How Personal Branding Works
No matter how rational or perceptive we are, human beings make instantaneous judgments about people and situations, even when there’s little evidence. It’s evolutionary baggage from 100,000 years ago, when humans lived in nomadic, pre-agrarian societies. One of our critical survival skills was the ability to form immediate, powerful impressions of our environment or other people we ran across. Often, these impressions preserved our lives, telling us to run away because an animal was dangerous, or not to eat a strange berry because it smelled like poison.
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