Review: Tom Peters - "Turn yourself into a brand! 50 surest ways to stop being mediocre "
Tips / / December 19, 2019
This is one book in the series ( "Project - 50", "company providing professional services - 50" and other monographs), dedicated to the post-modern economic model centered on the person. The talented, confident, selflessly loves his job. His name is known and respected. Because he - professional.
An example of such a person by the author - Tom Peters. An engineer by training, he fought in Vietnam for several years worked as an advisor in the White House, and then - in a large US company. Withdrawing, he began to write the book.
"The best book about the business of the twentieth century", "The greatest in the history book of business" - all about Tom and his works.
Today, Tom Peters is leading international consulting company «Tom Peters Company». In his seminars and training thousands of people come: small clerks and chief executives of such companies as «Microsoft», «Intel», «Coca-Cola», «Starbucks», «Rolls-Royce» and others.
Tom Peters - a vivid example of the construction of the corporation of a single person, creating a brand of its own name. I-brand.
He said: "The work is important." Because your job - it's you and there. I-brands take responsibility for their lives. They are selfish. In the best sense of the word.
Revolution I-brands
We live in an amazing time. And beautiful date that fell to us in connection with the beginning of the new century, and. The economy as we know it, is about to change. Happen is already happening, the revolution.
At least, the author of "Turn yourself into a brand" convinced. The era of "big firm" with their social stability systems ends (largely due to the development of computer technology and the Internet.)
Soon 90% of the work, which is engaged in "white collar", changed beyond recognition, and very "office slave" would be unnecessary and economically unprofitable. Will be left behind. They will be left to themselves.
According to Peters, this is a question the next 10 years (+/- 2 years). In my opinion, things are changing less rapidly (at least in Russia). But the fact that the ice was broken - no doubt.
The first feeling that comes from a person realizes this - fear. How can I live? I can not swim! Water overboard is too cold!
The natural reaction. After years of work on the "big boss" to strangle us (sometimes, with his own hands) initiative, drive and courage. That is why millions of people do not like their jobs - just de_la_yut it.
Naturally, that they are afraid. Salary, social package and unemployment benefits gave a sense of security. And what now?
Now, according to Peters, we go back to basics. In the early years of democracy in America each worked for himself and his family. (We also like that it was in the period of the NEP, but much less time and more modest in scale.) Nobody expected that will take care of it. And a sense of security was much stronger - it was reinforced independence and freedom.
These maxims author reminded me of another brilliant book - "Atlas Shrugged" by Ayn Rand. Selfishness in the best sense of the word. In pure form. This, perhaps, is the guarantee of freedom and independence. The foundation of the new economic model, in which the protagonists will be the company of one person.
How not to go down in times of change? You have to be damn good professional and responsible in relation to what you're doing. It is necessary that your name has become synonymous with top-notch work.
Ask yourself: Who am I? The revolution I started brands. Viva la Revolution!
How to turn yourself into a brand?
You - it is your projects
Life - it is a project. Speech at the matinee in kindergarten captaincy in the school football team, a university degree, a report on the conference and the organization of the day, even a friend's birthday - all your projects. Cases. They accumulate and, ultimately, make life. Your life. And how cool you are doing each of them depends on who you are.
The path to perfection - to stop doing things imperfect. Everything you do should be imbued with personality and skill. I-brands tend precisely to this.
The work that means something - is "WOW projects." Those who excite your spirit, and spirit all around. If what you are doing, motivates, inspires, does not work, you suffer nonsense.
Take it for granted: you - it is your projects. Do you want to stop being mediocre, cease to do mediocre things.
Really cool projects are characterized by three criteria: design, value and trust. Tom Peters calls on readers to pay close attention to this.
I am a brand, its small and the site should look great. I learned the brand and market yourself and knows exactly what it takes. Do not be hypocrites - people have a monetary value. Ask Roberto Carlos and Sarah-Jessica Parker. Finally, I am brand - one who is trusted. One person's name evokes emotions and create an atmosphere. What did you think when you hear «BMW»? Comfort, safety, status?
What else you need to do a good job?
- Creativity;
- the ability to speak;
- marketing skills;
- optimism;
- continuous learning;
- patience;
- involvement;
- openness;
- ability to lead (and not only me).
A lot, right? But nobody said it would be easy. "If your project can not be called cool, you, too, can not be called cool. Dot".
You - it's your customers
Old truth "Tell me who your friends are ..." does not lose relevance in the XXI century. At the beginning of this article I have listed (some) customers Tom Peters. An impressive list, is not it?
With whom and for whom you work - the determining factor. Defines you. It is not just about how to select customers, but also about the attitude towards them.
Peters teaches us to love them. It's difficult. But I-brand treats its customers carefully, carefully, with an extreme degree of empathy. He did not just qualitatively ready to perform a particular service for him, he wants to help.
With such an attitude, you can easily get feedback. Good feedback. A good reviews and "word of mouth" - it is free advertising of your brand.
You - it's your calendar
Time - all that we have. The only resource that is given for free, without any investment. The only non-renewable resource.
If you spend time on anything other than their WOW project, you suffer nonsense again.
"Then", "tomorrow", "someday" - I-brand does not know these words. He has a clear action plan for the day, month or even year. He read more than one book on time management and found a perfect timing system.
The focus of attention - only his project. Everything else is either in line with it or does not interfere with its implementation. Everything else - out of the life of self-brand. Hard. But it is necessary.
You - it's your address book
Selfishness in the best sense of the word. In pure form. This is what promotes Peters. The paradox is that while he declares: I brand - a team sport.
At first it made me perplexed, but gradually I realized that I have in mind.
Remember the game «The Sims»? To move up the career ladder, you need to make friends. In this case, the friendship goes out, if the contacts are not supported.
It is very indicative model of relations in the modern world. We need communication. No, it's not about those who would say a word for you.
The address book is self-brand a lot of useful contacts. People who can learn something, with whom you can build a strong partnership who simply inspiring.
I am a brand communicates with each of them. Calls, e-mails, joint dinners - all this on a regular basis in its schedule.
In addition, I-brand just need to communicate with peers and critics. "I'm so cool people with cool how people communicate."
That this book has given me?
A friend of mine once said to me: you write much better than to sell themselves. It's true. I always thought that this is enough. Employers themselves make out my potential and the rush to book texts.
But customers do not have time to select the wheat from the chaff. It is spodviglo me something to start blogTo become more active in the social sphere, and more. Thanks to Tom Peters I realized that I need to learn how to claim the world - who am I? What am I doing? What is my purpose?
Each of us is worth something. A brand I know how to learn from this real - money - the cost.
Summary
The whole book is read in one breath. It is very ironic. I want to take away its citations.
But the main "Turn yourself into a brand! 50 surest ways to stop being mediocre "motivates! Almost every line: "do it!", "Now!", "Let's!".
After each chapter lists. The author is not obliged to carry out all of them. But if you follow at least 50 of his advice (and there are many more), you move far forward on the way to its own self-brand.