It's Really Simple; Be Valuable and You Will Be Valued

Despite the crazy title of this post, it is not about personal brand. That’s a conversation that is happening elsewhere in the blogosphere and, though I’ve talked about it on this blog, it is not relevant to this post.

What is relevant is value. Actual value versus “perceived” value.

Late last night, around 2am, I was plugging away on a client project. Blinded by blurry eyes caused by hours of intense concentration, and creeping exhaustion, I switched over to check on an email that had just rolled in. It was from an editor at a well known financial publication. He was working on a story that asked the question, “What would I do if I lost my job today?” and he was soliciting feedback on a portion of the article dedicated to Twitter.

The portion of the article I read was very good, except that it missed something. It missed, what I call, the “secret sauce”. It described how Twitter worked, how to get followers and made the connection between number of followers and the ability to get a job.

My response to him was that he needed to include the secret sauce in the ingredients. Clearly, the secret sauce wouldn’t be secret if I told the world, so instead, I’ll share it with you as long as you only tell someone else if you find value in it. ;-)

The secret sauce is this: Be valuable.

Recently, as the economy has soured even more, and layoffs continue to happen around us, many people who have benefited from great jobs have found themselves looking for work. Folks who have cultivated massive numbers of followers on Twitter are on the street looking for work and finding it hard to drum up anything. They’ve discovered that despite their social media popularity, they are not necessarily valuable to employers.

Employers are looking for the people that stand up above the crowd. They stick out, not obnoxiously so, but in a smart and efficient way. They are not looking for marketers or personal brand evangelists. They are not looking for celebrities. Indeed, these people might cost them too much anyway.

They are looking for the people who don’t just talk about Health 2.0, for instance, but who clearly demonstrate through their own conversations, writings and actions, that they are valuable!

Marks of value are demonstrated when someone shares their knowledge with someone else who is asking questions. Value can be shown in the ongoing conversation around a topic (It is obvious when someone is simply repeating talking points, and when they know their field). Value is on display in quiet genius, not simply frequency (or loudness) of messages. Someone is clearly valuable when the content they are discussing, respectfully (as a key identifier), is put into action through their careers, thought leadership and social interaction.

Clearly, value is not simply being a subject matter expert, but it is also in the conversational and socially interactive approach that the person assumes. Identifying a valuable person is much easier when they are in their own element and not looking for work or otherwise performing. How they behave among their peers and the respect and authority bestowed on him by his peers is a clear indicator of value, not in a celebrity way, but in an influencer kind of way.

The principles behind the secret sauce on Twitter are the same principles that apply in real life. When former HP CEO Carly Fiorina was forced to resign, the HP Board didn’t put out a job requisition for a new CEO. They identified Mark Hurd, the then CEO of NCR who demonstrated amazing ability in turning NCR around, as the guy they wanted to run Hewlett Packard. It wasn’t because Mark had the right salary requirements, or was out there cultivating his brand on NCRs dollar. In fact, it was exactly the opposite. He was demonstrating his value to NCR so HP went after him.

Value is one of those things that is subjective and hard to achieve. But understanding of the community, the social aspects of people and cultivating a subject matter expertise does begin a person down the road to being valuable. Certainly, there is more that can be said, but probably enough to chew on for now. :)

8 Traits of Highly Effective Influencers

This is a 10 page article. Be sure not to miss the rest of the story!

The cult of personality has so pervaded all aspects of our lives. From Obama to Tom Cruise to Derek Jeter and even web celebrities. It pervades our culture thoroughly and it’s not entirely clear why.

In most cases, we don’t know anything about the objects of our affection aside from their names and their public work. Strangely, it’s the stuff that happens outside of the public eye that really makes people who they are validating what has been said, that character is what we are when no one is looking.

This mentality is frightening because it is the product of “no thought” following of someone. Whether you believe in the concept of “personal brand”, or you dismiss it outright, the desire to latch onto a recognized individual plays out everyday.

Being a celebrity is a dead end road. Celebrities simply wow people with imagery and public facing acts. Being an influencer involves changing games and lives and moving needles.

“This cult of personality is frightening in itself because it is the product of a “no thought” following of someone.”

Several years ago, I posed the question, ” How much do people talk about you?” In asking the question, I suggested that a person has arrived if they don’t even have to go to an event and still are name dropped in conversation.

My next question, rhetorically, is to find the value add of that conversation? There’s a fine line between being mentioned at a conference in the context of influence and knowledge, and simply being name-dropped just for the effect of, “Wow you know that person?!”

To be an influencer, you’re going to have to balance that self brand, personal marketing for the sake of being known with providing absolute, unquestioned value to the greater community. Carrying the mantle of an influencer means being a celebrity for the community. It means always giving of yourself so that the rest of the crowd benefits. It’s almost self-sacrificial, flying in the face of personal brand or celebrity.

To rip off the gist of the great John C. Maxwell‘s great series of books on leadership, there are ten traits of highly effective influencers. These traits do not include getting included on lists published by obscure bloggers, or gaining high numbers of “friends” on the social networks. Alone, these effects are not bad, but they tend to be self serving effects of minor celebrity and do not constitute “influence”.

Ride with me through this article. If you can last, then I hope you come out better on the other side. Share it with your own audience, churches, schools, social networks or office mates. The principles here transcend venue. In other words, an influencer in social media is not different, on principle, than an influencer in government.

Play to Strengths

Everyone has their own strengths and weaknesses. Jeremy Schoemaker is a rockstar in SEO. Darren Rowse is a rockstar in making money online. Erin is a rockstar among women bloggers. Thomas Hawk is a rockstar photographer. Brad Feld (a Lijit investor) is a rockstar VC. Chris Brogan is a rockstar people person. Alex Hillman is a rockstar community man. Jody is a rockstar musician.

I’m telling you, everyone is a rockstar in their own right and no one can take away their strength. As Micah puts it, no one can do your job better than you can.

The problem comes when you are not confident in what you do and you let a different kind of rockstar dictate your behavior.

We’ve all seen it. Someone of stature arrives on the scene and the person who knows the space and environment best gets star struck or intimidated by the presence of the rockstar and suddenly doesn’t know how to behave, act or represent themselves.

Confidence is so important. Confidence is sexy. Confidence displays your rockstarness and communicates that you own the place and people should stick by you. Confidence draws people in and causes them to get lost in YOU.

We all need someone else and no one can do it alone.

For myself, I know I have certain qualities and abilities that command the respect of others. I also know that I need people (such as all the people above, to name a few) to teach me something about their environments. Alex, in fact, was the one who gave me inspiration and motivation, not to mention pointers, on beginning the small co-working community we have here in Maryland.

Thomas taught me (via Scoble) a thing or two about lenses for my camera.

And so on.

Who are you learning from? Who inspires you? What are you teaching others?

(See, Chris Brogan taught me how to end posts with questions ;-) )

Thought Leadership

You, know, I’ve gotten far away from blogging about blogging. It’s an overdone topic that had its day in the sun, but we’ve moved on to, thankfully, other topics. However, the depth of content still discourages me. Yes, there are literally millions of blogs out there and the number of really quality blogs have increased dramatically. However, the signal to noise ratio is still very bad, in my opinion.

What am I referring to?

In political blogging, people are still quoting and linking to Daily Kos and Captain’s Quarters as sources of inspiration for posts.

In gadget blogging, people still read from the same page as Engadget or Gizmodo.

In business blogging, Seth Godin and Lawrence Lessig.

For SEO and marketing, Shoemoney and SEOMoz still rule the roost.

As they should. All of these blogs have been and continue to produce excellent original content, and most importantly, thought leadership. In whatever area they write, they are producing content that attracts readers to innovative ideas and concepts and helps those readers explore related concepts and thoughts. In the case of Engadget and Gizmodo, they are news breakers, but

The difference between the long tail and the head of tail sites like those mentioned above, and in my opinion, the wave of the future is in thought leadership. More and more bloggers thinking for themselves, maybe taking some inspiration from some of these blogs, but proactively creating original content.

I mentioned that I was interviewed the other day by Minic Rivera. In that interview, I talked about how at any given time, I’ve got numerous ideas running around in my head. In some cases, these ideas sit up there for months – as the Twitter Terminal Velocity post did. Other posts come out of conversations I have that coalesce into fully baked thoughts overnight. In all these cases, I spend time thinking through topics before writing and when the writing actually does occur, it is more like a braindump.

We need more thought leaders in blogging. People who will take the time to think fully about ideas and develop those thoughts. People that share these thoughts after much consideration and analysis.

That’s what my idea of an ideal blog world is. Am I smoking crack?