September 2003
Intermediate to advanced
148 pages
3h 18m
English
book
Be Your Own Brand—A Breakthrough Formula for Standing Out from the Crowd
by David McNally, Karl D Speak
Content preview from Be Your Own Brand—A Breakthrough Formula for Standing Out from the Crowd
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A Word about Transactions
To measure the way people interact with your personal brand, you will need to identify the variables involved. Len Berry, author of Discovering the Soul of Service (The Free Press, 1999), developed a three-part equation that can help. He notes that in every transaction, participants have three different perspectives from which to judge what is happening:
They have their expectations of what will happen.
They have their experiences of what did happen.
They have their observations of the process of getting from expectations to experience.
All three are important. But in Berry's view, an interesting compounding effect also needs to be taken into account. Rather than simply being added together, Berry's three variables multiply ...
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