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Applying the SOF Truths to Your Life and Business

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Applying the SOF Truths to Your Life and Business


    The United States Special Operations Forces (SOF) consist of Army Special Forces Green Berets, Navy SEALs, Air Force Special Op Wings, Marine Special Ops Regiment and other units. The SOF truths were created over 25 years ago to guide special operations in strategic planning, planning missions, and everyday activities.

    During my time as a Green Beret we made the SOF truths an important yardstick when we went about our operations. The SOF truths have much applicability in the business world and even your personal life.  Here are the SOF truths translated into general terms:

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    Humans are More Important than Hardware

    People, not technology or equipment make the difference. The right people, with the right training operating the right equipment will get er done.  On the other hand, spending money on technology will never make up for inexperienced or unmotivated people. There will always be a need for a hand on the joystick.

    Invest in training for your business. Treat your people right and it will pay your investment back many fold. In your personal life, invest time in building relationships and even yourself. You can spend all the money in the world in technology but if you don’t take care of yourself, it will go to waste.

    Quality is Better than Quantity

    A small number of people, carefully selected, well trained, highly motivated are much more preferable to a large number of general forces who might not be up to the task.

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    Special Operations is all about doing things differently. Many of the operations use the principle of leverage.  Use a small amount of force to provide the impetus to get something much larger going. In business we are seeing small startups able to get business ideas off the ground quickly and profitably to market. Personally you want a small tight circle of quality friends, people who will give you spot on advice (even when it hurts) instead of a large number of distant apathetic acquaintances.

    Special Operations Forces Cannot be Mass Produced

    It takes years to recruit, train, and develop the level of proficiency in people required for these missions. It also years to develop the level of cohesion, esprit de corps and trust necessary for the units to become fully capable. You cannot speed up the process and expect the same results.

    Yes it takes money to invest in your company. Training costs are not immediately recoverable. Yet when you need the skills, you often really need them. It also takes investment in the soft interpersonal skills and team building that are required when crisis occur. Finally when it looks bad, only time spent developing loyalty and trust will pay off and keep your employees from jumping ship. Same with your personal life. First it takes time to develop a group of friends you can count on. If you have a spouse or children, their belief and trust in you will come from action after action over time. You cannot expect them to instantly come to your side if you haven’t taken time to demonstrate you can be counted on.

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    Competent Special Operations Forces Cannot Be Created After the Emergencies Occur

    It takes time to develop highly trained, proficient teams. You have to develop them before you need them.

    As we talked about before, when you need people in your business and life to help you, most often you really need them at that particular moment. Do your preparation work beforehand.

    Most Special Operations Require Non Special Operations Assistance

    The ability of SOF forces to execute their missions has never been without the assistance of normal forces. The other forces only serve to increase the effectiveness of SOF.

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    The lesson here is that you cannot do it all by yourself. Even if you develop the best teams in the world, you will need other skills and talents that do not exist on your team. Recognize and accept that. One pitfall that SOF has fallen into before is that of an air superiority, the idea that they were better than any of the rest of the military. Yes, they had special skills and talents. However, the air of superiority did not serve them well when they had to go and ask for help.

    You will always need outside assistance. If that comes from your suppliers, your financiers, your customers, or maybe your neighbors. Approaching these partnerships with an air of cooperation and acceptance instead of superiority will go far in getting what you want accomplished, accomplished. Make sure you grow and develop these relationships.

    SOF Truths

    While you may not be a Green Beret, Navy SEAL or Marine Force Recon, applying these truths will help you remember what is important in life and what you can do to make sure you are keeping track of the right things.

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    (Photo credit: Black Leather Army Boots and Bag via Shutterstock)

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    Last Updated on August 25, 2021

    Why Personal Branding Is Important to Your Career

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    Why Personal Branding Is Important to Your Career

    As a recruiter, I have met and interviewed hundreds of candidates who have no idea who they are.

    Without a personal brand, candidates struggle to answer the question: “tell me about yourself—who are you?” They have no idea about who they are, what their strengths are, and how they can add value to the company. They present their CV’s believing that their CV is the key to their career success. In some ways, your CV still has its use. However, in today’s job market, you need more than a CV to stand out in a crowd.

    According to Celinne Da Costa:[1]

    “Personal brand is essentially your golden ticket to networking with the right people, getting hired for a dream job, or building an influential business.” She believes that “a strong personal brand allows you to stand out in an oversaturated marketplace by exposing desired audiences to your vision, skillset, and personality in a way that is strategically aligned with your career goals.”

    A personal brand opens up your world to so many more career opportunities that you would never have been exposed to with just your CV.

    What Is Your Personal Brand?

    “Personal branding is how you distinctively market your uniqueness.” —Bernard Kelvin Clive

    Today, the job market is very competitive and tough. Having a great CV will only let you go so far because everyone has a CV, but no one else has your distinct personal brand! It is your personal brand that differentiates you from everyone else and that is what people buy—you.

    Your personal brand is your mark on the world. It is how people you interact with and the world see you. It is your legacy—it is more important than a business brand because your personal brand lasts forever.

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    I have coached people who have very successful careers, and they come to me because they have suddenly found that they are not getting the opportunities or having the conversations that would them to their next role. They are having what I call a “career meltdown,” all because they have no personal brand.

    A personal brand helps you become conscious of your differences and your uniqueness. It allows you to position yourself in a way that makes you stand out from the pack, especially among other potential job applicants.

    Don’t get me wrong, having a great CV and a great LinkedIn profile is important. However, there are a few steps that you have to take to have a CV and LinkedIn profile that is aligned to who you are, the value you offer to the market, and the personal guarantee that you deliver results.

    Building your personal brand is about strategically, creatively, and professionally presenting what makes you, you. Knowing who you are and the value you bring to the table enables you to be more informed, agile, and adaptable to the changing dynamic world of work. This is how you can avoid having a series of career meltdowns.

    Your Personal Brand Is Essential for Your Career Success

    In her article, Why Personal Branding Is More Important Than Ever, Caroline Castrillon outlines key reasons why a personal brand is essential for career success.

    According to Castrillon,[2]

    “One reason is that it is more popular for recruiters to use social media during the interview process. According to a 2018 CareerBuilder survey, 70% of employers use social media to screen candidates during the hiring process, and 43% of employers use social media to check on current employees.”

    The first thing I do as a recruiter when I want to check out a candidate or coaching client is to look them up on LinkedIn or other social media platforms, such as Facebook, Instagram, and Twitter. Your digital footprint is the window that highlights to the world who you are. When you have no control over how you want to be seen, you are making a big mistake because you are leaving it up to someone else to make a judgment for you as to who you are.

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    As Jeff Bezos, the founder of Amazon, once said, “Your brand is what people say about you when you are not in the room.”

    In her book, Becoming, Michelle Obama writes about the importance of having a personal brand and her journey to defining her personal brand. She wrote that:

    “if you don’t get out there and define yourself, you’ll be quickly and inaccurately defined by others.”

    When you have a personal brand, you are in control. You know exactly what people will say about you when you leave the room.

    The magic of a personal brand is that gives you control over how you want to be seen in the world. Your confidence and self-belief enable you to leverage opportunities and make informed decisions about your career and your future. You no longer experience the frustrations of a career meltdown or being at a crossroads not knowing what to do next with your career or your life. With a personal brand, you have focus, clarity, and a strategy to move forward toward future success.

    Creating your personal brand does not happen overnight. It takes a lot of work and self-reflection. You will be expected to step outside of your comfort zone not once, but many times.

    The good news is that the more time you spend outside of your comfort zone, the more you will like being there. Being outside of your comfort zone is where you can test the viability of and fine-tune your personal brand.

    5 Key Steps to Creating Your Personal Brand

    These five steps will help you create a personal brand that will deliver you the results you desire with your career and in life.

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    1. Set Your Personal Goals

    What is it that you want to do in the next five years? What will your future self be doing in the next five to ten years? What is important to you? If you can answer these questions, then you are on the right path. If not, then you have to start thinking about them.

    2. Create Your Unique Value Proposition

    Create your unique value proposition by asking yourself these four questions:

    1. What are your personality features? What benefit do you offer people?
    2. Who are you and why do people enjoy working with you?
    3. What do you do and what do people want you to do for them? How do you solve their problems?
    4. What makes you different from others like you?

    The answers to these questions will give you the information you need to create your professional story, which is the key step to creating your personal brand.

    3. Write Your Professional Story

    Knowing who you are, what you want, and the unique value you offer is essential to you creating your professional story. People remember stories. Your personal story incorporates your value proposition and tells people who you are and what makes you unique. This is what people will remember about you.

    4. Determine Which Platforms Will Support Your Personal Brand

    Decide which social media accounts and online platforms will best represent your brand and allow you to share your voice. In a professional capacity, having a LinkedIn profile and a CV that reflects your brand is key to your positioning in relation to role opportunities. People will be connecting with you because they will like the story you are telling.

    5. Become Recognized for Sharing Your Knowledge and Expertise

    A great way for you to promote yourself is by sharing knowledge and helping others. This is where you prove you know your stuff and you gain exposure for doing so. You can do this through social media, writing, commenting, video, joining professional groups, networking, etc. Find your own style and uniqueness and use it to attract clients, the opportunities, or the jobs you desire.

    The importance of having a personal brand is not going to go away. In fact, it is the only way where you can stand out and be unique in a complex changing world of work. If you don’t have a personal brand, someone will do it for you. If you let this happen, you have no control and you may not like the story they create.

    Standing out from others takes time and investment. Most people cannot make the change by themselves, and this is where engaging a personal brand coach is a viable option to consider.

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    As a personal brand coach, working with my clients to create their personal brand is my passion. I love the fact that we can work together to create a personal story that defines exactly what people will say when you leave the room.

    Other People’s Stories

    Listening to other people’s stories is a great way to learn. In his article, 7 TED Talks About Personal Branding, Rafael Dos Santos presents the best Ted Talks where speakers share their stories about the “why,” “what,” and “how” of personal branding.((GuidedPR: 7 TED Talks About Personal Branding))

    Take some time out to listen to these speakers sharing their stories and thoughts about personal branding. You will definitely learn so much about how you can start your journey of defining yourself and taking control of your professional and personal life.

    Your personal brand, without a doubt, is your secret weapon to your career success. As Michelle Obama said,

    “your story is what you have, what you will always have. It is something to own.”

    So, go own your story. Go on the journey to create your personal brand that defines who you are, highlights your uniqueness, and the value you offer to the world.

    Featured photo credit: Austin Distel via unsplash.com

    Reference

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