When the main threat leads to an opportunity for our personal brand

I guess you'll wonder.…

What is the main threat?

When we work our Personal SDSO (if you haven't, I encourage you to prepare it), we consider threat as an external factor. We don't have direct control, because these can be changes in laws, technological changes, Regulations… but it does have a direct impact on our activity and our personal brand.

Among our threats we rarely consider lack of creativity, but it's certainly the biggest of all. It's like a slow-moving disease, when it comes to its peak it's already hard to react.

Creativity, divine treasure

Many associate creativity with a great idea, but we actually all apply creativity in routine processes of our daily lives. The problem is that creativity is a resource that can be exhausted if we don't remedy it.

Youth is no longer the divine treasure, now it's creativity. Without it bad future awaits us, because it's a fully human trait, a way of thinking that makes us unique and valuable.

Creativity is not only inspiration, you can work in an organized way. In my early years as an independent professional (Jo, how good that sounds) I worked the discipline of the lateral thinking, of the Edward de Bono. Stirring the trunk of memories, the first post of this blog, December 2007, was titled Side Marketing: the pleasure of rereading Kotler.

What threatens our creativity?

From the perspective of professional skills, the need for specialization has always been defended. This is and will be like this. But it has its drawbacks. Let me present a case I read a few months ago on the blog Branding Insider.

In 2015, a group of researchers from Austria and Denmark conducted a relevant experiment. They found that when people were too familiar with a specific competition, this one blocked their creativity. That was because they stopped looking for ideas outside their area of expertise.

The experiment

Investigators interviewed hundreds of roof repairers, inline carpenters and skaters. The three categories were chosen because - although they are completely different fields- share a similar problem: encourage the use of safety equipment to prevent injury. Roof repairers wear seat belts, carpenters wear safety masks and inline skaters wear knee and elbow protectors.

The researchers conducted 306 Interviews. Participants were asked to contribute their best ideas on the next topic: improve safety teams for the market in which they are experts and for the other two categories. A panel of security rig experts assessed the responses. The results were extraordinary: the more distant the field was, more creative was the solution proposed by the participants. In other words, the members of each group were better at finding an innovative solution for a field other than their own. The experiment gave an idea of how creativity works.


Creative people aren't smarter; they are simply open to connecting ideas from different fields.

When asked Steve Jobs what a revolutionary computer was doing for the Macintosh, Answered: “Part of what made the Macintosh great was that the people working on the project were musicians, Poets, Artists, biologists and historians.” They also knew about computer science, added Jobs. Jobs' goal was not to be average. His goal was to be great. And greatness, Said, comes from connecting ideas.

If you feel the latent threat that you're losing creative qualities and everything falls apart, remember these three tips:

  1. Put yourself in the shoes of another professional to analyze your business model from a different perspective
  2. Ask professionals in other sectors for help and keep an open mind and out of limiting beliefs
  3. Connect ideas


Domino photo by Jakub Krechowicz on Shutterstock.com


Guillem Recolons / VEINTE Magazine
Twenty / January 2019


The January issue has just been published 2019 of the magazine Twenty, edited by Mario López-Guerrero, a platform that has become a must-have for an HR year. Hh. I've had the honor of collaborating (and be cover) together with colleagues such as Almudena Lobato, Colia Hil, Juan Carlos Cubeiro, Isabel Bonmatí, among others. I explain the importance of Person-to-Person relationships (P2P) in the context of communication. I encourage you to read it by subscribing to you for free on the website of www.revistaveinte.com.


Del Del 4 To 8 February will take place Branding Week in Santo Domingo (Dominican Republic). It is an event organized by Quifer Consultores dedicated to Personal Branding both corporate and individual. Among the workshops that will be held:

  • Employee Advocacy
  • Healthy Organizations
  • Personal Political Branding
  • Digital Transformation RR. Hh.

Branding Week RD

I will be part of the group of trainers and lecturers together with Eva Collado, Paula Fernández-Ochoa And Nancy Vazquez. For registrations, contact Anabel Ferreiras at www.madi.digital/brandingweekrd.

TED recommended

At last, and since today we talk about creativity, what better than one of the most applauded TEDx of 2018 in the world:

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