Tuesday, June 2, 2009

Brand You

The Brand You is a book written by Tom Peters way back in 1999, ten years ago now. In that book, he quotes:

"The attention economy is a star system,...If there is nothing very special about your work, no matter how hard you apply yourself you won't get noticed, and that increasingly means you won't get paid much either."  Michael Goldhaber, Wired 

Entrants into the RHS Chelsea Florist of the Year Contest like Christine Gulliver of Greycourt Florists are vying with a special design for star-worthy attention.  And she got it, winning a silver medal.

While a floral designer has the luxury of clearly visible design to make a statement about brand, white collar workers don't so much. They rely on slides, clothes, credentials, story telling and the ability to anticipate and answer questions to give them that WOW factor that sets them apart. But there are actually a lot of people who have mastered the above. So what else are they doing that gives that WOW factor, that special brand?

Another contestant, Joseph Massie of Fishlocks Florist, won a gold with this design.  I call her "Lady Phalaenopsis Teabags".  Both Christine and Joseph have WOW designs.  What's the difference that makes a difference? 

  What separates the Gold from the Silver?

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