written from those three, and it arrives before you do.
- Your seat is assigned from your prework, so the people at your table are the ones who will surface what is unique about how you think.
- Two hours of online modules.
The day
Discover
Two rounds. Observer cards from your table. Your brand, presented.
- Two rounds of situational analysis with leaders you have never met.
- After each round, the people at your table write an observer card on you.
- The observer cards come back. You compare them with your own answers. The gap is where your personal brand lives.
- By the close, you present your personal brand to the room.
After
Apply
A plan for the ninety days that follow.
- You retake one assessment and see how your mindset shifted.
- A proposed 90-day plan for placing your brand where your organization has a gap.
- An accountability tool, so it does not stay in the room.
“The honest conversations that Glenn drove and his ability to get our group to open up was something I've never seen in a corporate setting.”
Jessica Hanley · Operations Business Manager, Emerging Brand COE, General MillsFrom the last cohort · September 26, Cary, North Carolina
The room is part of the experience.
You will not sit with your colleagues. You will sit with people who have no history with you and no reason to protect you. They will tell you what they saw. That is why the observer cards work, and why you cannot get this from a book, a coach, or a survey of the people who already know you.
Who was at the tables, September 26
- 2Company presidents
- 5Physicians, and a physician assistant
- 3Directors
- 2Site managers
- 1Therapist in private practice
- 14Leaders in the room
How the seating works
Seats are limited to 20, so every person is seen.
September 26, Cary, North Carolina. Tables seated on purpose.
Glenn Llopis
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Founder, Conviction Institute
Glenn's method surfaces the conviction that is already yours. It never imposes a framework on you.
“Sometimes you don't know how much better you can be until someone sees greatness in you and is talented and skilled enough to pull it out of you.”
Devray Kirkland · Vice President, Inclusion & Belonging, Cardinal HealthFrom the September 26, 2026 cohort
What participants said.
As a therapist, I've attended more trainings than most. This was different. I showed up as myself, with no title or expertise giving me permission to speak. I saw myself reflected in others, including parts of me I didn't know were visible. I let go of the world's judgments and became more myself. This morning, for the first time in my life, I felt that being me is more than enough to create the life I want. I'm crying as I write this. I've waited 55 years for this. Thank you, Glenn.
Natalie Kusturic · Therapist, private practice · September 2026 cohort“Glenn doesn't teach leadership in the abstract. He helps you see what's distinctive about you and turn it into growth.”
After ten years leading commercial teams, I took two of Glenn's programs, and together they changed how I lead. Discover Your Personal Brand as a Leader showed me I'd been describing my job, not myself, and gave me the clarity and conviction to own the value I bring. The Innovation Mentality challenged how I spot opportunity: stop substituting, start evolving. I now apply that thinking to the business I lead.
Glenn has a unique way of presenting ideas that makes everything come together, and it sticks long after the session ends. His programs are practical, built around real decisions, and paced for busy executives. For any experienced leader navigating a transition or driving growth beyond the status quo, they're time well spent. I recommend Glenn without reservation.
“What made the Discover Your Personal Brand As a Leader program so powerful was the combination of data, self-reflection, and learning from others. Glenn created an open, trusting environment where we could challenge ourselves, learn from each other, and reflect on who we are as leaders. I walked away inspired, energized, and more connected to my true self, with greater clarity about who I am and the value I bring as a leader.”
Patricia BauerDirector, Regional Product Marketing, Americas at ResMedYour Investment
An executive coach charges this for a month of conversations about you.
This is a day of evidence about you, from the people who watched you lead, and a plan for what to do with it.
Everything included is listed above, in What You Walk Out Holding: your brand name, your tagline, your analysis, your observer cards, your brand story, your peer map and your 90-day plan.
Next cohort
Cary, North Carolina
Seats are limited to the first 20 leaders who register.
Reclaim your agency. Earn your conviction. Reinvent on purpose.
One day. Your answers, the room's observer cards, your analysis, and a plan for the rooms where it matters.