A sparkling personal brand doesn’t alight on the musty, dusty, bored, and tired among us. You and your content must be compelling, useful and provocative enough to create buzz. That means you must stay on top of trends, perhaps set trends and know the other thought leaders and trend-setters. But, it also means you have to wake up every morning with the idea that today you get to do the greatest job in the world: your job.
Commandment #3: Like a Bee, Be the Buzz
Geez, wake up with a smile and go to work? If that’s what you’re feeling, it’s a great sign that you are in the wrong field.
I recently met a real sparkler of an MD, amidst a long line of doctors who clearly looked like they wished they had studied architecture, plumbing or anything other then medicine. I’m on a trek to manage a back injury, so I’ve been touched, tapped and talked to by an array of specialists. Some of them are the chairmen of their departments at major university hospitals (after all, I live in Los Angeles, so why not start at the think tanks, right?). Others are on the “best in the West” type of lists. Still more have been recommended to me by all the right people – the right people being other injured, aching (or formerly so) patients who are well connected.
Most of the docs have marketers are on their staffs or at their hospitals who’ve done a great job of creating and leveraging their brands. Some of their waiting rooms look like home theaters with big screens, beaming out movie quality videos and surround sound. You sip fresh coffee (made cup by pressed cup) and watch people laugh, dance and smile – with just a little band-aid where the scar will form.
Unfortunately, the docs themselves can be really uninspiring, unimaginative and disengaged. Honestly, my back is a wreck, so it’s really open to discussion about what’s the root cause and the right modality for taking care of it. But, I was beginning to think that bad backs are not only confounding, they bore physicians.
So when I met Dr. Frederick A. Davis, Chief of Physical Medicine and Rehabilitation at an HMO, I was enthralled. Here was a man with lots of years in his specialty and a mean machine that made my nerves scream as he tested them. But, he talked about the results as he was getting them, made sense of them for me – and spoke glowingly about the developments in his field. He also personally called the doctor he referred me to, to make sure his insights catalyzed a fresh look at my case. I was buzzing with hope when I left his office (which was clean but not spiffy at all).
The best buzz is real talk about real character and really good deeds. Sure bees sting, but they also make honey. What do you do?