Business success, like brand success, depends on what other people think about you.
If people think you are a dynamic business leader, you are. If people think you’re
a B player, you are (until you change their perceptions). It doesn’t matter what is
“objectively” true. Perception is reality.
Creating positive impressions in the minds of other people is the work of self-branding.
It used to be about “Can you do the job?” Now, many people can do what you do. So it
has to be about something more.
Above all, branding is a strategic process. The goal is to provide that something more that
will help you succeed in a changing, highly competitive business environment (and to be
authentic and even to enjoy yourself in the process). This book is about how you can tap
into soft power—your self-branding power—and harness it for career and life success.
Who Are YOU?
You are your most important asset. In a sense, you are your only asset. And your ability