Anti “Personal Brand”: The Damage & 35 Downsides of Building a Personal Brand (And What You Should Do Instead)
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It seems everywhere you turn today, someone’s trumpeting that you ABSOLUTELY must build a personal brand. That it’s your golden ticket to endless opportunities. Your quick-and-easy meal ticket to success. That you’d be absolutely crazy not to. But in a land where everything has an opportunity cost, you have to ask: When can it hurt you? What are the downsides of building a personal brand?
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Anti “Personal Brand”: The Damage & 35 Downsides of Building a Personal Brand (And What You Should Do Instead)
- 1. 52 Reasons Why You Shouldn’t Build a “Personal Brand” SALESHACKER flipthescript.co WEBINAR SEPT. 1 Copyright © Flip the Script
- 2. flipthescript.co THE AGENDA FOR TODAY 01 02 The 52 Reasons You Shouldn’t Personal Brand But Becc, Don’t You Have a Personal Brand?? 03 04 The 7 Types of People Who Will Tell You to Personal Brand & Why What You Should Do Instead
- 3. 01 The 7 Types of People Who Will Tell You to Personal Brand & Why flipthescript.co
- 4. 01 Type #1: Sales Trainers, Coaches, Consultants, & Family-Owned Shops flipthescript.co
- 5. 02 Type #2: Employees of those Family-Owned Sales Businesses flipthescript.co
- 6. 03 Type #2: CEOs of Salestech & Martech Companies flipthescript.co
- 7. 04 Type #4: Employees of Salestech & Martech Companies flipthescript.co
- 9. 06 Type #6: People Who Did it As a Leader, Much Later in Their Career flipthescript.co
- 10. 07 flipthescript.co Type #7: People Who Never Were an SDR, Weren’t When They Personally Branded, or Stayed within the Salestech/ Martech/Sales Training Space from There on Out in Their Career
- 11. 02 Gifting Tip #2: Choose a Gift, That They Can Use flipthescript.co
- 12. 02 The 52 Reasons Why It’s a Bad Idea flipthescript.co
- 13. 01 Bucket #1: It Takes Time, Energy, Effort, & Focus Away from Your Current Role flipthescript.co
- 14. RISK 1: IT TAKES TIME AWAY FROM YOUR ROLE YOU HAVE TO DO IT DURING WORK HOURS IT’S A TRAP, BECAUSE IT’S EASY IT’S A TRAP, BECAUSE IT MAKES YOU FEEL LIKE YOU’RE WORKING 2 1 3 5 4 YOU CAN SPEND YOUR TIME IN 1 OF 2 WAYS YOU SPEND TIME AWAY FROM YOUR ACTUAL JOB flipthescript.co
- 15. flipthescript.co 10,000 HOURS RULE 7 6 8 AREN’T ACTUALLY COLD CALLING AREN’T ACTUALLY RUNNING DISCOVERY RISK 1: IT TAKES TIME AWAY FROM YOUR ROLE
- 16. flipthescript.co NONE OF MY TOP-PERFORMERS DID IT. 10 9 11 THE ONLY WAY TO GET GOOD AT SOMETHING IS BY DOING IT, OR LEARNING FROM OTHERS HOW TO DO IT… NOT TELL OTHERS HOW YOU DO IT THE BEST FOR THEIR EDUCATION NO CORRELATION TO BEING GOOD AT SOMETHING… AND “PERSONAL BRANDING” ON THAT TOPIC RISK 1: IT TAKES TIME AWAY FROM YOUR ROLE
- 17. 02 Bucket #2: It Damages Your Career Long-Term flipthescript.co
- 18. RISK 2: IT DAMAGES YOU LONG TERM flipthescript.co THE ARGUMENT THAT YOU’RE “BULLET-PROOF IN FINDING ANOTHER JOB WITH A BRAND”... 2 1 3 FUZZIES YOUR IDEA OF HOW SUCCESSFUL YOU ARE INTERNAL V. EXTERNAL BRAND 4 “A PROPHET ISN’T WELCOME IN THEIR HOME TOWN”
- 19. RISK 2: IT DAMAGES YOU LONG TERM flipthescript.co YOU BECOME A CONSULTANT… BEFORE YOU’RE READY. 6 5 7 YOUR COMPANY DOESN’T LOVE SIDE-HUSTLES YOU GET A LOT OF “PRESS”, SPOTLIGHT, & ACOLADES FOR IT PUBLICALLY… WITHOUT ACTUALLY BUILDING THE SKILLS 8 SIDE HUSTLES DISTRACT FROM YOUR MAIN FOCUS… AND THERE’S VALUE TO SINGULAR FOCUS.
- 20. RISK 2: IT DAMAGES YOU LONG TERM flipthescript.co BRAND AFTER CONCEPTS, THEN YOU HAVE SOMETHING TO BRAND 10 9 11 BILL GATES, ANNA WINTOUR, JORDAN PETERSON, BILL JAMES 12 THE ‘COST TO HIRE YOU’ MOVING FORWARD YOU SHOULD TRY TO GET KNOWN FOR RESULTS INTERNALLY, OR CONCEPTS EXTERNALLY… BOTH BUILT OFF FOCUSING ON YOUR CORE CRAFT IN THE DAY TO DAY
- 21. 03 Bucket #3: It Alters Your End-Game… To Something You Might Not Want flipthescript.co
- 22. flipthescript.co THERE’S PRESSURE TO BECOME A SPEAKER 2 1 3 ALL ROADS LEAD TO CONSULTANT - AND UNLESS YOU WANT TO BE A CONSULTANT, IT DAMAGES YOUR CURRENT ROLE IT PIGEON HOLES YOU SALESTECH/MARTECH 4 “CEO WITHIN SALES TECH” RISK 3: IT ALTERS YOUR END GAME
- 23. RISK 3: IT ALTERS YOUR END GAME flipthescript.co EVEN IF YOU WANTED TO, EGO GETS IN THE WAY 6 5 7 YOU CAN ALWAYS PIVOT FROM SALES LEADER, TO BEING A CONSULTANT WHEN YOU’RE READY YOU CAN’T PIVOT THE OTHER WAY AROUND
- 24. 04 Bucket #4: The Results that You Do Get, Aren’t What You Wanted flipthescript.co
- 25. RISK 4: THE RESULTS YOU DO GET… AREN’T WHAT YOU WANTED flipthescript.co MOST INBOUND LEADS THAT DO COME IN… AREN’T THE RIGHT OR YOU SELL INTO &/OR PERSON 2 1 3 YOU GET CONSULTING GIG OFFERS… WHICH TAKE AWAY FROM YOUR JOB YOU GET ASKED TO DO WEBINARS… WHICH TAKE TIME AWAY FROM YOUR JOB
- 26. RISK 4: THE RESULTS YOU DO GET… AREN’T WHAT YOU WANTED flipthescript.co SPENDING TIME ON MARKETING ABILITIES… GIVES YOU MARKETING EXPERTISE & CAN LEAD TO A MARKETING OUTCOOME 5 4 6 EVEN IF THEY ARE THE RIGHT PERSON & ORG… THEY’RE USUALLY OUTSIDE OF TERRITORY “PERSONAL BRANDING” PREPS YOU TO BE A GREAT MARKETER, NOT A GREAT SALES REP
- 27. 05 Bucket #5: It Damages Your Ability to Be an Effective Content-Creator Long Term flipthescript.co
- 28. WHEN YOU DO RUN OUT OF THINGS TO SAY…. YOU START TALKING ABOUT ‘PERSONAL BRAND’ WHEN YOU RUN OUT OF PERSONAL BRAND… YOU START GIVING “YOUR STORY”, LIFE LESSONS, TRAITS, & “BEING VULNERABLE”. LOOK AT KIM KARDASHIAN… ‘BUSINESS WOMAN’ 2 1 3 5 4 EVEN IF YOU DO WANT TO BE A CONSULTANT.. YOU SHOULD FOCUS ON YOUR CRAFT IF YOU “PERSONAL BRAND” EARLY IN YOUR CAREER… YOU RUN OUT OF THINGS TO SAY RISK 5: IT DAMAGES YOUR ABILITY TO BECOME AN EFFECTIVE CONTENT CREATOR
- 29. YOU CAN’T PIVOT EXPERTISE (SALES TO CTO) TO HAVE CTO EXPERTISE, IT TAKES A LOT EVEN IF YOU BUILD THAT UP, WHEN YOU MOVE ORGS, YOU’D HAVE TO PIVOT AGAIN TO THE NEXT EXPERTISE 7 6 8 10 9 “PERSONAL BRAND” ON SOCIAL, REWARDS LACK OF DEPTH RISK 5: IT DAMAGES YOUR ABILITY TO BECOME AN EFFECTIVE CONTENT CREATOR EVEN IF YOU DO WANT TO BE A CONSULTANT.. IT’S AT THE EXPENSE OF YOUR ORG
- 30. 06 Bucket #6: Adhoc Negatie Side-Effects flipthescript.co
- 31. flipthescript.co IF YOU CHANGE JOBS… PEOPLE WILL WONDER WHAT HAPPENED TO YOU 2 1 3 IF YOU CO-BRAND WITH A COMPANY… THE COMPANY STAYS WITH YOU & BRAND STAYS BEHIND “PERSONAL BRAND” FINDS IT’S ROOTS IN NARCISSISM RISK 6: ADHOC SIDE EFFETS
- 32. RISK 6: ADHOC SIDE EFFETS flipthescript.co PLEASE JUST DON’T FREAKING DO IT. 5 4 6 YOU COULD GET BLOWN UP PUBLICALLY IT’S A LOT OF PRESSURE.. IN FORMATIVE YEARS
- 33. 03 But Becc… Don’t you have a Personal Brand?? flipthescript.co
- 34. BUT BECC, DIDN’T YOU BUILD A “PERSONAL BRAND”?? flipthescript.co I DID IT STARTING AT 35, WITH A BACKGROUND IN ALL ROLES.. AND AT SALESTECH/MARTECH COMPANIES 2 1 3 THERE’S A DIFFERENCE BETWEEN “A BRAND” & “TO BRAND” I NEVER “PERSONAL BRANDED” 4 I WAS ALWAYS IN SALESTECH… SO “BEST CASE SCENARIO”
- 35. BUT BECC, DIDN’T YOU BUILD A “PERSONAL BRAND”?? flipthescript.co FIN. 6 5 7 I’M NOW A TRAINER/CONSULTANT. LET’S SAY IT’S TRUE & EVEN IF I DID…
- 36. 04 What You Should Do Instead flipthescript.co
- 39. flipthescript.co The 6 Buckets of Personalization
- 48. 03 Think About Relevance… To Their Metrics flipthescript.co
- 50. flipthescript.co LEADING INDICATOR.. DEFN. AN INDICATOR OF SUCCESS THAT PREDICTS FUTURE EVENTS & OUTCOMES ● INPUTS ● INDEPENDENT OF OTHER INDICATORS ● DETERMINE THE OUTCOME OF LEANING & LAGGING INDICATORS ● TYPICALLY HARD TO MEASURE ● DIFFICULT TO DEFINE (EX. EMAIL QUALITY)
- 51. flipthescript.co LEANING INDICATOR.. (COINCIDENT INDICATORS) DEFN. AN INDICATOR OF SUCCESS IN REAL TIME THAT IS ANALYZED AS IT OCCURS TO CLARIFY EVENTUAL LAGGING INDICATORS ● MIDPUTS ● DEPENDENT ON A LEADING INDICATOR EVENT ● ANALYZED IN REAL TIME (AS THEY OCCUR) ● CAN NOT BE OPTIMIZED FOR IN ISOLATION ● CLARIFY THE STATE OF THE OPERATION ● EX. EMAIL OPEN RATES OR RESPONSE RATES
- 52. flipthescript.co LAGGING INDICATOR.. DEFN. AN INDICATOR OF SUCCESS THAT CAN ONLY HAPPEN AFTER AN EVENT (LI) THAT CLARIFIES AND CONFIRMS A PATTERN IS HAPPENING OVER TIME ● OUTPUTS ● DEPENDENT ON A LEADING INDICATOR EVENT ● ANALYZED AFTER AN EVENT ● CAN BE OPTIMIZED FOR IN ISOLATION ● CONFIRM THAT A PATTERN IS HAPPENING ● EX. BOOKED MEETINGS
- 53. flipthescript.co LAGGING CAN’T OPTIMIZE FOR IN ISOLATION LEADING L E A N I N G DEPENDENT ON ANOTHER INDICATOR DIFFERENCE BETWEEN LEADING, LEANING & LAGGING..
- 54. 04 Think About Relevance… To Their “Core-Static” Traits flipthescript.co
- 57. 05 Think About Relevance… To Their “Triggers” flipthescript.co
- 58. flipthescript.co RELEVANT TO THEIR MOVEMENT (TRIGGERS)
- 62. 05 Think About Relevance… To Their “Problems” flipthescript.co
- 63. flipthescript.co RELEVANT TO THEIR COMMON PROBLEMS
- 64. flipthescript.co DEFN. PROBLEM WITH A TOOL OR A PROCESS ● EX. YOUR ALARM CLOCK IS BROKEN #2 BUSINESS PROBLEM.. #3 BUSINESS IMPACT.. #4 ROOT CAUSE.. ● EX. YOU’RE LATE TO WORK BECAUSE THE ALARM IS BROKEN DEFN. BUSINESS RESULT OF THE TECHNICAL PROBLEM ● EX. YOU’RE GOING TO BE FIRED IF YOU’RE LATE AGAIN DEFN. IMPACT OF THE BUSINESS PROBLEM TO THAT PERSON OR ORG DEFN. THE IMMEDIATE CAUSE OF THE TECHNICAL PROBLEM ● EX. THE WIRES ARE CROSSED INSIDE THE CLOCK #1 TECHNICAL PROBLEM..
- 66. linkedin.com/company/flip-the-script Copyright ©Flip the Script flipthescript.co