Conversationhappens with or without you Left to a blank canvas yourreputation / brand is deﬁned by whatever’s available
Reputation managementCreate positive, relevant, easy toﬁnd information about yourself / your company.The bad can never be eliminated, just made irrelevant.
Online cost of entry has evaporated“Software as a service,” or web- based applications, are often completely free or of a cost trending to zero
Money’s less of acompetitive advantage Welcome to the reputation economy, where good old hard work and people skills is what differentiates the winners and losers
All things being equal...Quality Content + Hustle
! T what? I’m planning to become the ﬁnancialBUWait controller for a middle sized aluminum duct fabrication concern. I’m not running Rolling Stone or anything of the sort so why would I care about... Yes. Content. No Exceptions.
Social Media is pull media, not push You don’t get to interrupt innocent people withyour crap anymore. As such, you have to provide something of value to entice them to listen = CONTENT
Respect the Implicit Contract You must provide something of value in exchange for the imposition on people’s lives.
T ! You mean listen and talk to everyone one-BUHustle? on-one and not just in a shallow “please buy my crap” way but actually conversing with potentially hundreds of people? I don’t have time for that I’m pretty important down at the box factory... Yes. Hustle. No, it doesn’t scale.
Being an absolutelyawesome person andproving it to the world doesn’t scale This is, in my mind, is the #1 challenge facing your generation of business people.
Small town rules The way your grandparents interacted with thelocal baker, plumber, service club, mechanic, grocer, etc...
Wow!Learning to operate in this new era of transparency and accessible media is a fantastic opportunity.
A thought...Wikipedia was built out of roughly one percent ofthe man-hours that Americans spend watching TV every year. Flexibility, creativity and a solid foundation in human relations is your absolute best bet in this emerging age.