Posts

Our way of writing reinforces (or destroys) our personal brand

I read a while back on the blog Dan Schawbel that all our emails, messages and other writings become key elements to strengthen our your personal brand. I would add that these elements can also damage our personal brand. We never know who will end up reading it, so you better make sure that we are on the right track.

Writing strengthens our brand. Keys:

The shorter, is better…

The more simple and brief, better. More than once, after writing a phrase we say "What I'm meaning is…”. We must avoid complexity, try to be as clear as possible. The use of assertive language It is essential to our way of communicating. In a world where attention economy sets the tone, best to avoid circumlocutions.

Lets anticipate questions and make answers easy

People are busy. It's not so difficult to add document links, refer to specific dates, provide data. Attach documents in universal formats (Maybe a .PDF a .docx). That will save a lot of time to others.

I am very grateful that when I call for a meeting, or videoconference call me several well explain the objectives of the meeting and would provide the necessary background information.

Let's aboid mistaqes taht make us seem dumbs

It hurts, doesn't it? It's not that hard to review a text, use a concealer (They are free). It takes a few seconds to check a text that has passed through a corrector.

To e-mail includes free correctors (like GMail). Make some mistakes is human in a long text, but wrong in a headline, a brief bio on Twitter or Instagram, It implies sloppiness, you have not even read what you've written.

Count up to 100

Reflect before answering a complex email. One of the virtues of a professional is the ability to remain calm. If we receive an email unpleasant, you have to think a bit. First of all, fairplay.

You have to let tempers cool and not create negative labels. In addition, emotions can be misinterpreted. In these cases, written appeal should be the 2nd option. It is always better face to face or, if there is no choice, a phone call.

Communicate frequently

It is very interesting to send messages thanking just after meeting new people. Ask questions to our colleagues, bosses…. Provide useful items to our colleagues, customers, contributors…

Finally, you see that it is common sense, absolute sense. I recently found a restaurant slate in text 15 words containing 8 misspellings. That tells us a lot and bad personal brand owner of this restaurant. In addition to misspellings, the text does not make sense, not know where the starter, the second or dessert. You may eat well, but surely we avoid an intellectual discussion with the author of the copy. Write reinforces our personal brand… or destroys it.

Girl photo by The Everett Collection on Shutterstock.com

Few days left for TEDxEixample 2019 Do you have your ticket?

The next 22 March will take place in Barcelona the first edition of TEDxEixample 2019. More information on the webpage www.tedxeixample.com. If you do not have clear why go here I give you nine compelling reasons:

speakers TEDxEixample 2019

Now, someone is looking for your name on Google somewhere

Yes, right now, as you read this, someone somewhere is writing and searching for your name on Google

Like it or not, your whole life passes at the speed of light in front of that person you are looking for your name on Google to find out information about you. This information can help him or her make a positive or negative decision for your interests. At that time four scenarios arise:

Google search results scenarios

  1. Your name is common and appear in 30.000 pages related to it, but is not really you the person of the results, and no one can know what they are. This is the most common scenario.
  2. You don't show up. As if you hadn't been born.
  3. You show unequivocally, but things linked to little or nothing interesting: crazy binges, scams, litigation, insults or the dreaded affiliation PRSF (politics, religion, football sex and its derivatives)…
  4. Show up correctly, adequate information, updated and unequivocally yours.

These are four very different scenarios that require different strategies. As an appetizer, here are some clues:

You have a common name

If you have two names or two first names, use them, surely thus you avoid matches. If both names are common (García Pérez, for example), get yourself a good “nickname”, a key name to be associated only you or put a hyphen between Garcia and Perez, this way: García-Pérez (pure digital license).

For more information about other alternatives I recommend reviewing posts The pain in the ass of the name Garcia, First part, Second part, Third part.

Your name is not on Google

It is better not being there than appearing in a bad way, but today is in practice appear to NOT EXIST digitally talking. Clearly you need to start giving your personal brand visibility in the network.

I would start with a profile About.me, Linkedin and Instagram. While only you complete your profile on Linkedin and post once a week in Instagram soon, magically, your name will be perfectly indexed at the top and if someone is searching for your name on Google you will stop being a ghost.

You appear, but bad

The problems of Online Reputation (which they are not always mirror real reputation) have become a headache for many professionals. The big problem is that internet footprint is virtually ineradicable. Recently, and following a statement known as “law of oblivion“, it is possible to negotiate the removal of very old and prescribed information about us. Slow and laborious, but that's one way if someone is searching for your name on Google and find damaging information.

If that route is not viable because the information is recent or have not prescribed, there is a plan B I call “the carpet law”. It is simple, It is to publicize your positive part . With that, you can “hide” the negative news that the network has you beyond the first page of Google, in places that no visit. A carpet.

The strategy “carpet” is simple, which does not mean it is not laborious. Possibly you need to open a blog, work fine positioning online (SEO). A second tip is to interact in other blogs, in social networks, and try to make a positive mark with “broom effect”.

If the problem persists, because you're a person high direction and there binding reports against you, my colleague Paula Fernández-Ochoa and I have recently launched a specific program to defend consulting companies and executives cases like this.

Congratulations. Your personal brand online works

If you also have clear who you are, where you want to go and how, double congratulations, you PERSONAL BRAND it is well placed. If someone is searching for your name on Google you will find what you want. And if you want to count on an interesting project, ¡bingo!

Anyway, the solutions of the first two assumptions are tactics. One tip is that you plan a personal brand strategy, more complex and possibly requiring some external support, but effective.

Ten advantages of offline networking

What is offline networking?

Offline networking is pure contact management . It is detaching from the computer screen, leaving home or office to attend events, reading books, watching movies or giving talks, among many other things. Perhaps this may seem boring or politically incorrect in 4.0, but believe me, it's fantastic.

I spend many hours in front of the screen, but I wish they were less. Out there there's a world. Few days ago, talking to a colleague, We talked about the power of offline networking compared to online. I'm not quite much about “ten advantages” and all that, but the numbers are magical and allow succinctly explain what has offline networking that has not (yet) online:

Benefits of networking offline

  1. Breaking the sense of isolation it produces be a few hours or all day at the computer. No videoconferencing can replace a good hug or a good handshake.
  2. Have a beer or coffee with a friend, a client, a collaborator. That does not even exist on the network. And our message can work in a relaxed way, with storytelling included.
  3. Exchanging paper cards. It may seem vintage, but I still have cards of the 90. Possibly they are useless, but remember it's like a photo album, It stimulates memory and can cause a desire to search for someone who left their mark. Although today it is easy to connect via many channels online, there's nothing like meeting in a real event.
  4. Put a face and voice people whose profiles are really old pictures and tunned. Do you imagine putting a face geek (freak digital) you've met before in a social network?
  5. The emotions, the senses, are transmitted more efficiently “Live”. The sum of verbal and nonverbal gives a complete result, which together with odors, tactile sensations, it becomes almost perfect.
  6. The ability to distinguish between friends, known and greated -paraphrasing Josep Pla-, It is greater in the street network, where we receive friend requests from people you do not know anything. I claim that differential treatment. Not the same a close neighbor beyond someone who was young couple or a customer. Our your personal brand is activated to bring up the networker within us.
  7. Share information it is easier. If I have a computer problem you can solve a I online forum. But those who were born before 2000 we prefer to tell someone before us and tell us what buttons you need to press. Perhaps augmented reality will change some of these issues, but even today I do not see that this technology is applied massively.
  8. The qualitative value of a meeting is greater, since it involved the 5 senses. No vintage photos, our face is real, our actions speak for us. You may know attending a conference at 10 people, many fewer than possibly read this post, but its value will be higher.
  9. It is where it is generated true elevator pitch, a short speech where our value proposition should achieve a second meeting with a prospective client or stakeholder.
  10. To summarize I will say that, in person, real interactions often create a more favorable environment.

TED and TEDx, an opportunity for offline networking

TEDx and TED talks are a unique opportunity for the offline networking. While that remains are the videos, a publisher, The moment is unique and unrepeatable.

If you have occasion to be for Barcelona 22 of March 2019, Do not miss TEDxEixample 2019 in Antiga Fàbrica Damm. A place to learn, know, to experience. And the poster of this year can not be more powerful:

speakers TEDxEixample 2019

Some time ago I wrote a post titled There is a coffee that wants to know us, it is still valid. Of course, there is nothing wrong with continuing our networking online; metrics are always interesting. But sometimes, and today is a day to do it, we must reclaim handshakes and hugs as the great humorist Victor Parrado, a real fan of offline networking.

 

Business card image by Unuchko Veronika on Shutterstock.com

How do we manage an overdose of goals in the absence of PURPOSE

Each new start of the year or season is an ideal time to claim for overdose of goals that end up falling (mostly) in the pipeline. The new intentions will remain in that if we do not put them two basic ingredients: direction and action plan.

Giving meaning to everything: the PURPOSE

Beyond the overdose of goals we think of “the big one”, the motor of our life, what it gives meaning. Now it has become fashionable to talk about Ikigai (Your reason for being), but I prefer to keep the original name: PURPOSE, yes, In uppercase (to distinguish it from the more specific actions that mistakenly call “goals”).

To enter fully into the PURPOSE, I invite you to read What is the positive impact on society want to leave? You got it? It called purpose. In the background a capital purpose is not a toy those who get tired after three days. It's like a good friend, very durable, sometimes eternal.

One purpose is why, It is an achievable dream, is the contribution or legacy we want to leave humanity. Is, as it says Sinek, why we get up every morning, beyond happiness or money.

Imagine a world in which many of us wake up inspired us, We feel safe at work and return home satisfied at the end of the day. Simon Sinek

Overdose of goals? We need to focus

As I said, the classic early season goals are not really goals, but small gaps or unmet opportunities in the past. Dieting, do sport, study music, do such or such other course not pose the driveshaft of our life. We talk about wishes, plans, Projects, wills, intentions.

Far from downplaying these small projects, we consider them as such, and provide them with an objective, a period of achievement and an action plan. The methodology S.M.A.R.T. it may be useful to try to bring order and focus to all this.

The action plan

The midset to practise sports, for example, It is a first step. We got there by a trigger (bad health) or near examples (good health) that inspire us to initiate a plan. The problem or feature of any plan or project is to work must be strategic, and not as tactical as “I have gained weight 5 kilos and I'm going to a gym”.

S.M.A.R.T. helps us realize what we want, the deadline and the possibility of measuring success. Recall that the initials refer to Specific, Measurable, Achievable, Relevant, Timely, which we would translate into Spanish as específico, medible, realizable, relevante y limitado a un tiempo.

An example:

I will start a health program walking pace 3.650 km per year and reducing carbohydrates from my diet on a 50% in a year to maintain a balanced BMI and avoid problems and diseases resulting from low physical activity.

Specific is the health program, measurable are the 3.650 Km (supposed 10 Km / day) and reducing sugars, timely is one year, what is achievable is to keep the IMC and relevant is to prevent diseases.

Activation is OK, but with a horizon

The format S.M.A.R.T. it is useful if you write it, if placed in a very visible wall, and if it is provided with tools to ensure success. With the above example, I'd buy a watch with heart rate monitor to measure distance walked. I study the routes that allow me to walk with minimal disruption. Reduce the use of motor vehicles. Visit a nutritionist to give me some guidelines. And do not forget the annual check-ups.

You see?, we can have dreams, Projects, but not an overdose of goals, because there is only one PURPOSE, and is very long-term.

Photo by ESB Professional on Shutterstock.com

Events

TEDxEixample Salon

TEDxEixample TEDx Salon is a small format (a single talk). It will be the 22 January at 19pm in the old factory Damm Barcelona. Free admission if you subscribe on this form.

As an appetizer of what we see, here's this video:

 

#BrandingWeekRD

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
  • 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 www.madi.digital/brandingweekrd.

 

Ebook Personal SWOT

I am preparing a book on the steps to create a personal SWOT. It will be exclusive to subscribers You're not yet?, cheer up!

Grandma's recipe is more than a personal brand (storytelling)

The attraction for things well done: Grandma's recipe

Year 2008. I booked a restaurant in La Garrotxa, a Catalan region of volcanic soil where the cuisine is delicious. We arrived at the right place, not before strolling through La Fageda d’en Jordà, a beech wood in the middle of a nature reserve of great beauty, especially in autumn. The surprise: nobody opened the door of the restaurant. After pounding on the door, a man told us that the place was closed for years. But If I had booked by phone and was told that there was no problem!.

We were made the 3 Afternoon and hunger lurked. To top, It is put to snow unexpectedly. my truck, when we are traveling 6 people, I was not prepared for that and gave some gaffes. We were doing kilometers without seeing anything until we found a detour with a sign up to Hostalnou de Bianya: “Restaurant La Piece, 1 Km”. Tired and hungry, We got to eat one of the best dishes beans I had never tried. simple cuisine, soups, salads, grilled meats. But at the exact point, the recipe Grandma. Few tables and few people at the tables, just a couple. Afterwards, some comfortable armchairs around a fireplace we were invited to a wonderful nap.

Less is more. Sometimes you have to go back to the origin, a simple

Few days ago, My friend and colleague Andrés Pérez Ortega was exquisitely in his post “The least I can do” the matter of simplicity. My friends and I were returning every year because we seduced freckle simplicity, quality without unnecessary dressings, the parsimony of a dish duralex white with a simple Cutlet with beans (rack of lamb with beans). And so we did up 2013, year after year. Always uncrowded, always a burning fireplace, a good nap unhurried (The family lived in the same farmhouse, not close).

In 2014, Unfortunately He died a great friend of the group. It was the cohesive, the organizing. Not only lost a great woman, We lost the nexus. That kept us away from the annual visit to La Peca. Until this year 2018.

 

contradiction: lower quality, but local full

Returning five years later, We missed seeing the outside parking of the farmhouse full of cars. Fortunately, I had booked a table the day before. Full lounge. We've never seen the same. Fireplace, off.

We received the granddaughter, excellent public relations. He asked if we wanted the letter in Castilian. The beans They were not on the menu: ill omen. We asked. Yes, and we had no problem could be prepared. The letter was still very simple, prices, very reasonable. But the beans They were not those who remembered; They were cold, little bit matequillosos, more like the standard. More than two hours we invested to get there we were long seeing the result. It was clear. Grandma would be sick or transferred. That's how it went. We confirmed the granddaughter.

Feedback

Granddaughter asked what this had eaten. And we confess that we were disappointed quality beans we remembered so fondly. She, talking to his mother, He said he would dare to reproduce exactly the recipe for Grandma, because as a child he spent hours watching her in the kitchen. “I remember waiting to have the hot oil to remain beans toast and crispy outside and tender inside”.

Upon leaving, after an attempted nap (there were too many people and too much noise), You could check after a window that was not who cooked family. The funny thing is that despite the qualitative change, now the restaurant was packed. It is difficult to conclude that quality does not matter, and what matters is the deal, the place… I think Grandma's recipe is more than a career, Restaurant was the mark, and it seems that the brand remains a trickle.

The hope is that the granddaughter wants to improve. Ask customers. Asks feedback. Will she recover those beans Recipe Grandma? I have seen that there is a will to recover that your personal brand a woman who did not see but who delighted us with her cooking.

I give my vote of confidence. I will return next year.

Food photo by On its Shutterstock.com

Developments in training Personal Branding

Now it is possible to form in Personal Branding from college, at any time and from anywhere in the world. Its about online university course on Social Media and Personal Branding from UVic - Central University of Catalonia (UVic-high) (Barcelona). ?? February to July 2019, total 23 credits. academic director Helena Casas, and I am one of the teachers. More info and registration ?? http://bit.ly/2BSJPyO

Is about “postureo” or explaining how we are?

Postureo

  • The coloq. posturear 'Act postureo', and east of position and -ear.
  • 1. m. coloq. Esp. artificial and impostada attitude taken for convenience or presumption.

In December 2017, the RAE it was decided to include the term postureo in the reference dictionary. Long ago social media invited to think that many times, what many people shared was pure postureo. It began with networks like Facebook, But it reached highs with Snapchat, Whatsapp and Instagram. The difference is that Snapchat and WhatsApp are usually closed environments, while in Facebook or Instagram can be public if you so choose it.

The doubt

In training I shared with Helena Casas for students Executive MBA of EAE Business School, it emerged again a question that often arises:

Publishing a picture in witch we practice a hobby is postureo? The question arose to explain some of the advantages of exposing certain parts “secret”, referring to the Johari window. Specifically, we showed in screen three images: a girl doing sport stretching, two people playing chess and a volunteer helping in the dining room of a old people's home.

Our values: Should we explain them or transmit them?

This is a question whose answer can also answer the previous question. Our Values (Superpowers) are transmitted by way of our actions, inactions, our behavior, the way we interact with people. To include our values in our personal presentation ​​is complex:

“Hello, I am disciplined, empathic, patient, solidary”… Does not it seem somewhat forced, even postureo? Is it not better prove it than just say it?

It's all about not lying

An image of a person in a chess game conveys much: patience, strategy, temple, mental agility … But it must be real, not imposted, otherwise we fall into postureo. The bubble effect of social networks can be negative, and also an overexposition. But the worst is deceiving, pretending who you are not, creating a character. That's against our your personal brand, without a doubt.

Selfitis: Is excess of selfies a disease??

userexperience

Royal selfie. Saatchi Gallery 2017

That's what it looks like. I read recently in La Vanguardia “…when the action is repeated constantly and compulsively it should be defined as "Selfitis". This is indicated by the survey published in the International Journal of Mental Health and Addiction by researchers Janarthanan Balakrishnan and Mark Griffiths”.

I rather think abuse of selfies is an attempt to satisfy “fans” by some people with large communities. It happens that when they publish a self-portrait (selfie, above all), they generate more likes than in an image, of, a beaultiful sunset.

Postureo or explain how we are?

Definitely, I think the exhibition of images or videos that meet our hobbies, passions, It can be a good way to show how we are. With measure, without abuse. And if it can be, with certain elegance, better. I like Instagram, I think it's a good complement of networks like LinkedIn (where we explain who we are) or a personal blog.

The problem, as Andres Perez Ortega as related in his post Internet era Instagram, arises when this network is our only means of communication. There is no single social network covering all areas of communication, even YouTube. And I fully agree with you, dear Andrés: there's nothing like a blog.

Railway selfie by Akiko Nuru on Shutterstock.com

#PersonalBrand Agenda

EKCadiz18#EKCádiz18

The 23 October in Cádiz I meet Andres Perez-Ortega, David Barreda, Eva Collado, Elena Arnaiz, in the second space Knowmads. We will talk about Personal Branding, Knowmads, Professional development and much more. It is open and free. It will celebrate the day 23 October, guys at 9:30 a 13:30. In the hall of the headquarters of the Confederation of Employers of Cádiz. Marconi Avenue number 37, Cádiz. Cadiz is facilitated by the Cajasol Foundation. Registration on this link.

 

 

 

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

So is. 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

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. Ya, we could say that works like The Last Supper (Da Vinci), O 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, 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.

Markets are already talks, no monologues

Why the hell cost us both conversations in the digital environment?

I have days reading articles that recommend or warn about whether or not to hold talks on Internet, especially in blogs, websites and social networks.

Sincerely, I am not able to see where the controversy may be something-for me- It's very simple: who tells us that the real life protocol should be different protocol in virtual environments?

You think what you want, I see no difference between our way of addressing others in a bar or on the wall of Facebook

Let's see. When someone gives you a book what do you do? First, the thanks, and one day perhaps you correspond giving away another book. In the net is exactly the same. If someone gives you a feedback about something you've written, Typically grateful, even though the feedback It is not positive. Another day, you will give her your feedback (trust me, That's a gift of great value). And that goes with the character, If you are grateful, the thanks, If you are releasing a curse, the loose. As in a bar.

They have created interesting concepts such as netiquette (netiquette), My admired Dr. Mar Castro. I recommend it reading netiquette, a need (2015), a brief and concise post. Highlight a passage that succeeds fully on the idea of ​​digital protocol.

Internet knowledge is shared, information and experiences in areas of dialogue and human interaction of incalculable size, promoting action and bring value to the participants (Mar Castro)

The article also speaks of respect. And I would add: the same respect that you keep (or you should keep) in a bar, an office, a lunch, a family meeting, a business meeting, a worship center, A gym. Even, and excuse angle scatological, in a public toilet. Have not you ever wondered why many people are marranas just outside their homes?

I do not know personally Mar Castro, but the way I behave with her in networks is respectful, as she me.

Markets are conversations

With this sentence begins the wonderful Cluetrain Manifesto, written in 1999 (before Facebook, Linkedin, YouTube, Instagram is, Twitter…) four visionaries. Let highlight the 6 first points of the manifesto, for me the basis of the new communication protocol and what I call Human Branding:

  1. Markets are conversations.
  2. Markets consist of human beings, not demographic sectors.
  3. Conversations among human beings sound human. They are conducted in a human voice.
  4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.
  5. People recognize each other as such from the sound of this voice.
  6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

Translated (for them) and commented by me, It would be something like this:

  1. Markets are conversations. > I add: So, are no longer monologues. Advertising, once based on a monologue with “market”, days are numbered if it is not adapted to this reality (I know that they are trying, although I doubt that the answer is placed “influencers” all over).
  2. Markets consist of human beings, not demographic sectors. > I add: (dedicated to such Zoido) We are not “turbo”, we are individuals we unite behind a cause, belief, hobby. Perhaps we join in crowds, but we remain individuals, humans. Cast, as argued Yuval Noah Harari in his work “Sapiens, animal gods“, the myth, this story, distinguishes us from animals.
  3. Conversations among human beings sound human. They are conducted in a human voice. > I add: robots that can mimic can many of our things, but we will not give them our soul. That would end the human race in the dimension in which we know now.
  4. Whether transmitting information, reviews, prospects, arguments or humorous asides, the human voice is open, natural, sincere. > I add: This concept of authenticity and consistency is inherent personal brand and contrary to the idea of ​​Trolls.
  5. People recognized as such by the sound of this voice. > I add: the word voice is an abstraction, It does not refer to our sound but our physical and emotional DNA.
  6. The Internet is enabling conversations among human beings that were simply impossible in the era of mass media. > I add: It was time. We have the opportunity to connect with people you do not know by professional affinities, beliefs or ideas. let's do, fuck!!

the monologistas, theater

Markets are conversations, dialogues, gatherings, opportunities. They are no longer monologues. The monologues are well in Comedy club, and are not even true monologues, since attendees show their emotions: It is a dialogue, an absolutely fascinating connection (oysters, and I look like the punset).

Human SEO, another way to look

He is known as SEO (Search Engine Optimization) referred to as techniques to excel in places like Google should, in my judgment- to overturn. SEO does not prioritize conversations between humans, the quality of a good social gathering, prioritizes relations between man and machine with a changing algorithm. I think Google will punish me for these words, but I just like. I do not want thousands of visits, I want to reach potential customers, friends, contributors.

For years I've heard of the web 3.0, the 4.0 and the 5.0. And what I would like is to hear about the web that mimics the street. If a red light outside Google, it would be full of red lights around, signs in all languages ​​and repeated a thousand times. What cansino, Oh my God. I need only a red light, and if you want, an acoustic signal for people with impaired vision.

A Google will need to be more like the breakfast bar, a real full-fledged social network. And if you do not believe in conversation (and its protocol) In the net, You imagine not believe in the conversation out of it. Things are simpler than they seem. If you greet, you greet. If you recommend, the thanks. And you dan feedback, return it. If you share content, the thanks… As recently shared the great Dan Schawbel, “If you work like a robot, you will be replaced by a robot”. We remain human. It is not so difficult, on my view.

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