Career Warfare – A Book Summary

It is a tough and competitive business environment you

live and it is getting more and more difficult to achieve

your goals. You have to stand out among your colleagues

and competitors. You have to work hard for career

advancement, and better compensation.

Whether you are a senior executive, an entrepreneur or

an employee, this book will show you the best way to

succeed, accomplish your personal and career goals,

outshine your competition and differentiate yourself

from the pack. David F. D’Alessandro shows you how to

stand out from the crowd by developing your own

“personal brand”; and provides valuable lessons in

the etiquette of reputation building.

What is Personal Brand?

You need to realize that success does not only come

from hard work and appropriately playing the part.

To be successful in business and in your career, you

must be able to distinguish yourself from the rest of

the pack – you need to develop, build and defend your


Personal branding is a way you manage your career or

business. It is a way of communicating that makes you

different and special. By using these qualities you

can distinguish yourself from your peers so that you

can expand your success.

There are 10 rules you can follow for building a

successful personal brand and keeping it:

Rule 1: Try to Look Beyond Your Own Navel – The biggest

obstacle in building a positive personal brand is your

own ego. In order to develop an attractive personal

brand, you need to have self-respect and you need

to respect the people around you.

Rule 2: Like It or Not, Your Boss is the Coauthor of

Your Brand – You must realize and accept the fact that

early on in your career, your boss will reap most of

the rewards for ideas you give, money that you brought

in, etc. This is how the corporate world operates. Do

not fight the power structure. Instead learn how to

play and live by it.

Rule 3: Put Your Boss on the Couch – Not all bosses

will help you. It is best that you recognize what type

of personality your boss has so that you would realize

what advantages and disadvantages this person can

cause to your brand.

Rule 4: Learn Which One is the Pickle Fork – Good manners

are crucial in developing and enhancing your personal

brand. Manners are about consideration and respect,

knowledge and patience. Practice good business etiquette.

Rule 5: Kenny Rogers is Right – While it is important

for you to seize the opportunity to build your brand,

it is equally crucial to know what battles to take. Know

when to keep on fighting and when to move fold.

Rule 6: It’s Always Show Time – You must realize that

reputations are not usually made by big events –

sometimes it is those big events that smear your brand.

What builds your reputation is your day-to-day

behavior in the business setting, such as how you deal

with people, how you make decisions, your work habits,


Rule 7: Make the Right Enemies – The best personal brands

include courtesy, fairness, tolerance, self-respect and

having good and proper manners. However, a small amount

of ruthlessness is good for your brand. Your reputation

will not suffer much if you fight your enemies,

but it will suffer if you lose your self-respect.

Rule 8: Try Not To Be Swallowed By the Bubble – Once you

are successful in building your brand and is rising in the

ranks, do not lose sight of the forest. Do not be too

full of yourself that you will be swallowed by success.

It is bad for your humanity, and bad for your career.

Rule 9: The Higher You Fly, the More You Will Be Shot

At – Everybody makes mistakes. The higher you are in the

ladder of success, the more likely that your mistakes

will be highlighted. Accept the fact that bad press comes

with prominence in any field.

Rule 10: Everybody Coulda Been a Contender; Make Sure You

Stay One – Set yourself to be distinct from your peers.

Since you are constantly being compared to your peers,

don’t be afraid to offer something unique or distinctive.

Don’t give up easily. Don’t throw in the towel immediately

because of a setback or two. Learn from your mistakes and

turn it into an opportunity. Don’t lie, cheat or

steal. Be cautious of the reputation you are building.

Great Information for Those Considering Careers in the Optical – Eye Field

If you enjoy working with people and you are intrigued with how the eyes work, then you may want to consider checking out a career in the optical/eye field. This field is an exciting one to get involved in and no doubt you will find it to be an interesting and lucrative career. There are a variety of things that you must consider though, before deciding that this is a good career choice for your future. Some of the things you’ll want to keep in mind include the education needed, the various jobs that are available within the field, what you can expect to be paid, and of course a few companies that offer great jobs in the optical/eye field.

The Education You’ll Need

First of all, you are going to need to know what kind of education you need to have if you want a career in the optical/eye field. Believe it or not, there is not a huge amount of training involved in order to get involved in many of these jobs. Of course you are going to need to have a high school diploma, and many companies will require that you have some amount of college training in a field that is relevant. Some of the courses that will be valuable for you if you want to work in this field include algebra, anatomy of the eye, geometry, drawing, and physics.

There is on the job training offered as well, and many times you can start out as an apprentice to become an optician. Your training on the job will teach you about optical math you need to use, how to use the mechanical equipment, and a bit of optical physics as well. You will also learn how to relate and work with clients, which is extremely important. There are some states that do require that opticians be licensed. Some companies offer great programs for opticians and many of their programs last only a year or so. However, if you want to be an actual optometrist or an ophthalmologist, you will be required to have more training than just a simple apprenticeship.

What Jobs are Available?

There are quite a few different jobs to choose from when you get involved in the optical/eye field. You may want to get the extra training to actually become an ophthalmologist or an optometrist, which means you can set up your own practice or you can work for a specific company. Also, you may want to get a job working for a company under an optometrist. There are also jobs out there for ophthalmic laboratory technicians as well. You may be able to help customers choose frames or suitable contacts. Also, you may help to fit the frames or repair broken frames and lenses as well. Other jobs you may be doing include measuring the eyes of a client, using various tools to verify prescriptions, and recording a variety of important information.

Money Matters

The salary for people in the optical/eye field can vary quite greatly, depending on what specific job you have and the company you work for. However, most people in the field make at least $20,000 a year, and many of them earn closer to $25,000 or $30,000 a year. However, those who go on to be ophthalmologists or optometrists will earn quite a bit more. Usually they will earn anywhere from $60,000 to about $100,000 a year, depending on where they practice. However, some may make up to $160,00 a year as well.

A Few Companies to Take into Consideration

More than likely you are also interested in finding out what kind of companies hire people who have careers in this field. Well, there are a variety of them out there, and many of them have great salaries and benefits to offer you. A few great choices of companies to consider in the United States include Nationwide Vision Laser and Eye Centers, Eyes of Texas Vision, and Lens Crafters. There are also many great companies available in Canada that offer excellent jobs as well, including Pickering Optometric Clinic, Alberta Association of Optometrists, and Dr. Wayne G. Wheeler & Associates.

Reinvent Your Career In Five Simple Steps

The phrase “reinventing yourself” seems to be popping up all over lately. Just a few days ago a friend asked me how he could do it without starting completely over. His concern was, “How do I move in a new career direction without sacrificing all the skills and experience I’ve worked so hard to achieve?” The underlying question is, “Is this even possible?”

Yes, it is possible to start fresh without starting over! Here’s how:

1.) Take inventory of the skills, experience, credentials and achievements you’ve built into your career to date. Know your strengths and weaknesses, your assets and your liabilities. Recognize your transferable skills and how to market them. Describe the breath and depth of your work experience. Understand the value of your credentials. Match power verbs, specific nouns and quantifiable descriptors to your achievements and practice telling stories about them.

2.) Clarify your values. Dig deeply enough into yourself to know which values are yours and which are your parents’, mentors’, employers’, culture’s, society’s or faith community’s. Claim yours and release theirs. Look again at any value regarding money or security: What you think is a value may not be a value at all, but a mask covering a cluster of values. For example, “money”, “benefits” and “security” often mask values such as lifestyle, adventure, independence and safety, so record these values as the latter, not the former, if you hope to actually live them.

3.) Identify the talents, gifts and passions that drive you. Be honest and real with yourself and if necessary, seek the objective opinions of others. Claim what is truly yours then describe it in who-what-when-where-why-how detail and practice condensing your description into a 60-second story. Note how related talents and gifts seem to cluster around passion themes. This is not coincidence, but a sign pointing the way to your life’s purpose.

4.) Use all the data you’ve collected about yourself in Steps 1,2 and 3 to brainstorm a list of jobs, careers, employers and industries that match and make positive use of your skills, experience, credentials, achievements, values, talents, gifts and passions. Use career professionals and reference materials such as the Dictionary of Occupational Titles and the Occupational Outlook Handbook to assist you. Shorten, refine, categorize and prioritize your list.

5.) Develop a stellar self-marketing package to match each cluster of jobs, careers, employers and industries you want to market yourself into. Create multiple versions of your resume and cover letter to cover a series of related titles, career paths or industries. Use the key words associated with each profession. Distribute your resume and cover letter package to employers strategically via ads, online postings sites, networking, recruiters and targeted mailings.

It really is this simple! Yes, these steps are dense with all kinds of “to do’s”, but if you do everything suggested, you will get to where you want to be. The worst mistake you can make in career reinvention is to believe it you can’t do it. Aren’t you worth that hope?