by Sharon Warkentin Short
Most
people would agree that individuals who brag about themselves are obnoxious. “Showing
off,” “tooting your own horn,” even “calling undue attention to yourself” are
generally deemed unacceptable social behaviors. Descriptors such as “blowhard,”
“loudmouth,” and “windbag” come to mind, and none of them are complimentary.
This negative sentiment about “putting oneself forward” can create considerable
dissonance for someone who is seeking employment and is suddenly expected to
become an aggressive self-promoter.
In his book Become a Recognized Authority in your Field in 60 Days or Less,
author Robert Bly (2002) describes the marketing of oneself as establishing
one’s “guru status,” and in his book he outlines a strategy for positioning oneself
as a “guru” in a particular field. In Bly’s words, “Gurus are not born, they
are ‘manufactured’ through self-marketing and promotion.” (p. 21).
Many job seekers might find such
strategies odious. We do not want to
be the kind of people who boast about themselves! Fortunately, in this
situation a subtle shift in perspective can make a world of difference. Bly
explains that what he means by a “guru” is someone who has gained significant
mastery over a specific discipline, and is able to communicate this knowledge “in
a clear, understandable, and useful manner to a well-defined target audience”
(p. 9). Bly goes on, “You build your reputation as an expert in your field by giving your knowledge away [emphasis
added] in a variety of forums—articles, books, seminars, speeches, newsletters,
e-zines, Web sites, and information products” (p. 41). If building a
professional reputation in order to gain a desirable position can be redefined
as sharing one’s useful knowledge with others, then the odium of “marketing
oneself” is greatly diminished.
I can enthusiastically endorse the
premise of becoming an expert in a well-defined niche and then sharing that
knowledge in many different ways. If that is what a guru is, then bring it on! What
I can not get excited about
“selling,” “marketing,” or “promoting” myself.
I am not a commodity to be bought and sold, nor do I want to be regarded and
treated as such. Sharing my knowledge, though, is an altogether different and
more positive mission. That sounds like something I would be glad to do.
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