Weekend Reading: “KNOWN” by Mark Schaefer

For the 113th episode of The Marketing Book Podcast, I interviewed Mark Schaefer, author of “KNOWN: The handbook for building and unleashing your personal brand in the digital age.”

 In today’s world, there is a permanent advantage to becoming known in your field. Those who are known get the customers, the better jobs, and the invitations to exclusive opportunities.

But can anybody become known? In his fifth book, Mark Schaefer provides a step-by-step plan followed by the most successful people in diverse careers like banking, education, real estate, construction, fashion, and more.

However, there’s a big difference between being known and being famous. Schaefer explains:

Being known is not the same as being famous. It’s not about having millions of fans and red carpet appearances. Being known is about having the proper authority, reputation, and audience to realize your potential and achieve your goals … whatever they might be.

In the book, Schafer introduces the concept of “equity of influence”.

There’s a new paradigm of power … or what I call the new “equity of influence.”

What do I mean? In a traditional office job, these are some of the symbols of personal power and influence:

  • Job title
  • Salary
  • Achievements
  • Number of direct reports
  • Framed degrees and citations on the office wall
  • Control of scarce resources
  • Where you went to college
  • Executive relationships

…But on the internet, none of this matters. Nobody knows or cares what your title is. Nobody can really tell how tall you are, how rich you are, or what family you married into. It just doesn’t matter.

In fact, there’s only one thing that counts today, only one source of power and influence when it comes to the online world. And it is this.

To be known.

And that’s what this book is about. I want you to have a more powerful, impactful, and rewarding life by helping you to become known.

Perhaps the idea of being regarded as a leader in your field seems daunting, maybe even unachievable. It’s not.

A bit more about the book…

Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.