KNOWN - The Handbook for Building and Unleashing Your Personal Brand in the Digital Age


How much do I want to read more? 8/10

Definitely a book worth reading for setting a business online. Inspiring and can trigger that click to go for it!


INTRODUCTION - The Equity of Influence

“There is no passion to be found playing small – in settling for a life that is less than the one you are capable of living.”

–- Nelson Mandela

In my company, I was well-known and respected. But now that I was starting over, nobody knew me. Nobody in this world knew or cared that I had been a big deal just 24 hours ago.
in less than five years, I built up my own brand reputation that unlocked consulting assignments with some of the biggest companies in the world, including Cisco, Johnson & Johnson, and Adidas.

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.

What’s in it for you?

Here are some of the dreams and goals I’ve heard:

Being known is about having the proper authority, reputation, and audience to realize your potential and achieve your goals … whatever they might be.

Passion without a plan is a hobby

“discover your passion.” But then what?

“A passion and a hobby is about you,” she said. “It’s an activity that gives YOU pleasure and may be removed from reality. The scary thing is, I see so many people devoting their lives to a dream because it’s their passion and they just think if they ‘build it, people will come.’ I mean, if I love it, won’t everyone else? Maybe. But probably not if you don’t have a plan. Just concentrating on a hobby doesn’t answer a need.”

Think of your personal brand as a start-up, the start-up of YOU.
95 percent of start-ups fail, and the number one reason for failure – by far – is that there was no market need for the product.

Losing my family, my health, my friends, and my financial well-being was nearly too much to bear. I suffered from depression and could barely function at times. When I started my process to become known in the digital world, I was at emotional ground zero. Perhaps below zero, if that’s possible.
But I clawed my way back. I found my “voice,” my place in the world. I found an audience that mattered. I worked hard to connect to people with relevant and entertaining content like blog posts and podcasts. I was consistent and patient for years.

becoming known is an evolutionary process. You don’t have to be an expert in something to ultimately succeed as long as you embrace a mindset of continuous and urgent learning.


CHAPTER 1 - Can Anybody Become Known?

“I want to put a ding in the universe.”

–- Steve Jobs

The Idiot’s Guide to Becoming Famous with Minimal Effort

Step 1. Do something incredibly stupid and obnoxious to attract attention to yourself.
Step 2. Be sure to record your act of stupidity and publish it on YouTube.
Step 3. Get rewarded for your idiocy and bask in your new-found fame. Just make sure they spell your name correctly.

Why do you need to be known at all? Can anybody become known? Is there a niche for everybody? Do you (yes, YOU!) have what it takes to be known?

Why do you need to be known at all?

We live in an amazing time. The power has shifted – to YOU! If you have access to a connected device and the internet, you have the opportunity to be known for something, to connect with people who need you, who want to learn from you, who want to be like you.

The authenticity of those who become known on the web today converts to trust and we take their advice.

Stepping out