CHAPTER 5
What’s your brand?
WHY IT MATTERS
Unless your chosen career is ‘hermit’ you are going to rely on other people choosing you either as their supplier or their employee. Even lighthouse keepers have to get the job at the outset.
Your ‘brand’ is the image that other people have of you. You may have deliberately chosen the image you emit, or it may have evolved without conscious effort on your part. But, in the end, their perception is their reality … and it affects you.
“Your ‘brand’ is what people say about you when you’re not in the room.” JEFF BEZOS, FOUNDER OF AMAZON.
CASE STUDY (PART 1)
I was working with Chris, a middle manager, ...
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