You’ve heard this expression before: “You know it’s not personal, it’s just business”

When you here that, the first thing you do know is you’re about to get cheated out of something. It’s a cop out and it’s just plain dumb. Because few things are more personal than your business. What you do for a living is part of who you are. It defines you as a person to a large degree and when someone meets you for the first time, one of the first things they want to know is what you do for a living, because it tells them a lot about you.

And the reverse is also true. When someone is considering investing in your company, buying your service or product they are already well on their way to making a purchase decision. They probably already know a great deal about your company, your services, your products. What they want to know now is, who YOU are. Why?


Don’t make the mistake that many otherwise smart people in business do and say “It’s not about me. Our product, our company speaks for itself” Nonsense! People buy from people. Not companies. Promote yourself and build your own unique personal brand.

Because YOU are your best competitive edge. Business is personal.