A key and a story for your next career reinvention

In the course of your life, there will be good times and bad times, times when it will seem that you are invincible and times when you feel defeated and useless. The times when you think you're invincible not last long, so you should enjoy and savor them because then you'll find something that will remind you that you are standing on a roller coaster, and soon you'll come down. However, overcome moments when you feel defeated and useless is much harder.

Reinventing Syndrome Abrupt

A classic of these hard times is the dismissal of a job, and it is no less hard if we talk about a direct dismissal or dismissal interior. One day to another, you go from being valuable in an organization to feel displaced and to doubt yourself, your knowledge and return to find a job in which you feel accomplished. I have met many people in that situation and, the vast majority, risk of falling into what I call the syndrome Reinventing Abrupta.

This dangerous syndrome drags people who suffer reinventing, something very common in this situation, but suddenly cutting off his previous professional environment and focusing on a generally very remote area which has known and dominated until then. For example, A few years ago I met several excellent vendors trying to become web designers or community managers. Predictably, it was impossible to start from scratch in sectors as competitor and returned to their occupation of vendors "old-fashioned", without having taken advantage of that experience and frustration of returning to an environment he had tried to escape.

Professional reinvention is not easy to manage, and the most successful tend to come from the hybridization of new knowledge and past experiences. Around me I have many examples of successful professional reinvenciones, but I have chosen two of these cases as I have lived more closely and because they are well known.

real cases of successful reinvention

Eva Collado and Guillem Recolons They can say they have successfully reinvented professionally. Eva is one of the experts in human capital management companies most requested by Spain and Latin America and Guillem is one of the pioneers and leaders in personal branding nationwide. But as in most cases they choose the path of professional reinvention, They have worked hard and long to achieve these successes and have had to overcome many obstacles on the road.

Eva was responsible for human resource development in a multinational e-commerce and advertising Guillem was a major advertising agency when they were at the crossroads that involves taking the decision to reinvent themselves professionally. For both, the easy way would have been to continue year after year doing the same in other equal companies they left but, even with good offers on the table, they decided to take the difficult path.

However, knew they had to start acquiring new knowledge and enhance certain skills so, once defined their own learning environments, they decided to hone their digital skills, commercial, self-management and networking. As Eva and Guillem ensure and demonstrate their careers as, the sum of experience, new skills and knowledge of new trends in the industry in which you want to focus are the key to your future and the key to professional reinvention.

A key to your way

As you can imagine, This is a long process and involves a huge effort, so it will be very important not to rush and to choose either the direction of reinvention and knowledge will have to add to carry it out. In addition, you have to be patient because the results do not arrive the first day and a bad choice can typecast after an area where actually you will not fit.

Surely this is not what you want to hear a person who is thinking about reinventing professionally. It's hard to ask for patience and faith in oneself to a person who feels defeated and useless, which it looks like an abandoned stone on a road.

A story not to forget

So I want to tell you a story. A true story that begins, with an abandoned stone on a road, a stone in a heap of stones discarded a diamond mine in South Africa, another stone until Julie, a girl 9 years old , he noticed it while playing around the area.

Julie did not have much more to play than that pile of stones. In fact, did not have much more to life. His parents had died, his brothers worked as slaves in the diamond mine and she just took care of her disabled uncle.

As he suspected his uncle as Julie handed the stone that had caught his attention, what was inside the rock would change their lives and the history of jewelry as, until then, He had never encountered such a large diamond. Weighing 890 carat, since it is known as diamond Incomparable.

After several purchases and repurchases, the Incomparable diamond in the rough ended in New York. If the story of his discovery had been curious, It was no less the cutting process, cutting and polishing. This delicate task was entrusted to Samuel Black, a recognized expert in the diamond faceting.

During the four years in which he studied the stone, Black had to make several decisions. The most important thing was to give up cutting the world's largest diamond, I would have to overcome 530 carat Cullinan I, to avoid the high risk posed operation on a stone in such an irregular. Finally he decided to cut a stone 407 carats and other 14 Smaller stones.

unrivaled diamond

The 890 Unmatched carat rough, and once carved with 407 carat. Source:

Nevertheless, the Incomparable is the fourth largest in history and the biggest diamond diamonds coffee. In the late 80 It was auctioned for a 20 millions of dollars, but he found no buyer and currently its value would be above 55 millions of euros.

I would not forget this story if you are thinking of a professional reinvention and you thought it the next time you feel defeated and useless. Although it will be difficult at that time to believe in yourself, remember that even the biggest diamond needs someone who is able to see its potential to help you shine and time to polish the edges, so trust yourself and do not rush when choosing what you want to be in the future.

real, relevant, different #ARD_ebook

e-book for free download

The book is now available e-book format 2014 of Soymimarca with a selection of the best posts of 23 authors. The book's title “real, relevant, different” It reflects the philosophy of many who are dedicated to Personal Branding and follows a direct parallel with the personal brand Iceberg methodology (self-knowledge, strategy, visibility).


Authenticity is the driving value of all personal brand; in other words, if there is no own brand authenticity. But authenticity is also the result of a process of self-knowledge, the basic foundation and first step in managing brand. best phrase I can think of Oscar Wilde than that of defining the importance of authenticity in the personal context: “Be yourself; everyone else is taken”.


Authentic ebook, relevant, differentRelevance is the result of a strategic process. Of little use to communicate without message without relevance. What we do (not only what we say) You need to provide value to others, and if not it will be offering a proposal “commodity”, one more, perhaps only it based on price. Here you have to work and get empathy instead of another to understand if what we offer does improve others.


As the English say, last but not least. If what we are and what we do is cloned thousand people, our offer is linear. It is critical to work our value propositions and, at the same time, find a different way of communicating to not be part of the ether. My colleague Andres Perez approached me a phrase (I do not know the porpietario) the other day that fits well with this: “If you no difference for something, They discarded you for anything”.


It has been a pleasure to share the stage with this bunch of cracks: Jordi Collell, Alexia Herms, Xavi Roca, Eva Collado Durán, Pablo Adán says, Celestino Martinez, Elena Tecchiati, Javier Zamora, Gabriel auz, Oianko Choperena, Andrés Pérez Ortega, Rubén G. Castro, Miguel Angel Escobar, Reyes Ferrer, Pau Hortal, Javier Santamarta, Eva Ballarín, Enrique Rueda, Paula Fernández-Ochoa, of Pau Samo, Carmen Gibert, Francesc Segarra and Toni Muñoz.

And the ebook?

Here it is, in this link. Enjoy it, criticize it and also if you like, share. Thank you “in advance”


morning news with personal brand

How what began as a morning divertimento has become a web

The truth is that who knows me knows I'm a devourer news, especially in the mornings. I'm an early riser, So during my morning running I hear the radio, then the breakfast I read the press, Contrasto headlines from various newspapers and sometimes I even dare to TV if the occasion calls for it.

And after many years with that routine, I came to two conclusions:

  1. The news is boring
  2. Despite the above, Reality always exceeds the fiction (especially with regard to the mark Spain)

Thus, and especially because no I have the vision of a journalist, I took a few days ago the decision to write myself a brief preview of morning news headlines related to the mark Spain, but with some personal brand, Say a salt and pepper added for my readers to get one hand to know what is happening and on the other that your morning coffee is accompanied by three smiles to make the day more bearable.

The thing would not go more, so it published in a small circle of friends my profile Facebook. But three days later some friends, whose name will cite without one hair cut, I was encouraged to create a fixed section and to turn this into a blog. As the Italians say, We made it!

Those friends are Cristina Lastra, Celestino Martinez, Neus Fornells and Isa Fargas, provocateurs where there. And since I'm facilón, I go and I launched the blog:

The blog is and it is already hung. I hope my friends provocateurs giving me a hand and, at least, subscribe to blog. If you also encounter a formula that can collaborate, I'll go for them.

Image: Verkami

Now is the e-book with the best of Soymimarca of 2012

Soymimarca yesterday presented his book summary of the best of 2012 “It's something personal”. It is an e-book for free download that from Slideshare.

This time involving many more authors: Jordi Collell, Aléxia Herms, Neus Fornells, Pablo Adán Micó, Carmen Gibert, Celestino Martinez, Cristina Lastra, David Alcubierre, Gian-Lluís Ribechini, Pau Hortal, Paula Fernández-Ochoa, Xavier Roca Torruella, Javier Zamora Saborit and a server.

As the e-book the first year, “Personal and transferable“, This time the items have been classified according to the three parts of the iceberg personal brand: self-knowledge, and visibility strategy.

To download the book, you just have to click on the image:


online presence: the visibility of your company

In the company, each new technological breakthrough has been made reluctantly. At the time, the use of the cash register questioned, of the computer, fax, mobile phone or Internet. Adopt the technology in question at the right time is always a great competitive advantage, so getting late can be very expensive.

In the company, each new technological breakthrough has been made reluctantly

Nobody disputes and whether to be on the Internet, but while we are witnessing a stage of adoption of social networking on a personal and business level. However many companies, especially SMEs, They are confusing the introduction into social networks with the adoption of technology: must be on social networks and are.

To this end, with more or less success, responsible learning tools to one or more persons. That is to say, They are taught to use a hammer, a handsaw and a palette, and hope to build a house, although they do not have very clear how this should be, or they deliver them to the planes should continue to build. As in the physical world, in the online also we find many "abandoned works", for having started without criterion, without adequate social networking strategy or for the brand itself.

Late 2011 They were recorded over 500 millions of websites, almost half of them created in the same year. With this data, We can imagine how the Internet is growing and how it will continue in the coming years. As for users, The figures speak of 2.000 million users worldwide, although this figure will rise so fast that extends the use of Internet in emerging countries thanks to smartphones and tablets.

They estimated about 1.000 million accounts on Facebook and about 500 million in twitter

Data from social networks are no less impressive, with some 1.000 million estimated Facebook accounts and about 500 million twitter, plus a number of social networks that appear regularly and accumulating users.

As e-commerce, the estimated billing 2011 It was around 700.000 million worldwide and is expected to be reached 1,4 trillion in 2015.

So, It is open a great opportunity for companies that want to take advantage to the environment 2.0 offers, not only consist of selling. This environment also facilitates brand building, customer service, the test product and, from customer contact, knowledge of consumer tastes or detection of trends.

The online presence is more than just having a web and be in social networks

These appalling numbers suggest as one of the keys to thrive in this environment: obtain adequate visibility. The online presence is more than just having a web and be in social networks.

Was long ago surpassed that of "if you're not online, do not exist "and almost is also another maximum: "If Google does not find you, do not exist ". The important thing for your business is what happens after that search.

Once the prospective customer has reached your site should be able to easily access the information you want and must find a simple purchase process and to provide security. Security and authority are values ​​that, among others, They provide the content offered on your corporate blog and the relationship with your customers in different social networks, and their opinion about your products or services. It should also be easy for the customer to share their discoveries, give your opinion or ask for more information.

Although this may seem somewhat convoluted, actually it is not very different from how we've done things before existing Google or Internet.

Until recently, when you wanted to know something about a brand or product, for example, when you wanted to change cars, you bought several magazines to inform, consultabas the opinion of your friends and you basabas on the experiences of other users around you to make a purchase decision.

Now we consulted Google instead of buying magazines, We ask the opinion of our friends on social networks and value the brand reputation online before making the decision. Even, throught social media, We can contact a skilled person.

We have not done anything but replicate in the digital world what we already do in the world of atoms, adapting to the new environment.

In the physical world, sure you're very clear that if you were to start a business you would in a crowded place, there where potential buyers will pass in front of your window. Also quite obvious to say that you'd try your local be as comfortable as possible for your visitors and, placing both the products and the information concerning these, priority would ease to be found and understood. Likewise, you would take care of providing excellent service to the favorable opinions of satisfied customers were your best advertisement.

This, which it is so obvious in the physical world, It does not seem so easy when we talk about the digital environment. On the other hand, In this environment new resources and tools appear daily, which require a significant effort both in knowledge and in the learning phase.

This fact is causing increasingly important copper design adapted to a "social ecosystem" strategy, whose operation is quite different from its physical equivalent. Social networks are composed of people who interact and share interests, so they are not welcome intrusive marketing techniques, more widespread in the physical world.

Visibility can not be achieved anyway. A wrong or no strategy will be a time bomb of unpredictable effects. Good online presence strategies combine the presence in several networks and manage various resources, each adapted to its peculiarities and to the objectives.

Deploy the necessary actions to achieve visibility in the environment 2.0 It requires less financial investment than in other promotional platforms to achieve the same results. However, if it lacks a strategy, You can waste a lot of time and resources and, like that and everything, not get results.

And people spend more time online than in any other media and much of that time is spent interacting in social networks.

Of course, visibility exists even if your company or brand are not using these channels. The bad news is that visibility and, therefore the image of your company in the environment 2.0, is in the hands of third parties and may be a point negative comment is all that appears on a search, with consequent damage.

And people spend more time online than in any other media and much of that time is spent interacting in social networks.

More and more companies who value what you have opportunity this trend. In fact, of the 100 largest companies in the world, 87 They are present in, at least, a social network.

Thus, it is important to use resources 2.0 (Web page, blog, social networks and other) based on a strategy to achieve the objectives, using appropriate tools to optimize actions, analyzing interactions and measuring results. This strategy should be designed, executed and monitored with the help of good professionals to make profitable investments in time and money and get results.

“incompetent headhunter”: These great creators of personal brand

In 1919, a young artist was fired from the Kansas City Star that “It lacked imagination and he had no good ideas”. It was called Walter Elias Disney, and four years later founded The Walt Disney Company, one of the largest media and entertainment companies in the world.

Few combinations of first and last names have as much ability to suggest emotions, values and all kinds of attributes brand. Few people have developed an activity that has marked so strongly as many generations as it has the artist who gave life to Mickey, Donald and many other unforgettable characters. It is very likely that none of these characters come to life to be at that “headhunter incompetent” that Disney fired del Kansas City Star.

Perhaps Disney had continued drawing advertisements for newspapers and, surely, I had a great race, in view of his undeniable talent. Possibly, when the young Walter came to Hollywood with 40 dollars in his pocket and a film unfinished in the suitcase was not aware that, at that moment, It was to be born the largest “dream factorys” modern history.

All we have ever enjoyed with “The Sorcerer's Apprentice” or “The Lion King“, to name just a few examples, we have to thank a “headhunter incompetent” is crossed in the life of Disney and “facilitated” creating one of the personal Records most influential twentieth century.

Perhaps Walt Disney is one of the most striking cases, but there are many: Elvis Presley, Michael Jordan, Oprah Winfrey, Jerry Seinfeld or the same asked are good examples. So, If one day you come across a “headhunter incompetent”, Remember the story of the young cartoonist Kansas City Star.

A dismissal may be the beginning of your personal brand, although it would be better not to wait for that time, so why not start tomorrow?.