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Personal Branding

Commodifying Your Knowledge For Scalable Personal Branding Impact

What kind of edge does specialist-level know-how give you in the workplace today? In the age of nearly instant and virtually limitless content discovery, it’s gotten more complicated.

Today we’re seeing a shift from the old concept of “knowledge worker” to the newer model: the “learning worker.” We no longer hire people for their skills – we hire them for their potential. This shift is helping to support a multibillion-dollar e-learning industry, spawning tons of opportunity for people to build viable side careers – and to add to their authority at their primary jobs – by commodifying their knowledge.

That isn’t to say that the people who build personal brands through online courses and content have it easy. The new generation of “knowledge brokers” face several key challenges. Let’s take a closer look at what’s happening in the industry and how to avoid the associated pitfalls.

The End Of The Knowledge Worker

Until a generation ago, specialized knowledge workers had the ability to amass a vast deal of information on a particular topic, and that knowledge became a marketable asset for employment.

One of the clearest examples of this can be found in the apprentice concept, which was a powerful force in people’s careers. Toil under the guidance of a master, learning all the ins and outs of a particular field, until you reach the status of journeyman. It was only at this point that you could strike out on your own.

This idea carried over to the idea of entry-level positions in offices, leading to increasingly specific knowledge-based roles. Lately, though, companies are saying goodbye to knowledge workers and embracing “learning workers,” those people who can learn, in real time, the technical aspects of the job they are assigned to do. In other words, your ability to quickly learn something new is often more important to your career than your existing body of knowledge.

Futurist Jacob Morgan, the author of a highly popular career newsletter I follow, notes that in today’s business world, there’s no need to be an apprentice and work your way up, since “all you need to be the smartest person in the room is a smartphone.”

Knowledge Brokers And The ‘Imposter Syndrome’

With all those workers seeking e-learning opportunities, an entire industry has sprung up to deliver. And it’s all fueled by the new knowledge brokers: online course creators who commodify their knowledge and use it build an authoritative and monetized personal brand.

In 2015, the e-learning market was worth an estimated $165 billion, and the latest predictions claim that the e-learning economy is set to grow by 5% per year for the next seven years. That puts the market at nearly $240 billion by 2023. Corporate e-learning has grown 900% in the last 16 years, with over three-quarters of U.S. companies offering online training for their employees’ professional development.

As I started looking more closely at this industry, I was impressed with what Kenny Rueter, co-founder of Kajabi, was doing. I reached out to Rueter and learned that Kajabi’s customers have collectively made more than $400 million selling online courses.

People from all over the globe are making money by selling their knowledge using any number of platforms, and yet Kajabi’s impressive growth rate has landed the organization on the Inc. 5000 Fastest-Growing software companies for two years running.

What’s the key to their success? Rueter believes that it all comes down to the way he helps content creators get past that first huge roadblock – what Rueter and others call the expert trap, or the imposter syndrome. “Almost anyone who has achieved success or mastery at some level has likely read and learned from others along the path,” Rueter told me. “This results in the view that those sources are ‘experts,’ and feeling like an imposter at the idea of teaching others.”

In my experience as a coach, I see this all the time. I recently came across the writing of Sarah Cordiner, who offers knowledge brokers insights and technical advice. The best way to avoid feeling like you’re a faker, notes Cordiner, is to remember that no one’s know-how is without gaps altogether. “Here is a simple fact: It is impossible to know everything about a topic,” she recently wrote in EdTechReview.

“Remember that you do have a message,” she counsels, and that your knowledge does have “the power to transform lives, businesses and industries.”

Planning For Success As A Knowledge Broker

As learners absorb these vast amounts of knowledge content, there’s a second potential roadblock for course creators. Sites like Udemy, LinkedIn’s Lynda and others are popular places to create online courses, but they aren’t necessarily ready to help course creators scale and leverage success in the long term.

Building your business on any platform with a “marketplace” business model is bound to have its drawbacks. “I can’t tell you how many times I’ve met an incredible course creator who’s lost the audience they built when they found out they couldn’t migrate it off of a course marketplace they didn’t own,” says Rueter. “Or worse yet, they create their life’s work, their magnum opus, only to be told it’s now $7 for the Memorial Day Sale. Ouch!”

That’s why Rueter recommends that knowledge brokers make the commitment to success early on, by creating course materials on a platform that they can control, manage and market themselves.

The growing e-learning market is creating almost insatiable demand for online learning. Industry expert and analyst Andrew Fayad calls it “the Netflix effect” and counsels content creators to create “binge-worthy” digital learning, starting by building a solid library of content.

The growing market for e-learning really is creating an almost insatiable demand. The more information we have at our fingertips, the more we want. In this environment, we see a perfect opportunity for the new knowledge brokers to thrive.


Source: Forbes

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Artcounting: Branding Yourself

Branding is very important. Everyone and every business has a brand. Including our accountants and consultants. In attention to branding creates a brand that might not be what you would like, but nevertheless you will have a brand. Branding needs deliberate attention.

A brand is an intangible image a company has. It cannot be felt or touched, it cannot be bottled or mass produced, and it cannot be changed without effort. Logos and trademarks are not the brand, but are evidence, depictions or reminders of the brand. You do not need a logo, but if used, it conveys the brand so it must be carefully chosen.

We work hard at supporting, strengthening and projecting our brand. And we do it all the time in all situations.


Here are some recent things our team did and that you can think about doing:

• Try to dress appropriately for the client, but a little more upscale. Wear fine ties to client that appreciates suites/formal wear and if you have a meeting and think about what to wear, with no doubt, always wear a Batik.

• When you go to a client meeting and have a memorandum that is more than two pages, prepare a cover with the client’s logo and have it bound into a booklet.

• Try to reply to every email saying that it has been received, and if a reply is needed, give a time or date. Always leave some lead time and make sure to respond sooner.

• When a response is needed, it is much easier to call with your personal answer rather than typing or dictating an email. If clients have their phone number in their email address, it is just one click away on the cell phone to dial the number. If client doesn’t answer, leave a brief message or ask for a call back.

Work primarily off your cell phone and always reachable with it. Now you should be very careful to call people who might need to call you back on your cell. When you have a direct dial number in the office, if you call from there, that number is not recorded on the receiving phone. Instead, your firm’s general incoming number shows up on their phone. Then, no matter what your message is, you get called back on the calling number, causing delays since it goes through the receptionist. If you are not in, they have to leave a message, when it is likely you could have answered the call on your cell phone.

• Sometimes you are home and need to call someone. Never ever use a home phone even if the land line is more convenient. If you do, that can become the number of choice or convenience for the person who needs to return your call, or to call you at some other time. This can invades your “personal” space and can clog up the home’s voice mail with business messages that should only be heard by you (not by family member).

• Work at showing “availability.” Do this by frequent calls to clients “checking in” or even stopping at their offices or factories if you are in their area to say hello. These 10-minute showing-ups work wonders in indicating availability and that you are thinking of them. You can also do this with referral sources such as attorneys and other accountants.

• Write frequent blogs and columns such as this. They can be serious, or some aren’t—and are designed to signpost your personality and interests. We believe this personalizes you and makes yourself more approachable.

• Buy and mail books to clients that you believe they would be interested in or enjoy reading. You do not have them sent directly to clients, but have the book sent to you and you repackage it to send out. When you can, mail it to the client rather than bring it to them. This indicates you were thinking about them afterwards and took the time to get the book and mail it to them. You can use POS, Tiki, JNE etc. Mostly using the one day delivery service such as Go-Send for mailing books can be more convenient when the address is not too far from where you/your office are.

• The type of car you drive also fits in with your brand. We won’t comment further on this, but keep this in mind.

• Perhaps one of the biggest brand establishers or busters is the person answering your phone or greeting a visitor to your office. Super important. For many, this is the first point of contact and first impressions are very important.

• Wrong spelling, especially a client’s name, is fatal. Bad imaging. Never let this occur.

• We take pains to dress well, but what about your briefcase or shined shoes or your beat-up old umbrella? These details are visual reflections of your brand.

We could go on and on with this and then establish a brand of being longwinded. The main point is the importance of working on your brand.


This article is re-written with some modifications and is originally published on Accounting Today by Edward Mendlowitz.
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Essential Tips to Build a Personal CEO Digital Brand

In today’s continuously connected world, customers, employees and shareholders have a constant hunger for — and access to — information about your company and you as its leader.

According to the 2014 BRANDfog Global Social CEO Survey :

61 percent of U.S. respondents said they were more likely to purchase from a company whose values and leadership have been clearly communicated by executive leadership on social media.

83 percent of U.S. respondents believe better connections with customers, employees and investors can be built through CEO participation in social media.

In short, the message for today’s business leaders is “go social, or go home.” Assuming you have accepted the necessity of leveraging your personal executive digital brand for the good of your organization, the question becomes, how do you get there? A few essential actions include:

Leverage Your LinkedIn.

One current trend is the release of apps that aggregate and integrate calendar appointments with data from LinkedIn and other social media sources to provide a “brand at a glance” of the person you are going to meet. For this reason alone, it’s important that every leader’s LinkedIn profile be up to speed. How exactly does having this digital dossier impact your chief executive brand? Let’s say you’re scheduled to give a keynote speech at an industry conference. There’s a potential investor you want to connect with, and you’ve found out they will be there. You look them up on LinkedIn, reach out on the site and suggest you meet up at the conference. It’s almost a certainty they will look over your profile. Their online impression may be the deciding factor.

Find Your Flavor of Thought Leadership.

The world of CEO digital branding overflows with self-proclaimed experts and gurus — many of whom have not taken the time or rigorous exploration to define their thought leadership brand. To cut through the noise and be a standout chief executive in the digital space, you need to first decide the type of thought leadership you want to represent. The three most common are:

Celebrity. These leaders are best known for their personality: think Richard Branson, Tony Robbins and Oprah Winfrey.

Cerebral. These titans of industry are best known for their thinking and ideas: Bill Gates, Mark Zuckerberg and IMF managing director Christine Lagarde.

Consequential. These executives are best known for the results they produce: Steve Jobs, Stephen Wynn and Debra Cafaro.

Where do you think you fit in? Knowing which variety of thought leadership you want to be known for affects the tactical and content marketing strategy you put in place.
Engage in C-suite Content Marketing.

The content options for getting your personal C-suite digital brand out there are endless. The key is to figure out which tactics would work best for you and your company, and then build around those. Two simple, but often underused, activities include:

1. Be proactive with online news media . The more reporters get to know you, the more they will call on you when they need sources to interview. A proactive online outreach campaign can get you on the media’s radar, be it big online outlets or bloggers.

2. Share new insights and trends with the public at large. Consider the following content marketing tactics — singularly or in combination — to get your thoughts across.  A regular blog; writing articles; a weekly podcast; an ebook; webcasts.

Remember, you as a chief executive have the daily opportunity (and obligation) to build your personal digital brand in service of your company’s reputation. The results should be higher performance, greater influence, and increased cooperation and engagement with your staff, colleagues, customers, industry, and the public at large.

CEO sign on desk

CEO sign on desk

With a team of professionals and experienced, allow us to support your business involving business proposal, website development, and planning also developing your brand.

Follow our blog and LinkedIn for more updates!

Managing Partner:

Ivan Liyanto,

Client Management:

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(The article is written by Karen Leland and originally posted on Business Insider India).

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3 Ways Introverts Can Boost Their Personal Brand

3 Cara Introvert Dapat Meningkatkan Merek Pribadi mereka

Gambaran, sejenak, seorang pria. Dia tidak mudah bergaul. Cukup dilindungi, sebenarnya; ia menghabiskan banyak waktu sendirian. Ketika di banyak pikirannya akan campur aduk, dan hatinya mulai berdetak hanya sedikit lebih cepat. Pria itu tahu dari potensi yang sebenarnya, tapi bahkan tidak bisa mulai berpikir tentang melakukan langkah-langkah yang diperlukan untuk sampai ke sana.

Jika ini terdengar seperti Anda, kemungkinan Anda seorang introvert.

Tetapi orang-orang introvert memiliki merek pribadi sama seperti manusia lainnya dari dunia, dan menyangkal bahwa memimpin kemungkinan besar akan ke jalur karir biasa-biasa saja. Yang benar adalah, introvert memiliki potensi untuk perintah hanya sebagai besar, jika tidak lebih besar, merek pribadi daripada bahkan orang yang paling extrovert.

Introvert Personal Branding

Berikut adalah beberapa cara Anda dapat membangun merek pribadi Anda tanpa memberikan terlalu banyak ruang pribadi Anda:

1. Public speaking

Mimpi terburuk setiap orang introvert adalah, sayangnya, bagian yang sangat penting dari membangun merek pribadi – tetapi banyak waktu ketakutan Anda hanyalah sebuah hasil dari pikiran Anda bermain trik pada Anda.

Salah satu stigma terbesar introvert ‘berbicara di depan umum adalah berpikir penonton akan menghakimi mereka buruk selama pidato mereka, tidak peduli seberapa baik-berlatih itu. Ini serius dapat mempengaruhi bagaimana ceramah pergi. Sebuah metode yang bekerja untuk banyak introvert adalah untuk mengulang sesuatu seperti, “Penonton tidak akan menilai saya buruk.” Semakin Anda mengulanginya, akhirnya Anda percaya (setidaknya untuk sementara) dan melakukan lebih baik daripada jika Anda tidak.

Orang-orang datang ke acara berbicara Anda karena mereka ingin belajar lebih banyak tentang Anda dan apa yang Anda bicarakan. Ada juga tidak ada masalah dalam memperluas Anda sesi tanya jawab untuk mengambil sedikit tekanan terlepas dari diri sendiri.

Gunakan jaringan Anda untuk mencetak peluang berbicara di podcast hidup atau webinar. Meskipun mereka mungkin tidak seefektif berbicara di depan publik non-digital, peluang tersebut memungkinkan introvert untuk tumbuh jangkauan dan kredibilitas mereka dengan cara yang membuat mereka paling nyaman.

2. Digital presence

Internet menyediakan manfaat berinteraksi dengan orang-orang tanpa harus meninggalkan ruangan Anda. Melalui media sosial, Anda dapat jaringan dengan orang di seluruh dunia, semua dari kenyamanan ruang pribadi Anda.

Anda juga dapat mempublikasikan konten berkualitas dan berbagi dengan pengikut Anda untuk memaksimalkan jangkauan dan membangun kredibilitas lebih lanjut sebagai influencer. Menulis ide-ide fantastis dan pikiran bagi seluruh dunia untuk membaca dapat melakukan hal-hal luar biasa baik untuk merek pribadi Anda.

3. Traditional networking

Media sosial masih tidak menggantikan jaringan tradisional. Bertemu orang-orang di-orang adalah metode yang paling kuno jaringan karena suatu alasan – kerjanya.

Tapi siapa bilang Anda hanya perlu bertemu orang-orang di pameran perdagangan dan acara networking? Sebaliknya, hanya penelitian orang yang Anda ingin berbicara dengan dan membuat daftar. Kemudian, mencari tahu di mana mereka akan berbicara atau peristiwa mana mereka menghadiri dan pergi ke sana sendiri.

Setelah Anda sampai di sana, Anda sudah akan memiliki seseorang dalam pikiran untuk berbicara dengan, sehingga overload memikirkan siapa yang harus bicara pertama atau di mana untuk memulai tidak akan sama besar. Mungkin diperlukan beberapa kali untuk bisa digunakan untuk itu, dan itu tidak selalu berjalan seperti yang direncanakan, tetapi memiliki tujuan jangka pendek dapat membantu Anda melupakan kecemasan Anda sehingga Anda dapat membuat sebagian besar dari percakapan Anda.


Artikel ini pertama muncul di Personal Branding Blog dan di terjemahkan oleh FMB Consultant Blog.

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