So Barack Obama is the next US President! Remember from my bestselling Reputation Book that reputation is what people think, say, do and feel when they come into contact with you or your name. Obama's reputation made millions of people vote for him . But it's funny how millions didn't. Your reputation has many sides, like a diamond. Some people will love you and some won't, with many angles in between. Here's how it works...

You can't make people like you, love you, obey you and buy you. All you can do is speak, act and think in a way that increases the likelihood that your 'most wanted response' will occur. That is not to say you should go all out to make people like you. That's where celebrities go wrong! Trying to be all things to all people has brought down many an icon.

Here is the three stages you must go through to build a reputation of note and a name of consequence:

1. Start Inside. It starts with your character. If you consisently try to be something you're not, you'll go the way of many 'idols'. You'll fall short one day, and you'll either be 'outed' like George Michael or Martha Stewart, or have a nervous breakdown/end up in rehab/go to jail, like Michael Barrymore, Britney Spears and Paris Hilton. Strong values, a solid, consistent character and an authentic core make for a more compelling, long-lasting reputation.
2. Think Personal Brand. Your personal brand is that blend of messages and cues that tell the world who you are on the inside. It's the way you walk, talk, dress, sing, sell and relate. It's your business card, your website, your blog, your articles, your network and your brochures. All of this screams or whispers about who you are and what you do. You have to give people the right signs if you want them to perceive you in the right way.
3. Plan Your Reputation. What do you want to be known for? Famous for? Perceived as? There are ten strategies to build a reputation, and at least 100 separate tactics to implement your strategy. In the US Election, Obama wanted to be known for change, progression, inclusion, empathy and innovation. McCain wanted to be known for experience, track record, rock-solid integrity and honesty. The people chose their champion.

Some people think Obama will be America's biggest mistake. Others think he will be their biggest nightmare. That's different people looking at the same men in different ways. Your personal reputation has the sides of a diamond. Shape it, polish it and look after it. It's precious and priceless!