Page 232 - Effective Communication Skills Mastery Bible 4 Books in 1 Boxset by Tuhovsky, Ian

The new cognitive scheme was supposed to present a

thorough knowledge, substantial authority and high levels of

experience. It was important to define ways in which

employees of the company would build the new features of a

freshly created identity. The first step was to get away from

the “beautician” label—both in the minds of employees and
when talking with clients. Then, a part of the training was

about the technique of creating new features in the perception

of the customer.

At the end, we called the new personality “XYZ Brand
Specialist.” Introducing themselves as beauticians, the

employees would often lose the opportunity to establish a

long-term cooperation right from the beginning.

Of course, creation of a new personality in business is

always a little bit risky—if you do not do this consistently and

actively, your new personality can be weaker than one of the
already established job tags you could also take. It is

therefore worth the time to remember you should not take

a name which you can’t really “feel”.

Now, close your eyes and think about who you would be if
there were no official jobs and labels by which you can specify

the occupations of people in the world. How would you

describe who you are in your professional life, maximally in

two sentences?

If some kind of creative answer comes to your mind and you

feel “That’s it!”—perfect! Start to use it and see what kind
of reaction it evokes.

Even if you have already assigned tag of, let’s say, manager

due to your professional position, that does not mean that you