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Creare un personal Brand entro il 2027? Io farei così. — Transcript

by Dario Vignali · 5,115 words · 772 segments · language en · Watch on YouTube

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0:00We need to talk about personal branding
0:01. Who am I to talk to you about
0:03personal branding? Maybe you opened
0:04this video and thought, "Who is this
0:06guy?" I started my first blog in 2003,
0:10then in 2013 I launched darovigali.net
0:12and funded what would become seven
0:14companies, including the Marketers
0:16group, through my personal brand—no
0:18one ever gave me any money. I started
0:21with my content, and that content built
0:24a community. From that community, I
0:27found talent to hire, hired people, did
0:29things, and built small companies.
0:32Today, we have a total turnover of over
0:345 million euros; we’ve accomplished
0:36quite a lot. All thanks to personal
0:39branding. You should know that
0:41Marketers Company actually lives off my
0:43personal brand; it was born from my
0:45personal brand, and as I often say, I
0:47funded my subsidiaries through other
0:49people's personal brands, right? Yoga
0:52Academy has Denise Della Giacoma; Maria
0:54Training has Giulia Calcaterra. But
0:56over time, I’ve worked, consulted,
0:58and collaborated on the entrepreneurial
1:00projects of many personal brands: from
1:02Marco Casario to Marcello Ascani, so
1:04many. Go to my site, the Marketers one,
1:07and you can see a few faces. So, let's
1:11say a big part of our past work was
1:13helping personal brands profit from the
1:15digital market or helping people who
1:18didn't have one yet—like Nicola
1:20Traglione, who is now a well-known
1:22surgeon—to build a personal brand
1:24from scratch. Denise also started from
1:28zero, and, well, we’ve learned quite
1:30a lot. Even today, we partially
1:33continue this work: we mentor major
1:34YouTubers, creators, and personal
1:36brands, helping them build businesses
1:38and providing consulting. So, one of
1:41our moral and professional obligations
1:43is to stay up to speed with the world
1:46of personal branding. So, let's get
1:48started; I’ve prepared a few lessons
1:50here that I’d like to talk to you
1:51about. First of all, a preamble: we are
1:54in the era of "who," not "what"—
1:55moving away from the era of "what is
1:57said," what I explain, or what I tell
1:59you. Content, content, content: where
2:02information was scarce, anyone who made
2:04good guides, good articles, good videos
2:06, etc., would grow. We have moved to an
2:09era where who you are matters more than
2:11what you say. Out there, there are
2:14people who are famous, and because they
2:16are famous, people listen to them,
2:18right? But if you're Matteo Bazzongo
2:21from Salerno and you're starting your
2:23personal brand from scratch, today you
2:25start making your nice content calendar
2:27, you post every day, and nobody cares
2:29about you, right? After a month, you
2:33still have 13 followers, including Aunt
2:36Gina. So, uh, personal branding is
2:39something you need to work on; you need
2:41to have a strategy. Personal branding
2:44is also something that can be a lot of
2:46fun. First of all, congratulations.
2:49You're here training on YouTube,
2:51watching a training video that will be,
2:53I think, quite long on personal
2:54branding, whereas it's full of people
2:56who watch YouTube, use it to watch
2:58gameplay, entertainment, stuff like
2:59that. Uh, personal branding, if you
3:02want to do it right, it has to excite
3:04you, because if making content doesn't
3:06excite you, let it go because you'll
3:08quit after a little while. However, if
3:11you don't like making content, if it
3:13doesn't excite you, very often it's
3:15because you haven't managed to get
3:17passionate about it yet, very often you
3:19haven't managed yet to feel enthusiasm
3:21for this thing. And if you still can't
3:24feel enthusiasm, it means there's
3:26something that needs to be fixed, and
3:29first of all, we need to change our
3:31perspective. For many, talking in front
3:34of the camera, writing content is
3:36stressful because it's like stepping
3:37onto a public gallows and putting
3:39yourself up for others 'judgment, right
3:41? It's like the end-of-year recital,
3:45the dance recital, the little show you
3:47did in kindergarten or elementary
3:48school in front of your parents; that
3:50stuff where you went to the blackboard
3:52and you'd say, "No, no, it was more the
3:54pressure of being judged by my
3:56classmates than the skill in managing
3:58to pass the teacher's questions." We
4:02all have the pressure, the pressure
4:04that comes from exposing ourselves
4:05publicly, making content, and building
4:07a personal brand. A personal brand
4:11builds pressure because you expose
4:13yourself publicly, right? Now, this has
4:17led you for too long perhaps to
4:19procrastinate and say, "No, it's not
4:22for me, I don't have time, I can't do
4:24it, uh, I'm not cut out for these
4:26things, I don't like public speaking."
4:30Nobody likes public speaking initially,
4:32because public speaking—because
4:33that's what this is in the end—is one
4:35of the three most common fears in the
4:37world. So who, who has then gotten
4:43passionate about the idea of being a
4:45YouTuber or exposing themselves to the
4:48judgment of others, wow, it's because
4:50somehow they hacked their own brain,
4:52right? Okay, let's forget about hacking
4:55with a quantum mind and all that, but
4:57they managed to change something in
4:58their mind and change the perspective
5:00with which they create content. If I
5:02were to tell you now "If you enjoy
5:04talking to your friends," you would say
5:06"Yes." Right, why? Because with your
5:08friends, that element of social
5:10pressure, social proof, and judgment is
5:13missing, isn't it? You feel in a
5:15comfortable environment. If I'm making
5:19this video right now and I'm having fun
5:20—and you can tell I enjoy making
5:22videos—it's because I no longer
5:23suffer from the judgment of others. So,
5:28first theme: creating content becomes
5:31fun the moment you free yourself from
5:34the judgment of others and start to
5:37feel that sort of performance thrill
5:40instead. I mean, it's not so much about
5:44the problem of others' judgment, but I
5:46enjoy doing something where I will then
5:48go and see the results. Video games are
5:52built this way. We need to change the
5:55way we approach this to transform it
5:57from a challenge that scares us into a
6:00game that excites us, and then
6:02everything changes, right? Um, and then
6:07, you also need a strategy. We can't
6:10think that strategy just means posting
6:13every day. Posting what? Because if you
6:16get in there and start playing the
6:18platforms 'game, you start wasting a
6:20lot of time, publishing a lot of stuff
6:22that doesn't get you anywhere, because
6:24in general, it's not how much you post
6:26that makes the difference, it's how
6:28many people remember you. And here at
6:32minute 7, we get to the heart of this
6:33video and try to understand well what a
6:35personal brand is, because in my
6:36opinion, most people haven't understood
6:38anything about personal brand, thinking
6:40it's the result of posting every day or
6:42growing on LinkedIn. No, personal brand
6:46is what people think; our personal
6:48branding is what people think of us in
6:50their minds or what they say about us
6:53when we aren't in the room. That is the
6:56positioning you occupy in the minds of
6:58the people who follow you, right? And
7:00this is personal brand: it's, let's say
7:02, the sum of the perceptions that
7:04people have of you. So, knowing how to
7:08do personal branding doesn't mean
7:10knowing how to post every day on
7:12platforms, but it means taking the
7:14reins of others' judgment, of others '
7:16perceptions regarding you—
7:18professionally, humanly, and personally
7:21speaking—and thus knowing how to
7:23direct those perceptions toward the
7:25narrative of ourselves that suits us
7:28best and is, if you will, most
7:30consistent with reality, right? But it
7:34also has to be empowering, a narrative
7:36that makes us worth remembering by
7:38others. Let's prepare well because the
7:44goal of marketing and personal branding
7:47, in a nutshell, is to position
7:50ourselves as powerfully and deeply as
7:54possible in the minds of our target
7:57audience, in the shortest time possible
8:01and with the lowest possible cost, the
8:05lowest possible money spent. And time,
8:10because creating content takes time if
8:12it doesn't take your money. So,
8:15positioning ourselves, making sure
8:17people remember us, that we become the
8:19most obvious solution they think of
8:22when they have a problem, because we or
8:24our product can solve it, and doing it
8:26in the simplest and fastest way
8:28possible. Spoiler: posting content, I
8:33mean, posting random content every day,
8:35isn't the best or most powerful
8:37strategy, right? Also because today we
8:44are all chasing so-called vanity
8:46metrics, we know it, don't we? We post
8:48because our brains are short-circuited
8:51by how social media works. We are all
8:54satisfied. If we see a post get 500
8:58likes on LinkedIn, if we see a reel get
9:00100,000 views, but spoiler: there’s
9:03nothing to celebrate if your reel gets
9:06100,000 views, because those 100,000
9:08people might see you today, but
9:10tomorrow they won't see you again. They
9:14might like your reel, but nothing about
9:17you sticks in their minds. They liked
9:20the reel, but they don't remember you.
9:23I have posts with 700,000 views that
9:26brought in 100 followers, and posts
9:29with 200,000 views that brought in
9:325,000 followers. What changes if the
9:36multiplier effect is so huge? What is
9:39the difference between the two posts?
9:42Simple, one is about me, the other is
9:44viral content that isn't about me. If
9:48the content is about me, then I remain
9:50etched in the person's mind and perhaps
9:52, while they are reading the content or
9:54watching my reel or watching my video,
9:57they say: "Wait, let me go see who
9:59Dario is." They go to my profile and,
10:03if my profile is optimized to be
10:06effective, memorable, interesting,
10:08curious, attractive, people will click
10:11follow, subscribe, or add me as a
10:14friend. Facebook 2018. So, you can
10:20clearly see that we must succeed in
10:22having a type of communication that
10:24brings us, our history, our stories,
10:26our anecdotes, into the content. The
10:31other day I was reading a Reddit post
10:34by a user who overhauled their LinkedIn
10:37strategy; after months of posting every
10:39day with no results, they revamped
10:42their content calendar and gained
10:4412,000 new LinkedIn followers in just 6
10:47months. What did they change? It's
10:50simple. Every post had to include a
10:54personal anecdote, so they started
10:57posting a personal story five times a
11:00week, which is roughly the same
11:02strategy I use in my email marketing.
11:07Every Monday, I send a business lesson
11:10to my newsletter, and every lesson is
11:13an email that contains a personal
11:16anecdote, a business reflection, or an
11:19experience I’ve had, which provides
11:22value; because I’m giving people a
11:25lesson learned from my experience,
11:28while also putting my personality and
11:31personal brand forward. People start to
11:36remember me, to feel like I’m someone
11:39they’re close to—someone whose
11:41story, thoughts, values, and belief
11:43system they know, right? That makes all
11:47the difference in the world. By the way
11:49, if you’re interested in receiving
11:50these business lessons, I’ll leave
11:52the link below. But let's move on. The
11:55concept, as I mentioned in another
11:57video, is discussed, I think, in—
11:59where is the book? Oversubscribed,
12:02perhaps, by Priestley. Uh, The concept
12:07is the 7-hour rule, right? People are
12:10ready to buy from us, or start to be,
12:13when they have spent at least 7 hours
12:15in close contact with us. And if you
12:19think about it, it's also a bit like
12:20the theory of friendship; you become
12:22closer friends with a person the more
12:23time you spend together. That’s also
12:26why, gosh, childhood friends are hard
12:28to beat. Our most important friendships
12:31were often formed in high school or
12:33university, because during that time we
12:35went out a ton, we spent time away from
12:37home, we were with friends, and those
12:38friendships became deeply rooted in our
12:40existence and our identity. After 30,
12:43well, if you're like me, it gets a bit
12:45harder to form friendships with that
12:47same depth. It isn't so easy, it
12:50depends on how much time you spend
12:52together, and it just so happens that
12:54the friendships you form most often are
12:56with colleagues or friends from the gym
12:58, tennis, or golf—whatever you do. I
13:00go windsurfing on Lake Garda. So, we
13:03have to make sure that people spend a
13:05lot of time with us. So, first of all,
13:08here we come to the theory of depth and
13:11multichanneling. Many of us get on the
13:15hamster wheel of short-form content,
13:17right? I mean, Reels, TikToks, all this
13:21short content we post every day,
13:23convinced we're building a personal
13:25brand. But the truth is that a reel
13:29getting 10,000, 20,000, or even 30,000
13:31views, maybe even a lot of likes. It's
13:35just a drop in an ocean of content that
13:38people scroll through like a rushing
13:41waterfall in their lives within their
13:43feeds. So, sure, a person might see
13:46your 10-second content, hit like, but
13:48the next second they've forgotten all
13:51about you. The positioning factor—
13:54meaning how well you've positioned
13:56yourself in that person's mind with
13:59your content—is extremely low.
14:02Remember what we were saying earlier?
14:04Positioning must be profound, it must
14:07go deep. Okay? So, short content, even
14:10if you post a ton of it, might help you
14:12grow and get many followers, but it
14:14doesn't necessarily improve your
14:15positioning. It doesn't guarantee that
14:18when that person has the problem your
14:20product, service, or personal brand
14:21solves, they'll think of you. Maybe
14:24you've built an audience, but that
14:26audience has a leak. The audience is a
14:29swimming pool, as we mentioned in a
14:31Substack guide I published. And under
14:34the pool where your audience is—where
14:37you pour people in with every new reel,
14:39YouTube video, etc., reaching people in
14:41your pool—there's a leak, a hole at
14:43the bottom. People might click "follow"
14:48and enter your pool of followers, but
14:50the next week their interests change,
14:52their behavior on the algorithm shifts,
14:54and that person just doesn't see you
14:57anymore. Why doesn't the Instagram or
15:00YouTube algorithm show your content in
15:02their feed anymore? It's not that they
15:05aren't interested in you; it's that the
15:07Instagram algorithm decided that for
15:09that person today, what you're talking
15:10about isn't relevant, but something
15:12else they searched for 10 minutes ago
15:14on the Explore tab is. So, the feed is
15:17constantly changing. Let's move on.
15:20Okay. Another theory is that of funnels
15:23. If you are an entrepreneur or
15:26professional, you've probably gone to a
15:28marketing agency and they might have
15:29told you, "We need to work on the
15:31funnel," and even today people use that
15:32word to mean we need to create an email
15:34sequence that the person receives every
15:36week, but it doesn't work like that
15:37anymore. Back in the day, when we
15:41received and saw very little, it might
15:42have worked; so there were the
15:44so-called Jeff Walker-style product
15:46launches, where I would send you video
15:48one, video two, video three, and in
15:49video three, I'd open the cart and sell
15:51you something, or I'd send you a
15:53sequence of 7 emails. But today, people
15:57often—I mean, it's not that they
15:59don't have attention anymore, it's that
16:01their attention is fragmented. So,
16:04maybe they see one of our videos on
16:05YouTube, then they read a guide on
16:07Substack, then they receive an email,
16:09but it's not like they open every video
16:11, every email, and every Substack guide
16:13, am I right? You might follow me too;
16:15tell me if I'm wrong, let me know what
16:16you think in the comments. Maybe you
16:19follow me and yes, every now and then
16:21you open a video that interests you
16:23because it has a more unique title or
16:25perhaps, or perhaps you open a guide on
16:27Substack because that one grabbed your
16:28attention, but out there the internet
16:30is so bombarded with content that we
16:32ourselves are cognitively overwhelmed.
16:36I have periods where I literally stop
16:37following people I'm interested in, or
16:39rather, I stop watching their content
16:41because I say, "It's too much." So, how
16:44do we do it? We need to think in terms
16:46of gravitational forces. We are no
16:49longer a funnel; we are a sort of
16:51planet that attracts the person into a
16:54world where there are many things they
16:56can do, that they can follow: different
16:58channels, different formats, different
17:00content. And maybe they see us on our
17:03channels, but then they see us as
17:05guests on someone else's podcast. A
17:07personal brand is this multi-channel
17:09approach, the ability to attract
17:11through different poles, different
17:13contexts, and bring the attention back
17:15to the person, right? Also, we need to
17:21realize that the depth with which we
17:23position ourselves has absolutely
17:26nothing to do with how attractive our
17:29content is. Content, as I was saying,
17:32can be attractive, get a ton of views,
17:34but not generate positioning.
17:37Positioning instead comes from the
17:39degree of depth with which we generate
17:42clarity, understanding, and
17:44identification within our audience. So,
17:48for example, if you've made it this far
17:50, first of all, thank you; we're at the
17:5219th minute and I don't think I'll cut
17:54this video, you've been great, you have
17:56a truly, truly special attention span.
18:00But the concept, in my opinion, is that
18:02we have to realize that a video like
18:04this carries a certain kind of vision,
18:06attention to detail, understanding,
18:08clarity, and puzzle-like construction
18:11—a train of thought that is
18:12completely different from short-form
18:14content. Because here I am, for 19
18:19minutes, giving you a monologue where
18:21we connect, where we get in sync,
18:22hoping that you find what I’m saying
18:25interesting and that you start to see
18:26things the same way I do. The
18:30connection, the level of interest, and
18:33the degree of trust developed through
18:36content like this, compared to what is
18:40developed with short-form content, a
18:43reel, is obviously vastly different.
18:47Then, of course, there are strategies
18:50that can generate content and, above
18:52all, trust even on short-form content
18:54platforms. For example, those who do
18:58daily updates, who post talking-head
19:00videos every day and share their daily
19:02life in stories: in that case, you get
19:04used to the person's face, you keep
19:06listening to what they say, but they
19:08often do these one-minute videos, one,
19:11two, or three times a day, right? And
19:14so you start listening to that person
19:15once, twice—I mean, you don't
19:17necessarily have to go to YouTube, the
19:18point is the depth. And that is also
19:21why there is talk now of "long-form,"
19:23of talking as much as possible, making
19:25long videos even on short-form
19:26platforms, and Instagram and TikTok
19:28have become competitors to YouTube;
19:30they’ve even extended their video
19:32lengths. But let's move on. So, another
19:37concept that is mistakenly pushed in
19:39the marketing world, let's say, in the
19:42world of personal branding, is that of
19:44the niche. "I have to find my niche,"
19:47blah blah blah, right? "And I have to
19:48find my sector." No, people don't
19:50follow you, they don't choose which
19:52personal brands to follow, based on
19:54niches. That is a corporate,
19:55business-like way of thinking. People
19:58choose the people they want to follow,
20:00right? You choose a person for who they
20:04are, not for the niche they occupy. So
20:06your humanity, your way of telling your
20:09story, of showing the world, of living
20:11life, of sharing the details of your
20:14days—all of this is stuff that adds
20:16color to the canvas of your personal
20:18brand, yes or no? I mean, it's not like
20:21we're a company that says, "Okay, my
20:23target is 24-year-old English women, so
20:26I..." No, no. So, how are you different
20:29from the others, right? What is it that
20:31makes you special when you look for new
20:34friends? What would I—what would you
20:37want them to have, sorry, I'm out of it
20:38today, what would you want those
20:39friends to have, right? Uh, what kind
20:42of personality, what passions, what
20:45interests, what sports? See, ultimately
20:47, just like how you choose your friends
20:49, you choose who to follow on social
20:50media. Maybe you're the one who, well,
20:53loves following Big Luca, or maybe you
20:56prefer following Fuflix, or someone
20:59like Mister Rip or Alex Theory. Now I'm
21:01talking about YouTubers, or Marcello
21:03Ascani, it depends on the kind of
21:04person you are. So as a personal brand,
21:07you have to ask yourself: what kind of
21:10person am I, and how can I color my
21:12personal brand with the elements that
21:14define me so I can attract an audience
21:16similar to me, right? And there's room
21:19for everyone because we all have
21:20different values, uh. Okay, let's move
21:23on. Um, your content reeks from a
21:29kilometer away. From kilometers away.
21:34Geez, this is becoming increasingly
21:36true. But maybe on YouTube, you don't
21:38notice it because there are people—
21:40actually, there are people even on
21:41YouTube who read scripts and talk in
21:43front of a teleprompter, and you can
21:45hear the AI effect there too. But then,
21:47there are people, maybe like me, who
21:49speak off the cuff, just writing down a
21:50list of things to say. Here, perhaps
21:54you don't hear the AI, but on platforms
21:56like LinkedIn or Facebook, boy, can you
21:58hear it or what? I mean, I swear, I go
22:03on LinkedIn and it feels like a giant
22:05social experiment where people have AI
22:08write their posts, then the audience
22:10copies them from LinkedIn, pastes them
22:12into their own AI, asks it to generate
22:15comments, and then posts those comments
22:17under the original post. I mean, it's
22:20all just a thing. LinkedIn is
22:21practically the AI social network. AIs
22:23write the posts, comment on each other,
22:26and we are just the human bees who
22:28simply publish the post and then
22:30comment with the comment that the AI
22:32created for us. Now, this is—this is
22:34creating a massive problem in the world
22:36of personal branding. We are tired of
22:39anything we perceive as being created
22:42by AI; as soon as we get a whiff of it,
22:45we discard it. And it's not just us
22:48judging this, because we all use AI to
22:50help us with content production. Some
22:53people admit it, some don't, some use
22:56it extensively, some use it sparingly
22:58—in short, 90%of people use it. The
23:03problem is that our human brain has a
23:05very high capacity for pattern
23:07recognition; it recognizes all patterns
23:09, and even unknowingly, when you read a
23:12text written by AI, there's a sort of
23:14...not annoyance, but boredom in your
23:16brain, because it feels like it has
23:18already seen that stuff before. And
23:22these types of content often have a
23:24very high ease of replication, meaning
23:27they have a very high rate of
23:28replicability. I mean, if tomorrow I
23:31see a post that you wrote with Claude,
23:34ChatGPT, or whatever you use on
23:36LinkedIn, and I take it and paste it
23:38onto my profile, that post will
23:40probably work just fine, right? Because
23:43it contains nothing of yours, there's
23:45nothing that relates to you. It's a
23:48post that AI wrote for you, maybe it
23:49wrote a sentence or two. Like the other
23:51day, I was sitting on the couch and
23:52thinking, is this true for me too? Or I
23:54was at the office with my colleague,
23:56but there's no story of yours, no
23:58personal anecdote, right? And so that
24:00thing has a very high rate of
24:01replicability. What does that mean? It
24:04means that you aren't in that content.
24:06What we were saying earlier, right?
24:08What we were saying: if you want
24:09content to position you, to bring you
24:11followers who are truly interested in
24:12you and not mercenaries who just like
24:14and share with a colleague without
24:15reading, or see your viral video and
24:17say, "Oh my God, how cute, I'll share
24:18it." But no, it's not about you. Well,
24:23perhaps we need to be careful about how
24:25replicable our content is and how much
24:27of "you" is in it. Um, how do you solve
24:32that? Always ask yourself, what story
24:34can I inject into this content? I mean,
24:37every post, every video in general
24:40should keep in mind—it should contain
24:43a personal story of yours and your
24:45vision of the world, an opinion you
24:48have on things. In this way, every
24:52piece of your content is a declension
24:54of your personal brand, it's a
24:56communicative expression of your person
24:58, of your identity. And then in that
25:01case, you can hear the melody, right,
25:03of your person. Um, "persona" could
25:07also mean, from Latin, "through sound,"
25:09as well as "mask" from Latin theatrical
25:12comedies. Very interesting, right? So,
25:15if we want to build our personal brand
25:17and work on our professional persona,
25:19we must work through the symphony, the
25:21melody we want to produce. And charisma
25:24is everything. And charisma in videos
25:26becomes as important as possible
25:28because it allows us to bring out our
25:31identity. Are you a playful person, a
25:34serious person, a technical person, a
25:36very formal person, or someone who is
25:39very attentive to details? All of this
25:42will emerge significantly from your
25:43communication. The problem is that when
25:46we start communicating, we all
25:48communicate in the same way because we
25:50are all afraid of the camera and we all
25:53feel, uh, subjugated, frightened in
25:55front of this diabolical tool; and so
25:58our rate of...our expressiveness drops
26:00dramatically. Something I always try to
26:04do with my clients is help them find
26:06their own expressiveness, bring out
26:08their charisma, and add color to their
26:10communication. And that is something
26:13you have to work on, something you need
26:15to work on a lot. Uh, on September 28th
26:18, by the way, we are hosting a workshop
26:20on personal branding where we will talk
26:22about many of these things. September
26:25is an important month of professional
26:26rebirth; we are halfway through the
26:28year, but in my opinion, it is always
26:29the true start of the professional year
26:31. So, attending this workshop, which is
26:34free—I always do it for free when
26:35reopening enrollment for Business
26:37Genetics, my entrepreneurial
26:39acceleration and group coaching program
26:41—Uh, it could be a good idea, a good
26:42investment of your time, and it could
26:44be of enormous help to you in building
26:46a personal brand. If you're interested,
26:49I’ll leave the link below. So, um, as
26:51we were saying, AI is a leveler; it’s
26:55that thing that somehow brings everyone
26:58to write at a 7.5 out of 10, yes or no?
27:03So even those who are illiterate and
27:05can't write well in Italian end up
27:07writing at a 7.5, and thus the web is
27:09filled with content. But even those who
27:13can write at a 10 out of 10, or a 9 out
27:15of 10, if they aren't careful with AI,
27:16they end up at a 7.5 as well. So it is
27:20a centralizing technology, a convergent
27:22technology, a technology that flattens
27:25you and pulls you toward mediocrity.
27:28Not because mediocrity is wrong by
27:31nature. Mediocrity is the average, but
27:33you don't want to be average because in
27:34the average, there is only noise. In
27:38the average, no one notices you; you
27:40want to be above average. Now, by the
27:45way, something I would like us all to
27:47understand is that all of this goes
27:50hand in hand with a major theme. I
27:55don't want you to start believing that
27:58personal branding is a secret strategy
28:01to become famous and have everyone in
28:04the market choose you without having
28:06the foundations. The foundation, what
28:10are the foundations? It is reputation.
28:14People aren't stupid. You can write 800
28:17posts a day on LinkedIn, publish on
28:19YouTube, and so on, but if you have
28:21nothing of your own to tell, if you
28:23have never helped clients, if you have
28:26never done anything, if you have never
28:28created anything worth telling, why
28:30should people listen to you? Why should
28:33they buy from you? People buy from
28:36those who have an excellent reputation.
28:41Reputation comes before personal
28:43branding; perhaps we all want to be
28:45famous, right? Famous, famous,
28:48followers, amassing an audience, but
28:50famous for what? What can you be famous
28:52for today? I mean, what is something
28:54interesting you can talk about today
28:56that could make you famous? If you
28:58don't have results yet, if you haven't
29:01done anything, the thing you can tell
29:03is your journey. Narrate, document what
29:07you do day after day to build something
29:10, whether it's your first steps, your
29:12first product, your career in the
29:15digital market, or your university
29:17studies. Many people have built a
29:22personal brand not on their, let's say,
29:25professional work or professional
29:27success, but on the narration of their
29:30own path to reach that goal. Meaning, I
29:34haven't reached it yet, but I'll tell
29:36you how I'm getting there, I'll tell
29:38you the steps I'm following. So, maybe,
29:42well, today you won't be able to close
29:44quotes worth tens of thousands of euros
29:46, but you will build an audience of
29:48people attached to your story who will
29:50follow you with passion and who in some
29:53way will be interested in seeing how
29:55you navigate the market. Slowly, that
29:58audience will make someone call you
30:00because they want to have you on board
30:01for an event, in a context, in a
30:03situation, or they want to collaborate
30:04with you. You'll find your first client
30:07and you won't ask them for € 60,000,
30:09maybe € 1,000; the first
30:10opportunities to put yourself out there
30:11will arrive, and there you can continue
30:13to tell your story. But it will no
30:15longer be a narrative story where you
30:17are just trying, no: it's a story where
30:19you start to do, you are doing, and
30:21then you can start sharing your results
30:23which create reputation, which is the
30:25reason why people choose you. Look,
30:28I'll tell you the truth, out there
30:30there are personal branding courses,
30:32things that want to sell you secret
30:34strategies. The formula for going viral
30:38worldwide, the four-quadrant technique
30:41to build a personal brand that crushes
30:43it in your sector. But guys, no, none
30:47of that actually exists. None of that
30:50exists. Obviously, you need to
30:52understand these things and have a
30:54strategy. On September 28th, in my
30:58workshop, I'll try to give you a
31:00strategy you can apply to your
31:02communication, one that brings clarity
31:04and gives you a practical tool to plan
31:06and build your map to navigate
31:08complexity and stop fumbling in the
31:11dark, posting every day. As for the
31:15rest, I'll do another video, I think a
31:16part two, on personal branding, if
31:18you're interested. Let me know if you
31:22like these unedited videos of Dario
31:24with his notebook. And see you in the
31:27next episode. Make sure to follow the
31:29channel and the podcast on Spotify.
31:32Thanks for joining me, subscribe to
31:33Substack, and I’ve also left the
31:35business lessons below. Ciao.

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