From Brand You to YouTube
6:00
Management guru Tom Peters (www.tompeters.com) often writes about Brand You, or the necessity for professionals and careerists to aggressively promote their unique value proposition to (potential) employers and clients.
Before the advent of YouTube (which allows you, free of charge, to "broadcast yourself" on the Web), the return on investing time, effort and money into creating your "Brand You" was fairly small.
After all, without a mass media, how can it be profitable to create your Brand You and disseminate it to key audiences?
YouTube changes all this, and shifts power dramatically to talented professionals, who now have a powerful medium through which to broadcast their unique value proposition (UVP).
Unfortunately, professionals who did not work on their UVP will not find YouTube very useful.
The analogy is this: YouTube is like a giant radio broadcasting station. It will make you famous and rich IF and only IF you have a good song that people like. After they hear your song, they might go to the music store (online or offline) to buy your CD.
By the same token, a radio station cannot help singers who don't have talent.
The bottom line is that services like YouTube will proliferate in the future. It is therefore more important than ever for professionals to ask themselves: "What is my unique value proposition?"
Without the answer to that critical question, the Internet will not be useful to one's career. Which is sad, because the Internet is arguably the most powerful career-boosting technology ever invented.
Management guru Tom Peters (www.tompeters.com) often writes about Brand You, or the necessity for professionals and careerists to aggressively promote their unique value proposition to (potential) employers and clients.
Before the advent of YouTube (which allows you, free of charge, to "broadcast yourself" on the Web), the return on investing time, effort and money into creating your "Brand You" was fairly small.
After all, without a mass media, how can it be profitable to create your Brand You and disseminate it to key audiences?
YouTube changes all this, and shifts power dramatically to talented professionals, who now have a powerful medium through which to broadcast their unique value proposition (UVP).
Unfortunately, professionals who did not work on their UVP will not find YouTube very useful.
The analogy is this: YouTube is like a giant radio broadcasting station. It will make you famous and rich IF and only IF you have a good song that people like. After they hear your song, they might go to the music store (online or offline) to buy your CD.
By the same token, a radio station cannot help singers who don't have talent.
The bottom line is that services like YouTube will proliferate in the future. It is therefore more important than ever for professionals to ask themselves: "What is my unique value proposition?"
Without the answer to that critical question, the Internet will not be useful to one's career. Which is sad, because the Internet is arguably the most powerful career-boosting technology ever invented.
posted by Super Peter at 11:40 PM
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