目录

办公室野蛮游戏

作者简介

译者简介

编辑室报告

建立并维持优异个人品牌的十项铁律

The Ten Rules For Building And Keeping A Great Personal Brand

在地观点

办公室野蛮游戏

——靠谱的职场升职加薪指南

Career Warfare

提示：为使读者更好地理解本书内容，中文部分特增添了作者简介、译者简介、编辑室报告、在地观点部分作为原书内容扩展补充。

作者简介

戴维•达勒山卓（David D'alessandro）

戴维•达勒山卓为财务保险顾问公司约翰汉卡克财务公司的总裁兼CEO，着有《品牌大战》（Brand Warfare）一书。

译者简介

谢绮蓉

台湾辅仁大学英文系毕业，美国蒙特瑞国际研究学院口译与笔译组硕士。翻译作品《80/20法则》、《Dell的秘密》。

编辑室报告

十项铁律，擦亮你的金字招牌

现实的职场总是不尽如人意。比方说，许多人认为公司是以合乎逻辑、理性化的方式运作，所以只要工作认真，业绩良好，安分守己，事业就会一帆风顺。然而，当实际的升迁机会竟然以一种奇怪诡异、判断仓促，且叫人难以理解的方式分配时，总是叫人吃惊。

既然如此，鹤立鸡群的条件到底是什么？就是及早打响个人名号。杰出人士能在众人中脱颖而出，是因为他们所拥有的个人品牌早就历经千锤百炼。同样地，组织在评估你树立价值能力的整体印象时，也包含个人品牌，这对你事业的影响远超过任何其他因素。

有鉴于此，拓展个人事业最重要的事，便是建立个人品牌或声誉。以下十项铁律有助于达成此目标：

1.始终用评估者的观点来评估自己。

2.无论喜欢与否，主管就是你个人品牌的共创者。付出应有的代价吧。

3.了解主管的类型并据此详细规划。

4.通过礼仪的表达，彰显自己属于高阶管理层级。

5.掌握进退有据的时机。

6.建立声誉并非一蹴可及，而是日积月累的。

7.必要时，挑个明确的敌人奋力一战。

8.水能载舟、也能覆舟，学会如何面对成功的技巧。

9.地位越高，随之而来的负面评价也越多。

10.务必永续经营个人品牌，否则将有如骗局般收场。

一旦了解职场成功的真正关键在于建立个人品牌的手法，便要留心注意每天一举一动对个人品牌价值的影响。比方说，许多人参加会议时以为报告的质量最重要，但其中更加关键的却是待人接物的方法，而不单是说话的内容。这些互动所建立的个人声誉，会比其他任何因素，更加影响个人未来机会的多寡。

整体而言，如果立志追求高度成功的事业，应该要持续关切自己所建立的个人品牌，每天都做一些能够强化个人品牌的事情。

建立并维持优异个人品牌的十项铁律
英

铁律#1　始终用评估者的观点来评估自己

不要过于私心自用。建立良好声誉的第一步，就是养成以评估者的角度来审视自己的日常行为。提供组织所需来引起当权者的注意。

在商业世界里，大部分的人都是以实际成果来审视个人事业，而非意图。个人应该养成贯彻执行的习惯，而不是把“情况失控”当作无法做成大事的托辞。打破老是找借口的习惯，开始完成使命。

建立个人品牌的第一个挑战，就是如何引起当权者的注意。最好的方法是：

■提供组织当下最迫切需要的事物——让他人普遍认定自己是富有创意、能完成任务，或是能为大局考虑的人，借此巩固自我领域。找个独特的利基点，见缝插针。

■要有承担处理关键琐事的准备——广受注意的高难度任务就留给别人去忙。

■与辉煌和有价值的事情搭上线。

■做出能为组织赚钱的事。

■建立有话直说、永远说实话的声誉——欺骗绝对是职场杀手，即使谎报学历这种看似无关紧要的事情也一样。千万不要说出任何不想被刊登在报纸上的事情。

■懂得保密的时机。如果保密功夫无法获得肯定，自然不会有人愿意告诉你任何事。机密外泄则会使公司在声誉和财务上都遭受严重损失。如果个人极佳的判断力获得肯定，知道何时应该勇于表达，何时该保持沉默，掌权者会比较放心你的存在。

■言出必行。做出勇敢的承诺后能彻底实践，大家都会记住。

■懂得团队合作——变成大家想要共事的人。当职业生涯发展到某个阶段，独立作业的工作会成为次要，最重要的是，能否引领他人把事情做好。发展良好的个人领导能力，公平待人，有效结合多元团队中的各种技能，也可因此更加强化个人品牌。

在以上的选择中，最有效的方法是使自己的做法受到众人关切。如果能为组织创造更多利益，主管就不得不仔细聆听你所有的建议。如果能建立绝对获利的可靠声誉，甚至教导别人也做到，就能更加提高个人品牌的价值。

大师观点

“在任何组织中，当权者周围势必有许多人自愿接下备受瞩目的重要任务。有时候，最聪明的方式反而是去承担需要有人完成的小任务。”

——戴维•达勒山卓

“组织中每个人都会不断被老板、客户、供应商、同行、下属和其配偶观察与评估。在每一天与人的每个互动，都会影响其中某些成员对你的想法。这数千个互动所创造出的数千个想法最后便形成众人对你的集体印象。这些集体共识，也就是你的‘个人品牌’，将决定你是否战胜组织或被组织打败，其影响远超过其他任何事情。”

——戴维•达勒山卓

铁律#2　无论喜欢与否，主管就是你个人品牌的共创者。付出应有的代价吧

在职业生涯初期，其他人，特别是你的主管，会抢走你所有的成就。要接受这个事实，而不必徒劳无功地对抗这个模式。即使有些困难和挑战，仍须与主管相互配合以建立自己的个人品牌。因为这种现象是无可避免的。

不管你喜不喜欢，主管决定了组织中更高层主管如何看待你的成就。如果有个能并肩作战、不会处处反对你的主管，就更能抢得先机。

所以，主管到底要什么？简而言之是：

1.你的忠诚度——主管希望你不会偷偷在背后批评他，或是闲言闲语。如果你向别人抱怨自己的主管，很快就会自食恶果，塑造无法让人信任的形象。纵使不同意主管的看法，也要对其忠诚。

2.好的建议——在一般组织里，70%的人是附和派，同意主管所说的每一件事，10%的人则是反对派，凡事要和主管唱反调。另外的20%则是中立派。老板会相信中立派所提出的建议，并忽略其他意见。因此要建立平衡、基础稳固的形象。一定要在决策定案之前提出建议，而不是在定案之后，否则会被视为挑战主管的权威。

3.提升主管的个人品牌——也就是说，主管希望你可以让他看起来更睿智、更成功。如果你可以找到补足主管弱点的方式，便可以大步爬升。比方说，如果主管的组织能力很强，有条不紊，你就可以提供一些富有创意的点子。或是，如果主管很聪明，但缺乏组织能力，你就可以开发一些协助追踪的系统，由此可以得到相对的感激与尊重，对日后的事业会有所帮助。

反之，你又希望从主管身上得到什么？不是金钱或权势。其实，你只想要两件事：

1.获得信任——借机在组织内建立强势个人品牌并获得信任。主管信任你，便会提供机会使你具有担任主管的条件。获得信任，是希望主管能让你学习更有价值的事情。

2.公平交换——自己的努力可以换得实质报酬和公众认同、肯定，甚至在未来可能有独撑大局的机会。

最终，你会希望主管可以让你学习值得学习的新事物，也期望未来有人可以逐渐让你承担更多挑战，以提升事业。

大师观点

“接受必须缴点学费的事实。你在职业生涯初期，会替组织赚进最多收入，付出最多血汗，却会被资深的人抢走所有的功劳。长者先食，就是组织运作的模式。如果你不能接受，就只有一条路可走：成立自己的组织，站上食物链的顶端。”

——戴维•达勒山卓

铁律#3　了解主管的类型并据此详细规划

大部分的主管可归类成七种基本类型。认清你的主管属于哪种类型，据此行事。否则，你建立个人品牌的努力可能很快就化成泡影。

七种主管的基本类型如下：

1.“小联盟家长”型——他们完全不期望你独立作业。这种主管会极尽能事指导你，所以很有帮助。但长远来看，在他们的品牌之外，他们不愿让你建立自己的品牌。因为他们与你共事、带领你完成作业，所以功劳也得算他们一份。

2.良师型——随着主管自己的声誉提升，也会确保你的名声跟着上扬。这种主管很棒，在你获得更多经验和技能之后，他们了解你需要逐渐发展自己的个人品牌。良师型主管会确保你因你的成就而获得肯定，并在有升迁机会出现时，进入候选名单。祈祷能碰见这种老板吧！

3.无能型——这种主管既帮不了忙，对自己的职责也意态阑珊。为这种主管工作会倒大霉，不过在某方面来说，面对无能型的主管也可以是一种优势。他们的弱点成为你的大好机会，可以因此负责较高阶性质的任务。如果你表现不俗，也可以借此大幅提升个人品牌。

4.“黑五”类型——这种主管头脑灵活聪明，但是对办公室政治游戏丝毫没兴趣，也因此在同侪间树立许多敌人，但这对你可能是种机会。在主管影响范围之外，如果你可以和其他人联合同盟，大家会觉得你是个凡事以组织为重的人。

5.自私自利型——这种主管会剽窃你的创意、智慧和能量，但绝不会给你任何功劳。遇到这种主管，真是无计可施。为了继续建立个人品牌，你必须想办法换个主管。

6.缺乏安全感型——为了不让其他人来挖角，这种主管不会在公开场合赞扬你。跟他们共事很痛苦，因为他们不让你担当大任。同样，换个能让你增长经验以建立个人品牌的主管吧。

7.万事通型——这种主管不让你独立思考。这种主管无法接受下属可以想出比他更好的点子。更有甚者，如果他们的想法无法顺畅执行时，你还得成为代罪羔羊。所以，还是转调到其他单位吧。

正确评估并确定主管的类型之后，便可预期主管对你的个人品牌有何种影响。这种先见之明非常管用，可以帮助你做出适当的计划。

主管对你的个人品牌也许有很大的影响，但不代表自己就完全没有掌控力。实际上，当你碰到会削弱你个人品牌的主管时，有四种行动选择：

■拒绝向问题主管报告的职务，以避开明显的麻烦。

■更换工作，转调到组织其他部门或另谋出路。

■试着不批评直属主管，努力工作、表现杰出。（如果你在危急状况中大放异彩，说不定可以摆脱这个烂主管。）

■耐心静待。长远来说，风水轮流转，或许有一天你的才能会让你爬升到比现任主管更高的权力地位，到时你便可以像他过去影响你一样，左右他的个人品牌。这也代表未来有个有趣的机会。

大师观点

“要了解，主管为你做的每件好事几乎都不是出自爱护之心，而是为了提升他的个人品牌。”

——戴维•达勒山卓

“如果主管的缺点能提供机会，让你建立个人品牌，就要容忍主管的缺点。即使你并不特别景仰这名主管，但只要他给你机会学习，就算是好的主管。”

——戴维•达勒山卓

铁律#4　通过礼仪的表达，彰显自己属于高阶管理层级

良好的礼节和礼仪是必须培养的要素。好的领导者总会尊重周遭的人，并且关怀对待，而不是强势对待。

在商业世界里，声誉是由你已经建立的行为模式所塑造。因此，千万不要与任何不好、违背道德或是非法的事情扯上关系。当自己的声誉与令人质疑的行为有所关联，又不加以审慎处理，现在看似不错的事情，将来可能会不断地回过头来纠缠自己。

特别注意以下几点：

■如果希望获得重视，穿着要得体。

■拥有个人风格固然很好，但是得确定这不是出于自身的无知。

■一定要学习良好的餐桌礼仪，这会严重影响同侪对自己的印象。

■千万不要对人预设立场或骤下判断，尤其从外表来判定一个人时更要小心。

■不要以为对方不是重要人物，就轻蔑不认识的人。

■在办公室聚会、庆功宴、公司大会等轻松的公司聚会场合中要特别谨慎。在任何可以尽情享用美酒佳肴或可以高谈阔论的场合，都可能让你的个人品牌毁于一旦。谨守在商业场合不喝酒的原则。

■绝不将私人生活与公事混为一谈。如果未婚，不要将交往对象带到公司聚会，否则他人可能会以你交往的对象而对你有苛刻的评断。要事先想到选择的结婚对象将会影响你的个人品牌，千万不可允许配偶在公司聚会场合向主管游说或是抱怨。

■用尊重态度对待主管的配偶，并保持距离。

■要有耐心。试着了解同事的需求，不要老是谈论自己的问题。

大师观点

“良好商业礼仪的要素就是先退一步，深呼吸，然后决定该说什么——即使身处欢愉的气氛中也该有条不紊。尽量展现个人和善、端庄及尊严的一面，让主管们见识你的与众不同。聪明的领导者了解礼仪的真义在于：必要的自律，做自己的领导者。”

——戴维•达勒山卓

铁律#5　掌握进退有据的时机

你势必会碰到应该以退为进以赢得个人品牌的时刻，聪明的人知道何时该在他处寻找机会。

精明的个人品牌建立者会明智地选择战役，避免将时间和精力投注在毫无胜算的地方，将资源锁定在最擅长的工作上。

碰到以下四种常见的情况时，抽身而退是明智的选择：

1.家族企业主导——除非你是这个家族的一份子，不然爬上高位的胜算可说是微乎其微。在家族企业中，在指定的家族成员尚未准备好接班之前，你顶多只能做个代理人罢了。（根据研究，大约有60%的大型上市公司是由家族集团控制，而大股东则有指派高阶管理职务的主控权。）

在家族企业工作时，应尽你所能地学习，并在跳槽到另一家公司后尽情发挥。

2.特定族群掌管大局——他们不让其他不同背景的人加入。比方说，华尔街长久以来就是个不利于女性发展事业、晋升领导阶层的地方。

与其耗费心力尝试打破这道玻璃天花板，不如寻找其他更为开放的环境。许多领域可以让你功成名就，拥有权力和财富，无须浪费时间克服这些既定的偏见。

3.期待你会用极长的时间“支付学费”时——例如在律师事务所、咨询公司及其他专业公司，取得合伙人资格的期望无止境地在面前虚晃。他们可能要求你一天十四个小时做牛做马，尽做些高不成、低不就的无聊工作。

屈就于这种恶劣的待遇不是最好的方法。如果公司在拔擢合伙人人选时已经两度忽略你，你便可以寻找他处建立品牌的机会。

4.创业家掌控企业时——他们忙于创新和追求灵感，以致其他人无法建立自己的个人品牌。创业家大小事一把抓，永远相信自己是最聪明的人。更糟糕的是，创业家总是将组织中的其他人视为随时可以更换的齿轮。

在这些情况下，继续坚持一段时间，学习运作方式，获取足够的经验，直到觉得自己可以独当一面时就另谋高就，这对自己会有更大的好处。

大师观点

“思考一下升迁的真正原因何在。我曾参加数千次攸关个人未来的会议。你可能会很讶异地发现，会议中并没有根据每人的功劳来作评比。另一项可能令你惊讶的事情是，真正能决定你未来职业生涯的，并不是随时在注意你的人。反而是在一些人或甚至只有一个人针对你发表些意见之后，你的未来可能就以最随性的方式定案。就像是罗夏克测验（编注：解释不规则的墨迹图形以判断个性的心理投射测验），有人提出你的名字时，第一个浮现脑海的想法是什么？中午都吃花生酱配香肠？对商业有独特的愿景？如果工作到六十五岁，你也许会经历五六次这种重要时刻，决定多年辛勤是否可以得到回报。机会之窗也许狭窄，但这种赌注可能会永远改变你的一生。对事业而言，此刻的实时评估远超过个人档案中厚厚的考绩。所以你最好已经准备好了！”

——戴维•达勒山卓

铁律#6　建立声誉并非一蹴可及，而是日积月累的

声誉可以因为某单一事件而毁于一旦，却很难如此戏剧性地建立起来。相对地，个人品牌是经由日常行为塑造而成，每件由你主导或参与的事情将会形成他人对你的认知。因此，要注意每个小细节。

大多数人都不太在意平凡俗事，所以也从不注意琐事——比如有礼地对待客户秘书。这真是天大的错误。在大企业里你随时都在“展示”中，计分表永远不停计分。你以为自己正在建立的品牌和已经确立的印象之间，会因为你一时疏忽言行而有天壤之别。

每天的所作所为，都会成为周遭的人用来衡量你个人价值的指标。基于这点，以下是你应该注意的几件事：

■穿着合宜——合宜的穿着有助于让人重视你。

■亲切地招呼接待人员与秘书——因为这能证明你具备良好的管理能力。

■将所有参加的会议视为建立个人品牌的机会，而非淡化个人品牌的事情。内部会议通常可以分成三种基本形态：

展示和说明会议是主管试着了解进度的会议。不要在这种会议上报告太多，因为大家手头上的东西已经够多了。只要提报目前的进展，不需详细过度。

解决问题会议的挑战在于如何维持进度而不会失控。为了避免这种情况，大家要专注在一个目标上，而不是目标各异地各行其是。鼓励自由提出各类想法并随时注意需要按时完成的事项。

战斗会议则是个人品牌之战，因为这种会议会决定你的权限范围，制胜关键在于传达自己的建议是公司应该实行的正确做法。要在这种会议上出奇制胜，事前必须做好功课，了解其他与会者会提出的内容、目的和你自己提案的重点。

■聪明地对待下属——运用同理心去倾听。无须过分彰显个人身为老板的架子，这种行为将会遗臭万年。

铁律#7　必要时，挑个明确的敌人奋力一战

事实上，你绝不可能在完全不得罪他人的情况下建立成功的个人品牌。你总有要奋力一战的时刻，尤其在有人试图压迫你的品牌时，必须表达适度的强势。

如果你工作杰出，就会到处树敌。有些人见不得你成功，有些人则因为你的族群背景、教育背景或性别而讨厌你，严重时甚至连吸口气都会惹人厌。所谓高处不胜寒，接受这个必然的事实，专注于最小化问题，不要浪费时间和力气试图将敌人变成朋友。

只有少数敌人会和你正面冲突。大多时候他们只会躲在后头，借由讲闲话、唱衰及偶尔走漏消息给媒体来破坏你一切的努力，这些诋毁你声誉的人多半希望破坏你的升迁机会。当这类抹黑情况发生时会有下列征兆：

■组织人员回你电话的时间越拖越长。

■过去常见面的人现在总说太忙无法见你。

■大家和你打招呼会说：“你最近还撑得住吧？”

■大家谈论你时，对你的看法一致。

■公司聚会时，主管的配偶对你避之唯恐不及。

■大家会探听你的退路，好在你被解聘时让他们的良心过得去。

所以，有什么好方法可以对抗这些蜚短流长？挺身而出全力进攻不失为一个好方法，做法如下：

1.解聘企图藐视你权威的人——发出打压这种行为的讯号。不需在公开场合说明原因，因为大家都很聪明，会自己找出这个人被解聘的真相。

2.正面迎战挑战你诚信的人——提出强而有力的证据捍卫自己说过的话。

3.不要害怕挑战有权势的人——只要他们的做法错误，或有弱势者需要你的支持。你也许无法改变世界，但此举有助于加强个人品牌的尊严。

大师观点

“维护尊严是做好个人品牌的一部分；小小的无情对维护个人品牌是必要的。当你必须保护自我或是自己坚信的事物时，不要怕挺身奋战。当大家知道你受到公平对待时会很慈善，但是受到挑衅时会成为危险人物后，他们就会尊重你。”

——戴维•达勒山卓

铁律#8　水能载舟、也能覆舟，学会如何面对成功的技巧

小小的成功通常会变成你塑造个人品牌的危机。极度成功的人，有时候会因为做出怪异的事情而毁了他们的个人品牌。要避开这种陷阱，需要学会睿智地面对成功。

当你在组织中开始晋升，迟早都会爬到某种地位，大家也都会毫无质疑地去做你希望完成的事情。但有些很明显的缺点：

■如果办公室每个人对你所说的话总是回答：“是的，老板。”在你回家之后，只要子女对你的建议有任何意见，你便会很难调适。

■你越是在工作上被当成贵族对待，就越无法了解实际的状况。很快地，你会开始高估自己的公关能力。迷信无法套用在你身上的规则，也就增加了做出蠢事的机会，甚至完全毁掉个人品牌。

换句话说，一不小心，你的成就会把你包覆在虚荣的泡沫中而混淆了判断。这些泡沫无可避免，但是以下的六件事可以避免完全被其吞食：

1.对自己的“天分”永远存疑——不论附和者怎么说，没有人可以每次都正确。即使专业的运动员成功率能达到五成就很不得了了。连续做对的事情越多，下一个做出错误决定的概率就越大。

2.和会提出质疑的人共事——创造包含自己在内的负责任环境，聘用会反复确认你所交代事情的人。和勇于说真话的人为伍，允许他们可以随时积极地质疑你。

3.拥有经常提醒自己只是个普通人的朋友。与他们保持联络，分享他们的挣扎、挑战和沮丧。如果能不时面对现实，即使在公司受到攻击，也可以让自己的判断不致与现实脱节。

4.当要做些让人不愉快的事情时（例如开除员工或删减支出），对受害者抱持同情心，不要麻木到无法察觉对方的挣扎和抗拒。做出最好的决定，并且想办法向大家解释这些决定。

5.开拓休闲兴趣——借此提醒自己，世界远大于自己的企业组织。

6.客户和股东才是真正的衣食父母——记住你要对他们负责，但他们不必对你毕恭毕敬。仔细观察客户和股东的说法和行为；如果无法了解他们，你的个人品牌也会岌岌可危。

拥有强势个人品牌的人，从不认为自己的成就可以让他们跳脱其他人需要遵守的法则。相反，他们会利用现有的成功与世界建立更深厚的联系。他们在更大的社会群体中建立善意的方法如下：

1.尊重媒体和记者——大部分的记者得做平衡报道，不会炒作个人议题。就算他们永远不会写你的正面消息，也应该以合作取代对抗来和他们相处。相关概念如下：

•与记者交谈时只谈事实。

•压抑控制报道的欲望。

•了解大众的目光会随着事业扩展而来。

•对坏消息采开放真诚的态度。

•尽可能助人。

•绝不将任何负面消息个人化。

2.致力让组织在未来经营更成功——即使有人不赞同你，还是会敬重你的成就。事实上，如果可以建构有价值的东西，大家就会容忍你的缺点。

3.将有价值的事物回馈给社会——通过慈善捐款、支持优质活动，或是在能造成改变的地方提供资源。

如果长期做到以上各项，就能有效建立善意的宝库，协助克服未来犯错的困境。

大师观点

“最成功的人有时会做出最荒谬的事情，进而摧毁自己的品牌。‘失心疯’不足以成为单一的解释。赞美、金钱和权势虽然令人欣喜，却也造成孤立和不安。只要翻翻《人物》杂志就可以提醒自己，爬到成功顶端的人当中，有为数可观的人会自我毁灭，像是电影明星顺手牵羊，著名作家抄袭他人作品，或是掌管数十亿美元账目的企业总裁财务造假等。”

——戴维•达勒山卓

“如果你在崇高的职务外，仍遵照文明社会的规范及地域的法律，并对董事会负责，这样可以替自己和组织省下许多麻烦。”

——戴维•达勒山卓

“任何领域的成功都无法避免泡沫化。不管你怎么努力，都会受到差别对待。你拥有别人没有的特权，整天被奉承，但这些事会使你与辛苦的现实生活隔绝，慢慢改变你的眼光。通常没有人能幸免于难，但值得一试的是如何不让自己被这些泡沫所吞噬。大部分高管为了让自己保持务实，每月和二十名主要干部喝咖啡，或是到远处的分公司视察并了解市场状况。问题在于，这些动作牵涉着大量的事前准备，而有许多人只在乎如何取悦你，所以纵使一切安排看起来都像真的，但参与基层员工仪式性的活动却无法让你放下自我。”

——戴维•达勒山卓

铁律#9　地位越高，随之而来的负面评价也越多

一旦成功，不好的新闻总是伴随而来。要尽早作准备，当无可避免的负面报道传出，而媒体对你的行为忽然产生兴趣时，可以将损害降到最低。

理想的做法是在负面消息出现前先行预防，胜于自己事后解释。媒体一向喜欢翻出过去不为人知的消息，因此，处理负面消息的明智做法如下：

■不要说谎、掩盖、低估问题。问题不会自己消失，反而还会让星火燎原。最好能详细主动地解释事实的原委。

■检讨事实一两次就够了，不要不断的重新调整平衡。诚实地正视问题，简要解释后便继续往前走。

■如果不愿面对错误，情况将有微妙的改变，而曾犯下的每个错误都会成为媒体讨伐的对象。不要企图逃避，期望坏消息会逐渐消失，这样做只会让事情恶化，要面对现实。

■不要在媒体上做伪证。如果你在压力下说谎，会导致人尽皆知、信用破产，未来将没有能力再为自己驳斥任何事情。当然，个人品牌也可能在说实话时遭受打击，不过至少还有机会继续竞争。但如果说谎，大家都不会忘记。

■坏消息会引出更多的敌人。有坏消息时，每个人都想当不具名的数据源。唯一能在问题变得更严重前取得胜利，就是持续对进行的事情保持开放直接的态度。

■媒体最擅长的就是挖掘伪善和前后矛盾之处。如果有不为人知的丑闻会导致问题产生，灾难已经在酝酿了。不要坐视不管，等它爆发，应该在大众发现之前着手处理潜在的议题。

■不要因遭受批评而生气，或将自己的错怪在他人身上。如果在媒体上批评敌人，会像是借由放话攻击来规避自己真正的问题。反之，当负面消息传出后，要站出来负责，接受处罚，承认错误，然后继续努力。破坏已经造成，该如何善后才是重点。

■不要试着担任自己的律师。寻找可以理性冷静分析情况的人来咨询法律上的问题。相较于你所感受的压力，他们对于你现在该做的事会有较实际的看法。

■过去大家可以接受的事情，现在不见得还能接受。因此，就算违反常规，当下的行动一定要能反映实际状况，而不要一再地照本宣科。

■不要因为大众深入探究的压力而紧张放弃。撑着点！表现冷静、做出良好决策的坚定决心，一旦危机过去，大家便会尊重你所展现的魄力。甚至可能可以借由处理大众舆论的方法，进而提升个人品牌价值。至少，大部分理性的人都会同情你，这也不见得是件坏事。

大师观点

“每个人都会犯错，就算出于善意做出的事情也可能会是个错误。当你的声望越高，所犯的任何错误、或甚至只是被认定为错误的事，都越可能被广为宣传。道理很简单：飞得越高，将你打下来的乐趣就越大。”

——戴维•达勒山卓

“如果你在大众面前说谎，之后会因为信用破产而无法再反驳任何事情，即使再奇怪的事情也一样。一个人尽皆知的谎言会造成连锁反应，无论消息如何怪异或不合情理都已经不重要，因为大家都会以表面的意义来判定。”

——戴维•达勒山卓

“如果你对未来抱有雄心壮志，我的建议是立即和负面的事情切断关系。你迟早要面对不愉快的头条。幸运的话，这样的故事只会在组织内口耳相传，但如果运气不够好，就会以狼狈的模样出现在《纽约邮报》头版，还附赠一个大家永远不会忘记的外号。妥善的危机处理可以将一个可能会持续一年的故事变成短短几星期的消息，甚至不会使个人品牌受到更多的伤害。如果处理手法更高明，甚至可以带着更为强化的个人品牌全身而退。”

——戴维•达勒山卓

“要记住，当个人品牌出现弱点时，底下总有个火种。你可以小心让它随着岁月慢慢分解，或是拿根火柴点燃它。重要的是，世人不认为你值得同情，因为你杰出、成功、幸运——而且被认为犯了错。在这样的情况下无法获得同情，如果你还对批评表现生气、抱怨，或试着将过错推给别人，只会显得更该被谴责罢了。”

——戴维•达勒山卓

铁律#10　务必永续经营个人品牌，否则将有如骗局般收场

大部分开创事业的人都想让世界疯狂，但最后大多落个努力付贷款、受雇于人的结果。因此即使同侪已经落入中年的惰性，你还是必须持续地定期保持个人品牌的成长。这需要持续冒险，而不是安于平庸。

要在同侪早已放弃奋战之后，持续建立个人品牌。试试以下几个简单的概念：

1.持续提供独特的事务——不是每个人都可以做得到的。定期提出让自己与众不同的新想法，不要成为大众平凡脸谱的一分子。

2.如果你遭遇一两个挫折，咬紧牙根上马再战——事情会随时间作改变。留在赛局中，不要急着退出。每个令人惊艳的事业发展过程都会经历挫折，所以要对自己的事业做好准备。

3.不要害怕向老板提出更多要求——不论是机会、责任和任务。向主管展现你积极追求事业，并准备往组织上层爬升的动力。这可以协助你在众人间脱颖而出。

4.不要低价贱卖你的个人品牌——放弃只有微薄加薪，却没有长期成长机会的棘手任务。放弃立即的加薪，追求有趣的机会对你会更有帮助，应该将其视为对未来的投资。

5.懂得随机应变——绝佳的机会总会出现。当紧急的需求出现时，让自己定位在明显的选择点上，然后找出可以善加利用这个机会的方法，获得你想要的成果。例如如果高管层级出现立即变动，你可能要放弃海外的工作机会。

6.必须用自己的品牌作为赌注，以拔得头筹——准备好以灵巧的方式进行。比方说，你可能会接下扭转局势的困难任务，也因此得到能顺利达成任务的声誉。然而，如果失败，最后可能会自取灭亡，甚至必须离开公司。要有心理准备会有这种状况。

7.创造一个智囊团——这是一群值得倚赖和信任的人。如果你找对人加入你亲近的圈子，他们会为你留意周遭你想要取得的难得机会。如果选择聪明又富经验的人加入你的智囊团，就会发生令人印象深刻的事情。

8.长期持续修正你的个人品牌——瞬间的判断需要保持清新、充满活力，也必须与你目前追求的目标息息相关。

9.不要跨越诚信的界线——不管你赚多少钱或是获得多大的成就，绝对不要欺骗、作弊或是偷窃。绝对不值得！

10.不要停止思考你的行为将如何影响个人品牌——对正在建立的品牌要有自觉。每天尽量做能加强品牌的事情，少做会减弱或模糊个人品牌的事。

大师观点

“组织非常在乎人品，因为他们知道这和一个人完成事情的能力有绝对的关系。他们也知道如果拔擢一个有诚信污点或缺乏勇气做困难决定的人，最后企业品牌也很可能受损。聪明的企业总是会尽其所能寻找具备这种个人特质的员工，强化公司的形象，而非与其妥协。现在，看过了世通、泰科、安然、Adelphia的不只高管个人品牌信用扫地，也把企业拖垮，即使不是非常精明的公司都已经知道，他们无法承担聘用或提升品格有问题的人的后果。职业生涯最重要的一个功课，就是为了建立吸引人的个人声誉必须打下雄厚基础。如此一来，下次当权的人想起你时，这个人就会想到你好的一面。”

——戴维•达勒山卓

The Ten Rules For Building And Keeping A Great Personal Brand
中

Rule#1 Always view actions from the perspective of those who judge you.

Don't be so self-absorbed. The first step in building a good reputation is to get into the habit of viewing your actions in the same way that those who judge you will view them. Get noticed by the people in power by offering something your organization needs.

In the business world, most people will view your career solely on the basis of what you achieve rather than what your intentions were. You need to get into the habit of doing the same thing rather than making allowances for the situations where "circumstances beyond your control" stopped you from doing something notable. Free yourself from the habit of making excuses and start accomplishing more.

Your first challenge in building your personal brand is usually to get noticed by the people in power. The best ways to do this are：

■Offer something the organization is missing and desperately needs — that is, stake out your territory by becoming known as a person with good ideas, a person who always gets the job done or a person who is up with the play and knows what's going on. Find a unique niche and fill it.

■Be prepared to take on the humble tasks that actually need to get done — and leave the high-profile, high-status assignments for others to fight over.

■Become associated with something glamorous and valuable.

■Do things that earn your organization money.

■Cultivate a reputation as a straight-shooter — someone who always tells the truth. Dishonesty can be a definite career-ender, even in a seemingly innocent area like lying about your educational achievements. Never say anything you wouldn't want published in the daily newspaper.

■Learn when to be discrete and when not to be. If you can't be trusted to keep confidential information to yourself, nobody will be willing to tell you anything much at all. Indiscretions can cost firms a lot, both in terms of reputation and money. If you become known for exercising excellent judgment about when to speak up and when not to, the people in power will become more comfortable about having you around.

■Always deliver anything and everything you promise. If you make bold promises and then deliver on them, people will take note.

■Learn how to work together with others in teams — and become the kind of person everyone else wants to work with. At some point in your career, the things you can do yourself will become of secondary importance. What will count the most is whether or not you can get other people to do things well. Develop a reputation for good personal leadership, for treating people fairly and for blending the skills of a diverse team together efficiently and your personal brand will become strongly enhanced.

Of these choices, selling your way into people's notice is probably the most powerful. If you're generating a lot of revenue for your organization, the people in charge will have no choice but to listen carefully to whatever you suggest. If you have a solid reputation for always "bringing home the bacon"，and even better if you can teach others how to do the same, the value of your personal brand will be very high.

Key Thoughts

"The powerful people in any organization have plenty of volunteers to take on the high-profile, high-status assignments. Sometimes the smartest thing you can do is take on a humble task that needs doing."

— David D'Alessandro

"Everyone in organizational life is constantly being watched and evaluated by bosses, clients, vendors, peers, subordinates, and these people's significant others. Every day, with every bit of human interaction you engage in, some member of this crowd forms an opinion about you. Eventually, these thousands of opinions that are created by thousands of transactions will generate a kind of consensus about who you are. That collective opinion, your 'personal brand'，more than anything else, will determine whether you conquer the organization or are defeated by it."

— David D'Alessandro

Rule#2 Like it or not, your boss will coauthor your brand. Pay your dues.

Early in your career, other people — most notably your boss — will take credit for what you accomplish. Accept that as a fact of life and work with it rather than futilely trying to fight the system. Build your personal brand in partnership with your boss, even if that presents some difficulties and challenges. This is unavoidable.

Like it or not, your boss decides how your accomplishments will be viewed by those who are higher up in the organization. It's far easier to get ahead if you have a boss who is working with you rather than against you.

So what exactly does your boss want？In a nutshell：

1. Your loyalty — your boss wants to feel confident that you're not sneaking around behind his or her back talking negatively or badmouthing. If you complain about your boss to others, you'll quickly and deservedly develop a reputation as being someone that can't be trusted. Be loyal to your boss, even if you disagree with what he or she does.

2. Good advice — In the average organization，70-percent of the people will be "yes-men" who will agree with anything their boss says，10-percent will be contrarians who oppose anything and everything while 20-percent will be balanced players. Bosses will trust the advice they receive from balanced people and ignore everything else. Establish a reputation for being balanced and well-grounded. And always give advice before a decision is made, not after when you might be perceived as challenging your boss's authority.

3. To have his or her own personal brand enhanced — that is, your boss wants you to help make him or her look smart and successful. If you can find ways to compensate for areas where your boss is weak, you'll go far. For example, if your boss is methodical, offer a few innovative ideas. Alternatively, if your boss is brilliant but disorganized, develop some systems that will help keep things on track and you'll earn gratitude and respect. That will come in handy later on in your career.

On the other side of the same coin, what do you expect from your boss？It's not money or perks. Instead, you want two things：

1. To be trusted — with the opportunities that will enable you to build a strong personal brand within your organization. When your boss trusts you, he or she will provide you with the opportunities that will allow you to be perceived as executive material. You want a boss who will allow you to learn something worthwhile.

2. A fair exchange — of recognition for what you do in terms of compensation, public credit and perhaps even the opportunity to call the shots at some point in the future.

Ultimately, you want a boss who lets you learn something new and worthwhile. You also want someone who will let you take on progressively more challenging assignments in the future so as to advance your career.

Key Thoughts

"Accept the fact that you have to pay your dues. Early in your career, you will be making most of the money for the organization and expending most of the sweat, while the senior people reap most of the rewards. That is the way organizations work. The elders of the tribe eat first. If you cannot accept that, there is only one thing to do：Start your own organization, so that you'll be at the top of the food chain."

— David D'Alessandro

Rule#3 Know what type of boss you have and plan accordingly.

Most bosses will fit in one of seven basic categories. Recognize the type of boss you work for, and act accordingly. Otherwise, your attempts to build your brand may quickly become derailed.

The seven basic varieties of bosses are：

1. The "little league parent" boss — who thinks you're absolutely hopeless left to your own devices. These bosses are useful in that they go out of their way to teach you things, but over the long haul they won't allow you to develop your own personal brand separate from theirs. They will always want to take credit for what you do because of all they've done to work with you and bring you along.

2. The mentor boss — who will work hard to ensure your reputation rises in sync as his or her own reputation ascends. These bosses are great because they understand the need for your personal brand to evolve as you gain more experience and skills. A mentor boss will see to it that you gain credit for your accomplishments and get considered for opportunities that will advance your career. Hope for one of these types of bosses.

3. The "wastrel" boss — who is helpless and uninterested in doing anything hands-on themselves. When you work for this type of boss, you'll have an ongoing series of misadventures. A wastrel boss can actually be advantageous in some ways, though. His or her weak spots can be big opportunities for you to take on assignments that normally would go to much more senior people. If you do them well, your personal brand will be significantly enhanced.

4. The "pariah" boss — who is intellectually sharp but uninterested in playing the office politics game. This type of boss will have many enemies among his peers, but this can actually be an opportunity for you. If you can form alliances with people outside your boss's circle of influence, you can gain a reputation as someone who is loyal to the organization first and foremost.

5. The self-interested boss — who will use your ideas, talents and energies but give no credit whatsoever in return. There's really not much you can do with this kind of boss. To keep building your own brand, you'll need to find a way to change bosses.

6. The insecure boss — who will be afraid that if he or she praises you in public, someone else within the organization will try and steal you away. Working for this type of boss is painful because they will never actually let you do anything meaningful. Again, change bosses so you can work for someone who will let you get experiences that will build your personal brand.

7. The know-it-all boss — who won't let you think for yourself. This type of boss finds it incomprehensible that you would come up with an idea that is better than his or her own ideas. More likely, you'll get the blame when the boss's own ideas can't be implemented well. Again, move on to somewhere else in the organization.

By evaluating accurately and recognizing what type of boss you are dealing with, you can anticipate what kind of impact they are going to have on your personal brand. That foreknowledge will be useful as it will help you plan accordingly.

A boss may have great influence over your personal brand, but you won't be entirely powerless yourself. In practical terms, you always have four courses of action open to you when it comes to dealing with a boss who will dilute your personal brand：

■You can avoid the more obvious disasters by not accepting a position where you will have to report to a problem boss.

■You can change jobs and work elsewhere in the organization or for another firm.

■You can try and gain a good reputation with the higher-ups by doing your job exceptionally well and not complaining about your immediate boss.（If you do your best to shine in a crisis situation, you may even be able to escape a bad boss）.

■You can be patient. Over the long haul, it's not uncommon for the tables to turn. Your talents may mean that at some time in the future, you will get into a position of power over your boss. You can then influence your boss's personal brand in the same way he or she influenced yours on the way up. That may present an interesting opportunity in the future.

Key Thoughts

"Understand that almost every nice thing your boss does for you is done not out of love, but to further his or her own brand."

— David D'Alessandro

"Be tolerant of your boss's weaknesses, if those weaknesses yield opportunities for you to build your own brand. Even a boss you don't particularly admire can be a good boss as long as he or she gives you the opportunity to learn."

— David D'Alessandro

Rule#4 Use good manners to show that you belong in senior management.

Good manners and etiquette are important elements to cultivate. Good leaders always respect the people around them and treat them with compassion rather than ruling over them.

In the business world, reputations are shaped by your established patterns of behavior. It makes good sense, therefore, never to be associated with anything unsavory, unethical or just plain illegal. What can seem like a good idea at the time can come back again and again to haunt you if you're not careful about associating your personal brand with questionable behavior.

Specifically：

■If you want to be taken seriously, dress professionally.

■Remember it's all very well to have your own individual style of doing things, but just make sure what you do is not the product of ignorance on your part.

■Make certain you learn good table manners. This can have a huge influence on how your peers view you.

■Never make assumptions or pre judgments about people. Be especially cautious about passing judgment on the basis of appearances alone.

■Never slight someone you don't know on the assumption they can't be anyone important.

■Be very cautious about company events that are supposed to be fun — office parties, victory celebrations, conventions, etc. Any time food, alcohol, sex and the opportunity to speak freely mix, your personal brand can be destroyed in an instant. Make it a firm rule never to drink at any office parties.

■Keep your private life private. If you're not married, never take a date to corporate events or you'll be judged harshly for the company you keep. Realize up-front that whoever you choose to marry will inevitably impact on the value of your personal brand. Never allow your spouse to lobby your boss or complain to your boss at a corporate event.

■Be careful to treat your boss's spouse with arms-length respect.

■Be patient. Try to understand the needs of your colleagues rather than endlessly talking about your own concerns.

Key Thoughts

"The essence of good business manners is the ability to stand back, take a deep breath, and decide what is the right thing to say — even when everyone else in the room is diving into one form of instant gratification or another. So, take a moment to do the kind, discreet, dignified thing whenever you can, and you will probably be considered extraordinary by the people who are judging you. Smart leaders understand what good manners really mean：You possess the self-discipline necessary to become a leader yourself."

— David D'Alessandro

Rule#5 Know when to fight a battle and when to walk away unscathed.

There definitely are times when you'll build your brand more by walking away than by fighting. Smart people know when it's time to look for opportunities elsewhere.

Astute personal brand builders pick their battles intelligently. They avoid spending time and energy on efforts that have no hope of succeeding in order to focus those resources where they can do the most good.

In particular, there are four common situations where it's better to walk away rather than join the battle：

1. When nepotism rules — and unless you have the right last name, you'll never have a realistic shot at rising to the top. In a family-controlled or family-run business, all you can ever aspire to achieve is to be a placeholder until the designated family member is ready.（According to one study, about 60-percent of the large public companies are family controlled to the extent that large stockholders can influence who gets appointed to senior management positions）.

The best approach when working for a family-run company is to learn all you can for as long as it makes sense and then find another company where you can apply those skills.

2. When an ethnic gang controls the turf — and won't let anyone with a different background in. For example, Wall Street has long been a very difficult place for women to build their careers and get promoted into leadership positions.

Rather than spend all your time and energy trying to break through a glass ceiling, you'll usually be better off finding somewhere that is more wide-open. There will be plenty of fields where you can achieve fame, power and money without having to waste time overcoming an inbuilt bias based solely on who you are.

3. When you're expected to "pay your dues" for an excessively long period of time — such as in law firms, consulting businesses and other professional companies where the prospect of a partnership is dangled in front of you endlessly. They may demand that you slave away for 14hours a day at boring and repetitive work that is well beneath your ability on the odd chance that you'll be made a partner.

The best idea here is not to get addicted to being treated badly. If you get passed over for being made a partner twice, start looking for opportunities to build your brand elsewhere.

4. When an entrepreneur controls the business — and is so busy being innovative and inspiring that nobody else can build their own personal brand. Entrepreneurs take everything personally. They are intensely controlling and always believe they're the smartest person in the room. But even worse, entrepreneurs always view everyone else in the organization as mere cogs that can be replaced at a whim.

In these situations, stick around for a while and learn how it’s done. Gather experience to the point where you feel ready to become a power in your own right and then find somewhere else to work. You'll be far better off that way.

Key Thoughts

"Consider how big promotions are really won. I've been in thousands of meetings in which somebody's future was being decided. And it may shock you to learn that in these meetings, there is no big chart where everyone is ranked by merit. It may also shock you to learn that the people who are in a position to actually do something about your career do not think about you all the time. Instead, decisions about your future are likely to be made in the most casual way, after a series of people — or even just one person — expresses an opinion about you. It's like a Rorschach test. Somebody flashes your name. What leaps to mind？Eats peanut butter and liverwurst for lunch？Or has a really unique vision for the business？If you work until you're 65，there will be maybe five or six of these brief moments that will determine how well you're rewarded for your years of effort. The window of opportunity may be narrow, but what's at stake can change your life forever. And an instant assessment of you in one of these moments means more to your career than a foot-high stack of performance appraisals in your personnel file. So you'd better be prepared."

— David D'Alessandro

Rule#6 Reputations are built by daily patterns, not big one-off events.

Reputations can be destroyed by a big single event, but are rarely made by anything quite so dramatic. Instead, it is your daily behavior that will shape your personal brand. Every transaction you make or participate in will shape people's perceptions about what you stand for. Therefore, pay attention to the little things.

Most people pay little attention to mundane things. Therefore, they don't worry about little things — like being polite to their client's secretary. This is a mistake. In big business, you're always on display. The scorecard is always running, not just when you would like it to be running. How you behave in moments that you consider unimportant will have a profound influence on the difference between the personal brand you think you're building and the brand you actually do build.

Most people around you will look to your day-to-day behavior as a better indicator of your personal values than anything you might say. With this in mind, there are a few things you can and should do：

■Dress appropriately — which simply means wear clothes that will help you to be taken seriously.

■Be nice to receptionists and secretaries — because this will be seen as proof that you have good managerial abilities.

■View all meetings you attend as opportunities to build rather than dilute your brand. Internal meetings generally can be classified in three basic varieties：

Show-and-tell meetings are where the boss is trying to get up to speed with what's going on. Don't say too much at these meetings as it gives others too much material to work with. Instead, suggest that you're making progress without being overly specific.

In get-something-done meetings, your challenge is to keep things on track without becoming a farce. To avoid this, keep people focused on just one goal rather than an array of different goals and encourage the free flow of viable ideas. Keep sight of what needs to be accomplished at all times.

Combat meetings are fights for your personal brand because they determine what you're actually permitted to accomplish. The key here is to find ways to convey that what you're suggesting is the right thing for the company to do. To be successful in these meetings, you need to prepare beforehand. Understand what the other participants will say, their agendas and the key points of your own argument.

■Treat your own subordinates intelligently — with empathy and understanding. Don't go out of your way to be mean with them just to prove you're the boss. Actions like that not only have a way of coming back to haunt in the future but word will get around.

Rule#7 At some stage, you'll have to pick a fight with the right enemies.

The simple fact is you'll never build a successful personal brand by never offending anyone. At some point, you'll have to stand up and fight. There will come a time when you have to be deliberately rude to those who are trying to sideline your brand.

If you do your work well, you're going to make enemies all over the place. Some of these people will resent your success; others will dislike you because you're the "wrong" ethnic group, educational background or gender. In some cases, just the mere fact that you live and breathe will be enough for some people to become your enemy. Certainly the more successful you become, the more enemies you will just naturally make. It's much better to accept this fact as a given and concentrate on minimizing the problem rather than wasting your time and energy trying to turn enemies into friends.

Very few of your enemies will confront you openly. Most of the time, they will slink around in the background attempting to sabotage whatever you're working on with gossip, hints about failings and occasional leaks to the press. At the very least, your detractors will be hoping to derail any chance of a promotion. The telltale warning signs of this kind of smear campaign are：

■It will take longer and longer for people within the organization to return your phone calls.

■The people you used to be able to see easily will be too busy to see you.

■People will greet you with something like，"How are you holding up these days？"

■Everyone will start using the same metaphors when talking about you.

■At work functions, your boss's spouse will avoid you like the plague.

■People will start inquiring about your personal safety net so they can view your firing with a clear conscience.

So what's the best way to fight back against a whisper or smear campaign？Paradoxically, the best approach is to go on the offensive you and fight energetically. Some ideas：

1. Fire anyone who has attempted to undermine your authority — to send the signal that this kind of behavior is completely unacceptable. You don't even have to spell out the reasons why in public. People are smart, they will figure out for themselves why that person was fired.

2. Confront anyone who has challenged your integrity — by providing documentary evidence to back up what you said.

3. Don't be afraid to take on someone powerful — if what they're doing is wrong or if someone weaker than you needs a champion. You may not be able to change the world, but the injection of self-respect into your personal brand this will achieve will be a very useful boost.

Key Thoughts

"Self-respect has to be part of any good personal brand. A small dose of ruthlessness is healthy for a brand. You cannot be afraid to fight when you have to do so in order to protect yourself or the things you believe in. Let people know you are benevolent when dealt with fairly but dangerous when roused, and they will treat you with respect."

— David D'Alessandro

Rule#8 Learn how to handle success well, otherwise it can cause problems.

A little success is actually the greatest of all possible dangers for your personal brand. Highly successful people sometimes do bizarre things which destroy their personal brands. To avoid this trap, learn how to deal with success intelligently.

Whenever you start moving up in an organization, you'll sooner or later get to a stage of entitlement where people will do whatever you want without question. That can be bad in some very specific ways：

■When everyone at the office does what you say with a crisp "Yes sir"，it will be difficult for you to adjust when you get home and your teenager refuses to do one single thing you might suggest.

■The more you get treated like royalty at work, the more out of touch you're becoming with what's really happening at the front lines. Very soon, you'll start believing your own PR. You'll start thinking the rules don't really apply to you, which increases the chances you'll end up doing something dumb that will completely destroy your personal brand.

In other words, your achievements can actually nudge you into a bubble that distorts your judgment if you're not careful. While it is impossible to avoid this bubble altogether, there are six specific things you can do to avoid being completely swallowed by it：

1. Always be skeptical of your own "genius" — by reminding yourself that no matter what the yes-men says, nobody gets it right every time. Even professional sports people are thrilled if they bat.500.Work on the basis that the more things you get right in a row, the greater the chances your next decision will be wrong.

2. Surround yourself with skeptical people — and create an environment of accountability which even extends to you. Hire people who double-check everything you say. Surround yourself with truth-tellers and give them license to aggressively question you at any time.

3. Have friends who will do a good job of reminding you that you're human on a regular basis. Keep in touch with others ands learn about their struggles, challenges and disappointments. If you get a regular dose of reality, you may be able to keep your judgment intact despite the assault it will receive at work.

4. When you have to do some unpleasant things（like firing people or cutting expenditure），retain some sympathy for your victims. Don't be so numb that you're unaware of their struggles and challenges. Make the best decision you can and find ways to explain those decisions to people.

5. Develop some leisure time interests — as a regular reminder that the world is actually much bigger than your corporate organization.

6. Always keep in mind that it's your customers and your shareholders who are feeding your family — and therefore you should remember that you're accountable to them, not to your yes-men. Pay close attention to what your customers and shareholders are saying and doing. If you lose touch with them, your personal brand is on shaky ground.

The people with the very strongest personal brands don't work on the basis that their success exempts them from the rules that the rest of the world need to live by. Instead, these people use their success to connect with the rest of the world even more deeply. They build good will within the broader community by：

1. Treating the press with respect and cooperating with reporters — Most reporters try and give balance to their stories rather than pushing a personal agenda. They won't always say positive things about you, but it does make good sense to work with them rather than against them. In this regard：

•Always stick to the facts when speaking with reporters.

•Resist the urge to try and control the article.

•Realize that public scrutiny comes with the territory.

•Be open and candid about bad news.

•Be as helpful as possible.

•Never take anything negative personally.

2. Working hard to make your organization even more successful in the future — because even if people disagree with you personally, they can respect what you have accomplished. In fact, if you build something noteworthy, people will start making allowances for your shortcomings. That's good.

3. Giving something worthwhile back to the community — through donations to charities, support for a good cause or giving where it can make a difference.

If you do this on a regular basis, you effectively build a reservoir of goodwill that can tide you over from the mistakes you will inevitably make further down the road.

Key Thoughts

"The most successful people sometimes do the most nonsensical things to destroy their brands. And 'insanity runs in the family' is not the sole explanation. Unfortunately, as delightful as attention, praise, money and power are, they can also be isolating and unsettling. Flip through the pages of People magazine and you will be reminded that a surprising number of people self-destruct at the top：movie stars who take up shoplifting, famous authors who plagiarize, CEOs who oversee billion-dollar accounting frauds."

— David D'Alessandro

"You can save yourself and your organization a great deal of trouble if you can force yourself to remember that, despite your exalted position, you are still subject to the rules of civilized society and the laws of the land. You are also accountable to your board of trustees or directors."

— David D'Alessandro

"The sad fact is, if you are successful in any field, it is impossible to avoid being drawn into the bubble. No matter what you do, you will be subject to deferential treatment. You will have privileges other people won't. You will be flattered all day long. And these things will inevitably isolate you from the harsher realities of life and alter your eyesight in subtle ways. None of us really escapes. Still, it is worthwhile to try not to be swallowed completely by the bubble. Most executives think that the way to keep their feet on the ground is by having coffee with 20 key employees once a month or visiting some distant offices to see what is happening in the field. The problem with that stuff is that it usually involves tremendous advance planning on the part of many people who are concerned with nothing but pleasing you. It's staged to make it feel as if it's real. Ceremonial events with the rank and file won't save you from your own ego."

— David D'Alessandro

Rule#9 Realize the higher you fly, the more negative publicity you'll attract.

Bad press always come with the territory when it comes to being a success. Start preparing early so when the inevitable dirt flies and the press suddenly become very interested in what you're doing, you'll be able to minimize the damage.

Ideally, preventing bad news from occurring is preferable to having to explain yourself afterwards. The press loves uncovering something that gives the appearance of having been covered up. With that in mind, the smart way to handle negative publicity of any kind is：

■Never try to lie about an issue, cover it up, minimize it in the hope it will go away on its own accord. All that ends up doing is fanning the embers. You're better off explaining things thoroughly, factually and forthrightly.

■Go over the facts once or twice and then leave it at that. Don't keep trying to redress the balance again and again. Honestly acknowledge the problem, explain it simply and then move on.

■If you're unwilling to address a mistake, the story will change subtly and every mistake you've ever made will become fair game for the press. Don't try and bunker down hoping a bad news story will go away on its own steam. It will only get worse. So face the music.

■Whatever you do, don't perjure yourself in the press. If you lie under pressure and it becomes widely known, your credibility will be zero and you will have no ability to refute anything in the future. Your personal brand will take a hit even when you tell the truth, but at least you'll be able to stay in the game. If you lie, people will never forget.

■Realize that bad news always brings more enemies out of the woodwork than you knew existed. Everyone likes being an unnamed source when it comes to bad news. The only way to head this off before it becomes a serious problem is to consistently be open and forthright about what's going on.

■Always remember the main game for the press is to uncover hypocrisy or inconsistencies. If you have skeletons in your closet which will confirm suspected problems, you have a disaster in the making. Don't just sit around and wait for the first spark. Address the underlying issue before it becomes public knowledge.

■Never get angry at your critics or blame someone else for your problems. If you rant about your enemies in the press, it will appear like you're trying to shoot the messenger as a way to avoid your real problems. Instead, when bad news becomes public knowledge, stand up and be accountable. Accept your lumps, acknowledge faults and move on. The damage is already done, so start redressing the balance.

■Never try and be your own lawyer. Get legal advice from someone who can look at the situation rationally and dispassionately. They will be much more realistic about what you should do now than you can ever be with all the pres-sure you'll be feeling.

■Realize that what may have been acceptable at one time may not be acceptable today. Therefore, your actions need to reflect the current realities rather than those of previous generations, even if that seems unfair.

■Don't give up just because the heat of public scrutiny makes you sweat a little. Hang in there. If you display a calm, unshakable conviction that you're able to make good decisions, once the crisis passes people will respect you for the resilience you've showed. You may even be able to end up advancing your personal brand a little by the way you handle public criticism. At the very least, most rational people will empathize with you which won't necessarily be a bad thing.

Key Thoughts

"Everybody makes mistakes, and everybody does well-intentioned things that look like mistakes. And the more your profile has been heightened by success, the more likely it is any mistake or even perceived mistake you do will get a broad airing. It's very simple：The higher you fly, the more interesting it is to shoot at you."

— David D'Alessandro

"If you lie under scrutiny, you can no longer refute anything, even the most outrageous story, because you have no credibility. A public lie can unleash an infinite number of tributaries. It no longer matters how outrageous or improbable the story may be. It is likely to be taken at face value."

— David D'Alessandro

"If you are an ambitious person, my advice to you is to prepare for bad news right now. Sooner or later, you will face unpleasant headlines. If you are lucky, the story will only make the rounds verbally within your organization. If you are less lucky, you will appear on the front page of the New York Post wearing a five o'clock shadow and a new nickname that no one will ever forget. If you handle the attack well, you can turn what might be a year-long story into one that lasts a few weeks and inflicts no lasting injury on your brand. If you handle the attack brilliantly, you may even come out of your trial by fire with your brand enhanced."

— David D'Alessandro

"Remember, when your brand has a weakness of some sort, the kindling wood is always there underneath you. You have a choice. You can be very careful and allow it to disintegrate into compost over the years. Or you can strike a match to it. It's crucial to remember the world probably does not consider you deserving of pity. You are prominent, successful, lucky — and perceived as having done something wrong. You are probably not going to engender sympathy in a situation like this. And you will only seem more reprehensible if you appear angry at your critics or whine or try to shift the blame to someone else."

— David D'Alessandro

Rule#10 Keep building your brand all the time or end up as just another cog.

Realize that most people start their business careers wanting to set the world on fire and end up just trying to pay the mortgage and stay employed. Therefore, you have to work at keeping your personal brand growing regularly even when your peers slip into middle-aged inertia. That will require you to keep taking risks rather than settling for mediocrity.

To keep building your personal brand long after your peers have given up the fight, try these simple ideas：

1. Keep offering something distinctive — rather than the same thing everyone else has to offer. On a regular basis, come up with new ways to differentiate yourself from your peers. Don't slip into the faceless crowd.

2. If you suffer a setback or two, take it on the chin and climb back on the horse — because things have a strange way of changing over time. Stay in the game rather than checking yourself into a retirement home just yet. Every impressive career has setbacks along the way, so anticipate yours will be no different.

3. Don't be afraid to ask your boss for more — opportunities, responsibilities and assignments. Show your boss that you're keen to move your career forward and that you're ready to move up in the organization. This will usually help you stand out from everyone else.

4. Don't sell your personal brand too cheaply — by accepting dead-end assignments that offer a little more salary but no long-term growth opportunities. You'd be far better off forgoing an immediate raise and pursuing interesting opportunities. Think of it as an investment in your future.

5. Always be ready to move quickly if the planets suddenly fall into alignment — and a fantastic opportunity presents itself. Position yourself as the obvious choice when an urgent need arises and then find ways to parlay that opening into the job you want. This also might mean forgoing an overseas assignment if changes in senior management are imminent.

6. Realize that there will be times when you'll have to bet your brand to get ahead — and be prepared to do that shrewdly. For example, you might take on a difficult turnaround assignment so you can gain a reputation as someone who can get the job done. The risk, however, is that if you fail, you may end up falling on your own sword and having to leave the organization. Be prepared to live with that.

7. Create a brain trust — a circle of people whose advice you can rely on and trust. If you bring the right people into your inner circle, they will keep an ear to the ground for interesting opportunities you may want to take advantage of. If you choose people who are savvy and experienced to be part of your brain trust, impressive things can happen.

8. Keep on fine-tuning your personal brand over time — because constant adjustments will be required to keep it fresh, vibrant and relevant to the goals you're pursuing.

9. Never cross the lines of integrity — that is, no matter how much money you make or success you attain, never lie, cheat or steal. It's just not worth it.

10. Never stop being aware of how your actions affect your personal brand — and be conscious of the brand you're building. Do more of those things that will strengthen your brand and less of those things that weaken or dilute your personal brand on a daily basis.

Key Thoughts

"Organizations care tremendously about character because they know that it has everything to do with someone's ability to get a job done well. They also know that if they elevate people whose integrity is spotty or who lack the courage to make difficult decisions, the corporate brand may very well end up suffering. Smart organizations have always gone out of their way to look for employees with the kind of personal qualities that will enhance, not compromise, the company's reputation. Now, after watching the personal brands of the top executives for WorldCom, Tyco, Enron and Adelphia turn to mud and drag down their corporations, even not-so-smart organizations have figured out that they cannot afford to hire and promote people of questionable repute. This means the single most important thing you can do for your career is to lay the groundwork for an attractive personal reputation, so that the next time someone powerful does think of your name, that person thinks well of you."

— David D'Alessandro

在地观点

选你所爱，爱你所选

翁静玉（台湾Career公司董事长）

到Career进行职业生涯咨询者，大致可归类为“对职场感到迷惑的年轻人”、“想二度就业的妇女”及“不想等失业才转业的中年人”，大家面临的问题千奇百怪，经过我们公司职涯咨询师恳谈后，寻求咨询者普遍得出结论：“能力”才是实力！

《办公室野蛮游戏》作者戴维•达勒山卓（David D'alessandro），以十大守则提示读者，建立和维持个人成功品牌之道。我认为，作者想传达的核心思维是：个人能力是职场常胜军的必备武器。

我把作者的十大原则化为本土的解释：

1.始终用评估者的观点来评估自己。

心胸要开阔，视野要宽广，时常吸纳他人的意见，作为改进个人能力的参考。而每天考评你表现情形的主管，他所提出的评估观点当然要列为第一优先。

2.无论喜欢与否，主管就是你个人品牌的共创者。付出应有的代价吧。主管是你在组织中的领导者，有能力的你，表面上把办公室光芒、绩效表现留给主管，事实上创造出团队和协、共同努力的氛围，更有助提升组织整体价值。

3.了解主管的类型并据此详细规划。

知己知彼，完美配合，是团队成员建立默契之道。了解上司类型的同时，还要掌握上司专长的强弱，在适当时机补位。但要注意，作者不是要大家做“yes man”，适当的向上管理，可以帮助上司了解公司内部，即使需要当上司的眼线，也都没什么不可以。

4.通过礼仪的表达，彰显自己属于高阶管理层级。

办公室礼仪的维持，不仅是为了同事互动的气氛，更能展现个人的品味风格。有品味的人，在事务处理上干净、利落，善于个人管理，当然也不会随意和上司属下在办公室大吼大叫。

5.掌握进退有据的时机。

有能力的职场人士，要懂得“有所为，有所不为”，该勇于出面保护上司时，不要犹豫，该把功绩贡献给上司时，也不要迟疑。而退出时机的掌握，更是重要。该走人的时候，就不要回头。

6.建立声誉并非一蹴可及，而是日积月累的。

在职场上打拼，做事要脚踏实地，一次盛大活动，代表的只是单次的任务完成，个人能力仍需要日常的累积，才能得出扎实的实力。

7.必要时，挑个明确的敌人奋力一战。

为企业效命，要有使命必达的决心，然而，在极端变迁的环境生态中，是在挑战个人的应变力。随时保持警戒心，才能成为职涯的常胜军。

8.水能载舟、也能覆舟，学会如何面对成功的技巧。

“成者勿傲”，是古人警示我们的哲理，览读诗书、纵观今古，有多少伟人、功臣最后都败在自己手下。一旦立于高位，傲气油然而生，也就是注定失败之时。在业绩奖励会上，懂得谦卑，说出感谢之语，被竞争对手彻底打败时，还能扮演激励团队再起的角色，就是处理成败的极致。

9.地位越高，随之而来的负面评价也越多。

谦卑，是管理的真谛。成就越大，捅的篓子越大。处在组织高位者，要承担的责任范围更大，一般经理向总经理和部门同事负责，总经理则要对员工、客户、董事会，还有股东负责，任何一步失误，就可能导员工离职、客户流失，董事会解聘，都是职涯上莫大的风险。

10.务必永续经营个人品牌，否则将有如骗局般收场。

对自己要保持适当的自信，有自信者，态度倾向严谨，会努力执行上司所交付的工作；但作者提醒大家，不要以为暂时地“捏造”表现就能唬过众人眼光，而是要发自内心地真诚做事，以优质的个性，充分投入职场。

有尊严地升职

曾经有位任职于IT公司的年轻人，担任副经理职位三年，因为公司最新公布的升迁名单中没有他，以致没能如意坐上部门经理位置。他感到很沮丧，打算离职，决定之前，先来公司找我。我提出几个问题问他，例如，是否提前完成年度工作进度或业绩进度？对部门未来的规划与远景为何？

面对我提出的问题，他的表情变得没有自信，回答的内容也平淡无奇。也许，他对经理位子真有企图心，但是有心为公司打拼的人，不该只想到“位子”，而是如何顺理成章，带大家的祝福坐上宝座。我称这是“有尊严的升职技巧”，在与上司维持良好关系下，有技巧地达到升迁的目的，也能长久塑造个人的职涯价值。

初入职场的社会新鲜人，抱着兴奋的心情进入新公司，眼睛看到的是新公司的优点。过了职涯蜜月期后，就时常抱怨工作辛苦，不然就是对组织、上司有诸多批评。其实，工作没有每天轻松的，企业也没有零缺陷的，上班族常犯一个毛病：对现在服务的企业太了解而产生抱怨。人一有抱怨，就容易看到负面的事物，认为公司一无是处。面对这些困境，不是换工作就可以化解，基本上，我是不鼓励经常转换工作的。

或许三十岁之前，年纪尚轻、转职的成本也低，可以随意试探自己适合的工作，但三十岁之后，随着年纪渐长，必须趋于稳定，为自己的眼光负责。成就工作的基本思维，是快速找到自己适才适所的好工作，长期培养并提升对这分工作的热爱，如果能够“选你所爱，爱你所选”，面临再难的情境都会想办法克服，进而掌握成功的关键。

维持被爱的十二项能力

响应作者的十大守则，我提出“十二项能力说”，作为知识经济时代职场战士努力的方向。

1.服务的能力：发自内心的服务热诚，是塑造个人品牌过程中，相当基本，却相对重要的条件。服务对象从家人，到企业组织的同事，再扩大到客户、股东，时时展现服务的能力，处处善尽服务的本质。

2.创新的能力：不同的想法会激发创新的点子，有能力提出任何新构想，懂得从不同角度论析事务，可以适时带给困顿的组织一股新空气，偶尔好点子更能让上司对自己另眼相待。

3.沟通的能力：不只公关部门需要，越是高阶的管理经理人，越需要强化讲话态度、表达能力，“说清楚，讲明白”是领导人对团队的一种负责态度。而属下明确表达个人意愿、彰显个人能力，更是决策层不至于作出错误决定的重要参考。

4.洞察的能力：科技带来环境快速变迁，让身处企业的职场人士不得不提高危机意识，而且能事前进行分析、及早准备应对做法。例如，总统大选的结果，可能对经济造成什么样的结果，是正面还是负面冲击，唯有培养细致的洞察能力，才能为企业组织提供充分掌握未来的能力。

5.使命必达的能力：企业组织追求的是稳定发展，但总是需要开疆辟土的先锋部队，而且实际上也缺乏这类能力的员工。在上司肩负组织正常运作的同时，身为属下者若能跳出来担纲冲锋陷阵的工作，发挥使命必达的能力，将是企业组织的珍宝，也为个人累积难得的功勋。

6.组织的能力：在新经济时代中，单一企业不再强调“独自”拥有所有的资源，优质的职场战士能够整合内外资源，为企业组织建置弹性的虚拟网络，以达到成本最低、效能最高的目标。

7.快速学习的能力：A君因为缺乏计算机绘图能力，向公司申请在职受训，结果他任职的公司在三个月之后做出决定，允许A君可以提出受训理由的报告，而A君也因此开始进行培训相关人才的市场调查，规划以二个月的时间回复公司的规定。在此个案中，若要A君因为新增计算机绘图技术而为公司增加获利，想必是短则两年、长则四年的事，这完全不符合现代思维。快速学习的能力，是每位想要增加个人品牌价值的职场人士必须谨记的要件。早上上司交办的公事，即使完全陌生，也要在下班之前弄清楚原委、背景。我建议，应该善用网络的数据库搜寻功能，让现代科技来帮助大家快速学习吧。

8.改变思维的能力：职场状况百出，挫折在所难免，要培养自己面对逆境时拥有优质心情的能力。一旦能够排除负面想法，就不会再被自己的坏心情打扰，在上司和同事面前展现最佳情境。

9.培训的能力：能够被组织培训，也需要个人能力的配合，时时保持个人的学习高峰，让上司感受到你的“好用”，一经培训即能发挥工作转换的价值。

10.国际化的能力：企业终究要走向国际市场，而最近的外国市场也在中国大陆，台湾的职场战士选择的当然是大陆的外资企业，而非国营企业。但是大陆员工不好管，外国老板有明显的文化隔阂，这些能力都需要长期的自我培养。

11.忍受挫折的能力：平步青云或许比较容易让外界看到光彩，但若是遇上挫折，还懂得自我心理重建，更是累积个人品牌的关键。

12.控制成本的能力：要替上司摆场面不难，花钱就看得见。但若是能开源节流为企业组织带来优势和获利，才是让上司、同事刮目相看的优质员工。