costs-something it does with a passion-or works passionately to lower its own expenses, it returns those savings to consumers in the form of lower prices. In the long run, its passion for prices results in more consumers buying more items more of the time-one reason why Wal-Marts revenues are now over one- quarter trillion dollars. Some firms rely on high margins, but market dominance is often achieved with velocity or rapid asset turnover. Firms with a passion for returning cost savings to consumers as lower prices master the financial magic of making a little on a lot. Though most of Wal-Marts fans may not give much thought to the complexities of inventory turns and expense control, they connect emotionally with low prices and friendly service. Like rock and roll, they just know they like it-and they evangelize others to "attend the concert." Energy and passion play the greatest role, perhaps, in personal branding. If you had to describe the brand called You, what would you say? How would other people describe you? Do you project energy and passion, or do you suck it out of others? Whether you explore these questions for personal or professional reasons, your brand affects whether people want to spend time with you or work with you. Ask yourself, who would you rather hang around-some- one who mopes all day, feels sorry for themselves, is lethargic and just generally negative, or someone who smiles, gives off positive energy, and seems to enjoy life? Though the answer seems obvious, its surprising how many people choose to settle for a personal brand that focuses on the former characteristics rather than the latter. During the rehearsal of the 2003 Rock and Roll Hall of Fame induction ceremonies, crew, staff, and musicians alike gathered to go over lines and practice their sets. After reading through the script of the speech Steven Tyler would give that night as he inducted AC/DC into the hall of fame, he didnt leave the room like most performers. He moved off stage and into the audience area to watch the Police rehearse. Moving to different seats during the 30-minute session and occasionally singing along with Sting, Tyler watched intently as if he were making mental notes. Perhaps he was; or perhaps he was just     enjoying the scene. Either way, his passion and commitment to his art was apparent. When asked later why he still does what he does, what keeps him going, he simply replied, "Passion, man, its all about passion." He pointed to his left wrist and proudly showed a diamond bracelet that spelled the word passion. Some people talk about wearing their emotions on their sleeves; Tyler one-ups the sentiment.     Borro w fro m the Best   The most obvious example of borrowing from the best lies in the evolution of rock and roll itself, which borrowed heavily from rhythm and blues, deeply rooted in black culture. Some even say rock pioneers stole the soul of African-American music, which emerged from a culture of suffering and survival to become Americas most unique and globally dominating art form. Elvis was a key innovator who combined soul and gospel, the sounds that surrounded him in his