Personal Brand Book Reviews: Step Into the Spotlight!- ‘Cause ALL Business is Show Business!

Personal Brand Book Reviews
By Paul Copcutt

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

Step into The Spotlight – ‘Cause all Business is Show Business – A Guide to Getting Noticed.
by Tsufit
© 2008 Tsufit 276 pages. Hardback.

Step into The Spotlight – ‘Cause all Business is Show Business - A Guide to Getting Noticed by Tsufit

5R Score: 22/35


Main Focus – getting noticed in an overcrowded world.

Seven Steps to Stardom

  1. Develop and define your persona, your role.
  2. Figure out what you are really selling.
  3. Dig for your story and some colour.
  4. Connect your story to what you’re selling.
  5. Figure out what to say and how to say it.
  6. Access your “Inner Chutzpah”.
  7. Go for it! Step into the Spotlight!

On a scale of 1-7

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

Would you pick it up?
I did based on a conversation with the author, I had missed her presentation at the event but thought that her story and approach sounded interesting and potentially relevant to personal branding.

The book is written in a fairly unique style, very short punchy sentences and paragraphs with lots of side bar notes, tips etc. it can work well, some of Tom Peters and Seth Godin’s are written like this, but they tend to be more pick up and put down type topics. I am not so sure it works for this topic where the reader may be looking for more structure and guidelines.

The authors’ own personal brand does come through VERY strongly and overall I found it a little over powering. It is great to be able to know and communicate your personal brand well, but, there needs to be balance in this type of book between personal and practical.

I was left feeling I knew more about the authors’ success than the subject and that if I did not follow the authors’ way of doing things it really was not going to work.

Relevance:
This is more relevant once you have completed some of the foundation work on defining and developing your personal brand. There is not enough content early in the book to help you do this effectively. Once you have defined your personal brand there are many good tips and ideas about communicating and living your brand that can be used effectively.

Resonance:
What Tsufit says makes sense – to a point, her messages are very similar to other communication and speaking experts but with more of a show business twist. She does not hide from the fact that she calls this a bold manifesto to getting noticed, I just get the sense that for many this might be too much of a stretch.

Relation:
Certainly people in all situations and areas can benefit from this content, even the rookie speaker or the expert will find some nuggets. The stretch will be how many see it as show business enough to want to push themselves well beyond comfort zones.

Remarkability:
The author admits to having read and been influenced by many other books and authors, nothing wrong with that, but if you have read quite widely on the subject you will notice some repetition from other sources.

Real:
The real personal brand of Tsufit certainly came through, but the smattering of client examples were not in depth enough for me to get a sense of the real benefit of following this approach. The sidebars she puts in are useful insights and she certainly is confident about her knowledge and approach – the chutzpah is there in spades!


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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