Is Personal Branding Overrated?


Personal Branding

Would you hire this self-described Internet strategist? He rarely blogs, doesn’t much tweet, and uses YouTube for quick and dirty videos filmed with a Flip camera.

No? Would your mind change if you knew he were a veteran of Microsoft and Yahoo, whom the Washington Post described as “one of the elder statesmen in the … class of online political operatives”? What if NationalJournal.com credited him with expanding the Republican National Committee’s e-mail list from 1.8 million to 12 million, and “dramatically improving the party’s social media outreach”? His name: Cyrus Krohn.

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How Would You Respond to This E-mail?


Before You Click Reply

In the first week of my first job, my boss sent me the following e-mail:

“Jonathan: Please find out who voted for BCRA.”

My first instinct was to reply, “Hi Bill: So sorry about this, but I don’t know what BCRA is.” Fortunately, before clicking Send, I rethought my response and instead Googled “BCRA.” Ten seconds later, I found the answer: BCRA stood for the Bipartisan Campaign Reform Act, otherwise known as McCain-Feingold.

These differing responses represent the two types of employees. The first response, which foists the burden back onto the questioner, comes from the slothful employee, who wants to go about his job without exertion and who does not seek success. The second response, which embraces the burden, comes from the achiever. He may not know the answer—and even be utterly ignorant of the subject—but he takes it upon himself to learn. He is averse to answering a question with a question, and considers it a failure if he cannot do what is asked, even with limited information. (A third response, research without success, is fine, as long as the research is undertaken in good faith.)

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