1. February 2010
Magazine
VOLUME 3, ISSUE 3
FEATURE: Grow, Polish & Protect Your Future
Tells YOU How To
Become Indispensable
RIGHT NOW!
And…
Takes YOU Through His
Entrepreneurial Workout
Interview: How He
Built His Brand

2. Featured Columnists
Publishers Note:
Volume 3, Issue 3 is about becoming so important to your company, your
customers and the people around you, that they can’t live without you. When
that occurs, you’ll be making more money, have better relationships and wield
a powerful personal brand. In this issue, Seth Godin reveals his hope for career
revolutionaries who want to remain relevant in a world that is being
transformed by the internet. Also, in this issue we explore how Guy Fieri has
built his personal brand as a television personality on the food network and
how NFL football player Jarvis Green has taken the leap into entrepreneurship.
Dan Schawbel
Publisher
Personal Branding Magazine
Founder and Publisher
Dan Schawbel
Co-Editor
Miriam Salpeter
Co-Editor
Jessica Lewis
Relationship Director
Selina McCusker
Relationship Networking
Jay Deragon
Personal PR
Tiffany Monhollon
Social Media Exploration
Rick Mahn
Personal Brand Makeover
Debbie Allen
Brand U-niversity
Maria Elena Duron
Entrepreneur Branding
Vikram Rajan
Blog Marketing
Jack Humphrey
HR Evolution
Jim Stroud
Living The Brand
Ivana Taylor
Book Critic
Georgina Taylor
Athlete Branding
Lewis Howes
The Brand Assessment
Silvana Avinami
Brand Communication
Howard Sholkin
The SEO Corner
Tim Magoon
- Seth Godin
International bestselling
author, speaker & blogger
Are
Indispensable?
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1 I February 2010 I Personal Branding Magazine I Sample

3. Cover
How to Become Indispensable
An Interview With Seth Godin
Dan Schawbel, Publisher
Spice Up Your Personal Brand
An Interview with Guy Fieri
Cody Clearwater
Featured Articles
How to Be An Authority by Getting Personal
Jack Humphrey, Blog Marketing Columnist 7
Be Timely – SEO Your Blog, Keep It Updated and
Build a Following
Tim Magoon, SEO Corner Columnist 8
Personal Branding: Grow, Polish, Protect Your
Future
Barry J. Moltz 9
FEBRUARY 2010 - VOLUME 3, ISSUE 3
From NFL to Entrepreneur
An Interview with Jarvis Green
Lewis Howes, Athlete Branding Columnist
Must-Haves of a Successful Brand
An Interview with Alexandra Levit
Silvanna Avinami, Brand Assessment Columnist
4
5
5
6
Want more?
To receive the full issue, please subscribe at
www.PersonalBrandingMag.com.
Sample Issue
2 I February 2010 I Personal Branding Magazine I Sample

4. Quarterly Spotlight:
Becoming Indispensable
by Miriam Salpeter, Co-editor
Becoming indispensable - a tall order to be sure. Is it the proverbial “golden ring” – an admirable ambition, but always
out of reach?
I hope this issue of Personal Branding Magazine convinces you that there are many ways to be indispensable – and that it is an
achievable goal for anyone with courage and determination, both of which are key for success. Seth Godin reminds us that one big
hurdle is having “enough guts to be criticized.” True enough; it is tough to be remarkable without remarking!
You may be surprised to learn that becoming indispensable is not all about you! Seth reminds us that the most important
consideration is not about how to promote yourself. Instead, ask, “How can I do work that people will want to promote?” So true,
and something many forget when trying to make a name for themselves.
This issue makes it clear that being indispensable means giving more than you
expect to receive. Develop what Nicole Crimaldi describes as a “personal
balance sheet.” She advises, “…Build relationships, follow your passions…and
create value for others in everything you do.”
Actualizing that value helps you carve out another important piece of the puzzle
– engendering confidence. Contributor Maria Elana Duron points out, “Even if
you have the best mousetrap in the world, if people don’t know you or like you
and trust you, then they’re not going to do business with you. Period.” Well
said. Be someone people WANT to know. Offer useful resources, advice and
insights. You may be surprised by how far good content, well shared, will take
you on your road to becoming indispensable.
_________________________________________________________________
Miriam Salpeter is a career coach, resume writer and owner of Keppie Careers. Named
one of CNN’s “top 10 job tweeters,” she posts frequent career advice via Twitter
@keppie_careers. Her mission is to encourage, enlighten and empower job seekers for
success. Visit her blog to learn how to optimize your job search: keppiecareers.com.
3 I February 2010 I Personal Branding Magazine I Sample
Cover Story:
How to Become Indispensable
An Interview with Seth Godin
Dan Schawbel, Publisher
Seth Godin, a single man who has revolutionized marketing and spread ideas that have changed business, is ready for his latest
purple cow. This time, Seth has come out with a book called Linchpin: Are You Indispensable?, which is about how we as individuals
can stand out, become more valuable and change the world. I spoke with Seth about his new book and his ideas concerning
personal branding and how we can make a difference, while becoming more successful in our professions. Seth is the author of
multiple New York Times bestselling business books, speaks internationally, has the #1 marketing blog in the world, has been called
“the ultimate entrepreneur for the information age” by BusinessWeek and is the founder of Squidoo.com.
How did you come up with the idea for linchpin and what is the meaning behind the title?
Continued on Page 4
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5. 4 I February 2010 I Personal Branding Magazine I Sample
Cover Story: How to Become Indispensable – Continued from Page 3
Our economy has shifted for the first time in a hundred years and the shift means that people who do average work for average
bosses, that people who follow a manual, that people who just set out to do what they’re told are in a lot of pain right now. And the
system was set up; we went to school to learn how to do these jobs, so that we would fit in. My argument in the book is that a
linchpin is the person that’s indispensible, the person who does things we can’t live without, the person who does work that
matters. That person loves the internet, loves the revolution that we’re living in right now and is doing great because people will
seek them out. The opportunity of our time is to understand the value of emotional labor and of contributing. Once you do that,
when that becomes your personal brand, you’re never going to have to look for work again.
What holds people back from being successful?
Steven Pressfield talks about the resistance, which is the voice in the back of your head that worries that people are going to laugh
at you - the voice that doesn’t want you to do public speaking and fears criticism. We’re organized genetically to keep our head
down. We’re organized genetically to want to fit in. In order to be successful today, you have to indulge your creativity and push
yourself to stand out. It’s really easy to see why that path is hard to take. If you own a factory, if you own a system, you don’t want
people to necessary do that. You want them to be compliant and cheap labor because then you can cut through costs. If you’re
working at fast food restaurant or at any big corporation, the general mindset of a manager is to encourage you to fit in.
With the collapse of the economy and the evolving global workforce, how
does someone stand out now and get their voice heard?
A lot of people on the internet spend a lot of time trying to stand out and not
enough time to do work that people will seek out. What Twitter and blogs and
Facebook have showed us over and over again is that if you do work that is
remarkable, people will remark on it and once they remark on it, the word
spreads and you don’t have to do a lot of self-promotion. The act that is
required here is not, “How can I get better at promoting myself?” The act is,
“How can I do work that people will want to promote?”
“If you do
work that is
remarkable,
people will
remark on it.”
- Seth Godin
Subscribe today for more of this interview at www.PersonalBrandingMag.com.
I recently spoke to Jarvis Green, who is an NFL defensive end for the New England Patriots. He is a two time Super
Bowl champion, and the founder of the Jarvis Green Foundation, which provides support to single working mothers in
disadvantaged, low-income areas. In his spare time, he is also the owner of the Capitol Bar & Grill Restaurant and
Green’s Purple & Gold Liquor.
From NFL to Entrepreneur
An Interview with Jarvis Green
Lewis Howes, Athlete Branding Columnist
Was it difficult to step out of the role of an athlete and into the role of an business owner? Describe the transition.
The transition from the field to the office has been a very easy one. Since college I've worked for the Shaw Group, a Fortune 500
company in Baton Rouge. I learned a lot during the 5 years I was there. I also worked at Rolls Royce in Massachusetts for 2 yrs.
Those 2 experiences have helped a lot in the transition.
Have you received a lot of support from your fans?
I definitely get support from my fans, but I get the most support from my wife. She's the one that has to deal with my busy schedule,
etc and still keeps things in order.
Continued on Page 5
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6. An Interview with Jarvis Green – Continued from Page 4
Are there any important lessons you've learned from your sports career that have translated to the business world?
I've learned that you never quit. Perseverance usually pays off. It has for me and I'm still moving forward. In the business world, it
hasn't been easy, but I will continue to fight my way through it.
What are your future goals for the Foundation, the restaurant and catering company?
My goal on everything I do outside of football is to take it one month at a time and to continue to help them grow.
Subscribe today for more of this interview at www.PersonalBrandingMag.com.
Advice you would share to a fellow entrepreneur or someone starting their
own business?
I'd say it's always good to start a business with a partner if your funds are short.
That way, you have a 50% chance of failing instead of 100%. Also, research,
plan, find mentors and learn all you can ahead of time. This way you're more
likely to succeed.
_________________________________________________________________
Lewis Howes is the founder of www.sportsnetworker.com and the Sports Executives
Association. His company also focuses on web strategy consulting and social media
management for professional teams, agencies and sports organizations.
“I've learned
that you
never quit.”
- Jarvis Green
Spice Up Your Personal Brand
An Interview with Guy Fieri
Cody Clearwater
I recently had the chance to interview The Next Food Network Star winner, Guy Fieri. After winning The Next Food
Network Star, Guy was given a six-episode contract for his very own cooking show.
He hit the ground running, and thanks in part to his rock solid, quirky personal brand, he became one of America’s favorite cooking
personalities. I can honestly say that his laidback and unique approach to cooking helped me graduate to a culinary level where
Asian sauces and Mediterranean spices not only excited my taste buds, but also got my creative juices flowing. He has gone on to
host Diners, Drive-ins and Dives, Guy’s Big Bite and Ultimate Recipe Showdown on the Food Channel, opened up two restaurants
that both reflect his distinctive fusion style and, most recently, has ventured into the world of professional cutlery.
“My brand is
now just who
I am.”
- Guy Fieri
How could an entrepreneurial foodie or blogger follow in your footsteps to become
a household name?
Have an idea of what you are and who you are in food. You have to start somewhere;
find out where that is. Experience definitely helps. You have to remember you’re
dealing with smart people who know how to cook and what they like. Even if they
don’t know how to cook, they know what they like. You have to have awareness of
what you’re doing in food, and you have to surround yourself with it. Put yourself in
every single market you can. Talk to everyone you can about it. Take every business
card you can get. The opportunities in food today are greater than ever before. So,
experience, contacts, surrounding yourself in food, applying it, sticking to it and
knowing your culinary point of view — what is it?
Continued on Page 6
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7. An Interview with Guy Fieri – Continued from Page 5
You seem to extend your personal brand into every project that you take on. The menu at Tex Wasabi’s is dripping with your
personality (Eddie's Mommy, "Koi Fish" tacos, Gringo Sushi). How have you been able to imprint your personal brand into your
new knife line with Ergo Knives?
I believe that having fun and having brand association is nice, but it has to be real. If we’re going to make a fish taco, we’re going to
make a real fish taco — something people can get down with it. The deal with the knife is that it first had to be a nice knife. It could
have been blue, it could have been pink, I don’t care, as long as it’s nice. From there, we put some energy into it. We focused on
quality, strength, durability. After that, you can paint the race car. But don’t jazz it up if it doesn’t have the baseline. It has to be the
real deal, not a lot of hype, and the knife’s the real deal. Just like every gunslinger has his favorite gun, every golf pro has his favorite
club, every tennis player has a favorite racket. When you have that piece that’s your favorite tool, you brand it. I’m not going to put
my name on it if I don’t believe in it.
How did you make the decision to partner with Ergo Knives and extend your presence in the culinary marketplace?
I was blackmailed. Ha, ha. No, I collect knives, I have a bunch of knives. The guys at Ergo Chef gave me a couple knives at a show a
year back. I thought, cool. That was it. I had a bunch of bigger knife companies that wanted to do some deals. But this wasn’t about
the deal; it was about the knife. I really dig the knife. The quality of the product.
___________________________________________________________________________________________________________
Cody Clearwater is a twenty-something in the finance industry with a serious passion for cooking. When she's not poring over spreadsheets, she
runs her food blog, The Gourmet Analyst.
Sample Issue
Subscribe today for more of this interview at www.PersonalBrandingMag.com.
A national authority and advisor to Gen Y about careers, Alexandra Levit has a straightforward and on-your-team style.
She’s the author of multiple books on the subject, including her latest one, New Job, New You: A Guide to Reinventing
Yourself in a Bright New Career. She shares her thoughts on what it takes to build an employable personal brand —
one that preserves the candidate’s personality while achieving results.
Must-Haves of a Successful Brand
An Interview with Alexandra Levit
Silvanna Avinami, Brand Assessment Columnist
“You don't
want to wear
your heart on
your sleeve.”
- Alexandra
Levit
What are the top brand attributes of a desirable candidate? And how much control does
a candidate have over them?
Employers want to hire candidates who are self-sufficient, innovative, loyal, trustworthy,
hardworking and energized by work and who have the prospect of bringing their talents to
the organization. Other attractive personal qualities are a service orientation and diversity.
Interviewers want to hear that a candidate is flexible and has a wide range of experiences.
_________________________________________________________________________________
Silvana Avinami is a strategic job hopper and serial entrepreneur. With her insight and
achievements, she owns the space of self-made careers.
Evidently, you have a clear goal for your own career. How did this goal come about?
My career evolved over time. If you'd asked me 10 years ago what I'd be doing today, I wouldn't have been able to tell you this. I
knew that I enjoyed writing, and so my first step was to figure out how to write something that I could sell, which ended up being a
book about my experiences working as a young professional in the business world. Once I had the expertise to be considered
credible, I needed to determine what aspects of the life of an "expert" appealed to me. I eventually realized that I felt most
passionate about helping other people find meaningful careers the way I had. I'm fortunate that there happens to be a market need
for advice like mine at this point in time.
Subscribe today for more of this interview at www.PersonalBrandingMag.com.
6 I February 2010 I Personal Branding Magazine I Sample

8. 7 I February 2010 I Personal Branding Magazine I Sample
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Becoming an obvious go-to person in your industry takes more than having the right kind of Web site or having the
right track record of experience. You have to have your bona fides in order, of course. But there’s far more to
becoming the expert people think of when they need help.
How to Be An Authority by Getting Personal
Jack Humphrey, Blog Marketing Columnist
You don’t necessarily want to be the first person people think of in your industry. That person is usually too high-demand for
average people to get close to. You must be an available authority.
The type of expert you want to be is the one everyone knows is good — really good — at what they do. But also someone they can
get a hold of. People in my industry know that one of the best people to work with in marketing is Jay Abraham. But he’s not
available to more than a handful of people with deep pockets. He’s the experts’ expert.
You could say the same about Seth Godin, except that Seth still tries hard to be responsive to as many people as possible even
though he’s in high demand. He could easily do what others in his position usually do and just work exclusively with a handful of
elite clients.
One of the key differences is that Seth is still working. Still learning and honing his craft. He’s still relevant to today’s issues, needs
and wants of his fans. You and I might not be able to schedule a five-hour consult with him next week, but he’s still teaching on his
blog and through his books. He’s available to his followers in every way a lone expert in high demand can be.
Part of being an authority in your niche has nothing to do with your track record of success. It has to do with working hard and using
your experience to help as many people as you can. And that means answering e-mails, phone calls and things that some might think
an authority is above doing themselves.
It’s only when you reach such a high level of notoriety in your profession that the math takes over and you simply cannot be there
for everyone personally. That day is a long way off for most up-and-coming experts. On your way to that day, you have to be in the
trenches personally and for longer than you might have imagined when you started building your resume.
That’s not something to get down about. It is a privilege to be able to work personally with customers, prospects or clients. It’s
precisely what you are building your expertise and brand to do. And the experts who are most available are the ones with the best
clients and a full roster of work throughout the year.
Whenever anyone makes themselves available to me, a customer or prospective client, I notice every product they put out from
then on. I don’t buy everything they have, but I’m the definition of a 100% targeted lead for their future releases.
The guru who answered his phone? I’m a lifetime fan and customer to this day.
Seth Godin commenting on my little blog more than once? I own most of his books and talk about him all the time to all my clients,
readers and customers.
So when you become the authority figure you’ve been working so hard to become, remember what pays the bills. It isn’t what
you’ve done that matters as much as what you are doing right now. And some of that has to include mixing it up with your target
market on a personal level no matter how busy you feel.
The people on my subscriber list who feel like I am their go-to guy are largely the ones I have made some sort of personal contact
with. Your biggest fans and best prospects for sales, consulting or services are always going to be the ones who feel drawn to you
over all others. And having some kind of personal contact, even through something as simple as a personal e-mail, makes their
decision to work with you over anyone else a lot easier to make.
___________________________________________________________________________________________________________
Jack Humphrey is widely recognized as one of the most accomplished and experienced online marketing experts today. In 2002, he wrote a
ground-breaking eBook called Power Linking. Downloaded by tens of thousands of website owners and SEOs, and still heralded as one of the most
important guides to link building and SEO strategy, Power Linking put Jack on the map. http://jackhumphrey.com

9. 8 I February 2010 I Personal Branding Magazine I Sample
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So, you want to make a name for yourself online. You decide to start a blog that covers topics you are interested in
with the hope that you will get a following. How can you do it? SEO! Optimizing your blog for search engines will help
more people find your site and increase your traffic. Here are some tips to help optimize your blog and send your
traffic through the roof.
Build Your Following
Once you are writing about hot topics and continually making updates; the final step is to build a following. The most important
tactic to improve your SEO is gaining links back to your blog. A link to a site is considered something like a vote of confidence for that
site in the eyes of the search engines. If another site is willing to take up important space on a page to link to your blog, they are
considering your content valuable to their users. Search engines see it the same way. Start finding blogs and other sites that are
similar in content to yours, develop a relationship with those bloggers and try to gain links back to your blog from them. As more
people read and like your blog, they will naturally link to your content.
To review, you want to use a blog to make a name for yourself online. A cost-effective way to do this is to leverage SEO to drive free
traffic from search engines to build your following. Take these simple but necessary steps to ensure that your blog is well-optimized
for search engines and watch your traffic soar!
___________________________________________________________________________________________________________
Tim Magoon is a SEO Specialist at Monster Worldwide and has worked in the search engine marketing space for four years. He is responsible for
driving SEO strategies to improve the organic visibility of both domestic and international Monster domains.
Be Timely – SEO Your Blog, Keep It Updated and Build a Following
Tim Magoon, SEO Corner Columnist
Be Current
People will search for topics they are interested in and want to learn more
about. Many times, current events or hot topics will drive significant numbers of
people to turn to search engines to find more information. Well, this is your
opportunity to capture that demand. Write some blog entries devoted to the
hot topic of the moment. Make sure you target keywords in your posts that will
drive traffic. For example, if you have a real estate blog and want to write about
the housing marketing in Boston, make sure you use keywords like “housing
market in Boston” in the blog title, throughout the copy, in the URL and in the
tags. This will help you build the theme of the entry and give you a better
chance of gaining high rankings on related keywords.
Keep People (and Search Engines) Coming Back
If you want to become an authority blogger, you need to be active and keep
your blog consistently updated. No one will continue to visit your blog if it is
updated once every six months. This is also the case with search engines. Search
engines will not come to crawl your site as often if they find nothing new when
they visit. Continually update your blog with new posts to ensure that search
engines are indexing your new content as quickly as possible.

10. 9 I February 2010 I Personal Branding Magazine I Sample
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Gone are the days when we graduated from college or business school to join one start-up after the next in order to find the big
company IPO where we would make our first million. Soon, the days of working in an office with hundreds of other people around
us will be gone.
Now and in the future, you will work from your home or wherever your laptop or wireless internet connection happens to be. Your
career will be defined by a series of professional engagements and opportunities with many different companies or people
collaborating on a single project. You will no longer stand on one corporate brand in order to build your credibility and career. I
learned this lesson in 1990 when I left IBM to join a small company. When many of my past customers did not return my phone
calls, I realized they did business with me because of my brand and not because of me. It was a bitter lesson to learn.
Today, establishing your own personal brand and identity is the critical link to pursuing your passion and having a financially
successful future. Your personal brand will become more important than attaching yourself to any one corporate brand. You alone
are responsible for proactively growing, polishing and protecting your personal brand.
Grow: As you progress from opportunity to opportunity, you will build your reputation on your own Web site/blog or through social
media tools such as Facebook and Twitter. You will develop an active fan and follower base who will learn and collaborate.
Regardless of what any professional employer assigns, you will keep your own e-mail and cell phone number always. They will be
the one contact point where everyone can reach you. You will stay connected to all past associates as a way to look for resources for
current and future opportunities.
Polish: You will record your achievements and skills on your blog or social media profile for all to see what you have done. Your
brand will be enhanced or diminished by the people and corporations you work for and how you interact online with them. You will
offer help to anyone who seeks it even if you do not know the person.
Protect: In the Web-connected world, every career is built on trust and reputation. There is a new transparency where anything you
do and anyone you meet will follow you on the web — forever. We all believe more in recommendations from peers than
mainstream media or large corporations. You will treat all connections with respect because today’s vendor could be tomorrow’s
customer.
You now have full control over your career by growing, polishing and protecting your personal brand. Use it.
___________________________________________________________________________________________________________
Barry Moltz has founded and run small businesses with a great deal of success and failure for more than 15 years. His first book, “You Need to Be
A Little Crazy. His second book, “Bounce!”, and his most recent book , “BAM! Delivering Customer Service in a Self-Service World” shows how
customer service is the new marketing.
The definition of a career is changing for all of us in 2010. Long gone are the days when we graduated from college and
worked for one company for 45 years before getting that golden watch when we retired.
Personal Branding: Grow, Polish, Protect Your Future
Barry J. Moltz
Did you enjoy this sample issue? Want to see more?
The full issue has 20 more articles and more interview questions for Seth Godin, Jarvis Green, Guy Fieri and Alexandra
Levit.
Subscribe today to receive your copy at www.PersonalBrandingMag.com for only $12.95 (4 issues)

11. FEBRUARY 2010 - VOLUME 3, ISSUE 3
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12. FEBRUARY 2010 - VOLUME 3, ISSUE 3
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