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Michael Goldhaber, writing in Wired, said, "If there is nothing very special about your work, no matter how hard you apply yourself you won't get noticed and that increasingly means you won't get paid much either. In times past you could be obscure yet secure now that's much harder."
Again: the white collar job as now configured is doomed. Soon. ("Downsizing" in the nineties will look like small change.) So what's the trick? There's only one: distinction. Or as we call it, turning yourself into a brand . . . Brand You.
A brand is nothing more than a sign of distinction. Right? Nike. Starbucks. Martha Stewart. The point (again): that's not the way we've thought about white collar workersourselvesover the past century. The "bureaucrat" on the finance staff is de facto faceless, plugging away, passing papers.
But now, in our view, she is born again, transformed from bureaucrat to the new star. She works in a professional service firm and works on projects that she'll be able to brag about years from now.
I call her/him the New American Professional, CEO of Me Inc. (even if Me Inc. is currently on someone's payroll) and, of course, of Brand You.
Step #1 in the model was the organization . . .a department turned into PSF 1.0. Step #2 is the individual . . .reborn as Brand You.
In 50 essential points, Tom Peters shows how to be committed to your craft, choose the right projects, how to improve networking, why you need to think fun is cool, and why it's important to piss some people off. He will enable you to turn yourself into an important and distinctive commodity. In short, he will show you how to turn yourself into . . . Brand You.
See also the other 50List titles in the Reinventing Work series by Tom Peters The Project50 and The Professional Service Firm50 for additional information on how to make an impact in the professional world.
|Publisher:||Knopf Doubleday Publishing Group|
|Series:||Reinventing Work Series|
|Product dimensions:||4.30(w) x 7.00(h) x 0.80(d)|
About the Author
TOM PETERS continues to be in constant demand for lectures and seminars. In addition to researching and writing his books, he travels more widely than ever to monitor and observe the business environment worldwide. The founder of the Tom Peters Group in Palo Alto, California, he lives mostly on American Airlines, or with his family on a farm in Vermont or an island off the Massachusetts coast.
Most Helpful Customer Reviews
Tom Peters wastes no time in directly pointing out what a working person should know about the immediate need to adjust oneself to the effects of new economy, i.e. the digital work life has come. One's work life surely will be benefited by just reading the first 10-15 pages of the Tom Peters masterpiece. It is short, updated and precise. Waste you no time at all by just reading the first few chapters.
The Brand You50 is a must read for the internet age. Tom has proven once again that he is ahead of the curve. The future will be different and unless we can carve out our niche we will be lost. This book gives you a blueprint to create an unforgetable brand you. Whether your an accountant or sales rep or member of the clergy the future is about your image, your skills, your WOW projects. This is the first book whose advice I placed into immediate action in my own life. Buy it! Read it! Act!!!! Frank