Use a "why chain" to fix your personal brand

02/22/2013 | Fast Company online

Clichés such as "good communicator" and "hard worker" are poor choices for your personal branding statement. To get beyond them, use a "why chain," Nacie Carson writes. "Start with a statement about yourself as a professional using one of your current descriptors, like 'I am an excellent communicator,' and then ask yourself 'Why?' ... And then you respond, and then you ask again," Carson writes.

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