Reputation is everything, seemingly now more than ever. With cancel culture in full swing, your brand, personal and professional, needs constant care and direction. Be it fact or even just speculation, one wrong turn can have you backed up against the wall when trying to further you and your business’s goals.  This is where Lida Citroen comes in. As an award-winning branding and reputation management expert who designs and enhances the identities of executives, entrepreneurs, and thought leaders globally, her message supports the idea that at the root of building credible goals and brands, are the values defined specifically to who YOU are. Sticking to these values when making every decision, and allowing yourself to say ‘no’ when an opportunity does not align, is what Lida has found to be the gateway to constructing a positive brand and earning a reputation worthy of remembrance. Lida’s popular TEDx Talk, “The Power of Gratitude and Generosity”, multiple courses on LinkedIn Learning, and business workshops showcase her empowering delivery style and message. Her work has been featured on MSNBC, Fortune Magazine, Forbes.com, Harvard Business Review, Bloomberg, The Hallmark Channel, US News & World Report, HR News, among others. She is the author of several books, one of which was published this year, titled Control the Narrative: The Executive’s Guide to Building, Pivoting and Repairing Your Reputation.