Personal Branding Dilemmas

If you wish to succeed in your chosen career, few would argue with the value of personal branding just the way the stars do it as a recent Fast Company article suggests:
Whether you love Kim Kardashian or you can’t stand her, you must acknowledge her ability to leverage media in order to create constant publicity. Whether it’s appearing on the cover of a book or simply attending church on Easter Sunday, Kardashian never fails to generate headlines. … Granted, most of us are pursuing publicity and exposure on a smaller scale, but the objective is still to create consistent exposure in order to build credibility and visibility.
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7 Habits Of A Truly Customer-Centric Selling Organization

Note that this is an updated version of a white paper that first appeared in December 2001. Over the years it has been the most read white paper of all. Although it reflects policies that one hopes most companies would now be applying, this still seems to be the exception rather than the rule.  

In March 2000, Harvey Thompson of IBM published a book, “The Customer-Centered Enterprise: How IBM and Other World-Class Companies Achieve Extraordinary Results by Putting Customers First” (McGraw-Hill).

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