Novelty and familiarity: how to strike a balance and seduce your audience
Innovation is key in today’s ever-changing market. Every entrepreneur, executive, and thought leader knows this. And communicating innovation is what allows us to bring it to the market effectively and with impact.
Strategic narrative vs. plots: stay relevant without losing your voice
One of the most challenging aspects of building a personal brand today is finding the balance between being contemporary and being consistent. You want to stay relevant, navigate new conversations, speak about what matters now.…
Being seen is not enough: from broadcasting to narrative activation
You are accepted at a table on the basis of the story you tell about how you add value. Not because you have a title. Not because you are visible. And certainly not because you post often.
The art of using time and energy efficiently to promote your personal brand
People of my generation have witnessed the rise of social media from its very beginning. At first, it felt like a wild frontier: no rules, no maps, no best practices. We all experimented, we all…
Your network is an ecosystem you nurture over time
Our professional network is not just a list of contacts. It functions more like a living ecosystem: made of nodes and connections, of people and interactions that influence each other in visible and invisible ways.…
How your personal brand builds business performance
In her foundational research, marketing scholar Susan Fournier argued that people don’t form relationships with brands the way we once believed. They don’t engage with abstract entities or logos. They form relationships the same way…
A compass for stormy waters: how to build a solid personal brand in turbulent times
There are moments in life and business when the world feels like open sea. The wind changes direction without warning. The horizon disappears in the fog. Competitors mutate, new technologies surface, and familiar points of…
Brand associations: the building blocks of your personal brand positioning
Brand associations are the perceptions, emotions, ideas, and images that spontaneously arise in the minds of people when they encounter a brand name, logo, or personality. In traditional branding, as defined by experts like David…
Build a strong relationship with your public if you want to win
We interact with brands as if they were people. And the more we learn about how the human brain works, the more this finding makes sense. Our brains evolved to establish relationships with other human…
Changing but not changing: how to evolve without losing yourself
Career transitions, whether by choice or by necessity, have a way of shaking even the most seasoned professionals. We've all gone through it: the very process of change can feel like a threat to identity.
Less is more: how segmentation makes your personal brand stronger
Segmenting the market is one of the most powerful strategic decisions you can make for your personal brand. Yet it is often misunderstood—or worse, avoided entirely. Many high-potential professionals think that narrowing their focus will…
Deliberate or emergent? Why you need both strategies to build your brand
In recent years, the time horizon for strategy has shrunk dramatically. There was a time, long ago, when ten-year strategic plans were a standard exercise in both corporate boardrooms and personal career planning. That horizon…
There is more than funnels: how to tell stories that create real trust
I had a conversation lately with one collaborator in my ecosystem who is pretty strong in funnel-based content strategies. He was telling me how I should structure a story: start with a pain point, stir…
There is a deeper story you are really telling and it has an impact on your business. Elon Musk's case shows why
We don’t just remember people. We remember the story we associate with them.
How to craft a narrative that helps you stay relevant in turbulent times
In the noisy theatre of professional visibility, stories are everywhere. Yet most of them merely seek attention. They are reactive, opportunistic, and often disconnected from a deeper strategy. If you want your personal brand to…
Stop telling stories that impress, start telling stories that mirror
Much of what is shared in the name of personal branding suffers from a fundamental misunderstanding. We think that building our brand narrative means talking about ourselves: our path, our talent, our ambition, our victories.…
The power of reframing: how to express your value in ways your public can see, feel and believe
You may have spent weeks refining your value proposition. You found the perfect words, metaphors you liked, and a tone that felt like home. But then something strange happens: your public doesn’t respond. The message…
The dangers of being busy and the art making progress
Do you know why you publish on LinkedIn?
Why trust and referrals matter more than reach
I get most of my clients thanks to the trust of people who know me. Former clients, colleagues, and peers who have worked with me and feel confident recommending me to others.
Choosing signal over noise: how to promote your personal brand with clarity and impact
In 2012, Nassim Taleb published Antifragile, a book that explores how systems can thrive in uncertainty. Among its many insights, one distinction stands out for our topic today: the difference between signal and noise. Taleb…