Cast Your Own Shadow

1. Personal Branding
February 20, 2012
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117 Rassani Drive Danville, California 94506 925.648.4477

2. What Is A Resume?
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3. 3

4. Confucius Say
"Only the wisest and
stupidest of men never
change."
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Personal Branding Presentation to Right Management – July 19, 2010

5. In-going Focus…
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6. … Leads To A Clash Of Mindsets
Candidate Hiring Manager
“I have a
problem”
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7. Awareness X 2
Self- Awareness Contextual- Awareness
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8. 8

9. Change: Basic Building Block Of Success
"Your success in life isn't based on your ability to simply
change. It is based on your ability to change faster than
your competition, customers and business."
— Mark Sanborn
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10. 10
117 Rassani Drive Danville, California 94506 925.648.4477

11. Standing Apart From The Crowd
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12. My Objective Is Not
To help you
meet
people/get a
lead
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13. But To Take The Familiar
What you
know about
yourself
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14. Repackage In A Unique Way
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15. One Significant Hurdle
PERSONAL
LOGIC
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16. “It's not who you are that holds you back,
it's who you think you're not.”
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17. By Shifting The Focus Of Thinking
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18. Where Do All Those Socks Go?
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19. I’m Going To Get To The Bottom Of This
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20. The Missing Sock
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21. Don’t Confuse “Best” With Winning
A poor idea brilliantly executed will be more successful
than a brilliant idea poorly executed
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22. How Do I Start Building My Brand?
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23. Honest Hard Look At What You Do
And How You Do It…
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24. Take a Hard Look At What You Do And
How You Do It…
Where have I had the
greatest impact?
What do I do What is uniquely you?
well?
Competitive
Advantages?
Where do I excel?
What stories can I tell?
What is my passion?
Where do I have
opportunity to
improve?
What do I like to do?
What do I hate to do?
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25. …Then Take The Focus Off You
• And look to the
marketplace and your
targets
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26. What is the most important thing you must
address when selling?
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27. What is the most important thing you must
address when selling?
Whatever is most important to the person you are
selling to
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28. Not About Selling Yourself
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29. Not About Selling Yourself
It’s about selling what you can deliver
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30. 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
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31. There is a Big Difference
Selling Yourself Selling What You Can Deliver
• What YOU want • How your brain works
– Goal/objective Outlook/philosophy
• Where YOU have been lately • Problems you took on
• What were YOUR • Differences you made happen
responsibilities • Insights to the creative/critical
• What were YOUR successes thinking that delivered the
and awards differences
• Where YOU have been before
• What are YOUR hobbies and
education
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32. Two Biggest Mistakes
• Confusing the concept of biography with resume
• Not realizing a resume is really a value profile
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33. Personal Branding--What is it, really?
+ +
Classic What makes you Process for leveraging
marketing/branding uniquely you
disciplines
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34. Getting A New Position Is A Process?
Getting
Attention
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35. Getting A New Position Is A Process?
Getting Distinctive
Attention Impression
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36. Getting A New Position Is A Process?
Getting Distinctive Getting an
Attention Impression Interview
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37. Getting A New Position Is A Process?
Getting Distinctive Getting an
Attention Impression Interview
Branding
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38. Getting A New Position Is A Process?
Making the
Short List
Getting Distinctive Getting an
Attention Impression Interview
Getting an
Offer
Branding
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39. Getting A New Position Is A Process?
Making the
Short List
Getting Distinctive Getting an
Attention Impression Interview
Getting an
Offer
Branding Product
“You”
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40. Components of Effective Branding
Market
Context
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41. Components of Effective Branding
Market
Context
Product
Benefits
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42. Components of Effective Branding
Market
Context
Point of Product
Difference Benefits
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43. Components of Effective Branding
Market
Context
Point of Product
Difference Benefits
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44. Components of Effective Branding
Market
Intel Context
Intel
Inside
Point of The Computer Inside Product
Difference Benefits
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45. Components of Effective Branding
Market
Sun Context
The Dot in .Com
Point of Product
Difference Benefits
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46. Components of Effective Branding
Market
Nike Context
Just Do It
Point of Product
Difference Benefits
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47. Translating from Business to Personal
Market Context
-- Perspective of hiring manager
-- Pain to be addressed
-- Market tendencies
Point of
Difference Product
-- Unique skill set
-- Cross pollination
Benefits
-- Personal passion -- Expected skill sets
-- Making a difference
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48. Personal Branding
Examples
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49. Translating from Business to Personal
Market Context
Engineer -- Perspective of hiring manager
-- Pain to be addressed
-- Market tendencies
Point of
Difference Product
-- Unique skill set
-- Cross pollination
Benefits
-- Personal passion -- Expected skill sets
-- Making a difference
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50. Core Equities
Mechanical
Engineering
Electrical
Engineering
Computing Engineering

51. Core Equities
Personal and Project Management Skills
Mechanical
Engineering
Electrical
Engineering
Computing Engineering

52. Core Equities
Personal and Project Management Skills
Mechanical
Engineering
Human-eering
Electrical
Engineering
Computing Engineering

53. Core Equities
Personal and Project Management Skills
Mechanical
Engineering
Human-eering
Integration of mechanical,
electrical and computing
Electrical
Engineering engineering with personal
and project management
skills that uniquely and
consistently produces
effective technologies that
exceed business
Computing Engineering objectives

54. Translating from Business to Personal
Market Context
Executive -- Perspective of hiring manager
-- Pain to be addressed
Assistant -- Market tendencies
Point of Difference
-- Unique skill set
-- Cross pollination
Product Benefits
-- Personal passion -- Expected skill sets
-- Making a difference
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55. Core Equities
Organizational
Expert
Communication Prioritization and
management Follow Up
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56. Core Equities
Organizational
Expert
Communication Prioritization and
management Follow Up
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57. Core Equities
Organizational
Expert
Executive
Administrative
Triage
I will give my boss 15%
of his/her day back
Communication Prioritization and
management Follow Up
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58. Asset or Liability?
• Your greatest strength is you know you better than
anyone else
• Your greatest weakness is you have created a
backdrop 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
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59. Putting It All Together
Inherent Core
Values
Market Context Price of Entry Differentiators
Enhanced Value
Personal
Branding
Elements
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60. The Process
Adult Beverage Make a List
Test Your Perception Alter Course
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61. It Is All Contingent On Change
Doing the same thing
over and over again
the same way and
expecting the
outcome to be
different
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62. Making Your List
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63. What are my experiences and skill sets?
My previous Job Jobs prior to last Job
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64. Given the position you are seeking, segment your core values and skill sets into
two groups. The first is “Price of Entry” values the second is “Unique” skills or
values
Price of entry Unique
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65. 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 for
Competitive
Advantage
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66. Putting It on Paper
Resume
Objective
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Summary of Qualifications
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Skill Set Inventory
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Business Experience
Company-Dates
Title
Responsibilities
•
•
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67. Result of Best Practices
Resume Resume Resume Resume
Objective Objective Objective Objective
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Summary of Qualifications Summary of Qualifications Summary of Qualifications Summary of Qualifications
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Skill Set Inventory Skill Set Inventory Skill Set Inventory Skill Set Inventory
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Business Experience Business Experience Business Experience Business Experience
Company-Dates Company-Dates Company-Dates Company-Dates
Title Title Title Title
Responsibilities Responsibilities Responsibilities Responsibilities
• • • •
• • • •
IC3 67

68. You Made Yourself Waldo
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69. Why Not Something Different
Resume
Business Philosophy
“Endurance is frequently a form of indecision”
“Nothing stops an organization faster than people who believe that
the 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 Difference
State a problem
What you did
The results
Business Experience
Dates, Company, Title
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70. Touching a Nerve
What I did
• Managed the creation of a
worldwide operational plan
and closed-loop
management process
managing partner loyalty.
The FY03 partner loyalty
score was 1.3 points above
goal.
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71. Touching a Nerve
What I did Making a difference
• Managed the creation of a • Impossible to effectively
worldwide operational plan and leverage global partner network
closed-loop management because of decentralized Geo
process managing partner control leading to declines in
loyalty. The FY03 partner partner loyalty
loyalty score was 1.3 points – Designed and sold
above goal. management on
implementing a worldwide,
closed loop operational plan
to manage partner
engagement
– Results: partner defection
eliminated and loyalty
measures increased 10% in
one year
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72. Touching a Nerve
What I did
• Following merger, Led the
integration of two
independent sales force
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73. Touching a Nerve
What I did Making a Difference
• Following merger, Led the • Declining morale leading to
integration of two independent sales stagnation due to the
sales force destabilizing effect of competing
sales forces following merger
– Defined sales
reorganization strategy
based on customer’s supply
chain management
sophistication
– Results: 25% RIF based on
worse fit with customer
base, Internal competing
agendas eliminated, sales
force efficiency increased
30% in 12 months
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74. Paper Resume Only –
A Disadvantage
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75. Align Message With Context
Candidate Hiring Manager
“I have a
problem”
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76. What’s Your Story?
Elevator Pitch
What
do I • The essence of who you are and
say what you bring to the party
now?
• Forces critical thinking
• Arms you with communication
tools you can call on-demand
• Keeps you prepared
BUT
Not the best thing to initiate
discussion
IC2 76

77. Have To Brake Down Filters
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78. 78

79. Time to Hit the Road
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80. Sage Advice
“When you come to a
fork in the road, take
it”
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81. A False Choice
Traditional
Social
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82. Not Your Father’s Marketplace
• 48 hrs of video every
minute
• 3 billion+ videos viewed
daily
• More video uploaded in
one month than 3 major
networks created in 60
years
• 150 million users
• 500 million users • Members are sharing
• 50% log on every insights and knowledge
day in more than one million
• 150 million mobile LinkedIn Groups
users
82

83. The Social Network Wave
65%
Pew Research:
61%
46%
Two-thirds of adult
43%
29%
38%
internet users (65%) now
27%
16%
use a social networking
8%
9%
13%
site like Facebook or
2005
2%
2006 2007 2008 2009 2010 2011
LinkedIn,
Ever Yesterday
Social Network Site Use Growth
% of online adults, 2005-2011
Source: Pew Internet & American Life Project

84. 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
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85. What is Networking?
Asking For
A
Job
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86. What is Networking?
Asking For
A
Job
86

87. How To Make A Network Target Feel
Uncomfortable
• Ask to borrowing money
• Tell them about a cheating spouse
• Ask for a job
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88. Networking is About
• Making announcements
• Getting on many radar screens
• Informational Interviewing
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89. Networking is About
• Making announcements
• Getting on many radar screens
• Informational Interviewing
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90. 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
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91. 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
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92. 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
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93. Keep in Mind
“It’s not who you are that holds
you back,
it’s who you think you’re not”
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94. 117 Rassani Drive
Danville, California 94506
mikeb@parallelthinking.net
www.parallelthinking.net
925.648.4477
You Can’t Solve A Problem
With The Same Logic That Created It
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