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Think Laterally

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Think Laterally

Lateral thinking is a phrase coined by Edward de Bono as a counterpoint to conventional or vertical thinking. In conventional thinking we go forward in a predictable, direct fashion. Lateral thinking involves coming at the problem from new directions – literally from the side. De Bono defines the four main aspects of lateral thinking as follows:

  1. The recognition of dominant polarizing ideas.
  2. The search for different ways of looking at things.
  3. A relaxation of the rigid control of vertical thinking.
  4. The use of chance.

There are dominant ideas in every walk of life. They are the assumptions, rules and conventions that underpin systems and influence people’s thinking and attitudes. The idea that the Earth was flat or that the Earth was the centre of the Universe are examples of dominant ideas that polarized thought along set lines.

Once the dominant ideas are in place then everything else is viewed in a way that supports them.Someone who is paranoid sees every attempt to help them as malevolent and manipulating.Someone who believes in a conspiracy theory will explain away any inconvenient facts as deliberately constructed by the powers behind the conspiracy.

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Most organisations have dominant ideas that polarise their view of the world. It is easy for us to be critical of the makers of horse-drawn carriages who thought that automobiles were silly contraptions that would never catch on. However we are the captives of established ideas too.

A lateral thinking technique we can use is to write down all the dominant ideas that apply in our situation and then to deliberately challenge them. So for example the major airlines used to work with these beliefs:

  • Customers want high standards of service.
  • We issue tickets for all flights.
  • We allocate seating in advance.
  • We sell through travel agents.
  • We fly to major airports because that is what business travellers want.

Of course the low-cost airlines broke all of these rules and created a huge new market. A good start with lateral thinking is to deliberately turn every assumption and dominant idea on its head and see where that leads.

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Asking ‘What if?’ is a lateral thinking technique that helps us to explore possibilities and challenge assumptions at the same time. We use the ‘What if?’ question to stretch every dimension of the issue. Each ‘What if?’question should be extreme to point of being ridiculous. Say we are running a small charity that cares for homeless dogs. The challenge is, ‘How can we double our fund-raising income?’ The sort of ‘What if?’ questions we could ask might be:

  • What if we had only 1 donor?
  • What if we had 10 million donors?
  • What if we had an unlimited marketing budget?
  • What if we had no marketing budget?
  • What if everyone had to look after a homeless dog for a day?
  • What if dogs slept in beds and people slept in kennels?
  • What if dogs could speak?

The question ‘What if we only had one donor?’ might suggest that we target fabulously wealthy dog lovers in order to raise more funds from fewer donors.We could explore ways of doing this and generate all sorts of ideas. ‘What if dogs could speak?’ might suggest ways of marketing that involved speaking dogs or dog conversations.Each question generates stimulating lines of enquiry by testing the rules and dominant ideas boundaries that are assumed to apply to the problem.

Start with a challenge and, individually or in a group, generate a short list of really provocative ‘what if?’ questions. Take one and see where it leads. Follow the crazy train of thought and see what emerges. You will start with silly ideas but these often lead to radical insights and innovations.

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The role of chance in major inventions and scientific discoveries is well documented.The transmission of radio waves was discovered by Hertz when some of his equipment happened to produce a spark on the other side of the room.Alexander Fleming discovered penicillin when he noticed that one of his old petrie dishes had developed a mould that was resistant to bacteria.X-Rays were discovered accidentally by Roentgen when he was playing with a cathode ray tube. Christopher Columbus discovered America when he was looking for a route to India.

The common theme is that someone with a curious mind sets out to investigate things.When something unusual happens they study it and see how it can be put to use.The same methods can work for us.When we are looking for new ideas and fresh ways to do things then a random input can help us.

A highly effective brainstorming technique is to take a noun at random from the dictionary.Write down some associations or attributes of the word and then force fit connections between the word or its associations and the brainstorming challenge.People do not believe that it works until they try it.Some words produce nothing worthwhile but every so often you will get really radical ideas using this method.

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The same approach works using a random object, picture, song and so on. This is why a walk around a museum or art gallery can be so useful when we are working on a knotty problem. The brain can make all sorts of lateral connections between the variety of stimuli that you encounter and the problem.

A great deal of humour is based on lateral thinking. The comedian ridicules existing beliefs; he comes at an issue from unusual directions; he makes unexpected connections to give the surprise that makes us laugh. The two best reasons to use lateral thinking in our everyday lives are because we will generate many fresh, better ideas and because it is great fun.

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Paul Sloane

Professional Keynote Speaker, Author, Innovation Expert

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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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