Ask a group of successful, savvy, college students to begin the process of identifying their own distinctive brand by listing their accomplishments and you can feel the air getting sucked out of the room. Eager faces suddenly turn apprehensive. A couple of people will make self-deprecating jokes. Then, dead (...)

This post is a wake-up call to all current and just-graduated students. And the message is simple: Being good is no longer enough. Your 3.9 GPA, varsity soccer, three-language proficiency, year in South America, work-study in the campus bookstore, volunteering at the homeless shelter, bylines in the school paper, (...)