Modern Business Magazine June 2016 | Page 18

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