chapter 3
Your personal brand
As Jeff Bezos, the founder of Amazon, said, ‘Your brand is what people say about you when you are not in the room.’
What if someone you know described you to someone you had never met? What would they say? They might talk about the kind of work you do. For example: ‘You are an innovator. You look at things differently.’ Or, they might talk about your personality. For example: ‘You’re always optimistic.’ They will remember things about you that stand out for them, your unique way of operating in different situations.
We will show you how to turn your brand into a valuable asset – perhaps your most valuable asset. ...
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