July 22nd, 2014
When we look in a mirror, we see ourselves one way. But others see us differently. Which is why so many of us think we photograph terribly. We don’t normally see ourselves the way others see us.
Yet understanding how prospects, bosses, employees and others see us is vital for achieving success in sales, business and other areas of our lives. As Sally Hogshead writes in her new book, How the World Sees You:
“Just because you perceive yourself a certain way doesn’t mean that your team or customers necessarily see you the same way (both positively and negatively). In a connected workplace, your success relies on understanding the impressions you create. It matters less how you see the world. It matters more how the world sees you. If you fail to understand what your audience truly values, then you can’t communicate yourself in a way that makes people want to listen and remember.”
That’s the goal of this tremendous book: to help you determine what others value about you, so you can leverage that uniqueness:
“People can outdo your strengths. But nobody can outdo who you are. Your personality is the only aspect of your work that nobody can copy. People can copy your product, your pricing, your actions, your recipe or program or formula. But they can never replicate who you are. Who you are is the greatest differentiator you’ve ever had.”
So who are you, in the eyes of others?
Drawing on her decade of research with 250,000 people, Hogshead delineates seven communication styles, which she terms “Advantages”: Power, Passion, Mystique, Prestige, Alert, Innovation and Trust.
Each of us has a primary and secondary Advantage. Combine those two and you discover your personality “Archetype.”
How the World Sees You describes each Advantage and Archetype in detail. But you don’t have to spend hours reading through every single description to try to figure out which ones fit you. The book includes a code you can use to take a free online assessment that removes all the guesswork. You get a custom, 16-page report that spells out:
• Your top two Advantages
• Which Archetype you are
• How the world sees that Archetype
• The top five words that describe your strengths
• The other Archetypes you need on your team to maximize your success
• A one-minute coaching tip for your Archetype
• And a sample “Anthem” (explained in detail elsewhere in the book)
For example, my primary Advantage is Prestige and my secondary Advantage is Innovation, which means my Archetype is the “Avant-Garde.” Here’s how the world sees me:
“Your mind works quickly to develop unconventional solutions. You are a prolific idea generator. You bring fresh interpretations of the same old thing. You tweak the game. You change the rules. You bring new ideas and execute them to a high standard.”
My top five adjectives are:
The sample anthem suggested to me is “Forward-thinking creativity.”
As you can see at the top of this page, the tagline I created for myself several years ago is “Original thinking for boosting your sales.” So I’d say this assessment is dead-on.
What’s the value in this knowledge? As Hogshead points out:
“When you clearly understand your differences, you can escape the gloomy, gray world of the lowest common denominator and start to shine. And outshine the competition. The more you can amplify your innate Advantages, the less likely you are to be a commodity, and the more likely you are to be heard and remembered.”
That’s a huge key to boosting your sales and your overall success.
How the World Sees You is a must-read for salespeople, mangers, CEO’s, heck, just about anybody in business. Think of it as another mirror—one that can give you a more detailed and accurate view of who you are and the value you have to offer to the world.