"To be recognized as the top commercial real estate broker in the Anytown industrial market. To have instant name recognition based on excellent community standing, word-of-mouth referrals, 20 years of experience and a growing list of Fortune 100 clientele. To have an intense focus on customer follow-up that sets me apart from my peers."

Two close friends of mine have careers that ended up very different from their education, skill sets and desires. It is not that uncommon. However, for these particular individuals, I believe this happened because they failed to self-promote. Although their careers have been rewarding, in the absence of any self-promotion, their management defined them as they saw them. They were promoted into positions their management saw for them. When their names would come up in conversation, they were never regarded for their leadership skills or business acumen. Instead, they were described as detail-oriented, tech-savvy, and top-notch computer programmers. While this was technically accurate, it was accurate only to a degree since the perception did not reflect their actual goals or career aspirations.

Why the apparent disconnect? It is difficult to achieve your personal goals if you do not communicate them appropriately. Many people limit the discussion of career goals to yearly performance appraisals. How many times did you re-visit last year's performance appraisal with your boss? How about with the boss above your boss? How many companies rely solely, if at all, on performance appraisals when promoting from within?

Don't rely on one-off opportunities for self-promotion. If you can create a good personal mission statement and begin to promote yourself as the embodiment of that mission, you'll notice that others will see you that way as well. Remember, you broadcast a message to everyone you meet. When was the last time you took a close look at the message you're sending?

When you start living your personal mission statement, you will actually make conscious and unconscious modifications to your image, your manner and your approach. You will also align your image to the specialization you want to promote and thereby make it easier for others--management and customers--to think of you as that person.

Vik Bangia ([email protected]) is director, corporate services for CB Richard Ellis Inc., where he specializes in best practices, business integration and transition management. He was previously with Unocal Corp., where he specialized in information technology, corporate real estate, asset management and environmental remediation activities.