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In The Brand You50, Peters sees a new kind of corporate citizen who believes that surviving means not blending in but standing out. He believes that "90+ percent of White Collar Jobs will be totally reinvented/reconceived in the next decade" and that job security means developing marketable skills, making yourself distinct and memorable, and developing your network ability. His list-filled prescriptions cover everything; for example, "You are Your Rolodex I: BRAND YOU IS A TEAM" (no. 22), "Consider your 'product line'" (no. 25), "Work on your Optimism" (no. 35), "Sell. SELL. SELL!!!" (no. 47). While the book is overwhelming at times--its hyperactive typography pretty much shouts at you--any baby boomer thinking about his or her career will find much to consider. --Harry C. Edwards
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