MODERN ENTREPRENEUR
accepted for what they can do for
the recipient and not for any intrinsic
value or talent.
Perceived value – IMAGE - therefore
is more important than real talent or
qualifications. Packaging, in both
people and products, is the critical
criteria for future success. And the
message on the package must meet
the needs of the purchaser. The
message on our packages must say,
“I am just what you need to make
you successful.” Notice it does not
say make me successful, which
is what most resumes aim to do.
Unless you appear like you can make
a prospective employer feel they will
benefit from hiring you or publishing
your work, then you are in the wrong
package.
Branding is a work of art and
crucial to the way we are perceived
18 ModernBusiness
June 2016
and paid. The father of modern
management, Peter Drucker told
us, “The most important thing in
communication is to hear what is
not being said.” He was advising us
to read between the lines of those
telling us what we can and cannot
do. Watch the body language and the
eyes for the truth that they may not
even recognize themselves.
In school we learn big words and use
them to let others know that we are
smart. But as we grow older we learn
big words can lose those we are
attempting to socialize with.
That makes it important to reduce
the complex to the simple in order
to better communicate. Walk into
a room with powerful imagery and
then use powerful words to cement
the deal.
Historical examples of
utilizing publicity to open
doors and make sales
Publicity has been a catalyst for
launching new products from time
immemorial. Propaganda, hype,
charisma, and media support
launched men and women like
Thomas Edison, Howard Hughes
and Amelia Earhart. All branded
themselves with just the right image
to allow them to catch the brass ring.
Thomas Edison:
The Wizard of Menlo Park would
have an insight on some great new
technological breakthrough like
the phonograph or incandescent
bulb and would immediately call a
press conference to announce his
new discovery. Two weeks after
visualizing the electrical power
distribution system to light homes