Mark Schaefer (1)

It seems like these days, everyone wants to be known (myself included). We've been sold this idea that with a global audience at our fingertips, we all have the potential to become celebrities. The internet has done away with most gatekeepers, allowing everyone a shot at stardom and megabucks. But for every PewDie Pie (profiled in Known), there are millions of people who failed to emulate his success. And that's where Known misses the mark for me. While there are plenty of success stories highlighted within, very few words are spent discussing those who, despite being consistent and determined, haven't even made a dent in their desired audience.

I guess I was hoping for a grittier, more realistic look at how unlikely it is that most of us will become 'known' in the first place. Much of the advice in this book is common-sense, and if you've spent even a brief amount of time contemplating starting a gig in the digital age, you'll have heard it all before. I did, however, appreciate Schaefer's take on finding your niche. His 4-step approach to clarifying your focus is worth exploring.

Overall, this is a basic beginner's guide to building a personal brand in the digital age. It's worth picking up if the topic is entirely new to you; otherwise, skip this one.… (mere)