Right. I've been waiting to be able to write about this... Leesa Fogarty was writing on Information Technology Security Link on "Marketing yourself as a luxury brand". Nice metaphor. Very original thinking. Being a luxury item makes you feel valued, appreciated and in control. Luxury brands are being used to yank other people's chain. They are the source of pride (on one side) and envy (on the other hand). But is that true for the IT Security job market? I suggest to take a somewhat more modest approach:
- Define your personal brand. That's an advice to give to everybody: Define what you stand for, what you aspire to, and what or who you want to be associated with.
- Go out and market yourself. Be consistent, don't try to be everything to all people.
- Be selective. Don't be needy.
But, folks, I hate to tell you this: The year 2000 is over, so are the dot-com years. And while I would view the IT Security job market as a seller's market, it's far from commanding the undiscerning appreciation of luxury. It's not a niche market. IT Security is one of those commodities that needs to prove its value every day. Position yourself to prove value. Be prepared to prove it every day. If you want to be a diamond, then be one of those diamonds that cut steel, not one of those that sit and glitter. Because one thing about luxury items you should know: They quickly fall out of fashion to make place for the next.
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