The Paradox of Personal Branding: Escaping the Traps of the ‘Me’ Epidemic
In a world that is increasingly populated with individuals vying for attention and validation, it is natural to seek recognition. And yet, this desire for recognition has led many to embrace a dangerous and misguided approach to personal branding.
The perils of personal branding are prevalent, but they are not often acknowledged. The ‘Me’ Disease is an apt description of this affliction that has gripped our society. We are bombarded with an endless stream of messages from experts, coaches, and influencers who tell us that personal branding is the key to success, that everything can be transformed into content, and that the more you put yourself out there, the more likely you are to be seen. But what is the cost of this obsession with personal branding?
Pat Riley, the legendary NBA coach and executive, first identified the dangers of this disease when he observed its effects on his championship-winning team. He noted the seven warning signs that signaled the onset of the ‘Me’ Disease: inexperience in handling success, feelings of under-appreciation, paranoia about being denied one’s due, resentment against one’s partners, efforts to outshine others, cliques and rivalries that undermine leadership, and frustration even in the face of success.
When we talk about personal branding, we often hear the same refrain from those who embrace it: “I just want to help people.” But the brutal truth is that in a world awash with information, no one cares about you, your personal brand, or your story. Your personal brand is only as valuable as the category or niche you claim to own.
In contrast to the all-consuming focus on personal branding, the concept of personal category design offers a way to align your work and life with a greater purpose. This approach is rooted in the idea that your reputation is earned not through your self-promotion, but through the category and ecosystem that surrounds you.
Your personal category is your commitment to something greater than yourself. It can take many forms: you may be known for your expertise in a particular subject, for creating a unique genre, for delivering a valuable outcome, or for inspiring change. Personal category design is about aligning your work and life with your deepest values and serving others in a meaningful and valuable way.
To begin the process of personal category design, start by asking yourself: who would your ‘superconsumers’ say you are? This question is not about what you think of yourself, but about how others perceive you. And once you have a clear understanding of your personal category, you can then focus your efforts on building a reputation that serves others and makes a difference in the world.
The principles of personal category design have been tested and proven by countless individuals who have leveraged this approach to build successful careers and businesses. And I know that with focus, discipline, and a commitment to serving others, you too can achieve great success through personal category design.
In conclusion, personal branding is a seductive but dangerous trap that leads us down a path of self-obsession and mediocrity. By embracing personal category design, we can escape the ‘Me’ Disease and align our work and life with a greater purpose, serving others and making a meaningful impact on the world.
To read more about category design, I recommend reading the book “Play Bigger” by by Dave Peterson, Al Ramadan, Christopher Lochhead, and Kevin Maney.
About the author: Shane Allen is an accomplished entrepreneur and marketer currently serving as the Director of Marketing at PickNik, a company that specializes in developing software for robotics both on Earth and in space. With a Bachelor’s degree in Industrial Design and a background in mechanical engineering and business, Shane brings a unique perspective to his role as a marketer.
He has successfully raised six large rounds of investment for his inventions as a CEO, has multiple patents to his name, and won multiple pitching events worldwide. His expertise in both marketing and product design has helped him to create innovative campaigns that drive growth and results for the teams he’s involved with.
When he’s not working, Shane can be found exploring the beautiful trails and mountains of Boulder, CO with his golden retriever Bandit. He is also an active member of the local startup community and is passionate about helping other entrepreneurs achieve success.
