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The Brand You 50 (Reinventing Work) Hardcover – 30 Sep 1999
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If Dilbert and Tom Peters ever attended the same party, they'd probably find themselves in opposite corners. The cynical cartoon character would have a hard time in Peters's upbeat, high-energy world of "Cool-Beyond-Belief." The Brand You 50 is Peters's manifesto for today's knowledge workers. It joins his Reinventing Work series, which includes The Projects 50 and The Professional Service Firm 50.
In The Brand You 50, Peters sees a new kind of corporate citizen who believes that surviving means not blending in but standing out. He believes that "90+ per cent of White Collar Jobs will be totally reinvented/reconceived in the next decade" and that job security means developing marketable skills, making yourself distinct and memorable, and developing your network ability. His list-filled prescriptions cover everything; for example, "You are Your Rolodex I: BRAND YOU IS A TEAM" (no. 22), "Consider your 'product line'" (no. 25), "Work on your Optimism" (no. 35), "Sell. SELL. SELL!!!" (no. 47). While the book is overwhelming at times--its hyperactive typography pretty much shouts at you--any baby boomer thinking about his or her career will find much to consider. --Harry C Edwards, Amazon.com
Tells how to reexamine career goals, recreate oneself as a brand, transform one's work, take advantage of a personal Web site, and market oneself.See all Product description
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Tom Peters has been for a long time one of the leading management thinkers in the world. He is also (as we discover in this book) someone who wants a high proportion of his ideas at any one time to be new ones. This means that this book is absolutely fresh, with plans, suggestions, exercises and philosophies that apply to today's business world, not one from ten years ago. The content of this book is intensely valuable, whether you do all the exercises or just mull over applying a little of it.
However, in his quest for being new, he has adopted a consciously anti-Dilbert style (he references Dilbert quite a lot as what he is trying not to be). This style is not just positive and buoyant, but actually jumping all over the page. I like the positive side (though I'm also a fan of Dilbert) but the bizarre typography actually slows down reading and reduces credibility. If it was any author I would probably have abandoned it, but Peters is so good (and so credible) that the content breaks out of the format.
There's not much more to say: I've never actually seen a book before where the gap between content and style was so intense. However, in a world where style is so often victor over content, it is perhaps refreshing to find a book which is a triumph of meaning in an ineffective wrapper.
Just in case I'm not being clear: I do recommend this book, and I recommend anyone who is put off by the style to stick with it. It IS worth it.
However, you have to be prepared for the annoying style in which it is written. It's as if his thoughts have gone straight into print without having gone through the process of translating into written English.
It's a book everyone should read - It will inspire you to look at your life and work differently, and do something about change. 5 minutes reading one of the short chapters and possible actions can make a difference
Peters is exceptionally generous with his counsel, and his passion demands a response for the reader. I'm not sure possible to read this book and not feel inspired to take some action.