Consciously building your own personal brand is a requirement. We must lead by example if we expect our clients to follow suit.
Take the macro approach to personal branding and individual reputation management.
Focus on the client's highest value problems, first.
Being brutally honest may hurt our clients' feelings, but will have the best results in the long run.
Neither we nor the clients are right 100% of the time. Always use objective analysis to draw the best conclusions.
Our work and strategies in their entirety must be ethical.
Being brutally honest may hurt our clients' feelings, but will have the best results in the long run.