And then what?
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It also made me think about the odd goals we set for ourselves. For example, I spend a lot of time figuring out marketing strategy for PBwiki. At the beginning, I thought it was critically important to get press coverage. “We’ve got to be in the [insert big newspaper here],” I said, and I was sure about it. But I was wrong. The real goal wasn’t to get news coverage or more conference invites or funding. The goal was–and still is–to get customers who love our product. So when I saw the quote in the paper today, I was proud and happy and thrilled. And then I thought, now what?
I know a young CEO whose only goal is to get her company funding. Why? What happens once she gets funding? Does that mean her company is a success?
Another blogger I know desperately wants to be featured on TechCrunch, the popular Web 2.0 blog. What happens then? Will he instantly get famous? Does all the hard work pay off once you’re featured on some blog?
The answer to both is no. Achieving these goals is just the first step. And then what? What happens if you actually achieve it, and realize you never thought through the next step? Other “goals” I have heard: “I want to be an investment banker,” “I want to live in a nice apartment,” and “I want to be the best-dressed person at work.”
Personal branding is one of those buzz phrases like “clarifying your vision” and “aligning your mission.” They sound nice, but ...Read More