It's a Brand-You World

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But the new package was missing some of the less appealing traits Hartman had originally included ("There are many things I need to be taught, which means you had better have the patience to teach me what you want me to learn"). Consultants usually spin such flaws positively: Hartman's profile now says, "Learning new things is a passion!" As for me, according to my 360Reach feedback, I'm seen as "a bit self-righteous" and "too judgmental," but, says Arruda, that would be useful if I wanted to be a columnist: "You would put your portfolio together of all the articles you've written that take a stand and discuss topics that might be controversial." Still, it's important to keep the goal--and the spin--realistic. As Duke's Leary says, "People can't be better than they are in the long run."