I’m amidst a constant whirlwind of having too much to do and a breath in between now.  This is the life of business school, constantly fretting and realigning work to be done.

But during Pricing class (very good, btw) I started thinking about omnipotence and personal branding.  If you watch the tech space, which seems to be ahead of other spaces for online marketing, you’ll see certain figures boom up out of nowhere.  They spend a huge amount of time delving out wisdom and “joining of the conversation.”  In short, they’re everywhere!  They are on Twitter all the time, post to their blog a lot, have thousands and thousands of friends on all social networks and comment on near every relevant topic in the space.

This is not easy to do.  Although in theory, it’s a simple premise.  Be everywhere and everyone in those places will eventually take notice.  This is a shotgun approach.  I’ve seen it work well for certain people, but only if they can maintain the absurd use.  And although I’ve not necessarily bore witness, I’m sure it has been tried valiently only to crash and burn violently.

splitrockThis did not work in the past.  People like Tom Peters and Jim Collins got to be who they were based on statistical relevance  of sound works.  The change in media and distribution channels has made it relatively easy for anyone to attempt a shotgun strategy.

There is another strategy, which is more of a lighthouse approach.  The idea is not to be everywhere as much as possible.  It’s to consistently be in one area and give off a steady signal over time.  Steadfast.  There is relevance to this idea that lends itself to the importance of trust in relationships.

What’s the better strategy?  Like any question posed to a business student, it depends