When I work with clients to help them develop their professional identities, I like to use the SWOT analysis - Strengths, Weaknesses, Opportunities, and Threats. For purposes of this article, focus primarily on the first two: your strengths and weakness. Then later you can look at the other two as they relate to your particular market.

Assess both your strengths and weaknesses carefully. And recruit others for this exercise. Find out what your friends, family and coworkers see. Many times others see things you miss.

Then develop specific ways to put your strengths to work in your business life. And look at the weaknesses you believe you can change. Work on them to slowly turn them into strengths. When you add your strengths to your services, you begin to shine through in all that you do for your clients and prospects, and before you know it, you've created your very own professional identity.

Best of luck to you!

Bob Corcoran

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