Posts

Personal brand diagnosis 11: Analyzing threats

In the 10 previous chapters of the series Iceberg I've worked with the diagnosis of our personal brand: perceived identity, own identity, digital identity identity by name in search engines, on social media and by keywords.

I have also dealt with Elena Arnaiz the "D" of "Weaknesses" of the DAFO, the "F" of Strengths with Xavi Roca. And today I start with the outside of the DAFO trying the "A" of Threats with my colleague and admired Arancha Ruiz, talentista, one of the pioneers in personal brand management and author of the books "El mapa de tu talento”, “What the Headhunter is looking for" and "Now or never”. A woman who has been able to deal with threats and turned them into opportunities.

If you're wondering why I chose that eye-catching image, in the animal and plant kingdom, eye-catching colors often appear in poisonous species, so they're actually alerting them to their potential danger, the predator recognizes them and thus avoids being hunted.

If you have little time, I invite you to see this summary:

Why it's important to know about threats

It's critical to know everything that can negatively affect your business model from the outside.

Few days ago, with my peers TEDxEixample, we had the opportunity to help prepare a TEDx online talk to Juanma Freire entitled "Can we evolve from Homo Sapiens to Homo Cooperator?”. Among the threats detected by this nuclear physicist and specialist in Open Innovation, I was struck by one referring to the professionals who are engaged in translation.

Juanma told us that he explained to a translator friend that in a short time (weeks, maybe) any of us will be able to travel to Japan, and with headphones connected to an app and a 5G network, you will be able to hear a real-time translation of what any Japanese explains in their native language… What an irony! what is a threat to some is an opportunity for others.

We must perceive the alarm signs, threat, like shift levers

But like a ingo mom who smells danger and puts her puppies safe, people we must perceive the alarm signs, threat, like shift levers.

Juanma's friend knows that in two years his business model will have mutated. But you also know that your skills as a translator will drive you to spot new opportunities.

In my case, the deadliest threat I've ever detected is to expect something to happen. Without going to look for it and without having the right human equipment to make it happen.

Arancha Ruiz: threats sharpen ingenuity, generate riddles, renote to instinct, And more!

It's often called “threats” environmentally friendly factors that pose difficult challenges to navigate. People are unique in identifying threats…And also by voceting them! The news, gossip, the rumor that jumps from word of mouth to ear helps to increase the fears of these giants that are more scary than the windmills of Quixote.

However, threats also have their bright side. As you read it. Because they sharpen ingenuity, generate riddles, they reful of instinct and prevent people and organizations from sleeping on their laurels and not being able to look beyond their oronda belly.

Threats are born of weaknesses that prevent them from being addressed as opportunities

There's a motto I apply a lot in my life: If a problem approaches, you already have one thing to do: Solve. If the problem has no solution, it's not a problem but a new situation, so you'd better get used to it as soon as possible. And most of all, don't confuse one with the other. It is my particular adaptation of the phrase of wisdom coined by Reinhold Niebuhr “Sir, give me strength to change the things I can change and patience to endure the things I can't change. And wisdom to distinguish them”.

We must be able to anticipate the threats, read the first signs and activate the talent to develop capabilities that allow us to face them.

COVID becomes a threat when we believe it can beat us. That can stop us We don't let him!

The opportunity is to believe that talent, as the unique ability of people to add value by collaborating with other individuals, Expire. To dream that he is a gentleman who together with his faithful squire can change the world in which he is. Because while he continues to dream, keeps trying. And by persisting they can find the strength to change reality.

Types of threats

Threats come from several fronts. And let's think that every missed opportunity is also a threat.

Imagine you're the translator of the example above. You work for a translator's agency, but by projects. You haven't considered having your own translation services website. You also don't have an excessive presence or social media essence.

From the other side of the world, someone is looking for a person like you, with your skills - almost unique- translation. They need a simultaneous translator for an important symposium. You're the perfect person. But they're not going to find you.. Missed opportunity. And threat, that can happen many times. You'll wonder if I'm the best, why they choose other people? As said by Rubén Montesinos, being good is fine, but you also have to look like it.

I distinguish the threats in 8 categories:

  1. Strong competition in your professional field
  2. Technology
  3. Misuse of new technologies
  4. The metooism
  5. Difficulties of the current working framework
  6. The legal framework
  7. Globalization
  8. The gifted horse

Here you can download in Excel the box with the Types of Threats.

Guillem Recolons, personal DAFO threats

Trends, an antidote to prevent threats and take cover

A good way to prevent threats (Eye, not all can be prevented. Example: Covid19) is to analyze trends. And also the trends that relate to technology.

If you're a car driver, Truck, you should know that there is less missing for the arrival of autonomous vehicles.

There are two options. The main threat is to wait for the inevitable to come without doing anything. The option 2 is to try to participate in some way in that new business, whether it's creating apps, as a sales agent, coordination, vehicle maintenance, Insurance...

There are many places and forums where it is possible to see what will happen in the short term. Although the long term is more complex, there are also opportunities, for example, the emergence of senior and the increase in active life expectancy, representing a new business model for people in good health, some purchasing power, and a life ahead.

The action plan for your threats

Although business literature holds that threats are beyond our control, the truth is that we can exercise some control. We'll never be faster than machines, But we can think divergently, Guess, Anticipate and many other facets that at the moment put us ahead as humans.

The action plan for our threats consists of four parts once a possible threat has been identified:

Imagine that your main threat is the arrival of the autonomous vehicle:

  1. Design a strategy. Putting yourself on the winning side. You can help deploy 5G technology, create specific signaling for the sensors of these vehicles, imagine new forms of entertainment for travelers, who should no longer be aware of driving…
  2. Analyze resources you need. List the resources you need to deploy that strategy, look for collaborators, business angels, software developers…
  3. Calendariza. If you don't put a date, you won't have it ready when the time is right.
  4. Prepare the action plan, developing each of the stages, your needs...

Next day I close the personal SFO trying the opportunities, and I'll do it hand in hand with someone else wonderful. I hope you were helpful in the article.. If it has been so, Thank you for commenting and sharing!

Stock Photos from agsandrew / Shutterstock

A Graduate Personal Branding semi-attendance format?

Would you like to help others in their professional development? You think you can improve the future of others? Would you like to know how personal strategy works? Do you accept the challenge of a new profession that is not future, It is present? You want to be Personal Brander?

Communication Blanquerna (URL) and Soymimarca present the Graduate Personal Branding format semi-face

Professionals Personal Branding we help our customers move in troubled waters, to face the future creating clues to leave the mazes to reach always good destination, drawing maps adentrase allowing safely through the most intricate territories and stand out from the amorphous crowds. We strongly believe that our work does not begin or end with us because it is long haul and we need to have professionals who share our values, who believe in the personal brand, them excited for your customers to leave an indelible mark on the hearts of others. We want the best in the Art investment in people.

Words are meaningless if not converted into shares and that our dream come true we have put to work. This fall we released the Degree in Personal Branding in semipresencial version. We have the best professionals from personal branding and of the communication, with a platform tailored to make learning comfortable and solid, with the support of an institution, .Faculty of Communication Blanquerna at the Universitat Ramon Llull which it is a guarantee of quality and strength. We can work closely with Andrés Pérez Ortega, with long boring Arancha Ruiz, Cristina Aced, Natalia Gomez del Pozuelo, Oscar del Santo, Team Soymimarca and cloister of the Faculty. And in the end we will have a face sessions in which we striking teachers. A program designed for those who want to become Personal Burners.

More information? Here it is: Faculty page

23 -the personal brand definition video-

If you had not yet clear what personal brand, This video helps to clarify concepts. Happy 2013!

I wish you had existed before, Graduate Personal Branding

Two years ago the newspaper La Vanguardia It placed the personal branding as one of the professions future 2020. They were wrong. The thing is ahead a few years.

Although it varies by author, my definition goes like this: Marca Personal It is the brand you project on others and Personal Branding It would be the strategic process to manage that mark.

We need to thank Tom Peters, Neus Arques, Andrés Pérez Ortega, Dan Schawbel, William Arruda, Brenda Bence, sappers personal branding, who began to talk about publishing reference books on the subject. then we have been others who have entered, as Jordi Collell, Pablo Adán says, Oscar Del Santo, Arancha Ruiz, much others… and myself.

Although everything evolves, Today there is a lot of literature on personal branding, but until now, and I know, It has not been treated the subject from a university formative perspective. Until now. The first step will be the last -no- it has dado Blanquerna Communication, from Universitat Ramon Llull, wherein the first Graduate Personal Branding.

What makes this unique graduate is new, but especially the quality of which will impart and its director and coordinator, Jordi Collell (Soymimarca) and Antoni Solanilla. Also noteworthy is the completeness of the program, you can refer to micro-site the graduate.

I would have loved that there was something a few years ago, When I was a student. I have no doubt that he had chosen. But I'm not complaining, now I can see from the faculty, I will share with colleagues except among whom are some of the pioneers of the personal brand.

If you have creative and entrepreneurial mindset, If you like helping people, If you want to feel the satisfaction of becoming one of the few personal branding consultants, do not hesitate, this is your graduate. I think it starts in October, so do not sleep, places are those that are.

Personal Branding Plan: -and manages- the script of your life

Today it launches Personal Branding Plan, the first self-management course online personal brand. An ambitious cooperative project that answers these questions:

  1. Are you waiting for opportunity of your life and not just come?
  2. These dissatisfied with your current job, but you're afraid to change?
  3. Your project is powerful but not get to heart your customers?
  4. Have you lost your job -or you're about to lose- and you do not know what to do to find another?

If you are not identified in these four questions you do not need to keep reading.

But if you feel identified, welcome to the club, read this article: you can help a lot, as:

  • Opportunities never come alone, because luck -although it seems a paradox- It is not the product of chance.
  • We are the only officials what happens to us and we have the opportunity to change the course of events, and this is our real luck, it is our opportunity.
  • We can move from troupes to be protagonists write our history and in our own benefit and that of the people around us.

I tell you more things:

Manage our personal brand is writing the script of our lives

  • The crisis He has put things in place permanently, rely on us and no one will come to our aid. Neither the State, nor the company, nobody will be our backer, This is part of the past, Prince Charming will not come to our rescue, rely on us.
  • manage our Personal Branding is writing the script of our lives, learn to know, discover what our real dream, pave the way for it and explain it to others to share and to become the elect.
  • Starting today managing your personal brand is more at your fingertips. As I took a few days ago, Today I present the Personal Branding Plan the first course on-line self-management Paradox.

24x7x12: You will have at your disposal at any time of the day and seven days a week, the method connect with yourself, develop your project or your dream, do what viable and communicate to others. In how much time? It depends on you, but about the three weeks if we get some time each day.

COURSE PERSONAL BRAND ONLINE

Author's note: The course ended, and now it's transformed into Personal Brand Online, a course created in 2020 by William Recolons, Nancy Vazquez, Alan Urbina, Helena Casas e Isaac G. Merino. All the information in this link COURSE PERSONAL BRAND ONLINE.

Personal Brand Course Online

Finished. I can think of many more reasons for you to develop your plan and achieve your career goal, but I invite you to visit the course web so that you can find out for yourself @

The 16 May the On-line Self-Management Course Personal Brand launches

It is a pleasure to share a novelty with you @ s: next Wednesday 16 May it launches First Course On-line Self-Management of Personal Brand.

The course is aimed at anyone who wants to increase their chances of Professional success and it is structured as an authentic brand consultancy In the net.

The 16 May you can start improving your professional positioning from home

Together with my partner Soymimarca, Jordi Collell, They have actively participated in drafting some of the most recognized professionals Personal Branding: Neus Arques, Pablo Adán says, Oscar Del Santo, Natalia Gómez del Pozuelo, Arancha Ruiz and David Alcubierre.

Each course participant will have the permanent support of a mentor which will guide and resolve any doubts that may arise.

Geographical barriers and time will no longer be an obstacle to manage personal brand, the course will open the 24 hours of the day, 7 days a week and every day of the year.

From Model Iceberg personal brand each participant deepen its self-knowledge , will design its Strategy as a brand and will develop a plan Visibility on the net and in the real world. It will support materials and numerous practical exercises.

In twelve sessions and over about three months we suggest an exciting journey to discover, manage and give visibility to the Personal Personal.

I have personally dealt with two sessions: Positioning and Blog.

I hope to see you again next Wednesday 16 of May, I'll tell you all the details.


Happiness after dismissal

It is a topic to talk about dismissal and depression, mourning phase, of uncertainty, disorientation, crisis. As he had said Louis van Gaal, "Always negative". And, What about the positive side of dismissal? Why you would never talk about people who have discovered that there is a better life after an ERE? What about those who, From overnight, They have discovered that they were authentic entrepreneurs? Why do we insist so much on our coverfailures? Is there life after dismissal?

How could it be otherwise, I will begin with a case I believe I know well, mine.

For GR. Life begins at forty

Photo taken at my funeral advertising, on 2004

the what

I have the personal and professional privilege to have experienced a layoff, what was the lever launch of a new life with more flavors than unpleasantness. With more flashes of happiness than sadness. If today I dedicate to personal branding it is because of what happened at the end of 2004.

The how

I started my career very young. My first payroll, contract internship advertising agency Tiempo BBDO, It is dated January 1979. I had 16 and she is studying at night. I understood then that the environment communication, This iscreativity, advertising and all the madness that lead would become myprofession.

So it was. Pass 11 years J. Walter Thompson, then by Bassat & Ogilvy and then Saatchi & Saatchi. Total, some 20 years in the environment of international advertising agency, working for big-budget advertisers and global brands. after those 20 years I wanted a taste of being a shareholder of a company, so I accepted the offer to head the agency Barcelona Altraforma. Year 1998 and the experience could not start better.

I felt comfortable, It works with the same intensity or more, weekends, some nights. But it works "for me". A small piece of the result (If I recall one 15%) it was Min e. In 2000 and 2001 we managed to put the agency ranking places reserved for very large groups. We were a dreamboat. We receive many offers from multinational purchasing groups. The circumstances made no such offer was accepted (crass error) and that 2003 signs are sighted deceleration. I lost a client, some untimely dismissal, things happen in the best families and are often overcome.

But something happened that marked my life forever. Without knowing it, I settled on "comfort zone“, in the brain that obscures the need to change the way of doing things. It is possible that some adverse circumstance in my family environment influenced my mood, but outside any rate in September 2004 I reached out an agreement with the majority shareholder of the agency. Euphemisms aside, I was fired from the company. Let's be clear, please. I sold my shares and I went in December of that same year, after a Christmas party that became my funeral advertising.

In January 2005, and thanks to an advertiser who did not want to release my, I started my own business, Lateral Consulting. What side it came by the positive influence of Edward de Bono y su “Lateral thinking”, a book that should be read to babies in the cradle.

There I discovered that I could work like a donkey and be happy. The pressures were my pressures, nobody put me goals, I put them on my own. Without knowing it, iDEE my own personal branding plan. In 2007 I accepted an offer to manage the business in Spain TVLowCost, a young French agency that broke the mold and opened in two years subsidiaries worldwide defying its philosophy to large multinationals. The invention is not worked here, which it gave me new parameters to know what not to do, but fortunately my business with Lateral Consulting worked well.

In 2007, from Lateral, I started working on projects and communication strategypeople-oriented, professionals. Politicians, entrepreneurs, people who had suffered a layoff ... I still do not know, but my good friend Linda Reichard One day he told me that what I did is called "personal branding“.

Earlier 2010, hand that would later be my current partner, Jordi Collell, We attended a conference in Madrid on personal brand captained by sherpa Andrés Pérez Ortega, and in October of that same year we opened SOYMIMARCA.

The why. Key learnings.

Happiness exists. You just have to go get it. And that is achieved overcoming fears.

Risking is key. If you do not risk you can live reasonably well with a living wage, but it will be difficult to go to work with the appropriate degree of motivation.

You can live with less. Many people are closed in band to undertake for fear of not reaching the levels of remuneration they were working as employees.

Think big. Think big. If you have a good idea, ponle resources, do not be stingy. No idea prosper without a decent investment.

Surround yourself with the best. So far the topic. But I mean surround yourself with the best people, of people whom you can trust the keys to your life. Quickly detach yourself who do not share your level of enthusiasm for the project, It will become a toxic agent.

Become a plan. you map. Follows a script. And you see adapted according to circumstances. Do not close to change course, but keep the destination. And remember, as the Greek poet said Constantino Kavafis, the important thing is not only to reach the destination, but learning trip without forcing the crossing.

 

And Soymimarca removed the pacifier

Yesterday was a year since Soymimarca Opened its doors. As many know, I am involved in this project to the eyebrow personal branding. The truth is that it has been an interesting year, full of ideas, project, experiences, in haste, nerves, customers, contributors, friends, joys, hopes.

Even if it looks like a lie, the project continues. And I say that you know that many new business initiatives do not pass the first year. Soymimarca has managed to consolidate in the landscape of personal branding with a pretty good note. And it has passed the first year. Now, without pacifiers and diapers, faces a second phase full of challenges.

During this year there have been very good initiatives in this field worth mentioning: Javier Zamora with his Oidea Communication, Arancha Ruiz which has converted his “Cracks stories” a very powerful personal brand format, Ruth Rios and his team at Verbung Communication, Jane Rodriguez Trunk from TBC-Aranda Group, Jessica Rius, Pablo Adán says MGT Communication, which “fichamos” for the project Soymimarca, and some more…

Teachers, those who have paved the way, still there. Thank you Andrés Pérez Ortega and thanks Neus Arques for encouraging us to follow day by day.

There has also been a dark side, the false gurus who have invaded the market sold as magic formulas or personal brand online “creative” personal branding. It is unavoidable, but what is and is what will remain.

Either way, this second year promises. If someone has lost the book that gives Soymimarca “Personal and Transferable. A year of intensive personal brand” It is still time. Simply subscribe (no RSS) by e-mail blog ready. www.soymimarca.com