DAMN if you don’t DAARE…

DAMN if you don’t DAARE…

By Rajesh Setty on Wed 03 Sep 2008, 4:00 AM – 6 Comments

I am big on personal branding. As I have observed before, it is now going to the other extreme. People are trying to make the most of the social tools  available out there but they are skipping a step. I want to write on that topic again and possibly simplify the message. So here we go:

I have seen personal branding process in many angles and the boxes change but the process almost remains the same. One approach can be DAARE:

1. Design (Knowing what brand to build)

2. Accomplish (make really meaningful contributions to the world and/or marketplace)

3. Amplify (using social tools)

4. Build Reputation (create a lasting impression)

5. Experience Benefits (It’s payback time)

The barrier to entry to social tools is quite low. That is making people follow a different approach – DAMN

1. Design (know what brand to build)

2. Amplify (use social tools right away – skip the accomplishment part)

3. Try to Monetize ( try to get an ROI)

4. See No Results (Of course, you know what happens)

In other words (and, on a lighter note) –

DAMN if you don’t DAARE!!!



You can download the eBook “Personal Branding for Technology Professionals” (PDF, 40 pages) for FREE. The eBook has been downloaded around 165,000 times so far. Thank you for your support. While the eBook is targeted at Technology Professionals, the concepts are applicable to any knowledge worker.

Have a great week ahead!


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6 Comments so far, Add Yours

Vinay Dabholkar  on September 4th, 2008


I am a consultant/trainer specializing in technical leadership development. I found your PBTP eBook quite useful and recommend strongly to any technology professional trying to grow as a specialist. I use a 3I model for technical leadership where the second I is “Influence without authority” which is same as personal brand. I really liked the “Winning the boxing game” article from PBPT.

Having said that I still struggle to communicate the importance of personal brand to technology folks. In fact one comment I got from one participant in the last workshop was that “personal branding” is “necessary evil”. They felt that their actions and work should speak for themselves. Wonder if you have any techniques for communicating the importance of personal branding?




Rajesh Setty  on September 5th, 2008

Hi Vinay,

Thank you for your comments.

Anything that produces results ONLY in the long-term is hard for people to grasp. Personal Branding, Public Speaking, Building Relationships are some examples.

So one approach is to make someone take a VERY small step towards personal branding and make them see the benefit by themselves. Once people see the benefit, they would be more open to taking bigger steps.

Have a great evening there.



Ashwin  on September 8th, 2008

Hi Rajesh,

This is a nice post. But my thoughts on this is a little different w.r.t. Accomplish and Amplify.

My bet – the order of both these, can sometimes be interchanged. Also, I don’t just see the social networking tools as “Amplifiers”. I also see them as platforms for developing the personal brand.

For example, a person may have his goals in writing and he/she can use the blogging platform for enhancing & showcasing their skills. In this case, only if the person “Amplifies”, he can “Accomplish”.

But in all other senses, your post was awesome!!



Rajesh Setty  on September 8th, 2008

Thank you for your comments Ashwin.

I agree that in the example you mentioned, a blog can be used to build your accomplishment. For example, you could write a novel on your blog and if you do it REALLY well, you might start getting a following “amplifying” your writing skills.

However, what I see daily is not that kind of use :(

I see people jumping into the bandwagon of “amplifying” without substance. Hence the DAMN if you don’t DAARE ;)

Have a great week ahead.



Ashwin  on September 8th, 2008

Great! Thanks

Javier Rincon  on September 14th, 2008

I totally agree. I believe that it is easy to forget the most important part of the process when you are dazzled with all the cool yet actually powerless features in your brand/space.

Javier Rincon

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