Originally published in 2008. Updated in 2025 as part of the Personal Branding Blog relaunch under Brown Brothers Media.
I’ve thought a lot about the distinction between company and individual this week. If you analyze the makeup of the company you work for, then you notice that the various business functions are relevant in your own life.
In a world where everyone is for themself, you have to understand how you can make yourself a successful business, without relying on others.
Today, I examine five different roles each and every individual must play in a brand-YOU world. Don’t neglect any of them.
1. Chief Executive Officer (CEO)
You are in charge of yourself, which makes you the CEO. At the end of the day, personal failure or success lies in your hands.
You make the final decision about which company you want to work for or start. You are the decision-maker in every aspect of life, but you, just like companies, have little control of external factors (such as economic shifts, tech disruption, etc).
As the decision-maker, you can choose your own destiny and that is empowerment.
2. Chief People Officer (CPO)
Who you surround yourself with is a representation of who you are. As the CPO, you are required to recruit and retain powerful allies. You need to meet people who share interests, but also have skills that complement your own.
In today’s landscape, this means nurturing your professional network on platforms such as LinkedIn and X, and collaborating through digital communities and virtual events.
The hardest part is finding the right people and giving them enough value so you can have a substantial business advantage.
3. Chief Information Officer (CIO)
Your role as CIO takes a few forms.
First, everyone in the world needs to know how to build a credible online presence. If you don’t, you are at a severe disadvantage when establishing Me Inc. on the web.
Second, you need to monitor your industry using tools such as RSS feeds, newsletters, podcasts and LinkedIn Learning so you stay informed and credible. Follow the trends and research on a continuous basis because they lend to your credibility.
4. Chief Financial Officer (CFO)
Everyone in the world has to be their own CFO because at some point in our lives, we will be accumulating wealth. Stop relying solely on financial advisers and start understanding how to invest and manage your money.
Do you really want someone else controlling your financial future? I think you’d rather ensure that you are getting the most return and stay in control. Businesses make and lose money — and so do we. We all need to assume this role because it’s how we fund our lives over time.
5. Chief Marketing Officer (CMO)
A CMO typically owns the PR arm of a business as well. As your own “personal PR” person, you need to represent yourself at all times. You are a spokesperson for your personal brand whether you like it or not. Everything you say and do can be used for or against you.
In a digital age, this includes your social profiles, blog posts, video content, and comments. Also, you need to put your marketing hat on and never take it off. Every new person you meet — whether online or offline — can change your life, so have your best marketing pitch ready.
Learning about modern online marketing, personal content strategy, public relations and virtual networking is going to play in your favor.
Start thinking like a company. I don’t care who you work for because at the end of the day, you are tasked with recruiting people, marketing yourself, handling your own finances and learning the technical skills required to survive in this ever-changing world of uncertainty.
Conclusion
Your career is your enterprise. By thinking of yourself as a company with functions, strategies and responsibilities, you take control of your growth, your value and your impact.
Embrace the multiple roles of CEO, CPO, CIO, CFO and CMO in your own life: build your network, stay informed, manage your resources, champion your brand and chart your own direction. When you walk through life as Me Inc., you don’t simply hope for opportunity — you build it.
This article is part of Personal Branding Blog’s Legacy Series — highlighting timeless insights from our archive. Learn more about our story here.
