IN THIS SUMMARY
In a world of specialization--by both businesses and the people who work in them, it should not be a surprise that business books are also becoming more specialized and directed towards a more narrow audience. With Beyond Code, Rajeesh Setty has produced a book about getting ahead that is directed at IT professionals. Its purpose is to help them distinguish themselves from the growing crowd of IT consultants and project managers. Setty discusses how to listen to others, how to build bridges, how to create bold strategies, and how to build a personal brand. Even though this book is directed at IT professionals, it has advice that will benefit anyone. In the very first chapter of the book, Setty exhorts his audience to "be different." He believes, as do many others who give advice to professionals, that character and competence are important. But, Setty does not believe that these traits alone are enough. De-commoditization, or standing apart from the field because of value-added skills, is the answer. He says, "If you do what you have always done, you know what you are getting, but you may never know what you missed until you truly try new things." Professionals who are trying to stand out need to create a powerful personal brand and cannot afford to conform. Setty warns against trying to follow someone else's footsteps to success, because no two people are alike and their responses and reactions to business situations will be different. Also, contexts change over time, and the conditions that existed when one professional set out may not exist when another embarks on the journey. Besides, being an innovator is another way to de-commoditize. Most business people who succeed in carving out a niche for themselves saw a need or an opportunity that no one else did and were able to fill the gap.