Career Warfare


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Career Warfare

  1. 2. Career Warfare 10 Rules for Building a Successful Personal Brand and Fighting to Keep It AUTHOR: David F. D’Alessandro PUBLISHER: The McGraw-Hill DATE OF PUBLICATION: 2003 NUMBER OF PAGES: 216 pages Book pic
  2. 3. <ul><ul><li>This book will show you the best way to succeed, accomplish your personal and career goals, outshine your competition and differentiate yourself from the pack. </li></ul></ul><ul><ul><li>The author shows you how to stand out from the crowd by developing your own “personal brand”; and provides valuable lessons in the etiquette of reputation building. </li></ul></ul>THE BIG IDEA
  3. 4. What is Personal Brand? <ul><li>To be successful in business and in your career, you must be able to distinguish yourself from the rest of the pack - you need to develop, build and defend your reputation. </li></ul><ul><li>Companies look for people who share the same values that they have and will enhance their reputation. </li></ul><ul><li>Personal branding is a way you manage your career or business. </li></ul>
  4. 5. <ul><li>The biggest obstacle in building a positive personal brand is your own ego. </li></ul><ul><ul><li>Getting Noticed by powerful people in your organization is crucial in establishing personal brand. </li></ul></ul><ul><ul><li>Developing a Reputation would and can propel you to success. </li></ul></ul>Rule 1: Try to Look Beyond Your Own Navel
  5. 6. Rule 2: Like It or Not, Your Boss is the Coauthor of Your Brand <ul><li>Do not fight the power structure. Instead learn how to play and live by it. Your boss has the power to make or break you. Learn and manage your relationship with the boss. </li></ul><ul><li>Bosses Want Three Things From You: </li></ul><ul><ul><li>Loyalty </li></ul></ul><ul><ul><li>Good Advice </li></ul></ul><ul><ul><li>To have their personal brand polished. </li></ul></ul><ul><ul><li>Two Things You Want from a Boss: </li></ul></ul><ul><ul><li>Trust </li></ul></ul><ul><ul><li>A Fair Exchange </li></ul></ul>
  6. 7. <ul><li>Not all bosses will help you. It is best that you recognize what type of personality your boss has so that you would realize what advantages and disadvantages this person can cause to your brand. </li></ul><ul><li>Seven types of boss profiles: </li></ul><ul><ul><li>The Little League Parent </li></ul></ul><ul><ul><li>Mentor </li></ul></ul><ul><ul><li>The wastrel </li></ul></ul><ul><ul><li>The Pariah </li></ul></ul><ul><ul><li>The One-way User </li></ul></ul><ul><ul><li>The Wimp </li></ul></ul><ul><ul><li>The Know-it-all </li></ul></ul>Rule 3: Put Your Boss on the Couch
  7. 8. <ul><li>Four types of power against a boss who wants to stop you from building your brand: </li></ul><ul><ul><li>The power to avoid an obvious disaster. </li></ul></ul><ul><ul><li>The power to leave. </li></ul></ul><ul><ul><li>The power to impress other powerful people. </li></ul></ul><ul><ul><li>4. The power to someday impress the boss’s reputation the same way he once influenced yours. </li></ul></ul>Rule 3: Put Your Boss on the Couch
  8. 9. <ul><li>Good manners are crucial in developing and enhancing your personal brand for two reasons: </li></ul><ul><ul><li>They will show that you belong in the world of senior executives. </li></ul></ul><ul><ul><li>They will demonstrate your consideration and respect for the people around you. </li></ul></ul><ul><li>Ground rules on business etiquette: </li></ul><ul><ul><li>Do not embarrass yourself. </li></ul></ul><ul><ul><li>Dress properly and know proper table manners. </li></ul></ul><ul><ul><li>Making assumptions about people you don’t know can be fatal. </li></ul></ul><ul><ul><li>Behave properly at company events. </li></ul></ul><ul><ul><li>Keep your mystery. </li></ul></ul><ul><ul><li>Marriage is an Institution. </li></ul></ul><ul><ul><li>Patience is a virtue. </li></ul></ul>Rule 4: Learn Which One is the Pickle Fork
  9. 10. <ul><li>Situations to avoid so that you will not waste your time and energy on efforts that will not move your brand: </li></ul><ul><ul><li>Nepotism means “Not You”. </li></ul></ul><ul><ul><li>If a Gang Controls the Turf, Set Shop Elsewhere. </li></ul></ul><ul><ul><li>Don’t Let The Hazing Go On Too Long. </li></ul></ul><ul><ul><li>If You are Talented, Expect to Have Your Desk Set On Fire. </li></ul></ul><ul><ul><ul><li>Four reasons why it is hard to build a reputation under this situation: </li></ul></ul></ul><ul><ul><ul><ul><li>Everything is personal </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Entrepreneurs are insanely controlling </li></ul></ul></ul></ul><ul><ul><ul><ul><li>They don’t like to share </li></ul></ul></ul></ul><ul><ul><ul><ul><li>They like to play “toy-soldiers” with their employees </li></ul></ul></ul></ul>Rule 5: Kenny Rogers is Right
  10. 11. <ul><li>You must realize that reputations are not usually made by big events - sometimes it is those big events that smear your brand. </li></ul><ul><li>Little things matter the most. No moment is unimportant. </li></ul>Rule 6: It’s Always Show Time
  11. 12. <ul><li>It is idiotic to try to build a successful reputation by being rude or combative. Sometimes you have to pick a fight or fight back. </li></ul><ul><li>The more successful you are, the more enemies you will have. Do not allow yourself to be eaten by vicious gossip. Instead, learn to recognize the signs that a campaign is being made against you and fight back. </li></ul><ul><li>The best personal brands include courtesy, fairness, tolerance, self-respect and having good and proper manners. However, a small amount of ruthlessness is good for your brand. </li></ul>Rule 7: Make the Right Enemies
  12. 13. <ul><li>Do not be too full of yourself that you will be swallowed by success. </li></ul><ul><li>6 suggestions for avoiding the bubble: </li></ul><ul><ul><li>Be skeptical of your own genius. </li></ul></ul><ul><ul><li>Surround yourself with equally skeptical people. </li></ul></ul><ul><ul><li>Keep friends that remind you that you’re human and keep your feet firmly planted on the ground. </li></ul></ul><ul><ul><li>Have some sympathy for your victims. </li></ul></ul><ul><ul><li>Develop interests other than golf. </li></ul></ul><ul><ul><li>Remember who feeds your family. </li></ul></ul>Rule 8: Try Not To Be Swallowed By the Bubble
  13. 14. <ul><li>It is important that you win the approval of the community. </li></ul><ul><li>Three powerful ways to build goodwill: </li></ul><ul><ul><li>Treat the press respectfully. </li></ul></ul><ul><ul><li>Work hard to make your organization successful. </li></ul></ul><ul><ul><li>Give something back to the community. </li></ul></ul>Rule 8: Try Not To Be Swallowed By the Bubble
  14. 15. <ul><li>The higher you are in the ladder of success, the more likely that your mistakes will be highlighted. </li></ul><ul><li>Rules for minimizing the damage from any negative press and maximizing chances of turning threats into advantages: </li></ul><ul><ul><li>Prevent the spread of negative news. </li></ul></ul><ul><ul><li>Do not try to lie about the issue, cover it up or minimize it. </li></ul></ul><ul><ul><li>Avoid confirmation and “cross-cut” story that will most likely provoke bad press. </li></ul></ul><ul><ul><li>Don’t blame other people for your mistakes. </li></ul></ul><ul><ul><li>Don’t try to be your own lawyer. </li></ul></ul><ul><ul><li>Don’t let them see you sweat. </li></ul></ul>Rule 9: The Higher You Fly, the More You Will Be Shot At
  15. 16. <ul><li>Ten recommends you can use to help you keep the momentum even if you are middle-aged or in mid-career: </li></ul><ul><ul><li>Set yourself to be distinct from your peers. </li></ul></ul><ul><ul><li>Don’t give up easily. </li></ul></ul><ul><ul><li>Don’t be afraid to ask. </li></ul></ul><ul><ul><li>Don’t allow your boss to think you are easily bought. </li></ul></ul><ul><ul><li>Be ready for opportunities in unexpected places. </li></ul></ul><ul><ul><li>Promise to do or accomplish something difficult or risky and deliver. </li></ul></ul><ul><ul><li>Develop a circle of trust. </li></ul></ul><ul><ul><li>You are never too old or too powerful to change your brand. </li></ul></ul><ul><ul><li>Don’t lie, cheat or steal. </li></ul></ul><ul><ul><li>Be cautious of the reputation you are building everyday. </li></ul></ul>Rule 10: Everybody Coulda Been a Contender; Make Sure You Stay One
  16. 17. is a business book Summaries service. Every week, it sends out to subscribers a 9- to 12-page summary of a best-selling business book chosen from among the hundreds of books printed out in the United States. For more information, please go to ABOUT BUSINESSSUMMARIES