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By:

Divyaa Advaani 

2 November 2024 at 8:58:38 am

Being Liked Is Not Branding

AI Generated Image Think of someone specific you met in the last six months who seemed genuinely interested in connecting further. The conversation was warm. There was energy in it. They said all the right things — let us stay in touch, I would love to explore this further, I will reach out next week. And then they did not. Not because they were rude or dismissive. Not because something went wrong. But because by the time next week arrived, you had simply faded. This is one of the most...

Being Liked Is Not Branding

AI Generated Image Think of someone specific you met in the last six months who seemed genuinely interested in connecting further. The conversation was warm. There was energy in it. They said all the right things — let us stay in touch, I would love to explore this further, I will reach out next week. And then they did not. Not because they were rude or dismissive. Not because something went wrong. But because by the time next week arrived, you had simply faded. This is one of the most quietly expensive things that happens to accomplished founders — and almost none of them know it is happening. Being liked is not the same as being remembered. Being remembered is not the same as being recalled at the right moment. And being recalled at the right moment is the only version of any of this that actually creates business. The gap between a pleasant first impression and a phone call that begins with "I immediately thought of you" is not filled by warmth or competence or even a genuinely great conversation. It is filled by a personal brand strong enough to occupy a specific, distinct place in someone's mind long after the meeting has ended. Here is what most founders are not told. When someone leaves a conversation thinking "what a lovely person" they have given you a compliment. When they leave thinking "she is exactly the person I would call if I ever needed to solve this specific problem for someone I care about" they have given you a business. The difference between those two outcomes is not how much they liked you. It is how clearly they understood what you stand for and who you are for. Most accomplished founders are genuinely likeable. Many are impressive. Very few are specific enough to be recalled at the moment an opportunity arises. They exist in the minds of their network as pleasant, capable, talented — and entirely interchangeable with the other pleasant, capable, talented people those same contacts met last month. That interchangeability is costing you more than you realise. Every time someone in your network encounters an opportunity that should be yours and instead recommends someone else — not because they like that person more, but because that person's name surfaced first and most clearly — your brand has failed at its most fundamental job. The founders who get called first are not always the most qualified. They are the most memorable. Not memorable in the sense of flashy or loud or relentlessly present online. Memorable in the sense that when a specific need arises, a specific face and a specific name and a specific value proposition surface together, clearly and immediately, without the contact having to work to reconstruct who you are and what you do. That kind of memorability is not an accident of personality. It is the result of a personal brand built with enough clarity, consistency and intention that it leaves a distinct impression rather than a pleasant but general one. It is the difference between being someone people enjoyed meeting and being someone people think of when it counts. Think about your own network right now. When an opportunity arises that is perfect for you — do the right people think of you immediately? Or do they think of you eventually, after they have already recommended someone else, and feel a pang of recognition that they should have called you first? If it is the second — your brand is not broken. It is just not specific enough yet. And that is entirely fixable. I work with founders on exactly this — building a personal brand clear and consistent enough that the right people think of them first, not eventually. If you are ready to stop being the person people liked and start being the person they call, book your consultation call with me on this link: https://www.calendly.com/divyaaadvaani/founder-brand-audit — Divyaa Advaani, Personal Branding Strategist (The author is a personal branding expert. She has clients from 14+ countries. Views personal.)

Growing Risks Of Cyber Warfare

Sep 22, 2024
3 min read

Updated: Oct 21, 2024

In a shocking series of events, multiple coordinated explosions have rocked Lebanon and parts of Syria, killing dozens of people and injuring thousands. The blasts occurred after explosive devices, hidden inside pagers and other radio communication devices, were detonated. The targeted individuals were primarily members of Hezbollah, with the explosions taking place in densely populated areas, resulting in widespread injuries to civilians, including children.

The devices, mainly pagers, walkie-talkies, and radios, had been in the possession of Hezbollah operatives, who had acquired them months prior, under the assumption they were secure. However, Hezbollah has accused Israel’s intelligence agency, Shin Bet, of tampering with the devices during transit.

According to security experts, Israel’s elite secret cyber warfare unit was behind the attack. This unit, known for its global cyber operations, is also linked to the creation of the STUXnet malware, which was responsible for the failure of Iran’s nuclear power plant. The pagers were rigged with explosive materials in place of a battery, and a relay switch was installed, allowing the explosions to be triggered remotely in a synchronized manner. The result was devastating injuries to the eyes, face, hands, and legs of those carrying the devices.

The incident occurred in Hezbollah-stronghold areas, including the Dahieh suburb of Beirut, southern Lebanon, and parts of the Beqaa Valley, with some explosions also reported across the border in Syria. The blasts overwhelmed hospitals, as hundreds of victims sought medical help for injuries ranging from severe burns to shattered limbs. The intensity of the explosions, far beyond that of ordinary battery malfunctions, indicates a highly sophisticated sabotage operation.

These explosions have not only deepened the crisis in Lebanon but have also raised critical questions about supply chain security, intelligence tactics, and the legality of using booby-trapped electronics in conflict zones.


What Are Pagers, and Why Are They Still Preferred?

Despite being old-school tele communication technology, pagers or beepers are still used in many countries, particularly in critical sectors and organizations. Pagers primarily facilitate one-way communication, pager uses higher frequencies than car radios i.e. 400 MHz band frequency. It also used a very basic type of VHF spectrum. These devices operate in restricted areas to transfer messages, alerts, and information. These devices are considered more secure and harder to trace or track compared to mobile phones, as they only receive messages, similar to a car radio that receives signals without revealing the listener’s identity or location. Additionally, pagers lack features like Bluetooth or GPS, making them more difficult to hack or compromise.

Among their many advantages, pagers are known for their long battery life and durability, making them ideal for continuous use in specific industries. There are an estimated two million active pager users worldwide. Hezbollah began using pagers after Israel successfully assassinated a high-ranking Hezbollah target by hacking his cellphone and precisely targeting him with a missile. Since then, many Hezbollah members have switched to more primitive communication devices, like pagers, to avoid being tracked via the internet.


Are Mobile Phones and Smartphones Similarly Vulnerable?

American and European security agencies suggest that, theoretically, it is possible to alter mobile phones and other smart devices to turn them into explosive devices. However, practically, it is more difficult due to the advanced security systems in modern smartphones. A hacked smartphone may exhibit various signs, such as abnormal temperature changes, slower system performance, unexpected reboots, odd sounds during calls, hung applications, or irrelevant messages and pop-ups, all of which could indicate tampering. These security systems make it more challenging to modify smartphones in the same manner as simpler devices like pagers.


New Security Challenges

The Hezbollah pager explosion serves as a wake-up call for sectors involving critical infrastructure and aviation. In an era where smartphones are network-connected and can be charged wirelessly, the possibility of tampering with batteries or embedding explosives, like HMX, PETN and other type of plastic explosives pose significant risks. During flights, even a minor explosion could result in catastrophic consequences. On the ground, the threat extends to damaging nearby aircraft, equipment, and infrastructure. Airport security may soon impose stricter regulations, potentially banning pagers, walkie-talkies, and radios, much like power banks, which are now restricted on flights. In the future, mobile phones may only be allowed in switched-off modes, placed in lithium-safe bags during flights. Suspicious devices could be handled separately in Faraday-sheet bags to block any network or signal connections.

This incident highlights the growing risks of cyber warfare and the dangers posed by everyday communication devices being exploited for sabotage. It is an alarming call for a nation’s security as the treat of such critical infrastructure being handled by terrorist organisations can compromise the use of day-to-day electronics for malicious activities. As technology advances, so must the protocols for ensuring public safety, particularly in high-risk environments where even the smallest vulnerability could lead to devastating consequences.

(The writer is an eminent cyber and explosives forensic expert. Views personal.)

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