To me, I think the biggest element of a personal brand is to tie what you are doing or trying

to do or the job for which you're applying, tying that to something about your background.

There was an African American student who had not, by the way, said very much in the class.

And we decided to randomly call him and he said, you know, describe your brand.

And he described his brand very succinctly. He had come from a very poor neighborhood

in which there were enormous health inequalities and adverse health consequences.

And he said, you know, he said, I went to medical school because I'm a black man and I want to bring medical help.

I want to bring medical care to the black community. What a powerful brand, a sentence or two,

which explains why he's not only that he's gone to fancy medical schools, which he has,

and he's now in Sanford Business School, which he was, but why he was doing this, how he could tie

what his mission was to his own life experience.

It is my pleasure and privilege to welcome to the podcast one of the most popular and

influential professors in the entire country and the author most recently of seven rules of power.

Surprising but true advice on how to get things done and advance your career from Sanford University,

you guys at school, a business, Jeffrey Feffer, welcome Jeff.

It's a pleasure to be with you Andrew. It's been a delight getting to know you.

It's been a delight getting to know you as well and also learning from you because

holy counted, I learned a ton from this book.

And though it's your trying to tell me that had you read this book earlier, you would now be

president. Well, I would be more powerful than I am now, categorically. I can't believe that,

but well, well, so we'll get into the meat of this book because it's fascinating.

But you open the book by talking about the resistance you get toward trying to teach someone

...