When Bob asked if I wanted to build a personal brand site, I thought—sure, why not. Might help open some doors. I figured it’d be a logo, some colors, and a few nice words. What I didn’t expect was to feel like I was meeting a version of myself I hadn’t seen in years.

The questions in the Polaris process didn’t feel like a questionnaire. They felt like a mirror. I caught myself saying things I’d forgotten I believed in. Things I used to stand for. And then when I saw the first version of the site—my site—I laughed and said: Apparently I’m pretty fantastic. It was aggressive, sure. A little louder than I usually am. But the truth? My teammates, my old sports buddies, my family… they’ve always said that’s who I am: gritty, relentless, all-in. I’d just lost track of it. This process didn’t turn me into someone new. It reminded me of who I already was. 99 yards downfield. That’s what it felt like. Like I was one yard from scoring—and this time, I’m carrying the ball.

I was skeptical at first. I’ve seen a lot of branding talk before—and most of it feels like fluff. Templates. Buzzwords. Stuff that looks good but says nothing. This wasn’t that.

From a simple questionnaire and a short intake, they built something that actually felt like me. Not just the surface—my tone, my values, how I think… all of it showed up on the page in a way that made me pause. I read the copy and thought, ‘Damn. That’s actually how I talk.’ The layout, the colors, the structure—it all lined up. No awkward revisions, no guessing games. It felt like they handed me a fully loaded version of myself.

If you’ve been putting this kind of thing off because it sounds like a chore or feels a little self-indulgent… I get it. But I’ll tell you—seeing your story told clearly? That changes how you show up

I’ve known Bob a long time-nearly 30 years. Car business, friendship, life ups and downs… we’ve been through it. But one thing’s always been true: the guy sees things others don’t. So when I saw he’d gone all-in on branding, I figured he was onto something serious.

I went through the Polaris process and honestly, I was floored. He knows me well, but this wasn’t just a friend doing me a favor. When I saw my website for the first time, it felt like I was being seen,in a way I hadn’t even seen myself. The voice, the feel, the clarity… it was dead on. I’ve paid serious money for websites before, more than I want to admit, and not one of them ever came close to this. And the wild part? I didn’t have to write a single word. No back-and-forth headaches. No canned fluff. Just me, clearly represented.

As soon as I saw what Bob and his team built, I hired them to do another site for one of my companies. And we’re already planning ongoing content work. This isn’t some templated BS. It’s the real deal. If you’re even thinking about building your brand… just do this. Trust me.