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After the Long Day, originally uploaded by fotoshootme.

It is clear that the world is changing before our eyes and it is not asking our permission. There is a cultural shift taking place in the workforce and the way we work. As a personal brand strategist I see a lot of focus on career, job search, and developing an online personal brand. Developing a presence in Facebook, Linked, and Twitter are good but alone it is not the answer. The main issue is getting people into what they love (purpose).

The State of the Economy

o Almost 6M jobs have been lost since the recession (which I opted out of) began in late 2007.
o Blue Collar American jobs account for approximately 70% of the losses.
o Baby Boomers are not retiring because they can’t afford to.
o Outsourcing jobs overseas.
o Industrial Revolution/Factory Model is dead.
o Unemployment (Nationwide) – 8.9%
o Job Lose (April 2009): 539K

What were Taught
o To go to college to get a job.
o To work that job until death do you part.
o To go into high paying fields.
o To get a good factory job.

The Problem
o Displaced Workers – People working in the wrong field or not operating in their purpose/passion.
o Reduced Productivity – Quality of work is reduced, making companies less profitable.

Grustle Glossary

GRUSTLE is the combination of a daily Grind (job) and a Hustle (your passion). Most people are caught between the two and are looking for a way out, but there is only a way IN: put IN work and INvest in your dreams. In my book ‘The Brand YU Life’ the first degree (or principle) is ‘Identify Your Passion’ which is the cornerstone of Grustlin’. Grustle is a personal branding strategy to get you in your purpose.


Grind: A grind is a job; employment; typically your primary source of income.

Hustle: A hustle is your passion, what you would love to do full-time and what gives you the most satisfaction. It is what you typically do after you work your daily grind.

The Purpose of Grustle: It is a Strategy
o Identify your passion – Through your job you validate your purpose.
o Re-Grind - Identify the correct field you should be in or job.
o Platform - Use your current job as a platform to transition.
o Build your network
o Paid Internship – Use your grind as a paid internship to produce high quality work for your current employer as you develop your personal brand.
o Multiple streams of income – Produced through your hustle.
o Exit Strategy (Grind) - Identify if you are displaced on your current job.
o Business Model - Develop/Identify business model for Hustle.
o Minimize risk – Transition to a new grind or hustle.

The responsibility and well being of your career and livelihood is not the responsibility of President Barack Obama or your employer. There is no stimulus package great enough to propel you into economic success more than being in your purpose. It is up to you! In the new economy the future of work is GRUSTLE.