Step 1 is to invent a thing worth making, a story worth telling or a contribution worth talking about.

Step 2 is to design and build it in a way that people will actually benefit from and care about.

Step 3 is the one that gets every brand owner all excited about. This is the step where you tell the story to the right people in the right way.

The last step is the one so often overlooked and ignored: This is the part where you show up, regularly, consistently and generously, year after year, to organize, to lead and to build confidence in the change you are seeking.