On this episode of Dev.Sec.Lead, we delve into the art of branding and creating memories that people will hold onto long after your encounter. Our guest, Rob McDonald, the President of Plum Dibs, a leadership communication firm, shares his insights on establishing a personal brand that aligns with your purpose and the needs of your audience. We discover the importance of understanding the fears, hopes, and misconceptions of your audience, which could be hitting their "meatballs" and creating a personal memory. We learn that content matters less than positioning and having a purpose that others can align with. Rob shares tips for developing a personal brand, including inviting experts to discuss relevant chapters of a book for an engaging podcast episode. We also explore why pure intentions and a solid purpose can benefit both the individual and their organization's reputation. Lastly, we discuss the importance of addressing fears and misconceptions about cybersecurity and aligning clients with a company's purpose. Tune in to discover how to establish a personal brand that aligns with your values, engages and educates your audience, and creates lasting memories.