William Arruda

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I had no intention of being an entrepreneur. I was working in corporate branding for IBM/Lotus and I loved my job - cool products, amazing colleagues! And branding was ‘my thing’. Then everything changed. In July 1997, I read Tom Peters’ now-iconic Fast Company article "The Brand Called You." Here were my two great passions – branding and people - joined in an exhilarating alchemy called personal branding! Soon after reading the article, I was given the opportunity to lead the Lotus branding efforts in London/Paris – and I couldn’t pass that up. So I pursued an exciting European adventure until I could no longer ignore the pull of personal branding. I'd found my calling.

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