BRAND YOU50 (REINVENTING WORK)(ISBN=9780375407727) pdf 在线 2025 epub 免费 书籍 下载

Michael Goldhaber, writing in Wired, said, "If there is

nothing very special about your work, no matter how hard you apply

yourself you won't get noticed and that increasingly means you

won't get paid much either. In times past you could be obscure yet

secure -- now that's much harder."

Again: the white collar job as now configured is doomed. Soon.

("Downsizing" in the nineties will look like small change.) So

what's the trick? There's only one: distinction. Or as we call it,

turning yourself into a brand . . . Brand You.

A brand is nothing more than a sign of distinction. Right? Nike.

Starbucks. Martha Stewart. The point (again): that's not the way

we've thought about white collar workers--ourselves--over the past

century. The "bureaucrat" on the finance staff is de facto

faceless, plugging away, passing papers.

But now, in our view, she is born again, transformed from

bureaucrat to the new star. She works in a professional service

firm and works on projects that she'll be able to brag about years

from now.

I call her/him the New American Professional, CEO of Me Inc. (even

if Me Inc. is currently on someone's payroll) and, of course, of

Brand You.

Step #1 in the model was the organization . . .a department turned

into PSF 1.0. Step #2 is the individual . . .reborn as Brand

You.

In 50 essential points, Tom Peters shows how to be committed to

your craft, choose the right projects, how to improve networking,

why you need to think fun is cool, and why it's important to piss

some people off. He will enable you to turn yourself into an

important and distinctive commodity. In short, he will show you how

to turn yourself into . . . Brand You.

See also the other 50List titles in the Reinventing Work series

by Tom Peters -- The Project50 and The Professional

Service Firm50 -- for additional information on how to make an

impact in the professional world.

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Tom Peters continues to be in constant demand for lectures and

seminars. In addition to researching and writing his books, he

travels more widely than ever to monitor and observe the business

environment worldwide. The founder of the Tom Peters Group in Palo

Alto, California, he lives mostly on American Airlines, or with his

family on a farm in Vermont or an island off the Massachusetts

coast.

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Technology is changing almost everything. Management guru Tom

Peters argues it's also going to change the entire landscape of

work. In his set of self-help books for professionals, the

Reinventing Work series, he declares that "90-plus percent of

white-collar jobs will disappear."

Downsizing ain't over, but Peters claims he can help you through

it.

The employment landscape is going to be full of "free agents,"

he says, and if these newly "freed" individuals want to succeed,

they'll need a new approach to their jobs. One way is by

approaching work as a set of projects. Find out what's most

interesting about each project and thrive on that, Peters

advises.

In his latest publishing project, Peters urges readers to forget

about loyalty to a particular company and replace it with a

self-motivated dedication to the work at hand.

The entire book series has the feel of something transcribed

from one of Peters' motivational speeches; his use of bold letters,

ellipses, exclamation points and oversize type is perhaps a better

fit with the lecture circuit than the publishing world.

Knopf plans five books in the Reinventing Work series, but for

now, there are three:

The Brand You, The Project

and

The

Professional Service Firm.

Each of the pocket-size hardbacks starts with a de*ion of

an unemployed, Dilbert-ized landscape, followed by 50 ways to

sidestep such a fate. In

The Brand You,

the list of 50 ideas

includes a chapter titled "'Inc.' Yourself." After a comment on the

concept, Peters launches into The Nub, his plan for making the

affirmations take flight. The idea is to visualize yourself as a

company - with departments, goals, bottom lines, branding. The

chapters close with a Thing to Do section. In this case, it's two

things: adding an "Inc." to your name, and treating every to-do

list like you're preparing for the next quarterly board

meeting.

By turning everyday work into interesting and inspiring

projects, Peters believes workers will become self-motivated,

completed projects will become more innovative and companies will

become less stagnant.

Peters constantly reassures readers that they are worthy of

independence. Anyone can follow the path to success, he encourages,

although he tempers his enthusiasm with comments like, "I'm not

living in dreamland. I know not everyone can be a superstar."

The free-agent concept applies particularly well to the online

industry, where companies must grow quickly to have more than a

slim chance of succeeding. In a free-agent world, workers aren't

disappointed when their company tanks, but instead move on to the

next project. In fact, the rampant job-hopping in the Internet

Economy has been one of the original drivers of the free-agent

workforce. Establishing a reputation, networking and positioning

one's easily digestible brand: That's perfect for the Net.

If you're looking for rose-colored lenses for your job, Peters

has what you need. This self-help series is mostly about making

work fun, which isn't a bad idea, after all.

- Laura Rich

--

From The Industry Standard

书籍介绍

Michael Goldhaber, writing in Wired, said, "If there is nothing very special about your work, no matter how hard you apply yourself you won't get noticed and that increasingly means you won't get paid much either. In times past you could be obscure yet secure -- now that's much harder."

Again: the white collar job as now configured is doomed. Soon. ("Downsizing" in the nineties will look like small change.) So what's the trick? There's only one: distinction. Or as we call it, turning yourself into a brand . . . Brand You.

A brand is nothing more than a sign of distinction. Right? Nike. Starbucks. Martha Stewart. The point (again): that's not the way we've thought about white collar workers--ourselves--over the past century. The "bureaucrat" on the finance staff is de facto faceless, plugging away, passing papers.

But now, in our view, she is born again, transformed from bureaucrat to the new star. She works in a professional service firm and works on projects that she'll be able to brag about years from now.

I call her/him the New American Professional, CEO of Me Inc. (even if Me Inc. is currently on someone's payroll) and, of course, of Brand You.

Step #1 in the model was the organization . . .a department turned into PSF 1.0. Step #2 is the individual . . .reborn as Brand You.

In 50 essential points, Tom Peters shows how to be committed to your craft, choose the right projects, how to improve networking, why you need to think fun is cool, and why it's important to piss some people off. He will enable you to turn yourself into an important and distinctive commodity. In short, he will show you how to turn yourself into . . . Brand You.

See also the other 50List titles in the Reinventing Work series by Tom Peters -- The Project50 and The Professional Service Firm50 -- for additional information on how to make an impact in the professional world.