Do I Need a Personal Brand?

There are two ways to look at it: It's either indulgent and self-centered, or it's the best tool you're overlooking.

- ADAM BORNSTEIN

Q Every founder seems to have a personal brand, but it doesn't appeal to me. Do I really need to do this?

-ELOISE, SAN DIEGO

BEFORE I ANSWER your question, consider the following scenario:

Imagine comparing two people who work for you. One employee does everything that you ask of them. The other does that, too-but they also go above and beyond to identify opportunities outside of the job's general requirements. Not everything the second employee does is a hit, but a few things are, and those uncharted opportunities add asymmetrical upside to your business. Which employee does more to help your company?