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Se hai un Lavoro, Costruisci il Tuo Personal Brand — Transcript

by Giuseppe Castagna · 3,257 words · 481 segments · language en · Watch on YouTube

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0:00If you have a job, now is the safest
0:02moment of your life to start building
0:04your own personal brand. Not to become
0:07an influencer, nor to chase after
0:08millions of views, but rather to put
0:09your income and your money into a safe
0:10place, and because of this, to secure
0:12your life. Because in this current era,
0:14layoffs are accelerating at a speed
0:15that we have never seen before.
0:17Artificial intelligence is literally
0:18destroying entire sectors of our
0:20workforce, and the vast majority of
0:22professionals depend solely on a
0:24company that decides if they need you
0:25today and could just as easily fire you
0:27tomorrow. In this video, I will show
0:30you how to transform the skills you
0:32have already built working into an
0:34asset that will last forever and where
0:36no one can ever fire you. And if you
0:39are thinking I don't have time, I am
0:40not ready, I am nobody to build a
0:41personal brand, that is exactly the
0:43best situation ever. It works precisely
0:45because it is a job, your normal salary
0:47is already financing your development
0:48and by the end of the video you will
0:50have the complete method starting
0:51completely from scratch. Let's start
0:53and start with the real problem, namely
0:56personal brand, the two most overused
0:58words in the last 10 years in Italy.
1:00Because the truth is that in our
1:02country, up until now, no one has
1:03understood a damn thing about what it
1:05means to build a personal brand, or
1:07very few have, because I know very well
1:09what you think when you read those two
1:11words. You see those motivational posts
1:14on LinkedIn, 10 lessons I learned when
1:16I quit my job, how I built my future, a
1:18997 course on a flash sale, and when
1:20you see that stuff, you roll your eyes
1:22and say, "What the hell am I doing that
1:24too?" Because that stuff isn't a
1:27personal brand, it's marketing
1:28disguised as a person. It teaches you
1:30how to market yourself, and that really
1:32serves no purpose at all. Stripped of
1:34all that nonsense, a personal brand
1:36means being the name that comes to mind
1:38when something specific is needed. Done
1:41. Try it with me. Think about the
1:44industry you work in, it could be any
1:46one, think about that person who
1:47balances consolidated financial
1:48statements, or that person who's good
1:50at managing complicated construction
1:52sites, or that person who really
1:53understands logistics, or that lawyer
1:55who's good at mergers and demergers,
1:57the one who knows how to do them well.
2:00Okay, all these people have actually
2:02built a personal brand, they probably
2:03haven't communicated it because they've
2:05never published a single post in their
2:06life, damn them. They may have zero
2:10followers, but when a problem comes to
2:11mind, their name comes up to solve it.
2:15Personal branding is an asset that
2:17today is built in a different way
2:18compared to twenty years ago, and like
2:20any other asset, it is built before you
2:22actually need it, rather than after.
2:25And the reason you need it now, no
2:27matter what job you do in your life,
2:29not in 5 years, right now, starts right
2:32here, in the place you go every morning
2:34. Because if we think about your role
2:37on paper, it's just one word: analyst,
2:39project manager, accountant, tax
2:41consultant, lawyer. But under that word
2:44, under that role, there are at least
2:4620, 30 different tasks, activities, and
2:49these activities, these tasks, are
2:51simply melting away one by one. Let's
2:54try something concrete. Take your
2:56activity in your mind and break it down
2:57into tasks. Done? Okay, take any task
3:00on this list and ask yourself, could AI
3:04do it for me? Not all of your work,
3:07that single task, and if you're honest,
3:10half of the answers are yes or almost
3:12yes. So that's the right way to look at
3:16it today, at your work, because
3:18companies don't think about roles or
3:20people, they think about workflows.
3:23They don't ask themselves if they can
3:25replace Giulia, Marco, Martina,
3:26Giuseppe, Simone. They ask themselves
3:29which of the 20 tasks that Giuseppe
3:31does for me can I replace or automate
3:33tomorrow morning, and every year the
3:35number of these tasks that can be
3:37automated increases because you get
3:39this into your head. The AI that you
3:42are using today is the worst artificial
3:44intelligence that you will use for the
3:46rest of your entire life. It's never
3:48going to get any worse, it's only going
3:50to get better. That's the gist of it.
3:52And stop for a second, I don't want to
3:54show you the guy holding the sign as
3:55The Andy Snar, we'll all be ruined.
3:57This is not a video intended to scare
3:58you; this is a video intended to
3:59prepare you. In the same way that I'm
4:01preparing you, think about my job as a
4:03lawyer. 90%of the work that I do, my
4:06collaborators, the other lawyers who
4:08work for me or my employees do, will be
4:10automatically replaced by AI within 5
4:13years. It will cost infinitely less, I
4:16think a thousandth, and it will be done
4:18much better. And the difference between
4:20those who ride this wave and make a lot
4:22of money and those who suffer it and
4:23find themselves without a job is just
4:25one. There are those who control
4:26automation and those who suffer it. So
4:28the advice I give you from this point
4:30of view, the first basic one, is to
4:32start automating parts of your work
4:33yourself before someone else does, at
4:35least you know what's going to happen.
4:37Okay? But even if you do it, it will
4:40still be an uncomfortable point because
4:41everything you've studied, the
4:43experience, the degree, all that stuff
4:45you've done and everything you've
4:46accumulated at this point is not being
4:48devalued. You and your skills are not
4:51being devalued, it's simply the
4:52execution that is being devalued.
4:54Anything in your job that involves
4:56following instructions or giving
4:57instructions is worth a little less
4:58every year, and there’s no amount of
5:00refresher training that can save you.
5:01And if this reasoning is starting to
5:03make you look at your career and your
5:05life in a different way? That’s
5:07exactly the kind of work I do here on
5:09my channel every week. So if you want
5:11to tell me that you like this video and
5:13this work, click subscribe to the
5:14channel so you don’t miss the next
5:15ones. So let us see what happens now
5:17and in what way this can change your
5:19entire life. Think about the last time
5:21you chose a professional, a plumber, an
5:23accountant, a lawyer. Didn't you
5:25conduct a public tender process in
5:27order to select the best possible
5:28execution at the most favorable price
5:30point available? Did you simply ask
5:31around and put your trust in what the
5:33others had to say to you? Did you look
5:35up reviews on the internet? Did you
5:37look at that person’s profile and
5:39then form an opinion and say, “Okay,
5:40I trust them.” And this is a point
5:42that is not explained when talking
5:44about artificial intelligence.
5:45Artificial intelligence devalues
5:47execution, as we have just seen, but it
5:49does not devalue people. Because when
5:53we have to choose someone to trust, we
5:55are not buying execution, we are buying
5:58trust in that person and trust is not
6:00attached to a process that can be
6:03replaced by AI, but is attached to a
6:05name. This is truly a personal brand.
6:09The crazy detail of the times in which
6:12we live is that artificial intelligence
6:14represents, on one hand, a danger to
6:16your job, but on the other, it is an
6:17incredible lever, the greatest in human
6:20history, which allows you to build your
6:22personal brand in the fastest way that
6:24is currently possible. And now let's
6:26see how. And if you think that to build
6:28all this you have to quit your job and
6:30open a VAT number, forget it, don't
6:31even think about it. Being an employee
6:34in this specific historical phase
6:36represents the greatest advantage that
6:38you can possibly hope to have. And this
6:40is because every day when you go to the
6:42office you are solving real problems.
6:44You fix a process, manage a complicated
6:46client, really learn how your industry
6:48works but from the inside by living it,
6:50and the great thing is that you are
6:51already being paid every month to do
6:53all this. This concept is called
6:56founded R&D, or funded research and
6:58development. In fact, on the one hand
7:00your employer can't wait to replace you
7:02with AI that doesn't take vacations,
7:03doesn't love you and doesn't have
7:04permits, doesn't bother you, does the
7:06work automatically. It costs a
7:07thousandth of you, but on the other
7:08hand, your employer is currently paying
7:10you so that you may build up your
7:11experience. And there is a second
7:13advantage that a lot of people
7:15underestimate, which is being covered.
7:17Yes, it's not very technical, but I
7:19like to call it "being covered",
7:20meaning that the salary saves you from
7:22despair. Because a lot of people, when
7:24they start their own business, try to
7:25build something of their own; if they
7:27don't have the financial security to be
7:29able to pay the mortgage and support
7:31themselves, then they sell out, they
7:32accept anyone, they publish anything
7:34just to make money tomorrow morning. As
7:36for the employee, the bills are paid,
7:37so you can choose calmly. Those who
7:39have another job can start this
7:41personal brand thing, knowing that the
7:42food will be on the table tomorrow
7:43morning. And if you want to discuss
7:46this whole personal brand thing with me
7:48and my team in person, you can find the
7:50link in the description to book a call
7:51with me and hurry up because I have
7:53very few slots and very little time.
7:56And at this point, whether you book a
7:58call with me or not, the most important
7:59piece is missing, namely the rules that
8:01make a small brand work, because you
8:03don't need to go viral and get millions
8:05of views, in fact quite the opposite.
8:08In fact, a brand doesn't grow through
8:10luck or talent, but rather by following
8:12three specific laws that are
8:13practically mathematical and work for
8:15those who have a million followers as
8:16well as for those who have zero. The
8:19first law says that consistency always
8:21pays off and there is a calculation
8:23that is worth doing; let's do it
8:24together now. If you do something 100
8:29times and each time you do it you
8:31improve by 10%, by the hundredth
8:32repetition you won't be 10 times better
8:35, you won't even be 100 times better,
8:37you'll be 14,000, 1,000 times better.
8:42And it's the same mechanism of compound
8:43interest, because what you've improved
8:44contributes to the next improvement, to
8:46the next improvement, to the next
8:47improvement again and at first you
8:49can't see anything because it seems
8:50like you're growing little by little,
8:51little by little and then it becomes
8:53exponential. If we think about Casy
8:56Nart, one of the biggest YouTubers in
8:58the world, not in terms of numbers, but
9:00in terms of the quality of his work, he
9:03published 536 vlogs in a row every
9:05single day of his life. And I'm not
9:08telling you to publish 563 vlogs like
9:10Key, I'm telling you that publishing
9:12two pieces of content a week for 2
9:13years is 100 repetitions. Look at my
9:16first video that I made on YouTube and
9:18look at this video, but it's like a
9:20different person, a different world.
9:22And you don't have to publish all these
9:23videos on YouTube. If you think about
9:26100 repetitions of your job, of your
9:28expertise repeated in public and you
9:30put them next to your colleague who has
9:32done zero, who will end up with a
9:33personal brand? Who will be better? The
9:37second law says that being specific
9:39beats knowing everything because the
9:40instinct of anyone who starts building
9:42something of their own is that "I have
9:44to be everything, I have to talk about
9:46everything, that way I can reach more
9:48people." And this is a classic mistake,
9:51you try to be Amazon when in reality
9:53what works is the small shop that only
9:55deals with U-shaped items. And I'm not
9:58kidding. The correct signal for both
10:00the market and the algorithms, if we
10:02start doing something on social media,
10:03is exactly the opposite, a precise
10:05format, a precise theme, repeated until
10:06the market associates you with that
10:08thing. And I'll give you a couple of
10:10examples. A veterinarian friend of mine
10:13, after talking to her many times,
10:14after having reasoned with her, started
10:16building a brand, becoming an
10:18influencer for veterinarians, but
10:19associating her name with chronic
10:21intestinal problems in cats and dogs.
10:24Okay, it's a microscopic topic. Her
10:26program sold out even before it went
10:28online. But because it's a widespread
10:31thing, it's a problem and she came up
10:33with a solution; and with respect to
10:34that problem, they teamed her up with
10:36Matt Grey, another guy who knows a
10:38thing or two about brands: at a certain
10:39point he started drawing conceptual
10:41diagrams for founders, for me, for
10:42companies. He gained 110,000 followers
10:45in a month. A niche isn't something
10:47that limits you, a niche is something
10:48that makes you findable. And here I'll
10:50open a parenthesis on Italy to explain
10:52how I see the issue of niches. You can
10:54become hyperspecialized—my goodness,
10:56what a complicated word—in one single
10:58thing or one specific problem, provided
10:59that your goal is to build a personal
11:01brand that sells a high-ticket product,
11:03because in Italy our potential audience
11:04of Italian-speaking individuals
11:06consists of sixty million people, which
11:07is a significant number that we must
11:09take into account for our business
11:11strategy. If we spoke English, we would
11:13have many more competitors, but we
11:14would have 6 billion people to talk to,
11:16to sell something to. So, regardless of
11:19being hyper-specialist, in Italy the
11:21correct way to think is to build
11:23content, or rather to get into the
11:25mechanism where you are the niche.
11:27Content pillars that are consistent.
11:29Personal growth: we're talking about
11:31how to communicate more effectively,
11:32how to build a personal brand, how to
11:33organize your days better, and how you
11:35can achieve this by using artificial
11:36intelligence. Not regarding sports,
11:38current affairs, artificial
11:40intelligence, personal growth,
11:41organization, accounting, or matters of
11:44law and jurisprudence. No, that can't
11:46work. The third law, and it's a
11:49liberation, tells us that the audience
11:51comes last. Do you understand? It's
11:54obvious that we need an audience to
11:55build a personal brand, whether it's a
11:57traditional personal brand where you
11:59need people to talk about you, or a
12:00personal brand built on the internet
12:02with technology, on social media, but
12:04you don't need to build a persona to be
12:05a personal brand, okay? In fact, that's
12:08the worst thing you can do. You have to
12:10be who you are. Authenticity will be
12:12the selection and by being yourself, by
12:14being yourself, then people will come.
12:17You just have to be who you are in
12:18public, and who you are in private
12:20professionally, nothing more. Because
12:23what seems trivial to you, because you
12:24do it every day, is the most precious
12:26thing that exists for those outside
12:27your field. Remember that. So, we've
12:30seen all this. Great. But Giuseppe, how
12:33the hell do I do it with 30 minutes a
12:34day, just a few weekends, a full-time
12:36job? We'll see it now in three very
12:39simple steps. And the first step is to
12:41narrow it down, so you have to distill,
12:43crush and narrow it down until you get
12:45to something really specific. Let me
12:47give you an example, identify something
12:49you know well, that you would
12:51practically talk about for free and
12:53then narrow it down again, not
12:55marketing, but email marketing for
12:56local e-commerce, not accounting,
12:58financial statements for SMEs in the
13:00construction sector in Northern Italy.
13:03And the test is simple and brutal. It
13:05has to work by associating that of or
13:07that of, so not that of accounting, but
13:09that of construction financial
13:10statements. And if you don't know how
13:13to narrow it down, think about and
13:14listen for a few days to the questions
13:15that your colleagues and clients always
13:17ask you. If those are the questions and
13:19they are repeated, that is your
13:21industry, that is your niche. Step
13:23number two, start documenting what you
13:25do, not creating content from scratch.
13:28Okay? It's the idea of showing while
13:30you build. So don't invent content from
13:32scratch. Start showing what you do in
13:35your work life, the mistakes you make,
13:37the problems you solve, all within the
13:38limits of confidentiality, and do it
13:40practically consistently, daily, and
13:41you do it by choosing a single platform
13:43, whether it's LinkedIn, Instagram,
13:45YouTube, like I do. Start from that and
13:48seek a quantity of content that is
13:49sustainable for you, even if once a
13:51week is fine, because wanting to
13:53publish and share content every single
13:54day is a strategy that does not work in
13:56the long run and will lead you to total
13:58burnout. You can do that later, when
14:00everything is working, create a
14:01structure blah blah blah and you can do
14:03it later. But the point is to show what
14:06you actually do every day to solve your
14:07problems and the problems of your
14:09customers. Step number three, use AI as
14:12an accelerator. It’s true that it’s
14:14taking away your work, the traditional
14:15work you have now, but it can be an
14:17incredible accelerator. It can help you
14:19create a post, throw away the first
14:21draft, and dry it out. And here I warn
14:23you, it can’t do the work for you.
14:25You do the hard work, it can help you
14:26do less of it. That’s the concept. If
14:28you’re not working hard, the AI is
14:30doing all the hard work, which means
14:31it’s not working because you’re not
14:33learning. And as promised, here’s my
14:35€ 997 course. No, I’m kidding.
14:39Everything is available for free,
14:41meaning that all we have discussed and
14:42everything you are able to do is here
14:44for free on my channel, within this
14:45video, or inside my newsletter. It’s
14:47all there. And in 10 years, when you
14:49watch this video again and we happen to
14:50cross paths, there will only be two
14:51possible situations that could exist.
14:54In the first one, you didn’t do
14:55anything at all and I would have become
14:57much better, much more expert, much
14:58more invisible, but in my opinion,
14:59you’ll be without the work you do
15:01today. I feel bad because your entire
15:03reputation will have lived inside a
15:04company that can send you away with a
15:06simple email on Monday morning.
15:08Scenario number two, I would have taken
15:09the three steps we just talked about. I
15:11would have the exact same expertise,
15:13but with a name attached to a brand and
15:14people will write to you to solve their
15:16problems. And maybe I will do the same,
15:18why not? And if this video turned on a
15:20light bulb for you and the next step is
15:22where? And the answer that comes
15:24naturally to you is YouTube. In this
15:27video on the right I show you what I
15:28would do if I started YouTube
15:30completely from scratch, but with what
15:31I know now. Thank you for watching and
15:34always unleash your potential. What?

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