A guy once told me a story.

A friend of his used to do business with an architect.

And in this architect’s office there was a brick.

Not a sculpture.

Not a model.

Not some sophisticated architectural piece made with sustainable Nordic clay blessed by monks.

A brick.

A normal brick.

But the brick was sitting on a rotating platform.

With a spotlight pointing at it.

Very serious.

Like the bloody thing was the Mona Lisa.

So one day the guy asked:

“Why the hell do you have a brick spinning under a light?”

The architect smiled.

“Look at it.”

“It’s a brick.”

“Look better.”

So the guy got closer.

And then he saw it.

Written in black marker.

The signature of Pablo Picasso.

Apparently, the architect had done some work at Picasso’s house.

And he kept annoying him, half joking and half serious, asking him to give him one of his works.

So Picasso grabbed a brick.

Signed it.

And gave it to him.

Beautiful.

Lazy.

Genius.

Because Picasso understood something most professionals still don’t understand.

Value is not only in the object.

Value is in the name attached to the object.

There is even an old story that Picasso used to pay some bills by cheque, knowing many people would rather keep the cheque with his signature than cash it.

Hijo de...

Imagine that!

Your signature is worth more than the money.

Your name becomes currency.

Now, I’m not saying you should start signing bricks and sending them to clients.

Please don’t.

Unless you are Picasso.

Or your ego has completely escaped supervision.

But the lesson is brutal.

Your personal brand is not decoration.

It is not a cute LinkedIn profile.

It is not “content.”

It is a financial asset.

When your name has weight, your value stops being measured only by your hours.

Your opinion carries more.

Your advice carries more.

Your presence carries more.

Your signature carries more.

The same PDF.

The same meeting.

The same recommendation.

The same sentence.

With the right name behind it…

Suddenly it is worth more.

That is what authority does.

It multiplies value.

So the question is not whether you have a personal brand.

You do.

The question is:

Is it a Picasso brick?

Or just another brick?

A place to learn to make nice and valuable signatures is below.

​The Room​

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