I often like2014-10-06 08.12.26n the need to revamp your LinkedIn profile to renovating a building.

Some need minor repairs and freshening, some need gutting all the way to the walls.

And many, unfortunately, require a complete razing to the ground.

So take a hard, honest, critical look at your profile. Think: “why” and “how,” not “who” and “what.”

Does it convey why you do what you do? Not who you work for and what you do there (yawn!) and did before that. Does it tell how and why you bring the accumulated skills and values you learned along your career journey?

Does it tell the story clearly and directly? If not, and it’s twisted, tear it down and start fresh.

This takes guts and sweat. Some houses are so far gone that they stand in spite of themselves. But it’s an investment in your brand that you cannot afford NOT to make (yes, I am using double negatives to make a point…).