Politics, Religion, Sports, Sex: PRSS and #PersonalBrand

 

 

For some time now I have been reflecting on whether politics unites us or separates us, if religion unites us or separates us, and the same with sports and sex, the group I call PRSS.

What do you think? Do the PRSS aspects unite us or separate us? And what does that have to do with our personal brand?

If you have little time, I invite you to watch this one-minute video (in Spanish):

PRSS: Politics, religion, Sports and Sex, they all belong to beliefs, affiliations and values

Indeed, political, religion, Sports and Sex (PRSS) belong to our group of beliefs, affiliations and values, for that reason they unite us, and for that reason they separate us. The problem with this is that politics as well as religion and sports as well as the treatment around sex become polarizing (or you're with me or against me) and discrimination factors.

If we add the race SDNP, which is neither belief nor value, we would have the answer to most of the conflicts on our planet.

Throughout history, there have been many wars caused by territorial (political) and religious disputes. And many people have been killed because of sports affiliations or mistreated and killed because of sexual discrimination.

#Politics "There is only one rule: hunt or be hunted " Frank Underwood in House of Cards

In politics, the centre seems to have disappeared, and the world tends to polarise towards extreme positions. Hunting or being hunted means that there is no place to flee, hide or be a gun maker, only to be an executioner or a victim.

"Healthy" political discussion is giving way to silence or confrontation between equals. On a personal brand note, it's not forbidden to talk about politics, but to ask these questions:

  1. Am I respecting the opinions of others, even if I don't share them?
  2. Does what I'm about to say, share, or comment bring anything to anyone?

Investing those 10 seconds in the answers to these questions can be the salvation to a disciplined dismissal, to the end of a professional career or even to being expelled from a forum or social network.

#Religion Believer and non-believer are human, they deserve great respect. Dalai Lama

With the second SDNP, the problem, in my view, is that many religions are exclusionary, not inclusive. I was educated in the Catholic religion, which for centuries was exclusionary, and now has evolved and respects other beliefs. Unfortunately, there are still many exclusionary religious currents.

Of course, we can speak of religion but with the two premises of the Dalai Lama:

  1. Respect those who believe in other religions
  2. Respect those who don't believe in any

Nietzsche prejudices

#Sports In football everything is complicated by the presence of other team. Jean-Paul Sartre

The first "S" in PRSS cannot be applied to all sports. Fortunately, fairplay prevails in most sports. Golf, tennis, Athletics, motorcycling, skiing, rowing … In others, unfortunately, affiliations can be extreme, especially in Football, basket, baseball and some others.

Extremism is often due to local rivalries. The "derby" between the two major cities pits clubs, but also citizens.

On a personal brand note, it is advisable to act with a certain amount of common sense:

  1. Of course we can celebrate our team's triumphs, but without humiliating the other
  2. As a fairplay, we will break new ground if we are able to congratulate the opponent when things are going well or encourage him when things are going badly.

#Sex What a sad time! It is easier to disintegrate an atom than a prejudice . Albert Einstein

The 2nd "S" of PRSS is not a belief, nor affiliation or value. And dealing with sex issues is delicate, because it can discriminate. Social networks are in charge of censoring- sometimes exaggeratedly - the photographs they consider "unseemly".

And the networks themselves can not control certain forms of sex discrimination, referring to groups such as LGTBI (Lesbians, Gays, Bisexuals, Transgender and Intersex). And also the heterosexual collective.

Prejudice is based on issues related to sex, so the personal brand would be about:

  1. Recognising the right to honour and privacy
  2. Respect anyone regardless of their status

The Robbers' Cave experiment

A few weeks ago I addressed the subject of social influence with Solomon Asch's experiment on social conformity.

Continuing with the topic, and related to what this post about PRSS is about, I leave you this magnificent video with an experiment by one of the founders of social psychology, Muzaffer Sheriff, called "The Robbers' Cave experiment".

What do you think? Are you surprised? After watching it, don't you think that flags separate us? Don't you think that symbols, filiations, some cultural beliefs act as prejudices?

Be very careful about PRDS politics, religion, sports and sex. Especially in print media (and that includes Whatsapp, Messenger, in addition to social networks). Your personal brand is a result of what you do, but also what you say, the way you say it, who you say it to, and also what you keep quiet about.

 

Angry man photo by Alphaspirit on Shutterstock.com

Is this a good time to subscribe to this blog?

I'm sure you will, as I include the exclusive gift of a free ebook on employee advocacy programs to all subscribers. As the offer is limited, I encourage you to take action.

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

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Los embajadores de marca de la casa: the secret of trust

Guillem: Let me ask you a question, Nancy: Who you trust more, In a influencer you recommend a product or service, a convinced user, or the expert who created it thinking of you (Employee Advocate)?

Nancy: good question, Guillem. For me the ideal is the combination of "Brand lover "o"Brand advocate" with the most knowledgeable and expert of that product or service, what we know as the internal brand ambassador or "employee advocate”.

Guillem: For easier understanding about the different profiles, let's define better the motivations, behaviors and communication skills of each group of brand speakers.

If you do not have much time, We invite you to view a summary of this post on a one-minute video.

The three types of brand ambassadors

External brand ambassador 1: the influencer profile

You can represent a brand, always in exchange for financial remuneration. his communication range It is important, as they are often people with strong level of influence and with very large communities. They are attractive to brand. maybe his weakness is his lack of service or product. David Ogilvy said "the consumer is not stupid, is my wife", and consumers are increasingly better informed and to be convinced by someone solely because of their fame.

External brand ambassador 2: yes, brand lover or brand advocate

Unlike the previous, their motivation is the positive experience with the brand, product or service. They are convinced that is the best brand, recommend it naturally your friends, family, colleagues… They are gold for brands, sometimes they are not easy to identify because they use more word-of-mouth, and They do not always use social networks to project its recommendations. Their communities are small (compared with the influencer), but its credibility is high, and make more than influencers.

The employee advocate: In-company brand ambassador

It is the domestic brand ambassador. The internal brand ambassador is a professional profound knowledge Product or service. Is the technical expert, a profile that includes R & D, marketing, sales, production ... and who knows more than anyone the benefits of using the product or service. They are influencers qualitative and experts, their communities are small, but its ability to multiply the scope and "engagement" of corporate communication is proportionally the highest. Are nurses and hospital doctors, are the engineers and mechanics of a car model, It is the designer and the guide of a tourist route, He is the architect and real estate specialist retailer. About his technical knowledge, others for their knowledge of the motivations and needs of its customers.

Your first customers are indoors

So says Richard Branson: the first is the one who convinced tested and improved the product before releasing it to the market. Y that is the maximum transmitter public trust, above advertising, public relations, promotions. The person-to-person communication is unbeatable. And there is now the perfect ecosystem for an insider, a internal brand ambassador, contact a prospective client out, talk you, reassure, will ensure your decision.

El ebook “Employee Advocacy: The power of the brand ambassadors of the house "is here

Nancy: Guillem, What information gives us this free ebook we have worked together since Integra Personal Branding with you?

Guillem: after a Foreword and one introduction, We can get into the context which favors the implementation of programs Employee Advocacy, with clear statistics. Then they analyzed one by one advantage of these programs for professionals in the organization and the brand name of the organization. Follow the content program, in a workshop of between 12 and 16 Hours of duration. Analyzes key data on the ROI or return investment. And ends with the keys when, how, where and who you can implement programs.

Nancy: Plus is free, you need only subscribe this blog using this form. that subscription, Besides this free ebook, will provide in the coming months new content on specific cases, Training formats, Main applications monitoring and much more. If you're in America, Also you can subscribe to Blog Integra Personal Branding and you will receive the same free ebook.

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

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What's your best brand asset?

What is a brand asset?

Actually you are your most important brand asset. An asset that nobody can take away. Your knowledge, skills, performance, looks and experiences you make you a single person, unrepeatable.

But do not be fooled: Personal branding, managing your management Is NOT about finding your best YOU. That's a very nice phrase, but unrealistic, or at least incomplete. It's about finding, developing and making visible your real YOU. And measure it. And modify elements of your strategy as needed.

If I had to list here my resume of mistakes, I would need an ebook. And almost always these errors have come from self complacency, sometimes to believe that a pat on the back or like on a social network could be assimilated as signs of success.

What do you want your brand assets to represent ?

As mentioned, your brand asset is YOU. Now you need to do an exercise in empathy to understand what positioning, the brand territory you want to occupy in the minds of your stakeholders.

I emphasize the word "brand" for something important. If only you embrace a proposed generic value, not unique, you're closer to represent a product that an active brand. I always like to remember the old definition of brand used by most advertisers: unique value proposition.

If you bet on functionality (hard skills) not related to emotional intelligence skills, you just compete by price. Low price. We are always willing to pay more for a brand, its field of meaning is very rich, and it solves rational and emotional needs. Ask yourself if you meet these types of needs, and if you do differently: you've identified your value proposition.

Surround yourself with unconventional people

If you surround yourself with gray people, you will not be better than those people, you will be gray. Jobs told the Stanford students "Stay hungry, Stay foolish". I could not agree more. Only curiosity and desire to try new things save us. And the gray people are conformist, who prefer to live in a safe mediocrity to risk and go every day the roller coaster of life.

It has always been my best when I have met with exceptional people. They spread curiosity, enthusiasm and a point of madness.

Do not ask those people what they do, asks how and why they do. Ask them for their purpose, looking for that utopian side, irreverent it is having an impossible dream and go after it. Their brand asset will be yours. Someone said we are the average of people we dealt with. I do not know how much truth is there in that, but just in case, better surround yourself with people who are paid to my insight of the value proposition: “If you don´t add value, you don't matter”.

Tomatoes images by Ed Samuel on Shutterstock.com

Personal Branding news on books

We are having an unbeatable 2019. First it came Andrés Pérez Ortega with his fifth book “Monetízate” (Alienta). Then it followed Eva Collado with his second book “El Mundo cambia, ¿y tú?” (Alienta). And now I am pleased to announce the imminent release of the second book of Ami BondiaMundo de Valientes” (Círculo Rojo) and the third edition (Not just printing) which was the debut of the mother of the personal brand, Neus Arques, with his “Y tú, ¿qué marca eres?“(Alienta).

Mundo de Valientes And you what brand you are?

Personal Branding World, the personal brand specialists GeoLocator created by Fran Segarra

My friend Fran Segarra had a great idea: put on the map to personal strategy specialists worldwide. A complex task “non stop”, but very useful to know where “the tribe” of personal brand is placed. A great post I invite you to read and “manipulate”: Personal Branding World.

Personal Branded Content as personal brand culture

Lets start by the beginning, what's branded content?

The Branded Content is considered a marketing strategy based on creating content sponsored or produced directly by a brand.

It is not something new. In the years 30, before the advent of television, brands such as Procter & Gamble sponsored radio programs with tips for housewives. The result was brilliant for the brand… and consumers. Other historical examples of Branded Content are the book Guinness World Records, This is Michelin guide

Of course, in the digital and ad saturation age, yes, Branded Content It is acquiring an extra dimension. A good recent example is the space jump Felix Baumgartner / Red Bull already covered in this blog some time ago with the post The most watched ad in history is not an ad. Goodbye, advertising.

Are we sure that the Branded Content is marketing?

Few days ago I read a fantastic article from Patricia Weiss on Branding Strategy Insider that caught my attention. Weiss questioned the Branded Content as merely a marketing strategy. Instead, the expert believes that this is a mindset (mentality) that builds brands, transcending marketing.

One thing is certain, yes, Branded Content explicitly does not sell and does not hide corporate brand messages. These are stories about people who connect emotionally because our values ​​related revolve around aspects, goals…

Perhaps a new form of storytelling?

The part I like more on Branded Content is that many of the stories we're seeing are aligned with purpose, and notice the coincidence: It is the brand purpose. I think today is key that both trademarks as every personal brand has worked extensively the purpose.

Everytime a trademark promote a purpose such as being market leader, a kitten dies. The same happens when I ask a person what their purpose is and tells me “earn money”. Something as serious can not be instrumentalized in this way. We talk about a utopian dream, a vision, the reason of being (Ikigai), or our "why".

And that brings us to a new narrative that can transcend the marketing and become a brand new culture, either corporate or personal.

And what about the Personal Branded Content?

Many of the professionally shared content could be included in the personal marketing, or if you want Personal Marketing Content. -The intention is to sell directly or indirectly- our services, our products. When it comes to position ourselves as specialists (experts, if you want), this is Personal Branding, and the key here is involving others as supporters of our professionalism.

I don't deny that some of the articles in this blog -very few- have this intention. But if each item was personal marketing would end up hating readers, and this could be boring even for me.

I think there is a part of research and altruism necessary in the content we share. And that's what we call the Personal Branded Content.

Thinkers & doers

As my colleague and “thinkerArancha Ruiz says, in every professional sector there are thinkers and doers (pensadores y hacedores). Of course, there are also hybrids that combine both profiles (I consider myself one). But you are more than one or the other, If you have identified a way you can generate short stories to transmit.

The big brands are doing a good job providing us with stories that connect human values. And as humans we have the opportunity to open our secret passions box, hobbies… stories to show how we are, what are we doing to improve the world and what really matters.

grelatos

Relevance, truth and meaning

Resuming Weiss, the story of your brand integrates three essential boosters: relevance, truth and meaning, and it is always oriented people, not products or services. The hero and heroine are others, not you.

An example of Personal Branded Content are the series of photographs with story that many igers (Instagramers) they give altruistically and cheer us on. Recently, I decided with my passion content: historical photography. I created a hashtag called #GRelatos and every day I tell a little story about a photo that has left mark.

We must change our way of thinking: yes, Brand Content is not a discipline, or a department. It is pure brand culture. And it's also personal brand culture.

Today, 17 of March, St. Patrick is my birthday. I'll drink a Guinness. Have a nice week!

Cover image by HowLettery on Shutterstock.com

#TEDxEixample19: the moment of truth

This week will be the first event TEDxEixample. As a volunteer member of the organizing team'm more than proud of the work that is being done, under the inspirational thrust of Pau Samo. Thanks Pau, Ana Reyes, Robert Ferrer, Carmen Gibert, Rubén G. Castro, Helena Casas, Alba Espejo, Eva Soto, Irina González and Oscar Martinez! The 22/3 it will be a great day.

You are on time, I think ten or twelve remaining tickets. The tickets can be purchased here.

speakers TEDxEixample 2019

Our way of writing reinforces (or destroys) our personal brand

I read a while back on the blog Dan Schawbel that all our emails, messages and other writings become key elements to strengthen our management. I would add that these elements can also damage our personal brand. We never know who will end up reading it, so you better make sure that we are on the right track.

Writing strengthens our brand. Keys:

The shorter, is better…

The more simple and brief, better. More than once, after writing a phrase we say "What I'm meaning is…”. We must avoid complexity, try to be as clear as possible. The use of assertive language It is essential to our way of communicating. In a world where attention economy sets the tone, best to avoid circumlocutions.

Lets anticipate questions and make answers easy

People are busy. It's not so difficult to add document links, refer to specific dates, provide data. Attach documents in universal formats (Maybe a .PDF a .docx). That will save a lot of time to others.

I am very grateful that when I call for a meeting, or videoconference call me several well explain the objectives of the meeting and would provide the necessary background information.

Let's aboid mistaqes taht make us seem dumbs

It hurts, doesn't it? It's not that hard to review a text, use a concealer (They are free). It takes a few seconds to check a text that has passed through a corrector.

To e-mail includes free correctors (like GMail). Make some mistakes is human in a long text, but wrong in a headline, a brief bio on Twitter or Instagram, It implies sloppiness, you have not even read what you've written.

Count up to 100

Reflect before answering a complex email. One of the virtues of a professional is the ability to remain calm. If we receive an email unpleasant, you have to think a bit. First of all, sports.

You have to let tempers cool and not create negative labels. In addition, emotions can be misinterpreted. In these cases, written appeal should be the 2nd option. It is always better face to face or, if there is no choice, a phone call.

Communicate frequently

It is very interesting to send messages thanking just after meeting new people. Ask questions to our colleagues, bosses…. Provide useful items to our colleagues, customers, contributors…

Finally, you see that it is common sense, absolute sense. I recently found a restaurant slate in text 15 words containing 8 misspellings. That tells us a lot and bad personal brand owner of this restaurant. In addition to misspellings, the text does not make sense, not know where the starter, the second or dessert. You may eat well, but surely we avoid an intellectual discussion with the author of the copy. Write reinforces our personal brand… or destroys it.

Girl photo by The Everett Collection on Shutterstock.com

Few days left for TEDxEixample 2019 Do you have your ticket?

The next 22 March will take place in Barcelona the first edition of TEDxEixample 2019. More information on the webpage www.tedxeixample.com. If you do not have clear why go here I give you nine compelling reasons:

speakers TEDxEixample 2019

Imagine being someone else for a week

Yes, I know. Be someone else for a week it is crazy. And for one day, and for a few minutes too. But imagine how easy it would be to understand the motivations and problems of others. Imagine how you would empathize with someone else.

You are right, You may be someone else

Not physically, of course, but culturally, socially and politically, ie from the identity, we could be someone else for a while. Genetics is not everything. People who are born in a place with a certain culture and customs have finished adapting other after emigrating to another land.

Certainly you know cases of English parents who have adopted Chinese children in which just watching many features of the adoptive parents in children.

Believe me, I'm not pretending you to be someone else different than you. That's it, as you know, It has little to do with your management. It is to understand how others think from a privileged view, yours.

I can not be a woman for a week, but being Basque for a week

Physics does not allow me to be a woman, or another race, Animal species or other. But culture and society itself. This idea, stupid and absurd time until you achieve the first follower or investor willing to follow, was born last Friday in Gipuzkoa, Euskadi.

On Friday I was at an event on tourism masterfully organized by the Provincial Council of Gipuzkoa, Libe, Oianko. Following presentations by Denis Itxaso (Deputy), Blanca Zayas (TripAdvisor), Olga Villacampa (Noema Consulting), Inge Sáez, Nilton Navarro (Infojobs) and myself, Juanjo Azcarate (CCC, Incipy, Womenalia…) joined us at a round table.

Azcarate wanted to provoke the audience suggestions for ideas to innovate in a sector such as tourism projection. More than ideas, questions arose, which it is also important. Curiosity killed the cat, but to us it makes us grow. Suddenly, I made some storytelling with a unique tourism promotion: “Giputxi for a week” or guipuzcoano for a week. A gastronomic tour, cultural, rural, production, political and, above all, social by small and very powerful Gipuzkoa and its people.

Empathy fix many of the problems of this world

Surely if we could be another person from another culture for a week, We would understand his reasons and we could empathize with their needs. We would no fear of war refugees, people fleeing poverty. We would understand the motivations of people with different beliefs to ours (policies, religious, sports allegiances).

What if suddenly my stupid idea had its first “follower” and come true? Tourist itineraries could prepare environments that exceed the damn pyramid Maslow. I explain: It is well to travel just to see beautiful places, try unique dishes, I want to travel to meet people different from me, get drunk their culture, your ideas, their reasons. I can not think like them, but I can understand why they do what they do, They ask what they ask, or love and love.

How a movement is created?

To show you the importance of the first “follower” I leave one of the shortest and bright TED talks of all time, Derek Silvers in the 3 minutes “How to create a movement”.

Did you like it?? It is single minded, easy and well documented. And speaking of TED, you still have time to purchase your ticket for the TEDxEixample next 22 March in Barcelona, Antiga Fàbrica Damm.

The poster deserves, trust me. It will allow you to be someone else for a few hours

speakers TEDxEixample 2019

Cover illustration by Melitas on Shutterstock.com

Now, someone is looking for your name on Google somewhere

Yes, right now, as you read this, someone somewhere is writing and searching for your name on Google

Like it or not, your whole life passes at the speed of light in front of that person you are looking for your name on Google to find out information about you. This information can help him or her make a positive or negative decision for your interests. At that time four scenarios arise:

Google search results scenarios

  1. Your name is common and appear in 30.000 pages related to it, but is not really you the person of the results, and no one can know what they are. This is the most common scenario.
  2. You don't show up. As if you hadn't been born.
  3. You show unequivocally, but things linked to little or nothing interesting: crazy binges, scams, litigation, insults or the dreaded affiliation PRSF (political, religion, football sex and its derivatives)…
  4. Show up correctly, adequate information, updated and unequivocally yours.

These are four very different scenarios that require different strategies. As an appetizer, here are some clues:

You have a common name

If you have two names or two first names, use them, surely thus you avoid matches. If both names are common (García Pérez, for example), get yourself a good “nickname”, a key name to be associated only you or put a hyphen between Garcia and Perez, this way: García-Pérez (pure digital license).

For more information about other alternatives I recommend reviewing posts The pain in the ass of the name Garcia, First part, Second part, Third part.

Your name is not on Google

It is better not being there than appearing in a bad way, but today is in practice appear to NOT EXIST digitally talking. Clearly you need to start giving your personal brand visibility in the network.

I would start with a profile About.me, Linkedin and Instagram. While only you complete your profile on Linkedin and post once a week in Instagram soon, magically, your name will be perfectly indexed at the top and if someone is searching for your name on Google you will stop being a ghost.

You appear, but bad

The problems of Online Reputation (which they are not always mirror real reputation) have become a headache for many professionals. The big problem is that internet footprint is virtually ineradicable. Recently, and following a statement known as “law of oblivion“, it is possible to negotiate the removal of very old and prescribed information about us. Slow and laborious, but that's one way if someone is searching for your name on Google and find damaging information.

If that route is not viable because the information is recent or have not prescribed, there is a plan B I call “the carpet law”. It is simple, It is to publicize your positive part . With that, you can “hide” the negative news that the network has you beyond the first page of Google, in places that no visit. A carpet.

The strategy “carpet” is simple, which does not mean it is not laborious. Possibly you need to open a blog, work fine positioning online (SEO). A second tip is to interact in other blogs, on social networks, and try to make a positive mark with “broom effect”.

If the problem persists, because you're a person high direction and there binding reports against you, my colleague Paula Fernández-Ochoa and I have recently launched a specific program to defend consulting companies and executives cases like this.

Congratulations. Your personal brand online works

If you also have clear who you are, where you want to go and how, double congratulations, you PERSONAL BRAND it is well placed. If someone is searching for your name on Google you will find what you want. And if you want to count on an interesting project, ¡bingo!

Anyway, the solutions of the first two assumptions are tactics. One tip is that you plan a personal brand strategy, more complex and possibly requiring some external support, but effective.

Ten advantages of offline networking

What is offline networking?

Offline networking is pure contact management . It is detaching from the computer screen, leaving home or office to attend events, reading books, watching movies or giving talks, among many other things. Perhaps this may seem boring or politically incorrect in 4.0, but believe me, it's fantastic.

I spend many hours in front of the screen, but I wish they were less. Out there there's a world. Few days ago, talking to a colleague, We talked about the power of offline networking compared to online. I'm not quite much about “ten advantages” and all that, but the numbers are magical and allow succinctly explain what has offline networking that has not (yet) online:

Benefits of networking offline

  1. Breaking the sense of isolation it produces be a few hours or all day at the computer. No videoconferencing can replace a good hug or a good handshake.
  2. Have a beer or coffee with a friend, a client, a collaborator. That does not even exist on the network. And our message can work in a relaxed way, with long boring storytelling included.
  3. Exchanging paper cards. It may seem vintage, but I still have cards of the 90. Possibly they are useless, but remember it's like a photo album, It stimulates memory and can cause a desire to search for someone who left their mark. Although today it is easy to connect via many channels online, there's nothing like meeting in a real event.
  4. Put a face and voice people whose profiles are really old pictures and tunned. Do you imagine putting a face geek (freak digital) you've met before in a social network?
  5. The emotions, the senses, are transmitted more efficiently “Live”. The sum of verbal and nonverbal gives a complete result, which together with odors, tactile sensations, it becomes almost perfect.
  6. The ability to distinguish between friends, known and greated -paraphrasing Josep Pla-, It is greater in the street network, where we receive friend requests from people you do not know anything. I claim that differential treatment. Not the same a close neighbor beyond someone who was young couple or a customer. Our management is activated to bring up the networker within us.
  7. Share information it is easier. If I have a computer problem you can solve a I online forum. But those who were born before 2000 we prefer to tell someone before us and tell us what buttons you need to press. Perhaps augmented reality will change some of these issues, but even today I do not see that this technology is applied massively.
  8. The qualitative value of a meeting is greater, since it involved the 5 senses. No vintage photos, our face is real, our actions speak for us. You may know attending a conference at 10 people, many fewer than possibly read this post, but its value will be higher.
  9. It is where it is generated true elevator pitch, a short speech where our value proposition should achieve a second meeting with a prospective client or stakeholder.
  10. To summarize I will say that, in person, real interactions often create a more favorable environment.

TED and TEDx, an opportunity for offline networking

TEDx and TED talks are a unique opportunity for the offline networking. While that remains are the videos, a publisher, The moment is unique and unrepeatable.

If you have occasion to be for Barcelona 22 of March 2019, Do not miss TEDxEixample 2019 in Antiga Fàbrica Damm. A place to learn, know, to experience. And the poster of this year can not be more powerful:

speakers TEDxEixample 2019

Some time ago I wrote a post titled There is a coffee that wants to know us, it is still valid. Of course, there is nothing wrong with continuing our networking online; metrics are always interesting. But sometimes, and today is a day to do it, we must reclaim handshakes and hugs as the great humorist Victor Parrado, a real fan of offline networking.

 

Business card image by Unuchko Veronika on Shutterstock.com

brands, increasingly personal

Every time brands more personal?

I know a headline and a very focused blog management You can give more than one reading. And has.

Big brands, which come, that convinced, They will be directed only to persons who are not looking for products or services. people seeking ethics will be addressed, brands and businesses that defend the values ​​that abanderamos.

I recently saw a video of an interesting initiative of the firm Ecoalf: Asked fishermen trawling various brotherhoods that collect plastics for recycling networks and remove them from the seabed.

With those plastic, a group of entrepreneurs get recycled to manufacture sports shoes and other clothes. A second chance. Recycle, re-use, increasingly sustainable, increasingly personal.

Not catastrophism, time is running out

Climate change and its consequences is not a lie, It is a reality that requires conscious businesses and consumers. Consumption by end use our planet as we know it.

The responsibility is twofold, On the one hand we, as consumers, we must ask before purchasing a product or service:

  • Do we really need?
  • Do you need it again? Is there a recycled version?
  • It is manufactured in accordance with our values? That is to say, without child exploitation, without abuse small producers, avoid greenhouse gases in production, that is easily recyclable, that have a price according to its performance, duration, without obsolescence, that does not contain harmful or unnecessary chemicals ...

The producers, by his side, must understand that not only buy products or services, but to defend our values ​​brands. brands increasingly personal. John Galiano, of the fashion Maison Margiela it's direct:

Ethics brands

Source: The Future 100 JWT

On the other hand, Enrique Dans He warns in one of his articles: "A part of humanity is too busy making money to raise that something as insignificant as saving the planet and human civilization". tremendous notice.

Values ​​indicate that not everything is

Like people, every time we will be more aware of our values. Many test or self-image as DISC How To Fascinate They help us identify.

And What about businesses and brands? who defines their values? who defines its purpose? In recent years managers have entrusted to external consultants (often not specialized in branding) the definition of "corporate statements”. It's a mistake.

In my judgement, the values ​​and Purpose of a company and its brands they must be agreed by professional. I often do exercise to define the purpose and values ​​to a group of professionals, personal branding courses. And I assure you that the results far exceed what written in a section “official” hidden from the corporate website to which few ever.

A company has the potential strength of the sum of personal marks of their professional. But few know, and least advantage.

Humanize is to connect

Organizations should be aware of this dual challenge: on the one hand, identify Values of consumers. That will help generate a human branding (human branding), a human marketing, of connection, empathy. It's not about competing on price, but to attract generating confidence, real confidence based on ethics.

On the other hand, identify the values ​​and purpose of the organization and each of its brands. And do it from within, from home, having talent who best knows the company and its brands: professional.

With these two premises, the marks will be increasingly personal, and therefore will generate greater trust and empathy. managers, the the changemakers (change agents), They have an enormous responsibility to consider their people as emotional shareholders, as true connectors with something called "consumers", and we all know that they are people like us.

Girl photo by WAYHOME studio on Shutterstock.com

How do we manage an overdose of goals in the absence of PURPOSE

Each new start of the year or season is an ideal time to claim for overdose of goals that end up falling (mostly) in the pipeline. The new intentions will remain in that if we do not put them two basic ingredients: direction and action plan.

Giving meaning to everything: the PURPOSE

Beyond the overdose of goals we think of “the big one”, the motor of our life, what it gives meaning. Now it has become fashionable to talk about Ikigai (Your reason for being), but I prefer to keep the original name: PURPOSE, yes, In uppercase (to distinguish it from the more specific actions that mistakenly call “goals”).

To enter fully into the PURPOSE, I invite you to read What is the positive impact on society want to leave? You got it? It called purpose. In the background a capital purpose is not a toy those who get tired after three days. It's like a good friend, very durable, sometimes eternal.

One purpose is why, It is an achievable dream, is the contribution or legacy we want to leave humanity. Is, as it says Sinek, why we get up every morning, beyond happiness or money.

Imagine a world in which many of us wake up inspired us, We feel safe at work and return home satisfied at the end of the day. Simon Sinek

Overdose of goals? We need to focus

As I said, the classic early season goals are not really goals, but small gaps or unmet opportunities in the past. Dieting, do sport, study music, do such or such other course not pose the driveshaft of our life. We talk about wishes, plans, Projects, wills, intentions.

Far from downplaying these small projects, we consider them as such, and provide them with an objective, a period of achievement and an action plan. The methodology S.M.A.R.T. it may be useful to try to bring order and focus to all this.

The action plan

The midset to practise sports, for example, It is a first step. We got there by a trigger (bad health) or near examples (good health) that inspire us to initiate a plan. The problem or feature of any plan or project is to work must be strategic, and not as tactical as “I have gained weight 5 kilos and I'm going to a gym”.

S.M.A.R.T. helps us realize what we want, the deadline and the possibility of measuring success. Recall that the initials refer to Specific, Measurable, Achievable, Relevant, Timely, which we would translate into Spanish as específico, medible, realizable, relevante y limitado a un tiempo.

An example:

I will start a health program walking pace 3.650 km per year and reducing carbohydrates from my diet on a 50% in a year to maintain a balanced BMI and avoid problems and diseases resulting from low physical activity.

Specific is the health program, measurable are the 3.650 Km (supposed 10 Km / day) and reducing sugars, timely is one year, what is achievable is to keep the IMC and relevant is to prevent diseases.

Activation is OK, but with a horizon

The format S.M.A.R.T. it is useful if you write it, if placed in a very visible wall, and if it is provided with tools to ensure success. With the above example, I'd buy a watch with heart rate monitor to measure distance walked. I study the routes that allow me to walk with minimal disruption. Reduce the use of motor vehicles. Visit a nutritionist to give me some guidelines. And do not forget the annual check-ups.

You see?, we can have dreams, Projects, but not an overdose of goals, because there is only one PURPOSE, and is very long-term.

Photo by ESB Professional on Shutterstock.com

Events

TEDxEixample Salon

TEDxEixample TEDx Salon is a small format (a single talk). It will be the 22 January at 19pm in the old factory Damm Barcelona. Free admission if you subscribe on this form.

As an appetizer of what we see, here's this video:

 

#BrandingWeekRD

From 4 to 8 February will take place the Branding Week in Santo Domingo (Dominican Republic). This is an event organized by QUIFER Consultores full dedicated to Personal Branding. Among the workshops that will be held I feature:

  • Employee Advocacy programs
  • Healthy organizations
  • Political Personal Branding
  • HR Digital Transformation.

Branding Week RD

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

 

Ebook Personal SWOT

I am preparing a book on the steps to create a personal SWOT. It will be exclusive to subscribers You're not yet?, cheer up!