personal branding 2.20

Personal BrandingFebruary 20, 2012

117 Rassani Drive Danville, California 94506 925.648.4477

What Is A Resume?

Confucius Say

"Only the wisest andstupidest of men neverchange."

Personal Branding Presentation to Right Management – July 19, 2010

In-going Focus…

… Leads To A Clash Of Mindsets

Candidate

“I have aproblem”

Hiring Manager

Awareness X 2

Self- Awareness Contextual- Awareness

Change: Basic Building Block Of Success

"Your success in life isn't based on your ability to simplychange. It is based on your ability to change faster thanyour competition, customers and business."

— Mark Sanborn

117 Rassani Drive Danville, California 94506 925.648.447710

Standing Apart From The Crowd

My Objective Is Not

To help youmeetpeople/get alead

But To Take The Familiar

What youknow aboutyourself

Repackage In A Unique Way

One Significant Hurdle

PERSONALLOGIC

“It's not who you are that holds you back,

it's who you think you're not.”

By Shifting The Focus Of Thinking

Where Do All Those Socks Go?

I’m Going To Get To The Bottom Of This

The Missing Sock

Don’t Confuse “Best” With Winning

A poor idea brilliantly executed will be more successfulthan a brilliant idea poorly executed

How Do I Start Building My Brand?

Honest Hard Look At What You DoAnd How You Do It…

Take a Hard Look At What You Do AndHow You Do It…

Where do I excel?

What is my passion?

What stories can I tell?

What do I dowell?

Where have I had thegreatest impact?

CompetitiveAdvantages?

Where do I haveopportunity toimprove?

What is uniquely you?

What do I like to do?What do I hate to do?

…Then Take The Focus Off You

• And look to themarketplace and yourtargets

What is the most important thing you mustaddress when selling?

Whatever is most important to the person you areselling to

Not About Selling Yourself

It’s about selling what you can deliver

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

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

Selling What You Can Deliver

• How your brain worksOutlook/philosophy

• Problems you took on• Differences you made happen• Insights to the creative/critical

thinking that delivered thedifferences

Two Biggest Mistakes

• Confusing the concept of biography with resume

• Not realizing a resume is really a value profile

Personal Branding--What is it, really?

Classicmarketing/branding

disciplines

What makes youuniquely you

Process for leveraging+ +

Getting A New Position Is A Process?

GettingAttention

DistinctiveImpression

GettingAttention

Getting anInterview

GettingAttention

Getting anInterview

B r a n d i n g

GettingAttention

Getting anInterview

B r a n d i n g

Making theShort List

Getting anOffer

GettingAttention

Getting anInterview

B r a n d i n g

Making theShort List

Getting anOffer

P r o d u c t

“You”

Components of Effective Branding

MarketContext

ProductBenefits

MarketContext

Point ofDifference

ProductBenefits

MarketContext

Point ofDifference

ProductBenefits

MarketContext

Point ofDifference

ProductBenefits

IntelInside

The Computer Inside

MarketContext

Point ofDifference

ProductBenefits

The Dot in .Com

MarketContext

Point ofDifference

ProductBenefits

Just Do It

Translating from Business to Personal

Market Context-- Perspective of hiring manager-- Pain to be addressed-- Market tendencies

Point ofDifference-- Unique skill set-- Cross pollination-- Personal passion

ProductBenefits-- Expected skill sets-- Making a difference

Personal Branding

Examples

Point ofDifference-- Unique skill set-- Cross pollination-- Personal passion

ProductBenefits-- Expected skill sets-- Making a difference

Engineer

Core Equities

ElectricalEngineering

MechanicalEngineering

Computing Engineering

Core Equities

Personal and Project Management Skills

Core Equities

Personal and Project Management SkillsHuman-eering

Core Equities

Personal and Project Management SkillsHuman-eering

Integration of mechanical,

electrical and computing

engineering with personal

and project management

skills that uniquely and

consistently produces

effective technologies that

exceed business

objectives

Point of Difference-- Unique skill set-- Cross pollination-- Personal passion

Product Benefits-- Expected skill sets-- Making a difference

ExecutiveAssistant

Core Equities

OrganizationalExpert

Prioritization andFollow Up

Communicationmanagement

Core Equities

ExecutiveAdministrative

Triage

I will give my boss 15%of his/her day back

Asset or Liability?

• Your greatest strength is you know you better thananyone else

• Your greatest weakness is you have created abackdrop 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

Putting It All Together

Inherent CoreValues

Price of Entry Differentiators

Enhanced Value

Market Context

PersonalBrandingElements

The Process

Adult Beverage

Make a List

Test Your Perception Alter Course

It Is All Contingent On Change

Doing the same thingover and over againthe same way and

expecting theoutcome to be

different

Making Your List

What are my experiences and skill sets?My previous Job Jobs prior to last Job

________________________ _________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________

Given the position you are seeking, segment your core values and skill sets intotwo groups. The first is “Price of Entry” values the second is “Unique” skills or

values

Price of entry Unique________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________

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 forCompetitive

Advantage_________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ____________________________________ ______________ ___________________

Putting It on Paper

Resume

ObjectiveLorem ipsum dolor sit amet, sedluctus non, aliquam tortor, lorem

Summary of Qualificationsut in nonummy vestibulum ut. Feugiatadipiscing ac mattis in, id commodo

Skill Set Inventoryante orci vehicula fermentum. Liberoid omnis arcu ac, sem adipiscing, nislipsum imperdiet

Business Experience

Company-DatesTitleResponsibilities

Result of Best Practices

Resume

Business Experience

Resume

Business Experience

Resume

Business Experience

Resume

Business Experience

You Made Yourself Waldo

Why Not Something Different

ResumeBusiness Philosophy“Endurance is frequently a form of indecision”

“Nothing stops an organization faster than people who believe thatthe 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 DifferenceState a problem

What you did

The results

Business ExperienceDates, Company, Title

Touching a Nerve

What I did• Managed the creation of a

worldwide operational planand closed-loopmanagement processmanaging partner loyalty.The FY03 partner loyaltyscore was 1.3 points abovegoal.

Touching a Nerve

What I did• Managed the creation of a

worldwide operational plan andclosed-loop managementprocess managing partnerloyalty. The FY03 partnerloyalty score was 1.3 pointsabove goal.

Making a difference• Impossible to effectively

leverage global partner networkbecause of decentralized Geocontrol leading to declines inpartner loyalty– Designed and sold

management onimplementing a worldwide,closed loop operational planto manage partnerengagement

– Results: partner defectioneliminated and loyaltymeasures increased 10% inone year

Touching a Nerve

What I did

• Following merger, Led theintegration of twoindependent sales force

Touching a Nerve

What I did

• Following merger, Led theintegration of two independentsales force

Making a Difference

• Declining morale leading tosales stagnation due to thedestabilizing effect of competingsales forces following merger– Defined sales

reorganization strategybased on customer’s supplychain managementsophistication

– Results: 25% RIF based onworse fit with customerbase, Internal competingagendas eliminated, salesforce efficiency increased30% in 12 months

Paper Resume Only –A Disadvantage

Align Message With Context

Candidate Hiring Manager

“I have aproblem”

What’s Your Story?

Whatdo Isay

Elevator Pitch

• The essence of who you are andwhat you bring to the party

• Forces critical thinking• Arms you with communicationtools you can call on-demand• Keeps you prepared

Not the best thing to initiatediscussion

Have To Brake Down Filters

Time to Hit the Road

Sage Advice

“When you come to a

fork in the road, take

A False Choice

Not Your Father’s Marketplace

• 48 hrs of video everyminute

• 3 billion+ videos vieweddaily

• More video uploaded inone month than 3 majornetworks created in 60years

• 500 million users• 50% log on every

day• 150 million mobile

• 150 million users• Members are sharing

insights and knowledgein more than one millionLinkedIn Groups

Pew Research:

Two-thirds of adult

internet users (65%) now

use a social networking

site like Facebook or

LinkedIn,

The Social Network Wave

Social Network Site Use Growth% of online adults, 2005-2011Source: Pew Internet & American Life Project

61%65%

38%43%

2005 2006 2007 2008 2009 2010 2011

Ever Yesterday

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

What is Networking?

Asking ForA

What is Networking?

Asking ForA

How To Make A Network Target FeelUncomfortable

• Ask to borrowing money• Tell them about a cheating spouse• Ask for a job

Networking is About

• Making announcements• Getting on many radar screens• Informational Interviewing

Networking is About

• Making announcements• Getting on many radar screens• Informational Interviewing

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

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

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

Keep in Mind

“It’s not who you are that holdsyou back,

it’s who you think you’re not”

117 Rassani DriveDanville, California 94506mikeb@parallelthinking.netwww.parallelthinking.net925.648.4477

You Can’t Solve A ProblemWith The Same Logic That Created It

personal branding 2.20

anattention

feugiatadipiscing

nonummy vestibulum

expected skill

short listgetting

unique skill

big difference

skill sets

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