This book is supplemental material to compliment Marketing Real People, Real Choices fourth edition by Solomon/Marshall/Stuart. It posits that work has been transformed so that now a person must identify their work skills, analyze the employment market, and sell those work skills to receptive employers. From the book's introduction:
"Brand You is a survival kit for navigating this new world. Throughout the book you'll find hands-on activities geared to finding your niche and generating your brand. These activities allow you to "try on" a career option and "wear it" into the future. You'll learn about new trends that will inspire you to search out ground floor opportunities. You'll research the needs of your target market to develop your value proposition. You'll learn how to gain exposure in the marketplace and how to communicate your value. Savvy careerist know that know that communicating how their work benefits the company is not just for the upwardly mobile - it's an essential skill for everyone. The ability to talk about yourself so others understand what you do and appreciate the value of your work separates the successful from the also-rans. The best skills in the world (and the best education) won't do any good if no one knows about them."
I have been working the exercises in this book, and it is amazing. Not that I need more career advice, or yet another career book, but this book goes above and beyond any other career book I've ever read. This book is all about marketing yourself. I've always wanted to know how a person can "brand" themselves - this book offers advice simply and the advice is realistic. It shows how one can be successful in today's world. Our job market is not like our parents' job market, and this book breaks it down.
In our parents' world: "Loyalty to a company" vs. "Loyalty to your network and profession" - company have shown themselves to be loyal to their bottom line (profits) and they have resorted to extreme downsizing and outsourcing; protect your investment in yourself and be loyal to your network "Job security" vs. "Lifetime employability" - I have worked at a few companies due to lay-offs and relocation and downsizing; whereas, our parents were lifers "Career ladders" vs. "Successive projects based on skills" - career ladders are outdated in today's global economy "Learning happens at school" vs. "Learning happens everywhere, all the time" - you can learn in your current position at work and/or take continuing ed classes, school is not the only learning ground "Years of experience determine your pay" vs. "You contributions determine your pay" "Boss controls your career options" vs. "You control your career options" - you can go far if you strategically follow your plan, you are not limited to a career track "Base work options on past experience" vs. "Base work options on emerging opportunities" - opportunities abound "Master a body of knowledge" vs. "Learn how to learn and adapt to new tasks" - it's not enough to have a degree, you have to be a lifelong learner
This book goes hand in hand with Dr. Phil's book regarding baiters. The second half of that book shows you how to be successful as well. I'm glad this was recommended by a professer. I'm getting a lot of value from this book.