Erik Dietrich: Don't Build a Brand, Build a Business

It has become fashionable to advise software developers to think about marketing themselves and creating a brand for themselves. This is good advice for developers who aren't already doing these things. It's good advice, but it's not enough. Necessary but not sufficient, as the saying goes. To truly realize your career potential, you need to make the full blown mental adjustment to regarding yourself as a businesses. This is true even for folks with no intention of side hustles or going freelance. Imagine yourself as a business dealing with a client when dealing with your employer, and that will help put things like silly interview processes and gratuitous requests to work overtime into perspective. You are important and you matter and viewing yourself as a business of one puts this into perspective and gives insight into positioning yourself for optimizing the results of your efforts.