In our product-oriented culture, people are encouraged to define and exploit their “personal brand.” I have always resisted the idea that individuals should come up with a self-definition that parallels Disney or Apple. Both people and careers are much more complex and fluid than that. You do, however, still need to articulate the attributes and characteristics — not to mention skills — that make you stand out from the crowd and offer value to a client. Developing your personal value proposition is an alternative way to make a case for yourself that doesn’t have to include a logo. It requires introspection plus the ability to articulate that value to a prospective client.August 2, 2016 0 1 0
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