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Professional Development: Personal Marketing Plans

By Janet Kyle Altman

A few years into their careers, talented professionals feel pressure to develop business. For sole practitioners, that pressure comes from their bank accounts. In mid-sized firms, it may come from their managing partners. And in large firms, it's likely to come from a marketing director.

Their reaction to this building pressure? They'll ignore it for as long as they can. The pressure will grow over time, yet the majority will hang back. They'll tell their marketing people that they hate networking. Or article writing. Or delivering seminars. The wily marketer will listen sympathetically, and then under-complicate the whole process.

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