Think of a business, any company will do, it doesn't have to be a global conglomerate.

 

Now imagine for a moment how much money that business spends on developing its brand. On defining its niche in the market, its competitive differentiation. More or less than you earn?

 

Now, if time were money, ask yourself this. How much do you spend on developing your brand? Defining your forte? Identifying your unique points of differentiation. Probably much less than you earn. Perhaps nothing at all.

 

The good news is that you are not alone. Hardly anybody does. After all, we're not too good at that 'navel gazing thing' anyway, or at coming up with what it is that we really excel at, let alone making a big noise about it.

 

But that's my point. No self respecting business would go to market without first defining its brand, what it stood for or why we should buy it - not if it wanted to stay in business anyway. So why should we? It's a competitive market place out there.

 

We need to be very clear about who we are, what we want to achieve and what people can expect to get from us. We owe it to ourselves to do the best that we can for our self. To make a difference. To realise our full potential, both in our careers and in our personal lives.

 

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