Personal Branding 2.20
- 1. Personal Branding February 20, 2012 1 117 Rassani Drive Danville, California 94506 925.648.4477
- 2. What Is A Resume? 2
- 3. 3
- 4. Confucius Say "Only the wisest and stupidest of men never change." 4 Personal Branding Presentation to Right Management – July 19, 2010
- 5. In-going Focus… 5
- 6. … Leads To A Clash Of Mindsets Candidate Hiring Manager “I have a problem” 6
- 7. Awareness X 2 Self- Awareness Contextual- Awareness 7
- 8. 8
- 9. Change: Basic Building Block Of Success "Your success in life isn't based on your ability to simply change. It is based on your ability to change faster than your competition, customers and business." — Mark Sanborn 9
- 10. 10 117 Rassani Drive Danville, California 94506 925.648.4477
- 11. Standing Apart From The Crowd 11
- 12. My Objective Is Not To help you meet people/get a lead 12
- 13. But To Take The Familiar What you know about yourself 13
- 14. Repackage In A Unique Way 14
- 15. One Significant Hurdle PERSONAL LOGIC 15
- 16. “It's not who you are that holds you back, it's who you think you're not.” 16
- 17. By Shifting The Focus Of Thinking 17
- 18. Where Do All Those Socks Go? 18
- 19. I’m Going To Get To The Bottom Of This 19
- 20. The Missing Sock 20
- 21. Don’t Confuse “Best” With Winning A poor idea brilliantly executed will be more successful than a brilliant idea poorly executed 21
- 22. How Do I Start Building My Brand? 22
- 23. Honest Hard Look At What You Do And How You Do It… 23
- 24. Take a Hard Look At What You Do And How You Do It… Where have I had the greatest impact? What do I do What is uniquely you? well? Competitive Advantages? Where do I excel? What stories can I tell? What is my passion? Where do I have opportunity to improve? What do I like to do? What do I hate to do? 24
- 25. …Then Take The Focus Off You • And look to the marketplace and your targets 25
- 26. What is the most important thing you must address when selling? 26
- 27. What is the most important thing you must address when selling? Whatever is most important to the person you are selling to 27
- 28. Not About Selling Yourself 28
- 29. Not About Selling Yourself It’s about selling what you can deliver 29
- 30. There is a Big Difference Selling Yourself • What YOU want – Goal/objective • Where YOU have been lately • What were YOUR responsibilities • What were YOUR successes and awards • Where YOU have been before • What are YOUR hobbies and education 30
- 31. There is a Big Difference Selling Yourself Selling What You Can Deliver • What YOU want • How your brain works – Goal/objective Outlook/philosophy • Where YOU have been lately • Problems you took on • What were YOUR • Differences you made happen responsibilities • Insights to the creative/critical • What were YOUR successes thinking that delivered the and awards differences • Where YOU have been before • What are YOUR hobbies and education 31
- 32. Two Biggest Mistakes • Confusing the concept of biography with resume • Not realizing a resume is really a value profile 32
- 33. Personal Branding--What is it, really? + + Classic What makes you Process for leveraging marketing/branding uniquely you disciplines 33
- 34. Getting A New Position Is A Process? Getting Attention 34
- 35. Getting A New Position Is A Process? Getting Distinctive Attention Impression 35
- 36. Getting A New Position Is A Process? Getting Distinctive Getting an Attention Impression Interview 36
- 37. Getting A New Position Is A Process? Getting Distinctive Getting an Attention Impression Interview Branding 37
- 38. Getting A New Position Is A Process? Making the Short List Getting Distinctive Getting an Attention Impression Interview Getting an Offer Branding 38
- 39. Getting A New Position Is A Process? Making the Short List Getting Distinctive Getting an Attention Impression Interview Getting an Offer Branding Product “You” 39
- 40. Components of Effective Branding Market Context 40
- 41. Components of Effective Branding Market Context Product Benefits 41
- 42. Components of Effective Branding Market Context Point of Product Difference Benefits 42
- 43. Components of Effective Branding Market Context Point of Product Difference Benefits 43
- 44. Components of Effective Branding Market Intel Context Intel Inside Point of The Computer Inside Product Difference Benefits 44
- 45. Components of Effective Branding Market Sun Context The Dot in .Com Point of Product Difference Benefits 45
- 46. Components of Effective Branding Market Nike Context Just Do It Point of Product Difference Benefits 46
- 47. Translating from Business to Personal Market Context -- Perspective of hiring manager -- Pain to be addressed -- Market tendencies Point of Difference Product -- Unique skill set -- Cross pollination Benefits -- Personal passion -- Expected skill sets -- Making a difference 47
- 48. Personal Branding Examples 48
- 49. Translating from Business to Personal Market Context Engineer -- Perspective of hiring manager -- Pain to be addressed -- Market tendencies Point of Difference Product -- Unique skill set -- Cross pollination Benefits -- Personal passion -- Expected skill sets -- Making a difference 49
- 50. Core Equities Mechanical Engineering Electrical Engineering Computing Engineering
- 51. Core Equities Personal and Project Management Skills Mechanical Engineering Electrical Engineering Computing Engineering
- 52. Core Equities Personal and Project Management Skills Mechanical Engineering Human-eering Electrical Engineering Computing Engineering
- 53. Core Equities Personal and Project Management Skills Mechanical Engineering Human-eering Integration of mechanical, electrical and computing Electrical Engineering engineering with personal and project management skills that uniquely and consistently produces effective technologies that exceed business Computing Engineering objectives
- 54. Translating from Business to Personal Market Context Executive -- Perspective of hiring manager -- Pain to be addressed Assistant -- Market tendencies Point of Difference -- Unique skill set -- Cross pollination Product Benefits -- Personal passion -- Expected skill sets -- Making a difference 54
- 55. Core Equities Organizational Expert Communication Prioritization and management Follow Up 55
- 56. Core Equities Organizational Expert Communication Prioritization and management Follow Up 56
- 57. Core Equities Organizational Expert Executive Administrative Triage I will give my boss 15% of his/her day back Communication Prioritization and management Follow Up 57
- 58. Asset or Liability? • Your greatest strength is you know you better than anyone else • Your greatest weakness is you have created a backdrop of conventional wisdom about yourself • You don’t need someone to tell you about your self • You need some guidance to step outside your conventional self-perspective 58
- 59. Putting It All Together Inherent Core Values Market Context Price of Entry Differentiators Enhanced Value Personal Branding Elements 59
- 60. The Process Adult Beverage Make a List Test Your Perception Alter Course 60
- 61. It Is All Contingent On Change Doing the same thing over and over again the same way and expecting the outcome to be different 61
- 62. Making Your List 62
- 63. What are my experiences and skill sets? My previous Job Jobs prior to last Job ________________________ _________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ 63
- 64. Given the position you are seeking, segment your core values and skill sets into two groups. The first is “Price of Entry” values the second is “Unique” skills or values Price of entry Unique ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ ________________________ ____________________________ 64
- 65. The Market Environment What are the pains and issues of the company? Are there any obvious or not so obvious weaknesses the company must overcome? Who has the greatest competitive advantage in the category? Why? Issues and Pains Weaknesses Company/Reason for Competitive Advantage _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ _________________ ______________ ___________________ 65
- 66. Putting It on Paper Resume Objective Lorem ipsum dolor sit amet, sed luctus non, aliquam tortor, lorem Summary of Qualifications ut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo Skill Set Inventory ante orci vehicula fermentum. Libero id omnis arcu ac, sem adipiscing, nisl ipsum imperdiet Business Experience Company-Dates Title Responsibilities • • 66
- 67. Result of Best Practices Resume Resume Resume Resume Objective Objective Objective Objective Lorem ipsum dolor sit amet, sed Lorem ipsum dolor sit amet, sed Lorem ipsum dolor sit amet, sed Lorem ipsum dolor sit amet, sed luctus non, aliquam tortor, lorem luctus non, aliquam tortor, lorem luctus non, aliquam tortor, lorem luctus non, aliquam tortor, lorem Summary of Qualifications Summary of Qualifications Summary of Qualifications Summary of Qualifications ut in nonummy vestibulum ut. Feugiat ut in nonummy vestibulum ut. Feugiat ut in nonummy vestibulum ut. Feugiat ut in nonummy vestibulum ut. Feugiat adipiscing ac mattis in, id commodo adipiscing ac mattis in, id commodo adipiscing ac mattis in, id commodo adipiscing ac mattis in, id commodo Skill Set Inventory Skill Set Inventory Skill Set Inventory Skill Set Inventory ante orci vehicula fermentum. Libero ante orci vehicula fermentum. Libero ante orci vehicula fermentum. Libero ante orci vehicula fermentum. Libero id omnis arcu ac, sem adipiscing, nisl id omnis arcu ac, sem adipiscing, nisl id omnis arcu ac, sem adipiscing, nisl id omnis arcu ac, sem adipiscing, nisl ipsum imperdiet ipsum imperdiet ipsum imperdiet ipsum imperdiet Business Experience Business Experience Business Experience Business Experience Company-Dates Company-Dates Company-Dates Company-Dates Title Title Title Title Responsibilities Responsibilities Responsibilities Responsibilities • • • • • • • • IC3 67
- 68. You Made Yourself Waldo 68
- 69. Why Not Something Different Resume Business Philosophy “Endurance is frequently a form of indecision” “Nothing stops an organization faster than people who believe that the way you worked yesterday is the best way to work tomorrow” Skill Set Inventory (for online submissions) Advertising Management, Promotion Development, Project Management, Financial Business Case Analysis, Creative Collateral Development, Supervisory Experience, Brand Communication, Matrix Management, Facilitation Making a Difference State a problem What you did The results Business Experience Dates, Company, Title 69
- 70. Touching a Nerve What I did • Managed the creation of a worldwide operational plan and closed-loop management process managing partner loyalty. The FY03 partner loyalty score was 1.3 points above goal. 70
- 71. Touching a Nerve What I did Making a difference • Managed the creation of a • Impossible to effectively worldwide operational plan and leverage global partner network closed-loop management because of decentralized Geo process managing partner control leading to declines in loyalty. The FY03 partner partner loyalty loyalty score was 1.3 points – Designed and sold above goal. management on implementing a worldwide, closed loop operational plan to manage partner engagement – Results: partner defection eliminated and loyalty measures increased 10% in one year 71
- 72. Touching a Nerve What I did • Following merger, Led the integration of two independent sales force 72
- 73. Touching a Nerve What I did Making a Difference • Following merger, Led the • Declining morale leading to integration of two independent sales stagnation due to the sales force destabilizing effect of competing sales forces following merger – Defined sales reorganization strategy based on customer’s supply chain management sophistication – Results: 25% RIF based on worse fit with customer base, Internal competing agendas eliminated, sales force efficiency increased 30% in 12 months 73
- 74. Paper Resume Only – A Disadvantage 74
- 75. Align Message With Context Candidate Hiring Manager “I have a problem” 75
- 76. What’s Your Story? Elevator Pitch What do I • The essence of who you are and say what you bring to the party now? • Forces critical thinking • Arms you with communication tools you can call on-demand • Keeps you prepared BUT Not the best thing to initiate discussion IC2 76
- 77. Have To Brake Down Filters 77
- 78. 78
- 79. Time to Hit the Road 79
- 80. Sage Advice “When you come to a fork in the road, take it” 80
- 81. A False Choice Traditional Social 81
- 82. Not Your Father’s Marketplace • 48 hrs of video every minute • 3 billion+ videos viewed daily • More video uploaded in one month than 3 major networks created in 60 years • 150 million users • 500 million users • Members are sharing • 50% log on every insights and knowledge day in more than one million • 150 million mobile LinkedIn Groups users 82
- 83. The Social Network Wave 65% Pew Research: 61% 46% Two-thirds of adult 43% 29% 38% internet users (65%) now 27% 16% use a social networking 8% 9% 13% site like Facebook or 2005 2% 2006 2007 2008 2009 2010 2011 LinkedIn, Ever Yesterday Social Network Site Use Growth % of online adults, 2005-2011 Source: Pew Internet & American Life Project
- 84. It’s About Networking, Stupid • 85%-90% of jobs are obtain through networking • Your network is bigger than you think • People do not know how to network 84
- 85. What is Networking? Asking For A Job 85
- 86. What is Networking? Asking For A Job 86
- 87. How To Make A Network Target Feel Uncomfortable • Ask to borrowing money • Tell them about a cheating spouse • Ask for a job 87
- 88. Networking is About • Making announcements • Getting on many radar screens • Informational Interviewing 88
- 89. Networking is About • Making announcements • Getting on many radar screens • Informational Interviewing 89
- 90. Networking is About • Making announcements • Getting on many radar screens • Informational Interviewing • Revisit your passion • Identify targets – Focus, focus, focus • Look for the ‘coattail’ name • 6° of separation 90
- 91. Communication Plan-- Simple Tenets • Target, target, target • Be bold (ideas and actions) – Identify the pains – Take the path less traveled • Leverage 6° of separation • Develop a frequency strategy • Acknowledge all assistance • There is never an end point – Different types of relationships 91
- 92. Guiding Principles • You are unique, so act like it • Your value proposition should focus on the needs/wants/fears of your target audience – Not on what you do well • Headlines sell magazines – Your elevator pitch needs a headline • Craft a targeting strategy • Define a media frequency strategy • Stay connected – If they are not talking to you they are talking to someone else • If you don’t feel a little nervous and uncomfortable you are not pushing the envelope 92
- 93. Keep in Mind “It’s not who you are that holds you back, it’s who you think you’re not” 93
- 94. 117 Rassani Drive Danville, California 94506 mikeb@parallelthinking.net www.parallelthinking.net 925.648.4477 You Can’t Solve A Problem With The Same Logic That Created It 94