Posted under Branding, Career Management, Career Planning, Interviewing, Job Search, Networking on December 12th, 2007
Carmine Gallo, contributor to BusinessWeek and a communications coach and author, recently reiterated his compelling suggestion that “the most exciting business ideas fit on the back of an airplane napkin.” How does this relate to career changers, job seekers, and career professionals? Let’s compare the vision to the brand…
The vision can be compared to a clearly articulated branding statement that appears at the top of your resume and on the tip of your tongue. Gallo makes the point that a vision is not a mission statement. The mission statement resembles a narrative profile; both may use too many words and can be lost on the “About” page of a a web site. Yet the vision statement is economical: it is “simple, memorable, and concise.”Some examples of “concise, profound visions:”
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The vision can be compared to a clearly articulated branding statement that appears at the top of your resume and on the tip of your tongue. Gallo makes the point that a vision is not a mission statement. The mission statement resembles a narrative profile; both may use too many words and can be lost on the “About” page of a a web site. Yet the vision statement is economical: it is “simple, memorable, and concise.”Some examples of “concise, profound visions:”
- Larry Page & Segey Brin’s vision: “Google provides access to the world’s information in one click.”
- John Chambers: “Cisco changes the way we live, work, play and learn.”
- Bill Gates & his father to Steve Ballmer: “MS is going to put a computer on every desk in every home”
- Doug Ducey, projected that: “Cold Stone Creamery would become the ultimate ice cream experience”
Articulate your brand with similar verbal enthusiasm; try to create a kinetic or visual image; make it clear that your brand delivers ROI. Be sure that your statement is the “hook” that enables you to tell the rest of your story in a way that encourages others to join the brand-wagon. If you tell it, they will embrace it.
Posted by Karen P. Katz
Wendy Gelberg on 15 Dec 2007 at 12:00 pm #
Karen, a variation on the “napkin test” you propose came from a Broadway producer named David Belasco in the 1920s and 1930s when playwrights would approach him with their story ideas. When they rambled on, he would say, “If you can’t write your idea on the back of my calling card, you don’t have a clear idea.” Equally true for job seekers.
billiesucher on 16 Dec 2007 at 4:15 pm #
Karen, your post reminds me of a line I read about branding the other day……..the book suggested that if you can’t speak about your brand in eight (8) syllables (or less), then you need to re-work what you’re saying about your brand….just what you’re saying here. Excellent post!
Robert Dagnall on 29 Dec 2007 at 5:06 am #
I can’t agree that “Cisco changes the way we live, work, play and learn” is an exciting or effective branding statement. It’s as comprehensive in scope as it is meaningless. ‘Concise’ calls for information as well as brevity.
Karen P. Katz on 29 Dec 2007 at 1:20 pm #
I agree, Robert. Of the 4 corporate brand statements quoted, Cisco’s is the least informative.
The point of the post is to encourage candidates to adopt clear, concise, and convincing brand statements. Your comment may encourage someone to dig a little deeper in developing a strategic personal marketing campaign.
Thanks for being a critical reader!