The quarterly publication of the International Legal Technology Association
Issue link: https://epubs.iltanet.org/i/67910
Brand Yourself Without Bragging Tom Koulopoulos: Many years ago I had the incredible good fortune of being introduced to Peter Drucker, one of the 20th century's most influential and well-known management thinkers. Over the course of the following decade, until he passed away, Drucker graciously gave me his time and mentorship. The fact that a man with as great a personal brand as Drucker would give of himself so freely and generously was perhaps the greatest lesson I ever had on the importance of personal branding — namely that the value of the personal relationships we form will always be the greatest testimonial to our brand. While today's gurus may be extraordinary at self-promotion, Drucker was extraordinary at selfless promotion. His brand was built on focused, thoughtful content and a genuine interest in sharing it with others. He did not worry about "who" he was (Peter Drucker — the great guru) as much as "what" he was (a teacher with an eagerness to share his insights and experiences), and he always looked for ways others could find the same in themselves. Is this a model for an old-world view of personal brand? No. Our brand in the cloud is simply a magnification of "what" we are. The cloud is incredibly transparent and you won't fool anyone for long. To boil it down, focus on the value you have to offer; be sincere, humble and give freely of your knowledge to others, whatever the medium. Your brand will follow. Kate Cain: If you won't advocate on your own behalf, who will? That said, it can be tricky to navigate that narrow margin between marketing yourself and becoming "that guy" who loves the sound of his own voice. The key to telling your own story effectively is to remember two axioms you've known since childhood: • Actions speak louder than words, so let your actions speak for themselves. If you are interviewing for a new role, tell your story in a way that aligns your accomplishments with the specific requirements of the role, highlighting what you learned along the way. That story should include examples that strike a balance between independence and team work and between smashing successes and good ol' fashioned lessons learned the hard way. • You'll catch more flies with honey than with vinegar. Focusing your story on the positive impact you had or could have will be more effective than criticizing the status quo. For example, a former colleague came up with an idea for a new approach to training and professional development. Her approach was novel and had a lot going for it. However, she framed her "pitch" by focusing on the gaps, inadequacies and dysfunction of the existing program. Although these criticisms were not necessarily unfounded, the audience was immediately turned off and tuned out before she could make her case. It is your story to tell and you're the best person to do it — just remember to stick to the relevant facts and keep it positive. Peer to Peer 29