Review: Tom Peters – "Turn yourself to the brand! 50 faithful ways to stop being mediocrity "
This one book from the series ("Project – 50", "Company providing professional services – 50" and other monographs) dedicated to the postmodern economic model in the center of which a person. Talented, confident, selflessly loving his business. His name knows and respect. Because he is a professional.
An example of such a person by the author – Tom Peters. Education engineer, fought in Vietnam, worked for several years as an adviser in the White House, then in a large American company. Reducing, began to write books.
"The best book about the business of the twentieth century", "the greatest in history book about business" – all this about the volume and his works.
Today, Tom Peters is headed by the International Consulting Company "Tom Peters Company". His seminars and trainings come thousands of people: small clerks and first persons of companies such as "Microsoft", "Intel", "Coca-Cola", "Starbucks", "Rolls-Royce" and others.
Tom Peters – a vivid example of building a corporation from one single person, creating a brand from his own name. I-brand.
He declares: "Work is important". Because your job is you and eat. I-brands take responsibility for your life. They are egoista. In the best sense of this word.
Tom Peters. Turn yourself to the brand!
We live in amazing time. And beautiful dates that fell in connection with the beginning of the new century not. Economy, as we know her, will change soon. Happen already happens, revolution.
At least the author of the book "Turn yourself to the brand" is convinced of this. The era of "large firms" with their social stability systems ends (largely due to the development of computer technologies and the Internet.)
Soon 90% of the work that "White Collars" are busy will change beyond recognition, and the "office slaves" themselves will become unnecessary, economically unprofitable. Will be overboard. Will be provided to themselves.
According to St. Petersburg, this is the question of the next 10 years (+/- 2 years). In my opinion, everything changes not so fast (at least in Russia). But the fact that the ice has moved – undoubtedly.
The first feeling arising from a person who realized this is fear. How can I live? I can not swim! Water overboard too cold!
Natural reaction. Over the years of work on "big bosses" in us strangled (sometimes, with your own hands) initiative, drive and courage. That is why millions of people do not like their work – just de la .
Naturally, they are scary. Salary, social.Package and unemployment benefits gave a sense of security. And now?
Now, according to St. Petersburg, we will return to the origins. In the first years of democracy in America, everyone worked for himself and his family. (We also had a similar during the NEP period, but much less in time and modest on scale.) No one was waiting for him to take care of him. And the sense of security was much stronger – it was supported by independence and freedom.
These authentius of the author reminded me of another ingenious book – "Atlant straightened the shoulders" Ayn Rand. Egoism in the best sense of the word. In pure form. This is probably a pledge of freedom and independence. The foundation of the new economic model in which companies of one person will be the main operating persons.
How not to go to the bottom in the era of change? Need to be a damn good specialist and responsible for what you do. It is necessary that your name becomes synonymous with first-class work.
Ask yourself: who I am? The revolution of I-brands began. Viva La Revolution!
Tom Peters. Turn yourself to the brand!
How to turn yourself into a brand?
You are your projects
Life is a project. Speech at the Matinnik in kindergarten, a sense of school football team, a university diploma, a report at a scientific conference and even the organization of a friend’s birthday – all these are your projects. Cases. They accumulate and ultimately make up life. Your life. And on how cool you perform each of them depends on who you are.
The path to perfection is to stop doing imperfect things. All you do should be saturated with individuality and skill. I-brands strive for this.
Work that means something is "wow projects". Those that, excite your spirit and the spirit of all around. If what you do does not motivate, does not inspire, does not help you suffer nonsense.
Accept as a given: You are your projects. Want to stop being mediocrous, stop doing mediocre things.
Really cool projects differ in three criteria: design, cost and trust. Tom Peters calls readers to pay close attention to this.
I brand, his business cards and the site should look great. I-brand studied the market and myself and knows exactly what it costs. Do not be hunters – people have a monetary assessment. Ask Roberto Carlos or Sary-Jessica Parker. Finally, I-brand is the one who trust. One name of this person causes emotions and creates an atmosphere. What do you think when you hear "bmw"? Comfort, Security, Status?
What else is needed to do your job well?
- skill talk;
- Marketing skills;
- constant self-improvement;
- The ability to manage (and not just).
Much, truth? But no one said that it would be easy. "If your project can not call cool, you will not call cool. Point".
You are your customers
Old truth "Tell me who your friend …" does not lose relevance in the 21st century. At the beginning of this article, I listed (some) clients of Tom Peters. Impressive list, not?
Who, with whom and for whom you work – the determining factor. Identifying. It is not only about choosing customers, but also about the attitude towards them.
Peters teaches to love them. It’s difficult. But I-brand refers to my customers carefully, carefully, with the extreme degree of empathy. He is not just ready to fulfill a good service for him, he seeks to help.
With this relationship you can easily receive reviews. Good feedback. And good reviews and "Sarafan Radio" are free advertising of your brand.
You are your calendar
Time – all we have. The only resource that is given for free, without any investments. The only non-renewable resource.
If you spend time anything, besides your Wow project, you again suffer nonsense.
"Then", "Tomorrow", "Someday" – the brand does not know these words. He has a clear action plan for day, month and even year. He read not one time management book and found an ideal time distribution system.
In focus of attention – only his project. Everything else is either consistent with it or does not interfere with its implementation. Everything else – Won from the life of I-brand. Hard. But it is necessary.
You are your address book
Egoism in better sense of the word. In pure form. This is what Peters promotes. The paradox is that at the same time he declares: I-brand – Team Sport.
At first it caused me bewilderment, but gradually I understood what is meant.
Remember the game "The Sims"? To advance through the career stairs, you need to start friends. At the same time, friendship goes out if contacts are not supported.
This is a very demonstrational relationship model in the modern world. We need connections. No, we are not talking about those who will shift the word for you.
In the address book, I-Brand has many useful contacts. People who can learn something with whom you can build a solid partnership who just inspires.
I-brand communicates with each of them. Calls, e-mails, joint lunches – all this regularly in his schedule.
In addition, I simply need communication with like-minded people and critics. "I am so cool man, with how cool people I communicate".
That this book gave me?
My friend told me once: write you much better than sell yourself. This is true. It always seemed to me that this was enough. Employers themselves will see my potential and rush to order texts.
But customers have no time to select the grains from the challenge. That is what I encountered me to get a blog, become more active in socialki and much more. Thanks to that St. Petersburg, I realized that you need to learn to declare the world – who I? What am I doing? What is my goal?
Each of us is worth something. And the brand knows how to extract the real – cash – the cost.
Tom Peters. Turn yourself to the brand!
In general, the book is read in one breath. She is very ironic. I want to remove her for quotes.
But the main thing is "Turn yourself to the brand! 50 faithful ways to stop being mediocrity »Motivates! Almost every line: "Make!", "right now!", "Let’s!".
After each chapter, lists of cases are given. The author does not oblige them all. But if you follow at least 50 of his advice (and there are much more of them), you will move far ahead on the way to your own I-brand.