Sandra Rupp's Davos Pledge The Yin & Yang of Leadership

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“Think big, Think positive. Never show any sign of weakness.” Louis Winthorpe III, TRADING PLACES movie quote. A WARM WELCOME to my Viewers in 65+ Countries & the 5 Davos CEOs with Power to Help Me get more Women to World Economic Forum: CEOs of WPP Group, Coca Cola, Unilever, Virgin & Citi.

“As the winds blow cold in Davos, Davos Woman is ready to roll” with Executive & Anchor Sandra Rupp cc @WEF @FT @WSJ @McKinsey

LEADERS, I am excited to share a brand New Davos Woman Challenge  2016 with my Favorite Davos CEOs. I am asking them to “Trade Places” for one day with a CEO Female Founder age 45+ with a Top School MBA & interview with me on camera. Yes I plan to choose a seasoned Harvard MBA Alum for WPP CEO Sir Martin Sorrell! I want to choose myself for Unilever CEO Paul Polman as I have the marketing Kellogg MBA and know a lot about his amazing Sustainable Living Plan. We will find a super creative Stanford MBA Alum for Virgin CEO Sir Richard Branson, and we need a charismatic Cass B-School Alum for Coca Cola CEO Muhtar Kent. I have a smart Wharton finance Alum for Citi CEO Michael Corbat; after all he won The Davos Woman Challenge last year by bringing two female delegates to World Economic Forum. Davos CEOs are all cordially invited to interview with me on camera, sponsor the process & even make the final edits. With so many talented baby boomer ladies available with a mix of Corporate & CEO Founder experience, I figure my Davos CEOs will be extending offers to join their CEO Teams after just one day. And then we will have more female delegates for Davos! OUR GOAL: 30% Women. Watch the EXCLUSIVE INVITE VIDEO here:

“Introducing the priceless Sandra Rupp.” Paul Murphy, Founding Editor, FINANCIAL TIMES Alphaville

“Thank you Sandra for your leadership on giving women greater voice at Davos.” Bill George, former CEO Medtronic, Professor at Harvard Business School

“If there is one person I’d like to meet at #WEF it’s @ExecCareerCoach [Sandra Rupp] #DavosWoman” a female WEF Editor delegate

“In awe of Davos Woman, Sandra Rupp.” @FastCompany magazine reporter

Special thanks to Thinkers 50 author Don Tapscott for sending a copy of his best selling book on The Digital Economy (buy on Amazon.com).

Sandra Rupp was placed on the THINKERS50 Guru Radar list for the world’s Top Business Thinkers 2011-13. Prior to her career in global Executive Search & now Executive Coaching & Anchoring she worked for a Top Media CEO. She is an Executive Coach, CEO Advisor & Media Interviewer. CEOs, CHROs, Sponsors or Media who would like to work with her contact  www.parthenonadvisors.com  In 2011 she was placed on the cover of the Davos Debates Video by the World Economic Forum and has been anchoring videos ever since. The theme for the Davos Annual Meeting in January 2016 is “Mastering the 4th Industrial Revolution.” Subscribe to Sandra on YouTube @CareerExpert, Twitter @ExecCareerCoach & Google + at www.sandrarupp.com STAY TUNED

CREDITS: Ms. Rupp’s Wardrobe by StyleParis.com Video Music: “We Were Once Kings” by Silent Partner.

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UNILEVER CEO Paul Polman is one of the world’s most admired CEOs for his leadership on Sustainability. IMRAN KHAN of Pakistan is one of the most influential people in the world per Time Magazine and the Asia Society.  Executive & Anchor Sandra Rupp was placed on the THINKER50 Guru Radar List for the world’s top business thinkers & aims to interview both of them on camera. Here she explains why she has chosen two of her favorite Davos Men to help her get more Doves to Davos.

In terms of your Leadership style, are you a Hawk or a Dove? Did you know that it is the Highly Sensitive of any species that are the key to survival? Do you have the gene for High Sensitivity or High Sensation Seeking? Some of the most dynamic CEOs and Leaders in the world I have met have both genes, because they know how to take risks but also manage risk. Click here to take both Tests. Read this post by Dr. Elaine Aron at www.hsperson.com  to learn more. I am a Highly Sensitive Leader (a Dove), and I believe we need more Doves at World Economic Forum to help tackle the most pressing issues of the decade including Income Inequality, the Gender Gap and Terrorism. I am inviting Paul Polman, Imran Khan & other leaders to help me.

Now with viewers in over 65 Countries, Sandra Rupp is inviting CEOsLeaders to interview with her on camera either virtually or in person in a Smart TV Series “Five Questions to World Leaders.” Contact: www.parthenonadvisors.com and www.sandrarupp.com In 2011 she was placed on the cover of the Davos Debates Video by the World Economic Forum and asked CEOs & Leaders a video question on Innovation & Jobs. In 2015 the Financial Times Alphaville published her Davos Woman Video. She is a top Executive Coach & Anchor, MBA from Kellogg/Northwestern and studied International Business & Art at Oxford. She is asking Leaders to bring two female delegates to Davos. STAY TUNED

 

UPDATE: Sandra helped get a record 21% Women to Davos 2017 & counting! STAY TUNED. NOW WATCHED IN OVER 100 COUNTRIES, Executive/Anchor Sandra Rupp now invites all Davos CEOs to interview with her on camera & work with her to bring two or more female delegates to World Economic Forum to show the other CEOs how it’s done.  CLICK TO VIEW her Davos 2015-16 VIDEO (she continues to record them annually):

Original Post: THE DAVOS CEO CHALLENGE has included Martin Sorrell of WPP Group, Muhtar Kent of Coca Cola, Paul Polman of Unilever, Michael Corbat of Citigroup, and Richard Branson at Virgin. Sandra has now turned the challenge into The Davos CEO Pledge. Sandra was placed on THINKERS50 Radar list for world’s Top Business Thinkers 2011-2013. The FT Alphaville put her Davos video of 2015 on Financial Times site with the headline “Introducing the priceless Sandra Rupp” & a Fast Company reporter tweeted “In awe of Davos Woman, Sandra Rupp.” In 2011 World Economic Forum placed her on the cover of The Davos Debates Video & she asked 15 CEOs & Leaders a Video Question on Innovation & Job Creation. She has been recording Videos ever since. Sandra has hit a hole in one, won a skeet tourney, has been to Daytona, helped get women into Augusta, stands 6 FT in her Jimmy Choos, and she aims to get 30% Women & herself to Davos in the near future (WEF has been stuck at about 16% Women for too many years)

 

Sandra Rupp’s on camera skills include Anchoring & Interviewing. She is CEO Advisor on The Yin & Yang of Leadership. She is also a Media Interviewer. Her mentors have included the world’s #1 Digital Agency Chairman & the Creator of Entertainment Tonight, Lifestyles of the Rich & Famous. Sandra has an MBA from Kellogg/Northwestern & also studied International Business & Art at Oxford. CEOs, Media, Corporate Sponsors contact www.parthenonavisors.com Sandra has over 18 years experience in Global Executive Search, Media Presenting and is an Executive Coach to CEO Teams. Follow her on Twitter @ExecCareerCoach and on YouTube @CareerExpert at www.sandrarupp.com 

“Introducing the priceless Sandra Rupp.” Editor, Financial Times ALPHAVILLE

“In awe of Davos Woman, Sandra Rupp.” Fast Company reporter

“If there is one person I’d like to meet at #WEF it’s @ExecCareerCoach [Sandra Rupp] #DavosWoman” a female WEF employee

Also Visit New Post: How Many Women Delegates Did Each CEO Bring to World Economic Forum 2016?

Now watched in over 65 Countries, Executive/Anchor Sandra Rupp puts on her Jimmy Choos to help get 30% Women to World Economic Forum. #ConsciousCap Meets ET

What Does Leadership Look Like to You? #DavosWoman Sandra Rupp placed on THINKERS50 Radar list for the world’s Top Business Thinkers 2011-13 and launched The Davos Woman Challenge to CEOs. Sandra is delighted to announce @Unilever CEO Paul Polman has now added a 2nd woman to his Unilever CEO ULE Team at her suggestion (with a third coming in March 2016). BUT HOW MANY FEMALE DELEGATES will each CEO bring to Davos? We need more Doves at Davos (Unilever owns the Dove soap brand- subscribe to this blog to find out how each CEO does). @Citi CEO Michael Corbat brought two female delegates to Davos last year. How will her other CEOs do this year at World Economic Forum in January 2016? They are Sir Martin Sorrell at WPP Group and Muhtar Kent at Coca Cola. STAY TUNED for Results. And meet a New Addition to The Davos CEO Challenge Team: @RichardBranson. She calls it her “A Team.”CLICK TO VIEW VIDEO:

CEOs and Leaders who would like to interview with Executive/Anchor Sandra Rupp or sponsor her Five Questions to CEOs Series, please get in touch. “If you want to go fast go alone. If you want to go far, go together.” African Proverb Click to View & Please send Videos to Davos CEOs & the Media:

MANY THANKS Editors, Reporters & WEF: “Introducing the priceless Sandra Rupp.” Paul Murphy, Founding Editor, FINANCIAL TIMES Alphaville

“In awe of Davos Woman, Sandra Rupp.” @FastCompany reporter

“If there is one person I’d like to meet at #WEF it’s @ExecCareerCoach [Sandra Rupp] #DavosWoman” a female WEF Editor

Sandra Rupp is an Executive Coach, Anchor, Advisor at www.parthenonavisors.com Sandra has over 18 years experience in Global Executive Search, Media and is an Executive Coach to CEO Teams. Follow her on Twitter @ExecCareerCoach and on YouTube @CareerExpert at www.sandrarupp.com World Economic Forum placed her on the cover of the Davos Debates in 2011 when she stated “Investing in & Empowering The Feminine Leadership Style is the largest economic opportunity worldwide.” She aims to get 30% Women to Davos with the help of World Economic Forum & CEOs of WPP Group, Unilever, Coca Cola, Citigroup & now Virgin. WEF has been stuck at about 16% Women and 84% Men for much too long, so Sandra is using all of her creativity and ingenuity to help these CEOs be the heroes she knows they are. She has an MBA from Kellogg/Northwestern. She also studied International Business & Art at Oxford. STAY TUNED.

 

“Introducing the priceless Sandra Rupp.” FINANCIAL TIMES Alphaville

“Thank you Sandra for your leadership on giving women greater voice at Davos.” Bill George, former CEO & Professor at Harvard Business School

“If there is one person I’d like to meet at #WEF it’s @ExecCareerCoach [Sandra Rupp]” a female WEF Editor delegate

Executive Coach & Global Anchor Sandra Rupp achieved the corner office, has hit a hole in one, won a skeet tourney, has a Kellogg MBA and stands 6FT in her Jimmy Choos. She is @CareerExpert on YouTube and @ExecCareerCoach on Twitter. Sandra is helping to change the look & feel of leadership. Yin/Yang.

Sandra Rupp now has Viewers in over 65 Countries around the Globe. CLICK TO VIEW Annual Highlight photos:

Sandra Rupp was placed on the THINKERS50 Guru Radar list for the world’s Top Business Thinkers. She has launched The Davos CEO Challenge inviting 5 Key CEOs to bring two female delegates to World Economic Forum’s annual meeting in January. She is also inviting CEOs to interview with her on camera in a new Smart TV Series “Five Questions to World Leaders” on her YouTube Channel. Prior to her career in global executive search & executive coaching she worked for a Top Media Executive. CEOs who would like to sponsor or join the Challenge please contact: www.parthenonadvisors.com and www.sandrarupp.com Sandra is aiming to get 30%+ Women to Davos using a multimedia strategy with the help of her five CEOs. In 2011 she was placed on the cover of the Davos Debates Video by the World Economic Forum and asked CEOs & Leaders a video question on Innovation & Jobs. She is an Executive Coach, CEO Advisor & Media Interviewer, MBA from Kellogg/Northwestern and studied International Business & Art at Oxford. Many thanks to all who inspired here last two years of hard work on creative videos. Yin + Yang = 21st Century Success. STAY TUNED.

 

Conscious Capitalism

Today we discuss what two of my Favorite CEOs (Paul Polman and Donald Trump) have in common, and how I helped Unilever CEO @PaulPolman through the magic of Twitter & YouTube. Recently, a Viral Video with Sofia Ashraf hit social media questioning Unilever’s India division HUL. Sofia used to work for @Ogilvy India. The Kodaikanal Mercury issue happened in 2001, long before Paul joined Unilever, and in my view should have been solved by the prior CEO. But I saw this starting to brew on social media weeks ago and alerted @Unilever. They issued a Unilever Human Rights Report, but I knew I was going to have to get on YouTube and Twitter myself to help. After all, Unilever is the leader in Sustainability! Many thanks to @nityanandjraman who helped me and Paul sort out what happened in Kodai, India. For several days, Paul & I were the ones brave enough to tweet. I tweeted to @Bill_George, @DTapscott, @Pontifex, @FT & @TheTimes we all needed to help, because no one is going to hurt Paul Polman on my watch! He is one of my Favorite Davos CEOs.  Dear @HUL_News you might want to follow my advice & take down your Pinned Tweet. Check out my video here. It turns out Paul & Donald have a few things in common, including being CEOs I’d like to work for! After my video and Paul’s tweets of reassurance to the people of Kodai, I have got nice notes from Kodai asking Paul and even me to come visit:

Sandra Rupp is Changing the Look & Feel of Leadership and would like to work for Paul Polman and Donald Trump on their Executive Brand Management & Social Media. Sandra was placed on the THINKERS50 Guru Radar list for the world’s Top Business Thinkers from 2011-2013 (support her with a Vote in 2015 at www.thinkers50.com). She is an Executive, Leadership Advisor & Media Interviewer, MBA from Kellogg/Northwestern and studied International Business & Art at Oxford. Prior to her career in media, global executive search & executive coaching one of her first mentors in business was Al Masini, the Creator of ET. Contact: www.parthenonadvisors.com and www.sandrarupp.com Sandra Rupp’s Feminine Leader Voice has had Top Videos for #CannesLions #WEF #Davos. In 2011 World Economic Forum placed her on the cover of the Davos Debates Video. She helped get Women into Augusta with four months of tweets & a video and the help of @RealDonaldTrump & others.  STAY TUNED. Yin/Yang. Videos @CareerExpert on YouTube & Follow her on Twitter @ExecCareerCoach 

QUOTE: “Love, love, love, that is the soul of genius.” MOZART

LEADERS In my second video for BILDERBERG, I invite World Leaders to interview on my Smart TV show “Conscious Capitalism Meets ET.” We now have viewers from around the world, and I am honored to invite Bilderberg business, political & media leaders to interview with me (using Chatham House Rule – see video below & prior post).

The Bilderberg Meetings were in the Austrian Alps from June 11-14th (I am suggesting Naples, Florida as a possible location for next year so I can attend). The 2015 attendee list at their website (click to view) includes 140 leaders, including the Chair & CEO of Axa as well as the Chair of Google (owner of YouTube). Royalty also attended, so I wore a special red evening gown here. We hear Bilderberg organizers are happy about the interest in their conference, and we want to make sure Bilderberg participants feel heard. Topics can be found here (click). WATCH MY VIDEO INVITE:

Sandra Rupp was placed on the THINKERS50 Guru Radar list for the world’s Top Business Thinkers from 2011-2013 (support her with a Vote in 2015 at www.thinkers50.com). She is an Executive & Media Interviewer, MBA from Kellogg/Northwestern and studied International Business & Art at Oxford. She is Thought Leader & Advisor on “The Yin & Yang of Leadership.” Prior to her career in global executive search & executive coaching one of her first mentors in business was Al Masini, the Creator of ET. Contact: www.parthenonadvisors.com and www.sandrarupp.com Sandra has had Top Videos on Twitter and YouTube for #CannesLions #WEF #Davos & #Augusta. In 2011 she stated to World Economic Forum that Investing in & Empowering The Feminine Leadership Style is the largest economic opportunity worldwide. They placed her on the cover of the Davos Debates Video of Selected Entrants. Sandra is the 11th Great Great Granddaughter of Mayflower Pilgrim William Brewster, and is also a lover of Europe. STAY TUNED & many thanks to all who support her. Yin/Yang.

MANY THANKS CEOs, Editors, Reporters:

“Introducing the priceless Sandra Rupp.” FINANCIAL TIMES Alphaville

“In awe of Davos Woman, Sandra Rupp.” @FastCompany reporter

“Thank you Sandra for your leadership on giving women greater voice at Davos.” Bill George, former CEO Medtronic, Professor at Harvard Business School


RSVP to The Davos CEO Pledge & Interview with Sandra Rupp on Camera

Viewers in 100+ Countries Executive Anchor Sandra Rupp invites Davos Leaders on Camera

Executive/Anchor Sandra Rupp

RSVP to The Davos CEO Pledge & Welcome to The Yin & Yang of Leadership

Click to her GATES CANNES CHIMERA VIDEO: to eliminate poverty off the planet

Sandra Rupp, Parthenon Advisors Enters Gates Cannes Chimera

WHAT DOES LEADERSHIP LOOK LIKE TO YOU?

Never Give Up on Your Dreams WEF 2017 & 5 Economic Myths

Beautiful or Average? How Sandra Rupp Remade Dove (& Axe)) with Unilever CEO Paul Polman

Click to View

Click to View

Welcome to The Davos CEO Pledge: Click to View her WEF 2018 video

Executive Anchor Sandra Rupp

How Warren Buffett INSPIRED The Davos CEO Challenge & Silicon Valley, FT & WSJ are Helping!

Sandra Rupp Video

CLICK TO VIEW

Follow Sandra Rupp's Davos Pledge The Yin & Yang of Leadership on WordPress.com

Buy Video on Amazon: Sandra Rupp, THINKERS50 Radar List world’s top business thinkers

Sandra Rupp, Parthenon Advisors

Click to Amazon CAREER NAVIGATION: 7 Steps to Success

Video: TRADING PLACES with DAVOS CEOs and The Yin & Yang of Leadership

Sandra Rupp, Executive & Anchor

Sandra Rupp, Executive & Anchor

FT Alphaville “Introducing the priceless Sandra Rupp”

#DavosWoman 2015

#DavosWoman 2015

PARTHENON ADVISORS: Click to company website & work with Sandra Rupp

Click to website

Click to website

ABOUT SANDRA RUPP


Placed on THINKERS 50 Guru Radar List for the world's top business thinkers, Sandra Rupp is an Executive Coach, Advisor, Anchor, Interviewer. Her Videos have been tops for #WEF #Davos #CannesLions and #Augusta. Founder of Parthenon Advisors and Thought Leader on "The Yin & Yang of Leadership." In 2011 she stated to World Economic Forum that "Investing in & Empowering The Femininine Leadership Style the largest economic opportunity worldwide." They placed her on the cover of the Davos Debates Video of Selected Entrants. Sandra's passion is helping people and companies create a brighter 21st century future. With viewers now in 100 countries, she is the Anchor of "The Art of 21st Century Career Navigation." Look for her new Video on Demand and DVD on Amazon. Sandra is @CareerExpert on YouTube. Also connect with her at www.parthenonadvisors.com www.sandrarupp.com Sandra has an MBA from the Kellogg School at Northwestern & studied International Business & Art at Oxford. She is an Ambassadress for Conscious Capitalism, Sustainability & Inclusion. Support her with a Vote at www.thinkers50.com
Contact: info@parthenonadvisors.com

CLICK Sandra asks her CEOs, Financial Times, Fast Company Watchers WHAT to Wear at DAVOS

Sandra Rupp #DavosWoman, Dress by Analili, Miami

CLICK How Sandra is CHANGING The Look & Feel of Leadership

Sandra Rupp @CareerExpert on YouTube

Executive Advisor & Media Interviewer #CannesLions

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She suggested this topic as a Co-Chair for her Kellogg Alumni Northwestern Univ. Reunion

Conscious Capitalism at Kellogg Reunion

Sandra was in the very 1st class that Business Week Ranked #1

Conscious Capitalism Meets ET: Sandra helps Unilever CEO on India

Click to View

WHO WON THE DAVOS CEO CHALLENGE IN 2015? How Many Ladies Did Top CEOs Bring to WEF?

Sandra Rupp Davos Woman CLICK TO VIEW

Executive Coach Sandra Rupp Announces CEO Winner 2015

Female Top Business Thinker was one of the few to forecast Trump in her Thinkers50 video 2015.

Executive Coach Sandra Rupp

Her RESILIENT DYNAMISM Davos Video was a TOP Video on Twitter for #WEF per Eventifier. Click to her Thanks + Giving Video

Click to View #DavosWoman

Sandra Rupp, Davos 2013 Videos

HAPPY NEW YEAR Davos 2019: Will CEO Jamie Dimon donate to The Davos CEO Pledge?

Sandra Rupp, Executive Coach and Global Anchor

BREAKFAST AT DAVOS 2018 with Global Anchor Sandra Rupp #SharedFutures #WEF18

Davos

VIDEO SERIES: 5 Questions for CEOs including Sir Martin Sorrell & CEO Muhtar Kent

5 Questions to Sir Martin Sorrell

Executive and Anchor Sandra Rupp's 5 Questions Series

Click to View: 5 Questions for IMRAN KHAN

Global Anchor Sandra Rupp

Anchor Sandra Rupp reveals her 5 Questions for Imran

HERE COMES THE SUN: How President Trump can help Davos

Executive Anchor Sandra Rupp

Executive Anchor Sandra Rupp

How FT Alphaville, Sandra Rupp & CEO Paul Polman Saved UNILEVER

Sustainaible to Flourishing Business

BILDERBERG 2015: Executive Anchor Sandra Rupp Invites Leaders to Interview

Executive Anchor Sandra Rupp

CLICK TO VIEW

LADY IN GREEN: Sandra Rupp asks AUGUSTA members to Admit Women: 4 months later THEY DID

Click to view videos

@ExecCareerCoach, Speaker, Writer

Executive/Anchor Sandra Rupp Unveils Most Famous People She’s Met

Sandra Rupp, Executive & Anchor

Click to View Video

Ad Advice to Cannes Lions CEOs on FEARLESS WOMEN & Wall Street Bull

Executive Sandra Rupp

Why Davos Woman predicts DONALD TRUMP will be President

Executive Anchor Sandra Rupp

Live from Naples, Florida USA

Pretty in Pink: How Many Doves will UNILEVER CEO Paul Polman Bring to Davos?

Executive & Anchor Sandra Rupp

CLICK to 5 Questions to CEO Paul Polman

MEET the 5 Davos CEOs with POWER to get More Women to World Economic Forum

Executive Sandra Rupp in Jimmy Choos

CLICK TO VIEW: Sandra puts on her Jimmy Choos to get Women to Davos

Sandra Rupp was placed on the Cover of the Davos Debates Video in 2011. She has been recording Videos ever since.

Sandra Rupp is THE FEMININE LEADER VOICE & aims to get 30% Women & herself to Davos with the help of her Favorite CEOs.

Sandra filmed this Davos Challenge Highlights Video in 2013

#DavosWoman

Sandra launches Davos Challenge to CEOs to bring 2 lady delegates

Why I Need Paul Polman & Imran Khan to Help Me Get Doves to Davos

Executive Anchor Sandra Rupp

SUBSCRIBE TO THIS BLOG & YouTube: Sandra’s Digital Assets are Across the Web

Sandra Rupp @CareerExpert

Sandra plans to get 30% Ladies to DAVOS! She is "Rebranding Leadership." Yin + Yang

Cannes Lions SUMMER UPDATE: Sandra Rupp is The Feminine Leader Voice

CLICK TO VIEW Sandra Rupp

CLICK TO VIEW Which 2 CEOs responded & added Ladies to CEO TEAMS?

Follow Sandra Rupp on Twitter

CLICK TO VIEW Sandra’s 10 KEY ACCOMPLISHMENTS of 2012: Her Holiday Video went viral!

Sandra Rupp, Holiday VIDEO

Sandra Rupp, CareerExpert on YouTube

Sandra Rupp Talks #Davos 2014 & Gates CANNES CHIMERA

CLICK TO VIEW POST

CLICK TO VIEW Attention Warren Buffett and Bill and Melinda Gates

Archives

World Economic Forum 2011: How Can We Drive Inclusive Growth & Prosperity?

Sandra Rupp in The Davos Debates 2011 Video

Sandra Rupp, DAVOS Selected Finalist- Click to View

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Contact Info for Ms. Rupp

Email: info@parthenonadvisors.com
Global Career & Leadership Advisory, Media Presenter, Interviewer, Anchor/Host, Moderator, Commentator, Speaking, Writing, Brand Ambassador, Videos, TV, Radio. Appointments By Phone, Video Calls or In Person.

Copyright. All Rights Reserved.

© Sandra Rupp, Parthenon Advisors & “The Yin & Yang of Leadership” 2010, 2011, 2012, 2013, 2014, 2015, 2016, 2017, 2018, 2019. All Rights Reserved. Excerpts and links may be used, provided that credit is given to Sandra Rupp with appropriate and specific direction to the original content.

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