goodbye, Hello you

I start the year talking about the growing importance of YOU, and the need to reserve the moments of self-reflection for YO.

If marketing seeks notoriety, branding affects the relevance

There is much confusion about the management, that Many confuse staff or self-advertising marketing. If the personal marketing is centered around me to gain knowledge, personal branding wants to offer something valuable to YOU ​​to gain recognition. In other words, one is notoriety, the other relevance.

If you remember surveys political leaders, You will see that normally work two key variables to understand when each is cantidato: NOTORIETY, equivalent to the percentage of respondents known the person and valuation, measuring the level of preference.

Does this mean that the reputation is not important? Isn't it?, He does not go around, but we need to work very well our area of ​​relevance (What real value I bring to YOU) before launching the “Here I am“.

the-adventures-of-johhny-bunkoDaniel H. Pink in its publication “The adventures of Johnny Bunko” He tells us a great tip to apply in life: it is not about you, It is not one. Personal Progress is about what we can do for others, by YOU. Working the area of relevance is working on value propositions (differentiation), combined with our core activities. For example, if one teaches physics (activity) but it has given back to space (differential) You will have more information and credibility to talk about the effects of gravity and thus provide valuable knowledge to their students.

The title of the post is radical, It is supported. Not trying to say goodbye to YO, It is priority to YOU. I hope you have a good year, If so, sure to be a good year for me.


The 10 anniversary of “dospuntocerolandia”

What were you doing in 2004 when you dialed in Internet?

Possibly you read the email and you visited any web. You comunicabas with your closest friends perhaps also with some mail.

How do you dialed Internet?

Possibly through a computer, almost certainly connected cable.

What you do today when you connect to the internet? How you connect?

I think we all know the answers. The world has changed radically in 10 years old . The concept of 2.0 the participatory web, progress in 1999 P0R the four visionaries who wrote the manifesto Cluetrain (Fredrick Levine, Christopher Locke, Doc Searls y David Weinberger) It started shortly after the blogs as the first interactive phenomenon and was in 2004 when the student Mark Zuckerberg I believe Facebook to develop a new online community, initially directed to college students. This year marks 10 years that milestone. Today is the most popular social network in the world with 1.110 million users registered.

To understand the scope of the network par excellence, heartily recommend if you have yet seen urgently rent the movie David Fincher “The social network”, It is including beads as “are not made 500 million friends without making a few enemies“. Although Facebook has entered its maturity stage (Some talk of decline), the truth is that this network has been the lever other networks today are growing rapidly, as Twitter, Linkedin, Google+ and hundreds more networks.

Facebook has allowed impossible encounters

Facebook has changed the way we relate with others, and I say positive. To friends lifelong those we continue to see in the real world. But Facebook has allowed impossible encounters with people who have emotionally alive in memory but the distance or time had forgotten. That alone is already worth having a profile. We have more information and coolest people we care.

If at first Facebook grew timidly, the explosion of smartphones that took place from 2004, but especially the launch of the first iPhone on 2007 They allowed access to the network without going through internet, making directly from an application and all the mobility that allow 3G signals from telephone operators.

Of course “Dospuntocerolandia” (stolen expression of good friend Andrés Pérez Ortega) It is more than Facebook, but it was Zuckerberg who laid the foundation stone, Apple who turned the network into a mobile phenomenon thanks to the iPhone and possibly Whatsapp who democratized the use of SmartPhones.

Despite data indicating that young people away from Facebook, I believe that humanity is indebted to Mark Zuckerberg, and from here my congratulations on this tenth anniversary.

Do I need what you propose me? 3rd stage of personal message


Find out in this article if your message and your proposal fit the needs of your audiences.

I remember the five stages of a compelling personal message are:

Notoriety. I know you?
Affinity I know what you offer?
Do I need to fit what you propose me?
Choice. Are you better than your competition?
Fidelity Do you keep your promises?


imageThe personal message does not stop at a name and a specialty. In addition, the lace factor must be thoroughly worked out, which makes it possible for us to include a value proposition relevant to our audience.

It is quite possible that your message is noticeable, that generates affinity, but if your value proposition isn't of interest, the glass of communication breaks.

I explain. If I offer, for example, furniture whose value lies in the design of children from 8 years old , the message might well be noticeable, but maybe it's irrelevant as we don't understand what the VALUE that children's design adds.

In a nutshell, we have to make sure that the relevance (idea of value) be clear and explicit in our message. Not because it's different will be relevant. I often use the example of a man who burns a Bible or a Koran. Notoriety? Why not, Much. Relevance? Little.

This lack of relevance factor is to blame for many resumes ending the trash can or in the archive “Later”. By completing a CV, we must make very clear the value involved in our contribution. If possible, that value proposition needs to be highlighted so that it is read diagonally. Let's remember that the average reading time of a resume is slightly less than 20 seconds.

It would also be advisable to tailor the resume or message based on the target audience. If we make a selection for a brocker company, perhaps it's worth highlighting our multitasking capability (if it exists, of course).