If there is any one skill that every professional must learn, it is how to brand himself or herself in the marketplace. A brand provides certainty to customers and lets them know that what they're getting is the best. People don't like to make decisions. Once we decide, for example, the kind of toothpaste we prefer, rarely do we change. We have to make so many decisions every day in our lives that most of us are overwhelmed.

If there is any one skill that every professional must learn, it is how to brand himself or herself in the marketplace. A brand provides certainty to customers and lets them know that what they're getting is the best. People don't like to make decisions. Once we decide, for example, the kind of toothpaste we prefer, rarely do we change. We have to make so many decisions every day in our lives that most of us are overwhelmed.