When the main threat becomes an opportunity for our personal brand

I guess you wonder…

What is the main threat?

When we work our personal SWOT (If you haven't done it, I encourage you to go for it), we consider threat as an external factor. We do not have direct control, as it may involve changes in laws, technological changes, regulations… but it does have a direct impact on our business and our management.

Among our threats rarely we consider the lack of creativity, but it is certainly the greatest of all. It's like a disease inching, when it reaches its peak is already difficult to react.

Creativity, divine treasure

Many associate creativity to a great idea, but really all we apply creativity in routine processes of daily life. The problem is that creativity is a resource that can be exhausted if we do not remedy.

Youth is no longer the divine treasure, nowadays it is creativity. Bad future may we expect without creativity, because it is a fully human trait, a way of thinking that makes us unique and valuable.

Creativity is not only inspiration, It can be planned and organized. In my early years as an independent pro (wow, that sounds great) I worked thoroughly discipline lateral thinking, of Edward de Bono. Stirring the trunk of memories, the first post of this blog, from December 2007, was called Lateral Marketing: the pleasure of rereading Kotler.

What threat is blocking our creativity?

From the perspective of professional skills, It has always advocated the need for specialization. This is and will remain so. But it has its drawbacks. Let expose a case I read a few months ago on the blog Branding Insider.

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

The experiment

The researchers interviewed hundreds of roof roofers, carpenters and inline skaters. The three categories are chosen because although completely different fields- share a similar problem: encourage the use of safety equipment to prevent injury. Roof Repairers wear seat belts, carpenters use safety masks and inline skaters use knee pads and elbows.

The researchers conducted 306 interviews. participants to contribute their best ideas on the theme was requested: improve safety equipment for the market in which they are experts and for the other two categories. A panel of experts evaluated the safety gear responses. The results were extraordinary: the more distant was the field, most creative was the solution proposed by participants. In other words, the members of each group were better at finding an innovative solution to a different field to yours. The experiment gave an idea of ​​how creativity works.


Creative people are not smarter; simply they are open to connect ideas from different fields.

When Steve Jobs were asked what made the Macintosh a revolutionary computer, he answered: “Part of what made the Macintosh great was that the people working on the project were musicians, poets, artists, biologists and historians.” They also knew computer, Jobs added. Jobs's goal was not to be average. His goal was to be great. And greatness, he said, comes from connecting ideas.

If you feel the latent threat that creative qualities are missing and everything falls apart, remember these three tips:

  1. Put yourself in the shoes of another professional from another perspective to analyze your business model
  2. Enlists the help of professionals from other sectors and have an open mind and out of limiting beliefs
  3. Connect Ideas


Domino photo by Jakub Krechowicz on


Guillem Recolons / TWENTY magazine

Veinte / January 2019


It was just released the January 2019 from revista Veinte, edited by Mario Lopez-Guerrero, a platform with less than one year of life has become an indispensable in HR. I have had the honor to collaborate (and being cover) with colleagues as Almudena Lobato, Celia Hil, Juan Carlos Cubero, Isabel Bonmatí, among others. I explain the importance of relationships Person-to-Person (P2P) in the context of communication. I encourage you to read it for free on the website by subscribing


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

recommended TED

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

Discover what your personal brand before starting to social networks

You know? What is your personal brand?

Yes, you know what is your management, congratulations. You are in a position to define goals, business model, value proposition, messages and jump into any arena to communicate.

And, Conversely, you do not know What is your personal brand, that mark you leave on others, you need activarte. I'll explain why a little metaphor:

Let's go to the doctor

You can go to the doctor for several reasons, preventive or curative. Let's say the vast majority of doctor visits are due to a problem we suffer as patients (healing).

Well, imagine you get to the doctor and say that you are wrong and ask for a prescription. The doctor will not extend any recipes (treatment) because you need to know before diagnosis.

Occasionally diagnose our brand helps us to know each other better

You need a diagnosis to know what your personal brand. And for this there is nothing like asking. I usually suggest two ways to do:

Ask for feedback to others

It's the most reliable, It is based on the true personal brand, the impression we leave on others, the perceived identity. The way to manage it is simple: You can do it by phone, by mail, or better, anonymously through a Google Form.

What to ask to know What is your personal brand? You can ask to be defined in three words, explain how you are a competent person, how you can improve. If you have your dependents you can ask for your ability to lead, to make decisions, to delegate.

Who to ask? To your stakeholders. Clients enter here, contributors, professional colleagues, classmates and -why not- family.

I advise reading Smart Feedback (Noemí Vico, Jane and Rosa Rodriguez Trunk, LID 2017) for gestionar you feedback properly.

Tests de autoimagen

Unlike feedback, self-image test generates a representation of oneself based on what we have answered a test.

Among the most interesting would be DISC, Crystal Knows (based on DISC), test Emotional intelligence and the brand archetypes How to Fascinate.

I would make them all. Note that DISC has a cost, but it is extremely reliable. The more information you have about yourself and What is your personal brand, better.

I already have it, and now?

It's time to define your personal SWOT. Internal information (weaknesses and strengths) and thank you feedback and self-image test. It is working on the outside (threats and opportunities) with the help of data, research and everything you have at your fingertips.

With the DAFO prepared, You can delve into your personal strategy and later in your communication plan and networking. That we talk later. Greetings and happy week!

Photo by Jirsak on



My most personal hand Nilton Navarro

Navarro Niton this week published a video interview with my most personal and non-transferable. I hope you like it.

How fortifying our strengths

A few days ago he spoke of how to weaken our weaknesses, in what was the start of a series of articles on personal DAFO. Today it is the turn of the strengths What to do with our strengths? How to strengthen our strengths?

Types of personal strengths

  • What differentiates us from others. Definitely, what we do best
  • Skills and competences (hard + soft)
  • Levers that have helped us to assume goals
  • Address book. Why not, You read well
  • Our core values

If the weaknesses we need to identify our kryptonite, with the strengths we need to know what Superpowers we (always figuratively).

We identify our superpowers

To identify our strengths there is nothing like ask for feedback, but while we manage and receive are some questions that we can do:

  • What was the project we have better highlighted and what the basis for success?
  • Teaming What has been the role that best has given us?
  • When we met an insurmountable obstacle, What "superpower" we used to overcome?
  • What are the strengths that others recognize me?

Validation phase

It's time to ask feedback. One way of asking could this:

As part of an exercise I'm doing on my personal brand, I identified that I think are three of my strengths: fortress 1, fortress 2 and strength 3.

What do you think are my greatest strengths?

I would not use the Facebook wall for a question like. Tampoco what preguntaría in abierto in one red as Twitter or Linkedin. We can do it in three ways:

  • Via email
  • Via Google Form, with the advantage that it can be done anonymously (recommendable).
  • Other formulas type app Survey Monkey, whose user experience is very good.

Action Phase

Once received the feedback, and answers to questions we have done in parallel, we should create a list of strengths, find ways to communicate and, of course, try to capitalize to the maximum to become part of our professional recognition.

Listarlas it's simple. I might include those highlights that we can draw recommendations that have made us throughout our career here (and academic).

You communicate it's key. Where? our CV, in our elevator pitch, in our bio Twitter, Facebook, Linkedin extract ... and -how not- in our personal story.

capitalize It is more complex. If we work in a large company, put the radar to offers of jobs that require these strengths. Small business or are unemployed action is slower, since many of the bids do not reach the labor market, so it will be good idea to think about creating a blog and be constant in publications.


When we work our staff DAFO is not enough to identify our weaknesses or strengths, we need to validate and create an action plan aimed at, by perplexed as it may seem, It weakens our weaknesses and strengthen our strengths.

References: PWC, TheMuse, SWOT personal brand Soymimarca

Superhero image by