Career
Personal brand story
Say what you stand for in a way that is specific enough to be false.
Saying what you are about, not only what you do.
The shape
- Who I am
- What I stand for
- What I am known for
- Evidence
- Direction
Why that order
A position anybody would agree with is not a position. The test of this one is whether a reasonable person could hold the opposite view.
A worked example
I work at the intersection of communication and leadership. I believe professionals reach a point where technical capability is no longer the main constraint. My work helps them turn capability into communication and influence. I do it through structured diagnosis, deliberate practice and real application. My direction is to build a practice around leadership performance.
What usually goes wrong
A brand statement made of words nobody would dispute, which communicates nothing except that you have thought about having one.
Built from
An application framework is a package. These are the reusable shapes inside it.
Mostly serves Message, and reaches into Intent and Connection.
A framework tells you what shape the answer takes. It cannot tell you whether shape is what you are short of, and for most people it is not. Which one is yours, and whether a framework is the right instrument at all, is what a Discovery Call is for.
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