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How to Create Emotional Connections with Your Customers

September 21, 2020 By Nagesh Belludi Leave a Comment

Consumers are shifting towards memorable experiences over material objects that bring happiness and well-being. Experiential consumption is increasing—the global spending on travel, leisure, and food service is estimated to grow from $5.8 trillion in 2016 to $8.0 trillion by 2030.

Businesses are responding by offering indulgences (think Apple products,) enhancing shopping experience (ordering and carrying-out Domino’s Pizza,) and creating more intimate experiences (Mastercard’s Priceless campaign) for consumers.

One particularly edifying case study is Unilever’s Persil brand of laundry detergents (Unilever licenses this brand from Henkel in many countries.) As part of the “Dirt is good” campaign, Persil’s sentimental adverts that remind “learn to be a kid” (clip,) “climb a tree, break a leg … that’s part of life” (clip,) and “dirt makes us equal” (clip) have attempted to connect with consumers emotionally.

Persil bucked the longstanding ritual of creating dull adverts for its dull products (cheery moms grabbing washing baskets and fragrant flowers and butterflies rising from the clean laundry.) Persil doesn’t focus on the detergent’s stain-busting attributes. Instead, Persil’s campaign signals that children must feel free to experience the world around them regardless of the impact on their clothes. One prominent advert (clip) presented a cheerless robot who slowly transforms into a child while playing in the open air and splashing around in a muddy pool during a rainstorm: “Every child has the right to be a child. Dirt is good.”

Even the UNICEF commended Unilever for “creating awareness of children’s right to play, the right to express themselves—in short, the right to be a child! It encourages parents to see the value of exploration, play, activity and exercise as critical to children’s development and important for full and healthy lives, even if it means that children get dirty in the process.”

Idea for Impact: Enhance how your customers see and feel the benefits of your products and services. Promote an emotional connection between products and customers.

Wondering what to read next?

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  3. The Wisdom of the Well-Timed Imperfection: The ‘Pratfall Effect’ and Authenticity
  4. Creativity & Innovation: The Opportunities in Customer Pain Points
  5. The Loss Aversion Mental Model: A Case Study on Why People Think Spirit is a Horrible Airline

Filed Under: Business Stories, Effective Communication Tagged With: Creativity, Emotions, Likeability, Marketing, Parables, Persuasion, Skills for Success, Winning on the Job

Easy Solutions

September 19, 2020 By Nagesh Belludi Leave a Comment

This Buddhist joke evokes the old saying, “If you find yourself in a hole, first, stop digging.”

Prince Gautama, who had become the Buddha, saw one of his followers meditating under a tree at the edge of the Ganges River. Upon inquiring why he was meditating, the follower stated he was attempting to become so enlightened he could cross the river unaided. Buddha gave him a few pennies and said: “Why don’t you seek passage with that boatman. It is much easier.”

The Stoic philosopher Epictetus said, “Don’t seek for everything to happen as you wish it would, but rather wish that everything happens as it actually will—then your life will be serene.”

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Filed Under: Mental Models Tagged With: Confidence, Critical Thinking, Humor, Mindfulness, Parables, Problem Solving, Wisdom

How You See is What You See

August 15, 2020 By Nagesh Belludi Leave a Comment

So very often, we don’t give ourselves to allow for new understandings, new perspectives, and new interpretations to emerge.

Three people were visiting and viewing the Grand Canyon—an artist, a pastor and a cowboy. As they stood on the edge of that massive abyss, each one responded with a cry of exclamation. The artist said, “Ah, what a beautiful scene to paint!” The minister cried, “What a wonderful example of the handiwork of God!” The cowboy mused, “What a terrible place to lose a cow!”

Idea for Impact: Work to overcome the strong waves of conditioning that you’ve been exposed to your whole life.

Take a step back and consider how you’re responding to a situation emotionally and intellectually.

Free up your mind from the conditioning that may be restraining it.

Don’t let your narrow perspectives—those comfortable walls within which you confine yourself—to make you lose touch with what’s possible.

Explore. Discover. Discern. Open your mind to new frontiers.

Wondering what to read next?

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  3. What the Duck!
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  5. The Solution to a Problem Often Depends on How You State It

Filed Under: Mental Models, Sharpening Your Skills Tagged With: Creativity, Critical Thinking, Parables, Problem Solving, Resilience, Success, Thinking Tools, Thought Process

Overcoming Personal Constraints is a Key to Success

August 14, 2020 By Nagesh Belludi Leave a Comment

Why do some people reach ever-higher levels of achievement, while others struggle or just plug along?

Norman Vincent Peale, the doyen of the think-positive mindset, provides a particularly illustrative example in You Can If You Think You Can (1987):

In Tokyo, I once met an American, an inspiring man, from Pennsylvania. Crippled from some form of paralysis, he was on a round-the-world journey in a wheelchair, getting a huge kick out of all his experiences. I commented that nothing seemed to get him down. His reply was a classic: “It’s only my legs that are paralyzed. The paralysis never got into my mind.”

No matter how formidable your talents, you’ll be held back by certain attitudes and behaviors that limit your achievements.

Your personal constraints—some of them beyond your control—will determine your level of success. Identify those constraints and make a plan to triumph over them.

Idea for Impact: The more you can reframe your attitudes toward the past, future, and present, the more likely you’ll find a meaningful life. Don’t let your constraints lay down what you can achieve.

Wondering what to read next?

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  4. How to Solve a Problem By Standing It on Its Head
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Filed Under: Mental Models, Sharpening Your Skills Tagged With: Attitudes, Creativity, Critical Thinking, Innovation, Mental Models, Parables, Problem Solving, Thinking Tools, Thought Process

We Live in a Lookist Society

July 2, 2020 By Nagesh Belludi Leave a Comment

From Irmgard Schlögl’s The Wisdom of the Zen Masters (1976,)

Wealthy donors invited Master Ikkyū to a banquet.

The Master arrived there dressed in beggar’s robes. His host, not recognizing him in this garb, hustled him away: “We cannot have you here at the doorstep. We are expecting the famous Master Ikkyū any moment.”

The Master went home, there changed into his ceremonial robe of purple brocade, and again presented himself at his host’s doorstep.

He was received with due respect, and ushered into the banquet room. There, he put his stiff robe on the cushion, saying, “I expect you invited the robe since you showed me away a little while ago,” and left.

That what you wear affects how others will perceive you is well-known empirically and has been established in scientific literature. People dressed conservatively, for example, are seen as more composed and trustworthy, whereas those dressed bold and suave are viewed as more attractive and self-assured. Women who wear menswear-inspired dress suits are more likely to be perceived well in job interviews. Men are shown to misperceive women’s friendliness as sexual intent, particularly when the women are dressed suggestively.

In the Second Quarto (1604) of Hamlet, Shakespeare, in the voice of the Polonius, declares, “For the apparrell oft proclaimes the man.” Mark Twain seemingly pronounced, “Clothes make the man. Naked people have little or no influence on society.”

Several maxims remark about the notion that an individual’s clothing is confirmation for his/her personal, professional, and social identity:

  • In Egypt: “لبس البوصة، تبقى عروسة” or “Dressing up a stick turns it into a doll”
  • In China: “我们在外面判断这件衣服, 在家里我们判断这个人” or “Abroad we judge the dress; at home we judge the man”
  • In Japan: “馬子にも衣装” or “Even a packhorse driver would look great in fine clothes”
  • In Korea: “옷이 날개다” or “Clothes are wings”

Idea for Impact: We live in a lookist society. Always dress the part. Ignore this at your own peril.

Wondering what to read next?

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  2. How to Turn Your Fears into Fuel
  3. Situational Blindness, Fatal Consequences: Lessons from American Airlines 5342
  4. What the Mahabharata Teaches About Seeing by Refusing to See
  5. Unreliable Narrators Make a Story Sounds Too Neat

Filed Under: Sharpening Your Skills Tagged With: Biases, Confidence, Etiquette, Getting Ahead, Mindfulness, Parables, Workplace

Everything in Life is Perception

May 18, 2020 By Nagesh Belludi Leave a Comment

When J. K. Rowling wrote the novel The Cuckoo’s Calling (2013) and published iu under the pseudonym Robert Galbraith, she sold less than 1,500 copies in print in three months. When word got out that J. K. Rowling had written the book, The Cuckoo’s Calling immediately jumped to the top of the best-seller lists. In just a few months, the book had sold 1.1 million copies.

When the internationally-acclaimed violinist Joshua Bell played his famous 300-year-old, $3.5 million Stradivarius violin at a Washington, D.C. metro station in 2007, only seven out of the 1,097 people who walked past him during his 45-minute performance stopped to listen. Dressed in street clothes, Bell made just $32.17 in tips tossed into the open violin case at his feet—plus $20 from one person who actually recognized him. People otherwise pay hundreds of dollars to hear him perform at fancy concert halls around the world.

The Yale psychologist Paul Bloom, author of How Pleasure Works (2010,) has described,

When we get pleasure from something, it’s not merely based on what we see or what we hear or what we feel. Rather, it’s based on what we believe that thing to be.

And so, someone listening to the music of Joshua Bell is going to hear it differently and like it more if they believe it’s from Joshua Bell. If you hear the same music and think it’s from some scruffy, anonymous street performer, it doesn’t sound so good.

And I think that’s a more general fact about pleasure. I think wine doesn’t taste as good if you don’t know it’s expensive or special wine. A painting is going to look different to you, and you’re going to value it differently, depending on who you think created it.

Bloom has explained how our minds shape the way a thing will be—because we behave in proportion to our expectations:

We don’t just respond to things as we see, feel, or hear them. Rather, our response is conditioned by our beliefs of where things come from, what they’re made of, or what their hidden nature is. This is true, not just for how we think about things, but how we react to things.

Idea for Impact: Perception is Reality

Expectations color people’s perceptions, and satisfaction with any experience depends on their perceptions going into it.

What you make others think you’re offering them—your skills, your services, your products—profoundly affects their experience. The right expectations can alter anything from valueless to priceless.

However, as Dr. Johnson has warned, “we ought not to raise expectations which it is not in our power to satisfy.—It is more pleasing to see smoke brightening into flame, than flame sinking into smoke.”

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Filed Under: Career Development, Effective Communication, Sharpening Your Skills Tagged With: Likeability, Networking, Parables, Persuasion, Social Skills

The Biggest Disaster and Its Aftermath // Book Summary of Serhii Plokhy’s ‘Chernobyl: History of a Tragedy’

May 11, 2020 By Nagesh Belludi Leave a Comment

I visited the Chernobyl Exclusion Zone last year. This 2,600 sq km (1,000 sq mi) region spanning Ukraine and Belarus is the ghastly site of the greatest peacetime nuclear disaster in history. Yes, it’s safe enough to visit—with precautions, of course. [Read travel writer Cameron Hewitt’s worthwhile trip-report.]

Chernobyl is a gripping testimony to the perils of hubris and a poignant monument to the untold misery it imposed upon swathes of people.

To round out my learning from the trip, I recently read Chernobyl: History of a Tragedy (2019,) Harvard historian Serhii Plokhy’s haunting account of the nuclear disaster.

An Accident That Was Waiting to Happen

At 1:21 A.M. on 26-April-1987, an experimental safety test at Unit 4 of the Vladimir Ilyich Lenin Nuclear Power Plant complex in Chernobyl went dreadfully wrong. The test instigated a power surge. The reactor exploded and burst open, spewing a plume of radioactive elements into the atmosphere.

The discharge amounted to some 400 times more radioactive material than from the Hiroshima atomic bomb. Deputy Chief Engineer Anatoly Dyatlov, who was in charge of the calamitous test, called the ensuing meltdown “a picture worthy of the pen of the great Dante.” Sixty percent of the radioactive fallout came to settle in Belarus. Winds carried radioactive elements all the way to Scandinavia.

Right away, hundreds of firefighters and security forces consigned themselves to stabilize the reactor and stop the fires from spreading to the other reactors. In so doing, they exposed themselves to fatal doses of radiation, spending the rest of their lives grappling with serious health problems.

The world first learned of the accident when abnormal radiation levels were detected at one of Sweden’s nuclear facilities some 52 hours after the accident. It took the Soviet regime three days to acknowledge the meltdown publicly, “There has been an accident at the Chernobyl atomic-electricity station.” Soviet leader Mikhail Gorbachev addressed the nation 18 days after the accident, “The first time we have encountered in reality such a sinister force of nuclear energy that has escaped control.”

A Soviet Dream Town Then, a Graveyard of Dreams Now

The ghost town of Pripyat, a purpose-built workers’ settlement a mile from the nuclear plant, seized my mind’s eye. It was one of the Soviet Union’s most desirable communities, and 50,000 people lived there when the accident happened. Today, it’s a post-apocalyptic time warp—full of all kinds of dilapidated civic structures that once showcased the ideal Soviet lifestyle.

Pripyat was evacuated entirely on the afternoon of the disaster. Left to rot, the town has been completely overtaken by nature. A Ferris wheel—completed two weeks before the explosion, but never used—has become an enduring symbol of the inflictions. So have unforgettable images of deserted houses engulfed by forest, loveable stray dogs in dire need of medical attention, and a day-nursery strewn with workbooks and playthings.

A Human Tragedy: Disaster, Response, Fallout

Chernobyl: History of a Tragedy (2019) is a masterful retelling of the episode and its aftermath. Author Serhii Plokhy, who leads the Harvard Ukrainian Research Institute, grew up 500 kilometers south of Chernobyl. He later discovered that his thyroid had been inflamed by radiation.

Plokhy offers deeply sympathetic portrayals of the plant’s managers and engineers, the first-responders who risked their lives to contain the damage, and the civilians in the affected areas of Ukraine and Belarus.

Drawing upon the victims’ first-hand accounts as well as official records made available only after Ukraine’s 2013–14 Euromaidan revolution, Plokhy meticulously reconstructs the making of the tragedy—from the plant’s hasty construction to the assembly of the “New Safe Containment” structure installed in 2019.

The cleanup of the radioactive fallout could continue for decades. Robotic cranes will work in intense radiation and dismantle the internal structures and dispose of radioactive remnants from the reactors. The damage from the disaster may last for centuries—the half-life of the plutonium-239 isotope, one constituent of the explosion, is 24,000 years.

Design Flaws, Not All Operator Errors

Plokhy shows how Chernobyl personified the Soviet system’s socio-economic failings. Chernobyl was a disaster waiting to happen—an absolute storm of design flaws and human error.

The Chernobyl nuclear plant was hailed as a jewel in the crown of the Soviet Union’s technological achievement and the lynchpin of an ambitious nuclear power program. The RBMK (high power channel-type reactor) was flaunted as more powerful and cheaper than other prevalent nuclear power plant designs.

Anatoliy Alexandrov, the principal designer of the RBMK reactor and head of the Soviet Academy of Sciences, reportedly claimed that the RBMK was reliable enough to be installed on the Red Square. The communist czars skimped on protective containment structures in a great hurry to commission the Chernobyl reactors.

Commissars at the Ministry of Medium Machine Building, the secretive agency in charge of the Soviet nuclear program, knew all too well of the fatal flaws in the design and the construction of the RBMK reactors. Viktor Briukhanov, the Chernobyl plant’s director, had complained, “God forbid that we suffer any serious mishap—I’m afraid that not only Ukraine but the Union as a whole would not be able to deal with such a disaster.”

Yet, the powers-that-were assumed that clever-enough reactor operators could make up for the design’s shortcomings. Little wonder, then, that the Soviets ultimately attributed the accident to “awkward and silly” mistakes by operators who failed to activate the emergency systems during the safety test.

The Fallings of the Soviet System’s Internal Workings

Chernobyl: History of a Tragedy dwells on Soviet leadership and the ubiquitous disconnects and the vast dysfunctions in the Soviet state’s affairs.

Chernobyl is a metaphor for the failing Soviet system and its reflexive secrecy, central decision-making, and disregard for candor. The KGB worked systematically to minimize news of the disaster’s impact. KGB operatives censored the news of the lethal radioactive dust (calling it “just a harmless steam discharge,”) shepherded the tribunal hearings, and downplayed the political outcomes of the disaster.

Even the hundreds of thousands of Ukrainians, Belarusians, and Russians evacuated from the thirty-kilometer zone weren’t given full details of the tragedy for weeks. In the days following the accident, the Communist Party’s apparatus, well aware of the risks of radiation, did not curtail children’s participation in Kyiv’s May Day celebrations and parades.

Author Plokhy’s most insightful chapters discuss the historic political fallout of the disaster. Moscow downplayed the design flaws in the reactor and made scapegoats of a handful of the plant’s engineers and operators—just three men received 10-year prison sentences in 1987. One of the three, Deputy Chief Engineer Anatoly Dyatlov (whom I quoted above referring to Dante,) was granted amnesty after only three years. He died five years later from a heart failure caused by radiation sickness.

Chernobyl’s outstanding narrative feature is the interpretation of the disaster in the framework of the fate of the Soviet Union. Plokhy explains how Chernobyl was a decisive trigger to the unraveling of the Soviet Union. Chernobyl served as an unqualified catalyst for Gorbachev’s policy of glasnost (“openness.”) Too, it fanned the flames of the nationalist movements in the soon-to-break-away republics of Ukraine, Belarus, and the Baltics.

Recommendation: Read This Captivating Account of a Great Human Tragedy

Serhii Plokhy’s Chernobyl: History of a Tragedy (2019) is a must-read record of human fallacies and hubris. It’s a poignant narrative of the courage and helplessness of the thousands of firefighters, police officers, doctors, nurses, military personnel, and the communities who risked their lives to mitigate the aftermath of the disaster, investigate, and “liquidate” the site. On top, Chernobyl is an edifying thesis on how the disaster accelerated the decline and the downfall of the Soviet Union.

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  4. How Stress Impairs Your Problem-Solving Capabilities: Case Study of TransAsia Flight 235
  5. Under Pressure, The Narrowing Cognitive Map: Lessons from the Tragedy of Singapore Airlines Flight 6

Filed Under: Business Stories, Leadership Tagged With: Biases, Decision-Making, Governance, Leadership Lessons, Parables, Problem Solving, Risk

Make ‘Em Thirsty

May 6, 2020 By Nagesh Belludi Leave a Comment

Sony’s Akio Morita, like Apple’s Steve Jobs, was a marketing genius. Morita’s hit parade included such iconic products as the first hand-held transistor radio and the Walkman portable audio cassette player.

Key to Morita’s success was his mastery of the art of the pitch. Morita pushed Sony to create consumer electronics for which no obvious need existed and then generated demand for them.

The best marketing minds know how to create a customer—previously unaware of a problem or an opportunity, she becomes interested in considering the opportunity, and finally acts upon it.

Coca-Cola marketers are but creating a thirst by showing the fizzle a freshly poured glass in Coke ads. “Thirst asks nothing more,” indeed.

The marketing guru Seth Godin has said, “So many people are unhappy … what they have doesn’t make them unhappy. What they want does. And want is created by the marketers.” Recall the old parable,

A sales trainee was trying to explain his failure to close a single deal in his first week. “You know,” he said to his manager, “you can lead a horse to water, but you can’t make him drink.”

“Make him drink?” The manager sputtered. “Your job is to make him thirsty.”

Idea for Impact: Whether you realize this or not, you’re in marketing, as is everybody else. You’re constantly pitching your ideas, skills, time, appeal, charm, and so forth. Study the art of the pitch. Master the art of generating demand for whatever it is you have to offer. Learn to “make ’em thirsty.” Marketing is everything.

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  2. What Taco Bell Can Teach You About Staying Relevant
  3. Restless Dissatisfaction = Purposeful Innovation
  4. Chance and the Currency of Preparedness: A Case Study on an Indonesian Handbag Entrepreneur, Sunny Kamengmau
  5. The Emotional Edge: Elevating Your Marketing Messaging

Filed Under: Mental Models, Sharpening Your Skills Tagged With: Creativity, Customer Service, Innovation, Marketing, Parables, Persuasion, Problem Solving, Skills for Success, Thinking Tools, Winning on the Job

How to Have a Eureka Moment during the Coronavirus Lockdown

April 23, 2020 By Nagesh Belludi Leave a Comment

The best solutions to problems sometimes come about suddenly and unexpectedly when people aren’t actively working on their issues.

Psychologists call this phenomenon “incubation”—a brief shift away from a problem that could trigger a flash of insight as if from no additional effort. [Incidentally, “incubation” is very much a term in vogue during the current epidemic.]

Abundant anecdotes evoke creative breakthroughs made when inventors took breaks from working on their problems after many failed attempts to solve them.

‘Eureka Moments’ happen all the time

Perhaps the best-known case in point of incubation is that of the ancient Greek polymath Archimedes.

It’s plausible that Archimedes realized that he could investigate the suspected adulteration of Hieron II’s votive crown (“corona” in Italian/Latin, incidentally) by weighing it in water. The legend doesn’t appear in any of Archimedes’s known works.

That Archimedes leaped out from the bath in which he purportedly got the idea and ran home unclothed is likely a popular embellishment. The Roman architect Vitruvius first mentioned this spin to the story some 200 years after the supposed event:

[Archimedes] happened to go to the bath, and on getting into a tub observed that the more his body sank into it, the more water ran out over the tub. As this pointed out the way to explain the case in question, he jumped out of the tub and rushed home naked, crying with a loud voice that he had found what he was seeking; for he as he ran he shouted repeatedly in Greek, “Heúrēka, heúrēka.” meaning “I have found (it,) I have found (it.)

Millennia later, the scientific world is replete with the exclamation. In fact, the prospectors of California’s gold rush were so keen on the expression that it has appeared on the state seal since 1849, becoming the state’s motto in 1963.

Idea for Impact: To overcome a mental block, take your mind off the problem

After a period of conscious work, if you’ve reached an impasse that is blocking (“fixation”) your awareness of the solution to a problem, set it aside.

Remove yourself from the task. Take your mind off the problem. Go for a run, play with your dog, play an instrument, indulge in your favorite video game, take a shower, or embark on some optimally distracting hobby.

Creativity involves putting old ideas together in new ways. Your mind may be shuffling information at all times, even when you’re not conscious of it. You may just hit upon a solution during either your time away or when you return to the problem after the incubation period.

Wondering what to read next?

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  2. How You See is What You See
  3. Van Gogh Didn’t Just Copy—He Reinvented
  4. Turning a Minus Into a Plus … Constraints are Catalysts for Innovation
  5. What the Duck!

Filed Under: Sharpening Your Skills Tagged With: Creativity, Critical Thinking, Parables, Thought Process

Let Your Work Do the Bragging for You?

March 26, 2020 By Nagesh Belludi 1 Comment

From American clergyman Madison C. Peters‘s Wit and Wisdom of the Talmud (1900):

All the other rivers said to the Euphrates: “Why is the current of thy water not heard at a distance?”

The Euphrates replied: “My deeds testify for me. Anything sown by men at my shores will be in full bloom within thirty days.”

The rivers then addressed the Tigris: “Why is the current of thy waters heard at a distance?”

“I must direct the attention of the people to me by my tumultuous rapidity,” the Tigris replied.

The moral: The less the merits of a person are, the more he will feel urged to proclaim them to the public.

If you know that you’re great, you shouldn’t feel a strong need to tell anyone about it. “It is always the secure who are humble,” noted the English writer, philosopher G. K. Chesterton in his insightful essay “In Defense of Humility,” included in The Defendant (1901.)

Your Good Work Should Speak for Itself, But …

Reminding that there is nothing that says more about its creator than the work itself, the Canadian entrepreneur Matshona Dhliwayo has said,

Let your work speak for itself:
If poor, it will remain silent.
If average, it will whisper.
If good, it will talk.
If great, it will shout.
If genius, it will sing.

Your feelings of self-esteem and self-confidence hinge on being able to take pride in your achievements. However, be mindful of the thin line between confidence and conceit—confidence is believing in yourself, but conceit is bragging about yourself.

Unfortunately, in the current world of work, it pays to promote yourself—you must speak up about your accomplishments because no one else is going to do it for you.

Use your work to lead others to view you favorably—but beware, nobody likes blatant braggarts. If other people sense that you’re trying too hard to blow your own horn, they’ll be turned off, and you’ll achieve the opposite of your intended effect on them. This is especially true if the attributes you’re trying to flaunt aren’t the ones that interest the others.

With competition more intense than ever before, what really matters is “who knows you” and “what they know about you” than about “whom you know.”

Do more than is asked. Deliver more than is expected. Show up where the action is. And make a show of your work.

As the boxing legend Muhammad Ali once declared, “It’s not bragging if you can back it up.”

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  3. How You Can Make the Most of the Great Resignation
  4. The #1 Cost of Overwork is Personal Relationships
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Filed Under: Career Development, Effective Communication Tagged With: Career Planning, Parables, Personal Growth, Persuasion, Work-Life, Workplace

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About: Nagesh Belludi [hire] is a St. Petersburg, Florida-based freethinker, investor, and leadership coach. He specializes in helping executives and companies ensure that the overall quality of their decision-making benefits isn’t compromised by a lack of a big-picture understanding.

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