Personal Brand Book Reviews: You, 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.


 You, Inc..

© 1996 by Burke Hedges and Steve Price

You, Inc.

10 Simple Principles to Dramatically Increase Your Fair Market Value!

  1. Take responsibility
  2. Dare to Dream
  3. The Power of Belief
  4. Courage to Take Action
  5. Attitude is Everything
  6. Develop Productive Habits
  7. Manage Your emotions
  8. Prepare for success
  9. Balance Your Life
  10. Change – or be Changed

5R Score: 26/35

On a 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? – 6
  • Remarkability – does it stand out, will it get noticed? – 4
  • Real – does the personal brand come through? – 4

Would you pick it up?

My local second hand bookstore never ceases to uncover the occasional gem for me. I have a list of books that are not at the top of my list but would like one day to read. So I just keep an eye out for them at the store. But every now and then I come across a total surprise. This was the case with You, Inc.

The title grabbed me of course, after all it was the title of the original 1997 Fast Company article by Tom Peters that many thought was the first reference to personal branding and it was (at least as far as I know). But I looked inside this book and found its publishing date was a year EARLIER! However there happens to be no mention of the term personal branding, but everything in it absolutely applies.


While this book does not mention personal branding, it is a step by step guide to what I would recommend as a foundation for defining and developing your personal brand.

The current ‘wave’ of personal branding experts that define it as your online brand are sadly missing the true value of personal branding. This book delivers this with ease and constant examples. Your online brand is important for sure. No mention of it in this book, however, is not a drawback. There are plenty of good books out there that can do that, but this book gives us the MUCH needed beginning.

For anyone seeking some insight, ideas and concrete steps to take in their own personal development, this book would be a good addition. Even for those seeking a personal branding starter they could do a whole lot worse for sure.

This is a quick couple-hour read but also a book that can be picked up, read in snippets and heavily highlighted and written in. I see it as more of a manual than a book.


There are far too many good, pithy examples for it not to make sense to most people. The author gives a wide spectrum of stories and instances to highlight how You, Inc. can apply to anyone in most situations. The book is written generally enough that it can apply to both careers and self-employment.

For anyone at any level who is yet to embark on working on their personal brands this is a book they can easily relate to.


I had never heard or seen this book before, which suggests that perhaps it was just way too early to be picked up in the growth and impact of personal branding. It is still in print and the author has gone on to publish many more books with many copies sold so it’s certainly appealing to certain markets.

It is certainly not going to provide all the answers needed to manage your personal brand in today’s day and age, but then again I do not believe one book has accomplished that yet.


Many of the examples and insights provided I have read elsewhere. I’m not sure who came up with them first, but it never hurts to have them reaffirmed. There is little mention of his own brand from the author but that does not really detract from the books effective message.

I find this a fitting conclusion to my contributions to this column as this will be my last book review for YOUnique. The more that I work in this field the more I am convinced that the core foundation work is imperative to live an authentic personal brand – after all it is PERSONAL.

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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