Personal Brand Book Reviews: Me, Inc.

Personal Brand Book Reviews
By Paul Copcutt

Wondering if you should read “that” book? A seasoned personal brand strategist offers his in depth reviews.

Me, Inc – How to Master the Business of Being You. A personalized program for exceptional living.
By Scott W. Ventrella
164 pages

Main Focus: Overall approach to living using a personal branding system.
Five Key Take Aways:

  • This cannot be applied to just parts of your life.
  • Figure out what you want and why you want it.
  • Having a well worked out, all encompassing plan is key.
  • You should not try to do this all by yourself. Getting help is okay.
  • Continuous improvement stops your sliding back to bad habits.

The “R” scale of 1-7

  • Relevance – is it right for personal branding? – 6
  • Resonance – does it make sense to the reader? – 6
  • Relation – is there a connection for everyone? – 5
  • Remarkability – does it stand out, will it get noticed? – 4
  • Real – does the personal brand shine through? – 3

5R Score: 24 /35

Would you pick it up?
The title alone would probably make you pick the book off the shelf if you are interested in the subject of personal branding. What is most interesting is that Scott (I am assuming it was deliberate) makes no mention or reference to the term ‘personal brand’, perhaps because he mentions in the book that this is a culmination of 20 years of his work and the corporate branding process. After all the book was published at the time that personal branding was just coming in to the mainstream, but had gained little traction, so perhaps this was the reason.

In researching Scott on the web, his presence is in the leadership space as a coach, trainer and adjunct professor, an area that is mentioned in his book towards the end – taking the work he suggests to the next level of being a leader, but is also evident in the multiple client examples that he shares.

Taking a holistic approach to this process is the foundation of the book, personal and business cannot be separated and Scott emphasizes the need to get very clear on your purpose and values (two core foundation pieces of personal branding and much coaching work) so that you can remain motivated and focused as challenges arise. Scott gives plenty of client and occasional personal examples as he takes you through a clearly defined step-by-step process (he calls them milestones) over a 16-week period.

The book, while short, takes some time to get into and might, at first glance, appear basic in places, but becomes quite engrossing and the goals process and exercises are some of the best I have seen on the subject and make purchasing the book worthwhile. This definitely belongs in the personal brand section and would be a current top 10 must have personal brand book in my collection.

This is more than an introduction to the subject and provides lots of good exercises and ideas as to how to live your personal brand in all that you do. Do not be turned off by the size or limited personal brand presence of the author, it is well worth reading.

What Scott covers is good, his exercises and advice are very similar to what others in the field offer. A worthwhile investment. Exercise timelines are realistic, but might be tight for some busy people, it will depend on your own motivation and desire.


Content is aimed at the corporate employee. The active job seeker or self-employed can adapt and use it, but the examples are lacking in those areas.

This book was a pleasant surprise, the title drew me in and the content was practical, useful and actionable. A good example of a well thought out process that has obviously been used successfully for some time.

There were only a couple of insights in to Scott’s personal brand, otherwise it was about the process or client example. I do not get a real sense of his personal brand, but then he did not ‘label’ the book or his work that way. Personally I would like to have seen a little more.

Paul Copcutt, Personal Brand Architect, is a sought after speaker and coach who uses real client stories and practical applications to help successful professionals and executives get clear about their uniqueness.


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