Tony Atherton demonstrates how individuals can market themselves in the same way that companies market their business. He examines the pros and cons of illustrating individual skills and abilities by using a SWOT analysis. A business considers "the 4 P's" of marketing - product, price, place, promotion - to market itself and the book shows that there is no reason why an individual cannot use this method as well. He shows the reader how to think objectively about their personality and how to market themself as a commodity. The book is full of practical hints and tips.