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November 13, 2008
Being Human vs. Humanizing Your Story
 
It takes so much more than an understanding of the tools and popular networks in order to inspire change and build long-term, meaningful relationships. We must not forget that we need to fuse what works today with the strategies that reach and compel those influencers and tastemakers who live on the edge and thus promote change among those who reside in the center.
 
It’s our job, duty, and responsibility to reach our constituents, their way, and teach others to do so along with us, whether it’s from within or externally. In addition, you have to represent much more than social prowess. There’s a bigger, more significant opportunity to make a true impact within an organization. It all starts with a deep commitment to the brand you’re representing, its culture and personality, overall potential, and the people who define the organization, otherwise, you’re pushing training workshops on how to use new social tools, which really doesn’t help you achieve your potential nor the true capabilities of you and your team.
 
While we all push transparency, we must also swallow the “red pill” to help us find truth and free us from complacency. Whether or not you’re a fan of The Matrix, the red pill symbolizes risk, doubt and questioning, while the “blue pill” represents normalcy, comfort, and routines. Basically, we’re committing to renewal, self-discovery and an openness to changeand learn. It's finding comfort outside of our comfort zones.
 
It’s one thing to be genuine, but it’s altogether different to translate and effectively communicate what you epitomize to the various markets and what they’re seeking.
 
Being human is far easier than humanizing your story.
 
It’s a customer service mentality as opposed to one of customer empathy.
 
Feel it.
 
Live it.
 
Breathe it.
 
Be it.
 
If you don’t engage and become an internal champion, someone else will. It's as simple as that. The key difference is that you can definitively demonstrate how your story can impact the day-to-day workflow of various, important leaders and trendsetters, across multiple markets, because you by default, have also become a new influencer in the process of socializing your company . While intent counts, value talks and BS walks.
 
It's the poetry of relationship building.

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Brian Solis is the author of "Engage," a new book that helps businesses build, cultivate, and measure success in social media. You can follow him on Twitter or Facebook.

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