Speaking from both his head and heart, Dan makes he compelling case that it is <strong>no longer is it enough to show that you are great, you have to show why you are a great</strong> match for a culture and brand of the company you want to work for. You have to be able to sell yourself, your talents, your passions, your uniqueness. (<a href="http://www.21stcenturyskills.org/index.php?option=com_content&amp;task=view&amp;id=261&amp;Itemid=120">Aren't these Key 21st Century Skills?</a>)

The idea behind "being yourself" is not that you have some sort of offline life (though you may). Rather, it's a recognition that your online life encompasses the many different facets of your life, and that it is important that these facets are all represented and work together.

Few Internet users say they Google themselves regularly -- about three-quarters of self-searchers say they have done so only once or twice. And most who have done so consider what they find accurate. Only 4 percent of Internet users said embarrassing or inaccurate information online resulted in a bad experience.

What can you know about a profcessional who doesn't blog his or her work? How do you know they are competent, that they have the respect of their peers, that they understand the issues, that they practice sound methodology, that they show consideration for their clients? You cannot know any of this without the openness blogging (or equivalent) provides. Which means, once a substantial number begin to share, there will be increasing pressure on all to share.