“I’ve always been passionate about identifying opportunities and solving problems. After the success of Express Direct, I realized there were still many areas where I could make an impact.”
Kraig Kleeman Tweet
Today, we have the privilege of speaking with Kraig Kleeman, the best-selling author and founder of CEO Branding Worldwide, the world’s leading CEO Branding methodology.
Kraig’s innovative approach to branding is designed to mold public perception, bolster investor confidence, and inspire brand loyalty. Kraig’s journey as an entrepreneur began at the age of 29 when he founded his first company, Express Direct.
Impressively, he grew it from zero to $30 million in annual sales in less than four years, culminating in a strategic acquisition by E-Machines, Inc., funded by the Howard Vollum Growth Fund.
His entrepreneurial journey didn’t end with his initial success—he has since launched three more startups and shared the stage with renowned figures like former President George W. Bush, Prime Minister Tony Blair, and U2’s Bono.
Today, we’re thrilled to explore Kraig’s wealth of experiences and insights. Welcome, Kraig!
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Table of Contents
Let’s start with your journey. Can you share more about the early days of Express Direct and how you managed to achieve such rapid growth?
Kraig Kleeman: Absolutely. The early days of Express Direct were a whirlwind of activity and learning. At the outset, our primary goal was to address a significant gap in the market for direct communication solutions.
We focused on building a robust sales team, developing strong customer relationships, and leveraging innovative technologies to stay ahead of the curve.
Our dedication and strategic approach paid off, allowing us to achieve rapid growth and reach $30 million in annual sales in less than four years.
It was a combination of hard work, strategic planning, and a bit of risk-taking that drove our success.

Following the success of Express Direct, you founded three additional startups. What continues to drive your entrepreneurial spirit?
Kraig Kleeman: I’ve always been passionate about identifying opportunities and solving problems. After the success of Express Direct, I realized there were still many areas where I could make an impact.
Each new venture allowed me to explore different industries and challenges, which kept me motivated and inspired.
My drive comes from a deep-seated curiosity and a desire to innovate and create value. Entrepreneurship is about constantly evolving and finding new ways to make a difference, and that’s what keeps me going.
You’ve also shared the stage with some prominent figures. How have these experiences influenced your approach to business and leadership?
Kraig Kleeman: Sharing the stage with leaders like former President George W. Bush, former Prime Minister Tony Blair, and Bono has been incredibly enriching.
These experiences have taught me the importance of vision, resilience, and the power of influence. Each of these individuals has demonstrated exceptional leadership in their respective fields, and being in their presence has reinforced my belief in the importance of strong, authentic leadership.
It’s about inspiring others, staying true to your values, and making a positive impact on the world. These are principles I strive to incorporate into my own business practices and leadership style.
Your career has had its share of personal challenges, including a battle with cancer and the loss of a personal relationship. How did these experiences shape your perspective on life and work?
Kraig Kleeman: Those experiences were life-changing. They forced me to reevaluate what truly mattered to me. One significant work-related change was my decision to experiment with social media.
I quickly saw how the proper use of social media could accelerate my career in sales, so I jumped in feet first.
It became clear to me that embracing new technologies and platforms was essential for staying relevant and advancing my career.
In your book “A Winning Brand”, you make a bold statement that “In today’s job market, you have to stand for something, you have to have a brand.” Why do you believe this is so crucial?
Kraig Kleeman: In today’s competitive job market, simply going to work and doing your job isn’t enough to get noticed or advance.
You need to stand out and be recognized for your expertise. The U.S. Bureau of Labor reports that over 90 million Americans are either not participating in the workforce or are underemployed.
To keep your career moving forward, you have to embrace personal branding. This means standing for something, being visible, and consistently presenting yourself in a way that highlights your unique value.
Speaking of visibility, you’ve created a unique approach with your “Rock the C-Suite” program. How did you come up with the idea to integrate rock and roll into corporate events?
Kraig Kleeman: It came from a combination of my extensive experience in both business and performing arts. I noticed that traditional corporate events often lacked engagement and interactivity.
By studying organizations and understanding their messaging, I realized that delivering this through music and performance could be far more effective.
So, I began integrating customized rock and roll lyrics, choreography, and improv comedy into corporate events, making them more memorable and impactful.
You mentioned the importance of quiet time for creativity. How has this practice influenced your work and thought leadership?
Kraig Kleeman: Quiet time has been crucial for my creativity and strategic thinking. In our busy, notification-filled lives, it’s easy to lose the ability to think deeply and clearly.
Dedicating two to three hours a day, several times a week, to quiet reflection has allowed me to generate new ideas and strategies.
For instance, my company The New Workforce was conceptualized during these moments of reflection. It’s about creating the space to think and innovate without distractions.

Your career is a blend of creativity and strategic thinking. How do you balance these two elements in your work?
Kraig Kleeman: Balancing creativity and strategic thinking involves understanding that both are essential and complementary.
Creativity brings fresh ideas and innovative approaches, while strategic thinking ensures that these ideas are implemented effectively.
For example, in my “Rock the C-Suite” program, there’s a lot of creative work in developing customized lyrics and performances.
However, it’s equally important to have a strategic approach to understanding the organization’s needs and ensuring the performance aligns with its goals.
This balance is what makes the program successful and impactful.
You’ve authored two books with more in the pipeline. What advice would you give to aspiring authors and thought leaders?
Kraig Kleeman: My advice to aspiring authors and thought leaders is to embrace the power of quiet time and reflection. This allows for deep thinking and creativity, which are essential for producing valuable content.
Also, don’t be afraid to start—whether it’s writing your book, creating video content, or launching a new project. Embrace discomfort and take bold steps forward.
Consistency and visibility are key, so keep putting yourself out there and refining your message.
Jed Morley, VIP Contributor to ValiantCEO and the host of this interview would like to thank Kraig Kleeman for taking the time to do this interview and share his knowledge and experience with our readers.
If you would like to get in touch with Kraig Kleeman or his company, you can do it through his – Linkedin Page
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