Comments

I'd argue that dusting off the "Brand You Plan" is not only good for your professional prospects but will do wonders for your mental health as well.

It's unlikely that anyone who finds themselves in the sort of "commoditized" job that is in danger of being "shipped out of the country" is doing enjoyable, personally meaningful work anyway.

The thing is though, for many people it's going to be easier to blame globalization and look to the government for help than it will be to take the initiative required to do something like the "Brand You Plan."

Readers of this blog excepted, of course.

Posted by Adam Brucker at March 29, 2007 5:06 PM

It goes without saying that the very first action one MUST take is to take on the entrepreneurial attitude that Binder's warning is an opportunity that can be utilized. Not a threat.

Posted by Mr. Waay at March 29, 2007 10:01 PM

Great point, Adam! It's funny how quickly, easily and often we ignore the human element in all this. Thanks for helping to keep it front and center, and for pointing out the importance of mental health & meaningful work.

I just read an article titled "You've optimized your process, now optimize your organization." I was dismayed at the mechanical, inhuman approach and it's advocacy of "computational organziation modeling," which doesn't sound much different than old Fred Taylor's efficiency experts with their doggone stopwatches.

I often argue that we in the west shouldn't really be content to work in a factory manufacturing t-shirts anymore. Further, we shouldn't be surprised (or even angry) when those jobs migrate oveseas. As Mr. Waay pointed out, this is indeed an opportunity to do new, cooler stuff.

But then again, maybe I'm crazy.

Posted by Dan Ward at March 30, 2007 7:45 AM

No doubt jobs will migrate to where they can be done most efficiently (cost and quality), and, increasingly, those are higher-end jobs (software development, finance, medical diagnosis), not just low-end manufacturing (t-shirts). For the educated professionals in these high end jobs,the "brand you" message gets louder and clearer and, presumably, many/most will have the werewithal to listen and act. For those with less education and fewer resources, the transition may be more difficult.There are human beings for whom working in the t-shirt factory is better than other low-skill alternatives. Globalization may benefit the larger good, but it doesn't always work out at the micro level for individuals.

Posted by Maureen Rogers at March 30, 2007 9:28 AM

The industrial economy had huge barriers to entry. By contrast, the information economy does not. A few guys in a basement can launch a business that is soon worth millions - even billions. This has consequences for national policy, particularly when those guys in the basement are in the Ukraine.
http://rwrld.blogspot.com/2007/03/finding-high-ground-in-flat-world-21st.html

Posted by Ron Davison at March 30, 2007 10:04 AM

I agree that developing a personal "Brand You Plan" is critical for success in the years ahead, but there are other factors that I think Mr. Binder may have under emphasized. There was a report out recently that the US has lost its lead as the worlds primary engine of technology innovation according to the WEF. Denmark is now number one.

Given the circumstances, the Brand You Plan must show your ability to not only be an entrepreneur and a team player, but also someone who can make your entire team more innovative. Once you stop being innovative it is only a matter of time before your role becomes a commodity.

Dan nails it when he talks about organizational optimization. I think in our manic penchant for measuring everything, specially at the individual level, we have started to lose sight of the need for people to broaden their perspectives in order to be more creative.

This month's Wired Magazine has a wonderful essay by Walter Isaacson about Albert Einstein and his rebel tendencies ( http://www.wired.com/wired/archive/15.04/start.html ) He didn't allow himself to be constrained by convention, yet today that seems to be what we are trying to do to most employees. Make them conform to some organizational model for what their "optimal role" should be.

Building a Brand You Plan in such an environment can be personally risky, since the organization may find your individualism suboptimal and send you away, but it can also be very rewarding since it opens your horizons to who you are and what you truly have to offer.

Posted by Andrew Hayden at March 30, 2007 10:32 AM

Obviously it a good idea to do what you can to make yourself unique.
But, I think it's a bit arrogant to think that people who work at "commoditized" jobs are not enjoying thier work.
Not everyone lives to work - In fact, its kind of a boomer thing to believe that work as an and of itself needs to be fulfilling. I'm sure there were plenty of people happy to install bumpers on Chevy's. In a job like that, when the whistle blows, you are done for the day.
Having said that, I need to do fulfilling work - It's just that when I talk to my father about work, I get the distinct feeling his generation didn't take work quite as seriously as us boomers. And he had a great life.

Posted by pete stafford at March 30, 2007 11:48 AM

Sorry, but it's B-L-I-N-D-E-R, not B-I-N-D-E-R. There is also a review of his piece with some good comments on Daniel Drezner.com today (link on the left sidebar of this blog).

Cheers,

Red

Posted by Red Island Rhodes at March 30, 2007 2:23 PM

Has anyone read Daniel Pink's book "A Whole New Mind", "Why Right-Brainers Will Rule The Future"?
He talks about six senses of the right brain: 1) Design 2) Story 3) Symphony 4) Empathy 5) Play 6) Meaning.

While India and China are doing the left-brain jobs, America can do the right-brain jobs.

Posted by Jay at March 30, 2007 3:19 PM

thanks, red, for the correction on the name.

Posted by Erik Hansen at March 30, 2007 6:28 PM

8 things that successful people do according to Robin Sharma:

1) incredibly focused around their goals 2) positive and passionate 3) work hard 4) never stop innovating 5) use their time well (world class at managing their time) 6) add outrageous value 7) strong relationships with other human beings 8) devoted to excellence

Posted by warren at March 30, 2007 7:30 PM

The only weak spot in your logic is placing the responsibility for survival into the lap of the victim. We need to recognize that a fair proportion of the victims in such a sea change are not healthy or wealthy enough to weather the storm themselves.

I've seen this history played out a couple of times. With the science and engineering community in the eighties when it wss decided we didn't need no more stinking science. And in the first decade of this century when we decided to abandon the tech folks who had contributed so much to the overall welfare of our current economy.

Many of those folks succumbed to sickness or poverty. We in the tech community heard about it, but it didn't play out in the popular press. Guess who is next.

Posted by Hank Heath at March 31, 2007 4:33 PM

Sounds like this guy finally read Freidman's The World is Flat. If you don't have a strategy for your business (or your self) to survive or thrive, it won't be pretty.

Posted by Jeff at March 31, 2007 4:49 PM

Dear Mr. Peters:

No, this isn't an April Fools joke. You may be tickled to know that the marketing class in which I am currently enrolled has been assigned to write a paper on your work in The Brand You 50. Here is an excerpt:

At first I was skeptical, spending time writing a paper based on a book written ten years ago, with its complimentary references to the brand Arthur Andersen. I know Tom Peters is a famous business author, but we’re in a new millennium. Andersen has not only fallen from grace but into oblivion. In our light-speed-fast, technology-driven information era, ten years is a very long time ago. Ten years ago, I was still a court reporter. Our kids were 11, 9, 7, and 2, respectively. I wouldn’t have imagined we would have dropped our oldest at the airport yesterday – no, Mom, you can’t watch her board the plane -- alone but for her iPod, to study abroad for ten weeks. Ten years ago, I certainly didn’t have a cell phone, let alone the four we have in our family now. Ten years ago, my gigantic desktop computer ran on Windows 95. That’s four, count ‘em, four, operating systems ago.

How could this personal branding concept still be relevant today? I decided to delve further into the concept and was disappointed that I couldn’t find Peters’ book in my local library or from the bookstore. It wasn’t out of print but only available through resellers as “special orders.” My skepticism was growing; yet, still, I had this paper to write. So, I had to press on; and that I did.

My conclusion: Thank goodness it isn’t ten years ago that I am writing this paper! Being the technophile that I am, I headed straight back to the Web. There, I found Googles more information on personal branding, including Tom Peters’ own website. And with that, I must admit I am having lots of fun with this idea and have overcome my original skepticism.

Posted by Jan Stoner at April 1, 2007 2:51 PM

Recently the Australian Govt has made reform which minimalises the power of unions. Employees now negotiate their own salary and benefits with potential employees.

To me, I think it was a great step as it means employees are beginning to feel more like business owners, in the sense they are negotiating business.

As you said, defining your uniqueness and where you can strongly add value, has never been more important, even for employees. As a business owner, I 100% welcome the changes.

Posted by Steve at April 2, 2007 5:34 PM

Since the mid-90s, I think, I've been aware that what I have to offer is in my brain - for better or worse. I'd never heard the phrase "knowledge worker." Now I realize how lucky I am that my value is not only portable but (to some extent) unique and (I hope) infinitely upgradable. It helps that I'm a creative, currently working as a strategic storyteller - helping others find their personal and company points of differentiation (in story form).

As I prepared for my annual review this week, I went back to a document I wrote six months ago, "Brand Sarah " (which I thought was very clever at the time). It helped me objectively see what value I offer my company - and, possibly because I'm a creative, it also boosted my self-esteem considerably!

Posted by Sarah at April 3, 2007 4:00 PM

Not to be a downer, but what use is "Brand You" in a corporation like Circuit City? I was absolutly astounded at their announcement of letting go of their more highly paid and skilled clerks. Thats it, work hard to establish ones self and get canned to be replaced by lower paid and unskilled workers. Of course, wait 10 weeks and you can re-apply for you old job (if not taken) at a base rate.

Suggestion to the holders of Circuit City stock. Sell it quick!

Posted by Al at April 4, 2007 3:24 PM

tom

great siren call. to Tom, commenter "Al" and others, my book, Purple Curve Effect, is the best "Brand You" action guide on the market. the PDF is just two bucks!

there is a lot of hope available. you just have to know where to look!

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buy viagra in australia with paypal Posted by SKI at April 5, 2007 5:19 AM

Al--if a person's idea of the ultimate career choice is to work at Circuit City, then that person deserves to be laid off.

SKI--thanks for using this forum to shamelessly plug your merchandise. No class, man, no class.

Posted by Red Island Rhodes at April 5, 2007 6:22 AM

great point Tom. There is no rule book which says Americans should only work in the US or do business in the US. I have talked a bit about a Commerce Corps, a modern day Peace Corps where US companies are subsidized for hiring young Americans for overseas postings. Frankly, instead of Lou Dobbs or Blinder who want to raise barriers, I would have more Carla Hills to break down barriers in other countries...

Posted by viinnie mirchandani at April 9, 2007 2:20 PM