CHAPTER 11
Keep It Going
I recently gave a talk at a leading business school, and afterward a student sidled up to me with a question. “How long,” he asked, “does it actually take to reinvent your personal brand?” There’s no easy answer, of course. It depends on the extent of your change and the depth of your previous reputation. (It’s a lot easier for a junior executive to rebrand himself as a team player than it would be for someone like Larry Summers, the famously querulous economist and former US Treasury Secretary.)
Reinvention never happens overnight. Even if it’s possible to wake up and be a different person, other people simply won’t believe you until you demonstrate that change over time. A quick change, followed by a reversion to past ...
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