THE 10 PROMINENT CEOS OF 2023

T H E U S A L E A D E R S . CO M

THE

NOVEMBER 2023

LEADERS

BUILDING AMERICA

THE 10 PROMINENT CEOS OF 2023

General Manager and CEO

MICHAEL VLAD Balancing Business Acumen with Compassion

EDITOR’S LETTER

Strategic Pioneers of Business Success!

D

ear Readers,

The Chief Executive Officer (CEO) is the maestro in the delicate dance of business dynamics, orchestrating success through vision, strategy, and leadership. The CEO, as the company's highest-ranking executive, is charged with leading the firm toward success. Their responsibilities include strategic decision-making, creating the company's direction, managing hurdles, and cultivating an innovation and excellence culture. In today's corporate world, the CEO is more than just a leader; he or she is a change agent, propelling the organization forward in the face of rapid technical breakthroughs and economic uncertainty. In this edition, we proudly present “The 10 Prominent CEOs of 2023,” a tribute to visionaries who are steering their companies toward unprecedented success.

On the cover page of this edition is Michael Vlad, the distinguished General Manager and CEO of The Argyle. His leadership at The Argyle serves as a testament to the multifaceted role of a CEO, where innovation, resilience, and a commitment to excellence converge. Vlad's strategic brilliance and foresight have positioned The Argyle as a trailblazer, underscoring the profound impact a visionary CEO can have on the trajectory of a company in today's rapidly evolving business landscape.

Beyond the cover story, this edition briefly spotlights other influential CEOs who are pioneers in their respective industries. These leaders, such as Lin Han, Prabakar Selvam, Ran Craycraft, and Amber Schroader, embody the diverse skills and attributes that define successful CEOs in the contemporary business ecosystem.

Each profile offers a glimpse into how these visionaries are shaping their organizations, illustrating the collective impact of CEOs on the dynamic tapestry of corporate success.

As we look deeper into the stories of these CEOs, it becomes clear that the CEO's influence goes beyond the limits of boardrooms, influencing trends, supporting innovation, and creating a culture of excellence. This issue honors the strategic thinkers who are leading the charge, driving their firms to new heights of achievement, and making an everlasting impact on the ever-changing business world.

Happy reading!

Parag Ahire Project EditoR

PUBLISHER

ARCHANA GHULE

EDITOR-IN-CHIEF

THE

USA LEADERS

VIKRAM SURYAWANSHI

FOLLOW US

MANAGING EDITOR

TheUSALeaders

PANKAJ GHOLAP

PROJECT EDITORS PARAG AHIRE

PROJECT MANAGERS COLTER WRIGHT Yogesh Ujjainkar

VISUALIZER

MARK DAVIS

GRAPHIC DESIGNER ASHWINI DHUMAL

HEAD OF DISTRIBUTION & PRODUCTION

leaders_usa the-usa-leaders usaleaders theusaleaders

theusaleaders C-206, Wisteriaa Fortune, Laxmi Chowk Rd, opp. Silver Spoon Hotel, Bhumkar Nagar, Wakad, Pimpri-Chinchwad, Maharashtra 411057

+1 (850) 564-8517

info@theusaleaders.com

AAKASH MAHAJAN

www.theusaleaders.com

HEAD OF OPERATIONS ROBERT SMITH

RESEARCH ANALYSTS JAMES ADAMS

ADVERTISING

MARIA SMITH

THE USA LEADERS IS AN ILLUMINATING DIGITAL PLATFORM THAT DRIVES THE CONVERSATION ABOUT THE DISTINGUISHED AMERICAN LEADERS DISRUPTING TECHNOLOGY WITH AN UNPARALLELED APPROACH.

C O N T E N T S

COVER STORY

12

Michael Vlad

PROFILES

22

Amber Schroader

32

Lin Han

36

Prabakar Selvam

42

Ran Craycraft

ARTICLES

24 41

30-Day Brand Marketing Strategy: Take Your Brand from Meh to Marvel in a Month

COVER STORY

12 | NOVEMBER 2023

THEUSALEADERS.COM

MICHAEL VLAD Balancing Business Acumen with Compassion General Manager and CEO

13 | NOVEMBER 2023

THEUSALEADERS.COM

COVER STORY

Michael Vlad Michael Vlad is the General Manager and CEO at The Argyle and a distinguished figure in the world of hospitality. His career in hospitality draws significant influence from his father, who boasts decades of experience managing hotels and restaurants in Europe. From an early age, he absorbed the fundamental values of hospitality—sharing, caring, and respect—guided by his mother, who served as his full-time tutor.

At 20, Michael arrived in New York City and began a transformative journey that led him to the renowned “Windows on the World” restaurant at the World Trade Center One. Here, he refined his skills and passion for service alongside an exceptional team of professionals who played a pivotal role in shaping his career.

However, Michael’s life took an unexpected turn on September 11, 2001, when he narrowly escaped the tragic events at the World Trade Center. The loss of 87 colleagues left an indelible mark on him, leading to a year-long period of reflection and reevaluation of his career path.

His pursuit of knowledge continued at prestigious institutions such as the Institute of Arts, Cornell University, and the University of Berkeley Haas Business School. This academic journey opened doors to new perspectives and knowledge that Michael incorporated into his transformational leadership style.

As the General Manager and CEO of The Argyle, Michael is committed to providing resources to the staff, nurturing their education, and inspiring them to achieve both personal and organizational goals. His passion for hospitality and dedication to excellence establish him as a dynamic leader in the industry.

14 | NOVEMBER 2023

Triumph over Adversity and Exemplary Pandemic Leadership Michael has defined his career by facing and overcoming significant challenges that tested his leadership and adaptability. Two particularly noteworthy challenges stand out, showcasing his resilience and innovative problemsolving.

First, he faced the traumatic experience of being near the World Trade Center during the 9/11 terrorist attacks, which resulted in the loss of many friends. Confronting the emotional trauma of this event and continuing his career while honoring their memory required exceptional strength and psychological resilience, demonstrating his capacity to endure and emerge stronger from adversity.

The second substantial challenge was the global impact of COVID-19, which affected not only his workforce but society as a whole. In the early stages of the pandemic, Michael exhibited remarkable leadership by promptly implementing effective strategies. He ensured free on-site COVID testing for the entire workforce to create a safe working environment.

Furthermore, he enabled over 50% of the staff to work from home while maintaining full medical benefits and compensation. This proactive response protected the workforce and minimized operational disruption.

Moreover, Michael’s ability to retain over 95% of the workforce during the pandemic underscores his commitment to employee well-being and organizational stability. Shifting services to offer takeout options and drive-through services during this challenging time highlighted his agility in adapting to changing circumstances.

Leading Strategy, Culture, and Team for Success As the General Manager and CEO at The Argyle, Michael embraces a multifaceted role that underscores his deep commitment to the hospitality industry. His extensive three-

THEUSALEADERS.COM

decade career equips him with the knowledge and experience required to steer the organization toward strategic success.

At the core of his responsibilities lies the company’s strategic vision. Michael leads the setting and implementation of the organizational strategy, ensuring it aligns with long-term goals. This role demands keen foresight and a profound understanding of industry trends to guide the company effectively.

Michael plays a pivotal role in defining the company’s vision, values, and culture. He shapes the organization’s ethos, fostering consistency, coherence, and comprehensiveness. Nurturing the company’s culture and promoting high-performance values are integral aspects of his role, driving strategic success.

Another vital aspect of Michael’s position is his role in team building and management. Leveraging his wealth of experience, he assembles and nurtures a dynamic group of individuals, identifying talent and fostering their growth within the organization. His ability to connect with and inspire his team is a cornerstone of his leadership style.

As a CEO, Michael is responsible for capital allocation decisions. He must make choices that affect the company’s financial health and growth, requiring a deep understanding of the company’s financial landscape and a strategic investment approach.

Effective communication with all stakeholders is a fundamental part of Michael’s role. He excels at fostering transparent and open lines of communication, ensuring that everyone involved in the organization is wellinformed, engaged, and aligned with its mission.

Beyond the traditional responsibilities of a CEO, Michael’s dedication extends to his ability to connect with employees on a personal level. He recognizes the significance of celebrating their successes, offering support during challenging times, and collaboratively planning their future within the organization. This compassionate approach significantly impacts staff morale, productivity, and the overall organizational culture.

Furthermore, Michael’s commitment to staying current in the field is evident through his professional affiliations with esteemed organizations. These affiliations ensure

15 | NOVEMBER 2023

“

DO SOMETHING THAT MAKES YOU UNCOMFORTABLE ON A REGULAR BASIS. that The Argyle remains well-informed and aligned with industry best practices.

Moreover, Michael’s participation in the UC Berkeley Hass Business School CEO program gave him insights into the organization’s cultural profile. It revealed that the company’s culture is characterized by high levels of integrity, a focus on members and employees, collaboration, a results-oriented approach, adaptability, innovation, and agility. These core values form the bedrock of the company’s culture and drive its strategic success.

Servant Leadership and Commitment to Employee and Member Well-Being Michael’s leadership style is best described as that of a servant leader, driven by a deep passion for treating employees and teams with the same level of respect and care as guests, clients, vendors, and members. He firmly believes that the workforce’s productivity and overall impact directly reflect the organization's leadership.

During his decade-long tenure in his current role, Michael has found satisfaction in working alongside his staff to help them achieve their dreams. Whether it’s assisting them in buying their first home, supporting their children’s education, or managing their debts, his commitment extends beyond professional growth to personal development for his team members.

THEUSALEADERS.COM

COVER STORY In his role, he has demonstrated an exceptional focus on the impact on members. Collaborating and strategizing with the board to create funding opportunities for new facilities without passing the expense onto members represents a significant achievement. This approach has not only led to a growing member waitlist but has also maintained alltime low attrition levels, highlighting his commitment to balancing member needs with the organization’s financial health.

Furthermore, Michael acknowledges the importance of adapting and evolving in the private club industry.

He understands that the longevity and relevance of such organizations depend on their ability to meet and exceed member expectations. This involves continually adapting, creating new programs, designing facilities, implementing amenities, and evolving policies to attract and retain members. His leadership is rooted in the idea that private clubs should be dynamic and responsive to the evolving needs of their members, enriching their lives and creating memorable experiences.

Michael Vlad's Formula for a Balanced and Joyful Life Michael’s approach to work-life balance showcases his deep understanding of the importance of connecting with one’s passions and hobbies to achieve overall well-being and happiness. It’s a philosophy he not only talks about but wholeheartedly practices.

At the core of his approach is the wise allocation of time. Michael intentionally sets aside moments in his schedule for his hobbies and interests. He recognizes that these activities are not mere indulgences but integral to his sense of self and personal joy. Making this conscious choice to prioritize his passions lays the groundwork for his balanced lifestyle.

Crucially, Michael avoids overwhelming himself by setting achievable goals for his hobbies. By establishing realistic targets, he ensures that these activities remain enjoyable and fulfilling rather than becoming a source of stress.

Consistency is a hallmark of Michael's work-life balance. He dedicates regular time to his hobbies, such as playing tennis, to prevent them from being

16 | NOVEMBER 2023

“

I realized life is not about me, but about sel essly serving others. neglected amid a busy professional life.

This consistency allows him to preserve a crucial part of his identity.

To maintain this equilibrium, Michael adeptly weaves his hobbies into other activities whenever possible. For example, his passion for fitness seamlessly aligns with his commitment to staying active, allowing him to derive joy from his hobbies without adding unnecessary pressure.

Furthermore, his adaptability is evident in his ability to make his hobbies portable.

Whether it is a game of tennis or a workout, he can engage in these activities in various settings, freeing him from being tied to a specific location or context.

Michael’s enduring love for tennis, which has been with him since childhood, embodies his work-life balance. If he can’t step onto the tennis court, he easily transitions to other active pursuits like running or working out. This adaptability underscores his capacity to harmonize the demands of a busy career with his personal interests, enriching his overall well-being while staying aligned with his professional aspirations.

THEUSALEADERS.COM

17 | NOVEMBER 2023

THEUSALEADERS.COM

COVER STORY Core Principles of Effective Leadership and Personal Growth Leveraging his extensive career and leadership experience, Michael imparts valuable guidance to aspiring young leaders aiming for future CEO roles.

His advice centers on fundamental principles that underpin effective leadership and personal growth.

Lastly, he encourages aspiring leaders to adopt a mindset of continuous learning. Michael’s daily reading habit and commitment to being a lifelong student of literature serve as a reminder that learning is an ongoing journey. Future CEOs should embrace their thirst for knowledge and remain open to new ideas and perspectives.

A Letter to Younger Self

Michael encourages young leaders to actively embrace discomfort. He firmly believes that it’s during moments of unease and unfamiliarity that individuals experience genuine growth and learning. By regularly stepping outside their comfort zones, these aspiring CEOs can develop resilience and adaptability, qualities crucial for leadership roles.

Challenging the established order is another critical aspect of Michael’s counsel. He urges young leaders to question established norms and ask “why.” By doing so, they can spark innovation, drive progress, and lead their organizations toward positive change.

Effective leadership also hinges on strong listening skills. Michael underscores the significance of being an attentive listener. Actively listening to colleagues, employees, and stakeholders allows future leaders to foster deeper understanding, collaboration, and informed decision-making.

Michael views failure as an inherent part of any leadership journey. He advises young leaders to learn from failure and, more importantly, not to fear it. Setbacks and mistakes often yield valuable lessons, and cultivating a resilient, growth-oriented mindset is essential.

According to Michael, future leaders should nurture the skill of remaining calm and composed during stressful moments. This emotional stability supports effective decision-making and instills confidence in one’s team.

Michael also emphasizes the importance of having a clear vision or dream and actively pursuing it.

Wandering aimlessly can be counterproductive.

Young leaders should instead establish meaningful objectives and diligently work toward them, maintaining a sense of purpose.

18 | NOVEMBER 2023

Reflecting on his journey, Michael would offer wise counsel to his younger self, sharing the lessons he has learned through years of experience. He would encourage his younger self to be authentic and stay true to his values, emphasizing the importance of honesty as a guiding principle. Success, he would emphasize, is achievable but must be fueled by genuine passion and unwavering dedication.

Focusing on the positives and possibilities would be a key piece of advice. Maintaining a positive mindset can open doors to opportunities that may not be immediately apparent. Attention to detail is a crucial skill because small things often have the biggest impact. Transparency and effective communication are important for conveying messages up and down the chain of command.

A sense of urgency would also make it to his list of recommendations for his younger self. Time is precious, and the ability to work with urgency can be a powerful driver of progress.

Importantly, he’d advise never to forget to have fun along the journey. Success should be fulfilling, and joy is an essential ingredient in a meaningful life.

Looking to the future, Michael’s hopes and dreams are rooted in the idea of giving back and making a positive impact on people's lives and society at large. He aspires to contribute to the betterment of others and serve with kindness. He recognizes that the true meaning of life extends beyond individual achievements and centers around the service and influence one can exert on others. This perspective reflects his commitment to a purpose-driven life, where happiness is intrinsically tied to the positive transformation of lives he touches and the broader community.

THEUSALEADERS.COM

THE 10 PROMINENT CEOS OF 2023

Amber Schroader www.paraben.com

Frank Corcoran

Ellen Voie

www.womenintrucking.org

Greig Jansen

www.svhnm.org

www.livealittlepura.com

Lin Han

Marty O' Halloran

Michael Vlad

Prabakar Selvam

Ran Craycraft

Serghei Busmachiu

www.gate.io

www.theargyle.com

www.linkedin.com

20 | NOVEMBER 2023

www.ddb.com

www.cantier.com

www.utilitiesone.com

THEUSALEADERS.COM

Amber Schroader Galvanizing the Innovation in Digital Forensics

I

n today's fast-paced world, customers seek organizations that have a robust online presence.

Thus, a majority of organizations rely heavily on digital devices and the internet to operate and improve their business. As large amount of information is produced, accumulated, and distributed via electronic means, these devices are often vulnerable to cyberattacks.

This is where digital forensics plays an important role.

Digital forensics is a scientific investigation process in which computer artifacts, data points, and information are collected around a cyberattack. Understanding digital forensic procedures help organizations capture vital information that can be used to prosecute a suspect that compromises digital devices or networks. With the increasing demand for such services, several new Digital Forensics and Incident Response (DFIR) service providers are emerging in the market today.

make a difference in digital forensics.

Ms. Schroader specializes in mobile forensics, enterprise forensics & discovery, and hard drive and media investigations and recovery. In her exceptional career, Ms. Schroader has developed over two-dozen software programs designed for the purposes of recovering data from hand-held devices such as cellular phones and PDAs, computer hard drives, and large-scale computer networks capable of storing data from several thousand computers.

With an aggressive development schedule, Ms. Schroader continues to bring forth new and exciting technology to the computer forensic community worldwide. She coined the concept of the “360-degree approach to digital forensics”, pushing for a bigpicture consideration of the digital evidence acquisition process. As

Established in 1999, Paraben Corporation is one of the elite few DFIR companies that have been around for more than two decades. Since its inception, the company has been a foundation in solutions for mobile devices, smartphones, email, hard drives, and gaming system forensics. The company is a brainchild of Amber Schroader (Founder and CEO of Paraben Corporation). Amber has been a leader in the field of computer forensics for over thirty years and is recognized as one of the driving forces for innovation in digital forensics.

A REMARKABLE CAREER Ms. Schroader's grandparents immigrated to the US and opened a small business. Growing up watching them, she was inspired to open a business herself. Ultimately, when she designed the first tool for mobile forensics twenty years ago, she was fascinated—and thus was driven to

22 | NOVEMBER 2023

Founder & CEO

Paraben Corporation

THEUSALEADERS.COM

an accomplished curriculum developer and instructor, Ms. Schroader has written and taught numerous classes for this specialized field. She is a sought-after keynote speaker, expert witness, and has appeared on NBC Nightly News.

Presently, as the Founder, CEO, and Chief Architect of Paraben Corporation, Ms. Schroader is responsible for the company's exclusive line of digital forensic solutions.

to process and then processing it under a single interface.

Moreover, it offers free training and certification with its software to provide its users with more knowledge and comfort. These factors distinguish the company from its competitors.

EXCLUSIVE SERVICES AND SOLUTIONS

As the CEO, Ms. Schroader is involved in every aspect of the business—such as overseeing technology plans, marketing, training, sales, and speaking engagements. She also takes time to work on a few private cases to stay familiar with what investigators are facing.

With a plethora of exclusive tools, Paraben aids investigators in finding data for their investigations. The company leverages its 20+ years of innovative technology

Creativity and imagination are the keys to leadership that can get lost in the digital world. Never discount these skills when it comes to leading a company. experience to Digital Forensic Tools, Smartphone Forensic Tools, and Email Investigations Tools such as—E3:Universal Software, E3:DS Software, E3:P2C Software, E3:EMX Software, E3:NEMX Software, PAP FLEX, MFK-Mobile Field Kit, and UFK—Universal Field Kit. Besides these, Paraben also provides its patented StrongHold bags that provide wireless protection from signals that can contaminate and potentially wipe digital evidence. These bags use a patented design to block out wireless signals from cell towers, wireless networks, and other signal sources. The special multi-weave material used in the wireless StrongHold bag is made of multiple materials that combine to give optimal blocking protection.

The company also provides DFIR & Cyber Consulting services such as digital forensic consulting, expert witness testimony, app pen tests, security evaluations, etc.

Paraben takes a custom approach by looking at all the data

23 | NOVEMBER 2023

KEEPING UP WITH THE TRENDS

Ms. Schroader asserts that the biggest issues faced by today's companies are with technology trends and answering those with solutions. “We are nimble smaller company, so we can respond quickly, but sometimes many people focus on the bigger brand companies even when your solution offers more overall features for investigators at a price affordable for anyorganization,” she adds.

THE COVID-19 CONUNDRUM The COVID-19 pandemic significantly altered the way businesses operated. According to Ms. Schroader, the biggest challenge for Paraben was regarding office time.

Observing the situation, the company decided to allow its entire sta ffto work remotely. The decision was a big hit and as a result, productivity has improved.

Paraben has solid leadership that thought through the different potential outcomes before the changes were made. Ms. Schroader adds, “This was helpful with COVID-19 and the adjustments we needed to do to still reach our audience and keep the personalize style we have always been known for as a company.”

THINKING OUTSIDE THE BOX Smaller companies sometimes offer more innovative solutions as they have to constantly think out of the box.

Ms. Schroader is optimistic that many of the groups that took a step back and started emphasizing innovation will come to Paraben more and more.

THEUSALEADERS.COM

D

o you wish to elevate your brand to the next level? Do you want to stand out from the crowd, attract more customers, and grow your business? If yes, then this 30-day brand marketing strategy is for you.

Brand marketing is the process of creating and communicating a unique and memorable identity for your product, service, or company. It is not only about logos, colors, or marketable slogans. It is about conveying a story, creating an experience, and connecting with your audience.

It can help you differentiate yourself from your competitors, increase your brand awareness, loyalty, and trust, and ultimately boost sales and profits. However, brand marketing is not a one-time thing. It requires consistent and strategic efforts to maintain and improve your brand image and reputation.

That is why we have designed this 30-day brand marketing strategy to help you take your brand from meh to marvel in a month. This strategy will guide you through the essential steps of brand marketing, from defining your brand identity to creating your brand strategy to executing your brand campaigns.

By the end of this article, you will have a clear and compelling brand that resonates with your target audience and sets you apart from the rest.

Are you ready to learn about the strategy? Let’s get started!

Day 1: Define Your Brand Identity The first step of brand marketing is to define your brand identity. Your brand identity is the core of your brand, and it consists of four elements: your brand vision, mission, values, and personality.

Your brand vision is your long-term goal, your aspiration, and your reason for being. It answers the question: What do you want to achieve with your brand?

Your brand mission is your short-term goal, your purpose, and your reason for doing it. It answers the question: How do you achieve your brand vision?

Your brand values are your principles, your beliefs, and your reason for caring.

They answer the question: What do you stand for with your brand?

Your brand personality is your tone, your voice, and your reason for connecting.

It answers the question: How do you communicate with your brand?

To define your brand identity, you need to answer these four questions clearly and concisely. You can use the following template to help you: ● My brand vision is to _____________________________. ● My brand mission is to _____________________________. ● My brand values are _____________________________.

24 | NOVEMBER 2023

THEUSALEADERS.COM

30-Day Brand Marketing Strategy Take Your Brand from Meh to Marvel in a Month 25 | NOVEMBER 2023

THEUSALEADERS.COM

● My brand personality is _____________________________.

For example, if you are a coffee shop, your brand identity could be: ● “My brand vision is to make the world a better place, one cup of coffee at a time.” ● “My brand mission is to provide high-quality, ethically sourced, and delicious coffee to our customers.” ● “My brand values are sustainability, community, and passion.”

You can use the following template to help you: My buyer persona is _____________, a _____________ who lives in _____________. He/she is interested in _____________ and values _____________. He/she buys _____________ because he/she wants to _____________, but he/she faces _____________ challenges. He/she prefers to buy _____________ through _____________, and he/she trusts ____________ sources.

For example, for a coffee shop, your buyer personas could be:

Once you have defined your brand identity, write it down and keep it handy. You will use it as a guide.

“Anna is my buyer persona, a 25-year-old graphic designer who lives in New York. She is interested in art, music, and travel, and values creativity, authenticity, and social responsibility. She buys coffee because she wants to stay energized, productive, and inspired, but she faces the challenge of finding quality, ethical, and affordable coffee.

She prefers to buy coffee through mobile apps, and she trusts online reviews, social media, and word-of-mouth.”

Day 2: Identify Your Target Audience

Day 3: Conduct a brand audit

The second step of brand marketing is to identify your target audience. Your target audience is the group of people who are most likely to buy your product or service and who share your brand values and personality.

The third step of brand marketing is to conduct a brand audit. A brand audit is an in-depth examination of your present brand’s performance, strengths, flaws, opportunities, and threats.

● “My brand personality is friendly, warm, and inviting.”

To identify your target audience, you need to do some market research and create buyer personas.

Buyer personas are fictional representations of your ideal customers, based on their demographics, psychographics, behaviors, and needs.

To create buyer personas, you need to answer the following questions: ● Who are they? (age, gender, location, income, education, etc.) ● What are they? (interests, hobbies, lifestyle, values, personality, etc.) ● Why do they buy? (goals, challenges, pain points, motivations, etc.) ● How do they buy? (preferences, habits, channels, sources, etc.)

26 | NOVEMBER 2023

To conduct a brand audit, you need to evaluate the following aspects of your brand: Your brand identity: How well does your brand identity reflect your brand vision, mission, values, and personality?

Your brand positioning: How well does your brand differentiate itself from your competitors and appeal to your target audience?

Your brand strategy: How well does your brand strategy align with your brand goals, objectives, and tactics?

Your brand assets: How well do your brand assets, such as your logo, name, slogan, website, social media, etc., support your brand identity, positioning, and strategy?

Your brand reputation: How well do your customers, employees, partners, and stakeholders perceive your brand in terms of quality, value, trust, and loyalty?

To evaluate these aspects, you need to collect and analyze data from various sources, such as:

THEUSALEADERS.COM

Your records and reports, such as sales, revenue, costs, customer feedback, etc.

● Specific: Your goals and objectives should be clear and precise, not vague or general.

Your online presence and performance, such as website traffic, social media engagement, online reviews, etc.

● Measurable: Your goals and objectives should be quantifiable and trackable, not subjective or intangible.

Your market research and surveys, such as customer satisfaction, brand awareness, brand preference, etc.

● Achievable: Your goals and objectives should be realistic and attainable, not impossible or unrealistic.

Your competitor analysis and benchmarking, such as competitor profiles, SWOT analysis, etc.

● Relevant: Your goals and objectives should be aligned with your brand vision, mission, values, and personality, not irrelevant or contradictory.

You can use the following template to help you: My brand identity is _____________, and it is _____________ (strong/weak) because _____________.

My brand positioning is _____________, and it is _____________ (strong/weak) because _____________.

My brand strategy is _____________, and it is _____________ (strong/weak) because _____________.

My brand assets are _____________, and they are _____________ (strong/weak) because _____________.

My brand reputation is _____________, and it is _____________ (strong/weak) because _____________.

For example, if you are a coffee shop owner, your brand audit could be:

● Time-bound: Your goals and objectives should have a deadline or a timeframe, not indefinite or open-ended.

You can use the following template to help you: My brand goal is to _____________ by _____________.

My brand objectives are to _____________ by _____________.

For example, as a coffee shop owner, your brand goal and objectives might be: “My brand goal is to increase my brand awareness, loyalty, and trust by 20% in the next 6 months.”

● “My brand identity is friendly, warm, and inviting, and it is strong because it reflects my brand vision, mission, values, and personality.”

My brand objectives are to:

● “My brand positioning is high-quality, ethically sourced, and delicious coffee, and it is strong because it differentiates me from my competitors and appeals to my target audience.”

- Increase my website traffic by 50% by the end of the month.

- Increase my social media followers by 100% by the end of the quarter.

- Increase my customer retention rate by 30% by the end of the year.

● “My brand assets are my logo, name, slogan, website, social media, etc., and they are weak because they are outdated, inconsistent, and ineffective in supporting my brand identity, positioning, and strategy.”

Day 4: Define Your Brand Goals and Objectives The fourth step of brand marketing is to define your brand goals and objectives. They are the specific and measurable outcomes that you want to achieve with your brand marketing efforts.

To define your brand goals and objectives, you need to use the SMART framework, which stands for:

27 | NOVEMBER 2023

Day 5: Create Your Brand Strategy The fifth step of brand marketing is to create your brand strategy. Your brand strategy is the plan of action that outlines how you will achieve your brand goals and objectives using the resources and tools available to you.

To create your brand strategy, you need to consider the following elements: Your brand message: Your brand message is the core idea that you want to communicate to your target audience, using your brand identity, positioning, and assets.

THEUSALEADERS.COM

that you want to communicate to your target audience, using your brand identity, positioning, and assets.

My brand channels are: “My website, my social media, my blog, my podcast, my newsletter, my loyalty program, my events, and my word-of-mouth.”

It answers the question: What do you want your audience to know, feel, and do about your brand?

My brand tactics are:

Your brand story: Your brand story is the narrative that connects your brand message with your brand values and personality.

● Create a video series that showcases the stories behind our coffee beans, roasting process, and brewing methods.

It answers the question: How do you want your audience to relate to your brand?

● Launch a social media campaign that encourages our customers to share their coffee moments using the hashtag #BetterWithCoffee.

Your brand channels: Your brand channels are the platforms and mediums that you will use to deliver your brand message and story to your target audience.

They answer the question: Where do you want your audience to see, hear, and interact with your brand?

Your brand tactics: Your brand tactics are the specific and creative actions that you will take to implement your brand strategy using your brand channels.

They answer the question: How do you want your audience to engage with your brand?

You can use the following template to help you: My brand message is _____________.

My brand story is _____________.

My brand channels are _____________.

My brand tactics are _____________.

For example, for a coffee shop, your brand strategy could be: My brand message is: “We make the world a better place, one cup of coffee at a time.”

My brand story is: “We are a coffee shop that cares about the environment, the community, and the quality of our coffee. We source our coffee beans from ethical and sustainable farms, we roast them in-house, and we brew them with love. We also support local artists, musicians, and charities, and we create a cozy and friendly atmosphere for our customers.”

28 | NOVEMBER 2023

● Write a blog post that features the latest trends, tips, and tricks in the coffee industry, and invite guest bloggers from our partners and collaborators. ● Start a podcast that interviews our customers, employees, partners, and stakeholders and shares their insights, experiences, and stories related to coffee. ● Send a newsletter that offers exclusive deals, discounts, and rewards to our loyal customers and asks for their feedback and suggestions. ● Create a loyalty program that rewards our customers for every purchase, referral, and review and gives them access to special perks and benefits. ● Host events that showcase our local artists, musicians, and charities and create a sense of community and belonging among our customers. ● Encourage word-of-mouth marketing by providing excellent customer service, quality products, and memorable experiences.

Day 6-30: Execute Your Brand Campaigns The final step of brand marketing is to execute your brand campaigns. Your brand campaigns are a series of coordinated and integrated activities that you will carry out to implement your brand strategy.

To execute your brand campaigns, you need to follow the PDCA cycle, which stands for: ● Plan: Plan your brand campaigns in detail, including your budget, timeline, resources, roles, and responsibilities.

THEUSALEADERS.COM

● Do: Do your brand campaigns according to your plan, and monitor your progress and performance. ● Check: Check your brand campaign results and outcomes, and measure your success and impact. ● Act: Act on your brand campaign’s feedback and insights, and improve your plan and actions.

You can use the following template to help you: My brand campaign is _____________, and it is based on my brand tactic _____________.

My brand campaign plan is _____________.

My brand campaign execution is _____________.

My brand campaign results are _____________.

“My brand campaign is a video series that showcases the stories behind our coffee beans, our roasting process, and our brewing methods, and it is based on my brand tactic to create a video series.”

You can repeat this process for each of your brand campaigns until you complete the 30-day brand marketing strategy.

In conclusion, the 30-day brand marketing strategy is a fun and effective way to transform your brand from meh to marvel in just one month. By following this strategy, you will be able to improve your brand identity, awareness, and reputation and attract more customers and fans. You will also be able to learn new skills and tools and discover new opportunities and possibilities for your brand.

My brand campaign improvement is _____________.

We hope you enjoyed this blog/article and found it informative and valuable. If you did, please share it with your friends, leave a comment below, and let us know what you think about the brand marketing strategy and how you plan to utilize it. We would love to hear from you.

For example, for a coffee shop, one of your brand campaigns could be:

Thank you for reading, and good luck with your brand marketing journey!

My brand campaign feedback is _____________.

29 | NOVEMBER 2023

THEUSALEADERS.COM

Dr. Lin Han

CEO, GATE.IO

REVOLUTiONiZiNG CRYPTO INDUSTRY WiTH GROUND-BREAKiNG STRATEGiES

T

he global financial crisis makes leaders battle with tough situations and this makes them stronger, better leaders in the industry.

Many bright individuals work closely with global leaders and acquire important insights and creative ideas to boost their companies. Such leaders possess qualities like openness to learn and adapt to the working environment and constantly changing market. Taking a long-term approach to building solid foundations of work, Dr. Lin Han (CEO, Gate.io) is leading the crypto sector diligently.

32 | NOVEMBER 2023

THEUSALEADERS.COM

33 | NOVEMBER 2023

THEUSALEADERS.COM

advanced blockchain infrastructure in the industry. This infrastructure includes hundreds of blockchains and nodes and they act as a bridge to link the centralized and decentralized world. “As a result, the company offers one of the widest varieties of tradable assets (over 1,500) in the industry.” Moreover, a unique service that the company provides is the Proof-of-Reserves service.

Inception of the Largest Digital Asset Lin was fascinated by consumer technology from a young age and decided to pursue a career in the same. He studied hard and managed to obtain a Ph.D. in HighPerformance Computing Algorithms.

Later in the early 2010s, when Lin came across the Bitcoin whitepaper, he saw the potential of cryptocurrencies and how they can revolutionize the future of global finance. He started investing in Bitcoin and purchased the same.

However, it was a difficult process in its early days, and Lin was also scammed and lost 100 bitcoins.

Gateway to Crypto According to Lin, his early experiences with crypto and scams fueled the desire to create an accessible, safe trading platform for cryptocurrencies, a ‘gateway to crypto’. Over the years, Gate.io has evolved past just being a crypto trading platform to a growing crypto ecosystem. It includes the native

34 | NOVEMBER 2023

GateChain blockchain ecosystem as well as other trading and investment products. The company has also established Gate Labs and Gate Ventures to actively invest in and support upcoming projects in the crypto industry.

Gate.io’s team, under Lin’s guidance, uses its wealth of knowledge and financial resources to support startups in development. It also helps build great products that are vital for growing the crypto industry. The company has recently launched a Student Ambassador Program.

Currently, it is working on Gate.io Learn which will be instrumental in educating the masses about crypto and ensuring that they are well equipped to either invest in or build in the crypto industry.

Secure and Comprehensive Solutions

Gate.io created and patented a method for verifying the exchange that holds custody of all of its user’s assets through a Merkle Tree—a data structure used in cryptography to verify data sets. As per Lin’s opinions, it has become very important for users to be able to verify their assets are safe as many platforms are going bankrupt or insolvent recently, leaving users in the lurch.

Lead by Example “I try to lead by example, I am very hands-on when it comes to developing and expanding the range of products and services we offer,” briefs Lin. Lin's responsibilities include working closely with each team including the marketing, branding, and product development teams. This has led Lin to hold several blockchain-related patents and have a thorough knowledge of the inner workings of the platform and the people who work on it.

According to Lin, it is important for leaders to keep teams inspired and motivated during times of volatility and uncertainty in the market.

‘Proof-of-reserves’ Audit

Gate.io has made giant strides in offering a more secure and comprehensive solution compared to its competitors. The company develops and maintains the most

Gate.io covers the cryptocurrency exchange industry. The company is a constantly growing crypto ecosystem with a wide range of products and

THEUSALEADERS.COM

services. Therefore, the target market for the company is broad that covers both individuals and institutions interested in either investing or building in the crypto and web3 industries. The Gate Labs and Gate Ventures teams are proactive and enthusiastically invest in and support projects building the future of crypto, web3, the metaverse, and fintech.

Gate.io uplifts the projects that aim to build the future of finance and technology. Additionally, the proofof-reserves audit shows the commitment to transparency and inspires more industry players to achieve excellency.

Share Wisdom, Be Proactive Being proactive is one of the important factors that contribute to a company’s success. As Lin says, “You need to be aware of the everchanging conditions of the markets you operate in, the state of the global economy, and every factor that may influence the success of your business both in the short and long-term.” Lin actively attends all the meetings with all different teams in the organization. This keeps him up-todate with every new development so that he can lend his support when needed.

Life beyond the Cabin Maintaining a perfect work-life balance is very important and Lin handles both sides very well. “Some

35 | NOVEMBER 2023

may call me a workaholic, but if you enjoy what you do, then every moment spent doing it is rewarding,” briefs Lin. When he has some free time to spare, he enjoys reading books. He says that it can completely unwind the person and take him/her in another world, if he/she reads books for an hour or two a day. It also fosters creativity and stimulates the mind.

Teamwork makes the Dreamwork!

To motivate the team, Gate.io offers great performance-based incentives.

However, Lin believes in providing his team with the freedom to perform their duties in the ways they find most effective and trusting that they will execute the ways to the best of their abilities. As micro-management is not an effective method of managing staff, offering freedom and trust is very important. They act as an incentive for employees to outperform industry peers. Like the crypto industry, the excellent team at Gate.io is decentralized and based all around the world. Everyone from the team works on welcoming newcomers and helping them grow both within the company and the industry as a whole.

work hard and consistently.

That is the key to success.

The cornerstone of success is being open to criticism and growing from it.

Keystones of Success Being an experienced personality in the industry, Lin gives advice to budding leaders as the key to success is leading by example. A leader must set an example for employees to follow by working hard and with consistency. “You also need to continuously learn; educate yourself about the industry you’re active in, the latest developments, new trends, and more,” adds Han.

THEUSALEADERS.COM

36 | NOVEMBER 2023

THEUSALEADERS.COM

37 | NOVEMBER 2023

THEUSALEADERS.COM

38 | NOVEMBER 2023

THEUSALEADERS.COM

39 | NOVEMBER 2023

THEUSALEADERS.COM

Ran Craycraft HOW TO FAIL YOUR WAY TO CEO

T

ired of the same old digital campaigns and reskinned apps, Ran Craycraft and Kevin Ng formed Wildebeest as a modern alternative to campaign-focused creative agencies and design-absent dev shops. The founders had a vision for Wildebeest as a product-driven team that could create software better and faster when design and technology were equal stakeholders from the start. Ran, design, and Kevin, technology, have equal salaries, equal equity, and an equally optimistic view of their team.

each person the tools and space they need to spread their wings. In many cases, that means Wildebeest employees are encouraged to try on several hats. A good example of that is Ran overseeing both New Business and Creative Direction as well as any HR duties along the way. Kevin keeps his hands just as full as the CTO who also oversees project management.

The company began in 2014 working exclusively with entrepreneurs to develop big ideas and bring them to market but quickly shifted focus to helping established brands take big swings. Within two years, Wildebeest became one of the most sought-after digital agencies for brands like Google, Disney, Microsoft, General Motors, and more.

Wildebeest pioneers in combining technologies in new ways that may not yet be common or seem possible. Often this leads to pushing the limits of Augmented Reality, crossplatform software, and new takes on experiential IoT apps.

“Our calling card is to shape tomorrow’s technology into easy-to-use interfaces for today,” said Ran.

What made you call quits to the ‘normal 9-5’?

Being the co-founder and CEO, Ran sees his biggest responsibility is as a mentor to his team. He believes that the company’s growth depends largely on the acumen of each team member. Thus, he ensures that the right people are in the right roles to allow the business to grow and give

42 | NOVEMBER 2023

Our team of Mirror Review sat down with Ran to further understand how the idea of Wildebeest has evolved.

I started my career in New York City at NBC as an intern in the early 2000s and gradually climbed my way to Senior Producer. The role of Product Manager wasn’t common back then, but that’s what I did. I created new product ideas to support NBC Universal television and film content. It was trial by fire in a lot of ways as we were exploring the possibilities of streaming media, mobile apps, and virtual worlds in the early days of digital content. After several hard, but good years, I got laid off and it really shook my world. I liked that job a lot and in hindsight, it was a big part of my identity. Then, I made my way over to AOL where I learned about scalability and managing large teams, getting promoted from Director of Product to General Manager of the Entertainment division. I found myself on the West Coast more often than not and opted to put down roots in Los Angeles. In a strange turn of events, my team

THEUSALEADERS.COM

Co-Founder & CEO WILDEBEEST 43 | NOVEMBER 2023

THEUSALEADERS.COM

was abruptly dissolved and I found myself with another severance package. It’s a brutal feeling to work really hard for a company, be recognized for excellence, and then be escorted to the door. That’s when I realized, my creativity and passion might not be the right fit for a normal 9-5. As an entrepreneur, I’ve found that the passion I put into my work has a direct correlation to our success.

How will you describe your entrepreneurial journey?

Running your own business gives you some of the highest highs and lowest lows you can imagine. Wildebeest was a lot harder to get started than I thought it would be. You’ve got to have the stomach for a rollercoaster and frankly, the inability to successfully do anything else well. It seems like each year, we’ve had a different seismic event that we have to learn to react and recalibrate to. Now, six years in, our skin has grown thick and our confidence to persevere is unrivaled.

Since the inception how has the growth trajectory changed?

I think our first project was for $500. We had to start somewhere and when you don’t yet have a solid portfolio, it’s tough. Early on, our vision of growth was measured in bodies. It took us a while to realize that the number of seats you fill doesn’t have an equal relationship to a healthy business. When we started wearing more hats and hiring people who wanted to be in the problem-solving process, our business truly began to grow.

How has the COVID-19 outbreak affected the AR-VR industry?

We’ve seen many folks who were adamantly against working with remote teams come around and wholeheartedly embrace it. COVID has opened up more traditional brands to the idea of virtual events and experiences—creating many opportunities for augmented reality and live video streaming custom software projects.

How did COVID-19 affect you or your teammates on the personal front?

Many of our friends and relatives have been affected by COVID, especially on the East Coast. Fortunately, none of our team members have tested positive. It has been a scary and emotional time for all of us but I think it has brought our team all a little closer even though we’re

44 | NOVEMBER 2023

actually further apart. I think it’s been good for everyone to have time alone to heal and take stock in what’s most important. We believe strongly in work-life balance, so we do our best to make sure each person on our team is as happy and healthy as can be.

Are there any special measures that you undertook in response to the pandemic?

We implemented a policy early-on for our team to have the flexibility of working from anywhere as long as they could overlap with our team’s normal working hours.

Also, we start and end each day with a team standup. This gives everyone a chance to talk about their goals for the day and then discuss their accomplishments and challenges.

Additionally, on a human-front, we’re doing our best to compliment our client projects with causes important to our team. We recently launched an equality Chrome Extension called Black Out Ads and helped launch a nonprofit for formerly homeless youth. I’ve also been very active in my community making sure seniors and those less fortunate have access to the necessities during this difficult time.

How are you planning to scale your company in the future?

The future is wide open for us. We’re very grateful for the agencies and brands who continue reaching out to explore what bringing our team in-house could look like. I think the pandemic has caused many companies to re-evaluate their models and find ways to take more ownership of their platforms. Ultimately, whether we remain an independent agency or roll up into another team, as long as we’re making products to make people feel better, we're on the right track.

Is there anything specific you would like to convey to the readers?

If you’re thinking of launching something, now is the right time to do it, whatever “it” is. It’s always going to be hard, the timing will never be perfect, but if you have an idea that’s eating you up and you can’t imagine doing anything else, then drop what you’re doing and put every ounce of energy into getting your product in front of users as fast as possible. Make mistakes, adjust, and roll it out again better than before. Look at how the world is changing and imagine how your ideas could make it better.

THEUSALEADERS.COM

“

Our experienced team of digital marketers, designers, and engineers imagine and create products of the future, today.

45 | NOVEMBER 2023

THEUSALEADERS.COM

e b i r c s Sub Now THE USA LEADERS IS AN ILLUMINATING DIGITAL PLATFORM THAT DRIVES THE CONVERSATION ABOUT THE DISTINGUISHED AMERICAN LEADERS DISRUPTING TECHNOLOGY WITH AN UNPARALLELED APPROACH.

THE

USA LEADERS BUILDING AMERICA