Managing Your Marketing Career: Eliminating the F-Word

by William Arruda

Published on May 24, 2005

Tags: Career Management, Creativity, Marketing Inspiration

"Fine" is a four-letter word that begins with F.

When it comes to succeeding in today's competitive marketplace, "fine" is just as vulgar and undesirable as the other four-letter word that begins with F. If your reputation is "fine," you're in trouble. People rarely get excited in life about things that are fine, and they rarely have emotional connections to them.

Include with "fine" words like OK, adequate, acceptable. And remove all of them from your vocabulary.

If you were to win the marketer of the year award this year, what would you win for?

Those of you who have spent some time in the corporate world have been conditioned to become "fine" by focusing on your weaknesses. Let me explain. When you met with your manager for your most recent annual review, she told you how fantastic you are and then identified the areas where you need to improve. She then worked with you or asked you to develop your professional development plan to improve in those areas.

Marcus Buckingham, coauthor of Now Discover Your Strengths, says this: "Guided by our parents, our teachers, our managers and by psychology's fascination with pathology, we become experts in our weaknesses and spend our lives trying to repair these flaws, while our strengths lie dormant and neglected."

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William Arruda is founder of Reach Personal Branding, author of Career Distinction, and curator at Personal Branding TV, a premier multi-media resource for professionals interested in building their personal brand.

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