From Andy Sernovitz’s blog, his Word-of-Mouth/Social Media Job Descriptions.

Feeling pretty good about how I measure up (and should help you in your search for in-house folks as well)

Here is the opportunity I see:

1. Every company knows that it must harness the power of social media and social networks. But they don't know how.
2. Most (thought not all) also know that the rules of marketing have changed significantly, but are not clear what this means for them.

Having seen these forces at play within Microsoft and had some success leveraging them, I realize that my skills would have even greater value outside of the Microsoft environment. Plus, the opportunity to make a difference for many companies is just ENORMOUS.

For a company (or any of us, really) the goal is simple:

1. Do something that is worth talking about (that's Word of Mouth Marketing aka 'WOM')
2. Make it easy for your customers and prospects to tell their friends about it  (and use social media/networking)

Right now, I am offering consulting services (WOM and Social Media) so stay tuned for client announcements in the upcoming days and weeks.

Of course, I am not alone in recognizing this opportunity and am in talks with some with some firms as well. Alone, small firm, big firm, it doesn't matter. What matters is to help companies tap into the ongoing Internet revolution that I've championed for 17 years.

Either way, it's a VERY exciting time and I just can't wait to get started.

It was an honor and a privilege to be a part of a world-changing organization like Microsoft.

Wish me luck and feel free to send some referrals my way!

Let's assume for a minute that you are trying to build a unique 'global micro-brand.'

You know that every single interaction with another individual matters and can increase or decrease the value of your brand.

But, are there times when you can (or should) consciously take a hit to a portion of your brand so that you can increase the overall value?

We'll use a corporate example, but the same could apply to an individual situation....

Say, for example, that Microsoft decides to start really investing in an online experience in an attempt to avoid Google from becoming the Web OS.

And, to do that, MS had to decrease investment in some aspect of Windows or Office (maybe MS given its huge resources isn't the best example, but you get it).

As a result, let's say that current sales of Windows or Office suffers or maybe the product lacks a certain feature, etc. in the short-term. Maybe the stock suffers.

In the long-term, though, let's say that Microsoft does make inroads against Google.

Is it worth it?

Obviously, you never know, but is risking your brand equity something that is smart or stupid?

At first I thought, "another self-help book by a would-be know-it-all."

I'd read Penelope Trunk's columns over the years in a few different places and she struck me as someone with a big ego. Hey, just being honest here.

But, I'd heard some good things about the big and figured I'd give it a shot.

I'm glad I did.

It's easy to mistake candor and straight-shooting for ego (it happens to me, so I should know), but she's got some very good insights into the challenges of the modern workplace.

Perhaps it was difficult for me to stomach at some level because I feel like I've made so many of the mistakes against which she advises.

Had I read it sooner....

When it comes to self-development, I am of the mindset that you need to keep pushing yourself. So, reading a book like this (and combining it with I Didn't See It Coming, for example) would be a career enhancer.

Unfortunately, it's not going to happen.

Ok, well it might, but the odds are seriously against you.

Mark Cuban had a great post on this at More on Blogs, The Long Tail and Following vs Leading.

So, if you are not going to get rich and famous by becoming an A-list blogger, why bother having a blog?

Well, let's "flip the script" and  challenge the assumptions.

Perhaps we should ask, as Seth did, why bother having a resume?

Perhaps the blog that you keep is actually better than a resume?

Perhaps having a blog shows prospective employers, clients, and business partners how you think, how you communicate, and how you stay on top of trends over time?

In the information age, these skills (in addition to your list of accomplishments) are critical to demonstrate.

And, what better way, than to show a prolonged commitment to the study and contemplation of your discipline by blogging about it?

By engaging and inviting conversation with others?

By having a group of people who subscribe to your RSS feed and willingly invite you into their lives and attention spans?

Maybe the blog is your indirect route to riches?

And hey, please subscribe to my RSS feed :-)

I play the role of mentor to one of the younger guys in my office.

A few weeks ago, I told him that, if he wanted to move up in the company/career, I thought it was time for him to "raise his game" in terms of his appearance.

His work ethic and results are impeccable, but his image needed a makeover. Not an extreme one, but it was time to move from cargo pants and polo shirts to slacks and dress shirts.

"Look, when you are meeting customers and partners, you need to look your best. If you are just in the office, a more casual look is fine."

He had done so admirably. People have noticed. He looks good.

I should have listened to my own advice.

Today, almost on a whim, I went to the office [there was no pressing need to do so, but it actually worked out for a variety of reasons].

Since I had no meetings scheduled and aside from Mondays, the office is usually deserted (remember these are salespeople out on appointments with customers), I opted for a bit more casual look...slacks and a polo.

I wasn't a mess, but, of course, today would turn out to be the day where I met my new boss (our General Manager is moving on and in a managed transition; my area is merging with an adjacent area).

So, my new boss, impeccably dressed-straight out of GQ- is introduced to me and here I am thinking, "I can't believe my luck!"

Like the old commercial saying goes,

"you never get a second chance to make a first impression."

And, dear partners, I would hope that you will learn from my mistake.

You never know when you'll meet a customer or a prospect or a potential partner.

It's easy to slack off (trust me, I have 2 kids under 4 and Sundays are 'wear whatever you want day'), but I daresay, the extra few minutes of investment may not have big payoffs, but by not making the investment, you may avoid a loss.

In sports, it is obvious. If a guy can throw, make him a quarterback. If he can shoot, don't force him to rebound. If he can pitch for only 1 inning, make him a reliever.

Yet, somehow businesses miss this lesson and look to "round out" individuals by addressing their weaknesses. In First, Break All The Rules the authors set out to prove that better performance comes from a few key steps.

1. Selecting for Talent (as opposed to knowledge or skills)
2. Defining the Right Outcomes
3. Focusing on Strengths
4. Finding the Right Fit

And they do a very good job of it.

This book is the other side of the story which one of the authors told in Now, Discover Your Strengths, a phenomenal book which I definitely recommend. It helps you figure out what you do well (in terms of talent). Here's mine (text version)

Bottom line: take advantage of what people naturally do well and let them do MORE of it. Find others who complement them. Set clear goals and let people achieve them w/o telling them HOW to do it. Invest in your best and it will pay off.

If you are a manager or want to be one, definitely read First, Break All The Rules. Any serious professional should read Now, Discover Your Strengths