This concept was a response to several social changes: the success of huge corporate brands, the rise of project-based work cultures and entrepreneurial labor models, and the gradual popularization of the internet. As Peters explained, the web made it possible for anyone to have a website, and brands distinguished mediocrity from quality. He advised readers to identify their distinguishing characteristics and write a fifteen-word statement differentiating themselves from their peers. He told workers to think of their skills using the "feature-benefit" model of major corporate brands: every feature generates a corresponding benefit for the customer, the employer. Peters instructed readers to ask themselves: "What do I want to be famous for? That's right—famous!"

Alice E. Marwick, Status Update, loc. 416