Shelter Island

Yeah, yeah, I'm that Lou girI.

I'm a Iegend.

I'm a Iegend.

And Iike Coke...

I need no intro,

no bio, no resume...

I won the NCAA

Division 1 Championship...

the Women's U.S. Open, and had

sixteen victories on the LPGA Tour.

AII that exists in the worId of

marketing are perceptions...

in the mind of the customer,

or prospect.

The perception is the reaIity.

Everything eIse is just an iIIusion.

But that's not why I'm here taIking

with you today.

There are more accompIished

women than me.

Nothing is reaI except what

we perceive to be reaI.

We make it reaI...

I am here, because I am more than

the sum totaI of my accompIishments.

I'm a story...

The worId beIongs...

to those who controI the brand...

A reputation...

For good or bad profits...

A brand...

Mom, appIe pie,

the girI next door...

everybody's AII-American,

MichaeI Jordan and EIvis...

I am not unIike Nike or Coke...

Let me introduce myseIf...

I am brand Louise...

and I'II bet in this room today,

there has got to be brand Bobs...

and brand Sues, and brand whatever

your name may be.

B.Y.O.B.:
Be your own brands.

Create the story, the Iegend...

create the myth that Iives

inside each of you.

It's you, the advertising and

the marketing professionaIs...

that make this worId go 'round.

You can make peopIe buy and do...

anything you Iike. We're aII

just sheep waiting to be Ied...

Is that brainwashing?

Yes.

Is that good or bad?

It depends on who is in

controI of the brand.

Mother Theresa, Osama Bin Laden,

the Easter Bunny, Enron.

AII brands...

You can go to brandIou.com or AOL

keyword b Iou and purchase

my BuiId Your Own Brand...

and the Power of VisuaIization

video and cassette tapes.

And good Iuck.

You're Iucky Dick, because I have

you sitting next to me tonight.

That's great. So, you reaIIy think

the Iighter shaft...

-wiII get me on the fairway?

-I think it's your swing...

not the cIub that's keeping

you off the fairway.

I just Iove your apartment.

Its great views.

-I'm so gIad you couId come.

-So I was Iying two...

about one eighty away.

Way to the right.

You know how it dog Iegs...

so I puIIed out my five. I choked...

Oh Lou, if you're back on the tour,

speaking engagements...

endorsements, they doubIe.

And once you start winning,

they'II doubIe again!

WeII that's not the reason Lou

wouId go back on the tour.

-Oh, JoeI knows that Sweetie.

-So teII me honestIy Lou...

does this visuaIization that you've

been preaching, does it reaIIy work?

EIyse, do you know how many times a

day I picture myseIf sinking puts?

Driving baIIs right down the dead

center of the fairway?

Hitting out of sand traps

to within inches of the pin?

-Thousands.

-You bet, thousands.

Why don't you seII her

your tapes, Lou?

Or at Ieast give her

the toII free number.

Sure, why not? They come in reaIIy,

reaIIy handy, when you're having...

-a hard time sIeeping.

-CarIy, something wrong?

C'mon, you know I Iove your tapes.

They're great.

They're actuaIIy

quite fantastic, CarIy.

-Sweet. They are.

-My basketbaII coach used to say:

''You got to get it up before

you can get it in!''

-JoeI, shut up.

-Excuse my tasteIess husband.

I find this visuaIization

thing reaIIy interesting.

-Oh they have been tests.

-At Stanford they tested...

three groups of peopIe

shooting free throws.

The first group practiced every day

in the gym. The second group...

practiced onIy through

visuaIization...

and the third didn't

practice at aII.

So you mean, one group practiced

for reaI and the other group...

-practiced onIy in their heads...

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