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去年秋天，我受邀前往《別獨自用餐》（Never Eat Alone）一書作者凱斯·法拉奇位于好萊塢山的豪宅參加一場高端活動。來自全世界創業和科技領域的領導者均獲邀出席。

此次活動旨在幫助我們近距離接觸那些可能會給我們的職業和個人生活提供幫助的人士。

在晚宴上，我們首先進行了一番自我介紹，并誠實地分享職業和個人生活的最新情況。法拉奇不希望我們講述自己的事業多么順利，而是鼓勵我們分享目前遇到的困難。

坐在餐桌對面的一位男士講述的故事，深深地觸動了在場每一個人。

他曾經陷入幾乎無家可歸的境地，現在卻打造了一個高端人脈網絡，其中包括幾位最成功的商界大佬。他在社交媒體上動情講述自己在過去兩年的失敗經歷，目前已擁有超過10萬名粉絲，文章閱讀次數超過1000萬次。

他叫萊納德·吉姆，現任商業咨詢公司InfluenceTree的主理合伙人。在InfluenceTree，萊納德和他的團隊培訓創業者如何打造個人品牌，如何獲得刊物的重點關注，以及如何利用“增長黑客”玩轉社交媒體。

如果遇到吉姆這樣的人，你需要準備好合適的問題。吉姆闡述了創業者創建個人品牌需要做哪些最重要的事情，以及為什么個人品牌如此重要。

創業者如何著手創建個人品牌？

吉姆：我們獲取知識的速度，遠遠快于我們獲得智慧的速度。讀書和上課可以為你提供生活中需要的知識，但如果不加以運用，這些知識對你毫無用處。首先，你需要有真實的經歷。沒有經歷，沒人會在乎你說的話。你必須走出去，體驗生活，不斷學習，然后培養某些方面的特長。一旦你擁有這種真實世界的經歷，你就可以將其轉化為實實在在的東西。

假設創業者已經擁有真實世界的經歷，他們如何將自己的信息傳達出去？

吉姆：在我看來，利用自身經歷有兩種方式。你必須決定，自己想成為其他人模仿的好榜樣，還是成為壞榜樣，以告誡其他人在生活中應盡量避免哪些錯誤。

就我而言，最初開始創建個人品牌和表達觀點時，我決定要成為一個壞榜樣，告誡人們應該避免去做哪些事情。我通過分享失敗的經歷找到了一個細分市場，并圍繞這個市場建立自己的品牌。在擁有大批受眾之后，我就開始調整自己的細分市場，致力于傳授打造個人品牌的藝術。你必須找到未充分利用的細分市場，并堅持到底。

你在寫作方面取得了巨大的成功；創業者應該從哪里開始？

吉姆：你可以從Quora開始。我選擇這個平臺，是因為那里的數百萬用戶就是現成的受眾，你只需要回答他們的問題即可，這比創作獨立的內容更容易。第一年結束時，我的內容的閱讀次數從零增長到200萬。最初我在那個平臺上只有3名粉絲，后來增長至3400人，并被評選為“優秀答主”。多數出版物的內容只會存在一周時間，然后便會慢慢淡出視線，但Quora上的內容直到今天依舊在持續傳播。

網上有無數的內容，創業者如何脫穎而出？

吉姆：關鍵是建立聯系。我發現，在分享信息時，不論是書面信息、語音、藝術或采用視頻的形式，你都需要仔細琢磨，并保證100%誠實。做讓你害怕的事情。盡量保持透明。

分享你最脆弱而其他人難以啟齒的時刻。通過發出理性透明的聲音，人們會與你的內容產生共鳴。第一次分享內容時，我有些戰戰兢兢。我認為，人們會將我看成徹頭徹尾的失敗者，因為在寫作之前，我的生活可謂一事無成。但事實恰恰相反。一些人評論說，我很勇敢。也有人直接與我聯系，講述了他們自己的故事。甚至有人說我的故事鼓舞了他們。

每個人在生活中都有弱點，但我們的資源有限，不知道與誰訴說。通過保持透明，你可以和每一位與你有類似或相同生活經歷的讀者建立直接的聯系。

創業者如何進一步加深這些聯系？

吉姆：忘記自己。你要考慮自己可以做些什么來幫助你的受眾和粉絲。無私地向其他人伸出援手，可以讓你與其他人建立超乎想象的信任感。正是因為有這樣的心態，我這樣一個小人物才有機會結識許多商界高管。

創業者如何在社交媒體上增加自己的粉絲數量？

吉姆：始終盡自己的最大努力。創作值得分享的內容。如果你分享的內容可以引起人們的共鳴，他們就會喜歡上你的內容。他們會希望讀到更多。

與一小部分受眾建立起直接聯系之后，他們就會開始分享和宣傳你的信息。但粉絲的增加是一個雙向的過程。如果你讀到了其他人創作的有吸引力的內容，關注他們，通過評論、電子郵件或推文，讓他們知道你。

隨著信息的擴散，社交媒體上關注你的人會越積越多。通過這種做法，在我開始寫作一年半之后，我的Quora粉絲增加到了2萬人。現在，我在Quora、推特、Medium、Pinterest、LinkedIn、Instagram和Facebook等社交媒體上的粉絲人數超過了10萬人。

內容在刊物上發表，似乎有助于建立創業者的公信力。那么如何才能讓自己的內容登上媒體刊物呢，你有哪些建議？

吉姆：關鍵是知道在什么地方發布。就我而言，刊發在《郝芬頓郵報》、《Inc.》雜志和《福布斯》的內容最初都摘自Quora。我在Medium上發布的內容也被一些媒體采用。

你必須按照目標刊物的風格編寫內容。例如，若你希望在《Inc.》雜志上發表文章，那么你的文章格式就應該符合這本雜志讀者的習慣。我在《Inc.》雜志上有一個專欄。《Inc.》常用的格式是列出十個條目。文章長度不能超過800個單詞。內容通常是讀者可以馬上付諸實施的可行建議。在遵循與目標刊物的風格相匹配的格式之后，我的內容才開始被多家刊物采用。

為什么你認為創建個人品牌對創業者如此重要？

吉姆：95%的公司會在前五年遭遇失敗。這意味著，95%的創業者們付出的努力，在初創公司失敗后便付諸東流。相反，你的個人品牌卻會永遠存在，它不會隨著你的公司失敗而失敗。我工作過的初創公司，有三家最終以失敗告終。我為創建這些公司所付出的努力全都成為泡影，我不得不一次次地從頭再來。但現在不再是這樣了。我認為，所有創業者的重點首先應該是創建個人品牌，其次才是自己的公司。為什么？因為個人品牌將陪伴你一生，隨著信譽和追隨者的增加，你創建一家成功初創公司的幾率將大幅提高。任何時候開始創建個人品牌，都不算晚。（財富中文網）

譯者：劉進龍/汪皓

審校：任文科

Last fall, I was invited to an exclusive event at the Hollywood Hills home of Never Eat Alone author Keith Ferrazzi. The top leaders from across the world in the startup and technology realm were invited to join.

The purpose of this event was to help us connect with a few people who could potentially help us with our careers, and our personal lives as well.

At dinner, we were told to introduce ourselves by sharing both professional and personal updates, and to be honest. Rather than the usual, “I am doing amazing–things are going great.” Ferrazzi encouraged us to share what we were struggling with.

Across the table was a man whose story really struck a nerve.

Because after almost being homeless, he now has a top tiered network of some of the most successful people in the business world. Writing about his failures over the course of the last two and a half years, he built a social media following of well over 100,000 followers and has had his content read over 10 million times.

His name is Leonard Kim, and he is now the managing partner of InfluenceTree. At InfluenceTree, Leonard and his team teach entrepreneurs how to build their personal brands, get featured in publications, and growth-hack social media.

When you meet someone like Kim, you need to be prepared to ask the right questions. Kim discussed some of the most important things entrepreneurs need to establish and build their personal brands, and why it is so crucial.

How do entrepreneurs get started on building out their personal brand?

Kim: We acquire knowledge much faster than we acquire wisdom. Reading books and attending lectures will give you the knowledge you need in life, but without application, that knowledge does nothing for you. The first thing you need is real experience. Without experience, no one will care what you have to say. You need to go out there and live life, learn what you can, then become good at something. Once you have that real world experience, you can turn it into something tangible.

Let’s assume that they have the real world experience; how do they get their message out there?

Kim: The way I see it, there are two ways to go about leveraging your experience. You have to decide whether or not you want to be an example for others to live by, or a bad example to teach others what to avoid in life.

For me, when I first started building up my personal brand and started communicating my message, I decided to be that bad example and teach people what not to do. I found a niche in sharing my failure and built my brand around that. Once I had an audience, I pivoted and changed my niche to the art of building the personal brand. You need to find a niche that is underutilized and stick out with that.

You have had great success with your writing; where should entrepreneurs start?

Kim: You should start out on a platform called Quora. The reason I used it is because they already had a pre-built audience of millions of users, and you simply answer existing questions, which is easier than coming up with standalone content. By the end of my first year, I went from zero to 2 million views on my content. I started with three followers that grew to 3,400 on the platform, and was eventually named a Top Writer. Unlike most publications where content lives for a week then dies off, content on Quora continues to be circulated to this day.

With so much content online, how can entrepreneurs stand out?

Kim: The key is in building connections. I have found that when you are sharing your message, whether it be in writing, voice, art, or through a video, you need to hone in and be 100% honest. Do what scares you. Be as transparent as you can be.

Share your weakest moments that others are too ashamed to talk about. By being a transparent voice with reason, people will begin to resonate with your content. I was trembling the first time I did this. I thought people would look at me as a total failure, since prior to writing, I never really achieved much in life. But the exact opposite happened. Some people commented about how bold and brave I was. Others reached out directly to me and told me their stories. A few even decided to go as far as saying that I was an inspiration.

We all experience weak points in our lives, but have limited resources on who we can talk to about it. By being transparent, you are making a direct connection with each of your readers who have gone through the same, if not similar experiences in life.

How do entrepreneurs take those connections to a deeper level?

Kim: Forget about yourself. Instead, ask what you can do to help your audience and followers. By offering up your assistance without any ulterior motives, you will be able to build trust with people you never knew were possible. This is how I was able to go from a nobody to connecting with some of the top executives in the business world.

How do entrepreneurs increase their social media following?

Kim: Always do your best. Create content worth sharing. When you share content that resonates with people, they will become addicted to your content. They will want to read more.

When you create direct bonds with the small portion of your audience that reaches out, they will begin to share and promote your message. But gaining followers is a two-way street. If you see someone else who is creating compelling content, follow them, then let them know through a comment, an email, or a tweet.

As your message expands, your social media following will continue to build. By doing this, within 1.5 years into my writing, I had amassed 20,000 followers on Quora. Now, I have more than 100,000 collective social media followers from Quora, Twitter, Medium, Pinterest, LinkedIn, Instagram, and Facebook.

Getting into publications seems to help build credibility for entrepreneurs. Are there any tips to getting your content into publications?

Kim: It is essential to know where to publish. For me, my content that was featured in Huffington Post, Inc., Forbes, etc. was first picked up on Quora. Others have used Medium to achieve this.

You need to write in the style of the publication you want to be in. For example, if you wanted your content to be seen in Inc., where I have a column, you need to start writing your content in a format that fits the Inc. audience. What works in Inc. is usually lists of 10. Their articles tend to be under 800 words. The content is usually around actionable advice that a reader can implement immediately. When I wrote my content in the format that matched the style of the publications I was aiming for, it started to get picked up by them.

Why do you think it is so important for entrepreneurs to build a personal brand?

Kim: Ninety-five percent of businesses fail within the first five years. That means that 95% of the work that entrepreneurs do will vanish when the startup goes under. On the contrary, your personal brand lasts forever and does not have to fail alongside your business. I worked at three startups that have failed. All that effort I put into building out these startups vanished, so I had to continually start over. Not anymore though. I believe all entrepreneurs should focus on building their personal brand first, and then their business second. Why? Because your personal brand lasts a lifetime, and you significantly increase the odds of launching a successful startup when you have a reputation and followers behind you. It is never too late to start.