POV: You build (in private)

Now everyone’s supposed to have a “personal brand”. But everyone jumping on the trend misses out on the advantage of not being a personal brand — and the feeling of winning in private

Open LinkedIn and you’ll probably come across someone trying to build their personal brand with some “hook” and a personal anecdote (often a picture of their morning coffee, something they thought would feel “authentic”). You like it, maybe even leave a comment! That’s what you’re supposed to do, after all, if you want to be a good person.

Soon, you’ve also been inspired to buy a course on “how to build a personal brand” (I’ve done it myself🤫). Now you’re going to be authentic, create a personal connection with your followers
(and sell more — but don’t say that out loud).
You’re thinking about whether you should start “sharing your journey” so that you too can build an online course to sell for 1200 €🤠.
But again — don’t tell anyone.

Okay, now I was unfair, and a little mean.
Because of course, there are clear benefits to having many people know who you are and what you do. Benefits that a big vision tucked away in a desk drawer could never match.

But the downside is that you’ll never experience the freedom of just being your own — at least for a while.

Being a “nobody” for a while = pure freedom

Building “in private” and being a “nobody” for a while — that’s pure freedom.
And it can feel like realizing you might actually be a little in love with that girl after all. But she doesn’t know, it’s just kind of in the air. It’s summer, and just because of that, you feel hopeful.
That’s exactly what it feels like — and even sweeter — to build privately, to be your own for a while and not tell a soul who doesn’t need to know.

This mood...
Oh, how I love it.

It demands something from you.
It demands that you be okay with no one knowing. With no one liking.
That you and what you’re doing remain unpublished for a while.

But it rewards you with relaxed shoulders. A spirit, a zest, a bounce in your step.
It rewards you with a slightly smug smile, an attitude.

It’s beyond all personal development, virtue signaling, LinkedIn lingo.

Try being a nobody for a while, why don’t you — and become a person of substance.
And that slightly smug smile that no one knows where it comes from,
well, now you know where mine comes from.

Whatever. I’m going for a walk with my dog.

Until next time,

enjoy the building, whether it be in public or in private.

Jenny G.