There you are, sitting on a shelf longing to be bought ...appreciated ...squeezed. What would be the best way to sell you? ...based on some utility to the buyer (tooth whitening or breath freshening)? ...based on some special intrinsic qualities (all natural! minty)? ...or based on no-nonsense practicalities (popular name brand price vs. store brand smart buy)?
This is no idle exercise. Most IT executives are so wound up in their jobs, they rarely think about how they are perceived by others (especially management), how they present themselves to their fellow IT executives, or just what it is about the job that motivates them to get up in the morning. Yet, if they had to hire someone for a critical team, they themselves would make the decision based on these same facets of the candidate. And with so many other tubes of toothpaste sitting on the shelf, not having the proper appeal can mean the difference between inventory that sells out, or sits there unsold and gathering dust.
So, what differentiates you from all the other tubes on the same shelf? What is it about you, that would make you hire you, if you were doing the hiring? ...your utility as a change manger /turn-around expert? ...your intrinsic qualities as a charismatic leader or effective communicator? ...your practical side, as someone who knows how to manage the numbers? In the end, it all comes down to branding.