The multi-channel map: how to align your promotion strategy with audience segmentation
One of the most common mistakes among professionals who seek visibility is to replicate what others do, assuming that success depends on being everywhere—posting on LinkedIn daily, launching a podcast, giving talks, writing articles, publishing…
How to promote yourself when public discourse is fragmented
We live in noisy times. A constant stream of political clashes, cultural fault lines, moral stances and technological anxieties competes for space in the public conversation. Wars, elections, polarised ideologies and social media algorithms make…
Resilient brands thrive better in times of chaos
In her seminal book Thinking in Systems, Donella Meadows offers a definition of resilience that is particularly enlightening in the current climate of political, economic and technological turmoil. Resilience, she writes, is “a measure of…
Why consistency builds momentum: applying cumulative advantage to personal branding
One of the most insightful strategic principles of the past decade comes from Roger Martin’s work on cumulative advantage. In a world obsessed with disruption and reinvention, Martin reminds us of a more subtle—and often more powerful—force: the compounding effect of repeated choices.
Personal Brands Are Not Just About You—They’re About the People Who Engage With You
We tend to think that a personal brand is primarily about the individual it represents. Yet, in reality, a personal brand exists only through the people who engage with it, shape it, and sustain it.
Stop being a "good-guy brand"... or else
In the world of branding, there is an insidious trap that many personal and corporate brands fall into: trying too hard to be the "good guy." On the surface, this seems like the right move—after…
CEO’s personal brand: does it affect sales?
A CEO can be one of the greatest assets a company has. Their vision, charisma, and leadership can propel a brand to global recognition, foster customer loyalty, and drive sales. In some cases, a CEO…
The liberating power of roadmap
Every ambitious career needs a vision. A clear, ambitious, and personal vision that guides decisions, inspires effort, and helps define success.
Brand positioning: the art of renunciation
In a world where professional visibility is a competitive battleground, positioning your personal brand is not optional—it is essential. The ability to occupy a distinct and valuable space in the minds of your audience is…
The power and peril of polarization: should you be an architect of controversy?
In the age of digital visibility, controversy has become one of the most effective tools to capture attention. Whether in politics, business, or entertainment, polarizing figures dominate the conversation, shaping opinions and commanding influence. The…
Why talent alone is not enough? (And what else is needed?)
Why do some incredibly talented people achieve global success while others remain unknown, despite their brilliance? Why do some names become cultural legends, while others struggle for recognition, even posthumously? The world is full of…
Framing: the hidden power that shapes our reality
Great communicators do not just inform; they frame. Framing is not about playing with words. It is about setting the stage where words will be understood. The concept, rooted in cognitive linguistics and decisively developed…
Why you don’t need to control every detail of your narrative
There’s a famous quote from Emerson Fittipaldi, the Formula 1 legend: “If you have everything under control, you’re not going fast enough.” He was talking about racing, but the same idea applies to personal branding.…
Signature stories: why your experiences matter more than you think
We know Yvon Chouinard as the iconic founder of Patagonia, the billion-dollar company that is the emblem of sustainability in the clothing industry. But long before Patagonia became a household name, Chouinard was just a…
Personal branding for polyworking leaders: how to manage multiple professional identities
More and more executives and entrepreneurs are embracing what's come to be known as “polyworking”: combining leadership roles with board positions, angel investments, advisory gigs, and even teaching or mentoring. These professionals are not scattered—they…
Endorsements ecosystem: a new way to raise your profile
Endorsements play a critical role in shaping a personal brand’s credibility, yet they are often misunderstood. When we think of endorsements, we frequently picture LinkedIn recommendations or testimonials on a website—static, written statements that are…
How memes make your brand shareable
Creativity is not copying: this sentence is a masterpiece because it embodies the art of meme-making and tells almost all about the person who said it: Ferran Adrià.
Should You Publish a Book? My Take
Writing a book is a remarkable way to establish your name in your field. It is a definitive statement of authority, a lasting proof of expertise, and a strategic asset for your personal brand. But…