I Me Mine

"I Am The Walrus" Manifesto Released!

"I Am The Walrus: Lessons In Personal Branding From The Beatles" (IATW) is our latest ebook. Based on the idea of an imaginary Beatles LP, IATW is an album that contains what we have learned about building a brand. And just like a record album, it represents the best of what we have to offer right now.  But as we learn we will have more to offer, more to share, about personal branding and developing yourself.  This album is just one piece of an ongoing creative process. And you will find our new ideas right here, on "I Me Mine" .

To get your own copy of "I Am The Walrus", click here.  You can also visit ChangeThis.com, our publisher, to download a copy.

To kick things off, we have two articles below - each of which tie back to IATW.  The first is Jam Sessions.  This article contains follow-up exercises to each of the tracks in IATW. We will post additional Jam Sessions each week to help you practice what you have learned and push your personal brand further. The second article below is Song Titles Hidden in "I Am The Walrus".  Each track in IATW has one or more Beatles song titles hidden it.  The answers are below.  If you haven't tried to find the songs yet and you want to try, just don't scroll down!

And remember this as you work on your personal brand: have fun with it!

I Am the Walrus: The Jam Sessions: 10

Jam Session 10

Hello Goodbye. Leave them wanting you to come back.

 

It’s easy to be enthusiastic when you say hello. Hi, how are you? It’s so nice to meet you. Isn’t it a beautiful day? Yes, I can do a great job for you. Hello, this branding manifesto looks interesting.

At “hello”, we are all eager to see what’s in store for us.

 

With “goodbye”, we want to leave with a feeling of connection. We all have a basic human need for affiliation. Even in a business situation, we want to feel connected on some level to those with whom we interact. We don’t want to feel that others interact with us only when they need something from us–the answer to a question, or a job, or money. Those kind of relationships are one-way, and temporary.

 

If I say, “Tell me about a memorable business “goodbye” someone gave you. It can be a positive or negative experience”. You’d say_____.

 

If I say, “How did it make you feel? How do you feel towards that person today?” You’d say_____.

 

First impressions count, but it’s the last encounter you have with someone that is freshest in their mind. At the end of the day (or job, or project, or even your life), how do you want your interactions remembered? People talk. You just told me about someone who made an impression on you.

 

You want people to talk about you and your brand, and in the most positive of ways. Even if it wasn’t the best of projects or jobs, a sincere thank you for the opportunity is in order. The promise at "hello" may not have manifested itself, but we’ll bet you learned something that will help you in the future. Even if that “something” is to not take that kind of project again, it is something.

 

Our Goodbye to you, I Am the Walrus readers, is a reminder of how to manage your I Me Mine personal brand:

Consider what you have to offer (and what you don’t).

Stand for something. Have the reputation you want.

Deliver on what you promise (always).

Keep them talking, about you.

Enroll people to promote your brand.

Brand dilution, elasticity and evolution–keep you brand fresh.

It’s the journey, not the destination.

Have a visceral presence.

Protect your brand.

Leave them wanting you to come back.

We hope we’ve left you wanting us to come back. Check out what’s new with us at our I Me Mine or OpenSky sites. Let us know what’s new with you through our blog sites or email us at OpenSky@q.com.

I Am The Walrus: The Jam Sessions: 9

Jam Session 9

 

Everybody’s Got Something To Hide Except Me and My Monkey – Protect your Brand.

 

It happens to all of us. What seems like a good idea at the time turns out to not be quite the right thing on further inspection. Do you bite the bullet and muddle through? Do you say sorry, this is not what I signed up for? The answer is–it depends.

 

If I say, “Tell me about a situation in which things were not going well.”  You’d say _______?

 

As you think about that situation, what comes to mind first? You didn’t have all the facts about the situation; therefore you really didn’t know what you were signing up for. You underestimated the time, skills, effort it would take to be successful. The client underestimated the time, skills effort it would take to be successful. You overestimated your ability to manage the situation. The client changed their minds, again, and again. All of the above?

 

If I say, “What was the issue in your situation?” You’d say _______?

 

If I say, “So what did you do and why?” You’d say _______?

 

Hopefully, you didn’t say, “I didn’t do anything. I just waited for something to happen”. 

 

Ask your client what they think. If you underestimated what it would take or overestimated your abilities, lay it out for the client. Point out what you can do, if they still want your help, or offer to transition the work to someone that’s a better fit. If you feel it was the client who didn’t describe the requirements accurately or changed their minds part way through, the answer is still the same. Point out what you can do, if they still want your help, or offer to transition the work to someone that’s a better fit. In certain situations, the only thing you can do is to offer to transition the work to someone that’s a better fit. You may not be the problem, but you are also not going to be the solution. 

 

You need to decide for yourself if by staying in an uncomfortable situation you are going to turn it around or make it worse. And yes, you won’t always choose correctly. However, making a conscious choice does speak to your brand, unless, of course, part of your brand is being conflict adverse. Whether you stay or go, you need to be an active participant in the decision. Even if you did “screw up”, you are demonstrating that you take your client and yourself (and your brand) seriously.  

 

Once you’re away from the situation, figure out what you would do differently in a similar circumstance. One option may be turning down that type of offer because it is not a good fit. Another may be asking different questions about the nature of the work or the client’s expectations. Incorporate the lessons learned into your brand and into your story for your next client!

I Am The Walrus: The Jam Sessions: 8

Jam Session 8

 

Lucy In The Sky With Diamonds – Have a visceral presence.

 

Having a visceral presence can be a challenge; especially if you’re not quite sure what the heck it is. Simply put, it’s about eliciting an emotional response when someone encounters your brand. And the response you want is along the lines of “Oh, wow, that’s so cool!” or, “This intrigues me, I want to know more.” Definitely not, “Brand? What brand?”

 

How can most of us, who don’t make appearances on Entertainment Tonight or in the tabloids, manage this? One way is through the materials we produce. 

 

If I say, “Tell me something you have seen that really blew you away.” You’d say_______?

 

What about it appealed to you? Why do you still remember it? Use words that describe how it makes you feel, even now. 

 

If I say, “Tell me one thing you have produced that got a lot of positive comments.” You’d say_______?

 

Can you pinpoint what made people respond? Was it content, tone, design, color, and/or concept? Did they use any words that described how they were feeling? What about the material “describes” your brand? Can you use these elements in other things you produce? 

 

We describe ourselves as a management-design-development-consultancy group. We approach everything with creativity, elegant execution and humor. Easy to say, but also, we think, demonstrated through the materials we produce. How do you describe yourself and do your materials back you up?

 

The point is to develop a style and a “presence” within your work that makes you memorable. You want to be remembered when a situation arises that needs your skills, your brand. Showcase, through your materials, what makes you unique.

I Am The Walrus: The Jam Sessions: 6 & 7

Jam Session 6

 

She Came in Through the Bathroom Window – Brand Dilution, Elasticity and Evolution

 

You want your brand to have reliability. Clients, customers, even family and friends get upset if you aren’t “you” anymore. But you and they get tired of the same old, same old. Worse, they may only think of you in terms of what you’ve done in the past.

 

If I say, “Tell me something you are doing now, that you weren’t doing a year ago.” You’d say_______?

 

Hopefully, you are doing something now that you weren’t doing a year ago. It doesn’t have to be mind-blowing, just mind expanding. The new things we learn or participate in help us to view ourselves and the world around us differently. No, you don’t have to take a course in quantum physics or even learn to play squash. Something as simple as taking a different route to work or sitting in a different spot when you watch TV can you give a different perspective.

 

Why do you need a different perspective? It helps you to solve problems; it expands your range; it helps you make new connections; it makes you more interesting–all good things for keeping you on your toes and your brand fresh. In other words…it makes you more creative.

 

If your brand says, “So what have you done for me lately?”  You’d say_______?

 

Jam Session 7

 

The Long and Winding Road – It’s the journey, not the destination.

 

Generally, we all are making the journey for here to there without a detailed road map. If we’re lucky, we have some idea of where we are headed. We call it the aerial view. You know where you hope to end up, you have an idea of the general direction you need to go and possibly the provisions you need to take. It just so different when you are on the ground trying to make your way! There are detours, missed exits and sometimes accidents. It’s how you handle the things that happen along the way that determines where you end up, physically and brand-wise.

 

If I say, “Tell me about a detour in your journey that changed what you were doing for the worse.” You’d say_______?

 

If I say, “Tell me about a detour in your journey that changed what you were doing for the better.” You’d say_______?

 

In each scenario, what did you do? Break down the choices you made. What were the outcomes of your actions? Can you step back and evaluate what you gained in each scenario? What did you lose in each? What was the impact to your brand? What changes did you make because of those circumstances?

 

Just as you need to consciously try new things (Jam Session 6), you need to consciously work with the detours you encounter as you make your way from here to there. It’s the unexpected detour (and how you handle it) that can make all the difference to you and your brand.

 

I Am The Walrus : The Jam Sessions : 4 & 5

Jam Session 4

The Continuing Story of Bungalow Bill - Keep them talking, about you.

Do you have a signature story? We aren't talking about that time at the office party when you.... (Go back to Jam Session 1 for our thoughts on negative branding.)

 

In Jam Session 2 you described yourself. What words do you want others to use to describe you? What activities or accomplishments do you want shared? Is there a descriptive sentence you want attached to your name when someone introduces you? What story or stories do your boss or co-workers tell about you?

 

If I say – “How do you want to be introduced?” You’d say _______?

 

Do you turn dead-line driven initiatives into operationally functional processes? Are you the person who brings all parties to the table and facilitates mutually acceptable outcomes? Perhaps, you’re introduced as the person who can create amazing parties on a limited budget.

 

If I say – "What story do you want your boss or co-workers to tell about you?" You’d say _______?

 

Does the story you want told support how you are introduced? It should. If it doesn’t, you need to rethink one or the other. Does the story you want told match what others currently say about you? Not sure? Ask someone you trust, how would you introduce me, what story would you tell to describe me?

 

To get others to use the words and stories you want shared, you have to use them yourself. Not in a bragging, look at me way, but in an authentic here’s who I am manner. Aren’t you asked what you do? Shouldn’t you be able to describe a situation where you shined? In conversation, don’t you share what you like to do?

Jam Session 4

Your Mother Should Know – Enroll people to evangelize your brand.

If you haven’t read Guy Kawasaki’s book “Selling The Dream” then run – don’t walk – to your nearest bookstore. Your best ambassadors (or evangelists to borrow Guy’s term) are your current customers.  They’re using your product, they know your company, and if you’re smart they know you. Evangelists help others to channel their attention towards you.  Think of them as walking Google search results in which you feature in the top five – hopefully the first result that comes to mind when your business segment is mentioned in conversation. 

 

Word of mouth advertising (see www.bzzagent.com) is hands-down the best form of advertising.  And it’s free.  What’s the word on your personal brand?

 

If I say “Tell me the last time you talked to someone about what you do?” You’d say_______?

 

Did you say it feels funny to talk about myself? If you can’t talk about what you do, how can anyone else? Besides, aren’t you willing to help someone if they were looking for work? Chatting at a party, speaking on a panel or sharing what you’re doing at the family reunion are all ways in which people have successfully “advertised”. The ironic thing is most of us are surprised that this really works, even though this is how most of us find work.

 

Everything takes practice. Most “overnight” hits are the result of a lot of time, effort and promotion. Go back to Jam Session 4 and work on your story.

 

I Am The Walrus : The Jam Sessions : 1, 2 & 3

Jam Session 1

I  Me Mine – Consider what you have to offer (and what you don’t).

Think about the things you do that get compliments. You probably don’t get why you get compliments, because whatever it is, it’s easy for you. So, if it’s easy for you, then it has to be easy for everyone. Right? Hardly. What about the woman at work who can give a presentation on a moment’s notice, no prep? Gee, if that’s easy for her, how come you sound like a blithering idiot when put on the spot? 

If I say – “Tell me something you can do that is so easy, anyone can do it.” You’d say _______?

If I say – “But it’s not easy for me. Why do you think it’s easy?” You’d say _______.

If I say – “Okay. What if I tell you I don’t think that way, can’t organize that way, wouldn’t come to that conclusion (pick any or all).”  Can you stop and think about the skills and talents that you have that uniquely combine to let you do whatever you said was so easy? You'd say _______.

Now, think of things you find hard to do. These are not going to be part of your brand. Not to say that you won’t continue to do them or try to improve your performance of them, just that you don’t want to be known for them. Unless, of course, you insist. We call this negative branding and don't recommend it.

Jam Session 2

I Am the Walrus – Stand for something. Have a reputation you want.

What does your audience get when you perform? You’ve figured out what you have to offer. Now, figure out how you offer it.

 If I say – “Tell me about your favorite teacher.” You’d say _______?

I’d say – “Listen to the words you used to describe that person.” I will bet you said things like “tough, but fair”, “took the time to explain things”, “made learning fun”. You probably didn’t say “knew her multiplication tables” nor “he had good lesson plans”.

Although, knowing the subject matter and being organized are essentials for being a good teacher–it was how that teacher approached you that made the difference. How do you make a difference when you approach people? What makes people want to work with you?

If I say – “Tell me about you, but don’t tell me what you do.”  You’d say _______?

Remember, there are lots of people with similar skills, what makes you stand out? Just like the Beatles and your favorite teacher connected emotionally with their audiences, you have to connect with yours.

Jam Session 3

Don't Let Me Down - Deliver on what you promise (always).

Be realistic and clear on what you promise. If you promise the impossible, you will not deliver.

 

Part of the promise is how you describe what you can do. Be specific, be truthful and give examples.

 

If I say – “Describe your skill set?” You’d say _______?

 

If you said, “I am the best widget maker ever.”  There is always someone who will contest that. However, if you say (truthfully), “I can make 100 widgets in an hour with a 98% quality rating. Which, as you know, is a very high rating according Widget International Standards.”, you demonstrate to your audience that you know your industry and you have given them something by which they can measure you.

 

So you’ve described yourself accurately and now you have to deliver tangible results. Things can change. The widget machine is a new model with which you aren’t familiar. The materials to make the widgets are back-ordered. Another part of the promise is providing possible solutions, not excuses.

 

If I say – “You’ve made a reasonable promise, but circumstances have changed what would you do?” You’d say _______?

 

One of our clients gives this advice to her son and her staff—think about what’s the right thing to do and do it. If required to deliver the impossible, you can only promise to try and you must keep everyone realistically informed along the way.

Song Titles Hidden in "I Am The Walrus"

If you've read through "I Am The Walrus", you'll know that we within each track we hid twenty three Beatles song and album titles.  If you couldn't find all of them, or you want to check your answers, here is the list.

Side One

Track 1:

1. "I Me Mine" from Let It Be

2. "Something" from Abbey Road

3. "In My Life" from Rubber Soul

4. "I'm A Loser" from Beatles For Sale

5. "Help!" from Help!

6. "Taxman" from Revolver

7. "Strawberry Fields" (double A-side)

8. "Think For Yourself" from Rubber Soul

Track 2:

9. "I Am The Walrus" from Magical Mystery Tour

Track 3:

10. "Help!" from Help!

11. "I Feel Fine" (A-side single)

12. "Ticket To Ride" from Help!

13. "A Hard Day's Night" from A Hard Day's Night

Track 4:

14. "Something" from Abbey Road

15. "She Loves You" (A-side single)

Track 5:

16. "Come Together" from Abbey Road

17. "Please, Please Me" (A-side single, which led to the album "Please, Please Me")

Side Two

Track 6:

18. "The End" from Abbey Road

Track 7:

19. "Yesterday" from "Help!"

Track 8:

20. "Lucy In The Sky With Diamonds" from Sgt. Pepper's Lonely Hearts Club Band

Track 9:

21. "Her Majesty!" from Abbey Road

Track 10:

22. "Yesterday" from Help!

23. "It Won't Be Long" from With The Beatles