It is still difficult for many people of talent, to understand the changes in the world, but there is no alternative, it is that we have to work with.

To me they are also not always very clear, but there are some that are so obvious that’s even upseting.

Firstly you need to understand that nothing is today as it was five years ago, not to go further. Some of the professions most needed today, and therefore better paid, are linked with entrepreneurship, innovation, knowledge.

Imagine ! There is not even college courses for it nor undergraduate nor masters. And there are none because the market needs evolve so quickly that there is no time to create a university program of 3 or 4 years. Incidentally, there is no time to write their own programs, much less implement them!

There seems to be no other alternative but to adapt. And quickly.

A few days ago I met a friend, 25 years-old, computer engineer. He likes assembling machines, taking them apart. He has a small business selling and servicing computers and sells some softwares. He doesn’t have a profile on Facebook or Twitter, and much less on Youtube, hates blogs and social networks of all kinds, for him business is like a corner grocery shop: know your customers, help them out, keep a book.

A young lad in the field of new technologies, and is a dinosaur simply because since he started his professional activity, something like 5 or 6 years ago, in his friend’s computer store, things worked that way and he has not evolved along with the market.

But what choice does he have , but evolve or die?

In the mean time the supermarkets have taken over the business of selling and servicing, are much more efficient, guarantees are better, and are better professionals, but he continues to fight to keep his small grocery computer corner store.

This is an example that is easy to understand, but there are many others who are struggling for not seeing new opportunities, for not seeing the alternatives that opened to the traditional ways of understanding the market and the business.

How many programmers started their courses at the height of the demand for websites and Internet solutions? And how many now, engineers, are going hungry ? Why? Because any one buys a site template or wordpress theme and mounts a sophisticated website for a few hundred euros. How can the programmer, who studied at the university and knows how to program, has a high value of knowledge, compete with an ignorant artist who does a blog or website and earns a minimum wage in half an hour?

Want more examples ? I’ll give them. Now the area of Marketing, which is mine. All men and women who have completed their marketing courses for more than two years and don’t deeply recycled, are miles from reality.

Today there is a very large ship that sails unstoppably towards undiscovered beaches: a New Economy. The people in marketing are probably those who have the capacity to respond faster to these changes because of the training they had to keep their ears and eyes attentive to the market.

But also marketing has changed. Not because the universities have discovered the gunpowder, but because people changed their relationship with life, with themselves, with others and obviously with the consumer goods and who provides them.

There is a whole set of new realities that no longer pass through the achievement of a ” share of wallet ” , a percentage of the consumer’s wallet, but the “share of heart”, a piece of the heart.

This new marketing is exploding everywhere assuming itself as an alternative to traditional marketing based on product mix, price, promotion, distribution.

What began a few years ago with the name of Permission Marketing, marketing based  on the ” consumer power ” that may or may not allow our promotional advancements, came to evolve into such unusual names as Relationship Marketing, Recommendation Marketing (also called ” Network Marketing “) or Attraction Marketing.

What is important for you to know, you who has your skills earn with effort and live in a world where it seems that you have no value is that there is indeed an alternative.

The economic unit of the New Economy is not the Company, but the Individual. You.

The companies serve as vehicles for you, the individual, to achieve your goals. Companies, some already realized that the greatest value is not in the product but in people. That the business model can succeed no longer depending on the marketing mix but the human mix: you.

And therein lies your opportunity. Where everyone can see danger you can choose to see the alternative: your Personal Marketing. All your efforts need to point in that direction even if you don’t see the light at the tunnel yet.

One thing is certain: you will never receive more money than you are worth to the market. If you give value of 5 you can not want to earn 10. It simply is not feasible and will not happen. Want to earn more? Appreciate yourself more.

Pay attention though: it’s no longer an inappropriate course of reality that will bring you a viable alternative. No.

The investment has to be in you, yes, but in a smart way. You need to value yourself and communicate your value, create your own branding, increase your real and perceived value.

This is the beginning of your alternative life. It doesn’t interfere at all with what you already do, you only gain a new dimension and a new value, monetize your potential knowledge and experience and it is phenomenal.

Isit important to have a good personal marketing? Without a doubt. There is no shortage of talented and failed people in the world, simply because no one told them that it was not enough for the product to be good, it was necessary that the people want to buy it.


Rui Gabriel

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