Trust doesn’t matter

No visibility equals no trust. And no trust means no business. 
It comes back to the adage in business that goes “know me, like me, trust me, pay me.“ We only go into business or buy from people and organisations we trust. To trust someone, we need to know and like them first. 
Once I really came to grips with this fact ten years ago, I started to look at personal branding in a different way. 
I realised that if I am not visible, what I am actually saying is that trust doesn’t matter. 
In the digital age, being good at your job is no longer enough. To be truly successful, you must be both talented and visible.
You may think personal branding is not for you, because in your view it isn’t relevant for your job, for your field or even for your demographic. 
But you should not underestimate the importance of your reputation, regardless of the industry you are in. 
Being invisible is not a good career strategy.

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