William Arruda - Ditch. Dare. Do!: 3D Personal Branding for Executives

Ditch. Dare. Do!

3D Personal Branding for Executive Success

66 Ways to Become Influential, Indispensable,
and Incredibly Happy at Work!

William Arruda

Deb Dib

Copyright 2013 by William Arruda and Deb Dib. All Rights Reserved.

Published by TradesMark Press International
New York, NY, USA

This publication or any part thereof may not be copied, reproduced, stored in a physical or electronic retrieval system, or transmitted in any form by any means, electronic, mechanical, photocopying, scanning, recording, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either: (1) the prior written permission of the publisher, or (2) authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, Massachusetts, 01923, (978) 750-8400, fax (978) 646-8600, or www.copyright.com.

Limit of Liability/Disclaimer of Warranty:

While both authors and publisher have used their best efforts in preparing and producing the book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by marketing or sales representatives or in print or online sales and marketing materials. The advice and strategies contained herein are the opinions of the authors and may not be suitable for your situation. You should consult with the proper professional where appropriate. Neither the publisher nor the authors shall be held liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or any other damage.

Library of Congress Cataloguing-in-Publication Data:

Arruda, William, 1961 Ditch, dare, do: 66 ways to become influential, indispensable, and incredibly happy at work / William Arruda, Deb Dib

Includes index.

ISBN 9781620504574

First Edition.

Book cover by: Stacey Aaronson
Book design by: Ryan Torres

I tell everyone Im the most fortunate person I know because there are so many loving, fascinating, and inspirational people in my lifefamily, friends, colleagues, and clients who help me be a better version of myself. The list is too longyou know who you are! Thanks, too, to the careerists whom I meet at companies all over the world who want their work to have meaning and dare to be their authentic selves. And Id like to express my gratitude to the Reach-certified Personal Branding Strategists (hundreds of committed coaches and consultants) and my dedicated Reach team. They have put their faith in Reach and in me. I truly appreciate it. Lastly, I want to thank all the contributors to this book for their meaningful stories, quotes, and insights and the witty and wise Deb Dib, without whom this book would not exist. Her brilliance, flexibility, and focus made this writing project fun, fulfilling, and fruitful.

William Arruda

My life, my career, and my joy are powerfully tied to family, friends, colleagues in the careers and personal branding communities, and my wonderful clientsyoure far too numerous to mention by name, but you know who you are! I am so thankful for your presence in my life, your courage to be real, and your inability to accept the status quo! You feed my soul, creativity, and energyand affirm my belief that purpose, passion, and innovation (and, yes, profit), even in baby steps, can ultimately move mountains and change the world. I must especially thank my familyDoug, Patrick, and Jessamynand my dear friends: Chandlee Bryan and Susan Whitcomb (of The Academies); Kim Batson, Cindy Kraft, Beverly Harvey, and Jan Melnik (my C-SuiteCareerCatalysts.com colleagues); and Pat Schuler (my fabulous coach). Without your support and understanding, I could never have played hooky to finish this book. And of course, theres William, my teacher, mentor, and friendyour personal brand training and belief in me changed my life forever.

Deb Dib

The business world, these days, is divided into those who like the concept of branding and those who dont. (Among the latter is Jonathan Salem Baskin, with his sardonic book, Branding Only Works on Cattle.) Personal branding, as a concept, was born unnoticed in 1937 in a book by Napoleon Hill and reborn in 1997 by Tom Peters, while experts on branding, such as Dan Schawbel and William Arruda, appeared thereafter.

Now, those who like the concept of personal branding will rush to get their hands (or eyes) on this book, since one of the authors is William Arrudayes, that William Arruda. Anything from his pen (or keyboard) is bound to be valuable from the get-go. And his coauthor, Deb Dib, is equally famous in the branding world.

So, let me speak to the other people, the ones who dont like the phrase personal branding, and, seeing that this is a book on branding, might at first sight decide not to buy or read it.

My basic concern is that you dig deeper and understand that personal branding is not merely some modern fad but an ancient concern, only dressed here in modern language. It is the concern of the snowflake and of your fingerprints. The theme is uniqueness. No two complex snowflakes have ever been found to be identical, nor have any two peoples fingerprints. From the creation of the Earth and of humankind, uniqueness has been the driver.

Personal branding is simply a matter of answering these questions: What makes you unique? How do you express your uniqueness? How do you gain a reputation so people will understand that your uniqueness makes you valuable to them?

Be clear about this: That uniqueness resides in the person, not in the product. The thing we produce, each of us, whether it be ideas, or services, or things, is only the outward expression of that internal uniqueness which resides in each of us. So, dont be put off by the vocabulary. Brand is just another word for what is unique about you.

The tools of branding is just another phrase for the playgrounds where we exhibit and act out our uniqueness. The playgrounds are new, since 1996, and that is the value of this book: It enumerates them and discusses how to use themFacebook, LinkedIn, Google+, Twitter, images, video, YouTube, blogs, thought leaders blogs, professional associations, etc.in brief, two-page chapters, for fast reading and slow digestion.

What we end up with here is a book for both branding people and non-branding people. I hope you will read it and find it valuable. I hope you discover or rediscover your uniqueness. For that is what makes you so valuable as a human being.

In that process, I hope you become infinitely more aware of what makes others unique. For that is what makes you valuable in whatever community or communities you may happen to find yourself, from this time forth.

Dick Bolles, author
What Color Is Your Parachute? 2013
A Practical Manual for Job-Hunters
and Career-Changers
10 million copies sold; rewritten annually

Your fast track to becoming an influential, indispensable, and incredibly happy executive starts here.

Why? Because 3D personal branding unlocks your full potential, freeing you to give your best and be your best. Your 3D personal brand is YOUa clarified, confident, and compelling youyou with a