I believe we are entering a business environment where the business itself is more heavily reliant upon its personal branding than the offering itself. A common case-in-point is that businesses are currently being scrutinized the instant that a customer sees their presence, whether it is physical or digital. The first impression, after all, is everything, and this is proving true. It should be duly noted that in today’s business world most businesses are defined by their online offerings. An increasing number of businesses are opting to perform in “online presence only” fashions, forgoing the traditional brick and mortar business model entirely. Because of this, we are seeing heavy investments and attention being poured into constructing strong websites and online offerings. In this, I believe that we will find that more businesses are judged and defined by how well this online platform presents the business rather than how strong the offering itself is.