Michael Goldhaber, writing in "Wired, " said, "If there is nothing very special about your work, no matter how hard you apply yourself you won't get noticed and that increasingly means you won't get paid much either. In times past you could be obscure yet secure -- now that's much harder."
Again: the white collar job as now configured is doomed. Soon. ("Downsizing" in the nineties will look like small change.) So what's the trick? There's only one: distinction. Or as we call it, turning yourself into a brand . . . Brand You.
A brand is nothing more than a sign of distinction. Right? Nike. Starbucks. Martha Stewart. The point (again): that's not the way we've thought about white collar workers--ourselves--over the past century. The "bureaucrat" on the finance staff is de facto faceless, plugging away, passing papers.
But now, in our view, she is born again, transformed from bureaucrat to the new star. She works in a professional service firm and works on projects that she'll be able to brag about years from now.
I call her/him the New American Professional, CEO of Me Inc. (even if Me Inc. is currently on someone's payroll) and, of course, of Brand You.
Step #1 in the model was the organization . . .a department turned into PSF 1.0. Step #2 is the individual . . .reborn as Brand You.
In 50 essential points, Tom Peters shows how to be committed to your craft, choose the right projects, how to improve networking, why you need to think fun is cool, and why it's important to piss some people off. He will enable you to turn yourself into an important and distinctive commodity. In short, he will show you how to turn yourself into . . . Brand You.
"See also the other 50List titles in the Reinventing Work series by Tom Peters -- ""The Project50"" and ""The Professional Service Firm50"" -- for additional information on how to make an impact in the professional world. "
|Coping rests on your shoulders. Forget "they." This is your life. Period||p. 12|
|When was the last time you asked: What Do I Want to be?||p. 17|
|You have no option: The White Collar Revolutionis About to Swallow Me/You/Us!||p. 21|
|The Answer: Becoming "Brand You."||p. 24|
|What if we each had "market cap"--free-market evaluation of our economic worth, like ballplayers and actors more or less do?||p. 29|
|Getting started now: Perform a Personal Brand Equity Evaluation. And: Create a Yellow Pages ad for ... you||p. 32|
|We need a snapshot: What does Brand You "look" like? "Feel" like? For starters: Consider Icon Woman. (And hear her roar!)||p. 37|
|Forget "tasks." The new Brand You currency: WOW Projects!||p. 41|
|Commit yourself fully to The Project Life. Pursue Mastery||p. 43|
|You--Brand You--are a "package."||p. 46|
|"Inc." yourself. Mindset: I am a Company||p. 49|
|Speak out! Brand You is About What You Value!||p. 52|
|No walk in the park: Brand You demands a rich, diverse portfolio of skills||p. 54|
|Table of Contents provided by Syndetics. All Rights Reserved.|
Series: Reinventing Work
Number Of Pages: 228
Published: 1st September 1999
Publisher: Alfred A. Knopf
Country of Publication: US
Dimensions (cm): 18.0 x 10.7 x 2.0
Weight (kg): 0.24
Edition Number: 1