personal branding 2.20
DESCRIPTION
Cast Your Own ShadowTRANSCRIPT
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Personal BrandingFebruary 20, 2012
117 Rassani Drive Danville, California 94506 925.648.4477
What Is A Resume?
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Confucius Say
"Only the wisest andstupidest of men neverchange."
Personal Branding Presentation to Right Management – July 19, 2010
In-going Focus…
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… Leads To A Clash Of Mindsets
Candidate
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“I have aproblem”
Hiring Manager
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Awareness X 2
Self- Awareness Contextual- Awareness
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Change: Basic Building Block Of Success
"Your success in life isn't based on your ability to simplychange. It is based on your ability to change faster thanyour competition, customers and business."
— Mark Sanborn
117 Rassani Drive Danville, California 94506 925.648.447710
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Standing Apart From The Crowd
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My Objective Is Not
To help youmeetpeople/get alead
But To Take The Familiar
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What youknow aboutyourself
Repackage In A Unique Way
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One Significant Hurdle
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PERSONALLOGIC
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“It's not who you are that holds you back,
it's who you think you're not.”
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By Shifting The Focus Of Thinking
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Where Do All Those Socks Go?
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I’m Going To Get To The Bottom Of This
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The Missing Sock
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Don’t Confuse “Best” With Winning
A poor idea brilliantly executed will be more successfulthan a brilliant idea poorly executed
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How Do I Start Building My Brand?
Honest Hard Look At What You DoAnd How You Do It…
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Take a Hard Look At What You Do AndHow You Do It…
Where do I excel?
What is my passion?
What stories can I tell?
What do I dowell?
Where have I had thegreatest impact?
CompetitiveAdvantages?
Where do I haveopportunity toimprove?
What is uniquely you?
What do I like to do?What do I hate to do?
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…Then Take The Focus Off You
• And look to themarketplace and yourtargets
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What is the most important thing you mustaddress when selling?
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What is the most important thing you mustaddress when selling?
Whatever is most important to the person you areselling to
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Not About Selling Yourself
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Not About Selling Yourself
It’s about selling what you can deliver
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There is a Big Difference
Selling Yourself
• What YOU want– Goal/objective
• Where YOU have been lately• What were YOUR
responsibilities• What were YOUR successes
and awards• Where YOU have been before• What are YOUR hobbies and
education
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There is a Big Difference
Selling Yourself
• What YOU want– Goal/objective
• Where YOU have been lately• What were YOUR
responsibilities• What were YOUR successes
and awards• Where YOU have been before• What are YOUR hobbies and
education
Selling What You Can Deliver
• How your brain worksOutlook/philosophy
• Problems you took on• Differences you made happen• Insights to the creative/critical
thinking that delivered thedifferences
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Two Biggest Mistakes
• Confusing the concept of biography with resume
• Not realizing a resume is really a value profile
Personal Branding--What is it, really?
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Classicmarketing/branding
disciplines
What makes youuniquely you
Process for leveraging+ +
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Getting A New Position Is A Process?
GettingAttention
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Getting A New Position Is A Process?
GettingAttention
DistinctiveImpression
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Getting A New Position Is A Process?
GettingAttention
DistinctiveImpression
Getting anInterview
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Getting A New Position Is A Process?
GettingAttention
DistinctiveImpression
Getting anInterview
B r a n d i n g
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Getting A New Position Is A Process?
GettingAttention
DistinctiveImpression
Getting anInterview
B r a n d i n g
Making theShort List
Getting anOffer
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Getting A New Position Is A Process?
GettingAttention
DistinctiveImpression
Getting anInterview
B r a n d i n g
Making theShort List
Getting anOffer
P r o d u c t
“You”
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Components of Effective Branding
MarketContext
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Components of Effective Branding
MarketContext
ProductBenefits
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Components of Effective Branding
MarketContext
Point ofDifference
ProductBenefits
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Components of Effective Branding
MarketContext
Point ofDifference
ProductBenefits
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Components of Effective Branding
MarketContext
Point ofDifference
ProductBenefits
Intel
IntelInside
The Computer Inside
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Components of Effective Branding
MarketContext
Point ofDifference
ProductBenefits
Sun
The Dot in .Com
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Components of Effective Branding
MarketContext
Point ofDifference
ProductBenefits
Nike
Just Do It
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Translating from Business to Personal
Market Context-- Perspective of hiring manager-- Pain to be addressed-- Market tendencies
Point ofDifference-- Unique skill set-- Cross pollination-- Personal passion
ProductBenefits-- Expected skill sets-- Making a difference
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Personal Branding
Examples
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Translating from Business to Personal
Market Context-- Perspective of hiring manager-- Pain to be addressed-- Market tendencies
Point ofDifference-- Unique skill set-- Cross pollination-- Personal passion
ProductBenefits-- Expected skill sets-- Making a difference
Engineer
Core Equities
ElectricalEngineering
MechanicalEngineering
Computing Engineering
Core Equities
ElectricalEngineering
MechanicalEngineering
Computing Engineering
Personal and Project Management Skills
Core Equities
ElectricalEngineering
MechanicalEngineering
Computing Engineering
Personal and Project Management SkillsHuman-eering
Core Equities
ElectricalEngineering
MechanicalEngineering
Computing Engineering
Personal and Project Management SkillsHuman-eering
Integration of mechanical,
electrical and computing
engineering with personal
and project management
skills that uniquely and
consistently produces
effective technologies that
exceed business
objectives
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Translating from Business to Personal
Market Context-- Perspective of hiring manager-- Pain to be addressed-- Market tendencies
Point of Difference-- Unique skill set-- Cross pollination-- Personal passion
Product Benefits-- Expected skill sets-- Making a difference
ExecutiveAssistant
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Core Equities
OrganizationalExpert
Prioritization andFollow Up
Communicationmanagement
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Core Equities
OrganizationalExpert
Prioritization andFollow Up
Communicationmanagement
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Core Equities
OrganizationalExpert
Prioritization andFollow Up
Communicationmanagement
ExecutiveAdministrative
Triage
I will give my boss 15%of his/her day back
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Asset or Liability?
• Your greatest strength is you know you better thananyone else
• Your greatest weakness is you have created abackdrop of conventional wisdom about yourself
• You don’t need someone to tell you about your self• You need some guidance to step outside your
conventional self-perspective
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Putting It All Together
Inherent CoreValues
Price of Entry Differentiators
Enhanced Value
Market Context
PersonalBrandingElements
The Process
Adult Beverage
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Make a List
Test Your Perception Alter Course
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It Is All Contingent On Change
Doing the same thingover and over againthe same way and
expecting theoutcome to be
different
Making Your List
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What are my experiences and skill sets?My previous Job Jobs prior to last Job
________________________ _________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________
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Given the position you are seeking, segment your core values and skill sets intotwo groups. The first is “Price of Entry” values the second is “Unique” skills or
values
Price of entry Unique________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________
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The Market Environment
What are the pains and issues of the company? Are there any obvious or not so obvious weaknesses the
company must overcome? Who has the greatest competitive advantage in the
category? Why?
Issues and Pains Weaknesses Company/Reason forCompetitive
Advantage_________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ___________________
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Putting It on Paper
Resume
ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem
Summary of Qualificationsut in nonummy vestibulum ut. Feugiatadipiscing ac mattis in, id commodo
Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet
Business Experience
Company-DatesTitleResponsibilities
•
•
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Result of Best Practices
Resume
ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem
Summary of Qualificationsut in nonummy vestibulum ut. Feugiatadipiscing ac mattis in, id commodo
Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet
Business Experience
Company-DatesTitleResponsibilities
•
•
Resume
ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem
Summary of Qualificationsut in nonummy vestibulum ut. Feugiatadipiscing ac mattis in, id commodo
Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet
Business Experience
Company-DatesTitleResponsibilities
•
•
Resume
ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem
Summary of Qualificationsut in nonummy vestibulum ut. Feugiatadipiscing ac mattis in, id commodo
Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet
Business Experience
Company-DatesTitleResponsibilities
•
•
Resume
ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem
Summary of Qualificationsut in nonummy vestibulum ut. Feugiatadipiscing ac mattis in, id commodo
Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet
Business Experience
Company-DatesTitleResponsibilities
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IC3
You Made Yourself Waldo
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Why Not Something Different
ResumeBusiness Philosophy“Endurance is frequently a form of indecision”
“Nothing stops an organization faster than people who believe thatthe way you worked yesterday is the best way to work tomorrow”
Skill Set Inventory (for online submissions)Advertising Management, Promotion Development, Project Management,Financial Business Case Analysis, Creative Collateral Development,Supervisory Experience, Brand Communication, Matrix Management,Facilitation
Making a DifferenceState a problem
What you did
The results
Business ExperienceDates, Company, Title
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Touching a Nerve
What I did• Managed the creation of a
worldwide operational planand closed-loopmanagement processmanaging partner loyalty.The FY03 partner loyaltyscore was 1.3 points abovegoal.
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Touching a Nerve
What I did• Managed the creation of a
worldwide operational plan andclosed-loop managementprocess managing partnerloyalty. The FY03 partnerloyalty score was 1.3 pointsabove goal.
Making a difference• Impossible to effectively
leverage global partner networkbecause of decentralized Geocontrol leading to declines inpartner loyalty– Designed and sold
management onimplementing a worldwide,closed loop operational planto manage partnerengagement
– Results: partner defectioneliminated and loyaltymeasures increased 10% inone year
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Touching a Nerve
What I did
• Following merger, Led theintegration of twoindependent sales force
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Touching a Nerve
What I did
• Following merger, Led theintegration of two independentsales force
Making a Difference
• Declining morale leading tosales stagnation due to thedestabilizing effect of competingsales forces following merger– Defined sales
reorganization strategybased on customer’s supplychain managementsophistication
– Results: 25% RIF based onworse fit with customerbase, Internal competingagendas eliminated, salesforce efficiency increased30% in 12 months
Paper Resume Only –A Disadvantage
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Align Message With Context
Candidate Hiring Manager
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“I have aproblem”
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What’s Your Story?
Whatdo Isay
now?
Elevator Pitch
• The essence of who you are andwhat you bring to the party
• Forces critical thinking• Arms you with communicationtools you can call on-demand• Keeps you prepared
BUT
Not the best thing to initiatediscussion
IC2
Have To Brake Down Filters
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Time to Hit the Road
Sage Advice
“When you come to a
fork in the road, take
it”
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A False Choice
Trad
ition
al
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Soci
al
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Not Your Father’s Marketplace
• 48 hrs of video everyminute
• 3 billion+ videos vieweddaily
• More video uploaded inone month than 3 majornetworks created in 60years
• 500 million users• 50% log on every
day• 150 million mobile
users
• 150 million users• Members are sharing
insights and knowledgein more than one millionLinkedIn Groups
Pew Research:
Two-thirds of adult
internet users (65%) now
use a social networking
site like Facebook or
LinkedIn,
The Social Network Wave
Social Network Site Use Growth% of online adults, 2005-2011Source: Pew Internet & American Life Project
8%
16%
29%
46%
61%65%
2%
9%13%
27%
38%43%
2005 2006 2007 2008 2009 2010 2011
Ever Yesterday
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It’s About Networking, Stupid
• 85%-90% of jobs are obtain through networking• Your network is bigger than you think• People do not know how to network
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What is Networking?
Asking ForA
Job
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What is Networking?
Asking ForA
Job
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How To Make A Network Target FeelUncomfortable
• Ask to borrowing money• Tell them about a cheating spouse• Ask for a job
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Networking is About
• Making announcements• Getting on many radar screens• Informational Interviewing
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Networking is About
• Making announcements• Getting on many radar screens• Informational Interviewing
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Networking is About
• Making announcements• Getting on many radar screens• Informational Interviewing• Revisit your passion• Identify targets
– Focus, focus, focus• Look for the ‘coattail’ name• 6° of separation
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Communication Plan-- Simple Tenets
• Target, target, target• Be bold (ideas and actions)
– Identify the pains– Take the path less traveled
• Leverage 6° of separation• Develop a frequency strategy• Acknowledge all assistance• There is never an end point
– Different types of relationships
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Guiding Principles
• You are unique, so act like it• Your value proposition should focus on the needs/wants/fears of
your target audience– Not on what you do well
• Headlines sell magazines– Your elevator pitch needs a headline
• Craft a targeting strategy• Define a media frequency strategy• Stay connected
– If they are not talking to you they are talking to someone else• If you don’t feel a little nervous and uncomfortable you are not
pushing the envelope
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Keep in Mind
“It’s not who you are that holdsyou back,
it’s who you think you’re not”
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117 Rassani DriveDanville, California 94506mikeb@parallelthinking.netwww.parallelthinking.net925.648.4477
You Can’t Solve A ProblemWith The Same Logic That Created It