Practical Coach: Management Skills for Everyday Life, The

The Brand Called You

Recently, management gurus in the United States have been offering a new kind of advice: To be successful, today's managers must think of themselves as a one-person enterprise. Popular management author and consultant Tom Peters, in his controversial Fast Company article called “The Brand Called You,” advises managers and professionals to know themselves, understand their customers, develop unique and marketable competencies that help them stand out from the crowd, reinvent themselves if necessary, and then package and sell themselves. “To be in business today,” says Peters, “your most important job is to be head marketer for the brand called You.”^[10]

The nice thing about egotists is that they don't talk about other people. ...