It’s gospel that you have to cultivate your personal brand, particularly if you have designs on the C suite. But because everyone has a brand nowadays (Tom Peters describes it as “your promise to the marketplace and the world”) simply having one is insufficient if you want to advance. You can’t just be known as “the guy who speaks Spanish” or “the programmer who can explain things well” or “that woman in legal who gets things done fast.” That’s nice — but there are a million of you, and in a globalized world, your company can find an alternative to you fast. That’s why you need to establish yourself as a thought leader. Good employees and good executives are nice to have. Thought leaders are irreplaceable — and indispensible.