A cliché teaches nothing and moves no one. In a crowded market, originality is what cuts through the noise.
People reach for clichés when they have nothing better to say. Even a true cliché lacks depth: it does not teach anything new or get anyone to act, and it can make you look as if you cannot think for yourself.
The Manifesto's example is a speaker who gave a talk on resilience, one of the most worn topics there is, and made it unforgettable by telling the exact story, step by step, instead of saying the word.
People rely on clichés when they have nothing better to say or cannot find the ingenuity within their spirit to come up with something original.
Personal Branding: A Manifesto on Fame and Influence, Second Edition, 4.5
The moves ISIA, the engine behind the Brand Audit, draws from this part of the doctrine. Each one is something you can do this month, and the reason it matters.
This page is a summary. The subchapter itself goes further, with the reasoning, the stories behind it, and the exercise that closes it.
They teach nothing, they sound like everyone else, and they can signal that you have nothing original to say. Specific stories and examples do the same work better.
Occasionally, if you expand on it: explain why it is relevant and add the detail that gives it depth.
Advice Isaac Mashman has given on his own shows and in interviews on this subject, from the same library MCG consultants work from. Each one keeps the words he said it in, and links to the transcript where there is one.
Cut filler and marketing cliches from your bio and tagline. Use one word or phrase that makes people stop and look it up.
“it sparks curiosity”
Unrivaled Results with Mashman Ventures, “UNRIVALED: Personal Branding Training”, April 13, 2022
Before you take a distinctive position, accept that some people will talk behind your back. Decide in advance that it will not stop you.
Read the transcript ↗ (opens in a new tab)“you got to do something that will cause ridicule”
Chase the Vision with Isaac Mashman, “The Future of My Brand and Chase the Vision Podcast”, August 18, 2020
Write a bio line that says how you are different from the typical voice in your field, in plain words. Keep it true for everything you post.
Read the transcript ↗ (opens in a new tab)“without the guru bs”
Chase the Vision with Isaac Mashman, “Being A Public Figure”, September 26, 2020
A coach's personal brand is the proof of the method. People hire the coach whose life and results already show what they are selling.
How you would describe yourself in less than a minute. The Manifesto's version is not a sales pitch; it sells you as someone to get to know or follow.
Sharing stories from your own life is one of the best ways to build rapport. People who only hear about your profession only stay for what they can get.
There should be no doubt who you are when someone introduces you, on or offline, and no question that you are the right person to follow.
Engagements are accepted by application and seats are limited each quarter. Tell us who you are, what you are building, and the position you intend to hold.
