Through a Marketing Lens — by Katie Windfeldt

Like many people in their first year after graduating, I found myself in a bit of a post-grad funk. I had the degrees, the ambition, and the work ethic, but I still felt like I was still searching for a direction and purpose in this next chapter. As part of my MBA Personal Branding class this semester, we were required to read Known by Mark Schaefer, a book about how individuals can build recognition, influence, and their personal brand in the digital age. After a semester full of required texts, I’ll admit I approached this one with a bit of required reading fatigue, but what I didn’t expect was how much the book would resonate with where I was personally and professionally. This book helped me realize that success isn’t just about what you know, but really comes down to what you’re known for. In many ways, it allowed me to start thinking more seriously about the space I want to make for myself and the value I want to create for others. 

One of the most helpful takeaways from Known was the framework Schaefer lays out for becoming recognized in a meaningful way. He explains that the journey begins with finding your place, or what he calls a sustainable interest, something that not only excites you but also creates values for others and continues to do so well into the future. From there, Schaefer emphasizes identifying your space, the specific niche or perspective where your voice can stand out. At first I felt defeated and wasn’t confident in my ability to find my place and space, but what I appreciated most was Schaefer’s constant reminder that even in today’s crowded digital world, there are still countless opportunities out there waiting for us to take the reins. For me, I recognized how naturally I tend to view everyday experiences through a marketing lens, constantly analyzing brands, strategy, and customer experience, and that realization is exactly how this blog was born. Once your place and space are defined, the fuel that drives everything forward is content. By consistently creating valuable, conversational content that connects with an audience, you slowly build credibility, trust, and recognition over time, leading you towards the journey of becoming known. With my top CliftonStrength result being consistency, this idea deeply resonated with me, making me feel like my abilities in showing up regularly and sharing insights through my blog could actually become a real pathway toward becoming known. What I also appreciated about this framework is that Schaefer shows how the process of becoming known is actually the same for everyone. Whether you’re someone like me trying to build a voice online or someone who eventually becomes famously recognized, the process doesn’t change. The real difference isn’t fame or status, it’s in your own discipline to keep showing up, creating value, and building a space that is reflective of you and your sustainable interest. 

If there is one idea that stayed with me most throughout Known and will continue throughout my personal journey to become known, it is that consistency is truly the bedrock of becoming known. Schaefer explains that consistency is one of the only things fully within our control, and that showing up regularly over time is what ultimately builds credibility and trust, one of my favorite ideas from the book. What started as a class assignment and something that initially felt like homework has slowly started to turn into a rhythm. After writing several blog posts, the process already feels more natural and my confidence has grown with each one. In many ways, reading this book and beginning this blog came at the perfect time during my final semester of grad school. What started as a period where I felt uncertain and stuck has turned into a feeling of clarity, helping me realize that becoming known isn’t about having everything figured out. It’s about showing up, creating value, and building something meaningful over time while setting myself up in a stronger position as I step into the next chapter of finding my place in the professional world post-grad. 

If you haven’t read Known by Mark Schaefer, I highly recommend adding it to your list! After you do, ask yourself the same question I’ve been thinking about throughout this process: what do you want to be known for?