“You will never marketing anything more important than yourself.” My university professor paused for effect as he scanned the small group of us who were working on our master’s degree in marketing.
His comments caught me off guard. Quite frankly, I thought I already knew marketing, yet I’d never considered applying marketing principles to myself as if I were a product. My professor’s wisdom echoed in my mind, and through the years I grew to appreciate his sage advice even more.
Fifteen years later I stood before my own class of university students. With graduation approaching, these young people would soon be marketing themselves in a competitive job market, so I talked with them about applying marketing principles to their own job searches. I designed a tool for them to use in conducting a marketing audit on themselves. (This was a take-home assignment to be completed over spring break—the spiteful revenge of an instructor who noted that too many students skipped class on mardi gras to attend a sorority party.)
Later, when I lost my job as a marketing professional, I reached into my marketing toolbox, found that homework assignment and used it to develop a personal marketing plan for my own job search.