Recently, YouTube has been getting serious. A YouTuber

1.<Short thoughts on recent 'personal branding' controversy...>

1.

Recently, YouTube has been getting serious. A YouTuber (reversing motivation) posted a video criticizing Jucheong, and Jucheong even asked for a bounty? to report the YouTuber's personal information. The person who listened to my YouTube broadcast declared a boycott of the video on the grounds that he shared it in the group chat room, and when I sent him out of the group chat room, he sent a threatening e-mail expressing 'legal action'. When I went to his blog, he was full of comments about Jucheong. Recently, the YouTuber went one step further and uploaded another stimulating video about the harmful effects of personal branding. On the Internet, the genealogical image of the so-called 'Jucheong Universe' is openly circulating. And among them, there was a face I knew. As I am interested in this field, I wrote this because I wanted to clear up my confusion.

2.

If we agree with the 'personal branding' that a person can become a brand, I think we can think of a person. That's the late author Koo Bon-hyung. I still use this person as a role model for my life. Also, I am confident that the books I read when I was young have completely changed my life. The reason is simple. In 1998, in the era of chaos caused by the IMF, he lived a life of his own with the declaration that he should no longer cling to the company and have his own competitiveness. And I think the greatest proof of its usefulness and value is his students. I am well aware of the students who were educated directly by the late Koo Bon-hyung. So I was well aware that they also held a grand 10th anniversary event. I don't think there are many writers with these students.

3.

At this point, I would like to summarize the definition of personal branding once again. Personally, I understand a brand as a series of processes that convey 'value' to consumers through products and services. At this time, the dictionary meaning of value refers to the process of filling people's desires, that is, consumers' problems, anxiety, deficiencies, and needs, as well as usefulness. In other words, a brand can be described as a process of satisfying people's internal and external needs through products and services. Then, wouldn't it be possible to summarize the understanding of personal brands like this? It is a process in which one person resolves the desires and desires of others through his existence and competence. In that respect, Koo Bon-hyung made people think about how to live 'as himself' through two hours of reading and contemplation every morning. And he practiced this and spread it to his students and readers like me.

4.

The book "Small Step" that I wrote was entirely influenced by him. It is not an exaggeration to say that the message that small daily practices change my life is the result of homing in on a book called "Breaking from Familiarity" written by Koo Bon-hyung. I practiced what he said and was very helpful in raising up my tilted life. The title of the book was found in the book "The Power of Very Small Repetition," but I am confident that the message that I really wanted to convey was due to the revolution for myself that writer Koo Bon-hyung emphasized throughout his life. However, I have never heard Koo Bon-hyung say anything about monthly or annual income of 1 billion won. His "Rapture of Daily Life" only shows how touching an ordinary day is for a person who finds himself.

5.

However, I can't erase the impression that personal branding these days emphasizes too much income and wealth. This is because they mislead people as if they can become a brand by earning a monthly income and a billion won a year. Of course, if a person becomes a brand, you can earn high profits. However, I don't think that should be a result of personal branding in itself. Wealth is the result, not the end. On the contrary, even if you are not rich yourself, I think it is possible to become an influential person like Koo Bon-hyung. The bigger problem is that you use personal branding as a tool to build your wealth. There are many lies, bluff, and immorality in the process of non-rich people bragging about their wealth with false information and then collecting profits from people who worship it. As a result, even I have a situation where I feel uncomfortable using the word personal branding.

6.

Let's get back to the subject. I'm still confident that despite the confusion, people can still be brands. For example, I have read an article by an editor and author, Young-mi Lee, who wrote a book titled Witch Physical Fitness. This book vividly contains the record of how he set out to deal with all kinds of physical problems, including high blood pressure. Eventually, the triathlon will bring him joy and joy in his life as well as his health. I was thrilled to read this book. I know nothing about him, but I think he is a living personal brand. Why? Because he has guided ordinary readers like me to act and change through his own experiences. He has conveyed the values of his "health" and "challenge" to readers. Perhaps the profits he has made from this book will not be as great. However, I think the impact of this book is incomparable to that of Jucheong.

7.

Choi In-ah's book title reminds me of many things about the recent personal branding controversy. Being a brand is another expression of the process of "making the world want what you have." I'm helping small brands with my writing and language tools. To do this, I researched, challenged, and experimented with myself fiercely. In the process, I suffered many setbacks, but I gained a lot. Although I have never gained enormous wealth or fame. However, I feel the joy and reward of being able to give a small help to someone with my little talent. And I have no doubt that it is the best value a brand can give. Even if there are very few people who recognize my value, I don't think it's that important. If I am proud of myself as a brand, wouldn't I be able to confidently say that anyone can be a brand.

8.

Recently, my son failed the 3rd try. Looking back, I took the 6th try. I didn't like the school I first entered, so I took the CSAT again after serving in the military. So, I became a student in 1997, not 91, but I think the process and the result were well worth it. So I was able to watch my son's small failures with a more generous heart. Because I know very well that college admission is not the only thing that determines the value of my life. I think what is more important is to live a life that is most like yourself through the process of discovering and acknowledging one's capabilities and limitations. It is because he believes that if one can live a life that satisfies the needs, desires, anxiety and deficiencies of others with one's own values, strengths and capabilities, that is, one's own strengths and capabilities, that is enough to achieve the purpose of being born in this world. It is because there are not only big brands in the world, but also many small and small brands.

9.

What do you think is a personal brand? I remember one of the most viewed videos in TED's history. I remember a scene where a timid female writer was talking about me and her grandfather, who was a rabbi. He said he was so timid that he couldn't even make proper eye contact with his followers. But when he died, crowds gathered like clouds and filled the village. Isn't this proof that a human being was born into the world and lived the most valuable life? Would it be too much to argue that someone like this could be called a true personal brand? Of course, not everyone needs to live like this rabbi. But I think people who don't know their worth are easily swayed by the delusion of a world where success is the guarantee of success. But the real thing will produce fruit, the fake thing will disappear and be swept away by the wind. Their names we're talking about today will not last five, or 10 years. It's up to us to decide which life to choose.
The kids growing up now seem spoiled, unassuming, but I don't think so.

Basically, children who grow up now have higher "social cognitive sensitivity" than older generations.

That's inevitable, I've been listening to a lot of 'cautious care' since I was a child.

If you think you're going to hit and hit each other in kindergarten, you were stopped right in the middle, and even if you get a nail mark on your face while playing, the other parent immediately filed a complaint,

Boys and girls have been steadily receiving gender recognition education, and they have seen in real time through social media that if they talk in public places, they will be publicly offered.

Therefore, I think that the younger generation now may be 'a generation that is overly conscious of others'.

Public manners are probably much better than grandparents or parents' generation

2.
When you eat out with your girls right now, they order food at a restaurant, their attitude toward the waitresses, their language, and so on, not only do they, but they are also very well-mannered. Not only the part-timers, but also their peers, who went as customers.

In cadaveric terms,
Wildness, which is likely to come out of a drama set 100 or 50 years ago, and if 'Geunggi' is expressed in a worse way, 'Geungjik', 'Excitement', and 'Thickness' are not very common among children these days.

Because even if it's a little rough, or if you talk and act a little bit, it's taken on your phone, it's floating on social media, it's reported, sometimes it's linked to a school bomb, and it's labeled for life,

3.
That's what you want to do in order