I’m keeping busy at Dell, currently working on designs for both our 12g and 13g servers. My current motto is less is more, I’m trying to see what I can cut out to simplify things, as well as what can be automated. In my blog catch-up this morning I came across this excellent post, The psychology of social media: Can a visible brand ruin your life?
No, it is not another warning about posting compromising pictures on facebook, or blogging about doing outside work while telling your boss you are off sick. It talks about some of the issues and values of creating your own “brand” through social media tools. Now, back when Nigel Dessau and I worked together at IBM UK in the mid-1990’s, Nigel was quick off the mark creating content for, and getting involved with IBM UK and IBM Europes first web sites. I had the chance to work with him on some of the content and low and behold, the first Cathcarts Corner was published almost 13-years ago. Over the years, it moved, grew and contracted, and now is just this blog.
One thing I learned though was indeed the value of the perosnal brand. When reading Jennifer Leggios’ blog posting a few things rang true. One, it is worth thinking through before you launch into “just blogging”. It’s not sufficient to work out what you want to talk about and how you say it, but who your audience are, how you will reach them, your style and much more. Secondly, at many IBM Acadamey of Technology annual meetings, and often at other events, we were told by the business executives how IBM wanted the company to be more recognised for its innovation, for its technical leadership, and yes, they promised action. However despite the multi-million dollar marketing campaigns, there are and have never been almost any household names of technical leaders at IBM, or for that matter any major publically qouted company like Oracle, HP in the tech business, but also in other traditional NYSE style big companies GE, General Motors etc. Have there ?
In the second section of her blog post, entitled Workplace Impact, Jennifer talks how the corporation handles the rising, and visible brand that is a key spokesperson. I also worked with one of the tech industries most visible brands, Simon Phipps of Sun, now Oracle. It will be interesting to see where his “brand” goes once things get sorted out at Oracle. While Simon and I worked together at IBM, I was the Linux/Open Source guy, Simon was the Java guy, but he has done a much better job of communicating, and putting the case for open source than I ever could, and in the process created a brand through his blog, twitter and other contributions. I can’t see he’d have had the same success at IBM.
The point that Jennifer makes is it’s how the company reacts that makes the difference. My IBM UK managers where always very supportive of my personal brand, they definately empowered me. However, at a corporate level, unlike Simons’ experience at Sun, it’s my view that most companies practise what Jennifer describes as “talking out both sides of their mouth”. That is they realise that an engineer or technician that creates a personal brand is both getting distracted from their “day” job through their activities, and secondly, is a risk to the company if their exposure gets them unwanted attraction from competitors, start-ups and analyst companies who might offer them a better deal in order to capture the value from their brand.
I’d never thought about it that way, but it certainly puts into perspective the legions of corporate Vice Presidents who march through the PR sausage machine and come out the other other side talking tech, only to disappear 18-months later when they move on to their next assignment and are replaced by the next [insert name here] VP. The only really famous technical person I can recall from IBM, from a public perspective is Gene Amdahl, and thats more legend than fact. Sure, I’ve known many others, but none outside their narrow specialist area and through personal contact rather than through their notoriety, promotion or brand. Can you name anyone ?
Jennifers article is a long, but worthwhile read on the subject of personal brands, and certianly made me reconsider some of my long held views.