Unequaled

Unequaled
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Praise for BrandED "Branding instead of being branded. Defining instead of being defined. Innovative educators must stand up for their ideas and actions instead of being judged and branded by external agencies using standardized measures. Eric Sheninger and Trish Rubin present an excellent guide for educators and education leaders to tell their stories through BrandED." —Yong Zhao, PhD, Foundation Distinguished Professor, School of Education, University of Kansas and author of Who's Afraid of the Big Bad Dragon? "A great resource for educators who want to strengthen their connections with students, teachers, parents, and the wider community. These two innovative leaders don't just capture how to tell the story of a school—they show how to create it." —Adam Grant, New York Times bestselling author of Originals and Give and Take "Every day in every one of your schools, great things happen. How does your community know? Schools that are Future Ready boldly engage their community to build relationships and empower both students and families. Powerful yet practical, BrandED is the perfect resource to help your school share its story with the world." —Thomas C. Murray, Director of Innovation, Future Ready Schools "Eric and Trish demystify what it means to brand one's school by providing eight compelling conversations that not only lead to a deeper understanding of branding, but provide relevant ways for school leaders to frame their work… . In the vast sea of information in which we currently reside, using the BrandED Leadership methods described in this book will help school leaders reach their audiences in ways that create trusting relationships and loyalty." —Dwight Carter, Principal, New Albany High School "Disruption is the new normal. And the great disruptors of our time are shaping the culture itself in innovative ways. Eric and Trish's book BrandED sends a very compelling message to school leaders that developing and executing a smart, innovative brand strategy can disrupt the best practices' conventions of the existing school system. Like great disruptive brands from Apple to Uber, educators now have the ability to get the community engaged and immersed in the school's brand equity—and BrandED provides the roadmap for getting there." —Scott Kerr, Executive Director of Strategy and Insights, Time Inc. A brand is built around three key elements: image, promise, and result. The power of a brand to communicate all three elements is undeniable, and in today's digitally connected, social society, schools and school districts have a lot to gain by developing and promoting their own brand identities. BrandED is the groundbreaking guidebook for educators who want to enhance communication with students, parents, and stakeholders to create a transparent record of value. You know great achievements happen at your school. Unfortunately, many of those stories stop at the school doors. This hands-on guide from two rising stars in the education field, Eric Sheninger and Trish Rubin, empowers educators at all levels to take control of how the mission, values, and vision of their schools is communicated. An engaging collection of transformative conversations lead you to discover the opportunities and benefits of designing a brand for your school and sustaining a BrandED community to evangelize it. Even if you have no marketing experience, the easy-to-use framework takes you step by step through the nuances of spreading good news about your school and building relationships around those actions. Timesaving, practical advice prepares you to begin innovating at your school right away, and convenient tips and reflections at the end of each chapter make it easy to integrate the BrandED

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JAMES A. RUNDEWITHDIANA GIDDON
UNEQUALED
TIPS FOR BUILDING A
SUCCESSFUL CAREER
THROUGH
EMOTIONAL
INTELLIGENCE
title page

Copyright © 2016 by James A. Runde. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Name: Runde, James A., 1946- author.

Title: UnEQualed: Tips for Building a Successful Career through Emotional Intelligence / James A. Runde.

Description: Hoboken, New Jersey: John Wiley & Sons, 2016. | Includes index.

Identifiers: LCCN 2016013558 (print) | LCCN 2016015925 (ebook) | ISBN 9781119081456 (cloth) | ISBN 9781119246084 (ePDF) | ISBN 9781119246114 (ePub) | ISBN 9781119246084 (pdf) | ISBN 9781119246114 (epub)

Subjects: LCSH: UnEQualed – Vocational guidance. | Financial services industry – United States.

Classification: LCC HG4534 .R86 2016 (print) | LCC HG4534 (ebook) | DDC 332.660973 – dc23

LC record available at https://lccn.loc.gov/2016013558

Cover Design: Paul McCarthy

This book is dedicated with love to my wife, Barbara, who always brings out the best in me

PREFACE

When a team of us worked on the United Parcel Service IPO, it was the largest IPO in history at that time. A group from Columbia Business School read about the deal in the Wall Street Journal and asked if I would give a speech explaining how we had won such a large piece of business. This deal was unusual because UPS chose Morgan Stanley to be the lead underwriter without talking to any other investment banks.

The speech that I made to the Columbia Business School students discussed the importance of emotional intelligence quotient (EQ), trust-based client relationships, and other soft skills. The presentation was well received, and word-of-mouth created demand at IBM, Princeton University, Davis Polk & Wardwell, and throughout Morgan Stanley. I heard the presentation was popular because I was authentic in telling stories and explaining what I had learned both from my mistakes and from the experience of others. Audiences also told me they liked hearing practical advice from a practitioner.

I had been a reader of self-help books for many years, but found most of them to be irrelevant or in the “dare to be great” genre. I also read books about finance and banking; they were full of complex equations, but many of them said nothing about “client” – not even in the index. I could not find a book that provided useful tricks of the trade for professional services people in banking, consulting, law, or accounting. I began to see that my presentation might help fill that need.

Over time, demand grew for my presentation, which resembled the first section of this book. This talk, called “Navigating Your Career,” was especially popular among new hires and on business school campuses. Later, I learned that mid-level bankers were asking themselves how they could become more commercial. It was hard to find a credible outside teacher or speaker to address this issue. I was asked to create another speech based on my experience with clients. The second section of this book grew out of the commercial presentation. About five years ago, I was told that since I had helped junior bankers navigate their careers and mid-level bankers bring in more business, I should create a talk that would help senior people who were becoming managers and leaders in the firm. The third part of the book is based on working with this more senior group.



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