The Executive Code of Ethics.
Twelve articles that govern how Isaac Mashman works with clients, audiences, partners, and the press, drawn from his book and written in his own voice.
- IIdentity Before Image
- IIEarned, Never Bought
- IIIClaims I Can Prove
- IVInfluence Is a Responsibility
- VEndorsements Are Earned Too
- VIMy Word Is My Bond
- VIIIntegrity When No One Is Watching
- VIIIIntent, Stated Up Front
- IXThe Stage Is a Trust
- XCredit Where It Is Due
- XIGood Deeds Without an Audience
- XIIRoom for Others
Written Down, Then Kept.
Chapter five of the Manifesto ends with an assignment for every reader:
“Write out a personal Code of Conduct. What do you stand for and what morals and ethics will you adhere to in building your personal brand?”
Personal Branding: A Manifesto on Fame and Influence, 5.10 Manipulation
This is Isaac’s answer. Where the book explains why reputation is built the way it is, the code states what he will and will not do while building his own. Read the Manifesto (opens in a new tab) or take the free Brand Audit (opens in a new tab) to see where your own personal brand stands.
The Twelve Articles.
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Article I: Identity Before Image
I build on the person in the mirror, never on a mask.
A brand that has to be performed is a liability waiting to be found out. I would rather show the work, mistakes included, than keep up an image I could not live up to in private.
“You don’t build your personal brand based on what other people want to see, you build your personal brand because people come to you for who you are.”
Personal Branding: A Manifesto on Fame and Influence, 8.10 The Mask and the Mirror -
Article II: Earned, Never Bought
I do not buy press, followers, or credibility, and I will not help anyone else do it.
Every quote, feature, and interview on my record came from pitching real journalists or being invited. Newswire distribution and advertising have a place as support for the real work, never as a substitute for it, and never presented as coverage.
“I am proud to say that I have never paid out-of-pocket for any press feature.”
Personal Branding: A Manifesto on Fame and Influence, 5.3 It Can’t Be Bought -
Article III: Claims I Can Prove
I say exactly what I can substantiate, and nothing more.
Quoted is not featured, and a New Release ranking is not a best seller peak. When the product is reputation, an overstated claim costs more than it could ever earn, so every claim I make can be backed up on request.
“Never take credit for something you don’t deserve.”
Personal Branding: A Manifesto on Fame and Influence, 8.1 Integrity, Etiquette, and Taking Credit -
Article IV: Influence Is a Responsibility
The larger the audience, the higher the standard I hold myself to.
Influence is concentrated power. Being able to sell someone something does not mean I should, and the more people trust what I say, the more carefully I say it.
“This privilege is a simultaneous burden that requires you to hold yourself to a higher standard when compared to the average person.”
Personal Branding: A Manifesto on Fame and Influence, 5.10 Manipulation -
Article V: Endorsements Are Earned Too
I put my name only behind what I have researched and would use myself.
An endorsement spends trust other people gave me. I look into the product and the people behind it first, I give endorsements unasked where I can, and if I ever withdraw one, I explain why.
“Never sell out your personal brand for something you don’t even use.”
Personal Branding: A Manifesto on Fame and Influence, 7.6 Negotiating On Your Behalf -
Article VI: My Word Is My Bond
If I say I will do something, I do it. If I cannot, I say why.
Appearances, deadlines, and promises to clients are all made on the understanding that I will deliver. When circumstances force a change, the other person is owed an explanation, not silence.
“A person whose word isn't backed up by actions does not foster an attitude of trust or communicate competence.”
Personal Branding: A Manifesto on Fame and Influence, 5.13 Giving Your Word -
Article VII: Integrity When No One Is Watching
I turn down the deals no one would ever know about.
Most ethical decisions are private: the offer declined, the shortcut not taken, the easy money left on the table. They decide a reputation long before anyone sees it.
“Integrity is about doing the right thing even when nobody's watching.”
Personal Branding: A Manifesto on Fame and Influence, 8.1 Integrity, Etiquette, and Taking Credit -
Article VIII: Intent, Stated Up Front
I tell people what I want from a relationship before I ask anything of it.
Clients, partners, and prospects deserve to know why I am in the conversation. Saying it early saves everyone's time and is the foundation every lasting working relationship I have is built on.
“Transparency returns your investment many times over and most appreciate it if you are up front with them.”
Personal Branding: A Manifesto on Fame and Influence, 6.6 Communicating Intent -
Article IX: The Stage Is a Trust
When I am handed a stage, the room gets strategy, not a sales pitch.
The audience paid for their seat and gave up their time. They leave with something they can use tomorrow, and any offer I make from the stage is brief, relevant, and easy to decline.
“Your intention with selling from stage is to sell your expertise and provide strategic value to every single person who already paid a premium to be in attendance.”
Personal Branding: A Manifesto on Fame and Influence, 6.12 Selling From Stage -
Article X: Credit Where It Is Due
I credit the people who build the work with me, and I copy no one.
The designer of the cover, the editor of the book, the partner who shaped the method with me: their names belong on the work. I learn from everyone, and I put my own name only on what is mine.
“Taking credit is about acknowledging your work and talents, and isn’t a window to boast.”
Personal Branding: A Manifesto on Fame and Influence, 8.1 Integrity, Etiquette, and Taking Credit -
Article XI: Good Deeds Without an Audience
Charity is not content.
Help given for the camera is help given for the helper. When good work is done in public, the attention belongs on the cause, not on me.
“Good deeds are best performed in private and not used as short-sighted ways to boost one’s image or visibility.”
Personal Branding: A Manifesto on Fame and Influence, 6.9 Good Deeds In Public -
Article XII: Room for Others
My success never has to come at someone else's expense.
Personal branding works through psychology, and psychology can be misused. What I teach is for building reputations, never for tearing another person's down.
“Do not use the psychological aspects to your gain if it ends in the downfall of another. There is more than enough for all of us.”
Personal Branding: A Manifesto on Fame and Influence, 8.10 The Mask and the Mirror
Are you building your personal brand to represent the Mask, or to represent the person who’s staring back at you in the mirror?
Personal Branding: A Manifesto on Fame and Influence, 8.10 The Mask and the Mirror
This code is my answer to that question, and I sign it.
