CHAPTER 2

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Recognize Where You’re Starting

The first step in reinventing yourself professionally is getting a handle on where you’re starting. Everyone has a personal brand, whether some skeptics want to admit it or not: there’s no such thing as opting out. The concept of personal branding gained currency in the late 1990s, after a famous Tom Peters cover story ran in Fast Company (“The Brand Called You”). But really what we’re talking about is something that’s always existed: your reputation. What do people think of you? What do they say when you leave the room? Understanding that, and identifying any gaps between the current reality and where ...

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