Whether you’re selling yourself (resume-building, job hunting, dating) or selling ice to Eskimos – one rule of thumb is to know that the buyer is not buying a product or a service. They’re buying you. And in order to buy you they have to like you.

In these days of a challenged economy, I find more and more friends out seeking a new job or a new career. While nobody likes to be unemployed, their challenge is often, “but I don’t know what I should do next!”

I find it very interesting that the natural tendency for unemployed individuals or challenged companies in this market is to try to spread a wide net.  They present themselves as the catch-all, the “we can do anything, what do you want?”, the jack of all trades.