Now that we have your attention, let us explain. The possibilities for your brand begin with your values, guided by your purpose, your vision, and your commitment to making a difference for others. Visions and intentions become a reality through well-executed tactical plans. The same is true for building a strong personal brand. You have to develop and manage a plan for your personal brand. At the core of your personal brand plan is your personal brand platform. This chapter will provide you with a pragmatic, simple, and proven framework to define your personal brand platform. After you have defined your platform—steeped in your values—your brand possibilities are unlimited.
A personal brand platform contains three key elements: a set of personal brand dimensions, a personal brand ethos, and a personal brand promise.
Personal Brand Dimensions: the combination of roles, standards, and style that defines the unique aspects of your personal brand. In this chapter, we’re going to show you how to use the model we gave you in chapter 3 to identify and chart the key components of your brand.
“In the old days, people went home to their wives and chil- dren at the end of the day”
(Aja, nine years old)
Physical and mental addiction
Henrik Graversen often experienced a kind of intoxication when he worked seventy hours a week. He got high when endorphin and adrenalin rushed through his body. He never took a holiday, because he became physically ill when he was not working. “It is in my nature to be always in a rush. I like work ing towards something, but I do not like reaching the goal line, and I am always rushing towards the next.” Henrik was addicted to his work. For more than twenty years he worked as a successful IT expert, but one day his body said stop. In the middle of a messydivorce, Henrik started a new job, and that was more than he could cope with.
When he woke up one morning, his energy was gone, and he did not feel like doing anything. Up until that morning Henrik had struggled with an ulcer, anxiety attacks, slips of the memory and shortness of breath, but he had tried to ignore these problems and had continued in the same fast pace. He was absent from his job for four months, due to illness. During a bicycle ride in France, he real ized that he was never going back to the IT business. Today he is training to be a woodman. Henrik likes being close to nature, but he is vexed about not being able to work with what he is good at. The illness made him realize that in the future he must be carefulnot to push himself too hard. [Sonne, 2003]
The following package initialization section runs a query to transfer the user’s minimum balance into a global package variable. Programs can then reference the packaged variable
(via the function) to retrieve the balance, rather than execute the query repeatedly:
CREATE OR REPLACE PACKAGE usrinfo
FUNCTION minbal RETURN VARCHAR2;
CREATE OR REPLACE PACKAGE BODY usrinfo
IS g_minbal NUMBER; -- Package data
FUNCTION minbal RETURN VARCHAR2
BEGIN -- Initialization section
WHERE username = USER;
THEN g_minbal := NULL;
Calling PL/SQL Functions in SQL
Stored functions can be called from SQL statements in a manner similar to built-in functions such as DECODE, NVL, or RTRIM. This is a powerful technique for incorporating business rules into SQL in a simple and elegant way. Unfortunately, there are several caveats and restrictions.
The most notable caveat is that stored functions executed from SQL are not by default guaranteed to follow the statement-level read consistency model of the database.