I’ve written about personal branding and Patty Azzarello before. I’m going to do it again, because what she says is so powerful.
Her personal branding stance is simple, clear, and reassuring: Rather than try to fit into a setting where you think your skills aren’t valued, refocus your efforts. Know what you’re good at, what you have to offer, and lead with it.
Don’t pretend to knowledge you don’t have. Don’t apologize for what you’re not. As she puts it, “If you are clear about your personal brand, you don’t need to be defensive when you don’t fit. You can use it to sell your strong points.”
She’s not talking about hostility or defiance here, and she’s certainly not encouraging anyone to stop acquiring new knowledge. Knowledge is power, but you don’t have to transform yourself into an engineer or marketer unless that’s your deepest and most burning desire.
The next time that I feel inclined to apologize for either my gray hair or lack of an iPad, I’ll remember that I can always dye the hair or visit my local Apple Store. Those are cosmetic. My hard-won ability to write is not.
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