Personal Branding: Some New Thoughts from the Net

Feb 10 2012 Published by under [LifeTrajectories]

Over a year ago I moderated a session for Science Online 2011 about personal branding. In an era of shrinking budgets for everything, even those of us in academia need to pay attention to our reputation. No job lasts forever. Leading up to the meeting I reviewed two books on the topic.

This week I received information about an upcoming seminar from Expert Visibility. The even will be run by Lorrie Marrero, an organization expert who has achieved fame and fortune. She presents a brief video that introduces the levels of audience and expertise in an interesting way. We all start out as students, with no authority or audience. Eventually we learn to implement our knowledge, with attendant increases in authority and audience. If we proceed further, we become educators.

Click for source (discussion of pet jellyfish)

At this point, we cross a line and enter "The Fishbowl." We become a Visible Authority with a much larger audience. If we push further, the result would be fame and celebrity.

The books I reviewed included Career Distinction: Stand Out by Building Your Brand. This one targets folks from the Implementer to Visible Authority level in Marrero's schema. The other book, Fame 101: Powerful Personal Branding & Publicity for Amazing Success, clearly aims for those wanting to enter the Fishbowl and swim to Fame.

This brief video provides a framework to help people identify their branding goals. I wish I could attend her cut-price first conference, but, alas, I have to see patients that weekend.

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What I Am Reading: Chimera Version

Mar 15 2011 Published by under [Medicine&Pharma], [Science in Society]

Click to Pre-order at Amazon

One of the joys of my blogging life is getting to read books before they are officially published. This year, the Science Online swag bag included Blood Work: A Tale of Medicine and Murder in the Scientific Revolution, a book that kept me occupied for a few days. Science? Check. Medicine? Check. Murder mystery? Check.

Holly Tucker, a faculty member of Vanderbilt University,  weaves a number of historical and political intrigues into a story of medical experimentation that results in murder.

The saga proceeds in the 1600s. French and British physicians and scientists race to learn new facts about anatomy and physiology. Great rewards awaited the first to publish (gee, does that sound familiar?), and governments (royalty) began to fund academies to help assure the place of their investigators in the race for knowledge. Within France, where the murder in question occurs, political clashes between a private academy begun by Henri-Louis de Montmor and that funded through the crown, as well as the Parisian medical establishment versus other schools within the country, complicate the interpretation and dissemination of experimental data (once again, sound familiar?).

The primary character, Jean-Baptiste Denis, longs to make his mark in Parisian society, despite being an upstart of lesser birth trained outside of the Parisian school. He becomes convinced that transfusion will provide transport for his social goals, and begins experiments with dog-to-dog blood transfers. These procedures are described in excruciating detail -  after all, there was no anesthesia, so dogs were muzzled and tied to tables for the procedure. Anticoagulation was unknown, so blood had to be transferred directly from one dog to the other without storage, and the transfer took place through small metal stems and quills. The donor dog underwent cut-down to access an artery, and that dog's blood pressure drove the blood into the recipient's vein, also accessed via a cut-down. Going from a large dog to a small one seemed to work better, and the small dog often seemed "livelier" after the procedure. The donor dog? Not so much.

He then wanted to proceed to animal-to-human transfusion. This proposition scared folks, not because of the issue of transfusion reactions not yet described; no, people were terrified that they could become physical chimeras. Receive the blood of a calf, and you might wake up with the face of a cow. The artwork in the book shows these amazing chimera images!

Click for Source

Denis eventually found "volunteers" for his experiments, the first a desperately ill 16-year-old boy who the barber-surgeons had bled more than 20 times. For his donor, he chose a sheep. What could be more helpful than the blood of the lamb, the symbol of Jesus' sacrifice? The boy felt better the next day, apparently cured of his two month fevers. Denis then persuaded a butcher, perhaps the one who provided the lamb, to undergo the procedure. He also did well and took the lamb home for supper.

Denis immediately reported his success, and then decided to go for the big-time. Antoine Mauroy, once a valet, now roamed the streets of Paris raving, an infamous mad man. Denis planned to transfuse the blood of a calf into Mauroy to attempt to heal his illness. The transfusion reportedly quiets his troubled soul, and he returns to his wife, Perrine, a calmer, saner husband. After a few weeks, she returns to Denis requesting another treatment because Mauroy's ravings have returned. Denis obliges, and a few weeks later, Antoine is dead.

I love mysteries, and I love biomedical science, so the book resonated with me. My favorite parts were some of the anecdotes illustrating various points, especially those that involved kidney disorders. I am, after all, a nephrologist.

Animals and their parts were common folk remedies of the time. Below follows a cure for kidney stones:

In the month of May distill Cow-dung, then take two live Hares, and strangle them in their blood, then take the one of them, and put it into an earthen vessel of a pot, and cover it well with mortar made of horse dung and hay, and bake it in an oven with household bread and let it still in an oven two or three days, until the hare be baked or dried to powder; then beat it well and keep it for your use. The other Hare you must flew, and then take out the guts only; then distill all the rest, and keep this water; then take at the new and full of the moon, or any other time, three mornings together as much of this powder as will lie on six pence, with two spoonfuls of each water; and it will break any stone in the kidneys.

Now that makes remembering to take a once-a-day pill seem easy.

I also loved learning that urine can be used as invisible ink!

Blood Work provides an interesting trip into the history of medicine and its scientific roots. The book becomes available on March 21.

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Random, Wandering Thoughts

Jan 10 2011 Published by under [Etc]

I may have been the last person to hear about the Giffords shooting on Saturday.

We took off early that morning to move my first-born to a city about 3 hours down the road. She has a paid internship with a major communications firm, and both parents, her strong, 18-year-old brother, and the doting maternal grandparents drove most of her stuff to the new digs. I would say all of her stuff, but I have found forgotten items since returning home. We then took her out to buy other stuff to furnish the studio apartment, and I finally checked my twitter feed.

Wow! Eventually, I whipped out my iPad, and CNN provided the background info I was missing. I have been to Tucson a few times, and I have friends who live in that part of town. At least the school shooting in Omaha no longer dominates national news. Both incidents make me wonder when the US will turn away from gun culture and enact some common-sense control, although I am not exactly optimistic. The Tea Party seems to favor arming the public like the cast of a vintage John Wayne movie.

At this moment, I watch large, fluffy flakes of snow drifting past my 6th story window. Traffic moves briskly on Dodge to my north, but the snow keeps falling. Omaha has not suffered a blizzard or major storm this winter, so my mood remains better than last year. I find it a bit depressing that snow just started in Raleigh-Durham, site of Science Online later this week. I really hoped the meeting would be a winter reprieve.

Somewhere between the news, the move, and the snow, my will to blog got lost.

I will end with a summary of our bittersweet parting with the eldest sprog. When we drove her to college in 2006 (in another time zone, originally) we all cried. She then transferred to a school in Omaha. Although she had her own apartment, we saw her every week or so for the past 3 years. While I will miss her, I know that this is where she needs to be right now. She needs to find her own strength and her own way in the world. We have done what we can to teach her about life. She has a college degree and no debt, the best start we could give her. I know she will do well. No tears for me this time.

Next August we will drive our "baby" to university. I am saving my tears for that trip.

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Patient Blogging at #Scio11

Jan 07 2011 Published by under [Medicine&Pharma]

The last couple of years have seen some friends diagnosed with cancer. Through these strong women I became aware of patient blogging. It seems that most cancer centers have online diaries for their patients, so they can share updates, thoughts, and feelings with a wide circle of family and friends.

When I saw patient blogging on the Science Online wiki, I knew I had to help out and learn more. If patient blogging is helpful, maybe I need to incorporate this activity into my practice! Who besides cancer patients blog? What else is going online?

Dave deBronkart, aka e-Patient Dave

Some bloggers show an activist flare and actually change treatment and attitudes toward their disorders. Nancy Shute lined up Dave deBronkart, aka e-patient Dave, who testified before Congress and is a huge force in patient empowerment online.  After a diagnosis of advanced-stage kidney cancer, he got the care that saved his life by blogging and interacting with other patients over the internet.

Some bloggers write to endure their treatment. David Seidman, a resident of Raleigh-Durham, will join us to discuss his blog. His often posts from his dialysis treatments (I'm a nephrologist; I had to get my organ in there), and he needs a kidney transplant.

David Seidman, aka Toastie

This should be a great session to show us how interested laypeople (non-scientists, non-doctors, non-journalists) use blogs in health. Join us at 2pm on Saturday, January 15, in Room E.

----------------------------------------------

Note: This blog will be on hiatus for the coming weekend. We are moving my daughter to a new city for her first real job!

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More #scio11 Shoes

Jan 06 2011 Published by under Fashion (or not)

My first clinic patient checked in just now, and I must go make the world safe for urine. Other activities prevented a real post today, so I leave you with my practical footwear for Science Online 2011:

Amateur shoe photographer; professional shoe shopper

This pair features a neutral pewter color and a wearable/walkable two-inch wedge. I purchased them last November, and they already did a major meeting with me. They are scuffed, but otherwise almost perfect.

Now, I really must go see the patients.

I do promise to provide another "serious"* blog before the weekend when we will move our daughter to her new home and job. Blogging time will not be available.

*But what could be more serious than shoes? Really?

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What You Really Want To Know About #Scio11

Jan 06 2011 Published by under Uncategorized

My last two posts dealt with the session on personal branding. I realize there are other questions about next week's get-together that scream for answers.

What shoes am I packing?
How about denim platform pumps with studs ($29.99 at Target)?

Not the most toe-pampering option in my closet, but I will bring some of those as well.


- Posted using BlogPress from my iPad

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Self-Marketing: Book Reviews

Jan 05 2011 Published by under [Education&Careers]

As someone happily ensconced in academia, first I read what others have written. My approach to a new interest in self-marketing followed this well-worn road, first leading me to Career Distinction: Stand Out by Building Your Brand. William Arruda and Kirsten Dixson, the duo who founded Reach Personal Branding, penned this guide to building your brand.

Good Advice

The book starts with a discussion of  "the future of work," specifically the shorter job tenure we can all expect with each employer. This condition means that we all should be networking and compiling contacts for employment opportunities all the time; it also means that we should have professional identities separate from our employer. In other words, we should each have our own identity or brand. The book first encourages self-awareness to determine what your brand might be. It goes on to explore communicating your personal brand and managing your identity. At the present time, the internet and social media are keystones for a personal brand, supplemented by books and speaking engagements.

Career Distinction provides sound advice for today's professionals. As someone changing employers in the near future, I appreciate the advice to have my own web site and an identity separate from the university. We academic types often have "jobs" with multiple employers simultaneously: journals, professional societies, study sections, and others. These tasks expand our skill sets and career opportunities but are rarely fully covered on a university web site. The book (and the Reach Personal Branding site) also make the case that such branding of employees benefits employers. While pursuing their own goals fully, branded employees usually bring added value.

Fame 101: Powerful Personal Branding & Publicity for Amazing Success arrived as a complimentary ebook for review. Jay and Maggie Jessup manage the careers of A-list celebrities. Their book takes the ideas of Career Distinction and feeds them anabolic steroids and growth hormone. The goal of this tome is not merely a personal brand, but full-blown, papparazzi-fodder FAME.

Over-the-Top?

After assembling the components of your personal brand, you surround it with the components of fame: image, message, blog, personal and business web sites, other publicity, speaking engagements, and your book. You must have a book to achieve real fame (even Snooki has a novel), and you may as well start outlining its follow-up while you write the first one.

Fame 101 contains good advice. The spider model for self-promotion works in a weird way, and the Jessups get one thing right: fame is the most enticing and lucrative form of power in our society. Why else would Jenny McCarthy have any credibility in a scientific discussion? Why else would a doctor agree to go against actual scientific evidence and co-author her books?

Unfortunately,  Fame 101 seems a bit sleazy; every day another "celebrity" hits the tabloids and television through this formula (remember Bethenny dictating her book corrections during the final fitting of her wedding gown?). I kept waiting for the chapters on leaking my sex tape for maximal effect and nailing my reality show.

In general, I like the idea of encouraging academics and professionals to develop a personal brand and communicate it. Learning to present ourselves and our ideas to the public-at-large seems like a good idea. I highly recommend Career Distinction. While Fame 101 presents a second viewpoint that extends and bulids these same themes, take its advice with a grain of salt. After all, you do not want to cross that line between fame and media whore.

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Self-Marketing (Not Prostitution)

Jan 04 2011 Published by under [Education&Careers]

So what do you get when you search Google for images labelled for reuse with the key words "self marketing"?

Self-marketing kittens (Click for source)

In the real world, marketing yourself takes a bit of real effort, although being cute and fluffy helps.

What, you say? Why should you market yourself?

OK, I can back up a step.

Unlike our feline friends, you do not need someone to take you into their home and feed you. You need people to employ you so you can buy a home and food and clothing and...

Our kute kittehs plan to find a source of life and love till death do them part. You are likely to move around in your career, whether you are in industry or academia, whether your degree falls in science or business.

Any time you need to change employers, you will need to market your skills and accomplishments. If you want a raise or promotion with your current employer, you will need to market your skills and accomplishments.

With Google playing a role in screening potential employees, you better have your online identity in order as well!

Click for Source

When was the last time you auto-googled? What percentage of the hits actually involved you? Were any of the top items negative?

Reach Personal Branding provides a free Online Identity Calculator to help you assess your unique online identity. Your profile will be mapped on this graph:

More information about the Reach program can be found by clicking the graph.

Tomorrow I will discuss two books on self-marketing, including one by the founders of Reach Personal Branding.

I am pleased to be moderating a discussion of this topic at Science Online 2011 at 2 pm on Sunday, January 16. The Program Description from the wiki follows below:

Room D - Standing Out: Marketing Yourself in Science - Walter Jessen, Pascale Lane and Kiyomi Deards
An open-floor discussion on the methods and tools for developing, communicating and maintaining your personal brand in science.

  • The advantages and benefits of developing a personal brand in science.
  • Where can you turn for help in developing your personal brand?
  • What's worked for you? & What hasn't?
  • How does personal branding ease transitions between traditional and non-traditional jobs in science?
  • How does personal branding increase your impact in academia?

Let's get the discussion going now, especially for those of you who will not attend the unconference. What thoughts and questions do you have about developing your personal brand, online or in real life?

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New Year, New Toy

Jan 01 2011 Published by under [Information&Communication]

Since Christmas I have been playing around with one of my gifts, the Livescribe Echo pen.

Today, while waiting an hour for someone to go on dialysis, I had my chance to do my first pencast:

PenGames
brought to you by Livescribe

Lessons learned:

  1. It is far more difficult to write and talk simultaneously than I imagined.
  2. Even when tracing, I am artistically challenged.
  3. This device is way cool, and I will come up with some great ways to use its powers for good.
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'Tis the Season

Nov 15 2010 Published by under Fashion (or not)

So much to do! Tomorrow I travel to Denver for Renal Week 2010. Yes, it's finally here, that week of all things urine. I think I am ready, but there are always those last minute details, just like any holiday!

Then there is Thanksgiving (be sure to be thankful for urine), followed by Christmas, New Year's Day, and ScienceOnline. Lots of festivities ahead of us.

Courtesy of PhotoXpress

Good times mean preparation; preparation means...shopping!

Now, I know all of you are busy. All those neuroscientists are off at their own meeting right now (I'm sure it's nice, but it just won't be RenalWeek). The American Heart Association assembles the population of a small town within the Chicago convention center this week.

We all need to figure out ways to buy those special holiday outfits, and gifts for friends and family, when we are really, really busy. And you don't want to buy just anything; it needs to be unique, something no one else will give those special someones.

I, therefore, consider it a PUBLIC SERVICE to point out the links in my right-hand column to swag. Who wouldn't want to find a WhizBANG! thong in their stocking or a waterbottle wrapped under the tree (hydration is very important)? A portion of the purchase price will go to support kidney research, so you can feel good about buying it.

Like a whole bunch of the bloggers here? Then click the other link to Scientopia stuff. Show your loved ones the way to these blogs with a url on a coffee mug or a hoodie. What could be cooler than Scientopia?

And finally, don't forget to stock up for yourself. Branded blogware  will be tres chic at ScienceOnline!

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