Chapter 13

Promote Without Being Promotional

Heroes must see to their own fame. No one else will.Gore Vidal

How people perceive you online can be very important in your branding. In your social networks, it’s important to be likable and avoid rubbing people the wrong way. Someone once told me that there’s a fine line between arrogance and confidence. I immediately thought: That’s not true. There’s a huge difference. I feel some people exemplify the difference perfectly. Malala Yousafzai is confident enough to talk with world leaders and ask them to change their policies. Yet she never seems arrogant.

Why is this important? It’s an important distinction because we like working with confident people, but we don’t like engaging with arrogant people. ...

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