Define What Matters Most & Be About It.
Helping organizations and individuals define, align, and powerfully live their story.
Contact TodayOur Services
A Fully Integrated Approach
to Culture, Leadership and Communication
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Culture Alignment
for CompaniesDefine and align the values that matter most and build a culture that performs.
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Leadership Coaching
for IndividualsHelp leaders recognize, believe in, and utilize their ability to bring out the best in themselves and others.
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Video Content &
Media BuyingFull-service planning, creation, and implementation of your video content strategy. We make sure your videos are seen.
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Internal Communication
ProgramsComprehensive programs that build awareness, participation and appreciation across your organization.
Our Mission
Define to Align™
Our mission is to help individual leaders and organizations define, align, and live their values. Using the Define to Align™ framework, we build clarity and trust through comprehensive communication systems for individuals and organizations.
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Define
Uncover what
matters most. -
Align
Turn values into
shared behavior
and communication. -
Be About It
Drive participation
and performance.
There is greatness within you.
It is a force waiting to be ignited.
Clarity Creates Confidence. Confidence Builds Belief. Belief Unlocks Potential.
About Kelly
A Leader Who
Lives What He Teaches
Kelly Keenan is the founder of Be About It, where he works with leaders and teams to define what matters most and make it part of how they lead, communicate, and work together.
In 2009, Kelly founded Brand Story Experts and, alongside his team, grew the agency to more than $10 million in annual revenue before its acquisition. For more than 15 years, he personally led every client’s brand story assessment. That experience—listening to business owners, leadership teams, and employees—shaped his understanding of how organizations build trust and bring out the best in their people.
Today, his Define to Align™ framework helps leaders translate shared values into clear standards for behavior, communication, and accountability. His work connects the energy people bring, the actions they take, and the outcomes they work toward, giving teams a shared understanding of what they stand for and how each person contributes.
Kelly is the author of Everyone Is an “Influencer,” which has earned seven national and international awards. He is also the co-founder of FlyPoint Productions (opens in a new tab), a video production company that helps organizations celebrate who they are through the stories and people behind their work.
Let’s Get Started
Your People. Your Culture.
A Stronger Future.
Contact Us