By compiling wins, future successes become easier to obtain. A record that speaks for you does the convincing you once had to do yourself.
It may take many pitches to land the first appearances, but once a record exists, your appearances start to speak for you. The Manifesto's consultant example makes the point: between a cheaper consultant with no case studies and a costlier one with verifiable results, the one with evidence wins the business.
Wins are not only accolades. Relationships are a form of capital too, and every favor done is a deposit.
Larger opportunities seek out positive track records.
Personal Branding: A Manifesto on Fame and Influence, Second Edition, 5.14
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.
Present them as statement pieces that show your ambition: why the win matters to you and what comes next, not a demand for attention.
Awards, certifications, milestones, client results, appearances, and personal successes. The Manifesto asks you to list both.
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.
Share the daily work behind your results: the calls, the drafts, the routines. Glorify the process, not only the outcome.
Read the transcript ↗ (opens in a new tab)“we need to start glorifying the work”
Chase the Vision with Isaac Mashman, “Are You A Business Owner Or Unemployed With A Title?”, July 13, 2020
Before paying anyone to build your brand, audit their own following for bought numbers. Large counts can be manufactured cheaply.
Read the transcript ↗ (opens in a new tab)“they just spend a thousand dollars and bought 100,000 fake followers”
DoubleB Creates Podcast, “Creating An Unrivaled Personal Brand With Isaac Mashman”, December 21, 2020
In a sales conversation about reputation or visibility, search the prospect's name with them and walk through what a buyer would find. Then show what you have achieved for yourself and others.
Read the transcript ↗ (opens in a new tab)“i went ahead and googled your name and nothing pops up”
Chase the Vision with Isaac Mashman, “Selling The ROI, Not The Price | FRIDAY FIRE #7”, November 13, 2020
Clients buy a consultant before they buy the service. A personal brand with evidence behind it is what lets you charge for your judgment.
A book or a talk is an extension of you, not the whole of you. Authors and speakers who are booked again are the ones whose name is the reason people show up.
The best builders are often the least known. A personal brand makes the work you shipped visible to the people who hire, fund, and follow product leaders.
Follower counts only get you so far. What matters more is how much the people who follow you trust you.
The last thing you want is to pour your effort into work no one sees. Distribution decides whether it reaches anyone.
A quality contact list lets you solve other people's problems with a simple introduction, and makes you the person whose name comes up first.
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.
