You do your best to make an impact by being ethical, staying true to your values, and prioritizing continual improvement yet it often seems like those who peddle clickbait, false promises, and quick fixes are often perceived by the masses as the "experts."

For anyone who identifies as a true craftsman, this leads to feeling frustrated, angry, and even a bit jaded. Why do so many people fall for this stuff and what can be done to regain your competitive advantage without getting caught up running someone else’s race?

Whether you’re a salty veteran in your chosen field who’s seen just about everything come and go, or an aspiring leader who doesn’t want to be ignored or overlooked in a crowded market…

You can build a values based brand.