personal brand and lateral thinking

ago 40 Maltese thinker years Edward de Bono he published his "Lateral Thinking”, one of the best manuals creativity that has existed. I assure you that the method described in the book of Bono remains more relevant than ever. Today I will try to draw an analogy between the lateral thinking and personal branding.

If we consider that a personal brand is the bearer of a message and if we consider that this message should be compelling, Differential and relevant, we have a justification for using techniques divergent or lateral thinking.

To make a difference to help us generate a preference we need to think and act differently (Einstein got that too). Tom Peters, on “The brand You 50” It establishes forms of divergent thinking as "The main chance is becoming a free agent in an economy of free agents, looking to do your best work and to secure a remarkable track record”.

If we spend our lives trying to solve our weaknesses, We abandon our strengths and we will lose a unique opportunity to To position a linear environment.

Here we summarize some of the techniques that includes lateral thinking, both provocation and analogies:

random word

It is introducing a random word (entry point), then generate a word that is related to it, and so on, repeating this last step. Each time you change the word will attempt to link this to the problem for which you are looking for a solution, generating potential ideas.


In this case or objects involved in the problem under consideration and refuses or cancels a feature of it. From this new environment, this new situation created, They are seeking ideas with the usual tools.

Stepping stone

Here the idea is to exaggerate, distort or modify in any way an entity of the problem environment (is generally very useful to assume some entity is such that as it were want, not as it really is).

The method investment

Investment in these problems are altered in your direction to see what your hand and see how it can be solved, see the problem and turn to reach a favorable outcome. As this method is not planning to solve the problem of taking full but the main idea to invest serve to approach your solution. The investment approach also tries to avoid chain of ideas and stubbornness, find the craziest solutions may work sometimes. See the problem from different points of view, not look only at one, have different viewing angles that allow us to have a clearer view of the problem, not see superficially.

Fractionation or division

The purpose of fractionation is to break the solid model unit ideas, no matter what is confused at some points, but not about finding the parts or components split models, but creating new parts and fractionating the same components. Thus, by splitting the model, material is obtained for a restructuring models, It is attempting to form a new order. The purpose of fractionation is to avoid the effects of implicit models inhibition fixed by its decomposition.

appropriate responses

According to De Bono, There are three ways in which thought can be blocked: You may be missing some information, there may be a mental block or the obvious obstructs the vision of a better option. The third case would have a solution with the side logic. Once the information is structured and difficult to transform it into something else. Thus it seems obvious that the only way out is one that offers information and structured, so if responds to the problem being solved, it seems that there is no need to seek another.

I assure you that if you aplicáis one or more of these techniques to improve your personal brand. Often I meet clients presenting clear cases blocking. For example, people with extensive experience in a field, having failed in a project, They decide to reinvent renouncing experience.

I wish you well in trying. If you need a little help, count on me.

Mrs. Carme Chacon, you have no hurry

Yesterday the defense minister and “presidenciable” by the PSOE, Carme Chacón, He gave us know at a news conference he will not stand to organize their party primaries to choose candidates / a for the general elections scheduled for March 2012.

Source: Wikipedia

I have not talked in this blog lateral thinking, but today, and with this news, It is a good opportunity to do so. The minister, I imagine well advised, He has applied lateral thinking in its purest form to decline his candidacy. Vertical or logical thinking would have encouraged to stand for a primary, where he had some chance of success against a congress.

And Chacón knows that whoever wins the primary “It will burn” against the PP next March. Why have such a short life?. If not candidate, think that the minister has just 40 just turned years (Pisces, by the way), and it has a looong time ahead. Lateral strategy is clear: let time pass. There is no hurry. First you have to wear those who give the face in the PSOE in the next four or eight years, and then the ground will be prepared.

very clever, minister.

#lateraltwits 26 Twitter as a means of attracting people

I hope that companies engaged in HR are not angry with me, but the truth is that Twitter It is becoming gradually an interesting tool networking and capture “talent”.

I have seen him in person when two customers asked me to locate very specific profiles with time constraints that made it almost impossible mediation by a human resources specialist. And I found them pretty quickly. Over time, It is not difficult to overcome 500 or 600 twitter followers (remember that you also should follow), which creates an interesting belt. If you also place a hashtag easy to remember what you can accelerate.

I have the feeling that Twitter + Linkedin they can become perfect platforms for active job search. its immediacy, low costs (nulos a Twitter), and above all, synthesis capacity versus heavy curricula formats, are its main advantages. Of course, If I worked in that sector I'd get in there head.

related posts: In the "LateralTwits" series we've talked about Twitter as a communication medium, Twitter as a platform for dialogue, Twitter as a means of information ,Twitter as a means of contact, Twitter as a public forum, Twitter as a means of complaint,Twitter as a social network open, Twitter como SMS social, Twitter as a tool for personal branding, Twitter as a work tool, Twitter as a barometer of public opinion, Twitter as a platform for interviews and debates in real time, Twitter as a way of life , Twitter as a large base of public or private data (Twitter lists), Twitter as a stimulus to creativity, Twitter as public agenda (political and Twitter), Twitter como fanpage, Twitter as a personal page, Twitter as a promotional item for businesses, Twitter as web symbol 2.0, Twitter como teaser, Twitter as an open book, Twitter como error, Twitter as a witness everyday and Twitter as a forum for recommendations

Welcome to YO, S.A.

I attached an article Andrés Pérez Ortega that Tom Peters predicts citing a- that in the coming years reinvent our job. Published in Puro Marketing. Worth reading.

Andrés Pérez, Peter Drucker y Tom Peters

Personal Brand new professionals

Dice Tom Peters , with such vehemence that characterizes him, we're going to have to reinvent our job in the next few years, that we are one-person service companies and that jobs will be replaced by projects.

Peter Drucker also says it's time to take the reins of our careers on an individual level and not rely solely on "daddy" company.

Tanto Peters como Drucker, they don't just refer to consultants but to all kinds of professionals. Work has been done for life and from now on we will all have to think as one-person service micro-enterprises. That is to say, the mentality of YO is imposed, S.A. even if someone pays us a payroll. You could say that in a few years, we're all going to become consultants and we're going to change the concept of employment to the project.

Free Agent Nation

Is this a pessimistic view? I do not think so, quite the contrary. It opens a new world of career possibilities. This new way of thinking forces us to rethink our careers. They are no longer going to be static and linear, but they will have to be flexible to adjust to the new needs of the market.

Although this need to adapt to change requires effort, it's also going to give us the chance to pick out what best suits our strengths, our tastes and our goals. We're no longer going to be half our life doing the same thing as a result of the choice we made when we were twenty years old..

In order to succeed in this new Free Agent market it is necessary to know in which we are different, we excel or what's the same in discovering our Personal Brand. Una Marca Personal es lo que diferencia a un profesional “commodity” o de marca blanca de un profesional con valor añadido. Ya no basta con ser simplemente competente en tu trabajo, también has de ser conocido por unos estándares y un estilo superiores a la media del mercado.

Companies that want to survive in the market, deben fomentar la Marca Personal de sus profesionales. As James Speros says (Chief Marketing Officer de Ernst&Young), “la Marca Personal de los empleados no es una amenaza para la empresa, but an active ".

Instead of providing security to employees, las compañías deben proporcionar las herramientas para que los profesionales se reinventen a si mismos e ir tan lejos como su talento pueda llevarles. Desgraciadamente en muchos casos nos encontraremos con resistencia por parte de los empleadores porque aunque se hable mucho de la retención del talento, in many cases rather it seems that there is talk of stopping talent.

Chess and checkers

Perhaps it may seem that the development of Personal Marks by professionals is a risk to closed cultures, uniforms of some companies in general and consultants in particular. However, it does not have to be this way. A Personal Brand is part of the analysis and discovery of values, the talent and goals of each professional and whether they are aligned with those of the company, the risk disappears and becomes a fortress. evidently, the company will have to make an effort to know what those values are and try to satisfy them.

In a market where the demographic curve is descending and where loyalty to companies is part of the past, esos cuadros pomposos que dicen que la misión de la empresa es dar valor al accionista, son tan motivadores para nuestros profesionales como la gloria del estado para un trabajador de una fábrica de tractores en Ucrania a primeros de los 90. Las empresas que quieran sobrevivir tendrán que sustituir la mentalidad de juego de damas por el de ajedrez, wherein each piece has a value and a different function.

People trust people

On the other hand, tras los últimos escándalos parece que existe un cierto temor a las grandes corporaciones.

De la misma forma que asociamos las marcas comerciales a determinados valores y características intangibles, la Marca Personal permite establecer vínculos más sólidos y duraderos entre las personas. Por esa razón, when a professional is known for its brand, es posible establecer un tipo de relación más individual, more personal, more authentic and that can only be beneficial to him and his company, because if there's one thing that's clear, it's that people trust people and not on. It's about getting back to the old personal relationship of trust, which it is established between two people. And that's not the last of the last thing, but it's about going back to something that the Phoenicians already knew but we seem to have forgotten.

The discovery (not create) Personal Brand is similar to the development of a product. Five steps:

1. First, you need to understand the market, the context in which we move.

2. In a second stage you have to do an in-depth analysis of the product, in this case it's about each of us and it could be summed up into something as classic as "know yourself". This is the most important stage.

3. Luego hay que entender y aplicar aquellos conceptos que hacen que una marca personal llegue a ser fuerte como la consistencia, authenticity, persistence, The visibility, etc.

4. Once discovered the brand, hay que sacarla a la luz y para ello se utilizan las herramientas clásicas de marketing pero aplicado a los individuos. Afortunadamente la tecnología nos permite llegar a nuestro mercado casi a coste cero. Es curioso como se ha extendido en el sector de la consultoría la utilización de una de las herramientas más potentes del Marketing Personal, blogs. They are numerous and every day, los jóvenes consultores que publican bitácoras hablando de sus experiencias. Of course, most of them do anonymously.

5. Todo esto no debería quedar en un simple ejercicio teórico sino que hay que llevarlo a la acción y para ello se establece un plan estratégico de Marca Personal.

This process, tan sencillo y conocido lleva aplicándose a las personas desde hace unos diez años en EEUU y sin embargo, no ha llegado a nuestro país hasta hace muy poco. Although I can guess the answer (y me aterra) I'm still wondering Why?

14. Are you cooking a great idea?

Despite our frantic activity, We dedicated only to think new ideas a minute or two a day. Fagocita time to renew our initiative. The urgent always precedes and surpasses the important. At this point it will be very difficult for us to innovate to create a new project or to reinventarnos to ourselves.

An advice: create routines. Anyway, specifically, I try to spend a minimum of 30 minutes a day thinking about issues not related to the day to day. How? Following simple techniques. Carried away by inspiration while you shower or do sports sounds good, but it is usually preferable to have a blank paper and a pencil in hand and follow some method.

The lateral thinking It is a good way to break excessively logical reasoning. Isn't it?, It is not new. Maltese thinker Edward de Bono He published his work “Lateral Thinking” Towards the year 1970. Here I attached the differences between logical or vertical thinking and lateral thinking.

Vertical thinking moves only if there is a direction to move.Lateral thinking moves to create an address.
Vertical thinking know what you are looking for.The lateral thinker seeks but does not know what you are looking for until you find it.
Vertical thinking is analytical.Lateral thinking is provocative.
Vertical thinking is based on the sequence of ideas.Lateral thinking can and should perform jumps.
Vertical thinking in denial is used to block bifurcations.In lateral thinking not rejected any way and all are explored by absurdities that seem.
In vertical thinking it is excluded what appears unrelated to the topic.In lateral thinking it is investigated to what seems totally unrelated to the topic.
In vertical thinking categories, classifications and labels are fixed.In lateral thinking they never are.
In vertical thinking the most obvious ways continue.Wanted in thinking the less obvious.
Vertical thinking is a finite process.Lateral thinking is a probabilistic process.

Creativity to define lateral thinking

Awesome video that mixes a definition of lateral thinking by Edward De Bono with graphic flowing words during speech.

[youtube= = 1UcbyKCA7Uc&hl = it&fs=1&rel=0]

"Excellent, but not enough "vs NUDGE . Similarities between Edward de Bono and new sources of inspiration for Obama.

In his message "new words" of 2 February, Edward de Bono It highlights the need to create new words to facilitate language. I was especially struck by the thought that De Bono on the new word “Abhne” (Excellent, but not enough, of English "Excellent But Not Enough”). Without that word it is hard to ask for a change without attacking what.

Not so much to seek perfection as search alternatives Once we have found the answer to a problem. The question here is whether we have found the right answer using the parameters of logic or whether we should review other possible answers, a priori "out of logic", but that lead us to the right path for other paths.



Here I link with the philosophy of push or "NUDGE” (microingeniería social” by nudging ", mistranslated) that is inspiring policy Obama. Nudge, the book of Richard Thaler, It includes an illustrative story: an operator cleaning came up with an ingenious measure: draw a fly at a certain point the public urinal, aware that men pointed with great success in the Dutch public toilets. The problem was resolved quickly: men pointed to the insect and cleaning costs down.

Nudge is based on the need to correct, without resorting to prohibit or force, irrational behavior that neither meet the desires of the same individual. Maybe not the revolutionary change that many wanted Obama, but the philosophy of push results in health, education and more fields, insists Thaler. I think this philosophy coincides with the Ebne De Bono, because it stems from the concern to go beyond, keep looking, nonconformity with status quo.

For more information (in Spanish) about Nudge, I recommend you read this article La Vanguardia.

Word of mouth marketing: A case of high creativity, low budget

A satisfied customer Trader Joe, a grocery store, decides to create a home video speaking well of your favorite store. Hang it on youtube. A few days, the video becomes one of the most viewed ads In the net.

The secret? The video quality is not good, but the autor has versionado one conocida samba and he has put a clever text on the products that are there. But the key has been the “word of mouth“, better known herein as “mouth, ear”. That has allowed to exceed 230.000 screenings, almost nothing!!.




Creativity and the Risk Factor, new message from Edward de Bono

The new message from Edward de Bono talks about the need for new approaches to the times of crisis, and greater need for creativity. I prefer that you read the original version:
lightbulbToo often people think of creativity as being concerned with new products, new services and new markets. All of these imply a risk factor. So in difficult times people tend to reduce their creative efforts.

It could be argued that in difficult times there is more need for creativity than at other times. There may be new situations to consider and new problems to solve.
Too often it is forgotten that one of the main outcomes of creativity is ‘simplification’. This may reduce costs, manpower etc. The current way of doing things may not be the best. There may even be operations which can simply be dropped. In my book on Simplicity I suggest dropping passport control on leaving the UK. Three months later this was dropped. I cannot prove any connection.

Effectiveness without values is a tool without a purpose. This maxim -of Maltese thinker Edward de Bono- It has been a constant in the Obama campaign and, possibly, the key to its success.

"The effectiveness without values ​​is a tool without a purpose". No matter the race or beliefs: care about values. Only then Obama won their voters. When he talked about economy, it was not with the coldness of macroeconomic figures, I was facing the families, yes, future their children and grandchildren. Obama seized key concepts, as change and esperanza.

The factor emotional and values They have won the battle to a great candidate, John McCain, who has had the misfortune of having Obama as opponent. Obama was the first candidate who has transferred the responsibility to govern people: “To bring change to Washington, I do not ask you to trust my ability, I ask you to believe in yours. "

Fairplay made in USA: McCain has not only congratulated the winner, It has also ensured that America will be a great president and that blacks have gained pride. Bravo McCain.

The most surprising of this story it is that Obama has won McCain using the weapons themselves Republicans: the values. Anyone who has read "Don’t think of an Elephant"George Lakoff you know what I mean. Who has not read, I recommend heart. real-change-its-yours