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, written by Jeremy. Read the commentary.

Yesterday, Hugh posted on trust and blogging. He said that he’s increasingly reluctant to do business with non-bloggers — that cog in the trust wheel needs to be there.

Seth Godin recently wrote that “the only security you have is in your personal brand and the projects you’ve done so far.”

One of my clients is in communications and media and last night he was pointing out how much room he still sees for improving blogs, podcasts, and vlogs. There’s a niche, he says, for excellent and high-quality communication in these forms.


In all things there is a baseline. It used to be that a high-school diploma done you good. Now we’re skittering between Master’s degrees and Ph D’s. The education baseline is rising.

At one time, the people I knew from church were sufficient to guarantee a reasonably sustainable flow of local business. Then we started networking. And now we’re blogging. Our personal set of relationships is growing exponentially.

The baseline to sustain a “personal brand” is hopping levels and broadening to encircle a wider range of skills — but that’s obvious. What’s catching my eye is the average sheep. Those people that ignore these changes.

Before you could finish high-school and stay in Sunday school — done. In between then and now, you could spend two years and catch up. But now — the gap is huge (the gappingvoid is hugh, heh). To be near the top you need a high-end degree from a prestigious school, a huge sphere of relationships across a wide swath of the economy, and a personal brand so deliberately constructed that it can withstand the torturous strain of a non-linear career.

Now you can’t catch up — you can either do it or you’re out — permanently.

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