His article, really more of a sales pitch, asks readers to first determine their “feature-benefit model” and then to relentlessly market it to employers, coworkers, and the larger world … or else! Those are literally the last two words, and they punctuate all the typical hokum (“Sit down and ask yourself … what do I want to be famous for? That’s right—famous for!” and “You are a leader. You’re leading You!”) that the worst business writing has to offer.
