Think of a business, any company will do, it doesn't have to be a global conglomerate.
ow imagine for a moment how much money that business spends on developing its brand. On defining its niche in the market, its competitive points of differentiation. More or less than you earn?
ow, if time were money ask yourself this. How much do you spend on developing your brand? Defining your forte? Identifying your unique points of differentiation. Probably much less than you earn. Perhaps nothing at all.
he good news is that you are not alone. Hardly anybody does. After all, we're not too good at that 'navel gazing thing' anyway, or at coming up with what it is that we really excel at, let alone making a big noise about it.
ut that's my point. No self respecting business would go to market without defining its brand, what it stood for or why we should buy it - not if it wanted to stay in business anyway. So why should we? It's a competitive market place out there. We need to be very clear about who we are, what we want and what people can expect to get from us. We owe it to ourselves to do the best we can for ourself. To make a difference. To realise our full potential, both in our careers and our personal lives.
he aim of this book is to provoke you. To get you to think about the answers to these questions. To provide you with some structure, some kind of plan to help you realise your personal goals and business ambitions. You'll have a head start on the rest at the very least.

The book was published in May 2009 and is available from Amazon, Waterstones and other good online book sellers. 

Alternatively, contact Steve Connell for a signed and personalised copy at or 

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