Many cultures emphasize modesty and may view direct self-promotion as arrogant or disrespectful. However, in the U.S., known for its embrace of assertive self-confidence, it’s a different story. Personal branding is seen as a positive way to differentiate oneself in the American workplace. But for foreign professionals who grew up with a vastly different set of cultural mores and who now need to succeed in the United States or other contexts where personal branding is important, this can be quite a difficult adjustment.
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