Avoid controversy that concerns your own reputation. External controversy, handled with intent and class, can position you as the expert.
The Manifesto separates two things. Controversy with no intent is rage bait, and it does nothing for a personal brand. Controversy with purpose takes on a genuine flaw in your field: you educate your audience on what to look out for, justify why it is wrong, and prove what to do instead.
On politics, religion, and societal issues, the Second Edition asks for class and intention: you can build rapport by sharing broader opinions, and you will turn away people who disagree. Avoid line in the sand moments that put you at odds with whole groups. The book also advises against using this method early, before you know what your brand stands for.
Controversy with no intent merely creates rage bait.
Personal Branding: A Manifesto on Fame and Influence, Second Edition, 5.6
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.
The Second Edition's guidance is to do so only with class and intention, knowing it can build rapport with some and turn away others, and to avoid line in the sand moments that set you against whole groups.
When it has a purpose: exposing a genuine flaw in your field and offering a better way, from a position of expertise. Not before you know what your brand stands for.
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.
Before you act on someone's advice about your career or business, check whether they have the results you are after.
Read the transcript ↗ (opens in a new tab)“an opinion is the cheapest commodity ever”
Chase the Vision with Isaac Mashman, “We’re All Playing Too Small”, July 31, 2020
When family or friends weigh in on a decision that is yours, say you appreciate their concern and respect their opinion, and that you will choose what is best for you.
Read the transcript ↗ (opens in a new tab)“i appreciate your concern, i respect your opinion”
Chase the Vision with Isaac Mashman, “Internal vs. External Validation”, October 11, 2021
When people disagree with you publicly, invite them to bring their reasoning, data, or experience, and engage with what they bring.
Read the transcript ↗ (opens in a new tab)“come at me with logic”
Chase the Vision with Isaac Mashman, “LEADERS FOCUS ON SOLUTIONS”, June 21, 2020
No matter how far a personal brand reaches, it is always a single misstep away from crashing down. The size of a reputation is not a shield.
Follower counts only get you so far. What matters more is how much the people who follow you trust you.
Over a lifetime of building a personal brand, something less than ideal will happen. A crisis is rarely the end; how you respond decides most of the damage.
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.
Consultations are virtual or in person. See what each includes, and what is asked of you: Virtual or In Person.
