Stand Out By Being You

A few days after my layoff in 2023 as Director of Strategy at UScellular, I was passed along a job opening... Director of Product Management and Development.

I remember scanning through the bullet points:

- 10+ years of product management experience. - Deep knowledge of agile frameworks. - Proven record launching new products at scale. My resume didn’t match a single one of those requirements directly.

In fact, the more I looked at the posting, the more I realized how impossible job searching is if you only measure yourself against a list of “must-haves” written by someone you’ve never met.

I see this play out all the time... How do you convince someone to take a chance on you when the job description doesn’t perfectly line up with your history?

Playing the Game

They look at the job description, circle all the keywords, and then cram them into their resume and LinkedIn profile. They try to match what is being asked, skill for skill.

The thinking makes sense: “If I can prove I’m exactly what they’re looking for, I’ll get the call.”

The problem? That strategy almost never works.

Why? Because you end up sounding just like everyone else.

- The resume becomes a sea of buzzwords. - The cover letter reads like a template. - And in the interview, you’re fighting to hold together a story that isn’t really yours. At best, you blend into the stack of candidates. At worst, you sound like you’re overselling or stretching to be someone you’re not. Either way, you lose the one thing that could actually make you memorable: your unique value to them.

The Reframe

1. Delivering a distinctive value proposition... what customers uniquely gain from the products and services offered and 2. Attaining consideration through positioning... framing that value in a way that resonates with a specific customer.

Your job search is no different.

You are the product. Employers are the market.

So here's what you need:

1. A Personal Value Proposition. The core tenants of value that you, with your specific skills and experiences, can deliver to an organization. 2. Positioning. The way you frame that value depending on the context and needs of the employer. Once you start thinking of yourself like a business, you stop trying to “fit” into every job posting. Instead, you start asking: What do I uniquely bring? And how do I tell that story in a way that makes sense for them?

Unique Value, Positioned Right

On paper, I shouldn’t have even been considered. My resume didn’t have a single “Product” title. My experience was adjacent at best.

I knew I couldn’t win by convincing them I had deep product expertise. I’d lose credibility instantly. What I could do was highlight the distinct mix of skills I actually had: sales, marketing, innovation, and strategy. Together, those could complement a product function rather than duplicate it.

And when I learned more about the team (24 team members, most with 15+ years of tenure), I had the 'ah-ha' moment. They didn’t need another product veteran to tell them what they already knew. They needed someone to add value in new ways.

That’s how I positioned myself.

I literally said, “I don’t have Product in my background. If that's what you need, I'm not your guy. However, I know how to connect with Sales and Marketing, I know how to set a Strategy, and I know how to drive Innovation."

That clarity of my value, combined with my conviction of their needs, is what got me the job. Not a resume stuffed with keywords. Not a story that stretched the truth. Just a distinct value proposition, positioned in the right way.

Here's The Nuance

If your value sounds like everyone else’s, it gets ignored.

If your value doesn’t solve a problem, it gets overlooked.

Think about it this way:

Generic: “I’m a Project Manager.”
Distinct + in demand: “I’m a Project Manager who’s led digital transformation initiatives inside Fortune 100 companies—and I started my career in HR, so I’m fluent in change management.”

That’s narrow. But it's also relevant.

And there's one more thing... once you’ve defined your personal value proposition, you may realize you have multiple ways to position it depending on the company or role. That flexibility gives you range, while keeping you anchored in your unique set of skills.

Putting it into Practice

1. Ask others what they see. Have conversations with former colleagues, mentors, or even trusted friends. Ask: “What unique value do I bring to teams and organizations?” 2. Write your Personal Value Proposition. At a summary level, define: What outcomes can I deliver to organizations based on my skills and experiences? Keep it short and value-focused, not task-focused. 3. Draft a Positioning Statement. Translate your value proposition into a statement tailored for the types of companies you’re pursuing. Example: “I help established product teams connect strategy, sales, and marketing to accelerate growth.”

Then, run it back by those same colleagues or mentors: Does this sound distinctive? Does it feel like something companies actually need?

Once you have clarity, make this your unified pitch. Refine your LinkedIn, tailor your resume, and nail in your interviews. Then, refine to optimize week-to-week.

In reality, being the strongest candidate by checking every box in the job description is a long shot. Don't bet on that.

Stand out by being you.

Understand the unique value you bring (by having a personal value proposition).
Showcase why it matters for this role, right now (by positioning for relevance).

That clarity sets you apart in the best way possible.