The logic of building a personal brand is completely different from job hunting. On the contrary, it is more like a startup. In Drucker's words, each of us should be our own CEO.
This thought master, who enjoys the reputation of "the father of modern management", has been practicing this idea all his life. He first put forward the concept of "knowledge worker", and sincerely suggested that knowledge workers have cultivated themselves into "people" in middle age, rather than tax collectors or water conservancy engineers. "
Coincidentally, 70% of the people searching for "personal brands" on Baidu Index are 30-39 years old. It can be seen that everyone has a sense of crisis when they reach middle age.
But the information on the Internet is too fragmented. Drucker has given many valuable and systematic suggestions in his dozens of books. His favorite student, William Cohen, helps us with the classification work. Cohen's new book "Drucker's Wisdom of Self-development" combines Drucker's management with marketing ideas, which is worth learning for everyone who wants to build a personal brand.
Everyone who is determined to build a personal brand will be more worried about what to do. In the company, we may hold a certain position, and the daily work content is similar. But if you want to be a personal brand, the challenge is brand-new. Because we face the market directly. From the perspective of entrepreneurship, if you want to "sell" yourself, it is essentially to fill the lack of the market.
Then how to find it? Drucker gave two directions:
One way of thinking is to do things that have precedents, and the other way is to do things that others ignore.
Nowadays, knowledge payment is very popular, and there are various courses online, such as teaching how to read quickly, how to raise children and how to dress up. If you happen to have a field that you are good at and have a successful precedent in this field. Then you can imitate others and make your own characteristics.
For example, fast learning is also taught, and others just sell courses. But you can do personalized service. Not only do you earn money by selling classes, but post-service can also increase your income. This is your innovation.
The realization of "Entrepreneurial Judo" needs certain accumulation and vision. Bell Laboratories invented the transistor that year, but they thought that this technology could not be applied to production. However, Sony Corporation of Japan has mastered transistor and wireless transmission technology and achieved great success. Just like buying jadeite stone, it needs the double blessing of luck and strength.
After determining the field to cut into, the next step is to seriously polish your skills. If you want to sell yourself at a good price, you have to be an expert in this field. It is generally believed that it takes about five years of practice to become an expert in a certain field. Of course, it may be different according to its field and your definition of an expert.
The reason why you can become a manager in the company is that you are proficient in business besides having certain management ability. The same is true for personal brands. Similar content, why should others choose you instead of another person? If your technology is not outstanding enough, you don't have credibility, and you don't have enough authority in this field, it's hard to convince people and it's hard to make people willing to pay for it.
Another thing to note is that now this self-media era. The logic of building a personal brand is not like going to school to apply for a job before. You need to get a diploma and graduate smoothly in order to seek a good position. In the process of becoming an expert, you need to start self-marketing.
But many people are used to building cars behind closed doors, keeping a low profile and then keeping a low profile, just to make a blockbuster. This road is not impossible, but it is too difficult. Which is more attractive, showing others your success or showing how you succeeded? Tell others how awesome you are, or tell others that you can help them become equally awesome. Which is more interesting?
Behind this is actually a misunderstanding of the essence of "marketing". This book describes:
It is better to move forward hand in hand than to make a blockbuster. When studying, you should share your learning experience and gains through various platform media. Text, video and pictures are all ok. In short, let others know that you are studying.
In this process, you try to apply what you have learned to help others solve problems. If you can solve one person's problem, try to help solve ten people's problems. If you can solve the problem of ten people, then the problem of one hundred people and one thousand people is not a problem. Until finally, you find that the problems that seem to be 1000 people actually only need to sort out a few problems. At this point, you will find yourself called an "expert".
In the workplace, we have been looking for our place. Whether it is your job or your personal brand, the essence is self-management and the core is self-improvement. The deeper this belief is carried out, the more lasting our efforts will be. May everyone who walks on this bumpy road find their own light and become the light of others.