Understanding the Inner and Outer Self
Japan and India-Personal Branding from Two Angles Peter Sterlacci-The Japanese Angle The Secret to Understanding the Japanese Personal Brand When I was first introduced to personal branding I learned two things. First, everyone has a personal brand whether we realize it or not. Second, our brands are based on how others perceive us or as William Arruda says, they are "held in the hearts and minds of others." I also discovered that strong brands are based in authenticity and only by being true and genuine can we truly differentiate ourselves and deliver on our unique promise of value. The Outer and Inner Self in Japan Authentic, true, and genuine. While these words are at the core of any personal branding process they present a very interesting challenge in accurately understanding personal brands in Japan. For the Japanese, there are two mindsets called 'tatemae' (建前) and ' honne' (本音). Tatemae, literally meanin...