Published by Soundview Executive Book Summaries, P.O. Box 1053, Concordville, Pennsylvania 19331 USA
©2004 Soundview Executive Book Summaries • All rights reserved. Reproduction in whole or part is prohibited.
10 Rules for Building a Successful Personal Brand
and Fighting to Keep It
CAREER
WARFARE
THE SUMMARY IN BRIEF
What really separates those who get ahead? Hard work and accomplish-
ments will only get you so far. If you intend to compete at the levels where the
competition gets really ferocious — where everybody is hard-working and
accomplished — you need a much more subtle advantage. You need the kind of
reputation or “personal brand” that convinces people to trust you with new
opportunities.
It’s not easy to build a great personal brand, however. You first have to
understand that people will judge you based on the way you behave even in
the most insignificant moments. Then you have to become conscious of the
personal impression you are making every day. Next you have to be noticed —
and noticed for the right qualities. Ultimately, a big career requires everything
from the right kind of manners, to the right style of handling your detractors,
to the right instincts about when to leave a job and when to stick with it.
Career Warfare offers the unwritten rules of organizational life, the real
truths you need to know in order to build the kind of personal brand that
shouts “headed for the top.”
Concentrated Knowledge™ for the Busy Executive • www.summary.com
Vol. 26, No. 2 (2 parts) Part 1, February 2004 • Order # 26-04
CONTENTS
You Cost as Much as a
Mercedes, So Act Like One
Pages 2, 3
Your Boss Is the Coauthor
Of Your Brand
Pages 3, 4
Put Your Boss on the Couch
Pages 4, 5
Learn Which One Is
The Pickle Fork
Page 5
Kenny Rogers Is Right
Page 6
It’s Always Show Time
Page 6
Make the Right Enemies
Page 7
Don’t Be Swallowed
By The Bubble
Pages 7, 8
The Higher You Fly,
The More You Will Be Shot At
Page 8
Make Sure You Stay
A Contender
Page 8
By David F. D’Alessandro
FILE:SUCCESS/CAREERTECHNIQUES®
What You’ll Learn I