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Professional Branding Scorecard

Eight statements a professional brand is made of, scored twice out of 10, for the self you are today and the self you want to be, then your personal monopoly, your value proposition, your audience and one action on the widest gap.

90 minutes for a first passCompanion to Professional BrandingCAREER
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How to use this sheet
  1. Score each statement out of 10 twice: once for your current self, once for the self you want to be.
  2. Write the gap. The number that matters is neither column, it is the distance between them. Some of these you are allowed not to want: an ideal of 10 everywhere tells you nothing.
  3. Find your personal monopoly: what is easy for you and hard for 99% of people, what you could talk about for ten years, and what your five closest friends say when they describe you.
  4. Write your value proposition in one sentence. Five fast, bad versions first: the fifth is usually the honest one.
  5. Name who you serve and what they struggle with. Then take the widest gap and give it one action this month.
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Current selfout of 10Ideal selfout of 10Gapideal minus current
I know who I am.
I make others know who I am.
I am likable.
I generate trust.
I am captivating.
I connect emotionally.
I have something valuable to offer.
I am known, recognized and remembered.
← Back to the entry: Professional BrandingAll Codex resources

Source Personal branding blueprint built around David Perell's Personal Monopoly. Adapted by Mat Dufour.