The Fud Factor: Overcoming Fear, Uncertainty & Doubt to Achieve the Impossible

“Leading a team in turbulent and changing times is difficult. The FUD Factor is a refreshingly easy guide on how to do it well. This is a must-read for any manager.”
— Zak Brown
CEO, McLaren Racing Limited


“Brendan has a unique ability to motivate and challenge his team to bring their A-games every day by intently listening, providing helpful encouragement, and being unabashedly transparent. His collaborative leadership approach is focused on getting to the right answer, not his answer.”
— Olof Bergvist
Managing Director, Bain Capital


“Brendan P. Keegan gives us a helpful recipe that applies to any organization, from start-ups to Fortune 500s. Get ready to take notes and shift the way you see things.”
— Jonah Berger
Marketing Professor, Wharton School at the University of Pennsylvania;
International Bestselling Author, Contagious, Invisible Influence, and The Catalyst


My team and I had the great fortune of working directly with Brendan Keegan and, with this book, anyone can now have access to his insights, creativity, and wisdom. The world looks very different today, and leaders must be intentional, reflective, and, most importantly, fearless. Brendan provides the playbook that today’s leaders — at any level — need more than ever.”
— Paul LeBlanc
President, Southern New Hampshire University


“Many people ascend to positions of leadership, usually by merit or proxy. Sometimes roles of leadership are given to people who deserve it but oftentimes to people who are not qualified for such ... and people can spot a fake pretty quick. If you are reading this book, I assume you have a keen interest in developing your leadership skills. I’ve had the unique pleasure of working directly with Brendan. I’ve observed, participated in, and benefitted from his mentorship and leadership. In his book, The FUD Factor, you too will experience practical, real-world guidance that, when applied, will give you a clear path to becoming a great leader.”
— Tye Kuhlman
Account Director, Americas, Hemmersbach


“Through his book, Brendan Keegan helps readers awake the fearless leader within oneself by laying out how to overcome our unintentionally and unconsciously ingrained fear, uncertainty, and doubt. His thirty-year career journey serves as an open and honest backdrop to illustrate some of his groundbreaking lessons, which we can all learn from especially in a postpandemic workplace. An absolute must-read if you too want to take your career to the next level by investing in yourself.”
— Kirsten Rhodes
San Francisco Managing Principal, Deloitte LLP


“Brendan’s insights on how to utilize fearlessness in your leadership journey are invaluable for any emerging leader, particularly when building a driven, top-notch team. I saw this firsthand when he was able to use these insights to build a fearless leadership team that took a small family-owned company through an unprecedented global pandemic and financial crisis and emerged on the other side bigger, better, and stronger as one of the most innovative players in the space.”
— Kirk Hoffman
Managing Director, BNP Paribas


“It’s not easy to lead a team during difficult times. But with The FUD Factor, author Brendan Keegan presents an easy-to-use guide to do just that. This should be required reading for every leader in today’s ever-changing world.”
— Maria Bailey
Managing Editor, Contributor Network, Entrepreneur.com


“When it comes to leadership, Brendan Keegan is the epitome of being a leader for everyone, young, old, and in-between. He uses confidence, knowledge, intelligence, and empathy to bring out the best in everyone. Embracing the message of this book will certainly enhance your own leadership qualities but also add value to other people’s lives.”
— Jon Goode
CEO, KBK Sports


“Brendan Keegan is a one-in-a-million leader who sets the gold standard. My company’s transformation and ongoing success is heavily influenced by Brendan’s leadership and advice. He has helped shape me as an owner, as a leader, and as a person.”
— Andi Shaughnessy
Co-Owner and Co-CEO, Express It Delivery


“Every time I read something penned by Brendan Keegan, I find myself energized to put my best foot forward as a leader. The FUD Factor is no exception. As he writes here: ‘With the right foundation and tools, we can be ready for fear, uncertainty, and doubt when they do show up and prevent them from taking control.’ Through insightful tips brought to life through personal stories, Keegan helps you become the fearless leader he knows — and now you know, too — that you can be.”
— Yoni Stern
SVP Business Development, Systematic Inventive Thinking


“It’s not often you come across a truly life-changing book. The FUD factor provides the reader with actionable steps on the road to becoming the best version of yourself. Author Brendan P. Keegan makes the book very personable and shows his humility even after achieving so much success, which is another great hidden lesson throughout the book.”
— Brian Cameron
Student, Rutgers University


“Embracing the message of this timely book won’t just add value to your business, it will add value to your life! Brendan P. Keegan brings fear, uncertainty, and doubt to life in a realistic and simplified way that exceeds any previous educational attempts.”
— John Cail
SVP of Mobility, Merchants Fleet


“After attending several of Brendan’s leadership trainings I was able to apply some of his methods to my position as school principal. The knowledge I have gained from Brendan has helped me build the competitive edge needed for success as a PK-8 school principal. In The FUD Factor, Keegan says it all here: ‘We can choose to be the light others look to, the hope others rely on, the positive amongst the doomsayers.’ Brendan gave me the tools to recognize my strengths in order to develop myself as a leader. For this, I will be forever grateful.”
— Cindy Clarke
Principal PK-8, Saint Christopher Academy


“Brendan Keegan is one of those rare leaders who not only understands and teaches theory but has personally put leadership into practice many times. Because of that, anyone who aspires to be a leader or to further their own leadership has more than something to gain from reading Brendan’s work and implementing his systems. The knowledge I have gained from Brendan’s fearless leadership training has been instrumental in my own career growth, and I have much gratitude for all that I have learned through Brendan’s work.”
— Amanda Rogers
Vice President, Marketing & Innovation, Merchants Fleet


“Adapting to our new normal postpandemic poses a challenge for today’s business leaders. Guidance from Brendan arrives at a perfect time to ease you through this transition period and get you on the right path to lead your team to new heights. This is a must-read!”
— Chris Licatta
President & CEO, Tecnica Group North America


“Brendan P. Keegan has produced a must-read story for anybody exploring leadership. Read this book, and learn from one of the finest.”
— Chad Gundersen
Producer, The Chosen


“As a fellow CEO, I can’t wait to devour The FUD Factor and use Brendan’s knowledge and success to further my career as I learn to be a better leader.”
— Jon Nelsen
CEO, PlayHardLookDope


“Brendan P. Keegan is an accomplished and successful CEO with a sincere desire to help others by sharing what he has learned. The strategies in The FUD Factor are universal, uniquely realistic, and provide a common-sense approach to embracing and understanding leadership. A must-read for those who want to add value to their personal and professional life.”
— Jeanine Charlton
SVP, Chief Technology & Digital Officer, Merchants Fleet


“Brendan drives individuals to succeed! His strategy leads to success for those willing to put in the work. Once a person eliminates the fear of failure (or fear of success), there is not too much that can’t be done!”
— Shaun Nelson
Executive Director, Nashua PAL


“Keegan’s The Fud Factor forces us to hold a mirror to ourselves and consciously acknowledge the barriers to our success. By first understanding what it is that holds us back, we are better able to shift our mindset and unleash the confidence necessary to truly lead fearlessly!”
— John Geraci
Managing Partner, LGA, LLP


“Many people end up in leadership positions because they are good, if not great, at their work. Often, however, the person finds themselves in this new position with great instincts and strong knowledge but no formal background or training in leadership, creating fear, uncertainty, and doubt. Today’s Fearless Leader cannot lead from a point of weakness but rather from a point of strength. The FUD Factor reads like a personal conversation between the author, Brendan Keegan, and the reader and is filled with practical examples and mission-minded wisdom. His professional coaching will help the emerging leader find their voice and inner courage to ‘announce a certain outcome’ during these most uncertain times.”
— Linda Brodeur
President, Bishop Guertin High School


“The knowledge I have gained from Brendan Keegan has helped me build the competitive edge needed for success. In The FUD Factor: Overcoming Fear, Uncertainty, and Doubt to Achieve the Impossible, Brendan shows businesses of all sizes how to lead their company, and it certainly carries over to their personal life. Brendan’s definition of leadership is uniquely well thought out and says it all here: ‘Leadership is the willingness to accept responsibility to organize a group of people to achieve a common goal.’”
— Tom Boucher
CEO - Owner, Great NH Restaurants, Inc.


“Twenty-eight years ago, in 1994, I met Brendan Keegan at a wedding reception for one of my design staff. The moment that I met him, I knew that he was a really special young man. Within a minute of talking with him, I held onto his arm and told him ‘I want you to meet my daughter!’ Three years later Brendan married my daughter, Dana, and this year they celebrate their twenty-fifth wedding anniversary! They have gifted me with two wonderful grandchildren and another ‘son’ in Brendan! Through all these years, I have watched Brendan create, lead, and restructure businesses into profitable and super successful businesses, just as he has for Merchant Fleet. I call him ‘My Business Genius!’”
— Martha Child
President and CEO, MCI


“Brendan P. Keegan’s spectacular career is an inspiration for all who aspire to lead others. In The FUD Factor, he shares hard-earned lessons in a clear manner that is both impactful and entertaining. His blend of personal experience and values combined with observations from other well-known leaders makes for interesting reading that will stay with you long after you've finished.”
— Mike Russiello
President and CEO, HR Avatar, Inc.