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In the Age of AI, Your Name Is Your Most Valuable Asset

In the Age of AI, Your Name Is Your Most Valuable Asset

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 As artificial intelligence accelerates, many leaders, founders, and professionals are quietly asking the same question: Where do I still matter? If machines can write, analyze, summarize, and even "sound" human, what is left that cannot be automated? In this episode of On the Brink, I sat down with branding strategist and neuroscientist-turned-entrepreneur Carey James, co-founder of Brand Alchemy, to explore why a personal brand—not technology—is becoming the defining asset of the future. What emerged was a powerful reframing of branding—not as self-promotion, but as survival. Branding Isn't About Visibility—It's About Trust Carey's journey began in neuroscience labs and academic research, where brilliant minds often remain invisible. In these labs, the work mattered deeply, yet few people beyond their field ever heard about it. That disconnect led him to a simple realization: impact doesn't scale unless people know who you are. Branding, in Carey's view, is not about being flashy or loud. It is about becoming trustable at scale. Human beings evolved to live in tribes. We trusted the hunter, the healer, the builder—not because of logos or résumés, but because we knew who they were. That same ancient wiring still governs modern decision-making. Whether we are choosing a consultant, an executive hire, a keynote speaker, or a company to invest in, the first question is rarely "Is this organization impressive?" It is almost always: Do I trust this person? Your Name Is the Asset—Not the Logo One of Carey's most important insights is deceptively simple: your personal name is likely the most valuable asset you will ever own. Companies come and go. Products evolve. Roles change. But trust attached to your name transfers from project to project. This is why serial entrepreneurs can fail, pivot, and succeed again—while others disappear after one setback. In the age of AI, this becomes even more critical. You will not always be the smartest voice in the room. Algorithms already out-compute us. What they cannot replicate, however, is your lived experience, judgment, pattern recognition, and imperfections. Those human elements—your way of thinking, questioning, connecting ideas—are what create differentiation. The "Label on the Bottle" Problem Most people struggle to articulate their own brand because they are trapped inside it. Carey calls this the label-on-the-bottle syndrome: when you are inside the bottle, you cannot see the label. The solution is not more introspection—it is perspective. Carey encourages leaders to do what great organizations already do through 360-degree reviews: ask others how they experience you. Patterns emerge quickly. Strengths, quirks, values, and stories surface that feel obvious to everyone else—but invisible to you. This external clarity becomes the foundation of an authentic brand, not a manufactured one. Watch our podcast with Carey James here. Connect with me: Website: www.simonassociates.netEmail: info@simonassociates.netLearn more about our books here: Rethink: Smashing the Myths of Women in Business Women Mean Business: Over 500 Insights from Extraordinary Leaders to Spark Your Success On the Brink: A Fresh Lens to Take Your Business to New Heights Watch for our new book, Rethink Retirement: It's Not The End--It's the Beginning of What's Next. Due out Spring 2026. Listen + Subscribe: Available wherever you get your podcasts—Apple, Spotify, Stitcher, YouTube, and more. If you enjoyed this episode, leave a review and share with someone navigating their own leadership journey. Reach out and contact us if you want to see how a little anthropology can help your business grow. Let's Talk!
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