Overview

PEOPLE DON'T PAY FOR CONTENT; THEY PAY FOR PACKAGING. But how do you package yourself in a way that is accessible, relatable, and that will be heard above the noise? You want to expand your career and take your business to the next level. You're not sure exactly where to start, but you want to be known. You might have brilliant ideas, but you weren't born knowing how to sell them. No one is; it takes study, practice, and years of grind. The truth is, there's no difference between branding a company and branding a person. It takes a shift in mindset: you are the company. Robin Farmanfarmaian takes you from zero to blastoff. Take a deep dive through the how of thought leadership; learn the foundations that will create an impact; see how Robin transformed herself into a brand; and establish your why--your fundamental truth--to build your launching pad for success.

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9781948080804

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A comprehensive strategy for becoming a thought leader. Farmanfarmaian (The Patient as CEO, 2015) defines a thought leader as A person whose views on a subject are taken to be authoritative and influential. The author appears to qualify, herself, as she not only invests in medical technology, but is also an internationally successful professional speaker. In this highly informative book, she offers a solid formula for thought leadership that draws on her own experience. Some of the general advice regarding goal setting, personal branding, and networking will be familiar to business-book readers, but the author competently packages her content in a novel way. For example, she targets her book at people with special expertise, such as corporate executives, entrepreneurs, or educators, which may be useful to others. Her clearly stated, overarching theme is how it's important to become visible and to treat one's expertise as a business: You, Inc. She advises prospective thought leaders to understand their unique skill set and how they may use it to achieve a larger goal. She also makes a compelling case for Creating Multiple Revenue Streams by being a keynote speaker, hosting an online or in-person event, or even creating a high-priced consulting event called a mastermind. Farmanfarmaian cleverly demonstrates how she conceived a platform for her Thought Leader Formula that she could then leverage into a book, a workbook, an online learning program, an hourly consulting package, a keynote speech or workshop, and, potentially, an online conference, an in-person conference, or a mastermind conference; she believes that people pay for packaging and delivery, not content. Another engaging aspect of the book is Farmanfarmaian's discussion of the gender bias that she faced during her journey. She also ably addresses other topics, such as how to build confidence and credibility, how to create valuable content, and how to prepare and present material onstage. Each chapter closes with clearly written Workbook Action Steps detailing exactly what the reader needs to do to implement the author's suggestions. An on-target, well-organized manual for branding and marketing one's expert knowledge. -Kirkus Review

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