Dialogue on personal branding, the pre-#BrandingWeekRD

My colleague Paula Fernández-Ochoa and I offered a dialogue on branding staff we entitled “It's distingues a extingues“. It was part of a webinar organized by QUIFER Consultants (Dominican Republic) as warm up or heating of the events taking place in the #BrandingWeekRD in early February 2019 In Santo Domingo.

We leave the video of the webinar, and if you have little time, We've left a summary of the dialogue in text format you'll find after video.

It's distingues a extingues (dialogue about personal branding)

 

Paula: Guillem, We started the dialogue on personal branding. What does the title you distinguish or you extingues?

Guillem: The generation of our parents argued for discretion. Today is the disappearance discretion. Paula Where was the discretion of lawyers?

Paula: That I know well ... I'm a lawyer and I have seen the evolution: confidentiality of the profession, advertising ban… Many do not see the need to become visible, a mistake.

Guillem: Going back to the title "I distinguish or extingues you", Paula, Why do you think it's important to do things differently?

Paula: In today's market there is excess supply and demand, We are saturated and information professionals, so it is necessary to differentiate, have a proposal that makes you unique and really add value

Guillem: A factor that makes sense of the difference is the relevance. In other words, the difference alone is not a factor of choice. What you do, besides being different, It should bring value.

Paula: This is what we know as Value proposal,… But go to parties.

 

The Iceberg Method Personal Brand

Paula: Where do we start our management of personal brand or personal branding plan? The Iceberg personal brand

Guillem: I like to think of the simile home = Iceberg, do not start with the roof. Iceberg parts are self-knowledge. Strategy. Visibility

self-knowledge, the diagnosis of our personal brand

Paula: Autonocimiento is a diagnostic phase to know what brand we project

Guillem: There are different tools to meet: DISC, Crystal, How to Fascinate, IE, 90º test…

Paula: The final exercise of self-knowledge is a synthesis we know as SWOT, DAFO, SWOT…

Personal strategy, where we are going and how we

Guillem: The next phase of our diagnosis is to know where we want to go, what we do and how we can do. It is what we know as personal strategy. Paula, Where would you start a strategy?

Paula: To define a objective. Without that we can not assess the process, The success or failure.

Guillem: The advantage is that we focus on Personal Branding a target: Reference being something, with a defined specialty, in a particular geographical area and a differential value proposition.

Paula: Not be easy, even one, but it is true that this marks everything we do next, so you have to give top priority.

Guillem: It is important not to confuse the target, It is concerning us, with the purpose the purpose, which it refers to our contribution to the world.

Paula: He said Nietzsche if we find our why and find how, and he was right. After Nietzsche, leading specialist Simon Sinek (Theory Golden Circle) He invited us to generate our speech beginning with why, following the how and ending with what (product, service), and not vice versa as it is being done forever.

Guillem: define the purpose is not easy, but there is an exercise, you may not like, that can help. What would you like to put on your epitaph?. Well, if you know, It changes the way "I" for "will" and you have your purpose.

Paula: Others use that formula that combines 1. What you love 2. What can you do 3. That what they pay you (Market + Passion + Talent)

Guillem: In any case, the purpose might consider as View. All you get moving toward that goal will be our Mission.

Paula: Important to consider values. Guillem calls "Superpowers"And we as emotional and educational heritage from very small.

Guillem: Surely feedback to work to reach the SWOT have emerged some of them, but a formula to identify them is to look for a list of values (there are up 200), preselecting 10 values ​​that are important to us and then stay there with 3 or 4, these are our superpowers.

Paula: Defined the objective, the vision, mission and values, It comes the moment of truth, define our value proposition and our business model. We are at the peak time of the strategy. David Barreda He says that is a value proposition that makes a particular customer or company decant for you.

Guillem: Strongly agree. In fact I define it in one sentence: Why the hell should you choose to you? If you don´t add value, do not mind ...

Paula: And that's it going, to provide. The value proposition focuses on your customer, not you. And your client may be your boss, do not forget.

Guillem: That's right, is not talking about yourself, but how we can improve the situation of who we hire. Whether alleviating a problem (pain) or detecting an opportunity (gain).

Paula: The interesting, and how difficult, is that this proposal, Besides, is only. If your proposal says the same as the neighbor, It will not be differential, and the factor of choice is in the air.

Guillem: Let me give an example. Marta. It was defined as Senior Manager and after working with it placed on your LinkedIn profile “Auditor specializing in real environment. Auditing with a smile”

Paula: And another example: the lawyer who wrote a postscript after specialty “never me laughing”. That can be the difference.

Guillem: We see that in both cases, Marta and the attorney, the proposal addresses the customer, It creates value and is unique- In the case of Marta, solves a problem, but way nicer than the rest ...

Paula: in the other case, an opportunity to explore new revenue thanks to value resilience opens.

Guillem: It is important not only set ourselves in our rational attributes. Attitudes have, and values ​​also. Something like a smile, as a "never give up", can be a differentiation factor. Paula, Why do not you explain your own case, that of a lawyer, brander staff and ambassador of the sport and health?

Paula: The case VivirCoRiendo > (Take a look at Instagram)

Guillem: great case! We have the hardest thing to start with our business model, the value proposition. Now we need to complete our customer segment ...

Paula: Define who they are and -very important- Who you can grow our value proposition

Guillem: Define relationships with our customers ...

Paula: If we are troubleshooters, If we are creative or innovative, consultants, trainers, researchers ...

Guillem: List what our channels are ...

Paula: Our channels are the ones we help bring the value proposition to our customers ... what we should add or delete?

Guillem: Define our activities…

Paula: activities would be what appears on our business card, is our catalog of services or products.

Guillem: Detailing our key resources…

Paula: In a nutshell, What we need to do our work: office, Languages, awards, certified, human team…

Guillem: Very important, define our key partners ...

Paula: And here does not refer to legal partners, but people who can validate our value proposition towards our potential customers

Guillem: And to finish the model, I referred to income and expenses

Paula: Without that calculation it would not be a business model.

Guillem: This model, and instructions for completing, It called Business Model Canvas and you can find it on the web Strategyzer.com

Visibility. How to present ourselves

Paula: With the business model, we have defined a strategy: you have to keep what works and create an action plan for what we do not have. And with this move to the next level: Visibility.

Guillem: the tip of the iceberg, our communication and networking plan. Like everything plan, here we need goals, with focus placed on precise indicators audiences, people who reach ... does not it, Paula?

Paula: That's right, Guillem. We know them as SMART goals, which stands indicate that must be specific, measurable, achievable, relevant and related to time.

Guillem: for example, Imagine this goal SMART: We will increase the activity and frequency of publication on Twitter and Facebook for a 500% followers (guys at 100 a 600) during the following 12 months, in order to increase our online reputation and have a community of active followers.

Paula: Here specifics are our followers on Twitter and Facebook. The measurable is to move from 100 a 600. What is achievable increase activity and frequency. What is relevant is to increase our online reputation and have a community of active followers. And as regards the time are as follows 12 months.

Guillem: Agree, SMART define our goals with the highest possible accuracy, only then can we measure the evolution of results. The next step is to define our public goals.

Paula: The advantage is that if we worked well the business model, we know customer segments.

Guillem: Yes, but here we need to better define their demographic and behavioral profiles then fine-tune the media and supports vehicular our messages to them.

Paula: With a profile neard We not talk by phone, and a senior lawyer would not use Snapchat. Why is key to clearly define our target audience.

Guillem: Defined our target audience, it's time messages and keywords. How can we be found? Today the marketing that works well is the Attraction marketing, better than the classic based on the interruption. Define specific messages and keywords is paramount

Paula: To work the message will use the basis of the value proposition, but adapted to our public and to channel the different formats we use.

Guillem: There is. Not the same coldness of a chance encounter in an elevator warmth lunch or a video conference an hour.

Paula: The elevator pitch calls for a strong first impact to attract attention, kind You know that your company fidelizaría one 50% more professional with an internal health and fitness program?

Guillem: That's a message tailored to a segment of customers. However, when we turned up on social networks we should draw up a more generic speech, and that we can harness the basis of the value proposition. For example, in the case of Paula could be > "I help to improve the health and motivation in organizations", or better "Healthy boost through sports organizations and personal branding

Paula: Could be, could. Notice that no value proposition is very difficult to get the message. And a message like this could lead our social networking profiles. Where does the most emotional part of the message?

Guillem: You are talking about the personal account or storytelling personal. Today we know that what connects us is more related to our values, our history, our purpose, that on our care professional.

Paula: And that trick there is to know to take advantage. The story wants to generate empathy, try to get in the skin of the user account, experience and live what has lived. In the field of personal brand, a story can be a video duration 1h, one of 10 minutes, one one simple Tweet. My partner Guillem see define a Twitter as "Version S. I love, I like working for others shine ". That's a story in itself, It is transferred to an account of presentation purpose.

Guillem: Another short story is the question before "Living Running", an evolution of the first "Living Laughing" Paula adapted to their new sporting environment. as LEVELS, not needed 20 folios to explain a little story that defines us, what we need is the basis, and both in the case of Paula and mine, is the purpose behind.

Paula: Agree, our personal communication we plan objectives, the target audience and the message What are we missing?

Guillem: Something important, and measuring the average thereof. As account brander Andy Stalman, Today the world is OFF and ON, a symbiosis, and he is right.

Paula: They say that today there is no one without the other. The real world needs to virtual and vice versa. Here, If we have worked well our business model, We already know what channels we need is to move our value proposition to our customers.

Guillem: There fused means "mirror" as radio, Analog and digital, TV, press, magazines. These means work wonders, since they are become an ephemeral interview in a newspaper in an almost eternal digital link.

Paula: And then there means necessary for networking OFF, as a business card. There are also pure digital media, such as social networks and blogs. Guillem, Do you recommend a blog on a personal brand plan?

Guillem: Of course. If you regularly publishes, It will be the first thing you find us on Google. Not only looking for our name, but looking for keywords. A challenge > seek "Personal Branding Empresa"On your PC or smartphone. If I go out I, It is that something will have done well, is a keyword Important for me. Cast, what makes a blog. As said by Alfonso Alcántara, “we are blog without digital sintechos”. Paula social network What would you choose?

Paula: Personal interest with Instagram, definitely, Although each network reaches a type of audience and allows message format. Instagram I like because it's so visual, very immediate (stories). B2B business but works great Linkedin, for B2C Facebook, and to meet people Twitter. To search for images Pinterest. And I left the N1, the most comprehensive network what I speak?

Guillem: I missed it and that YouTube take to appear. From personal brand, YouTube is the network that best allows us to communicate, with verbal and nonverbal language.

Paula: Other means to consider would publish or co-publish a book, use the webinar as this, the podcast, conferences, workshops, Wikipedia. I ignore everything and mix Stalman.

Guillem: Paula, and how do we measure the success of this?

Paula: Fortunately there are many indicators. The first is to meet the objectives. But then we have very powerful tools to measure the results of our network and our social networks.

Guillem: To measure results, even sales conversion, our website or blog, there is nothing like the free tool Google Analytics. SEMRush and others also help us track the effectiveness of SEO, our positioning online.

Paula: Social networking, There are many tools, the characteristics of each network, very powerful. A Linkedin el Social Selling Index, and Twitter, Twitter Analytics, YouTube, YouTube Analytics. Instagram and Facebook page need a professional to measure effectively, but we can always count likes and followers.

Guillem: I always say that no matter how many follow us but who. But massive sale, communities need large or strategic alliances or advertising campaigns, from AdWords promotional tools to their own social networks.

#BrandingWeekRD

Here we will refer to post about the event #BrandingWeekRD which will take place between 4 and 8 February 2019 at the Embassy Suites by Hilton Santo Domingo (Dominican Republic). Organized by the team QUIFER Consultants and presence of Eva Collado Durán, of self Paula Fernández-Ochoa, guys at Nancy Vazquez (from Mexico) and who will write, Guillem Recolons.

workshops and conferences will be addressed:

connect to Anabel Ferreiras QUIFER Consultants to reserve a place or to sponsor the event.

We hope you have enjoyed this dialogue about personal branding, I hope you will be encouraged to participate in Santo Domingo to deepen and put in value.

Non-working skills (short story)

We often think about abilities we acquire long we can be useful lifetime. Unfortunately it is not.

I have been talking a lot about the importance of context. The context is to confirm whether these abilities they are valid or should be updated.

If you study engineering construction and a crisis ensues as there was in 2008 in many countries, possibly this crisis drag you. Unless you have abilities you allow additional output, a plane B.

I will bring a short story (anonymous again) that dramatized the need to adapt well:

The right place

A mother and baby camel chatting under a tree.

Baby camel asked: “Mother, why camels have humps?”

Camel mother considered it and said,: “We are desert animals, so we need the humps to store water and thus to survive with very little reserve”.

Baby camel thought for a moment and said,: “Agree… Why are our legs long and our feet rounded?”

Mom replied: “They are walking through the desert”.

The baby stopped. After a while, the camel asked: “Why our eyelashes are so long? Sometimes in my way”.

Mom answered: “Those long and thick eyelashes protect your eyes from the desert sand when the wind blows.

The baby thought and thought. And he answered: “I see. So the hump is to store water when we are in the desert, the legs are for walking through the desert and these eyelashes protect my eyes from the desert. So what do we do in a zoo?”

Our skills and competencies are useful in the right place and time

That's right. Have a Ferrari in the Amazon rainforest is as useless as the hump camel at the zoo, whose utility is only photographic. Of course, our abilities not expire. Our pair of camels could be "liberated" by an environmental group and returned to the desert. Maybe they need to practice then is another skill: that of using a abilities "Rusty". Fortunately, instinct is powerful.

Acquire new skills, a must contest SXXI

My colleague Eva Collado Durán often speaks of "permanent beta status" as one of the professional skills of the XXI century. Permanent beta status means not to drop your elbows when studying, to catch up.

A commercial director is obliged to permanently trained in new ways of approaching customers, new sales channels, social selling… If a crisis comes, the company will always consider those professionals who master these new abilities.

Today we have many resources to not stay "rusty". Among them, the books, the MOOC universities, business courses, workshops, educational websites, postgraduates, Masters (many of them with the ease of being online).

If you are like our camels at the zoo, think what new skills you can develop to not stay as a mere object of exposure.

Camels photo by Paul Michaels NZ on Shutterstock.com

Churchill and the Elephant rope: Never give up #Storytelling

One of the many events that make up the legacy and personal branding Winston Churchill Its the "Nunca te rindas”.

The "Never give up" more popular

To be precise, the words of the great British Prime Minister were:

“Never give in, never, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honor and good sense. Never yield to force; never yield to the apparently overwhelming might of the enemy.”

(Nunca te rindas, nunca, nunca, nunca, en nada, grande o pequeño, largo o corto, nunca cedas ante tus convicciones de honor y sentido común. Nunca te rindas ante la fuerza, nunca sucumbas ante el poder aparentemente abrumador del enemigo”)

Context is everything

The context of the words is important. Many thought that spoke after winning the allied side World War 2. It is not like this, He uttered every day from radio waves to encourage citizens to resist while German bombs smashed the city of London. Awesome, ¿no?

Short story: Elephant rope

Today, following the thread of the short story Don't judge before knowing the context and the personal story, I published a few days ago, I bring you another story, Unfortunately anonymous, which draws very well the idea that often live in a cage is not possible to leave.

Elephant rope / storytelling

Google CC Search

Eduardo saw pass a group of circus elephants. Something caught her eye: these huge creatures were linked to each other through a ridiculous rope tied to his foreleg. unchained, without cages. It was obvious that the elephants could break their bonds at any time. Y, for some reason, they did.

He saw the tamer and asked why these animals just stood there and did not try to escape.

Well, said domador, when they are very young and much smaller we use the same size rope to tie them and, at that age, It is sufficient to hold. As they grow, They are conditioned to believe they can not be separated. They believe the rope can still hold them, so they never try to break free.

Eduardo could not believe it. Elephants could be released at any time from bondage, but as they believed that they could not, They were trapped.

Do not do like them. Nunca te rindas

Like elephants, How many times have you gone through life clinging to the belief that you can not do something, simply because you've failed before?

Failure is part of learning; You must never give up the fight. Watch your personal brand. As Winston Churchill repeated day after day, never give up.

Elephant in a bridge illustration by Orla on Shutterstock.com

Don't judge before knowing the context and the personal story

Watch the boy in the image. You do not know, but perhaps you would be able to venture a stereotype character based on your experience… A posh boy who has run away from home? Young man adventurer in search of experiences?

The truth is that we have a tendency to try and make stories without knowing the context and the story. All due to the imaginative force causing the first impression. Could he be a serial killer traveling after his next victim? And the next occupant of the White House in 10 years ago?

A short history of context and story that will surprise

A boy 24 years looking out the train window shouted….

“Dad, look at the trees that go behind!”
The father smiled and a young couple sitting nearby, He looked somewhat childish behavior pity the boy when he screamed again…

“Dad, Look how clouds haunt us!”

The couple could not resist and told the father…

“Why not take your child to a good doctor?” The father smiled and said,… “I did and just left the hospital, my son was born blind and his eyes just received today”.

Every person on the planet has a history. Not worth judge without knowing the context and the story of people. That truth may surprise you.

I confess that I have looked hard the author of this story without success. If you know who it is, please, write me at the end of the post to include.

The importance of context

In the era of postverdad, forget the context and seek the easy holder. And that makes us tertulianos tweets. And we know that the context is very often what gives meaning to history, as in the case of our young train. Prejudging is too easy.

Personal brand, the context and the story

If you do not want others to manufacture its truth upon us, It is vital to Take Back the context and the story own. Many answers about why you have to work the personal brand (what we know as personal branding strategy) They are behind the need for control our story.

Let's avoid prejudge. Perhaps not necessary to reveal all our secrets, some discretion is appreciated. But when someone we look, outside and inside the network, better not give a wrong idea, biased or incomplete who we are and what we can do for others.

Boy looking at the window photo by Corepics VOF on Shutterstock.com

#TEDxEixample> promoters of ideas that can change the world Wanted

Two months ago I was in Lleida to witness the TEDxLleida 2018. There was of Pau Samo, who told me he had given witness to the organization Montse Diaz after three years of success as an organizer and licensee in Lleida and two in Amposta. The ideas contained in the papers this year loved, and stressed especially:

Birth of a new TED: TEDxEixample

Pau told me he wanted to talk to me in a few days in Barcelona, I had a proposal for me. Said and done, a few days later he told me that he had gotten a license “big” for a new TED in Barcelona that would take the name of the most emblematic district, the Eixample, the brainchild of Ildefons Cerda, engineer, urbanist, lawyer, Catalan economist and politician SXIX.

And that was not all. Pau told me to go ahead with this new challenge. With me, and some more, of course. Newsmaker. I could'nt believe it. I had been on stage two years ago TEDx Lleida, with a Talk about super powers (the values). And I saw how complex and exciting to organize a TEDx. A year of work consumed in a magical evening.

Emotional payment of a volunteer

I've always thought that a volunteer does not charge money, cobra emotional benefits, to see that other people can minimally improve their lives because of your time. And TED is that, a non-profit. And also the TEDx licenses that were created in 2009, raised as independent events (in fact, the "x" means "organized act independently).

In TEDx not charge the organizing team, They do not charge the speakers, and it is intended that the costs involved in the event (space, video and sound, Photography, catering, travel and subsistence expenses of speakers, web, social networks, acreditaciones) They are covered between sponsors and attendees entries.

I prefer to call them drivers of ideas

The word sponsor is me short when it comes to boosting ideas that can change the world. So I prefer to see them as enablers, as promoters of ideas. To bring speakers to expose ideas worth sharing requires a small investment, and not for what they charge (TEDx remember not paid its rapporteurs), is the cost of organizing the event.

If you are reading this and know impellers ideas, please, Tell them to go through the contact section of the website TEDxEixample.

Culture as a framework for the first edition

We did not have to discuss what would be the theme of the first edition: Culture. Barcelona's Eixample is a cultural engine, there is La Pedrera, The Fundació Tàpies, Palau Robert, Batllo house, House Punxes, Casa Elizalde, The Holy Family, the Hospital de Sant Pau… Poetry, town planning, architecture, culture, painting, literature, music, Photography, dance, film will star the # TEDxEixample19.

Proud to be part of a team

Perhaps this is the best part, Finding a collaborative environment of people armed to the teeth of motivation. We will not be creators of ideas, but believers, and we'll give everything so that in the first edition, expected (even without closed date) for spring 2019, a success. The measure of success is not money sponsorship, or the number of attendees, is the quality and capacity to mobilize ideas to be exposed.

A pleasure to share many days of illusion (and pressure, why deny) Pau Samo, Robert Ferrer, Rubén G. Castro, Carmen Gibert and Helena Casas, those who will join more, definitely.

In this TEDXEixample official website You can find more information. And finally, I leave you with one of my favorite TED talks, that will make you lift chair, to the Julian Treasure “Talking to listen to us”. A marvel. Have a nice week!

 

Shareholding emotional perhaps innocently, Utopia or road?

Some time ago recreated this concept “emotional shareholder” understood as symbolic co-owned to a brand or organization. At the end of the month, They pass through my hands many articles on employer branding (talent attraction) and on retaining talent. I explain briefly:

Talent retention

I think as a concept “retaining talent” literally reflects the image of a guy in a business Caged. I think it does not require much explanation. However, the concept “retaining talent” continues to occupy headlines and few have bothered to explain that actually, It is loyalty, to convince, and not to retain.

Attracting talent

In this case, the employer branding understood as attracting talent, not always use the right hooks to do. Talent you may attract many ways, go fishing but is not one of them. Basically because we are neither fish nor shoes, We are people. We also are talented. Although the third meaning of the SAR on talent refers to intelligent people, the first two define the ability to understand or ability to perform. So, are human qualities, so we could define talent as a quality, and not the person who possesses.

Which is the topic? its not about talent, It is people.

It may seem shallow leave all this in a matter of lexicography. But is not: In the first case, We do not talk about retaining talent, We speak to persuade people, to convince them, of ilusionarlas, fidelizarlas. In the second case we talk about attracting talent, We speak to persuade people, to convince them, of ilusionarlas to a project… Do you see the coincidence? Exact! As it turns out there is a common denominator between loyalty and attract people: always it tries to persuade, to convince, ilusionar, and, If you let me, thrill.

emotional shareholding: convince people satisfied satisfied people

In this chart I show the main reasons leading to a professional to stay -a taste- in the organization or brand you work:

professional conviction

@guillemrecolons

This leads me to think about the concept of emotional shareholder, the feeling of being part of the brand, although no titles are held on it. Emotional shareholder is best to attract new professionals. It first makes a possible candidate when bidding for work-not forget- you see how “home” inside. And we're just a click of a check as easy as that.

Emotional shareholder may seem naive, Utopia, but also a way to recover, within the context of a more human branding, human branding.

We recover the essence of that yogurt named Bio before and assuring “making inside looks abroad”.

Have a nice week!

Ants icon by Alemon cz on Shutterstock.com

What is the positive impact on society want to leave? You got it? It called purpose

Why do you wake up every morning, beyond money or happiness? Are you in your hands better world, or a small part thereof? Why or who you're ready to fight? What makes that sometimes do not remember lunchtime? and add What is the positive impact on society want to leave?

We welcome the Purpose, to purpose, the vision, the search for meaning.

Some time ago I published on this blog post The person as a unique, a review of the magnificent book by psychologist Viktor Frankl “Man's Search for Meaning” and its observations on the purpose during their captivity in several Nazi concentration camps during World War 2. One conclusion of their studies is that people with a higher purpose, something that was waiting for them beyond the fences, They survived better than others.

In the field of organizations, as I said Ivan Diaz, branding expert and founder of Branzai, “Reality, is that the whole company that has elements of focus, ie propositions that help to walk in the same direction, It grows above average. It's more, any company that has defined a Brand Purpose, It is highly likely to have greater brand culture, and that by itself already it makes you above average.”

The transcendentalist philosopher Ralph Waldo Emerson (1803-1882) he said “The purpose of life is to be happy. It is to be useful, be honorable, be compassionate, do that makes a difference that you have lived and lived well “. I agree, Happiness may be a consequence of your purpose and how you take it out, not an end in itself.

I help to draw futures“. That's my purpose. It took me years to discover, and I did simply analyzing the positive impact of what I was doing in my work as personal burner.

Agree, and how does this apply in an organization?, who is the reponsable?

I recommend reading a great article Harvard Business Review called Creating a Purpose-Driven Organization, Robert E. Queen and Anjan V. Zhakor, two teachers and consultants. It's a long article but full of examples, fruit of their research and consulting experience.

It is extraordinary the mobilizing force of a good purpose. But demobilize his absence or purpose other than genuine. The article talks about a company that during the crisis of 2008 He tripled their income in subsequent years, fidelizó the better their professional and more. So, is not only an improvement of intangibles.

I know, You think it's much easier to write the purpose of a non-profit organization (ONG, administrations, public school, Public hospitals…). It is not like this. To a funeral home business can generate a positive impact on society, humanizing dealing with family, facilitating the procedures… The same with a company of military equipment did not the blue helmets of the O.N.U. They do not act as a peacekeeping force? No excuses serve. any organization (no criminal) creates a positive impact on society. You have to research what. Most important, share it.

I can not agree more with the phrase Simon Sinek, leadership expert: “Customers never feel anything for a company until its people first sit”.

In any case, and again recommend reading the article, summarize their 8 keys to creating an organization with higher purpose:

  1. Display an inspired workforce.
  2. Discover the purpose.
  3. Recognizing the need for authenticity.
  4. Convert the true message in a constant message.
  5. Encourage individual learning.
  6. Convert to middle managers into leaders driven by objectives.
  7. Connect people with the purpose.
  8. “Break free” to the change agents

Connect people with their purpose

Quinn and Thakor conclude that “although a purpose does not guarantee economic benefits, We have seen impressive results in many organizations. And other research, particularly the study of Gartenberg, which included 500.000 people in 429 and companies involved 917 annual observations between 2006 and 2011- It suggests a positive impact on operating financial performance (asset performance) and forward-looking performance measures when the purpose is clearly communicated.

So the purpose is not just a lofty ideal; It has practical implications for financial health and competitiveness of your business. People who find meaning in their work do not accumulate their energy and dedication:. release them, challenging conventional assumptions about economic self-interest. They grow rather than stagnate. They do more, and make it better.”

Do you still think that the purpose due to an empty and simplistic rhetoric? If you have banished the idea, You have a mission as leader of your organization: connect people with their purpose.

 

Photo Colourful defocused glitter by SBW18 on Shutterstock.com

The paradox of personal branding, Do I care about the image I project or the value I bring??

Recently I read a very interesting article, written by Daniel Romero-Abreu and published from Fundacom.lat. are title Beyond the personal brand: personal positioning and I highly recommend reading, which I extract some parts in this post.

First of all I want to see that Daniel is an authority on the subject, founding president Thinking Heads. It has developed a methodology that transcends, in his words, management of personal branding. It's about the Personal Positioning Strategy (PPS), and defined as “a single management system an individual's personal brand itself and taking action as -in front axle traditional image- models based on the knowledge that the character is capable of generating”.

Reference Article, Romero-Abreu ensures “…Proliferate vendors as vendors Personal Brand Fierabrás balm in times of Don Quixote. However, the purchase of creating a brand that gives you glare is not the magic cure for our ills”. Also it states that “…the brand (personal) It should be the result of what one is or professionally worth, and not vice versa”. Style to the substance is imposed.

I must confess that what is happening with the term management It is the closest thing to an adulteration, the creation of an ersatz. First, because the confusion between personal branding (management aware of your personal strategy) and personal brand (the result) It is common in many forums. But secondly it seems that all of substance (background) It is reduced to a minimum, leaving the service of the form.

confusions

I imagine a being who comes from another planet lands in the world, and on their own trying to figure out what this is about personal branding and personal branding.

You would find very confusing definition on Wikipedia: starts well: “Personal brand, English personal branding, It is a concept of personal development consisting consider certain individuals as a brand.” I already seems Terribe personal brand that translates as personal branding, when it should be marca personal. But we also consider, without further ado, as trademarks.

And that's not all. That being come from another world would find more elements of confusion, as you can see in the following experiment.

The experiment

I wear time with an experiment observation terminology around personal branding. I take out from various digital platforms, as blogs, networks as Instagram, Pinterest, Linkedin y Twitter. Especially, the monitoring center hashtags as #personal brand and #personalbranding.

Normally I keep track Feedly a limited number of professionals who learn and those who respect. In this case, I let go with the flow, without pretending to be selective. Isn't it?, I do not intend to publish a white paper with the results of the experiment, but me being served to ratify the position of Daniel Romero-Abreu.

These are some of the elements associated:

  1. It seems that this is the famous, beautiful people.
  2. It openly maintains that “brand is style”.
  3. In very graphic networks like Pinterest or Instagram, personal motivation phrases monopolize the term.
  4. A Google Alerts, sports record and personal brand go hand in hand.
  5. Get more followers on social networks seems to be the Mecca of personal branding.
  6. The colors you choose in your wardrobe are more important than the way you think and act.
  7. Brand positioning is the place you occupy in Google, not in the minds of others.
  8. Personal brand only exists in digital media. Down the street we leave no mark.
  9. The word “passive income” It is often linked with personal branding.
  10. And I could go…

What is not associated with personal branding and personal branding to

It has cost me a lot, outside the inner circles that I follow, find associations personal brand or personal branding with:

  • Value
  • Adding value
  • Personal strategy
  • Value proposal
  • Purpose the purpose
  • Values

You might conclude that is often confused personal brand management (personal branding) marketing staff, with the elements that make the most visible person.

Not a long time ago, my good friend and mentor Andrés Pérez Ortega, in its post Slavery numbers, He meant that many of the people who defend a strategic idea of ​​personal branding do not appear in searches of personal brand. The reason is that those who dominate the first few pages are the ones who dominate the SEO. Which calls into question, in the opinion of Andrew, which comparto-, the adequacy of Google as a tool “would be” search.

The paradox of personal branding

A while ago I published the post A teacher without personal brand personal brand? It referred to sometimes, who talk about this have been based on those ephemeral evidence, without further investigation. Surely, without having read books like Expertología, without having read Edward de Bono, a Al Ries y Jack Trout, a Ivan Diaz . The paradox of personal branding is that we have to worry about both the value we bring (the bottom) like “how cute” we are on Google.

Our being from another world will have to research a lot to understand that personal branding is not just the image we project, that this, at the end, revolves around the value.

Cover hands photo by Vlue on Shutterstock.com

Good content promotes good networking. For Julia.

A few days ago he spoke of the importance of a good content as connector element. It was in the post dedicated to the strength of internal brand ambassadors. You might think that those who create or cure contents talk about theoretical connection. Today I bring you a story that shows how good content can awaken certain gears and generate valuable contacts.

For Julia, mezzo-soprano

opera voice ranges

Source: Wikipedia

To understand what a mezzosoprano there is nothing like this graph that I downloaded from Wikipedia. We always look at the sopranos, but in opera history there have been great mezzosopranos, as Cecilia Bartoli or Teresa Berganza.

The fact is that recently I devoted a post to the wonder of human imperfection, which distinguishes us from machines, with Maria Callas as protagonist. In If not human, surely he had sung better He commented an extraordinary documentary about the great soprano, that despite its metallic voice and its imperfections, He went down in history as one of the best interpreters of the operatic genre.

And the magic of social networks made this post was read by Julia, one mezzosoprano on a network so seemingly far from the art as Linkedin.

How to connect Julia

Julia liked the writing. And her, as it happens to many people, It is best moves in the world of personal relationships, The real world, the atoms.

Julia knew that Eva Collado Durán, great friend and colleague, I would be signing books at the Book Fair in Madrid. It turns out that Julia is very follower (now he says “fan”) Eve, and also my beloved and admired Laura Chica, and Paco Alcaide. The three great authors and connectors were signing their books a few booths away. Julia planned his visit to the fair, “this is mine”, he must have thought.

Thought and done, Julia was presented in the three booths, He bought the three books, The Eva Marca eres tú, the Laura 365 appointments with me, and Paco Learning from the Best II. He managed to devote her books and gave each author a double CD entitled “The Callas effect“, one of the best and most generous musical selections from Maria Callas I've heard.

Julia's letter Arrellano, mezzo sopranoJulia knows that Eva and I often see, He left a paper bag with the label for you for me. Here are the contents of the bag, Eve gave me yesterday at lunch. Wonderful. I had not received a letter in his own handwriting with an impeccable calligraphy. And next to the letter, the same CD. At a time of life that is hard to get excited, gifts like this (the letter, above all) priceless. Both Eva and me I got goosebumps us with the story.

Ghost 2.0, observer or person consume social networks, but does not participate in them

Desvelaré not the contents of the letter, but there is one detail that catches my attention. Julia is considered a “ghost 2.0”. Years ago I used a graph talked about prosumers (content producers and consumers). It turns out that the type of “observers” are most. Pass networks, by blogging, they read, consume content, but they do not feel comfortable entering digital conversation.

Uppercase my respect for these people, observer. No son trolls, absolutely. Only are people who feel more comfortable acting means “always”. And what is a letter. At a time where everything is digital, smell the role of a letter, receive a physical CD and read a handwritten text, That is to feel the humanity in all its splendor. Thanks from my heart, Julia. Good content (books from my friends, post Callas…) promotes good networking. Definitely.

And who is she?

Here I leave a video with an interpretation of You sigh Mrs. Opera Béatrice & Bénédict guys at Hector Berlioz. By the way, one of the singing is Julia, and I admired my friend and mezzosprano Julia Arellano. With black dress, to be exact.

 

 

Cover photo by Shutterstock.com

If not human, surely he had sung better

This phrase “If not human, surely he had sung better” he spoke Maria Callas, the considered best soprano of all time. I was pleased to see the documentary “Maria Callas by” directed by Tom Volf (2017). The funny thing is that the documentary is the story of the diva told about all by herself. Letters of his own handwriting, interviews he gave. If not human…

According to the synopsis FILMAFFINITY, It's about a “intimate portrait of the life and work of opera singer Maria Callas. Testimonies of Callas own, Onassis, Marilyn Monroe, Alain Delon, Yves Saint Lauren, John Fitzgerald Kennedy, Luchino Visconti, Winston Churchill, Grace Kelly, Liz Taylor and others who knew the diva.”

This woman did not have an easy life, but I do not want to move anything. If you can, Head over to the cinema to see it, unprejudiced (kind > I do not like opera). Just to understand that the visible part of an iceberg often hides fears, complex, endless hours of effort, Youths stolen and more.

But back to the sentence, he gave few years before his untimely death at 53, “if not human…”.

Perfection does not seem possible in humans

I take some posts insist on this concept: Yes, it's perfect, It is hardly human. Of course, we could say that works like The Last Supper (Da Vinci), or The Rape of Proserpine (Bernini) or performance Nadia Comaneci on the uneven bars in Montreal 1976 they are perfect. Actually, close to perfection. In the very near future, possibly a robot will perfect.

The Rape of Proserpine

Detail of “The Rape of Proserpine” de Gian Lorenzo Bernini

The question, as advanced in Can we promote a culture of human connection in the era of machines? is that the human will spread precisely because human beings, imperfect, incorporate values, ethic, to be changing.

I reaffirm when I read this content and digital magazine Puro Marketing: The 90% digital content will be generated by “bots” on 5 years ago. We can see it as a problem, I prefer to see it as an opportunity, human is spontaneous, perhaps erratic, but connects more.

What we are, what we think, what we do, what we project, results and legacy, the large hex personal brand

Maria Callas's life helps me understand that perhaps the personal brand, perspective view years, It is more than we think. It's not just what we are, our identity. Or what we think, our emotional DNA and cognitive. It is not just what we do, around a value proposition getting results for our clients. It is not only what we project, perceived identity. neither results, what got us. It is also what we, in form of legacy VALUE. Six parts forming a hexagon

Surely you think that in the case of Maria Callas the hexagon is easy. My good friend and colleague, Professor Vladimir Estrada, He works with a dimensional model of personal brand formed by 1. What we are 2. What we do 3. What we. I am passionate about the simplicity of the model. For the soprano it made me think that there is something else that makes up our personal brand, and are these three additional points that make up the human part.

And there is the difference in Callas: if not human, your personal brand would not exist.

I will go further in another post on this hexagon. Callas left us a legacy, since 1977 It is not with us. Because he had great friends and powerful enemies. He had the best voice because his mother did not allow him to be more than 30 seconds before a mirror. According to her, He went deep in the music because he did not love. And when he did (with Greek shipowner Onassis), stop singing.

Callas was not perfect, according herself, when he was emotionally well, I did not want to sing. If not human, we would not have let this wonder:

Thank you, my friend Marc, to educate my stubborn ears to savor arias like this. Thanks friend mezzo Julia Arellano by excited with the gift I received after this post you to read.