What Used to Be Mocked as "Brand Dilution" in Careers - Now, Smart Hedge in Volatile Times

In an Ivy League doctoral program in the 1970s my Ph.D. colleague was reprimanded by the power structure. On her jacket was a button for a popular cause. "That's a distraction," they said.

At an auto corporation in the 1980s, every time something went wrong in a manager's unit there was the tsk-tsk about the sideline of owning a franchise. 

More recently, Goldman Sachs head David Solomon had taken it on the chin for also being a professional DJ.

There was a time, in some circles extending into the present, when professionals had to have one and only one brand. You were a Doctor, Lawyer or Indian (Native American) Chief. Okay, of course, if you did some investing such as in real estate but, please, keep that low profile. Achievement in other areas, such as golf, was labeled a "hobby." Lawyer Scott Turow's hobby was publishing best-selling novels, right. 

To violate that norm, it was warned, would result in brand dilution. In addition, another warning was: Don't change the brand. If it is losing its twinkle power, find ways to rewire the grid.

That was then.

The new norm is "hybridity" or multiple professional identities.You are allowed, actually even encouraged, to be more than your title. It can serve to 1) Enhance a career and 2) Provide a hedge in making a good living or building wealth in these volatile times. 

Both investment great Josh Harris and corporate CEO Bob Iger own sports teams. Obviously, in an era when networks are everything, this additional positioning-and-packaging broadens their reach beyond the usual suspects. Incidentally, it was way back in 1973 that sociologist Mark Granovetter documented that commercial power of "weak ties" or those contacts who aren't part of the typical professional force field. 

Public affairs guru Bob Dilenschneider is also a prolific author on subjects ranging from aging to decision-making. The career extension gets him in front of live audiences. So much of success is reach. Currently he also reaches out on YouTube.

Lawyer famous for his first-round win for ARCO in the landmark Rhode Island lead paint public nuisance litigation (when the three other defedants were convicted) is John Tarantino. He is a legend in the legal sector. Not long ago Tarantino has also taken on the mantle of a CEO of a cancer research firm. His TedTalk of the inspirational genre about personal redemption has had a record number of viewers.  

Actors Paul Rudd (candy store) and Tom Selleck (avocado farm) proudly do hands-on work at the enterprises they own. Imagine the thrill of those who bump into them. That in itself can augment a fan base. Also being out there keeps them in-touch with the reality of human beings, helping their core career in front of the camera. 

Chair of elite law firm Paul, Weiss Brad Karp has become prominent in fundraising for the Democratic Party. In the process he interacts with myriad of Granovetter's "weak ties." The stunner Granovetter found was this: It is through those non-typical contacts that the lion's share of business opportunities come. New business can be anticipated at Paul, Weiss. A professional's talent shouldn't be too narrowly defined.

And after I disclosed that in addition to being a coach I am a Tarot reader, I could cross-sell. A funny thing? I had been terrified to come out of that closet. Yet, there was no attention that I was also playing in a supposed woo-woo sandbox. Talk about the mistake of sticking with old-line ideas about branding. You got it: No one cared, with one exception. As a guest on a podcast about aging and work I mentioned reading the Tarot. The host edited it out.

A Beware: Recall the second-guessing about his business focus at Goldman Sachs that Solomon had to deal with. Obviously, there continues to be a need for caution in taking on multiple professional identities. 

Hint: Assemble an informal type focus group of trusted professionals and observe how they process possible other professional identities you want to adopt. You may simply have to finetune how you roll out the add-on.

In business and life you usually have only one shot at whatever. Up the odds of success with Jane Genova. I am an intuitive coach, tarot reader and content-creator. Complimentary consultation (please text/phone 203-468-8579 or email janegenova374@gmail.com)

 

  

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