Dan Schawbel - Me 2.0: 4 Steps to Building Your Future

This book is dedicated to my grandfather, Max Meenes.

Max is the heart and soul behind my brand. Through the best and worst times, he was a powerful presence who motivated me and pushed me to my limits. No week would be complete without a phone call, when he sat anxiously to hear my status in hopes that one day I would help the world, just like him. As the backbone of my family, Maxs love and support will never go unnoticed and will be preserved in memory forever.

When I first started writing Me 2.0 back in 2007, the acceptance of personal branding as a viable career strategy was still growing, and social media was starting to gain traction. Fast-forward to 2012: Everyone is connected, and there are over 5 million results in Google for personal branding. Its very rare to meet someone who isnt on Facebook, whether youre in a college class, at a concert, or in the workplace. Personal branding has blossomed as more than just a buzz term but something thats in reach for everyone, at any level of an organization. From the Today Show to the New York Times, personal branding has become a global phenomenon, traveling from the United States to South Africa to India and back. A report by Fast Future Research in the United Kingdom predicts personal brander will be a high-growth career through 2030 (Talwar & Hancock 2010).

Originally, I wrote Me 2.0 because I witnessed a sudden change in the recruitment system, from applying for jobs to having jobs find you. I noticed that many students were feeling the pain of the economy and struggling to find jobs they were passionate about, so I devoted the book to them. Then, when the book was officially launched in mid-2009, something fascinating began to happen. Aside from the core audience of students and young professionals, older generations were attracted to the book and were sharing it with their children. Me 2.0 crosses generations because the advice is timely and the branding strategies can be applied to people in any situation, including entrepreneurs, permanent workers, and consultants.

After countless emails, tweets, Facebook messages, and in-person reader feedback, Ive updated Me 2.0 with new research, case studies, a brand-new chapter, and more of my personal experiences. Twitter and Google+ werent popular when I first wrote this book, but now they are two of the most important social networks in the world, which is why youll find a complete guide on how to use both in this edition. The new chapter, called Personal Branding for Job Seekers, gives you general advice for job searching through social networks and a step-by-step process for how to use LinkedIn, Twitter, and Facebook to find a job. Youll also find new branding techniques and technologies available through your mobile phone, GPS, and more.

By reading this book, youve made a commitment to your brand and your future. I hope you heed this advice, use the book as a reference, and share your copy with a friend. Personal branding isnt going anywhere, despite how technology evolves, and to compete now and in the future, you have to manage your brand. Me 2.0 will keep you ahead of the competition!

The world of work has suddenly changed. Thanks to the meteoric rise of the Internet, traditional methods of communication and career development are evaporating. As a result, businesses of all sizes, from small firms to corporate multinationals, cannot survive by legacy systems alone and will not adapt to these changes without harnessing the power of online technology.

In addition, the Internet itself is changingevolving into a tool that allows any user to command his future with the click of a mouse. Its no longer just a place to research and discover information; to purchase products; and email your family, friends, or business colleagues. You can connect with people from all over the world, regardless of age, race, gender, religion, and social class, to meet, discuss ideas, and do business.

Amid all of these exciting changes, a new breed of worker is emergingone who feels energized and empowered by the exciting new world that the Internet has created and is eager to make a difference. Those with confidence, drive, and the ability to use the full potential of modern technologyincluding creating a powerful personal brand to define themselves and achieve their goalswill be at the forefront of this bold new world.

This book is targeted at college students and young professionals who feel doubt, emotional stress, and fear of failure when approaching the current job market. I firmly believe that this book will help any individual who is determined, hardworking, and excited to realize personal and professional goals.

The strategies and plan of attack that I have developed and detailed in this book will help you be among these successful individuals. I provide you with all the tools necessary to define and achieve your goals. Me 2.0 describes the history of personal branding; how the Internet has revolutionized career development; and how individuals can leverage social media for personal empowerment, self-management, and networking. It includes a proven four-step process for discovering, creating, communicating, and maintaining your personal brand, and it shows you the results youll achieve by using this plan. It also takes the element of time into accountthe sooner you develop your brand, the more prepared you will be for your successful future. Me 2.0 is divided into three main sections:

• The rise of personal branding
• How to command your career in four steps
• Using your command to achieve success

It also covers my personal branding success story, a framework you can use to achieve similar success, and expert quotes and research to provide you with an even broader perspective on the topic. Youll also get insight into how to use blogs, podcasting, and social networks to put yourself in a position of recruiting powerso that employers will come after you for your passion and expertise. Bottom line: This is your handbook for surviving and thriving in the digital ageyour guidebook for making your personal and career dreams a reality!

I wrote this book for many reasons. It is mainly the result of my never-ending passion for personal branding and my responsibility to teach others how to protect and promote their own brands. I also saw a real need for a book like this. One thing Ive learned after giving lectures on personal branding to global corporations, organizations, and colleges is that most individuals dont understand how to manage their careers in this new Web 2.0 world, nor are they prepared to utilize emerging media to achieve their goals. With this book, my aim is to help individuals unlock the secrets of personal branding, unleash their career potential, and make the world a better placeone brand at a time.

Please refer to www.personalbrandingbook.com for additional resources not found in this book.

No matter who you are, you have undoubtedly purchased productsand therefore product brandsfrom clothing to furniture, technology, and more. As a consumer, you are also personally branded by the various corporate brands you support, whether it be the McDonalds arch on your cheeseburger wrapper, the Nike swoosh on your shoe, or the Apple logo on your iPod. Throughout your life, you have made decisions among competing brands, choosing some brands over others, and along the way you have built up attitudes, impressions, and beliefswithout even noticing.