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Some people have very clear offers (yes, people have offers too – it’s not just companies), whereas other people’s offers are very confusing. Take a look on LinkedIn for a few minutes to see what I mean. Perhaps you see a person going from studying the History of Art, to becoming a hairdresser, to going into marketing and now he’s in a sales role. If you saw that background, would you hire that person into sales? No focus, no logic to his career, probably light on expertise and experience in a number of areas.

Serial entrepreneurs and leaders in society can get away with a richly varied profile, but I recommend that you stick to what you do best. I also happen to write novels, but I don’t talk about that in my business life – I don’t want to dilute my offer. Apply that thought to your business offer and you start creating a strong reputation.