I was asked to present last night to a professional body on establishing and building a practice or workplace profile (presumably a good one!). It was great to have the opportunity to reflect and distil those things that I think contribute to success in our respective fields.

It occurred to me, especially in the wake of a few presentations lately for Women in Leadership and Career Coaching networks (for both genders) that all of those points have broad applicability. In brief the critical elements as I see them whether you run your practice or are an employee in someone else’s organisation are the following:

1) BE GREAT. Do your 10,000 hours (a la Malcolm Gladwell) so that each time you make a contribution you make a difference. Be a restless learner. Invest heavily in your own professional development and don’t make excuses because you are “too busy” (or fearful or complacent).

2) BE MEMORABLE. What is your signature look/style/beliefs/driving passions? Are you prepared to have an opinion or do you sit on the fence so as not to offend anyone? The risk is being bland or worse, irrelevant. What makes you special? Do you have a signature story or slogan that goes some way towards defining you or what you do?

3) BE ACCESSIBLE. People have to know how to find you for you to make a difference. An obscure business name that seemed like a good idea at the time may not serve you. Be responsive when people need you without promising what you can’t deliver. Make it easy for people to do business with you but always exercise your right to be treated with respect.

4) BE GENEROUS. Work on an abundance mentality. Do things without expecting anything in return. Show clients you care more about their needs and outcomes than your own (without putting up with disrespectful behaviour, see above). Know when you want to do special things for free but don’t devalue your contribution, particularly if it leads to resentment. Not fair to the other party and not commercially astute.

5) BE VISIBLE. Do you have an elevator pitch? Can you tell people in a sentence or two what you do that makes a difference to others?  Are you stuck on the tasks and functions you perform without understanding or communicating the answers to “Why?” or “So what?”. I don’t believe in networking by scattering business cards like confetti. I love the chance to meet interesting people and have deep, genuine and stimulating mutual exchange. These tend to be the business relationships that endure. Do you nominate for high profile committees or working parties or worry you’ll be given too much to do? Are you prepared to hang with bright, positive or successful people at the risk of feeling intimidated? Can you demonstrate self-belief without arrogance? Can you talk articulately when asked about your signature strengths?

6) BE BOLD. If people love your work, you may want to politely ask for referrals. Ask for the chance to do the work you’d like to do. Clients and bosses may think the world of you but not know how versatile you are. Remember Ken James found it very hard to get other TV roles after many years starring in “Skippy the Bush Kangaroo”. Stereotyping and pigeonholing is human nature and business shorthand and we all do it. Many employees (and women more than men) will hide their light under a bushel and hope that someone spots them and opens doors. Expressing confidence in your ability and enthusiasm to take something on is almost always respected. Just know that the other party always has the right to decline your kind offer of assistance.

Let me know if there are some new things you’re prepared to try. Enjoy the journey!