Career Warfare

About the Author

David F. D'Alessandro, the author of "Career Warfare: 10 Rules for Building a Successful Personal Brand and Fighting to Keep It", is a renowned business leader and former Chairman and CEO of John Hancock Financial Services. Under his leadership, John Hancock became one of the top 100 brands of the 20th century. D'Alessandro is also the author of the bestseller "Brand Warfare", which showcases his expertise in brand management and corporate leadership.

Main Idea

The essence of "Career Warfare" lies in understanding that building a successful career is not just about hard work and accomplishments; it's about creating and maintaining a strong personal brand. D'Alessandro emphasizes that in the competitive world of business, everyone is talented and hardworking. Therefore, the key differentiator is the personal brand that convinces others to trust you with new opportunities. This book provides practical guidance on how to cultivate and protect that brand, offering unwritten rules of organizational life that are crucial for success.

Table of Contents

1. You Cost as Much as a Mercedes, So Act Like One
2. Your Boss is the Coauthor of Your Brand
3. Put Your Boss on the Couch
4. Learn Which One is the Pickle Fork
5. Kenny Rogers is Right
6. It's Always Show Time
7. Make the Right Enemies
8. Don't Be Swallowed by the Bubble
9. The Higher You Fly, The More You Will Be Shot At
10. Make Sure You Stay a Contender

You Cost as Much as a Mercedes, So Act Like One

D'Alessandro starts with the premise that your personal brand is akin to a luxury product—highly valuable and meticulously crafted. He argues that the greatest obstacle to building a good personal brand is self-absorption. To overcome this, one must transform a desire for self-interest into a pursuit of self-respect and the respect of others. He emphasizes that your actions define you and that being aware of how others perceive you is crucial.

"You can't build a good brand if you can't see yourself as others see you." - David F. D'Alessandro

To get noticed, D'Alessandro advises staking out your territory by becoming uniquely useful within your organization. This may involve tackling less glamorous tasks, but it sets you apart as indispensable. He also emphasizes the importance of being discreet, honest, and reliable, qualities that are essential for upward mobility.