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this week's Marketing
bio of a business book I
recently finished reading says
the author has the world's most
visited website in her industry.
Inside the book, however, she
mentions that for six years she
was a Wall Street Journal
columnist. Whoa, I thought - why
wasn't that stated on the cover?
To me, obtaining and keeping a
column in a highly selective
publication indicates much more
about someone's brains, work
ethic and writing prowess than
does website popularity.
This reflects a dynamic I've
encountered occasionally in
discussions with clients: What
you're most proud of may not be
what elevates you in the eyes of
Additionally, the impact of any
credential varies with the
audience. A participant in one
of my coaching groups once
commented that she found another
participant's MIT degree,
mentioned in his bio,
"intimidating." Someone else
might consider it evidence of
So reach deeper to identify why
something is impressive to you,
to shape perceptions your way in
your writeup. For instance:
"...whose fair and factual take
on controversies has made it the
world's most visited website in
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