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The origin

We didn't theorize this problem.
We watched it happen.

For more than fifteen years, Rachel and Josh helped real experts become the most trusted voices in their fields — one client at a time. Then AI changed who gets seen. YOUmanize is the system they built so credibility scales.

StandOut Authority

The problem revealed itself in client work, long before AI made it urgent.

StandOut Authority is the personal-authority consultancy Rachel and Josh co-own. For years, the work was the same on the surface — help a founder, an expert, an operator translate their expertise into the kind of credibility the market actually trusts.

Underneath, a pattern kept showing up. The clients who built real authority were not the ones who posted the most or shouted the loudest. They were the ones whose signals lined up — what they said, what they did, who validated them, what they were known for. The ones whose credibility was a pattern, not a moment.

Working with leaders like John Assaraf and Peter Diamandis, the founders watched the same seven signals predict the same outcomes over and over. Authenticity, Consistency, Reciprocity, Relevance, Social Proof, Transparency, Emotional Resonance. When those signals were coherent, credibility compounded. When they leaked, it stalled — no matter how good the underlying expertise.

Then AI changed the game. LLMs replaced search as the default discovery layer. And the same signals StandOut had been measuring by hand for years became the exact signals AI was now using to decide who to surface.

YOUmanize is the system that takes the StandOut methodology and makes it measurable, repeatable, and accessible at scale — for every operator whose credibility matters, not just the ones who can afford a fifteen-year consulting engagement.

"Visibility is temporary. Authority compounds."

The line we tell every client.

The founders

Two operators. One thesis. Decades of receipts.

Rachel B. Lee

Rachel B. Lee

Co-Founder & CEO, YOUmanize

Co-Owner & CMO, StandOut Authority

I have spent my career on the other half of the same question Joshua spent his on: how does the market actually see you. As a LinkedIn Top Voice, a former brand strategy leader at Microsoft and Gartner, and the strategic force behind how authority gets positioned at StandOut Authority, my work sits at the place where clarity becomes momentum. At Microsoft, I led the social strategy for Microsoft Inspire, drove more than a billion impressions, and won the Inspire Speaker Excellence Award. At Gartner, I managed brand and marketing strategy for a $50M+ revenue business. I understand authority from the inside out, because I built it at scale for some of the biggest brands in the world. Now I bring that same strategic precision to founders and executives who are ready to own their space.

Featured in The Washington Post. Speaker at Social Media Week. Marketing and Industry Consultant and Guest Lecturer at the University of Texas at Austin McCombs School of Business.

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Joshua B. Lee

Joshua B. Lee

Co-Founder & CVO, YOUmanize

Founder & CEO, StandOut Authority

I have spent 25+ years on one question: what makes people trust, connect, and choose. I have built 17 companies, managed more than $1 billion in digital ad spend for brands including Google and MySpace, and written a book called Balance is Bullsh*t. The thing that changed everything was a pattern I kept seeing — brilliant founders with real expertise who were not being recognized for it. Not because they lacked skill. Because their authority was not structured for the market to understand. That pattern is what led me to create Authority Architecture: the discipline of turning founder expertise into recognizable market authority. It is also why I am known as The YOUman Catalyst. Human perspective is the signal AI cannot replicate, and my work is about structuring that signal so the market sees it.

Author of Balance is Bullsh*t. Managed nearly $1B in digital ad spend. Built 17 companies. Creator of the Authority Architecture framework.

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The roster

Every signal, pattern, and tier in YOUmanize was built from this work.

The seven trust signals weren't theorized in a research paper. They were observed, tested, and refined across thousands of hours of one-on-one work with clients at StandOut Authority — the personal-authority consultancy Rachel and Josh co-own. YOUmanize is the system the founders built to productize that methodology at scale.

Operators and experts

Tony RobbinsJohn MaxwellPeter DiamandisJoe PolishJay AbrahamJeff WalkerDan SullivanSally HogsheadMike KoenigsEvan CarmichaelJohn FoleyJustin DonaldBrian ScudamoreJJ VirginMark WadeBenjamin HardyJaime WhealSir Ronald CohenDavid BergLance TysonChad JenkinsBarbra AnnisRick JordanDara LadjevardianMax HannsenDamien ZamoraJT FoxScott DannerTony TaversasTresa ToddBill KaitzRyan NiddelAmy Eliza WongMichael RozbrunchKami GrayBrad CostanzoPedram ShojaiBrian KurtzKevin ThompsonJon VromanDale WillsPaul HigginsSteven KuhnStephen RentonSmoke WallinAJ YagerJeff DudanEddy PerezAlex BrownAnil GuptaCraig HandleyCraig AllenRichard RossiMonaica LedellNate LindZion KimRon LynchJesse ElderJaime MastersEmily WilliamsJames SwanwickMark Anthony BatesAdam LyonsRe PerezCharlie FuscoGordie BuftonSherry BoyerShawn SparksManish VekariaLauren Goldstein

Companies and teams

Microsoft
Oracle
AWS
Gartner
ADT
University of Texas
Digital Marketer
American Dream U
Maverick 1000
Baby Bathwater

StandOut Authority clients, not YOUmanize platform customers. Every signal, pattern, and credibility tier inside YOUmanize was built directly from this client work — fifteen years of one-on-one engagements that became the foundation for everything the platform measures today.

Why now

Hand-built authority can't keep up with AI-scale demand.

For fifteen years, the way to build real authority was one client at a time, one signal at a time, with people like Rachel and Josh sitting across from you, looking at your work, telling you the truth.

That model still works. It just doesn't scale. There are millions of operators whose credibility is the buying decision — founders, consultants, fractional executives, experts — and AI is now deciding who they get to be to the market.

YOUmanize is the system that closes that gap. The same diagnostic, the same seven signals, the same playbook logic — measurable, repeatable, and accessible to every operator who needs it. So the right people stop being invisible at the exact moment AI is deciding who to recommend.

See where you stand.

Get the same diagnostic Rachel and Josh have run on hundreds of operators — scored, structured, and actionable in five minutes.

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