• What do People Love About You?

    by Alexander Becker on May 23, 2007 | Link

    This post is part of The Foundations of Your Personal Brand Series.

    Burn the business plan and write a book instead, suggests bypassing the production of an always, almost instantly obsolete business plan in favor of a book that you can still sell, even in case the business fails.

    The article is an interesting read, especially in the context of the added value of long tail versions of online content and its appearance in ebooks, for example. Yet, the inspiration came with questions making it into books, more specifically, I stumbled across one simple question, What do customers love about your product? My answer is equally simple, yet it defines everything I do: My customers love that I make them look good. Discretely. I work behind the scenes to make them look good.

    For now, no book-instead-of-a-plan but a short manifesto to frame the purpose --

    Making You Look Good

    That's all I've ever done and all I ever will. Not that you don't look good in the first place -- the opposite is true -- I will make you look even better. Who wouldn't want to look better, especially when given an exact plan and the means to do it. Why not? On the other hand -- why? The answer is exceedingly simple... because I can. Well, I have to.

    Technically, I make you look good -- conceptually, I make you look even better.

    That's my business and my job, whatever I do, be it technical advice, or conceptual consulting, I am here to make you look good, better, the best you can be. As far as I -- and you, for that matter -- are prepared to go. To me, this means whatever it takes -- why not go all the way if it is almost paved -- but ultimately, you decide.

    I make you look good and you make yourself be seen. How about that?

    Looking good, of course refers to more than visual beauty. Looking good you can on stage to be sure, but you can also do so in marketing, in politics, in a debate, in writing, and in talking, sometimes you can even look good, best that is, in absence. Opportunities to look good are always and all over the place.

    Working from scratch? No. That's pure creation, while, on the other hand, making you look even better is refining and uncovering the divine. I'm not adding anything which is not already there, instead, I bring it out. Think marble and the sculpture hidden within. Nothing more and nothing less.

    Little work could be done to discover the smallest hint, implying a whole world of change to you, or, on the other hand, immensely hard work could be invested, only to emerge the slightest bit wiser. It is worth the effort in either case.

    The beauty of making you look good is that it is an iterative process, it doesn't matter how small the first step -- by definition and comparison, you'll look even better.

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