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“Awesome hides on the other side of fear.”

In this episode, Michael Dargie talks with Robert Schmidt—brand strategist, educator, and senior skydiving instructor based in Calgary, Alberta. Robert runs a national brand strategy firm called Box, where he helps organizations figure out who they are, what they stand for, and how to connect with the people that matter most.

This episode is sponsored by my new book BRANDJITSU, helping you find, shape, and share your story with the world.

Robert’s superpower? Helping brands be something for someone—not everything to everyone. He shares the importance of finding your unique point of view, creating internal alignment, and building brand from the inside out. With clients across Canada and team members as far away as Beirut, Robert’s work is as global as it is grounded.

They talk about how COVID reshaped his business, why teaching adult learners lights him up, and how skydiving became both a metaphor and a mindset. With over 1,000 jumps under his belt—including future plans to jump over the pyramids of Giza—Robert explains why fear is often the final gate before true awesomeness.

They also cover his upcoming book about why brand deserves a permanent seat in the boardroom, and the 700% ROI some of his clients have seen from brand investments.

His advice to rebels in waiting? Be awesome. Make the choice, take the leap, and be something for someone—not everything to everyone.

Quoteable Quotes

“Awesome hides on the other side of fear.” 
“Be something for someone, not everything to everyone.”
“You can’t climb a mountain all at once. But you can take the next step.”
“Your brand should have a seat at the boardroom table.”
“If you’re not choosing awesome, what are you choosing?”

Episode Highlights

What He Actually Does | Brand strategy, storytelling, and adult education
Remote Before It Was Cool | Selling the office and going national
Skydiving Instructor | 1,000+ jumps and a love of wingsuits
Future Plans | Jumping over the pyramids of Giza from a C-130
Teaching Style | Creating “aha” moments for grown-ups
From Science to Strategy | His path from microbiology to marketing
The Book | Arguing for brand at the boardroom table
People First | Why human connection matters more than ever
The Restaurant Test | Ask them what they would eat
Hot Enough to Break Your Nose | A taco story for the ages
Advice to Rebels | Choose awesome. Be real. Take the leap.

Links From Episode

We Are Box Website (https://wearerebox.com) 
Robert on LinkedIn (  / brandingstrategist  )
Robert on Facebook (  / robert.schmidt.7374  )

About the Host of The RebelRebel

Learn more about Michael Dargie, his book on branding, and cool tools he built at https://MichaelDargie.com