CHAPTER 11

Defining Personal Branding

I KNOW WHAT my goal is today.” “I know what I want. I know what I want my overall message to say.” Did you wake up this morning and think or say either of those things? These are statements that relate to the big picture of what you are trying to accomplish and what you want for your career. Instead, most of us wake up and think about what is on our plate—what meetings we have and what is on our lists that we can cross out. This type of thinking limits our influence. At least 85 percent of the people Kerry and I deal with answer no when asked if they think about their daily brand goal. They also answer no when asked if they know what they want their overall message to say. What did you answer? It should ...

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