chapter 8
Your talents
The dictionary provides two definitions of the word talent. The first is a natural ability to do something well. The second is a person of exceptional ability. However, the word talent is sometimes used to describe ‘anyone we employ and therefore have to manage’. And some organisations even have ‘talent pools’. We prefer to stick to the dictionary. Your brand should be based on your talents – the things you naturally do well, that stand out about you.
What are your talents?
If your brand is a building, your talents are how the building is used effectively. It is about how it stands out from others. It is about its usefulness. ...
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