In Career Warfare, David F. D'Alessandro, author of Brand Warfare and CEO of John Hancock, asserts that personal success in corporations today doesn‘t follow any rational formula. In fact, the biggest mistake you can make is to assume that you will get ahead based on positive performance reviews, smooth manners, and sharp suits.
Much more important to your success is what people think of you -- your personal brand. Small things -- sometimes amazingly small -- that occur every day determine what people think of you. And during your entire career, there may be only half a dozen brief moments that determine your success or failure.
Once people have formed an opinion of who you are, it becomes very difficult to change it. And when the time comes for decisions to be made about your career, they are made hastily, without much research, based on the assumptions you've allowed them to make about who you are -- your personal brand, in other words.
With that in mind, it is essential to be constantly vigilant to the demands of personal brand building, those moments of truth that will define you in other people's eyes. Career Warfare spells out the 10 rules that will help you to turn your personal brand into a powerful tool.
